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INTERNAL
ASSIGNMENT APPLICABLE FOR APRIL 2020 EXAMINATION
Brand Management
1. An entire
generation of Indian TV viewers grew up on some terrifying advertising. Cease
Fire commercials had conflagrations breaking out in urban settings as
householders went about, oblivious. And then there was the ad for Saffola, full
of ambulance lights and sirens, panic-stricken faces and heart rate monitors.
The brand called itself ‘Life Insurance’, positioning the oil as a bulwark
against heart disease. And the strategy worked with Saffola being among the
first brands to talk about health — albeit in a very panic inducing manner. The
longevity of the `1000 crore plus brand can be traced to that strong
positioning. Chief marketing officer, Anuradha Aggarwal says: “Very early in
the journey, we found an amazing, unique place of heart health. Someone with
fore- sight chose to do fear oriented ads and the rest, as they say, is
history.” But only a small chunk of history. Over the years, Saffola realised merely
scaring consumers into buying was perhaps not the best strategy. From fear it
moved to convincing at risk consumers to adopt better, healthier practices.
Aggarwal says, “We moved from pure fear to things that strike fear: the signs
of the unhealthy heart.” The brand also acknowledged the difficulty in getting
people adopting a healthier lifestyle with its ‘Kal Se’ commercial about a
serial procrastinator, who’d rather let his kid ride the exercise cycle, or who
changes into gym clothes only to fall asleep again. However, consumers and the
category were moving a lot faster than the brand. Even as Saffola pitched
itself to consumers showing the first signs of slowing down, the broad trend
was preventive: not allowing one or one’s family members to get to that stage
in the first place. Says Aggarwal, “We realised Saffola was in danger of
becoming the oil for the unhealthy as opposed to the oil for people who want to
be healthy and have an active, fit heart.” The brand is now about a continuous
investment in health.
A strategy that’s
driven its expan- sion into adjacent categories. Saffola has the credibility
required for consumers to comfort- ably place its products on the dining table.
Besides, through
variants like flavoured oats — a category that Saffola claims leadership in —
the brand can comfort- ably ride the everyday health wave. Saffola is gunning
for ` 200 crores in this space by 2018, according to its 2015-16 annual report.
Says Aggarwal, “We are market leaders in flavoured oats because we’ve been cracked
a fantastic product suitable for the Indian palate.” Saffola continues to be
the undisputed leader in premium health oil, according to Aggarwal. Even at a
time when the affluent Indian’s obsession with health is leading to them buy
super premium olive oils at two or three times the price. The brand is meeting
the challenge with new blends like Aura a combination of olive and flaxseed
oil. On the communication front, Saffola has moved past its scare mongering on
TV. It runs its own website fitfoodie which has healthy recipes of traditional
favourites ratified by nutritionists and dieticians.
Under Saffolalife, an
initiative begun in 2005, the brand pro- motes healthy lifestyles and organises
heart health checks. When asked how malleable the brand is, Aggrawal believes,
“We’ve succeeded when there was a fit and coherence and a fundamental
difference from the rest of the world. We are strongly positioned on proactive
and preven- tive heart health, and these conditions have to be met.” It also
explains why variants like finger food brand Zest failed. Says Aggarwal, “We
needed a go to market that understood impulse purchases and the product was not
as good. After that, we’ve made sure we have very hard internal guidelines for
product development. Unless we meet those standards, the products don’t go
out.” Saffola’s brand journey finds favour with an Indian marketer with
considerable retail and FMCG experience, who wishes to remain anonymous.
He says, “Given there
was no awareness of health, Saffola used fear and people bought it. But now
with the entire country having a consciousness of health and gym culture coming
in, it’s the right transition.” He believes the expansions make sense given Marico’s
two flagships: Parachute and Saffola earn their spurs in categories where
growth potential is limited. And so, it’s necessary for Parachute to extend
into skin and body care and Saffola to take on a more overarching health plat-
form. He believes, “20 or 30 years ago, people worried about health only once
they discovered they had problems. Today, everyone is conscious of being
healthy and wanting to look young.” He however believes Saffola needs to make a
stronger play for the millennial demographic: “It’s seen as mama papa brand.
But the 30 year and younger demographic are willing to pay premium. Brands need
to change with the world. Can it be health for youngsters or does it want to be
an older consumer’s health brand is an answer only Saffola can give.
