Meeting customer needs

Lumen Skincare was founded in Leeds in 2016 by Priya Shah, a former chemist, to sell vegan, refillable skincare products online. It now employs 85 people and sells through its own website, two flagship stores and one large department-store chain. The UK skincare market was worth £2.4 billion in 2024 and £2.6 billion in 2025. Lumen's sales in 2025 were £18 million. Its customers are mainly women aged 18–34 who care about ethical sourcing. Most of its marketing is through Instagram and TikTok influencers. In 2025 Lumen raised the price of its best-selling serum by 5%. Sales volume fell by 2%. Staff surveys show high satisfaction with Lumen's purpose but frustration about pay and a lack of promotion opportunities. Labour turnover in the warehouse reached 32%. Priya makes nearly all major decisions herself and is reluctant to appoint a managing director, although investors have suggested it.

Context: The UK coffee shop market has more than 25 000 outlets. Large branded chains dominate high streets and motorway services, while independents compete on atmosphere, quality and local identity. Costs have risen sharply: coffee beans, energy, rents and the National Living Wage. Consumers increasingly expect plant-based milks, reusable cups and evidence of ethical sourcing. Many coffee shops have moved into delivery apps and loyalty schemes. Extract E — Beanstalk Coffee: Beanstalk runs 14 cafés in the Midlands. Across the chain it has 600 seats; on average 420 are occupied during opening hours. It employs an average of 140 staff, of whom 35 left during the last year. The National Living Wage rose by 6.7% this year. The owners are considering franchising to expand to 60 outlets in five years. Beanstalk positions itself as a 'neighbourhood café' with locally baked food and community events. Extract F — Grindhouse Ltd: Grindhouse imports green coffee beans from cooperatives in Colombia, roasts them in Manchester and sells to independent cafés in the UK and Europe and online to consumers in 18 countries. Its latest balance sheet shows current assets of £900 000 (including inventories of £300 000) and current liabilities of £600 000. Purchases are paid for in US dollars. The directors are considering opening a roasting plant in Colombia to supply growing markets in the Americas.