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INTERNAL ASSIGNMENT APPLICABLE FOR APRIL 2023 EXAMINATION
Digital Marketing
1. Mr.
Ghansham plans to start his own app that will be only for buying toys. It will
be called “Toys4U”. The app will be an aggregator app that will allow all the
sellers to sell their toys on the app. Mr. Ghanshyam will also sell its own
company-manufactured toys on the app. The main USP of the app is that you will
get big discounts on branded toys. The company will be able to pass on the
discounts to the customer as they will deal with bulk quantities. The company
has the plan to go for digital marketing only and with zero spending on traditional
media marketing. As a digital marketing expert explain the marketing funnel for
Toys4U covering all the elements in REAN Model or REAN Marketing Engagement Framework.
(10 Marks)
2.
What are the various ways through which you will promote Toys4U online?
Elaborate on the campaign. (10 Marks)
3.a.
Explain various types of digital business models and explain the one that will
apply to Toys4U. (5 Marks)
3. b.
Explain various types of digital marketing and explain how you will apply the
same for Toys4U. (5 Marks)
Entrepreneurship and Venture
Capital Management
1.
‘Employee relationship management is a process that a company uses to effectively
manage interactions with employees to achieve the goals of the organization.’
Explain (10 Marks)
2.
Slurpy is a new mixed fruit juice introduced by Amit Beverages Ltd. The mixed
fruit juice has been fortified using various vitamins and minerals. The company
designed a unique package for the product which made it very attractive. Their
sales figures were an indication of their success. In order to capture a huge
market share, they decided to give exclusive rights to retailers to manufacture
and sell the product to the public. Identify and explain this concept. State
two factors that help start-ups and also state the advantages to Amit Beverages
Ltd. in doing so. (10 Marks)
3.
Alan and Roshan have left their existing corporate job and are planning to
start an advertising company.
a. How
do Alan and Roshan approach the funding of their business whether it should be
a bank loan or venture capitalist? Kindly justify (5 Marks)
b.
Which form of ownership is best for this business (advertising company). Kindly
justify. (5 Marks)
Organisational Theory,
Structure and Design
1.
‘Orange Spot’ wants to adapt to its changing business environment. Which three aspects
of its business environment should it focus on? Do a PESTEL analysis of a beverage
company, in this context. (10 Marks)
2. The
VP, James Jenson, of an e-commerce company, wants to do a thorough organisational
analysis for his company. Explain how it will help the organisation. Elaborate
the VRIO framework, in this context. (10 Marks)
3. As
an HR Expert for an automotive company, Reema strongly believes in understanding
and differentiating business strategies at different levels. Her boss, however,
is unable to comprehend how this bifurcation is feasible. So, she has asked Reema
to make a presentation on the company’s different strategic management aspects.
Keeping the above scenario in mind,
a.
Explain how Reema will bifurcate the organization’s strategy at three separate
levels. (5 Marks)
b.
Briefly explain the role of Reema as a strategist and help her come up with
various types of strategies. (5 Marks)
Consumer Behaviour
1.
What is Consumer Ethnocentrism? What could be the key differences between
consumers who are Ethnocentric and Non-Ethnocentric? Using the example of
automobiles can you connect which customer segments would exhibit Ethnocentrism
and Non-Ethnocentrism (10 Marks)
2.
What are Rituals in the context of consumer behavior? How do Rituals create
value for both marketers and consumers? Explain with examples 5 different kinds
of rituals common in India and what kind of products / services are purchased
during those rituals (10 Marks)
3.
Answer the following
a.
What are Culture and Subculture? Identify any 4 distinct types of Sub-cultures
that exist in India and determine which product/service purchases do they
influence. (5 Marks)
b.
What is Family Life Cycle? Take the following 5 different stages of the Family
Cycle viz. Bachelor I, Young Couple, Full Nest I, Full Nest II & Older
Couple – explain what each of these stages is in the Family Life Cycle and list
down at least 3 different product categories which families at each of these
stages would prefer to buy. [Please note you have identified 3 product
categories for each stage of the Family Life Cycle]. (5 Marks)
Corporate Finance
1.
Calculate WACC with the following information. Which source of funding is most desirable
and why? (10 Marks)
PQR
Ltd. is coming out with a new equity issue of Rs. 10 lacs par value Rs.
100/share. The cost of issuing external equity is around 5%. Shareholders
expect a return of 16% p.a. for the risk involved in parking their funds in PQR
Ltd. PQR Ltd. also has retained earnings of Rs. 8 lacs as on date. It has a
long term debt of Rs. 5 lacs taken at 8% p.a. Tax rate is @ 30% Preference
shares capital of par value Rs. 6 lacs (Rs. 100 each), yield a return of 10%
p.a. Market value of each equity share is Rs. 105 per share and that of
Preference shares is Rs. 125/share.
2.
What is a Cash Cycle? Explain. Calculate using the following information. (Assume
360 days in a year). (10 Marks)
Opening
Balances
Raw
Material 1,00,000
WIP
45,000
Finishes
Goods 1,35,000
Debtors
6,00,000
Creditors
8,60,000
Closing
Balances
Raw
Material 2,00,000
WIP
65,000
Finishes
Goods 1,25,000
Debtors
5,45,000
Creditors
9,75,000
Costs
Incurred during the year
Manufacturing
Costs 11,60,000
Excise
Duty 18,80,000
Selling
and Distribution Expenses 6,20,000
Admin.
Overheads 2,00,000
Total
Sales 2,01,96,800
Total
Purchases 1,46,00,000
40% of
sales are on credit and 70% of purchases are on credit
3. a.
What is Net Working Capital? Explain each element briefly. Look at the
following Balance sheet extract and identify each element of the working
capital and calculate NWC. (5 Marks)
3. b.
With the following data, calculate DSO and Debtor Turnover Ratio. Explain the importance
of each and make inferences. (5 Marks)
Rs. In
Crores
FY
2021-22 FY 2020-21
Sales
1,01,000 87,255
Receivables
36,347 33,331
60% of
the sales are on credit basis
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