Table of Contents

1. Executive summary

• Summarizing the essay. Do it after finishing the essay.

2. Introduction

• About the company
• About industry
• Main aim and objectives
• Possible Limitations
• Research ethic form – if needed

4. Literature Review

• Every of my assertions in this work must be supported by direct and relevant reference, evidence, example, analysis. Keep it simple and straight

5. Macro Environment
6. PESTEL
7. Industry Overview

• Environment analysis with relevant theories and examples

8. Main Competitors

• Characteristics of competitors

9. Key Success Factors
10. Micro Environment
11. SWOT Analysis (linked, identifying strengths and weaknesses)

Used to identify internal strengths

• Strengths
• Weaknesses
• Opportunities
• Threats

12. SWOT Matrix
13. Value Chain Analysis
14. Competitive Advantage
15. Evaluation of the strategy – Extremely important

Therefore the activities from the value chain that have to be improved are:

• ..
• Distribution… etc.

16. Conclusion
17. Appendices

Also it has to be identified in which sector of the industry the company operates