Marketing and competitive position (e.g. Consumer research, Market segmentation and attributes, Advertising, Customer preferences).

Create a marketing plan for an ALF (assisted living facilities.) in Sumter County, Florida.

Sumter County Florida has the highest number of 65+ in the U.S.

Hilton Hotels will purchase one of those facilities and transform it into an ALF.

Come up with the marketing plan to convince the board of directors as to why this would be a good idea and how Hilton Hotels will change the retirement industry.