The focus of this section is on analysis - DO NOT just present the frame works (SWOT, 5 Forces, VRIO, PESTEL, etc.) - these should be in the appendix, In this section you should discuss the findings/implications of the various frameworks and refer to the details in the appendix. What are the frameworks telling us? In paragraph form you should be giving us an overview of the both the internal and external environment, A well written analysis section will make the strategies and tactics suggested later obvious. We should be able to easily see the connection between this analysis section and the strategies and tactics recommended (in fact, you will refer to this analysis when presenting your strategies and tactics), You may want to organize this analysis section by vehicle/vehicle- class because the situation may be very different for each, In this case you would analyze (giving an overview of the company situation and then transition into sections on the different vehicles. For example the following sub-sections might be appropriate: Analysis of the overall company of situation (both competitive/external and internal) b. Analysis of the e.g., Family vehicle class (both competitive/external and internal) Etc