mid of principles of marketing-fall25_BS

Daffodil International University Department of Business Administration Faculty of Business and Entrepreneurship Mid-Term Examination, Fall - 2025 Course Code: 0414-124, Course Title: Principles of Marketing Batch: 68 (A, B, C, D) Time: 1.5 Hrs Teacher initial: DYS, RIR, HS Marks: 25 Answer ALL Ouestions Question I (CIO I I.evel 2) - 5 Marks explain the impact of any anNIFS ee major croenvtronmen mar g —10 Marks Scenario:Bengal Group, a diversifiedconglomerate headquartered in Dhaka, is evaluating its three mqior business units (SBUs) based on their performance in the Bangladeshi market. The company's three mqjor business units are: Bengal Foods (Snacks): An Existing Product (Packaged Snacks) in an Existing Market (Bangladesh) with a Low Relative Market Share, as it competes with market leaders Pran and ACI. It operates in a market with a High Market Growth Rate, driven by fast-rising demand fom urban uth. • Bengal Real Estate: An Existing Product (ruxzoy Apartments) in the Existing Market of Dhaka's Gulshan. It has a High Relative Market Share due to strong brand loyalty and a dominant presence, but operates in a Low Market Growth Rate market, as it is mature and stable. • Bengal Textiles: An Existing Product (Export Fabrics) operating in New Markets (Global Exports). It has a Low Relative Market Share due to intense global competition and faces a Low Market Growth Rate due to declining global orders. (a) Apply the Boston Consulting Group (BCG) Matrix to classifr each business unit (Bengal Foods: Bengal Real Estate: and Bengal Textiles) as a Star: Cash Cow: Question Mark, or Dog. For each classification, select one strategic action (e.g.: invest, harvest, divest: or build) to manage the unit effectively: showing reasons for your strategic decision. (5) (b) Construct a 2 x 2 Product Market Expansion Grid showing the growth strategy that applies to each of the initiatives abowe based on the Ansoff Product-Market Expansion Grid. Then: identify how each chosen strategy can help Bengal Foods grow in the Bangladeshi market. (5) Ouestion 3 (CLO 3 Level 4) - 5 Marks Analyze the marketing: and five marketing management orientations (production: product: selling: societal marketing concepts) in the context of a Bangladeshi telecommunications company like Grameenphone: which operates in a highly competitive and price-sensitive market, to examine which tuo orientations are the most relevant for them today and why _ Scenario: Beforelaunchingits newfashion retail division 'Bengal Attire", a local lifestyle company identified four distinct consumer segments and patterns: 1. Students frequently buy low-cost, trendy accessories and T-shirts online to t"' new looks and experiment with styles. 2. Middle-class people purchase expensive formal suits only for mgior events. 3. Corporate professionals routinely buy the same brand offormal shirt every year due to high trust in its comfort and consistent sizing. 4. Young homemakers spend significant time browsing and exploring different women 's wear brands in large malls to find clothes that reflect their identity. Analyze the buying behavior type that each segment demonstrates by examining how Bengal Attire can design marketing strategies to appeal to these groups based on their respective decision-making pattems_