Marketing Strategies for a New Market Segment
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. This assignment is a minimum of 500 words and must have references properly referenced in paper and at end of paper per APA guidelines. Please provide the paper in APA format
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Brand extension is popular among many companies because it has few risks as opposed to embarking on creating new brands (Carter & Curry, 2013). Since the customers are already aware of the existence of such a brand, marketing is easy and one only concentrates his efforts in…
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