This article explores how a new market can be established.

Getting Started

Appropriate Subject Area(s):

Marketing, promotion, business growth

Key Questions to Explore:

  • What are some key strategies a business can use when entering a new market?

New Terminology:

Ice ball

Materials needed:

Mindomo.  This is a free mind-mapping app.  Have students download it to their smart phones or tablets.

Study and Discussion Activity

Introduction to lesson and task:

Students will read about and think about strategies for forging new markets for a product or service.

Action (lesson plan and task):

  • Ask students to download the Mindomo app onto their smartphone or tablet.
  • Review what a mind map is and why it is used.
  • Distribute the article for reading.
  • Using Mindomo, have students work in pairs to draw a mind map on the strategies and benefits for the NHL forging into the Chinese market.
  • Have students save the mind map and create a second one, brainstorming the benefits to China and its population for building up hockey and the NHL in China.
  • Combine pairs and have them create a Venn diagram comparing and contrasting the two mind maps.

Consolidation of Learning:

  • Have students create a marketing plan for a product or service of their choice to enter a new market.  The market can be a new country or a new target market locally.
Success and Additional Learning

Success Criteria:

  • Students identify various marketing strategies and know when and how to apply them.

Confirming Activity:

  • Working in teams of four, have students prepare a marketing plan to share with the NHL with recommendations on how to gain market share in China.