- Company Description
- Select a company to develop a marketing plan for. You could also develop a plan for a company that you want to start.
- Highlight the company’s recent history (1-5 years), successes and challenges of the organization. For a fictitious company explain what the company hopes to accomplish and what challenges may arise.
- Strategic Focus and Plan
- This section details the strategic direction for the entire organization which will inform the strategic direction of the company’s marketing program.
- Include the mission and vision statements
- Identify a minimum of three corporate (or business unit) strategic goals
- Identify the company’s core competency and sustainable competitive advantage.
- Reflection on the marketing concept. (500 words)
- At the end of your assignment, reflect on the marketing concept in comparison to more traditional approaches to conducting business.
- How does a company’s strategic goals impact the marketing function?
- How does the marketing function create value for customers?
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