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Case study solution, project report, assignment answers

PROVIDED BY Dr. PRASANTH (BE, MBA, PhD)

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A REPLY SENT TO AN ERRING CUSTOMER CASE STUDY XAVIER’S EXAM ANSWER PROVIDED

 

 A REPLY SENT TO AN ERRING CUSTOMER CASE STUDY XAVIER’S EXAM ANSWER PROVIDED  WHATSAPP 91 9924764558

SUB:  Business Communication

 

  1. B. : 1)     Attempt any Four Case studies

                                2)     All case studies carry equal marks.

No: 1

A REPLY SENT TO AN ERRING CUSTOMER

Dear Sir,

Your letter of the 23rd, with a cheque for Rs. 25,000/- on account, is to hand.

We note what you say as to the difficulty you experience in collecting your outstanding accounts, but we are compelled to remark that we do not think you are treating us with the consideration we have a right to expect.

It is true that small remittances have been forwarded from time to time, but the debit balance against you has been steadily increasing during the past twelve months until it now stands at the considerable total of Rs. 85,000/-

Having regard to the many years during which you have been a customer of this house and the, generally speaking, satisfactory character of your account, we are reluctant to resort to harsh measures.

We must, however, insist that the existing balance should be cleared off by regular installments of say Rs. 10,000/- per month, the first installment to reach us by the 7th.  In the meantime you shall pay cash for all further goods; we are allowing you an extra 3% discount in lieu of credit.

We shall be glad to hear from you about this arrangement, as otherwise we shall have no alternative but definitely to close your account and place the matter in other hands.

Yours truly,

Questions:

  1. Comment on the appropriateness of the sender’s tone to a customer.
  2. Point out the old – fashioned phrases and expressions.
  3. Rewrite the reply according to the principles of effective writing in business.
  4. 2

WAVE

(ATV : Advertising Radio FM Brand)

A young, gorgeous woman is standing in front of her apartment window dancing to the 1970s tune, “All Right Now” by the one – hit band free.  Across the street a young man looks out of his apartment window and notices her.  He moves closer to the window, taking interest.  She cranks up the volume and continues dancing, looking out the window at the fellow, who smiles hopefully and waves meekly.  He holds up a bottle of wine and waves it, apparently inviting her over for a drink.  The lady waves back.  He kisses the bottle and excitedly says, “Yesss.”  Then, he gazes around his apartment and realizes that it is a mess. “No !” he exclaims in a worried tone of voice.  Frantically, he does his best to quickly clean up the place, stuffing papers under the sofa and putting old food back in the refrigerator, He slips on a black shirt, slicks  back his hair, sniffs his armpit, and lets out an excited , “Yeahhh!” in eager anticipation of entertaining the young lady.  He goes back to the window and sees the woman still dancing away.  He points to his watch, as if to say “ Come on.  It is getting late.”   As she just continues dancing, he looks confused.  Then a look of sudden insight appears on his face, “Five,” he says to himself.  He turns on his radio, and it too is playing “All Right Now.”  The man goes to his window and starts dancing as he watches his lady friend continue stepping.  “Five, yeah,” he says as he makes the “okay” sign with his thumb and forefinger.  He waves again.  Everyone in the apartment building is dancing by their window to “All Right Now.”  A super appears on the screen: “Are you on the right wavelength ?”

Questions :

  1. What is non – verbal communication ? Why do you suppose that        this           commercial relies primarily on non-verbal communication          between a   young man and a gorgeous woman ?  What types of    non – verbal communication are being used in this case ?
  2. Would any of the non-verbal communications in this spot (ad) not work well in another culture ?
  3. What role does music play in this spot ? Who is the target market ?
  4. Is the music at all distracting from the message ?
  5. How else are radio stations advertised on TV ?

 

 

  1. 3

ARVIND PANDEY CAUGHT IN BUSINESS WEB

Arvind Pandey is a project manager at Al Saba Construction Company in Muscat.   It s a flourishing company with several construction projects in Muscat and abroad.  It is known for completing projects on time and with high quantity construction.  The company’s Chairman is a rich and a highly educated Omani.  A German engineer is Arvind’s Vice – President for urban and foreign construction projects.

Three months ago, Al Saba had submitted a tender for a major construction project in Kuwait.  Its quotation was for $ 25 million.  In Kuwait the project was sponsored and announced by a US – based construction company called Fuma.  According to Al Saba, their bid of $ 25 million was modest but had included a high margin of profit.

On 25 April, Arvind was asked to go to Kuwait to find out from the Fuma project manager the status of their construction proposal.  Arvind was delighted to know that Fuma had decided to give his company.  (Al Saba) the construction project work.  The project meant a lot of effort and money in planning the proposed construction in Kuwait.

But before Arvind could tank the Fuma project manager, he was told that their bird should be raised to $ 28 million.  Arvind was surprised. He tried to convince the Fuma project manager that his (Arvind company had the bast reputation for doing construction work in a cost effective way .  However, he could always raise the bid by $ 3 million. But he wanted to know why he was required to do so.

The Fuma manager’s reply was, “That’s the way we do our business in this part of the world, $ 1 million will go to our Managing Director in the US, I shall get $ 1 million, you, Mr. Pandey, will get $ 1 million in a specified account in Swiss Bank.

Arvind asked, “ But why me ?”

“ So that you never talk about it to any one.”  The Fuma Project Manager said.

Arvind promised never to  leak it out to any one else.  And he tried to bargain to raise the bid by $ 2 million.  For. Arvind was familiar with the practice of “ pay – offs” involved in any such thing.  He thought it was against his loyalty to his company and his personal ethics.

Arvind promised the Fuma project manager that the bid would be raised to $ 28 million and fresh papers would be put in. He did not want to lose the job.

He came back to Muscat and kept trying to figure out how he should place the whole thing before his German Vice President.  He obviously was at a loss.

Questions :

  1. Analyse the reasons for Arvind Pandey’s dilemma.
  2. Does Arvind Pandey really face a dilemma ?
  3. In your view what should Arvind Pandey do ? Should he disclose       it to his German Vice President ? 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. 4.

COMPANY ACCEPTING A CONTRACT

A computer company was negotiating a very large order with a large size corporation.  They had a very good track record with this client.

In this corporation, five different departments had pooled their requirements and budgets.  A committee was formed which had representation from all the departments.  The corporation wanted the equipment on a long lease and not outright purchase.  Further, they wanted all the hardware and software form one supplier.  This meant that there should be bought – out items from many suppliers since no one supplier could meet all the requirements of supply from its range of products.

The corporation provided an exhaustive list of very difficult terms and conditions and pressurized the vendors to accept.  The computer company who was finally awarded the contract had agreed to overall terms that were fine as far as their own products were concerned but had also accepted the same terms for the brought – out items.  In this case, the bought – out items were to be imported through a letter of credit. The percentage of the bought – out items versus their own manufacture was also very high.  One of the terms accepted was that the “system” would be accepted over a period of 10 days after all the hardware had been linked up and software loaded.

The computer company started facing trouble immediately on supply.  There were over 100 computers over a distance connected with one another with software on it.  For the acceptance tests, it had been agreed that the computer company would demonstrate as a pre-requisite the features they had claimed during technical discussions.

Now, as you are aware, if a Hero Honda motorcycle claims 80 km to a litre of petrol, it is under ideal test conditions and if a motorcycle from the showroom were to be tried for this test before being accepted, it would never pass the test.  In corporation’s case, due to internal politics, the corporation persons from one department – who insisted on going exactly by the contract – did not sign acceptance since the “ system” could not meet the ideal test conditions.

Further, in a classic case of, “ for want of a horse – shoe, payment for the horse was held up”, the computer company tried to get the system accepted and payment released.  The system was so large that at any point of time over a period of 10 days something small or the other always gave problems.  But the corporation took the stand that as far as they were concerned the contract clearly were concerned the contract clearly mentioned that the “system” had to be tested as a whole and not module by module.

Questions :

  1. Comment on the terms and conditions placed by the corporation.
  2. What factors influenced the computer company’s decision to accept the contract ?
  3. Was it a win – win agreement ? Discuss ?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. 5

EMPLOYMENT INTERVIEW OF R P SINHA

Mr. R P Sinha is a MBA.  He is being interviewed for the position of Management Trainee at a reputed company.  The selection committee’s is chaired by a lady Vice – President.  Mr. Sinha’s interview was as follows :

Committee : Good morning !

Mr. Sinha : Good morning to Sirs and Madam !

Chairperson : Please, sit down.

Mr. Sinha : Thank you (sits down at the edge of the chair, keeps his portfolio on the table)

  1. Chairperson : You are Mr. R. P. Sinha

A Sinha : Yes, Madam.  This is how I am called.

  1. Chairperson : You have passed MBA with 1st Division.
  2. Sinha : Yes, Madam.
  3. Chairperson : Why do you want to work in our organization ?

A Sinha : It is just like that.  Also, because it has good reputation.

  1. Member A : This job is considered to be quite stressful. Do you think you can manage the stress involved.
  2. Sinha : I think there is too much talk about stress these days. Sir, would you tell clearly what you mean by stress ? I am very strong for any stress.
  3. Member B : What are your strengths ?
  4. Sinha : Sir, who am I talk boastfully about my strengths. You should tell me my strengths.
  5. Member C : What are your weaknesses ?
  6. Sinha : I become angry very fast.
  7. Member A : Do you want to ask us any questions ?

A Sinha : Yes Sir !  What are the future chances for one who starts as a management trainee ?

The member tells M. Sinha the typical career path for those starting as Management Trainee.  The Chairperson thanks Mr. Sinha.  Mr. Sinha promptly says in reply, “you are welcome,” and comes out.

 

 

Questions :

  1. Do you find Mr. Sinha’s responses to various questions effective ?      Give reasons for your view on each answer given by Mr. Sinha.
  2. Rewrite the responses that you consider most effective to the above questions in a job interview.
  3. Mr. Sinha has observed the norm of respectful behaviour and polite conversation.  But, do you think there is something      gone wrong in his case ?  Account for your general       impression of       Mr. Sinha’s performance at the interview.

 

 

 

  1. 6

      Comment on the form and structure of the Report. 

 

 


CORPORATE LAW XIBMS EXAM ANSWER SHEETS PROVIDED

 

CORPORATE LAW XIBMS EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

Corporate Law

 

Maximum Marks: 100

Note: Answer any Five questions. All questions carry equal marks.

1.”All contracts are agreements but all agreements are not contracts.” Discuss this statement in light of the essential elements of a valid contract. Also mention briefly the different kinds of agreements under the India Contract Act, 1872.

2. Discuss, what are the rights, liabilities and disabilities of a minor as per the Indian Partnership Act, 1932.

3. What do you understand by implied warranties and conditions of sale according to the sale of Goods Act, 1930?

4. Differentiate between lay-off and retrenchment according to the Industrial Disputes Act, 1947.

5. Give the provisions related to safety as given in the Factories Act, 1948.

6. What are the characteristics or essential features of a company and briefly mention the types of companies.

7. What do you understand by electronic governance and what are the attributes of electronic records as mentioned in the Information Technology Act, 2000.

8. Discuss the concept of free consent and misrepresentation as per the Indian Contract Act, 1872.

9. Distinguish between private and public company. What are the special privileges of a private company over public company according to Companies Act, 1956?

10. Write short notes on any two of the following:
(a) Cyber regulation
(b) Industrial Dispute
(c) Breach of Contact
(d) Voidable contracts.


BUSINESS STRATEGY XIBMS EXAM ANSWER SHEETS PROVIDED

BUSINESS STRATEGY XIBMS EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

Business Strategy

MARKS: 100

Note:

1. Question No.1 carries 20 Marks and is compulsory.
2. Attempt any five questions from question from the rest. Each of these carry 16 marks.

Q.1 Write short notes on any FOUR of the following:-

1.Core Competencies and Distinctive Competencies

2.Real value of SWOT analysis

3.Market Development Strategies

4.Vision and Mission

5.Benefits of Strategic Approach

6. Vertical Integration

Q.2 Describe Porter’s five forces model.

Q.3 What is a differentiation strategy? In which circumstances do you think company should adopt such strategies? Explain with relevant examples.

Q.4 (a)What is benchmarking? To what extent is relevant to industry in decline phase?
(b)”Vertical Integration is an outdated strategic approach” Comment.

Q.5 What are various ways to achieve cost advantage and gain cost leadership position?

Q.6 Between the GE Multifactor Matrix & the BCG Matrix, which one do you think is superior tool and why?

Q.7  What strategic options a firm in a corrugated box manufacturing industry could pursue to be successful. (Hint: A corrugated box manufacturing is typically a highly fragmented industry)

Q.8 Would you agree with the following statement?

“Tata Nano is the best value for money proposition today in the entry level segment of the light passenger vehicles”.

In case you agree or otherwise, please state the reasons.

Q.9 Globalization is the single most important factor, which has affected Cement Industry during the past 3 to 5 years. Do you agree with this statement? Why?

Q.10 Describe Ansoff’s product market expansion matrix and describe various strategic approaches emanating there from.


BUSINESS ENVIRONMENT XIBMS EXAM ANSWER SHEETS PROVIDED

 

BUSINESS ENVIRONMENT XIBMS EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

 

 

Business Environment

 

Note: Attempt any five questions (question no. 1. is compulsory)

  1. Attempt any four of the following questions:

(a) Explain the relevance of ecological issues to business environment.

(b) Analyze the social responsibility of business towards employees.

(c) State the basic objectives of regulating business.

(d) Describe the basic instruments of fiscal policy in lndia

(e) State various measures for the prevention and settlement of the industrial disputes.

(f) Explain the thrust areas of the new economic policy.

  1. Discuss how does the environment acts as a stimulant to business.Analyse why business often does little for physical environment preservation despite the fact that it is significant for business activity.
  2. Analyze the fourfold role of the government in business. Also explain in what respects the role of government has been redefined in lndia during the 1990s.
  3. “The Industrial Policy of 1991 makes a clear departure from the Industrial Policy of 1956” Comment.
  4. Discuss the various forms of foreign capital flows. Do you think entering o{ MNC’s in less developed countries is risky ?
  5. Describe the recent export promotion measures of the Government of India.
  6. Write short notes on any two of the following:

(a) Political and legal environment of business

(b) Nehru – Mahalanobis strategy of development

(c) Financial reforms in India

(d) Merits of globalisation from the point of view of India’s s economic development

 


BUSINESS COMMUNICATION XIBMS EXAM ANSWER SHEETS PROVIDED

BUSINESS COMMUNICATION XIBMS EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

 

SUB:  Business Communication

 

  1. B. : 1)     Attempt any Four Case studies

                                2)     All case studies carry equal marks.

No: 1

A REPLY SENT TO AN ERRING CUSTOMER

Dear Sir,

Your letter of the 23rd, with a cheque for Rs. 25,000/- on account, is to hand.

We note what you say as to the difficulty you experience in collecting your outstanding accounts, but we are compelled to remark that we do not think you are treating us with the consideration we have a right to expect.

It is true that small remittances have been forwarded from time to time, but the debit balance against you has been steadily increasing during the past twelve months until it now stands at the considerable total of Rs. 85,000/-

Having regard to the many years during which you have been a customer of this house and the, generally speaking, satisfactory character of your account, we are reluctant to resort to harsh measures.

We must, however, insist that the existing balance should be cleared off by regular installments of say Rs. 10,000/- per month, the first installment to reach us by the 7th.  In the meantime you shall pay cash for all further goods; we are allowing you an extra 3% discount in lieu of credit.

We shall be glad to hear from you about this arrangement, as otherwise we shall have no alternative but definitely to close your account and place the matter in other hands.

Yours truly,

Questions:

  1. Comment on the appropriateness of the sender’s tone to a customer.
  2. Point out the old – fashioned phrases and expressions.
  3. Rewrite the reply according to the principles of effective writing in business.
  4. 2

WAVE

(ATV : Advertising Radio FM Brand)

A young, gorgeous woman is standing in front of her apartment window dancing to the 1970s tune, “All Right Now” by the one – hit band free.  Across the street a young man looks out of his apartment window and notices her.  He moves closer to the window, taking interest.  She cranks up the volume and continues dancing, looking out the window at the fellow, who smiles hopefully and waves meekly.  He holds up a bottle of wine and waves it, apparently inviting her over for a drink.  The lady waves back.  He kisses the bottle and excitedly says, “Yesss.”  Then, he gazes around his apartment and realizes that it is a mess. “No !” he exclaims in a worried tone of voice.  Frantically, he does his best to quickly clean up the place, stuffing papers under the sofa and putting old food back in the refrigerator, He slips on a black shirt, slicks  back his hair, sniffs his armpit, and lets out an excited , “Yeahhh!” in eager anticipation of entertaining the young lady.  He goes back to the window and sees the woman still dancing away.  He points to his watch, as if to say “ Come on.  It is getting late.”   As she just continues dancing, he looks confused.  Then a look of sudden insight appears on his face, “Five,” he says to himself.  He turns on his radio, and it too is playing “All Right Now.”  The man goes to his window and starts dancing as he watches his lady friend continue stepping.  “Five, yeah,” he says as he makes the “okay” sign with his thumb and forefinger.  He waves again.  Everyone in the apartment building is dancing by their window to “All Right Now.”  A super appears on the screen: “Are you on the right wavelength ?”

Questions :

  1. What is non – verbal communication ? Why do you suppose that        this           commercial relies primarily on non-verbal communication          between a   young man and a gorgeous woman ?  What types of    non – verbal communication are being used in this case ?
  2. Would any of the non-verbal communications in this spot (ad) not work well in another culture ?
  3. What role does music play in this spot ? Who is the target market ?
  4. Is the music at all distracting from the message ?
  5. How else are radio stations advertised on TV ?

 

 

  1. 3

ARVIND PANDEY CAUGHT IN BUSINESS WEB

Arvind Pandey is a project manager at Al Saba Construction Company in Muscat.   It s a flourishing company with several construction projects in Muscat and abroad.  It is known for completing projects on time and with high quantity construction.  The company’s Chairman is a rich and a highly educated Omani.  A German engineer is Arvind’s Vice – President for urban and foreign construction projects.

Three months ago, Al Saba had submitted a tender for a major construction project in Kuwait.  Its quotation was for $ 25 million.  In Kuwait the project was sponsored and announced by a US – based construction company called Fuma.  According to Al Saba, their bid of $ 25 million was modest but had included a high margin of profit.

On 25 April, Arvind was asked to go to Kuwait to find out from the Fuma project manager the status of their construction proposal.  Arvind was delighted to know that Fuma had decided to give his company.  (Al Saba) the construction project work.  The project meant a lot of effort and money in planning the proposed construction in Kuwait.

But before Arvind could tank the Fuma project manager, he was told that their bird should be raised to $ 28 million.  Arvind was surprised. He tried to convince the Fuma project manager that his (Arvind company had the bast reputation for doing construction work in a cost effective way .  However, he could always raise the bid by $ 3 million. But he wanted to know why he was required to do so.

The Fuma manager’s reply was, “That’s the way we do our business in this part of the world, $ 1 million will go to our Managing Director in the US, I shall get $ 1 million, you, Mr. Pandey, will get $ 1 million in a specified account in Swiss Bank.

Arvind asked, “ But why me ?”

“ So that you never talk about it to any one.”  The Fuma Project Manager said.

Arvind promised never to  leak it out to any one else.  And he tried to bargain to raise the bid by $ 2 million.  For. Arvind was familiar with the practice of “ pay – offs” involved in any such thing.  He thought it was against his loyalty to his company and his personal ethics.

Arvind promised the Fuma project manager that the bid would be raised to $ 28 million and fresh papers would be put in. He did not want to lose the job.

He came back to Muscat and kept trying to figure out how he should place the whole thing before his German Vice President.  He obviously was at a loss.

Questions :

  1. Analyse the reasons for Arvind Pandey’s dilemma.
  2. Does Arvind Pandey really face a dilemma ?
  3. In your view what should Arvind Pandey do ? Should he disclose       it to his German Vice President ? 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. 4.

COMPANY ACCEPTING A CONTRACT

A computer company was negotiating a very large order with a large size corporation.  They had a very good track record with this client.

In this corporation, five different departments had pooled their requirements and budgets.  A committee was formed which had representation from all the departments.  The corporation wanted the equipment on a long lease and not outright purchase.  Further, they wanted all the hardware and software form one supplier.  This meant that there should be bought – out items from many suppliers since no one supplier could meet all the requirements of supply from its range of products.

