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Project Report & Thesis

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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.


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.


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. 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. You have joined an import export organization wherein there is an internal examination for considering promotion. You have to specify the sections of the following from the Customs Act 1962. Please explain the section of

a. Bill of entry for home consumption

b. Shipping bill

c. Ex bond bill of entry

d. Total number of section in the Customs Act 1962

2. One consignment under FOB was received by air. However your company could not produce freight certificate and also have not insured the consignment. Please explain as to how the customs will arrive at CIF value. What would be the repercussions in case of damage/pilferage in the consignment?

3. You have to export 10 x 40’ containers from Delhi to Dubai. You have to organize a freight forwarder as the containers have to come from Delhi to Mumbai by road and then by sea.

a. How will you select a freight forwarder for this job?

b. What would be your arrangement to bring containers from Delhi to Mumbai?


Q1 Your company has imported one consignment by sea to Mumbai Nhava Sheva seaport. As the consignment has to be cleared on arrival of ship you are asked to explore the possibility of filing advance bill of entry. Explain how will you handle this to complete the process of filing advance bill of entry. Also explain what you will do if the ship arrives late to the port.

Q2 You have imported plastic containers for audio/video cassettes. Management wants to go for self clearance without involving any customs broker to test your knowledge in the customs clearance. Your boss advises you to classify under “Plastics products”. Please advise the right classification after checking the customs tariff. Please support your decision with proper explanation based on the tariff.

Q 3 After obtaining IEC certificate, XYZ company has shifted the factory to some other location. They have approached you for your advice. According to your experience

a. what all corrections should be done in the IEC certificate by XYZ company

b. and explain the procedure in detail so that they take correct action


1. What do you understand by concept of Balance of Payment (BOP), discuss classification of BOP; describe the main features of India’s Balance of Payment.

2. What are the major trade barriers commonly experienced by exporters, explain how it will affect the counties economy; take an example of any one sector and explain the concept in detail.

3. Indian pharmaceutical has successfully taken major global player in exporting of formulations and bulk drugs to regulated as well as non-regulated market; it ranks no. 3 in total production in the global market.

a. Discuss the strengths of Indian pharmaceutical Industries in general, and which lead to become global player.

b. Discuss what are the major hindrance faced by Indian pharmaceutical Industries for exporting to various countries.




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. 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?


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. 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.




Business Communication and Etiquette

Q 1) Share your most memorable interpersonal and intrapersonal interactions in the recent past at your workplace. Which principles govern interpersonal communication?

Q 2) As a customer relationship executive, it is your responsibility to convey the refusal of loan request to your loyal customer via a letter. What steps will you take while drafting the reply to ensure the customer continues to trust your services?

Q 3) You are the lead flight attendant on your aircraft. Your prime responsibility is to guide your crew to provide the best hospitality to the passengers so they prefer travelling with your airlines.

a) During greeting the passengers on board, two things are most important – eye contact and body language. What guidance will you provide to your crew on these important non-verbal behaviors?

b) If your team encounters an irate customer travelling alone with a baby who has been delayed by 7 hours owing to flight cancellation, how will you communicate so that the customer feels comfortable?

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Business Economics

1. Suppose the demand equation for computers by Teetan Ltd for the year 2017 is given by Qd= 1200-P and the supply equation is given by Qs= 120+3P. Find equilibrium price and analyse what would be the excess demand or supply if price changes to Rs 400 and Rs 120.

2. Assume that at the price of ₹75, the demand for the product is 250 units. If the price of the product increases to ₹90, the demand decreases to 150 units. Calculate and analyse the difference in the value of price elasticity using Arc Elasticity Method and Percentage Method.

3. Alpha Ltd was planning to start production next year. Different departments of the company were working together to forecast the demand of the product in the market.

a) If you are manager of the company mention the steps and the factors that would be relevant for forecasting the demand of rice in the market.

b) The price of rice and its demand (in kg) produced by Alpha Ltd in 2018 is given in the table. Fit a linear regression line and estimate and analyse the demand for rice when price is Rs 50 per kg.

Price(Rs/kg) 17 20 24 28 32
Demand(Kg) 80 75 65 60 54

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Corporate Social Responsibility


Biobeauty Ltd‘s idea of responsible business is to use only natural ingredients sourced from all over the country, it believes that this will help protect the planet and the people depending on it. It is especially recognised for not testing its products on animals, other brand values are support community, defend human rights and activate self esteem. Last year it donated Rs. 50 lac to support various human rights and women empowerment organization across India.

According to its annual report of 2015-16 it now needs to comply with section 135 of the Companies Act 2013 and spend 2 % of its net profit on CSR. Hence this year Biobeauty will have to spend Rs 10 crore on CSR as per the mandate.

Biobeauty is deeply entrenched in working with the community through its supply chain as it sources majority of its raw material through self help groups (SHG) run and managed by women from rural and tribal areas. It has partnered with multiple NGO’s to help organize these rural/tribal women set up SHG’s and co-operative societies for growing and trading in herbs / flowers/ fruits / berries etc for which it is the captive buyer.

Q1. As CSR Manager you have been asked to come up with three new initiatives/projects from those listed under schedule VII of the Companies Act 2013 that the company can spend its CSR budget on. Design and develop a business plan around these 3 areas that you have selected covering the objectives (impacts expected), goals (target set), target stakeholder, geographical area where it will be implemented, time frame. Please be very specific and relevant to the company and section 135 requirements.

Q2. The CEO at Biobeauty Ltd wants your opinion on whether to partner with an NGO or should Biobeauty work directly with the target stakeholders for the 3 new CSR initiatives /projects selected by you. Prepare a document of approx 1000 words for your CEO giving the advantages and disadvantages for Biobeauty in both the scenarios.

Q3A. Companies Act 2013 requires Biobeauty Ltd to disclose its CSR Policy on its website as well as Annual Report of the company. Based on what you know so far about Biobeauty, frame a relevant and suitable CSR Policy, what is the key purpose of the policy and what are the CSR focus areas of Biobeauty Ltd.

Q3B. As part of CSR Team you have been asked to write a report of approx 500 words, which will be published on the company’s website under “CSR at Biobeauty”, detailing the 3 new CSR initiatives/projects that Biobeauty has implemented in 2016-17. You must use the ones you shortlisted in Ans1.

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Information Systems for Managers

Q.1) A leading global organization GEMS dealing in production field has spread its business all over the world and deal in production of automobile parts at a large scale. Due to market fluctuations and change in customers’ needs and preferences it has become difficult for the organization to manage their operations efficiently. As a result, the products were not delivered on time. There is a need of implementing a robust business process to reduce overhead and move ahead of the competitors. Hence, the organization decided to implement an ERP system for the same. Discuss any five benefits of implementing ERP system in the organization so that it can be benefitted and also the different phases of ERP implementation.

Q.2) Pizza Express is a food chain which has just started its various restaurants all over India which offers various types of pizzas. In order to maintain high rate of consistency and defined standards, the company needs to have an excellent supply chain management. Discuss how maintaining a high standard of supply chain management in the Pizza Express organization will keep stronghold in the country. Also, explain the various steps of supply chain process which can be implemented by the organization.

Q.3) ‘The Coffee’ a leading brand in the field of brand of Coffee sells various varieties of coffees. The company maintained its quality and standards by following and implementing different quality standards in the organization. But few months ago, the security of the organization went on stake due to virus attack by intruders.

3 a). You as Head of the Company will follow which steps for incident handling in the organization.

3.b) Explain the disaster recovery and business continuity planning mechanisms which will help the ‘ The Coffee’ organization to bring back its normal operation.

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Management Theory and Practice

1. Jeff Weiner (CEO- LinkedIn) is known for his open and compassionate leadership style. He spends quite some time coaching his executives and encourages them to put the customer first and think like an owner. Explain with examples, what type of leader is Jeff Weiner and what kind of leadership style (with reference to leadership styles mentioned in your text book) does he practice?

2. ‘The New You’ manufactures garments and is currently engaged in jeans, shirts, trousers, swimwear for men and school uniforms for boys. They have product based organization structure in place. However, it is prohibiting the company to achieve its company-wide goals as each unit operates on its own. The organization intends sharing equipments and experts across products to achieve higher utilization rate. Design an organization structure for ‘The New You’ and list benefits of the proposed structure.

3. Joe was heading the Human Resources Department at Lifelong Insurance Pvt. Ltd. Joe was an experienced HR professional with a track record of successfully managing Human Resources and reducing labor attrition. He recently happened to attend a session on employee motivation where various theories of motivation were discussed. He was highly impressed with the simplicity of the Maslow’s Need Hierarchy theory and Herzberg’s motivation model. He decided to implement the same at the workplace for employees of Lifelong Insurance. He convinced the CEO of the company to incorporate the factors of recognition, advancement, growth for employees. The CEO supported Joe and various plans for employee recognition, advancement, etc were rolled out. The plans received a mixed response. Some found them as a cheap substitute to salary hikes while the back-office staff enjoyed the processes but failed to recognize its impact on work. The field executives said that their job was already challenging and commission on insurance sales acted as a motivator to them. After about a couple of months of implementing these programs, Joe was highly disappointed to notice that the programs did not have the impact as desired. Joe faced severe criticism from the top management of the company.

a. What according to you were the reasons of failure of the strategy adopted by Joe? Discuss with reference to Maslow and Herzberg’s theories.

b. To what extent do you think is money a motivator?

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Organisational Behaviour

1. Sana and Reema joined a quick serve restaurant chain at the head office in the marketing department. Both of them were very happy with the compensation and designation offered to them. Since Sana and Reema joined in the same month so they bonded well together, during one of the conversation Sana got to know that Reema was getting paid 25% more than her. This revelation had caused a conflict between them as it had really saddened Sana which was observable by her hostile behaviour towards Reema. Sana never missed a chance to make Reema feel miserable. Sana Started comparing the fact that both of them had the same qualification and work experience and still she (Sana) was getting paid less than her peer. The situation had worsened so much that they both stopped communicating with each other. You are the HR manager who has observed all this and now you have to come up with techniques with the help of which this conflict can be resolved. Discuss any 4 (four) techniques of conflict resolution and management. Also, conclude the answer by discussing how organisations can avoid/minimise such conflicts.

2. Karan and Sanjay work as Project Lead for two different teams. It has been noticed that Karan is very helpful and empathetic towards his team and supports them in every possible manner. The team in turn is very close knit and can really works hard to accomplish the objectives. They also give Karan full support whenever required by going out of their way. Whereas Sanjay just wants to get the work done by being a tight fisted man. He reprimands his team members in front of outsiders. He only instructs his team and is never in execution front. Sanjay’s team is really petrified of him and always is under fear. Team’s motivation is very low and everyone is searching for opportunity to move out of Sanjay’s team. Compare the leadership style of Karan and Sanjay. Conclude by discussing that in a workplace which style of leadership is better suited.

3. Rajat and Suresh have got their yearly targets and both of them are working hard to surpass each other as by the year end the one who achieves the maximum is going to be awarded in the sales conference with a cash prize of Rs. 50000 which would be given by the CEO of the company. They both are doing their best to win this contest for Rajat, the prime factor is money as he has recently got married and his expenses have increased. Whereas, Suresh comes from a very affluent family and for him getting recognized in front of PAN India team and by the CEO is the driving force. Here, we can see that both Rajat and Suresh had different motives.

a. Based on the above scenario discuss the different types of motives which regulate the behaviour of individuals.

b. With the help of Maslow need hierarchy theory discuss why Rajat, Suresh and even every individual has different motive?


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Business Law

1. Explain which type of contract does an Insurance falls under. Also, please explain the features of such contract along with rights of an Insurer and Insured vis-à-vis the type of contract entered.

