Materials Required

Ellet, W. (2007). The case study handbook; How to read, discuss, and write persuasively about cases. Brighton, Massachusetts: Harvard Business Review Press.

      • Chapter 9
      • Chapter 11

Thomson, M., & Mark, K. (2011). Pepsi Canada: The Pepsi refresh project.  Ivey Publishing.


Preparation: How to Write a Case-Based Essay

  • Review chapters 9 and 11 from the Ellet text.
  • 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 from the Business Case Analysis bundle, using the guidelines set out in Chapter 11 of the Ellet text.
  • Write a decision essay (2000 words, double spaced, not including the title page or reference page) explaining and recommending 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. Refer to either page 135 or 136 of the Ellet text, depending on your chosen model.


Case Analysis #2: Decision Essay will be marked in its entirety out of 100. The following rubric indicates the criteria students are to adhere to, and their relative weights to the assignment overall.



Content (60%)

a. Briefly described the background of the company and its marketing.


b. Recommends a decision.


c. Clearly presents Pepsi’s decision options.


d. Explains the criteria for an effective decision.


e. Presents proof of the preferred option, supporting his or her position with sources.


f. Critiques the options.


g. Presents an action plan.



Communication (25%)

a. Uses language clearly and effectively.


b. Information organized intelligently and holistically (i.e., not simply answers to questions).


c. Proper introduction and conclusion to paper.



Attention to Detail (15%)

a. APA Formatting (title, headings, and references).


b. Spelling and grammar.