1. Lopdrups Implementation of the 2004 Positioning Strategy

What changes to the 4Ps did Lopdrup make to implement the positioning change and in what order?

How did they assess success?

What considerations do you think they did (or should have) taken into account to make sure implementation is effective?

2. Implications of the new segmentation study

As mentioned, is naming the cluster more of an art than a science?

Based on the variables, what other names could be used instead of experiential? Would this change RLs focus?

How should we decide which customers to target?

Of the ways, we can segment, what type of segmentation type is RL now proposing? Is this the best approach?

Please explain each question.