15 Apr










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1. Share the organizational grapevine that you have experienced in your career or industry. In your opinion please highlight how grapevine communication is beneficial & detrimental to any organization.

2. To facilitate inter-departmental cooperation, what measures would you recommend to your colleagues and subordinates to take? What kind of barriers in communication do you face and what is your strategy to overcome them?

3. You are the leader in a healthcare industry. You often work closely with your Corporate Communications and PR team so they can ensure a positive brand image for your chain of hospitals.

a. To stay updated and connected with the latest trends in the industry, state and justify your opinion on the importance of boundary spanning?

b. A recent incident of insensitive patient interaction at your hospital has tarnished your image in the media. What will you do to control the damage and handle the crisis?


1. Demand forecasting is not a speculative exercise into the unknown. It is essentially a reasonable judgement of future probabilities of the market events based on scientific background. Explain the statement by elaborating different qualitative and quantitative methods of demand forecasting. Which of the methods described by you is most suitable for forecasting the demand for “expensive mobile” and why?

2. Which market is characterized by the “competition among few”? How is this market different from the “competition among many”? Explain how the producers in this kind of market promote their own interests by giving real world examples like OPEC, Cement Cartels, etc.

3. A) Explain how the consumer attains utility maximisation and producer ensures cost minimization with the help of indifference curve and isoquant technique.

3. B) “There is a high cross elasticity of demand between new and old cars”. Discuss the statement by explaining the features of cross elasticity of demand. Also compare and contrast cross elasticity with other types of elasticities of demand.


1. The Healthcare industry is inundated with massive volumes of data generated each minute. With the adoption of electronic health, mobile health and wearable technologies this is poised to increase dramatically over the next few years. This comprises of data that exists in the form of records, compliance & regulatory requirement. The recent trends demonstrate the transition from maintaining data in hard copies to digital data. As the Chief-Information-Officer (CIO), of a reputed hospital in the city, the management and you are in talks of migrating this data to the cloud. What are the benefits of adopting the cloud and the major challenges that you anticipate to face with regard to cloud adoption? Give justification for adopting the cloud.

2. Information Technology (IT) has become an integral part of the modern supply chains. Explain the concept of Supply Chain and with the help of an example from the retail sector, discuss how Information Systems are helping the organization in improving its supply chain performance. Mention any two future IT trends in supply chain.

3. Digital music is gaining firmer ground in India. 56 percent of digital music revenue in Asia comes from music streaming. Players like Gaana, Hungama, Saavn, Wynk etc. offer users to stream music online and save songs offline with a premium subscription. They have grabbed a significant share of the audience who have given up the traditional methods of downloading music to streaming it online. Advertisers and telecom providers have also joined the bandwagon. The primary reasons for this growing popularity can be attributed to the rise in the number of digital natives, improved internet connectivity, more localized curated song lists, personalization of content, competitive pricing, huge library , availability across different platforms, simple user interface and sharing digital music with others across social platforms. Despite this, the path to profitability is challenged by user ability to willingness to pay for subscription, low advertising prices, and high content costs.

a. How do you think these companies use analytics to lure customers to use their app or convert the existing ones from “freemiums” to “premiums” (the subscription based model)? What are the different type of analytics? Does using analytics benefit the companies?

b. Define Social Media and explain how these companies use Social Media to increase their business? Is it a wise choice to use social media to connect with customers?


1. Sustainability is the current focus of business community globally and businesses worldwide are including sustainability considerations in their strategic business decisions as well as long term plans. Choose any one current and live company, Indian or Multinational and explain how it is implementing any three sustainability actions to reduce their negative environmental footprints and why (refer to the sustainability report of the chosen company).

2. With the introduction of Companies Act 2013 for the first time CSR has been legally acknowledged. Study the section 135, CSR rules as well as Schedule VII of Companies Act 2013. According to you explain 10 logical reasons why in the Companies Act 2013 CSR spend has been made selectively applicable for businesses in our country.

3. “Society is one of the critical stakeholders of business”.

a. How does business impact local community positively as well as negatively?

b. With the help of a live example from any company, Indian or Multinational, elaborate how businesses are finding innovative ways to bring benefits to themselves as well as to the local communities in which they operate.


1. What is the role of a leader in motivating his/her subordinates? Explain the impact of leadership styles on subordinates with the help of three different theories of leadership in brief.

2. In a large office an employee named Rozy may feel like a mere payroll number, but her informal group gives her personal attachment and status. With the members of her group she is somebody, even though in the formal structure she is only one of a thousand employees. She may not look forward to monitoring 750 accounts daily, but the informal group gives more meaning to her day. When she thinks of meeting her friends, sharing their interests, and eating with them, her day takes on a new dimension that makes easier any difficulty or tedious routine in her work. Suddenly Rozy developed some interpersonal and intergroup conflicts with some powerful members of the group. The group did not accept her. Her work became more disagreeable and compelled her to a transfer, to absenteeism and to a resignation.

Questions: Although informal groups may lead to several benefits, can these groups prove harmful? Suggest some measures for Rozy to check the dysfunctions of informal groups?

3. Hari Sinha is a marketing executive with Hardbyte Computer Peripherals Ltd. Hardbyte is a company with 10 years of existence and has a sound product range in computer peripherals. It sells its products at a slightly higher price in the market because of its goodwill for quality. Hari Sinha is one of the best marketing executives of the company and enjoys several company benefits for his excellent performance. Hari’s boss Sudhir Pradhan is thoroughly satisfied with his work and likes Hari. Hari likes to sell to institutional buyers rather than small-time domestic customers. Hari also likes to work on challenging customers but not at the cost of wasting too much time on to please them. He constantly keeps himself focused on the targets to be achieved for the month and tries to reach the maximum. For him, it matters to be ahead in the race of selling and therefore he works very hard and smart. Sudhir has always tried to ensure that Hari is given enough scope to explore the potential customers on his own. He of course, feels a little worried about Hari’s attitude towards those marketing executives who sell to small customers. He is at times belittling in his attitude towards them and even ridicules their efforts. However, Sudhir has tried to ignore this because of Hari’s performance.Due to the recent slack in the IT industry, Hardbyte’s business with corporate customers has dipped. Because of this Sudhir, has reallocated the targets to all the marketing executives. However, he knows Hari’s fetish for corporate clients too well. But he also knows that Hari will have to be forced to go to small customers for promoting the products. Sudhir, is aware of the fact that Hari is a man of strong likes & dislikes and hence he is in a fix. He is also apprehensive that if Hari is not given an appropriate assignment then he may even consider leaving his job. Sudhir was fully aware that Hari had no dearth of opportunities. Sudhir knows that the dilemma that he is facing is serious and will have to be resolved suitably.


a) In a rapidly changing global scenario, what is the contribution of Individual Behavior in Organizations from the perspective of attitude, and perception?

b) How understanding of personality helps in enhancing organization’s effectiveness?


Q1. Explain with examples, what type of leader is Sundar Pichai (CEO Google). What kind of leadership style does he practice?

Q2. A team leader in an organization wants to take feedback about his leadership from his peers, superiors and subordinates. List the various tools of verbal and non-verbal communication that can be developed for this purpose.

Q3. Ajay had always been an outstanding performer throughout academia. As expected he also got placed at his dream company. This company offered him lucrative compensation, great fringe benefits, job security and encouraging superiors. Two years have passed by at this company and Ajay no longer has the same thoughts about the job; though all has been the same. Ajay seems to have got bored of his mundane job and salary hikes don’t seem to motivate him anymore. He is on the verge of withdrawing.

a. What according to you is wrong with Ajay.

b. Discuss Herzberg’s two factory in the light of the case.




1. In today’s corporate scenario undergoing long drawn litigation is expensive and time consuming. The senior management of your company has given you a project to find the feasibility of Alternate Dispute Resolutions (ADR). Please prepare a short brief on what is ADR, its types, advantages and practical examples where ADR is feasible than conventional litigation.

2. Junaid is an investigative journalist assigned to identify and bring to light negligence of the Municipal Authority at Mumbai. Junaid is currently investigating whether the initiative of segregation of garbage has been fully implemented but he has not received any response from the authorities. Please help Junaid under what law he can legally obtain information along with the procedure, timelines and cost involved.

3. Rakesh had planned to go for short holiday in Goa along with his wife. He started looking out for hotels in Goa and based on various websites and reviews he had booked a Le Grand Hotel in North Goa. He paid the money in advance and the booking was confirmed. On reaching this hotel, he found that the hotel was not as per the hotel’s website and reviews. Further, on reaching the hotel he realized that the pictures displayed on the website were in such angle so as to conceal the real look and image of the hotel property. Rakesh demanded a refund, but the Hotel refused stating that Rakesh was supposed to check before booking and quoted the principle of “Caveat Emptor”.

Please help Rakesh in the following:

a. Is Rakesh’s claim defeated under the principle of Caveat Emptor? Please give reasons for your answers.

b. Assuming if Rakesh wanted to pursue this case before a Consumer Court, what are the remedies he would apply for?


1. The sample data from a research survey conducted in various cities on the amount of time 13-15 year-old children spent with mobiles are as follows:

City Time with mobiles

(hours per week)

Hyderabad 46
Mumbai 50
Pune 46
Bangalore 54
Bhubneshwar 42
Indore 30
Bhopal 42
New Delhi 50
Chandigarh 46

For the above sample, determine the following measures:

i. The mean

ii. The standard deviation

iii. The mode

iv. The 75th percentile

Based on your calculations comment on the time spent on mobile.

2. ‘Mumbai Ice Cream an ice cream store gives relationship between ice cream sold and temperature. The store has taken a sample of a week’s data. Below you are given the results of the sample

Day Cones Sold Temperature
1 350 110
2 200 100
3 210 90
4 100 80
5 80 70
6 70 60
7 50 50

i. Which variable is the dependent variable?

ii. Compute the least squares estimated line.

iii. Is there a significant relationship between the sales of cones and temperature?

iv. Predict sales of a 95 degree day.

3. According to one of the recent study conducted by an academic researcher on international placement of students from leading institutes in India there is a high variation in the salary offered by institutes. The following details have been gathered from the placement institute of the colleges. The researcher wants to understand the trends with regard to international placement based on the data he has gathered.

Amount (in USD in lakhs per annum ) Age Marital Status Type of institute Gender
2 35 Single University Male
5 24 Married PGDM Male
3.5 29 Married University Female
5 26 Single University Male
4 26 Married PGDM Female
8 25 Single PGDM Female
15 34 Married PGDM Male
3 26 Single PGDM Male
7 23 Single PGDM Male

a. Using descriptive statistics explore salary, and identify factors that appear to influence the amount of the salary received.

b. Do a correlation analysis between ‘Amount’ and ‘Age’ and interpreted the coefficient of correlation.


1. Define Job Specification. Create a job specification for the position of a tele caller for an E tailer.

2. Differentiate between recruitment and selection. List and explain some of the recruitment methods in the digital age.

3. ‘Speedcall’ is a five year old telecommunications company. As a part of the strategic management to achieve its vision, it decides to conduct training for its first line staff selling over the counter products. The company does a thorough research and decides to conduct trainings on the topic of ‘customer centricity’ , realizing that giving importance to customers will be the only way to sustainable business. The company hires outside trainers to conducts training based on the outline created by the L&D department of the company. Almost 500 first line staff members are trained and after a year the company sees no effect on sales/ revenue.

a. What do you think is the reason behind failure of the above initiative?

b. Elaborate on the concept of training need analysis with reference to the above case.


Q1. From the following information of A star Ltd. prepare the Cash Flow statement for the year ended 2018 as per AS – 3.

Liabilities 31-3-2017 31-3-2018 Assets 31-3-2017 31-3-2018
Equity share capital 220,000 250,000 Machinery 200,000 230,000
9% Preference Share Capital 100,000 110,000 Building 150,000 176,000
Securities Premium 20,000 26,000 Land 18,000 18,000
Profit & Loss A/c 104,000 134,000 Stock 84,000 98,000
5% Debentures 70,000 64,000 Debtors 38,000 38,000
Creditors 38,000 46,000 Bills Receivable 42,000 62,000
Bills Payable 5,000 4,000 Cash 42,000 32,000
Provision for Tax 10,000 12,000
Dividends payable 7,000 8,000
574,000 654,000 574,000 654,000

Q2. Balance Sheet for JK Ltd. for the year ended 31st March 2016 & 2017

Liabilities 2016 2017 Assets 2016 2017
Equity Share Capital 200,000 200,000 Land 50,000 50,000
9% Preference Share Capital 150,000 150,000 Building 150,000 135,000
Reserves 100,000 122,500 Plant & Machinery 150,000 135,000
17% Debentures 50,000 75,000 Furniture 50,000 70,000
Creditors 75,000 100,000 Stock 100,000 150,000
Bills Payable 25,000 37,500 Debtors 100,000 150,000
Tax payable 50,000 75,000 Cash 50,000 70,000
650000 760000 650000 760000

Profit & Loss Account for JK Ltd. for the year ended 31st March 2016 and 2017

Particulars 2016 2017 Particulars 2016 2017
To Cost of goods sold 300,000 375,000 By Sales 400,000 500,000
To Operating Expenses
Administrative 6,500 7,250
Selling 10,000 10,000
To Interest on Debentures 8,500 12,750
To Net Profit 75,000 95,000
400,000 500,000 400,000 500,000

Using the tool of commonsize financial statement analysis, comment about the improvement or decline of financial performance of the company.

Q3. The following extracts are available from the financial statements of companies V ltd. and J Ltd. for the year ended 31st March 2017: (Rs. In Lakhs)

Particulars V Ltd. J Ltd.
Revenue from operations 1,500 6,000
Manufacturing cost 900 4,050
Interest paid 105 375
Depreciation 135 675
Selling expenses 135 225
Income Tax 90 225
Non-operating income 45 285
Dividend paid 120 600
Fixed Assets 1,500 7,350
Current Assets 525 2,250
Current Liabilities 375 2100
Debentures 600 3,300
Reserves 450 1,200
Share Capital 600 3,000

From the above information answer the following questions with the help of suitable ratios:

3 a)

  • Which company has better solvency using current ratio and share value using earning per share?
  • Which company would you recommend for investment? Justify.

3 b)

  • Which company has efficiently employed capital using return on capital employed and better operational efficiency using operating profit ratio?
  • Which company would you recommend for investment? Justify.


Q.1) Carrefour is a French Retail Giant wanting to enter into India’s multi-brand retail industry. Perform a PESTLE analysis for Carrefour’s entry strategy into India.

Q.2) Hindustan Motors has ceased to produce “Ambassador” car since 2014. Assuming you to be the new CEO of this company, suggest ways & means of resurrecting the brand “Ambassador” by building a Competitive Advantage.

Q.3) Geely, a Chinese automotive major wishes to enter into India to offer its automotive brands in the Indian market.

A) Perform Porter’s 5 forces analysis.

B) Based on Porter’s 5 forces analysis, suggest whether the company should enter into India or not. Suggest the reasons behind entry or non-entry into the Indian market.


1. Briefly discuss the various stages of a Product’s life cycle, giving examples of products which are currently in each of these stages and the marketing strategies adopted by them.

2. Mitsui Fonda, the world’s leading automobile manufacturer, is considering launching a hybrid concept car which runs on three fuels: water, electricity and petrol. Priced at Rs. 30 Lakhs, the company is considering making a foray into the Indian markets. To assist the company in taking key decisions, prepare an exhaustive list of all the external environmental variables elucidating all the possible business, market and consumer related information that would be required by Mitsui Fonda, to understand the Indian market and consumer.

3. ‘Zeal’ is a cosmetic brand that has products ranging from suncare to facial moisturisers, deodorant and shower products for men as well as women. While the women’s range comprises beauty and skincare products such as sunblocks, moisturizers, day creams, night creams, shower gels and deodorants, the men’s range comprises grooming and skincare products such as shaving cream / gel, aftershave balm, day cream, moisturizer and deodorant. For its range of products, the company targets the youth ranging from an age bracket of 15 – 30 years. Having gained significant popularity with consumers and being a trusted brand for the past decade, the company is now planning to diversify its product range to the next level and venture into health care products such as honey, energy drinks, immunity-building beverages etc.

a. Which of the following strategies will you choose:

  • Extend the existing Zeal brand to the energy drink segment or
  • Launch a new brand with a completely new brand identity

Justify with a suitable argument discussing the pros and cons of the strategy.

b. Accordingly suggest the most suitable target audience and an appropriate positioning for the brand; given the competition in the health care products.




1. Nokia wants to regain its market share in the smart phone category. As a Marketing Manager design a suitable questionnaire with an objective of understanding Nokia’s customer perception in the current scenario.

2. Suggest ways in which a leading brand of electronic brand can focus on ensuring customer loyalty on a long term basis.

3. Xiaomi launched its affordable smart TV Mi TV 4A in India. The Chinese tech major had launched its flagship Mi TV 4 in India on 14th February 2018. The new Mi TV 4A is expected to replicate the success of its higher placed sibling with similar features on offer and an even smaller price tag.

Xiaomi claims that the price point and specifications of the new TV series will let the Indian market shift to a Smart TV segment that has otherwise been limited to high-end TVs. The success of the TV can be predicted by looking at the high demand of the Mi TV 4 55-inch that was launched just two weeks ahead of the new SmartTV series.

a. Suggest a suitable STP for the new launch.

b. How will Xiaomi’s existing image help the product category of Television.


1. ABC Company is a solution provider for the market entrants. Your client XYZ wants to introduce his product in the market. As a Service provider analyse the various forces of Micro Environment so that it could help his client to identify all possible threats and opportunities in the market.

2. The five forces Model by Porter is a vital tool for analysing the industry in which it operates. You are required to analyse how it has aimed to examine the five key forces of competition in case of Apple Inc., American multinational Technology giant.

3. A) You are working in a reputed market Research Company. You are asked by your senior to prepare a short presentation for your clients explaining them the importance of Market research in today’s Era and also how the company will help the Client to have a better Business Opportunity.

3. B) Enumerate the various steps/Process to effective Market Research that can be carried out for an Organisation.


1. Pick up an organization and discuss the various factors an operations manager should consider before choosing a production processing system for the organization?

2. With reference to a particular organization, explain the inputs of MRP System?

3. An electronics company purchases transistors at Rs.30 per unit. An annual requirement of the transistors is 5000 units. The ordering cost is Rs.200 and carrying cost is Rs.4 per unit, lead time is 5 days.

a. Calculate EOQ

b. Reorder point based on the given information.

(Assume 275 working days).


1. You are a consultant at Super Manufacturing; a family owned company is having 4 members of the family as the main decision maker. Generally they take decisions with experience. The company is facing a big problem of low performance and low morale of the employees. Discuss the various approaches of organizational effectiveness and find out the most suitable approach to effectiveness in such situation.

2. Megha recently joined Capex Healthcare Pvt. Ltd.’ As a Factory Manager. Before joining she was working as a factory manager of Index Healthcare Solutions. Comparatively a small system with a simple organizational structure. Generally, a simple organisational structure is followed in small-organisations comprising of the owner and a few employees. As the number of employees increases, the layers in the organisational structure also multiply, which results in a complex structure of the organization. Thus, a complex organisational structure is a result of various divisions of an organisation spread across the globe. Discuss the common problems Ms. Megha will face in managing new organization. What she can do to overcome with this problem.

