1.   Introduction: present a brief overview of what this report is all about, summarize key

findings and highlights, and guide the reader about what to expect in the rest ofthe report.

2.   Canadian Industry Description and Analysis: Clearly state the chosen industry (as defined by the NAICS code). The below questions/points can be helpful in developing this section

(This serves as a guide. You can cover additional points, if relevant. You can skip some points, if irrelevant to your industry/company).

-    Provide an overview of the industry such as: the consumers’ needs it addresses, the

products it provides, the geographic areas it covers, the consumer segments it serves, a little bit about its historical evolution…etc.

-    Trends in the industry (near past and present): what are the major trends that shaped the industry in the past and the current trends and market dynamics that are shaping it now

(e.g., if you are in retail, e-commerce and the shift to mobile and digital shopping tend to be the most dominant trends in the industry -from a consumer behavior perspective.

Another strong trend in the industry –from industry players’perspective rather than consumers’perspective - is the emergence of giant e-retailers such as Amazon and the decline of some household names such as Sears and Target… If your industry is in print media, then a major trend is the decline of traditional newspapers in general and the dramatic shift in how we access and read news…etc.). An important element in the trends analysis is to analyze the growth/decline of the industry overtime: how it grew over time, where it is now and where you expect to see it in the future (a graph that illustrates this is highly recommended in such reports). Your forecast of the growth of the industry should be based on the data you collected and it should have two components: short-term growth and long-term growth analysis.

-    Players in the industry (rivals): who are the main players in this industry, what products each offers, what is the competitive advantage(s) of each, their market share, pricing approach, size, marketing strategy, how they position themselves in the market, how they compete...etc. Also, who are the industry leaders, and who are the main suppliers ofthe   industry? Logically, such discussion is often followed by a table that compares the players on some of the aforementioned aspects (i.e., market share).

3.   Company Description and Analysis: in the previous section, you have already provided a table that compares the company with its rivals in the industry on several factors. Here you can provide a very brief recap of that and provide additional information about what this company stands for, some historical background, ownership structure, management, resources, core competencies, what is its current situation, future plans … etc. Also, you can elaborate on some of the relevant points that you covered in the comparison table before and how they specifically affect your company.

4.   Company Strengths and Weaknesses: conduct a comprehensive Strengths and

Weaknesses analysis. The analysis should be extensive (NOT just one point on each). Try to cover all aspects.

5.   Environmental Trend Analysis: conduct an environmental trend analysis (PESTEL). That is, discuss the political, economic, social, technological, environmental and legal/regulatory opportunities and threats that are part of the company’s macroenvironment. While different industries may have more issues under one factor versus another (e.g., if your industry is related to education or health you may have a heavy Political focus; if your industry is in insurance or tourism you may find you have a heavy Environmental focus, etc.), do be sure to mention at least one relevant opportunity and threat for every environmental factor.

6.   Conclusion: now, based on the internal and external analysis (#4 and #5) and all the aforementioned analyses, come up with some conclusions such as:

Overall Assessment of the company’s situation:

-    Overall, is the company in a relatively strong or weak position? Why?

-    Overall, how does the macroenvironment look like for the company? Do its opportunities outweigh its threats? Justify?

Strategic Recommendations:

-    Use your assessment of the company in helping to develop some strategic insights.

Discuss (a) how the company can utilize its strengths to take advantage of present opportunities and shore itself up against potential threats and (b) what should it do about its weaknesses (if any); how can it overcome/mitigate them?

Global Guidelines for the report as a whole:

-    Whenever you present an argument or make a point, always provide supporting evidence.

-    Serious and informative quantitative analysis/work is expected in the report.

-    Graphs, tables, and other graphical aids/illustrations are highly recommended.

-    Be sure to refer and adhere to the Report Formatting Guidelines posted on Avenue.

-    Page limit for Report 1 is 10 pages double-spaced (NOT including title page, table of contents, appendices, endnotes, or bibliography). Refer to the Citation Guide for

Commerce 1MA3: https://library.mcmaster.ca/sites/default/files/businesscitation.pdf