(Source:https://brandequity.economictimes.indiatimes.com/news/business-ofbrands/
the-saffola-story-from-scare-to-care/59765523) Evaluate the positioning of
Saffola and discuss how the positioning strategy has led to the brands success.
(10 Marks)
2. Bollywood star
Salman Khan is returning to the cola space after a gap of three years, this
time to endorse brand
Pepsi, a move that has surprised a few experts. The two-year deal
is estimated at Rs 15
crore, two external industry officials said.
A PepsiCo
spokesperson confirmed the signing up of Khan as new brand ambassador of
Pepsi but declined to
confirm the financials of the deal.
“The year 2020 will
see brand Pepsi create a scale 360-degree campaign that will reflect
the self-confidence
of today's youth as effortless as Salman,” the person said.
Brand Pepsi will base
its summer 2020 campaign on Khan’s upcoming action comedy
movie Dabangg 3, the
spokesperson said. A few marketing experts expressed surprise at
the PepsiCo move,
considering Khan’s macho image vis-à-vis Pepsi’s more romantic,
playful image, plus
the actor’s age and some controversies he has been associated with.
To amplify these
efforts, Pepsi released the Har ghoont mein swag “anthem” featuring
Patani, Shroff and
rapper Badshah. Released by T-Series the song is available for
streaming on YouTube,
Gaana, Jio Saavn, Hungama, Amazon Prime Music, Spotify,
Wynk, iTunes and
Apple Music. With music and dance covered, next up was cricket.
PepsiCo which has an
on-going partnership with the Board of Control for Cricket in India
(BCCI) leveraged its
sport association during India versus Australia series in February.
There the swag symbol
took center stage in stadiums and on TV screens. Says Bhagat,
“This allowed us to
bring music and cricket together as one popular music performer
announced the
‘Swagster of the match’, after each match, during the India-Australia
series. For a
‘culture brand’, it is important to dive into all these three streams.”
Hooked or not?
“Even as the cola
companies are trying to move towards water and juices, the healthier
drinks, the two
companies cannot give up on their mainstay brands just yet, that is, the
colas,” says Sunil
Alagh, founder and chairman, SKA Advisors, a consultancy firm.
Alagh believes the
use of social media allows these companies to keep chatter alive
around their main
brands.
Industry watchers
believe this campaign has helped Pepsi get its “mojo” back. Says brand
consultant Harish
Bijoor, “Pepsi has reclaimed its position among the youth. Through the
campaign Pepsi can be
seen talking to millennials in their language.” Former marketing director,
PepsiCo India, Vani Gupta Dandia agrees. “Using TikTok and music streaming apps
to release the anthem is a good way to extend the campaign. This allowed Pepsi
to rebuild its brand equity,” says Dandia.
While the brand’s old
tagline ‘Yeh dil maange more’ might be tweaked to ‘Yeh dil maange more swag’,
what remains to be seen is how Pepsi’s newfound swagger converts to sales.
The Endgame
For categories like
beverages, and particularly colas, distribution is the make-or-break game.
Under the company’s ‘Away from home’ strategy, the beverage maker has tied-up
with quick service restaurants Domino’s, KFC, Pizza Hut, Burger King and Subway
and multiplex operator PVR. Says PepsiCo’s Tarun Bhagat, “An aggressive agenda
has been drawn by the team to increase distribution across offline stores and
online channels over the next five years.”
Swag Not War
Cola marketing has
come a long way from the days of the legendary Cola Wars. Pepsi’s ‘Nothing
Official About It’ that took the fizz out of the official sponsor of the 1996
Cricket World Cup is perhaps one of the greatest examples of ambush marketing.
Pepsi’s current campaign couldn’t be farther from that traditional tactic. Says
Lloyd Mathias, former head of PC marketing, HP Asia Pacific and Japan, “Cola as
a category has lost its relevance among consumers, as electronics, apparels
took over.” He adds, “As a result, ‘cola war’ as a marketing concept became
redundant.”
(Source:https://economictimes.indiatimes.com/industry/services/advertising/salman-khan-is-pepsis-new-face/articleshow/72449728.cms)
(Source:
https://brandequity.economictimes.indiatimes.com/news/marketing/blast-from-the-past-as-pepsi-comes-back-with-swag-this-summer/69657939)
Examine the brand
personality of Pepsi and its relevance in a promising market like India. (10
Marks)
3. Hair oil and
edible oil maker Marico will enter the Rs 4,500-crore skincare market in the
country by extending its two-decade-old coconut hair oil brand, Parachute, to
body lotion and other skincare products, a person directly involved with the
development said.
