Alternative 1: Maintain status quo What is Scope risking? Can Scope do something to address this without introducing a new brand? Do the necessary financial analysis for the strategy you propose. Alternative 2: Extend the product line under Scope name What can Scope hope to achieve by doing so? What do the financials look for this approach? You can calculate the overall contribution, and also the total profits (or losses) using different price points. Alternative 3: Create a new "flanker" brand to compete with Plax What does a new brand accomplish? What are the risks associated with it? What are the financials under this scenario? You can do calculations similar to the ones in Alternative 2. Alternative 4: Relaunch Scope with plaque fighting formulation What does this accomplish? What are the risks associated with it? What are the financials under this scenario? Again, you can do calculations similar to the ones in Alternative 2