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Part A: Performance and sustainability

Freshly armed with your new Warwick MBA, you have recently joined Asos plc  in a

management position. Your CEO regards competitor analysis as very important and the

company regularly produces internal reports on the companies regarded as key competitors. He

passes you in the corridor one day and observes “Boohoo is nearly as big as us in terms of their

market cap and they have a high PE ratio – maybe we need to keep a very close eye on them!”

Write a report for the CEO comparing the broad financial strengths and weaknesses of BooHoo

as a competitor with those of Asos. You should focus on the financial performance and position

of the companies , as well as a brief comment on the stock market’s view of both.

Given the current circumstances of Covid-19, the CEO is particularly interested in how the two

companies compare in terms of financial performance, financial stability and job security

postCovid-19.

Required

Write the requested report comparing the financial performance and position of both

companies as well as commenting on their future sustainability. Ensure that you make clear

conclusions.

Note that your CEO is a busy executive with a strong marketing background but has limited

experience of accounting. He will expect a clear and concise report. Some general guidance on

acceptable report style follows:

Notes on general report style.

• Use the most recent full year accounts of Asos Plc and BooHoo Plc
• Give your report a title & provide an Executive Summary,