Research on the Diageo company, provide a brief introduction including a profile of the organisation 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]

REFERENCES AND IN TEXT CITATION