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Until Air Deccan entered the scene in 2003, there were only scheduled domestic carries in India, Indian
Airlines, Jet Airways and Air Sahara. Air Deccan became India‘s first Low Cost Carrier (LCC). Since then the
dynamics of the game have changed drastically, soon followed Kingfisher Airlines, Spicejet, GoAir,
Paramount Airways and Indigo.
With Air Deccan‘s low cost strategy experience having seen results, the concept is widely picking up
as a strategy to rule the Indian skies. Jet Airways is developing JetLite (Air Sahara) as a value carrier with
frills that offers low fares to fly on some of its domestic routes. The industry estimates forecasts that LCCs
will have a market share of 70 percent by 2010. Full service carriers, on an average are losing a remarkable
1.5 percent share to LCCs every month. Currently all the LCCs put together have a market share of 37 per cent.
Questions:-
1. In your opinion what is the future of civil aviation in India? Will LCC dominate the domestic
market?
THE COSTS OF DELAY
The public sector Indian Oil Corporation (IOC), the major oil refining and marketing company which
was also the canalizing agency for oil imports and the only Indian company I the Fortune 500, in terms of
sales, planned to make a foray in to the foreign market by acquiring a substantial stake in the Balal Oil field
in Iran of the Premier Oil. The project was estimated to have recoverable oil reserves of about 11 million
tonnes and IOC was supposed to get nearly four million tonnes.
The RBI, which gave IOC the approval for $15 million investment, took more than a
year for clearing the deal because the structure for such investments were not in place, it was reported.
QUESTIONS
1. Discuss internal, domestic and global environments of business revealed by
this case.
SUBJECT: ADVERTISING MANAGEMENT
1) There are 4 questions in paper
2) All Questions are compulsory
3) Each question carries 20 Marks
A) Define Advertising Copy? Please explain various ways of writing print advertising copy
with examples?
Case No: 1
VENKY’S OF VENKATESHWARA HATCHERIES
Venkateshwara Hatcheries which went public recently is one of the most modern plants in poultry business in
Asia. They have 60 p.c. market share of chicken marketed in the country. Dr. B.V. Rao of Venkateshwara
Hatcheries expired in 1996. His daughter Anuradha Desai is now the Chairperson and M.D. of VHL. In the
beginning they had an Executive Director Gulam Harjanwalla who professionalized chicken marketing. Sajid
Peerbhoy’s Speer ad agency was chosen. The brief given to Speer was “to market raw chicken in the form of a
full bird. Further, to market legs. To market legs and breast. To market curried pieces. And half-bird.”
Questions (A)
(a) Comment on the advertising strategy adopted previously and currently.
SECTION - A
1.Write short notes on the regulatory bodies of Aviation Industry.?
2. Explain the Airport Development process happening in India post deregulation. 3. Briefly analyse the competition in Airline industry in India.
4. Discuss the term Airside and the important facilities in Airside. 5. Analyse the different Air carrier models in use.
6. What do you understand by ATC and the various functions associated with ATC in Air transportation ?
7. Explain the various terminal concepts.
Apparel Production Management
Maximum: 80 Marks
Please note that there are 2 sections. The section A consists of 40 marks and section B consists
of 40 marks.
1. Discuss elaborately on the product types and organisation of clothing industry.
2. Explain in detail the production planning and different departments of a garment industry
3. Discuss in detail on the pricing policies and factors affecting pricing policies.
4. Explain how the basic work measurement is carried out.
5. Explain in detail ten point and Dallas systems of fabric inspection systems.
Apparel Production Management
Case Study - I
The RK international is an Apparel Exporter with a Turn over of Rs. 155 crores. The company
exports to USA and Europe markets. The company in entering in to a Long term strategic
alliance with one of the biggest retailers in USA for manufacturing of Formal shirts.
The monthly shipment requirement of the Buyer is 300000 pieces. The company plans to put a
new plant for this.
Please advice a plan for RK international on the following.
1. The machine requirement in detail for manufacturing 300000 pieces a month with a description of the kind of machinery? ( 10 Marks)
2. The total plan for the Man power in terms of cutting unit, Finishing Unit and the washing unit as well as the administration staff? ( 10 Marks)
3. How many different production lines would you suggest provided the monthly requirement of 300000 pieces will be made in 10 different styles? ( 10 Marks)
Subject :-AUTOMOBILE MANAGEMENT TOTAL MARKS :80 MARKS 10 marks each
1. What are the main components used in an automobile? 2. On What basis are automobile engines classified? 3. What is the function of the Joints in piston ring? Give reasons for providing joints in a piston ring? 4. What are two ways of cooling an engine? Explain briefly? 5. State the two purpose of the Flywheel , Camshaft & Manifolds?
