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INTERNAL ASSIGNMENT
APPLICABLE FOR APRIL 2021 EXAMINATION
Business:
Ethics, Governance & Risk
1. Bangalore continuous to make provisions
to recharge the car batteries of Reva, the electric car. The way it works is quietly
making sense to the customers. According to you what are the ethical reasons
for manufacturing and marketing such a product in a country like India (10
Marks)
2. All of us are being tracked and watched
while we surf the net. The advertisers observe our surfing behavior and
accordingly target their ads at us. You end up exposing your supposed needs
unawares as someone is stealing data about your online surfing patterns. This
kind of tracking and placing ads in the surfer’s path is known as contextual
targeting system. What according to you is the inherent moral issue here,
elaborate on it? What does law say about it. (10 Marks)
3.a. Rohan, a former employee of Ajax Ltd
has taken the proprietary customer list of the company to his new company,
UltraCon Ltd. According to you what are the options available to his immediate
boss at UltraCon Ltd when Rohan offers this list.
3.b. What according to you are the three
Key learnings/insights that you have acquired during the study of this subject
that will help you navigate your professional life better.
Financial Institutions
and Markets
1. “At base, financial literacy is
inextricably connected to control over one’s future.” – Ann Cotton Enumerate
Financial Inclusion. Discuss how it has helped the economy to progress.
2. Financial Regulation plays a vital role
in the economy. Discuss the various financial Regulatory Institutions in India
with their functions (10 Marks)
3. Ms. Sunita, after completing her
graduation, has recently joined a bank. With a steady income now and good
growth prospects for her career, she intends to save regularly and increase the
amount of savings gradually over the years. Her colleagues in the bank have
advised her investing in Mutual Funds (MFs), as a suitable option for her.
However, Ms. Sunita is not at all familiar with MFs and has some queries such
as:
a. What are mutual funds and why should
she be investing through mutual fund? (5 Marks)
b. What are the various types of mutual
funds? Prepare a detailed answer for her queries.
Organisational
Behaviour
1. Highlight the contribution of Elton
Mayo to the field of organizational behaviour. (10 Marks)
2. Based on your experiences at your
workplace, exemplify the components of attitude. Elucidate the different types
of job attitudes that you have come across. (10 Marks)
3. The project management team at Zenstar
Technologies has 4 members. They just had a big setback and the team was asked
to analyze the reasons for the same. Smita and Reyansh said that it was due to
the client’s mistake. There was not much they could do. However, Dia and Aarav
felt that if they had escalated the issues to the client on time, they could
have avoided the project failure.
a. What aspect of personality is
demonstrated by Smita & Reyansh and how is it different from the
personality of Dia & Aarav? (5 Marks)
b. Explain the assessment tool developed
by Julian Rotter & how does it apply to the given scenario?
Information Systems for
Managers
1. Green IT (green information technology)
is the practice of environmentally sustainable computing. Green IT aims to
minimize the negative impact of IT operations on the environment by designing,
manufacturing, operating and disposing of computers and computer-related
products in an environmentally-friendly manner. As a digital consultant to a
mid-size organization what approaches to Green computing will you recommend to this
organization? What are the benefits an organization can reap by implementing
green practices? (10 Marks)
2. Internet of Things (IoT), offers a
multitude of benefits to the healthcare sector such as improving the
effectiveness and quality of services. As a consultant to a private hospital
who wants to embrace this technology (IoT) to help improve patient outcomes,
what are the potential cyber security challenges that may impede the success of
healthcare IoT for this private hospital that you will highlight to them? (10
Marks)
3. Big data refers to a large amount of
information being digitized, consolidated, standardized, analyzed and modeled.
In healthcare, big data uses specific statistics from a population or an
individual to research new advancements, reduce costs, and even cure or prevent
the onset of diseases. In recent years, healthcare data collection has moved
into the digital realm, making analysis faster and more accurate.
a. What are the three characteristics of
Big Data? (5 Marks)
b.
What are the benefits and challenges of using Big Data in healthcare?
