Q$\mathrm{.}1.$

Segmentation involves dividing the market into smaller markets, for the purposes of developing different marketing strategies to best meet the segments$$ distinct needs and wants $.$Jane has just opened up a shop and deals in in kids wears $($ one day old to $12$ years however since the sales are not doing good a advised she also stocks men$$s wear$($ belts $,$ shoes $,$ perfumes $,$shirts and trousers $)$ women$$s wear $($ office dresses $,$party dresses $.$ wedding gown and all accessories $).$ Jane feels she should begin selling fruit juice to nearby towns. Last week a former class mate in the Marketing class visited her and wondered why Jane is not applying any marketing tactics learnt at Cavendish University Uganda.

a$)$ As a student of Marketing which steps should Jane have undertaken before engaging in any of the mentioned product lines $.(14$marks $)$

b$)$ Positioning of a product is linked it to the use of the marketing mix variables $.$Advise Jane on the way forward and support this statement.$(11$ marks $)$