Lesson Plan

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Lesson Plan
Grade: Date: 25/02/2026
Subject: Business Studies
Lesson Topic: advantages and disadvantages of mass markets and niche markets
Learning Objective/s:
  • Describe the characteristics of mass and niche markets.
  • Compare the advantages and disadvantages of each market type.
  • Analyse factors influencing a business’s choice between mass and niche strategies.
  • Evaluate how market choice impacts pricing, competition and growth potential.
  • Apply decision‑making criteria to select an appropriate market strategy for a case study.
Materials Needed:
  • Projector and screen
  • Whiteboard and markers
  • Printed handouts of advantage/disadvantage tables
  • Case study worksheets
  • Sticky notes for group brainstorming
  • Venn diagram template (large poster)
 Introduction:
Begin with a quick poll: who prefers a popular brand like Coca‑Cola versus a specialist brand such as a boutique coffee roaster? Review prior knowledge of market segmentation and set the success criteria – by the end of the lesson students will explain and compare mass and niche markets and justify a strategic choice.
Lesson Structure:
  1. Do‑now (5'): Students list examples of mass‑market and niche‑market products on sticky notes (check understanding).
  2. Mini‑lecture (10'): Define mass and niche markets; present key definitions via slides.
  3. Interactive comparison (12'): Show advantage/disadvantage tables; groups fill a Venn diagram comparing the two (formative check).
  4. Decision‑making activity (15'): Provide a short case study; groups use five criteria to recommend a market strategy and present their choice.
  5. Whole‑class discussion (8'): Discuss strengths/weaknesses of each recommendation and link back to theory.
  6. Exit ticket (5'): Students write one advantage of each market type and one factor influencing their choice.
Conclusion:
Summarise the key trade‑offs between mass and niche markets and remind learners of the decision criteria they applied. For the exit ticket, each student records one advantage of each market and a justification for a chosen strategy. Homework: research a real company and write a brief paragraph explaining whether it follows a mass‑market or niche‑market approach and why.