The Ivey Field Project (IFP) presents an opportunity for students to put into action what they have learned as a student at Ivey. Students are expected to draw on the knowledge and skills gained in other courses to address an enterprise-wide opportunity. Students are expected to develop a broad understanding of the industry through various research methods, assess alternatives both quantitatively and qualitatively, and establish a detailed plan to implement their recommendations. The objective of the IFP is to assist the principal(s) of the enterprise in identifying and dealing with issues/opportunities affecting the success of the enterprise. This task requires students gain a general overview of the business as a whole and its industry environment. Students undertake a size-up of the firm’s environment, its resources and capabilities, stakeholder preferences and internal organization to determine if the critical issues for the enterprise are in the area of marketing, production, sales, R&D, or elsewhere.