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Read the case below and answer the questions that follow-

Hudson Bay, Canada's Luxury goods department store chain was once a pioneer in fashionable clothes and accessories, but lately its been crashing. Its competitors have started off-price trading which is a trading format based on discount trading. Unlike its competitors, Hudson Bay runs a full -line department store as well as has a bargain basement floor to get rid of unsold and out of fashion inventory. The company's sales have declined and there are two issues. One out of its control and the other one very much its own doing. First came the pandemic that rattled the supply chain and consumers shifted to e-commerce. Hudson Bay did not offer online shopping due to which its sales declined. Second, off-price trading has a huge consumer base but the company displayed too many lower quality goods in its bargain basement floor. Experts have also advised Hudson Bay to split its off-price business from its full-line department stores and run them under a separate brand name. Lack of coordination exists between its full line department store and its value business. Vendors also do not want to associate with the company if it sells products at low price and quality as it would damage their brand equity. Experts also feel that if the company runs its value business from its full line stores, it will position them as being down market and may impact its brand image due to cost of compromise. But at the same time if the company increases the quality of products in its value business, it can generate great revenues due to economies of scale.

(a) Identify the problem the firm is facing. (15%)

(b) Discuss a solution to resolve their problem. (15%)

(c) Discuss the applicability of market segmentation, target market selection and positioning to your solution. (30%)

(d) Discuss the implementation of marketing mix to your Solution. (20%)