First off the block
will be a body lotion at entry-level pricing to compete in the mass segment,
the person said on condition of anonymity. The company has carried out a
low-key test exercise in the east,
The strategy is aimed
at reducing dependence on Parachute hair oil,” the person said. “In this case,
the company hopes to ride on Parachute’s purity and value-for-money attributes.”
Marico CEO (consumer products business) Saugata Gupta declined comment.
The company will
enter the cluttered skincare market under the Parachute Advansed umbrella and
compete with Hindustan Unilever’s Vaseline and Pond’s, German company
Beiersdorf ’s Nivea, L’Oreal’s Garnier and Johnson & Johnson’s Neutrogena.
Analysts and industry
watchers say the success of the move will depend on how much marketing and
distribution muscle Marico can infuse in the brand.
“Success of brand
extensions are generally linked closely to the parent brand’s attributes; and
depends on how closely these are aligned to the consumer’s perception of the
brand,” says consulting firm AT Kearney Partner and VP Debashish Mukherjee.
The success of
extensions of strong brands is not always certain. Cereal maker Kellogg’s
extension to biscuits flopped.
Marico hasn’t had
much success with brand extensions
But Reckitt
Benckiser’s Dettol is a classic succession of an antiseptic medicinal liquid to
antiseptic soap. Marico so far has had limited success with brand extensions.
Also, there is strong
competition in the skincare market, although with an annual rate of 20% it’s
one of the fastest-growing consumer product categories.
About six years ago,
Marico had extended Parachute to shampoos, positioned on the ‘naturals’
platform. But that did not succeed. But Parachute Advansed has various haircare
variants like styling products and after-shower gels.
Marico has a skincare
presence with its Kaya skincare clinics. But it does not have a presence in the
packaged skincare segment. Marico’s hair oil brands include category leader
Parachute and Nihar, which it had acquired in 2006 for close to Rs 220 crore.
(Source:https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/marico-to-launch-parachute-into-skincare-market/articleshow/9865069.cms)
a. Evaluate the brand
extension strategy of Parachute. (5 Marks)
b. Comment on the
success probability of the brand extension and the potential benefits to the
parent brand? (5 Marks)
Business Ethics, Governance & Risk
1. Choose ONE
environmental policy/ practice/episode/accident from any ONE listed company
(their website, their annual report or sustainability report or from newspaper,
business magazine or credible websites) and discuss in detail the ethical
issue/issues involved and your opinion on whether the company is being ethical
or not. (For example: L&T reducing & recycling water is ethically a
positive environmental practice. MMRDA & Mumbai Metro cutting down 1200 trees
in Aarey Colony is environmentally unethical practice) (10 Marks)
2. Read / research
the Kingfisher Airlines case and identify and list any FIVE ethical and
corporate governance issues involved, which led to its failure, along with your
comments (10 Marks)
3.a. “Excessive
modern day consumerism is unethical for the planet and for society”, explain
this statement in your own words, with three logical arguments in favour of the
statement. (5 Marks)
3.b. Explain in your
own words why ethical business leadership is crucial in today’s business
scenario. What do YOU expect from an ethical business leader / manager?
(5 Marks)
Consumer Behaviour
1. Advertisers today
face a challenge of “sensory adaptation”. It has become increasingly difficult
to get the attention of and impress consumers. In terms of consumer perception,
what is the relationship between sensory adaptation and absolute threshold?
Name 3 ways in which marketers are overcoming the challenge of sensory
adaptation. (10 Marks)
2. Pooja is a stationary
enthusiast. She loves collecting antique fountain pens, limited edition
notebooks, state-of-the-art mechanical pencils, post-it notes in rare shapes,
etc. She has an extensive collection of stationary which she has proudly built
over many years. What is Fixated Consumption and Compulsive Consumption? What
are the characteristics of a fixated consumer and a compulsive consumer? Which
of the 2 behaviours is Pooja exhibiting?
(10 Marks)
3. a. Using an
example, explain the 4 elements of Consumer Learning. (5 Marks)
3. b. Gifting is an
interesting aspect of Consumer Behaviour because gifts represent more than
ordinary purchases. They are associated with important and special events
(e.g., Mother’s Day, birthdays, engagements, weddings, etc.) What are the different
types of Gifting behaviours consumers may exhibit? (5 Marks)
Corporate Finance
1. ABC Ltd. is
considering two financing plans to raise ₹ 8,00,000. The key information is as
follows:
TABLE GIVEN BELOW:
Plan
Equity
Debt
Preference Shares
1
50%
50%
2
50%
50%
Expected EBIT is ₹
2,40,000.
