Syllabus: Cambridge - IGCSE Business Studies
Module: 3.4 Marketing Strategy
Lesson: 3.4.1 Justify Marketing Strategies Appropriate to a Given Situation

Introduction

This article explores Section 3.4.1 of the Cambridge IGCSE Business Studies syllabus: Justify Marketing Strategies Appropriate to a Given Situation. It is aligned to the Cambridge IGCSE (0450) and supports both curriculum delivery and Gatsby Benchmark 4: linking learning to careers.

The topic forms a vital part of students’ commercial understanding. It combines theoretical knowledge with critical thinking, asking students not just what a business could do—but what it should do, and why. This directly reflects workplace decision-making and builds strategic awareness valued by employers.

Key Concepts

According to the Cambridge syllabus, students should be able to:

• Analyse a given scenario (e.g. a business facing new competition or expanding into new markets).

• Recommend a suitable marketing strategy in response to the situation.

• Justify their choice by applying knowledge of the marketing mix, product life cycle, segmentation, and business objectives.

Students must consider:

• Market conditions and competitive environment.

• Stage of the product life cycle.

• Target audience behaviour and preferences.

• Internal business constraints like cost or capacity.

The emphasis is on evaluation—weighing up different options and selecting the most appropriate course of action.

Real-World Relevance

This concept directly mirrors how real businesses operate. For example:

Case Example: Greggs’ Vegan Product Line Expansion
Greggs’ decision to launch vegan sausage rolls followed market analysis on consumer trends. Their marketing strategy included social media buzz, influencer sampling, and expansion into new customer segments. Students can explore how Greggs justified this decision based on customer demand, brand positioning, and competitor activity.

Case Example: Netflix’s Global Localisation Strategy
Netflix uses localised marketing strategies in different countries—such as commissioning local language productions—to build cultural relevance and market share. This strategy can be evaluated through the lens of segmentation and adapting the marketing mix.

These examples help students understand the commercial awareness and strategic reasoning required in marketing decisions.

How It’s Assessed

This topic is typically examined through:

• Case-based structured questions (6–12 marks).

• Use of command words like recommend, justify, evaluate.

• Contextual scenarios requiring the application of the marketing mix (4Ps or 7Ps), segmentation methods, and strategic considerations.

Mark schemes reward:

• Application to the specific business case.

• Balanced analysis of at least two options.

• A justified conclusion supported by reasoning.

For example, a 12-mark question may ask:
“Given the situation, recommend and justify a suitable marketing strategy for Business X.”

Students must avoid generic responses. Success lies in tailoring recommendations to the case provided.

Enterprise Skills Integration

This lesson builds decision-making and problem-solving skills, part of the Enterprise Skills Thematic Framework:

• Decision-Making: Evaluating marketing options under realistic constraints.

• Problem-Solving: Identifying strategic responses to changing customer behaviour or new competition.

• Commercial Awareness: Understanding customer value, profit margins, and positioning within a market.

By simulating boardroom-level decisions, students begin to operate with a professional mindset—mirroring how real teams evaluate marketing choices.

Careers Links

This lesson is directly aligned with Gatsby Benchmarks 4 and 5:

• Benchmark 4: Helps students link classroom learning to marketing, sales, and business strategy careers.

• Benchmark 5: Easily enhanced through case study discussions, guest speakers, or activities such as pitch presentations and role-play.

Relevant careers include:

• Marketing Executive

• Brand Manager

• Product Strategist

• Market Research Analyst

• Business Development Associate

Resources like Skills Hub Futures provide mapped employer challenges and marketing simulations, offering virtual workplace insight and meeting Gatsby compliance.

Teaching Notes

Tips for delivery:

• Use a case study to anchor every lesson—real or fictional.

• Start with a marketing challenge (e.g. new product launch, declining sales).

• Let students develop and present strategy proposals, then critique alternatives.

Common pitfalls:

• Students defaulting to one-size-fits-all solutions.

• Lack of contextual justification in answers.

• Overuse of definitions instead of application.

Recommended activities:

• Mini-Boardroom Simulations: Students role-play marketing teams justifying plans to stakeholders.

• Compare & Contrast Exercises: Evaluate two different strategies for the same scenario.

• Integration with Skills Hub: Use simulations aligned to this topic for immediate application.

Extension Opportunities:

• Cross-curricular project with English (writing persuasive marketing copy).

• Data analysis using sales projections in Maths (modelling strategy outcomes).

This topic is not just about passing exams—it develops the analytical mindset needed for the modern workplace.