Unit II: Company Overview & Market Research
? Overview of Company
? Market Research Strategies
? Analyzing Macro-environment-PEST Analysis
This section of the marketing plan will include an introduction of the company you have selected, allowing the reader to
understand the company, product/service, and any other pertinent details. Marketing plans are compiled by companies
that have incorporated a solid marketing research strategy in order to better understand the industry, competition, and
customer. Explain the research strategies that will be used by your company. Finally, analyze the macro environment
using a PEST analysis. This will lead to a better understanding of how changes in the political/legal, economic, sociocultural,
and technological environment will affect your company.
Deliverable: The format of this professional Marketing Plan is essay format with subheadings using Microsoft Word. As
this assignment is a comprehensive plan, additional research and support should be included using a minimum of 3
sources correctly formatted to APA standards on the Reference page. In-text citations should also be used.
Company scenerio for this paper…
IT Today is a start-up company that is interested in providing technological assistance to the average consumer
that is interested in all the newest technological gadgets (smartphone, tablet, laptops, printers) but does not
necessarily have the time or background to maintain their operation. IT Today would like to provide 24/7
technological assistance as well as assistance in networking. The company goal is to put together this business
with the end result of a profitable business model.