Aviation Maintenance Management
Section A: Objective Type & Short Questions (30 Marks)
This section consists of Multiple Choice & Short Note type questions. Answer all the questions.
Part one carries1 mark each & Part Two carries 5 marks each.
Part One:
Multiple Choices:
1. A maintenance check performed approximately every month is known as:
a. “C” check
b. “A” check c. Visual check d. None of these
Caselet 1
The government nationalized the airlines in 1953, with enactment of Air Corporation Act. Assets of nine existing air companies were transferred to the two new corporations Air India International and the Indian Airlines. After 40 years, in 1994 Air Corporations Act was repealed ending the monopoly of the national air corporation and enabling entry of private operators. The liberalization in civil aviation industry began in 1986 with the introduction of Air Taxi system to boost development of tourism. Though there were several restrictions relating to seat capacity, airports, timing and fare, the scheme was liberalized over a period of time. Even the fare was totally deregulated, allowing air operators to change any fare.
Replacement of ground-based communication, Navigation and Surveillance (CNS) with satellite based CNS
system. Establishment of differential Global Positioning system (DGPS).
Automation in the Air Traffic control Services, and
Establishment of Automatic Dependent Surveillance (ADS).
Questions:
1. What are the major plans for implementation to meet challenges of increasing air traffic and
advancement in technology?
Aviation Management
Section A: Objective Type & Short Questions (30 Marks)
This section consists of Multiple Choice and Short Note type Questions Answer all the questions
Part one carries 1 mark each and Part two carries 5 marks each.
Part One:
Multiple Choices:
1. Which of the following is comes under „Air safety topic‟?
a. Lightning
b. Ice & snow c. Fire d. All of the above
Caselet 1
In relation to Aus Airlines, the scenario of airline industry is understood as a highly competitive industry. Commercial air transport is considered to be important for personal mobility, commerce and national security reasons. It facilitates growth, world trade, international investments and tourism and is thus considered to be very significant to the globalization taking place in many industries. The demand for airline service is income elastic. As real income increases, passengers spend more money on air travel. Conversely, as fares rise, passengers spend less on air travel. An airline is one service sector which is subject to various price controls and capacity restrictions. In this sector, prices are generally needed to be approved by government.
Airlines are expected to provide safe and timely transportation to air passengers. It should provide certain intangible
elements like transportation itself, service frequency, pre-flight, in-flight and post flight service. Tangible elements like the
aircraft and food and drinks served are also included. The profitability of airlines depends on the quality service it offers to
the air-passengers.
Aus Airlines may lose its advantage, it faces price war from its competitors, necessitating to reduce the airfares. If the industry experiences overcapacity of flights, it may affect the stable Position of the airlines, moreover, the airlines, should also maintain standards to maintain quality of services, which enable it to retain the customers.
Questions:
1. Identify the challenges faced by the Aus Airlines in a run to survive.
Master’s Program in Business Administration (MBA)
All Questions Carries Equal Marks.
Questions:
1. What do you understand by the term ‘liquidity of a bank’?
SUBJECT:-BANKING MANAGEMENT Total Marks—80 Q.1) The exchange rate and forward rate of rupee against US dollar on 3rd November, 2008 is given below: (20 marks) Spot rate 1 US dollar Rs 45.36 One month forward 3.72% Three months forward 3.27% Six months forward 2.76% Twelve months forward 2.26% Calculate the forward rate, forward premium rate and swap rate from the given data.
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”.
Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.
Question:
1. As a Management consultant give your comments on Burnol as a brand.
2. What do you understand by the concept of a Brand? Describe the characteristics of Brands.
3. a. Define the Brand Image. Explain the dimensions of Brand Image.
b. What is meant by Brand Identity? Explain the different elements of Brand Identity.
4. Discuss in detail the different stages of brand building process.
5. a. What is Brand Audit? Explain its importance.
b. Describe the two steps in brand audit.
6. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss
with examples.
