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NMIMS SOLVED 2019 ASSIGNMENTS
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SEMESTER 2
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3RD SEM NMIMS ASSIGNMENTS SOLUTION APRIL 2020
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BUSINESS MANAGEMENT
Operations Management
International Business
Organizational Theory Structure and Design
Corporate Finance
Consumer Behavior
Taxation – Direct and Indirect
FINANCIAL MANAGEMENT
Cost and Management Accounting
Capital Market and Portfolio Management
Strategic Cost Management
Corporate Finance
Marketing of Financial Services
BANKING AND FINANCE MANAGEMENT
Commercial Banking System and Role of RBI
Retail Banking
Corporate Finance
MARKETING MANAGEMENT
Brand Management
Consumer Behavior
Marketing Strategy
Customer Relationship Management
Sales Management
International Marketing

HUMAN RESOURCE MANAGEMENT

Performance Management System
Industrial Relations and Labor Laws
Manpower Planning, Recruitment and Selection
Organization Culture
Compensation and Benefits
SUPPLY CHAIN MANAGEMENT
Supply Chain Management
Logistic Management
Total Quality Management
Enterprise Resource Planning
4TH SEM NMIMS ASSIGNMENTS SOLUTION APRIL 2020
BUSINESS MANAGEMENT
Business Ethics , Governance and Risk
Project Management
Services Marketing
Financial Institutions and Markets
Marketing Research

Strategic Financial Management

International Finance
Project Management
Business: Ethics, Governance and Risk
International Banking and Foreign Exchange Management

Treasury Management in Banking
Insurance and Risk Management

Employee Development and Talent Management

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NMIMS ASSIGNMENT SEMESTER 1 SOLUTION
SEMESTER 1 All ASSIGNMENT

First semester
1. Business communication and etiquette

2. Business economics
3. Corporate social responsibilities
4. Information systems for managers
5. Management theory and practice
6. Organisational behavior
SEMESTER 2 All ASSIGNMENT
Second semester
1. Business law
2. Business statistics
3. Essentials of HRM
4. Financial accounting & analysis
5. Marketing management
6 strategic management

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3RD SEM NMIMS ASSIGNMENTS SOLUTION APRIL 2020
NMIMS Assignment Solved Assignments APRIL 2020
Specialization
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BUSINESS MANAGEMENT
Corporate Finance
Consumer Behavior

Corporate Finance
Retail Banking
Corporate Finance
Brand Management
Consumer Behavior
Marketing Strategy
Sales Management


Industrial Relations and Labor Laws
Organization Culture
Logistic Management
4TH SEM NMIMS ASSIGNMENTS SOLUTION APRIL 2020
BUSINESS MANAGEMENT
Business Ethics , Governance and Risk
Project Management
Services Marketing
Marketing Research

Project Management



HR Audit
Strategic HRM

B2B Marketing
Services Marketing
Marketing Research
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Course: Business Law
NMIMS SEMESTER 2 SOLVED ASSIGNMENTS SEPTEMBER 2019
1. Explain the mechanism of a Digital Signatures which is

recognized under the Information Technology Act, 2000 and
state at least two (2) of its applications (10 Marks)
2. Explain in details two (2) real-life instances of Anti-Competitive

Agreements which have been prohibited by the Competition
Commission of India. (10 Marks)
3. Abhay and Seema have entered into a commercial agreement

to license content. However, Abhay did not deliver the content to
the satisfaction of Seema. Hence, there are disputes arisen
between Abhay and Seema. Abhay and Seema do not want to go
through a protracted litigation process in Indian courts. Can you
advise them on:
a. What should be done to conduct an arbitration between Abhay

and Seema to resolve their disputes (5 Marks)
b. The difference between Arbitration, Conciliation and

Mediation? What is the advantages and disadvantages of each of
these (5 Marks)
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NMIMS APRIL 2020 SOLVED ASSIGNMENTS AVAILABLE

AT NOMINAL COST
INTERNAL ASSIGNMENT APPLICABLE FOR APRIL 2020 EXAMINATION
Business Communication
1. The AlphaPlus Project that your company has been working relentlessly for is
unfortunately being cancelled due to competition concerns and the state of the national
economy. You, as the Project Lead, are to write an email to the employees working on the
Alpha Plus Project. Since this is a case of negative news that might come as a shock to your
employees, you decide to start the email with an effective buffer. What is a buffer? What are
the different types of buffers? Give examples of any 4 buffers you might use in the above
situation. (10 Marks)
2. Convert the following sentences from active voice to passive voice. Discuss which
sentence version is more effective.
a) We cannot authorize the repair of your Smart TV since you have allowed the warranty
period to expire.
b) I cannot give you a cash refund for items that you purchased over 60 days ago.
c) Hinduja Hospital does not accept patients who are not members.
d) You must submit all reports by Friday 5 PM.
e) You added the 2 columns instead of subtracting them, thus producing the incorrect total.
(10 Marks)
3. You have just finished drafting a proposal for a coveted project. You want to make sure
that you haven’t overlooked anything.
a. What are the different proofreading techniques you’d employ to make sure your proposal is
error-free? (5 Marks)
b. How would you make sure your proposal is readable? Name 2 Readability Indices you
could use. (5 Marks)
Business Economics
1. The concept of elasticity for demand is importance for determining the prices of various
factors of production. Discuss the various factors that influences the price elasticity of
demand. (10 Marks)
2. Complete the hypothetical table below and explain in brief, the behaviour of each type of
cost.
Quantity Total Fixed
Cost
Total
Variable
Cost
Total
Cost
Average
Fixed Cost
Average
Variable
Cost
Average
Total
Costa
Marginal
Cost
00
1 25
2 40
3 50
4 60
5 100 80
6 110
7 150
8 300
9 500
10 900
(10 Marks)
3. Demand forecasting in an organisations plays a vital role in business organisations It

provides reasonable data for the organization's capital investment and expansion decision.
a. Keeping the above statement in consideration. Discuss the various steps involved in
demand forecasting (5 Marks)
b. Discuss the various needs for demand forecasting in business organisations? (5 Marks)
Corporate Social Responsibility
1. Select any listed Indian or International Public Limited Company and list down its CSR
activities. Also provide any 3 alternative CSR activities that the company should implement.
(10 Marks)
2. Assume you plan to develop and implement one of the CSR activities in the organization,
explain the steps that you would follow for CSR development and implementation strategy in
the organization. (10 Marks)
3. a. “It is the government’s job to do CSR activities and corporates should focus their
attention on Profit” and “Companies should only focus on profit”. Explain your view point on
both these statements. (5 Marks)
3. b. Explain at least 4 voluntary Codes of CSR that you would want an organization to apply.
Explain the reasons for your selection. (5 Marks)

Information Systems for Managers
1. Pais Industries Limited operates in five business verticals viz. engineering, construction,
instrumentation, software services, and consumer electronics. Its Corporate Information
Technology Division (CITD) is looking for adopting cloud and has invited you to provide
recommendation for cloud deployment model. You are required to provide a brief report
explaining pros and cons of each cloud deployment model and recommend the most
appropriate deployment model. (10 Marks)
2. With the number of transactions increasing online daily, cyber-crime is gaining foothold.
Individuals and organizations need to take measures to ensure that they do not fall prey to
such vicious activities. Cybercriminals have found different ways in which they can cause
harm to the users. Give two examples of any organizations being prey to cyber-crime in
2019. (10 Marks)
3. The Sadpat Group started operations in the year 1992 with a vision to provide unparalleled
quality service to a spectrum of Maritime and Oil & Gas Industry. Sadpat is now one of the
major players in Dry Docking and Ship Repair in India. Sadpat has also become a formidable
group in providing offshore logistics to support the Oil and Gas industry. Recently a
company that makes ERP software has approached them to provide a complete solution so
that it can integrate its business processes. They wish to invest in a solution which will enable
them to manage all their activities namely offshore engineering, offshore logistics, coastal
logistics and port services, dry docking and ship repairs and inland waterways.
a. What are the benefits of implementing an ERP software that the software company needs
to highlight? (5 Marks)
b. In your opinion, what challenges do you think Sadpat may face while implementing an
ERP package? (5 Marks)
Management Theory and Practice
Raj is working as a consultant in an MNC M/s Swadeshi ltd. that deals with Fast Moving
Consumer Products. Raj has been appointed by the directors of the organisation. The
company wants Raj to take care of a few problematic areas that the company is facing
currently. The following issues are being faced by the organisation:
a) Excessive internal communication - The Company has opened multiple channels of

communication for its employees. They can communicate with each other via Email,
Whatsapp for Business, Internal Messenger, SMS, etc. The same message gets posted on
multiple platforms and in the process the employees waste lots of time in checking
notifications and then replying.
b) The employees are involved in taking lots of print outs for all the documents even if it's
not required. This is adding a lot of cost and it has an adverse environmental impact.
c) The employees believe in individual achievement and growth but lack the quality of
working in a team. The coordination among employees from various departments is missing.
d) There are some employees who are reporting to two or three bosses and it leads lot of
chaos in work completion.
e) The employees have this habit of ordering every organisational requirement two months in
advance. This adds to a lot of cost of holding inventory.
1. Suggest solutions to Raj to handle various problems that exist in the organisation. (10
Marks)
2. M/s Swadeshi Ltd is facing an issue of non-motivated employees. There is no motivation

among employees to work, no one takes initiatives. Employees feel that their work never gets
recognised and rewarded. Explain various ways to motivate the employees of the
organisation. (10 Marks)
3. a. Explain the change management process that M/s Swadeshi Ltd should follow to
improve the functioning of the organisation. (5 Marks)
3. b. An autocratic leader at the top makes employees feel unsecured. The CEO never
consults the team for taking decisions. Explain with reason, the leadership style that will be
suitable for M/s Swadeshi Limited. (5 Marks)
Organisational Behaviour
1. Joey works for a media company as a project coordinator. His boss, Ross is not sensitive
and wants every chore to be done according to his way without even considering team’s
perspective. If Joey commits any insignificant mistake, then also he is reprimanded in front of
the entire team. Ross wants Joey to stay late beyond office hours, even when his work is
complete. Considering this situation explain the pitfalls in leadership shown by Ross. (10
Marks)
2. As Organisational behaviour is gaining importance in this world of disruptive technology

and constant changes. Several challenges have also been posed. As a coin has two sides;
challenges also brings in a lot of opportunities. Analyse the contemporary situation and list
down some opportunities and challenges of OB (10 Marks)
3. Case:
Kushal is a trainer for Yummy Tummy a home grown brand, in FMCG business. He is very
hard working and did brilliantly with the managers on their writing and helped them to feel
more confident about it. Kushal worked with top executives as well as the shop floor level.
He then realized that teaching and training people at ground level was his calling. Kushal was
one of the top paid employees. Kushal met Mark, his superior and explained to him that he
wanted to be associated in teaching and training only the ground level employees as there is a
huge gap and area of improvement. He also agreed to work on reduced salary and started
offering language classes as an add on benefit to the trainees. It was noticed that in due
course of the time their productivity increased and some of them even began to apply for
supervisory positions.
Case Questions
a. Which Content theories of motivation would explain why Kushal was unhappy despite his
high income? (5 Marks)
b. Kushal seems to have drifted into being a teacher. Given his needs and motivations, do you
think teaching is an appropriate profession for him? (5 Marks)
Marketing Research
1. As a researcher, you need to study how many Kirana stores in Mumbai sell Knorr soup of
the Hindustan Unilever brand. Which non-probabilistic sampling method would you use to
complete your research. Also state the reasons behind choosing that method. Also explain as
to how will you proceed ahead with choosing the areas/ localities in Mumbai to conduct your
research along with timelines. (10 Marks)
2. You are the Head of a Market Research Organisation. Your FMCG client has recently
introduced “Lean Noodles,” a new type of noodle that contains ingredients that are meant to
be good for Obese people. The FMCG company wants to understand how customers are
reacting to their recently launched noodle brand. Draft a Questionnaire containing not more
than 20 questions that would succinctly address the query posed by the FMCG client. (10
Marks)
3. As a New Product Development (NPD) Head for an Automobile brand Kia Motors, you
have been asked to develop 2 new innovative products as part of their soon to be launched
Electric Vehicle version & a Petrol Vehicle version.
a. Explain the process in detail to arrive at the creation of your 2 new products (5 Marks)
b. Is there a need to conduct Test Marketing? If Yes or No, please state your reasons to
support your answer. (5 Marks)
1. Imagine yourself as a startup head for a fast food restaurant which you would like to
launch soon, how will you decide upon the 2 ERP modules which will be essential for
beginning and running the business successfully. What could be the next ERP Modules which
you will implement after stabilization and reaching to a head count size of 150
Employees? (10 Marks)
2. What is the importance of Business Processes in an Organization? How is the mapping of

processes done with an ERP Module? Can Business Process reengineering lead to a change
of selection of a module? Explain. (10 Marks)
3. You Joined an Educational group, which operates in 4 countries, as a CEO in the month of
April 2019. The group had implemented an Integrated ERP System and went live in the
month of November 2018. Also few key members who implemented the same left in
between. You as a CEO after 1 month of joining found out that the ERP system implemented
is not being used at its full capacity and also there is lot of cribbing and resistance from the
users’ side. The President/MD has already invested time and money, you as a CEO have to
present the updates and findings to your MD. Now answer below questions:
a. What do you think went wrong before or during the implementation and what could be the
reason it was not identified at that time? (5 Marks)
b. You as a CEO has to present a future plan to make this happen, what will be your approach
and strategy plan? (5 Marks)
Supply chain management
1. Vashi pharmaceuticals, Inc., handles a variety of health products. A weight reduction

product costs the company $2.95 per unit. The annual holding cost rate is 20 percent. Using
an EOQ model, they determined that an order quantity of 300 units should be used. The lead
time to receive an order is one week, and the demand is normally distributed with a mean of
150 units per week and a standard deviation of 40 units per week. Calculate cycle stock and
safety stock point if the firm is willing to tolerate a 1% chance (Z0.99 = 2.32) of a stockout
during an order cycle. Also calculate the total cost of inventory. (10 Marks)
2. An auto parts supplier sells branded batteries to the auto mechanics. The annual demand is
approximately 3,600 batteries. The supplier pays $28 for each battery and estimates that the
annual holding cost is 25% of the battery’s value. It costs approximately $20 to place an
order (ordering cost). The supplier currently orders 300 batteries per month.
a. Determine the ordering, holding, and total inventory costs for the current order quantity.
b. Determine the economic order quantity (EOQ).
c. How many orders should be placed per year using the EOQ?
d. Determine the ordering, holding, and total inventory costs for the EOQ. (10 Marks)
3.a. Calculate Forecasting error (MAD, MSE, RMSE and MAPE) for the data given below
Period 1 2 3 4 5 6 7 8
Forecast 10 15 10 15 25 15 20 25
Demand 15 15 20 15 10 20 20 30 (5 Marks)
3.b. Please provide a brief overview of S&Op process, inputs, outputs and key metrics. (5
Marks)
Project Management
1. Create a RACI chart for “Our Software Project” as per the WBS shown below, for the
project management roles of project sponsor, project manager, customer, business analyst and
software developer. (10 Marks)
2. You are a project manager with Striker Projects Pvt. Ltd. As the project manager, you need
to evaluate two projects “Salient” and “Stylish”, and make a recommendation to management
for the selection of a suitable project. Both the projects “Salient” and “Stylish” entail an
initial investment of ₹5,00,000. Projected cash inflows for the Project “Salient” are
₹1,50,000 in year 1; ₹1,60,000 in year 2; ₹1,70,000 in year 3, and ₹1,65,000 in year 4.
Projected cash inflows for the Project “Stylish” are ₹1,40,000 in year 1; ₹1,40,000 in year 2;
₹1,40,000 in year 3, ₹1,25,000 in year 4; and ₹1,22,000 in year 5. The required rate of return
is 10%. The present value of ₹1 at 10% is ₹0.909 for year 1, ₹0.826 for year 2, ₹0.751 for
year 3, ₹0.683 for year 4, and ₹0.621 for year 5. Calculate Net Present Value (NPV), Internal
Rate of Return (IRR) and Profitability Index (PI) for both the projects “Salient” and
“Stylish”. Compare and contrast NPV, IRR and PI values of projects “Salient” and “Stylish”,
and recommend a suitable project for investment to the management. (10 Marks)
3. A project “Suprio” comprises of 9 activities of varying durations and dependence on

previous activities. These activities, along with their precedent relationships, and their 3-point
estimates of optimistic, most likely and pessimistic duration are given in the table below.
Project Activity
Precedent Activity
Activity Duration (Days)
Optimistic
Most Likely
Pessimistic
--
--
5
10
10
C,D
C,D
E
3
G,H
a. Draw the network diagram of project “Suprio” and also determine the critical path for the
completion of project “Suprio”. (5 Marks)
b. Calculate the expected time of completion of project “Suprio” based upon the 3-point
estimates. What is the probability that project “Suprio” would be completed within 37 days?
(5 Marks)
Strategic cost management
1. A Company is considering replacing one of existing machine with either a state of the art
“Automatic Machine” which will reduce the labor cost by 80% or with a standard machine.
The automatic machine will cost ₹ 2,50,000 with an estimated life of 5 year, whereas the
standard machine will cost ₹ 2,00,000 with an estimated life of 8 year. Both machine have no
residual value. Assume tax rate to be 40%.
The annual sales and costs are estimated as below:
Automatic Machine (₹) Standard Machine (₹)
Sales 200,000 200,000
Costs:
Materials 40,000 40,000

Labour 40,000 70,000
Variable Overhe2a0d,0s00 15,000
Calculate the payback period and advice the management.
(10 Marks)
2. ABC Limited has provided following information related to sales, cost and margins for
March 2020:
Sales (₹) ₹ 150,000
Total Cost ₹ 120,000
Fixed Cost ₹ 45,000
Net Profit ₹ 30,000
Calculate P/V ratio, Break-even Point (Sales), and Margin of Safety. (10 Marks)
3. You have been hired as a consultant by an auto parts manufacturing company. The
company is currently dealing with an issue with production of defective components costing
them loss of customers and sales. Company has identified that the main issue lies with a
component supplier. The company has already gathered some information but unable to make
a decision. You have been provided with this information, the company can purchase the
components in question from two suppliers, existing supplier A or new Supplier B. The price
quoted by Supplier A is ₹18.00 per 100 numbers of the components and it is found that on an
average 5% of the total receipt from this supplier is defective. The corresponding quotation
from Supplier B is ₹15.00 per 100 numbers of the components but the defectives would go
up to 10% for the total supply. If the defectives are not detected, they are utilized in
production causing a damage of ₹18 per 100 components. The company intends to introduce
a system of inspection for the components on receipt which would cost ₹5.00 per 100
components. The new inspection system will be able to detect only 90% of the defective
components received. No payment will be made for defective components in inspection.
Assume total requirements of components to be 25,000 numbers.
(Hint: Use total cost for your analysis and recommendation.
You are asked to advice company management on:
a. Whether inspection at the point of receipt is justified? (5 Marks)
b. Which of the two suppliers should be asked to supply? (5 Marks)
Marketing of financial services

1. Develop a Public Relations campaign for IRDA to create awareness about Life Insurance
sector and to educate policyholders about their rights. (10 Marks)
2. Your client, Ashwin Motwani client had avoided investing in equities for his long term
goals. He found equity investments too risky and did not understand when to time his entry
and exit in the market. Explain some investment techniques that help negating the biases
involved in investing. (10 Marks)
3. You are a Financial Planner. Your client Raj Shah (age 34 years) works with an IT
company earning Rs. 15 lakhs per annum. His wife Deepti (age 32 years) is a homemaker.
They have one daughter Rimmi (age 3 years). The couple requires your help to make some
financial decisions. (You can make any assumptions to further build up your case.)
a. Raj wants to buy a Pure Risk Life Insurance cover of Rs 1.5 crore. He is confused whether
he should buy a ULIP, Endowment or a Term Plan. Recommend the product best suited for
his requirement. (5 Marks)
b. Raj and Deepti want your help to invest for Rimmi’s higher education which they estimate
would be required after 18 years. (5 Marks)
1. How “Strategic Performance Measurement” process helps management in an organization

to take their organization in success path? (10 Marks)
2. How effective supplier selection helps organization in building better and effective
Supplier – Manufacturer – Customer relationship? (10 Marks)
3. A manufacturing cos manufactures bangles for different sizes for the kids of different
group. You are appointed as an expert. You selected 1 unit (As sample) in every 5 finished
product. Total population size is 50. You checked every specification given to you. Below are
the number of defects identified by you in each of the sample.
Sample No
No of defects
Defect / Sample
3
3
10
a. Calculate the UCL & LCL for the above mentioned scenario? (5 Marks)
b. Assume the below & calculate Cp & Cpk. USL LSL Recorded results
47
25
49
47
25
19.4
47
25
47.6
(5 Marks)
Logistics Management
1. BigDeal is an online retailer. Recently it found its inventory management was hopelessly
in trouble. Materials Department noticed most of the inventory problem are due to poor
warehouse management. The warehouse was poorly organized and there was no proper
identification of inventory. What will be your advice to the warehouse manager on
codification of selective inventory control? (10 Marks)
2. SELMORE is a consumer product distributer with a chain of retail outlets. They are in the
process of designing the distribution channel for their new territory. How will you guide them
in their channel strategy decisions? (10 Marks)
3. The demand for a product in each of the last five months is shown below.
Month 1 2 3 4 5
Demand ('00s) 13 17 19 23 24
a. Use a three month moving average to generate a forecast for demand in month 6. (5 Marks)
b. What are the four components of time series analysis which needs to be first evaluated,
extracted and interpreted so as to make it understandable? (5 Marks)
Employee Development & Talent Management

1. Human resource is one of the most valuable asset of any organisation, therefore it is of
utmost importance that the employees must be made agile and their skills be honed from time
to time. When the organisation does not look into the employees’ growth and development
opportunities then a dip in the productivity can be shown. List and discuss any five
development programmes used by organisations to develop the skills of their employees and
improve their performance. (10 Marks)
2. You have recently joined Poshak & Vastra an apparel giant. The organisation works on old
school of thought where not much emphasis is given on training the employees. The
productivity of employees is dropping constantly. Off late there is a lot of absenteeism and
turnover of employees. You need to develop a training programme for the employees.
Discuss all the necessary steps required for a training process. (10 Marks)
3. Complete Solutions is a manufacturing firm which is rated very high in employee

satisfaction survey. The organisation never hires the senior officials though external
recruitment but highly relies on building the competencies of their own employees. It is said
that since career planning is practiced in the organization which helps the employee remain
motivated and hence the high satisfaction level. Discuss:
a. Career planning and the entire process (5 Marks)
b. Discuss the benefits which Complete solutions as well as the employees working there
could reap. (5 Marks)
HR Audit
1. Dingo Tech, a technology start-up has grown rapidly since its inception 4 years ago. While
the company is increasing manpower at the rate of 30% per annum, it is also losing a lot of
key people. You have been appointed as the external HR Auditor for this company. What are
the different Methods of HR Audit you will use to audit the attrition in the company? (10
Marks)
2. John & Co is a family run business, which has been in existence for many years. The MD,
Mr. John, knew each and every employee in his company and ran the company like his
extended family. He was personally involved in every performance and increment discussion
and would take the final decision for each employee. The employees were quite happy in this
set-up. After a few decades, Mr. John decided to retire from the company and put in place a
professional management team to run the Company. The new management team has been
hired from other companies and has been given a free hand to run the company. The new
CEO has appointed your firm to audit the Performance Management process. What aspects of
PMS will you focus on while conducting the audit? (10 Marks)
3. Asha and co has seen rapid growth into a well-established organization. The company has
a clear strategy and the same has been shared with all the employees. The company hired an
external Human Resources consultant who then redefined the policies to keep them in line
with the overall business strategy. A recent satisfaction survey showed that the employees felt
that there was a big difference between the aim of the policy and the actual implementation.
The current HR team was set up at the start of the company’s operations and has efficiently
managed the basic HR processes so far. However, they are now finding it difficult to handle
the new processes that the consultant has put in. The CEO has hired your firm to conduct a
HR audit. To present to the CEO:
a. Detail out the Levels of HR Audit you will focus on as well including the reasons for the
same and (5 Marks)
b. A brief note on the steps you will take to audit the company. (5 Marks)
Commercial banking system and role of RBI
1. Sundarajan Pvt.Ltd., Bangalore based company are engaged in exporting sea food to
various countries. They entered in a contract with Japanese Company, Ziomei Pvt Limited for
the exporting cuttle fish. Ziomei Pvt Limited asked XYZ Limited to issue the letter of credit.
Sundarajan ‘s owner doesn’t have much idea on letter of credit. He visits the bank to get an
idea of how the letter of credit works. As a bank manager, you are required to explain him the
procedure of how letter of credit works as its advantages from buyer’s as well as seller’s
point of view.
2. You are an operational trainer in a bank. You are asked to prepare a presentation on the
various types of fund based credit facility of a bank. Describe the same.
3. The Basel Accords primarily focuses on prudential norms for bank capital under the aegis
of which banks are required to ensure adequate capital to cover losses on account of
significant risks in their business. In regard to the above statement answer the below
questions.
a. Elaborate on Basel I, Basel II, Basel III.
b. Highlight the significance of Basel III in context to Indian banks?
Business Law
1. Explain the types of Alternate Dispute Resolution Mechanisms and differentiate between
them? (10 Marks)
2. Explain in details two (2) real-life instances where the consumer courts in India have
granted compensation due to medical negligence. Please explain the facts of the case and
respective decision of the consumer courts. (10 Marks)
3. Ria and Mia are two adult sisters. Ria is the elder sister and Mia the younger one. Both the
sisters were orphan but had huge properties bequeathed to them by their now deceased
parents. Mia first got married to Ravi whereupon Ria started living in the same residence with
Ravi and Mia together. Ria met with an accident and lost both her legs, Ravi and Mia started
taking great care of her even using their savings to bear medical expenses of Ria. Ria after 2
years thereon decided to gift all her share of the properties to Mia. After 5 years, Mia then
conceived a child and found it difficult to take care of Ria. She requested Ria to go to a
hospice, where she could be taken care of. Ria angered by this refused to do so and started
living separately with a maid, she demanded that the gift of the properties made by her to Mia
should be cancelled. Mia refused to do so. Assuming you are the judge of the civil court
hearing the matter, can you decide on the following questions:
a. Whether the gift of properties by Ria to Mia is valid? Whether Ria can oppose and seek for
cancellation of the gift? If yes on what grounds under Contract Act, 1872? (5 Marks) b. Can
Mia claim from Ria the expenses undertaken by her for Ria’s medical expenses? Explain with
legal provisions in Contract Act, 1872? (5 Marks)
Business Statistics
TABLE GIVEN BELOW
Mfr 1- Life of bulf (in hrs) Mfr 2- Life of bulf (in hrs) 684 819 831 907 859 952 893 994 922
1016 939 1038 972 1096 1016 1153 697 836 835 912 860 959 899 1004 924 1018 943 1072
977 1100 1041 1154 720 888 848 918 868 962 905 1005
1. A sample of 20 bulbs each was picked from the manufacturing facility of two bulb
manufacturers – Mfr 1 and Mfr 2. The table above provides the life of bulbs for the two
manufacturers. You are a quality testing person and are presented with this data:
i. Which manufacturer has better performance on the life of bulbs? What are the different
measures you can consider to calculate performance?
ii. How would you assess the variability in performance of the two bulb manufacturers?
iii. Would your answer to the first question change based on your assessment of the
variability in performance of bulb manufacturers? (10 Marks)
2. For the data in the table below: (10 Marks)
i. What do the correlation coefficients of 1, shaded in yellow, indicate?
ii. The highest correlation coefficient is 0.84, shaded in green. What can you infer from that
score about the relationship between the two variables?
iii. The two lowest correlation coefficients are 0.06 and -0.06. What can you infer from that
score about the relationship between the two variables?
r correlation coefficient Assets Expense Ratio Return 2006 3-Year Return 5-Year Return
Assets 1 Expense Ratio -0.29 1.00 Return 2006 0.08 -0.13 1.00 3-Year Return 0.07 -0.11
0.70 1.00 5-Year Return 0.06 -0.06 0.59 0.84 1.00
3. The Indian cricket team is visiting New Zealand to play a test series comprising five
matches. In each match, assume that the Indian team has a 70% chance of winning. Further,
assuming that the matches are independent of each other, what is the probability that:
a. The Indian team will win the series? (5 Marks)
b. The team will win all five matches, and that the team will lose all? (5 Marks)
Essentials of HRM
1. There is a lot of prominence given to the fact that the processes like HR audit and HR
accounting can only be successful if accurate HR information is available. Throw light to
authenticate this statement with proper explanation on needs and application of HRIS in
relation to retention strategy & performance appraisal. Also, conclude by emphasizing the
significance of HRIS in today’s era. (10 Marks)
2. Often it is noticed that employees do not find their performance evaluation quite a
progressive experience. Adding to the misery is a fact that most managers will avoid
discussing performance issues related to behaviour. It’s more about discussing concrete job
responsibilities, skills and goals. There may be a grave concern that is never brought up
because the manager is afraid of the reaction or may lack the ability to translate it into the
right words. Keeping in view the above scenario/ situation discuss any two performance
appraisal methods where feedback to the employee is essential and can help resolve such
problems. (10 Marks)
3. Rachel joined Shimmer Net a software company as program developer. On the very first
day of her joining she was handed over some literature and asked to take notes as well as cues
from it which can be utilized at her work. Learning the job role and responsibilities by herself
was becoming quite a task so she went to her peers for help when needed. It was seen that her
peers started avoiding her as they had their own work and Rachel’s queries were disturbing
them. Rachel was in crossroads and sad hence resigned from her work within two months of
joining. The HR department analyzed and came to a conclusion that the prominent reason is
lack of induction.
a. What innovative approach should the HR department come up with in terms of Induction?
Discuss (5 Marks)
b. Explain the purpose of induction that how things could have been different for Rachel if
the organisation followed a proper induction pattern. (5 Marks)
Marketing Strategy
1. Identify and explain the four key factors/characteristics affecting customer buying
behaviour, specifically for developing product/pricing/distribution/promotion strategy of the
following products/brands/organisations: (1) Indian Railways, (2) Wakefit (mattresses), (3)
Statue of Unity, and (4) Yogabar (protein bars). (10 Marks)

