This three-lesson pack develops students’ understanding of market segmentation, targeting and mass vs niche markets.

Lessons 25–26 introduce market segmentation and explore how businesses divide customers using demographic, geographic, psychographic and behavioural segmentation. Students consider why different customers require different products and marketing approaches. Real-world examples including LEGO, Starbucks, McDonald’s, Nike and Crocs help students apply each method of segmentation. Students then develop their exam technique through an AQA-style 6-mark analyse question on LEGO, alongside group activities, research, true/false retrieval and debate.

Lesson 27 builds on this knowledge by comparing mass and niche markets. Students examine the characteristics, advantages and disadvantages of each approach, considering issues such as market size, competition, pricing, economies of scale, customer loyalty and risk. The lesson applies these ideas to businesses including Vi-Spring and Huel, before exploring how the marketing mix may need to change depending on whether a business targets a mass or niche market. Students consolidate their understanding through application, research, discussion and retrieval activities.

Includes:

• Engaging starters, retrieval & recap activities
• Demographic, geographic, psychographic & behavioural segmentation
• Real-world business examples throughout
• Benefits and limitations of market segmentation
• Segmentation, Targeting & Positioning (STP)
• Interactive product development/group task
• Crocs segmentation case study
• Mass vs niche market characteristics
• Advantages & disadvantages of mass and niche markets
• Vi-Spring niche market application
• Huel mass/niche market application
• Adapting the 4Ps for different target markets
• AQA-style 6-mark analyse exam practice with model answer
• True/false, research, debate & plenary activities

Low-prep, engaging and application-focused, with plenty of opportunities for discussion. Fully aligned with AQA A-Level Business (First teaching in 2026, first exams in 2028).