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INTERNAL ASSIGNMENT
APPLICABLE FOR APRIL 2021 EXAMINATION
Fundamentals
of Big Data & Business Analytics
1. CJ Darcl Logistics Ltd operates is
headquartered in Hisar, Haryana. The company offers freight forwarding, project
logistics, full truck load, container train, delivery, terminal access, and
multi-modal transportation services. It is one of India’s leading end to end
transport & Logistics companies with a pan India network of nearly 200
branches and a strong and experienced team of over 3000 professionals covering
all major ports, cities and industrial towns in the country. The team plans to
leverage BI and Business analytics to manage the outages in supply chain
related to fright and enhance the productivity. You are hired as analytics
consultant to help them identify the opportunities to use analytics and
implement a sustainable tracking mechanism around supply chain.
a) State 2 examples each for BI and BA as
to how can they help achieve supply chain effectiveness? Share domain related
examples and illustrate clearly. You can make certain assumptions but highlight
them clearly.
b) Which metrics must be tracked ongoing to
stay on track with expected outcomes?
(10 Marks)
2. State 3 use-cases of business analytics
within the insurance industry, highlighting usage of descriptive, predictive,
and prescriptive analytics (1 each). Give an example of how text analytics has
been implemented in the industry and the resultant impact.
(10 Marks)
3. There are plenty of cashless payment
options that have grown in last 3 years — like UPI, NetBanking, Open banking
apps, USSD, AEPS etc. The driving force in the evolution of the payment system
has been the need to give users the ease of doing it as it directly affects the
purchase pattern of a customer.
It is because of this reason that Mobile
wallets like MobiKwik, PayTM, Oxigen, Amazon Pay, Google Pay have become the
forerunners of the digital payment industry. While these wallets are
penetrating into very small businesses and non-tier-1 cities initially with
their cash-backs, they have innovated and provided easy user experience that
needs minimum learning by a user. For example, payment via scanning a QR Code
or simply entering merchant’s mobile number is easy. Sending money to a friend
to clear debts is just a click-or-two away. To add on to this, apart from
simplifying payments, the value-added services like bill payments, ticket
booking provided by these wallets have made them the preferred payment option
of the savvy Indian consumer.
The future of digital payments lies in
providing further simplified and secure user experience, while increasing its
adoption by leading socio-economic changes at the grass root level. Mobile
wallets are good, but still need taking out the smartphone followed by some
action by the user, which is no better than taking out the credit card for
payment. Next simplification lies in secure identification and payments (by
face detection, voice, sound) which can further disrupt and exponentially grow
the digital payments wave.
a. State and explain the possible
analytics solutions which can enable growth in digital payments. (5 Marks)
b. Which business metrics can be tracked
to check the status of digital payment evolution? (5 Marks)
IT Infrastructure
Management
1. Green computing is all about reducing
the power consumption of the computers. Discuss the various approaches adopted
by IT organizations to implement green computing. (10 Marks)
2. Describe how developers can leverage
Platform as a Service (PaaS) for enhanced productivity. Support your points
with valid examples. (10 Marks)
3. Your organization has bagged a huge
contract for managing the IT infrastructure of a huge MNC. The planning and
design structure of the IT infrastructure is the key driver of success in an
organization. In order to successfully execute the project, you need to brief
and orient your team on the significance of understanding the customer requirements.
In lieu of the scenario, answer the following questions.
a. What are the core ingredients that form
the basis of IT design of an establishment? (5 Marks)
b. What means of requirement gathering /
elucidation process will you encourage your team to follow? (5 Marks)
IT Project Management
1. You have been asked to develop a
schedule for a project involving implementation of CRM product. Which steps
would you follow for the same? (10 Marks)
2. A manufacturing company has just now
finished the configuration of the packaged team collaboration software product
and is ready to implement it. As a project management consultant, which
approach would you recommend for the project implementation? (10 Marks)
3. "Hoosshh.. we are finally done
with this project!" Satish Ranganekar exclaimed after moving out of the
final project presentation. "This project ran for more than two years and
at times it felt it will run forever!" Satish told his wife, who was
waiting for him in the car parking area. "Cool! It seems the chapter is
over now. Time to move on to next project?" asked his wife. "Well,
yes and no! Next week I will need to go to Chennai for taking charge of new
project but still the post-mortem review and the project audit will be needed
to be completed for this project.". "What is this post-mortem and
audit?" Satish's wife got a little confused.
a. How will Satish explain post-mortem
review to his wife? (5 Marks)
b.
