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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