You must create an integrated paper that demonstrates your ability to integrate the various topics. 1) Construct a customer archetype of each of the target segments that the Escot Bus Lines currently operates by applying demographic, psychographic, behavioral elements 2) Based on your analysis of each of the segments construct a value proposition canvas for each segment. 3) Based on your analysis of 1 and 2 above recommend a positioning strategy for each segment. Apply your learning of Positioning Maps to support your recommendation. 4) Does the case provide you sufficient data to adequately address the questions 1) and 3). What data did you find particularly useful? What types of data did you find lacking? Be specific.