7. How do consumers perceive and choose brands? Discuss.
8. What are the different phases of strategic brand management process?
9. Discuss the “TEN COMMANDMENTS” of Global Branding.
SUBJECT: BRAND MANAGEMENT COURSE : Total Marks : 80 Case Studies for Analyzing : 1) There are six cases 2) Case 4 (compulsory) : 24 marks 3) You have to attempt only other four cases, which carries 14 marks each (i.e 14 x 4 = 56 Marks)
CASE - 1 (14 Marks) OLD SPICE COSMETICS FOR MEN Old Spice has been a global brand of cosmetics for men. Their range includes, after-shave lotion, lather shaving cream, talcum powder, shampoos and hair cream. In India the first and most successful product launched was after-shave lotion. In the year 1986 the market share of Old Spice products in India was as follows: • After-shave lotion 65 per cent • Lather shaving cream 9 per cent • Talcum powder 1 per cent • Shampoo — trace • Hair cream — trace
Old Spice brand has remained one of the most respected brands worldwide. In 1988, lather shaving cream advertisement was among top ten advertisements in the world. a) Make an alternative advertising plans for Old Spice. Has the advertising helped the brand to gain grounds in India? Please give your comments.
SUBJECT: Business Strategy
Name : Jala Bhagwan Reference Number: KP-00612-2010345
Note:- 1) Kindly write case study number question number properly
Door Darshan is the India‘s premier public service broadcaster with more than 1,000 transmitters
covering 90% of the country‘s population across on estimated 70 million homes. It has more than
20,000 employees managing its metro and regional channels. Recent years have seen growing
competition from many private channels numbering more than 65, and the cable and satellite
operators (C & S). The C & S network reaches nearly 30 million homes and is growing at a very fast
rate.
DD‘s business model is based on selling half – hour slots of commercial time to the programme
producers and charging them a minimum guarantee. For instance, the present tariff for the first 20
episodes of a programme Rs.30 lakhs plus the cost of production of the programme. In exchange
the procedures get 780 seconds of commercial time that he can sell to advertisers and can generate
revenue. Break-even point for procedures, at the present rates, thus is Rs.75,000 for a 10 second advertising spot. Beyond 20 episodes, the minimum guarantee is Rs.65 lakhs for which the
procedures has to charge Rs.1,15,000 for a 10 second spot in order to break-even. It is at this
point the advertisers face a problem – the competitive rates for a 10 second spot is Rs.50,000.
Procedures are possessive about buying commercial time on DD. As a result the DD‘s projected
growth of revenue is only commercial time on DD. As a result the DD‘s projected growth of revenue
is only 6-
10% as against 50-60% for the private sector channels. Software suppliers, advertisers and
audiences are deserting DD owing to its unrealistic pricing policy. DD has options before it. First, it
should privates, second it should remain purely public service broadcaster and third, a middle path.
The challenge seems to be exploit DD‘s immense potential and emerge as a formidable player in the
mass media.
i. What is the best option, in your view, for DD?
ii. Analyse the SWOT factors the DD has.
iii. Why do you think that the proposed alternative is the best?
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?
CASE – 1 BHEL’S Strategic Intent
Bharat Heavy Electricals Ltd (BHEL) is major Indian public sector enterprise in power, engineering, and manufacturing
divisions and centres spread all over the country. It exports to more than 45 countries.
The Vision 2001 statement of BHEL is as below.
MISSION: To be the leading engineering enterprise providing quality products, systems, and services in the fields of
energy, transportation, industry, infrastructure, and other potential areas.
VALUES:
─ meeting commitments made to external and internal customers ─ foster bearing, creativity, and speed of response ─ respect for dignity and potential of individuals ─ loyalty and pride in the company ─ team playing ─ zeal to excel ─ integration and fairness in all matters
BUSINESS MISSION: To maintain a leading position as suppliers of quality equipment, systems, and services in the field of
conversion, transmission, utilisation, and conservation of energy for application in the areas of electric power,
transportation, and gas exploration and industries. To utilise company’s capabilities and resources to expand business
into allied areas and other priority sectors of the economy like defence, communication, and electronics.
COMPANY OBJECTIVES:
Growth
To ensure a steady growth by enhancing the competitive edge of BHEL in existing business, new areas, and international
operations.
Profitability
To provide a reasonable and adequate return on capital employed primarily through improvement in operational
efficiency, capacity utilisation, and productivity and generate resources to finance the company’s growth.
Question
Analyse the vision statement of BHEL and comment on its positive and negative features.
CASE I
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.
BUSINESS COMMUNICATION Page 1 Out of 1
Total Marks : 80 N.B. : 1) All questions carry equal marks. 2) All questions are compulsory. Q1) Write short notes (any two) (10 Marks) a) The right Resumes for Effective job hunting b) E-Mail Messages as tool for successful business communication c) The art of Web Writing Q2) Explain the following (any two). (10 Marks) a) Communicating Across Cultures b) Using Visuals as aid for business communication c) Designing Documents, Slides for effective business communication Q3) Explain in brief the process of effective Job hunting
This past winter, just days before Ray Goshorn and his wife were leaving for a trip to Cancun, Mexico, their
beloved bichon fries, Frosty, had surgery that required serious post-operative care. That put the Aurora,
Colorado, couple in a bind: Who would watch their 9-year-old pooch and give him the proper love and
medical attention while they were on vacation?
