Assess a likely trade-off for Bon Bon's of not having 'mass market ambition'. - Edexcel - A-Level Business - Question 1 - 2022 - Paper 1

Without mass market ambitions, Bon Bon's can develop a niche marketing approach. This strategy may create a strong brand image associated with high-quality, traditional sweets, appealing to a select demographic willing to pay a premium for specialized products.

The market for sweets is competitive. By focusing on a niche, Bon Bon’s could potentially face fewer competitors, which may lead to higher profit margins, as the volume of sales might not be as critical compared to establishing a strong reputation.

However, the trade-off might limit Bon Bon's future growth opportunities. Not tapping into the mass market could hinder their ability to expand and adapt to increasing consumer demand, particularly as the sweet market grows in the UK, leading to missed opportunities.