Undertake an analysis of your chosen market.Your analysis should encompass both the ‘macro’ and ‘micro’ factors that impact upon the way that your ‘client’ functions within its given market sector. You are expected to use a combination of marketing models and a variety of up-to-date sources of market information to inform and illustrate your discussions. Identify and appraise the key opportunities and threats that face your ‘client’.Over the course of your analysis, you should encounter a number of factors that pose threats to your client’s market position or, alternatively, may offer lucrative opportunities. Taking your client organisation’s strengths and weaknesses into account, you are expected to appraise the relative attractiveness of the options that they present in the short, medium and long term. Make clear and coherent recommendations as to the most appropriate strategic choices in the short, medium and long-term.Having appraised the relative attractiveness of the options facing your client, you must then make clear and well-justified recommendations. It is essential that, when you make your recommendations, you support them using the analysis that you have undertaken and, ideally, prioritise them. A) Introduction to report and the work which has been undertaken A good ‘introduction’ section should set the scene for the report and clearly indicate the market sector and organisation chosen. It should summarise the aims and objectives of the report and perhaps say something about the methods and sources used to compile it. Finally, it should briefly outline the sections which are coming up in the remainder of the report to provide the reader with ‘sign posts’ as to what the report contains. B) Company/Organisation Profile This section should provide an outline of the organisation, a very brief overview of its history and its structure. You should be able to clearly discuss its brands/product range and, most importantly, be able to identify the markets within which it functions, its relative position and its key competitors. C) Market Analysis This should feature a comprehensive view of what is happening in the market and the impact that it is having, or is likely to have, on your client’s organisation. It should encompass both the ‘macro’ and the ‘micro’ elements. However, as stated previously, ‘comprehensive’ does not equate to a rehashing of large chunks of a Mintel report. Whilst such reports are obviously good sources of data, it is often the case that the reports that gain the highest marks are those that have drawn information from a variety of creditable sources.As this exercise is one of analysis, please resist the urge to reproduce their data directly and unquestioningly. Central to this assignment is your ability to analyse a market and critically appraise the implications for your client’s organisation. D) Identification of Strategic Alternatives This goes much further than simply the creation of a ‘SWOT’ or ‘TOWS’ diagram or an Ansoff’s Matrix. This requires an informed discussion as to the extent to which your client organisation’s strengths allow them to exploit opportunities and counter threats. Similarly, some discussion is required as to any areas of weakness, the potential implications and the degree to which they need to be addressed. The reader should leave this section with a clear idea as to the variety of potential options open to the client organisation that might reasonably be explored. E) Strategic Recommendations There needs to be a clear link between the discussion and analysis of strategic alternatives and the strategic recommendations. An ideal starting point is the statement of specific marketing objectives for immediate attention that are based upon and justified by prior analysis and recommendations as to how the might be best achieved. Good assignments will also identify strategic objectives to address medium and longer term challenges and opportunities.