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 life cycle of the product or senice being offered. You will also consider how consumer trends and ethical business practices might impact your plan.

Ideally, your business plan should be the next step in developing the product, service, or other business idea you started conceptualizing in the previous Business Environment, Innovation, and Entrepreneurship course; however, you may choose a different idea with instructor approval. Note that you will continue to build on this business plan throughout your coursework, culminating in the capstone in which you will tie things together and either begin to implement your plan (if feasible), or create a plan for implementing it (if implementation is not feasible).

Describe about the followings:
• Evaluate branding strategies by applying appropriate marketing and management analysis

• Defend target market choices by analyzing the unique characteristics of potential markets that impact business success

• Justify pricing decisions based on relevant target market analysis, business goals, and market conditions

• Assess the strengths and weaknesses of organizations in strategically planning new business activities

• Assess consumer trends and business ethics for determining their potential impact on branding image and business success in a global environment

• Design business-wide continuous improvement processes for regularly reviewing branding and business activities and implementing needed changes

Using your business idea from the previous Business Environment, Innovation Innovation, and Entrepreneurship course, or a new idea with instructor permission, imagine you are an executive at the relevant company. You have decided to take this idea to the next level by producing a comprehensive business plan to present to senior management and potential investors in order to convince them to back the project. You r plan should focus on key elements of marketing and strategy, such as branding, customer base, existing resources and capabilities, pricing, and other factors that could affect the project’s success. It should highlight the merits of the project based on a detailed internal analysis, showing how the idea fits with the company’s mission and vision. Remember that a well well-constructed business plan provides concise, accurate information that allows busy executives or investors to quickly grasp the essentials of your idea, the key need or want it addresses, and how you will meet that need or want.