The company to be analyzed: Churchill Downs Incorporated
Industry: Online gaming, gaming, entertainment, racing, gaming activities (casinos)
Important: When you use a publication or stats from anywhere, the source MUST provide:
Title of the document
what it describes e.g. inflation country eg. Canada and sector/industry eg banking when or period e.g. 2014-2017 complete clickable URL citation
PART I – MACRO OR GENERAL ENVIRONMENT
All graphs, charts, tables – embed within the text – NOT Appendices
Times New Roman- Font 12
This section MUST:
include a complete analysis of opportunities and threats – captured by graphs,
charts, tables – of the industry in which your firm operates in the following 4
provide quantitative data for each trend analyzed – charts, graphs, tables – not
words. All primary and secondary sources (including web sources) MUST be
cited and sourced in footnotes – NOT endnotes
identify each trend as an opportunity or threat
Do NOT analyze the industry or the firm in the macro environment.
Do NOT cite the name of your firm – as you are NOT analyzing your firm in this
Analyze the technological TRENDS that MAY IMPACT your industry if they are
inputs to firms in the industry OR because they are substitutes that will eliminate
the need for the products or services of your industry.
Order of Analysis
Complete your analysis in the following order:
1. Technology Environment Trend Analysis O/T (opportunities and threats)
2. Socio-cultural Environment Trend Analysis O/T (opportunities and threats)
3. Political/legal Environment Trend Analysis O/T (opportunities and threats)
Note: There is a rough causality to the order above. An innovation in the technological
environment stimulates entrepreneurs in the economic environment to exploit and
commercialize the technology innovation. This, in turn, causes changes in the socio-
cultural environment as consumers change their behavior by adopting it, and this finally
triggers a response by elected officials and regulators in the political/legal environment
who develop laws and regulations to deal with these changes and transformations.
Approximately 5 pages, double-spaced, 11 Times New Roman
The Technology Environment section MUST:
identify and evaluate EMERGING technology TRENDS (e.g., miniaturization of
chips allowing for smaller cell phones, e.g. fracking for oil & gas)
identify each technology TREND identified with supported empirical data that
illuminates the advantage of that emerging technology eg reduces costs, increases
identify each technology TREND as a threat or opportunity to the industry being
Do NOT list eg “the internet” as it was invented in 1968 – focus on recent or
Do NOT analyze the firm(s) that produce the emerging technologies.
Analyze the technology in terms of costs vs benefits e.g. reduced costs, increased
productivity, reduced labour required
Hint: Review the IS and Technology Management courses.
Approximately 5 pages, double-spaced, 11 Time New Roman
This section MUST incorporate a minimum of 20 years (i.e. 4 census data points from
Stats Can), and preferably 30 years, of demographic TREND data for the region in which
the selected firm competes.
A FULL census is completed once every 10 years in Canada and USA while a mini
census that measures 20% of the population is conducted every 5 years i.e. at mid point
between two full censuses
Note: Long-term TREND data is required because demographic trends emerge and
change very slowly over time because human capital is long lasting (i.e., the average life
span in Canada is 84 years for females and 82 for males).
3 types of Socio-Cultural data:
1. Demographic eg birth rate, immigration, ethnicity, age cohort segmentation,
income segmentation by quintile
2. Behavioral e.g. number of people who smoke or who jog etc.
3. Attitudinal e..g attitudes towards global warming or oil firms
If the selected firm is targeting young people in Canada/U.S., you MUST provide
demographic data for the youth component TREND in Canada/U.S. segmented by
gender, income, ethnicity, etc.
This section MUST provide:
quantitative data for EVERY socio-cultural TREND identified (e.g., aging)
ID each demographic TREND as a threat or opportunity.
Stats Canada collects most demographic data on Canadians
o age distribution of population
o ethnic, religious, national, distribution
o education distribution (percentage for public school, high school,
undergraduate and graduate students)
o regional distribution of population in country
o income distribution by percentage in each quintile
o annual births/deaths
o fertility rates for country (where the firm does business)
o mortality rates for the country
o population growth rate
o population density
o percentage of home ownership
ID relevant attitudinal or behavioral data
o Each national polling firm e.g. Ipso Reid, Gallop, Pew Research Centre,
provides a search engine and access to all past polls that the firm completed
(e.g., polls on attitudes to banks, European trade deal or pipelines).
o Attitudes towards e.g. oil sands, e.g. foreign investment, e.g. the environment,
e.g. alcohol sold in corner stores,
Hint: Review Intro Marketing where many of these issues are analyzed.
Approximately 5 pages, double-spaced, 11 Time New Roman
This section MUST:
ID the MOST important federal or state or provincial government departments
and agencies that regulate the industry of the firm that is being analyzed e.g. NR
Can and National Energy Board are most important for oil and gas while DOT,
NTSB are most important for airlines, railroad and trucking
Do NOT analyze city or municipal by-laws – far too many in Canada or US
ID the industry association that represents the industry of your firm e.g. Canadian
ID the policy issues the association identifies as the most important
ID the most important relevant laws that specifically target and affect your
industry of the selected firm.
Do NOT analyze generic laws such as minimum wage laws or general taxation or
copyright; only laws that specifically affect your industry (e.g., Bank Act for
banking e.g. taxes imposed only on alcohol)
evaluate each law or regulation as an opportunity or threat, and provide reasons
for this judgment
Hint: Identify and review the industry association web site to see which issues the
association identifies as most important
Read the Globe and Mail and the National Post.
SUMMARY OF PART I
Approximately 1.5 pages together:
Environment summary: Provide a summary of the most important environments that
have the greatest impact on your firm and industry.
Opportunities and Threats Summary: Provide a summary of most important threats and
opportunities TRENDS facing your firm and industry.
o Follow the instruction provided above step by step- consider every detail
o Research, research, research- graphs, charts and tables more than WORDS (I
would like to see at least one graph or table or chart in every single page
o Every SENTENCE need to be supported by its citation including primary and
secondary information- this is very important
o Try to depend on GOVERNMENT’s websites, statistics, and library
o I will just only going to accept PRIMARY sources for PRIMARY information
o SECONDARY sources are fine for SECONDARY information, but they
should be from a valuable and known website. Do not use YAHOO finance
o Sourced in footnotes – NOT endnotes:
I want the footnotes in the form- see example:
National Cotton Council of America, “The Economic Outlook of Cotton for US
Cotton 2015”, retrieved from: http://www.cotton.org/econ/reports/upload/2015-
Annual-Outlook.pdf, accessed January 2016.
o Footnotes might take a big portion of each page. Therefore, please make sure that
you do NOT consider the footnotes space as part of the page. I would expect to
have approximately 275 words each page excluding the footnotes.
Business Source Premier
Economist Intelligent Unit (EIU)
Global Competitiveness Report
Government websites for statistics
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