The overall assignment needs to focus on how you would revamp or initiate an experiential marketing plan. Make sure to pick from a publicly traded Fortune 500 company (this is necessary so you have enough public information at your disposal to complete all the necessary steps of the plan).

For this first assignment towards the plan, focus on the industry that your company is in. Follow the outline below to research the industry.

Industry Background (Analysis)

1. Define the Industry
2. Industry Trends
   1. Overall size of the industry
   2. Current rate of growth or decline over the last 5-10 years
   3. Life cycle stage
      1. What stage is the industry in?
      2. How do you know this?

• What does this mean for companies in this industry?

1. Outside factors that impact the industry (i.e. legislation, technology changes, etc.)
2. Industry projection what is anticipated to happen to this industry in the future?

3. Industry Breakdown
   1. Identify industry level critical success factors
   2. Any other information you feel would be pertinent to provide context to the reader