1. What was Red Lobster’s historical targeting and positioning before 2004 (you may approach this question discussing its target customer, benefits promised, and its competitive frame by then). ---- Use information from page 1 to page 3.
2. What was Lopdrup’s positioning strategy when he took over in 2004 (you may also approach this question discussing its target customer, benefits promised, and its competitive frame starting 2004)? How were the 4P changed to support the new positioning? Were these efforts working? ---- Use information under section “2004: Invigorating the rand and Business”
3. Should Lopdrup make Experiential the target segment and modify Red Lobster’s positioning accordingly (you may approach this by discussing criteria we use to evaluate a segment)? What would your suggestions in their marketing mix be, if Red Lobster was determined to pursue this segment?
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