This is an individual assignment due by the end of Session 8.

Note: There is a 10% per day late submission penalty. No assignments will be accepted after grades & comments are posted.

Directions:

1. Read carefully the ”Assignment Descriptions” in the Conference section (i.e. this section)

2. Write a 5 to 6 page report on PepsiCo based on the discussion below without table of content and reference page that should be included.

3. Submit to Turnitin.com prior to posting to Web Tycho. Please note the Turnitin class ID and password in the Announcement section.

4. Post originality receipt/similarity index on cover sheet.

5. Post final version with similarity index to your individual assignment folder under Case 2, Competition in Energy Drinks.

As a new member of PepsiCo’s brand management department, you have been asked to prepare an analysis of the global and U.S. alternative beverages industry. Your 5-6 page executive summary should list strategic issues confronting PepsiCo and its alternative beverage brands and make recommendations to address such issues. The executive summary should be supported by your analysis of the industry. The exhibits to the summary report MUST include: A Five Forces model, macro-environmental characteristics, key success factors, drivers of change and industry dynamics, and a strategic group map (see chapter 3 and 4)

Note: this case is about the alternative beverage industry & the role of Pepsi in that industry–do not focus on the cola wars w/ Coke.