Strategic Analysis of Pelicano Coffee Co.

Please take a look at all panopto recordings and slides before week 6 to write this essay.
The paper is 1500 words in total and the assessment guidance is attached in files.
The course's name is Strategy.
The link, account address, and password to view recordings and slides:
https://canvas(dot)sussex(dot)ac(dot)uk/courses/23923/pages/assessment-information
account: ASK SUPPORT
password: ASK SUPPORT
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Update from the Client
For the store you choose, please not be starbucks and try to avoid big chain brands, it would better be somewhere small, like a local small restaurant where you actually been there. The small business you choose is better to be in China, or US, or UK, or Canada.

Individual Project Report – 30% Word count: 1,500 words (+/- 10%, excluding tables, figures and bibliography) Project task: Do a strategic analysis of a local restaurant or pub from your town or neighborhood (no chain please!). Please cover the following points in your analysis: (1) Do an external analysis of the local industry environment your restaurant/pub is in. How lucrative is the local environment for running such a restaurant/pub? Please explain. (2) Do an internal analysis of the restaurant/pub’s resources and capabilities. How do they compare to some key success factors in the local industry environment? (3) Do an analysis of the social responsibility or environmental sustainability of your selected restaurant/pub. How would you change the business model to improve it? Please make use of analytical models we have discussed in class (but also others if applicable). You may use meaningful tables and figures in support of your analysis. They do not count against the word limit. Please structure your answers by question, i.e. (1), (2) and (3). You may also include a very brief introduction and conclusion, but be mindful of the word limit. To answer each question, please use observations, e.g. visits of restaurants/pubs, and secondary sources, e.g. websites and industry reports, all of which you can find online. Please reference these sources throughout the text wherever you use them. A bibliography must be provided at the end of the report (in any usual format). There is no need for formal interviews. However, if you pick up useful information through informal chats (e.g. customers), feel free to use that in your report. There is no need to add/reference academic papers or books in your report. Good luck with your project! Assessment criteria: Quality of answer to each question: 3 x 30% Overall presentation (structure, referencing, tables/figures): 10%