How will Satish explain project audit to his wife? (5 Marks)
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Emerging Technologies:
IoT, Augmented Reality, Virtual Reality
1. AR has revolutionized the retail
sector. A radical store re-invention will offer retailers new ways to increase
convenience and personalization, and consumers the opportunity to experience
re-envisioned shops. Product visualization, in-store navigation, and virtual
product trials are some of the top ones. Imagine the power of visualizing your
backyard oasis using a mobile camera without buying a single product. Augmented
reality can help online retailers significantly reduce returns by providing an
engaging 'try-before-you- buy' digital experience. There have been dramatic
changes in the way we shop by bridging the gap between the digital and physical
worlds. Organizations are making significant investments in building their
digital shopping experience with integrated AR. With the help of an example,
mention how a company uses AR to enhance customer experience. What benefits do
retailers obtain by using AR? (10 Marks)
2. The global tourism and hospitality
industry are severely affected by the ongoing coronavirus pandemic. A pandemic
impacts the tourism industry the most as it involves traveling of people from
one place to another. History has witnessed that epidemics and pandemics have
an immediate impact on the hotels and restaurants, airlines industries, travel
agencies, etc., due to the international travel restrictions, media coverage
and government measures. How can Virtual Reality (VR) be used in tourism? What
are the benefits of VR in tourism? (10 Marks)
3. The world is experiencing an evolution
of Smart Cities. These emerge from innovations in information technology that,
while they create new economic and social opportunities, pose challenges to our
security and expectations of privacy. Humans are already interconnected via smart
phones and gadgets. Smart energy meters, security devices and smart appliances
are being used in many cities. Homes, cars, public venues and other social
systems are now on their path to the full connectivity known as the “Internet
of Things.” Standards are evolving for all of these potentially connected
systems. They will lead to unprecedented improvements in the quality of life.
To benefit from them, city infrastructures and services are changing with new
interconnected systems for monitoring, control and automation. Intelligent
transportation, public and private, will access a web of interconnected data
from GPS location to weather and traffic updates. Integrated systems will aid
public safety, emergency responders and in disaster recovery. We examine two
important and entangled challenges: security and privacy. Security includes
illegal access to information and attacks causing physical disruptions in
service availability. As digital citizens are more and more instrumented with
data available about their location and activities, privacy seems to disappear.
Privacy protecting systems that gather data and trigger emergency response when
needed are technological challenges that go hand-in-hand with the continuous
security challenges.
a. What are smart cities? Highlight the
benefits of smart cities. (5 Marks)
b. What are some of the key elements for
smart cities and also mention their importance? (5 Marks)
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Cloud Computing
1. Thanks to the increased demand for
fashionable masks, Rupesh Enterprises has rapidly grown in last month. Though
they started with their own server infrastructure, they started having
challenges in maintaining it. You are invited by its CEO to advice for the
process to follow for the implementation of private cloud. What advice would you
provide?
(10 Marks)
2. Bikes 365 sells different kinds of
bikes. It has grown rapidly in last four years. Now it is looking for adoption
of cloud computing. What kind of economic challenges they should anticipate?
(10 Marks)
3. "I am not convinced about adopting
mobile cloud computing. I will like to understand both the benefits and
challenges of mobile cloud computing. Then only I can sanction the budget for
it." Sharad Tamhane, the CEO of Tamhane Enterprises was very clear in his
reaction to the budget proposed by the company IT Head, Sanika Mahajan.
a. What benefits of mobile cloud computing
should Sanika present to Sharad? (5 Marks)
b. What challenges of mobile cloud
computing should Sanika present to Sharad? (5 Marks)
e-Business
1. In April 2020, Facebook announced an
investment of $5.7 billion to buy 9.99 % stake in the firm that houses Reliance
Jio. This deal will help billionaire Mukesh Ambani create an e-commerce giant
that could rival Amazon and Walmart by linking local kirana stores and
consumers over the highly popular chat service WhatsApp. Jio-Facebook's joint platform
can unlock India's digital ecosystem and address a large market that may
potentially be USD 2 trillion by 2025, across commerce, payments and content.
Customer behavior will see permanent shifts to higher digital adoption in
e-commerce/online grocery, digital payments and digital content from COVID. A
platform approach can unlock the digital ecosystem, as India has the second
largest internet users (600 million plus), fastest growing ecommerce (30 per
cent annual growth), second largest smartphone users (700 million plus), deep
payments network (1.5 billion transactions per month).. Jio has disrupted the
telecom business and diversified into UPI payments, Jio Mart (ecommerce), Jio
Saavan and Jio Cinema (content streaming), Jio Finance, Jio News, Jio Engage,
Jio Games, Jio Cloud. You have been appointed Chief Marketing Officer of Jio.
Visit websites and app of Amazon. Netflix and Paytm and discuss how their marketing
is different from the organizations following traditional marketing. Also
discuss what practices you would like to adopt from those organization for Jio?
(10 Marks)
2.
