Part1: Imagine that you are the newly appointed Chief Marketing Officer (CMO) at Big Established Company Inc. (BEC). BEC has been around for more than 50 years and has many well-known brands, the majority of which command large market shares. Your first task is to develop a marketing plan. What kinds of things will you consider?
Part 2: Now imagine that you have been appointed the CMO at Small New Start-Up Company, Inc (SNSU). SNSU is a new company which hopes to challenge the entrenched players. Again, your first task is to develop a marketing plan. What kinds of things will you consider and how might your approach differ from what you proposed in Part 1? How would the types of products or services offered by either company affect your answers?