Goshorn turned to Camp Bow Wow, a Denver doggie day-care company. With a veterinary technician on site, the outfit tended to Frosty‘s needs-changing bandages, giving medicine, taking him in for checkups.
―When we picked him up, he was running around with all the puppies,‖ Goshorn says. ―It was an incredibly
comforting feeling to know that Frosty was OK while we were away, especially in that kind of emergency
situation.‖
Camp Bow Wow, the nation‘s only franchised doggie day-care center, is much like a children‘s nursery
where working parents drop off their tots. Pet owners leave their canines during the day or check them in
for overnight stays. In climate-controlled facilities, they romp with toys, run on exercise machines, and
swim in ―paw pools.‖ Overnight campers are given their own beds to curl up on, rather than kennel-style
cages. ―I wanted to have a comprehensive, safe, fun, place for dogs,‖ says Heidi Flammang, Camp Bow
Wow‘s founder and CEO.
DOGGED DREAMER. For most owners, dogs have long been considered part of the family. But families
today are spending more and more money keeping Fido happy, as an increasing number of goods and
services become available for those on four legs: Pet therapists, designer doggie shampoo, and
aromatherapy products, to name a few. Indeed, this penchant for pampering now feeds a $34 billion
industry, up from just $17 billion in 1994, according to the American Pet Products Manufacturers
Association.
―There are two groups that are feeding this,‖ says Bob Vetere, the APPM‘s chief operating officer and co-
managing director. ―The baby boomers and young professionals who are delaying marriage or having
families. And they‘re turning to their pets as companions. They have mare disposable income that they‘re
putting into the marketplace, which has ramped up the total spending.‖
About 10 years ago, Flammang and her husband Bion channeled their love of dogs into a business plan
for Camp Bow Wow. But when Bion was killed in a plane crash in 1994, Flammang, then a pharmaceutical
sales rep, put her dreams on hold. She briefly switched careers, and in 1996 she became a certified
financial planner. But her original dream kept nagging at her. ―I‘m an entrepreneur, and it was really my
passion,‖ she says.
CHECK UP ON YOUR PUP. In 2000 she decided to move forward and plowed her savings of $100,000
into Camp Bow Wow. She took care of the marketing and enlisted her brother, Patrick Haight, to handle
operations. In order to entice her target upscale clients, she went to dog parks with buckets of milk bones
and talked to people walking their pooches. She also tapped into her experience in pharmaceutical sales by
networking with area veterinarians for referrals.
The first site was located in an old Denver war veteran‘s hall. Immediately, clients began dropping off
their dogs to be cared for. The venture proved so successful that within six months, Flammang expanded
the operation to include overnight boarding. A year later she opened a second location
near Boulder. The idea caught on.
With the success came copycats, but Flammang distinguished her business from the
start by providing an expanded menu of services. Unlike many facilities, Camp Bow Wow
will care for older, sickly pets as well as puppies. Other features include onsite
vaccinations and grooming care. And the strategically placed Webcams that ensure
owners can check in on their ―babies‖ anytime, from anywhere in the world, have become a
hit. Prices run between $20 and $25 per day session and between $30 and $35 for overnight
boarding.
OVERSEAS INTEREST. Flammang‘s original plan was to establish just three of four centers in the
Denver area. Then, in November, 2002, a regular client who happened to be a sales
representative for Mrs. Fields Cookies suggested franchising, and the idea clicked. ―For me,
franchising, took the best parts of my personality,‖ Flammang says. ―I got people excited
about building a concept, and I could get more of these places up and running while growing
a system.‖
Flammang sold her first franchise in August, 2003. Today Camp Bow Wow has 11
locations. By the end of 2005, Flammang plans to have 75 sites, from Florida to Indiana. In
two years, she predicts, the count will be 150 centers across the country. ―We‘re on target,‖
she says.
The concept has drawn lots of interest, with inquiries coming from as far as Germany.
Franchisees pay an initial fee of $30,000 for a license and an additional $125,000 to
$300,000 in capital costs, such as real estate and renovations. In addition, franchises pay a
typical 6% royalty fee on gross sales and 1% toward advertising.
1. How would you describe Heidi Flammang‘s approach to doing business?
2. In what ways is Camp Bow Wow‘s business model creating more value for dog
owners than its competitors? How has Flammang altered her business model over
time
3. In what ways will Flammang‘s business model and her use of franchising affect the
b) What do you understand by an anticipatory breach of contract?
c) State the rights of the promise in case of anticipatory breach.