2. Explain various stages in industry life cycle with examples from passenger vehicles
industry in India, with specific comments regarding (1) Product, (2) Pricing, (3) Distribution,
and (4) Promotion strategies of market leaders in the current stage of the passenger vehicles
industry in India. (10 Marks)
3. a. Explain low cost strategy and differentiation strategy, highlighting 3 key differences
between the two strategies, and two supporting examples from Indian FMCG/Retail sector
for each strategy. (5 Marks)
3. b. The Finance Minister, India announced reduction in corporate tax rates in Sep-2019;
why is it important for companies in Indian FMCG/Retail sector, and what are 5 ways (with
examples of companies) in which leading companies in the sector can benefit from the
development from the point of view of Marketing Strategy? (5 Marks)
1. The capital structure of XYZ Ltd is:
TABLE GVEN BELOW
Equity Capital (40 million shares; Rs 10 par) Rs 400 million
Preference capital,12 percent(500,000 shares,
Rs 100 par)
Rs 50 million
Debentures 15 percent(1,200,000 debentures,
Rs 100 par)
Rs 120 million
Term Loans, 12 percent Rs 50 million
Rs 620 million
The next expected dividend per share is Rs 1.5. The dividend per share is expected to grow at
the rate of 8 percent. The market price per share is Rs 50. Preference share redeemable after
10 years is currently selling for Rs 90 per share. Debentures redeemable after 5 years are
selling for Rs 80 per debenture. Calculate the weighted average cost of capital in book value
terms. (10 Marks)
2. A company is planning to make an investment in a new project for which a new machine
has to be installed. This machine will cost ₹1,00,000 and will have a life of 5 years with no
salvage value. Tax rate is 50 percent. Assume cost of capital as 10%. Evaluate the project
using Discounted Payback period and Profitability Index and suggest whether project has to
be accepted or not. The cash inflows from the project are as follows:
Years 1 2 3 4 5
Cash Inflows( ₹) 20,000 22,000 28,000 30,000 50,000
3. A company’s current operating income is ₹5 lakhs. The firm has ₹12 lakhs of 10 percent
debt outstanding. Assume tax rate as 50%. Determine the value of the firm using Net Income
Approach if the cost of equity capital is estimated to be 14%. Estimate as the finance
manager of the company:
a. Value of the Equity of the firm (5 Marks)
b. Overall cost of capital of the firm (5 Marks)
Financial Accounting & Analysis
1. Ind AS norms are converged with the International Financial Reporting Standards, but
these are not equivalent to IFRS. Further, there are key differences between the requirements
of INDIAN GAAP, IFRS and Ind AS. Discuss five key differences among these reporting
standards. (10 Marks)
2. Mehra & Sons purchased a second hand light motor Vehicle at a cost of Rs 2 lacs.
Additionally, various accessories costing Rs50000 were also purchased along with the
Vehicles which are required to be replaced on a yearly basis. Mr. Mehra wants to write off
the overall outflow in Income statement Discuss, whether he is correct or not? Discuss the
need to differentiate between the capital and revenue items? How these items are to be treated
in the financials of the company? Give reasons supporting the same (10 Marks)
3. a. All India Insurance Company received an insurance premium of Rs 50 lacs on an

insurance policy whose coverage extends till the mid of the next accounting year. (5 Marks)
3. b. Additionally, the company has a monthly salary expense of Rs 25 lacs. For the
accounting year ended on March 31, 2019 the company paid 275 lacs on account of salary.
The salary for the month end is paid in the first week of April 2019. Discuss the treatment of
both of these payments in the books and disclosures in the financial statements, as on 31st
March 2020 ( 5 Marks)
Marketing Management
Dolls, Cars, activity kits, board games are toys liked by kids. M/s Wonderkids, a company
that has multiple businesses has been eying the opportunity to target kids with various toys.
The company has launched a doll with the name “Pari” and a car with the name “Speedy”.
The company plans to distribute the products across the country. The doll “Pari” is available
in the range of Rupees 400 – 600 whereas the speedy car is available in the range of Rupees
350 -550. The company plans to target B2B customers by selling bulk quantity to kids based
park, play groups. The company has just launched the product and it has hired you to handle
the marketing activities of the new launched products.
1. Explain various ways to segment consumer market. (10 Marks)
2. What is the distribution channel that you will use to distribute the product across Indian
market? Explain the same with reason. (10 Marks)
3. a. Who will you select as a brand ambassador for “Pari” and “Speedy”? Explain the same
with reason. (5 Marks)
3. b. Explain various types of consumer products and state which type of consumer product is
“Pari” and “Speedy”? (5 Marks)
Strategic Management
1. You are the owner of a multi-million-dollar Retail business in India. Since the past 5 years,
your financial reports are showcasing a consistent drop in revenues & have entered into a
loss-making position. Your market share is also falling & your organization is now believed
to be in a weak market position. Which set of corporate strategies will you explore? Finalize
the corporate strategy you would finally choose & how will you execute the plan?
(10 Marks)
2. As the Chief Strategy Officer of Kia Motors & having entered India recently, you have to
decide on a Strategy Implementation tactic to take on the fiercely contested automobile car
market space in India. Which Market Location tactic would you plan to choose to take on
other automotive rivals in this space? Justify with reasons? (10 Marks)
3. You are the Head-Manufacturing of Godrej Industries. You are planning to set up a brand-
new Manufacturing plant at a village in rural Maharashtra.
a. Perform a Stakeholder analysis & suggest which all stakeholders will be taken into
confidence & also what would be your communications approach plan to bring them into
your point of view? (5 Marks)
b. Highlight some of the creative & innovative initiatives that you would undertake to
convince the stakeholders that you mean good for all the stakeholders. (5 Marks)
Brand Management
1. An entire generation of Indian TV viewers grew up on some terrifying advertising. Cease

Fire commercials had conflagrations breaking out in urban settings as householders went
about, oblivious. And then there was the ad for Saffola, full of ambulance lights and sirens,
panic-stricken faces and heart rate monitors. The brand called itself ‘Life Insurance’,
positioning the oil as a bulwark against heart disease. And the strategy worked with Saffola
being among the first brands to talk about health — albeit in a very panic inducing manner.
The longevity of the `1000 crore plus brand can be traced to that strong positioning. Chief
marketing officer, Anuradha Aggarwal says: “Very early in the journey, we found an
amazing, unique place of heart health. Someone with fore- sight chose to do fear oriented ads
and the rest, as they say, is history.” But only a small chunk of history. Over the years,
Saffola realised merely scaring consumers into buying was perhaps not the best strategy.
From fear it moved to convincing at risk consumers to adopt better, healthier practices.
Aggarwal says, “We moved from pure fear to things that strike fear: the signs of the
unhealthy heart.” The brand also acknowledged the difficulty in getting people adopting a
healthier lifestyle with its ‘Kal Se’ commercial about a serial procrastinator, who’d rather let
his kid ride the exercise cycle, or who changes into gym clothes only to fall asleep again.
However, consumers and the category were moving a lot faster than the brand. Even as
Saffola pitched itself to consumers showing the first signs of slowing down, the broad trend
was preventive: not allowing one or one’s family members to get to that stage in the first
place. Says Aggarwal, “We realised Saffola was in danger of becoming the oil for the
unhealthy as opposed to the oil for people who want to be healthy and have an active, fit
heart.” The brand is now about a continuous investment in health.
A strategy that’s driven its expansion into adjacent categories. Saffola has the credibility
required for consumers to comfort- ably place its products on the dining table. Besides,
through variants like flavoured oats — a category that Saffola claims leadership in — the
brand can comfort- ably ride the everyday health wave. Saffola is gunning for ` 200 crores in
this space by 2018, according to its 2015-16 annual report. Says Aggarwal, “We are market
leaders in flavoured oats because we’ve been cracked a fantastic product suitable for the
Indian palate.” Saffola continues to be the undisputed leader in premium health oil, according
to Aggarwal. Even at a time when the affluent Indian’s obsession with health is leading to
them buy super premium olive oils at two or three times the price. The brand is meeting the
challenge with new blends like Aura a combination of olive and flaxseed oil. On the
communication front, Saffola has moved past its scare mongering on TV. It runs its own
website fitfoodie which has healthy recipes of traditional favourites ratified by nutritionists
and dieticians.
Under Saffolalife, an initiative begun in 2005, the brand promotes healthy lifestyles and
organises heart health checks. When asked how malleable the brand is, Aggrawal believes,
“We’ve succeeded when there was a fit and coherence and a fundamental difference from the
rest of the world. We are strongly positioned on proactive and preventive heart health, and
these conditions have to be met.” It also explains why variants like finger food brand Zest
failed. Says Aggarwal, “We needed a go to market that understood impulse purchases and the
product was not as good. After that, we’ve made sure we have very hard internal guidelines
for product development. Unless we meet those standards, the products don’t go out.”
Saffola’s brand journey finds favour with an Indian marketer with considerable retail and
FMCG experience, who wishes to remain anonymous.
He says, “Given there was no awareness of health, Saffola used fear and people bought it.
But now with the entire country having a consciousness of health and gym culture coming in,
it’s the right transition.” He believes the expansions make sense given Marico’s two
flagships: Parachute and Saffola earn their spurs in categories where growth potential is
limited. And so, it’s necessary for Parachute to extend into skin and body care and Saffola to
take on a more overarching health platform. He believes, “20 or 30 years ago, people
worried about health only once they discovered they had problems. Today, everyone is
conscious of being healthy and wanting to look young.” He however believes Saffola needs
to make a stronger play for the millennial demographic: “It’s seen as mama papa brand. But
the 30 year and younger demographic are willing to pay premium. Brands need to change
with the world. Can it be health for youngsters or does it want to be an older consumer’s
health brand is an answer only Saffola can give.
(Source:https://brandequity.economictimes.indiatimes.com/news/business-ofbrands/ the-
saffola-story-from-scare-to-care/59765523) Evaluate the positioning of Saffola and discuss
how the positioning strategy has led to the brands success. (10 Marks)
2. Bollywood star Salman Khan is returning to the cola space after a gap of three years, this
time to endorse brand Pepsi, a move that has surprised a few experts. The two-year deal
is estimated at Rs 15 crore, two external industry officials said.
A PepsiCo spokesperson confirmed the signing up of Khan as new brand ambassador of
Pepsi but declined to confirm the financials of the deal.
“The year 2020 will see brand Pepsi create a scale 360-degree campaign that will reflect
the self-confidence of today's youth as effortless as Salman,” the person said.
Brand Pepsi will base its summer 2020 campaign on Khan’s upcoming action comedy
movie Dabangg 3, the spokesperson said. A few marketing experts expressed surprise at
the PepsiCo move, considering Khan’s macho image vis-à-vis Pepsi’s more romantic,
playful image, plus the actor’s age and some controversies he has been associated with.
To amplify these efforts, Pepsi released the Har ghoont mein swag “anthem” featuring
Patani, Shroff and rapper Badshah. Released by T-Series the song is available for
streaming on YouTube, Gaana, Jio Saavn, Hungama, Amazon Prime Music, Spotify,
Wynk, iTunes and Apple Music. With music and dance covered, next up was cricket.
PepsiCo which has an on-going partnership with the Board of Control for Cricket in India
(BCCI) leveraged its sport association during India versus Australia series in February.
There the swag symbol took center stage in stadiums and on TV screens. Says Bhagat,
“This allowed us to bring music and cricket together as one popular music performer
announced the ‘Swagster of the match’, after each match, during the India-Australia
series. For a ‘culture brand’, it is important to dive into all these three streams.”
Hooked or not?
“Even as the cola companies are trying to move towards water and juices, the healthier
drinks, the two companies cannot give up on their mainstay brands just yet, that is, the
colas,” says Sunil Alagh, founder and chairman, SKA Advisors, a consultancy firm.
Alagh believes the use of social media allows these companies to keep chatter alive
around their main brands.
Industry watchers believe this campaign has helped Pepsi get its “mojo” back. Says brand
consultant Harish Bijoor, “Pepsi has reclaimed its position among the youth. Through the
campaign Pepsi can be seen talking to millennials in their language.” Former marketing
director, PepsiCo India, Vani Gupta Dandia agrees. “Using TikTok and music streaming apps
to release the anthem is a good way to extend the campaign. This allowed Pepsi to rebuild its
brand equity,” says Dandia.
While the brand’s old tagline ‘Yeh dil maange more’ might be tweaked to ‘Yeh dil maange
more swag’, what remains to be seen is how Pepsi’s newfound swagger converts to sales.
The Endgame
For categories like beverages, and particularly colas, distribution is the make-or-break game.
Under the company’s ‘Away from home’ strategy, the beverage maker has tied-up with quick
service restaurants Domino’s, KFC, Pizza Hut, Burger King and Subway and multiplex
operator PVR. Says PepsiCo’s Tarun Bhagat, “An aggressive agenda has been drawn by the
team to increase distribution across offline stores and online channels over the next five
years.”
Swag Not War
Cola marketing has come a long way from the days of the legendary Cola Wars. Pepsi’s
‘Nothing Official About It’ that took the fizz out of the official sponsor of the 1996 Cricket
World Cup is perhaps one of the greatest examples of ambush marketing. Pepsi’s current
campaign couldn’t be farther from that traditional tactic. Says Lloyd Mathias, former head of
PC marketing, HP Asia Pacific and Japan, “Cola as a category has lost its relevance among
consumers, as electronics, apparels took over.” He adds, “As a result, ‘cola war’ as a
marketing concept became redundant.”
(Source:https://economictimes.indiatimes.com/industry/services/advertising/salman-khan-is-
pepsis-new-face/articleshow/72449728.cms)
(Source: https://brandequity.economictimes.indiatimes.com/news/marketing/blast-from-the-
past-as-pepsi-comes-back-with-swag-this-summer/69657939)
Examine the brand personality of Pepsi and its relevance in a promising market like India.
(10 Marks)
3. Hair oil and edible oil maker Marico will enter the Rs 4,500-crore skincare market in the
country by extending its two-decade-old coconut hair oil brand, Parachute, to body lotion and
other skincare products, a person directly involved with the development said.
First off the block will be a body lotion at entry-level pricing to compete in the mass segment,
the person said on condition of anonymity. The company has carried out a low-key test
exercise in the east,
The strategy is aimed at reducing dependence on Parachute hair oil,” the person said. “In this
case, the company hopes to ride on Parachute’s purity and value-for-money attributes.”
Marico CEO (consumer products business) Saugata Gupta declined comment.
The company will enter the cluttered skincare market under the Parachute Advansed umbrella
and compete with Hindustan Unilever’s Vaseline and Pond’s, German company Beiersdorf ’s
Nivea, L’Oreal’s Garnier and Johnson & Johnson’s Neutrogena.
Analysts and industry watchers say the success of the move will depend on how much
marketing and distribution muscle Marico can infuse in the brand.
“Success of brand extensions are generally linked closely to the parent brand’s attributes; and
depends on how closely these are aligned to the consumer’s perception of the brand,” says
consulting firm AT Kearney Partner and VP Debashish Mukherjee.
The success of extensions of strong brands is not always certain. Cereal maker Kellogg’s
extension to biscuits flopped.
Marico hasn’t had much success with brand extensions
But Reckitt Benckiser’s Dettol is a classic succession of an antiseptic medicinal liquid to

antiseptic soap. Marico so far has had limited success with brand extensions.
Also, there is strong competition in the skincare market, although with an annual rate of 20%
it’s one of the fastest-growing consumer product categories.
About six years ago, Marico had extended Parachute to shampoos, positioned on the
‘naturals’ platform. But that did not succeed. But Parachute Advansed has various haircare
variants like styling products and after-shower gels.
Marico has a skincare presence with its Kaya skincare clinics. But it does not have a presence
in the packaged skincare segment. Marico’s hair oil brands include category leader Parachute
and Nihar, which it had acquired in 2006 for close to Rs 220 crore.

(Source:https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-
jewellery/marico-to-launch-parachute-into-skincare-market/articleshow/9865069.cms)
a. Evaluate the brand extension strategy of Parachute. (5 Marks)
b. Comment on the success probability of the brand extension and the potential benefits to the
parent brand? (5 Marks)
Business Ethics, Governance & Risk
1. Choose ONE environmental policy/ practice/episode/accident from any ONE listed

company (their website, their annual report or sustainability report or from newspaper,
business magazine or credible websites) and discuss in detail the ethical issue/issues involved
and your opinion on whether the company is being ethical or not. (For example: L&T
reducing & recycling water is ethically a positive environmental practice. MMRDA &
Mumbai Metro cutting down 1200 trees in Aarey Colony is environmentally unethical
practice) (10 Marks)
2. Read / research the Kingfisher Airlines case and identify and list any FIVE ethical and
corporate governance issues involved, which led to its failure, along with your comments (10
Marks)
3.a. “Excessive modern day consumerism is unethical for the planet and for society”, explain
this statement in your own words, with three logical arguments in favour of the statement. (5
Marks)
3.b. Explain in your own words why ethical business leadership is crucial in today’s business
scenario. What do YOU expect from an ethical business leader / manager?
(5 Marks)
Consumer Behaviour
1. Advertisers today face a challenge of “sensory adaptation”. It has become increasingly

difficult to get the attention of and impress consumers. In terms of consumer perception, what
is the relationship between sensory adaptation and absolute threshold? Name 3 ways in which
marketers are overcoming the challenge of sensory adaptation. (10 Marks)
2. Pooja is a stationary enthusiast. She loves collecting antique fountain pens, limited edition
notebooks, state-of-the-art mechanical pencils, post-it notes in rare shapes, etc. She has an
extensive collection of stationary which she has proudly built over many years. What is
Fixated Consumption and Compulsive Consumption? What are the characteristics of a
fixated consumer and a compulsive consumer? Which of the 2 behaviours is Pooja
exhibiting?
(10 Marks)
3. a. Using an example, explain the 4 elements of Consumer Learning. (5 Marks)
3. b. Gifting is an interesting aspect of Consumer Behaviour because gifts represent more

than ordinary purchases. They are associated with important and special events (e.g.,
Mother’s Day, birthdays, engagements, weddings, etc.) What are the different types of
Gifting behaviours consumers may exhibit? (5 Marks)
Corporate Finance
1. ABC Ltd. is considering two financing plans to raise ₹ 8,00,000. The key information is as
follows:
TABLE GIVEN BELOW:
Plan
Equity
Debt
Preference Shares
50%
50%
50%
50%
Expected EBIT is ₹ 2,40,000.
Cost of Debt is 10% and cost of Preference Shares is 10%.
Tax rate is 50%.
Equity shares of the face value of ₹ 10 each will be issued at a premium of ₹ 10 per share.
Calculate Earnings per share for plan 1 and 2 and suggest which one is better.
(10 Marks)
2. A Project costs ₹ 60,000 and is expected to generate cash inflows as:
Year
Cash inflows(₹)
10,000
12,000
15,000
18,000
20,000
22,000
Calculate Net Present Value and Profitability Index. Comment whether project should be
accepted or not. Assume cost of capital is 10%. Enumerate the steps of calculation of NPV.
(10 Marks)
3. The following information is given for Alpha Ltd.
Earnings per share
₹ 12
Dividend per share
₹3
Cost of Capital
18%
Internal Rate of Return On Investment

22%
Retention Ratio
75%
Calculate the market price per share using
a. Gordon’s Dividend Model (5 Marks)
b. Walter’s Dividend Model (5 Marks)
Custom Shipping and Insurance
1. There is a campus interview to select a prospective Manager for Import and Export Dept
for a company. You have been shortlisted for the interview. The interviewer asks you to
explain The Customs Act 1962. You have to inform the total number of chapters, no. of
sections, and the section numbers for (a) Bill of Entry, (b) Shipping bill, (c) Tariff value (d)
Public Warehouse. (10 Marks)
2. Your company got a voluminous order to export iron pillars, girders, and accessories made
of iron to construct a tower in Muscat. This is break bulk and all items have to be sent in
loose condition. Your company decides to charter a ship for this and the selection of correct
option of charter party agreement. Management informs you that the ship will go to Muscat
and return and they need the ship for a specific period of 180 days. Kindly suggest a right
type of charter with proper reasoning for your selection.
(10 Marks)
3. You have exported 2 x 20 feet containers from Chennai to Singapore by sea. You have
received an information from the shipping company that your both containers have been
thrown into the sea along with some more exporters containers to save the ship from sinking.
Your company shocked to know this and asked you to find out whether the shipping
company can take such action and asked the following queries:
a. Is there any clause under which goods can be thrown into the sea by the captain of the
ship? (5 Marks)
b. Who will compensate the loss of these two containers? (5 Marks)
1. In your opinion should marketers challenge their customers’ communities because they are
not official? Justify your views with valid examples from the industry. (10 Marks)
2. Frame the 10 most critical criteria to develop a rich customer profile in your industry and
specify the source of data collection for the same with appropriate examples. (10 Marks)
3. Aditi works in the US for a biomedical organization. They have clients located in different
parts of the globe. Off late one of their most loyal clients from the Europe has been
expressing their concern over service issues faced by them. Next quarter their contract ends
and will be time for renewal. Aditi is unsure whether they will be able to sustain the business
from their European client.
a. As per your understanding analyze the course of the relationship between the customer and
the supplier in the above scenario? (5 Marks)
b. What hampers trust and commitment in a relationship and how can it be maintained? (5
Marks)
Export Import Procedures and Documentation
1. Your organization would like to import a machinery under EPCG scheme. Management
asks you to get the latest scheme of EPCG as per the Foreign Trade Policy 2015-20. Please
give a write up on this to the Management based on your knowledge. (10 Marks)
2. You have joined a company as head of Export Import Dept. This department is a new dept
for the organization. As soon as you joined the company, you have been given a first
assignment of getting Importer Exporter Code certificate for the company. Management asks
you to give a write up on the requirements to obtain IEC certificate and documents required
from various departments to complete this process. Give a write up and specifically mention
the documents required so that company can assist you to complete the process. (10 Marks)
3. You are working in a Freight Forwarding dept and organizing an export by sea. This is a
break bulk shipment. Your boss asks you to supervise the loading of ship and obtain Mate’s
receipt. Boss wants to cross check your knowledge before sending you to seaport and asks the
following queries:
a. Who issues Mate’s receipt. When this is issued? (5 Marks)
b. What are the details to be entered in the Mate’s receipt and will you get this directly in
your hand? (5 Marks)
Answer the above queries to your boss so that he gets confidence on you to depute you to the
seaport.
1. Mr. Rajeev Mehta was the Chairman of Topaz Bank. The bank was earning fairly well and
shareholders were receiving regular dividends. The market price of their shares was
performing well. The bank was about to announce taking over the ‘AME Bank.’ Mr. Rajeev
Mehta expected that the market share of their bank would rise once the takeover is announced
in the public. Being a part of the bank, Rajeev was not allowed to buy shares of Topaz bank.
He called one of his wealthy friend Rashid and asked him to invest Rs.5 crores in shares of
his bank promising him the capital gains. As expected, the share prices went up by 40% and
the market price of Rashid’s shares was now ? 7 crores. He earned a profit of Rs. 2 crores. He
gave Rs. 1 crore to Mr. Sanjay Nehra and kept Rs. 1 crore with himself. On regular
inspection and by conducting enquiries of the brokers involved, the Securities and Exchange
Board of India (SEBI) was able to detect this irregularity. The SEBI imposed a heavy penalty
on Rajeev Mehta. In context to the above situation identify and elaborate the functions that
were performed by SEBI . (10 Marks)
2. “Money market is essentially a market for short-term funds’. In the light of this statement
elaborate on the money market and its features. (10 Marks)
3. Mr. Kumar wants to invest his saving in mutual funds. However, he is completely
unfamiliar how to go about it. He approaches you, a wealth advisor in the bank where he
holds his savings account.
a. Explain him the basics of mutual fund and describe any five kinds of mutual funds which
are available in the market. (5 Marks)
b. Enumerate the advantage and disadvantages associated with investing in the mutual fund.
(5 Marks)
India’s foreign Trade
1. The current BoP scenario in India, with USA is showing positive BoP in favour of India,
which is why there is a trade issues between India and USA, since US would like India to
import more from US and also to rework on lowering import duties. According to you in that
situation what is your strategy to narrow down the BoP with USA, give step-by-step action
plan to achieve this objective. (10 Marks)
2. India’s focus on exports to earn foreign currency and to stabilize economic condition of the
country. To help Indian exporters, Government of India under Ministry of Commerce has
well established Export Promotion Councils in different segments of the industries, they are
fully focussed on helping Indian exporters. Discuss what the role of EPC is and take any one
segment of the industry where specific EPC is working, and explain how they help the Indian
exporters in exporting, especially for SME’s. (10 Marks)
3. India opened its market for Foreign Direct Investment (FDI) in 1990’s going away from
licence Raj system, which led to economic boom in the country.
a. Explain how the Indian economy became vibrant post 1990 explain with top changes taken
place during that period which benefited faster GDP growth. (5 Marks)
b. How opening door for FDI in India by the government benefited Indian exporters. (5
Marks)

