Business Ethics
Governance and Risk
Q1.
Arantia International Services prides itself on hiring minorities. One Asian
candidate fully fits the job requirements for an open position in your
division. However your boss is concerned that some of your customers will not
understand the Asian candidate’s limited command of the English language. You
are the manager to whom this candidate will report, if selected. What decision
will you take and how will you explain/justify it to your boss? (10 marks)
Q2.
A customer executive from Southeast Asia will visit your HQ facility and meet
with your executive team. Your independent Southeast Asian agent requests that
you reimburse the customer executive for his expenses, including expenses that
could violate your company's policies. The agent will reimburse you. How do you
proceed?
Q3.
Monica Philip is the environmental compliance manager for a small plastics
manufacturing company. She is currently faced with the decision whether or not
to spend money on new technology that will reduce the level of a particular
toxin in the wastewater that flows out the back of the factory and into a lake.
The factory's emission levels are already within legal limits. However, Monica
knows that environmental regulations for this particular toxin are lagging
behind scientific evidence. In fact, a scientist from the university had been
quoted in the newspaper recently, saying that if emission levels stayed at this
level, the fish in the lakes and rivers in the area might soon have to be
declared unsafe for human consumption. Further, if companies in the region
don't engage in some self-regulation on this issue, there is reason to fear
that the government — backed by public opinion — may force companies to begin
using the new technology, and may also begin requiring monthly emission level
reports (which would be both expensive and time consuming). But the company's
environmental compliance budget is tight. Asking for this new technology to be
installed would put Monica's department over-budget, and could jeopardize the
company's ability to show a profit this year.
a.
What motives would the company have to install the new technology that Monica
can use to convince her seniors? (5 marks)
b.
What motives would the company have to delay installing the new technology? (5
marks)
Marketing Research
Q1.
As a researcher, you need to study how many kirana stores in Mumbai sell tomato
ketchups of the Kissan brand. 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 will you proceed ahead with choosing the areas/
localities in Mumbai to conduct your research alongwith timelines. (10 Marks)
Q2.
You are the Head of a Market Research Organisation. Your FMCG client has
recently introduced “Heart Healer,” a new type of biscuit that contains
ingredients that are meant to be good for heart patients. The FMCG company
wants to understand how customers are reacting to their recently launched
biscuit. Draft a Questionnaire containing not more than 20 questions that would
succinctly address the query posed by the FMCG client. (10 Marks)
Q3.
You have been recently appointed as a “New Product Development” Head for a
South Indian fast food retail chain conglomerate named as “Simbly South” which
is operates in Northern & Western India regions only. You have been asked
to develop 2 new innovative products as part of their Menu.
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)
Project Management
Q1. NFC as a
technology has the potential to bring about efficiencies in many areas to make
life easier. Transportation is saddled with challenges, especially in the
developing world where ever increasing traffic levels are compelling countries
to adopt solutions such as NFC. Using NFC can enable the smooth flow of high
density traffic, transit and people movement to a large extent. City transport
bodies in many Indian states are contemplating launching contactless cards for
bus ticketing where commuters can store their ticket or pass digitally on their
device with the option to add credit anytime, anywhere. Evaluate the probable
risks involved in the implementation of such a project in India and choose a
suitable plan to manage the same. (10 marks)
Q2. Describe in
detail the elements of project planning phase of any two projects. (10 marks)
Q3a. With the help of
an example of a failed project, as a project manager how would you have
performed the tasks differently to ensure that the project is a success? (5
marks)
b. What qualities
would you look for in a project manager who has been assigned with the role of
managing the ERP implementation within your organization? (5 marks)
Services Marketing
Q1. Lintas
Corporation is in the business of producing readymade garments? The company has
three factories across India. The company has its own niche segment. The target
customers of company are Middle Class Consumers. Identify the different
components involved in service marketing triangle? (10 Marks)
Q2. Tagheur watches
are in the business of offering luxurious watches to its target customers.
Market comprises of few competitors, brands such as Rolex, Cartier, Rado, Titan
(Limited Edition), etc. are also offering the watches in the same segment.
Bring about the Promotion strategy being adapted by Tagheur to stand in the
competition against the competitors? (10 Marks)
Q3. There has been a
phenomenal market battle by ‘Godrej
No.1’ and has clearly reflected the intensity on the soap business. ‘Lux’, the market leader and a well
entrenched product of Hindustan Unilever Limited, faced fierce competition and
has been making a strenuous effort to maintain its share. Sales of ‘Godrej No.1’ rose from a couple of
Lakhs of rupees in 1978 to over Rs. 100 Crores in 1985 and became the second
largest seller of soaps in the current trend. Godrej No.1’ penetrated the ‘Lux’
market with average quality and low price. While ‘Lux’ was a Premium brand for upper segment. ‘Godrej No.1’ positioned
itself as a common man’s soap. ‘Godrej
No.1’ provided for sufficient advertising with a sample theme of ‘Brand
Awareness’, through all powerful media including Television. The product was
made available all over the country through mass distribution.
Questions:
a. What are the
Pricing objectives of ‘Lux’ and ‘Godrej No.1’ (5 Marks)
b. What pricing
approaches and strategy will you take for ‘Lux’ and ‘Godrej No.1’? (5 Marks)
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