For this summative assessment, you will imagine you are an executive in charge of branding and strategic positioning initiatives at a company of your choice. (The company may be a place for which you currently work or have worked in the past, a company of interest, or a new business that you are creating, subject to instructor approval.) You will build a comprehensive business plan for the launch of a new product, service, or business idea at the company. Your plan will evaluate current branding strategies, describe the target market and its unique features, assess existing organizational strengths, weaknesses, and core competencies with respect to the new idea, determine pricing strategies, and establish continuous improvement processes that span the lifecycle of the product or service being offered. You will also consider how consumer trends and ethical business practices might impact your plan.
The key take away was â€œâ€¦you are an executive in charge of branding and strategic positioning initiatives at a company of your choice and you will build a comprehensive business plan for the launch of a new product, service, or business idea at the company.â€
In past classes, students that did not fare well did not introduce a new product, service or business idea in their target company. Since milestone one serves as the foundation to your comprehensive business plan, I encourage everyone to review the assignment requirements and the grading rubric.