Weak fundamentals and the current graphical configuration militate for a short strategy.

The poor Surperforamnce rating underline, among others things, the low business predictability and the negative earnings revisions. EBITDA and net income declined in 2014 to settle below 2012 levels. EPS estimates were downward revised as well as the average target price.

Technically, the stock has been in a bearish trend for about a year. After having successfully tested 2 majors support the share is now very close from its upper downward trend line. Moreover, the nearby GBp 953.5 resistance limit the upside potential in the short term.
Consequently, active investors may open a short position at current prices and target the GBp 869.5 support as a first bearish goal. A stop loss should be set at GBp 975.