Marketing Strategies for a New Market SegmentResources

You are working in the marketing department of a health care organization that seeks to increase penetration in the Hispanic market segment. You need to decide if it would be better to market a new line under a new brand name, or use the existing brand name under a line extension strategy. List the advantages and disadvantages of each strategy and present your recommendations. Describe the internal sources you used in the strategic planning and decision making process of your recommendations.

Step 1 : Recommends strategies to market a service line to a different market segment and rationalizes the strategies.

Step 2 : Analyzes the advantages and disadvantages of each strategy.

Step 3 : Analyzes internal sources utilized in the strategic planning and decision making process.