Problem 1. Outline the steps in the research process employed by Saxonville. What are the strengths and weaknesses of this process?
Problem 2. What are the different customer segments identified by Saxonville?
Problem 3. What customer segment(s) should they target, why?
Problem 4. What does the perceptual maps in Exhibit 5 "tell you?"
Problem 5. What positioning concept (Exhibit 8) do you recommend Saxonville should employ, why (ensure to address attractiveness, fit, and SCA)?
Saxonville Sausage Company By Kate Moore