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Business: Ethics, Governance & Risk
1. Identify a business (small/medium/large/proprietary/partnership/family/listed etc) that provides goods and/or services of any kind (FMCG, Education, Hospitality etc) and was impacted during 2019-20 or 2020-21 (any one year) due to Covid Pandemic. Identify and list the business challenges it faced (atleast three) and explain how the business managed the following three risks; Financial risk, Operational risk & Human Resource risk during the above-mentioned period. What strategies & initiatives did it deploy to address and overcome these three risks and survive/grow during the period (Answering that the business shut down is not an option). Connect and talk to people among your family / friends / neighborhood / your company / employer etc (10 Marks)
2. Your friend wants to blow whistle and has come to you for guidance. How would you advice her/him to help determine whether she/he has a greater obligation to the public or to his/her employer? Make a list of 4-5 tough questions that you need her/him to answer before she/he blows the whistle. Explain the purpose of each question. (You can pick a social/environmental or economic issue for whistle blowing) (10 Marks)
3 a. A sales representative for a struggling computer supply firm has a chance to close a multimillion dollar deal for an office system to be installed over a two year period. The machines for the first delivery are in the company s warehouse, but the remainder would have to be ordered from the manufacturer. Because the manufacturer is having difficulty meeting the heavy demand for the popular model, the sales representative is not sure that subsequent deliveries can be made on time. Any delay in converting to the new system would be costly to the customer; however the blame could be placed on the manufacturer. Should the sales representative close the deal without advising the customer of the delivery problem? Discuss the pros and cons of the decision the sales representative chooses to take. (5 Marks)
3 b. You have studied Business Ethics in a structured manner in this program. Has it helped you with tools to better manage your decision making process as a business person? Explain in your own words. (5 Marks)

Research Methodology
1. You have been hired by a firm as a researcher to understand the consumer preferences for one of their product categories within a state in India. After going through the requirements, you realized that you need to discover various qualitative aspects of product preferences from the consumers. Hence, you decided to speak to some groups of consumers at various parts of the state to understand more about the given problem. The management approves your idea of interview and gave you a go ahead. Answer the following questions: Why do we conduct interview in research? Discuss about the structured and unstructured interview process. (10 Marks)
2. A major bank in the country wants to launch a new investment scheme. However, they are not sure whether it will be a success of failure among the consumers. To arrive at a conclusion, they may outsource the research activities to a well-known research firm in the city. The bank has asked the firm to submit a research strategy by the end of the coming week so that the bank can decide if it would be feasible for them to move further. Answer the following questions: What is the purpose of having a research strategy? Discuss the various research strategies that you know about. (10 Marks)
3. In a study among the college students in a tier I city in India, it was found that their behavior can be predicted by understanding their intention , which in turn can be predicted by a host of other factors. All these factors can be grouped into three different variables like attitude , subjective norms and perceived control . It was also found that these three variables impact each other.
a. Identify the dependent variable and the independent variables. Is there any mediator in the model? Explain in all the cases. (5 Marks)
b. Draw the conceptual model. (5 Marks)

Digital Marketing
1. Explain the four dimensions that determines digital presence of a company, with relevant examples. (10 Marks)
2. You are a local baker famous around 2kms radius of your establishment. Discuss the Business moments across customer journey path with TOOLS that you will be using to get your bakery famous across the whole city spanning 50 kms radius.
(10 Marks)
3. You run a fitness centre in a local area.
a. Write a Google AdWords Search Campaign for the same. (5 Marks)
b. Explain the keyword bidding strategy you shall be using for the same (5 Marks)

