Part 1

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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

Grading:

 

Please refer to the attached rubric above for a detailed list of items that must be covered in your analysis. Your work will be graded according to how well you cover these items.

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