2. Competition law is a specific law which was passed in 2002 and called as “The Competition Act”. It aims at promoting sustainable competition between the various market parties and protect the interests of customers. It also ensures that the freedom to carry out a trade by each party in the market is maintained. It avoids any player from carrying out any activities which have an “adverse appreciable effect on the competition”. Under this law, the Competition Commission of India has been established which is aimed at preventing those activities that have an adverse effect on competition in India. Please describe atleast 2 cases in which Competition Commission of India has prevented adverse effect on competition in India. (For each case please present an introduction, facts and the order passed in the case).

3. Amar had gone to buy Crockery from a Mall. He impulsively selected the crockery from the display area and proceeded to the billing counter. The crockery was from the stock clearance sale and therefore there was no guarantee or warranty on the goods. He paid the amount and left the Mall. Upon exiting the mall he realized that the crockery selected by him suffered from some defects. He went back to the shop and asked to replace the goods, the shopkeeper refused stating that there was no guarantee or warranty and hence was not liable to replace or give any refund. Please advise Amar.

a. Can Amar insist on his claim to replace the goods. Please give reasons for your answer and explain the underlying legal principle. (Please provide an introduction, to your answer along with reasoning and underlying principle).

b. Assuming, “if Amar had not selected the goods but had informed the shopkeeper about his requirement and based on such requirement Amar was provided with crockery”. Would such assumption have any affect to claim of Amar. (Please provide an introduction, to your answer along with reasoning).

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Business Statistics

1. The following results were obtained from medical records about age (x) and systolic blood pressure (y) of a group of 10 women:

The mean and variance of x are 53 and 121 respectively and mean and variance of y are 142 and 169 respectively. Σ(x-X) (y-Y) = 1210. (X is the mean of x and Y is mean of y).

Find the regression equation of systolic blood pressure on age of a women. Also estimate systolic blood pressure of a women whose age is 55.While solving this example, explain the relevant terms used in details.

2. A sarcastic graduate student from Waterloo was testing the American media at the Salt Lake City Olympics about Canadian history and geography. Reporters were given a 10-item multiple-choice questionnaire to complete. Each question had four possible answers. Unfortunately, one reporter wanted to return to the bar for the rest of the morning, so he simply guessed on all of the questions and then handed in the questionnaire. What is the probability that he will score at least 6 out of 10 in this questionnaire? State clearly the assumptions you need to make to solve this question. Also, write a note on the relevant probability distribution you used to solve this example.

3. In order to compare the batting performances in Test Cricket of Indian legends, in a meeting of administrators it was proposed that instead of using arithmetic mean of runs scored in all the innings played, Median score be used as an average to represent the performance. But one member, who happened to be a statistician, objected to the proposal saying that by doing so we are favouring the players like Sachin Tendulkar.

a) Give your opinion with appropriate justification.

b) If it is further decided to compare the performance based on consistency in performance, which statistical measures would you recommend? Substantiate your answer with appropriate justification.

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Essentials of HRM

1. Poshak Ltd. is an apparel company where after Sid joined as an AVP-HR and understood that workforce was not happy with their job profile as they were finding it too routine and monotonous. It has also been noted that the work productivity was decreasing and the employee attrition was increasing. It was implicit that the organisation needed to go for job designing. Suggest all the approaches to Sid for job designing which would prove beneficial for Poshak Ltd.

2. MiniBurgs is a fast food outlet which is now expanding its operation throughout Mumbai. Since it was initially a small joint which kept on growing and now is becoming a chain therefore undergoing a lots of changes. MiniBurgs can only respond better to these changes when the employees are also willing to accept and adapt to the same. The HR team is emphasising that since the business is expanding the workforce must develop their KSA (Knowledge, skill and competencies) regularly for combating any kind of change in the external or internal environment. It was also discussed that there is a need for HRD in Miniburgs. Discuss that why Miniburgs has a need for HRD.

3. Yes bank did something different for its Induction program rather than going by the old conventional methods. The new employees in Yes Bank were greeted with its drum beating session which acted as a stress buster and then it was followed by other various fun activities aimed at experiential learning, instead of the old way of inducting employees which merely focused on PPTs as well speech on organisational culture, etiquettes and opportunities. The employees really appreciated this novel way of induction. As per this case answer the following questions:

a. Yes Bank could have directly asked the employees to report at work, but why induction was needed? Discuss it from organization’s perspective.

b. The employees seemed to have really like the induction, so why it is important from their (employees) perspective? Discuss.

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Financial Accounting & Analysis

1. The following trial balance has been extracted from the books of XYZ Ltd as on 31st March 2017.

Particulars Debit (Rs.) Credit (Rs.)
Share Capital 1000000
Plant and Machinery 1600000
Sales 3540000
Purchases 1200000
Returns 20000 15000
Opening Stock 600000
Discount 7000 16000
Bank Charges 1500
Sundry Debtors 900000
Sundry Creditors 500000
Salaries 136000
9% Debentures 400000
Manufacturing Wages 200000
Carriage Inwards 15000
Carriage Outwards 24000
Debenture Interest 18000
Bad Debts Provision 10500
Rent, Rates and Taxes 200000
Advertisement 40000
Cash in hand 18000
Cash at bank 120000
10% Investment 300000
Goodwill 300000
Interest on Investment 30000
Factory Expenses 12000
General Reserve 100000
Last year profit 250000
Furniture 150000
5861500 5861500

The following additional information is available:

  • Depreciation on Furniture, Plant and Machinery to be provided at 10% per annum
  • Write off Rs. 10000 as bad debts and make a provision for doubtful debts at 5% on sundry debtors
  • Closing stock was Rs. 700000

You are required to-

a. Mention the formula to calculate gross profit and net profit

b. Prepare the profit and loss account for the year ended 31st march 2017 and Balance sheet as on that date.

c. Comment on the position of financial statements as on date prepared by you.

2. A company acquired the following assets three years ago:

Asset Cost (Rs.) Scrap Value (Rs.) Useful Life (Years) Depreciation Policy
Equipment 5000000 500000 5 Straight Line Method
Building 8000000 1000000 30 Straight Line Method

After using the assets for three years, the company decided to change its Depreciation policy as follows:

  • The useful life of the equipment was revised upwards to 8 years, keeping its residual value at Rs. 500000.
  • The useful life of the building was revised upwards to 40 years, keeping its residual value at Rs. 1000000.

These changes have been implemented from the fourth year onwards.

a. You are required to analyze the impact of such changes in depreciation policy on the financial statements of firms, and write a detailed note on the same..

b. How do you think future profits of this company will be impacted because of these changes?

c. Are any disclosures regarding these required to be made?

3. Both A Ltd. and B Ltd. operate wholesale electronic stores throughout India. The financial statements of each business for the year ended as on 31st March, 2017 are as follows:

Balance Sheet as on 31st march, 2017 (Rs. in millions)

A Ltd. B Ltd.
Non-current assets
Property, plant and equipment (Cost less depreciation)
Land and buildings 360.0 510.0
Furniture 87.0 91.2
Current assets
Inventories 592.0 403.0
Trade Receivables 176.4 321.9
Cash at Bank 84.6 91.6
Total assets 1,300.00 1,417.70
Equity and Liabilities
Share Capital of Rs.10 320.0 250.0
Retained Earnings 367.6 624.6
Non-current liabilities
Long term, borrowings 190.0 250.0
Current liabilities
Trade Payables 406.4 275.7
Provision for Taxation 16.0 17.4
Total equity and liabilities 1,300.0 1,417.7

Statement of Profit and Loss for the year ended as on 31st march, 2017 (Rs. in millions)

A Ltd. B Ltd.
Revenue 1,478.10 1,790.40
Cost of Sales (1,018.3) (1,214.9)
Gross Profit 459.8 575.5
Operating expenses (308.5) (408.6)
Operating profit 151.3 166.9
Interest (19.4) (27.5)
Profit before tax 131.9 139.4
Taxation (32.0) (34.8)
Profit for the year 99.9 104.6

All purchases and sales were made on credit. A Ltd. and B Ltd. have declared a dividend of Rs. 135 million and Rs. 95 million in respect of the year. The market prices of a share of A Ltd. and B Ltd. are Rs. 6.50 and Rs. 8.20 respectively.

a. Both the companies have approached a particular bank for seeking long term loans. Critically evaluate which of the two companies will get the loan at better terms and conditions.

b. As a potential investor looking for good investment opportunities in this sector, which of the two companies do you find more attractive?

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Marketing Management

1. Construct the 4P’s of Marketing Mix for Starbucks Coffee chain in India alongwith the 3 extended P’s for Services.

2. You are the Chief Marketing Officer for Apple India. Conduct a macro external environmental analysis on 8 factors & suggest whether India is an attractive market for higher range of iphone devices such as iPhone 8, iPhone 8plus & iPhoneX?

3. You are an Italian shoe making firm by the name of “Scarpa” & your target audience is primarily middle class in Europe. You wish to enter the Indian market looking at India’s vast middle class segment which is your intended target market.

a. Which one of the following pricing strategies would you wish to pursue in India? Explain the reasons behind choosing this pricing strategy.

  • Full Cost pricing
  • Psychological pricing
  • Premium pricing

b. Given that Scarpa is a new entrant into India, describe atleast 6 innovative sales promotions campaign aimed at Indian consumers.

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Strategic Management

1. You are the CEO of an Automotive firm in India. Recently you have expressed interest to change your Traditional Inventory System to a Just-in Time Inventory System. Conduct a detailed Force Field Analysis by identifying atleast 3 Driving forces & 3 Restraining forces each & suggest atleast 3 ways of reducing the restraining forces.

2. During the year 1999, Vodafone, a UK based telecom company decided to acquire Mannesmann, a German cellphone company. Identify the nature of acquisition in this case. Which one of the following types of acquisition would you categorise this to be the most appropriate?

  • Hostile Takeover
  • Friendly Takeover
  • Merger OR
  • Demerger

Describe in detail the process undertaken of your chosen option. If you were the CEO of the Vodafone, would you undertake this above mentioned step?

3. You have been appointed as a Consultant to a Malaysian automotive company wanting to enter India.

a. Conduct a PEST analysis for India as a market.

b. Based on the PEST analysis conducted, would you recommend a positive entry or suggest a no entry into the Indian market. State your response with atleast 4 reasons.

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Brand Management

1. The competition in the Indian Dairy sector suddenly seems heating up. With many private dairies also joining the bandwagon. For the first time, India’s largest global player in this industry “AMUL” is facing the heat. Can you suggest some Brand Promotion strategies to AMUL?

2. Flipkart now wants to venture into making mobile phones by themselves under the brand name “Capture +”. Their branding team is confused as to how do they go about building this brand and its elements. Can you guide them on the same?

3. Read the below given case study and answer the questions below:

Good old khichdi has finally managed to hog the culinary limelight. Long looked down upon as the prescribed diet for the aged and the infirm, it edged out more aristocratic contenders such as melt-in-the-mouth kebabs, aromatic biryanis and exotic confections to almost get designated the ‘national dish’. But in the end, what was touted as the Big Bang turned out to be a bit of a whimper. The storm in the social media tea cup compelled the minister of food processing to issue a statement that no such move was being contemplated. All that was afoot was an effort to cook a titanic pot of khichdi that could find a place in the Guinness Book: Just some innocent fun and games to generate a buzz to attract visitors to World Food India. Still, we must thank whoever thought of the tamasha for making our compatriots aware of more than 10 avatars of the khichdi — vegetarian and non-vegetarian — that are rustled up in India. Different regional recipes as well as ritually and culturally significant variations were highlighted much to the amusement of the audience. However, the aborted coronation has left in its wake some serious questions for us to grapple with.

