政治：政治局势给马克斯和斯宾塞带来了优势，因为东欧市场开放了贸易领域。这在公司在Croatiic，匈牙利，保加利亚，波斯尼亚等地开设了商店的优势，公司税从30％降至28％已经给Marks and Spencer带来了好处。
4.技术：手机购物和其他在线购物技术在社会中日益普及，马克斯宾塞网络销售额已经达到了1亿英镑（Mermod and Idowu，2013）。
External position of the company will be explained by using the PESTLE analysis that will be explained in this section:
1.Political: political situations have given an advantage to Marks and Spencer as East European markets have opened their territories for trade. This gave an advantage to the company as they opened stores in Croatiic, Hungary, Bulgaria, Bosnia etc. decrease in the corporate tax from 30% to 28% has given advantage to Marks and Spencer.
2.Economic: credit crunch in the economy of UK has given serious issues to the sales of the company and impacted on buying behaviour of many people. Rising oil prices and other opportunities were provided in other parts of the world as economic conditions of Middle East countries helped the company in overcoming credit crunch of UK (Porter, 2008).
3.Social: people in UK are looking for more trendy and unique dresses and online shopping experiences that are giving serious challenges to the company. Mean while social trends are changing like 50% of the population consist of older people and Marks and Spencer is targeting older customers so this is an advantage for the company.
4.Technological: mobile phone shopping and other online shopping techniques are becoming popular in the society and online sales of Marks and Spencer has reached £100m (Mermod and Idowu, 2013).
5.Environmental: people are becoming concerned about environmental activities and Marks and Spencer has been criticized for not packing the products properly. The company is taking several initiatives like charging the customer’s 5per plastic bag so bag usage could be decreased (Pearson, et al. 2011).
6.Legal: customers are getting aware of rights and litigious acts so they are posing a serious threat to the company because if the product is not up to the mark they can sue the company. Recently the company was sued by the man who claimed that shoes given by the company were not good and caused him injury (Price, 2007).