PGDM Semester - I (2020-2022) End Term Examination

Subject: Marketing Management Maximum Marks: 60

Date of Exam: 19/12/2020 Day: Saturday
Time: 11:00 am – 1:30 pm / Duration: 2 Hrs 30 Min Total No. of Pages: 02

Instructions
• Q 1 is compulsory and carries 20 marks.
• Attempt any FOUR questions from Q2 to Q7 (10 marks each)

Q1. Read the Case Study and answer the questions: 20 Marks
Globe Tracker increases supply chain visibility with IOT

Visibility into a global supply chain is critical. Cargo needs to be tracked and monitored
at every stage of its journey, ensuring it arrives, both on time and in good condition.
When cargo goes missing or conditions within refrigerated containers, like a rise in
temperature, threaten its wellbeing, action must be taken or money will be lost. Being
able to monitor container health and location is the crucial first step to improving
operations and enabling cargo to arrive intact and safely.
Based in Denmark, Globe Tracker specializes in supply chain tracking, monitoring and
cutting-edge sensor technology, providing true end-to-end supply chain visibility. In
addition to innovating solutions that provide enhanced visibility of containers both on
land and sea, the company also makes the GT Sense platform, which allows monitoring
and tracking of reefer operations around the world.
Globe Tracker needed a partner that could ensure their GT Sense-equipped containers
would be able to roam seamlessly across trade routes through different countries and
regions, so their customers, like leading shipping company, Hapag-Lloyd, could be in
reliable and consistent contact with their cargos.The company also needed a way to
manage the immense volume of IoT sensors and trackers placed on the containers.
Globe Tracker selected T-Mobile Austria to provide worldwide connectivity and
complex device management, powered by Ericsson’s IoT Platform As part of the
Deutsche Telekom Group, T-Mobile Austria’s vast network and partner ecosystem
allows GT Sense-enabled containers to have reliable connectivity no matter how many
1
 countries and regions through which they may travel.
a) How will Globe Tracker benefit from selecting T-Mobile Austria and Ericsson
as their partner? (5 marks)
b) What role is IOT playing in this case? (5 marks)
c) Will this deal give Globe Tracker a competitive advantage and why? (5 marks)
d) What effect will the deal have on their business with Hapag-Lloyd? (5 marks)
Q2. Forest Essentials is a brand into luxury Ayurveda? Explain the strategies they can adopt 10 Marks
to increase customer engagement.
Q3. When CK Prahalad's book, The Fortune at the Bottom of the Pyramid, was published in 10 Marks
2004, the book made an immediate splash. Its argument was irresistible: The world's
poorest people are a vast, fast-growing market with untapped buying power, Prahalad
wrote, and companies that learn to serve them can make money and help people escape
poverty, too. Do you agree with this statement? Substantiate your answer with
examples.
Q4. a) What opportunities and challenges do businesses adopting green marketing have? 10 Marks
Explain with examples. (5 Marks)
b) What do you mean by ‘sports marketing’ and ‘Marketing of Sports’? Explain with
suitable examples. (5 Marks)
Q5. 2019 saw Netflix collaborate with Baskin Robbins to create a series of limited-edition 10 Marks
flavors for the Stranger Things franchise. Stranger Things is an American science
fiction, drama-horror web television series created by the Duffer Brothers and released
on Netflix. Do you think this collaboration is bound to succeed or fail? Please explain
why?
Q6. Google Health is using AI to improve breast cancer screening? In which other health 10 Marks
care areas can AI be used for? Substantiate with examples.
Q7. Write short notes on the following (5 marks each) :- 10 Marks
a. Blockchain (substantiate with an example)
b. Immersive Technologies (substantiate with an example)