Identifying marketing opportunities

1. Techniques of Identifying
Marketing Opportunities
Dr. Gopal Thapa
Tribhuvan University

2. Techniques of Identifying
Marketing Opportunities
 SBU Model
 BCG Model
 GE Model
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3. SBU Model
 SBU should have three characteristics
 Separate planning
 Separate competitors
 Separate managers
 SBU model uses two criteria
 Competitive position
 Industry maturity
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4. Competitive Position
 Leading
 Strong
 Favorable
 Tenable
 Weak
 Non-viable
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5. Industry Maturity: Industry life cycle
 Embryonic
 Growing
 Matured
 Aging
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6. SBU Model
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7. BCG Model
 It is developed by Bruce Henderson of Boston
Consulting Group in 1968
 It focuses on balance of portfolio
 It helps to determine resource allocation
investment opportunities
 It accesses two dimensions:
 Market growth
 Relative market share
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8. BCG Model
 It is four cell matrix
 Star
 Cash cow
 Dogs
 Question marks
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9. BCG Model
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10. BCG Model
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11. BCG Model
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12. GE Model
 It was developed by General Electric Company
 It is also called nine cell matrix
 It is based on two factors:
 Market attractiveness
 Competitive position
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13. Market Attractiveness
 Market size and growth rate
 Barriers to entry
 Industry profitability
 Workforce availability
 Technology
 Regulation
 Competitive structure
 Inflation
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14. Competitive Position
 Market share
 Marketing and sales force
 Research and development
 Distribution
 Financial resources
 Product quality
 Service offered
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16. Any Question?
Thank you
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