The report should provide an analysis of the company''s strategic, financial and stock market performances over the last five years. It should be addressed to a potential investor in the company''s shares and should include your recommendations to that potential investor. You will need to conduct in depth research into my allocated company (Scottish and Southern Energy), the industry in which it operates and its competitors*. The main body of the report should be structured into the following sections: 1. Introduction This section should provide a brief company history, an outline of the industry and of the company''s postiton within it. 2. Strategic analysis The strategic analysis should contain reference to the broad environment, industry and competitors*, and most importantly, to the company itself. It should include: (i) A PEST analysis (ii) An analysis of industry forces (iii) A SWOT analysis The analysis should include for example pricing policies, product range, market position, etc with that of its competitors*. 3. Financial Analysis This section should offer an analysis of the company''s financial performances over the last five years. Crucially it should make use of your knowledge of the company''s strategic direction, its industry position and the broad environment. This section should include: a) Trend and ratio analysis of financial statements, making comparisons with competitors and sector averages. b) Identification of any new accounting policies/treatments, which may impact on future profitability. c) Identification of provlems of comparisons caused by particular accounting policies/treatments. 4. Stock Market Analysis This section should offer an analysis of the company''s share price performance over the last five years. You will need to use your strategic and financial knowledge of the company as a basis for your analysis. a) Analysis of share price performance relatice to the industry and the stock market as a whole. b) An evaluation of stock market indices (Price-earnings ratios, dividend yield, etc) in comparsion with competitors*, sector and market averages. 5. Conclusion and Recommendations The conclusion section should draw together your findings in order to make a recommendation to a potential investor in the company''s shares. (* Competitors are best to be within the same industry, which means any other UK energy companies) This report''s word limit is 5000 words, calculated by excluding the bibliography and appendices. All other information within the body of the assignment is included in the word count (this includes tables, footnotes, references and diagrams) The following is a detailed guidance on the marking scheme: 1. Introduction: 5 marks 2. Strategic analysis: 25 marks 3. Financial Analysis: 40 marks 4. Stock Market Analysis: 20 marks 5. Conclusion and Recommendations: 10 marks