Your team has been hired to write a comprehensive marketing plan for a new product that will be introduced next year. You can decide on the company and the product but the company should be an existing one and the product should be new. Remember, you are not employees, and this is not your product but you are an outside agency hired by them for this project.

In the weeks ahead your team will submit sections of this plan as group assignments. These assignments should be considered a first, rough draft of your final team paper. I will review them, make comments and corrections, and return them to you. Your team will then make the necessary corrections to be included in the final marketing plan. In addition, please be aware that not everything that will be in the final marketing plan will be included in these assignments. Your final plan could include nearly anything that is in this text book

.Our team has selected Coca-Cola as our campaign client. The product that we will be introducing is a new pre-mixed alcoholic beverage. Coca-Cola will be partnering with Captain Morgan Rum for this new drink. It is called Coca-Cola & Rum, made with Captain Morgan Rum.

Your paper should include substantive information in the following areas. In other words, your comments do not need to be extensive but they do need to be relevant and accurate

External Marketing Environment (Chap 4) I am responsible for the external marketing environment portion