Question 1: Study the external environment of the AbbVie Company for this project. Are any Changes taking place in the microenvironment that might have a positive or negative impact on the industry in which AbbVie is based? Apply the PASTEL framework to identify which factors may be the most important in your industry. What will be the effect on your industry?
Question 2: Apply the five forces model to your industry. What does this model tell you about the nature of the competition in the industry?