1. Analyze the financial accounts in the Balance of payments statements of any two countries
in the BRICS (Brazil, Russia, India, China, South Africa) for different types of capital flows.
(10 Marks)
2. Being an exporter of garment house, discuss how letter of credit can be used for processing
export contracts. (10 Marks)
3. Alphabet unit Google was hit with a record-breaking 4.34 billion euro ($5.04 billion) fine
on Wednesday, topping the 2.4 billion euros it was ordered to pay in another case last year.
EU antitrust regulators accused it of abusing the dominance of its Android smartphone
operating system by blocking rivals. Below is a timeline of Google’s antitrust cases in
Europe: 18 July 2018 - EU antitrust regulators hand down a 4.34 billion euro fine to Google
after a three-year long investigation. 27 June 2017 - EU fines Google 2.4 billion euros for
thwarting rivals of shopping comparison websites. 14 July 2016 - EU sets out another charge
against Google’s shopping service. It also accuses the company of preventing third parties
using its Adsense product from displaying search advertisements from Google’s competitors
- a third case against the company. 20 April 2016 - EU sends a charge sheet to Google
outlining the company’s anti-competitive practices with regard to Android smartphone
makers and apps makers. 15 April 2015 - EU opens investigation into Google’s Android
smartphone operating system. 15 April 2015 - EU charges Google with blocking competitors
of its shopping service. Sept 2014 - Almunia says he will not be able to wrap up the Google
case before his mandate ends in October. May 2014 - Joaquin Almunia, European
Competition Commissioner at that time, says feedback from complainants will be crucial to
determining whether he accepts Google’s concessions. 5 Feb 2014 - Google improves its
concessions related to online search.
2013 - Lobbying Group Fair Search files a complaint about Google’s Android business
practices to the European Commission. 25April 2013 - EU seeks feedback from rivals and
users to Google’s concessions.
a. Discuss how the legal aspects of business environment impacting Google in Europe. (5
Marks)
b. Discuss all the other aspects of the business environment that provide complexity to
international business operations like cultural aspects for companies engaged in International
business. (5 Marks)
1. India is trying to promote ‘Make in India’ and has also recently opened up Defense sector.
You are a strategy manager at Dassault, one of leading manufacturers of defense equipment.
However, your boss wants to set up a new venture in Brazil. Please justify using Business
Environment why you would like to set up in India instead of Brazil. (10 Marks)
2. You are the CEO of a competing brand of Starbucks but claim to offer more value for
money. Your products cost less than Starbucks. You have also decided to enter India after
seeing success of Starbucks. Evaluate any 3 entry options to enter into India. Which of the
market entry options would you finally choose & why? (10 Marks)
3. Lemon Tree operates mid-premium hotels in India and position it for cost conscience
corporate travelers. They have decided to enter European market now with 4 properties, two
each in Germany & France. a. Suggest what should be their pricing strategy for the European
market. (5 Marks)
b. Suggest the possible brand positioning for their European market. (5 Marks)
1. Explain how the operations strategies are different when applied to a service company such
as “Tata Sky” versus a manufacturing company such as “Tata Steel”. (10 Marks)
2. What are the key factors that firms consider while designing a facility layout? List five
major factors. What kind of layout is best suited for a Pharmaceuticals manufacturing firm?
(10 Marks)
3. Indian Railways is a name synonymous to an operational activity at a large scale. Give

your views on the following aspects of Indian railways
a. There have been several instances & reports of problems faced by customers during
booking of tickets through its online portal. What should Indian railways do to make this
system world class? (5 Marks)
b. Discuss the concept of inventory management with reference to any one aspect (Food
served/ hospitality/ safety, etc.) of Indian Railway. (5 Marks)
Organisational Theory, Structure and Design
1. SmallSoft Ltd is a technology giant which over the years had built a huge organization,
servicing customers globally. Started by a visionary founder, the organization’s products had
almost a monopolistic control over the markets they operated in. However, the last decade
saw them being taken over by smaller, more agile organizations. The Board realized that the
current way of working would not help them retain their growth or their profitability and
hence they decided to go in for a changed strategy. A new CEO was brought in, who quickly
realized that the organization was stuck in the past ways of doing business and that its vision
and mission were now redundant in the current technology scenario. Also, the teams were
working in silos and the company structure needed to be integrated. The CEO called you, the
Head-HR to discuss this. She has asked your help as the Head HR help transform the
company and drive this change. You recommend that the company follow Kotter’s 8-step
model to drive this change. Detail out the steps to be followed for Change Management as
per Kotter’s 8-step model, adding on any specific points mentioned in the case. (10 Marks)
2. Jahazi Company is a company that is into operating boats for leisure cruises in Kerala. The
owner of this company, Mr. Nair, now wants to move into International waters by setting up
a base in Singapore, to provide these services in South East Asia. Your firm has been tasked
with doing an External Analysis prior to the move. Detail out the techniques you would
follow for doing an External Analysis using PESTLE method for this company. (10 Marks)
3. Funky TV is a music television channel that is very popular amongst youngsters. It is

considered a fun channel and has a great brand recall value, but due to high content costs and
other expenses, it is not very profitable. The channel is successful because of the new formats
and interesting ideas it keeps introducing regularly on air. The employees are mostly in the
age group of 22-30. There are a few other employees from older age groups as well. The
company prides itself on being a Crazy and Cool workplace. Each employee at the time of
joining is given decorating material and lots of colorful paper to help them decorate their
workplace. This is an open office layout. All employees including the senior management sit
in the same area and there are small meeting rooms for people who wish to have a quiet
conversation. Every evening at 6 pm, one employee is randomly selected by draw of lots and
gets to choose a playlist to play on the public address system. There is no dress code and
employees are inspired to discover their individual style. The employees are encouraged to
speak their mind, share their ideas and disagreements are considered healthy. Managers avoid
taking unilateral decisions and prefer to have a consensus-based approach. The culture is also
such that it attracts talented people from across all walks of life. The current channel
programming in charge was a professor of physics before he joined the channel. Though the
company faces stiff competition in the music television space and is not the best paymaster, it
still has low levels of attrition.
a. Describe the basic features of Schein’s model of culture and classify the elements of
culture mentioned in the case into Schein’s framework (5 Marks)
b. What is the Function of culture? Give example from the case to show the function of
culture for the employees of Funky TV. (5 Marks)
Sales Management
1. Bajaj Electronics administers a Quarterly performance review for all its sales employees.
The below mentioned table provides the number of sales calls done by the sales people for
the month of Oct- Dec 2019. You are the Area manager in charge of their performance. The
performance standard set by the company is that every sales person must do 150 sales calls in
every quarter.
Name of the executive
No. of sales calls
Ramnath
142
Tapan
160
Jeetendra
87
Saurabh
125
Bhaskar
92
How will you evaluate the performance of the sales executives as an Area Manager? What
are the steps you can take to improve the performance?
(10 Marks)
2. Take an appointment and meet with a senior sales person from two industries – Pharma
industry (such as Sun Pharma, Lupic, Dr. Reddy’s, Glaxo or any other company) and
Engineering industry (such as L&T, BHEL, ABB, Siemens or any other company). Study and
prepare the sales organization structure of these two companies.
(10 Marks)
3. Raymond Fibres Ltd is a fibre making company in India. They are predominantly in
fashion wear from men and women. The fibre market is divided into natural and synthetic
fibres. The company has 5 plants in India and employs over 700 sales people. The company
competes with the Reliance group which is one of the leading synthetic fibre makers along
with some global players such as DuPont. However, the company has been hit with the
economic slowdown in the country. To make things worse, cheaper imports of fashion wear
from China and e-commerce has affected store sales. The sales people in the company are
feeling demotivated. The sales people have put pressure on the top management to improve
their salary.
a. What alternatives will you suggest to the top management to improve the salary plan to the
sales employees? (5 Marks)
b. What are some of the non-financial tools of motivation that you can use
(5 Marks)
Services Marketing
1. You have recently joined in as the Head of a Public Sector Bank? Design strategies to help
reduce the Customer Complaint barriers. What Service recovery tactics will you leverage on
to tackle customer complaints. (10 Marks)
2. You are planning to open India’s first ever Apple owned store in Mumbai by end of the
year 2020? Suggest & describe all the design elements that you shall consider for building the
Retail store environment? (10 Marks)
3. You are setting up an IKEA store in Mumbai by the end of the year 2020.
a. What Service Quality parameters & dimensions would you consider while driving this
initiative? Provide examples from an IKEA perspective. (5 Marks)
b. Design a Creative & Innovative Loyalty Program for IKEA highlighting all the tiers/levels
& the rewards that the customer will stand to gain (5 Marks)
Taxation- Direct and Indirect
1. Leo Messi, a football player visits India for 110 days in every financial year. This has been
his practice for the past ten years. Explaining the conditions to determine the residential
status, find out his residential status for the assessment year 2019-20. Also, comment on
whether he is resident but not ordinarily resident during the previous year 2018-19 (10
Marks)
2. GST has made tax structure simple and clear. It brings better compliance and ensures more
transparency in business affairs. GST has facilitated desired competition and coordination
between central and state authorities. Discuss any five points highlighting the benefits of
GST. (10 Marks)
3. a. Mr. Abraham is one of the whole time director of Sidha Shila Group of companies He
receives Rs 50000 per month as sitting fees from the company for the financial year. He is
also an active partner in Sankalp LLP (limited liability partnership) from where he receives
Rs 50000 as salary per month for the financial year Discuss about chargeability of such
income in the hands of Mr. Abraham, for the financial year 2019-20 (5 Marks)
3. b. Mr. Mohsin is an employee of L& T Infra. The company provides an interest free loan
to Mr. Mohsin for three years. The loan amount was Rs 75000 for medical treatment in
respect of tuberculosis Discuss with suitable reasons, the value of the benefit to the assesse
resulting from the interest free loan provided by the company to Mr. Mohsin. (5 Marks)
1. Explain yield curves with the help of India GOI bond yield curve. Explain the relationship
between the bond prices, yield and duration. (10 Marks)
2. Explain duration GAP analysis in banks. Calculate the duration Gap of the following
excerpts from the balance sheet of a bank. Also calculate the impact on the equity of the bank
in the different interest rates scenarios.
Balance Sheet for Hypothetical Bank Particulars Assets Duration Liabilities Duration Current
Assets 500 5 years Current Liabilities 400 6 Years Fixed Assets 400 Other Liab. 300 900
Equity 200 900
Scenarios for Impact analysis:
1. Interest rates increased by 1%
2. Interest rates decreased by 1%
(10 Marks)
3. Case Study:
PMC Bank, which has lately been in the news for fraudulently extending loans to Housing
Development & Infrastructure Ltd (HDIL), imperiling deposits of numerous customers, is
just the latest in a series of cooperative banks that have been placed under restrictions by the
RBI. As of March 2019, 26 urban cooperative banks (UCBs) were placed under directions of
the central bank for putting depositors at risk, thanks to mismanagement or fraud. PMC
Managing Director Joy Thomas has admitted to hoodwinking the auditors, bank’s board and
the RBI for many years by concealing the default on loans to the tune of Rs. 6,500 crore
taken by real estate firm Housing Development and Infrastructure Ltd (HDIL).
This means operations are restricted deposits are stuck lead to chaos among depositors for
their hard earned deposits.
a. What are the various risk faced by the banks? Elaborate how risk management norms
(Basel norms for e.g.) being provided by RBI can help avoiding such situations.
(5 Marks)
b. What are the reasons that such default happened in PMC bank? Do you think this can be
avoided if proper risk management has been implemented by the bank or RBI? (5 Marks)
Insurance & Risk Management
1. India has one of the lowest Insurance penetration rates in the world. Given this fact, if you
were to take over as the CEO of a brand new private sector Insurance company
“WeEnsureYou” that is about to commence its operations Shortly. Present an article in front
of the board members on the future of health Insurance market in India and how this
company would contribute itself in creating awareness among the people about the health
insurance. (10 Marks)
2. Kiran is appointed as a life Insurance Agent in a renowned Insurance company. In order to

acquire and expand her client base she is required to prepare a presentation on the needs for
buying life insurance policy. Discuss the Needs for buying the life Insurance Plan in her
presentation. (10 Marks)
3. Shyama after completing her MBA from a renowned college got placed as an assistant
manager in a Risk Management Department of an Insurance firm.
a. Shyama’s manager ask her to give a short presentation on the concept of Risk
Management. (5 Marks)
b. She is required to discuss the various techniques of Risk Management. Help Shyama with
the same. (5 Marks)
International Banking & Foreign Exchange Management
1. An export company in India had already issued equity in India and was currently listed in
both BSE as well as NSE. The company was planning to expand and have its presence in
foreign countries as well. The firm wanted to borrow funds from international market.
Suggest any five sources of funding from the international market. (10 Marks)
2. An exporter wants to hedge his one year receivables in USD for $30 million, for which he
wants to enter into a futures contract. The spot exchange rate is USD-INR72. The futures
price for a contract having the same maturity date is ₹74. Is perfect hedging possible with the
futures contract in this case? Calculate loss or profit in the cash and futures market if the spot
price is ₹ 75 on the maturity date. Assume lot size as 1000 units.
(10 Marks)
3. A fresh Graduate had joined the International Banking Division of the Bank. On the first
day, he was asked by his manager to revise and understand the concepts of International
Banking. He was little confused between direct and indirect quote so he decided to approach
his manager for the same. If you are his manager explain:
a. Concept of Direct Quote with an example (5 Marks)
b. Concept of Indirect Quote with an example (5 Marks)
Retail Banking
1. Banking today has become a competitive industry. Discuss how the internet and mobile
banking is ice breaker to the tradition banking industry. Highlight how internet and mobile
banking have brought digitalization in the banking Industry and is helping the industry to
pave its way to success. (10 Marks)
2. Shriram has recently graduated from a reputed MBA college and got placed in a private
sector bank. His manager asks him to prepare a short note the different types of lending
which are carried by banks in day to day operations. Help him to prepare his notes. (10
Marks)
3. “The test of our progress is not whether we add more to the abundance of those who have
much; it is whether we provide enough for those who have too little.” - Franklin D. Roosevelt
Despite witnessing progressive growth in economy post liberalization, yet nearly 75 % of the
households even today are deprived to access to any funds-institutional or otherwise. Banks
play a vital role in bridging the social divide and achieving robust and sustainable economic
growth. Financial inclusion is viewed as a promising step towards achieving financial
equality and stability.
a. Discuss the various initiatives taken by RBI for promoting financial inclusion (5 Marks)
b. Highlight the barriers that impends financial inclusion (5 Marks)
1. Analyzing and making decisions in relation to cost requires in-depth study of various costs
involved. The process of managerial decision making classify costs into certain specific head
so as to be precise in evaluating various business proposals. Discuss any five such costs with
relevant examples which are significant for managerial decision making (10 Marks)
2. Standard costing is the process where standard costs of various components and resources
are predetermined. Further, there are certain specific objectives for adopting the standard
costing techniques in management accounting, Discuss in brief, the distinguished objectives
of adopting standard costing in any organization (10 Marks)
3. Puppies and Rabbits, a soft toy manufacturing company requires 1250 units per month, of
the soft toy named “COCO Rabbit”. The ordering cost is Rs 1000 per order. The cost of
carrying inventory is 10% per annum. The cost of manufacturing one unit of COCO Rabbit is
Rs 200
a. Determine the most economic lot size (5 Marks)
b. The minimum total variable cost for the economic lot size (5 Marks)
Advanced Supply Chain Management
1. A product launch strategy defines several stages of the launch including development,
internal testing, external testing, objective and goal setting, positioning, excitement building
and event timing. The supply chain design team must develop a Strategic fit as it is important
for both the competitive and supply chain strategies to meet the common goal. How different
will the strategy be for two companies, one launching high tech product with uncertain
demand and the other FMCG product like breakfast cereal with certain demand? (10 Marks)
2. A hotel has 100 rooms. The rent charged is Rs.4200 per night. To avoid revenue loss due
to sudden cancellation they have a policy to over-book rooms. This at times resulted in an
additional cost of Rs.7000 to get alternative accommodation in another hotel in case of
shortage of rooms when all guests turned up. In the last few months they found last minute
cancellations averaged 20 cancelled booking with a standard deviation of 8. What will be
your suggestion to the hotel on its over-booking policy to limit its revenue losses in case a
cancellation takes place? (Use the Service factor table is given below).
Service Level (%) 50 55 60 65 70 75 80 85
Service Factor 0 0.13 0.25 0.39 0.52 0.65 0.84 1.04
(10 Marks)
3. a. If you are the procurement head of your organization, what will be the various aspects
that you will consider before selection of suppliers? (5 Marks)
3. b. If your organization is considering implementing IT, what impact will it have on your
sourcing strategy?
Decision Analysis & Modeling
1. Decision Analysis and Modelling has wide spread applicability in various domains of
management. Support the statement with relevant examples of applications of Decision
Analysis and Modelling in various domains of management. (10 Marks)
2. Vroom and Yetton’s Normative Model is one of the models of Decision Making. Explain
the decision making styles in the Vroom-Yetton Model. (10 Marks)
3. a. A project has been defined to contain the following list of activities, along with their
required time for completion:
Activity
Time (Days)
Immediate Predecessors A 1 ----
AC3A
AE6B
C,D G 7 E,F
H
D I 4 G,H
Identify the Critical Path. (5 Marks)
3. b. A project has been defined to contain the following list of activities, along with their
required time for completion:
TABLE GIVEN BELOW
Activity
Time (Days)
Immediate Predecessors A 1 ----
AC3A
AE6B
C,D G 7 E,F
D I 4 G,H
Calculate the Earliest Start and End Times. (5 Marks)
International Logistics & Supply Chain Management

1. An Indian company Master Lifestyle Ltd is having operations in India and is into the
business of cosmetics. The company is exploring international opportunities for which they
have orders for their products from UAE and Europe. Explain the strategic approach of the
company for successful order execution and growing the business in international markets.
(10 Marks)
2. The company Speed Ltd is into the business of toys and exploring its opportunities to set
up the business activities in the Australia by launching its products across the well-known
retail chain stores for brand penetration. What is the approach strategy that the company
would employ for the successful launch of its products in the Australian market? Analyze and
suggest logistics and SCM strategies which can enhance the service quality with on time
availability and generating market share of the company. (10 Marks)
3. A beverage company named Thunder Drinks Ltd is in the Indian market for about 10 long
years. The company is based in India and had gained good recognition. It has orders from
Europe for its beverages. The order varies in terms it has LCL and FCL.
a. Work out a plan how it has to ship the products and what elements of importance it should
consider while doing so like containers and packaging. (5 Marks)
b. What kind of production planning and pricing patterns it needs to implement and mention
the supply chain strategies to be followed? (5 Marks)
World Class Operations
1. You are the Quality Control Manager of a firm. Explain the measures for achieving
customer satisfaction in your firm. (10 Marks)
2. You are going to implement PDCA Cycle. Explain in brief the concept of PDCA Cycle.
(10 Marks)
3. a. You have been asked to implement the concept of Reliability in the manufacturing unit
of your firm. Explain in this concept the commonly used Reliability Indices. (5 Marks)
3.b. You are soliciting the implementation of Reliability program in manufacturing

companies in order to achieve world class standards in operations. Briefly explain the salient
features of Reliability program in support for your solicitation. (5 Marks)
1. The following data shows the return of Alpha Ltd and the Market:
TABLE GIVEN BELOW
Year
Return Alpha(%)
Return Market (%)
12
18
16
17
17
19
14
18
10
15
Calculate the Beta of Alpha Ltd and interpret. Explain the implications of different values of
Beta. (10 Marks)
2. Calculate the standard deviation and return of portfolio consisting of 60% of Security A
and 40% of Security B. Assume correlation coefficient between stock A and stock B is 0.55.
Interpret the benefit of portfolio over individual stock investment (in case of security A and
B).
Year
Security A return(%)
Security B return(%)
2015
20
15
2016
22
12
2017
18
11
2018
15
10
2019
11
11
(10 Marks)
3. Observed Return and Beta of SBI Bluechip Fund and Franklin India Equity Fund for the
year 2019 are as follows:
Observed Return
Beta
SBI Bluechip Fund
18%
0.9
Franklin India Equity Fund
20%
1.1
Assume standard deviation of the market to be 8%, Return on Sensex 15% and the risk-free
return to be 7%.
a. Compute the Jensen index for each of the funds and interpret the results. (5 Marks)
b. Compute the Treynor index for each of the funds and interpret the results. (5 Marks)
Industrial Relations & Labour Laws
1. Mr. Thakur is advised by his consultants to change the authoritative style of management
in his factory and encourage worker’s participation. Please elaborate on the objectives of
workers’ participation and various levels of participation for him. (10 Marks)
2. Mr. Kasture has been head of production with Hayway productions for a long time and has
been thinking of working on structuring the employees under a more collective banner. Most
of the staff including workers also have been working with the organization for a long time
and Mr. Kasture has been speaking with the foremen and some leadership heads about
forming a union. The management is finding it strange that in spite of being a part of the
senior management, Mr. Kasture is still promoting the ideas of having trade unions in the
organization. Mr. Kasture wants to make a presentation to his bosses about how Trade
Unions can act as agents of collective bargaining. Please help him by listing the points
leading to the thought. (10 Marks)
3. David keeps an ambition of leading his team of workers for better working conditions and
better rights at his workplace. He is working for a small organization with a medium sized
unit of shirt manufacturing and exports. He feels, the working hours and working conditions
need to be worked at and most importantly he feels that compensation offered for the kind of
work is not fair. However, he is not a degree holder and needs to read and understand the
issues involved with the same. He knows that there is an act named Workmen’s
compensation act and he wants to understand. Please help David understand following parts
of the act by listing out:
a. Objectives of the Workman’s compensation Act (5 Marks) b. Scope of Workman’s

compensation Act. (5 Marks)
1. Arjan is an employee who is never on time for work or meetings. He has been issued
several warning memos but in vain. The management is not able to take stringent action
against him as he is very good at his work and is one of the top performers. As his reporting
authority you still feel that he should respect time and be disciplined. From the different
elements of reinforcement which one should his manager choose to get the desired
behaviour? Conclude by giving why it (the one which you chose) is the best suited.
2. Choose one Asian and one European country. Compare and contrast communication in
their cultures.
3. Krabi Textile is going online from retail mode as the management feels that it is the need
of the hour to be present in the digital space. People are resisting this change and you are the
one chosen as the leader by the management to lead in this tough time.
a. What all people skills would be required by a leader to be effective in such times?
b. How would you differentiate between being a manager and leader?
1. M/s Paper Write Corporation deals with the manufacturing and selling of paper bags. The
company has started this business looking at the opportunity that exists, after plastic was
banned by the government in some states. The company has never used any modern day
management practices and the business continues to function in the traditional way. Mr. Ajay
has been appointed as a Manager to handle the overall functioning of the business. He notices
few things in the company:
a) One person reporting to three bosses
b) No specialized worker in the factory
c) Long hierarchy to get any approval
d) No following of rules and regulations
e) No designated place for inventory, tools, equipment’s, etc.
f) The team work among employees is missing.
Advise Mr. Ajay any five of Henry Fayol’s principles which can solve the problems
mentioned above. Explain the same with description.
2. M/s Paper Write Corporation problems don’t seem to end. The company doesn’t use
modern day technology in the departments. Some observations made by Ajay are:
a) The company uses register for employee attendance.
b) The company has a manual process of writing entry in the books of accounts.
c) The leaves are applied on paper which has a lengthy process of approval.
d) All the orders are sent through hard copies to the suppliers.
e) The inventory management is not practiced effectively due to the lack of usage of
technology.
Advise any 5 modern day technologies which will make the system more productive and
effective. Explain the same with description.
3.a. There is no motivation among employees and workers in the organization. How will you
motivate the employees and workers of M/s Paper Write Corporation?
3.b. Explain the style of leadership that will be suitable for M/s Paper Write Corporation.
Elaborate on the choice of leadership selected.
1. The healthcare space inundated with the presence of 4, 00,000 apps approximately which
are involved in monitoring and improving user’s health. These apps monitor user’s health
data like calorie intake, physical activity, heart rate, blood pressure, sleep patterns and
various other parameters. With the help of these self-monitoring apps users get more
personalized information and are capable of transforming how healthcare will be delivered to
them. Healthcare industry is embracing analytics to improve disease prevention, increase the
accuracy of diagnoses, provide safe medications, and make treatments more effective. Give
examples how different stakeholders in the healthcare industry use analytics (Healthcare
professionals, healthcare providers, pharmaceutical companies and government).
2. Fresh milk startup Country Delight has raised $7-10 million in a Series B funding round
led by venture capital firm Matrix Partners. The company claims to source milk directly from
the farm, eliminating the middle men and allowing farmers to earn a premium. It also invests
in cold chain and quality testing infrastructure at the farmer’s location. The company offers
other milk-based products including paneer, curd and ghee through its mobile app. How do
you think technology can help this startup in improving the dairy supply chain from process
management to tracking products and deliveries?
(Source: https://www.livemint.com/companies/start-ups/country-delight-raises-funding-in-
round-led-by-matrix-partners-1548182312046.html)
3. The northern Spanish city of Santander has become the testing ground for "smart cities"
around the world. Smart Santander is a smart city experiment aimed at improving the quality
of life, reducing energy consumption and engaging its citizens in civic duties. The city
implemented wireless sensor networks and embedded 10,000 sensors on its streets and
municipal vehicles to monitor garbage collections, crime air quality and manage street
lighting for better energy efficiency. The Santander Smart City platform allows to integrate
all the information of the different municipal services and thousands of sensors deployed by
the city. The latter devices collect multiple data: from air quality, noise or temperature to
which parking lots are free or occupied on different streets or when it is necessary to water a
particular park or garden. For example, buses have sensors at the top that allow to know the
level of pollution in different areas of the city. They have also been installed on street lamps
and walls inside small white boxes in order to measure noise, temperature or brightness.
Multiple devices installed on the ground monitor how many cars are parked in certain streets
while different information panels indicate the free places in a given area to park the car.
Even paper containers and containers have volumetric measurement sensors that indicate how
full they are. This information is especially valuable when planning collection routes, which
may vary according to needs. As garbage trucks are also intelligent, it is possible to monitor
their travel and activity. Source:
(https://elpais.com/tecnologia/2019/07/17/actualidad/1563371290_289881.html)
a. What are the benefits of a smart city? Considering the dark side of smart city are you
sceptical to the benefits of a smart city.
b. What are the potential cybersecurity challenges faced in a smart city with data being
collected in this way?
Business Economics
1. Calculate the following:
Quantity
Total Fixed Cost
Total Variable Cost
Total Cost
Average Cost
Marginal Cost
25
10
18
26
10
20
27
10
21
2. “Determinant of demand are the important factor which influences the decision of the
consumers to purchase commodity or a service”
With respect to the above statement discuss any 5 determinants of the individual demand.
3 a. Suppose the monthly income of an individual increases from Rs. 10,000 to Rs. 15,000
which increases his demand for clothes from 20 units to 25 units. Calculate the income
elasticity of demand and interpret the result.
b. Quantity demanded for tea has increased from 100 to 160 units with an increase in the
price of the coffee powder from Rs. 40 to Rs. 50. Calculate the cross elasticity of demand
between tea and coffee and explain the relationship between the goods.
“Balwaan Gyms and Akhadas” is a new enterprise started by two young fitness freak
entrepreneurs Mr. Balraj and Mr. Balbuddhi. Balwaan Gyms and Akhadas is a chain of gyms
with a vision to make everyone healthy. The company has already opened 15 Gyms and
Akhadas across five cities namely Mumbai, Bangalore, Pune, Delhi and Kolkata.
The gym has all modern facilities and amenities like 24*7 security, convenient parking, flexi
hours, group Classes on fitness, Personal Training, Private restrooms for males and females.
The most unique thing about Balwaan is that it also has all Indian style akhadas where
traditional body building is taught. Balwaan’s every store has a healthy café where they serve
traditional healthy food and drinks at extra cost.
The membership fees for the same is 24,000 per annum without a personal trainer.
The company has been relying only on word of mouth for yearly memberships. The company
has not undertaken any marketing promotion campaigns for the same. The company is falling
short of its expectation when it comes to membership and revenues.
Assume the company has hired you as a Marketing consultant and they want you to advise
them on the following issues:
1. List and discuss the major bases for segmentation of consumer markets. Explain the four
variables in detail for Balwaan.
2. How will you promote the Brand Balwaan Gyms and Akhadas online? Explain five
platforms that you will use to promote the same.
3.a. Explain various levels of product with reference to Balwaan Gyms and Akhadas.
3.b. Which celebrity will you select as a brand ambassador for the Balwaan Gyms and
Akhadas? Explain the choice of your celebrity with five reasons.
Financial Accounting and Analysis
1. Wildcat Ltd, a manufacturing company sold a machinery for Rs 8 lacs at the year end. The
company had purchased the machinery four years back for Rs 15 lacs and had depreciated the
same using written down value method of depreciation @ 20%. As an accounts executive of
Wildcat Ltd, calculate the WDV of the asset for the four years, accumulated depreciation for
four years and profit/loss on sale, if any.
2. Mr. Shil Wants to record the financial transactions of his newly started business. Discuss
what accounting steps/stages he need to adhere so that the transactions can be duly recorded
and processed in order to prepare the financial statements.
3 a. Following information is available in respect of a company named, as Beta Ltd
Particulars
Amount
Profit before taxes
Rs 50 lakhs
Dividend declared per share
Rs2
Price of the share prevalent on stock exchange
Rs 200
Applicable tax rate
35%
Share capital of company 5 lakh shares of Rs 10 each
Calculate-
 Earnings per share

 Dividend Pay-out Ratio
 Price earnings ratio
b. Prepare the cash flow statement from investing activities of Alpha Creative Ltd for the year
ended March31, 2019
Particulars
Amount
Plant acquired
160000
Claim received for loss of plant in fire
45500
Unsecured loans given to subsidiaries
595000
Interest on loan received from subsidiary companies
72500
 Also give reasons for the classification of above activities as inflow /outflow
1. You have been appointed as a Strategy Consultant to a Swiss shoe making brand namely
“Bally” wanting to enter India. Which one of Porter’s Generic Strategies would you choose
to be operational in India & explain the reasons in detail behind your choice of strategy?
Once the strategy has been chosen, explain the categories of customers you would target?
2. UNIQLO is a Japanese casual wear designer, manufacturer and retailer that wishes to enter
India’s Retail market. Conduct a PESTLE analysis for Uniqlo in India & suggest whether
Uniqlo should enter India or otherwise.
3. You are the Chairman of Isuzu Motors in Japan. Your Indian subsidiary Isuzu India has
managed to gain only under 2% of the market share so far & Competitor brands such as
Maruti & Hyundai account for 50% & 17% of the market shares respectively.
a. What turnaround strategies can you suggest to arrest the decline of revenues & profitability
of your company?
b. In your opinion, would it be considered appropriate to pursue a Combination Strategy?
State your response with appropriate justifications & reasons.
Business Statistics
fixed acidity volatile acidity citric acid residual sugar chlorides
7.4 0.7 0 1.9 0.076
7.8 0.88 0 2.6 0.098
7.8 0.76 0.04 2.3 0.092
11.2 0.28 0.56 1.9 0.075
7.4 0.7 0 1.9 0.076
7.4 0.66 0 1.8 0.075
7.9 0.6 0.06 1.6 0.069
7.3 0.65 0 1.2 0.065
7.8 0.58 0.02 2 0.073
7.5 0.5 0.36 6.1 0.071
6.7 0.58 0.08 1.8 0.097
7.5 0.5 0.36 6.1 0.071
5.6 0.615 0 1.6 0.089
7.8 0.61 0.29 1.6 0.114
8.9 0.62 0.18 3.8 0.176
8.9 0.62 0.19 3.9 0.17
8.5 0.28 0.56 1.8 0.092
8.1 0.56 0.28 1.7 0.368
7.4 0.59 0.08 4.4 0.086
7.9 0.32 0.51 1.8 0.341
8.9 0.22 0.48 1.8 0.077

