Define the industry or industries in which the company operates and analyse the external environment. Prepare a STEP analysis, five-forces analysis, life-cycle analysis, competitor analysis as appropriate to give insight into the external environment. The company set for this assignment is Pep Stores: retailing to low-income consumers from De Wit, B & Meyer, R 2010, Strategy: Process, Content, Context, 4 edn, Cengage Learning EMEA, Andover. This is a group report so there is no need for introductions, table of contents etc. my part is just the instructions above. I will upload the case study.