- Part 1: You are the newly appointed Chief Marketing Officer (CMO) at Big Established Company, Inc. (BEC). BEC has been around for more than 50 years and has many well-known brands, the majority of which command large market shares.
- You are planning to draft a marketing plan for BEC. What kinds of elements will you consider?
- Be sure to discuss the effect of globalization. Does globalization present an advantage to BEC, or a threat?
- Part 2: Now, you have been appointed the CMO at Small New Start-Up Company, Inc. (SNSC). SNSC is a new company that hopes to challenge the entrenched players.
- Again, you are planning to draft a marketing plan for SNSC. What kinds of elements will you consider, and how might your approach differ from what you proposed in Part 1?
- Does globalization affect SNSC the same way it does BEC?
- How would the types of products or services offered by either company affect your answers?
Categories: