Drift Soda is choosing a target segment for a new low-sugar drink.
| Research finding | Segment 1: ages 16–24 | Segment 2: ages 45–60 |
|---|---|---|
| Respondents interested in low sugar | 64% | 82% |
| Respondents wanting new flavours | 78% | 41% |
| Average acceptable price per bottle | £1.80 | £2.40 |
| Number of respondents | 300 | 120 |
Option 1: Target customers aged 16–24 with several unusual flavours
Option 2: Target customers aged 45–60 with a premium low-sugar drink
Justify which one of these two segments Drift Soda should target.
36 exam-style questions on Edexcel GCSE Business 1.2 Spotting a business opportunity, covering 1.2.1a What customer needs are, 1.2.1b Importance of understanding customers, 1.2.2a The purpose of market research, 1.2.2b Methods of market research, 1.2.2c The use of data in market research, 1.2.3a Identifying market segments, 1.2.3b Market mapping, 1.2.4a Strengths and weaknesses of competitors, and 1.2.4b Impact of competition on decision making. Each one has a worked solution and a mark scheme showing where the marks go.