Why are we Indians so obsessed with prefixes ‘national’ and ‘international’? And why should the term ‘national’ be reserved only for things sprouting out of the native soil? Some unfortunate souls who dared to raise a dissenting voice contesting khichdi’s claim to the throne became targets of ultra-nationalist fury. What could be a better contender for a ‘national’ dish than a satvik delicacy claiming a lineage dating back to Vedic times? Anyone with an iota of political correctness among performing celebrity chefs and their patrons must have been aware of the hazards of touching the ‘alien’ biryani or kebab. From architecture to language, costume to cuisine, religious zealots have polluted what is fashionably referred to as the ‘dominant discourse’. The controversies that continue to smoulder — from the national anthem and the national song to national language and national animal — leave us little time to accomplish anything truly remarkable at the international level.

To return to matters culinary and our resplendent intangible heritage in the realm of food, khichdi may be a deserving candidate to represent the nation, but there are other signature dishes from diverse regions and cities that too bear testimony to India’s syncretic cultural ethos.

India has imbibed diverse influences through millennia adopting and adapting everything from costumes to cuisines. It is ridiculous to associate delicacies, attire, art or music with a religion or insist that only the parochially local can be truly national. Much before the birth of the ‘nation state’ in Western Europe, great Empires had spawned globalisation of trade encouraging cultural cross-fertilisation. The historic Silk Road(s) and the legendary Spice Route connected Asia with Arabia and Mediterranean Europe.

Food that many consider Indian today may have come to this land from foreign shores. How easily we forget that the samosa, the popular snack we gleefully gobble, descended from the Central Asian samboosa that is fried, boiled or baked from Kazakhstan to Iran. It is mentioned in Abul Fazl’s Ain-e-Akbari as samushak and has many regional variations. By the time it travels from the Gangetic belt to the borders of Bengal both the name and the filling change. The singhada here is prepared with finely chopped and differently spiced stir-fried potatoes. The refugee Punjabi Delhi population insists on ‘enriching’ it with paneer and nuts while in Bhopal and Hyderabad the keema samosa challenges the potato and peas filling. Luqmi in Hyderabad seems to resurrect the original recipe of delicate Iranian pastry best that had a pine-nuts and mince filling. Then there is the sweet samosa that tantalises us with some intriguing questions: Is it the Lobong Lotika that has inspired the mawa-packed saffron laced meetha samosa or the other way around? The misspelt ‘biff’ samosa, which we chanced upon in Aurangabad last year, is the poor thing that like Oscar Wilde’s love, dare not utter its name in these intolerant times. The halwa set foot on Indian soil, most likely on the Malabar Coast, when the Arab seafaring traders anchored their ships here. The Habshi Halwa has an Abyssinian connection. It has grown roots and spread its branches in all directions. From kesari and badam halwa in southern India to Karachi halwa, also known as Sindhi or Bombay halwa in Mumbai to lockjaws such as Sohan halwa in Delhi to Gajar ka in Punjab, Seb ka in Jammu and Kashmir to the ubiquitous Suji ka and Dal ka halwa in the Hindi Heartland, the regional and seasonal variations are countless. The more exotic recipes are the Khus Khus ka (poppy seeds) halwa, Ande ka halwa and yes, Gosht ka halwa. The upma bears testimony to the fact that not all halwas need to be sweet!

Not only khichdi but also halwa and samosa, along with paratha and pulav celebrate our resplendent diversity and inclusive pluralism. These dishes have never recognised man-made frontiers or political boundaries reset by linguistic states. Why then, waste time contesting ‘ownership’? It’s much better to enjoy what we have imported or inherited from ‘others’. Isn’t it enough that by improvising on ‘alien’ themes we continue to experience ecstasy?

a. What according to you is the Brand Personality of Brand Khichdi?

b. Suggest Strategies to Position Brand Khichdi in the World Cuisine Market?

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Consumer Behavior

Q.1 What do you understand by consumer involvement. How would you classify the following purchase decision in terms of high or low involvement decisions? Explain the reason for your classification in each case.

  • Gel Pen
  • An Birthday Greeting Card to wife
  • Restaurant selection
  • Car
  • Selection of school for your child
  • Stationery for everyday use.

Q.2 A well-known International fitness company is planning to set up a nationwide fitness centers in India. Describe how this international company can use psychographics to plan its segmentation and promotion strategy. Using VALS II typology, suggest which segments should the company target and why?

Q.3 What type of information search behaviour would you expect in the first time purchase of the following products and why?


  • Ice Cream
  • Skin whitening Cream
  • Lap top
  • A study table

Q3b. What are the implications of the above information search behavior for marketers of these products? Explain.

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Customer Relationship Management

Q1. ABC Ltd. a small time shoe manufacturing company in Solapur has just recently thought of installing a CRM system in order to handle customers better and increase the sales. But being an SME and in a small city like Solapur, it has no one to guide it on the implementation of the same. Can you help it find its foothold and make it more aware of the things to be careful about while implementing?

Q2. Tata Motors has had a string of releases last year but none of them have succeeded and their breakthrough brand Nano is as good as out of the reckoning. The sales have dropped and customer complaints are on the rise. They are not able to handle customer issues and are slowly losing out to competition. Can you help them find a way out for this problem?

Q3. Read and Analyze the below given case and answer the questions at the end of it

The below given article is taken from an excerpt by Mr. Limesh Parekh on www.techobserver.in written on August 15, 2017 12:15 am.

CRM or Customer Relationship Management is as old as commerce itself. However, in the last couple of decades, the meaning of CRM has changed to CRM software. The concept of CRM has evolved to a large extent, especially in the Indian context. A couple of decades before, it was predominantly used by the large enterprises and was also limited to the basic functionality, generally customer database only. However, in recent years even SMEs have started to take advantage of CRM.

This has been possible because of the advent of newer technologies and concepts like SAAS and Social Media integrations. Also, now the scope of CRM has increased from a mere customer database to a 360 degree view of customer interactions from various channels, including, but not limited to; telephony, chat, emails, customer portals and mobile apps.

Evolution of CRM as a concept

Basic Customer Database

Initially, CRM was used as a customer database and an extension of any larger ERP (Enterprise Resource Planning) implementation. These were large database applications which had essential enquiry management features. The primary purpose of these CRM systems was to give MIS (Management Information System) reports. These were more of reporting tools than day to day productivity tools as the CRM is today. The MIS reports were merely used by marketing division to understand customer segments and target marketing efforts accordingly.

Advent of email automation

When email became the primary tool of business communications, people started to realize the importance of email automation in their CRM strategy. Slowly the line between marketing and sales began to disappear in case of CRM definitions. Email marketing started to become the part of CRM.

Inside sales

Apart from the marketing and sales department, inside sales team began to get in shape. Inside Sales is more relevant to B2B as compared to B2C. The primary role of inside sales team was to generate direct leads for sales team or do prospecting of the leads generated by marketing teams.

Telephony & CRM

The integration of Telephony and CRM has led to the popularity of Call Centre or better known as Contact Centers. Initially this was accomplished by On Premise Telephony Servers. These are now being replaced by Cloud Telephony Solutions. It has become crucial for businesses to use telephony solutions to engage with their customers. Hence, integration of Telephony with CRM is the need of the hour.

Social CRM

The latest buzzword in CRM space is Social CRM. Consumers and buyers are relying on social media to a great extent for their buying decisions. So sellers are using CRM with social media capabilities to monitor and influence buying patterns of buyers. With the advent of online E-commerce, the importance of social media in CRM has increased many folds.

SAAS – The Great Leveler

Initially, CRM was affordable only to Enterprises, because of its enormous cost. This was because of costly software and expensive infrastructure required to implement CRM. But SAAS changed everything. Now, the expensive CRM software became available as a service, affordable to almost everyone. The biggest challenge in the adoption of SAAS as the mainstream solution was internet access.

Internet – The Game Changer

With wide spread usage of internet across the country and broadband becoming cheaper, CRM is accessible to almost everyone and everywhere in India. Mobile internet revolution in India is also changing the CRM landscape in India to an extreme level.

Mobile CRM – Enterprise to Personal

Cheap smart phones with more affordable mobile internet plans helped to take Mobile CRM to the next level. Mobile CRM has completely changed the way CRM is thought and used in India. Now it has become one of the biggest productivity tools for sales and service teams.


CRM in India has made considerable progress to its present situation and is far to proceed. Considering the huge and diverse market that India has, arrangements intended for the western countries cannot be deployed here. Hence, it is of great significance for the Indian market to have a CRM streamlined on the basis of Indian management principles and practices. What could be better than we doing it for ourselves, hence following the statement ‘Of the Indians, by the Indians, for the Indians’.

a. What according to you are the reasons for the growth of CRM in India?

b. What steps should be taken to further enhance this growth?

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International Marketing

Q1. Yoghurt Lab, a US Based Frozen Yoghurt chain, is planning its foray in India in 2018. It is confused about how to enter India since it would be an absolutely new market for them. Can you guide them with the options available and suggest the best alternative to them?

Q2.Chikamanglu, the owner of multiple banana and coconut plantations down south in Kerala plans to export these high quality products. But he is unaware about the entire export process and is seeking your support as a consultant. Can you please guide him about the process and documents required for the same?

Q3. Read the below given Case Study and answer the questions below?

Dunkin Donuts brand is owned by Dunkin Brands Group which is a well known pioneering brand of quick service restaurants. It has more than 18000 points of distribution in the world with presence in more than 60 countries (Dunkin Donuts, 2014). The company is headquartered in Canton, Massachusetts. The company reported a sale of $9.3 billion in the year 2013. The company operates on a 100 percent franchised model and there are nearly 11000 Dunkin’ Donuts restaurants in 33 countries (Dunkin Donuts, 2014). The company has an established leadership in coffee segment for more than 60 years and sells more than 1.8 billion cups of coffee all over the world. The brand has a high level of customer loyalty and is a socially responsible brand. India is an attractive expanding economy for global fast food chains such as Dunkin Donuts and offers the company with a large customer base.

Dunkin Donuts was launched in India in the year 2012 on the basis of the classic donuts model to serve breakfast to customers 7 am onwards. The brand quickly realized that Indians do not like doughnuts and are unlikely to buy doughnuts in bulk (Rana, 2014). The concept of doughnuts is new in India and Indians are more likely to consume burgers or pizza than doughnuts in the current fast food market scenario. The brand had to quickly customize its menu in India to include burgers like competitor McDonald’s and had to advertise in its marketing campaign that the brand offered much more than Bavarian Cream and coffee in its menu. This article shall highlight the issues faced by Dunkin Donuts brand in India and its offerings for the Indian customers and how the brand was repositioned to suit the Indian customers.

Dunkin Donuts began offering American Doughnuts for breakfast in India with its stores opening at 8 am with the aim of offering breakfast to Indians. The brand offered doughnuts that were priced high in accordance with the American culture of having a light breakfast.

How Dunkin Donuts failed to understand consumer preferences?

The company was treated no more than a pastry shop initially on its launch in India in the year 2012 where people would visit to consume Doughnuts as a dessert. The company was initially launched as an AM brand that offered breakfast menu to customers. Dunkin Donuts had initially failed to understand the consumer preferences in India for a fast food restaurant that offered full meals rather than light doughnuts for a breakfast. After looking at poor response from customers with respect to doughnuts, the company decided to rebrand itself as a PM brand that offered much more than doughnuts and coffee.

Dunkin’ Donuts less than impressive performance so far

Dunkin Donuts has been successful in adapting its donought menu to suit Indian preferences by offering India centric doughnuts in its menu that are a hit among the Indian customers. Since its launch in the year 2012, Dunkin Donuts has been successful in expanding its reach to 38 locations in India (Spiegel, 2014). The restaurant faced rejection initially as a breakfast menu restaurant that offered only American doughnuts at 7 am. The company failed in India due to its inability to understand the Indian culture and the concept of healthy and complete breakfast in India with family members. The restaurant has now customized its food menu to offer burgers and cheese sandwiches that are popular among the Indian consumers. In view of successful fast food chains such as McDonald’s and KFC well established in India, Dunkin Doughnuts has also expanded its menu to lure Indian customers. However, it remains a challenge for the company to expand its operations and menu items to increase its market share in the Indian fast food industry.

a. What has Dunkin Donuts done wrong in India?

b. What steps should the company take in order to recover?