Cost of Debt is 10%
and cost of Preference Shares is 10%.
Tax rate is 50%.
Equity shares of the
face value of ₹ 10 each will be issued at a premium of ₹ 10 per share.
Calculate Earnings
per share for plan 1 and 2 and suggest which one is better.
(10 Marks)
2. A Project costs ₹
60,000 and is expected to generate cash inflows as:
Year
Cash inflows(₹)
1
10,000
2
12,000
3
15,000
4
18,000
5
20,000
6
22,000
Calculate Net Present
Value and Profitability Index. Comment whether project should be accepted or
not. Assume cost of capital is 10%. Enumerate the steps of calculation of NPV.
(10 Marks)
3. The following
information is given for Alpha Ltd.
Earnings per share
₹ 12
Dividend per share
₹ 3
Cost of Capital
18%
Internal Rate of
Return On Investment
22%
Retention Ratio
75%
Calculate the market
price per share using
a. Gordon’s Dividend
Model (5 Marks)
b. Walter’s Dividend
Model (5 Marks)
Custom Shipping and Insurance
1. There is a campus
interview to select a prospective Manager for Import and Export Dept for a
company. You have been shortlisted for the interview. The interviewer asks you
to explain The Customs Act 1962. You have to inform the total number of
chapters, no. of sections, and the section numbers for (a) Bill of Entry, (b)
Shipping bill, (c) Tariff value (d) Public Warehouse. (10 Marks)
2. Your company got a
voluminous order to export iron pillars, girders, and accessories made of iron
to construct a tower in Muscat. This is break bulk and all items have to be sent
in loose condition. Your company decides to charter a ship for this and the
selection of correct option of charter party agreement. Management informs you
that the ship will go to Muscat and return and they need the ship for a specific
period of 180 days. Kindly suggest a right type of charter with proper
reasoning for your selection.
(10 Marks)
3. You have exported
2 x 20 feet containers from Chennai to Singapore by sea. You have received an
information from the shipping company that your both containers have been thrown
into the sea along with some more exporters containers to save the ship from sinking.
Your company shocked to know this and asked you to find out whether the shipping
company can take such action and asked the following queries:
a. Is there any
clause under which goods can be thrown into the sea by the captain of the ship?
(5 Marks)
b. Who will
compensate the loss of these two containers? (5 Marks)
Customer Relationship Management
1. In your opinion
should marketers challenge their customers’ communities because they are not
official? Justify your views with valid examples from the industry. (10 Marks)
2. Frame the 10 most
critical criteria to develop a rich customer profile in your industry and
specify the source of data collection for the same with appropriate examples.
(10 Marks)
3. Aditi works in the
US for a biomedical organization. They have clients located in different parts
of the globe. Off late one of their most loyal clients from the Europe has been
expressing their concern over service issues faced by them. Next quarter their contract
ends and will be time for renewal. Aditi is unsure whether they will be able to
sustain the business from their European client.
a. As per your
understanding analyze the course of the relationship between the customer and
the supplier in the above scenario? (5 Marks)
b. What hampers trust
and commitment in a relationship and how can it be maintained? (5 Marks)
Export Import Procedures and Documentation
1. Your organization
would like to import a machinery under EPCG scheme. Management asks you to get
the latest scheme of EPCG as per the Foreign Trade Policy 2015-20. Please give
a write up on this to the Management based on your knowledge. (10 Marks)
2. You have joined a
company as head of Export Import Dept. This department is a new dept for the
organization. As soon as you joined the company, you have been given a first
assignment of getting Importer Exporter Code certificate for the company.
Management asks you to give a write up on the requirements to obtain IEC
certificate and documents required from various departments to complete this
process. Give a write up and specifically mention the documents required so
that company can assist you to complete the process. (10 Marks)
3. You are working in
a Freight Forwarding dept and organizing an export by sea. This is a break bulk
shipment. Your boss asks you to supervise the loading of ship and obtain Mate’s
receipt. Boss wants to cross check your knowledge before sending you to seaport
and asks the following queries:
a. Who issues Mate’s
receipt. When this is issued? (5 Marks)
b. What are the
details to be entered in the Mate’s receipt and will you get this directly in
your hand? (5 Marks)
Answer the above
queries to your boss so that he gets confidence on you to depute you to the
seaport.
