[Private] LABU 2052 - Business Case Analyses II: About this Guide

This guide is developed for LABU 2052 students, to help you gather information for your marketing case study.

Requirement: You have to write an essay (max. 1,000 words / 5 paragraphs) answering the following question:

“Based on the six branding goals (i.e. Awareness, Image, Function, Feelings, Appreciation and Loyalty), how did Nanda fail to sustain Clocky’s appeal? How might Nanda successfully brand her company and one of her products in a new market?”

In particular, you will learn how to:

• Use PEST analysis to set the context & help you ask the right questions for your research assignment
• Find and use databases that provide reports, articles and other texts
• Find and use databases that provide "raw" data (demographics, social, etc.)
• Create in-text reference and bibliography

NOTE:
PEST analysis is just one approach to tackle this challenge. You can come up with your own method. Also, you DON'T have to go through all 4 PEST factors in your report, choose wisely.

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