Marketing Plan Scenario: You have recently been hired as the Chief Marketing Officer (CMO) of a large, publicly traded organization in the travel or hospitality sector. You have full control and ability to change many aspects of the organization. In order to make sure you are the "best fit" for the position, the Chief Executive Officer (CEO) has asked for you to develop a marketing plan. You must create a marketing plan from the ground up. You may use some pieces of the organization's existing marketing plan, but you must specifically create a new mission statement to guide the organization.