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Class notes MRK718
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Assignment on PASS Framework
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1PASS Framework Case Study:
Student Name: Abhay Singh
Seneca College
Subject: MRK718
Professor: Michael Genova
Date: 15 June 2022
, 2
PASS Framework Case Study:
To get started with the case study it’s essential that first, we understand what the PASS
framework is and what does it stands for?
As mentioned above, Pass Framework “is an acronym for Purpose, Audience, Strategy, and
Structure.” I guess it is one of those perfectly valid made-up acronyms to help package a set
of ideas.
PURPOSE
All of us are well aware of the COVID-19 pandemic and how much it has affected our day-
to-day life and is slowing down the global economy. As per the case study, I think the main
reason for corporate restructuring is mainly due to the covid pandemic which has spread
across the entire world. Throughout the COVID-19 pandemic, the hospitality sector has been
hit harder than any other commercial real estate asset class. Unfortunately but expectedly,
hotels were one of the first industries affected by the pandemic (Kristi Choi, 2020). It’s
becoming increasingly clear that the pandemic is having a profoundly negative impact on the
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