This project consists of one activity:

You are asked to write an individual essay based on your research on the Base of the Pyramid (BoP) market. This essay will be marked (25%). Write a paper in which you draw on the text books, course readings (if relevant), and other sources, e.g. other research on the topic, media articles, books, your own personal experiences, etc. to respond. Your argument should be well supported by relevant academic (at least 5 academic papers) and practitioner literature. The topic is: Can and should the firm you have selected for your group project seek her fortune at the base of the pyramid? Your answer should include a discussion on opportunities, challenges, and your recommendations based on your analysis. The following rubric will be used to mark your essay submission: 3-4 Points 2 Points 1-0 Points Mark Format (weight 1) Paper is in APA-format. Work clearly that of the author and all citations appropriate and properly referenced. Six pages (single spaced, 12 point fonts). Work reflects that of the author but relies heavily on cited sources and not on student's informed opinion. Formatting rules ignored, shorter than 5, 5 sentence paragraphs or missing parenthetical citations and there is no works cited page and work relies almost exclusively on work of others. Organization (weight 2) Well organized and easy to read, there is an introduction, body, and conclusion, paper's thesis is clearly identified, conclusions are linked with the introduction of the paper. Well-organized but “flow” could be improved Difficult to follow the arguments Reflection (weight 3) Use of references indicates academic research (at least 5 academic sources cited). Established principles and techniques within the strategic management field are used as the basis for argument. Depth and complexity of the issue is supported by details; and includes analysis, reflection, and how they relate to class discussions, and the course learning objectives. The discussion includes opportunities, challenges and recommendations based on the student’s own analysis/argument. Use of references indicates ample research. Established principles and techniques within the strategic management field are used as the basis for argument, but details are missing. Discusses the issue, but doesn't elaborate or connect it with class discussions or the course learning objectives. The discussion includes opportunities, challenges and recommendations based on the papers or course materials. Does not expand on concepts or make connection between them and what is learnt. Total mark