This document outlines the sections and requirements for a marketing plan for a company. The plan should include a company description highlighting its recent history, successes, and challenges over the past 1-5 years. It also requires detailing the company's strategic focus and plan by including its mission, vision, and at least three strategic goals, and identifying its core competency and competitive advantage. Finally, the document asks for a 500-word reflection on how a company's strategic goals impact its marketing function and how marketing creates value for customers.

1. 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

2. 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?