Financial Institutions and Markets
1. Mr. Rajeev Mehta
was the Chairman of Topaz Bank. The bank was earning fairly well and
shareholders were receiving regular dividends. The market price of their shares
was performing well. The bank was about to announce taking over the ‘AME Bank.’
Mr. Rajeev Mehta expected that the market share of their bank would rise once
the takeover is announced in the public. Being a part of the bank, Rajeev was
not allowed to buy shares of Topaz bank. He called one of his wealthy friend
Rashid and asked him to invest Rs.5 crores in shares of his bank promising him
the capital gains. As expected, the share prices went up by 40% and the market
price of Rashid’s shares was now ? 7 crores. He earned a profit of Rs. 2
crores. He gave Rs. 1 crore to Mr. Sanjay Nehra and kept Rs. 1 crore with
himself. On regular inspection and by conducting enquiries of the brokers
involved, the Securities and Exchange Board of India (SEBI) was able to detect
this irregularity. The SEBI imposed a heavy penalty on Rajeev Mehta. In context
to the above situation identify and elaborate the functions that were performed
by SEBI . (10 Marks)
2. “Money market is
essentially a market for short-term funds’. In the light of this statement
elaborate on the money market and its features. (10 Marks)
3. Mr. Kumar wants to
invest his saving in mutual funds. However, he is completely unfamiliar how to
go about it. He approaches you, a wealth advisor in the bank where he holds his
savings account.
a. Explain him the
basics of mutual fund and describe any five kinds of mutual funds which are
available in the market. (5 Marks)
b. Enumerate the
advantage and disadvantages associated with investing in the mutual fund.
(5 Marks)
India’s foreign Trade
1. The current BoP
scenario in India, with USA is showing positive BoP in favour of India, which
is why there is a trade issues between India and USA, since US would like India
to import more from US and also to rework on lowering import duties. According
to you in that situation what is your strategy to narrow down the BoP with USA,
give step-by-step action plan to achieve this objective. (10 Marks)
2. India’s focus on
exports to earn foreign currency and to stabilize economic condition of the
country. To help Indian exporters, Government of India under Ministry of Commerce
has well established Export Promotion Councils in different segments of the industries,
they are fully focussed on helping Indian exporters. Discuss what the role of EPC
is and take any one segment of the industry where specific EPC is working, and explain
how they help the Indian exporters in exporting, especially for SME’s. (10
Marks)
3. India opened its
market for Foreign Direct Investment (FDI) in 1990’s going away from licence
Raj system, which led to economic boom in the country.
a. Explain how the
Indian economy became vibrant post 1990 explain with top changes taken place
during that period which benefited faster GDP growth. (5 Marks)
b. How opening door
for FDI in India by the government benefited Indian exporters. (5 Marks)
International Business
1. Analyze the
financial accounts in the Balance of payments statements of any two countries
in the BRICS (Brazil, Russia, India, China, South Africa) for different types
of capital flows. (10 Marks)
2. Being an exporter
of garment house, discuss how letter of credit can be used for processing
export contracts. (10 Marks)
3. Alphabet unit
Google was hit with a record-breaking 4.34 billion euro ($5.04 billion) fine on
Wednesday, topping the 2.4 billion euros it was ordered to pay in another case
last year. EU antitrust regulators accused it of abusing the dominance of its
Android smartphone operating system by blocking rivals. Below is a timeline of
Google’s antitrust cases in Europe: 18 July 2018 - EU antitrust regulators hand
down a 4.34 billion euro fine to Google after a three-year long investigation.
27 June 2017 - EU fines Google 2.4 billion euros for thwarting rivals of shopping
comparison websites. 14 July 2016 - EU sets out another charge against Google’s
shopping service. It also accuses the company of preventing third parties using
its Adsense product from displaying search advertisements from Google’s
competitors - a third case against the company. 20 April 2016 - EU sends a
charge sheet to Google outlining the company’s anti-competitive practices with
regard to Android smartphone makers and apps makers. 15 April 2015 - EU opens
investigation into Google’s Android smartphone operating system. 15 April 2015
- EU charges Google with blocking competitors of its shopping service. Sept
2014 - Almunia says he will not be able to wrap up the Google case before his
mandate ends in October. May 2014 - Joaquin Almunia, European Competition
Commissioner at that time, says feedback from complainants will be crucial to
determining whether he accepts Google’s concessions. 5 Feb 2014 - Google
improves its concessions related to online search.
