Question: The following question is a case study. please refer to chapter 8 of the book Principles of Marketing by Charles W. Lamb, Joe F. Hair,

The following question is a case study. please refer to chapter 8 of the book "Principles of Marketing" by Charles W. Lamb, Joe F. Hair, Carl McDaniel, Marc Boivin, David Gaudet, Janice Shearer

Please provide an elaborate answer.

John and James believe in creating a safer, healthier environment for happy puppies. They launched their puppy clothing brand "lovely Puppies", offering puppy sweaters made with sustainable and stylish fabric. Their green clothing line is made of an eco-friendly combination of organic cotton and bamboo. "lovely Puppies" lists the benefits of bamboo such as: its extremely soft and cashmere like feeling; the round shape of the fiber makes it ideal for a puppys sensitive skin. It is also a natural thermal regulator; highly absorbent; anti-bacterial and anti-fungal. "lovely Puppies" believes their organic clothes are the natural and safe choice when it comes to dressing your puppies. 1. Describe the steps John and James should take in the market segmentation process and how it will help them to evaluate the attractiveness of this market?

2. Explain the various bases/ways that "lovely Puppies" can segment their market.

3. Describe their target market as you see it.

4. Describe the four strategies or approaches that "lovely Puppies" might take in selecting their target market(s). Which strategy would you suggest?

5. What should the positioning strategy be for "lovely Puppies"? Suggest a positioning statement for the brand.

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