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The document outlines a case study assignment for a business class where students take on the role of VP of Corporate Development for Coca-Cola and must research what happened with New Coke in the 1980s to determine if it should be re-released. The case study should be 2-3 pages and include sections on research of the original New Coke, principles and approaches from course readings that would be relevant to the decision, and the student's final recommendation for Coca-Cola supported by data.

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shivani khare
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34 views2 pages

Attachment 1

The document outlines a case study assignment for a business class where students take on the role of VP of Corporate Development for Coca-Cola and must research what happened with New Coke in the 1980s to determine if it should be re-released. The case study should be 2-3 pages and include sections on research of the original New Coke, principles and approaches from course readings that would be relevant to the decision, and the student's final recommendation for Coca-Cola supported by data.

Uploaded by

shivani khare
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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BUS 548

Professor Davis

New Coke Case Study Outline

You are the VP of Corporate Development for Coca-Cola and you are informed by the CEO that the
Company is considering a re-launch of New Coke soda.

The CEO has asked you to research what happened in the prior release in the 1980’s and to use your
judgment, decision making skills and research to decide if the Company should move forward a re-
release of the product again.

For this case study, you will need to apply what you have learned so far and provide your analysis and
research to present your recommendation to the CEO.

Your case study should be 2-3 pages long and I will ask you take a couple of minutes to share what you
learned and your conclusion in next week’s class.

As a guide to complete your case study, you will want to include the following and please use a bullet
style format as much as possible:

Section 1:

Perform Research

a) Why did Coca-Cola make the change?

b) What was the soda industry like in 1980’s

c) What was Coca-Cola’s market share at that time?

d) What was the Marketing strategy?

e) Was the change successful? If so, why?

Section 2:

Principles & Approaches

From the book, Rational Choice in an Uncertain world, chapters 1-10, if you were the CEO of Coca-Cola,
and had to make the decision, what principles or approaches would you need to use and/or avoid in
making your decision?
Section 3:

Case Study Decision & Conclusions

a) If Coca-Cola makes the change, what results can the Company expect?

b) If Coca-Cola does not make the change, what do you expect for the future of Company in terms
of market share in the soda industry?

c) What data can you use to support your decision?

d) What is your recommendation?

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