Marketing Research
1. A fast moving consumer goods (FMCG) company has an established cooking oil brand named Good Life . The company enjoys the second highest market share in this segment and is a familiar brand. The market leader in this segment has started offering 1 LTR pouch free with 5 LTR can which has increased the market share of the leader and has decreased the market share of Good Life . From a reliable source, the company under-stands that the current promotion of the market leader will be continued for the next 6 months. Good Life is contemplating a significant price reduction by offering 5LTRs of Good Life at the price of 4 LTRs. They feel that an additional 1 LTR pouch on the 5LTR can would incur cost of production, packaging and the transportation cost of the free pouch, though it already offers a 1 LTR pouch in the market. Some executives in Good Life feel that the customer may find a free 1 LTR pouch with the 5 LTR can more attractive and value for money than the price reduction. The question in front of Good Life is whether to offer a 1 LTR pouch free with a 5 LTR can OR reduce the price of the 5 LTR can to the Price of 4 LTRs. The company has appointed a market research (MR) firm to find out which option they should adopt. Which research design should the MR firm use to arrive at an answer to this problem? How should be this research design implemented? (10 Marks)
2. A leading car manufacturer wants to measure the customer satisfaction of current cus-tomers towards the annual maintenance service of the vehicle by its designated service stations. Design a questionnaire to measure customer satisfaction towards the service of-fered by the designated service stations. Measure the different aspects of the service from the intimation of the service requirement till final delivery and feedback including all aspects of the service. Use appropriate questions and scales in the questionnaire so that the overall satisfaction towards the service station can be derived. (10 Marks)
3. A high end SUV from U K has been launched in India. The vehicle is targeted at well educated, upper class, premium customers with a sophisticated life style who enjoy high technology, great driving pleasure and the pride of owning a premium vehicle. The company is planning to launch a new television advertising campaign in January 2022.
a. As a media research consultant, what media strategy will you suggest so that the campaign can reach maximum target audience? (5 Marks)
b. Once the ads are aired on Television, the recall and recognition of the ads have to be tested on the next day of airing as well as after the completion of the first month. Which tests will you use to measure recall and recognition and how will you conduct it? (5 Marks)

Services Marketing
1. You are the owner of a retail chain. You currently have consumer durables, groceries and private label clothing range for kids, men, and women. The price point is low and the quality you offer is fantastic. You have more than eighty percent repeat customers. In most of the customer surveys that you have conducted with market research agencies have pointed this unique feature of your store. You have successfully operated your business in Delhi. You have about 15 stores operating across the state. During the last five years, you have spread your offerings to the other northern states, and you have seen a wonderful response. You are pretty encouraged, and you decide to take this down south. You have encouraged about twenty five percent of your best staff member to open the first store in Bangalore. (With a salary hike) They are your top performers. The vacant positions in the north will be filled up temporarily and the staff members deputed would be called back after 3 years from the start of the operation. The store opens as scheduled. The initial response is good, but within six months, you see a plethora of complaints coming in and customers are unhappy with their overall experience. Your cash counters seem to become empty with footfalls and profits coming down. This comes to you as a big shock as you had not expected this to happen. You are unwilling to give up and you need to understand why? Is it the mindset of the people, a consumer whom you have never encountered before, or is it the issue of training your people and re designing of your service offerings? But will you be able to turn this around? Do you feel that there is a difference in consumer mindset in the South vis a vis the North? Can you point some of them? What data do you need to reach to a conclusion and what steps should you take to plug the footfalls?
(10 Marks)
2. You have worked in the industry for a decade, and you are now fed up with the boring work environment around you. The entrepreneurial bug has bitten you and a food business is in your mind. There are numerous challenges, however. In your city, the working population is large enough to sustain the business, disposable incomes are high, and you feel that there is a niche offering that needs to be created for your restaurant, for example a Japanese or a Korean cuisine. The problem however with a niche is adoption to local tastes, preferences, and the biggest challenge of whether customer would be interested in them. The next big challenge would be for you to reach out to the right set of customers. This might take you some time, and your biggest fear is that the initial buzz that you may create at the start may not sustain after a point. Also, if you are successful, there may be copycats coming in. You are therefore considering a second alternative of tiffin services to people around you. This may not have the glamour but will make you cash bells ringing from day 1 if your product is right. There may not any need for branding or the need to position yourself. It is a dilemma that you are facing. How would the service offering be different in case of a restaurant vis a vis tiffin service? (7Ps) and how would you plan to market the service offerings? (restaurant vis a vis tiffin service) (10 Marks)
3. Trail Blazers academy is a coaching academy, providing training, coaching, and counselling services for students. Their primary revenue source is from the coaching they do for medical and JEE. Established a decade ago, it is now a well-known brand, but faces sever competition from the crowded market of the coaching space. The quality of the students passing out are well know and many candidates are able to crack the JEE and medical exams. However, in the last couple of years, the company has tried to expand using the franchise model. This was possibly the best model available. But with tremendous amount of competition happening online and offline, the pricing model of the academy has changed. The fees for the course are on the brochure but is charged variably. There are no standardizations followed. Many of the franchisees charge whatever they want to, essentially to maintain a minimum threshold of students flowing into the organisation. Sometimes the center heads of the franchise, encourage existing students to bring in new candidates, there by incentivizing them. Some of the hard negotiators are able to settle down at a lower price point that what others are paying. In many cases, students were allowed just with a token money with more than the usual EMIs. Everything seems to be as per the flexibility of the center managers. While some of the franchises are happy, others are not. The location of the center, number of enrollments drive the pricing. The parents are unhappy with this mechanism and there are complaints floating in the social media about Trail Blazers. The franchises are incentivized on the total revenue they add to the parent group. Many of them therefore have started the recent practice of creating fake candidates, thereby making themselves eligible for more incentives. Trail Blazers have also realized that due to competitive pressure, they are unable to make good margins in the business and wants to expand their offerings. They are now planning to start a HR recruitment consulting firm. The CEO can drive this, because of his previous experience in this area. He also has a team, which is capable enough. The CEO has invited you, as a consultant. They are in a dilemma on whether they should use the Trail Blazers brand name to the recruitment consulting firm or use a new name. Trail Blazers sound to be a great name for the consulting firm and matches with the nature of work that they intend to do. However, many of the other managers opine that these two businesses are different and not related and therefore the brand extension is not suitable for the new offerings. Even if they use the same name, how would they position themselves? a. How do you price their services better? (5 Marks) b. Is venturing into a new service offering a sensible proposition for Trail Blazers? What are the potential benefits and challenges that you see as a consultant? (5 Marks)

