[No. of Printed Pages - 8] errares Barol, No. OK [BMCF] END SEMESTER EXAMINATION : NOV.-DEC., 2016 STRATEGIC MANAGEMENT Time: 3 Hrs. Maximum Mars : 70 Note: Attempt questions from all sections as directed. SECTION - A (30 Marks) Attempt any five questions out of six. Each question carries 06 marks 1. Identify different levels of Strategy and elaborate how it connects with a business of your choice 2. Analyze the external environmental factors for any business and discuss its impact on strategy formulation. Sometimes it is old products old markets and sometimes it is new products and new markets. How do you see Ansoff’s matrix in light of products and Markets in the Mobile Telephony ? 4. Demonstrate how Blue Ocean Strategy is applicable for products in technology driven industries ? P.T.O. (1741)STRA701 a 5 Demonstrate how different marketing strategies are ‘pplicable when the industry structures changes. How do you see the combinations of resources and ilities within a rising busi ay start-ups with 1-3 years of ¢ © since their inception 2 SECTION ~ 5 (20 Marks) Altempt any two questions out of three. Each question carries 10 marks Develop the VRIO framework for an Automobile Manufacturing unit. How do you See its critical implication while devising strategy? Discuss the corporate business War between Apple TPad and Samsun Galaxy Notebook. What is the nature of competition ? Build up an example from one of the following ation / FMCG / Airline industries: Telecommun, Consumer goods industry and draft the ision, Mission and Objectives of a company in the chosen Industry with proper justifications,STRA701 3 10. SECTION - C (20 Marks) (Compulsory) Case: PAYTM INTRODUCTION CHANGE is the 0 ly thing constant in the world that we live in! The world now has moved from r charging bills at the designated outlets to doing them online and the first company that began to 0 that ice in India is Paytm ~ “Pay Through Mobile”. Paytm an One97 incubated venture in the most ed terms is nothing but a medium through which y & everybody harge or pay majorly all their bills. It also provides a marketplace to shop for multiple items ranging from electroni goods to clothes and a lot more, Founded in 2010, Paytm started as a prepaid mobile recharge website. Curren business is not only limited to recharge but has expanded as online payment platform including mobile recharges, utility bill payment, wallet payment and wallet to wallet and wallet to bank transfers for many leading internet based companies like Bookmyshow Makemytrip, FoodPanda, IRCTC and many others. It was founded under the implemented idea of Vijay P.T.O. (1741)STRA701 4 Shekhar Sharma and 3 first mover advanta; in the mobile industry. The company has been backed up by Alibaba group and Ratan Tata. The firm raised m Al $575 million fi aba group for a share o the company. Paytm is growing faster and they have over 20 million registered users as per their current data. Their website and mobile app has been transformed into a fully-fled ed marketplace offering categories from electronics, mobile phones, sports & health, home & kitchen, books, baby & toys and many more categories. The app downloaded on various platforms has touched the mark of 7 million, The additional features add like Bargain power, which is not currently available at any other marketplace and unified dashboard has ng. Monthly made the selling and buying more int order of over 15 million is completed over here The Entrepreneurial Journey Vijay Shekhar Sharma is a robust and dynamic business leader, currently the founder and manag ications Pv director of the lite setup One97 com Ltd. He was born on 8 July 1973 and complet graduation from Delhi College of Engin family background has been encouragi a7anySTRA701 5 supportive while helping him in shaping his ideas. V hailed from a small town in Ind and completed his education in native language Hindi, which add the industrial hardships in his later life. Vijay Shekhar in his initial college days started a firr Xs! Corporation with his batch mate Harinder Takhar, which offered web guidance services to the clients. of Rs. 20,000 from one of They received seed mon the Angel investors. They invited two friends additionally and operated together till 1999, post which they sold it to Living Media India for half a million dollars. After selling the firm, Vijay worked for a had Rs.2 while in a company but soon got bored. Hi lakhs with him, enough to pursue his passion and start a company. He along with his colleague, Rajiv Shukla, co-founded One97 Communications Ltd, a mobile value-added services company. But in 9/1 tragedy ge their business crashed. His partner left him He almost ran bankrupt. Subsequently, faced with money crunch, he started using public transport, lived on two cups of tea. It was a tough time for him. His father persuaded him to take a job. The whole family m willing to get him marri rl was ready to marry him‘! They initiated their product with B2B customers, whichSTRA701 6 to B2C. Their marketing strategy via presence in Facebook and word-of-mouth resulted in sale of approximately 5-6 k re es a day Hard work and perseverance has resulted in the cent sales of Rs. 1,00,000 cs a day. They majorly wanted to use the funds in building brand “Pay ” but circumstances willed otherwise. They initiated marketing aggressively by launchi multiple radio ads, releasing several offers users and initiated net banking. The logo was redesig his brought in a deluge of 1 Crore worth of pl8, DishTV, Snapdeal, THE ENTERPRISE Paytm is the consumer brand of India’s leading mobile internet company One97 Communications, It is India’s largest mobile commerce platform, Paytm started by ‘arge and utility bill payments and irketplace to consumers on its mobile apps. They have over 100 million regist users. In a short span of time Paytm has scaled to more than 60 Million orders per month. One97 investors include Ant Financial (AliPay), SAIF (1741)STRA701 7 Partners, Sapphire Venture and Silicon Valley Bank. They dein Ht tm Spends long untiring hours nisin an open culture, inviting ideas and designis feat es to smallest details They also strive to create accessibility, convenience and Credibility. Simplicity is their mantra They are driy n by a though that the world is increasingly becomi mobile, people wanting access with Convenience. At Paytm, offers an option of recharging and shopping on the move through a secure onl Wallet called Paytm Cash. The goals are set igh and ly. cach employee strives to achieve it meticulou: The Business Model and Str By Profitability may not be the main concer for Vijay “Their main focus is in catapulting transaction from Paytm platform by small and medium businesses, Pa tm is convinced and pursuing to change the e- commerce landscape in India, 1 appreciates that the World is cluttered with websites that recharge prepaid mobiles. In India there are currently more than 780 million mobile subscribers in India and about 90% use Prepaid mobile connections. An average recharge is around Rs. 105 ~, Teading to massive prepaid recharges of more than Rs. 70 billion h, ppening every month P.T.O. (1741) edSTRAT01 8 This is a ready to exploit opportunity. In the bargain , Firms offer exorbitant discounts of competitiven in attracting and retaining customers, and being trapped into a.discouiit war. PayTM has entered the market with a clear differentiation on the basis of user experience, quality of service and execution. Delivery is what the customer wants from the core function ity; no amount of discount can get success. (a) What is your understanding on the “Life cycle” of Paytm particularly in areas of knowledge and learning as an impact on its growth strategy ? (10) (b) Describe the need fr an-effective strategic control system, referring the case. (10) (1400) (a7a1y