The corporation provided an exhaustive list of very difficult terms and conditions and pressurized the vendors to accept.  The computer company who was finally awarded the contract had agreed to overall terms that were fine as far as their own products were concerned but had also accepted the same terms for the brought – out items.  In this case, the bought – out items were to be imported through a letter of credit. The percentage of the bought – out items versus their own manufacture was also very high.  One of the terms accepted was that the “system” would be accepted over a period of 10 days after all the hardware had been linked up and software loaded.

The computer company started facing trouble immediately on supply.  There were over 100 computers over a distance connected with one another with software on it.  For the acceptance tests, it had been agreed that the computer company would demonstrate as a pre-requisite the features they had claimed during technical discussions.

Now, as you are aware, if a Hero Honda motorcycle claims 80 km to a litre of petrol, it is under ideal test conditions and if a motorcycle from the showroom were to be tried for this test before being accepted, it would never pass the test.  In corporation’s case, due to internal politics, the corporation persons from one department – who insisted on going exactly by the contract – did not sign acceptance since the “ system” could not meet the ideal test conditions.

Further, in a classic case of, “ for want of a horse – shoe, payment for the horse was held up”, the computer company tried to get the system accepted and payment released.  The system was so large that at any point of time over a period of 10 days something small or the other always gave problems.  But the corporation took the stand that as far as they were concerned the contract clearly were concerned the contract clearly mentioned that the “system” had to be tested as a whole and not module by module.

Questions :

  1. Comment on the terms and conditions placed by the corporation.
  2. What factors influenced the computer company’s decision to accept the contract ?
  3. Was it a win – win agreement ? Discuss ?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. 5

EMPLOYMENT INTERVIEW OF R P SINHA

Mr. R P Sinha is a MBA.  He is being interviewed for the position of Management Trainee at a reputed company.  The selection committee’s is chaired by a lady Vice – President.  Mr. Sinha’s interview was as follows :

Committee : Good morning !

Mr. Sinha : Good morning to Sirs and Madam !

Chairperson : Please, sit down.

Mr. Sinha : Thank you (sits down at the edge of the chair, keeps his portfolio on the table)

  1. Chairperson : You are Mr. R. P. Sinha

A Sinha : Yes, Madam.  This is how I am called.

  1. Chairperson : You have passed MBA with 1st Division.
  2. Sinha : Yes, Madam.
  3. Chairperson : Why do you want to work in our organization ?

A Sinha : It is just like that.  Also, because it has good reputation.

  1. Member A : This job is considered to be quite stressful. Do you think you can manage the stress involved.
  2. Sinha : I think there is too much talk about stress these days. Sir, would you tell clearly what you mean by stress ? I am very strong for any stress.
  3. Member B : What are your strengths ?
  4. Sinha : Sir, who am I talk boastfully about my strengths. You should tell me my strengths.
  5. Member C : What are your weaknesses ?
  6. Sinha : I become angry very fast.
  7. Member A : Do you want to ask us any questions ?

A Sinha : Yes Sir !  What are the future chances for one who starts as a management trainee ?

The member tells M. Sinha the typical career path for those starting as Management Trainee.  The Chairperson thanks Mr. Sinha.  Mr. Sinha promptly says in reply, “you are welcome,” and comes out.

 

 

Questions :

  1. Do you find Mr. Sinha’s responses to various questions effective ?      Give reasons for your view on each answer given by Mr. Sinha.
  2. Rewrite the responses that you consider most effective to the above questions in a job interview.
  3. Mr. Sinha has observed the norm of respectful behaviour and polite conversation.  But, do you think there is something      gone wrong in his case ?  Account for your general       impression of       Mr. Sinha’s performance at the interview.

 

 

 

  1. 6

      Comment on the form and structure of the Report. 

 

 


BUSINESS ETHICS XIBMS ONGOING EXAM ANSWER SHEETS PROVIDED

BUSINESS ETHICS XIBMS ONGOING EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

 

                                              Business Ethics

Max. Marks: 80

SECTION – A

1. Answer any ten of the following in about 3-4 lines each: (2×10-20)

a) Define Business Ethics.
b) What is morality?
c) How religion and ethics are related?
d) What is ethical dilemma?
e) Define Corporate Governance.
f) Whar are attitudes?
g) What is the psychological egoism?
h) State the two unethical practices in Software Company?
i) What are tax ratios?
j) List four features of utilitarianism?
k) What is whistle blowing?
l) What is software privacy?

SECTION – B

Answer any three of the following. Each question carries 5 marks. (3×5=15)

2. Explain the significance of ethics in business planning and decision making.
3. What are corporate crimes? What are their effects on society?
4. What are the implications of unethical practices on human resource management?
5. What do you mean by classical utilitarianism? Explain its principles.
6. Explain the benefits of good corporate governance.

SECTION – C

Answer any three of the following. Each question carries fifteen marks. (3×15=45)

7. Explain the ethical issues involved in managing finance with an objective
of maximizing shareholders wealth rather than shareholders interests.

8. Describe congnitivism and non-congnitivism ethical theories.

9. Explain the impact of corporate governance of Narayana Murthy Committee.

10. Explain the factors influencing ethical environment a service organization.

11. Explain the corporate social responsibility towards the educational institutions.

 


XIBMS EXAM ANSWER SHEETS PROVIDED

XIBMS EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

 

 
                                                    BUSINESS ETHICS

Marks – 80

SECTON-A

ANSWER ALL QUESTIONS (5X3=15)

1. Define business ethics?
2. What is kick-back in business?
3. What is unfair discrimination?
4. What is acid rain?
5. Define the term social responsibility in business?

SECTION-B

ANSWER any 5 QUESTIONS (5X5=25)

6. Difference between transactional & transformational leadership?
7. Business & ethics are contradictory?
8. Explain the term ‘stealing trade secrets’
9. Explain whistle blowing
10. Mention 3 unethical practices in marketing?
11. What are the primary reasons for resources depletion?
12. Explain the objectives of social audit?

SECTION-C

ANSWER any 4 questions (10 X 4=40)

13.discuss the role & import of ethics in business
14.explain the types of ethical issues in business
15.discuss about the qualities & features of CEO in business
16.analyses the various causes of pollution in developing countries
explain the principle obligations of a business firm
17.discuss in detail about unfair trade discrimination?

 

 

=

 

BUSINESS STRATEGY
Marks: 100
NOTE:
I. Answer ANY FIVE questions.
II. All questions carry 20 marks each.
III. Total numbers of questions are EIGHT.

———————————————————————-

Q.1. Write short notes on ANY TWO of the following
a. Globalization
b. Task and processes in formulating business strategy
c. TQM Philosophy
d. Characteristics of well formulated corporate objectives

Q.2. Describe Vision and Mission statements with suitable illustrations. What is the difference between vision and mission? How does business definition help in articulating the Mission statement?

Q.3. Describe Porter’s five forces model to analyse competition with reference to light commercial vehicle industry.

Q.4. Describe the GE multifactor portfolio matrix and state how the GE matrix is superior tool Vis a Vis the BCG matrix.

Q.5. a) Describe Ansoff’s matrix
b) What is the difference between market penetration and market development? Illustrate with suitable examples.

Q.6. What is “Best cost provider” strategy? What are the risks in pursuing this strategy?

Q.7. What strategic options a firm could follow when the firm is operating in a maturing industry?

Q.8. Describe the role of strategy supportive reward system with suitable illustrations.
 

SUB:  CORPORATE LAW   

 

                N.B.: 1 Attempt any Twelve Questions

                          2) Last two Questions are compulsory

Q.1. In the following statements only one is correct statement.  Explain         Briefly?                                                                                                 (5 Marks)

  1. i) An invitation to negotiate is a good offer.
  2. ii) A quasi-contract is not a contract at all.

iii)   An agreement to agree is a valid contract.

 

Q.2. A ship-owner agreed to carry to cargo of sugar belonging to A from Constanza to Busrah.  He knew that there was a sugar market in Busrah and that A was a sugar merchant, but did not know that he intended to sell the cargo, immediately on its arrival.  Owning to Shipment’s default, the voyage was delayed and sugar fetched a lower price than it would have done had it arrived on time.  A claimed compensation for the full loss suffered by him because of the delay.  Give your decision.  Explain Briefly?                                                                                               (5 Marks)

 

Q.3. The proprietors of a medical preparation called the “Carbolic Smoke Ball” published in several newspapers the following advertisement:-

“£ 1000 reward will be paid by the Carbolic Smoke Ball Co. to any person who contracts the increasing epidemic influenza after having used the Smoke Ball three times daily for two weeks according to printed directions supplied with each ball. £ 1000 is deposited with the Alliance Bank showing our sincerity in the matter.

On the faith in this advertisement, the plaintiff bought a Smoke Ball and used it as directed. She was attacked by influenza.  She sued the company for the reward.  Will she succeed?  Explain Briefly               (5 Marks)

Q.4. Fazal consigned four cases of Chinese crackers at Kanpur to be carried to Allahabad on the 30th May, 1987.  He intended to sell them at the Shabarat festival of 5th June 1987.  The railway discovered that the consignment could not be sent by passenger train and asked Fazal either to remove them or authorize their dispatch by goods train.  He took no action and the goods arrived at Allahabad a month after they were booked.

Fazal filed a suit against Railways for damages due to late delivery of the goods which deprived him of the special profits at the festival sale.  Decide & explain briefly ?                                                              (5 Marks)

 

Q.5. ‘Lifeoy’ Soap company advertised that it would give a reward of Rs. 2000 who contracted skin disease after using the ‘Lifeoy’ soap of the company for a certain period according to the printed directions.  Mrs. Jacob purchased the advertised ‘Lifeboy’ and contracted skin disease inspite of using this soap according to the printed instructions.  She claimed reward of Rs. 2000. The claim is resisted by the company on the ground that offer was not made to her and that in any case she had not communicated her acceptance of the offer.  Decide whether Mrs. Jacob can claim the reward or not.  Give reasons. Explain briefly?                                         (5 Marks)

 

Q.6. In each set of statements, only one is correct.  State the correct statements & Explain briefly?

  1. a) i) A bailee has a general lien on the goods bailed.
  2. ii) The ownership of goods pawned passes to the pawnee.
  • A gratuitous bailment can be terminated by the bailor even

before the stated time.

  1. b) i) A substituted agent is as good an agent of the agent as a sub-

agent.

  1. An ostensible agency is as effective as an express agency.
  • A principal can always revoke an agent’s authority.    (5 Marks)

Q.7. A, an unpaid seller, sends goods to B by railway.  B becomes insolvent

And A sends a telegram to Railway authorities not to deliver the goods to B. B. goes to the Parcel office of Railway Yard and by presenting R. R.  (Railway Receipt) takes delivery of the goods and starts putting them in the cart.  Meanwhile the Station Master comes running with the telegram in hand and takes possession of the goods from B.  Discuss the rights of A and B to the goods in possession of Railway authorities.                      (5 Marks)

 

Q.8. X needs Rs. 10,000 but cannot raise this amount because his credit is not good enough.  Y whose credit is good accommodates.  X by giving him a pronote made out in favour of X, though Y owes no money to X.  X endorses the pronote to Z for value received.    Z who is holder in due course demands payment from Y.  Can Y refuse and plead the arrangement between him and X Explain briefly?                                                                        (5 Marks)

 

Q.9. Will C has the right of further negotiation in the following cases: (B signs the endorsements)        Explain briefly?                                              (5 Marks)

  1. i) ‘Pay C for my use’
  2. ii) ‘Pay C’)

 

  • ‘Pay C or order for the account of B’

 

Q.10.       A promissory note was made without mentioning any time for payment.  The holder added the words’ on demand on the face of the instrument.  State whether it amounted to material alteration and explain the effect of such alteration.  Explain briefly?                                               (5 Marks)

Q.11.       State whether the following instruments are valid promissory notes:

  1. i) I promise to pay Rs. 5000 to B on the dearth of ‘B’s uncle provided that D in his will gives me a legacy sufficient for the promise of payment of the said sum.
  2. ii) I hereby acknowledge that I owe X Rs. 5,000 on account of rent due and I agree that the said sum will be paid be me in regular installments.
  • I acknowledge myself indebted to B in Rs. 5000 to be paid on demand for value received.                         (5 Marks)

 

Q.12.       A Payee holder of a bill of exchange.  He endorses it in blank and delivers it to B.  B endorses in full to C or order.  C without endorsement transfers the bill to D.  State giving reasons whether D as bearer of the bill of exchange is entitled to recover the payment from A or B or C.  Explain briefly?                                                                                            (5 Marks)

 

Q.13.       Write a short note on the Doctrine of Indoor Management? Explain briefly?                                                                                            (5 Marks)

 

Q.14.       The shareholders at an annual general meeting passed a resolution for the payment of dividend at a rate higher than that recommended by the Board of Directors.  Examine the validity of the resolution. Explain briefly?                                                                                                       (5 Marks)

 

Q.15.       In a prospectus issued by a company the Managing Director stated that the company had paid dividend every year during 1921 – 27, which was a fact.  However, the company had sustained losses during the relevant period and had paid dividends out of secret reserves accumulated in the past.  Examine the consequences of the observation made by the Managing Director. Explain briefly?                                                           (5 Marks)

 

Q.16.       In a prospectus issued by a company the Managing Director stated that the company had paid dividend every year during 1921-27, which was a fact.  However, the company had sustained losses during the relevant period and had dividends out of secret reserves accumulated in the past.  Examine the consequences of the observation made by the Managing Director.  Explain briefly?                                                                                 (5 Marks)

 

Q.17.   A buys from B 400 shares in a company on the faith of a share certificate issued by the company.  A tender to the company a transfer deed duly executed together with B’s share certificate.  The company discovers that the certificate in the name of B has been fraudulently obtained and refuses to register the transfer. Advise A. Explain briefly?                        (5 Marks)

 

Q.18.       A insured his house against fire.  Later while insure, A killed his wife, severely injured his only son, set fire to the house and died in the fire.  The son survived and sued the insurer for the fire loss, advice the insurer.  Explain briefly?                                                                                    (5 Marks)

 

Q.19. a) Satrang Singh admitted his only infant son in a private nursing home.  As a result of strong dose of medicine administered by the nursing attendant, the child has become mentally retarded. Satrang Singh wants to make a complaint to the District Forum under the Consumer Protection Act, 1986 seeking relief by way of compensation on the ground that there was deficiency in service by the nursing home.  Does his complaint give rise to a consumer dispute?  Who is the consumer in the instant case? Explain briefly?

  1. b) Smart booked a motor vehicle through one of the dealers. He was informed subsequently that the procedure for purchasing the motor vehicle had changed and was called upon to make further payment to continue the booking before delivery.  On being aggrieved, Smart filed a complaint with the State Commission under the Consumer Protection Act, 1986.  Will he succeed? Explain briefly?
  2. c) Brittle and Company, a small-scale industry, sought nursing and financing facilities from its bankers by means of grant of further advances and adequate margin money in anticipation of good demand for its products. In failing to obtain this and having become sick, it proceeds against its bankers under the Consumer Protection Act, 1986, Will it succeed?  Explain briefly?                                                                                     (5 Marks)

 

Q.20.       X who was working as a truck driver had taken a general insurance policy to cover the risk of injuries for a period from 1.11.1998 to 30.11.1999.  He renewed the policy for a further period of one year on 10.11.1999.  On the same day, he met with an accident and suffered multiple injuries including fractures.  X submitted the claim along with documents to the insurance company. The insurance company repudiated the claim on the ground that the premium for the renewed policy was received in the office only at 2.30 p.m. on 10.11.1999, while the accident had taken place at 10.00 a.m. on that day and hence there was no policy at the time of accident.  Will X succeed if he files a complaint against the insurance company for this claim? Explain briefly?                                                                           (5 Marks)

 

Q.21.       Avinash booked his goods with Superfast Freight Carriers at Delhi for being carried to Ferozabad.  The goods receipt note mentioned that all the disputes would be subject to jurisdiction of the Mumbai Court.  Avinash lodged a complaint for certain deficiency in service against the transporter in the District Forum at Delhi.  Superfast Carriers contested that District Forum at Delhi had no jurisdiction to entertain the complaint as the head office of the transporter was at Mumbai and the jurisdiction has been clearly stated in the goods receipt not.  Is the contention of the transporter tenable? Explain briefly?                                                               (5 Marks)

 

Q.22.       With reference to the provisions of the Consumer Protection Act, 1986, decide the following giving reasons in support of your answer.

  1. i) Sukh Dukh Ltd. dispatched certain consignments of goods by road through Fastrack Roadways Ltd. The goods were unloaded and stored in a godown enroute on the suggestion of consignee. A fire broke out in the neighbouring godown spread to the godown and goods were destroyed.  The Fastrack Roadways Ltd. claimed that there was neither negligence nor deficiency in service on their part and goods were being carried at “Owner risk” and since no special premium was paid, they were not responsible for the loss caused by fire.  Whether Fastrack Roadways Ltd. is liable to pay damages to consignor?
  2. ii) Life Insurance Corporation (LIC) formulated a scheme called ‘salary saving scheme’ under which employees of an organisation could buy an insurance policy. Premium due on each policy was collected by the employer from the salary of the employees nor did it issue any premium notice.  When the widow of the deceased employee made a claim to LIC on the death of her husband, the LIC repudiated the claim on the ground that four installments of premium had not been paid.  The widow was approached the consumer forum for redressal. Is the LIC liable for deficiency in service? Explain?

iii)   Raman booked a ticket from Delhi to New York by Lufthansa Airlines.  The airport authorities in New Delhi did not find any fault in his visa and other documents.  However, at Frankfurt airport authorities instituted proceedings of verification because of which Raman missed his flight to New York.  After necessary verification, Raman was able to reach New York by the next flight.  The airline authorities’ tendered apology to Raman for the inconvenience caused to him and also paid as goodwill gesture a sum of Rs. 5,000.  Raman intends to institute proceedings under the Consumer Protection Act, 1986 against Lufthansa Airlines for deficiency in service.  Will he succeed?                                                         (10 Marks )

 

Q.23.       With reference to the provisions of the Consumer Protection Act, 1986, decide the following giving reasons in support of your answer.

  1. i) Sohn sent all relevant documents in an envelope regarding consignment of goods to a buyer in the USA through Fast Service Couriers. The documents did not reach the buyer as a consequence of which the buyer could not take delivery of the goods.  By the time the duplicate copies of the document had been received by the buyer, the season of the goods was over.  He claimed that he had suffered a loss of US $ 5,000 as a result of the negligence of the courier.  The State Commission ordered the payment to be made by the Fast Service Couriers, but the National Commission in appeal reversed the order and ordered payment of US $ 100 only as per the receipt issued by the Fast Service Courier to the consignor at the time of the dispatch of the latter.  Advise Sohan.
  2. ii) Mahesh purchased a machine from Astute Ltd. to operate it himself for earning his liverhood. He took the assistance of a person to assist him in operating the machine.  The machine developed fault during the warranty period. He filed a claim in the consumer forum against the company for deficiency in service.  Astute Ltd. alleged that Mahesh did not operate the machine himself but had appointed a person exclusively to operate the machine.  Will Mahesh succeed?

iii)   Pillai purchased a car by taking a loan from Kerala cooperative Bank Ltd. and gave post-dated cheques to the bank not only in respect of repayment of loan instalments but also of premium of insurance policy for two succeeding years. On the expiry of the policy.  Pillai’s car met with an accident.  Will Pillai succeed in getting a claim against the

Bank       ?                                                                       (10 Marks)

 

 


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Subject Title: Brand Management                                                                          

                                                                                                                                                      Maximum Marks: 80           

                                                                                                                                                                                                                                               

 

Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.

 

 

 

  1. Case Study : (Compulsory)

BURNOL

 

Burnol has been around for six decades as a yellow burns-relief ointment.  It has almost become a generic brand.  Its yellow colour reminds one of turmeric, the traditional burns-relief remedy.

The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal.  The brand has high recall value.  Morepen is the brand’s third owner (Boots is the first, Pirmal second).

Burnol’s position in the mind space of the consumer is that of the burns ointment.  It is open to marketers to reposition the brand.  But sometimes the brand does not budge from its original position.  Burnol is a typical example.  It is so strong as anti-burn ointment that it has become intractable.

Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account.  Formerly, it was sold on prescription.  In 1960 it became over-the counter (OTC) product.

As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household.  In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position.  In 1972, Shield was launched by SKF as a competitive brand.  It was followed by Medigard by J.L. Morison.  But they could not affect Burnol.

In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.

Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes.  Burnol started stagnating.

Though the product had high recall, the actual reality was that households did not keep the product handy.  Plain water was being recommended to treat burns.  Turmeric, as it causes stains, was becoming a liability.  The product composition was changed by changing colour from deep yellow to non-staining light yellow.  People were coaxed to keep the product within easy reach, Sales showed some improvement.

In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume.  But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation.

In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore.  It became Burnol Plus.  It was positioned as ‘first aid cream’.  It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003.  It is being relaunched in April 2004.

 

 

 

Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore.  The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it.  There are new dangers such as geysers, irons, ovens and so on.  Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares.

Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.

 

Question:

As a Management consultant give your comments on Burnol as a brand.

 

 

  1. What do you understand by the concept of a Brand? Describe the characteristics of Brands.

 

  1. a. Define the Brand Image. Explain the dimensions of Brand Image.
  2. What is meant by Brand Identity? Explain the different elements of Brand Identity.

 

  1. Discuss in detail the different stages of brand building process.
  2. a. What is Brand Audit?  Explain its importance.
  3. Describe the two steps in brand audit.

 

  1. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss with examples.

 

  1. How do consumers perceive and choose brands? Discuss.

 

  1. What are the different phases of strategic brand management process?

 

  1. Discuss the “TEN COMMANDMENTS” of Global Branding.

 

 

 

 

 

 

Max. Marks:80

Advertising

 

 

_______________________________________________________________________________________________________________________________

PART – A                               (10 x 5 = 50)

Answer Any FIVE Questions

  1. What is Advertising? Discuss its objectives and point out the problems of advertising in India.

 

  1. How is Advertising effectiveness tested?

 

  1. What are the important features of an Advertisement Copy?

 

  1. Discuss the essential features of a sound advertising policy.

 

  1. Mention the functions of an advertising agency.

 

  1. Examine the function to be considered in the selection of Media for advertising.

 

  1. What is sales promotion? Why it is importance in marketing industrial product?

 

  1. Distinguish between Coupon and Sampling.

 

  1. What are the factors governing basic Promotional strategy?

 

  1. Outline the different methods of providing discounts in the selling process.

 

PART – B                       (2 x 15 = 30)

Answer Any TWO Questions

  1. “Advertising Sells Product”. Do you agree with this statement? Give reasons and explain the functions performed by advertising.

 

  1. “The success of Advertisement campaign depends on proper selection of Media” – Discuss.

 

  1. “Advertising brings long-term benefits but Sales promotion is for quicker result”. Explain with an example.

 

  1. Analyze the distinctive features of various elements of the Promotional mix. Illustrate with a suitable example.

 

  1. Outline the different methods of providing discounts in the selling process.

 

 

 

 

BUSINESS ENVIRONMENT

 

 

Note: Attempt any five questions. All questions carry equal marks

  1. Discuss the changing scenario of business environment in India and its principal implications for the business.
  2. (a) Explain the dualistic character of Indian economy and the problem of uneven income distribution.

(b) Outline the development of consumer movement in India.

  1. (a) Write notes on (i) adjudication machinery for settlement of disputes, and (ii) Employees Pension Scheme, 1995.

(b) Enumerate the powers of the Central Government to control production, supply and distribution of essential commodities under the Essential Commodities Act, 1955.

  1. Describe the important amendments proposed under the Companies (Amendment) Bill, 2003 and the additions proposed thereto by lrani Panel.
  2. (a) Can SEBI compel a public company to get its securities listed on the stock exchanges while making a public issue? On what grounds can the listed securities be delisted by a stock exchange? State the rules in this regard.

(b) “The role of stock exchanges in India need not be over – emphasized”. Comment.

  1. Describe the evolution of the concept of corporate governance and outline the various measures adopted in India to ensure good corporate governance.
  2. Make a critical assessment of New Economic Policy keeping in view the long term objectives of economic development.
  3. (a) What are the objectives of EXIM policy 2002 – 07? Explain its main provisions.

(b) Write an explanatory note on functions and coverage of WTO.

  1. Distinguish between the following:

(a) Micro Environment and Macro Environment

(b) Economic Growth and Economic Development

(c) Money Market and Capital Market

(d) Entrepreneurship, Role and Promotional Role of Government

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


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Business Administration

 

 

Marks – 80

 

(Please attempt any 4 of the below mentioned case studies. Each Case study is for 20 marks)

 

 

 

  1. John

 

Please read the case and answer the questions given at the end.

John was rapidly becoming the main topic of discussion for the workers on E-shift. For the past year, he had been working in the jeep-transportation department at a large manufacturing plant. His record of attendance was good and his work was considered far above average by his immediate supervisor. His supervisor also considered John the informal leader of the transportation department. This feeling was shared by the foreman and the other workers.

Lately, though, John had been seen by several supervisors breaking different safety regulations. Most of the violations would have been of no more consequence than a good talking to, so the supervisors let them slide.

Finally, John was caught by the plant safety supervisor without his safety glasses on. This resulted in his being laid off without pay for five working days.

It was  the plant’s policy that safety glasses must be to gain admittance to the plant and must be worn times in the plant. This policy was to ensure that no employee would lose his eye-sight from an accident or from a resulting fire.

This written policy stated that an employee who was caught not wearing his safety glasses would for the first offence get a five day lay-off and then for a second offence gets another five day suspension. After John returned to work, he was again observed not wearing his safety devices. Within a few days of his return, John was caught by the same safety supervisor without his safety glasses. The supervisor informed John in an angry voice, “l m getting tired of writing you up for stupid mistakes.” At this point, John replied, “Why don’t you go home and smash your head. ” The supervisor then struck John, dt which point John proceeded to beat the supervisor unconscious.

John was laid off from work until the company could decide what action to take regarding the fight. After a brief meeting the next day, Mr. Prasad, the transportation supervisor, informed John that he was terminated. A union steward then asked Mr. Prasad about the fate of the supervisor. Mr. Prasad replied, “He will remain at work as far as I know. ” The union steward immediately stepped to the telephone and called the union president. From the ensuing conversation, Mr. Prasad learnt that a wild cat strike might be ordered over the firing of John and not the supervisor.

Mr. Prasad knew that it was the company’s stated policy that whoever started or was involved in a fight would be terminated immediately. Mr. Prasad was beginning to wonder whether the company had made a mistake in its decision and what should be done now.

Questions:

(a) What is the problem in the case?

(b) How do you see the behavior of the safety supervisor? What would you do if you were the safety supervisor ?

(c) How do you see the change in John’s behavior from an informal leader to the one involved in a fight with a supervisor vis-a-vis the company’s policy?

(d) Could Mr. Prasad and the safety supervisor have prevented John’s case at the initial level?

 

ABC Company – An important decision

 

Please read the case and answer the questions given at the end.

One afternoon in January 1982, Amrit, industrial engineer of ABC Company, was called to the office of his immediate superior Nair, the production manager. Nair said, ‘Amrit I want to discuss a situation in the production department. A lot of people feel that Govinda is not the right man for the Assistant Superintendents position. The President and others have decided that I have got to fire Govinda or at least move him out of production. Everyone wants to fire Govinda, but I won’t do it to him. I was talking with Bhadra this morning, and we deckled that you might be able to make use of Govinda in your department.’

Amrit was surprised by both the information, and the proposal.

Nair concluded his comments with, ‘Amrit. I am asking you to take Govinda. You can say ‘No’. But then he gets fired. I have told Govinda this. Also, Govinda knows that if he goes with you, he will take a pay cut. However, I think you can make use of him both to your own and his satisfaction. You are, anyway, carrying out an in-process quality control and you might to able to make good use of Govinda in view of his long technical experience of production work. Think It over, and let me know by tomorrow.’

Amrit thought over the matter

ABC Company had been a successful enterprise until March 1982 at which time it suffered a sharp decline of profits: Sales had fallen off, and production costs had risen. The President adopted three measures which he hoped would improve the condition. First, by creating an Industrial Engineering Department for establishing work standards on all production operations, to determine which manufacturing costs were out of line and where remedial action should be taken. Amrit, 28 years old, who had been with the company for two years in the Purchasing Department, was selected. Amrit had WE. and MBA degrees to his credit. What he lacked in his business experience, he made up by his eagerness to learn. He was ambitious and liked by his associates. He wanted a transfer from Purchasing to Production for better opportunities for advancement.

Secondly, he consulted a Management Consultation firm to make a study of the Production Department. They pointed out that the chain of command was too long from Production Manager through Plant Superintendent through Assistant Superintendent to Foremen. They recommended the elimination of the position of Assistant Superintendent.

Thirdly, he engaged an Industrial Psychologist to appraise all the Supervisory Personnel.

Govinda had been with the company for 20 years since its founding and during this period had worked on every production operation, and his last 11 years had been in supervisory capacity. His manners were rough and aggressive, he had little formal education. The Industrial Psychologists report about Govinda contained the following points

(i) Evaluation for the position of Assistant Superintendent: Not good enough.

(ii) Capacity for good human relations in supervision will have friction frequently.

(iii) Need for development counseling: Counseling greatly needed.

(iv) General Evaluation: Govinda had a good ability profile. He suffers from a sense of inferiority. He does not like the responsibility of making decisions. His supervision is that of Autocratic type. Though he has the ability, as far as his personality make-up is

Questions:

(a) What is the problem in the case? Explain.

(b) Explain Govinda’s behavior and work experience vis-a-vis the psychologist’s report.

(c) How do you see Nair’s suggestion to Amrit? Give reasons.

(d) What are Amrit’s considerations in taking a decision? What should he do? Explain.

 

EMCORP Management

Please read the case and answer the questions given at the end.

Roy, the president and founder of Electric Manufacturing Corporation (EMCORP) is wondering how he can follow the advice of his doctor, who had told him to take it easy after last year’s coronary attack. EMCORP manufactures a full line of fractional horsepower electric motors sold to both original equipment manufacturers and distributors throughout the country. At present, the company employs approximately 1,000 people.

Roy, an engineer, has maintained tight control over all major functions throughout the years, and though each of the heads of the engineering, manufacturing, sales, finance and personnel departments has the title of vice-president, they come to Roy for approval before making any change in procedure. Usually, each of these executives sees Roy several times a day. The personnel director once suggested a weekly meeting, but Roy voted the idea as too time consuming. Now. Worried about his health as well as the problems of the company, Roy is beginning to feel the need for some relief from the constant pressure.

The manufacturing rising costs department shows a picture of, consistent failure to meet delivery schedules, and an increasing number of quality complaints. John, Vice President Manufacturing, admits to poor performance, but says that the cost figures from accounting are pure history and of no use since they do not reach manufacturing until the fifteenth of the month following the month in which the work is completed. He states that his failure to meet delivery schedules is due almost entirely to the fact that the sales department makes unrealistic promises, and does not bother to check manufacturing schedules. John attributes most of the quality problems to the incessant flow of engineering changes that come without warning and with no time to work out the production problems present in all new products. Roy admits to himself that he had asked Smyth, Vice President Engineering, to put all the approved changes into production immediately.

The vice president and general manager of sales, Rita, recognizes that she has no knowledge of the manufacturing schedules and realizes that she, too, is being criticized by Roy for many broken promises in regard to delivery dates. However, Rita’s chief complaint at the present time is the result of having sold a large order of standard motors to a distributor having a supply of replacement parts in stock, and then discovering that engineering had changed specifications: a change that made all replacement parts in the field obsolete. Another irritant for Rita is the tightening of credit requirements instituted by the finance department without prior consultation with the sales department. Again, Roy admits to himself that it is the same engineering change which caused so much trouble in manufacturing that is causing trouble for the sales department and making obsolete the existing stock of replacement parts. He also realizes that at his request, due to an unusually short cash position, the finance department tightened up on credit requirement.

Questions

(a) Define the major problem of EMCORP’s management.

(b) Will the formation of a committee be of any value in this situation? If a committee is needed, assign a title to the committee and indicate who should be members of the committee?

(c) In the event that Roy decides to retire, will the presence of a committee make it easier or more difficult for Roy’s successor? Discuss.

 

 

Ceylon Fertilizers

Ceylon Fertilizer is a urea manufacturing unit having a capacity of 500 tones per day. The total work force of the plant is around 2,000. Being a self-contained plant, it has its own workshop in order to take care of regular maintenance work. The workshop functions in two shifts a day under; shift in charge for each shift who is in the cadre of AEE. The workers have been grouped into two groups, i.e., Relay ‘A’ and ‘B’. The shift routine changes once a week, Sunday being the weekly holiday besides the two shifts, there are a group of people under a Senior AEE attending in general shift hours.

The Relay ‘A’, consisting of 18 workers is placed under the charge of Shri Muthu who is a graduate in mechanical engineering. After undergoing training for a period of six months in various divisions in fertilizers, he had acquired a thorough knowledge of works to be undertaken by the Workshop After being a Relay Supervisor for 3 years; he has been recently promoted to the post of AEE, who is the shift in charge. When he joined the workshop, he found that the tasks were done with the application of thumb-rules and higher officers had to be satisfied with such a quality of work.

Shri Muthu, on witnessing this, started to instruct his workers in various theoretical aspects of welding, machining etc. Which he had studied in his college. They all highly appreciated the skill and techniques he had taught. The workers now learnt to do things in a better way. Thus, he gained the confidence of workers. As he was able to finish his work in time and in a better way than relay ‘B’, more work orders were allotted to his group. A few workers in this group started to grumble and one of the Foremen came and told Mr. Muthu that the “other relay workers do not have much work load and our workers too do not want to strain much and they are murmuring over getting more work.” Muthu, however, convinced the Foreman that extra work should be taken as a credit and recognition, and they should do their best. After this had happened some workers even tried to get transferred to the other Relay.

One morning, Muthu was making arrangements for the work to be taken and was giving instructions to his foreman. Turner, Kali, came and told him, “Sir, father of Fitter Sami expired last night and we all want to go and attend the funeral” and added “it is customary for the men in the workshop to attend such funerals and the shift-in charge has to arrange a lorry or any conveyance for the people to go to Sami’s house, which is nearly eight km from the Plant. Since Muthu joined the company, this was the first such instance occurring and as he had to finish some urgent work orders. He told the worker Kali, “You all need not go to the funeral. I can, however, permit a few of you as representatives of Relay ‘A’ to go and offer condolences to Sami’s family.” Further, he regretted that he would not make any arrangements for conveyance, This statement created a turbulence among the workers and a group of workers stopped the work and started demanding that they be allowed to attend the funeral or else they wanted to stop work in the coming shifts. The Foreman hurried up to AEE, Mr. Muthu to explain the turbulent situation on the shop-floor.

On hearing this, Muthu told his Foreman, “I have given you an alternative and I have already told the urgency of work and I am going to allocate the work as per planning schedule. If the work is not done, I may have to take action against you.” Then the group of workers started discussing among themselves as to what to do next. A Turner came forth and said, “You are not considerate enough on human matters and if you are still adamant we may prefer half-a-day wages cut as we must go and attend the funeral. Anyhow you have to make arrangements for our conveyance.” Muthu at this instance noted that a small group, who were usually complaining about the workload and were murmuring, were keenly interested in the affair. He decided to face the situation as a matter of prestige. He issued the gate pass to whoever wished to go, still emphasizing that he would not arrange any conveyance. Nearly 25 per cent of the workers remained and the others collected money from all for the funeral and went off.

On that day, Muthu could finish only a part of the work as planned and he had to explain what had happened in his Relay, to his boss.

When he came the next morning, it was rumored that only a few of the workers attended the funeral and the others had gone to the cinema theatre near the village. Muthu got irritated by the workers’ behavior and started writing memos to those who had received the gate pass the previous day. Some workers got annoyed by this action of Muthu and they approached the union to intervene. The news had spread to other divisions and there was an overall protest at all places in the Fertilizer Plant.

Questions:

(a) What is your view of the action taken by Mr. Muthu?

(b) What are the weakness and strong points, as you consider, of Mr. Muthu as a Manager?

(c) How would you have tackled the situation, if you were Mr. Muthu?

 

MODERN INDUSTRIES

 

Modern Industries Limited (MIL) in Bangalore, a subsidiary of a multinational company, is a consumer durables manufacturing industry. Presently, the company has over 5000 employees and an annual turnover of about Rs. 75 crores. It is a reputed high-technology industry with a strong team of technological experts.

The company offers an excellent training scheme for fresh technical graduates, known as “Graduate Engineer Training (GET) Scheme” which is of 2 years’ duration. The objective of this scheme is to identify and train engineers for the specialized technological requirements of the company. Over the past decade several fresh graduates have undergone this training programme and at present hold key positions in the organization, having proved their worth to the company. Even those who have left the organization are reported to be doing extremely well in their jobs. The company regarded it as a Prize Scheme. It has gained high reputation among the student community and there is keen competition among graduates country-wide to join this scheme.

Mr. Mohan joined the company as a Graduate Engineer Trainee in 1986 after obtaining his B.Tech. Degree in Mechanical Engineering from I.I.T. Bombay. He has secured the second position in the class, and had a brilliant academic record to his credit. After his B.Tech., he had several attractive offers for employment including a scholarship from an American University, but he preferred to join MIL as a GET. He had reasons to do so. Firstly, the scheme had a high reputation and was helping fresh engineers to start their career in industry on a sound footing. Secondly, he was interested in getting practical experience rather than continuing his education. Thirdly, he was the eldest son of his parents, who were settled in Bangalore, and he wanted to stay with them and lessen their financial burden.

He did quite well during his training, which included working in different departments on specific assignments. This helped the trainees to get a feel of the challenges in different functional areas and at the same time enabled the departmental managers to know them. This helped the managers to identify the aptitudes of trainees and place them finally in suitable areas of specialization.

Mr. Mohan’s training was oriented towards his final placement in the production engineering department. After his training in 1988 he was placed in that department as an Engineer. The job was quite challenging: it called for a lot of hard work and ingenuity. He was required to tackle technical problems related to a particular manufacturing workshop, and was also expected to improve the existing process and parameters. The workshop was one of the key manufacturing areas. He was quick to understand the complexities of his job and was able to show improvements in a short period of time.

The company had a reasonably good system of performance appraisal and rewards, and the contributions of individuals were usually well rewarded. Mr. Mohan earned an additional increment in 1990 in appreciation of his contribution. This encouraged him to work with greater enthusiasm. He was also a member of some of the workgroups, which were formed from time to time for tackling specific problems; and did well in this capacity. He was quite competent in his area of work and earned an extra increment in 1991.

However, trouble started brewing from then onwards. he and his superior, Mr. Tagore did not agree on many matters. Mr. Tagore felt that Mr. Mohan was not cooperative, and tended to be dogmatic in his approach. This adversely affected their work relationship.

Mr. Tagore, who was the head of the production engineering department, had over 25 years’ experience and held a Diploma in Mechanical Engineering. He had worked for other organizations before joining the company in 1976. He was placed as Manager of production engineering department in 1984. He had sound practical knowledge and was handling the production engineering department quite effectively.

Generally ex-trainees were considered for promotion after 3 to 4 years of experience. In 1992, many of those who completed training in 1988 were promoted as Senior Engineers. Mr. Mohan was expecting his name to be in the list of promotes, but to his surprise it was not. His performance during the year was rated as normal, and this upset him greatly leading him to feel frustrated. He met the Training Manager and appraised him of the situation. He requested him to arrange for his transfer to some other functional area. The Training Manager took up the case but could not transfer Mr. Mohan, as the workshop serviced by him was a critical one and his expertise was very much in demand there.

The difference between Mr. Tagore and Mr. Mohan were widening and becoming serious on technical matters. Mr. Tagore complained that Mr. Mohan unnecessarily argued on every minor detail, and that this amounted to disobedience. Mr. Mohan was considered an obstacle to work; his annual increment for 1993 was also withheld.

Mr. Mohan was thoroughly upset. He met the General Manager and contended that he was fully competent in his job and, therefore, there was no reason for withholding his increment. He argued that his superior was less educated than him, and that this accounted for the widening of differences between him and the Manager. He requested the General Manager to look into the matter, and he promised to do.