Lean Six Sigma
1. Six Sigma level is the benchmark for performance standard . Explain the relevance of Lean concept in reducing elimination wastes to achieve process efficiency. Leverage your answer by giving suitable examples from the industry (10 Marks)
2. What is the significance of Control Charts in achieving Sig Sigma levels? Discuss how process control charts are used for monitoring and improving the quality levels in the organization. Explain with reference to a manufacturing organisation. (10 Marks)
3. Assuming yourself as a strategic employee of an Educational Institute who has learned the relevant concepts of Operations Management & Quality Management, consider the following scenario. The management wants to consider implementing the best practices in the industry to match up to the premier educational institutes in the country. You are required to consider and suggest the following for the implementation:
a. Suggest the composition of the team for implementing the management instructions. (Mention the nomenclature of hierarchy as in the Six Sigma process and assume your role in the implementation process) (5 Marks)
b. Suggest the initiatives that can be employed for improving the practices in the organization for achieving process excellence. (5 Marks)

New Product Development and Managing Innovation
1. You are appointed as the Product Manager for ITC Limited in the FMCG Division. Considering the increased consumption of Dairy products and many new entrants in this category into the market, you are tasked to work on introducing at least 2-3 Dairy Products under the Aashirwad Brand name in the coming year. Explain in detail the steps for developing the new products and introducing the same in the existing market. (10 Marks)
2. The Coronavirus Pandemic has sensitized a vast majority of consumers towards hygiene and building immunity. It had an impact on the way consumers shopped with online shopping gaining prominence. Digital technology was put to best use by companies coming up with innovative methods to reach out to consumers. Please identify any such innovative product or process that was introduced during the pandemic. Explain how this innovation helped the company gain competitive advantage. Also explain the different types of innovations and on basis of technology and market how you would map this innovation. (10 Marks)
3. The Adolph Coor s Company of Colorado was holding largest market share in 1980 s. They were immune to any new entry in the market as their position was safeguarded by the strong customer pull and loyalty, and strongly believed their customer segment is attached to their quality and taste. However, a new brand in the lighter Beer category made inroad with Miller Lite brand and other brands started challenging the Coors supremacy in California market with their lighter Beer brands. Eventually The Coors had to give in to threat of competitors presence and abandon their one product tradition by introducing a Low- calorie light Beer.
a. What kind of strategy was the company pursuing? (5 Marks)
b. What all was required by company to get into new product development in this case? (5 Marks)

World Class Operations
1. The concept of TPM is fundamental in achieving world class standards in operations. In this reference how TPM measures are implemented in a manufacturing company? (10 Marks)
2. What do you understand by quality standards? Give reference to Six Sigma Quality standards in your answer. (10 Marks)
3.a. The objective of the current day firms is to deliver world class products. Explain the statement with special reference to achieving environmental standards in operations. (5 Marks)
3.b. Pick up a firm of your choice from the Indian fast moving consumer durable industry and briefly explain how the firm has successfully implemented the principles of World Class Manufacturing. (5 Marks)