In application of the concepts learned in this course, you will research an EXISTING publicly traded company compiling a comprehensive marketing plan for this company throughout the course. Note that this is NOT a hypothetical entrepreneurial venture but instead an existing publicly traded company, of your choice. You will provide a Company Overview and a PEST Analysis.ÿThis section will provide the reader with a general understanding of the company and product/service offered by the company creating the value proposition for the customer. You might include general information about the company and industry and product/service. Additional general information might include the size of company, location, NAISC code, mission/vision/objectives, or any other general information about the company.ÿThe purpose of this section of the marketing plan is to describe how changes in the business environment will affect the company. This will be achieved by the use of the PEST Analysis, which attempts to review how changes in the political/legal environment will affect your company, how changes in the economic environment will affect the company, how changes in the socio-cultural environment will affect your company, and finally, how changes (advancements) in technology will affect your company.ÿShould be a double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (consider using Company Overview and PEST Analysis).ÿ
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