A week later, the General Manager called him and informed him that he was being transferred to another department. Mr. Mohan was quite willing to work in that department provided he was posted there on promotion. Inter-departmental transfers were not uncommon. Young engineers, in particular, were transferred from one department to the other with a view building them up for higher positions which required better inter-functional understanding. In all such cases the practice was to post them on promotion. However, Mr. Mohan’s demand was not conceded. He was transferred in June 1993. His performance in the new department was far from satisfactory and he was considered to be a “deadwood” there. He was understandably disgusted. He tried for a scholarship abroad and succeeded. This lead to his decision to quit his job. He left the country in January 1994, full of bitterness and disgust.

Questions:

(a) How did a brilliant engineer turn out to be a “deadwood”?
(b) Was Mr. Mohan too sensitive and arrogant?
(c) Did Mr. Tagore handle sensitive and intelligent engineers properly?
(d) Was it not advisable to transfer Mr. Mohan in 1992 when the signs of trouble were seen?
(e) Should Mr. Tagore have stopped Mr. Mohan’s increment in 1993, knowing fully well that he was quite competent?


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BUSINESS ENVIRONMENT

 

 

Note: Attempt any five questions. All questions carry equal marks

  1. Discuss the changing scenario of business environment in India and its principal implications for the business.
  2. (a) Explain the dualistic character of Indian economy and the problem of uneven income distribution.

(b) Outline the development of consumer movement in India.

  1. (a) Write notes on (i) adjudication machinery for settlement of disputes, and (ii) Employees Pension Scheme, 1995.

(b) Enumerate the powers of the Central Government to control production, supply and distribution of essential commodities under the Essential Commodities Act, 1955.

  1. Describe the important amendments proposed under the Companies (Amendment) Bill, 2003 and the additions proposed thereto by lrani Panel.
  2. (a) Can SEBI compel a public company to get its securities listed on the stock exchanges while making a public issue? On what grounds can the listed securities be delisted by a stock exchange? State the rules in this regard.

(b) “The role of stock exchanges in India need not be over – emphasized”. Comment.

  1. Describe the evolution of the concept of corporate governance and outline the various measures adopted in India to ensure good corporate governance.
  2. Make a critical assessment of New Economic Policy keeping in view the long term objectives of economic development.
  3. (a) What are the objectives of EXIM policy 2002 – 07? Explain its main provisions.

(b) Write an explanatory note on functions and coverage of WTO.

  1. Distinguish between the following:

(a) Micro Environment and Macro Environment

(b) Economic Growth and Economic Development

(c) Money Market and Capital Market

(d) Entrepreneurship, Role and Promotional Role of Government

 

 

 

 

 

 

 

Advertising

 

 

_______________________________________________________________________________________________________________________________

PART – A                               (10 x 5 = 50)

Answer Any FIVE Questions

  1. What is Advertising? Discuss its objectives and point out the problems of advertising in India.

 

  1. How is Advertising effectiveness tested?

 

  1. What are the important features of an Advertisement Copy?

 

  1. Discuss the essential features of a sound advertising policy.

 

  1. Mention the functions of an advertising agency.

 

  1. Examine the function to be considered in the selection of Media for advertising.

 

  1. What is sales promotion? Why it is importance in marketing industrial product?

 

  1. Distinguish between Coupon and Sampling.

 

  1. What are the factors governing basic Promotional strategy?

 

  1. Outline the different methods of providing discounts in the selling process.

 

PART – B                       (2 x 15 = 30)

Answer Any TWO Questions

  1. “Advertising Sells Product”. Do you agree with this statement? Give reasons and explain the functions performed by advertising.

 

  1. “The success of Advertisement campaign depends on proper selection of Media” – Discuss.

 

  1. “Advertising brings long-term benefits but Sales promotion is for quicker result”. Explain with an example.

 

  1. Analyze the distinctive features of various elements of the Promotional mix. Illustrate with a suitable example.

 

  1. Outline the different methods of providing discounts in the selling process.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


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SUB:  BUSINESS COMMUNICATION  

  1. B. : All cases are Compulsory.

 

CASE NO. 1

How to Proofread like a Pro :

Tips for creating the Perfect Document

 

You’ve carefully revised and polished your document, and it’s been sent off to the word-processing department or a designer to be put into final form.  You can breathe a sigh of relief, but only for the moment : You’ll still be proofreading what comes out of the printer.  To ensure that any document is error-free, always proofread the final version.  Following are some hints to help make your proofreading more effective.

  • Multiple passes – Go through the document several times, focusing on a different aspect each time. The first pass might be to look for omissions and errors in content; the second pass could be for layout, spacing, and other aesthetic features; a final pass might be to check for typographical, grammatical, and spelling errors.
  • Perceptual tricks – Your brain has been trained to ignore transposed letters, improper capitalization, and misplaced punctuation. Try (1) reading each page from the bottom to the top (starting at the last word in each line,) (2) Placing your finger under each word and reading it silently,  (3) making a slit in a sheet of paper that reveals only one line of type at a time, and (4) reading the document aloud and pronouncing each word carefully.
  • Impartial reviews – Have a friend or colleague proofread the document for you. Others are likely to catch mistakes that you continually fail to notice.  (All of us have blind spots when it comes to reviewing our own work)
  • Typos – Look for the most common typographical errors (typos): transposition (such as teb), substitution (such as economic), and omission (such as productivity)
  • Mechanics – When looking for errors in spelling, grammar, punctuation, and capitalization, if you’re unsure about something, look it up in a dictionary, a usage book, or another reference work.
  • Accuracy – Double –check the spelling of names and the accuracy of dates, addresses, and all numbers (quantities ordered, prices, and so on). It would not do to order 500 staples when you want only 50.
  • Distance – If you have time, set the document aside and proofread it the next day.
  • Vigilance – Avoid reading large amounts of material in one sitting, and try not to proofread when you’re tired.
  • Focus – Concentrate on what you’re doing. Try to block out distractions, and focus as completely as possible on your proofreading task.
  • Caution – Take your time. Quick proofreading is not careful proofreading.

Proofreading may require patience, but it adds creditability to your document.

Career Applications :

  1. What qualities does a person need to be a good proofreader ? Are such qualities inborn, or can they be learned ?
  2. Proofread the following sentence :

        application of these methods in stores in San Deigo nd Cinncinati have resulted in a 30 drop in robberies an a 50 percent decling in violence there, according at the developers if the security system, Hanover brothrs, Inc.

 

 

CASE NO. 2

ACTIONS SPEAK LOUDER THAN WORDS ALL AROUND

THE WORLD

“He wouldn’t look me in the eye.  I found it disconcerting that he kept looking all over the room but rarely at me,” said Barbara Walters after her interview with Libya’s Colonel Muammar al-Qadhafi.  Like many people in the United States, Walters was associating eye contact with trustworthiness, so when Qadhafi withheld eye contact, she felt uncomfortable.  In fact Qadhafi was paying Walters a compliment.  In Libya, not looking conveys respect, and looking straight at a woman is considered nearly as serious as physical assault.

Nonverbal communication varies widely between cultures, even between subcultures, and the differences strongly affect communication in the workplace.  Whether you’re trying to communicate with your new Asian American assistant, the Swedish managers who recently bought out your company, the African American college student who won a summer internship with your firm, or representatives from the French company you hope will buy your firm’s new designs, your efforts will depend as much on physical cues as on verbal ones.  Most Americans aren’t usually aware of their own nonverbal behavior, so they have trouble understanding the body language of people from other cultures.  The list of differences is endless.

  • In Thailand it’s rude to place your arm over the back of a chair in which another person is sitting.
  • Finnish female students are horrified by Arab girls who want to walk hand in hand with them.
  • Canadian listeners nod to signal agreement.
  • Japanese listeners nod to indicate only that they have understood.
  • British listeners stare at the speaker, blinking their eyes to indicate understanding.
  • People in the United States are taught that it’s impolite to stare.
  • Saudis accept foreigners in Western business attire but are offended by tight – fitting clothing and by short sleeves.
  • Spaniards indicate a receptive friendly handshake by clasping the other person’s forearm to form a double handshake.
  • Canadians consider touching any part of the arm above the hand intrusive, except in intimate relationships.

It may take years to adjust your nonverbal communication to other

cultures, but you can choose from many options to help you prepare.  Books and seminars on cultural differences are readily available, as are motion pictures showing a wide range of cultures.  You can always rent videos of films and TV shows from other countries.  Examining the illustrations in news and business magazines can give you an idea of expected business dress and personal space.  Finally, remaining flexible and interacting with people from other cultures who are visiting or living in your country will go a long way toward lowering the barriers presented by nonverbal communication.

Career Applications :

  1. Explain how watching a movie from another country might help you prepare to interpret nonverbal behavior from that culture correctly.
  2. One of your co-workers is originally from Saudi Arabia. You like him, and the two of you work well together. However, he stands so close when you speak with him that it makes you very uncomfortable. Do you tell him of your discomfort, or do you try to cover it up ?

CASE NO. 3

MASTERING THE ART OF CONSTRUCTIVE CRITICISM

To become better writers, people need to be evaluated, but taking criticism

from others is often difficult.  The way you tell someone  “ You did it wrong” can destroy goodwill and cooperation, or it can build the relationship and help the person learn from the mistake, improve performance, and retain self-esteem.  To criticize more constructively, follow these suggestions :

  • Get all the facts first : Don’t accept hearsay or rumors.

Find out specifically who did or said what, when, where, why, and how

  • Don’t act in haste : Never act while you’re angry. Think things out before you write or speak, and then explain your criticism calmly, rationally, and objectively.
  • Phrase your remarks impersonally : Criticize the mistake, not the person. Focus your remarks on the action only, and analyze it thoughtfully.
  • Never criticize in an offhand manner : Treat the situation seriously. Take the time to state the problem in detail, explaining what was wrong and why.
  • Avoid an abusive tone : Ridiculing someone, talking down to a person, or using sarcasm prevents people from accepting what you have to say.
  • Make the offense clear : Don’t talk in generalities. Be specific about exactly what was done wrong.
  • Preface the criticism with a kind word or a compliment : Start with a few words of praise or admiration, saying how much you value the person. First the good news, then the bad.
  • Supply the answer : Explain how to do things right. Don’t dwell on the mistake, emphasize how to correct it and how to avoid repeating it.
  • Ask for cooperation : Don’t demand cooperation. Asking makes the person feel like a team member and provides an incentive to improve.
  • Limit yourself to one criticism for each offense : Don’t dredge up or rehash past mistakes. Focus on the current problem.
  • End on a friendly note : Don’t conclude by leaving things up in the air, to be discussed again latter. Settle them now, and make the close friendly.  Give the other person a pat on the back.  Let the last memory of the matter be a good one.
  • Forgive and forget : Once the criticism has been made, let the person start with a clean slate. Avoid looking for more mistakes, and give the person a chance to improve.
  • Take steps to prevent a recurrence : Follow up to make sure the person is acting on your suggestions and doing things right.

If you follow these guidelines, constructive criticism can benefit you, your company, and – most important – the person you’re criticizing.

Career Applications :

  1. Think back over the lessons you’ve learned in life. How did you benefit from some one telling you the truth about something you were doing wrong ?
  2. With a partner, role-play a situation in which one of you is the boss and the other an employee. The boss is angry because the employee repeatedly arrives late for work, takes long lunches, and leaves 5 to 10 minutes early.  However, the employee’s work is always excellent.  After the role-play, analyze what the boss did right and what could be improved.

CASE NO. 4

WHAT YOU MAY LEGALLY SAY IN A SALES LETTER

As you prepare to write your sales letter, think carefully about your choice

of words.  False or misleading statements could land you in court, so make sure your language complies with legal and ethical standards.  To keep your sales letters within the limits of the law, review the legal considerations of these typical sales phrases :

  • “Our product is the best on the market.” – This statement is acceptable for a sales letter because the law permits you to express an opinion about your product. In the process of merchandising a product, statements of opinion are known as “puffery,” which is perfectly legal as long as you make no deceptive or fraudulent claims.
  • “Our product will serve you well for many years to come.” This statement from a sales brochure triggered a lawsuit by a disgruntled customer who claimed the manufacturer’s product lasted only a few years. The courts ruled that the statement was an acceptable form of puffery because the manufacturer did not promise that the product would last for a specific number of years.
  • “We’re so confident you’ll enjoy our products that we’ve enclosed a sample of our most popular line. This sample can be yours for only $5.00!  Please send your payment in the enclosed, prepaid envelope.”  If you include a product sample with your sales letter, your readers may keep the merchandise without paying for it.  Under the law, consumers may consider unordered goods as gifts.  They are not obligated to return the items to you or submit payments for unsolicited merchandise
  • “Thousands of high school students – just like you – are already enjoying this fantastic CD collection ! Order before March 1 and save !” If your sales letter appeals to minors, you are legally obligated to honour their contracts. At the same time, however, the law permits minors to cancel their contracts and return the merchandise to you.  Sellers are legally obligated to accept contracts voided by minors and any goods returned by them.  Legal adult status is defined differently from state to state, ranging from age 18 to age 21.
  • “You’ll find hundreds of bargains at our annual scratch and dent’ sale! All sales are final on merchandise marked as is.”  When you use the term as is in your sales letter, you are not misleading customers about the quality of your products.  By warning consumers that the condition of sales items is less than perfect, you are not legally obligated to issue refunds to customers who complain about defects later on.

Career Applications :

  1. Review two sales letters for content. List the “Puffery” statements in each letter.
  2. Note any statements in these sales letters that appear questionable to you. Rewrite one of the statements, carefully choosing words that won’t be misleading to consumers. 

CASE NO. 5

MINDING YOUR BUSINESS WITH ONLINE REPORTING

Mrs. Fields uses them.  Mrs. Paul’s uses them.  However, you don’t have to be in the cookie or fish business to work with electronic reports.  More and more companies are adopting electronic reports over hard-copy reports to keep employees, managers, investors, and other stakeholders informed.

Computerized cash registers in Mrs. Fields cookie outlets are the heart of a sophisticated reporting system for monitoring and controlling operations.  Rather than taking the time to write reports by hand, store managers enter data into the computer system by following report formats on their screen. Then they electronically transmit these reports to corporate headquarters in Park City, Utah.  The computer system also serves as a two-way communication device, allowing store and corporate personnel to send messages back and forth in seconds.  So Mrs. Fields corporate managers can quickly receive the information they need in order to track sales and productivity trends – and to spot potential problems – in more than 700 outlets around the world.

At Mrs. Paul’s a computerized reporting system allows production managers to continuously monitor and control the yield from the company’s fish – processing operation.  The system calculates the production yield using the weight of the fish before it’s processed, the weight if abt scraosm and the weight of the finished fish meals.  If the reports show that the actual yield drops below the expected yield, the managers can immediately adjust the equipment to improve the yield.  The production managers have instant access to electronic reports at each stage of the operation, so they can find and fix problems more quickly than if they had to wait for printed reports.

FedEx, the well-known package-shipping firm, uses extensive satellite and computer technologies to track the location of every package in the company’s system.  Customers can then access electronic reports to monitor the status of their shipments at any time. This tracking system not only helps the company serve its customers better, but it puts valuable information in the hands of customers with a click of the mouse. Like many companies, FedEx posts an electronic copy of its annual report and other corporate informational reports at its website.

As Mrs. Fields, Mrs. Pauls, FedEx, and other companies know, keeping customers, employees, investors, and other stakeholders informed with electronic reports is the only way to do business in the global workplace.

 

Career Applications

  1. What advantages and disadvantages do you see in asking store managers at Mrs. Fields to file electronic troubleshooting reports immediately on the company’s intranet ?
  2. What kinds of electronic reports might a company want to post on its website ?

 


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  1. B. : All cases are Compulsory.

 

CASE NO. 1

How to Proofread like a Pro :

Tips for creating the Perfect Document

 

You’ve carefully revised and polished your document, and it’s been sent off to the word-processing department or a designer to be put into final form.  You can breathe a sigh of relief, but only for the moment : You’ll still be proofreading what comes out of the printer.  To ensure that any document is error-free, always proofread the final version.  Following are some hints to help make your proofreading more effective.

  • Multiple passes – Go through the document several times, focusing on a different aspect each time. The first pass might be to look for omissions and errors in content; the second pass could be for layout, spacing, and other aesthetic features; a final pass might be to check for typographical, grammatical, and spelling errors.
  • Perceptual tricks – Your brain has been trained to ignore transposed letters, improper capitalization, and misplaced punctuation. Try (1) reading each page from the bottom to the top (starting at the last word in each line,) (2) Placing your finger under each word and reading it silently,  (3) making a slit in a sheet of paper that reveals only one line of type at a time, and (4) reading the document aloud and pronouncing each word carefully.
  • Impartial reviews – Have a friend or colleague proofread the document for you. Others are likely to catch mistakes that you continually fail to notice.  (All of us have blind spots when it comes to reviewing our own work)
  • Typos – Look for the most common typographical errors (typos): transposition (such as teb), substitution (such as economic), and omission (such as productivity)
  • Mechanics – When looking for errors in spelling, grammar, punctuation, and capitalization, if you’re unsure about something, look it up in a dictionary, a usage book, or another reference work.
  • Accuracy – Double –check the spelling of names and the accuracy of dates, addresses, and all numbers (quantities ordered, prices, and so on). It would not do to order 500 staples when you want only 50.
  • Distance – If you have time, set the document aside and proofread it the next day.
  • Vigilance – Avoid reading large amounts of material in one sitting, and try not to proofread when you’re tired.
  • Focus – Concentrate on what you’re doing. Try to block out distractions, and focus as completely as possible on your proofreading task.
  • Caution – Take your time. Quick proofreading is not careful proofreading.

Proofreading may require patience, but it adds creditability to your document.

Career Applications :

  1. What qualities does a person need to be a good proofreader ? Are such qualities inborn, or can they be learned ?
  2. Proofread the following sentence :

        application of these methods in stores in San Deigo nd Cinncinati have resulted in a 30 drop in robberies an a 50 percent decling in violence there, according at the developers if the security system, Hanover brothrs, Inc.

 

 

CASE NO. 2

ACTIONS SPEAK LOUDER THAN WORDS ALL AROUND

THE WORLD

“He wouldn’t look me in the eye.  I found it disconcerting that he kept looking all over the room but rarely at me,” said Barbara Walters after her interview with Libya’s Colonel Muammar al-Qadhafi.  Like many people in the United States, Walters was associating eye contact with trustworthiness, so when Qadhafi withheld eye contact, she felt uncomfortable.  In fact Qadhafi was paying Walters a compliment.  In Libya, not looking conveys respect, and looking straight at a woman is considered nearly as serious as physical assault.

Nonverbal communication varies widely between cultures, even between subcultures, and the differences strongly affect communication in the workplace.  Whether you’re trying to communicate with your new Asian American assistant, the Swedish managers who recently bought out your company, the African American college student who won a summer internship with your firm, or representatives from the French company you hope will buy your firm’s new designs, your efforts will depend as much on physical cues as on verbal ones.  Most Americans aren’t usually aware of their own nonverbal behavior, so they have trouble understanding the body language of people from other cultures.  The list of differences is endless.

  • In Thailand it’s rude to place your arm over the back of a chair in which another person is sitting.
  • Finnish female students are horrified by Arab girls who want to walk hand in hand with them.
  • Canadian listeners nod to signal agreement.
  • Japanese listeners nod to indicate only that they have understood.
  • British listeners stare at the speaker, blinking their eyes to indicate understanding.
  • People in the United States are taught that it’s impolite to stare.
  • Saudis accept foreigners in Western business attire but are offended by tight – fitting clothing and by short sleeves.
  • Spaniards indicate a receptive friendly handshake by clasping the other person’s forearm to form a double handshake.
  • Canadians consider touching any part of the arm above the hand intrusive, except in intimate relationships.

It may take years to adjust your nonverbal communication to other

cultures, but you can choose from many options to help you prepare.  Books and seminars on cultural differences are readily available, as are motion pictures showing a wide range of cultures.  You can always rent videos of films and TV shows from other countries.  Examining the illustrations in news and business magazines can give you an idea of expected business dress and personal space.  Finally, remaining flexible and interacting with people from other cultures who are visiting or living in your country will go a long way toward lowering the barriers presented by nonverbal communication.