3. ‘Pebble Pharmaceuticals’ is facing a big issue of conflict between Amit the production head and Prashant the head of Purchase department. A full lot of cough syrup is ready but cannot be dispatched because labels are not available. The purchase department takes labels once in a year to reduce the cost. If any specific demand will come from the departments they follow the due process of purchase. Although the store department already made a request for labels when cough syrup production started but Prashant is waiting on the request from Mr Amit the head of production. It happened because last year Amit and Prashant had a big conflict of sub-standard purchase, huge raw material was rejected by production department due to substandard quality. Prashant has taken it a personally and trying to play politics against him.

a) Describe the type of conflict discussed and what are the possible outcomes of such conflicts.

b) Suggest how the organization can avoid such conflicts.


1. A Project costs ₹ 1,00,000 and is expected to generate cash inflows as:

Year Cash inflows(₹)
1 20,000
2 22,000
3 25,000
4 28,000
5 20,000

The cost of capital is 12%. Calculate Profitability Index and suggest whether project should be accepted or not.

2. Alok works in an organization which has debt and equity in its capital structure. The net income of the firm is ₹ 2,00,000. The organization pays ₹ 50,000 every year as interest component to debenture holders. Calculate the weighted average cost of capital if the cost of equity is 12% and cost of debt is 9%. If the company’s new project will provide a return of 10%, suggest whether company should make the investment or not.

3. Mr. Sharma was working with Delta Ltd for the past five years. The company was planning for expansion and required a funding of ₹ 20,00,000 for the same. He was considering two financial plans and expected EBIT due to expansion was ₹ 8,00,000. Apart from equity(Face value ₹10) , if the company raised debt, cost of debt was 8%. Tax rate is 35%. Calculate EPS for each financial plan and suggest which financial plan is better for the firm.

3a) Plan A: Funding through 100% equity

3b) Plan B: Funding through 50% Equity and 50 % Debt


1. Mr. Fernandez has a portfolio of equity shares worth Rs. 2 crores by current market valuation. He had inherited the shares from his father 10 years ago. He has become extremely concerned about the introduction of 10% LTCG tax on equity shares in this year’s Union Budget. Not sure about the impact of this newly introduced tax, he is contemplating selling of all the shares before 31st March 2018, and escaping the taxation. He has sought your opinion on this. Prepare a detailed report citing the implications of the LTCG tax, and guide Mr. Fernandez in his decision making.

2. ABC Ltd.’s profit before tax as per P&L account was Rs. 240 crores. The following information was available regarding ABC Ltd on scrutiny:

  • During the year, it had paid royalty of Rs. 40 crores to a German company, but TDS was not deposited with the IT department till the time of filing income tax returns.
  • For a bill of Rs. 30000, ABC Ltd made cash payment of Rs. 30000 to the vendor on 29th January 2018.

Critically analyze whether the above expenditures will be allowed or disallowed as deductions, with reasons, discussing the applicable sections. What will be the impact of such allowance / disallowance on the computation of Profits and Gains from Business or Profession of ABC Ltd for the AY 2018 – 19? (10 Marks)

3. A) Harish, an Indian citizen, leaves India for the first time on May 22, 2015 for London and returns on April 9, 2017, and stays in the country thereafter. Determine the residential status of Harish for the assessment year 2018-19?

3. B) During the assessment year 2018 – 19, Harish (the above mentioned person) had the following details of income:

Particulars Amount (Rs.)
Interest on UK Development Bonds (50% of the interest amount is received in India) 100000
Income from a business in Chennai 2000000
LTCG on sale of shares of an Indian company 200000
Dividend from an Indian Company 500000

Compute the taxable income in the hands of Harish for the AY 2018 – 19.


1. The following data shows the return of ABC Ltd and the market:

Year Return on ABC(%) Return on Market (%)
1 40 35
2 35 28
3 32 34
4 28 30
5 25 24

Calculate the beta of ABC Ltd and interpret.

2. The details of portfolio of Mr. Singh are:

Stock Expected Return Standard Deviation Weight
Wipro 15% 12% 0.4
Infosys 18% 20% 0.6

Covariance of stock Wipro and Infosys is 0.0064.

Calculate return and total risk of the portfolio.

3. Nisha has just completed her MBA and has joined an investment management firm as an analyst. On the first day of her job, her manager gave her data of two portfolios and asked her to suggest which one is a better portfolio.

Observed Return Beta
Portfolio Alpha 18% 1.5
Portfolio Beta 15% 0.8

Risk-free rate is 8.5%, Return on the market portfolio is 15%, Standard Deviation of the market is 8%.

a. Suggest which portfolio has outperformed the market on the basis of Jensen index.

b. Suggest which portfolio is better on the basis of systematic risk using Treynor ratio.


1. The CEO of a leading fan manufacturer is concerned about certain teething issues involving sales of ceiling fans. Ceiling fans come in several models, and each model has numerous Stock Keeping Units (SKUs) involving different colours, blade size etc.

Tastes and preferences of consumers vary widely across the vast geography of the country. Recently there have been numerous complaints from the divisional sales offices across the country that they have received supplies of fans in colours and blade sizes, which are not popular in their territory. This has led to loss of sales as distributors in their regions would not accept those fans. Sales people have not been able to achieve their quarterly sales targets, leading to de-motivation and attrition. The CEO has approached you to review the Management Accounting process in the company in the light of the above events. Critically analyze the issues at hand, and suggest a suitable roadmap for the company to revamp its Management Accounting process.

2. Due to economic depression, a company is running its plant currently at 50% of its capacity. The following details are available:

  • Cost of Production per unit:
  • Direct Materials – Rs.6
  • Direct Labour – Rs. 2
  • Variable Overhead – Rs. 4
  • Fixed Overhead – Rs. 4
  • Production per year – 20000 units
  • Total Cost of Production – Rs. 320000
  • Total Yearly Sales – Rs. 300000
  • Loss – Rs. 20000

An exporter offers to buy 5000 units per year at the rate of Rs. 13 per unit. The company is hesitating to accept the offer for the fear of increasing its already incurring operating losses. Advise whether the company should accept or decline the offer.

3. A) The budgeted working conditions for a factory are as follows:

  • Normal working week – 45 hours
  • Number of machines – 30
  • On maintenance etc., normal weekly loss of hours – 4 hours per m/c
  • Estimated annual overhead – Rs.153750
  • Estimated direct wages rate – Rs.2.00 per hour
  • No of weeks worked per year – 50

The company uses Machine Hours as a base for apportioning overhead costs. Estimate the overhead absorption rate per machine hour.

3. B) For the above company, during a four week period, the actual results are as follows:

  • Overhead incurred – Rs.11000
  • Wages incurred – Rs. 11200
  • Machine hours produced – 4500

Calculate the amount of under or over-absorption of both wages and overheads.


1. Design a Financial Literacy program for a Mutual Fund (Asset Management Company) of your choice.

2. One week ago you bought an endowment policy from a private Life Insurance company. On receiving the policy copy, you realize that the Life Insurance policy was mis-sold. Would it be possible for you to return the policy? What strategy would you follow to settle the matter with the insurance company?

3. Ashwin Kothari, aged 35 years, is employed with a MNC. His wife Rimmi, aged 33 years, is also working part – time. The couple has two children – daughter Rima aged 6 years and son Vansh aged 4 years. Ashwin and Rimmi require your help to make a few financial decisions. (Give justification and reasoning for the option you would suggest to your client. You can make any assumptions to further build up your case.)

a. Children’s higher education: Child plan of a life insurance company or a Mutual Fund SIP along with a Life Insurance term plan.

b. Retirement Planning: Fixed deposits or Mutual Fund SIPs in a diversified equity fund.


1. X Ltd has to replace its machine and the production manager has to decide between Machine A and Machine B. Machine A is having installation cost of ₹ 160 and annual electric bill ₹ 200. Machine B has installation cost of ₹ 760 and annual electric bill of ₹ 80. If both have life of 8 years which machine will you recommend if interest rate is 9 % for five years. P/V factor @ 9 % for 8 years is 5.5348

2. A company manufacturing two products furnishes the following data for a year.

Product Annual Output Units Total machine hours Total No. of purchase orders Total No. of setups
A 5,000 20,000 160 20
B 60,000 120,000 384 44

The annual Overheads are as under:

Volume related activity cost ( Activity driver-Machine hours ) ₹ 5,50,000
Setup related cost ₹ 8,20,000
Purchase related cost ₹ 6,18,000

You are required to calculate cost per unit of each product A & B based on

i. Traditional method of charging overhead and

ii. Activity based costing method

3. Project X Involves an initial outlay of Rs 32,400.Its working life is 3 years. The cash streams are as follows

Year Inflows ₹ P .V Factor @ 14% P .V Factor @ 16%
1 16,000 0.877 0.862
2 14,000 0.769 0.743
3 12,000 0.675 0.641


a. NPV at 14 % & 16%

b. IRR


1. Cash Reserve Ratio plays an Important role in the economy and RBI plays an important role in monitoring inflation through CRR .Discuss how RBI perform this critical function using CRR as an instrument.

2. Assume you are a CEO in a bank. Your Bank has been nominated as one of best branches in managing its liabilities. Highlight through a presentation on the various components of liabilities a bank has and how these liabilities acts as a source of funds with which bank finances its operations.

3. A) You have recently joined a bank. Your manager ask you to prepare a short presentation on Asset Liability Mismatch. Describe in detail about ALM and its significance in banks.

B) As an actuarial in an insurance company, discuss how ALM plays an important role in this sector.


1. Discuss the critical importance of the ‘Need for Regulations (both Internal as well as External)’ in the Banking industry. Express your views with reference to the recent turmoil in the Banking industry, which in turn adversely affects other sectors/ markets as well.

2. With reference to the rural areas and the Agricultural sector, discuss the guidelines given by the RBI on ‘Priority Sector Lending’. Also explain what options the Banks have as ‘Channel Partners’ to reach rural customers.

3. The Banking industry being a ‘service industry’, customer service is an important aspect of the Retail Banking setup. This is true for commercial/retail banks as well central banks and the regulators/government. Discuss the following questions that affects the customers to a large scale in the retail banking setup.

a. With the process of Demonetization implemented over a year ago, discuss the issue of change of currency notes (money product) in retail banking. Have the banks provided proper customer service for the same issue?

b. With emphasis on Digital/ E-payments, with incentives/concessions provided to make non-cash transactions through digital modes, highlight the various benefits and risks the customers may face during these modes of financial transactions.


1. Assume that you are the HR manager of a multinational manufacturing organization. Devise a compensation plan to accommodate the needs of the employees.

2. Analyse the current reward trends and comment on the pros and cons of those trends.

3. “A competitive compensation plan is not only favourable for the employees but it also perks up the company’s performance. It alters an employee’s focus towards generating more revenue for their organization and empowers them to overcome their departmental schedules”.

a. Do you agree with the above statement? Explain your reasons with examples.

b. What approach can be adopted by companies to make the compensation plan more holistic?


1. Anil is a rural worker, working in an establishment which carries manufacturing of plastic sacks used for packing cement. This establishment is owned by a registered to manufacturing process. The number of workers work in two shifts, with each shift lasting for around 7 hours. The total number of workers employed by the establishment is 154. Anil and the other workers have issues with their health as the unit is not kept clean. They have to face problems with regard to drinking water also. Sunil, another employee, suffered an accident because the unit was not well lit. The owners do not take the complaints seriously stating that none of the labour laws apply to the manufacturing unit. Advise Anil.

2. Amit was working in a factory. He was employed in lifting the goods with a crane. Abhay another employee was given the job of stacking the goods together, before they could be lifted by the crane. Abhay had to go home early, but the owner refused to leave him until he completed his task. In a hurry to complete the job Abhay overburdened the goods. When Amit, lifted the goods with the crane, the goods toppled and fell an Arvind, an employee, who was standing below. This accident resulted in the death of Arvind.

After a few days, the dependents of Arvind came to the employer and claimed for compensation. The employer refused stating that it was not his fault that led to the accident and it was the carelessness and negligence of Amit and Abhay which led to the accident.

Advice the Dependants.

3. A) An organization was in operation for the past 20 years. The organization gave a bonus every year during Diwali. For the past two years the organization did not give a bonus stating the reason that the company had not earned any profits. However, the balance sheet reflected clear profits. When the workers raised this issue the employers did not pay any heed as the workers were lacking a collective bargaining power. Without a trade union existing the workers found it difficult to fight for their rights. The employers also threatened to file a criminal conspiracy case against the workers. Analyze the case and advice the workers on a suitable solution.

3. B) Arjun was Director in a company. The company has units across the country – 2 in cities and 4 in rural areas. Each unit has approximately 30 to 40 workers working. The wages of each employee are different. Also the employees doing the same work but working in different units were not paid the same wages. An employee who was transferred from a rural unit raised this issue with the trade union. The trade union asked Arjun to get all the wages of all the employees at par. Arjun replied stating that disparities in wages was allowed.

Is Arjun justified in giving different wages to different employees working in different areas?


1. Performance appraisal has been one of the core functions of HRM. In the scenario today when attrition has increased and cost savings are the need of the hour, do you feel that Performance Appraisal is still a required function? Why?

2. Why is Succession Planning important for companies? Give atleast two examples from Indian / Foreign businesses.

3. A training program on Customer Service was designed for petrol pump attendants in the state of Gujarat. Due care was taken to include matters most relevant to the petrol pump attendants and that would contribute to their productivity. The training program was not found effective inspite of it being conducted in the local language and by experienced trainers.

a. What according to you may be the possible reason for the failure of the program?

b. Discuss factors that should be considered while designing a effective training program.


1. ABC Ltd, a medium sized IT firm, has hired you as a consultant to help the company correctly understand the cultural patterns in the organization. Before this, there was no attempt made to look at the culture of the organization. You decide to use Hofstede’s model of organizational culture to make the company understand cultural patterns. In this background, explain Hofstede’s model.

2. Consider the following two characteristics of XYZ Ltd, an online retail start up.

  • Promoters don’t have proper awareness of firm’s strengths and weaknesses
  • Promoters are not aware of opportunities and threats

Based on the above characteristics, identify the type of culture that XYZ has and then point out other characteristics of the same type.

3. In the fresh recruitment drive, 25 new employees have joined your organization which is a medium sized textiles manufacturing firm. One of the tasks on your hands is to make these fresh employees well aware of present organizational culture. Explain how will you use following ways to make these new employees learn the organizational culture?

a) Stories

b) Material symbols


1. Assume that you have just joined a start-up organization which is around 6 months in existence. Explain to the Founders of the company the elements of an effective performance Management System and putting forward a convincing argument in favor of implementing a Performance Management System.

2. Disha Enterprises is a 5 year old organization in the manufacturing space. The organization has seen challenges likes conflicts among team members and also a growing number of First Time Managers. The organization is deliberating on introducing Coaching and Mentoring in the organization. Keeping the above background in perspective will a Coaching and Mentoring program help Disha Enterprises?

3. Assume you are an HR manager in a small company which has recently introduced Performance Management System for its employees. The employees are being coached on the concepts and application of the same.

a. Explain the concept of SMART goals.

b. Provide 2 illustrations of SMART goals.


Q1. Patanjali is an Indian brand of Ayurvedic, herbal and wellness products. In 2014 Patanjali was already competing with The Himalaya Drug Company which was then in the Rs 1500 crore turnover range, with targets around 12% growth. Himalaya however, is a much older company than Patanjali, founded in 1937, though it started thinking of itself as an FMCG player only as late as 2009. It has also expanded beyond pharma to wellness and personal care, has its own stores, sells online – a very similar journey in fact. In that context, Patanjali’s growth is indeed commendable. (Biotique is a beauty brand also based on the Ayurveda platform but has not expanded its product range.)

Its growth becomes even more astounding when we look at Patanjali’s revenue declaration for FY 2016-17, where the brand clocked a revenue of INR 10,000 Crore. Baba Ramdev declared that he was on a “MNC bhagao” mission, and that Patanjali would take over as the largest brand in a year or two, eventually wiping out MNCs.

There haven’t been that many new, successful entrants in the FMCG world in the recent past at the national level. Barriers to entry are the high cost of awareness required for a national brand (read celebrity endorsements and mainstream TV advertising), managing a sophisticated network and uniform quality control. A big cost saver for the brand was that they didn’t need to spend on advertising in the initial years because of the high brand recall of Baba Ramdev whose popular TV show and public appearances had gained him mass media awareness at a very low cost. The brand has now launched a series of advertisements about its various products the most famous being the Dant Kanti Ad which openly takes on other toothpaste brands. It is a separate matter that many of Patanjali’s ads are reported for being misleading and challenged in Court.

After entering and expanding in the food and grain market in the last two years. Patanjali has announced to enter in the apparel sector with the prospective launch of Patanjali Jeans and expand its presence in the fast food sector, by opening Quick Service Restaurants which would provide over 400 vegetarian fast food items.

Critically analyze the brand extension strategy of Patanjali with respect to whether it would have positive effects on the brand? What are the risks associated with such a strategy for Patanjali?

Q2. Lenskart is India’s one of the biggest eyewear company. It was founded in 2010 by Peyush Bansal. Lenskart is India’s first eyewear online portal that offers an excellent service of providing eye glasses and lenses. After becoming the number one online store for eyewear in India Lenskart has also started offline stores throughout the country.

Peyush Bansal is the founder and CEO of Lenskart. He was born on 26 April 1985, and went to McGill University, for graduation in the branch of Electrical – IT, Control & Automation. After that, he did his post graduate diploma in entrepreneurship at IIM Bangalore. After his studies, he went to the USA and worked for Microsoft Corporation as a Program Manager. He worked there for one year and came back to India to pursue his dream of becoming an entrepreneur. After returning to India he began his journey as an entrepreneur and started an online classified business with a website called searchmycampus targeted to college students. While this business was going well Peyush conceived an idea of selling specs online in India.

Lenskart also operates in countries like Australia, US, UK and many other countries.The main objective of Lenskart is to providing high-quality eyewear to millions of Indians at affordable prices, giving free eye check ups at home and by extending the services to the remote corners of India.

The biggest challenge that Lenskart faced was to persuade the customers to rely on online store as an alternative way of purchasing. The company needed to change the pre-set traditional mindset of people and instill confidence in them that they sell quality eyewear products at prices better than their brick-and-mortar counterparts. The company raised 4 million Dollars in the first round of funding in 2011 from IDG. Then in 2013 company raised 10 million dollars from Ronnie Screwvala-led Unilazer Ventures Pvt. Ltd. In the third series of funding in 2015 Lenskart had raised 22 million dollars from TPG Growth. Hong Kong-based TR Capital and existing investor IDG Ventures. In the last round of Investment company raised Rs.400 crore from World Bank arm IFC, Ratan Tata, and Infosys co-founder Kris Gopalakrishnan.

Analyze the marketing strategy of Lenskart? What are some of challenges it faces and how can it overcome them?

