The questions bellow are based on the article Calyx Flowers Case.

Link: https://www.mediafire.com/file/mm7btkdx5g5ovi0/Calyx_Flowers_Case_%25281%2529.pdf/file

The case deals with a company's recent acquisition struggling to grow. Understand how to segment a market based on key buying factors (KBFs)

and how to identify which customers will be most receptive to your company's value proposition.

1. Identify the key marketing problem(s) faced by Calyx, focusing on possible reasons for lack of growth (NOTE: the case mentions that profit margins are not low; this is debatable. Ignore this issue).

2. Next, list three specific segments and evaluate the pros and cons of targeting each of these segments

3. Clearly state your recommendation about which segment of the three above Calyx should target and why. Provide some additional details about specific marketing actions that could be used to reach the target segment (e.g., if you recommend an ad campaign, what would the ad message be, in what sort of media outlets, tone, message appeal etc.).