Career Applications :

  1. Explain how watching a movie from another country might help you prepare to interpret nonverbal behavior from that culture correctly.
  2. One of your co-workers is originally from Saudi Arabia. You like him, and the two of you work well together. However, he stands so close when you speak with him that it makes you very uncomfortable. Do you tell him of your discomfort, or do you try to cover it up ?

CASE NO. 3

MASTERING THE ART OF CONSTRUCTIVE CRITICISM

To become better writers, people need to be evaluated, but taking criticism

from others is often difficult.  The way you tell someone  “ You did it wrong” can destroy goodwill and cooperation, or it can build the relationship and help the person learn from the mistake, improve performance, and retain self-esteem.  To criticize more constructively, follow these suggestions :

  • Get all the facts first : Don’t accept hearsay or rumors.

Find out specifically who did or said what, when, where, why, and how

  • Don’t act in haste : Never act while you’re angry. Think things out before you write or speak, and then explain your criticism calmly, rationally, and objectively.
  • Phrase your remarks impersonally : Criticize the mistake, not the person. Focus your remarks on the action only, and analyze it thoughtfully.
  • Never criticize in an offhand manner : Treat the situation seriously. Take the time to state the problem in detail, explaining what was wrong and why.
  • Avoid an abusive tone : Ridiculing someone, talking down to a person, or using sarcasm prevents people from accepting what you have to say.
  • Make the offense clear : Don’t talk in generalities. Be specific about exactly what was done wrong.
  • Preface the criticism with a kind word or a compliment : Start with a few words of praise or admiration, saying how much you value the person. First the good news, then the bad.
  • Supply the answer : Explain how to do things right. Don’t dwell on the mistake, emphasize how to correct it and how to avoid repeating it.
  • Ask for cooperation : Don’t demand cooperation. Asking makes the person feel like a team member and provides an incentive to improve.
  • Limit yourself to one criticism for each offense : Don’t dredge up or rehash past mistakes. Focus on the current problem.
  • End on a friendly note : Don’t conclude by leaving things up in the air, to be discussed again latter. Settle them now, and make the close friendly.  Give the other person a pat on the back.  Let the last memory of the matter be a good one.
  • Forgive and forget : Once the criticism has been made, let the person start with a clean slate. Avoid looking for more mistakes, and give the person a chance to improve.
  • Take steps to prevent a recurrence : Follow up to make sure the person is acting on your suggestions and doing things right.

If you follow these guidelines, constructive criticism can benefit you, your company, and – most important – the person you’re criticizing.

Career Applications :

  1. Think back over the lessons you’ve learned in life. How did you benefit from some one telling you the truth about something you were doing wrong ?
  2. With a partner, role-play a situation in which one of you is the boss and the other an employee. The boss is angry because the employee repeatedly arrives late for work, takes long lunches, and leaves 5 to 10 minutes early.  However, the employee’s work is always excellent.  After the role-play, analyze what the boss did right and what could be improved.

CASE NO. 4

WHAT YOU MAY LEGALLY SAY IN A SALES LETTER

As you prepare to write your sales letter, think carefully about your choice

of words.  False or misleading statements could land you in court, so make sure your language complies with legal and ethical standards.  To keep your sales letters within the limits of the law, review the legal considerations of these typical sales phrases :

  • “Our product is the best on the market.” – This statement is acceptable for a sales letter because the law permits you to express an opinion about your product. In the process of merchandising a product, statements of opinion are known as “puffery,” which is perfectly legal as long as you make no deceptive or fraudulent claims.
  • “Our product will serve you well for many years to come.” This statement from a sales brochure triggered a lawsuit by a disgruntled customer who claimed the manufacturer’s product lasted only a few years. The courts ruled that the statement was an acceptable form of puffery because the manufacturer did not promise that the product would last for a specific number of years.
  • “We’re so confident you’ll enjoy our products that we’ve enclosed a sample of our most popular line. This sample can be yours for only $5.00!  Please send your payment in the enclosed, prepaid envelope.”  If you include a product sample with your sales letter, your readers may keep the merchandise without paying for it.  Under the law, consumers may consider unordered goods as gifts.  They are not obligated to return the items to you or submit payments for unsolicited merchandise
  • “Thousands of high school students – just like you – are already enjoying this fantastic CD collection ! Order before March 1 and save !” If your sales letter appeals to minors, you are legally obligated to honour their contracts. At the same time, however, the law permits minors to cancel their contracts and return the merchandise to you.  Sellers are legally obligated to accept contracts voided by minors and any goods returned by them.  Legal adult status is defined differently from state to state, ranging from age 18 to age 21.
  • “You’ll find hundreds of bargains at our annual scratch and dent’ sale! All sales are final on merchandise marked as is.”  When you use the term as is in your sales letter, you are not misleading customers about the quality of your products.  By warning consumers that the condition of sales items is less than perfect, you are not legally obligated to issue refunds to customers who complain about defects later on.

Career Applications :

  1. Review two sales letters for content. List the “Puffery” statements in each letter.
  2. Note any statements in these sales letters that appear questionable to you. Rewrite one of the statements, carefully choosing words that won’t be misleading to consumers. 

CASE NO. 5

MINDING YOUR BUSINESS WITH ONLINE REPORTING

Mrs. Fields uses them.  Mrs. Paul’s uses them.  However, you don’t have to be in the cookie or fish business to work with electronic reports.  More and more companies are adopting electronic reports over hard-copy reports to keep employees, managers, investors, and other stakeholders informed.

Computerized cash registers in Mrs. Fields cookie outlets are the heart of a sophisticated reporting system for monitoring and controlling operations.  Rather than taking the time to write reports by hand, store managers enter data into the computer system by following report formats on their screen. Then they electronically transmit these reports to corporate headquarters in Park City, Utah.  The computer system also serves as a two-way communication device, allowing store and corporate personnel to send messages back and forth in seconds.  So Mrs. Fields corporate managers can quickly receive the information they need in order to track sales and productivity trends – and to spot potential problems – in more than 700 outlets around the world.

At Mrs. Paul’s a computerized reporting system allows production managers to continuously monitor and control the yield from the company’s fish – processing operation.  The system calculates the production yield using the weight of the fish before it’s processed, the weight if abt scraosm and the weight of the finished fish meals.  If the reports show that the actual yield drops below the expected yield, the managers can immediately adjust the equipment to improve the yield.  The production managers have instant access to electronic reports at each stage of the operation, so they can find and fix problems more quickly than if they had to wait for printed reports.

FedEx, the well-known package-shipping firm, uses extensive satellite and computer technologies to track the location of every package in the company’s system.  Customers can then access electronic reports to monitor the status of their shipments at any time. This tracking system not only helps the company serve its customers better, but it puts valuable information in the hands of customers with a click of the mouse. Like many companies, FedEx posts an electronic copy of its annual report and other corporate informational reports at its website.

As Mrs. Fields, Mrs. Pauls, FedEx, and other companies know, keeping customers, employees, investors, and other stakeholders informed with electronic reports is the only way to do business in the global workplace.

 

Career Applications

  1. What advantages and disadvantages do you see in asking store managers at Mrs. Fields to file electronic troubleshooting reports immediately on the company’s intranet ?
  2. What kinds of electronic reports might a company want to post on its website ?

 


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Advertising

PART – A

Answer Any FIVE Questions

  1. What is Advertising? Discuss its objectives and point out the problems of advertising in India.

 

  1. How is Advertising effectiveness tested?

 

  1. What are the important features of an Advertisement Copy?

 

  1. Discuss the essential features of a sound advertising policy.

 

  1. Mention the functions of an advertising agency.

 

  1. Examine the function to be considered in the selection of Media for advertising.

 

  1. What is sales promotion? Why it is importance in marketing industrial product?

 

  1. Distinguish between Coupon and Sampling.

 

  1. What are the factors governing basic Promotional strategy?

 

  1. Outline the different methods of providing discounts in the selling process.

 

PART – B                       (2 x 15 = 30)

Answer Any TWO Questions

  1. “Advertising Sells Product”. Do you agree with this statement? Give reasons and explain the functions performed by advertising.

 

  1. “The success of Advertisement campaign depends on proper selection of Media” – Discuss.

 

  1. “Advertising brings long-term benefits but Sales promotion is for quicker result”. Explain with an example.

 

  1. Analyze the distinctive features of various elements of the Promotional mix. Illustrate with a suitable example.

 

  1. Outline the different methods of providing discounts in the selling process.

 


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Subject Title: Brand Management                                                                          

                                                                                                                                                      Maximum Marks: 80           

                                                                                                                                                                                                                                               

 

Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.

 

 

 

  1. Case Study : (Compulsory)

BURNOL

 

Burnol has been around for six decades as a yellow burns-relief ointment.  It has almost become a generic brand.  Its yellow colour reminds one of turmeric, the traditional burns-relief remedy.

The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal.  The brand has high recall value.  Morepen is the brand’s third owner (Boots is the first, Pirmal second).

Burnol’s position in the mind space of the consumer is that of the burns ointment.  It is open to marketers to reposition the brand.  But sometimes the brand does not budge from its original position.  Burnol is a typical example.  It is so strong as anti-burn ointment that it has become intractable.

Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account.  Formerly, it was sold on prescription.  In 1960 it became over-the counter (OTC) product.

As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household.  In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position.  In 1972, Shield was launched by SKF as a competitive brand.  It was followed by Medigard by J.L. Morison.  But they could not affect Burnol.

In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.

Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes.  Burnol started stagnating.

Though the product had high recall, the actual reality was that households did not keep the product handy.  Plain water was being recommended to treat burns.  Turmeric, as it causes stains, was becoming a liability.  The product composition was changed by changing colour from deep yellow to non-staining light yellow.  People were coaxed to keep the product within easy reach, Sales showed some improvement.

In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume.  But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation.

In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore.  It became Burnol Plus.  It was positioned as ‘first aid cream’.  It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003.  It is being relaunched in April 2004.

 

 

 

Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore.  The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it.  There are new dangers such as geysers, irons, ovens and so on.  Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares.

Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.

 

Question:

As a Management consultant give your comments on Burnol as a brand.

 

 

  1. What do you understand by the concept of a Brand? Describe the characteristics of Brands.

 

  1. a. Define the Brand Image. Explain the dimensions of Brand Image.
  2. What is meant by Brand Identity? Explain the different elements of Brand Identity.

 

  1. Discuss in detail the different stages of brand building process.
  2. a. What is Brand Audit?  Explain its importance.
  3. Describe the two steps in brand audit.

 

  1. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss with examples.

 

  1. How do consumers perceive and choose brands? Discuss.

 

  1. What are the different phases of strategic brand management process?

 

  1. Discuss the “TEN COMMANDMENTS” of Global Branding.

 

 


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Inventory Management

 

Total Marks – 100

  1. The section A consists of 20 marks
  2. The section B consists of 60 Marks
  3. The section C consists of 20 marks

 

 

Section A Marks 2 each

1.
(a) What is ABC analysis?
(b) Give four examples of MRP.
(c) What is meant by lead time?
(d) Define standardization.
(e) What are the various inventory models?
(f) What are the functions of inventory?
(g) Explain briefly the various types of inventories.
(h) Define traffic management.
(i) What is the need for feedback inventory information system?
(j) Give two factors considered for choosing equipments for material handling.
 

PART – B
Answer any Six questions from the followings: –

  1. Explain the following terms:
    Lead time, Re-order point, Stock out cost and Set-up cost.

    3. What is the purpose of safety stock? How will the use of safety stock affect the EOQ? How will the safety stock affect the total annual carrying cost of the material?

    4. Describe the relation between Material requirement planning and Master productions schedule. What are the advantages and limitations of MRP?

    5. What are the objectives of stores management? How do you decide about the location and layout of an effective store in an organization?

    6. What is the purpose of JIT? Why are flexible resources essential for JIT? Wow are suppliers affected by JIT?

Q.7 A) What is Raw Material? What are its two important factors? Describe.
B) Describe bought out components. What factors influence the decisions for bought out components?

Q.8 A) What are (KU) and (KO). Describe them in brief.
B) What are elements of ordering costs? How will you workout-ordering cost per order when you release 5000 orders a year with total ordering cost of Rs. 400000.

Q.9 A) What is Safety Stock? List out the various factors influencing the safety stock.
B) Define Service Level? How does it help in determining the Safety Stock? Explain with example.

Q.10 A) What is forecast? List out different types of forecasts.
Why is forecast needed?
B) Describe in brief dependent demands and independent Demands.

Q.11 Write Short notes on any 4 out of the followings: –
A) Inventory with Supplier
B) Inventory carrying cost.
C) FSN Classification
D) Other uses of EOQ.
E) Inventory Control through Stock – Levels.
F) Scrap / Surplus and its disposal.
G) Overhauling Spares
H) Role of computers in Inventory Management.

PART – C
CASE STUDY (COMPULSORY) WITH 05 Sub – question

M/s ABC is a car manufacturing company. They have a distribution system for marketing of finished goods as follows:-
A. Finished goods are sent to Central warehouse near the factory.
B. From here, the finished goods (cars) are sent by road to seven Regional warehouses located at important centers in the country.
C. Besides above two types of warehouses, there were 27 depots from where the cars are sent to different stockiest for sale.

Due to severe market competition and restrictions on bank credit, the Top Management of M/s ABC appointed an expert committee to streamline the distribution system, The committee found followings :-

1. Central warehouse, 7 Regional warehouse and 27 Depots together have finished stock (cars) equal to 105 days all India sales.
2. The Marketing Manager has no time to check the Finished Goods Stock as he is busy with marketing functions.
3. There are several cars which are lying for more than 2 years due to availability of new better models.
4. There was lack of controlling and supervising norms for monitoring the stock positions and taking corrective actions. Indents for new cars were sent without checking of stocks.

Apart from other things, the committee advised to put the finished Goods warehousing under Materials Management deptt. and advised a finished goods stock (Cars) equal to 48 days all India sales stock as ideal stock level in all the warehouses and depots together.
M/s ABC Management has appointed you as Materials Manager to complete the above tasks. How will you proceed? The questions are:-

1. Will you review the existing numbers of warehouses and depots for reduction? If so, why?
2. How will you find slow moving and non-moving stock of cars? What methodology will you suggest to dispose off such cars?
3. What shall be your methods for monitoring and controlling of finished Goods (car) to avoid accumulation of unsold stocks in future?
4. Will you retain Central warehouse and why?
5. What will be your distribution pattern for keeping stocks in central warehouse/Regional warehouse and Depots equal to the norms of 48 days All India Sales stock level?


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CONTACT:

DR. PRASANTH BE BBA MBA PH.D. MOBILE / WHATSAPP: +91 9924764558 OR +91 9447965521 EMAIL: prasanththampi1975@gmail.com WEBSITE: www.casestudyandprojectreports.com

 

 

 MARKS: 80   

 COURSE: MBA

SUB:  CORPORATE LAW   

 

                N.B.: 1 Attempt any Twelve Questions

                          2) Last two Questions are compulsory

Q.1. In the following statements only one is correct statement.  Explain         Briefly?                                                                                                 (5 Marks)

  1. i) An invitation to negotiate is a good offer.
  2. ii) A quasi-contract is not a contract at all.

iii)   An agreement to agree is a valid contract.

 

Q.2. A ship-owner agreed to carry to cargo of sugar belonging to A from Constanza to Busrah.  He knew that there was a sugar market in Busrah and that A was a sugar merchant, but did not know that he intended to sell the cargo, immediately on its arrival.  Owning to Shipment’s default, the voyage was delayed and sugar fetched a lower price than it would have done had it arrived on time.  A claimed compensation for the full loss suffered by him because of the delay.  Give your decision.  Explain Briefly?                                                                                               (5 Marks)

 

Q.3. The proprietors of a medical preparation called the “Carbolic Smoke Ball” published in several newspapers the following advertisement:-

“£ 1000 reward will be paid by the Carbolic Smoke Ball Co. to any person who contracts the increasing epidemic influenza after having used the Smoke Ball three times daily for two weeks according to printed directions supplied with each ball. £ 1000 is deposited with the Alliance Bank showing our sincerity in the matter.

On the faith in this advertisement, the plaintiff bought a Smoke Ball and used it as directed. She was attacked by influenza.  She sued the company for the reward.  Will she succeed?  Explain Briefly               (5 Marks)

Q.4. Fazal consigned four cases of Chinese crackers at Kanpur to be carried to Allahabad on the 30th May, 1987.  He intended to sell them at the Shabarat festival of 5th June 1987.  The railway discovered that the consignment could not be sent by passenger train and asked Fazal either to remove them or authorize their dispatch by goods train.  He took no action and the goods arrived at Allahabad a month after they were booked.

Fazal filed a suit against Railways for damages due to late delivery of the goods which deprived him of the special profits at the festival sale.  Decide & explain briefly ?                                                              (5 Marks)

 

Q.5. ‘Lifeoy’ Soap company advertised that it would give a reward of Rs. 2000 who contracted skin disease after using the ‘Lifeoy’ soap of the company for a certain period according to the printed directions.  Mrs. Jacob purchased the advertised ‘Lifeboy’ and contracted skin disease inspite of using this soap according to the printed instructions.  She claimed reward of Rs. 2000. The claim is resisted by the company on the ground that offer was not made to her and that in any case she had not communicated her acceptance of the offer.  Decide whether Mrs. Jacob can claim the reward or not.  Give reasons. Explain briefly?                                         (5 Marks)

 

Q.6. In each set of statements, only one is correct.  State the correct statements & Explain briefly?

  1. a) i) A bailee has a general lien on the goods bailed.
  2. ii) The ownership of goods pawned passes to the pawnee.
  • A gratuitous bailment can be terminated by the bailor even

before the stated time.

  1. b) i) A substituted agent is as good an agent of the agent as a sub-

agent.

  1. An ostensible agency is as effective as an express agency.
  • A principal can always revoke an agent’s authority.    (5 Marks)

Q.7. A, an unpaid seller, sends goods to B by railway.  B becomes insolvent

And A sends a telegram to Railway authorities not to deliver the goods to B. B. goes to the Parcel office of Railway Yard and by presenting R. R.  (Railway Receipt) takes delivery of the goods and starts putting them in the cart.  Meanwhile the Station Master comes running with the telegram in hand and takes possession of the goods from B.  Discuss the rights of A and B to the goods in possession of Railway authorities.                      (5 Marks)

 

Q.8. X needs Rs. 10,000 but cannot raise this amount because his credit is not good enough.  Y whose credit is good accommodates.  X by giving him a pronote made out in favour of X, though Y owes no money to X.  X endorses the pronote to Z for value received.    Z who is holder in due course demands payment from Y.  Can Y refuse and plead the arrangement between him and X Explain briefly?                                                                        (5 Marks)

 

Q.9. Will C has the right of further negotiation in the following cases: (B signs the endorsements)        Explain briefly?                                              (5 Marks)

  1. i) ‘Pay C for my use’
  2. ii) ‘Pay C’)

 

  • ‘Pay C or order for the account of B’

 

Q.10.       A promissory note was made without mentioning any time for payment.  The holder added the words’ on demand on the face of the instrument.  State whether it amounted to material alteration and explain the effect of such alteration.  Explain briefly?                                               (5 Marks)

Q.11.       State whether the following instruments are valid promissory notes:

  1. i) I promise to pay Rs. 5000 to B on the dearth of ‘B’s uncle provided that D in his will gives me a legacy sufficient for the promise of payment of the said sum.
  2. ii) I hereby acknowledge that I owe X Rs. 5,000 on account of rent due and I agree that the said sum will be paid be me in regular installments.
  • I acknowledge myself indebted to B in Rs. 5000 to be paid on demand for value received.                         (5 Marks)

 

Q.12.       A Payee holder of a bill of exchange.  He endorses it in blank and delivers it to B.  B endorses in full to C or order.  C without endorsement transfers the bill to D.  State giving reasons whether D as bearer of the bill of exchange is entitled to recover the payment from A or B or C.  Explain briefly?                                                                                            (5 Marks)

 

Q.13.       Write a short note on the Doctrine of Indoor Management? Explain briefly?                                                                                            (5 Marks)

 

Q.14.       The shareholders at an annual general meeting passed a resolution for the payment of dividend at a rate higher than that recommended by the Board of Directors.  Examine the validity of the resolution. Explain briefly?                                                                                                       (5 Marks)

 

Q.15.       In a prospectus issued by a company the Managing Director stated that the company had paid dividend every year during 1921 – 27, which was a fact.  However, the company had sustained losses during the relevant period and had paid dividends out of secret reserves accumulated in the past.  Examine the consequences of the observation made by the Managing Director. Explain briefly?                                                           (5 Marks)

 

Q.16.       In a prospectus issued by a company the Managing Director stated that the company had paid dividend every year during 1921-27, which was a fact.  However, the company had sustained losses during the relevant period and had dividends out of secret reserves accumulated in the past.  Examine the consequences of the observation made by the Managing Director.  Explain briefly?                                                                                 (5 Marks)

 

Q.17.   A buys from B 400 shares in a company on the faith of a share certificate issued by the company.  A tender to the company a transfer deed duly executed together with B’s share certificate.  The company discovers that the certificate in the name of B has been fraudulently obtained and refuses to register the transfer. Advise A. Explain briefly?                        (5 Marks)

 

Q.18.       A insured his house against fire.  Later while insure, A killed his wife, severely injured his only son, set fire to the house and died in the fire.  The son survived and sued the insurer for the fire loss, advice the insurer.  Explain briefly?                                                                                    (5 Marks)

 

Q.19. a) Satrang Singh admitted his only infant son in a private nursing home.  As a result of strong dose of medicine administered by the nursing attendant, the child has become mentally retarded. Satrang Singh wants to make a complaint to the District Forum under the Consumer Protection Act, 1986 seeking relief by way of compensation on the ground that there was deficiency in service by the nursing home.  Does his complaint give rise to a consumer dispute?  Who is the consumer in the instant case? Explain briefly?

