Last Name, First Name
Cola Wars Continue: Coke and Pepsi in 2010
1
Written Analysis
Chapter 3 in the Rothaermel text provides us with two analytic tools or frameworks that
can be used to examine factors that impact an industry. PESTEL helps us examine factors in the
external environment, while Porter’s Five Forces Model is used to assess the profitability or
competitiveness of an industry by examining competitive forces that the industry faces.
For this assignment, you are to apply the PESTEL framework to the Carbonated Soft
Drink industry as described in the case “Cola Wars Continue: Coke and Pepsi in 2010”. (Note
that the CSD industry, at its core, is `Concentrate Manufacturing’.) Use Chapter 3 in Rothaermel
as your guide to address the factors in the General Environment that impact the industry.
(Address each of the 6 factors.) Use the information provided in the case to support your claims.
Be sure to summarize your findings. It is very important that you remember that this is an
analysis of the Carbonated Soft Drink industry, not an analysis of any one company within the
industry or how each company may have addressed each factor.
Do not retell the case history. The specific facts and actions that are essential to
performing this analysis are those in place at the time of the case, 2010. Also, do not use any
material outside of the text or the case to make your points. While it is tempting to look at the
industry’s actions and current status to validate your opinions and observations, this is not
recommended or acceptable. Concentrating on what companies in the industry did, or did not do,
after the case was written, tends to invalidate the analytic process.
Written case analysis. Should be 4 pages in length with double spaced, 12 point Times New
Roman font, and 1” margins. Your name, last followed by first, plus the title of the case,
should be entered as the header, as shown above. Use headings and subheadings as necessary
Last Name, First Name
Cola Wars Continue: Coke and Pepsi in 2010
2
to help the reader follow your thinking on the subject. Points will be deducted for papers that do
not follow these guidelines. Too long and too short are both problems.
The best papers address each topic and justify the answer with facts from the case and
material from the text. Concise but thorough is the objective. The analysis will be judged on
content, demonstration of analytical skills, organization, language, and writing style, as indicated
on the rubric.
Late cases are not accepted for credit. The deadline for submission of this and other cases is
given on the syllabus. The case will be submitted electronically through Canvas and
turnitin.com. Upload a Microsoft Word file of your case analysis.
Presentation. In addition to preparing the written analysis, each student will be assigned to
deliver a formal presentation of one case analysis to the class (5 to 7 minutes in length) over
Teams. About one fourth of the class will present on one specific case. The use of PowerPoint
(or equivalent slides) is expected. The synchronous class will present during our regular time
and the asynchronous class will either present during one of the chats after the due date, or by
appointment with the instructor. At the end of the presentations by all students assigned to the
case, the class and/or instructor will be provided the opportunity to ask discussion questions of
the presenters. Please provide the instructor with a printed copy (via email) of the slides prior to
the presentation. While it will be tempting to read your written analysis, this seldom results in a
quality (or even interesting) presentation. Your presentation will draw from the same ideas you
discussed in your written analysis but may require a different approach to engage and persuade
the audience.