The document proposes a plan to expand the brand Vivio® into the growing national market for Italian sausage by launching an organic product line under the Vivio® name. It analyzes the strengths, weaknesses, opportunities and threats for entering this market and establishes objectives to increase market share through new product offerings and promotional strategies. Financial projections estimate $175 million in net present value over the next 5 years if $12 million is invested in promotional activities.