Teixeira, Thales S. (2019) "Case Study: Sell Direct-to-Consumer or Through Amazon?" Harvard Business Review, 140-145. You'll need to write a response to the case that covers the following areas. [Please note, that there are questions printed on the case. You may disregard those.] Your response should be in the form of a well constructed argument. Make sure that you are making your point clearly and concisely. The response should follow the following format: 1. Start with a statement of the problem facing PedalSpark. (You might find it helpful to think of it this way: Assume that PedalSpark hired you as a consultant to help them make a decision. What decision are they trying to make?) 2. Next you'll want to outline the alternative courses of action that PedalSpark could take. You need to have at least two alternative courses of action that PedalSpark could take and you'll want to discuss the advantages and disadvantages of each course of action. Make sure that as you are discussing the alternatives you are thinking about the consumer decision making process that the customers will be going through and how PedalSpark can best accommodate its customers. Use the terminology learned in class, but don't provide definitions (as this is an example of a business document you might be asked to write, not a test.) 3. After discussing all of your alternatives, you'll need to recommend one of them. You need to provide a rationale for why this is the best option. You've already gone through the advantages and disadvantages, so don't relist them. Instead you need to make a case for why the chosen option is better than the others (which also should have had advantages or they shouldn't have been alternatives). 4. Finally, you need to discuss how PedalSpark would implement your recommendation and any other relevant advice you would give them. Your analysis should be typed (12 point font please), single-spaced, and professional looking. So, you'll want to double-check for typing or grammar mistakes and be strategic in your formatting so that the document is easy to read. Think of it as a report that you would give to PedalSpark if you were hired as a consultant.