Q3. Cinthol, a heritage brand from Godrej Consumer Products Ltd, has prospered in the highly competitive bathing soap market in India as the brand has managed to keep pace with changing consumer preferences through marketing actions. After three decades with a single product under the brand name Cinthol, in 1968, the company introduced New Cinthol in a new package, fragrance an shape. An new advertising campaign was designed for New Cinthol, which was positioned on the freshness platform. Subsequently, variants of the brand, such as Cinthol lime, Cinthol fresh, Cinthol cologne, Cinthol deo and Cinthol Fresh Aqua, were launched. The brand gradually extended to include deodorant sprays and talcum powder.The primary target for the brand has been the Indian male,and the company has used well-known male film stars as brand ambassadors to communicate the brand promise of confidence that comes from the freshness and deodarising properties that Cinthol offers. The brand depicts the active outdoor man as the context for brand communications. Cinthol has changed its portfolio, communication strategy and execution, and the packaging and other marketing mix elements to keep the brand contemporary. The brand core promise of freshness and protection that gives self-confidense to the user, however, has remained consistent.

The current campaign tries hard to push the brand into the youth space. Created by Creativeland Asia, the TVC depicts a few youngsters enjoying the product at various water bodies, highlighting the new tagline, ‘Alive is Awesome’. Sajan Raj Kurup, founder and creative chairman, Creativeland Asia says that the new campaign is an experiential one which will go beyond traditional media. “Over the years, I have seen Cinthol stand for an invigoratingly cool and alive soap brand. I felt that it’s time cinthol claimed back its standing in the experiential era. It celebrates and recognises a more adventurous and international India. And, a less inhibited and intimidated Indian,” he adds. Thus, the insight behind the campaign was to generate a whole new idea with the ‘Alive is Awesome’ tagline.

a. Discuss the branding and marketing strategy used by Cinthol.

b. How has Cinthol managed to survive and thrive over the years?


1. You are an American breakfast cereal company & wish to enter into India. Elaborate on the International Marketing research process steps to understand more about the buying habits of Indian consumers.

2. You are the CEO of Home Depot & wish to enter into India. Suggest any 3 entry options to enter into India. Which one amongst the 3 suggested entry options, would you finally choose & why?

3. You are an Indian exporter of the following 2 products:

  • Spices
  • Dry fruits

a. Suggest Best practices in Packaging & also suggest as to how will you overcome the common problems plaguing packaging for Spices.

b. Suggest Best practices in Packaging & also suggest as to how will you overcome the common problems plaguing packaging for Dry fruits.


1. Inter-Globe Enterprises started its operation in august 2006 with main focus on low fares and best service in the industry. At the point Jet Airways and Air India was leading Domestic airlines in India. Indigo adopted a low frill strategy and emerged as pioneer in changing the face of the struggling aviation industry. Today it is one of the fastest expanding airlines of India

Pls explain the STP strategy adopted by Indigo in Indian Airline segment and also define the Market challenger strategy adopted by them to overtake Jet Airways in terms of market share.

2. Describe in Detail the Pricing strategy adopted by top 3 Smart phone manufacturers in India – Apple, Samsung and Micromax.

3. Online Marketing Strategy – Case study

  • While traditional channels of advertising — TV, radio, and print– are certainly not obsolete, marketers today are finding creative and effective ways to reach an information-hungry, Internet-oriented populace. Marketers and brands alike are trying to reach their target audience through channels that these consumers use most.
  • Internet as a means of communication has given rise to several new marketing tools that may be much more effective and cost-efficient in validating an ad campaign that has high recall value for today’s on-the-go and wired customers.
  • Keeping in mind the changing consumer behaviour, here’s a closer look at the marketing and promotion activities of India Premier Retailing house

Shoppers Stop

  • Of the early adopters of Omnichannel retail, Shoppers Stop has been active in leveraging the potential of digital and social media to market and promote the brand.
  • The company has 7 million fans on Facebook, making it the largest big-box retailer on Facebook in India. The Twitter page has above 15,000 followers and its YouTube channel has received over 13 lakh views till date.
  • Shoppers Stop engages with its Facebook fans by creating unique contests such as ‘Perfect For’ Me that provides suggestions to fans based on their likes, search history etc. The company claims to be the first Indian Retailer to have created a ‘How to…’ series on youtube channel.
  • These were the series of fun, instructive, engaging, and youth-centric videos that give customers fashion and grooming tips. The videos range across topics such as ‘How to dress for a party’ to ‘How to tie a tie’, to ‘How to apply make-up’ etc. Customers also get the choice to buy the products showcased in these videos via the e-store. It also introduced ‘Style Hub’ videos on its YouTube channel. It is a fashion content property that features a set of videos which showcase different styles and looks.
  • The company claims that its loyalty programme is one of the most highly regarded programmes in the retail industry. With over 3.5 million members contributing to over 71 per cent of sales, ‘The Shoppers Stop First Citizen Loyalty Programme’ has been one of the company’s strongest marketing tools – a lesson to learn for other retailers.

a. What strategy must Shoppers stop adopt to compete with Online retailers like Amazon, Flipkart and Snapdeal in India?

b. As a Shoppers Stop Marketing strategy head would you recommend A) focusing on brick and mortar (traditional retailing model) or B) divert resources to engage with clients on New Online / Mobile platform? State the necessary reasons for the same.


1. Maggi brand of Nestle is contemplating to make a foray in soft drink market. Based on this assumption, prepare selling strategy for intermediaries (wholesaler & retailer) & customer (end user).

2. UCS is into hygiene business catering to hotel industry since last three decades. It is planning to expand its business in other parts of the country. As a Sales Manager draft a suitable sales action plan for UCS.

3. Papper-mint is a new brand of casuals which is to be launched in niche segment. The product line consists of T-shirts, jeans, cotton trousers, watches and eye-wear. The brand is targeted at the younger audience. The brand is to be marketed through the franchise stores which will be exclusive and on retail boutiques.


a. Design a Selling Strategy to be adopted between the company & the franchise.

b. Suggest suitable compensation methods which you will follow for the employees.


1. If you had to choose from the models of CRM, which one would you opt for? Justify how the chosen model will benefit the BFSI sector.

2. As a customer which kind of loyalty do you demonstrate towards your preferred brands? What primarily drives you to be loyal towards a provider?

3. Tasty Treats is a café chain you have started from ground up with your hard work, focus and perseverance couple of years ago. After breaking even, recently your cafés are gaining popularity and you are expanding your business. The growth is rapid and your staff seems unprepared for the increase in volume of customers and managing the interactions smoothly.

a. Your staff doesn’t understand the consumer’s perception of the complaint process. Explain it to them in a simplified manner to better equip them to avert complaints.

b. How will you guide your staff to handle complaints from irate customers, in case they occur?


1. Explain business model of Tata Consultancy Services (TCS) using Four Box Business Model. If you were CEO of TCS, which element of this business model you would like to change for increasing revenue of TCS?

2. Acme Mart is a five-year old retail chain company having 20+ retail stores across Mumbai and Pune. It is expected to grow its store network to more than 100 stores in next five years. Would you recommend data warehousing to this company? Justify your recommendation.

3. “What brought us here will not take us there!” Mr. Kale started the annual review meeting with this statement. Being a Founding Director of Indictrans Pvt. Ltd., Mr. Kale was well aware of efforts put over years by all managers participating in this meeting. With these efforts, Indictrans Pvt. Ltd. has become one of the largest service providers for open source ERP software called ERPNext. Mr. Kale now wants its company to grow further at faster rate by entering new markets and channels.

a. What action items would you recommend to Mr. Kale for aggressive growth of Indictrans Pvt. Ltd.?

b. Which ERP trends will you recommend to Indictrans Pvt. Ltd. to focus on for its future growth?


1. Logistics companies in India are waking up to the global trend of offering green services to their customers and are showcasing what they do to reduce their carbon footprint. In your organization how will you have Green Manufacturing incorporated in Logistic Planning?

2. Physical distribution has two major objectives, namely decreasing the cost of delivery and increasing customer service levels. Discuss briefly with examples, various objectives in terms of total cost goals and customer service goals.

3. You have joined PerfectParts Manufacturing Co as Operations Head. You observe the organization does not have a formal inventory management system and use Ad Hoc approach for inventory management. Also the number items in the inventory are very high. Your priority is to quickly reduce the quantities of items and the number of items.

a. State the techniques you can use to reduce quantities of items.

b. State the techniques you can use to reduce number of items.


1. You are a SCM consultant appointment by a Pharma company who wants to lease a warehouse in a Metro like Mumbai. Considering short term life cycle of following FIFO, maintaining safety stocks & quick retrieval is extremely critical. Considering high rentals in Metro, leasing space is equally critical. Movement of material fairly depends on -customer’s requirement as forecasted; the process of which is fairly established. Please suggest steps that consultant should keep in mind to suggest solution to his Pharma clients for inventory management. Do you think VMI concept may help here for non-shelf life kind of items here?

2. With the Independence Day around the corner, Small Basket a grocery retailer has announced “Drop till you shop” offer wherein it is offering online groceries at rock bottom prices. Tempted by the attractive prices, Mrs. Chandru decides to shop using the Small Basket app. When she browses the app, she discovers too many appealing deals, and as a result shops much more than what she normally would have. When Small Basket launched this scheme in 2015, they sold goods worth Rs. 26 million. Encouraged by the response, they ran the scheme for three days in 2017. During this three day period, approximately two million people shopped for a variety of produce. There were reports that the company experienced out of stock situation for stocks of several popular items (grocery and staples, fruits and vegetables) that had been exhausted. Predicting the demand for such schemes is always a tricky job. How do you think Small Basket can forecast better to avoid stock-outs in this case? Do firms that forecast correctly rely on cross-functional as well as cross-organizational trust? (With suppliers and distributors). Justify your answer.

3. Starbucks is pretty much a household name in India now. But like many of the most successful worldwide brands, the coffee shop giant has been through its periods of supply chain pain. In fact, during 2007 and 2008, Starbucks leadership began to have serious doubts about the company’s ability to supply its 16,700 outlets globally. As in most commercial sectors at that time, sales were falling. At the same time though, supply chain costs rose by more than $75 million.

Supply Chain Cost Reduction Challenges

When the supply chain executive team began investigating the rising costs and supply chain performance issues, they found that service was indeed falling short of expectations. Findings included the following problems

  • Fewer than 50% of outlet deliveries were arriving on time
  • A number of poor outsourcing decisions had led to excessive 3PL expenses
  • The supply chain had, (like those of many global organisions) evolved, rather than grown by design, and had hence become unnecessarily complex

The Path to Cost Reduction

Starbucks’ leadership had three main objectives in mind to achieve improved performance and supply chain cost reduction. These were to:

  • Reorganize the supply chain
  • Reduce cost to serve
  • Lay the groundwork for future capability in the supply chain

In order to meet these objectives, Starbucks divided all its supply chain functions into four key groups, known as “plan” “make” and “deliver”. It also opened a new production facility, bringing the total number of U.S. plants to four. Next, the company set about terminating partnerships with all but its most effective 3PLs. The remaining partners were then managed via a weekly scorecard system, which was aligned with renewed service level agreements.

Supply Chain Cost Management Results

By the time Starbucks’ supply chain transformation program was completed, the company had made savings of more than $500 million over the course of 2009 and 2010, of which a large proportion came out of the supply chain, according to Peter Gibbons, then Executive Vice President of Global Supply Chain Operations.

a. What is the significant and substantial change according to you is taken by Starbucks to improve on overall performance of their supply chain.

b. How do you think objective laid down by Starbucks Leadership would have helped them to achieve this sustainable improvement in supply chain?


1. All Automobile manufacturers have a strategic alliance with their suppliers. What do you think are the many important factors their relationship depended on? Discuss with examples.

2. Hero Honda Motors have a Quality Circle under the name “Sunrise Quality Circle”. Similarly many other Indian organizations have successfully implemented the concept of Quality Circle. What are the objectives of these organization for Quality Circle and what do you think are the factors for its success?

3. You are Head of a manufacturing unit and want to implement control chart in one of your injection molding shop. Hourly random 500 units are inspected for defects and the average defectives are 3.5%.

a. What type of control chart will you use and what will be its control limits?

b. What are the other types of control chart used in monitoring a process?




1. Today’s global economy is a knowledge economy. There is a demand for a new type of multinational, multifaceted globally responsible and aware manager, who is operational across national borders. You are working with a global company in which you spend time in different countries as part of your business responsibilities. What competencies do you think you have and which ones do you need and why to fulfill your role successfully?

2. Do you believe that the production of biofuels is a viable solution for addressing both the world’s energy needs and global warming? Why and why not, discuss the ethical pros and cons of your answer.

3. Three years ago, Dinesh Thakur exposed how India’s then largest drugmaker and his former employer, Ranbaxy Laboratories, failed to conduct proper safety and quality tests on drugs and lied to regulators about its procedures. He made his name, and almost $48 million as a whistleblower award from the United States, when U.S. regulators fined Ranbaxy $500 million for violating federal drug safety laws and making false statements to the Food and Drug Administration (FDA).

a. Under what circumstances would you be compelled to blow the whistle as an employee in an organization?

b. If you are the employer, how can you prevent whistle blowing, explain.


Q1. What is Sampling?

Which kind of sample is being used in each of the following situations:

i. A reporter asks 100 people on the street what do they think of the current state of crime against women

ii. A survey is conducted to understand opinions of people in Gujarat towards the Modi govt. A sample of 100 men and 100 women across all age groups is chosen uniformly

iii. A survey is conducted among neuro surgeons. Starting with the first neuro surgeon, he is asked to refer to another neuro surgeon and so on.

Support with a rationale.

Q2. What is a pilot test? What are the considerations that need to be kept in mind by a market researcher while designing a questionnaire?

Q3. You are the Product Manager of a leading telecom company which is facing stiff competition due to the entry of Reliance Jio.

a. State the management problem(s) that your company might be facing and the corresponding research objectives that your research will aim to cover.

b. Briefly describe the research methods that you would use towards this research.


1. You are in charge of selecting a location for passenger car manufacturing plant. Which location would you recommend? Justify your choice against a set of selection criteria.

2. You are in charge of estimating cost for setting up a sulfuric acid plant in a town in Sindhudurg district of Maharashtra. Which elements will you consider for estimating cost of the project? Explain each element as it relates to given requirement. Why this cost estimation is needed?

3. “How could that be possible? It’s simply not possible!” Mr. Pitambar Gadge was really in a state of shock when he was informed that construction of new manufacturing plant would get delayed by six months. “This was two year long project. How could you have schedule variance of almost 25%? And how could you tell me now, when we are just few months away from our project completion deadline? This is simply ridiculous!” Mr. Gadge went on saying.“Sir, we had challenge in hiring skilled labor for this project. It seems Mr. Puri went on hiring skilled labor without proper skill assessments. When Mr. Iyer inspected quality of work, he was not satisfied and strongly recommended us to redo the work to ensure expected quality. This additional work will result into delay of up to six months”, came the response from Mr. Dwivedi, the manager of the project.

a. Which type of risk was overlooked in this case? How would you have assessed its probability and impact as a project manager? Justify your assessment.

b. Do you agree that this case illustrates triple constraints of the project? Explain. How you would have responded if you have been in place of Mr. Iyer? Explicitly state your assumptions if you are making ones.


1. Prepare an advertising campaign for a newly started chain of restaurant having presence across the country.

2. A new brand of airline named ALM has recently introduced its airline services in India. The brand has an objective of being the market leader as it has been in other country. India being a new market for them will require a proper blend of marketing mix elements. Suggest marketing mix for ALM in India.

3. A nationalized bank is facing difficult situation with respect to retaining their existing customers as these customers are shifting to private sector bank or foreign bank. Private & foreign banks offer better services & work for longer duration during the day which the nationalized bank lacks. As a consultant

a. Suggest a suitable repositioning strategy for the nationalized bank.

b. Explain the element of physical evidence & its importance in nationalized bank.


1. Krishna has recently joined an investment management company and his profile consisted of money market instruments. His manager in order to estimate his understanding of the market, asked him to prepare a report on the instruments of the market. Suggest which instruments of the financial market should be included in his report.

2. Nisha has completed her graduation and had started working in an MNC. She was able to save good amount every month so she thought of making investments. She had heard about capital market from her friend Alok. She decided to approach him to understand the process to start investments in capital market. If you are Alok, mention step by step process to Nisha, keeping in mind she doesn’t understand trading mechanism.

3. Alok was working in the portfolio management department of Alpha Ltd and had new recruits to whom he was supposed to provide training on the risks associated with the financial market as apart from earning returns they should be well aware of the risks that can be managed and which ones cannot be managed in a portfolio. He decided to broadly classify the risks in two categories and explain the different types of risks associated with each one. If you are Alok,

3a) Explain different types of risks associated with systematic risk.

3b) Explain different types of risks associated with unsystematic risk.


1. Finance minister Mr. Arun Jaitley announced in the budget about long term capital gain tax, share market gave negative reaction on it, explain the reaction of FII or FPI on long term capital gain tax.

2. “The Eurocurrency market owes its existence to differences in national financial regulation combined with declining barriers to international capital movements.” Do you agree with the statement? Explain with the help of various Euro-Currency Market instruments.

3. The Chinese government’s move to ban waste paper amidst environment concerns is expected to benefit the Indian paper manufacturers. Waste Paper (WP) is one of the major sources of raw material used for manufacturing the recycled paper products. The recycled paper products are extensively used for manufacturing packaging materials like corrugated boxes. The Chinese Government’s decision to ban waste paper imports has caused a drop in global waste paper prices. As a result, the price of recycled paper in China, used for packaging material, has increased due to short supply of WP. Indian manufacturers using waste paper stand to benefit on account of lower global waste paper prices (on excess supply) and higher realization for recycled paper.The global shortage of wood pulp has resulted in increasing prices of finished paper. Indian wood pulp based having requisite self-sourcing (farm forestry) are expected to benefit from increasing global finished paper prices.The companies like West Coast Paper, TNPL and NR Agarwal Industries which majorly import waste paper for manufacturing processed recycled paper are expected to improve margins on account of falling waste paper prices. As per the industry reports, the global price fall in waste paper is evident as the old corrugated containers (OCC), the most common form of waste paper, fell from €150 per tonne in July 2017 to €135 per tonne in December 2017. Also, the prices of Kraftliner, the recycled paper manufactured by processing the waste paper, have risen from €642 per tonne in July 2017 to €694 per tonne in December 2017.

a. Paper manufacturing Industry is one of the important industry for India and China, from above paragraph explain the positive and negative effects on the revenue of Indian paper exporter.

b. What will the impacts on FOREX because of Government of China Decision on paper bans? How India can take advantage of it?


1. From the following details supplied by Amaya Plastics ltd. you are required to:

a. Calculate the Net Present Value

b. Calculate the Discounted Payback Period

For each Capital Expenditure proposal given below:

Details Proposal A Proposal B
Initial Cost Rs. 20,00,000 Rs. 15,00,000
Expected life 10 years 8 years
Cash flows before tax after depreciation Rs. 3,00,000 each for first four years Rs. 2,00,000 for next 6 years Rs. 2,00,000 each for first five years Rs. 3,00,000 for last three years
Estimated scrap value Rs. 50,000 Rs. 1,00,000

The discounting factor is 12% and tax rate 30%.

