I have some doubts in the following let's say burger king is deciding whether to expand into coffee business also like Starbucks amp; costa. at what...

I have some doubts in the following

let's say burger king is deciding whether to expand into coffee business also like Starbucks & costa. at what level is this decision likely to be made?

Corporate Level or functional or business level

a company is manufacturing and markets new born baby products, which would be most likely segment the market using the demographic variable of: age or income or gender or stage in family life cycle