Here are some questions to discuss in the chat session: 1. What is ES’s core business? Discuss the “total product view” (i.e. core, actual and augmented)? 2. What is ES’s competitive advantage? 3. In what stage of the product life cycle is the company located? How has the company’s positioning and differentiation strategy changed over time? 4. What is the company’s current entry strategy? Is this strategy consistent with the company’s vision? List the pros and cons for each entry mode? 5. Should ES target a new market? For example, should the company target the emerging ‘affordable luxury market?’ Explain, and be ready to support your answer? 6. What are your overall recommendations for ES? What marketing mix strategy do you recommend? There is a document attached that should be read and answered these questions
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