Growth opportunities for the brand using product/market expansion grid to increase sales For the new Sony Watch for monitoring blood pressure and sugar for diabetes in individuals, the best product/market expansion grid is diversification. When the company develops and launches a new product in a new market, it will find good opportunities that are not available in its current business. Thus, Sony Watch could be a game changer for revenue growth and profitability for the company. In this case, the company will be launching a new product in a new market of the UAE. To grow, the company will focus on conglomerate diversification strategy. It is noted that Sony Watch, which is a wearable technology for individuals with diabetes, is a vibrant product for new markets not explored before (Armstrong et al. 45). Potential new market segments Although the company already has existing clients, Sony Watch is meant to target new market segments to create more opportunities for growth and profitability. The wearable technology perhaps has not penetrated the market as expected. In the UAE market, Sony Watch is a product that will specifically appeal to new group of consumers who are considered to be living with diabetes. By focusing on this market segment, the company will go beyond its traditional market segments. Although there are smart wrist technologies for diabetics, they have not gained grounds in the UAE markets. Given the number of rising middle class in the target, individuals with chronic diabetes and other lifestyle conditions is most likely to rise. This situation presents an opportunity for the company target new markets. For instance, in the UK, the wearable device has gained attention from many diabetics who initially had problems monitoring their glucose levels and blood pressure (Kirsch 1). While these products can be found in the UAE, they are not common in the mainstream target market. In fact, only well travelled, wealthy individuals possess them. Application of the marketing mix Sony Watch is specified as consumer product. In this regard, the company will market the Watch to mass market, just as it markets and promotes smartphones, tablets and others. Thus, the company must ensure that Sony Watch meets the needs of the new target market segment in the UAE. Proposed Product Sony Watch will present major benefits to potential customers. The Watch is designed to measure glucose levels and change the way in which about 20 percent of the UAE diabetics manage their conditions. It is estimated that the number is most likely to rise because of growing cases of obesity and lack of physical activities (Chaudhary 1). New cases of diabetes in the UAE will present even more opportunities for Sony Watch. The product is worn on the arm to gauge the level of glucose in the wearers’ blood via the skin after specified period. As a result, diabetics can obtain vital real time information about their glucose levels and adopt best practices to keep the levels management or stable. Patients will therefore be able to avoid chronic challenges that arise from elevated blood sugar using Sony Watch. Sony Watch is most likely to rely on minimal electric current to draw blood sugar via the skin. Through co