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Assignment 2: Peterson Carton Services
In the assignments you will get the opportunity to use the theory from this course (and earlier)
in practice through a case. The assignment shall be done in groups of 3-4 students and you
should produce a written and oral report.
In these reports you shall analyse and answer the following
Review the marketing strategy initiatives undertaken by Peterson Carton Services in the
context of the declining profit situation. Within this, analyze the different market
segments in relation to the perceived order-winners referred to in the case study narrative
To what extent does this analysis provide an explanation for recent trends in profit
performance?
What are the implications for manufacturing of the marketing initiatives?
Review the current position from a corporate perspective. What advice would you give to
Gerry Townsend?
There are no specific layout of the reports you must use but jointly they should include
A description of the current situation
Your analysis
Description of alternatives you see
Your recommendation
and the target audience is the management of Peterson Carton Services
Oral report/presentation
Presentations are booked according to a separate schedule. The oral report/presentation should
be approx. 15 minutes plus about 10 minutes for questions.
Assessment
The assessment are based on
Description of the current situation – Relevance and accuracy
Analysis – Use of data and model/tools available
Conclusions
Presentation
Grading are given as Fail, Pass with 0,1 or 2 bonus points.
In case of a failed assignment an alternative assignment will be given.