2. Kailash Ltd. Earns Operating Profit (EBIT) of Rs.1,80,00,000 at existing capital structure. You are required to calculate financial leverage and EPS with the help of following information

Particulars Amount in Rs
13.5% Debentures ( FV 100) 4,00,00,000
15% Cumulative Preference Shares( FV 100) 1,00,00,000
Equity Share Capital ( FV 10) 3,00,00,000

Tax rate 35%

3. A) Naysha Ltd. has the following capital structure as on 31st March, 2017

10% debentures (before tax) (Rs) 300000
9% preference shares (Rs) 200000
Equity shares of Rs.100 each 500000
Total 1000000

The equity shares of the company are quoted at Rs.102 and the company is expected to declare a dividend of Rs.9 per share for the year. Tax rate is 40% required.

Calculate the cost of capital.

3. B. Discuss the cheapest form of raising long term finance with reference to Question 3 (A) and state the reasons for the same.


1. Alok has completed his MBA and has joined the insurance industry. He was recruited for non-life insurance. He wanted to prepare himself with various types of non-life insurance policies offered in the industry, so he approached his brother who was also working in insurance industry to brief him. If you are his brother elaborate on various types of policies offered in non-life insurance category.

2. Neha was accompanying her manager in selling life insurance. Her manager wanted her to understand the different factors that affects the cost of life insurance. He asked her to make a small report covering the factors. Help Neha to prepare the report.

3. In the insurance sector, underwriters or actuaries use various methods to determine the rates of premium. As an insurance company is a profit business, the rate of premium charged for insurance must be sufficient enough to provide for losses and expenses while at the same time earn profit for the company. Alok works as an actuary in an insurance company. Suggest which method of premium calculation would be used in the following cases:

a) Same rate of premium is charged from individuals under the same situation.

b) Method frequently used by commercial fire insurance companies.


1. Many Indian Companies are not listed in US stock market because the procedure of listing is not easy, what are the other ways to raise capital in USD? Explain their types in details.

2. Foreign exchange exposure is said to exist for a business or a firm when the value of its future cash flows is dependent on the value of foreign currency / currencies. If a British firm sells products to a US Firm, cash inflow of British firm is exposed to foreign exchange and in a case of the US based firm cash outflow is exposed to foreign exchange. What are the different types of exposure in foreign Exchange transaction? How to reduce it? (10 Marks) 3. Punjab National Bank on Monday detected fraudulent transactions worth Rs 11,300 crore at its Brady House branch in Mumbai. The PNB in its cautionary note to other public and private sector banks said that the suspected fraud was carried out by the perpetrators in collusion with the staff. It went on to explain the modus operandi of the scam and said: “It was found through SWIFT trail that one junior level branch official unauthorisedly and fraudulently issued Letters of Undertaking (LoU) on behalf of some companies belonging to Nirav Modi Group for availing buyers’ credit from overseas branches of Indian Banks.” It further said that none of the transactions were routed through the Core Banking Solution or CBS system, thus avoiding early detection of fraudulent activity. a. What is the CBS that the bank official bypassed to issue fake LoU by using SWIFT?

b. What was the role of Punjab National Bank‘s Officials in this fraud? How they use NOSTRO account of Punjab national Bank?


1. In today’s era, due to the uncertainties in the economic environment, most Organizations have increased their cash holding. As a part of the treasury team in an organization, highlight some of the best practices in treasury operation with respect to cash holdings.

2. Mr.X has been appointed as a controller/Treasurer in a treasury Department. Discuss the role of Mr.X in an organization as a Controller.

3. A) You are working in cash Payment department of an Investment bank. Highlight the advantages of Society for Worldwide Interbank Financial Telecommunication (SWIFT) while making payments across borders.

3. B) Discuss on the mechanism of information transmission through SWIFTS.


1. JK Tyre is one of the leading tyre manufacturing companies in the country with a sales turnover of Rs 10,000 corers. It is either number one or number two in the country in different product categories & enjoy a very healthy market share. It also exports tyres to other countries. But in recent times, market share of JK Tyre has declined. There are a number of customer complaints & customer satisfaction index has come down. It has a strong sales & marketing workforce of around 650 all over India & few of them are in outside India locations. CEO of JK Tyre feels that company’s Sales & Marketing employees must develop ‘customer orientation’ to improve sales.

As the Head of Talent management, what process would you follow for creating a n employee development program?

2. One Stop for all, a global retail company is planning to open 30 new outlets in Mumbai. They need to hire employees in the following categories:

  • Stores Manager
  • Floor Leaders
  • Customer Relationship Executives
  • Cashiers

The Company would prefer that the store’s manager is well aware of the philosophy and culture of the Organization. Draw a Talent Acquisition Plan considering various acquisition techniques.

3. Ankur Dutta, the HR manager of Landmark consultants, is facing problems of high attrition and employee dissatisfaction. The major reasons sighted is unhappiness with the current performance appraisal system that employee find biased and outdated. Ankur wants to design a new performance appraisal system.

a. Suggest any three modern Performance appraisal techniques that Ankur can consider.

b. What kind of problems and biases may be employees facing with the current system?


1. “As we understand that the human factor is an important strategical element that explains a company’s differentiation capacity, it is crucial that a measurement effort of the way this function is done in the company is checked. That is the concept of the HR audit, which goes beyond the simple investigative methods, and is an extension of the traditional concept of the Audit”. Based on the above statement, find out the methodologies used by modern day companies to do the HR Audit.

2. Why is HR alignment with business goals important? Explain with reference to HR Audit.

3. The strategic Audit of HR offers the most insight to the fundamental question “how is the HR department performing”.

a. Do you agree with the above statement?

b. Substantiate your answer with relevant examples.


1. XYZ Ltd is a leading telecommunication company in India. The company is contemplating international expansion in Africa. After considering all the positives of such project, the board of directors now want to consider the possible bottlenecks. As an HR Manager, you are asked to point out these possible barriers or bottlenecks. List out the same.

2. ABC Ltd. is a global strategy consultancy firm based in India. They are planning to enter European market by starting their company in UK. They are planning to start a unit with 50 employees for which you are asked to design the compensation program. What will be the key components of international compensation program.

3. Indian Automobile company, operating in Saudi Arabia, has to shut its operations due to unforeseen political circumstances. This affects 150 Indian employees who were working there. In this background, as an HR Manager, answer the following:

a) What will be your repatriation process?

b) Highlight the readjustment challenge.


1. ‘Strategic human resource management is largely about integration or strategic fit between HR strategy and business strategy’. Do you agree? Differentiate between external fit and internal fit. Give example of any one organization you know of, that have achieved a fit between business strategy and HR strategy.

2. XYZ limited is exploring ways of compensating and rewarding employees as a strategy to improve retention. As an advice state and explain various reward management strategies available to XYZ ltd. Highlight the strategies available to the management in dealing with poor performance in the workplace.

3. Siemens is a 150-year old Company, but it’s not the company it was even a few years ago. Until recently, Siemens focused on producing electrical products. Today the firm has diversified into software, engineering, and services, and is also global, with over 400,000 employees working in 190 countries. In other words, Siemens became a world leader by pursuing a corporate strategy that emphasized diversifying into high-tech products and services, and doing so on a global basis.With a corporate strategy like that, human resource management plays a big role at Siemens. Sophisticated engineering services require more focus on employee selection, training and compensation than in the average firm, and globalization requires delivering these sevices globally. Siemens sums up the basic themes of its HR strategy in several points. These include:

i. A living Company is a learning Company. The high-tech nature of Siemen’s business means that employees must be able to learn on a continuing basis. Siemens uses its system of combined classroom and hands-on apprenticeship training around the world to help facilitate this. It also offers employees extensive continuing education and management development.

ii. Global teamwork is the key to developing and using all the potential of the firm’s human resources. Because it is so important for employees throughout Siemens to feel free to work together and interact, employees feel they are part of a strong unifying corporate identity. For example, HR uses cross-border, cross-cultural experienced as prerequisites for career advances.

iii. A climate of mutual respect is the bais of all relationships – within the Company and with society. Siemens contends that the wealth of nationalities, cultures, languages, and outlooks represented by its employees is one of its most valuable assets. It therefore engages in numerous HR activities aimed at building openness, transparency, and fairness, and supporting diversity.

3. A) Describe your opinion on how Siemens rates people as a vital tool in creating organizational competitive advantage.

3. B) Advice Siemens on how it should go in drafting a Training and Development Strategy and show how it should be linked to other HR functional strategies.


1. ABC organization wants to expand their production capacity and needs space. Management asks you to explore whether the warehousing operations can be shifted to either third party logistics or locate the warehouse outside the premises of the company at a cheaper rate of rent and operational expenses. Explain your recommendation with the cost benefit of both options.

2. You are a Procurement Manager and need to procure 30 lac plastic containers of 100 gm capacity for packing your products. You have two options i.e (1) Procure locally (2) import them. Exporter is willing to give 45 days credit but the minimum order quantity is 15 lac containers. Local manufacturer is willing to give on payment against delivery and the minimum order quantity is 10 lac containers. The landed cost is more or less same in both imported and local procurement. Explain your proposal to the management with the supporting details of your decision.

3. You have to outsource transportation of car glasses for 2 years for your organization . There are 6 types of auto glass on a vehicle: the front Windshield, front and rear door auto glass, vent glass, quarter glass, and back glass. You need two 9 ton trucks which have to be modified to hold these different types of glasses.

Transporter offers two quotes.

i. He will provide two vehicles and modify the vehicles at his cost. The monthly transportation charges would be Rs. 1.2 lacs irrespective of whether you use them or not.

ii. You can buy two vehicles of 9 ton capacity and modify the vehicles. The average monthly cost works out to be Rs. 70,000.

Kindly give your decision on the following:

a. What are the benefits and drawbacks in option (1) and what are the benefits and drawbacks in option (2).

b. Which option you will select and the reasons for the same.


1. There is an amusement theme park opened a few years back named as Imagica which is an excellent source of entertainment to its consumers. Prepare a suitable B2B Segmentation, Targeting & Positioning Strategy for Imagica.

2. You are appointed as a Marketing Manager for a leading brand of Aroma Diffuser & Oil targeted to hospitality industry. The Aroma Oil is manufactured & is sold at various hotels, hospitals & corporates. Prepare a suitable Supply Chain Management to be followed for Aroma Oil.

3. Tas Ltd is an emerging brand in the business of tiffin services & is serving its clients successfully. It plans to offer its services to corporates for their employees & other events. The idea that Tas Ltd has is of tiffin services to be extended to corporates depending on their preferences. As an expert advice this new start up.

a. Prepare a communication plan for Tas Ltd. focusing on the corporate.

b. Recommend a suitable sales promotion tool to be adopted by Tas Ltd.


1. You are the owner of a fashion store. You have planned an end of season sale. How would you use sales promotion tool to make the sale a success?

2. You are the brand manager of a teen brand. Your company has tied up with an NGO to teach life skills to college students from lower strata to help them succeed in their future careers. How will you leverage this association to build positive equity for your brand?

3. Case Study

Himalaya aims to double Market share in Men’s Face Wash

Source: PTI feed India Today

The overall facewash category is Rs. 1800 Cr. Of which Men’s face wash accounts for 15-20%. Himalaya is the market leader of the overall facewash category with 24% market share. In Men’s category they have a 10% Market share. They are looking at expanding their portfolio by evaluating Hair Gels and Creams for men. The Men’s grooming segment is estimated to be around 5800 Cr. And they are looking at sports as a platform to drive it’s mens segment. The Personal care industry is 69856 Cr. With herbal and ayurvedic being 31% of it. The company has 250 stock keeping units and 200 standalone retail stores and plans to expand it to 300-400 outlets in the next 3 years. The next growth will come from Tier II cities where they are looking at expanding their stores. 50% of current stores are also in tier II cities. Himalaya is looking at doubling their share in 3 years. Men’s grooming segment is growing at 10% due to higher exposure to brands on account of more men travelling abroad and exposure through online presence of leading brands like Gillette, Axe, Nivea, Emami Fair & Handsome.

a. In a competitive market with many serious players, how would you approach IMC to double the market share?

b. What tactics would you use for the Media mix ttowards doubling market share? What areas would you leverage in the promotional activity?


1. Pick up a manufacturing organization and briefly explain how the organization works for achieving customer satisfaction.

2. Differentiate between Reliability, Availability and Maintainability with reference to a manufacturing firm of your choice.

3. a) What do you understand by Fault Tree Analysis?

b) Explain the steps to be followed for Fault Tree Analysis after selecting a suitable example.


1. There is a relationship between the Primal and the Dual problem in Linear Programing Problems. In this context explain the Primal and the Dual Problem and establish the relationship between the two.

2. In Assignment Problems, often we face some additional constraints in the form of prohibited assignments. What do you understand by these prohibited assignments?

3. The owner of Fancy Goods Shop is interested to determine how many advertisements to release in the selected three magazines – A, B, and C. His main purpose is to advertise in such a way that total exposure to principal, buyers of his goods is maximised. Percentage of readers for each magazine is known. Exposure in any particular magazine is the number of advertisements released multiplied by the number of principal buyers. The following date is available:

Particulars A B C
Readers 1.0 lakh 0.6 lakh 0.4 lakh
Principal Buyers 20% 15% 8%
Cost per Advertisement 8,000 6,000 5,000

The budgeted amount is at the most Rs.1.0 lakh for the advertisements. The owner has already decided that magazine A should have no more than 15 advertisements and that B and C each at least 8 advertisements.

a. Identify the decision variables.

b. Formulate the problem as a Linear Programming Problem.


1. You are required to design a distribution network for a large e-Retailing company which deals with home appliances. Customers normally place a single order for different appliances of different brand. What distribution network do you think will be most suitable? What will be the benefit and drawback if any?

2. You have successfully implemented supply chain strategy and distribution network. Now how will you measure the performance of the supply chain strategy to know how well it has impacted the organizations?

3. You are responsible for Inventory management in your organization. Investment in inventory is one of the largest assets of any business and is difficult to manage if it involves multiple items that are located at multiple points.

a. What are the various inventory related costs and how will you calculate them?

b. What steps will you take for efficient management of multiple-items, multiple-location inventory?


13 Aug

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Q 1) The sales professionals of your organization are impatient and unwilling to listen to their clients. What is the importance of listening? How can you help them develop listening as a behavior? What is the one advice that you would like to give them to improve their trait.

Q 2) As a manager of a growing organization, it is your responsibility to set a high benchmark for ethical communication for your team members. Elaborate on ethical communication and its importance. What key areas would you focus on to ensure the same?

Q 3) The sales team of Zenith Global has a proven track record of success with customers when it comes to giving a presentation or participating in meetings. Despite this the conversions of prospects into customers has been surprisingly low. On deeper analysis it was found that the team struggled with their written communication. Every meeting / sales presentation needs to be followed up with a sales letter to clinch the deal.

a) What should the team bear in mind while writing letters to clients they have interacted with in the past and who have shown interest in their offerings?

b) What approach would work best to convert a neutral customer who is not aware about your products or offerings?


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1. State how the ordinal utility approach to consumer behaviour is different from the cardinal utility approach by Marshall. In the context of indifference curve (IC) technique using ordinal utility approach, explain whether following two statements are true. – “IC slopes downwards because if the quantity of one product is reduced, the quantity of other product must also be decreased” and “Slope of indifference curve indicates the rate at which individuals are ready to substitute one commodity by the other”. Substantiate your view on each of the statements separately.

2. With the help of the concept of production function, explain the difference between Law of Variable Proportions and Law of Returns to Scale. Elaborate your answer by citing real world examples.

a) Discuss product differentiation as an important feature of Monopolistically Competitive market. Explain the statement “Price flexibility under monopolistic competition depends on the degree of product differentiation”, by referring to the case of any FMCG industry.

b) PepsiCo has been a leader in soft drink industry. But over years, it has diversified in various snack foods. Over half of its current profits come from non-soft drink products. What, in your opinion, is the economic principle behind it?


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 Case Study:

M/s Sun Shine is in the manufacturing of best quality ISO certified Solar Panels. The company is known for the durable solar panels having best features. The government provides subsidy to the customers buying solar panels under the Jawaharlal Nehru National Solar Mission in the country. The company has been doing well consistently over the period of years. The awareness for usage of Solar as a source of energy is increasing day by day. The company sells solar panels at the lowest possible price. The company’s vision is to light every house in the rural India.

Q1. The company wants to sell Solar Panels in Sri Lanka and Bangladesh as a part of “Go Global” Initiative. Explain the benefits and demerits of Globalization for M/s Sun Shine.

Q2. The company plans to do CSR activity in rural India and hires you as a consultant to advice the organization for at least five CSR activities. Which one activity among the suggested five activities you would select for M/s Sun Shine. Explain the same with reason.

Q3. From the case above:

a) Assume you plan to implement one of the CSR activity, explain the process that you would follow for its implementation in the organization.

b) Explain any three voluntary codes in CSR that you would apply for the organization.

Explain the benefits of the same for M/s Sun Shine.


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1. A public sector bank is currently striving to differentiate itself from the competition to private sector bank in the same region. The customers at the public sector bank complain about the employees who are not informed about each customer’s needs, preferences, and interaction history. The bank has been unable to cultivate more profitable relationships with the customers’ which has impacted its growth. Their inability to proactively identify risk – elevating customer behaviour has attributed to further losses. As the Chief Information Officer (CIO) of the public sector bank, elaborate on your understanding of customer relationship management and its importance. How you would acquire, retain and create lasting relationships with the customers? How would creating these relationships help your bank?

2. The Healthcare industry is inundated with massive volumes of data generated each minute. With the adoption of electronic health records, mobile health apps and wearable technologies this is poised to increase dramatically over the next few years. This comprises of data being generated by patients in different forms such as the patient report’s generated by the diagnostic labs, the data in the form of vital stats generated by the wearable devices and body patches, data from medical insurance companies, to name a few. Explain data mining and its importance in the healthcare industry. With the help of a suitable example elaborate how patient data can be used for preventive healthcare. Would you recommend the use of Data mining in healthcare?

a. As the Indian city of Chennai went under floodwaters following heavy rains, it became clear that the effects of a lack of planning can be devastating for small companies. Reports suggest, as many as 40 to 60 percent of small businesses never recover after being hit by natural disasters. Some companies looked on helplessly as systems went down. They found themselves drowning in a flood of complaints from enraged customers’ as the water level rose on Chennai streets. Many enterprises believe that they can survive any disaster if they put in place a robust physical infrastructure and technical expertise. But floods in Chennai confirmed that technology companies need to do more to escape the ill-effects of natural disasters. Organizations wanted to make sure that their data centers don’t shut down, and continue to function as usual. However this was in vain. Explain BCP and its importance. What factors play an important role in the successful implementation of a BCP? In your opinion, should small businesses invest in BCP?

b. What are ERP systems and mention five benefits of using them. With the help of an example of any company with a failed ERP implementation, highlight the main reasons companies experience failures in implementing ERP systems. What were the lessons learnt to avoid the same mistakes in future?


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Q 1. On account of the protectionist stands taken by some major countries the Global consulting Business of the IT giant IND Solutions is hurt. The entire business strategy for the consulting business is being realigned. As a HR Specialist, you are required to share the Organization structure and propose a new (organization structure).