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Marketing Strategy

1. Today the Indian youth is driven by Social Media. It has started playing a very important and decisive role in their lives. How can traditional brands like Hamdard use it to their advantage in order to target the youth with its new offering of flavoured Roohafza in Tetra packs?

2. After a string of not so successful launches, Tata Motors plans to launch Tata Nexon in the Indian Market. It does not want to take any chances this time and has hired you as a consultant to study the internal and external market environment?

3. Read the Case Study Below and answer the questions

Coca-Cola and Pepsi have been losing share to local rivals, including Parle, Dabur and ITC, in the aerated-beverages segment even as the global soft-drink giants introduced more fruit-based and healthier products to reduce their reliance on sugary sodas. In the overall juices, nectars and still drinks, the share of Coca-Cola’s largest fruit-based brand Maaza declined 230 basis points to 33.1%, while Pepsi’s Slice fell 4.3 basis points to 9.6% during the year to September, according to officials quoting data from Nielsen. At the same time, Parle Agro’s Frooti gained 170 bps to 15.7%, while Dabur’s share rose 60 bps to 9.8%. New entrant ITC’s B Natural and ethnic drinks maker Paper Boat — both marginal players — have gained slightly in the period, the numbers reveal. Coca-Cola’s Minute Maid brand, too, gained 50 basis points (bps) with a share of 2.30%, while Pepsi’s Tropicana lost 50 basis points to 5%. With a large segment of Indian consumers shifting to non-cola carbonates from regular cola drinks, most beverage companies, including Coke and Pepsi, are trying to grab a bigger share of the changing market. A Coca-Cola spokesperson said that Maaza maintained its absolute leadership in the mango segment with the highest share. “The mango salience may have reduced marginally in the said period but within the mango segment, Maaza maintained its leadership position, with the same market share. The shift in salience in non mango has been captured ahead of competition by Minute Maid, which is growing at the healthiest rate in the segment,” the spokesperson added. Deepika Warrier, vice president — Nutrition category, PepsiCo India, said that the company “redefined our play in juice… (That) reduced our investments on commoditized, low-margin segments, including low-juice content segments. We have also consciously reduced play in channels such as organized trade and in select geographies, in the mango-based juice segment, while continuing to participate in the fast growing .`20 segment with our Tropicana Slice 250 ml pack.” Coke and PepsiCo’s local rivals, however, said that their rising share should not cause any surprise, for they better understood Indian consumer preferences. “Our understanding of the Indian palate and preferences has helped us stay ahead of the curve,” Dabur marketing head (juices and beverages) Mayank Kumar said. Also, ITC has announced new launches within B Natural, especially with region specific fruits, while Parle Agro transformed its go-to market strategy two years ago, increasing its infrastructure efficiency by over 40% and doubling distribution points. “Consumers are graduating from synthetic-based products and now want those with natural content. While we have been extremely aggressive with our overall disruptive marketing strategy, we have also worked on building an extremely advanced GTM strategy that increased our infrastructure,” said Nadia Chauhan, joint managing director at Parle Agro. Globally, shifting consumer tastes are prompting beverages giants to find ways to diversify away from traditional soda and high-calorie juices.

a. Being a Market Leader what strategy should Coca-Cola apply in this scenario?

b. Being a Niche Player what strategy should be applied by ITC for its brand B Natural?

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Sales Management

1. Explain briefly the frequently used recruitment sources available for hiring salesmen. Besides these sources word of mouth has been very much in vogue and successful in hiring salesmen particularly in pharma selling. What makes this source more effective and efficient?

2. Explain sales force management and discuss the role of sales manager in managing the sales force of the firm you are working with or any other company you are familiar with.

3. International Med Tech Company looking forward to enter Indian market with their novel portable product used as diagnostic tool in faster identification of stroke in patient’s location, so that they can immediately start the treatment. As their Sales consultant, what are your recommendations to them in the following areas:

a. STP – Segmentation, Targeting and Positioning

b. Type and method of Sales force selection

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Consumer Behavior

Q.1 What do you understand by consumer involvement. How would you classify the following purchase decision in terms of high or low involvement decisions? Explain the reason for your classification in each case.

  • Gel Pen
  • An Birthday Greeting Card to wife
  • Restaurant selection
  • Car
  • Selection of school for your child
  • Stationery for everyday use.

Q.2 A well-known International fitness company is planning to set up a nationwide fitness centers in India. Describe how this international company can use psychographics to plan its segmentation and promotion strategy. Using VALS II typology, suggest which segments should the company target and why?

Q.3 What type of information search behaviour would you expect in the first time purchase of the following products and why?


  • Ice Cream
  • Skin whitening Cream
  • Lap top
  • A study table

Q3b. What are the implications of the above information search behavior for marketers of these products? Explain.

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Corporate Finance

1. Calculate the degree of operating leverage and degree of financial leverage for the following firms:

Firms A B
Sales (Rs.) 3,60,000 7,50,000
Variable cost p.u 20 150
Fixed cost (Rs.) 72,000 1,40,000
Output (units) 6,000 1,500
Interest 40,000 80,000

2. A Project costs Rs 60,000 and is expected to generate cash inflows as:

Year Cash inflows(Rs)
1 10,000
2 12,000
3 15,000
4 18,000
5 20,000
6 22,000

Calculate the Net Present Value of the project if the cost of capital is 10%.

3. Solve the following:

a) A company earns ₹ 5 per share. The cost of capital is 10%, the rate of return on investment is 14% and the dividend payout ratio is 25%. Calculate the value of each share by using Walter’s Model.

b) XYZ Limited has a paid-up share capital of ₹10 lakhs of ₹10 each. The company has a dividend payout rate of 10%. Annual growth rate is expected to be 4%. The capitalisation rate is 20%. Calculate the value of the share of XYZ based on Gordon’s Model.

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International Business

1. A Mumbai based manufacturer of textile products is negotiating an export contract with a new prospective customer based in Mexico. He is concerned that international trade presents a spectrum of risk, involving differences in regulatory and legal environment, cultural differences, etc. More specifically, he is unsure of how he would receive the payment and the associated risks involved. As a specialist in the subject, you are required to guide him and help him resolve his dilemma regarding choice of payment instrument.

2. A newly appointed General Manager of a domestically strong FMCG company feels that the next big growth thrust can only come from venturing into new international markets. Despite a strong domestic presence, the company is yet to foray into international markets. The CEO of the company, however, is not too convinced about the benefits of such a move, and is not too clear about the ways to enter an international market. Discuss and conclude whether entering international markets will be helpful? If yes, discuss the different ways for the company to enter international markets.

3. A) A globally renowned MNC, headquartered in the US and specializing in Children’s toys, has recently forayed into India. However, it has very soon realized that its marketing campaigns and product lines, which have been so successful in other parts of the world, are not working in India. Sales have stagnated and the company is finding it difficult to establish a significant presence in India. It has recently appointed you as General Manager to look into these issues and take the company forward. Could cultural intricacies in the Indian market be a reason behind this?

3. B) Suggest ways through which the company can turn around its fortunes in the Indian market.

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Operations Management

1. The traditional definition of Operations Management considers it to be a transformation system. Explain the transformation system of a restaurant of your choice.

2. There are several production systems adopted by firms. Critically evaluate each of the production systems.

3. S K Chand furniture manufacturers has provided the following data, units are Rs 1000.

Particulars Description Last Year This Year
Output Sales value of production Rs 22,000 Rs 35,000
Input Labour Rs 10,000 Rs 15,000
Raw Materials Rs 8, 000 Rs 12, 500
Capital equipment depreciation Rs 700 Rs 1, 200
Other Rs 2, 200 Rs 4, 800

a) Calculate the labour, raw materials and total productivity for the current year.

b) Compare the labour, raw materials and total productivity values for the two years.

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Organisational Theory and Design

1. Areva is a big invertor and transformer manufacturer with more than 1200 employees .The Company is facing a big challenge of organizational effectiveness mainly due to fast changing market. The company appointed you as a consultant to overcome these challenges, the company is ready to do modifications without losing its existing employees. Provide an appropriate solution to the company.

2. Ms Nandita an MBA graduate from Stanford University joins her father’s company after coming back to India. It is a small organization which depends on Ms Mohan Kapoor’s (Nandita’s Father and Owner) and his team having three very senior people who joined the organization since inception. Now Nandita is having big expansion plan for the company but what she is missing in executing her expansion plan is culture. Explain why culture is very important, and what are the factors required for the formation of organizational culture.

3. Mr. Nandan, a Sr. Manager in an IT company at Bangalore, is very clear that he wants only males, that too from Bangalore and nearby places, in his team. He said that we generally have to work late nights; hence managing female staff for late night work is difficult and people from Bangalore have better communication skills. But slowly he observed that his team is losing creativity, motivation and design thinking. Same gender in the same vicinity has a very limited scope of thinking out of the box. You are also a Sr. Manager in the same company with a diverse team having more fun and doing great on employee engagement and the team is performing extraordinarily. Your Boss wants you to convince Mr Nandan to go in for a diverse team.

Answer the following:

a) Identify various barriers in creating diverse workforce?

b) Give points how you will convince Mr Nandan in favour of Diversity.

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Taxation – Direct and Indirect

1. Dr Kabra is planning to visit Singapore to attend a round table conference on Neurological diseases. The conference is for 25 days. He wants to plan his tour in such a manner that his residential status for the relevant previous year remains unaffected. Discuss the charging section which governs the residential status of an Individual? Further, what conditions he has to satisfy in order to remain as Ordinary resident of India for the applicable assessment year.

2. From Income Tax Preview, what factors every Company needs to consider while disbursement of Salary to its Employees? In case of general CTC structure, on which types of allowances management needs to consider tax imposition? Explain the same in light of provisions applicable to the allowances which are fully taxable. What if, an Individual receives salary from more than one employer during the same previous year, how the same will be assessed at the year end? Provide sufficient reasoning for your answer.

3. a) Apart from Normal Salary, House Rent, Income from Business / Profession and capital gain, what could be other differential sources of Income for an Individual from Income Tax Act point. of view. Conclude the same with relevant examples.

3. b) Mr. Pratik – a Corporate Employee lives in New Delhi and earns a basic salary of Rs. 30,000 per month. The HRA component of his salary is Rs. 15,000 but the actual rent paid by him is Rs. 10,000. How much exemption can he get? What steps Company Management will undertake for calculation of this HRA exemption amount?

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Capital Market and Portfolio Management

Q.1 Mr. Mahendra Kumar would like to invest in mutual funds. He has been suggested by his friend to choose a fund from any of the three mutual funds, as given in the table below. Mr. Mahendra learns that he can use Sharpe’s ratio, Treynor’s ratio and Jensen’s Alpha to measure the performance of a mutual fund. Help Mr. Mahendra to rank the three funds on each of the measures.

Fund A Fund B Fund C
Portfolio Return 12% 15% 18%
Standard Deviation 0.15 0.25 0.4
Beta of the portfolio 0.6 0.8 1.4
Return from the market 12%
Risk free rate of return 6%

Q.2 Mr. Virendra Kumar invests Rs. 10,000 in a stock that gives him dividend of Rs. 100, Rs. 200 and Rs. 300 at the end of the first, second and third year respectively. He sells his holdings at Rs. 13,500 at the end of the third year. How much returns did he earn, as per Money weighted rate of return method?

Further, instructions- students can directly calculate the IRR either using in-built formula in MS Excel or create calculations of Present Values (PVs) in MS Excel. Find sum of PVs and set the sum to zero by changing the value of the discounting rate. (you may use Goal Seek function of MS Excel to accurately calculate the IRR). The rate at which the sum is zero is IRR.

