Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 16

Throughout the rest of this book, these end-of-chapter marketing plan exercises wil help you build a strategic marketing plan for a company of your choosing. The company you choose should be one that interests you, such as the manufacturer of your favorite product, a local business where you would like to work, or even a business you would like to start yourself to satisfy an unmet need or want. Once you've completed the marketing plan exercise for each chapter in Part 1 of this textbook, you can complete the Part 1 Marketing Planning Worksheet on your companion Web site at www.cengage.com/marketing/lamb. Use the following exercises to guide you through the first part of your strategic marketing plan:
Describe your chosen company. How long has it been in business, or when will it start business? Who are the key players? Is the company small or large? Does it offer a good or service?