Q 2. You are the HR Manager in an organisation handling a regional profile and are aspirational and would want to be the Chief People Officer. In the corporate world the completion is stiff and you need to have a good professional image. Differences of opinions are common and needs to be handled carefully. How do you plan to handle conflicts effectively, discuss your thoughts.

Q 3. As the Chief Learning officer of the company. You are currently training the fresh batch of Management Trainees.

1. Explain with examples the different types of leaderships (min 5) and what situation these leadership styles can be used effectively to get results.

2. Maslow’s theory on Hierarchy of Needs can be effectively used to understand human behavior. Explain it to the Management Trainees with a simple example.


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1. Why do we do what we do? Motivation is the word which explains why one individual is absorbed about a particular objective or action plan while the other one would be totally disoriented about it? Alia and Aarti are colleagues working in a software firm. Alia comes from a very affluent family and is she is very much involved in the workplace politics whereas Aarti comes from a very humble background and works really hard to achieve her aspirations. Aarti is always involved in her work and shrugs off any kind of political agenda. Discuss the given scenario of Alia and Aarti with the help of McClelland Needs Theory? Explain why both the colleagues so differently oriented?

2. Karan and Sanjay are Team leaders of team A and B respectively. Karan is very open to feedback and does not let his perception rule his decision. He takes action based on facts and figures whereas Sanjay get carried away with his perception. Team A is very happy and motivated team which is clearly visible by their performance and just the reverse goes for team B. Sanjay takes aid from a self-help book where he reads about the managerial implications of perception. When he does a self-analysis he understood that all this while he was working totally under the influence of his perception. Sanjay decides to take a plunge and modify his behaviour. Discuss any three managerial implications of perception and what could have made Sanjay change his way of behaving? Discuss.

3. Deepak, Mohsin, Kiara and Kashyap have recently joined Infinity Infotech. In the first few days of Induction they are all made to form a group which will work on a project given by the management. Initially it went good for some time but after fifteen days rift could be seen between the group members. The management gave them a timeline for the completion of the project. They appointed Kiara as their leader and followed the norms set by the group. Within the given time frame by the management they completed the project and got appreciated for the same. After the completion of this project these four group members were again assigned a new group.

1. Explain the process for formation of a group in Infinity Infotech.

2. List down all the theories of group formation (all the theories need not to be discussed). Discuss the theory which you will the most apt in case of Infinity Infotech.


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1. Please list out the factors that affect “Free Consent” to enter into a contract. Give an example for each of the factors that affect free consent to enter into a contract.

2. What are the Rights of the Consumer, explain atleast 2 real life instances where the rights of consumer have been upheld and protected.

3. Vijay Singh is a leading filmmaker in India who plans to release his upcoming blockbuster romantic movie during the Diwali festival weekend of 2016. However, he has learnt that a production house Mukesh Raj Films (MRF) has blocked the single screens and multiplexes theaters (“Exhibitors”) only for screening of their film for the same Diwali festival weekend. In fact Vijay Singh has also found out that MRF had earlier in the year during the Eid festival launched a blockbuster movie and during the negotiation for screening the said Film imposed a condition that he would grant rights to screen the movie only if he was provided with the exclusive rights to screen another movie during the Diwali Weekend. Therefore, MRF and Exhibitors had entered into a tie-in arrangement for exclusive exhibition of the films in Eid and Diwali Festival Weekend respectively. Thus, preventing Vijay Singh from exhibiting his film.

Vijay Singh has now approached the Competition Commission of India for relief.

a) Does the tie in-arrangement between MRF and the Exhibitors amount to having “adverse appreciable effects on Competition”. Please quote the relevant precedent to support your answer.

b) Please list out the penalties stated under the Competition Act, 2002 and atleast quote one instance where Competition Commission India has imposed penalty along with the brief description of such instance.


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1. The above chart shows the sales of toys over a period of one year. Identify the diagrammatic representation used and derive meaningful conclusions about the sales of toys.

2. The following table shows the results of a survey conducted across the country, on 200 working professionals. The professionals were asked to identify the location of their company and the type of industry of their company. The professionals were allowed only to select one location and one industry.

Industry Location Total
North South East West
Banking 24 10 8 14 56
Logistics 30 6 22 12 70
Telecom 28 18 12 16 74
Total 82 34 42 42 200


Suppose a professional is selected at random

a) Calculate the probability that the professional is from West

b) Calculate the probability that the professional is from Banking

c) Calculate the probability that the professional is from Logistics or from North?

d) Calculate the probability that the professional is from Telecom and South?

3. Titan industries Ltd., India’s leading watch manufacturer was established in 1984, as a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation. The company brought about a paradigm shift in the Indian watch market, offering quartz technology with international styling. Leveraging its understanding of different segments in the watch market, it launched a second brand, Sonata, as a value brand to those seeking to buy functionally-styled watches at affordable prices. The company diversified into jewellery in 1995 under the brand name Tanishq after taking stock of the huge opportunities and the large size of the jewellery business in India. Suppose, Titan has launched new jewellery designs under the Tanishq brand for working Indian women. Past record indicates that the mean sale of this brand, from various showrooms located across various towns is Rs. 20 million. If the distribution of the sales is normal with standard deviation of Rs. 50,000

a) What is the probability of obtaining sale greater than Rs. 45 million this year?

b) What is the probability of generating sale between Rs. 17 and Rs. 27 million?


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1. Kaya & Kaya is a skincare product manufacturing company. The company has been in the market from past 10 years and it’s been noted that because of the change in size, growth, work assignments, job duties and responsibilities the existing jobs have changed and new jobs have been established. You have been hired as a consultant to help determine the various ways of establishing job analysis. Discuss the different method of job analysis which could be used in this company. Conclude by choosing the best method of job analysis for Kaya & Kaya.

2. Assessment centres were first used in early 1940s in United Kingdom for solving discipline and behavioural issues of war officers and selecting the right candidate. Now, assessment centres have become a must tool for most of the organisations .Critically analyse this statement as well as discuss that in which two areas of HRM assessment centres can be used? Conclude by gauging the importance of assessment centres.

3. Sanjana joined a media company Showtimes Ltd. as Public Relationship officer. On the very day of her joining the office she is assigned a lot of tasks, which made her feel very nervous and confused. Since it’s the first day of her work Sanjana has lots of query but does not have any coach/ mentor/buddy who she can look up to for any help. For every single query she has to approach the HR who every time assigns a different person to guide her. This continues for every single day. Within a month of joining Sanjana is contemplating to resign from her services. It was then noted by the HR that the employee turnover in their organisation is very high especially within the few months of joining. It also came up that the main reason behind this was lack of Induction to employees

1. What could HR have done when Sanjana kept on approaching them for every single query she encountered during her first month in Showtimes Ltd?

2. You have been hired by Showbiz ltd. as a consultant to come up with induction strategy as it has been proved that if not inducted properly the attrition rates can be very high. Discuss the merits of Induction in general as well as for Showbiz Ltd which you need to present in front of the management.


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Question 1

Calculate Net cash flow from operating activities and discuss how here the non-cash item and the non-operating items are to be treated

  • Net profit for the year 155000
  • One of the machinery whose opening written down value is 120000/- depreciation charged on the same Rs 15000 is sold at the year-end for Rs 95000.Loss on sale of machinery included in above.
  • Interest received included in above Rs2000
  • The opening balances of stock is Rs 50000/- and the closing is Rs 55000/-
  • The opening balances of creditors is Rs 75000/- and the closing is Rs 90000/-


Question 2

You being the account’s manager of JVP Ltd in the online grocery business. The account executive recognizes the income arising from lease rentals on the basis of accounting standard -9 which talks about revenue recognition.

You have a difference of opinion with him as this Accounting standard is not applicable to income arising from lease agreement and other income mentioned there. How will you make him understand what exactly AS-9 talks about?


Question 3

From the following information

Liabilities Amount Assets Amount
Equity share Capital 225000 Fixed assets

(net depreciation)


Reserves & Surplus 105000 Stock 48000
Bank Over draft 115000 Debtors 72000
Creditors 55000 Bank 154000
Total 500000 Total 500000


Calculate –

1. Cash ratio and interpret the results.

2. Interpret how quick ratio is different from current ratio if computed in the above scenario.


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“Ayurvedic India” is a new company started by two young entrepreneurs Mr. Dharam and Mr. Raj. “Ayurvedic India” deals with traditional Indian Ayurveda medicines. The company has already opened 10 stores across two cities namely Delhi and Mumbai in India and it has a plan to open at least 50 more stores in less than a year time. All the stores will have an Ayurvedic Doctor to provide free medical assistance. The company is known for its brands “Dant Rakshak” which is toothpaste, “Kesh Rakshak” which is hair oil, “Chehra” which is a cosmetic cream, “Tez Chyawanprash” which is nutritive jam that helps in boosting immunity. The stores have a huge space both for the patient treatment and a dedicated space for the retail counter. The company plans to give competition to the market leaders i.e. Patanjali and Dabur.

Q1. The company hires you as a Marketing Manager and asks you to prepare the Segmentation and Targeting for “Ayurvedic India”.

Q2. “Ayurvedic India” deals with the concept of treatment of patients and then selling them the medicine. You have been asked to prepare the 7P’s of Marketing Mix for “Ayurvedic India”.

Q3. Answer on the basis of the case above:

1. Prepare the positioning strategy for “Ayurvedic India”.

2. Prepare a list of five celebrities who can act as a Brand Ambassador for “Ayurvedic India” Explain the selection of celebrities with reason.


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Q1. M/s Divine Soul is into traditional Indian wear which sells multiple brands. The popular brand for male is “Raja” and for the females is “Rani”. The company sells traditional wear for children popularly known as “Shaayad”. The company has 120 outlets in India. The competition in this industry has been constantly growing. The profit margins are going down. The company has been profitable since the day of inception but there has been no growth. The company has remain stable from many years as the directors believe that the stability is the best strategy. The company adds you into the board as a strategy director and asks your view on Stability Strategy. You have been asked to prepare the pros and cons of Stability strategy for M/s Divine Soul.

Q2. Assume that the directors of M/s Divine Soul agree with your view on the challenges of Stability Strategy. The director asks you to suggest one corporate level strategy for the organization that will help them achieve growth for the organization.

Q3. From the case above answer the following question:

1. Explain the strategic Management process that needs to be followed for M/s Divine Soul.

2. Prepare a Porters Five competitive forces for M/s Divine Soul.


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1. Mr. Bhaalla started with a grocery shop. You being the tax consultant to Mr. haalla advise him on how the income from the grocery will be assessed under the Income tax Act and the principles to be considered while computing the taxable income?

2. You want to remit 1000 dollars as a payment of interest to Mr. Albert. Your tax consultant advises that such payment can be done if relevant procedures and guidelines for making such payment outside India are followed. Discuss the same in the light of the different provisions of Income Tax Act.

3. Mr. Rajat owns two houses. The details with respect to let out property is as under

Standard rent Rs 81000

Fair rent Rs 92500

Municipal valuation Rs 95000

Actual rent received is Rs 7000 per month

Municipal tax @ 15 % of Municipal valuation

Light and water charges Rs 1000 per month

Repairs: Rs 12000 per annum


1. Gross annual value of the house property.

2. Income taxable under the head Income from house property.


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1. Write your views on the critical success factors behind a push / pull system of any Manufacturing / FMCG Organisation of your choice. Explain in detail the process steps with an example of a product AND/OR Product lines.

2. You are the Country Head of IKEA & have been granted permission by Government of India to set up operations in India. Detail out some of the Strategic Supply Chain Decisions that you would undertake?

3. You have recently taken over as Head-Supply Chain for an Automotive company in Western India by the name of “India Motors”. It has been brought to your attention that IT initiatives being deployed in the company have been very basic in nature.

A) What steps would you take to introduce IT related systems framework enabling a complete overhaul of their existing systems from a SCM perspective?

B) What IT solutions would you propose to help increase the efficiency of supply chain?


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1. A closely held successful start-up venture has recently converted itself into a publicly listed company post a successful IPO and handed over the management in the hands of young professional managers. These teams of managers are a bit inexperienced in strategic business decisions. They have heard that Pears and Robinson have in their paper discussed the various dimensions of strategic issues. Discuss how these dimensions of strategic issues will be relevant in current scenario.

2. The Cost Accounting department and the Engineering department of a large EPC company have been at loggerheads off late. Their main contention has been the concept of Total Productive Maintenance (TPM) & Total Quality Management (TQM). The Engineering team feels that they are both the same with old wine in new bottle, whereas the Cost Accounting department opines otherwise. You are a newly appointed intern in the Cost Accounting department having freshly qualified as CMA. You are expected to resolve this conflict by providing your note discussing the similarities & differences between the two.

a) An input of 100 kgs. of materials yields to a standard output of 10,000 units. Standard price per kg of material is Rs.20. Actual quantity of material issued & used by production department is 10,000 kgs. Actual price per kg of material is Rs.21. Actual output 900,000 units. Compute Direct Material Cost variance, Material Price variance & Material Usage variance.

b) Number of employees is 200. Standard wage rate per employee is Rs.40 per day and standard daily output per employee is 100 units. Total number of days worked is 50 days (Idle time paid for and included above is half day for each employee). Actual wage rate per day is Rs.45. Compute Direct Labour Cost variance, Direct Labour Rate variance & Idle Time variance.


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Q.1 Patanjali is in the process of setting up restaurant chain. Suggest suitable Elements of Physical Evidence during the launch of restaurants.

Q.2 Prepare a Service Blue print with a diagram for any brand in the banking industry

Q.3 Read the following Case & solve the questions given:

‘Strides’ is a leading shoe store in South Mumbai. The products are slightly high priced & in addition to the up market clientele, they also have a huge customer base of middle income group who are attracted to the products because of their superior quality & durability. The products range from office going & party wear to casual foot ware for both men & women. The store also has an entire section for kids. Excellent service & quality products has made ‘Strides’ one of the most reputed shoe store in the locality. The management of the store has been planning to venture into an allied business of a ‘Shoe Laundry’ but is doubtful about its success in the market where the concept is relatively new. Repairing of shoes is basically done at the local corner cobbler & in such a situation ‘Shoe Laundry’ will be a concept that would have to be explained to the people. The service would include professional cleaning, washing, airing & repairing of shoes. The management wants to hire an outside agency to find the feasibility of such a venture. They would also like to find the profile of the consumers who will try out for such a service.

You are the director of the market research firm that has been selected to undertake the study.


1) In your opinion, what strategy should Strides adopt? Should it go for ‘Shoe Laundry’ or expand ‘Strides’?

2) What should be the strategy, if ‘Strides’ wants to expand?


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1. New Indian consumer goods company would like to enter Indian market, you being their Sales Director what are the steps you will initiate, explain each step with one example.

2. One of the Indian Pharma company you have recently joined them as their Head of Sales and Marketing of pharmaceutical generics, you will notice that, the company is not able to sustain sales as per their annual sales budget, due to several low price generics manufacturing companies which was affecting their top-line and bottomline. Work out how will you take care this situation and work out a effective strategy to improve the revenue generation and expand the market at the same achieve topline and bottom-line as per the sales budget.

3. Indian Industrial chemical manufacturing company well established in West zone covering 4 states, now they would like to expand their market geographically in the South zone covering 5 states:

1. Work out sales team deployment in each state, and explain basis of your deployment and how will you carry out recruitment.

2. What is the basis you will choose the specific state for your market expansion programme.


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1. “The design of a retail store should attract customers to enter the store and navigate through different divisions of the store”- In view of this statement discuss the concept of retail store design for International Brand “Mont Blanc” which wants to retail its products comprising of Watches, Pens, Wallets and Leather Bags through its store in India.

2. Write the major elements involved in site selection to retail German luxury apparel brand “HUGO BOSS” in India. Explain all the elements in detail so that awareness and sales increase of the brand can be made.

3. Raymond Limited – An Indian Business Conglomerate in Men’s Fashion Industry wants to launch it’s “Made to Measure” Services and position it as a lifestyle aspirational brand with the help of exclusive stores.

1. What are the possible challenges you think will be faced by Raymond in Visual Merchandising in such store.

2. What are the ways to overcome these challenges in Visual Merchandising.


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Q1) Radha is a First Time Manager and has recently joined Aakash Industries which is a motor manufacturing company. In her earlier company there was no performance management process. Radha is not entirely sure of the relevance of Performance Management and its need. Assume you are coaching Radha. How will you convince her on the need for Performance Management and on the objectives of the same.

Q2) Shyam is the HR Manager of Nashikant Technologies. The company employees over 500 software professionals. Employees have to constantly collaborate and work across different geographies. There are sometimes constant friction between employees. Shyam is thinking of setting up a coaching and mentoring program. How should Shyam go about setting up a coaching and mentoring program?

Q 3) Big Bag Industries is in the retail business focusing primarily on apparels (men, women and children) The company has been in existence since 2012. The company is in the process of exploring introduction of the Balanced Score Card. Vasanti, the HR Head at Big Bag Industries is leading this exercise.

a) How should Vasanti go about the process of building a Balanced Score Card?

b) Explain to Vasanti the purpose of the Balanced Score Card.


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Question 1: Princess Apparels is an organisation where ethics represents the honest and developmental codes of conduct that every employee associated with them must oblige. Here the ethical culture aids to deter negligence, dishonesty and deception. Ethical culture has helped Princess Apparels to grow in a very organic and holistic way. The organization puts emphasis on the employees to abide by the norms of conduct and even reward them. Discuss the practices which Princess apparels must be following to create ethical organisation culture?

Question 2: Developing an innovative culture has become a necessary element for the survival of any organisation, in order to have a competitive advantage one must nurture innovativeness. Consider any organisation of your choice which you think has a very innovative culture. Discuss the characteristics of an organisation with innovative culture specially focusing on the organisation which you have taken into consideration.

Question 3: Gaurav has recently joined a Multi-National Organisation as the Chief Human Resource Officer. It is observed by Gaurav that all the department in the organisation operate in silos. He also noticed that the culture of the organisation is such that interdepartmental communication is very less and only need based. He wants to bring some change in the prevailing culture which will help the departments to become close knitted.

A). How can Gaurav bring such kind of change in the organisation?

B). As we all know that communication is a key to success in personal and professional life, in the above case what role can it (communication) play to bring a change in the organisation?


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1. PQR is a sugar manufacturing factory situated at a remote village in Ahmednagar. The factory buys sugarcane for the nearby villagers and sells the sugar manufactured, to the wholesalers at Pune. Male, female and children from the nearby villages are employed to work in the factory. Since the factory is situated at a remote area the basic health, safety and welfare provisions that should be provided to the employees are not available. The female employees were made to work overtime. The children had to work on and near dangerous machines. The employees were not paid overtime wages and were also not given the requisite holidays. Last month a group from an NGO visited the factory and after analyzing the condition suggested that the employees form a trade union under the provision of the Trade Unions Act. Analyze the situation and relate it with the different functions of a trade union.

2. A company permitted the employees to take 75 holidays in a year. Due to financial problems the management decided to cut down the holidays to 60 per year. The employees were unhappy with the decision and approached the Trade Union. The employees got together and decided to raise the issue with the management. Since all the employees were against the decision, the management was compelled to reach to a bargaining situation. At the end it was decided that the employees will be given holidays for 60 days only. But to compensate for the cancelled holidays, the management will pay each employee wages for 20 days in the month of December. What were the different functions taken that led to a successful collective bargaining?