7.6 0.39 0.31 2.3 0.082
7.9 0.43 0.21 1.6 0.106
8.5 0.49 0.11 2.3 0.084
6.9 0.4 0.14 2.4 0.085
6.3 0.39 0.16 1.4 0.08
1. For the data on 26 red wines given above, conduct the following analysis:
i. Provide five-number summary i.e. the minimum, 1st quartile, median, 3rd quartile and
maximum value for fixed acidity. Arrange them in increasing order on a straight line, draw a
box plot and interpret what it means.
ii. Calculate the correlation coefficient between fixed acidity and volatile acidity and between
residual sugar and chlorides. Comment on the strength and direction of association for the
two variable pairs.
iii. What can be stated about the cause-effect relationship between fixed acidity and volatile
acidity, based on the correlation coefficient score?
2. For the data in the table below:
i. What do high kurtosis and skewness figures denote?
ii. Free Sulphur dioxide and total Sulphur dioxide have mean, median and modes that differ
substantially from each other. What can you infer from this?
iii. By looking at the descriptive stats of the variables, identify two that may be closest to
being normally distributed. Why?
Desc Stats fixed acidity volatile acidity citric acid residual sugar chlorides free sulfur dioxide
total sulfur dioxide density pH sulphates alcohol
Mean 6.85 0.28 0.33 6.39 0.05 35.31 138.36 0.99 3.19 0.49 10.51
Med 6.80 0.26 0.32 5.20 0.04 34.00 134.00 0.99 3.18 0.47 10.40
Mod 6.80 0.28 0.30 1.20 0.04 29.00 111.00 0.99 3.14 0.50 9.40
SD 0.84 0.10 0.12 5.07 0.02 17.01 42.50 0.00 0.15 0.11 1.23
Kurt 2.17 5.09 6.17 3.47 37.56 11.47 0.57 9.79 0.53 1.59 -0.70
Skew 0.65 1.58 1.28 1.08 5.02 1.41 0.39 0.98 0.46 0.98 0.49
Range 10.40 1.02 1.66 65.20 0.34 287.00 431.00 0.05 1.10 0.86 6.20
3. Lok Sabha in India is to discuss a key constitutional amendment, and there will be four
rounds of voting. In each round of voting, assume that the ruling party has a 60% chance of
winning, i.e. getting the resolution passed by majority vote. Further assuming that the voting
rounds are independent of each other, what is the probability that:
a. The ruling party will win 0 rounds, 1 round, 2 rounds, 3 rounds or all 4 rounds of voting?
b. The ruling party will win at least 1 round?
Essentials of HRM
1. Kanye Apparels Pvt. Limited is a home grown brand. It has come long way from being a
family business to a mid-sized organisation. Traditionally they always believed in appraising
employees through checklist method. Recently many employees have come out being very
vocal about their displeasure on the traditional way of appraisal and feel it is an unjust way of
assessing them. You have been hired as a consultant to propose a new appraisal system. Also,
conclude by justifying your selection for the choice of appraisal method.
2. Alaya infrastructure is a small sized organisation having 150 employees. The organisation
never had a formal induction training. You are their first ever HR Manager and you strongly
feel the need to have induction training. You are asked to present the concept and need for
induction training to senior management. Conclude by emphasizing on the
importance/advantages of induction training.
3. A web content creation organization name Natika which is into humor based content is
expanding and wants to hire a social media intern. Advertisement has to be placed for the
vacancy. Based on this
a. Write a job description for social media intern for the above organisation.
b. Write job specification for the above profile.
Business Law
1. Explain the mechanism of a Digital Signatures which is recognized under the Information
Technology Act, 2000 and state at least two (2) of its applications
2. Explain in details two (2) real-life instances of Anti-Competitive Agreements which have
been prohibited by the Competition Commission of India.
3. Abhay and Seema have entered into a commercial agreement to license content. However,
Abhay did not deliver the content to the satisfaction of Seema. Hence, there are disputes
arisen between Abhay and Seema. Abhay and Seema do not want to go through a protracted
litigation process in Indian courts. Can you advise them on:
a. What should be done to conduct an arbitration between Abhay and Seema to resolve their
disputes
b. The difference between Arbitration, Conciliation and Mediation? What is the advantages
and disadvantages of each of these.
1. India's water crisis is often attributed to lack of government planning, increased corporate
privatization, industrial and human waste and government corruption. In addition, water
scarcity in India is expected to worsen as the overall population is expected to increase to 1.6
billion by year 2050. Can you recommend two policy changes with details of how this will
address the water crisis issue for increasing population of India in an ethical manner. (Your
answer must have logical points that make sense. Do online research to find solution to the
water problem) (10 Marks)
2. Protecting data privacy is urgent and complex. This protection is necessary because of the
all-pervasive, technology-driven and information-intensive environment, typical of today’s
corporations. Multiple risks involved in data management is propelling information/data
protection to the top of the corporate management agenda. What according to you are the two
ethical risks faced by the business in relation to data
protection and can you choose and explain any two Data Protection Principles applicable to
businesses in India? (10 Marks)
3. In Chandrapur, renamed the coal city, Western Coalfield Ltd’s (WCL), a public sector coal
mining company’s, overburden dumps are located very close to the river beds. The Mana and
Lalpeth mines, especially, have dumped so much over-burden in the Irai river that the river-
bed has risen by several meters. Coal mining so close to rivers may also cause damage to the
mines themselves. During heavy rains river water enters the mines even now, making coal
extraction very difficult. The move to allow coal mining activities up to 250 meter from river
banks has angered environment groups, especially in Vidarbha, an area currently reeling
under floods, and where major rivers like Wardha and Irai are already heavily polluted
because of coal mining. If the mines are moved closer, such incidents will rise, posing danger
to mine workers. WCL will also incur losses. Mining has also adversely impacted river fauna.
The forest land is turning into a desert and the wild life, specially tigers are disappearing.
Somehow we have failed to intelligently sustain and manage the resources of nature, the
primary source of all supply chain.
a. Do you think environmental sustainability is an ethical principle? Elaborate on any two

issues/principles involved in environmental ethics. (5 Marks)
b. How can business embed environment protection/sustainability within overall business

strategy? Elaborate on any two critical ideas/processes/steps.
Customs Shipping and Insurance

1. Your management wants to give an induction to the newly joined staff in Import Export
dept. Your boss asked you to prepare a write up on the customs tariff giving details of
number of sections, chapters, in a simple language to train the new staff. Please give a nice
write up explaining the chapters, sections etc. (10 Marks)
2. Your friend is a merchant exporter trading many items, and export them to various
countries, He has received an order for export consisting of many electronic items
manufactured by multiple manufacturers. They are very sensitive products and damage prone
also. The total number of boxes is around 2000 and are of assorted sizes. He is seeking your
advice on the method of export i.e. whether to get the containers to his warehouse and load
them or to take all boxes to the port and get the container stuffed. With your knowledge and
experience please give a valuable suggestion to your friend and explain the reasons for your
options. (10 Marks)
3. One of your imported cargo got cleared from the customs and enroute your factory the
truck got completely wet due to heavy rain in spite of the truck covered with tarpaulin. Your
quality control dept. inspected the cargo at the factory and rejected the same. Now You need
to recover the entire cost from the insurance. Your boss advises you to sell the cargo in scrap
and claim insurance immediately.
a. Is it right to dispose the cargo before insurance survey? Please explain to the management
the process of insurance claim as undue pressure on you will not work (5 Marks)
b. Please explain the documental procedure to file a claim to your management so that you
will get some time to complete the process
1. In your opinion what differentiates the relationship you share as a customer with your hair
stylist versus the sales person at a huge departmental store? How can the relationship be
classified and what aspects contribute to it? (10Marks)
2. As a marketing professional, which phase of data analysis requires your most attention and
why? (10 Marks)
3. Snigdha is the Campaign Manager in Unexplored Destinations Tours & Travels Pvt. Ltd.
She is responsible for running successful campaigns so maximum tours are booked with their
organization. She is handling a relatively raw team and needs to handhold them to achieve the
objectives.
a. The team needs an overview of campaign management. How can Snigdha explain the same
to her team in an effective manner? (5 Marks)
b. What different kinds of campaign can they run in order to achieve the organizational
objective?

Consumer Behavior
1. What are the steps in the consumer decision-making journey? Describe your decision-
making journey for the following products: (10 Marks)
(a) Luxury Watch
(b) Breakfast Cereal
(c) Protein Shake
2. What is Just Noticeable Difference? Brand A has decided to increase its price by Rs. 2, the
j.n.d for this product category has been found to be Re 1. Brand B has made changes to its
product formula to make it last for 4 days more, the j.n.d for this product category has been
found to be 3 days. Explain the implication of j.n.d for Brand A and Brand B?
(10 Marks)
3. a. In context of Consumer Personality, what is the Self-Concept? Explain the 4 types of

Self-Image. (5 Marks)
b. Explain the 4 elements of Consumer Learning with an example.
e-Business
1. Digital payments transaction value is growing 3,000 times to Rs. 1,638 lakh crore in just
15 years. Along with this the constantly nagging frauds threaten the Digital India initiative.
India has consistently recorded thousands of digital transaction frauds worth Rs.1 lakh or
more in each of the last three financial years. With regard to ATM / Debit card, Credit card
and Internet banking transactions of over Rs.1 lakh, there were 1,367 frauds reported in FY
2016-17; 2,127 frauds in FY 2017-18; and 1,477 frauds in FY 2018-19. Digital payments
frauds make up for a significant portion – up to half – of all bank fraud cases. You have been
appointed as a Chief Security Officer (CSO) in a leading bank in India to help tackle the issue
and inform customers on safety practices to follow during online transactions. What are the
certain measures that you will undertake to prevent an online fraud in a bank?
(10 Marks)
2. There are around 20,000 people working in the online pharmacies (e-pharmacies), in
around 10 online pharmacy firms in the country. Netmeds.com, one of the largest e-
pharmacies with claims of more than 3.7 million customers in over 610 cities and towns. The
market size of e-pharmacies was approximately $512 million (Rs 3,500 crore) in 2018. It is
predicted that there will be a compounded annual growth rate (CAGR) of 63 per cent which
will reach $3.6 billion (Rs 25,000 crore) by 2022. Explain the entire supply chain
management process for managing the supplies of medicines by online pharmacies. (10
Marks)
3. Every year an increasing number of students and working professionals take to their
computers and access education through online or distance learning programmes to enhance
their skills. By leveraging technology and high-quality educators, organizations aim to move
closer to democratising education at all levels. And, looking at trends, the number of people
adopting online education platforms is expected to increase significantly in the near future.
As per a recent report released by KPMG India and Google, Online Education in India 2021,
the market for online education in India is expected to witness a magnificent growth of eight
times in the next three years, i.e., from USD 247 million in 2016 to USD 1.96 billion in 2021.
Such high growth in online education market is projected to be the outcome of increased
number of paid online education users from 1.57 million in 2016 to 9.5 million in 2021.
Organizations are using innovative ways of engaging with students. A University recorded
higher rates of student renewal after adopting social media (from 60 per cent to 83 per cent).
Engagement with students can take place with platforms like Lurningo which allows students
to post queries and encourages interaction in the form of responses and explanations. It
rewards the most relevant response in the form of ‘bonus points’ or ‘LurnPoints’ given by the
faculty or instructor. Social platforms specially used by colleges to reach students can be
made interesting. Use of gamification, artificial intelligence and machine learning can help
students learn and access the platform on the basis of their needs and learning abilities. Apart
from Facebook and WhatsApp groups, and in-house apps like these, Google platforms like
Sheets, Docs and Slides are also popular with both students and faculty. a. What are the
major drivers that have resulted in the growth of this sector in India? Will online education
replace tradition face to face learning? Justify your standpoint. (5 Marks)
b. What are the different ways in which online education organizations’ can use technology
to make learning more engaging? Will using these technologies improve learning outcomes?
(5 Marks)
Corporate Finance
1. Assume that ABC Ltd has equity share capital of ₹15,00,000 divided into shares of Rs150
each. The company wishes to raise additional total capital of ₹6,00,000 for expansion
through ₹3,00,000 in equity shares and ₹3,00,000 in debts at 10%. The EBIT of the company
is ₹3,00,000 and tax rate is 50%. Calculate EPS. Suggest what will happen to EPS if entire
capital was raised through debts. (10 Marks)
2. Alpha Ltd is expecting an annual Earnings Before Interest and Tax of ₹1,50,000. The
company had 10% debentures of ₹ 5 Lakhs. Calculate the overall cost of capital of the firm if
the cost of Equity is 12% assuming NI approach in the calculation. Suggest what happens to
the value of the firm when more debentures are issued. (10 Marks)
3. Mr. Mehta works as a Management Consultant in XYZ Ltd and his role involved analyzing
capital investment projects. His manager asked him to analyze project X which involved
capital investments of ₹10,00,000 and the cost of capital of 12%. The projects net cash flows
are as follows:
Years
1
Cash Inflow
20,000
30,000
40,000
45,000
50,000
Calculate:
a. Net Present Value of the project and suggest whether project is to be accepted or not. (5
Marks)
b. Internal rate of return and suggest whether project is to be accepted or not (5 Marks)
Compensation & Benefits
1. SYNTAX is a newly set up start up in India which is operating in financial services sector.
The company’s product is meant for a regular salaried person who has a burden of paying
income tax annually. With the use of technology and innovation, SYNTAX has helped
customers share this burden. The company is going for a recruitment drive as it plans for
domestic expansion. You are an HR Head of SYNTAX and you suggested top management
to offer such pay packages which will be a balanced combination of direct and indirect
compensation. Which indirect compensation components will you include for a position of
Regional Head, Business Development? (10 Marks)
2. VEDANT Ltd is an upcoming IT firm in Mumbai specializing in software for educational

institutions. The company is planning to formulate the compensation strategy to attract and
retain the talent in its organization. You are hired as a consultant by VEDANT Ltd and you
are required to give the structure of compensation strategy to the company. How will you
structure the compensation strategy for VEDANT Ltd? (10 Marks)
3. STRIKE 10 is a newly set start up in Bengaluru. The startup is operating in online trading
of sports merchandizing. The company is planning to start an Individual Performance Pay
program to motivate the employees to come up with higher performance levels. You are an
HR Manager of STRIKE 10. In this background, answer the following:
a. Will you consider Individual Spot Awards? If yes, why? (5 Marks)
b. Which spot awards will you give? (5 Marks)
Brand Management
1. The market size of India’s beauty, cosmetic, and grooming market is expected to reach $
20 billion by 2025 from the $ 6.5 billion, with the rise in disposable income of the middle
class and growing aspirations of people to live a good life and look good. This was surely a
huge opportunity for Nivea brand in India. The 120-year old, Hamburg (Germany) based
Beiersdorf has often been credited for meticulously building the Nivea brand into the world's
number one personal care brand. According to a survey conducted by A C Nielsen in the late
1990s, the brand had a 15% share in the global skin care products market. While Nivea had
always been the company's star performer, the 1990s were a period of phenomenal growth for
the brand. By successfully extending what was essentially a 'one-product wonder' into many
different product categories, Beiersdorf had silenced many critics of its umbrella branding
decisions For year ended December 2017, Beiersdorf surpassed HUL in the deodorants
segment for the first time, with an 8.7% share of the urban market, compared with HUL’s
Axe that had 7.7% share. A year ago, HUL’s share was 8.3%, versus Nivea’s 7.1%. Since
2011, Nivea India has been the fastest growing affiliate within Beiersdorf’s operations. “In all
the segments that Nivea has entered, it has gone from being an insignificant brand into one of
the top three brands in the category,” said Rakshit Hargave, SVP for Beiersdorf India and
Sub-Saharan Africa. “In 2016, Nivea has outgrown the category by three times and has been
able to beat market sluggishness in the December quarter.”
(Source:https://economictimes.indiatimes.com/industry/cons-products/fmcg/we-are-market-
leader-in-some-sectors-against-the-mighty-hul-nivea/articleshow/57678531.cms
Source:https://www.oreilly.com/library/view/marketing-management-
indian/9789352861859/xhtml/chapter011.xhtml)
Evaluate the positioning of Nivea and discuss how the positioning strategy has led to the
brands success. (10 Marks)
2. Iconic US superbike maker Harley-Davidson is planning to launch a mid-size motorcycle

in the 250-500 cc range for emerging markets as it eyes major gains in India and plots to
challenge Royal Enfield’s leadership position. Harley-Davidson will be addressing this fast-
growing segment through a strategic alliance with a manufacturer in Asia after a tieup
between TVS and BMW and one between Bajaj Auto and Triumph Motorcycles.
Announcing new mid-term plan till 2027 named ‘More Roads to Harley-Davidson’, the US
giant said it is developing small-displacement (250-500 cc) bike for Asia’s emerging markets
through a strategic tie-up with a manufacturer in Asia. This new product and broader
distribution is intended to fuel Harley-Davidson’s customer access and growth in India, one
of the largest, fastest growing markets in the world, and other Asia markets,” the company
said in a statement. Harley-Davidson plans to offer its most comprehensive lineup of
motorcycles, competing in many of the largest and fastest growing segments with a full
portfolio across a spectrum of price points, power sources, displacements, riding styles and
global markets.
Source:https://economictimes.indiatimes.com/industry/auto/auto-news/with-india-in-focus-
harley-davidson-to-come-out-with-250-500-cc-bike/articleshow/65200522.cms
Examine the brand personality of Harley-Davidson and its relevance in a promising market
like India. (10 Marks)
3. In the increasingly competitive environment of business, the development and launch of

new products has become an important competitive tool. In a crowded marketplace, there is
greater need for differentiation; in markets that are stagnant there is pressure to create
excitement. The Dove brand started its life in 1957 in the US, with the revolutionary new
beauty cleansing Bar. With its patented blend of mild cleansers and ¼ moisturizing cream, it
is #1 Dermatologist Recommended brand in the US. Today apart from its moisturizing soap,
Dove has extended the brand by launching many new products like: Body Washes, Hand and
Body Lotions, Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling
products. In India, Consumer goods major Hindustan Unilever launched a brand of soap in
1990s that was considered expensive, frightfully expensive, for the times we lived in. For
about Rs 30 for a bar, it was nearly twice as expensive as any toilet soap brand that was then
sold in India. Dove did what it does best all over the world - not use supermodels to endorse
the brand. Rather it got real women who used the product to give testimonials of their
experience with the brand. In India, Doves brand team in the 1990s decided to adopt the same
line of thought for the Indian market too. In some ways the brand was the opposite of Lux,
the beauty bar of film stars. Dove showed beauty in ordinary people. Dove extended to
shampoos in 2007, the brand decided to take the similar route. However, this time around
user-generated content had started becoming very popular. HUL tied up with online service
providers and even took content generation offline. Camera crews in Mumbai, Delhi and
Bangalore asked women questions on hair care. In less than two weeks about 1,000 minutes
of video footage was recorded and uploaded on popular portals. In a span of 9 days, over 250
women were interviewed and 1,000 minutes of footage recorded. This content when uploaded
online elicited a huge response and according to HUL took the online involvement of
consumers to a new high. Then talking about damage to hair in the daily routine of real
women like how staying in an air-conditioned environment strips hair of moisture and so on,
were highlighted. Not willing to give its damage care expert image to the competition, Dove
has even extended rapidly into hair conditioners and hair masks.
(Source:https://economictimes.indiatimes.com/the-secret-of-doves-
success/articleshow/5095968.cms?from=mdr)
(Source : https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3123594)
a. Evaluate the brand extension strategy of Dove. (5 Marks)
b. What are the reasons for the success of Dove in other categories and the potential benefits
to the parent brand? (5 Marks)

Cloud Computing
1. You are a consultant to a not-for-profit organization (aka NGO), which is looking forward
to implement cloud ERP called ERPNext. You are asked to provide the recommendation with
justification on the choice of cloud deployment model and cloud service model. You can
make suitable and realistic assumptions, if needed but you will need to mention them
explicitly. (10 Marks)
2. A large manufacturing company has decided to adopt cloud for its sales department.
However, it is apprehensive about storing customer data in the cloud. The CEO has invited
you to brief her on specific security challenges the company would face. (10 Marks)
3. “This is simply ridiculous!” Mr. Manas Gupta couldn’t control his anger when Ms Sai
Lokhande tried to explain the rationale behind steep increase in subscription fee for their
CRM SaaS solution. Mr. Gupta, Sales Head for Acme Water Solutions Pvt Ltd, was
instrumental in subscribing to CRM SaaS solution provided by the company owned by Ms
Sai Lokhande two years back. Ms Sai Lokhande had quoted very competitive subscription
price at that point of time. It took almost six months for Acme Water Solutions to get solution
configured for their needs at the end of which users were happy using the solution.
When Mr. Manas Gupta flatly refused to paying any additional price, Ms Sai Lokhande got
up from her chair and started leaving the cabin of Mr. Gupta. However, while leaving, she
reiterated the need for increase in price and commented that her company will need to switch
off the running solution if they don’t receive revised subscription fee at the stipulated date.
After Ms Sai Lokhande left the cabin, Mr. Gupta figured out that it would not so easy to
simply switch to another CRM solution in available time. He suddenly realized that he has
got into a vendor lock-in with this CRM solution.
a. How cloud CRM vendor could create vendor lock-in for the company? (5 Marks)
b. What can company do to reduce vendor lock-in? What are the lessons learned? (5 Marks)
B2B Marketing
1. Lay down the Business buying process of a company that deals in books of fiction and
sells them to book retailers. (10 Marks)
2. McKinsey provides consultancy services to large and medium size organizations. Should it
go for skimming price method, penetration pricing method or going rate method? Please
provide with reasons to do the same. (10 Marks)
3. SK Enterprises which manufactures Audio systems for Retail market in consumers is now
planning to make audio cum navigation systems for the B2B market for Automobiles with
various price points and sizes. As the sales and marketing manager, how would you
a. Devise a marketing- communications and PR strategy to create awareness for the new
product in the segment (5 Marks) b. How would you decide the segmentation, targeting and
positioning strategy for the product in the B2B market? (5 Marks)

Emerging Technologies: IoT, Augmented Reality, Virtual Reality
1. The manufacturing sector in India, is going smart. A labour intensive process of

manufacturing goods has now transformed itself using technology to boost productivity and
save costs. Manufacturing 4.0 is about automating core processes to improve quality and stay
competitive. Consumer goods makers have adopted internet of Things (IoT) to track
processes and deployed robots on the shop floor. With the help of an example manufacturing
company explain how it has used IoT and augmented reality on its shop floor. (10 Marks)
2. Virtual Reality (VR) provides immersive experiences to simulated worlds and interactive
how-to guides to revitalized experiences. Marketers are using VR to offer their customers a
magical wonderland for marketers looking to offer their customers something more. With the
help of an example, discuss how organizations are using VR to their advantage and engage
better with customers. (10 Marks)
3. Internet of Things (IoT)-enabled devices have made remote monitoring in the healthcare
sector possible, unleashing the potential to keep patients safe and healthy, and empowering
physicians to deliver superlative care. It has also increased patient engagement and
satisfaction as interactions with doctors have become easier and more efficient. Furthermore,
remote monitoring of patient’s health helps in reducing the length of hospital stay and
prevents re-admissions. IoT also has a major impact on reducing healthcare costs
significantly and improving treatment outcomes. IoT is undoubtedly transforming the
healthcare industry by redefining the space of devices and people interaction in delivering
healthcare solutions. IoT has applications in healthcare that benefit patients, families,
physicians, hospitals and insurance companies. The healthcare industry is rapidly adopting
new-age technologies such as Machine Learning and Artificial Intelligence to improve access
and outcomes, especially in rural areas. In this scenario, it is the responsibility of businesses
to ensure that the technology acts with responsibility and transparency. In recent years, India
has seen increased IoT adoption in education, governance and financial services. IoT
Technology has made it possible for doctors to see and interact with patients who are located
far, with smart login devices. The patients’ medical data and case history are automatically
transmitted to the doctor for analysis. (Source:https://www.analyticsinsight.net/iot-
healthcare-exposed-serious-cyber-attack-risk/) a. What are the potential cybersecurity
challenges in using IoT in healthcare? (5 Marks)
b. Enlist a few areas in which IoT can be used in healthcare. Identify the benefits of using IoT
in healthcare in a developing country like India. (5 Marks)
1. Fresh milk startup Country Delight has raised $7-10 million in a Series B funding round
led by venture capital firm Matrix Partners. The company claims to source milk directly from
the farm, eliminating the middle men and allowing farmers to earn a premium. It also invests
in cold chain and quality testing infrastructure at the farmer’s location. The company offers
other milk-based products including paneer, curd and ghee through its mobile app. This
company wants to implement an ERP package to streamline
its processes and manage its relations with the customers. As an ERP consultant highlight
three modules you would recommend Country Delight to implement. Justify your standpoint.
(Source: https://www.livemint.com/companies/start-ups/country-delight-raises-funding-in-
round-led-by-matrix-partners-1548182312046.html) (10 Marks)
2. For more than 50 years, Everest Spices has helped cooks create tasty dishes with its range
of pure and blended spices. As one of India’s leading spice brands, Everest Spices strives to
run efficient processes to help ensure that prime-quality products reach customers fresh from
the factory. However, with multiple, disparate systems it was difficult to gain the visibility
required to monitor the company’s operations effectively. To address this, Everest Spices
decided to deploy an intelligent ERP solution to support integrated processes and provide
real-time insights across the company. What are the factors the Everest Spices must keep in
mind during ERP vendor selection? (10 Marks)
(Source:https://www.sap.com/documents/2018/12/4416850c-2d7d-0010-87a3-
c30de2ffd8ff.html)
3. A leading school in Mumbai, with an 86-year old leading Education Network teaching
over 70000 students across India planned to implement an ERP package. This institute has
200+ work locations spread across 8 states and employs 4500+ employees across the country.
The institute emphasizes on the use of technology in teaching in all their schools, with state-
of-the-art computer labs and interactive boards installed in classrooms. Due to its effective
use of technology in education, this Education Group was awarded the "best ICT enabled
school" in all of India. With the geographically dispersed staff, the Group was looking for a
comprehensive and integrated solution that would connect their growing network of schools,
standardize and automate their business operations and help them get a better control over
their operations. Some of the key challenges that were faced by this institute were manual
maintenance of HR and Payroll related activities via excel sheets. Lack of centralized HR,
Poor data and operations management across geographically scattered locations. There was a
lack of employee self-service, lack of an integrated and comprehensive recruitment and talent
management suite. Data regarding the employees was scattered and employee data was not
integrated with core HR processes.
(Source:https://media.featuredcustomers.com/CustomerCaseStudy.document/ramco-
systems_podar-education-network_None.pdf) a. Explain the functionalities of HR module
that help mitigate the challenges faced by this group? (5 Marks) b. What are certain
challenges that the group could face while implementing the ERP package? (5 Marks)
1. Mr. Arora is a Deputy Manager in a reputed commercial bank. Swaraj have recently been
appointed as an intern in the bank. As a part of his assignment, Swaraj need to learn the basic
dynamics in the banks that are required for appraising proposal for the term loans. Discuss.
(10 Marks)
2. Financial intermediaries play a vital role in the Indian financial system. Discuss any five
financial intermediaries in the financial system that helps in economic development of the
country. (10 Marks)
3. Mr Ghanshyam has been newly appointed manager in a newly established private bank. As
a manager discuss on the following:
a. Highlight the different types of risks involved in banking business (5 Marks)
b. Enumerate the steps in a risk management process (5 Marks)
Assume you are handling the CSR activities of an organization M/s Padega India that deals
with manufacturing of Stationary items which includes notebooks, Pen, Pencil, Eraser,
Sharpener, etc. The company is well known for its product quality. The company has a
national presence and it has been profitable since the last 10 years.
1. Explain any five CSR activities that you will initiate for the organization? Explain with
reasons. (10 Marks)
2. Explain any five types of stakeholders for the organization M/s Padega India. Explain the
organization’s responsibility towards those stakeholders. (10 Marks)
3.
a. Explain Carroll’s Pyramid of CSR for M/s Padega India. (5 Marks)
b. What are the various steps involved in the development of CSR Strategy for M/s Padega
India? (5 Marks)
**********
Business communication
1. You are an entrepreneur and have just launched your online venture closetfashion.com,
selling trendy and stylish apparel for women. Since you have just launched Closet Fashion,
customer service is of prime importance to you. A customer has written an angry email
complaining that the silk blouse she purchased last week has shrunken. She mentioned that
she washed the blouse by hand. Your website clearly mentions that the silk clothing cannot
be hand-washed or machine-washed at home, it should be dry-cleaned. She is asking for a
replacement or a complete refund of Rs. 2000. How would you respond to this complaint?
Draft an email. (10 Marks)
2. You’ve been job-hunting for the last 2 months and have finally landed an interview with
your dream company and dream profile. What are the different types of job interviews? How
will you prepare yourself for each of them? (10 Marks)
3. a. Digital Communication is changing business communication. What are the advantages

and disadvantages of Instant Messaging?
b. You have just finished drafting an email to your investors. How will you revise it to
improve its readability? Name 2 Readability Indices.

