ssess Benefits of a Strategic Marketing Plan to Recommend Alternatives for Businesses

Development of the marketing strategy requires more than a plan. The planning process should begin with a clear mission and vision statement for the organization.  From here, the intrapreneur/entrepreneur can build a marketing plan which will be both in alignment with the mission/vision statement, as well as the organization's overall strategic plan.

For this assignment, use the examples of mission/vision statements in your text (Exhibit 2.2 on page 31) to develop a current mission and vision statement for your existing or new business venture. The mission and vision statements should not be more than 3-4 sentences. After developing the mission and vision statements, use the framework on page 67-68 of the text to conduct a situational analysis specific to your existing/prospective business enterprise. Once you complete this task, you will have a research-based foundation for building out your marketing plan and strategy.

Support your paper with at least five (5) resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included. Your paper should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards. Be sure to adhere to Northcentral University's Academic Integrity Policy.

Length: 5-7 pages (not including title and reference pages).