Not required to do any external research. 

If a trend/element is in the grading, but there is no information in the  case, you are not expected to find any information. There are, however  some portions of the analysis that are not specifically spelled out in the  case and require some interpretation on your part. Look at the general environment first – conditions at the time in the case,  what is changing? or are there new trends?  PESTEL + capital markets, demographics, globalization. Review the industry Industry facts and deconstruction and industry trends. Minimal Survival Factors. (interpretation) Attractiveness of the industry (Porter’s 5 forces). (interpretation) Key competitors  – strengths, weaknesses, what they are doing, where they are going, etc. Stage in the industry life cycle. (interpretation) Come up with a summary of Opportunities and Threats.

Then look at the company itself. Review its operations – supply, conversion, distribution. Calculate and interpret financial ratios Look at how it deals with other risks – operational, currency, etc. Look at how it deals with customers – market segmentation, attracting  them, keeping them, getting them to buy more. Look at how the company is doing research and planning for the future. Evaluate the firm’s corporate social responsibility tactics. Then review its human, informational and organizational capital. Evaluate if shareholders/financiers & customers are happy.(interpret.) Describe and evaluate the firm’s current strategy. (interpretation) Evaluate if the company meets the industry’s MSF metrics. (interpret.) Evaluate it’s competitive advantage, if any. (interpretation) Come up with a summary of the firm’s Strengths and Weaknesses.