Selected Firm - Wal-Mart
The first component is a fairly detailed, one-page rationale on why you want this firm to be the focus. This is important so as to understand what personal interest and/or connection you have with the firm or the industry.
The second component is a one-page description of the firm. This will likely be more info than you would include in your Marketing Plan, but the more information you can provide, the more robust will be the feedback regarding the complexity of your selection and the likelihood of finding sufficient information on the firm's competition.
Finally, the focus will be on the Company Description (Wal-Mart) on its Marketing Plan
Marshall, G & Johnston, M. (2011). Essentials of Marketing Management.. - Package: 2011
// The paper is focused on developing a marketing plan for a firm; therefore, the section will explain as to which company has been selected for the project. It will also explain the reason for selecting that company to be the focus of the project. This explanation will further help in understanding the personal interest or connection with the firm or industry.//
The firm or industry that has been selected for the project is the US retail giant Wal-Mart. As the project is to prepare a marketing plan, Wal-Mart is the one that has actually reinvented marketing by implementing the most unconventional marketing strategies that have not been used by any retailers. Wal-Mart was the first retailer to open a retail store that sells branded products at a very low cost. This attracted more customers, in turn raising its profit margins. Wal-Mart is one of the most admired companies in the world that has occupied the first position in the Fortune 500 list and has also got an award for Corporate Leadership in 2002 (Achtmeyer, 2002).
The main purpose of selecting this company is that it has a vast operational area, and as of now, it is an MNC and has its world-wide operations, including around 3200 stores in the US and others in Mexico, Canada, Argentina, Brazil, China, Korea, Germany, ...
The response addresses the queries posted in 796 words with references.