All UVA and McIntire courses are being taught online throughout the spring semester. More information can be found on McIntire's official COVID-19 page. Learn More
M.S. Commerce students in class

Insights, Outcomes, & Project Partners


Should Easton Porter, a company with a collection of American boutique hotels, expand into a foreign market to meet the growing demand for immersive travel experiences?

Students researched the viability of the industry against the complexities of the new market’s current political and financial environment, determined the company’s brand recognition in the area, weighed the advantages and disadvantages of purchasing property versus forging local partnerships, considered technological and demographic influences, and detailed a long-term strategy to minimize initial capital investments.


To accommodate evolving consumer preferences for locally sourced ingredients and increased convenience, should Great Harvest Bread, a regional chain of bakeries, begin to offer delivery?

Conducting a deep data dive on delivery food sales, students analyzed the potential for service partnerships, e-commerce ordering options, launching prepared and semi-prepared meal kit lines, purchasing food trucks for select location testing, creating promotional campaigns through customer loyalty programs, targeted social media, and tailoring distinct community events to grow the customer base and elevate the product line beyond functional to experiential. 


Should PepsiCo, a leading global food and beverage company with brands that are respected household names throughout the world, introduce a sustainable product line based on an e-commerce model?

Student teams analyzed growing trends in healthy beverage consumption in four distinct markets (U.S., Western Europe, India, and China), then presented strategic approaches for introducing the company’s pod-based line, Drinkfinity. Evaluating issues ranging from retail infrastructure to the availability of safe drinking water, students detailed marketing partnerships, grassroots social media campaigns, and incentivized subscription service to attract and grow environmentally minded customers post-launch.

Project Partners

Afton Chemical Allianz USA Bigelow Tea
Chisholm Vineyards at Adventure Farm Credit Justice Services Easton Porter
Fareva Holding ForeverView Farms Great Harvest Bread
Merkle|RKG Oat Shop PenFed
PepsiCo Inc. Space Inch The Fresh Market
Under Armour