Workshop

Question-1

1. Assume that you are a marketing manager for automobile company. Your job is to reposition an SUV model that was once identified as a “ fuel guzzler.” The model now comes with a superefficient, non-polluting hybrid engine.

Which of the seven types of publics would have the greatest impact on your plans to the more fuel efficient model?

Hints to question 1

• SUV- sport utility vehicle• Seven types of publics– Financial publics– Media publics– Government publics– Citizen action publics ( consumer organisation, environmental

groups, minority groups)– Local publics (neighbourhood residents and community

organisations)– General public– Internal public

Question-2

• Briefly describe the various external factors affecting the company’s operation.

Economic environment is fast changing in the Indian subcontinent. What changes do you expect in the consumption patterns among customers on account of these

changes?

Hints to question-2

• Positive economic change• Better income- increase in demand- more

production- more employment- increase income level

• Other economic variables- cost of living, interest rates, saving and borrowing patterns.

• More middle class families

Question-3

• Describe the Boston Consulting group’s approach to portfolio analysis. Briefly discuss why management may find it difficult to dispose of a “question mark.”