Objectives:
- analyze a case study;
- evaluate alternative marketing strategies;
- demonstrate the decision essay model of case analysis;
- critique alternative courses of action; and
- support a course of action based on data presented in a case and from research.
Description:
This assignment implements the design of the decision model essay of case study analysis presented. The student will analyze a case on the marketing strategies of Pepsi Canada, making and supporting a decision on the direction that the company should follow in going forward from its Pepsi Refresh Project.
Materials Required:
Ellet, W. (2007). The case study handbook; How to read, discuss, and write persuasively about cases. Harvard Business School Press.
Chapters 9 and 11
"Pepsi Canada, the Pepsi Refresh Project.," Ivey Publishing, 2011
Note that students will need to purchase a bundle of case studies for the course from the publisher (Ivey Publishing) in which this case is included. Follow the instructions here to obtain the Ivey business case bundle before proceeding with this Unit's assignment.
Instructions:
Preparation: How to Write a Case-Based Essay
1. Analyze the Pepsi Canada case from the Business Case Analysis bundle, using the guidelines set out in Chapter 11 of the Ellet text.
2. Review your notes on the structure of a persuasive problem essay. Be sure to include the four parts of a persuasive essay and the six parts of a decision essay (some are the same).
Submission: A Case Study Analysis - Decision Essay
Analyze the Pepsi Canada case using the guidelines set out in Chapter 11.Write a decision essay (2000 words, double spaced, not including the title page or reference page) explaining where Pepsi should go with its marketing program. You may use the state-and-prove or the prove-and-state model for your essay, but you must state which model you have chosen and why you selected that model. Support your argument with at least three scholarly sources as well as other sources. Use the organization described for your model on page 135 or 136 of the Ellet text.