Lesson 2 Wrap-Up and Looking Ahead

Summary

This lesson reviewed the secondary sources that you will need for the situation analysis and introduced the MRI-Simmons database, which you will be expected to understand and use as part of your research. This lesson also reviewed the key elements of the SWOT analysis.

Check and Double-Check

By the end of this lesson, make sure you have completed the readings and activities found in the Lesson 2 Course Schedule.

Looking Ahead

Lesson 3 will discuss competitive analysis and the AdSpender database, which contains advertising spending figures for various brands.