From a fundamental viewpoint, the security is cheap with a PER of 9.4x for 2013 and 9.27x for 2014. Besides, EV/Sales is low with a ratio at 0.46x for this year.
Technically, the security is in a negative configuration in the short term as the bearish trend of 20-day moving average, currently at GBp 253.8, shows. Nevertheless, the stock seems in an oversold situation, near to its GBp 250.1 support in daily data. This level might stop the bearish trend in the short term.
A pullback towards GBP 259.2 is anticipated, active investors can take a long position above GBp 250.1. However, a bearish trend would regain the upper hand if the security crosses GBp 250.1.