Introduce the company’s background, brief history, and how it was affected by the Covid 19 pandemic.

Present your analysis of the company’s current business (competitive) level strategy. Is it a red ocean or a blue ocean strategy? If it is a red ocean strategy, is it a differentiation, cost leadership, hybrid or one of the focus strategies? You need to support your analysis with examples / evidence from your research that show how the company adapted to the current external environment and utilised its core competences.

Present our analysis of the evaluation of the company’s current strategy by using the SAF framework. Remember that SAF criteria requires reference to the analysis of external and internal environment analyses.

Justify the company’s future strategy by referring to your SAF analysis. In this part you need to propose a strategy that you think the company should follow in the future.