Step 2: Analyse your chosen case study, covering the following points: Briefly describe what the case is about. Present the problem or problems and main issues/discussion points the case raises. What industry does the firm operate in? Develop three industry definitions from very broad to very narrow. Identify and justify three macro forces/trends currently impacting on the industry discussed in the case study you chose (e.g. automobile or airline). Incorporating theoretical insights, make three recommendations pertaining to the firms marketing operations. Remember to justify them. Guidelines: Research the firm and industry in the assigned case study to understand where the firm and industry is now and integrate this knowledge into the analysis. Link how the firm/product described in the case study performs in the Australian or another relevant countrys setting. Link the analysis to the relevant theories and concepts you have learnt in the unit and through your research. The following is derived from the work of Lewis, Hubbard and Morkel (1991). It sets out a sequential method for analysing case study material. As you proceed through the following six steps, record your answers. Read/listen to the case right through to gain an overview. What is the case about? What are the main issues it raises? Read/listen the case again more carefully, highlighting key words, phrases and sentences. Make a note of the case details which you think are most relevant to the topic being discussed. It is particularly useful during this step to identify where there are gaps in your knowledge of the situation. You must be careful not to make assumptions where there are knowledge gaps, although it is sometimes possible to make inferences by drawing together different pieces of information from the case. Link the details of the case to the theories and concepts you have learned in the lectures, seminars, texts and through your own reading. Consider the extent to which the theory(ies) is/are appropriate in understanding the situation in the case. Does this application suggest weaknesses or problems with the theory?