Q.3 Mr. Dhirendra Kumar is a 24 years old professional, working as a programmer for the largest software company in India. He has earned his bachelor degree of engineering in Computer Science from IIT Mumbai and has been working for the company for last three years. He belongs to Pathankot and his parents live there. For last three years, he has been staying in Bengaluru along with his other colleagues in a rented accommodation.

He plans to get married not before the age of 28 and would like to have his own house before he gets married. His father is working currently at Pathankot and is due to retire in another ten years. He plans to convince to his parents to shift to Bengaluru from Pathankot to stay with him post his father’s retirement.

Mr. Dhirendra is the star performer of his company. He currently enjoys a package of Rs. 18 lakhs per annum. After accounting for his expenditure, he has been able to save close to Rs. 30 lakhs over the last three years. Till date he has been putting his savings in either Fixed deposits (FDs) of his bank or some of the tax savings instruments such as Public Provident Fund etc. However, now he would like to see his investments grow much faster so that he can meet his marriage related expenditure four years later and also make the down payment for his new house before marriage.

He has been getting various investment advices from different people telling him where to put his money. His parents are advising him to buy some gold every year and put rest of the money in FD. His boss tells him to buy the house right away, even though it could be smaller than he would need later. According to his boss, value of his small house would appreciate in four years and that the sale proceeds would partially fund the new purchase. Some of his friends have told him that investing in high safety corporate bonds will give him better returns than putting money in PPF. Amongst all this, he is getting the constant feed through newspapers of Sensex and Nifty scaling new heights every other day and a few one-off stories of rags to riches.

Mr. Dhirendra is thoroughly confused between the choices and he now approaches a professional (you) to advice him on the right investment strategy. Some questions that you need to answer for Mr. Dhirendra:

a) Where should he put his money, in gold, in FD, in PPF, in real estate, in corporate bonds or in stocks? Or do you have some other strategy in mind? Provide your answer with the rationale.

b) Should he invest in any of these assets directly or should he choose the mutual fund route or create a portfolio of mutual funds? How will choosing the mutual fund route (single mutual fund or a portfolio of mutual funds) will prove beneficial to Mr. Dhirendra? Explain your recommendation with reasons for the same.

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Cost & Management Accounting

1. The board of directors of your company is concerned about certain recent issues in the company. Recently the company has been losing bids in tenders it thought were low, while it has won a few bids it thought were high. The company has lately diversified into new markets and introduced new product lines. Goods have become complex, requiring many inputs and processes. The operations of the company have changed significantly, but the costing system has not changed. The Board has approached you to look into the above issues. Critically analyze the issues at hand, and suggest a suitable roadmap for the company to revamp its costing system.

2. A company has capacity to produce 100000 units of a product in a year, but due to lack of adequate demand, it is producing only 80000 units / year. The product sells at Rs. 50 per unit. The following details are available regarding the unit costs of the product:

  • Direct Material – Rs. 20
  • Direct Wages – Rs. 12
  • Fixed Factory Overhead – Rs. 2
  • Variable Factory Overhead – Rs. 2
  • Administrative Expenses – Rs. 3
  • Fixed selling and distribution overheads – Rs. 1
  • Variable selling and distribution overheads – Rs. 2

The company has recently received a special onetime order from a foreign client. The order size is 15000 units, and the client will pay Rs. 40 per unit. Should the company accept the order? Would your opinion change if the order had come from a regular domestic distributor of the product?

3 a) A company uses a pre-determined overhead rate for production orders on a labour cost basis of Department I and machine hour basis for the Department II. At the beginning of 2016, the company made the following estimates:

Department I Department II
Direct Labour Cost (Rs.) 5000 2500
Factory Overheads (Rs.) 7500 12500
Direct Labour Hours 4000 1250
Machine Hours 250 5000

Job order no XYZ shows the following details of cost incurred during 2016 in its completion.

Department I Department II
Materials Required (Rs.) 2 10
Direct Labour Cost (Rs.) 5 7
Direct Labour Hours 4 5
Machine Hours 1 13

Assuming that the job No. XYZ consists of 16 units of the finished product; calculate the unit cost of the job.

3 b) For the above company, it was found that at the end of 2016 actual factory overhead cost amounted to Rs.8000 for Department I and Rs. 12200 for Department II. Calculate under or over-absorbed overheads.

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Marketing of Financial Services

1. Ashwin bought a Family Floater Health Insurance policy of a leading private General Insurance company through his Bank. His wife Payal, covered under the policy was hospitalized for 2 days. The insurance company has not yet settled his claim even after 2 months from making all submissions. What steps and strategy should Ashwin follow to ensure that the insurance company settles his claim?

2. Develop a Service Marketing Mix (using 8 Ps) for a Life Insurance company of your choice.

3. You are a Financial Planner. Your client Ankit Desai aged 42 years, married with 2 children requires your help to make some financial planning decisions. Ankit has made investments in PPF, Equity Mutual Funds and a ULIP (You can make any assumptions to further build up your case.)

a) Ankit has shared that he wants to save for his children’s higher education goal. He estimates he will require 25 lakhs 12 years hence for their higher education. Help Ankit align his investments to goals.

b) Ankit wants you to design a small 3 hour financial education program for his children aged 8 yrs and 10 yrs. What relevant topics would you cover?

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Strategic Cost Management

1. A company is considering a number of prospective project proposals. Although the company has the potential to fund all the projects simultaneously, it does not want to grow too fast and out of control. The company has therefore allocated a total amount of Rs. 1000 crore in the current year for Capital Expenditure. Cost of capital of the company is 10%. The relevant details of the proposed projects are shared below.

Project Initial Investment (Rs. Crore) NPV (Rs. Crore) IRR (%)
A 300 780 17.5
B 200 -10 9.8
C 250 450 16.7
D 100 140 12.4
E 350 700 12.0
F 100 60 18.0
G 400 400 13.8

As a specialist in the subject, you have been approached by the Management of the company. Explain with proper reasoning which of the above projects should the company accept to stay within the Rs. 1000 crore budget.

2. A brown goods manufacturer is struggling to regain market share, and does not feature among the top five players in the industry. The past few years have also witnessed high attrition rate among top executives of the company. A newly appointed General Manager has recommended implementation of Business Process Reengineering as the way forward for the company. However, across the Board, there are concerns regarding the success of such an initiative. As a specialist in the area, you are expected to guide the Management through the above.

3 a) A diversified conglomerate is taking a fresh look at the lines of businesses in which it operates. Although it has identified three businesses which are non – core and can be hived off, a segment of the Management is firmly against the concept fearing that outsiders will perceive it as inability of the company to successfully manage those businesses, and consider it as the company’s failure, which can tarnish the image of the Management. As a newly joined expert in the company, briefly explain your viewpoint about the same, and suggest how you will convince the Management in this regard.

3 b) Now that you have convinced the Management regarding utility of the restructuring exercise, prepare a detailed report for the Management highlighting the various forms in which the restructuring can be carried out, along with the associated benefits and pitfalls of each.

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Compensation and Benefits

Q.1) ABC Technologies, a start up in online education field, has hired you as an HR Manager and your first assignment is to set up a compensation system in this start up. You are expected to set up an ideal compensation system. What will be your action before you actually begin with setting up this system?

Q.2) You are an HR Manager of a leading IT firm in India. You are contemplating an ESOP scheme in your organization. After making a presentation regarding the same, Board of Directors have asked you to justify the scheme. How would you justify?

Q.3) You are working in a telecommunication hardware company. Company is facing a serious problem of employee turnover which is 27%. Considering this background, answer the following questions

a) Will you consider giving fringe benefits to the employees? Justify.

b) Will you consider starting an incentive program? Justify.

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Industrial Relations & Labour Laws

1. The working hours of each of the manufacturing unit differ depending upon the availability of resources in that particular area. The management decides on the working hours, the facilities provided to the employees, the wages etc. However, at no point of the decision making is the suggestion of the workers taken. Infact, any grievances by the employees on the decision given by the management is also not appreciated.

The trade union met the management and informed them that if such a behavior continued the employees would go a strike. The management replied saying that it would be physically difficult to travel to all the units before implementing a decision and an economical loss to the company also.

Analyze the case and find a suitable suggestion.

2. Nitin had been working in an industry for the past 10 years. He has been efficient in his work and also been appreciated by his seniors and employers. In the month of November 2017, he was given a promotion. Next month he was transferred to a new unit in a rural area. Nitin refused the transfer stating that he would be getting married within 2 months. The management felt offended and removed his promotion. When Nitin questioned the decision, the management did not give a satisfactory answer, he approached the trade union. The other workers also sympathized with Nitin and joined his dispute. The management told the trade union that if it raises this dispute it shall deduct the wages of the employees. This created a strain in the relation between the employers and the employees.

Analyze the case and suggest the various ways in which the dispute can be settled.

3. Yash was working in a factory. While working a part of machinery fell on his head. He was rushed to the hospital, but was declared dead. The employer said that it was the neglect of the employee, and refused to pay any compensation to the dependents of Yash.

One of the employees in the factory informed the Commissioner about the accident.

a. Advise the dependents on the compensation payable to the employee under the Employees Compensation act.

b. Advise the dependents on the procedure followed by the Commissioner in case of fatal accidents.

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Manpower Planning, Recruitment and Selection

1. Gone are the days when State and National Employment Exchanges, newspapers like ‘The Employment News’, the ‘Classified ‘columns in the newspapers were largely used as the sources of recruitment. Though they still largely dominate recruitments for certain type of jobs and industries; there has been a global shift towards recruitment using social media. Presence on sites like LinkedIn, being a part of various trade specific groups on Facebook, WhatsApp and other social media platforms is on a rise exponentially.

What according to you is the role of Social Media in recruitment? (Focus on points of reach, costs, time frame, etc.)

2. Differentiate between Career and Succession Planning. Discuss the state of succession planning in Indian companies with special reference to Infosys (since 2002- Mr. Murthy stepped down to 2017- Vishal Sikka’s exit)

3. ‘Fly Bird’ manufactures and sells denims for men, women and kids. It is more than a century old company and has 500+ exclusive stores in the country. It has been observed for the past six months that for the stores located in Mumbai, the productivity levels of the front-line staff have gone down which has slashed the profit figures. Further probing into the matter revealed that there has been a new training manager for the Mumbai region. There have been a lot of new recruits due to rapid expansion, who haven’t undergone any training, the existing staff is overworked, and the store managers are struggling between responsibilities of contributing to opening of new stores, supervising existing staff and giving OJT for new recruits.

a. According to you how could training contribute to solving of the issue mentioned above?

b. If you were the training manager, what kind of trainings would you plan for the new recruits? Make reference to Organizational, Task and Person Analysis while giving solutions.

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Organisation Culture

1. CRUX Pvt LTD is a medium sized textile manufacturing unit based in Bhivandi, Thane. You are a newly appointed HR Manager of this organization. In the first week of your assignment, you observe following problems:

– Production delays

– Fights among workers

– Union politics

– Unethical behavior of supervisors

– Communication failure

What kind of a culture would you establish in this organization and what steps would you take to do the same?

2. ABC Ltd is a tech start up in e-commerce segment. Organisational culture of ABC Ltd has following characteristics:

– Predictability

– Focus on inside knowledge

– Easy to live with

– Avoid change

– Looking for data to confirm existing management model

You are hired as a consultant to suggest the ways in which new culture can be created and sustained. Suggest these ways.

3. LMT Ltd, a medium sized IT firm, is struggling to implement the strategies. You, as a consultant, have identified that the organizational culture is not alignrd with the strategies chosen. In this background, answer the following questions.

a. Suggest the ways in which strategies and organizational culture can be aligned.

b. Which types of strategies can be considered by LMT Ltd.

