The Pelosi-Bloom autotransfuser is a compact, portable medical device using previously FDA-approved components to rapidly transfuse a patient’s own blood during acute bleeding events in operating rooms, cardiac procedure units, ambulances and military medical units. It can be used in place of more expensive cell saver units that can be used only in hospital settings. A strategic marketing plan is needed to determine how this device should go to market.

Design a comprehensive innovation-based growth plan for SoBe that refines its brand positioning and articulates a new marketing strategy.

Create a detailed analysis focusing on different forms of membership clubs, including social clubs, creative clubs, office clubs, and athletic-based clubs.

Develop strategic alternatives for potential entry into new industries and brands.