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Insurance & Risk
Management
1. The life insurance penetration rate in
India continues to be one of the lowest across the globe at 2.74 percent as per
the latest annual report by the Insurance Regulatory and Development Authority
of India (IRDAI). The life insurance penetration had gone up from 2.15 percent
in 2001 to 4.60 percent in 2009. Since then, it has exhibited a declining trend
up to the year 2019. In this context describe the need of privatization of
Insurance Industry in India, with a perspective of past and current trends. (10
Marks)
2. Insurable Interest and Utmost Good
Faith are the key principals of life insurance, but Principal of Indemnity is
applicable only with Non-Life Insurance, explain by giving the example. (10
Marks)
3. Rajesh age 35, is working in a big
corporate house as a Production Engineer, a sole earner to the family of 5
(Parents, wife and a 3-year-old daughter). He is earning Rs. 300,000/- PM as
salary and company has also given him a rent-free house. The market rent of the
same type of house is approx. Rs. 35000/- PM. Rajesh is planning to buy a House
as an investment, you as a finance consultant to him, got to know that he
doesn’t have any Insurance. He is having a family health insurance given by his
company and having some investment in Mutual Funds for Rs. 7.50 Lacs.
As a consultant to him, please suggest him
the right solutions for his family’s financial protection.
a. Please convince him that why he should
have an Insurance on his life with using the example of his Human Life Value.
(5 Marks)
b. Also Suggest him the right solutions
for his family’s financial protection. (5 Marks)
International Banking
& Foreign Exchange Management
1. ABC Bank was a domestic bank and was
doing good in the Indian Market. The management of the Bank was planning to
expand globally. As a manager of the Bank, prepare a short report on the
strategies that would be required for successful internationalization which
would help the Bank in achieving its objectives. (10 Marks)
2. Alpha Ltd was already listed in the
Indian Market and had borrowed capital in the form of debt and equity. The
company was planning to expand and have its presence in foreign countries as
well. Suggest any five sources of funding from the international market which
will help the firm to borrow in the currency desired. (10 Marks)
3. XYZ Ltd was planning to expand its
business in foreign countries. The management wanted to understand if Foreign
Currency Convertible Bonds(FCCB) could be a good source of funding by
understanding the advantages as well as the disadvantages of the same. If you
are the manger prepare a report on:
a. Various advantages if the company
raises fund through FCCB (5 Marks)
b. Various disadvantages if the company
raises fund through FCCB (5 Marks)
Treasury Management in
Banking
1. Global Banking of today calls for an
efficient, effective, and profitable Treasury unit in each Bank. Describe in
your own words, the key objectives of a typical Banking Treasury unit and steps
needed to be taken / practiced for remaining effective, efficient, and
profitable.
2.
Risk Management is one terminology that is widely used in the business of
Financial Services. Relate the concept of Risk Management and types of risks in
the context of Banking Treasury unit with examples (10 Marks) 3.a. Explain the
concept of ‘Hedging’ with examples in both Foreign Exchange and Domestic
Currency exposures of a typical Bank (5 Marks) 3.b. Explain the need for
payments in a Bank’s Treasury unit and advantages / benefits of electronic
funds transfer, Also, provide names of 3 Payment systems operating in India. (5
Marks)
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Services Marketing
1. You are hired as a consultant by the
Service Marketing Institute of India, to give a short talk on the categories of
Services so that people can clear their doubts. What aspects and elements would
you share as a part of the talk (10 Marks)
2. As a consumer of a new service, how
would you evaluate the service alternatives in the pre purchase stage? Would
Product characteristics make a difference? (10 Marks)
3. ABC Ltd. is a company which deals with
rendering multiple services to various corporate houses in Mumbai a. They are
losing out to competitors as they are applying the same strategies to low
contact and high contact services and are not able to differentiate amongst them.
Can you guide them on the same? (5 Marks)
b. A consultant also suggested “The
theatre metaphor” to help them improve and streamline their services but they
are unclear about the same too. Can you guide them on the same? (5 Marks)
B2B Marketing
1. Assume you have joined a new company
manufacturing & marketing aluminum extrusion products as a head of
marketing. The company markets its products & has applications like control
panels in electricity industry, water purification equipment, heat sinks for
electronic equipment, as well as, door & window frames in building construction
industry. Develop a suitable segmentation plan for the company. (10 Marks)
2. Large numbers of personal computers are
purchased by educational institutions in India for use of their students.
Identify the factors or criteria that may be used for evaluation &
selection of a supplier. Which technique of supplier evaluation would you
suggest & why? (You can make logical assumptions to identify the factors)
(10 Marks)
3. Read the following Case & solve the
questions given:
A machine-tool manufacturing company wants
to give a choice to its business customers of outright buying or leasing its
newly developed CNC (Computerized Numerical Control) machines. The company has
different ways of making leasing arrangements with CNC machines & is
looking for an appropriate deal with CNC. As a Marketing head, suggest on the
questions.
a. What should be the pricing strategy for
these new machines (5 Marks)
b.
