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Unit 2 Assignment Rubric
Brand Extension Marketing Plan
Introduction: The major project in this course is to complete a
Brand Extension Marketing Plan for
one new product on the behalf of an existing for-profit
organization. Using the Marketing Plan guide
found in Doc Sharing, complete and submit the following
components of your Marketing Plan.
Unit 2: Identifying and Assessing Marketing Opportunities
2.0 SITUATION ANALYSIS
Write a one-paragraph summary of the current situation –
write this section after completing the
following sections of the Situation Analysis, but put it in this
order.
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:
? What are your target customer groups? Why?
? What are your projections for the growth of this market?