Review all the team decisions and performance in Years 6 through 12. 2. Examine the performance of the company's top two competitors. 3. Develop and write a Comparative Business Analysis. In this Comparative Business Analysis, you will compare the performance and relative merits of your company with your company's two top competitors. The objective of comparing the relative performance and merits of these companies is to identify new market opportunities and recommend a new business strategy to achieve a competitive advantage. The Comparative Business Analysis is intended for the company's Executive Team who will decide on new strategic plans and directions. Your objective is to assist in the decision making process by providing the data, analysis, and recommendations. The basic questions to be addressed are: • How well does the company's performance compare on key measures to its main competitors? • What opportunities do you see in the market based on these comparisons? • What can the company learn from its competition? • What strategies and objectives might the company pursue in the future? Note: Length is not nearly as important as the content. Content needs to be cohesive, correctly identifies the main issues, develops a sound analysis of the issues, and follows logically to the conclusions and recommendations. Generally, an analysis of this nature, with the wealth of information available, will cover 10 to 14 pages of developed narrative, double spaced, one-inch margins all around the page, and 12 point standard font. The content of the Comparative Business Analysis should include: a. Title Page. b. Executive Summary. i. The Executive Summary (synopsis or abstract) is the report in miniature. ii. Serves as a preview to the report. iii. It is written for busy executives who may not have time to read the report. iv. Reduce the parts of the report in order and in proportion. v. Word economy is paramount, and the challenge is to avoid writing in a dull, stilted style. c. Table of Contents. d. Statement of the Problem or The Challenge i. Background 1. Information that will help the reader understand the main issue you are addressing in this analysis. 2. Relevant information about the company. Keep your audience in mind as you write. This analysis is for your Executive Team, all of whom are very familiar with the company and its performance. 3. Relevant performance indicators ii. Statement of the Problem or Issue 1. Succinctly state the major problem/issue that is the focus of this analysis. 2. Briefly state the analytical objectives of this report. These objectives are essentially your best guess or hypotheses that would explain the problem or issue. Each "hypotheses" (or reason for sub-performance, or opportunity for improvement) become a major comparison topic in section e below. 3. The statement of the Problem or Issue then morphs into your purpose for writing this analytical report, e.g., ". . . to analyze company X's performance over the past six years and provide recommendations for improving the company's competitive advantage over the next five years." iii. Assumptions. 1. Identify major assumptions you are making in conducting this analysis. 2. This is especially important about future trends you are anticipating. e. Key Performance Area #1 for Comparison. i. You should have 2 to 3 key performance areas for comparison. ii. Identify your company's main performance indicator or objective. iii. Write a narrative of your company's performance relative to your two main competitors. iv. Focus on relative performance. v. Utilize graphs and tables as appropriate to focus on main differences. vi. Explain differences. vii. State your conclusion based on your analysis. f. Key Performance Area #2 for Comparison. i. Second "hypothesis" identified in d.2.b. above. ii. Same outline as e above. g. Key Performance Area #3 for Comparison, if applicable. h. Conclusions. i. State your main conclusions and provide analysis if needed. ii. Conclusions must flow from your analysis in sections e - g. iii. Conclusions must address the main problem statement. i. Recommendations. i. State your recommendations to the board of directors. ii. Provide a course of action (CA) for each recommendation, or a CA may be made that covers all recommendations, if appropriate. iii. Immediate action required: "instruct" the board on the action they need to take to insure your recommended course of action is implemented. j. References i. List all references consulted. ii. Use the APA Publication Manual style. k. Appendices. i. Use as appropriate. ii. Technical material and lengthy quotes that are required are best placed in an appendix. Otherwise, this material clutters your narrative and distracts the reader you are trying to persuade. But, make an appropriate reference to the appendix in your narrative.