1. You have joined an organization as a Head of Export Import dept. Company is in the
process of preparing an operation manual and asks you to prepare a list of documents
required for Import. You need to give an elaborate list so as to cover major areas of imports.
Also you have to give the importance of documents and the problems in customs in case of
submission of incomplete documentation. Please submit your list and details to the
Management. (10 Marks)
2. You have an export order of one consignment of 40’ container to Malaysia. As the profit
margin is not very high your organization advises you to achieve cost reduction in the freight
and customs clearance so that some money can be still saved. This is really challenging as the
freight charges are dynamic based on the market. Please give a best shot and explain how will
you achieve some cost reduction in freight and customs clearance?
(10 Marks)
3. Due to heavy rain in Mumbai airport your cargo got damaged completely. Your
consignment was under water for 3 days and customs has asked you clear the consignment as
the water got drained out of cargo complex. Your company has understood that the
consignment got damaged and cannot be used for production. They are asking you the
following queries:
a. Is it good to clear the consignment and claim insurance? (5 Marks)
b. Is it better to abandon the consignment and claim insurance?
You need to give the advantages and disadvantages of taking the above actions. Kindly
advise the management suitably with your experience
(5 Marks)
India’s Foreign Trade
1. Sneha, an entrepreneur in the field of handicraft quite successful in the domestic market,
she has ambition to expand her business further through Exports; what are your
recommendations for this entrepreneur to get into International business successfully. Give
complete details of market entry and expansion strategy. (10 Marks)
2. Export Promotion Councils (EPC) set-up by Ministry of Commerce, government of India

are very beneficial to MSME, explain how EPC is beneficial to handicraft exports. (10
Marks)
3. One of the well-established Indian leather manufacturing company engaged in

manufacturing of various leather products who are looking into enter international market
mainly USA and European countries
a. What are your recommendations to this company prior to entering overseas market with
their leather products from the point of regulatory requirements? (5 Marks)
b. Work out a market entry strategy for overseas market for their leather products; do you
recommend direct exports or merchant exports and explain reasons for your
recommendations. (5 Marks)
Decision Analysis & Modelling
1. 1. What are some biases in decision making? Name any four and explain any two?
(10 Marks)
2. Lovely Lifesciences, a biotech company is evaluating two molecules (AA & BB) for
development. Below diagram shows the decision trees of both products. In development
process, first the company does a clinical trial and then based on results of clinical trial,
product is modified accordingly and launched in the market. If the results are good in clinical
trial, company launches as per plan A and if not, then as per plan B. In the decision trees,
expected profit in all scenarios and probability of scenarios are mentioned. As per expected
profits, out of these two, which one product should the company develop
3. Precision Pipes Pvt. Ltd. manufactures two types of pipes- P1 & P2. Profit from P1 pipes is
Rs. 60 per meter and from P2 pipes is Rs. 40 per meter. For making one meter of P1 pipes,
0.3kg molten plastic is required and for making one meter of P2 pipes, 0.2 kg of molten
plastic is required. For making one meter of P1 pipes, 40 ml of chemical is required and for
making one meter of P2 pipes, 50 ml of chemical is required. Maximum molten plastic that
they can source per month is 25000 kg and maximum chemical they can source per month is
4000 liters. Like any other company, this company also wants to maximize its profits.
a. What are the decision variables in the linear programming situation? Write the equation of
objective function which has to be maximized? (5 Marks)
b. Write all the constraints that will be applied to solve this problem using linear
programming (5 Marks)
Fundamentals of Big Data and Analytics

1. The Healthcare industry is inundated with massive volumes of data generated each
minute. With the adoption of electronic health records, mobile health apps and wearable
technologies this is poised to increase dramatically over the next few years. Predictive
analytics is used to analyze current data to predict future using data mining, statistics,
modelling, artificial intelligence, and machine learning. It helps enhance various aspects in
the healthcare segment. These include patient care, chronic disease management, supply
chain efficiencies, and hospital administration. Explain predictive analytics and its
importance in the healthcare industry. With the help of a suitable example elaborate how
patient data can be used for preventive healthcare. (10 Marks)
2. Every business today, needs to be on social media be it a small independent store to a large
multi-national brand. Merely having a presence on social media is not enough, an
organization has to measure the success of the posts and use various strategies to develop
better campaigns. Social media analytics is needed to regularly spot trends and see what's
working. Explain how an Indian organization has used social media analytics to its benefit
(10 Marks)
3. Sports over the years have become extremely competitive — today, the scenarios are so
intense that a minute can completely flip the course of a game. And in order to stay one step
ahead of the rivals, sports teams are opting to analytics. And it is not only because of the
competitive pressure but also because of fans base who seek detailed information about
players, their performance and the reason why the team won or lost. Simply put, sports
analytics is the practice of applying data gathered from a player’s or team’s performance
under different circumstance for better decision making and improving performance. It can
also be used to understand and maintain a team’s fan-base and capture the eye of investors.
Sports analytics is not a very new concept, though — it has been around for quite some time.
However, the recent advancements in data collection and management have expanded its role
significantly. (Source: https://www.analyticsindiamag.com/why-sports-analytics-is-more-
than-just-a-numbers-game/)
a. Select an Indian Premier League (IPL) team of your choice and elaborate on how it used
analytics to strategize its game. (5 Marks) b. How can analytics be used in sports to
understand fan preferences and predict the winner of the game? (5 Marks)
1. You are appointed as a Senior financial research analyst in a reputed firm. Your manager
asks you to advise him on the different ways to test market efficiency. Discuss the ways for
testing market efficiency which will help the firm’s investment to earn excess returns. (10
Marks)
2. Mr. Prakash wants to start up his venture. He has no idea about the investment stages
which forms the building block for the start-up business and therefore, seeks help from his
financial advisor Mr. Sharma. Discuss the three stages of venture capital financing to Mr.
Prakash (10 Marks)
3. Ms. Sunita, 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.
Sunita 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? (5 Marks)
b. What are the various types of mutual funds? (5 Marks) Prepare a detailed answer for her
queries.
1. Bikram has been with Trackon International in the production department for 10 years. The
company grew with leaps and bounds and management changed. The new management
brought in a lot of new rules, which the labours were not very happy with. Bikram decided to
bring the labour under one flag and decided to have a trade union started for more organized
efforts towards settlements. Please elaborate on the duties of a trade union and process of
registration of a trade union in India. (10 Marks)
2. Jamshed is about to retire from his position of the union leader at Raycon Industries. The
company is one of the largest textile companies in the country and operates 3 different strong
trade unions. Jamshed has been leading his ‘balwaan union’ for 7 years and thought that he
must get a new leader now. While he is handing over the charges to Chandrakant, he gives a
tip ‘collective bargaining is the mantra to succeed without losing a working day’. He also has
a long chat with Chandrakant giving him some tips about the gravity of holding bargain
power. In light of this case, please list down factors that have an effect on bargaining power
of a party in collective bargaining. (10 Marks)
3. Pranjal was working on a project with an NGO for spreading awareness about various
labour laws among the workers of different factories which were situated in a deeper area in
her state. Those workers were mostly uneducated and were not aware of their own rights in
many places. Her group decided to speak about Health, Safety and welfare as their theme.
Pranjal decided to speak about two issues Employment of women in factories and an overall
awareness about objectives of factories act. Please answer following questions in light of the
case. a. List various restrictions towards employment of women under section 66 of factories
act. (5 Marks)
b. Please list down in short, objectives of the Factories Act, 1948. (5 Marks)
Integrated Marketing Communication
1. You are the owner of a Fashion Jewellery store. You have planned an end of season sale.
How would you use sales promotion tool to make the sale a success? (10 Marks)
2. You are the brand manager of an FMCG Hair company and your company is launching a
new hair oil which is good for colored hair. Explain the Integrated Marketing process you
will use to launch the product? (10 Marks)
3. Case Study
Alia Bhatt – Brand Ambassador Uber Eats
You are Brand Manager for Uber Eats. You have tied up with Alia Bhatt as the Brand
ambassador.
a) Think of an interesting active integration of Uber Eats in the next Alia film. (5 Marks)
b) How would you leverage Alia Bhatt to promote your brand? (5 Marks)
1.Mr. Rohan is appointed as the risk manager in a reputed insurance firm. Discuss the
strategy on how he could mitigate risk using different technique of risk management. (10
Marks)
2. Sheetal and her husband are working in a reputed multinational company. They both are
well settled and are maintaining a decent lifestyle. Since they are working for the private
company, their parents asked them to buy a retirement plan which can compensate their
lifestyle even
after their retirement. Assume yourself to be sheetal’s insurance advisor. Discuss the three
broad steps which you will consider for managing their retirement Plan. (10 Marks)
3. Which method of premium calculation would be used in each of the below cases:
a. Same rate of premium is charged from individuals under the same situation (5 Marks)
b. Method frequently used by commercial fire insurance companies (5 Marks)
1. The World Economic Forum publishes the Global Competitiveness report annually which
ranks nations across 12 pillars of global competitiveness. Develop a regional Asia-Pacific
Outlook for a minimum of 5 economies in the region. (10 Marks)
2. You are travelling to an African country (select one) and your colleague recommends you
to visit the website of Centre for Intercultural Learning. Collect information and prepare a
brief write-up on the cultural characteristics affecting workplace conduct in the selected
African country and compare it with the Indian culture (10 Marks)
3. In late 1990s, Levi Strauss, the iconic jeans brand decided to restore its lost sales through a
shift in strategy. They decided to allow the national managers to adapt the product offers and
re-work on the marketing strategies. The products were re-designed for physical differences.
Regional flavor was given to the advertisements especially when around 60% of the business
started coming from emerging markets.
a. How does the brand Levi demonstrate the globalization of markets. Identify 5 such Indian
brands who indicate the same global phenomenon. (5 Marks)
b. Do you think that this strategy will continue to work in future? Identify 5 global brands
that practice standardization? (5 Marks)
1. A dealer has the following position in GBP against INR:
Spot – GBP 20 million Long
Three months forward – GBP 20 million short
The spot was executed at an average rate of 100.50 and the forward rate was 100.75.
The dealer now wants to close his position. If the prevailing swap quotes are as follows, what
is the profit/loss in squaring off his position?
GBP/INR Spot: 100.6510/100.6530
3-month Swap: 9135/9170 (10 Marks)
2. Mr. Mehta was a businessman and was planning to expand his operations to other
countries as well but he was not very sure about the forex market and also how his business
would get affected by various factors. He decided to meet a bank manager who can help him
understand these factors. If you are the manager help him understand the various factors that
would cause the fluctuation in the exchange rate which may affect his business as well. (10
Marks)
3. Neha has completed her MBA and has joined the Treasury department of a bank. During
training her manager explained her that any open currency position may give rise to exchange
rate risks. If the dealer leaves this position unhedged, he carries the risk that the exchange rate
might turn adverse the next day. He wanted her to prepare report on:
a) Position limits on a currency that a dealer can carry during regular trading hours. (5 Marks)
b) Position limits on a currency that a dealer can carry over to the next day up to this limit. (5
Marks)
1. Due to US President Donald Trump’s policies it is becoming difficult to export steel
components to US. You are a big exporter of auto components to the US. Hence you want to
evaluate setting up a new Plant in America and also explore option to expand in that market.
Evaluate whether you would like to set up Plant in the US or Mexico on basis of International
Business & Marketing Environment parameters to come to a decision. Both countries are
now part of NAFTA agreement. (10 Marks)
2. You are the CEO of a FMCG company and wish to enter China. You have a strong global
brand. Evaluate any 3 entry options to enter into China. Which of the market entry options
would you finally choose & why? (10 Marks)
3. The LEGO toys market has strong growth and reasonable volume in India. The Toy market
is dominated by Mattel and many smaller Indian players in this segment. Mattel enjoys a 30-
50% higher pricing compared to other leading Indian brands. As LEGO you have decided to
enter the Indian market in India in a big way either by setting up own manufacturing.
a) Suggest what would be your pricing strategy for the Indian market. (5 Marks)
b) Suggest the possible brand positioning for your LEGO Toys. (5 Marks)
1. Explain the concept of quality of work life. Give an example of your own work place/ any
other where you think initiatives for quality of work life of employees are taken. Elucidate
the initiatives. (10 Marks)
2. Manpower planning is an essential function in organizations. While it may not always lead
to a positive process, it sometimes leads to actions such as corporate restructuring.
Do you think corporate restructuring has become rampant? Give any one industry example.
What are your views on corporate restructuring in the light of advanced technology, IoT and
artificial intelligence? (10 Marks)
3. Greencloud is a reputed Air Conditioner manufacturer for more than four decades now.
They recently came up with a new design in air conditioners which could be moved from one
place to the other. During the installation of one of such air conditioners, the customer service
agent encounters a conflict on installation of a particular part with the customer. The
customer happens to prove himself right and produces an evidence of the e-catalogue he had
referred while buying from the e-commerce website. On asking the agent about his
unawareness of the installation of the particular part, he replied that they are right away sent
for service calls after product launches without a formal training and all the knowledge that
they gather is from various tech and social media websites.
a. What according to you is the root cause of the problem and what could be the other
possible repercussions of the same? (5 Marks)
b. What kind of action plan do you suggest in the above case? (5 Marks)
Raju is fresh MPharm qualified. He hails from a business family and hence denied campus
placements at college since starting his own business was always at the back of his mind. He
is currently observing various formats for the sale of medicines like generic medicine shops,
online medicine delivery platforms, traditional medicine shops and the chains like Wellness
Forever, etc. He wants to start a medicine store which will be a walk-in mini medicine mall
with access to prescribed medicines / generic substitutes and over the counter products. This
will aim at educating customers of what they choose, of course will have supervised check
out to monitor the right purchase of prescribed medicines.
1. With reference to the above case, list down the various quantitative as well as qualitative
methods of demand forecasting that Raju can use for manpower planning and why.
2. List down the various training topics on which the employees of this store can be trained
and what training methods can be employed?
3.a. With reference to the above case, elaborate on the importance of the right recruitment
and selection processes and suggest any two of each that Raju can use.
3.b. Define Knowledge Management. What will be the sources of Knowledge in this store to
implement knowledge management?
1. Ahuja Industries is an online furniture company which commenced operations in 2018.

The company is now planning to introduce Performance Appraisals for all employees. Design
a Performance Appraisal form using the Graphic Rating Scale.
2. Rahul Dixit is working with Dhanraj Enterprises as Manager since the past 2 years. Rahul
reports to Bala Raghavan. Rahul has been having constant conflicts with his boss Bala. Rahul
has also escalated this to HR. Rahul’s performance appraisal is due and he has requested the
HR Manager to also be a part of the performance feedback discussions as he is unsure if Bala
will evaluate his performance in a fair manner. How do you think Bala should handle the
appraisal discussions?
3. You have joined Adivesh Solar Enterprises as Manager – HR. Your role is to guide
employees in Goal writing. Using the concept of SMART Goals, provide illustrations of
SMART goals:
a. 2 goals for Customer Service Executive
b. 2 goals for Sales Executive

1. Your Company is a leading retail organization in India. The company, in its recent Quality
HR Initiatives, opted for a ‘Pay for Position’ compensation strategy. Explain the pay for
position strategy and also write its pitfalls.
2. ANT Ltd is a medium IT firm in Mumbai specializing in software for educational

institutions. The company is facing a problem of increasing number of individual low
performers. After analyzing, company found that existing compensation system is inadequate
to ensure that individuals are motivated to perform better. Explain different types of
individual pay plans that can be introduced to solve this problem.
3. ANANTA Enterprises is a newly set start up in Bengaluru. The startup is operating in

online trading of sports merchandizing. The company is considering to conduct the process of
job evaluation, so that it can determine relative worth of each job. For this the company has
to do job analysis process. In this background, answer the following:
a. What are the components of job analysis?
b. What is the process of job analysis?
Organisation Culture
1. Compare and evaluate the culture of any two countries of your choice as per the Hofstede’s
cultural dimensions (10 Marks)
2. Kakoli has joined a multi-national company as a management trainee. She is expected to

learn the culture of this organisation and adapt to it. The culture of any organisation is
transmitted in a number of forms, based on it discuss what could be the different ways
through which Kakoli can learn the culture?
3. Aryaman has joined as VP HR in an automobile firm and he observes that the organisation
is working on a very old school of thought and is not taking any risk hence has become
stagnant. He knows that if the organisation does not change it will lose its sheen and become
obsolete. As HR personnel he feels that the organisation is in dire need to have an innovative
culture.
a. Discuss the ways in which an innovative culture can be created
b. What could be Aryaman’s and his peers’ role in creating innovative culture.
1. ABC Ltd was planning to raise equity from other financial markets. The economy in which
the company was present was not doing good and there was a lack of liquidity in the
economy. As a Finance Manager prepare a report on the advantages of cross listing on
foreign exchanges to present it to the management of the firm.
2. The profitability and financial soundness of a company can be determined by analyzing
financial statements. How can economic transactions of an economy be analysed? Prepare a
report on the purpose of calculation of balance of payments and also mention the components
of different parts of the balance of payments accounts.
3. Spot Exchange rate between US$ and British £ on 1 January 2012 was $1.5507 per £.
Inflation rate and interest rate in US were 2.1% and 3.5% respectively. Inflation rate and
interest rate in UK were 2.8% and 3.3%.
a. Estimate the forward exchange rate between the countries in $/£ using purchasing power
parity.
b. Estimate the forward exchange rate between the countries in $/£ using interest rate parity.
1 You are involved in logistical system design and administration. Discuss the six different
operational objectives you need to simultaneously focus to achieve these objectives (10
Marks)
2. You are in the process of designing the Physical Distribution system for your organization.
What are the two major objectives and the six influencing factors that you may have to
consider to meet customer service goals? Give examples. (10 Marks)
3. You are the manager of a consumer appliance store that sells electrical appliances. One of
the home appliances is estimated to have an annual demand of 900 units. The store incurs
Rs.180 for every order it place for the delivery of this appliance from its supplier. The storing
cost is Rs.90 per unit per annum.
a. What will be your ordering quantity to keep the total inventory cost minimum? (5 Marks)
b. Discuss the advantages the store will get if you codify all the items in the store. (5 Marks)
IT Project Management
1. Sevabhavi Sanshta is a professionally run NGO, which undertakes Corporate Social
Responsibility (CSR) projects from leading corporate in India. It is exploring the option of
implementing an open source cloud ERP called ERPNext. However, the NGO administration
is not sure whether it will be a good decision to adopt ERP. Hence they
have asked you to conduct a feasibility study. How will you do it? (10 Marks)
2. Mhatre Fisheries specializes in supplying fish tanks to individuals and corporate. It is a
growing company with an annual turnover of around Rs.50 Cr. To manage the aggressive
growth, it has decided to implement the ERP solution. You are invited to prepare the RFP,
which will be issued to IT vendors. Provide an outline and the executive summary of such
RFP. Also state the benefits you would expect the company would receive due to this RFP.
You can make realistic assumptions but will need to explicitly mention them. (10 Marks)
3. “I want to have full control over maintenance of our core banking solution as it is
critical for the day-to-day operations of the bank.” Mr. Jagtap, CIO of Acme Bank was
very assertive in response to the suggestion of outsourcing of maintenance work.
“Outsourcing does not necessary mean giving away the control.” Ms Indu Tiwari argued.
As a management consultant from renowned Manjerakar & Associates, she was well
trained to handle the objections to her recommendations. “What specific issues do you see
in this case?” Her question got a prompt reply from Mr. Jagtap, “quality and data
security”.
a. How will Ms Indu Tiwari respond to the issue of quality? (5 Marks)
b. How will Ms Indu Tiwari respond to the issue of data security? (5 Marks)
1. Design a Financial Literacy program targeted at college students for a Mutual Fund (Asset
Management Company) of your choice. (10 Marks)
2. Ashok Bhatia, (age 29 years) works with a pharmaceutical company and has not yet started
to save for his retirement. Ashok is married to Preeti (age 25 years) and they have one son
aged 2 years. Ashok wants you to prepare a plan for him to retire latest by age 55. (You can
make any assumptions to further build up your case.) (10 Marks)
3. Amish Shah, aged 35 years, is employed with a MNC. His wife Pooja, aged 34 years, is
also working part - time. The couple has two children - daughter Rima aged 7 years and son
Ansh aged 4 years. Amish and Pooja 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. Amish and Pooja want to invest for their children’s higher education for the long term
(over 12 to 15 years). They want to know whether they should make lump sum equity mutual
fund investments or invest in SIPs of Equity MFs. (5 Marks)
b. Amish wants to take a Life Insurance cover of Rs 1.5 crore. Advise him whether he should
go for a ULIP or a term insurance. (5 Marks)
Marketing Research
1. As a researcher, you need to study how many kirana stores in Mumbai sell tomato
ketchups of the Nestle Maggi brand. Which non-probabilistic sampling method would you
use to complete your research. Also state the reasons behind choosing that method. Also
explain as to how will you proceed ahead with choosing the areas/ localities in Mumbai to
conduct your research along with timelines. (10 Marks)
2. You are the Head of a Market Research Organization. Your FMCG client has recently
introduced “Digest Healer,” a new type of biscuit that contains ingredients that are meant to
be good for Diabetic patients. The FMCG company wants to understand how customers are
reacting to their recently launched biscuit. Draft a Questionnaire containing not more than 20
questions that would succinctly address the query posed by the FMCG client.
(10 Marks)
3. You have been recently appointed as a “New Product Development” Head for a South
Indian fast food retail chain conglomerate named as “Gujarat is Great” which operates in
Western & Southern India regions only. You have been asked to develop 2 new innovative
products as part of their Menu.
a. Explain the process in detail to arrive at the creation of your 2 new products (5 Marks)
b. Is there a need to conduct Test Marketing? If Yes or No, please state your reasons to
support your answer. (5 Marks)
Marketing Strategy
1. Tata Starbucks is a 50:50 joint venture between Starbucks and Tata Global Beverages
(TGBL) in India. Tata Starbucks opened its first store in India in Oct-2012, and as of Aug-
2019 had c. 157 stores in India. “Our continued growth in topline and sensible approach
towards expansion will help us achieve break-even by March 2020. Coffee business in India
is growing substantially. The coffee culture is being spearheaded by millennials, upwardly
mobile and people who travel and understand brand. Two years ago, we set up 25 stores (in a
year). During last fiscal 2018-19 we added 30 stores. This year we will beat that number
substantially and by end of March 2020, we will have added many more stores than we added
in the past.” – Navin Gurnaney, CEO, Tata Starbucks (source: The Hindu BusinessLine, 7-
Aug-2019). Tata Starbucks achieved sales of c. INR 442 crores in the financial year ending
Mar-2019 (source: the Hindu BusinessLine, 7-Aug-2019). You work as a Marketing Strategy
consultant; provide recommendations regarding growth strategy to help Tata Starbucks
increase the sales 5 times by Mar-2024 (relative to sales in financial year ending Mar-2019).
(10 Marks)
2. Founded in 1946, and incorporated in 1958 in Japan, Yonex (www.yonex.com) is a well-
known brand and manufacturer of sports equipment for badminton, tennis, etc. Inspired by
the success of PV Sindhu and Saina Nehwal in international badminton tournaments, Prakriti,
a first generation entrepreneur founded ‘ABC’ in 2019 with a vision to build the first Indian
billion-dollar brand in sports equipment and related products/services, and become No. 1
brand in the category in India by 2025. Prakriti has hired you as a consultant; review and
analyse the Marketing Strategy of Yonex and its competitors in India, and provide
recommendations on Segmentation, Targeting and Positioning Marketing Strategy for ABC
in badminton rackets category. (10 Marks)
3. Colgate-Palmolive (India) Ltd. (hereafter referred to as Colgate) achieved sales of c. INR

4,500 crores in FY 2019, having grown at a compounded annual growth rate (CAGR) of c.
4.5% since FY 2014. Pacol, an entrepreneur, is planning to build INR 1,000 crores (in sales)
brand ‘Pacol’ by FY 2025 in the Oral Care products category in India, and has hired you as a
Marketing Strategy consultant. Review and analyse Colgate’s Marketing Strategy in India.
a. Explain various stages and their characteristics in industry life cycle, with specific
comments regarding the current stage of Oral Care products industry in India. (5 Marks)
b. There are 5 key themes/ ways to identify competitive advantages for a brand/ differentiate
from other brands, as a part of differentiation and positioning strategy; explain these with
suggestions/examples in context of ‘Pacol’. (5 Marks)
1. Management theorists are always of the opinion that leaders are the true reflection of any
organisation. They are the ones who are responsible to not only guide but also mentor you in
the journey which will help reach the organisational as well as self-goals or objectives. Based
on the above statements discuss the dynamic role of leaders which helps to create innovative
organisational culture. (10 Marks)
2. Antara joined a FMCG organisation as a Management Trainee-HR. There is a lot of

expectation from her where she needs to be agile and learn the culture of this organisation
and adapt to it. The culture of any organisation is conveyed in various ways, based on the
above scenario discuss what are the different ways through which Antara can learn the
culture? (10 Marks)
3. Krishnan joined as an AGM-HR in a leading Educational Institute. He noticed that there

was no socialisation process for the employees. They (employees) hardly knew each other
since there was no ice breaking, minimal interaction and everyone was working in silos.
Krishnan promotes the point that there should be a socialisation process for new as well as
old employees as it attempts to integrate them into the culture of the organization.
a) Suggest any three socialisation tactics which Krishnan should use. (5 Marks)
b) What could be the active consequences of socialisation tactics used? (5 Marks)

1. What is the need of Materials Requirement Planning (MRP) in a manufacturing company?

Select any manufacturing company of your choice, and do a detailed study of its MRP
process. (10 Marks)
2. Define aggregate operations planning. With the help of one example for each strategy,
distinguish between the different aggregate operations planning strategies. (10 Marks)
3. US is set to construct the world’s largest ethane cracker plant in the US Gulf Coast region.
Qatar Petrochemical (QP) and Chevron Phillips(CP) Chemical have signed an agreement to
jointly develop the project. The complex is expected to comprise a 1,900-kiloton-per-annum
(KTA) ethane cracker and two high-density polyethylene (HDPE) units with a combined
capacity of 1,680 KTA. QP will own a 70% majority share in the joint venture and CP Chem
will hold the remaining 30% stake. Chevron Phillips will also provide project management
and oversight, and it will be responsible for operation and management of the facility. The
plant’s location will give it access to significant quantities of ethane produced by US shale
basins, including the prolific Permian Basin. The facility will raise Qatar’s polyethylene
production capacity by 82%. It will support an estimated 9,000 jobs during construction
period, and once operational the facility is expected to provide 600 full-time jobs. (Source:
US to build world’s largest ethane cracker plant by Teresia Njoroge - Jul 15, 2019
https://constructionreviewonline.com/2019/07/us-to-build-worlds-largest-ethane-cracker-
plant/ )
a. Discuss the factors that affect plant location decisions. What are the key factors that may
affect the ethane cracker plant? (5 Marks)
b. Name the four major types of plant layout. For the above project, what should be the ideal
plant layout? (5 Marks)
Organisational Theory, Structure & Design
1. PharmaCare Enterprises is a MNC, which is planning to takeover a small family owned

enterprise called DermaBoss. Your firm has been tasked with doing an Organizational
Analysis prior to the takeover. Detail out the techniques you would follow for doing an
Internal Analysis of DermaBoss. (10 Marks)
2. Asha Motors is a family owned automobile company that is making electric vehicles (EV).
With the enhanced focus on EV and the public inclination towards purchasing non-polluting
vehicles, the company expects a sudden surge in demand and thus potential growth. The
company promoters have realized that to take advantage of this, the company needs to scale
up and drastically change the way they operate and to do so, they need an External Analysis.
Detail out the four concepts of External Analysis and the Scenario Planning technique for this
analysis. (10 Marks)
3. Software Inc is a start-up with offices across India. The management team consists of the
founders and their family members. The business has been quite profitable but they now want
to expand. Their investors have advised them to go in for an Organisational study using the 7
S Framework. The CEO of the company has asked your firm to share a presentation on this.
a. Please detail out the concept and features of an organisation. (5 Marks)
b. What is the 7 S framework? (5 Marks)
Retail Banking
1. The banking sector has reached out to global customers crossing boundaries in the recent
times. With reference to retail banking briefly discuss the following aspects of globalization
in retail banking. Discuss any five marketing strategies adopted by banks to attract
customers? (10 Marks)
2. Lending is the prime business of any banks and thus forms an integral part in the business
growth. As a bank describe which all factors or principles should be considered while lending
to the borrowers. (10 Marks)
3. The Retail Banking environment has witnessed a sea change in the past few years. With
the entry of private and foreign sector banks, the Retail banking has taken a new customer
centric shape wherein the customers are given lot of privileges, options in term of products
and service. Keeping these changing dynamics in the financial world discuss the following
assuming that a leading Global MNC Bank is planning to open the branches in the metro
cities of India. Based on the above case, discuss the following:
a. The various Retail Banking products that the bank can offer to its target customers? (5
Marks)
b. Apart from branch operations briefly discuss the various channel partners that the bank has
as an option to reach out to these customers (5 Marks)
1. Abhinav Saxena is a software professional whose performance appraisal is due. During
the past 12 months Abhinav has worked on three different projects with three different
superiors. All his superiors have quit the organization. Abhinav is now being appraised by
a new boss, Narayan Swamy. The only data point available is the Critical Incident Diary
maintained very diligently by all the previous superiors of Abhinav. Assume you are Narayan
Swamy how would you approach this situation and also utilize the Critical Incident
Diary to ensure the appraisal process is objective and fair.? (10 Marks)
2. Sameera Sharma is a Team Leader and leads a team of 10 employees. Akanksha who
has been part of Sameera’s team has just resumed from her maternity leave. Akanksha is
having trouble managing her 7-month old baby, home and work. Akanksha is a committed
and hardworking employee yet extremely stressed with the situation. Akanksha is thinking
of quitting and approaches Sameera for a counselling session. What steps should Sameera
take to ensure that the counselling session is meaningful and achieves a successful outcome.
(10 Marks)
3. Karan Kapoor has a startup business - Akanksha Enterprises - that recycles plastics and
makes decorative items. He started the business 2 years ago with 5 employees. Today it
has grown pan India and has 100 employees. Karan has now hired Amita Patil as HR
Manager and wants to introduce rewards and incentives in their organization. This will be
the first time they will be introducing the concept of rewards. Amita Patil, HR Manager is
leading this exercise.
a. What steps should Amita take to link performance with compensation? (5 Marks)
b. Prepare an incentive scheme for Sales Executives who sell the decorative items? (5 Marks)
Services Marketing
1. You have decided to open a 3-star hotel property in Surat by the name “Comfort Inn”?
You wish to pursue a very unique strategy when it comes to Customer Satisfaction by
introducing a “Service Guarantee” policy. Design an effective Service Guarantee policy & set
the criteria for it too along with enlisting of benefits of incorporating such a policy. (10
Marks)
2. You have been appointed as an external consultant to help a local municipal hospital in
Mumbai by the name of “King Edward Memorial Hospital”. This hospital faces a lot of
administrative issues. Undertake a Service process redesign exercise. What innovative
mechanisms would you bring to the fore to ensure that the municipal hospital undergoes a
radical transformation & that patients get prompt service. (10 Marks)
3. You are an Indian Ayurveda products brand by the name of “Ayur” & wish to enter the US
market.
a. Which market entry strategy will you choose & explain the reasons behind your choice.
Also briefly explain as to how will you expand & in which regions. (5 Marks)
b. Suppose the above stated brand Ayur decides to diversify & expand into the education
sector by introducing courses & degrees in Ayurveda in the US. Which market entry strategy
should it pursue in order to enter the US market? Explain the reasons behind your choice. In
which region do you suggest to set up the Ayur University. (5 Marks)
Sales Management
1. Synergy computer systems has 3 sales executives in Mumbai. Their performance for the
month of April – June 2019 is detailed below. You are the territory manager in charge of their
performance.
Name of the executive
No. of sales calls
No. of orders
Actual Sales INR
Sanjay Mishra
1550
350
350,00,000
Tapan Sharma
1100
280
280,00,000
Supriya Ghosh
1600
580
580,00,000
Critically evaluate the performance of the sales executives. What are the steps you can take to
improve the performance? (10 Marks)
2. Connect with a senior sales person from two industries – IT industry (such as TCS, Infosys
or any other company) and consumer product industry (such as P&G, Dabur or any other
company). Study and prepare the sales organization structure of these two companies. (10
Marks)
3. Orion Fashions Ltd is a fashion brand in India. They are predominantly in fashion wear
from men and women. The company has 3 plants in India and employs over 800 sales people.
However the company has been hit with the economic slowdown in the country. To make
things worse, cheaper imports of fashion wear and e-commerce has affected store sales. The
sales people are left with slimmer pay cheques and many of them left the company. The sales
people also put pressure on the top management and negotiated a 10% increase in salary for
all sales employees.
a. Do you agree with the Top managements plan to give a flat increase in salary to all sales
people (5 Marks)
b. What are some of the non-financial tools of motivation that you can use (5 Marks)
1. What are the three decision phases of Supply Chain Management? What are some key
decisions made in each phase? Please give 2 examples of decisions in each phase. Also
comment on how are the decisions made in each phase linked with each other (10 Marks)
2 . XYZ parts is a company making brake pads for trucks. It wants to set up its manufacturing
and dispatch warehouse either in Delhi or Mumbai. From the city they select, they will make
shipments to 6 cities- Delhi, Mumbai, Bangalore, Kolkata and Hyderabad and Chennai. Each
parcel they ship to their customers in these cities weighs between 750 grams and 900 grams.
They negotiated with a logistics company for shipping their parcels and the best rates they
got for all parcels up to 1 kg are given in below table:
Rates per parcel up to 1 kg Destination City