  1. b) Smart booked a motor vehicle through one of the dealers. He was informed subsequently that the procedure for purchasing the motor vehicle had changed and was called upon to make further payment to continue the booking before delivery.  On being aggrieved, Smart filed a complaint with the State Commission under the Consumer Protection Act, 1986.  Will he succeed? Explain briefly?
  2. c) Brittle and Company, a small-scale industry, sought nursing and financing facilities from its bankers by means of grant of further advances and adequate margin money in anticipation of good demand for its products. In failing to obtain this and having become sick, it proceeds against its bankers under the Consumer Protection Act, 1986, Will it succeed?  Explain briefly?                                                                                     (5 Marks)

 

Q.20.       X who was working as a truck driver had taken a general insurance policy to cover the risk of injuries for a period from 1.11.1998 to 30.11.1999.  He renewed the policy for a further period of one year on 10.11.1999.  On the same day, he met with an accident and suffered multiple injuries including fractures.  X submitted the claim along with documents to the insurance company. The insurance company repudiated the claim on the ground that the premium for the renewed policy was received in the office only at 2.30 p.m. on 10.11.1999, while the accident had taken place at 10.00 a.m. on that day and hence there was no policy at the time of accident.  Will X succeed if he files a complaint against the insurance company for this claim? Explain briefly?                                                                           (5 Marks)

 

Q.21.       Avinash booked his goods with Superfast Freight Carriers at Delhi for being carried to Ferozabad.  The goods receipt note mentioned that all the disputes would be subject to jurisdiction of the Mumbai Court.  Avinash lodged a complaint for certain deficiency in service against the transporter in the District Forum at Delhi.  Superfast Carriers contested that District Forum at Delhi had no jurisdiction to entertain the complaint as the head office of the transporter was at Mumbai and the jurisdiction has been clearly stated in the goods receipt not.  Is the contention of the transporter tenable? Explain briefly?                                                               (5 Marks)

 

Q.22.       With reference to the provisions of the Consumer Protection Act, 1986, decide the following giving reasons in support of your answer.

  1. i) Sukh Dukh Ltd. dispatched certain consignments of goods by road through Fastrack Roadways Ltd. The goods were unloaded and stored in a godown enroute on the suggestion of consignee. A fire broke out in the neighbouring godown spread to the godown and goods were destroyed.  The Fastrack Roadways Ltd. claimed that there was neither negligence nor deficiency in service on their part and goods were being carried at “Owner risk” and since no special premium was paid, they were not responsible for the loss caused by fire.  Whether Fastrack Roadways Ltd. is liable to pay damages to consignor?
  2. ii) Life Insurance Corporation (LIC) formulated a scheme called ‘salary saving scheme’ under which employees of an organisation could buy an insurance policy. Premium due on each policy was collected by the employer from the salary of the employees nor did it issue any premium notice.  When the widow of the deceased employee made a claim to LIC on the death of her husband, the LIC repudiated the claim on the ground that four installments of premium had not been paid.  The widow was approached the consumer forum for redressal. Is the LIC liable for deficiency in service? Explain?

iii)   Raman booked a ticket from Delhi to New York by Lufthansa Airlines.  The airport authorities in New Delhi did not find any fault in his visa and other documents.  However, at Frankfurt airport authorities instituted proceedings of verification because of which Raman missed his flight to New York.  After necessary verification, Raman was able to reach New York by the next flight.  The airline authorities’ tendered apology to Raman for the inconvenience caused to him and also paid as goodwill gesture a sum of Rs. 5,000.  Raman intends to institute proceedings under the Consumer Protection Act, 1986 against Lufthansa Airlines for deficiency in service.  Will he succeed?                                                         (10 Marks )

 

Q.23.       With reference to the provisions of the Consumer Protection Act, 1986, decide the following giving reasons in support of your answer.

  1. i) Sohn sent all relevant documents in an envelope regarding consignment of goods to a buyer in the USA through Fast Service Couriers. The documents did not reach the buyer as a consequence of which the buyer could not take delivery of the goods.  By the time the duplicate copies of the document had been received by the buyer, the season of the goods was over.  He claimed that he had suffered a loss of US $ 5,000 as a result of the negligence of the courier.  The State Commission ordered the payment to be made by the Fast Service Couriers, but the National Commission in appeal reversed the order and ordered payment of US $ 100 only as per the receipt issued by the Fast Service Courier to the consignor at the time of the dispatch of the latter.  Advise Sohan.
  2. ii) Mahesh purchased a machine from Astute Ltd. to operate it himself for earning his liverhood. He took the assistance of a person to assist him in operating the machine.  The machine developed fault during the warranty period. He filed a claim in the consumer forum against the company for deficiency in service.  Astute Ltd. alleged that Mahesh did not operate the machine himself but had appointed a person exclusively to operate the machine.  Will Mahesh succeed?

iii)   Pillai purchased a car by taking a loan from Kerala cooperative Bank Ltd. and gave post-dated cheques to the bank not only in respect of repayment of loan instalments but also of premium of insurance policy for two succeeding years. On the expiry of the policy.  Pillai’s car met with an accident.  Will Pillai succeed in getting a claim against the

Bank       ?                                                                       (10 Marks)

 

 


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Subject Title: Brand Management                                                                          

                                                                                                                                                                                                                                                                                                                                                                                             

 

Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.

 

 

 

  1. Case Study : (Compulsory)

BURNOL

 

Burnol has been around for six decades as a yellow burns-relief ointment.  It has almost become a generic brand.  Its yellow colour reminds one of turmeric, the traditional burns-relief remedy.

The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal.  The brand has high recall value.  Morepen is the brand’s third owner (Boots is the first, Pirmal second).

Burnol’s position in the mind space of the consumer is that of the burns ointment.  It is open to marketers to reposition the brand.  But sometimes the brand does not budge from its original position.  Burnol is a typical example.  It is so strong as anti-burn ointment that it has become intractable.

Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account.  Formerly, it was sold on prescription.  In 1960 it became over-the counter (OTC) product.

As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household.  In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position.  In 1972, Shield was launched by SKF as a competitive brand.  It was followed by Medigard by J.L. Morison.  But they could not affect Burnol.

In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.

Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes.  Burnol started stagnating.

Though the product had high recall, the actual reality was that households did not keep the product handy.  Plain water was being recommended to treat burns.  Turmeric, as it causes stains, was becoming a liability.  The product composition was changed by changing colour from deep yellow to non-staining light yellow.  People were coaxed to keep the product within easy reach, Sales showed some improvement.

In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume.  But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation.

In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore.  It became Burnol Plus.  It was positioned as ‘first aid cream’.  It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003.  It is being relaunched in April 2004.

 

 

 

Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore.  The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it.  There are new dangers such as geysers, irons, ovens and so on.  Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares.

Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.

 

Question:

As a Management consultant give your comments on Burnol as a brand.

 

 

  1. What do you understand by the concept of a Brand? Describe the characteristics of Brands.

 

  1. a. Define the Brand Image. Explain the dimensions of Brand Image.
  2. What is meant by Brand Identity? Explain the different elements of Brand Identity.

 

  1. Discuss in detail the different stages of brand building process.
  2. a. What is Brand Audit?  Explain its importance.
  3. Describe the two steps in brand audit.

 

  1. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss with examples.

 

  1. How do consumers perceive and choose brands? Discuss.

 

  1. What are the different phases of strategic brand management process?

 

  1. Discuss the “TEN COMMANDMENTS” of Global Branding.

 

 

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          MARKS : 80

                                                                                   COURSE: MBA

                                                                

SUB:  BUSINESS COMMUNICATION  

  1. B. : All cases are Compulsory.

 

CASE NO. 1

How to Proofread like a Pro :

Tips for creating the Perfect Document

 

You’ve carefully revised and polished your document, and it’s been sent off to the word-processing department or a designer to be put into final form.  You can breathe a sigh of relief, but only for the moment : You’ll still be proofreading what comes out of the printer.  To ensure that any document is error-free, always proofread the final version.  Following are some hints to help make your proofreading more effective.

  • Multiple passes – Go through the document several times, focusing on a different aspect each time. The first pass might be to look for omissions and errors in content; the second pass could be for layout, spacing, and other aesthetic features; a final pass might be to check for typographical, grammatical, and spelling errors.
  • Perceptual tricks – Your brain has been trained to ignore transposed letters, improper capitalization, and misplaced punctuation. Try (1) reading each page from the bottom to the top (starting at the last word in each line,) (2) Placing your finger under each word and reading it silently,  (3) making a slit in a sheet of paper that reveals only one line of type at a time, and (4) reading the document aloud and pronouncing each word carefully.
  • Impartial reviews – Have a friend or colleague proofread the document for you. Others are likely to catch mistakes that you continually fail to notice.  (All of us have blind spots when it comes to reviewing our own work)
  • Typos – Look for the most common typographical errors (typos): transposition (such as teb), substitution (such as economic), and omission (such as productivity)
  • Mechanics – When looking for errors in spelling, grammar, punctuation, and capitalization, if you’re unsure about something, look it up in a dictionary, a usage book, or another reference work.
  • Accuracy – Double –check the spelling of names and the accuracy of dates, addresses, and all numbers (quantities ordered, prices, and so on). It would not do to order 500 staples when you want only 50.
  • Distance – If you have time, set the document aside and proofread it the next day.
  • Vigilance – Avoid reading large amounts of material in one sitting, and try not to proofread when you’re tired.
  • Focus – Concentrate on what you’re doing. Try to block out distractions, and focus as completely as possible on your proofreading task.
  • Caution – Take your time. Quick proofreading is not careful proofreading.

Proofreading may require patience, but it adds creditability to your document.

Career Applications :

  1. What qualities does a person need to be a good proofreader ? Are such qualities inborn, or can they be learned ?
  2. Proofread the following sentence :

        application of these methods in stores in San Deigo nd Cinncinati have resulted in a 30 drop in robberies an a 50 percent decling in violence there, according at the developers if the security system, Hanover brothrs, Inc.

 

 

CASE NO. 2

ACTIONS SPEAK LOUDER THAN WORDS ALL AROUND

THE WORLD

“He wouldn’t look me in the eye.  I found it disconcerting that he kept looking all over the room but rarely at me,” said Barbara Walters after her interview with Libya’s Colonel Muammar al-Qadhafi.  Like many people in the United States, Walters was associating eye contact with trustworthiness, so when Qadhafi withheld eye contact, she felt uncomfortable.  In fact Qadhafi was paying Walters a compliment.  In Libya, not looking conveys respect, and looking straight at a woman is considered nearly as serious as physical assault.

Nonverbal communication varies widely between cultures, even between subcultures, and the differences strongly affect communication in the workplace.  Whether you’re trying to communicate with your new Asian American assistant, the Swedish managers who recently bought out your company, the African American college student who won a summer internship with your firm, or representatives from the French company you hope will buy your firm’s new designs, your efforts will depend as much on physical cues as on verbal ones.  Most Americans aren’t usually aware of their own nonverbal behavior, so they have trouble understanding the body language of people from other cultures.  The list of differences is endless.

  • In Thailand it’s rude to place your arm over the back of a chair in which another person is sitting.
  • Finnish female students are horrified by Arab girls who want to walk hand in hand with them.
  • Canadian listeners nod to signal agreement.
  • Japanese listeners nod to indicate only that they have understood.
  • British listeners stare at the speaker, blinking their eyes to indicate understanding.
  • People in the United States are taught that it’s impolite to stare.
  • Saudis accept foreigners in Western business attire but are offended by tight – fitting clothing and by short sleeves.
  • Spaniards indicate a receptive friendly handshake by clasping the other person’s forearm to form a double handshake.
  • Canadians consider touching any part of the arm above the hand intrusive, except in intimate relationships.

It may take years to adjust your nonverbal communication to other

cultures, but you can choose from many options to help you prepare.  Books and seminars on cultural differences are readily available, as are motion pictures showing a wide range of cultures.  You can always rent videos of films and TV shows from other countries.  Examining the illustrations in news and business magazines can give you an idea of expected business dress and personal space.  Finally, remaining flexible and interacting with people from other cultures who are visiting or living in your country will go a long way toward lowering the barriers presented by nonverbal communication.

Career Applications :

  1. Explain how watching a movie from another country might help you prepare to interpret nonverbal behavior from that culture correctly.
  2. One of your co-workers is originally from Saudi Arabia. You like him, and the two of you work well together. However, he stands so close when you speak with him that it makes you very uncomfortable. Do you tell him of your discomfort, or do you try to cover it up ?

CASE NO. 3

MASTERING THE ART OF CONSTRUCTIVE CRITICISM

To become better writers, people need to be evaluated, but taking criticism

from others is often difficult.  The way you tell someone  “ You did it wrong” can destroy goodwill and cooperation, or it can build the relationship and help the person learn from the mistake, improve performance, and retain self-esteem.  To criticize more constructively, follow these suggestions :

  • Get all the facts first : Don’t accept hearsay or rumors.

Find out specifically who did or said what, when, where, why, and how

  • Don’t act in haste : Never act while you’re angry. Think things out before you write or speak, and then explain your criticism calmly, rationally, and objectively.
  • Phrase your remarks impersonally : Criticize the mistake, not the person. Focus your remarks on the action only, and analyze it thoughtfully.
  • Never criticize in an offhand manner : Treat the situation seriously. Take the time to state the problem in detail, explaining what was wrong and why.
  • Avoid an abusive tone : Ridiculing someone, talking down to a person, or using sarcasm prevents people from accepting what you have to say.
  • Make the offense clear : Don’t talk in generalities. Be specific about exactly what was done wrong.
  • Preface the criticism with a kind word or a compliment : Start with a few words of praise or admiration, saying how much you value the person. First the good news, then the bad.
  • Supply the answer : Explain how to do things right. Don’t dwell on the mistake, emphasize how to correct it and how to avoid repeating it.
  • Ask for cooperation : Don’t demand cooperation. Asking makes the person feel like a team member and provides an incentive to improve.
  • Limit yourself to one criticism for each offense : Don’t dredge up or rehash past mistakes. Focus on the current problem.
  • End on a friendly note : Don’t conclude by leaving things up in the air, to be discussed again latter. Settle them now, and make the close friendly.  Give the other person a pat on the back.  Let the last memory of the matter be a good one.
  • Forgive and forget : Once the criticism has been made, let the person start with a clean slate. Avoid looking for more mistakes, and give the person a chance to improve.
  • Take steps to prevent a recurrence : Follow up to make sure the person is acting on your suggestions and doing things right.

If you follow these guidelines, constructive criticism can benefit you, your company, and – most important – the person you’re criticizing.

Career Applications :

  1. Think back over the lessons you’ve learned in life. How did you benefit from some one telling you the truth about something you were doing wrong ?
  2. With a partner, role-play a situation in which one of you is the boss and the other an employee. The boss is angry because the employee repeatedly arrives late for work, takes long lunches, and leaves 5 to 10 minutes early.  However, the employee’s work is always excellent.  After the role-play, analyze what the boss did right and what could be improved.

CASE NO. 4

WHAT YOU MAY LEGALLY SAY IN A SALES LETTER

As you prepare to write your sales letter, think carefully about your choice

of words.  False or misleading statements could land you in court, so make sure your language complies with legal and ethical standards.  To keep your sales letters within the limits of the law, review the legal considerations of these typical sales phrases :

  • “Our product is the best on the market.” – This statement is acceptable for a sales letter because the law permits you to express an opinion about your product. In the process of merchandising a product, statements of opinion are known as “puffery,” which is perfectly legal as long as you make no deceptive or fraudulent claims.
  • “Our product will serve you well for many years to come.” This statement from a sales brochure triggered a lawsuit by a disgruntled customer who claimed the manufacturer’s product lasted only a few years. The courts ruled that the statement was an acceptable form of puffery because the manufacturer did not promise that the product would last for a specific number of years.
  • “We’re so confident you’ll enjoy our products that we’ve enclosed a sample of our most popular line. This sample can be yours for only $5.00!  Please send your payment in the enclosed, prepaid envelope.”  If you include a product sample with your sales letter, your readers may keep the merchandise without paying for it.  Under the law, consumers may consider unordered goods as gifts.  They are not obligated to return the items to you or submit payments for unsolicited merchandise
  • “Thousands of high school students – just like you – are already enjoying this fantastic CD collection ! Order before March 1 and save !” If your sales letter appeals to minors, you are legally obligated to honour their contracts. At the same time, however, the law permits minors to cancel their contracts and return the merchandise to you.  Sellers are legally obligated to accept contracts voided by minors and any goods returned by them.  Legal adult status is defined differently from state to state, ranging from age 18 to age 21.
  • “You’ll find hundreds of bargains at our annual scratch and dent’ sale! All sales are final on merchandise marked as is.”  When you use the term as is in your sales letter, you are not misleading customers about the quality of your products.  By warning consumers that the condition of sales items is less than perfect, you are not legally obligated to issue refunds to customers who complain about defects later on.

Career Applications :

  1. Review two sales letters for content. List the “Puffery” statements in each letter.
  2. Note any statements in these sales letters that appear questionable to you. Rewrite one of the statements, carefully choosing words that won’t be misleading to consumers. 

CASE NO. 5

MINDING YOUR BUSINESS WITH ONLINE REPORTING

Mrs. Fields uses them.  Mrs. Paul’s uses them.  However, you don’t have to be in the cookie or fish business to work with electronic reports.  More and more companies are adopting electronic reports over hard-copy reports to keep employees, managers, investors, and other stakeholders informed.

Computerized cash registers in Mrs. Fields cookie outlets are the heart of a sophisticated reporting system for monitoring and controlling operations.  Rather than taking the time to write reports by hand, store managers enter data into the computer system by following report formats on their screen. Then they electronically transmit these reports to corporate headquarters in Park City, Utah.  The computer system also serves as a two-way communication device, allowing store and corporate personnel to send messages back and forth in seconds.  So Mrs. Fields corporate managers can quickly receive the information they need in order to track sales and productivity trends – and to spot potential problems – in more than 700 outlets around the world.

At Mrs. Paul’s a computerized reporting system allows production managers to continuously monitor and control the yield from the company’s fish – processing operation.  The system calculates the production yield using the weight of the fish before it’s processed, the weight if abt scraosm and the weight of the finished fish meals.  If the reports show that the actual yield drops below the expected yield, the managers can immediately adjust the equipment to improve the yield.  The production managers have instant access to electronic reports at each stage of the operation, so they can find and fix problems more quickly than if they had to wait for printed reports.

FedEx, the well-known package-shipping firm, uses extensive satellite and computer technologies to track the location of every package in the company’s system.  Customers can then access electronic reports to monitor the status of their shipments at any time. This tracking system not only helps the company serve its customers better, but it puts valuable information in the hands of customers with a click of the mouse. Like many companies, FedEx posts an electronic copy of its annual report and other corporate informational reports at its website.

As Mrs. Fields, Mrs. Pauls, FedEx, and other companies know, keeping customers, employees, investors, and other stakeholders informed with electronic reports is the only way to do business in the global workplace.

