The research paper needs to include the following details: • External Analysis o PESTLE  Political/ Legal  Economic  Socio-Cultural/ Demographic  Technological  Global  Physical Environment  Summary o Industry Analysis – PORTER’s 5  THREAT of New Entrants  Bargaining Power of Suppliers  Bargaining Power of Buyers  Treat of Substitutes  Competitive Rivalry  Summary • Internal Analysis o Value Chain  Primary Activities  Support Activities  Summary o Competitive Advantage  Resources  Capabilities  Core Competencies  Evaluate using 4 criteria model  Summary o Financial Analysis  Profit ratio: compare over timeand to 2-3 competitors  Liquidity ratio: compare over time and to 2-3 competitors  Leverage ratio: compare over time and to 2-3 competitors  Summary • SWOT • Critical Issue • Endnotes: Chicago style There is no need to have introduction or recommendations at the end. All resources must be newer than 2016.