2) a) State the effect of death, insanity and insolvency of the principal or agent on a contract of
agency.
b) When does termination of agency takes effect?
c) When is an agency irrevocable?
3) Discuss the common features of a promissory note, bill of exchange and cheque.
4) a)
All the Questions are Compulsory:-
1. Discuss the various provisions WTO has made for the developing countries?
Critically evaluate the impact of WTO on the India.
2. Discuss the present status of technology in India and Indian business
organization. Discuss the role of technology in the development of India.
3. Briefly describe the process of formation of company according to the company
law? Describe the various modes of winding up of companies.
4. Describe the various approaches to international business. Discuss the reasons
why organizations cross borders. Discuss the impact of MNCs on the host country.
5. Explore and explain the cross-culture dimension of international personnel
management.
6. Compile stock market data for a few specific countries. Attempt a comparative
trend analysis to throw light on nation-specific investment climate.
Business Marketing_ Marks : 80
NB.1) All questions carry equal marks.
2) All questions are compulsory.
Q.No.1.write a short note (any two) (10)
a) Customer Retention and Maximization
b) The One-to-One Media
c) The Character of Business Marketing
Q.No.2.What is Business Marketing? Discuss the Character of
Business Marketing (10)
Q.No.3.what is the Market Opportunities in term of Current
and
Potential Customers. (10)
Q.No.4.What is Marketing Strate
BUSINESS ETHICS Total Marks : 80 NB.1) All questions carry equal marks. 2) All questions are compulsory. 3} read questions carefully. 4} Figures to the right indicate full marks. Q1) What is Ethical Analysis and discuss its Application: in Corporate Decision Making? (10 Marks) Q2) Define Corporate Ethical Leadership and discuss its nature and features? (10 Marks) Q3) What is Corporate Social Responsibility? Explain its characteristics? (10 Marks) Q4) Enumerate and explain the Ethical Implications of Technology? (10 Marks) Q5) Write short notes (any two) (10 Marks)
a) Ethical Analysis and its Application in Personal Decision Making.
CASE – 2 INCORPORATING CORPORATE SOCIAL RESPONSIBILITY INTO STRATEGY AT THE
TATA GROUP
‗In a free enterprise, the community is not just another stakeholder in business, but is in fact, the very
purpose of its existence.‘ This is a statement of the founder of the Tata group of companies, Jamsetji
N Tata. The thinking behind the statement probably drives the corporate social responsibility initiatives
at the Tata group of companies.
The Tata group describes itself as ‗India‘s oldest, largest and most respected business
conglomerates‘, a depiction that seems to be quite justified. The group‘s businesses operate globally
through 98 companies—27 of them publicly-listed—in seven business sectors. There are nearly
2,90,000 employees working in these companies that have about 3 million shareholders. The group‘s
turnover in 2006-2007 was about Rs. 130,000 crore.
There are five core values that guide the Tata group‘s business decisions: integrity,
understanding, excellence, unity and responsibility. The value of integrity means conducting business
fairly, honestly and with transparency. Understanding involves caring, showing respect, compassion
and humanity for colleagues, customers and community. Excellence denotes striving constantly to
achieve high standards in work and quality. Unity implies building strong relationships with colleagues,
customers and business partners. Responsibility signifies giving back to the community and society.
The tradition of CSR is embedded in the history of the Tata group. The J.N. Tata Endowment
Scheme was established in 1892. Over the years, individual family members have created a
constellation of trusts and endowments that contribute to a wide range of CSR activities. In the words
of J.J. Irani, ex-managing director of Tata Steel: ‗Some people consider social responsibility as an
additional cost; we don‘t. We see it as part of an essential cost of business, as much as land, power,
raw materials and employees.‘ This is seen in the quantum of funding that channeled into CSR. The
Tata group contributes nearly 30 per cent of its profit after tax, which is an unusually high figure,
when other companies or business groups may take pride in putting in just one per cent of profits into
CSR. The high social investment come from the Tata trusts that have a controlling interest in the
holding company, Tata Sons. This ensures that the dividends are paid out are directed to CSR, making
the Tata group companies unique in ensuring that personal wealth is converted into social capital.
