Exam Prep: TU MBS Marketing
Unit 2: Marketing Opportunity Analysis

Unit 2: Mktg Opportunity Analysis

* Focus: Understanding internal capabilities and external forces to identify strategic opportunities.

1. Core Definitions (Entry Points)

Mktg Environment Sum of external conditions/forces influencing mktg performance.
Internal Task Env. Controllable internal factors (objectives, resources) = S & W.
External Micro Env. Forces close to company (suppliers, customers, competitors).
Macro External Env. Uncontrollable forces (demographic, economic) = O & T.
Environ. Scanning Systematic monitoring/forecasting of external factors.
Strategic Biz Unit (SBU) Discrete profit centre with its own marketing plan.
BCG Matrix 2x2 portfolio model: Relative Mkt Share vs Mkt Growth Rate.
GE McKinsey Matrix 3x3 portfolio model: Mkt Attractiveness vs Business Unit Strength.

2. High-Yield Strategic Points

Environment Components

Internal Task:
  • Objectives, Structure, Culture, Resources (Human/Financial).
External Micro:
  • Suppliers, Customers, Competitors, Publics (Media/Financial).
Macro External (6 Forces):
  • Demo (pop size/age), Econ (purchasing power).
  • Natural (climate), Tech (R&D).
  • Political-Legal (laws), Socio-Cultural (values).

Portfolio Strategy

BCG Quadrants:
  • Stars: High Grw/High Share (Invest heavy).
  • Question Marks: High Grw/Low Share.
  • Cash Cows: Low Grw/High Share (Milk profits!).
  • Dogs: Low/Low (Divest).

Nepalese Mega-Trends

Remittance: Drives domestic consumption.
Urbanization: Demand for fashion/modern housing.
Political Instability: Strikes/Unions hinder production.

3. Visual Exam Archetypes (Must Draw!)

Model 1: Marketing Environment Map
Demographic Economic Technological Political-Legal Socio-Cultural Natural Suppliers Competitors Customers Publics Internal Company
Model 2: BCG Growth-Share 2x2 Matrix
Market Growth Rate Relative Market Share High Low High Low Star ★ Question ? Cash Cow 🐮 Dog 🐶
Model 3: GE McKinsey Nine-Cell Matrix
Market Attractiveness Business Unit Strength High Med Low High Med Low GROW GROW GROW HOLD HOLD HOLD HARVEST HARVEST HARVEST

4. TU Exam Triggers & Keywords

High-Probability Questions:

  • 15-Mark Triggers:
    - Critically analyse impact of Macro-forces on Nepal's mktg environment.
    - Compare & contrast BCG vs GE McKinsey Matrices (Draw both!).
  • 5-Mark Triggers:
    - Define Environmental Scanning & its importance in planning.
    - Describe components of Internal Task Environment.

Examiner Grading Keywords

  • Strategic Business Unit (SBU): Mandatory when discussing BCG/GE portfolios.
  • Cash Cow: Essential term for mature, profitable SBUs.
  • Market Attractiveness: The core Y-axis variable for the GE Matrix.
  • Environmental Scanning: Vital process for identifying SWOT factors.

5. Final Review Canvas

1. Topic Overview

Focuses on understanding the Marketing Env: controllable internal (Task) vs uncontrollable external (Micro/Macro). Central is the SBU, allowing large orgs to manage diverse products as independent profit centres.

2. Strategic Framework

Resource allocation guided by portfolios. BCG Matrix focuses on share/growth (4 cells). GE Matrix provides nuanced 9-cell view of Mkt Attractiveness. Insights form the Marketing Plan (SWOT).

3. Nepal Market Context

Uniquely shaped by Mega-trends. While instability/corruption are threats, Remittance and rapid urbanization provide huge opportunities in housing, banking, and ICT sectors.