Part 1

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.