New Product Launch for An Existing Company Portfolio Project

Complete the following:

Identify the competitors of the company that you are using in your Portfolio Project

Assess these competitors’ strengths and weaknesses

For your new product, discuss your strategy for attacking or avoiding these competitors

• Market Strategies
• Refer back to chapter 18, Table 18.1, in Principles of Marketing (provided below), and complete the following:
• Briefly describe each of the four types of market strategies.

Describe which market strategy your company is pursuing.

Provide analysis and evidence to justify your position.

Budget

Conduct some research on marketing budgets. Create a table outlining your marketing budget for your new product, including all costs associated with launch and promotion. Be sure to explore things such as research costs, owned, earned, and paid media, advertising, creative and design costs.

Controls

Outline 2-3 controls you plan to implement to monitor progress and implementation results. Tie these back to your objectives and strategies.

• Ethical Considerations
• Explain how the proposed plan aligns with the company’s statement of ethics and corporate social responsibility.
• Market Strategies  Refer back to chapter 18, Table 18.1, in Principles of Marketing (provided below), and complete the following:  Briefly describe each of the four types of market strategies.Describe which market strategy your company is pursuing.    Provide analysis and evidence to justify your position