Source Delh Mumba Bangalor Kolkat Hyderaba Chenna
City i i e a d i
Delhi 22 42 58 60 57 65
Mumbai 40 21 38 65 42 50

The number of orders they are expecting to get from each city per month are given in below
table
Mumba Hyderaba Chenna

Delhi Bangalore Kolkata
i d i
Orders from each city per 400
4500 5500 2500 3000 2500
month 0

For manufacturing, storing the inventory and dispatching, they need a 10000 sq. ft
warehouse. Monthly rent in Mumbai for a 10000 sqft warehouse is Rs. 1.5 lakhs per month
and in Delhi it is Rs. 90000. All other costs of operating the warehouse and manufacturing is
same for both the cities. How will the company decide how which city is cost effective to
operate? Which city as per your calculations should be there preferred location? (10 Marks)
Rates per parcel up to 1 kg Destination City Source City
Delhi
Mumbai
Bangalore
Kolkata
Hyderabad
Chennai
Delhi
22
42
58
60
57
65
Mumbai
40
21
38
65
42
50
3. Case Study/ Caselet
Axis Apparels is a company based out of Delhi, India. They produce garments using fabric
imported from a factor in China. The factory in China dispatches the goods on the same day
when they receive the order. The shipments are made through air and the transportation lead
time is 10 days include customs clearance at both countries. Once the fabric is received, the
company performs QC test in a lab and only after that, the fabric can be used for making
garments. QC test takes 10 days. On an average company uses 3,00,000 meters of fabric
every month. However, the business development team of the company has informed that any
day they can receive a new order from a client and in that case the consumption of fabric per
month can go up to 4,50,000 meters
a) How much safety stock of fabric should the company maintain? (5 Marks)
b) At what inventory level the order for new lot of fabric should be placed. (5 Marks)
Project Management
1. Using an example, describe the adaptive project life cycle model. (10 Marks)
2. Describe the different types of Project Management Offices (PMOs). In your opinion
which one is the most common PMO structure? Why? (10 Marks)
3. Terra Drone Indonesia, a group company of Terra Drone Corporation, one of the world’s
largest providers of industrial drone solutions, has successfully completed two pilot projects
that demonstrate how construction companies can benefit from drone surveying and mapping
services. Using drones equipped with Light Detection and Ranging (LiDAR) technology,
Terra Drone Indonesia has carried out survey-grade topographic mapping for two different
dam construction projects in the country. Project 1: Bogor, West Java, Indonesia In Bogor,
the LiDAR drone technology was demonstrated to Wijaya Karya (Persero) Tbk, a
construction engineering company working on a dam project in Megamendung. Covering an
area of almost 20 hectares in a single day, Terra Drone Indonesia captured high-resolution
data and images to generate an accurate topographic map and 3D model of the construction
site. The data and images can now support decision-making in project controlling activities
such as planning or measuring the work progress. Project 2: Purworejo District, Central Java,
Indonesia In Purworejo, the survey activity was conducted for PT PP (Persero) Tbk, one of
the main players in the national construction business in Indonesia. Over a period of four
days, Terra Drone Indonesia carried out aerial LiDAR topographic mapping for a dam
construction project in an area with dense vegetation to capture data and images for
facilitating impeccable construction progress.
Source: https://www.tdworld.com/overhead-transmission/terra-drone-indonesia-shows-
construction-companies-benefits-aerial-lidar
a. Create a work break down structure (WBS) for project 1. (You can assume different
activities for this project). (5 Marks)
b. Assume different roles/activities for project 2 and develop a RACI model.
1. You work in an investment bank IBANK. You will be meeting the CEO of GlobeTech
next week, who wants to understand how different international financial markets operate, as
they might look to raise short-term loans or debt or equity in the future. You know the CEO
has very little knowledge about this, so you have to explain to him starting with the basics.
As you don’t want to confuse him with many options, you decide to write in simple words the
nature and purpose of four out of the five types of International Financial Markets. Limit the
description to maximum one page per market type.
These should be generic write-ups, nothing specific to GlobeTech. (10 Marks)
2. One day before the meeting, the CEO of GlobeTech calls up and says now he is interested
to read a write-up about Foreign Exchange Risk, as GlobeTech deals with Foreign Exchange
and he should be knowing about the different type of risks. You have little time to prepare for
this, so you decide to write on only three out of the five risk categories, from a general
perspective, that you have learnt in the International Finance course at NGA-SCE. After that,
to keep the client happy, you decide to do something extra. GlobeTech has to have some
hedging strategies to manage its Foreign Exchange risks. So you also write from a general
perspective about three corporate hedging strategies.
These should be generic write-ups, nothing specific to GlobeTech. (10 Marks)
3. A US company has exported goods worth Eur 100 million, receivable after 3 months, to a
Germany based company. The forward rates are expressed as:
EUR-USD Spot 1.0973 – 1.0974
Three months Forward 75.5 – 76.0
a. Is the EUR quoting at discount or premium to the USD? What is the forward rate
applicable at which the US company will enter into a forward contract? (5 Marks)
b. Suppose USD is depreciating. Should the US exporter go for hedging the risk? If he hedges
the risk with a forward contract and the actual spot rate after 3 months turns out to be the
same as the currency spot rate, what is his notional profit/ loss?
1. Calculate EVA if the Earnings before interest and tax is Rs 10,00,000 and applicable tax
rate is 30%. The capital structure of the firm consists of 65% Equity and 35% debt capital.
After tax cost of debt is 6% and after tax cost of equity is 11%. Total borrowed capital of the
firm is Rs 18,00,000. (10 Marks)
2. Alok was working as the project manager and had to decide which one of the projects has
to be selected on the basis of Net Present Value if the discounting factor in the case of both
projects is 10% and initial investment required is Rs 5,00,000. The cash inflows of both the
projects are: (10 Marks)
Year Project A Project B 1 ₹75,000 ₹40,000 2 ₹1,25,000 ₹75,000 3 ₹2,00,000 ₹1,00,000 4
₹2,25,000 ₹1,50,000 5 ₹2,50,000 ₹2,25,000
3. Walter and Gordon model analyze the impact of distribution of dividends on the valuation
of the firm but the formula used in both the cases are different. Company ABC Ltd wanted to
evaluate the price of the share in both cases. The company earns ₹ 5 per share and the cost of
capital to the firm is 12%. The company earns return on investment of 15% and the firm is
planning dividend payout ratio of 30%. Calculate:
a) Price of the share using Walter Model. (5 Marks)
b) Price of the share using Gordon model.
1. How the QFD process helps to the organization cause? (10 Marks)
2. Explain your understanding (Process perspective) & give appropriate examples to explain:
Acceptance Sampling, Double sampling & sequential acceptance sampling? (10 Marks)
product. Total population size is 50. You checked each and every specification given to you.
Below are the number of defects identified by you in each of the sample.
Sample No
No of defects
Defect / Sample
1
4
10
a. Calculate the UCL & LCL for the mentioned scenario? (5 Marks)
b. Assume the below & calculate Cp & Cpk. (5 Marks) USL LSL Recorded results
47
25
49
47
25
19.4
47
25
47.6
1 . Mr. Somaya recently joined as a marketing executive in a construction company. The

Human resource department of the company recruited him at a CTC of Rs6.5 lacs, annually.
The said department asked him to follow adequate tax planning so as to minimize income tax
liability. However, being a graduate in Marketing Somaya is confused among the terms tax
planning, tax avoidance and tax evasion. He approached you for discussing the differences in
these terms. You recently come to know about the difference by studying them under the
course of Taxation – Direct and Indirect. Explain him the needful with suitable examples. (10
Marks)
2. The basis of charge under the head salary is different when compared with income from
other various sources. Further, there are certain deductions under the Income tax Act which
are available only to the salaried employees and which are in addition to the deductions under
Chapter VI of the income tax Act. Mention at least three of the deductions available to
salaried employees with the maximum deductible amount for each of them. Also, discuss the
conditions needed to be satisfied in order to charge any income under the salary head. (10
Marks)
3 a. Mr. Morgan received voluntary retirement compensation of Rs7.5 lakhs after service of
30 years. He still has 5 years of service left. At the time of VRS, he was drawing basic salary
of Rs 25000 per month, Dearness allowance Rs 7000per month. Compute his taxable
voluntary retirement compensation, assuming he can’t claim any relief U/S 89. (5 Marks)
b. Ramman is a resident and ordinary resident in India for the previous year 2018-19. He
owes a house in London, which he has to let out at pound 15000 per month. The municipal
taxes paid to the Municipal Corporation of London is pound 7000 during the previous year
2018-19. The value of one pound in India rupees to be taken Rs 90.50. Compute Ramman’s
Net Annual Value of the property for the Assessment year 2019-20.

1. Explain the process (in terms of Risk/ Returns/ Ratings etc.) to select bonds in both Rising
and declining interest rates scenarios. Select one bond each from the below bonds with long
term and short term maturities (eg 10 years as long term bond and 1-3 years as short term
bond) and evaluate their risk/ return parameters such as Maturity, YTM etc.
Suggest which of these will outperform/ underperform in current interest rate scenarios.
(Assume interest are being paid annually)
Symbol
Coupon
Rate YTM
Face
Value
Last Traded
Price
Maturity
Date
NHAI 8.3 5.6384 1,000 1,235.00 25-Jan-27
NHAI 8.2 5.6276 1,000 1,133.00 25-Jan-22
SBIN 9.95 7.886 10,000 11,445.00 16-Mar-26
IRFC 8 5.1262 1,000 1,137.00 23-Feb-22
IIHFL 12 14.6823 1,000 992.5 2-Apr-20
IIFCL 8.66 6.034 1,000 1,152.11 22-Jan-24
HUDCO 7.64 5.9595 1,000 1,180.00 8-Feb-31
IIFCL 8.91 5.8239 1,000 1,350.00 22-Jan-34
M&MFIN 9 9.0053 1,000 1,022.01 6-Jun-26
(10 Marks)
2. Explain ALM process in banks. Discuss the impacts of Positive and Negative Gaps on the
profitability of a bank in different interest rates scenarios. You are required to analyze the
above impact with the help of following balance sheet excerpts of a bank:
TABLE GIVEN BELOW
Balance Sheet for Hypothetical Bank
Particulars Assets Yield
Liabilities Cost
Rate sensitive 500 8.00% 600 4.00%
Fixed rate 350 11.00% 220 6.00%
Non-earning 150 100
Equity 80
1000 1000
Scenarios for Impact analysis:
1.Interest rates increased by 1%
2.Interest rates decreased by 1%
(10 Marks)
3. Case Study:
While current accounts and savings accounts have different objectives, the banks stand to
benefit from the low cost of servicing these deposits. In the current scenarios it has been
observed that private banks such as HDFC bank, Kotak bank etc. are able to raise higher
saving account / current account deposits compared to their PSU counterparts. Also the other
income is now becoming more significant as a % share of total income of private sector
banks compared to PSUs.
In relation to above scenarios, analyze the following (With examples):
a. Why PSU banks are not able to raise money from low cost saving and current account
deposits ratios? What impact would it have on their profitability? (5 Marks)
b. What are the reasons behind increase in share of other income in total income for private
sector banks as compared to PSU banks.
1. An Indian company is into the business of ice cream and is a strong brand. The company is
exploring international opportunities for which they have orders for their products in the
European countries. Explain the strategic approach of the company for successful order
execution and brand building activities with the customers internationally. (10 Marks)
2. The company Relax foods is into confectionary business without the use of sugar and want
to set up the company business outside India by launching its products in potential countries.
What is the strategic approach the company would employ for the successful launch?
Develop an entry plan and analyze the right logistics and SCM strategies which can enhance
the service quality with on time availability and generating good market share of the
company. (10 Marks)
3. A food company named Eat Right is in the Indian market for about 8 years. The company
now is in the domestic market and has gained good brand recognition by its innovative
designs and multiple products. It has orders from Europe. The order types differ as per
seasons ranging from Full Container Load (FCL) to Less than Container Load (LCL).
a. Work out a logistics plan and routes how it must ship the products and what elements of
importance it should consider while doing so like containers and packaging. (5 Marks)
b. What kind of production planning and pricing patterns it needs to implement and what are
the supply chain strategies that need to be followed? (5 Marks)
1. CHIRAG Enterprises is a leading Indian Garment manufacturing company. The company

is planning the international expansion. It is about to set its first international factory at
Indonesia. The company plans to send a team of 50 employees to start the project. Before the
team is sent to initiate the proceedings in Indonesia, HR Manager is instructed to conduct a
‘Pre-Departure Training Program’. Assume yourself as an HR Manager of Chirag Enterprises
and give the components of effective Pre-Departure Training Program that you will conduct.
(10 Marks) 2. ABC Ltd is a strategy consultancy firm operating in India. The company has
started its operations in Europe now and have sent a team of 30 employees to head a project
in London. The company is about to initiate the performance management program at its
London plant. As an HR Manager, which modern method of performance appraisal will you
suggest to be started in London? (10 Marks)
3. TRENDS Ltd is a leading retail chain in India and the company is expanding its operations
in South AMERICA. As an HR Manager, you are supposed to make a decision about the
international compensation of employees who will be working in South America. In this
context, answer the following:
a. What will be the components of the international compensation that you will offer to the
employees in South America. (5 Marks)
b. Which international compensation approach will you follow? Going rate approach or
Balance sheet approach? (5 Marks)
Strategic HRM
1. BENTAX Ltd is a leading textiles firm in Mumbai. It is strategically planning to expand in

North India and hence the company has planned to set up 10 plants across UP, Punjab, Delhi
and Chandigarh. You are an HR Manager of BENTAX Ltd. To allow company to
successfully implement the growth strategy, you are required to suggest the effective
Strategic Human Resource Planning (SHRP) process. Write in detail the process of SHRP
that you would recommend. (10 Marks)
2. You are an HR Manager in TELCO Teleservices. Your company is planning huge

domestic expansion and for the same you have decided to start the branches of your company
all across India. Now a huge challenge for you is to acquire the talent. In this background,
discuss what are “Make Vs. Buy staffing decisions” and also answer which one of these will
you choose to acquire the talent that is needed? (10 Marks)
3. ADISYNCH is a new start up in Bengaluru which is operating in Education sector. It is an

online learning platform to school and college students in India. The startup hires tutors from
all across the country. In your recent recruitment drive you selected 50 new tutors from 15
different states in India. In this background, answer the following questions:
a) Which training method will you use to train these tutors? Why? (5 Marks)
b) Describe the characteristics of the method that you are proposing to use. (5 Marks)
HR Audit
1. Pharma Care Enterprises is a MNC which is taking over a small family owned enterprise
called DermaBoss. You have been appointed to do HR audit with the objective of reducing
potential legal risks to the company post the merger.
What type of HR audit will you conduct and what are the steps you will follow to do the
same? (10 Marks)
2. Software Inc. is a start-up with offices across India. The management team consists of the
founders and their family members. The business has been quite profitable but they now want
to expand. Their investors have advised them to go in for an HR Audit. Your company has
been appointed as the HR audit firm. The CEO of the company has asked you to present the
various methods of conducting the audit, given the spread of operations. Please list out the
various methods of data gathering in the audit along with benefits and limitations as per the
context of the case. In the conclusion, please suggest one key method of data collection you
would recommend in this context. (10 Marks)
3. Asha Foods is a company that is into operating restaurants in Mumbai. The owner of this
company, Mr. Shetty, now wants to move into International waters by setting up a restaurant
in Singapore. He plans to have his existing operations head move to Singapore and hire a few
local employees to make up the team. Mr. Shetty has appointed your consulting firm to help
him with his business plan. Your firm has suggested doing a HR audit as part of the process.
a. As the HR Auditor in charge of the audit, explain the benefits of doing this audit (5 Marks)
b. What aspects of HR should the audit focus on? (5 Marks)
1. Discuss the employee development and talent management of any one e-tail/e-commerce
giant. (Example: Amazon, Alibaba, e bay etc.) (10 Marks)
2. As the technology is becoming more advent, the dependency on manpower has decreased
considerably in many sectors. In such VUCA (Volatile, Uncertain, Complex and Ambiguous)
times it becomes inevitable for organizations to keep the employees satisfied and engaged.
Based on the motivation strategies what can be done by organizations to keep the employees’
morale and enthusiasm high? Discuss with suitable example of any contemporary
organization. (10 Marks)
3. It is not possible for organizations to develop all the necessary skills of the employees with
the help of on the job training, therefore it is equally important to amalgamate it with off the
job training.
a. Discuss any three off the job training methods which are being adopted by new age
companies like Uber, Zomato etc. (5 Marks)
b. Also compare and contrast on any three points between on the job and off the job training.
(5 Marks)
1. Swadeshi Industries has four potential projects all with an initial cost of ₹20,00,000. The
capital budget for the year will only allow Swadeshi industries to accept one of the four
projects. Given the discount rates and the future cash flows of each project, which project
should they accept? (10 Marks)
Cash Flows Project M Project N Project O Project P Year one ₹500,000 ₹600,000
₹10,00,000 ₹300,000 Year two ₹500,000 ₹600,000 ₹800,000 ₹500,000 Year three
₹500,000 ₹600,000 ₹600,000 ₹700,000 Year four ₹500,000 ₹600,000 ₹400,000 ₹900,000
Year five ₹500,000 ₹600,000 ₹200,000 ₹11,00,000 Discount Rate 6% 9% 15% 22%
2. An auto component manufacturing company is contemplating introducing a new inspection

process in their assembly line to save on rectifying cost. The current production is in batches;
each batch produce 5000 components. The cost of inspection of each component is Rs 50, the
cost of rectifying each defective component is Rs 250. If a defective component is sent to the
customer and returned, it will cost the company Rs.500. Calculate at what percentage of
defective rate it would be beneficial for the company to adopt the proposal. (10 Marks)
3. You work for a strategic consulting firm specializing in Cost Optimization; ABC Company
is looking for some advice regarding Break Even Sales, Margin of Safety, and impact of
selling price on the two metrics. The company has provided you the following information:
Sales Units
10,000
Selling Price
₹ 15
Total Cost
₹ 75,000
Fixed Cost
₹ 20,000
Net Profit
₹ 25,000
Using the above information, you are required to:
a. Calculate Break Even Sales (in ₹) and Margin of Safety (in ₹) (5 Marks)
b. Calculate the new Break Even Sales and Margin of Safety if the selling price is increased
by 20%. (5 Marks)
Cost & Management Accounting
1. Cost control is all about identifying and controlling business related expenses with an
objective of increasing profits. In order to control the costs, management compares the actual
performance with the expected results. If the actual performance is not up to the mark, then
the management takes corrective actions. Keeping this fact under consideration, discuss the
essential techniques (any five) which are in general applied by management to control the
cost element. (10 Marks)
2. Maheshwari & Sons wants to recruit management accountant for their head office. Among
the ten candidates shortlisted they have to select one as the most suitable candidate. Discuss
the qualities they will look in to the candidate for the position of management accountant. (10
Marks) 3. a. Annual demand for a particular item produced by Manikk Ltd is 20000 units.
The cost of carrying inventory per unit per annum is 10%. Per order of inventory costs Rs 80.
The supplier agrees to supply at the price of Rs8 per unit. Determine the total cost for
ordering 20000 units (5 Marks)
3. b. For Amit manufacturing company, the job work is executed by A Unit. The unit had an
incomplete job as on 30th March 2019. The cost sheet on the same date reflects direct
material and direct labour cost of Rs7 lacs and Rs 5 lacs, which have been incurred on the job
till date. Additionally, the firm incurred following costs as on 31st March 2019- Direct
material cost 30000 Direct labour cost 50000 Indirect labour cost 30000
As per firm's policy, factory overhead is absorbed on the basis of 120% of direct labour cost.
In the light of above mentioned information, calculate the value of Work in progress as on
31st March 2019 (5 Marks)
Capital Market and Portfolio Management Assignment
1. Ramesh wanted to purchase stock of ABC Ltd. He estimated the return and probabilities of
returns by analyzing the past records. Calculate risk and return of the stock to help him make
investment decision.
Probability Returns(%) 0.4 25 0.25 18 0.35 20 (10 Marks)
2. Alok was responsible to handle the portfolios of HNI clients. His manager asked him to
prepare a report on different measures of risk to quantify the amount of risk associated with
each investments so that it becomes easier to convince the clients based on their risk appetite.
Help Alok to prepare the report. (10 Marks)
3. ABC wealth managers had two portfolios but they have to decide which one of the
following has to be offered to the client based on the following information:
Observed Return
Beta
Portfolio Bluechip
25%
1.75
Portfolio Midcap
15%
1.15
Risk-free rate is 7.5 %.
Return on the market portfolio is 14%
Standard Deviation of the market is 8%
In order to help ABC wealth managers, make decisions, calculate for Portfolio Bluechip and
Midcap:
a. Jensen index and identify which one of the two portfolio is better. (5 Marks)
b. Treynor index and identify which one of the two portfolio is better. (5 Marks)
INTERNAL ASSIGNMENT APPLICABLE FOR SEPTEMBER 2019

EXAMINATION
SEMESTER 1 ASSIGNMENTS
1. 1. Mr. Rathi, a Tax consultant has advised you to invest in property to save money in taxes.
You have been paying a lot of money through taxes, so you take his advice and now plan to
buy a new house for investment purpose. Explain various steps that you will go through in
making a decision for purchasing a new house. (10 Marks)
2. There are three models of decision making, explain the model that will apt for purchasing a
house. Explain the same with reason. Also, suggest the reason for not accepting the
remaining models for purchase of the house. (10 Marks)
3. a. As per Maslow’s need of hierarchy model where do you stand in the model if you are:
Situation A: Purchasing the house for your personal stay and usage.
Situation B: Purchasing the house for investment purpose.
Explain the above given points with detail reasons. (5 Marks)
3. b. As per Alderfer’s ERG Model where do you stand in the model if you are:
1. Pick & choose a Sustainability report of an Indian company in the Services domain only &
choose any one Water Management initiative & any one Rural Management initiative being
undertaken by the organisation. Analyze and explain the initiative’s qualitative and
quantitative data in the form of a case, such that it showcases all the benefits, financial and
non-financial that accrue to the company. (10 Marks)
2. Chhatrapati Shivaji Maharaj International Airport, Mumbai (CSIA) has offered a job role
to you in the capacity of a CSR Head. The Airport has created this position recently & has no
previous experience in CSR. Describe in brief atleast 10 innovative initiatives that you will
implement & drive in this new organization of yours. (10 Marks)
3. One of United Nations Sustainable Development Goal is ‘Zero Hunger’. The primary
objective behind this goal is to ensure availability & sustainable management of food for all.
a. What according to you are five compelling reasons behind the existence of Hunger issues
in India? (5 Marks)
b. Suggest five strategies/action plan that can be adopted by businesses to make Zero Hunger
an achievable target in India in the coming years. (5 Marks)
Business Communication and Etiquette
1. Give examples of the following types of Biases in a sentence: Gender bias, Racial bias,
Age bias, Disability bias. How can they be avoided? (10 Marks)
2. FashionStation.com is an online apparel store. You are the Online Customer Service
Manager. A disgruntled customer has written a rude email complaining that the chiffon
blouse she purchased a month ago has torn and shrunk, after just machine-washing it once.
Your website clearly mentions that delicate materials like chiffon can only be hand-washed.
She is asking for a replacement or a complete refund of Rs. 2000. How would you respond to
this complaint? Draft an email. (10 Marks)

3 a. You’ve just finished the first document draft of a crucial proposal you are to send out
next week. Explain the different tactics you may use to proofread it. (5 Marks)
b. You’ve been shortlisted for an interview at your dream company. What are the different
common types of Interviews you should mentally prepare yourself for? (5 Marks)
1. The Government of India has planned to harness the benefits of the cloud and has
undertaken the ambitious initiative "GI Cloud" which has been named as "MeghRaj". The
aim of this initiative is to facilitate quick delivery of e-services in the country to the citizens
while optimizing ICT spending of the Government. This will ensure optimum utilization of
the infrastructure and speed up the development and deployment of eGov applications.
Meghraj will provide services to the government departments, citizens and businesses
through internet as well as mobile connectivity. What are the expected benefits from this
initiative to the citizens? What could be the challenges in this initiative? (10 Marks)
2. The Indian Banking scenario has undergone a radical change in the last two decades.
While it was once necessary to visit the branch to carry out various transactions, customers
today have an access to multiple platforms to conduct various transactions. Royal Bank of
India, a leading bank in India is facing several challenges with their existing approach of
systematically engaging with their customers and making the correct product offering. As a
result, it is failing to boost its revenues. In order to address this challenge, the bank plans to
use analytics to analyze customer requirements and journey better. How in your opinion can
Royal Bank of India use analytics to engage better with customers by predicting their
behaviour? (10 Marks)
3. A food-tech start-up plans to use Enterprise Resource Planning (ERP) software to help
automate all the tasks within the organization. As the Chief Technology Officer (CTO) to this
start-up,
a. What factors will you consider when you select the right ERP vendor for your start-up? (5
Marks)
b. Would you select an open source ERP software or an on premise solution for your
implementation? Give justification for your answer. (5Marks)
Business Economics
1. What is Demand forecasting? Explain different qualitative methods of demand forecasting.

