Problem 1: What are different segmentation bases one could use for Godiva Chocolates?
Problem 2: Based on these, what target markets would be best to seek out and why would this be most profitable for Godiva?
Problem 3: Using this information to develop a value proposition for Godiva:
A. What is the current positioning in the market for major competitors such as Lindt and Ghirardelli (for instance what do they promise to deliver)
B. What are some competitive advantages that Godiva has over these companies that it can use to separate itself (product, services, channels, people or image) and which one is the strongest to build great positioning?
C. How can you explain the value proposition and develop a positioning statement.