Description
Project: SAFONE Brand Analysis and Strategy DevelopmentSection A: Summary of Process
• Week 0 – 10th July, 14:00
Aileen (SAFONE) introduced herself and the company; I outlined the project and assigned individual tasks (see Section C). Students began initial research and prepared questions for Week 2.
• Week 2 – 18th July, 14:00
Status-report meeting: each student presented questions; I clarified tasks in a focused Q&A.
• Week 3
Students submitted draft reports and received detailed feedback to refine both content and slides.
• Week 4 – 1st August, 14:00
Final presentations: 10–15 min each to SAFONE, followed by immediate feedback from Aileen and me.
Section B: Summary of Project Outcome
• Six students enrolled; five (listed below) completed the project. Weijia Kong withdrew early after notifying me of a compulsory summer workshop.
• The remaining five students showed a proactive attitude, delivered high-quality work on time, and never missed a weekly meeting.
• SAFONE mentor Aileen commended their clear division of labour, rigorous research, and polished presentations. She is keen to hire them as consultants or staff and to continue partnering with IBSS. Her summary: “Outstanding work—both I and the brand have benefited. The case study is insightful and the culture-plus-digital strategy inspiring; these recommendations are valuable references for SAFONE.”
| Period | 10 Jul 2025 → 1 Aug 2025 |
|---|---|
| Degree of Recognition | Local |