The Tata group has created a formal structure to direct CSR activities. The Tata Council for
Community initiatives is a centralised agency consisting of the Tata companies‘ CEOs, charged with
the responsibility of directing and coordinating the CSR activities across the group. It is headed by a
member of the group corporate centre, one of the two top governance bodies, the other being the
group executive office. This is an indication of the high priority accorded by the Tata group to CSR. In
order to create accountability, the Tata group has a distinctive evaluation system called the Tata Index
for Sustainable Human Development. The Index is a set of guidelines for Tata companies looking to
fulfill their social responsibilities. In the words of Anant G. Nadkarni, vice-president, group corporate
sustainability, ‗We have adopted a business model to drive social responsibility effort within the group
because that way, you ensure a huge network. The Index helps structure our efforts and quantify their
effect on the communities and people are aimed at.‘
Questions:
1. Collect evidence from the case to support the argument that social responsiveness at the Tata group is closely aligned with its strategic management.
2. How would you respond to critic who says that the Tata group engages in CSR activities to
enhance the reputation of the Tata brand and thereby, benefit economically from its social responsibility initiatives?
General mgmt
REBRANDING MCJOBS
As with most fast-food restaurant chains, McDonald’s needs more people to fill jobs in its vast empire.
Yet McDonald’s executives are finding that recruiting is a tough sell. The industry is taking a beating
from an increasingly health-conscious society and the popular film Supersize Me. Equally troublesome is
a further decline in the already dreary image of employment in a fast-food restaurant. It doesn’t help
that McJob, a slang term closely connected to McDonald’s, was recently added to both Merriam-
Webster’s Collegiate Dictionary and the Oxford English Dictionary as a legitimate concept meaning a
low-paying, low-prestige, dead-end, mindless service job in which the employee’s work is highly
regulated.
McDonald’s has tried to shore up its employment image in recent years by improving wages and
adding some employee benefits. A few years ago it created the “I’m loving it” campaign, which took aim
at a positive image of the golden arches for employees as well as customers. The campaign had some
effect, but McDonald’s executives realized that a focused effort was needed to battle the McJob image.
Now McDonald's is fighting back with a “My First” campaign to show the public—and prospective
job applicants—that working at McDonald's is a way to start their careers and develop valuable life
skills. The campaign’s centerpiece is a television commercial showing successful people from around the
world whose first job was at the fast-food restaurant. “Working at McDonald's really helped lay the
foundation for my career,” says ten-time Olympic track and field medalist and former McDonald's crew
member Carl Lewis, who is featured in the TV ad. “It was the place where I learned the true meaning of
excelling in a fast-paced environment and what it means to operate as part of a team.”
Richard Floersch, McDonald's executive vice president of human resources, claims that the
company’s top management has deep talent, but the campaign should help to retain current staff and
hire new people further down to hierarchy. “It’s a very strong message about how when you start at
McDonald's, the opportunities are limitless,” says Floersch. Even the McDonald's application form vividly
communicates this message by showing a group of culturally diverse smiling employees and the caption
“At McDonald's You Can Go Anywhere!”
Questions
1. Discuss McDonald's current situation from a human resource planning perspective.
CLINICAL PHARMACOLOGY MARKS :80
N.B: 1) All case studies are compulsory. 2) All case studies carry equal marks. CASE STUDY: 1 Rancip co. wants to discover and develop a new drug costs $ 800-1000 million and takes longer than 12 years. Clinical development the most important step prior to a drug entering the market takes 7 years. Each day’s delay in completing the drug development and launching the product in the market means a revenue loss of $ 1 million. So they appoint Mr. Kate as a project mager and the company expects the company expects the project management techniques to reduce this increasing cost and time pressure. Questions:- Q.1) What are the important responsibilities of Mr. Kate? Q.2) What are the different stages Mr. Kate will use in the Process to set up the project and run it? Q.3) On what elements will Mr. Kate focus? Q.4) What are your Suggestions?
Clinical Research N.B.: 1) All questions carries equal marks. 1. While understanding headache what are the sensitive to mechanical stimulations? Explain Migraine & Tension headaches. State the Limitations of symptoms? 2. What are the reasons of the use of animals for clinical research? How the Guinea Pigs, Mice & albino rats, the hamster, rabbits & dogs are useful in clinical research? 3. What are the purpose of Laboratory tests carried out or employ by a clinicians?
COST & MANAGEMENT ACCOUNTING CASE STUDY : 1 J P Ltd manufacturers of a special product, follows the policy of EOQ for one of its components. The components’s details are as follows. Purchase price per component, Rs 200 Cost of an order Rs 100 Annual cost of carrying one unit in inventory,
10 per cent of purchase price Annual usage of components, 4000 The company has been offered a discount of 2 per cent on the price of the component provided the lot size is 2000 components at a time. Q1) You are required to compute the EOQ? Q2) Advise whether the quantity discount offer can be accepted (assume that the inventory carrying cost does not vary according to discount policy). Q3) Would your advise differ if the company is offered 5 per cent discount on a single order? Q4) Explain the term EOQ?
