Assignment – 2
For
Business
Policy & Strategy
Section A (20 Marks)
Write short notes
on any four of the following:
1.
Knowledge Management
2.
Strategic Leadership
3.
Importance of Operational
Strategy
4.
Types of General Control
Systems
5.
Life Cycle-Portfolio matrix
Section B (30 marks)
(Attempt any three)
1.
What are the three important
aspects of Sloan's structural innovation?
2.
Explain schematic relationship
between structure and how the organization benefits from good organizational
design.
3.
Discuss the approaches of
strategic control given by Dess, Lumpkin and Taylor.
4.
What are the problems which are
generated by ERP that are similar to planning, budgeting and reporting systems?
Section C (50 marks)
(Attempt all questions. Every question carries 10 marks)
Read the case “PTC Food division” and answer the following questions:
In 2006-07 PTC Food division decided
to enter the fast growing (20-30% annually) snacks segment, an altogether new
to it. It had only one national competitor-Trepsico's Trito. After a year its
wafer snack brand-Ringo, fetched 20% market share across the country. Ringo's
introduction was coincided with the cricket world cup. The wafer snacks market
is estimated to be around Rs. 250 crores.
The company could take the advantage
of its existing distribution network and also source potatoes from farmers
easily. Before the PTC could enter the market a cross-functional team made a
customer survey through a marketing research group in 14 cities of the country
to know about the snacks of eating habits of people. The result showed that the
customers within the age-group of 15-24 years were the most promising for the
product as they were quite enthusiastic about experimenting new snack taste.
The company reported to its chefs and the chefs came out with 16 flavors with
varying tastes suiting to the targeted age-group.
The company decided to target the
youngsters as primary target on the assumption that once they are lured in, it
was easier to reach the whole family.
Advertising in this category was
extremely crowded. Every week two-three local products in new names were
launched, sometimes with similar names. To break through this clutter the
company decided to bank upon humour appeal.
The Industry sources reveal that PTC
spent about Rs. 50 crores on advertisement and used all possible media-print
and electronic, both including the creation of its own website,
Ringoringoyoungo.com with offers of online games, contests etc. Mobile phone
tone downloading was also planned which proved very effective among teenagers.
The site was advertised on all dotcom networks. Em TV, Shine TV, Bee TV and
other important channels were also used for its advertisement along with FM
radio channels in about 60 cities with large hoardings at strategic places.
Analysts believes that Ringo's
success story owes a lot to PTC's widespread distribution channels and
aggressive advertisements. Humour appeal was a big success. The `Ringo' was
made visible by painting the Railway bogies passing across the States. It has
also been successful to induce Lovely Brothers' Future Group to replace Trito
in their Big-Bazaar and chain of food Bazaars. PTC is paying 4% higher margin
than Trepsico to Future group and other retailers.
Ringo to giving Trepsico a run for
its money. Trito's share has already been reduced considerably. Retail tie-ups,
regional flavors, regional humour appeals have helped PTC. But PTC still wants
a bigger share in the market and in foreign markets also, if possible.
Questions:
- Which strategy did company adopted to increase their clientele and business profitability?
- What are the strength and weaknesses of PTC for entering into the branded snacks market?
- Why company selected youngsters as their target customers? Can you suggest any other segment to target for business concern? Justify your suggestion in brief as well.
- Suggest PTC few tips and ideas for publicizing and promoting their product.
- What you infer from the case study?
No comments :
Post a Comment