Should the company go on lease or should opt for buying options of machines
assuming that the cost of machines is very high. Justify your reason. (5 Marks)
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Brand Management
1. A leading FMCG player is focusing on
the management of its brand portfolio. It intends to leverage the market by
focusing on brand extension. As a brand manager strategize a suitable brand
extension strategy with appropriate justification (10 Marks)
2. Assume any new product launch in
hospitality industry & create a positioning strategy for the brand keeping
in mind its target audience & the services offered (10 Marks)
3. Read the following Case & solve the
questions given:
Polar industries launched COOL CATS
ceiling fans decorated with cartoon characters, meant primarily for children.
The company got a noted singer to do the promotional video & conducted a
door to door promotion campaign. Polar spent substantial sums of money on
advertising & marketing. The pricing of the product was justified to ₹1200
& made metro towns as its target market. Despite of all this, COOL CATS
sold barely a few thousand pieces. Polar investigated why the sales did not
take off.
Questions:
a. In which elements of marketing mix of
cool cats ceiling fans did Polar industry go wrong? Justify you answer with
logical assumption (5 Marks)
b. If you were appointed as a Brand
Manager, what suggestions would you give to polar industry to increase the
sales of COOL CATS fans? (5 Marks)
Corporate Social
Responsibility
1. As a consultant to a company that is in
online education, suggest any five CSR activities that the company can provide
to the society. (10 Marks)
2. Explain various stakeholders and the
responsibilities towards them for the company that manufactures steel. (10
Marks)
3.a. Explain carol’s definition with
reference to any company of your choice. (5 Marks)
3.b. Explain various steps involved in
implementation of CSR for a company that sells computers and laptops. (5 Marks)
Customer Relationship
Management
1. As a consultant to a new private bank,
you have been asked to study the Indian Banking Industry and critically analyse
the changes that took place in the relationship practices of this industry. How
would this study be effective in implementing the CRM system in the new private
bank (10 Marks)
2. Look at the current CRM practices and
solutions offered by one of the leading telecommunication services providers
‘Airtel’. Enlist their competitive advantages vis-à-vis other telecom service
providers in the Indian market. Comment on the evolution of CRM practices of
Airtel in the past 5 years. (10 Marks)
3. The OTT sector in India witnessed a 30%
rise in the number of paid subscribers, from 22.2 million to 29.0 million
between March and July 2020. If you were appointed as the India Head as
Customer Engagement Manager for Zee5 app;
a. What customer relationship management
strategy would you devise on the basis of Segmentation & Selection. How
would you implement the same given the fact that the competition is intense in
the OTT space? (5 Marks)
b.
Create a customer profile based on the information provided in the brief given
above. (5 Marks)
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Integrated Marketing
Communication
1. Hamdard Laboratories (Medicine
Division) has launched a mobile health van initiative to offer free health
consultation and Unani products. If you were the Chief Marketing Officer of
this novel initiative what advertising research you and your team would have
conducted? What would be the possible outcomes of the research to maximize the
reach? Clearly identify the target audience. (10 Marks)
2. How would a marketer apply 5M’s of
advertising & DAGMAR model to Junglee Rummy India’s most trusted online
rummy platform which boasts of projected user base of more than 20 million (10
Marks)
3. Prepare an Integrated Marketing
Communication Plan for ITC’s Fiama Gel Bars’
a. Identify the target audience and the
various mediums of advertising. (5 Marks)
b. How much advertising budget would your
marketing team allocate to the various medium? Justify the same. How would you
measure the efficacy of the campaign? (5 Marks)
International Marketing
1. As a consultant on International
Marketing, can you explain the concept of the Global Consumer to Indian Brands
wanting to venture to other countries? Use Hofstede’s 5 dimensions of National
Culture to explain the same (10 Marks)
2. ABC Ltd. is planning to come out with a
new innovative product in the market to tackle the mayhem caused by Covid 19
and boost immunity but they are unsure whether people will accept the innovation.
Can you please guide them about the adoption process of a new innovation using
the help of diffusion theory? (10 Marks)
3. XYZ Ltd. is planning to enter a new
geographical market with their brand of Chawanprash. But they are worried about
IPR issues in a foreign land
a. Can you please give them some idea
about Licensing and Trade Secrets with respect to their product (5 Marks)
b. Can you share your guidance on IPR and
how can they be protected? (5 Marks)
Marketing Research
1. As a researcher, you need to identify
as to how many Supermarket stores in Chennai sell ITC’s Ready-to-Dine Gourmet
Delight Range. Which non-probabilistic sampling method would you use to
complete your research? Also state the reasons behind choosing that method.