SECTION I
Any four: Marks: 20
1. What a note on tender and tender notices.
2. Discuss the different types of tenders?
3. Write a note on EMD and SD.
4. What are the procedures followed after the opening of a tender?
5. Write a note on tender document.
Answer any two: Marks:40
1. Explain the importance of organization in construction activities.
2. Enumerate the general principles to be followed in forming an organization system.
3. Under what situations, a functional organization is suitable for construction management?
SECTION I
All questions are compulsory
1. Marks: 40
What do you understand by ―investment appraisal‖? Explain the following methods of project
appraisal. What do you understand by ―cash flow forecasting‖?. What neat sketches,
explain the uses of S – curve.
(i) Return – on capital employed
(ii) Pay back method
(iii) Discount cash flow method
2. Marks: 20
A company is engaged in producing a spare part which is sold at an uniform price of Rs. 100 each.
The variable cost of producing the spare part amounts to Rs. 60 per unit while the fixed costs
amount to Rs. 250000. How many spare parts must be produced and sold so that company breaks
even? How much sales would be made at this level of activity, if the firm desires a profit of Rs.
As India’s traditional hand-spun cotton fabric, khadi feels coarse and unrefined. But the
feelings it evokes
in anyone with any empathy in India’s heroic struggle for emancipation from colonial rule,
is anything but
that.
Till date the fabric bears the invisible-but-indelible imprint of the charkha (spinning
wheel), the late
M.K. Gandhi’s revolutionary symbol for self-reliance and emancipation (through unity,
expressed in the
Over the years, KIVC set up thousand of outlets across India. Sales were good. But with
the
all policy incentives to the sector, people were buying efficiently machine-made textiles. The
KVIC started marketing two brands, Khadi and Sarvodaya, to which it owns the rights.
The former
products. Test marketing efforts are already underway in South Africa, Dubai, and a few
other overseas
markets.
QUESTIONS:-
1. Would marketing in foreign countries require study of a popular country’s culture
aspects and
buyer behaviour before marketing Khadi there? What aspects would need to be
CASE I
Sunder Singh
Sunder Singh had studied only up to high school. He was 32-years of age, lived alone in a
rented room, and worked eight-hour shift at one petrol pump, then went to the other one
for another eight-hour shift. He had a girl friend and was planning to marry.
One day when he returned from work, he got a note from his girl friend that she was
getting married to someone else and he need not bother her. This was a terrible shock to
Sunder Singh and he fell apart. He stopped going to work, spent sleepless nights, and was
very depressed. After a month, he was running Iowan his savings and approached his
earlier employers to get back his job, but they would not give him a second chance. He had
to quit his rented room, and sold few things that he had. He would do some odd jobs at the
railway station or the bus terminal.
One day, nearly two years ago, he was very hungry and did not have any money and
saw a young man selling newspapers. He asked him what he was selling and he told him
about Guzara (an independent, non-profit, independent newspaper sold by the homeless,
and economically disadvantaged men and women of this metro city). Sunder Singh
approached the office and started selling the newspaper. He did not make a lot of money,
but was good at saving it. He started saving money for a warm jacket for next winter.
He was reasonably happy; he had money to buy food, and no longer homeless and
QUESTIONS
1. What does the purchase of a product like Nike mean to Sunder Singh?
Consumer Behavior
1. You are the brand manager of a new line of light weight autofocus, economically priced
digital cameras. Describe how an understanding of consumer behaviour will help you in your
segmentation strategy and promotion strategy. What are the consumer behaviour variables
that are crucial to your understanding of this market ?
2. Gillette, an established market leader in shaving products, is planning a foray into skin care products for men. How can the company use stimulus generalisation to market these
products ? Can instrumental conditioning also be applied in this marketing situation ? How ?
3. You have been asked to advise a mens wear apparel manufacturer, to help them
suitably segment their market and identify the most appropriate target segment. The
company manufactures both formal and casual wear, and has a stylish, upmarket range.
You want or to apply the VALSII typology to help them identify
the target segments. Explain how would you utilise this approach and which segments
would be the most appropriate for this manufacturer ?
CORPORATE FINANCE MANAGEMENT
Q.1) Give A brief On Optimizing the Corporate Finance Function, The External Business Environment and Corporate Financial Strategy. The Strategic Logic of High
Growth?
Corporate Governance
Section A: Objective Type & Short Questions (30 Marks)
This section consists of Multiple Choice & Short Note Types questions.
Answer all the questions.
Part one carries 1 mark each & Part Two carries 5 marks each.
