Part 1 - Market Information, Competitive Advantages and Strategic Focus
Objective:
Based on research of the internal and external environment, determine strategic new direction
Expectations:
Begin by reviewing the entire marketing plan outlined in the Week 1 materials so you have a strong understanding of where you are headed.
Instructions for the first section of the Strategic Marketing Plan for the company selected and approved as follows:
Using the Marketing Plan Worksheets as guides, prepare the following analysis:
Provide a Situational Analysis of the current Internal and Customer Environments
Research and prepare an analysis of the External Environment
Complete SWOT Analysis and SWOT Matrix
Develop at least 3 Competitive Advantages based on SWOT analysis
Develop a Strategic Focus from the most sustainable competitive advantages.
Format:
APA Format Required
Abstract Required
Title Page and Reference Page
Use APA formatted headers and subheads as needed.
A minimum of 6 outside references required.
6-8 pages, not including title page, abstract and reference page.
THE COMPANY THIS IS FOR IS BURGER KING