Lesson Plan

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Lesson Plan
Grade: Date: 17/01/2026
Subject: Business Studies
Lesson Topic: concepts of mass markets and niche markets
Learning Objective/s:
  • Describe the defining features of mass markets and niche markets.
  • Compare the advantages and disadvantages of each market type.
  • Analyse factors influencing a business’s choice of market strategy.
  • Evaluate real‑world examples to illustrate appropriate market selection.
Materials Needed:
  • Projector or interactive whiteboard
  • Slide presentation on market concepts
  • Handout summarising characteristics and comparison table
  • Case study worksheets (Coca‑Cola & Patagonia)
  • Markers and flip chart for group activity
 Introduction:
Begin with a quick poll: Which products do you think are designed for everyone versus a specific group? Review students’ prior knowledge of product targeting from previous lessons. Explain that by the end of the lesson they will be able to identify and justify the choice of a mass or niche market strategy.
Lesson Structure:
  1. Do‑now (5') – students list everyday products they use and classify as mass or niche on sticky notes.
  2. Mini‑lecture (10') – present definitions, characteristics, and comparison using slides.
  3. Guided analysis (10') – work through the advantages/disadvantages table; teacher checks understanding with Q&A.
  4. Case study activity (15') – groups examine Coca‑Cola and Patagonia examples, fill worksheet, and present findings.
  5. Decision‑making simulation (10') – students follow the six‑step process to choose a market for a hypothetical product.
  6. Recap quiz (5') – rapid‑fire questions via Kahoot to consolidate key points.
Conclusion:
Summarise the key differences between mass and niche markets and why the choice matters for strategy. Ask students to write one takeaway on an exit ticket. Assign homework to research a local business and determine which market type it targets, preparing a brief justification.