Adnams has a strong iconic brand and wishes to examine its competitive strategy

Adnams has a strong iconic brand and wishes to examine its competitive strategy. You have been commissioned by the company to provide a report on their competitive position and make recommendations for their future. The directors have little time to do this at present, so your report must include a critical evaluation and justification of your model prior to using it for your analysis. You are also required to make recommendations for their future from your analysis. These should be well founded and should clearly relate to your analysis.

Suggested structure and approximate weighting of marks

Part 1: Theoretical underpinning for analysis, identification of key issues, justification and evaluation of the choice of analytical model/s (20%)
Part 2: Strategic analysis with application of the chosen model (s) (60%)
Part 3: Recommendation and Conclusion (20%)