3. Mrs. Payal is an employee, with a software company. She is employed as a system administrator. Along with her, two more colleagues David and Manisha are employed in the company at the same position. Mrs. Payal goes on a maternity leave for a period of 12 weeks. Before going on leave she had completed her assignments and no work was pending. During her leave, David and Manisha coped with the work and therefore the manager did not feel the need to appoint a temporary employee in Payal’s place. Also in her absence the business did fairly well and there was no instance which required her presence. Now, Payal is completing her 12 weeks of maternity leave and is about to return to work. But the manager now feels that the office can cope without her and not hiring her back will also save company’s some money.

a) What would be your advice to the manager?

b) What remedies does Payal have?


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Q.1) Your Company, a technology start-up in the area of telecommunication services, has decided to formulate compensation strategies. Before penning down the strategies, the HR Manager considers it necessary to identify factors that influence the compensation strategies. You, as an employee of HR Department, are assigned this task of identifying these factors.

Q.2) Your Company is diversifying into online retail business and HR Department is busy dealing with compensation challenges. HR Department has decided to conduct the Wage Survey in order to determine the compensation system for the organization. You are given the task of suggesting the type of survey suitable for your organization. In this light, identify different types of wage surveys and recommend a type for your organization.

Q.3) ABC Ltd is a newly incorporated company in financial services sector. They are a company providing consultancy to other companies in the area of financial planning for the employees in that respective organization. They are into their third year of operations and have a strength of 75 employees and their target market is Mumbai region with no sector specific segmentation. You are working as an HR Manager in ABC Ltd and you are supposed to solve following problems:

a) ABC Ltd is yet to provide to its employees legally required benefits. As an HR Manager, you are supposed to list the legally required benefits for employees in ABC Ltd.

b) Company is also considering the option of providing fringe benefits to its employees. You are supposed to suggest the fringe benefits that your company can provide to its employees.


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1. Recently you have been appointed as an external Project Management Consultant for the Mumbai Monorail Phase 2 implementation which has been delayed several times & has missed deadlines. What are the key areas that you will focus around to bring the project back on track & launch it successfully?

2. You have recently taken over as CEO of a rival firm of L&T namely X&Y. Your organization is as large as L&T & is involved in several engineering & infrastructure projects both in India & abroad. The Project Structure of your organization is that of a Functional type. Would you suggest to go ahead by proposing to change the Functional Structure to that of a Matrix One? Justify with reasons whether you will proceed ahead with this change or you will refrain from making this change.

3. You are the Plant Head of an automotive plant headquartered in Gurgaon & have been recently tasked with identifying a 2nd plant location for expansion of your plant.

1. What steps or factors will you undertake/consider whilst choosing a new plant location in India?

2. What steps will you undertake to assess the economic viability of this expansion project of your automotive plant?


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1. Pick a company that you are familiar with and describe its operations strategy and how it relates to winning customers. Describe the specific activities used by the company that support the strategy.

2. A manufacturer expects to produce 3, 00, 000 widgets during the current year, to supply a demand that is uniform throughout the year. The set up cost for each production run of widgets is Rs. 124 and the variable cost of producing each widget is Rs. 4. The cost of carrying one widget in inventory is Rs. 25 per year. After a batch of widgets is produced and placed in inventory, it is sold at a uniform rate and inventory is exhausted when the next batch of widgets is completed. Determine the optimum quantity of widgets to be produced in each run in order to minimize the total production and inventory carrying costs.

3. Suppose a regional medical warehouse is to be established to serve several hospitals throughout the country. The supplies originate at S1 and S2 and are destined for hospitals at H1 through H4. Refer to the following data:


S1 SEATTLE 8000 0.02 0.6 7.3
S2 ATLANTA 10000 0.02 8.6 3
H1 LOS ANGELES 5000 0.05 2 3
H2 DALLAS 3000 0.05 5.5 2.4
H3 CHICAGO 4000 0.05 7.9 5.5
H4 NEW YORK 6000 0.05 10.6 5.2

a) Briefly explain the principles of Center of Gravity Method for location decisions.

b) For the above problem, determine the optimum location for the regional medical warehouse using the COG Model.

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1. Ajay is working in Halotrics Ltd. He is very innovative and always challenges opinions of others. For that reason he has been a part of lots of conflict at his workplace. As it is said that conflict is a necessary evil in an organisation. Ajay has been counselled by his friend Karan that he should not get involved in so many conflicts to which he (Ajay) answered that an organisation will become boring monotonous if every employee is working in a very harmonious way where no one ever gets into an argument. Such organisation would not even thrive well because there would not be any creativity. Karan agrees to it but he also explains Ajay that as every coin has its flip side so does conflict. If the conflict crosses the threshold and hampers the daily routine of the workplace activities then it is alarming. It has to be controlled and managed. Ajay then contemplates over it and agrees to what Karan explained. Discuss the different conflict management techniques. Also, give your view point on conflict control and management.

2. An industry is a set of organisations delivering similar products or services. Before entering any market the organisations must analyse the industry in which they will operate. Choose any organisation from FMCG industry and perform an industry analysis by adopting Porter’s Five Forces model.

3. Khadi Cloak Ltd. is an organisation which gradually grew from a humble family owned business. With the hard work and dedication it has reached to the total capacity of 600 employees. It has been noticed that the organisation is not able to function effortlessly as there is no effective structure. Since the organisation grew manifolds it kept hiring more employees but then none of them have a role clarity. The biggest problem for Khadi Cloak Ltd. right now is that it does not have a proper hierarchical system

a. Discuss the organisational structure which according to you will best suit an organisation like Khali Cloak Ltd.

b. What would be the different elements of organisational structure which Khadi cloak should consider?


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1. How would you go about starting your own store of cakes and pastries using innovative techniques of display and selling?

2. You have been given a profile of a product manager for apparels for a particular brand, how would you go about setting up your store (use innovations), adding merchandise to your existing products in the process ensuring good profits?

3. Case Study

Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe. As Volkswagen pursues its goal of becoming the number one automaker in the world by 2018, India has become a key component of its strategy. India is currently the world’s second fastest growing car market, with shipments expected to more than double by 2018. As a relatively recent entry into the Indian automotive market, VW needed to raise brand awareness. To address this challenge, Volkswagen’s marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. Innovation was showcased not only in Volkswagen’s product introductions, but also in its communications and advertising.

Innovative marketing strategies raise awareness

VW India created groundbreaking campaigns such as the world’s first ‘talking newspaper’, which used light-sensitive chips to speak to readers about Volkswagen as they turned the pages of their morning newspaper. The talking newspaper ad created a sensation in India, and garnered worldwide attention for taking print advertising to a new level. In one year, brand awareness more than quadrupled, increasing from 8 percent to a high of 37 percent. Volkswagen next turned to digital media to extend its success and create new opportunities for customers to connect with the brand. Lutz Kothe, Head of Marketing for VW India, says, “At Volkswagen, innovation is woven into everything we do. In formulating our digital strategy, we looked beyond the obvious for innovative ways to engage our audience. We knew that for many people, their car affects their professional life and their professional identity affects their car choices. This made LinkedIn a natural choice to connect with current and potential car buyers among the growing Indian professional population.”

a) Why are Auto companies focussing on India as a market and how is VW poised to perform in this fiercely competitive environment?

b) What innovation did VW do to create its brand awarness and how do they intend to remain in the minds of the consumers?


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Q1. MyDentist a nationwide chain of Dentists has been going through a bad phase of late. In order to get back on track, it has rebranded itself as “Sabka Dentist”. Do you think this strategy will help it regain its market? What other steps should be taken by them?

Q2. “Rumors”, the 3rd largest brand in India in the Furnishing Fabrics segment is planning to undergo a change. Known for its high end range of Fabrics, for the first time the brand is planning to come out with a low priced range of fabrics as a part of its latest collection to be launched next month. Market is skeptical that this strategy is a wrong move and might backfire. What are your thoughts about the same? How should Rumors go about it?

Q3. The country’s largest oral care company, Colgate-Palmolive, will need to ramp up its herbal portfolio in the next few quarters. It reported a three per cent decline in volume growth for the March quarter 2017. While in line with estimates and lower than the 12 per cent decline in volume growth reported for the December 2016 quarter, this does not bode well for the company.The trend, says analyst for fast-moving consumer goods appears to be in favour of companies pushing herbal oral care products.

“Patanjali has been growing its share in oral care, where it said it had achieved market share of 14-15 per cent in toothpastes. Dabur has seen a share gain of one per cent (110 basis points) for the March quarter, indicating there is traction for its products, which are based on Ayurveda.

Colgate, on the other hand, saw market share fall sequentially from 55.6 per cent in the December quarter to 55.1 per cent in the March one.

Cibaca Vedshakti, herbal toothpaste it launched in August 2016, would not be the last thing in its natural’s portfolio. So far, Vedshakti has been doing well. Soon, there will be other natural products from Colgate as they continue to innovate in the category. Colgate has been working on its natural portfolio for nearly two years. It first responded to the herbal revolution, kicked off by Patanjali, in June-July of 2015 when it launched Active Salt Neem toothpaste, its first indigenously developed one and followed it with launching variants containing clove oil and charcoal respectively.

The year 2016 saw the company launch its second indigenously developed toothpaste in Cibaca Vedshakti, with additional ones supporting its clove oil portfolio (sensitive clove toothpaste). But, for all the effort in the herbal category, the overall toothpaste share for Colgate has declined 220 basis points in the past year and three months.

a. What strategies should be followed by Colgate in order to protect its market share?

b. What strategies should be followed by Patanjali in order to dent Colgate’s market share more?


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Q 1) Design a Digital Marketing campaign for a Financial Services company of your choice.

Q 2) Develop a Public Relations campaign for IRDA to create awareness about Life Insurance sector and to educate policyholders about their rights.

Q 3) Ashwin Advani, aged 32 years, working with an IT company, has approached you for preparing his Financial Plan. He earns salary of Rs. 15 lakh per annum. His wife Kiran, aged 30 years, is a homemaker. They have one son Kabir, aged 3 years. (You can make any assumptions to further build up your case.)

a. Ashwin has expressed his desire to retire by the age of 55. Design a retirement plan for him.

b. Ashwin and Kiran want to start investing for Kabirs higher education and marriage. Develop an investment strategy to help them achieve their goals.


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1. Being a Logistics Manager, you have been asked to give a suggestion whether to manage a stores in house or to outsource the entire stores (warehouse) operations. Suggest a best option with cost benefit details.

2. You are working with a distributor of pharmaceutical products. One of your clients (manufacturer) has been dumping stock to your warehouse to show sales. Due to space constraint in the warehouse your company asks you to prepare a report of nonmoving items of last 6 months based on ABC analysis. The client has dumped 925 items. Average Stock value is Rs. 4 crores/month and sales value is Rs. 1 crore per month. Prepare a report based on ABC analysis and inform the total number of nonmoving items lying in the warehouse. Explain the complete process of the analysis to get the non-moving items.

3. You are heading a Distribution company which distributes consumer items to the wholesalers. The orders are placed whole day by 80 wholesalers. The wholesalers are located in the vicinity of 60 – 80 kms from your warehouse. Orders placed by 3.00 p.m. should be delivered on the same day and the orders placed after 3.00 p.m. should be delivered by next day 12 noon. Apart from this there are urgent orders which should be delivered in 3 to 4 hours on the same day of orders. Your management wants you to suggest the following:

a. If we use our own transportation system what are the benefits and drawbacks.

b. If we outsource the transportation systems what are the benefits and drawbacks. What is your recommendation to the organization on this?


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1. Citing from your own experience which are the factors which are important in the retail scenario for a store of supermarket to succeed?

2. How would you go about starting an exclusive potato chips store and ensure its success?

3. Case Study

For most of its 100-year existence, Oreo was America’s best loved cookie, but today it is a global brand. Faced with stagnation in the domestic market, Kraft Foods moved it into emerging markets where it made some mistakes, learnt from them and ultimately triumphed. This case study looks at the strategies used to win over customers in China and India.On March 6, 2012, the famous cookie brand, Oreo, celebrated its 100th birthday. From humble beginnings in a Nabisco bakery in New York City, Oreo has grown to become the bestselling cookie brand of the 21st century generating $1.5 billion in global annual revenues. Currently owned by Kraft Foods Inc, Oreo is one of the company’s dozen billion dollar brands. Until the mid-1990s, Oreo largely focused on the US market – as reflected in one of its popular advertising slogans from the 1980s, “America’s Best Loved Cookie”. But the dominant position in the US limited growth opportunities and spurred Kraft to turn to international markets. With China and India representing possibly the jewels in the crown of international target markets due to their sheer size, Oreo was launched in China in 1996.The China launch was based on the implicit assumption that what made it successful in its home market would be a winning formula in any other market. However, after almost a decade in China, Oreo cookies were not a hit as anticipated, according to Lorna Davis, in charge of the global biscuit division at Kraft. And the team even considered pulling Oreo out of the Chinese market altogether.In 2005, Kraft decided to research the Chinese market to understand why the Oreo cookie that was so successful in most countries had failed to resonate with the Chinese. Research showed the Chinese were not historically big cookie eaters. According to Davis, Chinese consumers liked the contrast of sweet and bitter but “they said it was a little bit too sweet and a little bit too bitter”.Without the emotional attachment of American consumers who grew up with the cookie, the taste and shape could be quite alien. In addition, 72 cents for a pack of 14 Oreos was too expensive for the value-conscious Chinese.Kraft’s Chinese division used this information to formulate a modified recipe, making the cookie more chocolatey and the cream less cloying. Kraft developed 20 prototypes of reduced-sugar Oreos and tested them with Chinese consumers before arriving at a formula that tasted right. They also introduced different packages, including smaller packets for just 29 cents to cater to Chinese buying habits.

The changes had a positive impact on sales and prompted the company to ask some basic questions challenging the core attributes of the traditional Oreo cookie. Why does an Oreo have to be black and white? And why should an Oreo be round? This line of questioning and an ambition to capture a greater share of the Chinese biscuit market led Kraft to remake the product in 2006 and introduce an Oreo that looked almost nothing like the original. The new Chinese Oreo consisted of four layers of crispy wafers filled with vanilla and chocolate cream, coated in chocolate. The local innovations continued and Oreo products in China today include Oreo green tea ice cream and Oreo Double-Fruit.

Another challenge for Kraft in China was introducing the typical twist, lick and dunk ritual used by American consumers to enjoy their Oreos. Americans traditionally twist open their Oreo cookies, lick the cream inside and then dunk it in milk. Such behavior was considered a “strangely American habit”, according to Davis. But the team noticed China’s growing thirst for milk which Kraft tapped with a grassroots marketing campaign to tell Chinese consumers about the American tradition of pairing milk with cookies. A product tailored for the Chinese market and a campaign to market the American style of pairing Oreos with milk paid off and Oreos became the bestselling cookies of that country.

a) How old is the “Oreo” brand and what are the factors that have contributed to its succcess in the US?

b) Why did the brand Oreo not succeed in China?


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1. EPRG Framework is considered as one of the most established Strategies in International Marketing. If you are heading a Multiproduct company in South American Market-what strategy will be adopted by you and why? Elaborate your answer with 2 suitable product examples.

2. Exchange Rate fluctuation of currencies is one of the biggest challenge in International Marketing? As an Export Head what strategy would you adopt to counter it and secondly which will be the best way to grow in such volatile markets? You can take any product/market of your choice to explain your viewpoint.

3. As a new Export Manager your company got a huge order of Basmati Rice from Middle East to be delivered in 11 months. What measures will you take regarding the basmati rice order for:

a. Export Quality Control and Export Incentives.

b. Different documentation and approval required.


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1. The present price of USD is 64 times of INR, why the rate of USD is so high? What are the methods of calculating the rates?

2. Mr. Kamat is the head of Finance Department in QZ Export, Company exported goods $ 1,50,000 to US base Company XM Ltd. On 2nd March 2017. XM Ltd promised to pay on 4th June 2017. What are the different types of Risk in above transaction? And how Mr. Kamat can minimize it?

3. The major purpose behind ‘Make in India’ initiative is job creation and skill enhancement in all the major sectors of the economy. In September 2014, the government increased the foreign investment upper limit with an aim to promote India as an important investment destination and a global hub for manufacturing, design and innovation. In 2013, India was ranked 15th in terms of FDI inflow, it rose up to 9th position in 2014, and in 2015 India overtook the U.S and China as the top destination for foreign direct investment. The success in FDI for India in such a short span is worth applauding. Looking at the statistics, FDI during October 2014 and May 2016 grew 46 per cent from $42.31 to $61.58 billion after the launch of ‘Make in India’ campaign. Singapore, Mauritius, the Netherlands, Unites States accounts for major share of FDI inflows in India.The government of India is taking various measures like opening FDI in various sectors of the economy and improving ease of doing business. Agriculture, Civil Aviation, Courier Service, Defense, Education, Pharma, Railway, Telecom, Tourism, Food products are some sectors under the ‘Make in India’ initiative where 100 per cent FDI is permitted. Sectors that attract maximum FDI include services, trading, automobile, and power. The state-wise analysis shows Delhi, Haryana, Gujarat, Andhra Pradesh together attracted more than 70% of total FDI. The government has approved more than 259 proposals for setting up special economic zones relating to IT sector. Source: Business World

Q3. A. How Make in India and Foreign Direct Investment are related? What are the reasons behind increase in FDI in India?

Q3. B. Why some political parties are against FDI? What will the negative impact of FDI on future of India?


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1. The owner of M –Charge, an e wallet company wants to establish a successful business empire. For that it is necessary that the management should promote strategic thinking and put efforts so as to turn the goals into actual accomplishments. The financial experts advices that this all can be achieved if the management plans strategically. Discuss and conclude whether strategic planning will be helpful? If yes, discuss, the advantages the entity will have if planning is done strategically and the essential elements of successful strategic planning.

2. Snap deal wants to step in for business restructuring as management thinks that the same will result into increased profits and will maximize the shareholders’ value. However the Board of Director’s is not clear about the various effective methods of restructuring. You being the head of strategic management team advice the board on the suitable methods of restructuring if the board wants to expand the business of the company in near future.

3. Tittan Put Ltd is planning to raise fund in the following proportion. From the information provided

Components of capital structure Market value (Rs in crores ) After tax cost of Capital
Equity share capital 1000 10
Preference share capital 350 12
Long term debentures 500 8
Total 1850 WACC?

a. Find out the Weighted Average Cost of Capital and discuss the significance of calculating cost of capital for the management.

b. What if the company’s WACC calculated above is less than the expected return to be generated from the project which is 15 %?


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Q1: Sneha had just completed her MBA and was placed in a bank. She was appointed to manage the foreign exchange department. Her manager had asked to prepare a short report on various exposures she would be facing while handling foreign exchange transactions. Help her to prepare the report keeping in mind key exposures.

Q2: ABC Ltd had recently made fresh recruitments for the position of Treasurer and Controller. If you are their reporting manager, prepare a report of their job responsibilities, keeping in mind they have completed their post graduation in Finance.