2013 - Lobbying Group
Fair Search files a complaint about Google’s Android business practices to the
European Commission. 25April 2013 - EU seeks feedback from rivals and users to
Google’s concessions.
a. Discuss how the
legal aspects of business environment impacting Google in Europe. (5 Marks)
b. Discuss all the
other aspects of the business environment that provide complexity to
international business operations like cultural aspects for companies engaged
in International business. (5 Marks)
International Marketing
1. India is trying to
promote ‘Make in India’ and has also recently opened up Defense sector. You are
a strategy manager at Dassault, one of leading manufacturers of defense
equipment. However, your boss wants to set up a new venture in Brazil. Please
justify using Business Environment why you would like to set up in India
instead of Brazil. (10 Marks)
2. You are the CEO of
a competing brand of Starbucks but claim to offer more value for money. Your
products cost less than Starbucks. You have also decided to enter India after
seeing success of Starbucks. Evaluate any 3 entry options to enter into India.
Which of the market entry options would you finally choose & why? (10
Marks)
3. Lemon Tree
operates mid-premium hotels in India and position it for cost conscience
corporate travelers. They have decided to enter European market now with 4
properties, two each in Germany & France. a. Suggest what should be their
pricing strategy for the European market. (5 Marks)
b. Suggest the
possible brand positioning for their European market. (5 Marks)
Operations Management
1. Explain how the
operations strategies are different when applied to a service company such as
“Tata Sky” versus a manufacturing company such as “Tata Steel”. (10 Marks)
2. What are the key
factors that firms consider while designing a facility layout? List five major
factors. What kind of layout is best suited for a Pharmaceuticals manufacturing
firm? (10 Marks)
3. Indian Railways is
a name synonymous to an operational activity at a large scale. Give your views
on the following aspects of Indian railways
a. There have been
several instances & reports of problems faced by customers during booking
of tickets through its online portal. What should Indian railways do to make
this system world class? (5 Marks)
b. Discuss the concept
of inventory management with reference to any one aspect (Food served/
hospitality/ safety, etc.) of Indian Railway. (5 Marks)
Organisational Theory, Structure and Design
1. SmallSoft Ltd is a
technology giant which over the years had built a huge organization, servicing
customers globally. Started by a visionary founder, the organization’s products
had almost a monopolistic control over the markets they operated in. However,
the last decade saw them being taken over by smaller, more agile organizations.
The Board realized that the current way of working would not help them retain
their growth or their profitability and hence they decided to go in for a
changed strategy. A new CEO was brought in, who quickly realized that the
organization was stuck in the past ways of doing business and that its vision
and mission were now redundant in the current technology scenario. Also, the
teams were working in silos and the company structure needed to be integrated.
The CEO called you, the Head-HR to discuss this. She has asked your help as the
Head HR help transform the company and drive this change. You recommend that
the company follow Kotter’s 8-step model to drive this change. Detail out the
steps to be followed for Change Management as per Kotter’s 8-step model, adding
on any specific points mentioned in the case. (10 Marks)
2. Jahazi Company is
a company that is into operating boats for leisure cruises in Kerala. The owner
of this company, Mr. Nair, now wants to move into International waters by
setting up a base in Singapore, to provide these services in South East Asia.
Your firm has been tasked with doing an External Analysis prior to the move.
Detail out the techniques you would follow for doing an External Analysis using
PESTLE method for this company. (10 Marks)
3. Funky TV is a
music television channel that is very popular amongst youngsters. It is
considered a fun channel and has a great brand recall value, but due to high
content costs and other expenses, it is not very profitable. The channel is
successful because of the new formats and interesting ideas it keeps
introducing regularly on air. The employees are mostly in the age group of
22-30. There are a few other employees from older age groups as well. The
company prides itself on being a Crazy and Cool workplace. Each employee at the
time of joining is given decorating material and lots of colorful paper to help
them decorate their workplace. This is an open office layout. All employees
including the senior management sit in the same area and there are small
meeting rooms for people who wish to have a quiet conversation. Every evening
at 6 pm, one employee is randomly selected by draw of lots and gets to choose a
playlist to play on the public address system. There is no dress code and
employees are inspired to discover their individual style. The employees are
encouraged to speak their mind, share their ideas and disagreements are
considered healthy. Managers avoid taking unilateral decisions and prefer to
have a consensus-based approach. The culture is also such that it attracts
talented people from across all walks of life. The current channel programming
in charge was a professor of physics before he joined the channel. Though the
company faces stiff competition in the music television space and is not the
best paymaster, it still has low levels of attrition.
