In your Term Paper Project, you are to use two lines of analysis: 1) Industry Attractiveness and 2) Business-Unit Competitive Strength. (Please see pages 163-168 in your textbook.) As the analyst you need to decide upon a list of 5-8 measures forIndustry Attractiveness anda list of 5-8 measures forBusiness-Unit Competitive Strength.Mine is Johnson & Johnson.

EXAMPLE at the bottom V

				AMAZON
INDUSTRY ATTRACTIVENESS MEASURE	IMPORTANCE/WEIGHT	DIGITAL STREAMING	ENTERTAINMENT & CONTENT	CUSTOMER SERVICE CAPABILITIES	REPUTATION/IMAGE
MARKET SIZE & PROJECTED GROWTH Rate	60%	7	6	5	7
INTENSITY OF COMPETITION	30%	6	6	6	4
EMERGING OPPORTUNITIES AND THREATS	20%	8	7	6	4
TOTAL	100%	7	6.3	5.7	5