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Internal Assignment Applicable for
SEPTEMBER 2018 Examination
Course:
Marketing Research
1. Your company is a new start-up which is planning to give stiff
competition to Google maps by coming up with a GPS-based mobile app which can
provide best routes / maps cum shopping assistance. It aims to be a complete
guide to road travelers on the best routes, markets and products available
en-route, other shopping assistance etc. However, this idea needs to be
explored and tested for its feasibility. Discuss the new product development
process that you would follow for evaluating the feasibility. Which of the
various product testing methods will you use for testing your mobile app and
why?
(10 Marks)
2. A leading NGO has been entrusted by the Dhirubhai Ambani Foundation
for creating awareness regarding organs donation on the World Organ Donation
Day. Towards this, the NGO is preparing an advertising campaign which shall be
launched to reach out to the general public. The advertising campaign is being
seen as a tool for bringing awareness and some positive change in the society.
The NGO and its Ad Agency have created few innovative ad copies but the
Foundation is insisting on rigorous Ad testing before launch. What is Copy
Testing? Which methods of Copy testing should they use in both the stages:
pre-release and post-release?
(10 Marks)
3. Domestic and International airlines have been pushing the Telecom
Commission to allow making calls and browsing the internet while flying in
Indian airspace, once the aircraft reaches an altitude of 3,000 metres.
However, the Govt. and the Telecom Authorities are skeptical since this
requires huge investment to be made by the airlines ultimately resulting in
heavy pricing, much higher than the rates for mobile services. You have been
asked to conduct a research to identify the target customer and understand the
consumer needs towards inflight calls and internet services and their
perspective and opinion towards the prices that they would be willing to pay.
a. Describe the profile of your target customer and discuss the major
sources of secondary data that you would collect to identify him / her? (5
Marks)
b. For the primary data that needs to be collected towards this
research, briefly describe the research methods that you would use (5 Marks)
Course:
Integrated Marketing Communications
1. You are a young entrepreneur and have just opened your own PR agency.
How would you go about acquiring new Clients? (10 Marks)
2. You are the brand manager of an automobile company and your company
is launching a new car. Explain the Integrated Marketing approach you will use
to launch the product?
(10 Marks)
3. Case Study
Singing Marathon by a Cough Syrup Brand
You are Brand Manager for a Cough Syrup brand. You have organised a
Singing marathon at Delhi. The marathon will be a relay with people in groups
of 20 singing non-stop for maximum time. The collection from the marathon will
be donated to support singers from the lower strata of society. You want to
invite people to participate. The Objective is to associate clear throat with
singing.
a. How would you go about identifying target groups? (5 Marks)
b. What would be your PR approach? (5 Marks)
Course: Decision
Analysis and Modeling
1. Comment on the applications of Decision Analysis and Modelling in
Finance, Marketing, and Human Resource Management. (10 Marks)
2. In transportation and transshipment problems, differentiate between
the Least Cost and VAM methods. (10 Marks)
3. A company management and the labour union are negotiating a 5 years
agreement. Each of them has 4 strategies available.
I – Hard Bargaining
II – Logical Bargaining
III – Legalistic Bargaining
IV – Conciliatory Bargaining
The costs to the company are given below:
Union Strategies
Company Strategies
I
II
III
IV
I
20
15
12
35
II
25
14
8
10
III
40
2
10
5
IV
-5
4
11
0
a) What is the optimal strategy adopted by the two sides? (5 Marks)
b) Calculate the value of the game (5 Marks)
Course: Services
Marketing
1. Tour & Travel operators are facing a difficult time maintaining
bottom lines with the hike in diesel & petrol prices. In this scenario, how
can a tour operator (XYZ Travels) segment the market & use a Positioning
strategy to prop its sagging bottom line (10 Marks)
2. Coffee House a coffee bean exporter sensing the high market potential
of coffee bars is planning to launch a coffee bar chain in India called
“Timepass”. It wants to position its coffee bar chain as an up market leisure
hangout for customers. As it lacks knowledge and experience in the coffee retailing
industry, the company is undecided about the design aspects of the coffee bars.
What decisions relating to the elements of physical evidence are to be taken by
Coffee House? (10 Marks)
3. The Banking sector is going through a major transformation and
witnessing robust growth. Automation is the order of the day. In order to
sustain competition and enhance customer experience new initiatives have been
introduced. Technology is the driving force & internet & mobile banking
are the recent trends. You are the chairman of a 30 year old private sector
bank with conservative approach. Employees being from the old school of thought
have resisted the new trends now introduced by most of the banks. Your branches
are majorly located in South India. The bank is faced with a few takeover
threats in the past. The government is insisting merger of the bank for viability
and modernization. Your product portfolio requires a change to attract new customers
and retain the existing ones. The board is expecting from you a thorough
overhaul of the marketing mix.
Questions:-
a. Design an innovative service product offering for your bank. (5
Marks)
b. Evaluate the role and importance of people in a service industry. (5
Marks)
Course: Project
Management
1. You are working for a multi-national bank and are being asked to set
up a Project Management Office (PMO) for the bank. Discuss appropriateness of
each type of PMO for the bank and recommend one of them for the bank. Please
make suitable assumptions but specify them explicitly. (10 Marks)
2. You are involved in a project feasibility study. The project is about
installing additional capacity for manufacturing 100 bicyles per day. As part
of this study, you are asked to do the demand forecasting. Discuss
appropriateness of each type of qualitative forecasting method for your project
and recommend one of them. Please make suitable assumptions but specify them
explicitly. (10 Marks)
3. "This project seems to be a good deal", Mr. Sharma opened
the meeting with this statement. "We invest Rs. 80 lac and can get Rs. 1
Cr in just three years. What more do we need?” Mr. Sharma continued.
"Let's take the opinion of Ms. Roy. She has recently done a course on
project management and can help us from that learning", Mr. Iyer looked at
Ms. Roy, who has just joined the organization couple of months back. As she was
new, she was not sure how things work in this organization. However, since Mr.
Iyer, who is the Head of her business unit, asked her directly, she needed to
speak up. "I will need some facts and figure before making any suggestion.
In particular, I will need to know estimated cash inflows and outflows." "Oh
yes, this project will need Rs. 80 lac up front but will generate Rs. 50 lac
each in second and third year." Mr. Sharma quickly provided the data.
"And we need minimum 12% rate of return!” Mr. Iyer provided additional
data.
a. Which are the methods are available for making such decision? Which
one method would you recommend? Why? (5 Marks)
b. Should Ms. Roy recommend this project? Why or why not? (5 Marks)
Course:
Financial Institutions and Markets
1. Geeta had completed her post graduation in Insurance and had joined
the Insurance Regulatory and Development Authority as the junior manager. On
the first day of the job, her manager wanted her to prepare a report on the
nature of the functions of the IRDA. Help her to prepare the report. (10 Marks)
2. Ajit has recently joined an investment management company and his
profile consisted of capital market instruments. His manager in order to
estimate his understanding of the market, asked him to prepare a report on the
role of the capital market. Suggest relevant points to be included in his
report. (10 Marks)
3. Neeta had recently joined a company after completing her graduation
and the company was almost six years old. The company had been doing good in
the recent past and had plans for expansion for which it wanted to raise money
through IPO. Neeta’s manager gave her the task of getting information on the
major stock exchanges of India where the equity can be listed.
a. Collect relevant information about BSE (5 Marks)
b. Collect relevant information about NSE (5 Marks)
GET SOLVED ASSIGNMENTS
YOU
MAY CALL US ON - 7506193173
WHATSAPP
NUMBER- 9967480770
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