Michelle, Elena, and the Mobile Manufacturing, Inc. (MM) board of directors know how important it is to understand the environment in which it is operating. They hired youa highly-regarded marketing consultantto bring a fresh perspective to the marketing plan. You are scheduled to meet with Michelle and Elena next week to discuss the environmental conditions that are relevant to introducing the new product.
As you prepare for the meeting, you consider all of the possible environmental issues. You recognize that Elena brings an interesting perspective to the process because she has experience designing mobile phones for the Eastern European market, and she is pushing for a new product that can be marketed worldwide. On the other hand, Michelle is more concerned with the domestic marketplace and is worried that trying to market a new product anywhere outside the United Statesmuch less worldwidecould be very risky.
You sit down to start your work on the marketing plan, and you begin by drafting some goals that the marketing plan needs to address.