The purpose of this assessment is to start to develop a theoretical base for your later assessments, It allows you to connect your academic theoretical skills with your practical business skills, and this is a very important attribute for developing a successful professional career. Theoretical concepts should form the basis of analysing information, developing alternative solutions and making recommendations. You should read the paper a number of times before attempting to write anything. This will highlight areas that you need further information on and you can then conduct the necessary secondary research, including academic papers, reports and media coverage. You should then apply marketing concepts, theories and empirics covered in the subject to the problem.