Q3: The manager of a bank wants to analyse the post effects of increasing the interest rate from 6% to 7% on the value of assets and liabilities. The current asset value of the bank is 250 lacs and the current liability value is 240 lacs. Average duration of assets is 4.2 and average duration of liabilities is 1.1. Calculate the change in the value of:

a) Assets

b) Liabilities

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Q1: The Mumbai Dabbawalas have achieved Six Sigma Quality in Customer Service Excellence. What do you understand by Six Sigma Quality in Customer Service Excellence? Briefly explain the features of Six Sigma Quality in Customer Service Excellence.

Q2: “TPM is a maintenance philosophy aimed at eliminating production losses due to equipment status.” As an operations Manager, how can you implement TPM in your firm?

Q3a: “To achieve world class standards in operations, an increasing number of firms are adopting the best tools and practices with the aim of maximizing production, reducing costs, eliminating waste and delivering quality products.” How far do you agree with this statement? Give a suitable example in support of your answer by selecting a firm from the Indian automobile industry.

Q3b: Select a firm of your choice from the Indian fast moving consumer durables industry and briefly explain how the firm has successfully implemented the principles of World Class Manufacturing.

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Q1) How can you relate value creation and demand synchronizing to Supply Chain Management. Relate this to challenges faced by an auto ancillary company (which supplies precision engine parts to a car manufacturer on JIT basis) in framing and executing their overall supply chain objectives.

Q2) Explain how you will apply the concept of vendor management, asset management and lean supply chain management to a food franchisee company.

Q3) JSRK Omni is an Indian company which manufactures mobile hand sets. They procure some parts of the handset from Taiwan.

a. State and give examples of the different primary and secondary value chain activities of this firm.

b. Enlist four inter related ways how your global supply chain management plan can contribute to value addition.


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Q1) Enlist at least five strategic advantages of International trade and explain how has Apple Inc. leveraged each of these to become one of the world’s leading global company.

What are some of the disadvantages of international trade they would have faced in reaching this position.

Q2) What are the forces that drive globalization. What do you understand by disadvantages of globalisation and what are the options available to the government of a particular country which is signatory to WTO and supports Laissez Faire approach, in containing these challenges.

Q3) Michael Porters diamond theory of national advantage states that the success of an organisation in international markets depends on the features of the home country.

a) State the various determinants of the theory and also state who plays the role of a catalyst in unifying and integrating the determinants together.

b) Apply the theory to the Indian software industry, giving your recommendations.


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Q1. Xlone Ltd is an Indian company planning to raise capital from US market. If you are the head of finance department of the Xlone Ltd suggest them various ways to do so? If company doesn’t want to list in US stock market, than how company can generate fund in USD? What are the Challenges for the same?

Q2. 1991 is the year of transformation for economy of India; LPG (Liberalization, Privatization and Globalization) policy opened the door for many foreign companies in Indian Market. In context to LPG there were many amendments in foreign exchange act. Please explain the same and compare that with the law before LPG.

Q3. FRANKFURT: The European Central Bank is adding half a trillion euros ($579 billion) in stimulus to the eurozone economy as it hopes to support growth as Europe heads into what could be a tumultuous election year. The chief monetary authority for the 19 countries that use the euro said Thursday it would keep injecting money into the economy through its bond-buying program until at least December, past the previous end date of March. It will reduce the amount of bonds it buys after March to 60 billion euros ($64 billion) a month from 80 billion euros. That effectively adds at least 540 billion euros in stimulus to the existing 1.74 billion ($1.87 trillion) effort. That’s slightly more than expected by analysts, who on average thought the ECB would extend for only six months at the same current rate.

SOURCE: Economic Times

a. Why the European Central Bank is injecting the money in the Economy?

b. How monetary policy and Export Policy are related? What is the role of Balance of Payment to improve the employment in the nation?


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Q.1) Mr.ABC is a 25 year old working professional & is interested in exploring an annuity plan that can take care of his pre-tax money which he can also disclose to the IT dept whilst filing his IT return. As an Insurance advisor, which type of annuity plan would you suggest to him & why? Name some of the existing annuity plans being provided by service providers in India. Also chart out an investment based annuity plan for Mr.ABC.

Q.2) India has one of the lowest Insurance penetration rates in the world. Given this fact, if you were to take over as the CEO of a brand new private sector Insurance company by the name of “WeCare Insurance” that has commenced operations, elaborate on the strategy & steps that you would undertake to help increase Insurance penetration & also of your firm’s Insurance product suite namely between ANY TWO of the following provided options

i) Health Insurance,

ii) Life Insurance,

iii) Property: Home Insurance &

iv) Motor Vehicle Insurance?

Q.3) “Boilers India Ltd”, a well established company into the manufacturing of Boilers & Boiler related equipment located at Pune had covered their commercial property under Commercial Property Insurance coverage during the year 2010. During 2016, owing to an electrical disturbance, there was a major fire within the plant premise leading to a near total damage of all their 3 Boiler equipment machinery.

A) As an adjuster of the Insurance Company, you are tasked with providing the full claim amount as refund for fire damage caused by electrical disturbance towards the value of the 3 Boiler equipment machinery damaged. Explain your process to assess & verify the claim amount?

B) As an adjuster for the Insurance Company, would you pay the entire refund as claimed by Boilers India Ltd? Justify with reasons depending upon whether your response is affirmative or negative.


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1. ABC Limited was doing well in the local market and was planning to expand its business in the foreign market as well but was worried about how will they collect the payment from the importers located in other countries. Is it possible for the company not to face credit risk in the foreign market, if yes, how? Explain using examples.

2. A chemical company was planning to enter into strategic alliance with another chemical company for growth. Elaborate the reasons for the company to engage in strategic alliance.

3. Alpha Ltd was in the business of manufacturing ayurvedic products and was performing well in the Indian Market. The company had broad range of products currently selling in the market. Looking at the growing demand of ayurvedic products in the foreign market as well, the company was planning to export its goods to other countries as well. If you are the manager of the company, prepare a report highlighting:

a) Reasons that would motivate the company for entering foreign market.

b) Benefits that would be available to Alpha Ltd as exporters.


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1. XYZ Ltd. is a Govt. recognized export house with annual turnover of Rs 2200 Crores Mr Pathak is Vice President- Finance of the Company. The company follows policy of no hedging of the US$ exposure. What all risks that Mr. Pathak has to enlists in his presentation to the management in a floating exchange rate scenario?

2. PSL Bank Ltd. is a private sector bank. The treasury division has an immediate need to arrange Rs. 100 Crores to finance its one of the top corporate client. However the requirement is for very short period of around 7 days. So what sources are available for Mr. Das to raise the required fund, who heads the treasury divisions of the Bank?

3. A) LMH Ltd. Has floated an Investment Company. You are appointed as the CEO to spearhead the investment in secondary market. So to initiate these investments, explain the mechanism that you will follow.

3. B) JFK Ltd. is listed Company on the exchange and the share price is quoted at Rs. 340 as of today, the Company reported EPS of Rs. 25.00 for FY 2017. In the recently concluded board meeting, the Company announced stock split and accordingly, the face value has been reduced to Rs5.00 from Rs. 10.00. The outstanding shares of the Company are 30,00,000. Calculate the number of outstanding shares of the Company post stock split and adjusted share price of the Company post stock split. Also calculate the PE ratio of the Company post stock Split.


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1. You have received an export order to Dubai. The importer wants Certificate of origin from you along with the consignment. What is Certificate of origin and how will you obtain this from your location. Explain the complete procedure based on your experience.

2. You have received an order for exporting second hand machinery to West Germany. You need to provide Chartered Engineer’s certificate to the Indian Customs for Export clearance. Please explain the following in detail:

a. Who will issue Chartered Engineer’s certificate

b. Whether this can be arranged by importer or exporter?

c. What are the details to be provided in the Chartered Engineer’s certificate?

d. How will you locate a chartered engineer to do this job?

e. What is the action plan of Chartered Engineer before issuing such a certificate?

3. You have imported one consignment of Activated Carbon from Japan. Your clearing agent is asking for customs chapter classification number for this product. Please explain the following:

a. What is the chapter number for this item and from which book you will obtain this information? Which government website provides this information?

b. What is the rate of customs duty and the total percentage of duty for this product? Give breakup of the duty structure?


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1. Observe any government department or service process that consumes limited resources and/or has multiple restricts, and explain what are artificial variables and why do we need them? Also using suitable example discuss how artificial variables differ from slack and surplus variables?

2. Obtain an initial basic feasible solution to the following transportation problem using the Vogel’s Approximation Method.


A 7 3 5 5 34
B 5 5 7 6 15
C 8 6 6 5 12
D 6 1 6 4 19
DEMAND 21 25 17 17 80

3. A processor of frozen fruits has to decide which crop to cultivate in which geographical area. There are two strategies available: to plant apples and to plant pomegranates. There are three possibilities of weather: perfect weather, variable weather, and bad weather. The probability of perfect weather is 0.25, that of variable weather is 0.50 and that of bad weather is 0.25. The outputs of the two crops, measured in dollars, under the different conditions, are known. The utility of the firm is to be measured by the dollar amounts as shown in the following payoff table.


CULTIVATE APPLES 40000 30000 20000

a) Prepare the expected payoff table.

b) What action should the processor select?


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1. Your company has imported one consignment and your customs broker has opted for second check to clear the consignment. However during customs examination, customs has found some excess items which have not been mentioned in the invoice. Explain the customs action on this and how will you handle this situation.

2. You have imported one consignment of 250 cases under CIF terms. During examination your customs broker observed a shortage of 28 cases and stopped the clearance. What is your action plan to clear this consignment and how will you claim the insurance for the shortages.

3. You are a customs broker. One company approaches you to use your services to export one huge consignment of 2000 boxes of same dimension by SEA. The company requests you to suggest the safe and cheaper freight for this export:

a. What will you suggest…. Export as break bulk or through containers and explain the reasons for your recommendation?

b. How will you assess the requirement of number of containers if exported through containers? How will you check the cheapest freight for this consignment?


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Q1. With the advent of Jio in the market, the telecom industry has gone for a complete shake up. In trying to match up to the rising competition and falling margins, companies have been left with no breathing space. In this entire mess, Vodafone is facing a problem of a different kind, i.e. rising customer complaints. With the price war and the ever increasing employee turnover rate, it is unable to satisfy its customers. Can you guide them with steps to improve the situation?

Q2. Haldirams, the country’s biggest QSR brand has recently felt the need to implement CRM seeing the ever increasing competition and in order to preserve its market share. But being a homegrown traditional company it does not understand the factors it needs to keep in mind for its successful implementation and also the potholes it needs to avoid. Can you as a consultant guide them on the same?

Q3. Read and Analyze the below given case and answer the questions at the end of it Customer-centricity simply speaking means bringing customers at the centre of the enterprise and aligning strategies, decisions and actions to deepen this relationship with them over a period of time. Aligning strategies, decision and actions includes products, distribution, behaviour, business models, talent acquisition and so.

Deepening relationship is about increasing share of wallet and doing repeat business with the company. This holds true whether you are a MSME, SME or large corporate. However, a journey of customer-centricity is easier said than done. For MSME owners, to understand this journey, we must first put in place the foundational elements called the AUDI of customer-centricity: Align Understand, Define and Inventorise.

A = Align for commitment

Alignment commences with the CEO and top management coming together and deciding to bring customer-centricity from the periphery of an enterprise to being a strategic-choice for achieving the company’s vision.

U = Understand the Customer Value Proposition

Do you know your customer value proposition? It is not just about the physical attributes or the specifications or what is before your eyes. It is the finer details that connect a product with the customers. A customer value proposition should clarify the benefits that consumers can expect from a product.

D = Define what is the Service Intent

One thing that organizations often struggle with is lack of clarity on what the customer should experience while using the product. Service intent is a short definition of what customers would experience while interacting with the organization across touch-points. It is a statement that stipulates what experience would be delivered to customers.

I = Inventorise initiatives that matter

Once the leadership alignment is in place and there is clarity on customer value proposition and the service intent, the top management in participation with employees should come up with a laundry list of initiatives that would need to be deployed.

a. Do you think this concept of AUDI stands relevant in the SME sector? Explain with the help of an example?

b. SME’s in India do not understand CRM and how can it guide them in building loyalty. Can you guide them on the same?

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Question 1

You are the CEO of Patta Noodles Ltd and want to appoint Mr. Milind as management accountant so there can be adequate coordination between accounts, finance and management functions. Please brief him about his responsibilities and the necessary qualities which he should reflect as a management accountant so as to enable him to sincerely perform the job.

Question 2

Nokia recently launched N3310 model. The company is quite optimistic to continue with producing NOKIA 3310 in the near future. The management of the company prudently takes all decisions and they are analyzing their decision to continue to manufacture the product. As an accountant discusses the necessary factors the management should analyze in order to continue or to shut down any production operation.

Question 3

a) Calculate total earning as per Emerson’s plan-

  • Standard output in 5 hours = 30 units
  • Actual output in 5 hours = 27 units
  • Actual rate paid for each hour = Rs 50 per hour

b) Calculate the earnings and bonus as per Rowan’s plan

  •  Standard time allocated to complete job = 10 hours
  • Wage rate per hour = Rs 50
  • Actual time taken to complete the job = 8 hours


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 Question 1

TATA Steels is looking forward for entering into a joint venture with United States Steel Corporation in USA. The company is planning to access funds from the international market. Discuss

  • Meaning of the overseas sources of finance
  • Why the company wants to raise fund from international market?
  • Methods which can be employed by the company to raise fund from the international market.
  • Is it advisable that company should go for Sourcing equity globally?


Question 2

LIMBDI Ltd started a chain of hotels with “profit maximization” as the basic financial objective and TEBDI Ltd started with a portfolio management company with the basic objective as “wealth maximization”. In light of the relevant concepts of financial management give your opinion on “which company will surely survive in long run” and why?


Question 3

Kabra Motors is considering a proposal to install new machine. The initial capital outflow will be 15 lacs. The expected cost of capital is 12 %. The expected cash inflows from the operations will be as under –

Year Cash inflows
1 2
2 3
3 4
4 5
5 5

a) Calculate the NPV of the proposal. And give your opinion whether to accept or reject the proposal.

b) Calculate the profitability index and give your opinion whether to accept or reject the proposal.


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1. Kellogg launched cornflakes as a breakfast food in Indian market, they were not able to penetrate the Indian market effectively, explain what could be the main reason for not able to penetrate Indian breakfast segment effectively, and they made certain changes in product positioning, what are the changes incorporated by them.

2. One of the European company engaged in the manufacture of highly specialized artificial nose (Electronic Smell Sensor), which has varied application in various industries, however they are planning to find out the market opportunity for their product in the food segment in India. Prepare a detailed questionnaire keeping in mind food Industry in mind (Example – Fast food chains to identify quality of the food etc.).

3. An International company that is very well-known for Perfume brands in both the categories of men and women. The company has their own manufacturing unit and marketing team.

a. Discuss the market entry strategy from the point of Indian culture.

b. Make steps you will consider pre-launch- explain each step logically.


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1. Mr. Shabd Kumar has to make a choice of investment between the two stocks, namely A and B. The possible returns with the associated probabilities of their occurrence for both stock A and B have been provided in the Table given below. Based on the data provided in Table which stock he should choose to invest in?

Stock A Stock B
Probability Return Probability Return
10% -10% 35% 15%
15% 0% 25% 10%
20% 5% 20% 20%
25% 25% 10% -10%
30% 15% 10% 25%

2. Mr. Saran Kumar, aged 35, is employed with Mumbai University as a Lecturer in the English Department. He is the sole earning member of his family. He stays in a joint family with his parents, his wife and two children aged 5 years and 2 years. He has been deploying his savings in primarily in bank fixed deposits and other tax savings instruments such as Public Provident Fund (PPF) etc. However, he is not sure that whether his savings would be adequate to meet future financial needs of his family or not. His friends have been suggesting him to invest in stock market and have been giving him tips also for specific stocks. Mr. Saran is reluctant to follow his friends’ advice as his uncle had lost significant amount of money in the stock market around 10 years back. Not only his uncle had to sell off his house and his wife’s jewelry to compensate for the loss incurred but the whole family had also faced loss of reputation with relatives and friends. Torn between the choice of losing money in the stock market or ending up with insufficient savings to meet his future needs and exigencies, he decides to seek professional help to solve his problem. He approaches his bank manager for his advice. The bank manager directs him to you for further discussions. You are employed in the Wealth Management Department of the bank. The department’ role is to advise the bank’s client and offer tailor -made solutions with respect to the client’s investment needs.

Discuss how should I go about investing my savings? Is there a way that I make enough money without losing may savings? If yes, how? Provide your rationale for the same.

3. Historical price of Stock A and the closing level of a Market Index is provided in the Table given below.

As on December 31 Price of Stock A Closing level of the market index
2000 23 1264
2001 22 1059
2002 40 1094
2003 114 1880
2004 128 2081
2005 139 2837
2006 113 3966
2007 199 6139
2008 106 2959
2009 153 5201
2010 171 6135
2011 127 4624
2012 135 5905
2013 107 6304
2014 166 8283
2015 214 7946
2016 325 8186

a) Calculate Beta of the stock A.

b) The Table given below gives the expected market index values for 31 December 2017 and the associated probabilities of occurrence for the same.

Probability Closing level of the market index
10% 7500
15% 8000
20% 8500
25% 10000
30% 9000


If the 10 Year Government of India Bond (G-Sec) yield is 7%. What is the expected prices of the stock A as on 31 December 2017?


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1. The New Companies Act of 2013 introduced conditional CSR spend of 2 percent – a first of its kind mandate globally. You have been retained as a CSR consultant by Acumen Logistics Services, a company providing cold storage & transport services. Which according to you will be the two or three appropriate CSR initiatives for them from schedule VII and what will be your recommendation/plan on how they should implement them?

2. In the parking lots of Bangalore, it is a common sight to see provisions made to recharge the car batteries of Reva, the electric car. The way it works is quietly making sense to the customers. Elaborate on the ethical and sustainable dimensions of manufacturing and marketing such a product in a country like India.

3. Are you aware that you are being tracked and watched while you are surfing the net. The advertisers observe your surfing behavior and accordingly target their ads at you. You end up exposing your supposed needs unawares as someone is stealing data about your online surfing patterns. This kind of tracking and placing ads in the surfer’s path is known as contextual targeting.

a. What is the inherent moral issue here? Why is it an issue? What does law say about it.

b. Marketer’s say prohibition of tracking takes away the marketer’s legitimate right to study consumer behavior. Which side do you agree with and what are your reasons for doing so?

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Case Study:                                        

1. A company has launched a new cola drink “Fresh Cola” in the Indian Market. The main feature of Fresh cola is that it has the least amount of calories in it. The company is facing a tough competition from Pepsi and Coke. The company hires you as a brand strategist and ask you to find out various positioning strategies and recommend the best positioning for the Brand “Fresh Cola”.

2. Brand Ambassador plays an important role in creation of a Brand. Company has asked you to suggest five brand ambassadors for “Fresh Cola”. Introduce the importance of Brand Ambassador and your selection of five Brand ambassador for “Fresh Cola” with reason.

2. A) Every company tries to take advantage of Brand Extension. Assume “Fresh cola” becomes a top brand in the Indian Market. You have been asked to identify and explain various types of extension and suggest one extension that would go well with the Brand “Fresh Cola”.

