Note that assessment should be current and the chosen company is Loreal; Assessment only analyzing, using theories and ref it The report also may include forecasting research (if they are promoting new technology); impact of government policies; never stereotype; social responsibility (recognizing social groups); (e.g.: animal testing, packaging, sustainability, safety) Changing in dynamic of organization Key aspects affecting the business market; Competitors advantage Models of PEST or PESTEL and SWOT analysis How is the organization with public Who are customers-consumers Show that some strengths might be a weakness too Internal capabilities NOT MORE than 5 points for SWOT Maintenance, retrenchment Should include key definitions. The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats . Analyze company strenghts and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue.