1. Internal Evaluation. Internal analysis of the company, to include the analysis of: 
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3. The company's current situation and the key challenges it needs to overcome (if any) - any existing purpose statements the company has, e.g. vision and mission statements, core values and strategic objectives - internal environment capability analysis, including resources, core competencies, sustainable competitive advantage, etc. - the consumer perceived value of the chosen chocolate brand - this analysis should point to the company's strengths and weaknesses.
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5. The company of my choice is Lindt & Spungli