You have been selected to undertake a project analysing the business strategy of a company of your choice. Your assignment should address the following issues:

1. Using Porter's Five Forces model, analyse the competitive structure of one of its key markets.
2. Analyse, using any techniques/theoretical models studied in this module, the sources of competitive advantage for the company.
3. Critically assess the current and future challenges to the competitive position of the company.
4. Based upon research, recommend and justify a potential market that the company could consider moving into.

The paper should be based on a thorough research of various types of data such as library sources, company documentation, web-based material, personal experience in a company and personal interviews if applicable. Appropriate academic theories and models should be employed wherever relevant.