This part of the Marketing Plan Assignment focuses on what the company is/has been doing. At this point, your group has already chosen a company from the list to research and develop a marketing plan. You should be able to find information from business media, such as The Wall Street Journal, Business Week, Fortune, Advertising Age, or Forbes. Other information may be obtained from the company’s website and from the business section of daily newspapers. I expect a minimum of three current articles (2009 – present), not including the company’s website, as background for your paper. I do not require a formal works sited page, but give enough information so I can find the article.

I. Situation Analysis
a. Internal Environment
i. What is the company’s mission and overall business objectives?

ii. What resources does the company have that make them unique?

iii. How is the marketing function organized?

b. External Environment
i. What is the overall domestic and global market for the product? What is the approximate market share (not cost/price of shares)?

ii. Who are the competitors? What are their marketing strategies?

iii. How does the economic environment affect demand for the product?

iv. What is happening in the social and cultural environment that affects the product?

v. What is happening in the legal and regulatory environment?

vi. How does the technological environment affect the business?

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