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The focus of this assignment is on the business unit level of analysis (rather than on corporate or operational levels). Therefore, if you select a diversified company then make sure you focus on only one of the company’s business units. The report must be specific and applied to the business unit. In other words, you must apply the relevant concepts and tools of business strategy to the particular conditions and circumstances of the business you are studying. General statements and references to theories and models that are not applied to your specific business will not add value to your assignment. Similarly, data about the business that is not analysed and presented from a strategic perspective – using the relevant concepts and tools of strategy – is of little value. To help you in this exercise, consider the position of the CEO of the business. Assume that he or she will be reading your report and will be looking for a strategic analysis and a set of recommendation that is practical and specific to her or his business. The CEO does not want to read a broad analysis that could apply to any number of organisations and does not ‘speak’ to his or her business.