Problem: Understand the importance of strategic marketing and know a basic outline for a marketing plan. Strategic marketing planning is the basis for all marketing strategies and decisions. The marketing plan is a written document that acts as a guidebook of marketing activities for the marketing manager. A marketing plan provides the basis by which actual and expected performance can be compared. Although there is no set formula or a single correct outline, a marketing plan should include basic elements such as stating the business mission, setting objectives, performing a situation analysis of internal and external environmental forces, selecting target market(s), delineating a marketing mix (product, place, promotion, and price), and establishing ways to implement, evaluate, and control the plan.

Questions: 1. Your cousin wants to start his own business, but he has decided not to write a marketing plan because he thinks that preparing one would take too long. He says he doesn't need a formal proposal because he has already received funding from your uncle. Explain why it is important for him to write a plan anyway.

2. After graduation, you decide to take a position as the marketing manager for a small snack food manufacturer. The company, Shur Snak, is growing, and this is the first time that the company has ever employed a marketing manager. Consequently, there is no marketing plan in place for you to follow. Outline a basic marketing plan for your boss to give her an idea of the direction you want to take the company.

3. How are Coke and Pepsi using their Web sites, to promote their newest product offerings? Do you see hints of any future strategies the companies might implement? Where?