Brand Extension Marketing Plan
This week you will complete and submit an entire Brand Extension Marketing Plan (BEMP) on the behalf of an existing for-profit organization.
Using the Marketing Plan guide found in Course Documents, you will now put it all together. Be sure to review the Sample Marketing Plan (Pegasus Sports International) in Chapter 2 of your Kotler text.
1.0 Executive Summary
In 4–6 paragraphs, summarize your Brand Extension Marketing Plan. Be sure to include:
2.0 Situational Analysis
Write a 1-paragraph summary of the current situation
2.1 Market Summary
(write this section after completing 2.1.1, 2.1.2, 2.1.3, 2.1.4, and 2.2)
In a 1–2 paragraph summary, address:
2.1.1 Market Demographics (refer to your Kotler text for helpful definitions/explanations)
2.1.2 Market Needs (refer to your Kotler text to make certain you understand these terms)
2.1.3 Market Trends
2.1.4 Market Growth
2.2 SWOT Analysis (refer to Chapter 2 of your Kotler text for a thorough explanation of a SWOT analysis)
2.2.1 Strengths – list and describe at least three positive internal aspects that add value.
2.2.2 Weaknesses – list and describe at least three negative internal aspects that place you at competitive disadvantage.
2.2.3 Opportunities – list and describe at least three opportunities external to your business that will lead to your success.
2.2.4 Threats – list and describe at least three threats external to your business that will threaten your success (e.g., it is common to include unexpected acts of nature, government and regulatory concerns, and competition in this section of the SWOT).
2.4 Product Offering
2.5 Keys to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.2 Marketing Objectives
Include a sentence or two about each of the following:
3.3 Target Markets
(refer to your Kotler text to make sure you fully understand what is meant by target market segments)
(refer to your Kotler text for definition of terms in this section)
3.5 Marketing Mix
3.6 Marketing Research
Note: Do not forget that you need research to determine if you reached your Objectives in 3.2.
TIP: Refer to Sample BEMP “Sample Marketing Plan” in Course Documents for assistance on this section. The Financials Section contains some good examples for you to follow. Also refer to your sample marketing plan at the end of Chapter 2.
4.1 Break-Even Analysis
4.2 Sales Forecast
4.3 Expense Forecast
List your expenses for the following items for the next 3 years:
5.2 Marketing Organization
5.3 Contingency Planning
The components of your Brand Extension Marketing Plan for Unit 5 are evaluated using this rubric.
Directions for Submitting your Assignment
Compose your Assignment in a Word document and save it as Username GB530 Unit 5 Assignment (Example: JSmith GB530 Unit 5 Assignment.doc). Submit your file by selecting the Unit 5: Assignment Dropbox.
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