Read the attached 107-109 and answer the following 1. What went wrong with the Roots Air? Were there elements of the marketing plan outlined in this chapter that did not receive sufficient attention? 2. Since the writing of this case, several groups in Canada have started up new carriers. What can they learn from the experiences of Roots Air? 3. The text lists the criteria used most often by tourism and hospitality suppliers to segment the market. What particular segments was Roots Air trying to attract and what methods did it use to segment the market? Was it successful? 4. The Roots brand has never travelled very far beyond its established position in leisure apparel. Why do you think that is?
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