Also explain as to how you will proceed ahead with choosing the areas /
localities in Chennai to conduct your research along with timelines. (10 Marks)
2. You are the Head of a Market Research
Organisation. Your FMCG client Hindustan Unilever has recently introduced
“NatureProtect,” a new type of surface disinfectant owing to Covid-19 pandemic.
The FMCG company wants to understand how customers are reacting to their
recently launched product in South India. Draft a Questionnaire containing not
more than 20 questions that would succinctly address the query posed by the
FMCG client. (10 Marks)
3. You have been recently appointed as a
“New Product Development” Head for Patanjali India. You have been asked to
develop 2 new innovative products namely Hand Sanitiser & Vegetable & Fruits
Cleaning Liquid Solution as part of their product portfolio.
a. Explain the process in detail to arrive
at the creation of your 2 new products (5 Marks)
b.
Is there a need to conduct Test Marketing? If Yes or No, please state your
reasons to support your answer. (5 Marks)
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Marketing Strategy
Case Study: Emirates Dates Arabs call
dates the fruit of paradise. Dates are one of the highest-calorie-density
fruits, and they are an excellent source of minerals and vitamins. Back in the
1988, the Emirates Dates Factory was mainly a dates farm owned by Abdullah Al
Shamsi. The farm produce has incrementally grown to the extent that it exceeds
the family needs. Realizing the opportunity of supplying the surplus of his
dates to the nearby market, he started the dates’ factory. The Emirates Dates
factory was then established in 1989 as a sole proprietorship by Abdullah Al
Shamsi with the mission of becoming a market leader in date products in the UAE
and within the Arab region. The factory started as a small and medium enterprise
as the total staff which includes skilled and non-skilled laborers are less
than 100 employees, although they hire extra temporary labourers every season
to complete the planting and harvest work on time. The factory had a good start
due to the support from the UAE Government. Although the focus of Emirates
Dates products has traditionally been the local markets of UAE and its
neighbouring countries, the company regularly participates in world
exhibitions. The company competitive positioning has been its quality products
despite its limited product portfolio. Emirates Dates used a dual distribution
channel in marketing its products in the UAE through its showroom in Dubai or
using the major retail chains such as National Cooperation, Carrefour and Lulu
supermarkets. Strategic Dilemma: The company realizes that the demand for dates
continues to be high. While Emirates Dates believes they could fulfill this
demand, competition is intense in the current UAE market and other regions. The
firm is also confident that it could produce new products related to dates that
are not offered by the mainstream date producers. However, this strategy
requires investment in research and development. The company expects with the
new offerings, it would be able to charge a premium price to its customers in
the UAE and elsewhere which would contribute to their overall revenue.
Despite the favourable outlook Emirates
Dates is quite skeptical towards consumer acceptance of the new dates products
as dates are typically eaten raw. Therefore, the company needs to conduct a
market research to gain insights regarding consumer behaviour and their
attitudes regarding the proposed new dates “derivatives”. In winter 2020, after
a thorough cost and benefits analysis, the management of Emirates Dates has
reached an impasse where the pros and cons of market development strategy weigh
similarly to the product development strategy. Neither strategy would be easy
for Emirates Dates. However, the company realized that the next 5 years are critical
for the company’s growth and with the industry’s growth, the firm does not wish
to be left behind in the lucrative market. Being the founder and owner the
business, Al Shamsi needs to make an important decision now.
1. Which strategy do you think should the
founder of the company Emirates Dates should pursue namely Market Development
Strategy or Product Development Strategy. Provide your own justifications
behind your choice of response. (10 Marks)
2. Which strategy of Porter’s generic
strategies would you prefer to choose once you have responded to Question 1
above. State reasons to justify your choice. Which customer segments would you
target? (10 Marks)
3. Assuming that you decided to enter into
India to market Emirates Dates, then a. Which unique strategies would you
pursue to make sure that your brand becomes a success in India? (5 Marks)
b.
Would you prefer to have your own exclusive outlets or partner with a
Distributor in India to ensure higher market penetration? Share reasons behind
your choice. (5 Marks)
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Sales Management
1. Post the Covid Outbreak, Philips plans
to launch a new range of electronic hygiene product in India. Can you guide
them about how can they use the AIDA Model in order to enhance their sales? (10
Marks)
2. You are hired as a trainer to make the
new sales team at Godrej Sara Lee understand the Process of Sales. Can you please
explain the same? (10 Marks)
3. Tata group has just launched a new
ethic wear brand Taneira and have hired you as a consultant
a. Explain the distribution policies that
they need to design? (5 Marks)
b. Explain the Pricing policies they need
to design? (5 Marks)
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