Project description — The report should include: analysis of strategic issues facing the firm, analysis of the external and internal business environment relevant to the firm and case, strategic alternatives, your recommendations on the strategy/decision selection and an implementation plan. The report should show how the student understood textbook concepts and applied them to the analysis. – First start by the brief introduction – Then analyzing the industry (toy industry)=> include PESTEL analysis as well ( political, economy,sociocultural,technological, environmental and legal factors), The Five Competitive Forces: Competition from rival sellers Competition from potential new entrants Competition from producers of substitute products Supplier bargaining power Customer bargaining power – Then analyze the company( use SWOT for sure),analyze the internal and external factors of the company, competitive advantages – Then talk about if the LEGO Friends is a good initiative or not? why is good? why is not? and if not what would be another alternative/initiative – implementation a plan for the chosen initiative – make recommendation