BrewBean, a regional coffee shop, prides itself on sourcing ethically grown, premium$-$

quality coffee beans and providing personalized service to its customers. A large national

chain, CoffeeMax, has opened several locations nearby, offering lower prices and quick

service. However, there is a viable market segment in the region that values ethical

sourcing and personalized customer experience. Although BrewBean is more expensive,

these customers represent an untapped market.

What positioning strategy should BrewBean use to highlight its competitive advantage

over CoffeeMax?

Focus on offering lower prices to compete with CoffeeMax.

Emphasize the speed and convenience of the service.

Introduce a fast$-$food style menu to compete directly with CoffeeMax's quick service.

Highlight the ethical sourcing of its coffee and personalized customer experience to attract this

untapped market segment.