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THE ONTARIO CURRICULUM, GRADES 11 AND 12: BUSINESS STUDIES
Targeting Customers
Overall Expectations
By the end of this course, students will:
• analyse the size and composition of the potential market for their venture; • develop effective promotional strategies for their venture.
Specific Expectations
Market Analysis
By the end of this course, students will:
– describe, on the basis of research (e.g., sur- vey, personal observation), the potential customers for their venture;
– analyse strategies (e.g., pricing, promotion, distribution) for marketing the good or service that is the basis for their venture;
– analyse the impact of competition on their venture (e.g., on new opportunities, on future growth, on pricing policies).
Promotional Strategies
By the end of this course, students will:
– develop an initial promotional strategy to launch their venture (e.g., a plan for the grand opening, coupons, giveaways);
– develop an advertising strategy (e.g., using flyers, brochures, banner advertisements, websites, local radio and television adver- tisements, word of mouth, publicity) and a promotional strategy (e.g., using business cards, coupons) to help establish and maintain an identity for their venture;
– analyse growth strategies (e.g., offering new products or services, developing new pricing policies, finding new channels of distribution) and expansion strategies (e.g., franchising, acquiring a competitor’s business, establishing new branches) for their venture.