MKT 6080: Marketing Strategy

Module 3 - Final Project Milestone 1

Company and Brand Extension Analysis

For this assignment, continue to assume the role of a marketing manager for one new currently
unavailable product or service on behalf of a real-world, established, for-profit organization.

Part 1: Company Overview

Instructions: Describe the parent company and share its mission and vision. Be sure the brand extension is
in alignment with the company’s mission and vision. Consult your Module 1 Brand Extension Worksheet.
Write one to two paragraphs. Cite the resources you consulted and place them on a reference list.

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 MKT 6080: Marketing Strategy
Module 3 - Final Project Milestone 1

Part 2: Target Market

Instructions: What is the profile of the ideal customer? How will you establish long-term relationships
with the target market? What are the secondary and tertiary target markets? Consult your Module 1 Brand
Extension Worksheet and Customer Profile Worksheet. Write one to two paragraphs that answer the
questions and justify what tools, strategies, and tactics you used to determine your target market. Cite the
resources you consulted and place them on a reference list.

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 MKT 6080: Marketing Strategy
Module 3 - Final Project Milestone 1

Part 3: Market Segmentation

Instructions: Review concepts covered in Modules 1 and 2 and then complete the following chart to
explain four aspects of your target market. Consult your Module 1 Customer Profile Worksheet and
Module 2 CLV, NPS, and VALS. Write one to two paragraphs to support the identification of each factor.
Cite the resources you consulted and place them on a reference list.

Market Segmentation Detailed explanation of each factor for our target market
Factors

Demographic

Geographic Location

Behavioral

Psychographic (Values
& Lifestyle)

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 MKT 6080: Marketing Strategy
Module 3 - Final Project Milestone 1

Part 4: New Product Details

Instructions: Provide a product and service description. Write one to two paragraphs addressing each of
the following three questions Justify your answers using the strategies, tactics, and metrics that you
learned in Modules 1 and 2. Cite the resources you consulted and place them on a reference list.

1. How is this different from what is currently on the market?

2. What is your competitive advantage?
3. How do you want to be positioned in the consumer’s mind?

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 MKT 6080: Marketing Strategy
Module 3 - Final Project Milestone 1

Part 5: SWOT Analysis

Instructions: Complete a SWOT analysis for the brand extension by filling out the provided SWOT chart.
This SWOT analysis identifies the key strengths and weaknesses within the company and describes the
opportunities and threats facing the company.

Strengths Weaknesses
List three of the strongest benefits of the new List three internal areas the new offering may find
offering. challenging.

1. 1.

2. 2.

3. 3.

Opportunities Threats
List three three external opportunities the new List three external threats the new product may
product may be able to leverage. face.

1. 1.

2. 2.

3. 3.

References
Instructions: Using APA format, provide the resources you consulted and cited in your paper.

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