Flipkart follows a crystal clear Business-to-Consumer model or commonly known
as a B2C model. It works as a marketplace which means that it is a middle
platform that connects all interested sellers to various customers and assists
in making the sale. With over 80 categories, Flipkart has sellers for all
items, ranging from groceries, toiletries, clothes, books, shoes, furniture,
electronics, etc. The major source of income for Flipkart is coming from the
sellers it enlists on its platform. It charges a varying and minimal commission
along with a convenience fee from sellers as per their sales or revenue or a
pre-established deal. Secondly, Flipkart has its own company called E-kart that
provides logistics and delivery services to the sellers on the platform. E-kart
also charges a minimum fee for its services. Thirdly, when you open the website
or the mobile app, there are various advertisements visible. Flipkart lends
space for them and hence generates revenue from external sources. Flipkart is
an online marketplace that connects sellers with buyers across the country
through their technology platform. While Meesho is an Indian-origin social
commerce platform which enables small businesses and individuals to start their
online stores via social channels such as WhatsApp, Facebook, and Instagram
etc. Meesho pivoted by morphing into India’s first online distribution channel
for long tail products, providing opportunity for individual resellers to sell
these products on WhatsApp, Facebook, Instagram and other social networks. You
have been hired as an Independent consultant for Meesho. You need to prepare a
report discussing the following aspects. What different types of revenue
models can be used for maximizing revenue for Meesho? How Meesho is selling
value to its customers? Compare Meesho’s value to competitor’s value.
Discuss about customer’s perception about value provided by Meesho? (10 Marks)
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3. GoJek currently serves 50 cities in
Indonesia. In this country, motorbikes are preferred over cars due to traffic
in the major cities and the poor quality of roads in some regions. GoJek
understood this need and outmatched its competitor Grab by offering primarily
motorbike rides, in addition to the regular cab rides. They also differentiated
themselves by providing other services such as household cleaning and at-home
massages. GoJek rider is 18 to 34 years old. Most of them are married, with no
children. They have a higher education level than the average Indonesian and
mostly live in big cities. 28.7% of them live away from family and away from
their hometown vs. only 11.4% of the total population of the country. Hence
they are active travelers as they need to reconnect with their family and
friends who are not nearby. It could also be related to their jobs, as 42% of
them work in Sales, which often requires travel. In addition, they like to
travel for leisure. They love Facebook and Instagram and are using them nearly
twice as much as the rest of the population. Facebook Messenger is their main
messaging application. They use Twitter and YouTube significantly less compared
to Facebook and Instagram. In Singapore, Vietnam and the Philippines, the
gender ratio is approximately 50-50 while in Thailand only 37% of females are
interested in ride-hailing and taxis. The targeting will consequently be
different as GoJek will have to captivate a male audience in Thailand.
Thailand, Vietnam, and the Philippines are young markets, with at least 65%
between 18 and 34 years old. They live in big and developed cities such as
Bangkok, Ho Chi Minh City, and Manilla. In Singapore, people using ride
services are a bit older, with 23.6% between the ages of 35 and 44 years old.
In all countries, they are mostly alums, who had access to higher education.
GoJek has started its operations in India, and now planning to expand.
a. What different strategies can Gojek use
for online marketing while expanding it’s business in India? What segmentation
they should consider for Indian market? (5 Marks)
b. Discuss and evaluate product centric marketing
strategies that can be used by the Gojek while expanding into India. (5 Marks)
Business Communication
1. According to Avani, a new age PR
consultant, emails are obsolete and she thinks no one pays heed to email
messages anymore. However, her seniors still support connecting with customers
through emails as it still is the primary medium of business communication.
Avani decides to explore skills of emailing effectively and goes through the
three-step process for emailing – Planning, writing and completing email
messages. Please elaborate on the three steps mentioned above. (10 Marks) 2.
After completing his MBA from one of the reputed institutes Rakesh interned
with a market leader in Consumer Products company. He was offered a job as a
junior manager on completion of his internship with the same organization. Now,
after almost 1.5 years with the same organization as an assistant manager, he
realized that he could have had better growth opportunities in other
organizations. Hence, he wants to start exploring his options. However, since
he never had to indulge in active job seeking, he feels a little lost and
approaches a senior friend with some potential employers. Imagining you are his
senior friend, please elaborate on some tips for translating general potential
into presenting as skills for the employees. (10 Marks)
3. Protek Manufactures has been a market
leader in paper products for almost 55 years. While they have captured most of
the market in West and South India, they still think that reaching out through
new media is missing out in their marketing plan. They decide to explore social
media for more innovative ways of reaching to their existing and new customers.
Please discuss following points in light of the case. a. Writing strategies for
social media for Protek (5 Marks)
b. Various social networks that will help
Protek to reach to different set of audience. (5 Marks)
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