Part One:
Multiple Choices: 1. ________A group of persons chosen to govern the affairs of a corporation or other large institution.
a .Memorandum of Association
b. Nomination Committee
c. Board of Directors
d. Shareholders
2. BIFR stands for_______
a. Board of India and Financial Reconstruction
b. Board of Industrial and Financial Reconstruction
c. Board of Industrial and Finance Reconstruction
d. None of the above
3. ________is a review in which an auditor analyzes and verifies various records and processes relating to
a
company‟s quality program.
a. Cost Au
Caselet 1
Real Juice Company
The company is in the business of producing and marketing fruit juices. Ritu joshi and
Rohit Jain were
looking at the ad copy and turning it over and over again in their mind. The copy read,
¡°The best fitness plan
for you real fruit, honest juice and no sugar. This was the main copy line. The more Ritu
joshi repeated this
END OF SECTION A
Examination Paper of Corporate Governance
IIBM Institute of Business Management 3
line in her mind the uneasier she became. Something is wrong in the copy, she said to Rohit
jain, the
marketing head. We cannot say best for health when we know for sure that the juice
contain preservatives
and food color.
Rohit jain said, I don.t see if anything is wrong in this. With food colors and preservatives
added we couldn.t
say it is best. This is what is wrong m replied Ritu.
Rohit said, but this is hyperbole and permitted by law. There is nothing wrong in saying
this. Have you not
almost noticed all detergent brands say for best wash or whitest wash? This is simply a way
of putting your
claim of brand.s superiority. We are not talking about detergent washes and fabrics it is a
health and fitness
fruit juice. We could not say something like., a great way to plan your fitness programme.
or something like
that. We are saying real fruit, honest juice, and no sugar. ¡¦ not a word about food color
and preservatives..
Any consumer can contest our claim.¡±
Rohit Jain though for a moment then said, ¡°let us get the legal opinion from our lawyer,
Amit soni, to be on
the safe guard.
Amit listened to what Ritu had to say then said, ¡°Companies use advertising to provide
information to
consumers and offer alternatives in a competitive market situation. Advertising is false
when it says A=B
and that is not true. But the ad is misleading; it falls under the category of unfair trade
practice.¡± Loudly
reading the ad copy, Amit said.¡± hyperbole such as best, newest most effective way, are
permissible and
consumers are unlikely to take such claims with ant seriousness. When a brand says its air-
conditioner is best
or most efficient, consumers know that this is just a manner of speech and do not truly
believe and put their
money on such claims.
¡°Yes, Real juice passes the legal test fine, but ethically it won.t be correct,¡± said Ritu
joshi. ¡°Please
understand. Here you are not making a claim,¡± said Amit soni.
Amit soni said,¡± comparative advertising is healthy but the advertiser must be clear about
the claims to be
made. In this case, you are saying that Teal juice is good because it comes in cans and
bottled drinks are not
as good. This is a direct attack on bottled drinks. Advertiser does not disclose all the
parameters they have
considered in their conclusion of .best.. They may select some major ones or may cheese to
highlight the
trivial ones and ignore the major ones. These things happen every day and are not strictly
provided under the
law. There must be prima facie evidence of damage or misrepresentation to establish a case
of unfair trade
practice.¡± ¡°so, we are legally safe,¡± said Rohit jain. ¡°We will reword this campaign, but
our other campaigns
have passed to muster.¡±
Ritu joshi felt differently, she said, ¡°legally we may safe, but we have to also take an ethical
view.¡±
Question:
1. Analyze the issues in the case.
2. Why should advertiser bother about ethics if the ads measure up to legal parameters
INFORMATION TECHNOLOGY FOR MANAGEMENT
CASE STUDY : 1 Kotak Securities, a regional stock brokerage firm, hired a Chief Information Officer (CIO), a
senior manager who is responsible for all technology in the firm. The brokerage firm uses a
technology heavily as it is typical in the industry. Kotak Securities has a number of systems
to process stock trades and support its brokers. It also subscribes to a broker workstation
system provided by a market data vendor. Each broker has a personal computer that
provides a great deal of data and analytic capabilities in different windows on the screen.
The new CIO surveyed users and potential users at Kotak Securities Ltd. He concluded
that in the past, users had very negative attitudes towards system. However, the interviews
he conducted convinced him that users’ attitudes were now different. The users described
problems but also mentioned that they were very optimistic about the potential of
technology and wished they could implement the technology faster. The new CIO was
surprised by the creative suggestions that come from users during the interviews.
Q1) What events do you think are responsible for the new attitudes on the part of users? Q2) Suggest creative ideas to the CIO? Q3) How can the CIO take advantage of them? Q4) Explain the types of system?
