The general basis of the following analysis is the comparison of the Target Company and the various competitors which exist in the major Trade Cell markets and industries in which the Company operates. The comparison is made in terms of the Strengths and Weaknesses of the Target Company and its major competitors who together account for 80% of the cumulative Market Share in the Trade Cell.

     The data is gained from research into the Company's Customer and Distribution Channel Bases as well as those of the other major competitors in each of the Trade Cell markets. The forecasted performance of the Target Company is a function of that company's strengths and weaknesses in relation to that of its competitors. This function and the conclusions thereof drawn are projected from the various forecasts contained below.

     This section analyses some 180 major items in relation to product and market sectors. Thus some 2700 competitive considerations and issues are discussed and analysed. Clearly it would be extremely difficult, and indeed overwhelming in length, to produce this analysis only in prose and thus the data is presented in terms of a database analysis.

In order to interpret this presentation it is necessary to understand the various factors being considered in the analysis:-

1. The relative strength, weakness and performance of the Target Company in terms of all relevant product and market sectors.

2. The relative strengths, weaknesses and performance of the competitors in terms of all relevant product and market sectors.

3. The average strengths, weaknesses and performance of the competitors in terms of all relevant product and market sectors.

4. The Market and Industry in which the Target Company operates and the prevailing norms and expectations.

5. All the above factors when forecast individually, in relation to the Products, Markets and Industries, are projected in the Medium Term.