Onduct a strategic analysis of the situation faced by Thorntons.

Based on the case Thorntons Plc: Corporate and Business Startegyby David Jennings. (Page 750, Johnson and Scholes Exploring Corporate Strategy 7th Ed.):

Conduct a strategic analysis of the situation faced by Thorntons. Your analysis
should include an assessment of Thorntons (e.g. assets / capabilities / culture)
and an assessment of the trading environment (e.g. macro / micro
environmental issues). Based on this analysis you should make some outline recommendations as to the strategy Thorntons should follow in the short and long term.

You will be assessed on the depth and quality of the strategic analysis
presented. The case cited is to be used as a starting point only you
will be expected to update the information presented by using library
sources, e.g. Market reports / on-line databases / newspaper articles. You
are asked not to contact Thorntons directly.

Word limit 4,000 words (excluding appendices).
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