Reference no: EM133360613

Questions

1. What was Red Lobster's target consumer from its inception in 1968?

2. Competition often can occur at different levels. Among all casual dining restaurants, who are the competitors of Red Lobster?

3. What was Red Lobster's positioning statement before 2004?

4. What are the two most important factors when selecting seafood restaurant?

5. Please use the top three most important factors when selecting seafood restaurants to draw two perceptual maps of Red Lobster and Other sea food restaurants. Use Exhibit 6 data to draw the perceptual maps.

6. What was Red Lobster's new positioning after Lopdrup took over in 2004?

7. What were the implementation strategies Lopdrup and his team did to reflect their new position of the brand?

8. After the implementation of repositioning strategies, their typical consumers' profile has changed. This led to a new segmentation study. What were the five segments emerged from Red Lobster's segmentation study?

9. How did Red Lobsters' typical customers shift?

10. Should Red Lobster change its' target market? And Why?