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Please read the following 2 Articles and answer the questions

No plagiarism

Brief answer Total a page and a half

http://www.wsj.com/articles/pepsico-to-replace-aspartame-with-sucralose-in-diet-pepsi-in-u-s-1429885941

http://www.wsj.com/articles/pepsico-to-reintroduce-aspartame-sweetened-diet-pepsi-1467030551

Question 1. What assumptions did PepsiCo make about its current customers when it decided to drop aspartame from Diet Pepsi? What did they expect of non-customers?

Question 2. Of course hindsight is always more accurate than foresight. Still, what errors did PepsiCo management make?

Question 3. What are the important lessons that can be drawn from this case?

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