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Marketing Strategy- Saxonville Sausage case

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1. Outline the steps in the research process employed by Saxonville. What are the strengths and weaknesses of this process?

2. What are the different customer segments identified by Saxonville?

3. What customer segment(s) should they target, why?

4. What does the perceptual maps in Exhibit 5 "tell you?"

5. What positioning concept (Exhibit 8) do you recommend Saxonville should employ, why (ensure to address attractiveness, fit, and SCA)?

Saxonville Sausage Company
By Kate Moore

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Solution Summary

The steps in which the research process employed by Saxonville is determined. The strengths and weaknesses of this process are determined.

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1. Outline the steps in the research process employed by Saxonville. What are the strengths and weaknesses of this process?

The Steps are: Planning New Research on the Target Customer, Building on Learning from Focus Groups, Building Positioning Concepts, Additional Research Delivers a Verdict.

The "outline" portion of this question is fairly straightforward using the case itself. When I look at this question, the real substance is around the strengths and weaknesses of these steps. Clearly, the focus group idea is a strength. It pulls in potential customers and uses them in various different points in the process. One thing that stuck out to me, was the discussion in the second paragraph of step 1 about *how* they determined who the focus group participants should be. As you can see from ...

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