State which of the methods described is most suitable for forecasting the demand for
“newspaper” and why? (10 Marks)

2. Complete the hypothetical table below and explain in brief, the law of variable proportions.
Quantity Total Product Average Product Marginal product 1 10
2 30
3 48
4 56
5 56
6 52
(10 Marks)
3. a. Explain the types of elasticity of demand. Calculate elasticity of demand for the
following data.
Price of Apple (Rs.) Quantity demanded (KGs) 20 100 21 96 (5 Marks)
3. b. Distinguish between the features of perfect competition and monopolistic competition.

Give real world examples of each of these types of markets. (5 Marks)
1. Rajesh and Karan are peers and they are working as sales executive in a pharma company.
While Rajesh loves his work and find it very interesting but under same circumstances Karan
detests his job, also finds it to be very taxing. Select the best school of thought on stress to
explain that with the same working condition and same treatment why Rajesh and Karan are
feeling so differently. (10 Marks)
2. Sana is finding it very difficult to make friends at her workplace. She stays aloof and does
not bond with anyone. Her performance is also not great. She proactively met a psychologist
to understand herself better. The facts which unraveled were associated with her young age
that she was raised by a caretaker who used to beat her from infancy. Also no one supported
her for the decisions she took. Sana’s family never understood her and also her childhood
friend betrayed. Imagine you are Sana’s psychologist and hence need to explain her the
Freudian Stages of personality development and how it had impacted her. Conclude by giving
your suggestion to Sana to overcome this issue. (10 Marks)
3. Sameer is working as Vice President (IT) and Jatin is Advisor to the CEO. Sameer never
arrives for any meeting on time and also delays the work given to his team. He likes to make
people wait for him as he knows with the input of IT head the meeting would never be
successful. Jatin on the other hand is very friendly with the people and also makes ally with
other heads and influential people in order to get things done from Sameer. Whenever he
discusses any topic with Sameer he makes minutes of it and marks a copy to the CEO. All
these activities done makes sure that Sameer completes his work on time Based on the above
scenario, answer these
a. What is the source of power for Sameer? Discuss the same. (5 Marks)
b. What are the power tactics being used by Jatin? Explain (5 Marks)
Information System for Managers
1. Today companies are using various touch-points to interact with their customers
constantly. These customers are responsible for spreading electronic word-of mouth thereby
influencing others. You’re the owner of Snackathon, a subscription service that delivers
snacks to homes and offices. Snackathon partners with grocers and other businesses and also
sells directly to consumers. As an organization that has traditionally been dealing with
customer’s offline, you realize the need to move online and dive deeper into analytics that
help you understand why your customers left, if they’re thinking about leaving, and how you
can work to keep them on board. What are the pros and cons of using analytics to engage
with customers effectively? Justify your standpoint.
2. 10 Street Café is a chain you have started from scratch a few 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. On hiring a consultant to help you improve your
customer experience, he recommends to invest in a Customer Relationship Management
(CRM) system. As a consultant, how would you point out the benefits of CRM system to the
client and highlight points to ponder before and during the implementation of such a system?
3. Technology at the dining table (apps like Uber Eats, Swiggy, Zomato) is gaining firmer
ground in India. Placing orders for food online is popular, especially among millennials,
leading food delivery platforms to embrace analytics in a big way to better read fast-changing
consumer behavior, minimize errors and enhance customer experiences. The primary reasons
for this growing popularity can be attributed to the rise in the number of digital natives,
improved internet connectivity, competitive pricing, quick delivery, variety of restaurants on-
board, simple user interface and availability across different platforms.
a. How do you think these companies use analytics to give customers a great experience,
unlock business growth and drive operational efficiency?
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. Neha has completed her MBA and had joined the Forex Department of a bank. Her
manager wanted her to prepare a document on the different factors that can cause fluctuations
in the exchange rate. Help Neha to prepare the document. (10 Marks)
2. An importer wants to be sure of the delivery of goods on time in the future which should
be as per the date and product description mentioned in the contract. He decided to visit the
bank to understand about the product and the process of issuing the same. (10 Marks)
3. Mr. Mehta was working in the foreign exchange market and was into calculation of
forward premiums/ discount of currencies and also calculation of expected inflation rates in
order to predict the movement of currency value. He wanted to teach the methodology of
calculation to his subordinate using an example given below:
a. If one year interest rate in UK and Japan are 1.034% and 0.256% respectively; the spot
exchange rate is 172.70 JPY/GBP. What is the forward premium or discount? (5 Marks)
b. If the expected inflation rate in UK is 0.07%, what is the expected inflation rate in Japan?
(5 Marks)
1. Raj bought a Family Floater Health Insurance policy of a leading private General
Insurance company through his Bank. His wife Preeti, covered under the policy was
hospitalized for 5 days. The insurance company has not yet settled his claim even after 2
months of making all submissions. What steps and strategy should Raj follow to ensure that
the insurance company settles his claim? (10 Marks)
2. Develop a Public Relations campaign for IRDA to help create awareness about Life
Insurance sector and to educate policyholders about their rights. (10 Marks)
3. You are a Financial Planner. Your client Amit Advani aged 42 years, married with 2
children requires your help to make some financial decisions. (You can make any
assumptions to further build up your case.)
a. Suggest a Mutual Fund investment option to your client where the portfolio gets
periodically rebalanced between equity and debt. Discuss the advantages of such a Mutual
Fund. (5 Marks)
b. Amit wants to purchase a holiday home by liquidating his retirement savings fund and
taking a home loan for the next 10 to 15 years. Ashwin wants your opinion whether this is an
appropriate strategy for a Retirement Plan. (5 Marks)
1. The CEO of Aadhar Private limited is worried about the labour turnover in the company.
He noticed that the labour turnover is going up over the last few years. Being an advisor to
the company you are asked to share insights on the factors contributing towards high labour
turnover and the categories of cost in relation to labour turnover for any organization. (Please
share example wherever seems essential) (10 Marks) 2. Mr Verma decided to set up cost
accounting and financial accounting for his furniture manufacturing unit located in Navi
Mumbai, a year back. However, he is least interest to set up management accounting
department for his manufacturing business which has an annual turnover of 50 crores.
Discuss the aspects which you want to highlight in this case so as to convince Mr. Verma to
set up the said department as well. (10 Marks) 3. The following particulars relates to the
production department – A, of a factory for the month of June 2018 Material used Rs 100000
Direct Wages Rs 75000
Direct labour hours worked
15000 Hours of machine operation
20000 Overhead charges allocated to the department Rs 125000
Cost data of a particular work order carried out in the above department during June2018, are
given below- Material used 10000
Direct Wages 7500
Direct labour hours booked
2200 Hours of machine booked
2600
Using the following-
i. Direct labour cost rate ii. Machine hour rate iii. Direct Labour hour rate
Calculate
a. Overhead charging rate (5 Marks)
b. Factory cost of work order (5 Marks)
1. Sadashiv Mane is working with Chop up industries and is very unhappy with his foreman.
He feels, his foreman, Raghuveer is usually unjust when it comes to allotting shifts to
Sadashiv. According to Sadashiv, Raghuveer also delays his payments purposely. However,
upon taking up this issue, Raghuveer reasoned that payments are made from the office and he
distributes them as he receives them. Sadashiv is trying to raise this issue as an Industrial
dispute with the committee at his factory but they are not accepting it as an industrial dispute.
In light of this example, please innumerate the principles which decide the nature of an
industrial dispute to be called so.
2. Bhagwan wants to start a unit for clothes manufacturing. He has got a large contract of a
label in India. Bhagwan is planning on a large place where he will have around 150 stitching
machines. He is planning to employ 25 cutters and masters for measurements and cutting the
patterns and around 100 ladies who would be stitching the clothes together. When he met the
Inspector for setting up the license for shop and establishment, he came to know that there are
separate provisions he must keep in mind while employing women. Please guide Bhagwan
towards special provisions he must keep in mind for employment of women under Factories
Act, 1948.
3. Kotwal and sons has been a proprietary company since almost 30 years. They are a known
name for ink making. A lot their products are exported. The company employs close to 85
people at various levels in the factory and office. Mr. Ramesh Kotwal the Director and owner
of the company had started the company and had never really thought of going by law where
salaries were concerned. While most of the staff with the company is working for years, they
have only one complain that that is standardized salaries. Anish Kotal has now taken over and
wants to create a standard on salaries by some tweaking. However, he wants to know the
details of the remuneration according to the law or act. Please answer following questions
based on the information.
a. Mr. Gaidhuni, an expert consultant is helping Anish for his project of salary
standardization and lists various points as employer’s duty to pay Equal Remuneration.
Please list these points for Anish.
b. List out the consequences of offence committed under this act.
1. You have joined as HR Manager at Oberoi Mall. Design a self-appraisal form for sales
executives using the Graphic Rating Scale method. You may consider a 3 point scale or a 5
point scale. Your self appraisal form should include a minimum of 5 statements for the sales
executive to complete the self appraisal form.
2. Akash Kumar is a successful Team Leader at Surya Solar Industries since the past 5 years.
He has a team of 20 employees across India and the profitability of his team has been a
consistent year-on-year increase of around 10%. The organization is on an aggressive growth
path and the new Department Head Ajay Arora has been pushing team members to enhance
sales for their respective territories. Akash finds Ajay’s leadership approach too aggressive
and he also feels he is unnecessarily putting pressure on Akash’s subordinates and not letting
Akash deal directly with his team. Akash is finally fed up and submits his resignation. You
are the HR Manager – how will you conduct a coaching conversation with Akash in this
scenario.
3. Meghdoot Finance Ltd is the service provider for one of the leading banks in India. The
sales executives are involved in selling credit cards to customers.
a. Suggest 3 ideas for ‘’recognition’’ of successful sales executives
b. Design a reward scheme for the sales executives with a view to increase credit card sales.
1. Compare and contrasts between India’s and Canada’s culture.
2. Explain with the help of examples that how successful organisational culture can be built
with
 Consistency
 Adaptability
 Involvement
Clear Mission.
3. a. Explain with the help an example the role of leader in any modern organisation.
3. b. Explain with the help of an example that how leadership and culture are strong tenets in
any merger and acquisition.
1. Suppose that you are playing a game with a competitor (two-person game). Using the
maximin (minimax) principle, what is the strategy selection for you and your competitor
separately? What is the value of the game for each player? Is the game biased? Does the
game have a saddle point? The payoff matrix is given below.
B1 B2 B3 B4 A1 -5 6 2 8 A2 4 4 4 5 A3 5 -3 1 -5 (10 Marks)
2. Suppose that the Sales of your company has the following probability distribution. 20,000:
0.20 40,000: 0.30 60,000: 0.30 70,000: 0.20 Simulate the Sales for the next 12 months using
the following random numbers (using Monte Carlo) and find the average Sales per month:
12, 64, 46, 5, 93, 51, 91, 63, 21, 88, 33, 21. Interpreting the results, comment on the
following: What is more important – the quality of randomness of the numbers or the
probability distribution of Sales? (10 Marks)
3. Suppose that you are analyzing ‘Sales’ and ‘Marketing expense’ data of your company. It
is found that lagged ‘Marketing expenses’ (with lag of 1) significantly determines ‘Sales’.
Sales is auto-correlated (with lags 1 and 2).
a. Interpret what autocorrelation means in this context. What may be an example of auto
regression? Write an example of the auto-regressive model in this context. (You must write
the equations.) (5 Marks)
b. Suppose further that there are only two types of products which are sold, and that Sales is
suspected to be heteroscedastic. Interpret what heteroscedasticity means in this context, how
may we test it statistically in this context?

1. Consider two risky assets that have return variances of 0.0625 and 0.0324, respectively.
The standard deviations of returns on these two assets are 25% and 18%, respectively.
Calculate the variances and standard deviations of portfolio returns for an equal weighted
portfolio of the two assets when their correlation of return is 1,0.5,0, and -0.5. Discuss the
results in relation to portfolio risks.
2. Mr. Ravil wants to invest in the financial market. He often heard about money market
securities and capital market securities. You as a financial advisor of Ravil, discuss the types
of securities in these markets and share your opinion on which types of market securities are
better if his time horizon is short term.
3. a. Shares of L& T are selling for Rs1500. An investor buys 100 shares. After one year the
market price is selling for Rs 1650. The investor sells his holding after a year. During the
year the company gives dividend of Rs 45 per share. Find out his total return, capital gain,
and dividend yield. Would your calculations of return change had the investor not sold the
stock
3. b. stock with beta of 0.7 currently priced at Rs 50 is expected to increase in price to Rs 55

by year end and pay a dividend of Rs1. The expected market return is 15 % and the risk free
rate is 8%. Evaluate whether the stock is overpriced or underpriced
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 1,20,000 384 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 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
Calculate
a. NPV at 14 % & 16% (5 Marks)
b. IRR
Strategic HRM
1. You are brought in as the new Director of HR for a company in the distribution industry
which is the merger between Company A and Company B. Company A began as a family
business which acquired a number of small companies over time. As a result of all of these
acquisitions, the company was less standardized and more decentralized internally and was
somewhat of a combination of cultures to begin with.
The culture of Company A is quite varied. Some areas of the company are focused on metrics
and quality, others are focused on job satisfaction and employee attitudes, and still others are
not focused on either. Generally, the company strives to produce a range of high-quality
products and services, but the way that this occurs is unstructured throughout the company.
Company B was a large company which was standardized internally with a strong culture
surrounding processes and procedures. Company B has a centralized structure with clear
employee policies. Company B is focused on quality control. They stress standardized
processes and procedures across all business units. They have a clear mission and goal that
emphasizes one thing: productivity. Company B has been successful with strategy
monetarily, but its employees are often overworked and overwhelmed. Both companies have
fears regarding losing desirable aspects of their current culture.
a. Discuss the role of strategic HR functions in Mergers and Acquisitions?
b. What strategy would you use to resolve the culture differences between these two
organizations to create a new organization with a cohesive culture?
2. You work for a global professional services firm, which has been seen for decades as an
employer of choice. Last month, you were promoted to the position of Vice President,
Human Resources. The promotion comes at a time the organization is experiencing a decline
in revenues, an increase in competition, high voluntary turnover in the US and abroad, and
declining market share. Anecdotal information suggests that the cause of voluntary turnover
is due to a poor employee benefits/total rewards strategy, employee engagement and
organizational culture. The Chief Executive Officer (CEO) has requested your analysis and
recommendations on improving the total rewards strategy in an effort to improve employee
engagement; reduce voluntary turnover and enhancing the employer’s brand. a. What are
specific actions you can initially take to identify and validate how total rewards are having an
impact on the organization? Explain your rationale. b. Identify and describe the challenges
the organization faces in managing the design, delivery and financing of a total rewards
program on a local and global perspective.
3. The slump in the South Korean economy in late 1990s was bound to have an effect on
Hyundai also. The automobile segment was among the first to be hit by the downside in the
economy. The domestic automobile sector had negative growth of almost 55% in 1998
compared to the previous year. Hyundai was responsible for almost 50% of total automobile
production in South Korea and was therefore badly hit. The domestic sales of the company
fell by 55% in the year 1998 and its exports crashed by 74% to only 15,056 units. Hyundai
recorded a 200-billion-won loss in 1998. According to company officials, Hyundai's six
assembly plants with a yearly production capacity of 1.65 million vehicles, were operating at
only 40 percent of their capacity. In May, 1998, Hyundai reacted to this grim situation by
announcing plans to lay off 27 percent of its 46,000 workforce in South Korea and to cut pay
bonuses and benefits in a bid to save 230 billion won. Unfortunately for the management of
the company, Hyundai had one of the most powerful and militant unions. The decision of the
company to lay off workers sparked off agitations not only in Hyundai but in other
companies too. The unions were particularly offended at the government's approval of
Hyundai's decision.
In a demonstration in Ulsan, where Hyundai has its biggest automobile plant, 32,000
employees participated in rallies. All across South Korea almost 1,20,000 employees from
about 125 companies participated in demonstrations against Hyundai and the government's
decision. The government had to deploy nearly 20,000 riot police to control the
demonstrators...
Labour Problems in the Early 2000s
On September 1, 2000, Hyundai officially cut ties with the Hyundai Group and had relocated
its head office to Yangjae-dong, Seoul, Korea - a move that was seen as symbolic of its
rebirth as an independent automotive business group. In December 2001, Hyundai forecasted
its highest profits ever - $900 million for the year. In the same year it posted 23.4 % in unit
sales and a 74.5% improvement in net income. Most importantly, Hyundai vehicles were
being accepted as a technologically advanced, stylish and reliable in overseas markets like the
US and Europe. In the United States, the world’s largest auto market, Hyundai recorded a
42% sales increase in 2001. This was an era of growth, reorganization and new market
exploration. But the success story was marred by another strike threat in Hyundai. Workers at
the Ulsan plant went on a two-day strike in December 2001, demanding higher wages and
higher bonuses. They also demanded a 30% share in the profits that year as a performance
bonus. The management clarified, that though the company had done well that year, it could
not afford performance bonuses to the tune of 30% of profit. The reasons given were:
firstly, the increased influx of imported cars into South Korea was bound to hurt Hyundai's
market share and margins in South Korea.
Secondly, General Motors' purchase of Daewoo was a threat that could not be ignored or
taken lightly, and the company had to gear itself up to be able to compete with General
Motors, and lastly, the most important reason stated was that due to the appreciation of the
Korean won, Hyundai cars were becoming less competitive in international markets and
profitability consequently would be hurt.
a. Industries need to adopt proactive policies with regard to Industrial Relations which help to
prevent any rise of conflict rather than waiting for such situations to occur and then planning
a strategy. To what extent this approach was visible in the Hyundai’s Industrial relations
policies.
b. “Since the very beginning, employee participation, and employee involvement (together
known as participative management) define the essence of Industrial Relations”. Kindly
justify this statement in terms of this case study.
1. ABC Ltd. is a leading Electronics manufacturing company in India. They are planning to
set up their first international plant in Indonesia. In a Board Meeting the Directors are sitting
with a problem to decide which model of IHRM to follow in order to manage people
employed in Indonesia. You are an HR Manager in ABC and you were invited in this
meeting. HR Director, Mr Jain, had advised you to suggest Matching Model of IHRM.
Explain how you will convince the Board for Matching Model.
2. ITB is a leading FMCG Company in Mumbai and they are planning international
expansion in Asia. The company wants to know the recent trends in international staffing so
that correct steps can be taken in advance to react to changing business environment. You are
an HR Manager in the company and you are asked to make a presentation on ‘Recent Trends
in International Staffing’. Explain the recent trends that you will discuss in the meeting.
3. PHILIX is a leading Textiles company in India. They have set up a plant in Mexico as part
of their international expansion strategy. The plant has 100 employees. In this context,
answer the following questions.
a. Which methods of performance you will suggest as an HR Manager?
b. Suggest a Performance Management Cycle for the Mexico Plant.
HR Audit
1. Kavita Foods is a family owned business, which is going in for a HR Audit. The
management team consists mainly of family members. The business has been quite profitable
but they now want to expand. Your company has been appointed as the HR audit firm. The
CEO of the company has asked you to present the various methods of conducting the audit.
Please list out the various methods of audit along with benefits and limitations as per the
context of the case.
2. Surya Enterprises is in the business of setting up Solar Power plants. It is a part of a large
business conglomerate, who is into many varied business sectors, right from automobiles to
defense equipment manufacturing. Inspired by Japanese business practices, the Chairman of
the conglomerate decided to go in for a Business excellence model, which would help align
all the businesses along with a similar process of structured and sustainable business growth.
The CEO is keen to include the HR department as part of this excellence journey. The CEO
of Surya Enterprises has appointed your company to help him with this. Your company has
recommended the creation of a HR scorecard. You need to share a note to the CEO detailing
out what the HR Scorecard is, as well as the inputs that go into creating the scorecard and the
steps to create the scorecard.
3. Computerz Limited is a software company with offices across India. They have well
defined HR policies and a competent HR team. The employee performance levels have
dipped over the last 3 years and the attrition levels are also increasing. The CEO has
appointed your company to conduct the HR audit. The focus area for the audit is Employee
Motivation and Employee Engagement.
a. Describe the employee engagement audit as well as some aspects being evaluated as part of
the audit
b. Detail out the importance of employee motivation as well as the questions the audit seeks
to evaluate.
1. ABC global bank is operating in over 40 countries and has assets worth USD 30 Billion.
Due to high growth in the emerging markets in the last two decades, the bank has been facing
challenges due to high growth in volumes and increasing product complexity. The major
treasury operations of the bank include Trading and settlement, cash management, back
office management back office function, trade matching, reconciliation etc. Considering the
mentioned challenges and growth of the bank, suggest whether integrating treasury
operations would prove beneficial for ABC global Bank or not? Highlight the benefits of
integrating the treasury operations. (10 Marks)
2. Risk Measurement forms an important aspect for sound banking system. Keeping the
above statement, enumerate the two risk methods i.e. value at risk and Scenario Analysis
methods which are used widely by the banks. (10 Marks)
3. “A prudent liquidity management ensures bank’s solvency and overall stability in an

economy”
a. Discuss The impact on liquidity and inflation when CRR increases and reduces
respectively. (5 Marks)
b. Highlight the differences between Cash Reserve Ratio and Statutory Liquidity Ratio. (5
Marks)
1. An exporter wants to hedge his one year receivables in USD for $20 million, for which he
wants to enter into a futures contract. The spot exchange rate is USD-INR70. The futures
price for a contract having the same maturity date is ₹71. Is perfect hedging possible with the
futures contract in this case? Calculate loss or profit in the cash and futures market if the spot
price is ₹ 72 on the maturity date. (10 Marks)
2. Amaron Ltd was exporting goods to Axa Ltd in Japan and wanted to be sure of payment to
be received on time. It made a request to the importer to issue Letter of Credit in the name of
Amaron Ltd. The manager at Axa Ltd approached his bank manager to understand the steps
involved in the issue. If you are the manager mention the steps that would be involved in the
Letter of Credit transaction. (10 Marks)
3. Aruna had completed her post-graduation in International Banking and had joined the
forex department of a bank. She was explained clearly by her manager that the merchant
buying and selling rates are derived with the help of the rates prevalent in the inter-bank
markets and both are calculated differently. Her manager wanted her to prepare notes on how
the rates are determined in the case of:
a. Market’s Selling Rate (5 Marks)
b. Market’s Buying Rate (5 Marks)
1. Sam took a health insurance policy from a reputed insurance company. At the time of
taking policy, he was a smoker and he didn’t disclose this fact intentionally to the insurance
company. He got cancer few years later and died subsequently. Insurance company denied
the claim. Analyse the above statement and highlight which insurance principle will be
applicable in the above scenario. Also mention the facts that must be disclosed by the insured
while entering into a contract. (10 Marks)
2. Elaborate the myth “It is better to invest money in some other financial instrument rather
than buying life Insurance ‘’ (10 Marks)
3. Alexandria owns a house and has an elderly cousin living with her. She decides that she
needs fire insurance on the house and a life insurance policy on her cousin. Alexandria takes
fire insurance from ABC Pvt Ltd. insurance company and life insurance from XYZ insurance
Pvt ltd.
One year later she sells the house to Ronald transfers the title to him. Alexandria and her
cousin moved into an apartment. Within two months remaining on the ABC insurance policy,
a fire totally destroyed the house and meanwhile Alexandria cousin died too.
In both the cases the two insurance company did not fulfilled for their claim amount
a. Suggest if ABC Pvt Ltd insurance company insurance company was right at this instance
or Alexandria would be compensated for the loss. (5 Marks)
b. Suggest if XYZ Pvt Ltd insurance company insurance company was right at this instance
or Alexandria would be compensated for the loss. (5 Marks)
Marketing Strategy
1. Founded in 1971 in Seattle, Washington, USA, Starbucks is a well-known international

brand with presence in more than 20,000 locations. Tata Starbucks is a 50:50 joint venture
between Starbucks and Tata Global Beverages (TGBL) in India. Tata Starbucks opened its
first store in India in Oct-2012, and as of Feb-2019 had c. 135 stores in India. “We look at
activating more stores roll out in the next few years” – L Krishnakumar, Group CFO, TGBL
(source: Business Today, 10-Feb-2019). Recently, the brand has started accepting orders via
food delivery firms (e.g. Swiggy). Chaayos – founded by Nitin Saluja – an IIT Bombay
alumnus – opened its first store in India in NCR region in Nov-2012. Nitin refers to Chaayos
as ‘one of the finest Chai cafe chain in India’ on his LinkedIn profile (accessed May-2019).
You work as a Marketing Strategy consultant, and have been hired by Nitin to develop the
Marketing Strategy for Chaayos, which would help Chaayos increase the sales 10 times by
2025 (relative to sales in financial year ending Mar-2018). Provide your recommendations
regarding the Marketing Strategy and Marketing Mix along with explanations. (10 Marks)
2. Customer buying behaviour plays an important role in Marketing Strategy, and is affected
by four key factors/influences/characteristics. Identify and explain the major influences on
buying behaviour, for application in brand communication/ promotion, for the following
products/brands: (1) Raj Comics, (2) Pizza Hut India, (3) Amazon India, and (4) LinkedIn
India. (10 Marks)
3. Founded in 1939, Marvel Comics (www.marvel.com) is a well-known brand – in comic

books and related media – owned by The Walt Disney Company. Dhruv, a first generation
entrepreneur founded ‘Ossum Comics’ in 2019 with a vision to launch and build the first
Indian billion-dollar brand in comic books and related media, and feature among top 3
international brands in the same category by 2030. Dhruv wants to launch the company by
Oct-2019 and has hired you as a consultant.
a. Explain various stages and their characteristics in an industry life cycle, with specific
comments regarding the current stage of comic books and related media industry in India. (5
Marks)
b. There are 5 key themes/ ways to identify competitive advantages for a brand/ differentiate
from other brands, as a part of differentiation and positioning strategy; explain these with
suggestions/examples in context of ‘Ossum Comics’, and (2) suggest a positioning strategy
for ‘Ossum Comics’. (5 Marks)
1. You are the manager of a European company and now want to set up a manufacturing unit
in Asia to lower your cost base as well as to address the growing Asian market. You have a
choice of setting up either in India or in China. Evaluate the two location options of setting up
the Plant and Business on basis of International Business & Marketing Environment
parameters to come to a decision. (10 Marks)
2. You are the CEO of a Mining Equipment company and wish to enter India. You have a
strong global brand and generally potential customers in India know about your brand.
Evaluate any 3 entry options to enter into India. Which of the market entry options would you
finally choose & why? (10 Marks)
3. The Sri Lankan Shampoo market has strong growth and reasonable volume. The market is
dominated by Unilever and P&G which have more than 85% market share amongst
themselves. The rest 15% percent are scattered between 2-3 local players. Unilever and P&G
are at similar price point while all the other local players are about 10-15% cheaper in prices.
The top two parameters of buy of the consumers there are Long Hair & Dandruff in that
order. While Unilever positions itself more on long hair, P&G is more strong on dandruff
platform, Other local players are mixed (confused?) positioning. One of the biggest reason
for lower market share of local players is perception of poor quality of packaging and
product. Both Unilever and P&G manufacture in India and export to the Sri Lanka market.
You are an Indian FMCG player with Shampoo in your portfolio and have a reasonable share
in the Indian market on herbal platform. You are now eyeing that market where there is no
clear number 3. You have decided to export your product to the Sri Lanka market
a. Suggest what would be your pricing strategy for the new brand of shampoo that you would
introduce in Sri Lanka market based on the information. (5 Marks)
b. Suggest the possible brand positioning for your Shampoo. (5 Marks)
1. Meenakshi is working in Bright HR solutions. The company is into a lot of HR related

work and works with really big size companies. Meenakshi is into Talent Management
department and needs to design talent assessment system for a large pharmaceutical
company. Please help Meenakshi to design the system by listing out talent assessment tools
in detail.
2. Ayushi is a part of Employee Development Program at Sonic Services. With over 1200
employees at three different development centers, the program needs to be robust. The
department of Employee Development is about 15 people large and Ayushi’s group is
responsible for arranging resources for the program. Please list out the steps followed in
arrangements of employee development.
3. Vivek is a fresh management graduate. He has joined Telson Group of companies in the
Talent management department. He is working on the project of Succession planning for one
of their plants with his Chief HR Officer. In light of this case, please answer following
questions.
a. Vivek needs to explain the importance of succession planning to his senior managers.
Enumerate on the objectives of succession planning for him to start his presentation.
b. List out the stages involved in succession planning, so that Vivek can start his ground work
for the process to start.
1. You are working in an export organization and handles documentation of exports. Your
Head of Department informs you that customs has allowed to merge Invoice and Packing list
as one document and he advises you to proceed with this system. Your HOD has also some
doubts on merging these two documents. Kindly explain to your HOD the advantages and
disadvantages of merging invoice and packing list and which is the better option in the Indian
business context. (10 Marks)
2. Your company got two quotations to import laptops from Japan. One quotation states that
you have to pay the entire money in advance and the shipment will be sent immediately on
receipt of the full payment. Another quote states that the payment can be made after the
receipt of consignment but the delivery will take 33 days as they don’t carry stock. Your
company is in a dilemma in selecting the vendors. Your boss asked you to take a decision
after speaking to both the vendors. Kindly explain your decision with valid reasons for your
decision. (10 Marks)
3. Your company has imported 10 containers of goods by sea and seeks your advice whether
to go for advance filing of bill of entry to hasten the process of customs clearance. This is the
first import from this new vendor and you are not sure of packing, documents, etc. You need
to check, analyse and advice the company on the following:
a. Whether it is good to go for advance bill of entry and give supporting reasons for your
decision (5 Marks)
b. What would be the repercussion in case ship does not reach on time and /or the details of
advance bill of entry are incorrect?

