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Assignment Applicable for SEPTEMBER 2018 Examination
SEMESTER 2
Marketing Management
1. Select any two of
the following three: Narendra Modi / Rahul Gandhi / Arvind Kejriwal. Discuss
and analyze how these personalities do as brands when we compare on the four critical
elements of a brand. (10 Marks)
2. “With marketers
transitioning from mass communication to highly customized and personalized
communication targeted at the individual, the limelight clearly being on direct
marketing, and digital marketing, the traditional marketing communication tools
such as advertising, sales promotion, publicity, personal selling – may be
dying a natural death. The Marketing Communication Mix is all set for a
metamorphosis” Discuss this statement. Justify your answers with appropriate
reasoning. (10 Marks)
3. The beginning of
the video-on-demand (VOD) revolution in India started with Star Tv’s Hotstar,
way back in 2015. It coincided with the time when India witnessed a huge rise in
the number of smartphone users. In a country which was used to a one-TV
household tradition, smartphones acted as additional screens for consumers to
source entertainment from. In January 2016, Netflix, an international platform
that offers a library of TV series, Bollywood flicks etc. made waves in India
with its launch. It led to a series of debates on what is already on the Indian
consumer’s palate on TV– family dramas, saasbahu
serials, cheesy love
stories. The real debate was on whether Netflix India’s launch will mark the
end of TV. Will the audience progress from the melodramatic saas-bahu sagas to
Netflix for its sharp, realistic international content. Netflix opened the
doors for alternate entertainment platforms. In the months that followed,
mainstream Indian TV channels launched their own VOD platforms – Voot , Arre
etc. And then came the giant Amazon with its Prime Videos spanning across
International TV shows, films and new Bollywood releases. The most recent entry
has been Balaji Telefilms VOD platform ALTBalaji. With the internet content
users, number of smartphone users on the rise, the consumption of online video
content has also been on the rise, quite naturally.
a. Conduct a SWOT
Analysis of Netflix in India (5 Marks)
b. Keeping in view
the issues, challenges and competition, evaluate and discuss the strategic and
tactical components of Netflix’s market planning and make suggestions (5 Marks)
Business Statistics
Team Revenue (USD
Mn.) Valuation (USD Mn.)
Atlanta 103 306
Boston 144 433
Charlotte 96 278
Chicago 168 511
Cleveland 159 476
Dallas 154 446
Denver 115 321
Detroit 171 479
Golden State 113 315
Houston 160 470
Indiana 97 281
Los Angeles Clippers
102 295
Los Angeles Lakers
209 607
Memphis 88 257
Miami 126 364
Milwaukee 91 254
Minnesota 96 268
New Jersey 92 269
New Orleans 95 267
New York 202 586
Oklahoma City 111 310
Orlando 107 361
Philadelphia 115 344
Phoenix 148 429
Portland 121 338
Sacramento 109 305
San Antonio 133 398
Toronto 133 386
Utah 118 343
Washington 110 313
1. For the data on revenue
and valuation of teams in the National Basketball Association (NBA), conduct
the following analysis:
i. Determine the
measures of central tendency and of dispersion for revenue and valuation.
ii. Provide the
five-number summary i.e. the minimum, 1st quartile, median, 3rd quartile and
maximum value for revenue. Interpret the above results and comment on how the
data is distributed. (10 Marks)
2. For the same data
on NBA revenue and valuation given above:
i. Is there a strong
association between revenue and valuation?
ii. Create a
scatterplot diagram depicting the association between the two variables.
iii. The franchise
owners want to understand if the valuation is dependent on revenue. How can you
assess this?
iv. Using the
regression equation, predict the valuation of a team whose revenue was USD 300
mn. (10 Marks)
3. There are 300
students in an online MBA program for working professionals, for whom the
attendance in online classes is 70%, i.e. on an average, 210 students are
present in an online session. Fifty new students are admitted in this batch.
a. What is the
probability of attendance being at least 70% among the new students, thus
ensuring the overall attendance does not fall below 70%? (5 Marks)
b. The Program Dean
thinks that this probability will increase, if the new batch size is 40 instead
of 50 students. Is he right in assuming so? (5 Marks)
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