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INTERNAL
ASSIGNMENT APPLICABLE FOR APRIL 2019 EXAMINATION
Logistics Management
1. “The only real
differentiator in today’s markets is service, and transportation is a vital
part in that accomplishment. Without it, customer loss is virtually a
guarantee”. How will you explain this statement? (Industry examples will be
well appreciated)
2. Discuss briefly
with examples how as a Logistic Manager you will address various objectives in
terms of total cost goals and customer service goals.
3. As the Logistics
Head, you observe your organization had planned 500 consignments last year but
the actual data reveal that company had booked only 300 consignments and out of
which 250 were actually delivered. The report also suggests that 5 consignments
were damaged in the transit.
a. Explain the
performance measurements you can do using various productivity measures for
improvement?
b. Explain your
strategy to select the right distribution channel for your business
Integrated Marketing Communications
1. You are the owner
of a Men’s fashion store. With the wedding season approaching you are planning
to promote it. How would you go about it?
2. You are the brand
manager of an FMCG Foods company and your company is launching a new range of
healthy quick bites targeting the working population. Explain the Integrated
Marketing process you will use to launch the product?
3. Case Study
Blueair Air Purifiers
aim to gain 10% Market share by 2020
Source : PTI feed TOI
Sweden based
airpurifier firm Blueair is looking at India as a priority market and expects
to gain a 10% market share by 2020. It is in a nascent stage but cluttered
category with 28 players vying for a share in the 350 Cr. Market growing at
40%. Blueair is a high end product. India is a high potential market and is
expected to grow to Rs. 1500 Cr.-1800 Cr. Size in the next 3-4 years depending
on when the inflection point happens. Currently the market is centered around
Delhi but there is a growing awareness across metros about the need for air
purifiers. Blueair has managed to double its sales last year and should
continue to double it every year to reach its target of 10% share of Market by
2020.
Questions
a. In a competitive
market with many serious players, how should Blueair approach their IMC to
reach their target of 10% share by 2020?
b. What tools would
you leverage in the promotional activity for Blueair to double their growth
every year?
Supply Chain Management
1. Globalization and
the advent of Information and communication technologies have influenced
substantial changes in forms of supply chain management. Discuss the need and
importance of warehouse management. Explain in detail the various types of
technology that can be used to manage the warehouse operations with reference to
a retailer like Reliance Trends, Pantaloons, etc.
2. Collaborative
Planning, Forecasting and Replenishment (CPFR) is a technological innovation
tool that was first registered as a trademark by the Voluntary Interindustry
Commerce Standards (VICS) Association (1998) and is defined as a web-based
approach which can coordinate the diverse process of supply chain management
including production and purchasing planning, demand forecasting. It is a
collection of new business practices that leverage the internet and EDI in
order to achieve two goals: radically reduce inventories and expenses while
improving customer service. Give an example of a pharmaceutical company where
the different phases of CPFR have been successfully adopted.
3. Over the past
several decades, logistics activities have increasingly been sourced out to
specialized third-party logistics providers (3PLs). In recent years, however,
3PLs have increasingly been challenged by new disruptive business models and
digital technologies. For example, platforms such as Cargomatic and Uber
Freight enable cost-efficient, real-time, on-demand arrangements of transports
that cut into the domain of logistics services. E-commerce providers such as
Amazon, which used to be a business partner to 3PLs, has started building up
its own online-based logistics solutions. Similarly, vehicle manufacturers have
started to leave their traditional business field and provide their own
digitalized fleet management and mobility services, which used to be domains of
3PLs as well. As pointed out in a study by the consultancy company Oliver
Wymann, logistics start-ups from the USA and Asia with high financing volumes
are transforming the entire logistics industry. This puts significant pressure
on traditional logistics markets such as Germany, Sweden and the Netherlands,
with their established market players. Experience from other industries such as
travel and retail shows that digital disruptions may change entire markets
within a very short time. In the course of these changes, business models that
have been dominant for decades are replaced by new ones. (Source: Hofmann, E.,
& Osterwalder, F. (2017). Third-party logistics providers in the digital
age: Towards a new competitive arena? Logistics, 1(2))
a. Highlight any two
examples of third-party logistics providers (3PLs) startups in India and how
have they transformed the ecommerce space.
b. How do these
startup companies disrupt the already existing established domestic logistics
players?
Total Quality Management
1. If you are a part
of the top management of a Foods Product Company, how would you involve staff
and workers in operating Total Quality Management program & what should be
criteria for performance measures?
2. “Customer decides
Quality”. Justify the statement with examples. Who are internal & external
customers for a Company and how should you deal with them?
3. TQM has been
highly successful in Japan, but its success in India is mixed.
a. How did Japan
achieve high success by implementing TQM?
b. What are reasons
of low success in India and how could we improve?
Enterprise Resource Planning
Q.1. “Successful ERP
implementation projects are less about Technology and more about People and
Processes.” Do you agree with the statement? Elaborate on a few critical
success factors in the implementation of ERP systems.
Q.2. From the Farm
(FTF) Pvt. Ltd. is a food and beverage company. FTF Food's endeavor is to
provide best in class innovative offerings in the food and beverage segment in
India. To do this effectively and to expand their reach in the Indian market,
they sought to automate Inventory Management at different levels. The company
needed a customized ERP solution that followed the norms of the industry to
handle their specific requirements such as inventory management to manage the
different levels of activities. Clearing of stock based on the expiry dates of
the products and an integration with the finance module to automate all the
financial activities. You have been appointed as a consultant to this
organization to help in the ERP implementation plan. Prepare a blueprint /
flowchart of the ERP implementation plan indicating all the identified tasks,
resources required and the relationships among the various tasks.
Q.3. The Vedant Group
started operations in the year 1992 with a vision to provide unparalleled
quality service to a spectrum of Maritime and Oil & Gas Industry. Vedant is
now one of the major players in Dry Docking and Ship Repair in India. Vedant
has also become a formidable group in providing offshore logistics to support
the Oil and Gas industry. It wants to look for an integrated system to manage
all their activities such as offshore engineering, offshore logistics, coastal
logistics and port services, dry docking and ship repairs and inland waterways.
a. What are the
factors the management must keep in mind while selecting a vendor for the
integrated system.
b. In your opinion,
what challenges do you think Vedant may face while implementing an ERP package?
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