1) General Environment analysis: What are the most important 1 to 2 general environment factors to be considered for the INDUSTRY and what is their effect (positive-negative-neutral)? What is your evidence for the importance of these factors?
2) FIVE FORCES Analysis: What is the most important either 1 to 2 of the five industry forces affecting the INDUSTRY and what is their effect (high-moderate-low)? What are the 1 to 2 factors that evidence the importance of these forces? Is the industry attractive for new entrants AND for incumbents? Why?