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Performance Management System

1. Define mentoring and discuss the mentoring programmes of at least two companies with benefits accrued.

2. ‘24×7’is a hypermarket chain introduced in the city. It has launched four stores and has been in operation for almost a year now. The HR manager intends setting up a reward system for the employees. Chalk out a detailed plan of action for the same.

3. DKMG is a CA firm having 15 branches in different parts of the country. In the home office there are more than 45 employees. This company has a performance rating under which the employees are rated quarterly by a committee of executives. Linear rating scales are used for conducting the appraisal. The qualities considered are responsibility, initiative, interest in work, leadership potential, co-operative attitude and community service. After the performance is evaluated, the ratings are discussed with the concerned employees by their immediate boss who counsels them. The ratings are used to influence promotions and salary adjustments of the employees.

Recently few employees of the company called on the firm’s owner to express their dissatisfaction with the ratings they had received. Because their ratings were comparatively low, they had been denied annual increments in salary. Approximately, two thirds of all the employees received such increments. The aggrieved employees argued that their ratings did not accurately represent their qualifications or performance. They insisted that “community service” was not actually a part of their job and that what they do off the job is none of the company’s business. The employees threatened to stop work. The threat caused concern to the management. This particular experience convinced the management that ratings may represent a serious hazard to satisfactory relationship with employees. Even the owner finds that performance appraisal is a dangerous source of friction and its hazards outweigh its values; so it should be discontinued altogether.


a. How far do you agree with the management that performance appraisal should be discontinued?

b. If you were the HR manager, how would you tackle the situation?

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Logistics Management

1. Indian logistic sector comprises of inbound and outbound segments of manufacturing and service supply chain for a long time. Why do you think, of late, the logistic infrastructure has gained a lot of attention both from the business industry as well as policy makers?

2. Assume you are the Head of Materials Department and you notice most of the inventory problem are due to poor warehouse management. The warehouse is not organized and there is no proper classification of inventory. What will be your advice to the warehouse manager on classification of selective inventory control?

3. SELMORE is a consumer product distributer with a chain of retail outlets. The warehouse and its stores upkeep are dependent highly on the fluctuating consumer requirement. The General Manager is worried because, the full warehouse utilization throughout the year is less than 75% of the time. Thus for 15 to 25% of the time the space needed to meet peak demand is not utilized.

a. According to you, what warehouse strategy should SELLMORE adopt to improve its warehouse utilization?

b. Briefly summarize the economic benefits of warehouse.

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Supply Chain Management

1. Integrating supply chain partners is very difficult without the use of information technology. Identify four information technology tools that successful organizations use to integrate its supply chain partners and discuss how each of these tools contributes to their success.

2. You are the Supply Chain Manager in a Telecom firm. Your company has planned to invest into new Tower sites in order to prepare themselves for upcoming competition in 4G technology. You may need to redesign the network distribution of your company to make it usable to increase demand. What are the factors you will consider while designing the network, please elaborate them. Summarize your answer highlighting the most important factors.

3. Case Study

Road freight services of India was started by Mr Khanna in 1990 and has grown from a one road freight operation to a fleet serving 200 plus shippers in west zone of India. The Company serves the automotive industry by providing inbound transportation to their warehouses and plants. It has strategic alliance relationship with three large automakers and is the exclusive trucking company for a number of auto suppliers. Mr. Khanna as Promoter of the company is willing to adopt latest technologies, IT system and management techniques. He was about to call strategic planning meeting with his senior executives, he was pondering over recent trends in the logistics field. He also knew that to retain current admirable position in market, his company must continue to be innovative and provide the services based on customers need.During recent past three years, the company has witnessed increased competition. The other logistics companies that provide rush deliveries have made significant inroads in the market where just-in-time management system mandate, VMI inventory system, minimal raw material inventories, guaranteed deliveries and vendor penalties for late deliveries. The perplex trend to Mr Khanna is the growing vertical integration of road freight companies into other logistics services. A number of other companies have started warehousing divisions to provide sorting, kitting (putting pieces together to make up a kit), and cross-docking (moving freight across a dock to a waiting truck). Other carriers are adding third party logistics divisions to manage a shipper/receiver’s transportation and storage activities. Finally a few trucking companies have started air and ocean freight divisions, freight-forwarding services and logistics information services. He also recognizes that this vertical integration of trucking companies is a result of customer growing demands. In addition, shippers are reducing number of vendors in transportation suppliers, being used and asking the minimal vendors to provide a wider range of products and value added services. After considerable thought, company decides that only viable long term strategy is to become a full service logistics provider. If current status of company is continued, it will greatly impair the growth and profit potentials of the company. As part of members in strategy planning group please provide your inputs appropriate from company considering long run.


a. Assess the conclusion reached by organization regarding the nature of today’s logistics industry and increasing consolidation demand of customers.

b. Describe the value added services you would recommend that the strategic planning team consider for the said organization.

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Business Ethics Governance & Risk

1. Fashion Styles Ltd is a garment manufacturing and exporting company based out of Mumbai, India. They are suppliers to an International Brand in Europe. As Head of Supply Chain, Anup is responsible for selection and appointment of third party manufacturer in some of the product category. With recent media explosion about use of migrant worker in garment supply chain he wants to sit with his Human Resources Head, Amrita to review all the relevant compliances, voluntary code / standards they adhere to before appointing new supplier for the next financial year. Anup has given you the responsibility to prepare a document consisting of all the relevant points/topics that he needs to review and discuss with Amrita. So what all topics / points should be included and what should he discuss about each of those topics/points?

2. Do you think pollution is customer responsibility as well? Why do you think so? Who are the other stakeholders around this issue and how are they contributing to the escalating problem? Analyse atleast three ethical dilemmas faced by companies while trying to reduce their pollution levels.

3. A.) Andrew, a customer executive from Southeast Asia will visit your HQ facility and meet with your executive team. Your independent Southeast Asian agent requests that you reimburse the customer executive for his expenses, including expenses that could violate your company’s policies. The agent will reimburse you. How do you proceed? Explain the thought process behind your decision.

B.) Our company prides itself on hiring minorities. One African candidate fully fits the job requirements for the open position. However, we are concerned that our customers will not understand his limited command of the English language. What should be done in these circumstances? As the person to whom he will report what steps will you take and why?

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Financial Institutions and Markets

Q1. Ms. Vijaya, after completing her graduation, has recently joined a bank. With a steady income now and good growth prospects for her career, she intends to save regularly and increase the amount of savings gradually over the years. Her colleagues in the bank have advised her investing in Mutual Funds (MFs), as a suitable option for her. However, Ms. Vijaya is not at all familiar with MFs and has some queries such as:

a) What are mutual funds and why should she be investing through mutual fund?

b) What are the various types of mutual funds?

Prepare a detailed answer for her queries.

Q2. Mr. Sudhindra Kumar, aged 60, has been an investor in stock market for the last 35 years. When he initially started investing in late 1980s, he used to take positions in the stock markets after studying the annual reports of the company. He used to scan financial newspaper everyday to spot a scrip for buying or selling. He used to generate better returns on his investments than his other colleagues who would solely rely on the trends in stock prices to choose the stock. However, by the end of late 1990s, Mr. Sudhindra realized that he is not able to spot as many investment opportunities through his existing methods. He observed that her junior colleague, Ms. Rama was generating better returns than him. Ms. Rama also shared with Mr. Sudhindra that she picks up stocks based on the recommendation of his stock-broker friend. His recommendations have been a hit as he is very well connected to many corporates, financial intermediaries and other brokers. He seems to get to know about the corporate and market developments ahead of the many investors. Mr. Sudhindra requested Ms. Rama to share such invest tips with him as well in future. Using these tips judiciously along with his old methods of investing, he continued to generate handsome returns on his investment. After various stock-market scams, in the early and mid 2000s, various regulations were brought in place by SEBI to curb manipulation of stock prices and bring more transparency of information, especially for the small investors. As a result, the flow of “reliable and worthy investment tips” through Ms. Rama dried up and once again. Today, Mr. Sudhindra finds that his older methods of investing are not as effective as they used to be in past, in identifying an investment-worthy stock. All the information related to any stock is almost instantaneously and simultaneously available to the whole market, with the help of technology. Hence, opportunities to beat the market in generating returns have become far lesser than in past. Based on the above information, what are your observations regarding the market efficiency of Indian market since 1980s? Put your commentary/conclusions with your rationale for the same.

Q.3 DEF Limited is an Indian company, engaged in export oriented trading of various manufactured items. The company buys products manufactured in India and sells its products primarily in US. The company pays to its vendors/sellers in Indian rupee and it receives payment in USD after 90 days of dispatching its products. Also, the company borrows money in Indian Rupee for working capital purposes. The cost of borrowing for the company is around 14%-15%. The company aims to reduce its borrowing cost and is exploring options for the same.

a) How can DEF limited manage/mitigate the forex risks?

b) What kind of Swaps instruments DEF Limited can use to manage the forex related risks and reduce borrowing costs?

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Integrated Marketing Communications

1) You are about to launch a product (you can select a product of your choice) in India. Using the customer-controlled market concept how will you ensure the success of that product?

2) You have been assigned a role to market a deodorant by a well known company. How will you use and improve your personal selling skills to increase the market share of this brand?

3) Case Study

Its not Tesla that scares Europe in electric-car race.

Electric car production in the European Union got a spur on Wednesday as EU regulators acted to close a technological gap with China by seeking stricter emission curbs on manufacturers such as Volkswagen and Fiat Chrysler Automobiles.

The European commission, the EU’s regulatory arm, proposed a 30 percent reduction in car discharges of carbon dioxide by 2030 compared with 2021 levels, as part of a steeped-up ight against global warming. The plan which will progressive tighten existing CO2 limits, features incentives or automakers to shift to electric vehicles.

There’s a component of trying to facilitate the development of a powerful car-manufacturing industry of electric vehicles. Miguel Arias Canete, EU climate and energy commissioner, said in an interview in his Brussels office.

There will be a race for developing lean-energy vehicles. We are seeing that the others are taking a global lead. Europe is gearing up for a technological revolution in road transport that would push the traditional internal combustion engine from showrooms into museums in a bid to retain leadership in the worldwide market of passenger cars.

The combustion is taking advantage of the landmark climate-protection agreement reached by almost 200 countries in Paris in late 2015 to get a grip on the European road-transportation pollution, which has bucked a general trend of falling EU discharges of greenhouse gases including CO2 that are blamed for climate change. Under the Paris accord, the EU aims to slash such pollution at least 40 percent by 2030.

As China expands its electric-vehicle prowess with the blunt policy of quotas, Europe is counting on a more nuanced approach that would force carmakers to choose between making the combustion engine cleaner or abandoning it in favour of electric vehicles.

The production of Tesla cars in 2016 was around 80,000 cars, Canate said. The big problem is China which has mandatory target of 10 percent in 2019, 12 percent in 2020 and 7.5 million vehicles per year in the future. The Chinese market already boasts 400 types of electric vehicles, whereas Europe has six, according to Canate. India meanwhile aims for all new passenger cars sold by 2030 to be electric. There is a huge gap between European Union, which invented the car, and developing countries, Canete said.

a. If India develops the Electric car and by 2030 all cars sold will be electric which media do you think is suitable to advertise from the Integrated marketing communication perspective? How would you plan to launch the car?

b. What do you think the future of this industry will be? How can one leverage and grow the market share of electric vehicles?

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Project Management

1. Using a suitable example discuss the difference between Technical analysis and financial analysis of a project.

2. Explore the capital budgeting process of any infrastructure project of your choice, and explain the different parts of capital budgeting that the organization should consider while choosing the project.

