The nature of marketing — practice question

CB is a public limited company running a network of coffee shops across several countries. It was set up in 2010 by two friends, Shopra and Ben, who both love coffee and aim to provide customers with top-quality products. CB began with a single coffee shop in country Q and then grew gradually, choosing locations in high-income districts of major cities. The firm works in a fast-moving business setting. Competition is intense from other famous coffee shop chains. Its coffee beans come from fair trade suppliers who cultivate them in an environmentally friendly manner. CB sells a broad range of coffee products for the mass market. It also provides other drinks and a selection of food items, including sandwiches and cakes. Recent research indicates that customers are now seeking healthier food choices. CB’s main customers are young professionals, students and tourists. Customers like its welcoming atmosphere, comfortable seating, free Wi‑Fi access and music. Its employees are trained to be friendly, helpful and knowledgeable. Table 1.1 gives some financial data for CB for 2023 and 2024. Shopra thinks CB ought to stay focused on the mass market. Ben, however, believes that using market segmentation more extensively will bring better results.