Research on the Diageo company, provide a brief introduction including a profile of the organization and the industry in which Diageo operates.
1. Business and industry profile [brief history, products and services, performance, key people of this company and an outline of the industry in which the company belongs].

2. Explanation of industry, industry structure and industry profitability - establish links to the company (DIAGEO)
[Offer a detailed explanation of the concepts that shows understanding]