3. The Hyderabad Metro Rail opened for public on 29th Nov 2017, with passengers describing their first-time travel by it as a “convenient, comfortable and awesome experience”. The metro rail commenced its operations between Miyapur and Nagole stations, having a total distance of 30 kms and 24 stations, the concessionaire, L&T Metro Rail (Hyderabad) Ltd, said in a statement.

“Every project has its own share of challenges and Hyderabad Metro Rail Limited has had its fair share, but despite all those we have built a world-class, consumer- friendly metro service that will be a benchmark for other metro rails in the country,” L&T Metro Rail (Hyderabad) Ltd’s Managing Director and Chief Executive Officer Shivanand Nimbargi said. “This is the biggest public private partnership (PPP) in the world and we are proud to be a part of such an initiative,” he said.

The Hyderabad Metro Rail project is the first ‘transit oriented development’ (TOD) project that will exploit the real estate and earn revenue by leasing out commercial and office spaces inside and outside the metro stations across the city, an official statement said. The rapid transit project has been planned with two components – stations along the elevated metro rail system and TOD branded ‘Hyderabad Next’. Depending on the city’s appetite, ‘Hyderabad Next’ will be developed with various assets like office and retail spaces, hospitality, healthcare, and mixed use facilities, the statement said.

(Source: Times of India, Hyderabad, November 29, 2017)

a. Explain the various characteristics of Hyderabad Metro Rail project.

b. Discuss in brief the different activities executed during the project life cycle of the Hyderabad Metro Rail project.

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Strategic Financial Management

1. A company is evaluating a proposal to replace a machine costing Rs. 800000 and having a written down value of Rs. 400000. The machine has a remaining economic life of 5 years after which it will have no salvage value. However, if sold today, it will fetch an amount equal to its book value. The new machine is expected to cost Rs. 1400000. It is also expected to have a life of 5 years with a scrap value of Rs. 400000. Owing to its technological superiority, the new machine is expected to contribute additional annual benefit (before depreciation and tax) of Rs. 400000. The company’s opportunity cost of capital is 10%. The tax rate applicable to the firm is 30%. The company follows Straight Line Method of Depreciation for its machines. Should the company replace the old machine with the new one?

2. The country’s leading oil company is planning to set up a Greenfield project to carry out exploration work in a recently identified prospective site. Keeping the high risks associated with this project in mind, funding the project is turning out to be tricky issue for the company. You, being a subject specialist, have been approached by the company to assist it in project funding. Identify the possible sources of fund for this Greenfield project. Also, guide the company through the various stages involved in the project financing.

3. A) A company is considering an investment of Rs. 500 million in a project. Expected earnings before interest and tax (EBIT) are Rs. 150 million per year. The operational risks associated with the project are fairly low, and EBIT is expected to remain steady during the project tenure. The company can raise equity, 14% preference shares, 10% debentures, or any combination thereof. Face value of equity shares is Rs. 100. Tax rate is 30%. The company is exploring the following four financing options:

  • Issue equity capital at par value
  • Raise 50% by equity share capital and 50% by preference capital
  • Raise 50% by equity share capital, 25% by preference capital, and 25% by debenture
  • Raise 25% by equity share capital, 25% by preference capital, and 50% by debenture

Identify the best financing option for the company.

3. B) Which of the above four options will be the best, if the expected EBIT is only Rs. 60 million per year, everything else remaining the same?

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Advance Supply Chain Management

1. One trading company, dealing with chocolates distribution, outsourced warehousing operations to a Third Party Logistics (3 PL). 3 PL company received 3.0 lac pieces of chocolates which had near expiry date. The Purchase Manager of the trading company verbally advised the 3 PL to accept the stock as all will be distributed immediately for Diwali sale. However, after Diwali 40% of the stocks were returned by the retailers to the 3 PL warehouse as they got expired. Now the Finance dept of the trading company, without knowing the fact of supply, has informed 3 PL that they have to bear this loss. If you are the Head of 3 PL warehouse how will you take it up with the company to avoid the debit note and also what type of SOP should be in place to avoid such issues in the warehousing operations.

2. You are a transporter and have been asked to give a quote for the following transportation job.

This is an automobile manufacturing company and has to collect parts from 4 vendors in Delhi and deliver to your customer’s plant in Bangalore for manufacturing final product. The parts will be given in returnable plastic crates by the vendors which have to be returned to the vendors in Delhi. The pickup of parts has to be done thrice a week. The same trucks can bring back the empty crates. Sometimes the client does not give the empty crates immediately and there is a delay of 3 to 4 days which leads to detention of vehicles. The client will not bear any detention charges. You have a small warehouse in Bangalore.

What is your proposal of transportation for the above job and how will you manage the detention charges whenever there is delay.

3. Your company is trading a consumer product and 5 stickers have to be pasted on each box. The company has following options:


  • Pasting one sticker will cost Rs. 0.50/- (50 paise)
  • Required output per day is 3000 boxes. But this will increase during seasonal period.
  • Workers required 10
  • If the job is over these workers can be utilized for other jobs in the warehouse.
  • Worker’s daily wage is Rs. 500/- day for 8 hours and overtime is double the amount.
  • Company has to employ workers and take all liabilities of this headcount like PF, ESIC, bonus, leave etc.


  • It can be outsourced.
  • Outsourcing company will charge Rs. 2.00 per box
  • They will decide the required number of workers but will give the output of 3000 boxes.
  • If the job is over all workers will leave for the day as the rate is per piece basis.
  • The contractor will meet additional requirement also at any time by increasing the headcount as and when required.

Question A

What are the benefits and drawbacks of selecting option (a)

Question B

What are the benefits and drawbacks of selecting option (b)

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Decision Analysis & Modeling

1. Discuss and describe the role of linear programming in managerial decision-making bringing out limitations, if any.

2. A retired person wants to invest upto an amount of Rs 60, 000 in fixed income securities. His broker recommends investing in two Bonds: Bond A yielding 7% and Bond B yielding 10%. After some consideration he decides to invest at most Rs 24, 000 in Bond B and at least Rs 12, 000 in Bond A. He also wants the amount invested in Bond A to be at least equal to the amount invested in Bond B. Formulate this problem as a linear programing problem with the objective of maximizing the return from investments.

3. The manager of a bank observes that, on the average, 18 customers are served by a cashier in an hour. If the service time has an exponential distribution, answer the following questions

a) What is the probability that a customer shall be free within 3 minutes?

b) What is the probability that a customer shall be serviced in more than 12 minutes?

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International Logistics & Supply Chain Management

Question 1

You are a purchase manager and have to develop two vendors for supplying tissue papers for your hotel. The packing quantity is one box of 100 tissues. Monthly consumption is 50,000 boxes. The consumption is very high and hence it is A value item. These papers will be used by all customers in the hotel. In all 3 vendors have responded to your query and the details are as under:

Vendor Rate in INR Location Factory condition Leadtime Storage capacity
1 320 per box 10 Minutes from hotel Unhygienic, untidy 15 days Cannot hold stock for more than a month
2 340 per box 2 hours from hotel Very clean, tidy and best quality 20 days Can keep stock for 2 months in his warehouse
3 355 per box 3 hours from hotel Moderate conditions 30 days Can hold stock for three month

Whom you will select and the reasons for such selection. The price is yet to be negotiated.

Question 2

Your company is dealing with imported electronic items to market in India. All items are brought by sea only as they are container loads and in huge volume. You have to select one 3 P L service provider in Chennai to receive, stock and distribute the items to PAN India. 3 service providers have offered their services as under:

Service provider Rate per pallet position Location Warehouse condition Strengths Weakness
1 450 per pallet of 1 cubic feet 45 km from sea port and city Very good, racking system with good material handling equipments, good software system Good staff, security, safety, clean and tidy Rate not negotiable, 30 days credit and insists on time payment
2 420 per pallet position 35 km from sea port and city Unprofessional, racking available, good software system Not very good staff. Safety is weak Nothing specific
3 430 per pallet position 75 km from sea port and city good racking system, good software Staff quality good, safety good Nothing specific

Please suggest a good 3 PL service provider and the reason for selecting the same. (10 Marks)

Question 3

Your factory is located at Nagpur in Maharashtra. Your company would like to export a consignment which has odd dimension. The product is projecting outside the container on the top by 6 inches.

a. What type of container would you suggest to the company to move this consignment safely to the destination? Explain the reasons for your selection.

b. What is your proposal to move this consignment to the seaport i.e. loading the container from the factory at Nagpur or bringing the consignment to the sea port and load the container? Explain your decision with all details.

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World Class Operations

1. List the various Techniques and Tools adopted by companies to achieve World Class Operations. Discuss in brief any 3 Tools applicable with reference to a Restaurant. How successful are these Tools for the company in achieving World Class Operations.

2. Define the concept of ‘Total Quality Management’. What are the fundamental factors (7Ms) affecting Quality. Discuss how these factors are adopted to achieve Total Quality with a reference to an Educational Institute (10 Marks) 3. ‘SITI Bank’, a leading private sector bank in the banking industry, has seen an ever growing demand from its customers for the best service. This has become more challenging for the bank on account of the competition; especially since newer MNC banks in the private sector have been added in the past few years and they are well equipped with all the latest techniques in their domains. The Bank’s management on analysing the decreasing net profits came up with 2 major reasons for the same: the first being the dwindling number of customers satisfied with the bank processes and secondly the higher input costs of operations (infrastructure, power consumption, etc)

Discuss the following aspects which the Bank’s management might be considering in providing Quality service to its customers

a. The Bank’s service processes have a lot of issues, their operations are disturbed and consequently the output levels are not satisfactory. Discuss in brief how the Bank can adopt the concept of FMEAC to analyse and correct/eliminate these issues.

b. Discuss how the Bank can adopt the concept of ‘Green Production’ in its working environment to possibly decrease operational cost.

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Financial Accounting

1. Amey Ltd is in the business of manufacturing silver utensils. Describe which Accounting Standard would be applicable on the company for the purpose of Valuation of its inventories as the company has to prepare and present its financial statements on time. Also, explain the cases which are out of the purview of the relevant accounting standard.

2. How a particular Cash Flow of any organization can be constructed? What Objective management needs to keep for a Cash Flow Statement along with control aspects over cash from operations?

3. a) Discuss the peculiar Accounting Concept with a suitable example which justify Longitivity of Corporate Life?

3. b) The following Ledger balances have been extracted from H. Lokhandwala as on 31-3-13. The Final Amount Required to Balance to be considered as Capital.

Particulars Rs.
Purchases 70000
Stock on 1-4-1996 14000
Sales 105000
Sundry Debtors 23800
Discount received 3500
Carriage outward 700
Cash in hand 3500
Machinery 24500
Prov. For Depreciation on M/C 4200
Drawings 7700
Returns Inward 3500
Premises 28000
Sundry Creditors 16100
Discount allowed 2800
Carriage Inward 1400
Cash at Bank 17500
Sundry Expenses 2100
Bad debts written off 2450
Provision for doubtful debts 2380


Discuss the technique (along with the necessary steps to apply the same) frequently used in financial accounting to check the arithmetic balances of accounts and in your final answer mention the value of capital. What if, the arithmetic accuracy is not checked? Mention the consequences, if any.

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Commercial Banking System & Role of RBI

1. Cost-Volume-Profit analysis in financial appraisal is a specific way of studying inter-relationship among above three variables and establishing relationship between revenues and cost with respect to volumes. Explain the cost structure of a business firm and uses of Cost-Volume-Profit analysis.

2. Risk manager is a key member of senior executive team who helps to define business opportunities from risk-return perspective. As a manager, discuss about ALM Risk Management system, Objective and the need for ALM.

3. A) When the investment bank Lehman Brothers fell on 15 September, 2008, it was the largest bankruptcy ever, and it still is. Thus, before the bankruptcy, Lehman Brothers’ risk management department identified five specific risks inherent in their business. Explain in detail the various types of risk which could have led to their downfall.

