week 1 09/29/23

You are the marketing manager of a global company of your choice. Please choose from this link.

Business has been down worldwide and the chief marketing officer has tasked you with doing a complete internal marketing audit of your chosen company to introduce in the next board of director’s meeting.

The initial research you will need for the audit must start with Chapters 2 and 3 of your textbook.

For the next 5 weeks, you will create a marketing plan that will begin in Unit 1, continue through all units, and culminate in Unit 5. Each week, your discussion and project will be connected, so you must promptly complete your discussion and participation.

For the complete internal marketing audit you will need to categorize the following key issues:

Competitors
Their competitive advantage
Their competitor intelligence (CI)
Focus on competitor capabilities
Competitor strategies
Prediction of response patterns
How competitors will react to future actions of the company

Examine how your company develops competitive advantage through the following:

Economies of scale
Economies of scope
Economies of speed
Local advantages
Global services
Human resources

Deliverable Requirements

Your complete internal marketing audit must be at least 5 pages. Make sure you use APA formatting while using Chapters 2 and 3 of your textbook as the first source and four other outside sources, for a total of five sources.

Submitting your assignment in APA format means, at a minimum, you will need the following:

Title page: Remember the running head. The title should be in all capitals.
Length: 5 pages minimum
Body: This begins on the page following the title page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics, except as required for APA-level headings and references. The deliverable length of the body of your paper for this assignment is 5 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
Reference page: References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hanging indent, italics, and uppercase and lowercase usage as appropriate for the type of resource used. Remember, the Reference page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation.

Company Choices.

Alibaba (China) Technology Co., Ltd.
$869.28M | China

Alphabet Inc.
$282,836M | United States

Amazon.com, Inc.
$513,983M | United States

Apple Inc.
$394,328M | United States

BP P.L.C.
$241,392M | United Kingdom

Bechtel Group, Inc.
$5,074.13M | United States

Benefytt Technologies, Inc.
$381.81M | United States

Berkshire Hathaway Inc.
$302,089M | United States

EXOR N.V.
$141,346.87M | Netherlands

Exxon Mobil Corporation
$413,680M | United States

General Motors Company
$156,735M | United States