Evaluation of the strategic management of the given brand and conclusions (with recommendations if appropriate) in light of the organisation’s resources and competences and the prevalent business environment.
The report must be supported by sound research, rigorous analysis and a solid argument.
Guidelines
• Let the learning map guide you through the steps leading from the internal analysis though a SWOT analysis to the conclusions.
• Refer to the marking grid to identify the relative importance of the parts of the report.
• In the handbook, in the assessment section, you can find guidelines for writing a business report. I recommend that you use it adapting it to the categories indicated in the marking grid.
• Within the scope of this report you are not likely to be able to give the company plausible and actionable recommendation. Conclusions driven by a rigorous analysis, however, are mandatory.
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