a. Describe the basic
features of Schein’s model of culture and classify the elements of culture
mentioned in the case into Schein’s framework (5 Marks)
b. What is the
Function of culture? Give example from the case to show the function of culture
for the employees of Funky TV. (5 Marks)
Sales Management
1. Bajaj Electronics
administers a Quarterly performance review for all its sales employees.
The below mentioned
table provides the number of sales calls done by the sales people for the month
of Oct- Dec 2019. You are the Area manager in charge of their performance. The
performance standard set by the company is that every sales person must do 150
sales calls in every quarter.
Name of the executive
No. of sales calls
Ramnath
142
Tapan
160
Jeetendra
87
Saurabh
125
Bhaskar
92
How will you evaluate
the performance of the sales executives as an Area Manager? What are the steps
you can take to improve the performance?
(10 Marks)
2. Take an
appointment and meet with a senior sales person from two industries – Pharma
industry (such as Sun Pharma, Lupic, Dr. Reddy’s, Glaxo or any other company)
and Engineering industry (such as L&T, BHEL, ABB, Siemens or any other
company). Study and prepare the sales organization structure of these two
companies.
(10 Marks)
3. Raymond Fibres Ltd
is a fibre making company in India. They are predominantly in fashion wear from
men and women. The fibre market is divided into natural and synthetic fibres.
The company has 5 plants in India and employs over 700 sales people. The
company competes with the Reliance group which is one of the leading synthetic
fibre makers along with some global players such as DuPont. However, the
company has been hit with the economic slowdown in the country. To make things
worse, cheaper imports of fashion wear from China and e-commerce has affected
store sales. The sales people in the company are feeling demotivated. The sales
people have put pressure on the top management to improve their salary.
a. What alternatives
will you suggest to the top management to improve the salary plan to the sales
employees? (5 Marks)
b. What are some of
the non-financial tools of motivation that you can use
(5 Marks)
Services Marketing
1. You have recently
joined in as the Head of a Public Sector Bank? Design strategies to help reduce
the Customer Complaint barriers. What Service recovery tactics will you
leverage on to tackle customer complaints. (10 Marks)
2. You are planning
to open India’s first ever Apple owned store in Mumbai by end of the year 2020?
Suggest & describe all the design elements that you shall consider for
building the Retail store environment? (10 Marks)
3. You are setting up
an IKEA store in Mumbai by the end of the year 2020.
a. What Service Quality
parameters & dimensions would you consider while driving this initiative?
Provide examples from an IKEA perspective. (5 Marks)
b. Design a Creative
& Innovative Loyalty Program for IKEA highlighting all the tiers/levels
& the rewards that the customer will stand to gain (5 Marks)
Taxation- Direct and Indirect
1. Leo Messi, a
football player visits India for 110 days in every financial year. This has
been his practice for the past ten years. Explaining the conditions to
determine the residential status, find out his residential status for the
assessment year 2019-20. Also, comment on whether he is resident but not ordinarily
resident during the previous year 2018-19 (10 Marks)
2. GST has made tax
structure simple and clear. It brings better compliance and ensures more
transparency in business affairs. GST has facilitated desired competition and
coordination between central and state authorities. Discuss any five points
highlighting the benefits of GST. (10 Marks)
3. a. Mr. Abraham is
one of the whole time director of Sidha Shila Group of companies He receives Rs
50000 per month as sitting fees from the company for the financial year. He is
also an active partner in Sankalp LLP (limited liability partnership) from
where he receives Rs 50000 as salary per month for the financial year Discuss
about chargeability of such income in the hands of Mr. Abraham, for the
financial year 2019-20 (5 Marks)
3. b. Mr. Mohsin is
an employee of L& T Infra. The company provides an interest free loan to
Mr. Mohsin for three years. The loan amount was Rs 75000 for medical treatment
in respect of tuberculosis Discuss with suitable reasons, the value of the
benefit to the assesse resulting from the interest free loan provided by the
company to Mr. Mohsin. (5 Marks)
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