Carefully read and answer to the following questions:
1.What do you make of the research? And the ZMET interviews? What does it mean and do you trust it?
2.How should BBC achieve their objectives?
—Make some recommendations and back them up with logical reasons.
—Should they keep Lightship? If so, should they reposition it, or just throw more marketing muscle behind it?
—Should they introduce a new light beer? If so, should they still keep Lightship in the product line? How should the new product be positioned, marketed, and named?