 

Career Applications

  1. What advantages and disadvantages do you see in asking store managers at Mrs. Fields to file electronic troubleshooting reports immediately on the company’s intranet ?
  2. What kinds of electronic reports might a company want to post on its website ?

 

 


BRAND MANAGEMENT XIBMS ONGOING EXAM ANSWER SHEETS PROVIDED

BRAND MANAGEMENT XIBMS ONGOING EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

CONTACT:

 

DR. PRASANTH BE BBA MBA PH.D. MOBILE / WHATSAPP: +91 9924764558 OR +91 9447965521 EMAIL: prasanththampi1975@gmail.com WEBSITE: www.casestudyandprojectreports.com

 

Brand Management                                                                          

                                                                                                                                                      Maximum Marks: 80           

                                                                                                                                                                                                                                               

 

Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.

 

 

 

  1. Case Study : (Compulsory)

BURNOL

 

Burnol has been around for six decades as a yellow burns-relief ointment.  It has almost become a generic brand.  Its yellow colour reminds one of turmeric, the traditional burns-relief remedy.

The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal.  The brand has high recall value.  Morepen is the brand’s third owner (Boots is the first, Pirmal second).

Burnol’s position in the mind space of the consumer is that of the burns ointment.  It is open to marketers to reposition the brand.  But sometimes the brand does not budge from its original position.  Burnol is a typical example.  It is so strong as anti-burn ointment that it has become intractable.

Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account.  Formerly, it was sold on prescription.  In 1960 it became over-the counter (OTC) product.

As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household.  In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position.  In 1972, Shield was launched by SKF as a competitive brand.  It was followed by Medigard by J.L. Morison.  But they could not affect Burnol.

In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.

Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes.  Burnol started stagnating.

Though the product had high recall, the actual reality was that households did not keep the product handy.  Plain water was being recommended to treat burns.  Turmeric, as it causes stains, was becoming a liability.  The product composition was changed by changing colour from deep yellow to non-staining light yellow.  People were coaxed to keep the product within easy reach, Sales showed some improvement.

In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume.  But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation.

In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore.  It became Burnol Plus.  It was positioned as ‘first aid cream’.  It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003.  It is being relaunched in April 2004.

 

 

 

Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore.  The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it.  There are new dangers such as geysers, irons, ovens and so on.  Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares.

Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.

 

Question:

As a Management consultant give your comments on Burnol as a brand.

 

 

  1. What do you understand by the concept of a Brand? Describe the characteristics of Brands.

 

  1. a. Define the Brand Image. Explain the dimensions of Brand Image.
  2. What is meant by Brand Identity? Explain the different elements of Brand Identity.

 

  1. Discuss in detail the different stages of brand building process.
  2. a. What is Brand Audit?  Explain its importance.
  3. Describe the two steps in brand audit.

 

  1. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss with examples.

 

  1. How do consumers perceive and choose brands? Discuss.

 

  1. What are the different phases of strategic brand management process?

 

  1. Discuss the “TEN COMMANDMENTS” of Global Branding.

 

 


BRAND MANAGEMENT XIBMS ONGOING EXAM ANSWER SHEETS PROVIDED

 

 BRAND MANAGEMENT XIBMS ONGOING EXAM ANSWER SHEETS PROVIDED WHATSAPP 91 9924764558

CONTACT:

DR. PRASANTH BE BBA MBA PH.D. MOBILE / WHATSAPP: +91 9924764558 OR +91 9447965521 EMAIL: prasanththampi1975@gmail.com WEBSITE: www.casestudyandprojectreports.com

Subject Title: Brand Management                                                                          

                                                                                                                                                      Maximum Marks: 80           

                                                                                                                                                                                                                                               

 

Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.

 

 

 

  1. Case Study : (Compulsory)

BURNOL

 

Burnol has been around for six decades as a yellow burns-relief ointment.  It has almost become a generic brand.  Its yellow colour reminds one of turmeric, the traditional burns-relief remedy.

The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal.  The brand has high recall value.  Morepen is the brand’s third owner (Boots is the first, Pirmal second).

Burnol’s position in the mind space of the consumer is that of the burns ointment.  It is open to marketers to reposition the brand.  But sometimes the brand does not budge from its original position.  Burnol is a typical example.  It is so strong as anti-burn ointment that it has become intractable.

Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account.  Formerly, it was sold on prescription.  In 1960 it became over-the counter (OTC) product.

As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household.  In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position.  In 1972, Shield was launched by SKF as a competitive brand.  It was followed by Medigard by J.L. Morison.  But they could not affect Burnol.

In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.

Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes.  Burnol started stagnating.

Though the product had high recall, the actual reality was that households did not keep the product handy.  Plain water was being recommended to treat burns.  Turmeric, as it causes stains, was becoming a liability.  The product composition was changed by changing colour from deep yellow to non-staining light yellow.  People were coaxed to keep the product within easy reach, Sales showed some improvement.

In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume.  But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation.

In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore.  It became Burnol Plus.  It was positioned as ‘first aid cream’.  It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003.  It is being relaunched in April 2004.

 

 

 

Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore.  The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it.  There are new dangers such as geysers, irons, ovens and so on.  Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares.

Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.

 

Question:

As a Management consultant give your comments on Burnol as a brand.

 

 

  1. What do you understand by the concept of a Brand? Describe the characteristics of Brands.

 

  1. a. Define the Brand Image. Explain the dimensions of Brand Image.
  2. What is meant by Brand Identity? Explain the different elements of Brand Identity.

 

  1. Discuss in detail the different stages of brand building process.
  2. a. What is Brand Audit?  Explain its importance.
  3. Describe the two steps in brand audit.

 

  1. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss with examples.

 

  1. How do consumers perceive and choose brands? Discuss.

 

  1. What are the different phases of strategic brand management process?

 

  1. Discuss the “TEN COMMANDMENTS” of Global Branding.

 

 


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Business Administration
Marks – 80
(Please attempt any 4 of the below mentioned case studies. Each Case study is for 20 marks)
MR. John
Please read the case and answer the questions given at the end.
John was rapidly becoming the main topic of discussion for the workers on E-shift. For
the past year, he had been working in the jeep-transportation department at a large
manufacturing plant. His record of attendance was good and his work was considered far
above average by his immediate supervisor. His supervisor also considered John the
informal leader of the transportation department. This feeling was shared by the
foreman and the other workers.
Lately, though, John had been seen by several supervisors breaking different safety
regulations. Most of the violations would have been of no more consequence than a good
talking to, so the supervisors let them slide.
Finally, John was caught by the plant safety supervisor without his safety glasses on.
This resulted in his being laid off without pay for five working days.
It was the plant’s policy that safety glasses must be to gain admittance to the plant and
must be worn times in the plant. This policy was to ensure that no employee would lose
his eye-sight from an accident or from a resulting fire.
This written policy stated that an employee who was caught not wearing his safety
glasses would for the first offence get a five day lay-off and then for a second offence
gets another five day suspension. After John returned to work, he was again observed
not wearing his safety devices. Within a few days of his return, John was caught by the
same safety supervisor without his safety glasses. The supervisor informed John in an
angry voice, “l m getting tired of writing you up for stupid mistakes.” At this point, John
replied, “Why don’t you go home and smash your head. ” The supervisor then struck
John, dt which point John proceeded to beat the supervisor unconscious.
John was laid off from work until the company could decide what action to take
regarding the fight. After a brief meeting the next day, Mr. Prasad, the transportation
supervisor, informed John that he was terminated. A union steward then asked Mr.
Prasad about the fate of the supervisor. Mr. Prasad replied, “He will remain at work as
far as I know. ” The union steward immediately stepped to the telephone and called the
union president. From the ensuing conversation, Mr. Prasad learnt that a wild cat strike
might be ordered over the firing of John and not the supervisor.
Mr. Prasad knew that it was the company’s stated policy that whoever started or was
involved in a fight would be terminated immediately. Mr. Prasad was beginning to
wonder whether the company had made a mistake in its decision and what should be
done now.
Questions:
(a) What is the problem in the case?
(b) How do you see the behavior of the safety supervisor? What would you do if you
were the safety supervisor ?
(c) How do you see the change in John’s behavior from an informal leader to the one
involved in a fight with a supervisor vis-a-vis the company’s policy?
(d) Could Mr. Prasad and the safety supervisor have prevented John’s case at the initial
level?
ABC Company – An important decision
Please read the case and answer the questions given at the end.
One afternoon in January 1982, Amrit, industrial engineer of ABC Company, was called
to the office of his immediate superior Nair, the production manager. Nair said, ‘Amrit I
want to discuss a situation in the production department. A lot of people feel that
Govinda is not the right man for the Assistant Superintendents position. The President
and others have decided that I have got to fire Govinda or at least move him out of
production. Everyone wants to fire Govinda, but I won’t do it to him. I was talking with
Bhadra this morning, and we deckled that you might be able to make use of Govinda in
your department.’
Amrit was surprised by both the information, and the proposal.
Nair concluded his comments with, ‘Amrit. I am asking you to take Govinda. You can say
‘No’. But then he gets fired. I have told Govinda this. Also, Govinda knows that if he
goes with you, he will take a pay cut. However, I think you can make use of him both to
your own and his satisfaction. You are, anyway, carrying out an in-process quality
control and you might to able to make good use of Govinda in view of his long technical
experience of production work. Think It over, and let me know by tomorrow.’
Amrit thought over the matter
ABC Company had been a successful enterprise until March 1982 at which time it
suffered a sharp decline of profits: Sales had fallen off, and production costs had risen.
The President adopted three measures which he hoped would improve the condition.
First, by creating an Industrial Engineering Department for establishing work standards
on all production operations, to determine which manufacturing costs were out of line
and where remedial action should be taken. Amrit, 28 years old, who had been with the
company for two years in the Purchasing Department, was selected. Amrit had WE. and
MBA degrees to his credit. What he lacked in his business experience, he made up by his
eagerness to learn. He was ambitious and liked by his associates. He wanted a transfer
from Purchasing to Production for better opportunities for advancement.
Secondly, he consulted a Management Consultation firm to make a study of the
Production Department. They pointed out that the chain of command was too long from
Production Manager through Plant Superintendent through Assistant Superintendent to
Foremen. They recommended the elimination of the position of Assistant
Superintendent.
Thirdly, he engaged an Industrial Psychologist to appraise all the Supervisory Personnel.
Govinda had been with the company for 20 years since its founding and during this
period had worked on every production operation, and his last 11 years had been in
supervisory capacity. His manners were rough and aggressive, he had little formal
education. The Industrial Psychologists report about Govinda contained the following
points
(i) Evaluation for the position of Assistant Superintendent: Not good enough.
(ii) Capacity for good human relations in supervision will have friction frequently.
(iii) Need for development counseling: Counseling greatly needed.
(iv) General Evaluation: Govinda had a good ability profile. He suffers from a sense of
inferiority. He does not like the responsibility of making decisions. His supervision is that
of Autocratic type. Though he has the ability, as far as his personality make-up is
Questions:
(a) What is the problem in the case? Explain.
(b) Explain Govinda’s behavior and work experience vis-a-vis the psychologist’s report.
(c) How do you see Nair’s suggestion to Amrit? Give reasons.
(d) What are Amrit’s considerations in taking a decision? What should he do? Explain.

 

Business Communication
N. B. : 1) Attempt any Four Case studies
2) All case studies carry equal marks.
No: 1
A REPLY SENT TO AN ERRING CUSTOMER
Dear Sir,
Your letter of the 23rd, with a cheque for Rs. 25,000/- on account, is to hand.
We note what you say as to the difficulty you experience in collecting your
outstanding accounts, but we are compelled to remark that we do not think you
are treating us with the consideration we have a right to expect.
It is true that small remittances have been forwarded from time to time, but the
debit balance against you has been steadily increasing during the past twelve
months until it now stands at the considerable total of Rs. 85,000/-
Having regard to the many years during which you have been a customer of this
house and the, generally speaking, satisfactory character of your account, we are
reluctant to resort to harsh measures.
We must, however, insist that the existing balance should be cleared off by
regular installments of say Rs. 10,000/- per month, the first installment to reach
us by the 7th. In the meantime you shall pay cash for all further goods; we are
allowing you an extra 3% discount in lieu of credit.
We shall be glad to hear from you about this arrangement, as otherwise we shall
have no alternative but definitely to close your account and place the matter in
other hands.
Yours truly,
Questions:
1. Comment on the appropriateness of the sender’s tone to a customer.
2. Point out the old – fashioned phrases and expressions.
3. Rewrite the reply according to the principles of effective writing in
business.
NO. 2
WAVE
(ATV : Advertising Radio FM Brand)
A young, gorgeous woman is standing in front of her apartment window
dancing to the 1970s tune, “All Right Now” by the one – hit band free. Across the
street a young man looks out of his apartment window and notices her. He
moves closer to the window, taking interest. She cranks up the volume and
continues dancing, looking out the window at the fellow, who smiles hopefully
and waves meekly. He holds up a bottle of wine and waves it, apparently
inviting her over for a drink. The lady waves back. He kisses the bottle and
excitedly says, “Yesss.” Then, he gazes around his apartment and realizes that it
is a mess. “No !” he exclaims in a worried tone of voice. Frantically, he does his
best to quickly clean up the place, stuffing papers under the sofa and putting old
food back in the refrigerator, He slips on a black shirt, slicks back his hair, sniffs
his armpit, and lets out an excited , “Yeahhh!” in eager anticipation of
entertaining the young lady. He goes back to the window and sees the woman
still dancing away. He points to his watch, as if to say “ Come on. It is getting
late.” As she just continues dancing, he looks confused. Then a look of sudden
insight appears on his face, “Five,” he says to himself. He turns on his radio, and
it too is playing “All Right Now.” The man goes to his window and starts dancing
as he watches his lady friend continue stepping. “Five, yeah,” he says as he
makes the “okay” sign with his thumb and forefinger. He waves again.
Everyone in the apartment building is dancing by their window to “All Right
Now.” A super appears on the screen: “Are you on the right wavelength ?”
Questions :
1. What is non – verbal communication ? Why do you suppose that
this commercial relies primarily on non-verbal communication
between a young man and a gorgeous woman ? What types of non –
verbal communication are being used in this case ?
2. Would any of the non-verbal communications in this spot (ad) not
work well in another culture ?
3. What role does music play in this spot ? Who is the target market ?
4. Is the music at all distracting from the message ?
5. How else are radio stations advertised on TV ?

 

SUB : BUSINESS ETHICS
N. B. : 1) Attempt any Four Cases
2) All cases carries equal marks.
No : 1
PUBLIUS
Although many people believe that the World Wide Web is anonymous and secure
from censorship, the reality is very different. Governments, law courts, and other
officials who want to censor, examine, or trace a file of materials on the Web need
merely go to the server (the online computer) where they think the file is stored.
Using their subpoena power, they can comb through the server’s drives to find the
files they are looking for and the identify of the person who created the files.
On Friday June 30, 2000, however, researches at AT & T Labs announced the
creation of Publius, a software program that enables Web users to encrypt (translate
into a secret code) their files – text, pictures, or music – break them up like the
pieces of a jigsaw puzzle, and store the encrypted pieces on many different servers
scattered all over the globe on the World Wide Web. As a result, any one wanting to
examine or censor the files or wanting to trace the original transaction that produced
the file would find it impossible to succeed because they would have to examine the
contents of dozens of different servers all over the world, and the files in the servers
would be encrypted and fragmented in a way that would make the pieces impossible
to identify without the help of the person who created the file. A person authorized
to retrieve the file, however, would look through a directory of his files posted on a
Publius – affiliated website, and the Publius network would reassemble the file for
him at his request. Researchers published a description of Publius at
www.cs.nyu.edu/waldman/publius.
Although many people welcomed the way that the new software would
enhance freedom of speech on the Web, many others were dismayed. Bruce Taylor,
an antipornography activist for the National Law Center for Children and Families,
stated : “It’s nice to be anonymous, but who wants to be more anonymous than
criminals, terrorists, child molesters, child pornographers, hackers and e-mail virus
punks.” Aviel Rubin and Lorrie Cranor, the creators of Publius, however, hoped that
their program would help people in countries where freedom of speech was repressed
and individuals were punished for speaking out. The ideal user of Publius, they
stated, was “a person in China observing abuses of human rights on a day – to – day
basis.”
Questions :
1. Analyze the ethics of marketing Publius using utilitarianism, rights,
justice, and caring. In your judgement, is it ethical to market Publius ? Explain.
2. Are the creators of Publius in any way morally responsible for any
criminal acts that criminals are able to carry out and keep secret by
relying on Publius ? Is AT & T in any way morally responsible for these ?
Explain your answers.
3. In your judgment, should governments allow the implementation of
Publius ? Why or why not ?

 

Human Resource Management
(i) There are three Sections A and B and C.
(ii) Attempt any three questions each from Section A and B. All questions carry 10 marks
each.
(iii) Section C is compulsory for all and carries 40 marks.
SECTION A
1. Define and differentiate between Job Analysis, Job Description and Job Evaluation.
Select an appropriate job evaluation method and create a plan for evaluating jobs of
scientists in different grades.
2. Discuss the role of indoctrination in organizations. How can Performance Appraisal,
and Training and Development be made an integral part of Human Resource Planning?
Discuss.
3. Discuss the scope of Human Resource Audit. While auditing Reward systems for
employees in a manufacturing organization, which factors should be taken into account
and why? Explain with suitable examples.
4. Define and discuss the need for Human Resource Planning in an organization. Briefly
discuss various approaches to HRP
5. Write short notes on any three of the following:
(a) Training methods
(b) Value determinants of HRP
(c) Human Resource accounting
(d) Labour Market Behavior
(e) Promotion and Reward Policies

 

