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