The paper should be 8 pages double-spaced, size 12 font Times New Roman. ?? The first section should be an overview of the

 The paper should be 8 pages double-spaced, size 12 font Times New Roman.

The first section should be an overview of the company Hershey's:

Abstract

1. Overview

· What does the Hershey’s do? 

· Founded year and founder?

· What product or service does it offer? 

· Where is it located? 

· Who are its main competitors?

· What is the market structure (e.g. pure competition, monopoly, oligopoly, etc.)? 

· How is it regulated? 

This first section should provide abstract and a background or base-line understanding of the Hershey’s in support of the rest of the paper. 

For the remaining four sections (each about 1.5 pages), should include the following: 

2. Demand Analysis 

     illustrating the most applicable terms, concepts, or ideas to include the following – consumer behavior (purchasing power and substitution effect), targeting, switching cost, positioning, price elasticity of demand (demand determinants), interpreting income and advertising elasticity. 

3. Pricing analysis 

       illustrating the most applicable terms, concepts, or ideas to include the following – value in use/value based pricing (product specifications, ease of use, service frequency, change order responsiveness, loyalty programs, and empathy in order processing), couponing, bundling, price discrimination, and price skimming versus full-cost pricing. 

4. “What they got wrong” 

      analysis detailing a strategy mistake using the course concepts. 

5. “What they got right” 

      analysis detailing a strategy win using the course concepts. 

Conclusion