Referencing Styles : Harvard For this case, the following sections are required in your written analysis. I. Executive Summary II. Problem/Issue Statement III. Situational Analysis (including financial analysis if applicable) IV. Alternatives V. Evaluation of Alternatives (pros and cons) VI. Recommendations with full rationale VII. Action Plan VIII. Exhibits (if you choose to use a SWOT, PESTEL or another analytical tool, you may include the work as an Appendix. Only your assessment of the findings should be included in the actual report.) The case must be no longer than 10 pages (excluding the exhibits), 12 pt. font, double-spaced. Longer than 10 pages will be penalized. Late assignments will not be accepted except for extreme extenuating circumstances discussed well before the due date with the instructor. For this case, the following sections are required in your written analysis. *look at the crescent pure summary – they have three options for positioning – pros and cons , we have three options as alternatives – energy drink, sports drink or adopt a broader positioning as an organic health and wellness beverage? GRADES COME FROM THE PROS AND CONS ANALYSIS WHEN YOU DO YOUR RECOMMENDATION DON’T FORGET YOUR RATIONALE YOU CAN COME UP WITH A DIFFERENT ALTERNATIVE – completely different think outside of the box Quick mba – look up perception maps 10 pages double spaced do pros and cons with a table I. Executive Summary – the first couple of lines with the background only then get into the analysis – the case is definitely about positioning – look at the perceptual maps at the back of the case II. Problem/Issue Statement The issue is – how should you position the drink? This is only a sentence. Should it be an energy drink or a sports drink? Health wellness and natural or another route? III. Situational Analysis (including financial analysis if applicable) Do a pest and swot first – the situation analysis comes out of the pest and swot – this goes in the appendix – fill in the points and throw it in the exhibits In the situation - only bring in the key strengths and weaknesses from the SWOT – don’t bring in EVERYTHING Do a swot on whether it should be energy drink or sports drink – this is up to you. IV. Alternatives Energy or sports? Could support in one of two functions energy or sports drinks V. Evaluation of Alternatives (pros and cons) Pros and cons of each energy or sports VI. Recommendations with full rationale Provide your own recommendation VII. Action Plan What are the next steps? VIII. Exhibits (if you choose to use a SWOT, PESTEL or another analytical tool, you may include the work as an Appendix. Only your assessment of the findings should be included in the actual report.) The case must be no longer than 10 pages (excluding the exhibits), 12 pt. font, double-spaced. Longer than 10 pages will be penalized. Thoughts to consider while analyzing the case: 1. Given that Crescent is PDB’s first entry in the U.S. sports and/or energy beverage markets, what must PDB do in regard to Crescent’s pending launch? 
2. What factors should influence the positioning of Crescent? 
3. How is the market segmented? At what segment should Crescent be targeted? 4. What are the pros and cons of positioning Crescent as an energy drink, a sports drink, or a healthy organic beverage?