SUB: INTERNATIONAL BUSINESS
N. B.: 1) Attempt any four cases
2) All cases carries equal marks.
No: 1
BPO – BANE OR BOON ?
Several MNCs are increasingly unbundling or vertical disintegrating their activities.
Put in simple language, they have begun outsourcing (also called business process
outsourcing) activities formerly performed in-house and concentrating their energies on a few
functions. Outsourcing involves withdrawing from certain stages/activities and relaying on
outside vendors to supply the needed products, support services, or functional activities.
Take Infosys, its 250 engineers develop IT applications for BO/FA (Bank of America).
Elsewhere, Infosys staffers process home loans for green point mortgage of Novato, California.
At Wipro, five radiologists interpret 30 CT scans a day for Massachusetts General Hospital.
2500 college educated men and women are buzzing at midnight at Wipro Spectramind
at Delhi. They are busy processing claims for a major US insurance company and providing
help-desk support for a big US Internet service provider-all at a cost upto 60 percent lower
than in the US. Seven Wipro Spectramind staff with Ph.Ds in molecular biology sift through
scientific research for western pharmaceutical companies.
Another activist in BOP is Evalueserve, headquarterd in Bermuda and having main
operations near Delhi. It also has a US subsidiary based in New York and a marketing office
in Australia to cover the European market. As Alok Aggarwal (co-founder and chairman)
says, his company supplies a range of value-added services to clients that include a dozen
Fortune 500 companies and seven global consulting firms, besides market research and
venture capital firms. Much of its work involves dealing with CEOs, CFOs, CTOs, CIOs, and
other so called C-level executives.
Evaluserve provides services like patent writing, evaluation and assessment of their
commercialization potential for law firms and entrepreneurs. Its market research services
are aimed at top-rung financial service firms, to which it provides analysis of investment
opportunities and business plans. Another major offering is multilingual services.
Evalueserve trains and qualifies employees to communicate in Chinese, Spanish, German,
Japanese and Italian, among other languages. That skill set has opened market opportunities
in Europe and elsewhere, especially with global corporations.
ICICI infotech Services in Edison, New Jersey, is another BOP services provider that is
offering marketing software products and diversifying into markets outside the US. The firm
has been promoted by $2-billion ICICI Bank, a large financial institution in Mumbai that is
listed on the New York Stock Exchange.
In its first year after setting up shop in March 1999, ICICI infotech spent $33 million
acquiring two information technology services firms in New Jersy-Object Experts and ivory
Consulting – and command Systems in Connecticut. These acquisitions were to help ICICI
Infotech hit the ground in the US with a ready book of contracts. But it soon found US
companies increasingly outsourcing their requirements to offshore locations, instead of hiring
foreign employees to work onsite at their offices. The company found other native modes for
growth. It has started marketing its products in banking, insurance and enterprise resource
planning among others. It has earmarket $10 million for its next US market offensive, which
would go towards R & D and back-end infrastructure support, and creating new versions of its
products to comply with US market requirements. It also has a joint venture – Semantik
Solutions GmbH in Berlin, Germany with the Fraunhofer Institute for Software and Systems
Engineering, which is based in Berlin and Dortmund, Germany – Fraunhofer is a leading
institute in applied research and development with 200 experts in software engineering and
evolutionary information.
A relatively late entrant to the US market , ICICI Infotech started out with plain
vanilla IT services, including operating call centeres. As the market for traditional IT
services started wakening around mid-2000, ICICI Infotech repositioned itself as a “Solutions”
firm offering both products and services. Today , it offers bundied packages of products and
services in corporate and retail banking and include data center and disaster recovery
management and value chain management services.
ICICI Infotech’s expansion into new overseas markets has paid off. Its $50 million
revenue for its latest financial year ending March 2003 has the US operations generating
some $15 million, while the Middle East and Far East markets brought in another $9 million.
It new boasts more than 700 customers in 30 countries, including Dow Jones, Glazo-
Smithkline, Panasonic and American Insurance Group.
The outsourcing industry is indeed growing form strength. Though technical support
and financial services have dominated India’s outsourcing industry, newer fields are emerging
which are expected to boost the industry many times over.
Outsourcing of human resource services or HR BPO is emerging as big opportunity for
Indian BPOs with global market in this segment estimated at $40-60 billion per annum. HR
BPO comes to about 33 percent of the outsourcing revenue and India has immense potential
as more than 80 percent of Fortune 1000 companies discuss offshore BOP as a way to cut
costs and increase productivity.
Another potential area is ITES/BOP industry. According to A NASSCOM survey, the
global ITES/BOP industry was valued at around $773 billion during 2002 and it is expected to
grow at a compounded annual growth rate of nine percent during the period 2002 – 06,
NASSCOM lists the major indicators of the high growth potential of ITES/BOP industry in
India as the following.
During 2003 – 04, The ITES/BPO segment is estimated to have achieved a 54 percent
growth in revenues as compared to the previous year. ITES exports accounted for $3.6 billion
in revenues, up form $2.5 billion in 2002 – 03. The ITES-BPO segment also proved to be a
major opportunity for job seekers, creating employment for around 74,400 additional
personnel in India during 2003 – 04. The number of Indians working for this sector jumped to
245,500 by March 2004. By the year 2008, the segment is expected to employ over 1.1 million
Indians, according to studies conducted by NASSCOM and McKinsey & Co. Market research
shows that in terms of job creation, the ITES-BOP industry is growing at over 50 per cent.
Legal outsourcing sector is another area India can look for. Legal transcription
involves conversion of interviews with clients or witnesses by lawyers into documents which
can be presented in courts. It is no different from any other transcription work carried out in
India. The bottom-line here is again cheap service. There is a strong reason why India can
prove to be a big legal outsourcing Industry.
India, like the US, is a common-law jurisdiction rooted in the British legal tradition.
Indian legal training is conducted solely in English. Appellate and Supreme Court
proceedings in India take place exclusively in English. Due to the time zone differences,
night time in the US is daytime in India which means that clients get 24 hour attention, and
some projects can be completed overnight. Small and mid – sized business offices can solve
staff problems as the outsourced lawyers from India take on the time – consuming labour
intensive legal research and writing projects. Large law firms also can solve problems of
overstaffing by using the on – call lawyers.
Research firms such as Forrester Research, predict that by 2015 , more than 489,000
US lawyer jobs, nearly eight percent of the field, will shift abroad..
Many more new avenues are opening up for BOP services providers. Patent writing
and evaluation services are markets set to boom. Some 200.000 patent applications are
written in the western world annually, making for a market size of between $5 billion and $7
billion. Outsourcing patent writing service could significantly lower the cost of each patent
application, now anywhere between $12,000 and $15,000 apiece-which would help expand the
market.
Offshoring of equity research is another major growth area. Translation services are
also becoming a big Indian plus. India produces some 3,000 graduates in German each year,
which is more than that in Switzerland.
Though going is good, the Indian BPO services providers cannot afford to be
complacent. Phillppines, Maxico and Hungary are emerging as potential offshore locations.
Likely competitor is Russia, although the absence of English speaking people there holds the
country back. But the dark horse could be South Affrica and even China
BOP is based on sound economic reasons. Outsourcing helps gain cost advantage. If
an activity can be performed better or more cheaply by an outside supplier, why not outsource
it ? Many PC makers, for example, have shifted from in – house assembly to utilizing contract
assemblers to make their PCs. CISCO outsources all productions and assembly of its routers
and witching equipment to contract manufactures that operate 37 factories, all linked via the
internet.
Secondly, the activity (outsourced) is not crucial to the firm’s ability to gain sustainable
competitive advantage and won’t hollow out its core competence, capabilities, or technical
know how. Outsourcing of maintenance services, date processing, accounting, and other
administrative support activities to companies specializing in these services has become
common place. Thirdly, outsourcing reduces the company’s risk exposure to changing
technology and / or changing buyer preferences.
Fourthly, BPO streamlines company operations in ways that improve organizational
flexibility, cut cycle time, speedup decision making and reduce coordination costs. Finally,
outsourcing allows a company to concentrate on its core business and do what it does best.
Are Indian companies listening ? If they listen, BPO is a boon to them and not a bane.
Questions:
1. Which of the theories of international trade can help Indian services providers gain
competitive edge over their competitors?
2. Pick up some Indian services providers. With the help of Michael Porter’s diamond,
analyze their strengths and weaknesses as active players in BPO.
3. Compare this case with the case given at the beginning of this chapter. What
similarities and dissimilarities do you notice? Your analysis should be based on the
theories explained.

 

SUB: Marketing Management
N. B. : 1) Attempt all Four Case studies
2) All questions carry equal marks.
Case study 1
Case Study on Segmentation, Targeting & Positioning
Profiles Group is a leading interior decorator and designer in the country. Mr. Neerav Gupta,
one of the partners in the group has invested a good amount of money in the business. The
other two partners namely Mr. Pratham Gupta who is a distant cousin of Neerav and Mr. Dev
Suri are mainly into managing the firm’s country wide operations. Mr. Stanley Pereira, who
is more of a sleeping partner, looks after the administrative and financial aspects of the firm.
Profiles Group has around 44 service centers in the country including state capitals and
several developing cities. Since the firm’s inception in 1998, its progress has been
unstoppable. The clients include many reputed companies, hotel chains, popular celebrities
and even hospitals and commercial banks.
A brief background of the Partners:
Neerav Gupta had a family owned business that was into manufacturing wooden furniture but
Neerav‟s interest was more into decorating. So, after completing a Master’s course in
interior designing from a reputed college abroad, he decided to start his own interior design
services. Meanwhile, the furniture manufacturing business was handed over to Pratham
Gupta due to property and family settlement issues. But, Pratham decided to join Neerav and
they both started a partnership firm.
Dev Suri, a friend of Neerav who had been living abroad, sold out his real estate business and
had decided to settle on the Indian soil itself. He offered help by providing additional capital
and his knowledge of real estates did help the firm although in a small way. Stanley Pereira,
an experienced teacher and consultant, had worked previously in leading interior designing
colleges and was instrumental in making required changes in syllabus structure and interior
designing courses. He has also written many books and articles on the topic. He had retired
early due to family commitments but landed up in Profiles Group as a Partner through mutual
contacts.
The conversation:
All the four partners are comfortably sitting face to face on a peach colored cushioned sofa
which is situated near the window corner inside Neerav’s well-structured office.
Pratham Gupta feels that since their firm has invested large funds, they must enter into more
market segments especially the smaller ones. And, regarding this issue, a professional
conversation takes place among the partners. The talks are as follows:
Pratham: “So, what do you think about expanding our market segments to smaller more
ordinary markets?”
Stanley: “What are you exactly trying to say, Pratham? Will you explain it?”
Pratham: “Listen guys, right now, we have 44 centers and competent people to work under
us, but when we see our customer base, it looks small and limited. What I mean to say is that
we also need to have those individual household customers who are looking for service
expertise in this field. Most household customers don’t get the necessary information as to
how to go about the interiors or how to decorate their home/offices etc.”
Neerav: “I agree with your points Pratham, but don‟t you think if we have to reach the
smaller segments of the market, we need a different approach to cater to their needs. We
would have to advertise and communicate to these segments in a customised way. This will
increase the promotion budget and our focus on the existing customers may be
compromised.” Dev: “I think we need to get a balance here. Pratham‟s points are valid
enough and it will make Profiles group more productive. If need be, we may have to take
help of a service consultancy in order to penetrate deeper markets.”
Stanley: “Okay… so, even if we allocate these segments, we need to target them in a way
where we will know the immediate impact of these segments. We have to position in such
manner that we get this customer base to keep moving towards us… however, the problem
lies in the demand for our product in these segments!”
Pratham: “What is that problem you are talking about, Stanley?”
Stanley: “I will tell the problem, we know our product… but these individual customer
segments will see our product as a one time purchase… Interiors and designing is done by a
household customer at one point… very rarely, he will seek for a change or improvement. So,
is it acceptable that we cater to their one time need and then let go?”
Neerav: “I do understand that point… But, that’s always the case in our business. Interior
decorations and designs are usually considered one-time expenditure by household
customers…. and as a matter of fact, that has not affected the way we do our business or on
our returns.”
Pratham: “See, even otherwise it should not affect our firm because individual customer
segments are willing to pay or spend on interiors. If they need a good, comfortable home
along with a neat set of furniture then why don’t we cater to that need, even if it’s a one
time demand from a particular customer? This is exactly what I meant earlier when I said,
given the expertise we have, why don’t we use it to expand our customer base? Of course,
we may have to develop suitable pricing strategies, promotion strategies for these market
segments which is according to me, not a big thing to do.”
Dev: “Let’s first consult with our marketing hero and ask their opinion or suggestions as
well”
Dev takes out his cell phone to dial Mr. Sunil’s number and he immediately gets the
connection. Sunil is the head of the marketing section and he is very efficient in his job. He
also has an acceptable humour quotient. Dev asks Sunil to come over to Neerav’s office.
Sunil enters the office:
Sunil: “What’s up, Bosses?”
Dev gives a brief explanation to Sunil about the potential market.
Sunil: “that’s a welcome sign actually… we have the necessary resources and we are
available to any customer at any given point… So, I think it‟s a good idea that we update our
customer profiles also… Only thing is we have to make sure we are targeting and positioning
our customer segment in the way they feel comfortable to approach us…”
Pratham: “Nicely said Sunil… You are our man in this task…. We rely on you to make our
markets bigger and customer segments broader…”
Sunil: “Always thinking in the interests of Profiles Group, Mr. Gupta… Not to worry… You
tell me the confirmed plans and leave the execution on me…”
Neerav: “Well, what can I say? If we are sure about managing the newer segments which is
existing out there, then our work is just to target them and position our product as per the
given requirements”
Dev: “There is one important suggestion I would like to present here…. We need to ensure
that we properly differentiate our existing customers from the newer ones so that we are not
overriding one another or our customers don’t feel compromised at any point.”
Stanley: “That’s a really valuable suggestion, Dev… I completely agree with this point”
Sunil: “Me too… Mr. Suri has stated an absolute theory… But, it’s not that we can’t take
the benefits from the two and use it for our purpose… Somewhere, we can link the newer
segments with the existing ones and gradually Profiles Group will mean the same to every
one. That is however applicable in the long term… For now, we need to attend our customer
base on a one-to-one basis… So, we do it slow and steady”
Neerav: “Sunil, I don’t understand, but whenever you speak you visualize the big picture as
well… I admire your quality and also that you are very loyal to Profiles Group”
Sunil: “Anytime Mr. Gupta, I am at your service….Just give the command and it will be
done”
All of them laugh at that comment and decide to have an official meeting regarding the
Segmenting, Targeting and Positioning strategies for the potential market. Within a month,
the scheduled meeting is done with the involvement of key people and various points are
noted down for implementation.
The marketing team after a brainstorming session also comes up with a collective idea about
introducing Re-decorating and re-designing to be offered as a part of Profile’s group’s
services. This meant that clients or customers can think about re-designing or re-decorating
their homes/offices with the already available possessions and existing furniture. This also
meant less cost to the clients. This idea was taken up seriously and plans to implement such
services were already underway.
The Progress:
The next six months in the Profiles Group has made everyone busy with different tasks and
agendas to be accomplished. Sunil is the busiest person around and he is actively engaged in
marketing activities related to the targeting and positioning of their product to the new
customer base.
Very soon, the results are noticeable in the Profiles Group. After a considerable amount of
planning and hard work, the subsequent months showed positive results as given below:
 The markets are segmented based on the income level of the household customers
 Their needs, wants and demands are analyzed
 These markets are targeted based on their desire, willingness and capabilities to attain the
required interiors and furnishings.
 Sunil headed a separate section namely Re-designing and Re-decorating Services at the
firm’s main office. Sunil was immediately involved in making special centers for Redesigning
and re-decorating services in different parts of the country.
 Marketing section was taken over by a competent person – Ms. Sneha Agarwal who has
over 8 years of experience in interior designing. She was chosen on the recommendation of
Stanley Pereira as Sneha had been a merit student previously and Stanley had been her
teacher.
 Neerav had even managed to get some MNC‟s as the firm’s clients.
 Positioning of Profiles Group’s product and services was done in three ways –
 For the already existing customer base which include the corporate and business houses,
film industry and celebrities and other big units who spend huge amounts on the interior
decorations.
 For the newer segments also termed as the individual household segments who have
limited spending abilities but have a desire for elegant interiors at reasonable rates.
 For the collective market – re-design and re-decor services were offered.
 The structure of the firm’s web-site was made more user-friendly and included several
videos showing how proper layout and interiors increased efficiency, easy movement,
allowed more lighting and ventilation and created a feeling of well-being and comfort.
 A CD was also launched which included these videos and the necessary information of the
Profile’s firm with the contact addresses and numbers. The CD also included interview with
certain well-known clients who were highly satisfied with the firm’s services. This
established trust and good communication in the market.
 Soon enough, the firm launches into environmental friendly interiors and develops „Go
Green‟ initiatives that uses more re-cycled and renewable substances.
 There was a plan to begin annual contests and games which involved household customer
segments to give their ideas or suggestions for a well laid out interiors using eco-friendly
materials and “Go-Green‟ initiatives.
The Partners and the interview:
It’s been two years now since Profile’s Group had moved into individual household
segments.
All four partners are seated on the sofa inside Neerav‟s office except this time the sofa is of
cream shade and a press reporter namely Namitha Goel is sitting on a single sofa across them.
Namitha Goel had scheduled this interview and later will be published in the “Living
Designs”, a new monthly magazine that deals with interiors. She begins with a direct
question to Neerav –
Namitha: “Mr. Neerav Gupta, do you think the reason for the substantial increase in your
customer base is due to the Redesign and re-decoration services?
Neerav: “Well, to a considerable extent, I believe it is so. Re-design is not about my taste or
your taste. It’s about working with what the client owns and making them happy. Most
people are good in re-arranging their stuff but they don’t have time or energy to do it. So,
we offer them this assistance.”
Namitha: “How come you got this thought about making these household segments as your
customers? I mean, your firm is associated with the influential clientele base and considering
that, why did you feel that these household segments would prove to be a lucrative market for
you?”
Neerav: “The entire credit for making individual household segments as our customers goes
to my business partners here, my workforce and their efforts. Around two and a half years
back, we had just got into a conversation in this very same office and Pratham suggested
about tapping these markets with our available resources. Let me clarify that we decided to
target this segment not for profits but we felt they too would benefit from our expertise in this
field.”
Namitha: “According to the market survey, it seems that there is no close competitor for you
in this business. So, your firm stands at the top like it’s been from a long time. What do you
say in this matter?”
Neerav is about to answer but his cell phone rings and he attends to it quickly.
Neerav: “Excuse me, Ms. Namitha.., I have urgent business call that can’t wait…, Carry on
with your questions and my team mates will answer. I have to go now.” He addresses his
partners and leaves the office in a hurry.
The interview proceeds and remaining partners contribute their views. The interview takes
another 45 minutes and Namitha Goel is satisfied with her work as a press reporter. She
leaves the Profile’s Group office with a sense of achievement.
The next month’s issue of “Living Designs” carries the cover story of the Profiles Group
with the partners‟ exclusive interview placed in the shaded column of the magazine pages.
Questions: 1 Examine the progress of Profile’s Group as a leading interior designer and
decorator.
Questions: 2 What kind of change was observed in the STP strategy of the firm and how was
it useful?
Questions: 3 Evaluate the working of Profile’s group with respect to the Segmenting,
Targeting and Positioning of markets. Do you have any suggestions for the firm?

Principles & Practice of Management
Marks – 80
(Please attempt any 4 of the below mentioned case studies. Each Case study is for 20 marks)
Read the following case and answer the questions given at the end of the case.
LOSING A GOOD MAN
Sundar Steel Limited was a medium-sized steel company manufacturing special steels of
various types and grades. It employed 5,000 workers and 450 executives.
Under the General Manager operation, maintenance, and headed by a chief. The Chief of
and under him Mukherjee Maintenance Engineer. The total was 500 workers, 25
executives, (Production), there were services groups, each Maintenance was Shukla was
working as the strength of Maintenance and 50 supervisors.
Chatterjee was working in Maintenance as a worker for three years. He was efficient. He
had initiative and drive. He performed his duties in a near perfect manner. He was a
man of proven technical ability with utmost drive and dash. He was promoted as
Supervisor. Chattejee, now a Supervisor, was one day passing through the Maintenance
Shop on his routine inspection. He found a certain worker sitting idle. He pulled him up
for this. The worker retaliated by abusing him with filthy words. With a grim face and
utter frustration, Chatterjee reported the matter to Mukherjee. The worker who insulted
Chatterjee was a “notorious character” , and no supervisor dared to confront him.
Mukherjee took a serious view of the incident and served a strong warning letter to the
worker. Nothing very particular about Chatterjee or from him came to the knowledge of
Mukherjee. Things were moving smoothly. Chatterjee was getting along well with others
But after about three years, another serious incident took place. A worker came drunk to
duty, began playing cards, and using very filthy language. When Chatterjee strongly
objected to this, the worker got up and slapped Chatterjee. Later, the worker went to his
union – and reported that Chatterjee had assaulted him while he was performing his
duties.
Chatterjee had no idea that the situation would take such a turn. He, therefore, never
bothered to report the matter to his boss or collect evidence in support of his case.
The union took the case to Shukla and prevailed over him to take stern action against
Chatterjee. Shukla instructed Mukherjee to demote Chatterjee to the rank of a worker.
Mukherjee expressed his apprehension that in such a case Chatterjee will be of no use to
the department, and. the demotion would adversely affect the morale of all sincere and
efficient supervisors. But Chatterjee was demoted.
Chatterjee continued working in the organisation with all his efficiency, competence, and
ability for two months. Then he resigned stating that he had secured better employment
elsewhere. Mukherjee was perturbed at this turn of events. While placing Chatterjee’s
resignation letter before Shukla, he expressed deep concern at this development.
Shukla called Chief of Personnel for advice on this delicate issue. The Chief of Personnel
said, “l think the incident should help us to appreciate the essential qualification required
for a successful supervisor. An honest and hardworking man need not necessarily prove
to be an effective supervisor. Something more is required for this as he has to get things
done rather than do himself.” Mukherjee said, “l have a high opinion of Chatterjee. He
proved his technical competence and was sincere at his work. Given some guidance on
how to deal, with the type of persons he had to work with, the sad situation could h.ave
been avoided.” Shukla said, “l am really sorry to lose Chatterjee, He was very honest
and painstaking in his work. But I do not know how I could have helped him; I wonder
how he always managed to get into trouble with workers. we know they are illiterates
and some of them are tough. But a supervisor must have the ability and presence of
mind to deal with such men. I have numerous supervisors, but I never had to teach
anybody how to supervise his men.”
Questions:
(a) Identify the problems in this case.
(b) Do you think the decision taken by shukla is in keeping with the faith, trust and
creating developmental climate in the organisation? Critically evaluate
(c) How would you help in improving rough and tough behavior of employees?