3. B) Lehman Brothers were also heavily involved in different kinds of subprime loans and mortgages. Discuss as how the above two factors contributed to their downfall.

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Retail Banking

1. What are the different Marketing modes and the different Distribution channels available for commercial banks to be able to reach customers and service them extensively? Discuss the marketing mode and distribution channels for a commercial bank if it has to open branch operations in a rural area.

2. What are the need /reasons for commercial banks to open branch operations in a rural area? Discuss the various retail banking products these banks can offer in a rural area.

3. The Retail Banking environment has seen a tremendous change in the past few years. This is especially true in the case of urban markets where the entry of private and foreign banks has given the Retail Banking customers any options to choose from. With reference to this dynamic changes in retail banking in the urban market discuss the aspects as given below

a. What are the recent trends seen in the Retail Banking scenario adopted by banks to provide better products as well as enhance their operations?

b. Discuss the various possible ways in which retail banks improve their operational efficiency, provide better customer service and at the same time generate better revenues/profits.

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Insurance & Risk Management

1. Anil has recently started working with a renowned MNC after passing out of a premier B-School. A senior colleague has suggested him to start investing early, if he wants to build a large retirement corpus. He also suggested Anil to take adequate life insurance cover. Anil is however, unable to properly understand the utility of a life insurance cover. You are required to provide Anil with an understanding of the importance of Life Insurance cover, and the various types of Life Insurance Products that are available.

2. Anita is self employed. She is thirty one years old, and is a fitness freak. She looks upon health insurance policies as useless annual drain on people’s monetary resources. Confident that she will remain fit and healthy in the foreseeable future, she has decided not to spend yearly sums on buying a health insurance policy. Do you feel that she is doing the right thing? If not, suggest suitable types of health insurance policies that she can consider.

3. A) John is forty years old, and works in the Private Sector. He feels it is still too early to worry about old age, and does not have a systematic investment plan. His focus is very much on the quality of life at present. As his financial planner, discuss the types of risks he will face post retirement.

3. B) Suggest ways through which John can plan for good quality of life post retirement.

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International Banking & Foreign Exchange Management

Q1. 3rd November 2017, Government announced recapitalization, According to many expert this step will help Public Sector Banks to expand their operation, how it will happen and when? How it will have impact on their FOREX transactions?

Q2. Goods and Service tax is considered as tax reform in India, But on the other hand its slow down the pace of economic growth of the country, do you think it had positive impact on FOREX transactions? Explain various provisions under this act for FOREX transactions?

Q3. Traditionally, NRIs have been more comfortable investing in real estate in India. Real estate investment gave returns in the country at an average of about 14-17% in this decade. Sensex returned 19% in the decade and top performing diversified equity mutual funds have given returns in the range of 25-30%. Though past performance cannot be a pure indicator of future performance, but the pattern will stay true if the Indian economy grows in the 8-9% range in the next decade. So it makes good sense to get a life beyond real estate!

In absolute amount it does make a huge difference!

Type Average return Invested amount Years Value
Real estate 15% INR 10 lacs 10 INR 40 lacs
Sensex 19% INR 10 lacs 10 INR 57 lacs
Diversified Equity Fund 26% INR 10 lacs 10 INR 1 cr

a. NRI from which country can’t invest in the Indian Mutual funds? Why NRI’s prefer Indian mutual funds as an investment option?

b. NRI need to have NRO or NRE account to deal in INR, What is the role of these account in case of mutual fund investment? Explain the formalities to purchase Indian mutual funds for NRI’s.

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Treasury Management in Banking

1. Receivable Management is one of the vital function of treasury Management. Delays in receivables collection directly affect the working capital requirements of the organization. As a manager discuss some of the best practices in receivables management with your team and make them aware about the importance of Receivable Management.

2. Banks are exposed to different types of risks that may have a negative effect on their business. As a manager identify & discuss the various types of risk .Also describe the three important functions of risk Management.

3. In spite of the elation of financial inclusions and the growing banking sector in India, increasing number of defaults by big businesses have brought the focus back on the alarming situation of the Indian banks’ balance sheets.

a. Discuss the two ratios that are essential for measuring liquidity management.

b. Discuss some warning signs of impending liquidity risks in Indian banks?

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Marketing Research

1. List and briefly explain the various methods of choosing a sample instead of the entire target population while conducting a consumer based research, for an Automobile manufacturer. Is sampling methods preferable over choosing the entire population for the manufacturer for a research process of a feasibility study of launching a new car model?

2. Preparation and presentation of a Research report is also as important as the research process. Discuss this statement from the viewpoint of a research agency on behalf of client who are a leading corporate. What are the steps involved in preparation its Research report and presentation?

3. ‘Swadish’ is a Multi-cuisine Restaurant running for the past 20years in a Cosmopolitan area which are predominantly middle class customers. However in the past couple of years the customers have been decreasing. The restaurant management is considering changing the ambience and more importantly the menu. The management has formed a core team who are working on the above conservation through a research process covering the entire area. Answer the following aspects for the Research that the restaurant management team have to do

a. What are the objectives for the research that the restaurant management have to consider whilst conducting the research?

b. What are the various sources of Primary & Secondary data for the management to decide the reliability of the conducted research?

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Employee Development and Talent Management

Q1.” According to surveys, 76% of employers have increased the emphasis on providing performance feedback. 34% organizations have established a process to capture and communicate real-time feedback. Today, employees don’t want an unrelated excel rating where even if the project is a success, the employee gets a rating which is not related to his/her hard work. Employees expect companies to focus on enhancing their personal skills which, in turn, would speed up career and financial growth.” Based on the statement, what should the companies expect from a modern Performance Management tool/model?

Q2. “To win in the marketplace you must first win in the workplace.”

A company’s employees are one of its most valuable assets, and managing them can be the most important — yet challenging — tasks required of management. What is it that drives employee motivation? What causes an employee to WANT to do his or her job successfully?

The answers to these questions should be on employer’s minds if they are to retain and create effective, productive workforces. Remember, your number one customers should be your people. A lack of employee motivation is a true killer.Popularized by the movie Jerry Maguire, “Show me the money” has become a commonly used term in society. And, often, this is the basis for what most people think is at the top of the list for employee motivation. But, is it? Analyze the statement and elaborate whether or not you agree with the paragraph. Also describe the motivating factors that an organization can focus on in attracting and enticing employees.

Q3. Employee autonomy will become a huge perk

Independence and autonomy will become critical to employees — and a perk that performance management systems cannot ignore. In order to get the most out of our workforce, managers should coach and support, rather than micromanage. As such, we predict that more companies will place employees in the driving seat and give them greater control over their own goals, personal development, careers and even their hours.

Companies like Deloitte make employees responsible for arranging their regular one-to-ones with their manager, reducing the burden on managers to keep track of who they need to check-in with.

Walmart made headlines this year with its decision to give workers more power over their schedules. Employees now have more certainty over their hours and Walmart is able to improve staffing levels during peak shopping times. This flexible nature can also be seen in companies such as Microsoft and Sweaty Betty, who now offer flexitime to their workforces.

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HR Audit

Q.1. Beepen Pvt. Ltd., is a Company employing 250 workmen where due to financial problems, the wages are not paid on time, workers are terminated without proper notice and there is lots of discrepancy in wage deductions as well. Some 14 workers of this Company are planning to file a complaint against the Company. The Director of the Company has got the hint of it and has asked for your help on the same. What would be your suggestions on it?

Q.2. Ms. Leena Rai is a very hardworking employee & has always delivered beyond expectations. She has worked in this Company for around 2 years now but is seen always dejected and negative of the environment. She is also looking for a job change. The HR wants you to conduct an audit that would help him in resolving the problems thereby retaining such an efficient staff. Conduct an audit.

Q.3. Elite Tech Ltd., an engineering company recruits 400 technical and management trainees. The company decides to train the technical and management trainees at the same training site to reduce training and logistics costs. The training manager has to organize the induction program for the recruits and also conduct job specific training. You have been appointed to conduct Induction and Training and development Audit for the Company.

a. What are the key legal aspects in Induction Audit as well as Training and Development Audit.

b. What are the documents required for Induction Audit as well as Training and Development Audit.

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International HR Practices

Q.1) M & T is a leading construction company in India. Currently they are running three international projects, one of which is in Saudi Arabia. In last two years, company is facing a serious problem of return if expatriates. You, as an HR Manager, is asked to look into the matter and suggest measures. Before suggesting measures, it is important to analyze the reasons for expatriates failure. What could be the possible reasons for the failure of expatriates?

Q.2) ABC Ltd. is a global strategy consultancy firm based in India. They have presence in more than 50 countries in the world. At present, they have an annual performance appraisal system in place which is applicable across all the counties they are operating in. However, there is no significant improvement in the performance of a unit based in Nigeria. How will you rectify this problem?

Q.3) LBT Ltd, a leading automobile company from India, has started it’s first manufacturing unit in Indonesia. You are selected as an HR Manager for the plant. The plant has 500 employees, 80% of which are locals. Considering this background, answer the following questions

a) What are the possible ethical dilemmas?

b) What will be the components of effective ethics training program?

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Strategic HRM

1. Ritesh the CEO of Neoni Healthcare service found that the turnover ratio of marketing department increased by 12% to 30% in last two years. By analyzing he found that low motivation, incompetent manpower, lack of career growth and non- challenging job is the main reason behind this. Reset the goals as a Human Resource Consultant and develop a strategy to achieve the new goals.

2. Dabell, a big business group plans to enter in B to B retail. They found that the traditional employee management practices are not enough with the advancement of technology and globalization. The retail hypermarket business is very dynamic and changing very rapidly. It is observed that for operational excellence the employee management need to manage strategically and aligned with the organizational strategy. As the HR head give the reasons why traditional people management practices are not fit in the present dynamic business and suggest the SHRM process to retail outlet.

3. Seva Pharma Ltd. A twenty years old Pharmaceutical company observed that the compensation system is no more a motivation for the employees. The company gives base compensation along with 5 to 10 percent increment every year.

a. Design a compensation strategy to attract and retain excellent manpower by adopting holistic approach.

b. Identify any two strategic issues the organization need to deal while deciding compensation.

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B2B Marketing

Q.1 Crompton Greaves Ltd is the leader in Indian Domestic market for electric motors, which conform to Indian & International Standards. The company faces a severe competition from small scale motor manufacturer as well as large global players like Siemens & ABB. What suggestions you would like to give to the company to maintain its leadership position in this product category?

Q.2 Sam Chem Corporation is into the business of House Keeping products & equipments. Develop an effective communication programme for the company.

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

Mahindra Parikh, Senior Manager-Commercial, India Textiles Ltd., felt doubtful on bringing down the delivery time from 60 days to 45 days, demanded by some international buyers of garments. The company’s manufacturing unit at Bangalore produced garments like shirts, trousers, for domestic as well as international customers, including Walmart, i.e. Penny, and Gap. The production process included various operations like dyeing of yarn, weaving, and processing.

The production was organized on three shift basis. The company had outsourced some of the operations like processing because it did not have facility to do the processing, although it had adequate space.

Mahindra asked the market research manager to get the information about the competitor’s delivery time for the garments. The market research manager informed him that only four out of about 100 garment (or apparel) manufacturing units were in a position to fulfill the important purchasing objectives of 45 days delivery time and consistent product quality. Mahindra applied a lot of pressure on the existing processing firms to bring down the delivery time. However, he did not receive any positive commitments from them. Mahindra felt that it was very important to satisfy the delivery and quality objectives of the garment buying firms, in order to achieve the company’s sales and profitability goals.


a. If you were Mahindra Parikh, what would you do?

b. ‘The company had outsourced some of the operations like processing because it did not have facility to do the processing, although it had adequate space’. Do you agree with this decision? Justify.

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