Fluent Essays

E x a m i n a t i o n c o v e r s h e e t Student Full Name: _____________________________English Name: ____________________ Student Identification Number: _____________________________________ Course code: MGT301 Type of Exam: Case Study Course Title: Innovation: From Creativity to Entrepreneurship Instructor(s): Dr. Kayhan Tajeddini Deadline: March 19th, 11.00 p.m. Number of pages: 3 (includes cover and blank pages) Instructions: · Communicating with other students is not tolerated · Study the questions and allocate your time carefully · Write clearly and in full sentences Weighting: 40\% Marks ______ / 60 = ______ \% IMPORTANT INFORMATION for student USE THIS EXAM PAPER TO WRITE AND SUBMIT COURSEWORK EXAM Acknowledgement: By submitting this Coursework Exam the Student Confirm… a) to have read the Rules and Regulations for Coursework and Assessment Guidelines b) to have completed the Coursework Exam according to Academic Rules and Regulations c) to have Not Copy from Sources, and have included and attached List of All References used AVOID PLAGIARISM: Check the Coursework and clearly Acknowledged All References and Sources used. Failure to mentioned Sources used is Plagiarism. All acts of Plagiarism in coursework will be Noted and Recorded with Zero (0) Mark or Course Failure. Check Your Work - use online Plagiarism Checker -  www.Plagtracker.com REFERENCES LIST: Use familiar Referencing Styles e.g. APA, MLA, or Harvard. Provide In-Text-Citation of Sources within the Answer to each Question. Provide Full List of References as the Last Page of Exam Paper (the references will include Names of Authors with Textbooks Titles; Name of Journals, Weblinks,etc) YOUR ANSWER: Read the attached case study and then answer the five questions below. Type your answers directly into the document. Be as detailed and specific as possible, use relevant facts from the case and theories in class to support your answers. Merely summarizing cases, methods or frameworks is not sufficient. The logic of your argument should be clear, compelling and reflect a sound understanding and thoughtful analysis of the case. ARRANGE YOUR ANSWERS: Use below instruction to Write and Arrange your Answers to Questions ● First Line - Write the Question Nos (e.g. Question No. 1) ● Second Line - Write the Full Question Text in CAPITAL LETTERS (use Blue Colour) ● Fourth Line - Start writing the Answer to the Question The standard answer to each question can be about one page long – to enable you demonstrate serious logical arguments of the topic, and cover the mixture of analysis, examples, cases, tables, graphs etc. TEXT FORMATS: The required Text Formatting Styles for Coursework are stated below: a) Font-Text: Use CALIBRI as only Font-Text Style to write answers / coursework b) Font-Size: Use 12 Point as main Font-Size to write answers / coursework c) LINE Spacing: Use 1.15 Point bSCG-541 May 21, 2018 JEREM Y B. DANN JAC Q UELIN E ORR Business Models and Fashion Models: Covetella Plans for Growth C arol Chen looked at herself in the mirror and carefully applied another layer of lipstick before walking into the ballroom in a simple low-cut gown, a notable departure from her signature ultra-glamorous style. She was there on this cloudy October evening as a nominee for the 2016 ASEAN Marketing Events Awards, one of the most prestigious marketing awards in Southeast Asia. Chen was proud that her company was among the few nominated startups, but she did not anticipate winning anything that night. As she tapped her perfectly manicured nails against her wine glass waiting to get back to work, she heard a voice call her name to the stage. They had won first place. As Chen accepted her award and stood on stage for photos, she recalled the prior year’s events with a smile. Her nascent company, Covetella, had hosted several promotional events in a 72-hour span during the Singapore Grand Prix, a Formula 1 automobile race which was the centerpiece of a star-studded weekend in Singapore for the international elite. Many people at the F1 events and across Singapore assumed that Covetella, a dress rental company born out of Chen’s own closet, was a highly successful company with tens of thousands of regular customers because of its impressive event affiliations and pervasive branding. In reality, Chen had a skeleton staff and no outside funding. The 2015 F1 events had occurred only four months after Covetella registered as a formal business. During the F1 weekend, Covetella assembled a pop-up shop in the lobby of the renowned Ritz- Carlton Millenia, a prime location with significant foot traffic. Simultaneously, Chen hosted a fashion show inside the Singapore Media Suite at the racetrack and another at the Podium Lounge—the premier Grand Prix after-party—for 3,000 guests across three consecutive nights. Chen recalled the 19- hour work days and felt proud that her small company was able to make such a big splash. Snapping back into the present moment, Chen was thrilled to have been recognized for her efforts. But the discrepancy between public belief and her company’s reality continued to affect her. As she took her seat at the table, fellow nominees asked what was next for Covetella. She wondered how her company’s size and revenue could catch up to its brand, and whether she should pursue international expansion. She saw tremendous opportunity across Southeast Asia and beyond, but a large part of her company’s success was a result of circumstances unique to Singapore, so she had been thinking about the various elements of her business model. Chen left the ballroom with a trophy in her hand but her mind on the future of her business. SCG-541 Business Models and Fashion Models: Covetella Plans for Growth Setting the Stage Chen had a