assignment for Marketing Management

BMP Template / Instructions – Wk. 3 Assignment

In Section 3 of your Brand Management Plan, your focus will be on the company’s overall strategy and the identification and evaluation of “new growth opportunities” for the company.

Before starting, you should review the following references:

• “Wk. 3 – 01 Primer on Planning”
• “Wk. 3 – 02 Strategy and CA” (Competitive Advantage).
• “Wk. 3 – 03 Growth Opportunities”
• “Wk. 3 – 04 Primer on Global Markets”

Note 1 – Format:  Double space, #12 font, APA style format (especially for all references and citations).

Note 2: This assignment is worth 100 points.  Due NLT day 7 of Wk. #3.

Analysis of Company Strategy and New Growth Opportunities

Contents:

Title Page:

Section Headings:

• Analysis of past / current company strategies. Based on research, which core strategy has served as the company’s foundation (e.g., product leadership [differentiation],
  Cost leadership, or Customer Intimacy).
• Given what you know about the company and the success of the product you are researching, discuss what you believe to be the company’s CA.
• Strategic Intent: Given the company vision and what you have gleaned from your research on the past priorities of the company, in what new directions might the company look to identify new, additional growth opportunities?
• Growth Opportunities: Identify and discuss two new opportunities that have the potential for “future growth” for the product and the company.
  Note 3:  be sure to include the growth matrix (see Wk. 3 – 03) in your analysis to
  help identify a minimum of two new opportunities that are worthy of consideration.
  As noted above, reference “Wk. 3 – 04” provides significant information on expansion using an International Strategy – generally referred to as a “differentiation” strategy.
  Note 4:  Be sure to identify and include a discussion of the specific market segment that will be targeted with each opportunity.  For example, is the new segment based on a demographic dimension such as a product for males that was previously sold only to females?  Is the new segment B2B where the company previously only targeted B2C?
  Is the new segment a new geographic segment or even a new country?
• Finally, present your Final Recommendation. That is, which opportunity did you select and why.
  Note 5:  Be sure to include a discussion of the evaluation criteria you used / should be used (see reference titled, Wk. 3 – 03) and why you believe these criteria were appropriate for your evaluation and final selection.

References (must use full references with APA style formatting)

Note 6:  you are expected to list a minimum of 4 new references each week.  Given the amount of research you will be expected to perform each week, this should not be a difficult task.