A market map shows many high-price specialist cafés and many low-price basic cafés, but no low-price café offering a wide specialist range. What does this suggest?
The market has no competitors because the businesses occupy different positions
A new café will succeed automatically if it copies a high-price specialist rival without checking whether customers value the offer
A possible gap exists, but research is still needed to check whether customers want it
Market mapping proves the cost of entering each part of the market
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.