2. B) Assume you are planning to buy a new mobile for yourself. You are now confused with the problem of plenty of choices. Explain the various stages of Consumer decision making process that you will undergo to purchase the mobile of your choice.


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1. Assume that you have joined as the Chief Operating Officer in one of the leading supermarket chains in the country. The owners of the supermarket chain have asked you to increase the revenue and profits by at least 20 percent in a year’s time. You have decided to use “Innovative Pricing” as your key strategy for extracting more revenue and enhancing profits. Explain why innovative pricing is a good strategy in the above scenario? Discuss the concept of innovative pricing. How innovative pricing can be applied in a supermarket chain? In your opinion are there any other better strategies to maximize the profits?

2. Information Technology (IT) has become an integral part of the modern supply chains. Select any single organization and discuss its strategic framework for IT adoption in a supply chain. What are the goals of IT in the organization’s supply chain? Discuss how IT applications are helping the organization in improving its supply chain performance. Explain the future IT trends in supply chain.

3. In 2014, Mahindra & Mahindra Ltd (M&M) came out with its new sourcing strategy under which purchasing of components for all its vehicles was brought together under a single umbrella. This One Sourcing policy was a shift from the company’s existing model, where components for manufacturing automobiles, two-wheelers tractors and trucks were being sourced through various departments. M & M chief Purchasing officer, Hemant Sikka said “the new one sourcing strategy the firm adopted will help it reduce at least 2-3% of the cost of purchasing from component makers who supply parts to models across the segments and make its supply chain more efficient.”

(Source: Shally Seth Mohile, Mahindra to reduce supplier base as part of new sourcing strategy, Live Mint,

http://www.livemint.com/Companies/1FOq6BpomNLkmJLIsPLRSK/Mahindra-toreduce-supplier-base-as-part-of-new-sourcing-str.html, Oct 06 2014)

a. Using the example of M & M explain the various sourcing strategies.

b. Discuss how the new strategy will help M & M in sourcing.


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1. Mr. Karan plans to start a new chain of coffee shops named after popular TV show “Kofee with Karan” across India. All the stores will have Bollywood theme in it. Every store will be dedicated to one actor so that the customers should try to get in all the stores. There will be selfie booth in all stores. The company plans to give competition to Café Coffee Day, Barista, Starbucks, etc. The company hires you as a Marketing Communication head and ask you prepare a 7P’s of Marketing Mix for the store.

2. The “Koffee with Karan” is the new Bollywood concept store and wants to aggressively get the market share. The company plans to use sales promotion techniques to get the customer to the store. You have been asked to decide at least five sales promotion technique for the “Koffee with Karan” Outlets.

3. Answer the following:

a) The store “Koffee with Karan” wants to make its presence felt in Online Marketing. You have been asked to suggest five online activities that you will do for the outlet.

b) The store “Koffee with Karan” plans to open five stores in the International Market. You have been asked to prepare the list of challenges that the company will face in the International Market.

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Q.1. A questionnaire is a very important tool for any Survey process. Assuming a research process to take customer opinions on the launch of a “New Restaurant”, What are the features/characteristics to be kept in mind to design a good questionnaire? How can any Researcher cope up with a scenario of a respondent unwilling to respond to a particular set of questions?

Q.2. It is very difficult to understand and evaluate the consumer preferences (Attitude) for any Market Research process. Keeping this difficulty in mind, discuss the various Attitude Measuring techniques that would be used during a Marketing Research process undertaken by a leading Clothing Brand (assume a brand) to measure and evaluate consumer attitudes while shopping for clothes for the entire family.

Q.3. An MNC, an already established name in the global scenario, is planning to launch 2 new models of its mobile phone brand in India. The organization needs suggestion the following

a. Suggest a few New product development techniques and ways to Test Market its product in a few cities.

b. The organization also wants to evaluate the use of Social Media and E-commerce sites to market its products. Give your suggestions for the same.

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Question 1: Kiara has joined Manpower Ltd. as Management trainee in HR department. This is her first job as she freshly graduates from a business school. She has all her theoretical concepts in place which she has learnt but is not able to implement the same when it comes to its application in a business scenario. Mitali, her mentor observes the same and requests the management to send Kiara for on the job training. Discuss any two on the job training method which would prove beneficial for Kiara?

Question 2: Akshara works in Illuminati Ltd as Asst. Manager in marketing department. Off late the work pressure has increased tremendously which has stressed Akshara and can be observed in her behaviour. It’s not only single case of Akshara but the entire workforce of Illuminati Ltd seems to be stressed which is observable through high absenteeism and turnover. The top management wants to make the workforce happy and satisfied by giving them better quality of work life. Discuss the components of quality of work life which would help Akshara and her likes to maintain a good work life balance?

Question 3: Ajit graduated as Software Engineer from a reputed university. He got placed in a top E-commerce company through his campus placement. Within six months of corporate experience he resigned from his services and prepared a blueprint for his own start-up. He explained to his friend Aditi that he could not work under someone’s orders and wanted to explore his own capabilities? He wanted to see his own business grow.

3 a) What is Ajit’s career anchor in the above scenario? Explain.

3 b) If Ajit wanted to continue working with this organisation and achieve more and more targets or goals then what would have been his career anchor? Discuss.


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Q.1 Design a suitable Supply & Value Chain for any organization in the B2B category of your own choice with valid justification.

Q.2 Prepare a Customer Relationship Management (CRM) Plan for any organization in B2B category of your own choice.

Q.3 Read the following Case & solve the questions given:

ABC is a leading brand of furniture in B2C segment having presence in various cities in India. ABC now plans to introduce in B2B category by launching a product line in the office furniture category. It intends to sell both Indian as well as imported furniture so as to cater to the different needs & wants of the target audience. It intends to target corporate but is not clear how to go about marketing & selling it to corporates (B2B) as ABC was always involved in selling home furniture (B2C).


a) Suggest positioning strategies to be adopted by ABC for their new product line in B2B Category.

b) Suggest a suitable sales promotion strategy for ABC’s new product line of office furniture.


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Q 1) For media all over the world, briefly outline the areas of conduct that should be covered as per the voluntarily accepted code of ethics. How are ethics of journalism different from ethics of entertainment media?

Q 2) Can media be a positive avenue for learning? Highlight the subtle potential influences of media along with negative outcomes attributed to media exposure.

Q 3) Imagine you were to start your own media company. You have to create a vision for your company and what your objectives are.

a) Which functions of mass communication would your company focus on and why?

b) How would you describe your viewer audience for whom you will create content?


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1. Consider that a major crisis (in terms of quality of the product) is been faced by a reputed electronic goods brand in the market in India. Prepare a crisis communication plan for the same.

2. Prepare a Two-Way model of Communication Plan (for the purpose of communication) for any FMCG brand of you own choice with proper justification.

3. Read the following Case & solve the questions given:

Baba Ramdev’s Patanjali forecast its turnover to double this fiscal year, after the company that sells everything from shampoos to biscuits, noodles and dairy products reported revenue of 10,561 crore for the year ended March 31, 2017.

The Haridwar-based company expects to expand its headcount fivefold to five lakhs within a year, and become the country’s biggest swadeshi brand in two years. It is also in the process of setting up a restaurant chain.

a. Outline a Media Relations Strategy for the restaurant chain by Patanjali.

b. As a PR consultant, suggest any 2 Tools of PR which the brand should adopt for the new launch.


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Q.1. Banking as a Service Industry faces a lot if issues in its operations. Some of these issues are critical. Discuss the various Issues/ Risks that are encountered in the Banking Scenario. Also discuss how do banks tackle these risk scenarios.

Q.2. Banking today has become a competitive industry. Discuss how banks reach out to customers through various Marketing modes. Also discuss the role of Technology for the banks to service its customers.

Q.3. A leading Global MNC Bank is opening branches in the metro cities of India. Give your views on the following aspects of the scenario.

a. What are the various Retail Banking products that the bank can offer to its target customers?b. Apart from branch operations briefly discuss the various channel partners that the bank has as an option to reach out to these customers.


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Q.1 An auto parts company proposes to accept delivery of materials from their suppliers based on sampling inspection instead of 100% inspection of received materials. In your opinion do you think this is a good practice considering the risk involved? Explain your answer in detail.

Q.2 You are the Quality Head. In the last few weeks you find the rejection rates in the production line is steadily increasing. You must now quickly find the root cause of the problem and eliminate it. Explain your approach using seven quality tools.

Q.3 The total expenses in a year for an organization for quality activities are as given below.


Prevention cost           Rs. 180000

Appraisal cost             Rs. 210000

Failure Cost                 Rs. 1110000

(Internal + External)


(a) Would you consider this organization as world class with high level of quality management? Explain your answer.

(b) If you were the Quality Manager of this organization, what would be your approach to enhance its quality level using COPQ?


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Q.1 Shekhar noticed that while his team in the office speaks very well, their written communication to the customers usually get delayed responses. Many queries are raised especially after the written communication. He noted a typical problem of sentence clarity.

He wants to introduce the concept of ‘modifiers’ to his team. Help Shekhar by listing out and discussing various modifiers in details.

Q.2 While Justintime.com imparts training often to its customer service associates, they find that a few training programs prove to be completely ineffective. There could be a problem of listening barriers. Discuss speaker related and listener related listening barriers in detail.

Q. 3 Puneet is a very good orator. He heads the Information Technology department of a reputed Engineering college. His lectures and workshops are very popular and are well liked by students and colleagues. However, he does not like to use any slide presentations, to avoid distracting his listeners. On certain occasions, he finds it difficult to explain complicated concepts effectively, without the use of visual aid. Based on the above information, answer following questions.

a) What steps do you think Puneet must take to make successful presentations?

b) Discuss the importance of using visual aids for making effective presentations.


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1. IT companies are yet again facing uncertainty over global crises. This time it is driven by protectionist policies of countries who are their major customers. While the industry had built additional capacities in anticipation of growth from various geographies, the changed circumstances have forced them to re-look at their Business strategy. Your company, as part of their strategy to deal with this change has decided to rely more on technologies that facilitate remote operations and Artificial Intelligence there by reducing the need to travel. This means that new skill sets will be required. However, keeping in mind the business uncertainty it was decided that a strategic Downsizing shall be undertaken. You are made responsible and are required to complete the activity in the next 3 months. The management needs you to make a presentation detailing the plan and the thought behind.

2. Spice Jet is currently experiencing a major turnaround in its fortunes, largely due to the Top Management leadership. As part of its strategy to increase revenue per passenger in its international flights, it has taken a cost leadership approach. You are the head of HR, discuss your options and plans for integrating the HR strategy with corporate strategy.

3. Trinity Restaurants is a growing chain of fine dining restaurants. The Business is such that not just the food quality, but the customer experience is of paramount importance.

a. You realized that there needs to be more structured training on various subjects for the employees. How will you justify the time, effort and cost to the management to get them to agree to your plan.

b. Discuss the strategic issues of:

i. Skills Development

ii. Employee Turnover &

iii. Safe Working Culture. On industrial relations.


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Q1. With the boom of E-commerce, there has been huge explosion of payment systems to cater the E-Commerce ecosystem. What do you understand by electronic payment systems? List out two payment systems along with the risks involved in each these payment systems. Provide examples to support your answer. Do consumers easily adopt online payment systems?

Q2. B2B (Business-to-Business) and B2C (Business-to-Consumer) are two different lines of business ecosystem. Elaborate with five examples each on how B2B is different from B2C.

Q3. “Ransomware” is the most recent cybercrime attack that has gripped the world. Over the last few days, the global ransomware attack WannaCry infected computers running on older versions of Microsoft operating systems like XP, locking access to files.

a. What are the different types of cyber-attacks? Describe two instances where such large scale cyber-attacks have taken place and have caused mayhem and destruction.

b. Elaborate on the steps being taken by governmental agencies to control these cyberattacks.

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1. Demonetarization in India surged demand for manpower especially in Banks. Public sector banks made use of their former employees to overcome this crisis. Which Internal Assignment Applicable for September 2017 Examination other techniques of internal acquisition could banks come up with to ensure smooth supply of manpower and help build conducive work environment?

2. P & T a joint venture between Patson & Toney 2007 was founded as a big name in Chips provided to phones, tablets and other such devices. Despite the overall industry growing at 30% P&T was stuck at just 10%. The top management tried hard to understand why. They finally groped in external consultants called as AB Brothers to bring out the reasons and find solution. AB Brothers found that some needed flexible timings work from home options, some needed gym while others were looking for sabbaticals so that they could cater to their family and get back fresh to work. The given suggestions were worked upon. Employees were seen to be happy and employees stayed with the organisation for long. The organisation culture improved. Do you think such initiatives are just a cost to the company and do not materialise in much benefits for the organisation. Justify your answer based on the case.

3. Aeroline, a no-frills air carrier wanted to revamp its staff uniform. They asked their internal employees to give in their names to work towards this. Of the many who offered to rope in management zeroed down on 45 employees. This team met twice a month and worked for more than 18 months to bring out a uniform which was not only cost effective, could be washed by machine and customised to the flight usage for all staff. The management was very pleased with the outcome. Not only did the uniform boost the morale of employees but also brought out what was the true spirit of the employees. This definitely worked much better than hiring someone from Outside.

a) What do you think could be real reason for the management of Aerolines to ask employees to work on their uniforms?

b) Think about other ways in which employees could be motivated in the organisation like Aeroline.


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1. Entry Strategy in Global Retail Market differ from Country to Country and from Market to Market. If you are an Executive Director of a Global Company which produces Formal Leather Shoes- how will your retailing strategy differ in Countries like Nigeria, Germany and Dubai? You have to explain your answer looking into these specific markets, market segmentation and specific target audience.

2. It is estimated that global retail ecommerce will reach US$ 4 Trillion by 2020, recently many new global retailers have shown tremendous growth within last 3-4 years. What is your opinion of about the growth factor of e-commerce in recent time? Secondly if your company also decide to launch their products, of electronic equipment’s, thru e-commerce, what challenges will you face while competing in the market? Why do you think that it is important to be a part of ecommerce if you have to survive and grow in Global Retailing?

3. The growth of Global Retail industry will remain around 15% till 2021 mainly driven by Asia Pacific Sector including India. Keeping in mind the Indian Consumer-critically evaluate this growth on the following two parameters with suitable examples.

a. Customer looking for convenience and buying online.

b. Consumer being more quality and price conscious and ready to go for best bargain/offer.

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Q.1. XYZ Training Ltd. was established in 2009. It is observed that after every employee after working in the organization for 8-10 months either start taking sick leaves or are absent without giving any relevant reason and in a span of a year they leave the organization. The management is surprised and are trying to find out the reason behind such turnover. Help the management in conducting relevant audit to find out the actual reasons for absenteeism.

Q.2. Shri. Mishra, is an owner of ‘Cacophony’- An Ecotel Hotel at Patna. He believes that ‘Training makes people perfect’. However, he observed that his staff even after getting trained for a month, is not able to perform as per set standards. He is confused and needs your help in finding the root cause. Guide him for conducting the relevant audit.

Q.3. Mr. Nandan is a Sr. Manager – Accounts with Car Tex Ltd. Very often, Mr. Nandan used to stay back after working hours for completing the work. On 24th March, Mr. Nandan was in the office till 3 a.m., since it was year ending. Unfortunately, he was attacked by robbers on that night and was left with broken leg. In the morning it was found that Rs.2 lakhs were robbed by the robbers. Mr. Nandan had filed a claim for compensation which the management denied as this tragedy took place after working hours. Answer the following:

a) According to you, Mr. Nandan or the management is right? Give reasons.

b) How would you conduct an audit of the compensation measures of the company.


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1. Mr. Karan plans to start a new chain of coffee shops named after popular TV show “Kofee with Karan” across India. All the stores will have Bollywood theme in it. Every store will be dedicated to one actor so that the customers should try to get in all the stores. There will be selfie booth in all stores. The company plans to give competition to Café Coffee Day, Barista, Starbucks, etc. The company hires you as a Marketing Communication head and ask you prepare a 7P’s of Marketing Mix for the store.

2. The “Koffee with Karan” is the new Bollywood concept store and wants to aggressively get the market share. The company plans to use sales promotion techniques to get the customer to the store. You have been asked to decide at least five sales promotion technique for the “Koffee with Karan” Outlets.

3. Answer the following:

a) The store “Koffee with Karan” wants to make its presence felt in Online Marketing. You have been asked to suggest five online activities that you will do for the outlet.

b) The store “Koffee with Karan” plans to open five stores in the International Market. You have been asked to prepare the list of challenges that the company will face in the International Market.


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Q.1) You are an HR Manager of a leading Information Technology firm from India serving the international clients. You have an ongoing project in UK wherein it is found that 20% of expatriates from India are underperforming. You are asked to give explanation for the same. Give possible reasons for the failure of Expatriates.

Q.2) Your Company is into automobile sector manufacturing two-wheelers in Indonesia. Recently, the Indonesian Government brought changes in its FDI policy which forced the automobile company to send 40 % of its Indian workers working in Indonesia back to India. The company does not have a formal repatriation process in place. You are asked to put a formal repatriation process in place.

Q.3) ABC Ltd is an MNC from India specializing into Biotechnology sector. After its successful operations in European market, it is planning to expand in North America and Asia. Currently, it has an employee strength of 1000. It is planning to start units in above regions with an initial employee base of 100. At this juncture, identifying different HRM issues in these areas becomes essential. In this light, answer following two questions.

a) Which HRM issues in North America are relevant to your company?

b) Which HRM issues in Asia are relevant to your company?


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1. You have recently joined as Chief Digital Officer of a Govt PSU Shipping company. The company does not have a web presence at all. Explain in detail the process of setting up a website. Explain atleast 2 innovative approaches that would form part of your website.

2. You are the Chief Marketing Officer of a newly opened French restaurant in Delhi by the name of “LePain”. What Online Media tools will you deploy via your restaurant website to generate traffic to your website?

3. You have decided to become an entrepreneur by setting up your own business in travel & tourism sector with a facility to make travel bookings online via your website?

a. What will be your approach towards Social Media Marketing? Explain.

b. How do you plan to leverage mobile marketing platforms? Suggest innovative approaches.


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1. India currently has multiple laws to deal with insolvency, which leads to significant delays in winding up a company. The New Bankruptcy Code is supposed to ease the problem. Also, there was an amended section 35 A of the Banking Regulation Act will allow RBI to issue directions to the banking companies for resolution of stressed assets. Do you think the new bankruptcy law and Sec 35A of BR act which was recently passed by parliament, combined together will resolve the NPA problem faced by banks? Discuss.

2. ICICI Bank, India’s largest private sector bank, announced that it has successfully executed transactions in international trade finance and remittance using blockchain technology in partnership with Emirates NBD, a leading banking group in the Middle East. The bank plans to use blockchain technology to make banking more robust for customers as blockchain technology provides lower cost and scalability. What is blockchain? How can it help banking industry?

3. The Unified Payment Interface (UPI) envisages a payments architecture that is directly linked to achieving the goals of universal electronic payments, a less-cash society, and financial inclusion, using the latest technology trends, as laid down in the Reserve Bank of India (RBI) Payment System Vision Document

a. What is UPI and how it works?

b. How UPI will help financial inclusion?


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