India's Foreign Trade
1. Indian Gems & Jewellery have emerged as one of the major segments in the Indian export
performance. Justify the statement by giving data of the last five years for this segment. Also
discuss different factors acted as a lever for the export growth in this sector. (10 Marks)
2. What are the major changes brought about in the 2015-20 India’s Foreign Trade Policy,
which has helped the country for increasing the exports? (10 Marks)
3. Handicrafts exports from India is one of the major contributor overall exports which
directly help the small size enterprisers to expand their business:
a. Explain what the major impediments are this segment is facing and how this can be
resolved. (5 Marks)
b. What are the measures taken by Ministry of Commerce through Export Promotion Council
of India (EPCH) to help this segment for exports?
1. You have imported one consignment of mobiles by sea. After customs clearance the
consignment was transported by truck to your warehouse. However due to unprecedented
rain water seeped into the truck and most of the packages got completely wet. Your company
asked you to process the insurance claim. But the insurance claim got rejected as the
insurance cover was from port to port only. You need to explain to the company the reason
for rejection of claim and what should be the right cargo insurance policy for multi modal
transportation.
(10 Marks)
2. You have joined a company as an Export Import Manager and this is a new company.
Your company wants to start the operations as early as possible and seeking your advice
whether to deal directly with the shipping lines or freight forwarders to import consignments
from Dubai, UK, US and Australia. Your company does not have any branches in these
locations. Please advise the company a suitable option to start the imports (10 Marks)
3. You have imported a consignment of chemicals and due to shortage of space in your
factory you have stored the same in Customs bonded warehouse. After 6 months of bonding
you have been asked to clear part consignment from bonded warehouse. Also your company
is asking whether they can store the goods in bonded warehouse beyond one year as demand
has got reduced: You need to advise the company on the following:
a. What type of bill of entry should be prepared for taking part quantity out of bonded
Stores (5 Marks)
b. What is the duration to keep an item in bonded warehouse and whether you can get
extension of storage period? (5 Marks)

1. ABC Ltd. is a newly set up electronics manufacturing company in India. They are in the
process of setting up a compensation plan for their employees. You are an HR Manager in the
company and your immediate task is to set up a compensation plan for sales executives. What
components will you keep in the compensation for sales executives? Justify each. (10 Marks)
2. ITB is a newly set up FMCG Company in Mumbai and they are in the process of deciding
the reward strategy to be implemented for its employees. You are hired as a consultant for the
same. How will you structure a reward strategy for ITB? (10 Marks)
3. PHILIX is a leading Textiles company in India. They have a plant at Bhivandi near
Mumbai. The company is planning to revise its pay structure considering the changes in the
external environment and you are the HR Manager in PHILIX. Considering this answer the
following questions:
a. How will you conduct job analysis in PHILIX? (5 Marks)
b. How will you conduct job evaluation in PHILIX? (5 Marks)
1. “Job description is a vital document for a new employee “Elucidate your views on the
statement. Create a job description for a HR manager by assuming suitable data as required.
(10 Marks)
2. “With increasing attrition rate, career planning has become an essential function of the HR
department”. Would you be for or against this statement; why?
Share your personal experiences of lack of career planning for you OR career planning being
done for you (any one only) and the effect of the same on you. (10 Marks)
3. Panacea is a chain of medical stores started a few years back and is rapidly seen expanding
across various states. The HR and admin functions of the organization were outsourced until
sometime back. The company has about a year ago formed a small HR team and the HR
manager wants to start the learning initiatives for the chain. Knowing it is going to be the first
time, he knows he may not get an approval for many training programs. He needs to prepare
a list of the two most required training sessions for the staff in the stores and go with the
budget to higher management for approval.
a. If you were to suggest the HR manager any two training topics that may seem utmost
necessary which would they be and why? (5 Marks)
b. If you were to convince the higher management the importance of the proposed learning
initiatives, what would you say? (5 Marks)
Essentials of HRM
1. Discuss the process of induction (not a traditional one) being followed in any organisation.
(It should not be the traditional way of induction, please cite only those which are different
from traditional methods)
2. Kiara Enterprises is a very small organisation dealing with export rejected clothing. They
are growing slowly but steadily. Kiara, the owner now wants to expand it a bit more and
hence opts for Human Resource planning. It is advised to them to go for qualitative methods
for demand forecasting as they have limited funds. Discuss all three qualitative methods of
demand forecasting. Conclude by suggesting the best method suited for Kiara’s organisation.
3. Swati and Prashant are both working as sales managers. Swati was chosen for Assessment
Centre whereas Prashant for Development Centre, of which they were not clearly aware. Few
months later Swati got promoted which agitated Prashant as he thought his performance was
also good. Prashant went to the HR head to discuss the same. In context of the case answer
these questions:
a. Explain to Prashant why Swati got promoted.
b. Explain to Prashant what a Development Centre is.
M/s Swadeshi is planning to start up a new business for Indian traditional clothes. The
product will be sold online and there will be few retail outlets in major metro cities. The
founder Mr. Ashish is of the opinion to do a detail and through market scanning before
entering into the market.
Mr. Ashish appoints you as a consultant for M/s Swadeshi that deals in manufacturing and
selling clothes online and offline stores. The company plans to give competition to brands
like Manyavar and Mohey. The company plans to provide quality product at lower price. The
company plans to save lot of cost because of online selling. The website URL is
www.swadeshi.com. The Company differentiates itself by selling only Indian Traditional
clothes for all age groups.
1. As a consultant you have been asked to prepare a STEEP analysis report and present the
findings to the top management.
2. Analyze the business www.swadeshi.com from Porter’s approach to industry analysis

perspective.
3. Answer the below questions:
a. Prepare a SWOT Analysis for www.swadeshi.com.
b. Explain any two types of forecasting techniques that company should use for
analyzing future demand. Explain the same with reason.
Business Statistics
1. What is sampling distribution? An automobile manufacturer claims that a particular model

gets 28 KM per liter of petrol, but the Environmental Protection Agency, using a sample of
50 automobiles of this model, finds the sample mean to be 26.8 km/ltr. From previous
studies, the population standard deviation is known to be 5 km/ltr. Could we reasonably
expect (within 2 standard errors) that we could select such a sample if indeed the population
mean is 28 km/ltr? Justify.
2. Raj studios a Tollywood casting company, is selecting a group of extras for a movie. The
ages of the first 30 men to be interviewed are.
50
56
55
54
55
61
49
52
57
60
51
59
56
57
56
62
52
54
55
49
52
61
60
51
57
56
59
52
54
49
The director of the movie wants men whose ages are grouped around 50 years. The director
suggests that a standard deviation of 3 years would be acceptable. Does this group of extras
qualify to the director’s requirement?
3. Historically, diesel has mostly been cheaper than petrol in South Africa, though this has
not always been the case, and not a trend seen around the world. One of the key differences in
the pricing of diesel versus petrol, is that diesel prices reflect wholesale prices, not the price
you would pay at the pumps. For example, the wholesale inland diesel price for August was
at R10.96 at the beginning of the month, while Caltex’s retail version – Caltex 50 diesel with
Techron – sells at R11.33 per litre. Over the past decade, both the petrol and diesel prices
have seen some significant fluctuations, but petrol (95 grade) has seen the biggest overall
increase, having jumped 75.4% since 2006.
The graph and table below show how the prices have changed year-on-year, between August
2006 and August 2016.
Year Petrol-Unleaded 93 Petrol-Unleaded 95 Diesel 0.05%
2006
R6.92
R7.04
R6.54
2007
R6.88
R7.01
R6.51
2008
R10.20
R10.40
R11.27
2009
R7.52
R7.69
R6.65
2010
R8.02
R8.17
R7.38
2011
R9.91
R10.09
R9.30
2012
R10.83
R11.04
R10.25
2013
R13.32
R13.55
R12.48
2014
R14.08
R14.33
R12.84
2015
R13.01
R13.26
R10.94
2016
R12.08
R12.35
R10.96 Source: Department of Energy; Inland prices, August The fuel price is affected by
two major components: the global oil price, and the currency exchange rate between the rand
and the dollar. Between 2014 and 2016, fuel prices (both diesel and petrol) have shown a
year-on-year decline, boosted by a much lower global oil price, which has dropped below $50
a barrel, with little hope that it will balloon past that level in the near future. However, much
of the benefit delivered by lower oil prices has been undone by weakness in the rand –
brought about by a struggling economy, poor growth policies and a number of political
scandals involving president Jacob Zuma. a. Explore the trend in the petrol price (for both
unleaded 93 and unleaded 95) using regression trend analysis. Using the data, forecast the
petrol price for 2017, 2018 and 2019.
b. Explore the trend in the diesel price using regression trend analysis. Using the data,
forecast the diesel price for 2017, 2018 and 2019. Out of the three regression models, which
model is the strongest in predicting the fuel price?
1. A dealer of Mobile TV has the following items in inventory as on March 31,2018
PLEASE FIND THE TABLE BELOW

Item Quantity Cost Price per unit Market price per unit Nokia 50 100000 98000 Samsung 70
88000 90000 Sony 100 120000 115000 Motorola 80 75000 76000
Discuss the accounting standard which talks about inventory valuation. Also, find out and
define the overall value of inventories as per the applicable accounting standard.
2. Define and Discuss the concepts of prepaid expenses and outstanding expenses and their
impact on the income statement and Balance Sheet of an Entity? In case of firm A which
largely has the balance of prepaid expenses and another firm B which largely has the balance
of outstanding expenses, what does this reflects? Discuss
3. a. A logistics company sold a car of Rs 2.5 lacs. The company had purchased the car three
years back for Rs 10 lacs and had depreciated the same using straight line method of
depreciation, assuming its useful life to be five years and a residual value of Rs77760.
Calculate the WDV after charging depreciation for third year, accumulated depreciation for
three years and profit on sale, if any. (5 Marks)
b. Consider the following transaction pertaining Ammar’s business-
1. started business with cash Rs 3 lacs
2. Purchased goods for cash Rs 1.2 lacs
3. purchased goods on credit Rs 60000
4. purchased furniture for cash Rs 20000 5. deposited RS 50000 in the bank
Perform transaction analysis for each transaction undertaken and present accounting equation
for these transactions.
Business Law
Technology Act, 2000 and state at least two (2) of its applications (10 Marks)
been prohibited by the Competition Commission of India. (10 Marks) 3. Abhay and Seema
have entered into a commercial agreement to license content. However, Abhay did not
deliver the content to the satisfaction of Seema. Hence, there are disputes arisen between
Abhay and Seema. Abhay and Seema do not want to go through a protracted litigation
process in Indian courts. Can you advise them on:
disputes (5 Marks)
and disadvantages of each of these (5 Marks)

M/s Tikhalal sells pickle and spices across the country and wants to enter into the
international market. The company is known for their quality ingredients. The company sells
the product at higher price but customers don’t hesitate to pay the price as the quality is
premium. Their brands Mr. Tikha, Mr. Hara, Mr. Laal, which are various pickles and spices
are a hit brand in the Indian Market. The company has decided to enter in US Market as it has
a major market for Indian pickles and spices.
1. Explain various Micro and Macro environment factors that the company should analyze
before entering into the international market. Explain the points with reason.
(10 Marks)
2. The company is planning to take Mr. Tikhalal online in India. Explain various ways to
promote the brands of pickles and spice on Social Media Platforms.
(10 Marks)
3. M/s Tikhalal is also planning to sell paapads with the brand name Mr. Crisp. The company
is planning to sell papads at a price higher than its competitors. The company also plans to
launch various variety of papads with different shapes and sizes.
a. How should company segment the consumer market for Paapads? (5 Marks)
b. To introduce the product in the market what are the various sales promotion techniques
that should be used for the brand Mr. Crisp? (5 Marks)
Case:
M/s Chai ki pyaali is a new startup serving hot tea to customers. The company has 30
different varieties of tea and it also sells food items that adds more revenue to the overall
profit. The company has a unique cup design and the store layout and design is vintage. The
company has opened 50 stores across India and has a plan to open 100 more stores in another
two years. The expansion plan is in place and the execution needs to be monitored. The Chai
ki pyaali head office is in Mumbai.
Mr. Shravan is the person who started the tapri (small road side sales booth) business and is
now the owner of Chai ki pyaali chain. All the employees are very happy with Shravan and
his managing skills. Before taking any decision he consults all his managers. He shares his
ideas with them and also loves to hear their ideas too. He is always keen on learning new
modern management principles and practices.
Mr. Shravan hires you as a Business Manager so that the modern day management practices
can be implemented properly.
1. How will you implement 5S in Chai ki Pyaali stores across India which will improve the
overall efficiency of the organisation?
2. Explain various social responsibilities that this business will have towards interest groups?
3. Based on the case given:
a. Identify any five Henry Fayol principles that can be implemented in the Chai ki Pyaali
business.
b. Explain any three types of leadership styles and identify the leadership style adopted by
Mr. Shravan.
1. Choose any ONE listed company from NSE top 500 and go through its CSR Report (found
in annual report under Board Report) for TWO years, 2016-17 and 2017-18, and answer the
following; Select all projects/initiatives reported by the company that fall under Swachh
Bharat Campaign and National Skill Development Mission for the 2 financial years. Collate
and analyse the investment made by the company, the outcome and impact on the
beneficiaries over these two years providing quantitative data to support the positive impacts
reported. You can also include data/ information about these projects/initiatives from the
company’s website and sustainability report if available.
2. Choose any ONE listed company from NSE top 500 (different company from a different
sector than that selected for Q1 above). Go through its Business Responsibility Report 2017-
18, Section E that has reporting/disclosures on “Principle 6: Business should respect, protect,
and make efforts to restore the environment”. Identify and list the focus areas chosen by the
company and the initiatives under these focus areas. Collate and present both the qualitative
and quantitative information on all the identified initiatives under principle 6 to showcase
their outcomes and their impacts. You will need to visit the company website, Annexure E
(Energy Conservation) under Board Report as well as its sustainability report, if available.
Conclude the answer by providing your analysis of the disclosed data.
3. With the introduction of the Companies Act 2012, spending 2% of net profit on CSR has
become conditionally applicable to listed and non listed companies as per the provision laid
out under section 135. The company can deploy the CSR projects themselves or through an
implementing agency that fulfills all mandatory requirements laid down.
a. As the new Lead, CSR Management Committee, explain what according to you are the five
critical challenges/ key factors that will influence and/or enhance working with an
implementing agency/ngo that you will have to address for achieving your project objectives.
b. Suggest viable and practical solutions to any two of these challenges that you will present
to your CSR Team.

1. Slipkart.com has put up billboards across the main, arterial roads of Mumbai. The
billboards advertise the Mega Independence Day Sale coming up. They hope their billboards
can grab the attention of drivers and pedestrians on these busy roads. List the 8-steps in the
Basic Communication Model and apply the model to Slipkart.com’s billboard ad.
2. You are the customer service manager for OmYoga.com, an online store selling Yoga
apparel. A customer has written an angry email complaining that the Yoga leggings she
purchased a month ago have shrunk and the colour has faded. She mentioned that she
machine-washed her leggings and dried them in a drier. Your website clearly mentions that
the leggings can only be hand-washed and should not be put in the drier. She is asking for a
Draft an email.
3. Digital communication technologies are changing the face of business communication.

Explain:
a. Engaging content for Social Media
b. Pros and cons of Instant Messaging
Business Economics
1. “In the monopolistic competition, a few firms sell differentiated products” Explain this
statement by highlighting important features of this kind of a market. Substantiate your
answer by a live example. Also explain how the equilibrium in this kind of a market is
different from a long run equilibrium under perfect competition.
cost. (10 Marks)
Quantity Total
Fixed
Cost
Total
Variable
Cost
Total
Cost
Average
Fixed
Cost
Average
Variable
Cost
Average
Total
Cost
Marginal
Cost
00
1 25
2 40
3 50
4 60
5 100 80
6 110
7 150
8 300
9 500
10 900
3. a) What are the practical uses of the concept of price elasticity of demand for different
stakeholders in the production process?
b) Distinguish between the shift and movement in the demand curve. Explain any five factors
which would bring about a shift in the demand curve for Maggie noodles.
SEMESTER 2 ASSIGNMENTS
1. Assume you plan to purchase a new car for personal use. This will be the first car that you
will be purchasing. Discuss various steps of consumer buying process that will be involved in
purchasing a car.
2. M/s Furnideas wishes to sell furniture in the Indian Market. The company is known for
their innovative ideas in furniture. The company has a global presence in selling furniture.
The company sells to High, Middle and Lower Income group in different countries based on
the segmentation. Furnideas appoints you as a consultant to guide them on types of
segmentation that they should use for their furniture.
3. M/s Furnideas (as given in question 2) wants to promote its brand and products to create
awareness and increase the sale of its products
a. Explain various promotion mix tools that you will use for M/s Furnideas to create
awareness about the brand and products.
b. Explain any three online marketing tools that you will use to increase the sale for M/s
Furnideas.
Essentials of HRM
1. Mazbooti Pvt Ltd is a civil engineering firm doing projects in buildings, roads, bridges,
Flyovers etc. Recently they have bagged a lot of projects for which they require Graduate
Trainee Engineers as well as Diploma Trainee Engineers in huge numbers. What could be the
method of recruitment in such scenario? Discuss any two methods of recruitment for such
high numbers also conclude by choosing the best method.
2. As per various researches it is reported that simulations are one of the most effective way
of training. Discuss this statement with the help of strong supporting justifications and
examples. Also conclude by suggesting any other form of training which can be considered to
be as strong as simulations.
3. Kaira is working as an Assistant Manager –Marketing from past five years in an FMCG
company. She is a very hard working and dedicated employee. Her performance has also
been good consistently. She is one of the deserving employee who never got her fair share of
success. From past five years she has not got a single promotion because of which she is
contemplating to resign. She communicated the same to Mohit who is her reporting authority.
Mohit apprises this to the top management and even gives cues that because of lack of career
planning their organisation is in a verge of losing an important talent. Sanjay, the Operations
Head on the other hand is totally against the idea of Career planning.
a. Mohit is asked to prepare a list of merits of Career planning. Help him prepare the same.
b. Sanjay opposes Mohit with his list of demerits on the career planning. Mention all the pros
and cons of career planning and highlight who is right, Mohit or Sanjay?
Business Law
1. List out the exemptions under which information can be denied under the Right to
Information Act, 2005.
2. Explain two (2) instances in which the consumer courts in India have given
directions/orders awarding reliefs in respect to defect of goods/deficiency of service.
Each instance should in detail explain (i) facts of the case and (ii) what relief and damages
the consumer courts has granted.
3. Karan and Arjun had entered into a contract where Karan was to supply 50,000 phones to
Arjun within 2 months from the date of signing of contract. Karan was to procure the phones
from China and deliver the same to Arjun. The rate of the phone was Rs. 5000/- a piece
(inclusive of all taxes and duties). At the time of the execution of the contract, the duty was at
5% (five percent). Immediately after the execution of the Agreement, India had increased the
duties to 1000% (one thousand percent). Therefore, Karan was finding it difficult to sell the
phones at the price agreed earlier. In the circumstances, kindly advice:
a. How can Karan discharge such a contract?
b. How can Arjun enforce such a contract?
Business Statistics
1. The Stock Price details of TATA TELESERVICES (MAHARASHTRA) LTD. are given
below
Date Close
No. of No. of
Total Turnover
Shares Trades
01-03-2019 3.09 69,242 100 2,14,257
05-03-2019 3.35 1,97,344 251 6,51,621
06-03-2019 3.41 1,58,205 160 5,47,942

07-03-2019 3.55 4,00,183 433 13,99,537
08-03-2019 3.49 2,73,890 503 9,42,944
11-03-2019 3.5 1,46,178 145 5,12,714
12-03-2019 3.52 80,672 109 2,83,868
13-03-2019 3.46 1,49,428 116 5,14,536
14-03-2019 3.4 72,539 183 2,44,876
For the above sample, determine the following measures:
a. The mean closing price
b. The standard deviation of total number of shares
c. The median value of number of trades
d. The 75th percentile value of total turnover
Analyze the above data using descriptive statistics and comment on the relationship between
the various variables
2. Let’s assume that you have gathered the following information on the prices for different
management books and the number of pages that each book contains.
Book
Pages
(x)
Price
(y)
A 500 700
B 700 750
C 750 900
D 590 650
E 540 750
F 650 700
G 480 450
a. Develop a least-squares estimated regression line.
b. Compute the coefficient of determination and explain its meaning.
3. The OECD cut forecasts again for the global economy in 2019 and 2020, following on
from previous downgrades in November, as it warned that trade disputes and uncertainty over
Brexit would hit world commerce and businesses. The Organization for Economic Co-
Operation & Development forecast in its interim outlook report that the world economy
would grow 3.3 percent in 2019 and 3.4 percent in 2020.
Those forecasts represented cuts of 0.2 percentage points for 2019 and 0.1 percentage points
for 2020, compared to the OECD’s last set of forecasts in November. “High policy
uncertainty, ongoing trade tensions, and a further erosion of business and consumer
confidence are all contributing to the slowdown,” said the OECD in its report. “Substantial
policy uncertainty remains in Europe, including over Brexit. A disorderly exit would raise the
costs for European economies substantially,” added the OECD.
Europe remains impacted by uncertainty over Britain’s plans to exit the European Union, the
U.S. - China trade spat and other weak spots, such as signs of a recession in Italy. For
Germany, Europe’s largest economy, the OECD more than halved its 2019 GDP growth
forecast to 0.7 percent from 1.6 percent previously. It predicted a light recovery to 1.1 percent
growth in 2020. Germany’s export-reliant economy is particularly affected by weaker global
demand and rising trade barriers.
(Source: https://www.reuters.com/article/us-oecd-economy/global-economic-
growthforecasts-cut-again-by-oecd-idUSKCN1QN13N)
a. In your opinion what forecasting tools are used in the above case for forecasting the global
economy? Justify.
b. Are the forecasts accurate? Comment. What all errors are possible in the forecasts and how
to deal with such errors?
Case:
M/s Ximi wants to enter in the washing machine and refrigerator market in India. The
company has earned a lot of reputation in the global market. The company is known for low
priced segment and delivers the best quality. The service is the best in the world. The
response time to customer problems is less than 24 hours.
1. The CEO appoints you as a consultant to analyze the external environment for the Ximi
Brand. Analyze.
2. Discuss the various types of business models and suggest the one that should be
implemented by M/s Ximi for their product launch in India. Explain the same with reason.
3. a. Explain various functional strategies that M/s Ximi can adopt to improve and maximize
the resource productivity.
3. b. Explain any five CSR activities that the company should undertake in India to benefit its
stakeholders.
1. An investor wants to tests the financial position of Asian Paints Ltd. Thus, he wants to
assess the short term liquidity as well as long term solvency. Discuss the four relevant ratio’s
which he will definitely look into.
2. Discuss the components of Other Income under the statement of Profit and Loss accounts
of any Indian Corporate. How other income is different from revenue from normal operations
under the vertical format.
3. The following information is provided by a dealer in computer chips. The dealer follows
FIFO method for valuing stock, calculate from the following figures –
Date particulars
April 1, 2019 Opening stock 750 chips @Rs1550 per chip
Purchases
April 10, 2019 1000 chips @Rs1750 per chip
April 20, 2019 1650 chips @ Rs1875 per chip
Sales
April 16, 2019 1950 chips @ Rs 3250 per chip
a) Cost of goods available for sale (5 Marks)
b) Gross profit
INTERNAL ASSIGNMENT APPLICABLE FOR APRIL 2019 EXAMINATION
SEMESTER 1 INTERNAL ASSIGNMENT
Business Economics
1. What are the important characteristics of an indifference curve. Suppose a consumer’s
disposable income is Rs. 5,000/- per week and she has a choice of spending the income on
concerts and meals. Assume meal is available for Rs.250/- each and concerts are available for
Rs.500/- each. Prepare a table of possible combinations of meals and concerts that could be
bought with the income. What is your observation about the values in the table?
2. Find below the data for price elasticity and income elasticity of demand for 5 different
commodities. Interpret the values in the table in the light of  Whether the demand is elastic
or inelastic for each of the commodities and why  What do you mean by negative income
elastic demand in case of commodity 3  Give example for each type of commodity.
Commodity Price Elasticity of demand Income elasticity of demand 1 -0.3 +0.6 2 -1.45 +5.60
3 -5.09 -1.67 4 -0.7 +0.8 5 1.0 +1.0
3 a) “Different prices can be charged by the producer in the different market segments to
maximize revenue.” Explain the statement by taking a case of aviation industry.
3 b) What do you mean by price rigidity? Which type of market structure is characterized by
the price rigidity? Explain your views taking an example of industry facing the problem of
price rigidity.
Q1. Choose any ONE listed company from NSE top 500 and go through its CSR policy as
well as its CSR Report (found in annual report under Director’s report) for 2015-16 or 2016-
17, and answer the following;
a. Choose any TWO projects/initiatives reported by the company and explain how they are
connected to the CSR policy of the company
b. Analyse and explain the impact/s and/or outcome/s of the chosen projects using the
qualitative as well as quantitative information reported. You can also include data/
information about these projects/initiatives from the company’s website.
Q2. Go through the Sustainability Report of any ONE company of your choice or your
competitor and identify ONE energy saving/ managing initiative OR ONE water
saving/managing initiative that impresses you. Analyze and explain the initiative’s qualitative
and quantitative data in the form of a case, such that it showcases all the benefits, financial
and non financial that accrue to the company. (DO NOT repeat the same company or the
same initiative as in Ans1)
Q3. With the introduction of the Companies Act 2012, spending 2% of net profit on CSR has
out under section 135.
3.1 As the new CSR Head, explain what according to you are the five challenges that you
will have to address now that the CSR policy has been drafted and projects/ initiatives worth
2 % of net profit finalized by the CSR Committee of the Board?
3.2 Suggest viable and practical solutions to two of these challenges that you will present to
the CSR Committee of the Board.
1. Explain, discuss and compare the Hofstede Cultural dimensions between any one Asian
country and One European Country.
2. Monika works with Bing & Geller Enterprise which is a media house. The organisation has
beautiful workplace with all the amenities. The salaries are disbursed on time, employees are
able to maintain a good work life balance. But the employees are not very satisfied and
motivated. Ashita being new HR manager runs an employee satisfaction survey through
which she realised that even though such nice amenities are provided employees are not
happy as they did not find their jobs meaningful and challenging. They also pointed that there
was no recognition, no bonus etc. Relate this case scenario with Herzberg’s two factor theory
and discuss the same. Conclude by giving some suggestions to Ashita which are realistic and
can be implemented.
3. Leadership is an essence of any organisation. It can break or make an organisation.

Keeping this statement in mind. Discuss
a. A Resonant leader of your choice (not the one in your textbook) and discuss his qualities
and how those (qualities) helped to build the organisation.
b. A Transactional leader of your choice (not the one in your textbook) and discuss whether
this style of leadership according to you is suitable or not.
Business Communication & Etiquette
1. In your opinion, which part of a presentation is most important and why? What steps do
you take to ensure you truly make a mark when you present to an audience?
2. From your experience and of those around you, share how lack of trust, message
complexity and difference in status impacts business communication.
3. In Crystal Corp., managers are groomed to be leaders. The organization believes in

investing in their own people instead of hiring externally. In the last appraisal cycle, Preeti
and Saksham were promoted as leaders of their practices. Saksham is a people’s person while
Preeti has a task oriented approach.
a. As far as internal organizational communication is concerned, which one do you think

Preeti will practice – upward or downward and why?
b. What would Saksham prefer given his leadership style? What are the disadvantages of
being a people-oriented leader?

Case:
M/s TrackUs Courier is a well-established courier company in India. The company has been
doing exceptionally well after the emergence of online business. Small and Mid-Sized
organisation prefer TrackUs as their services are available at lower cost. The company
follows traditional practices for all its operation. There are no computerised system to track
the packages, billing, petty cash, financial statements, etc. Every process has to go through
multiple steps to implement a single decision. The company has rigid manual processes for
completing any work.
The company was able to handle limited customers with the traditional processes but with the
ever increasing customer base there is need to redesign the system. The company needs to get
the best infrastructure and information system which can handle the large customer base. The
directors feel there is no need to spend on the IT systems. Also, the employees might feel
insecure with the new technology and systems. The directors are not sure whether they will
be able to handle the new technology. They have made a note of all the concerns and now
they have hired you as a consultant to advise them on various matters.
1. Suggest TrackUs Courier any seven Henry Fayols principle with reasons so that the same
can applied in the organisation to improve the effectiveness.
2. Advise the company any five latest technology that can be implemented in the organisation
to improve the overall process.
3. a) What are the various resistance that an employee can show during the change process in
TrackUs Courier?
3. b) Advise the directors with detail explanation any two leadership styles that would be
feasible for TrackUs courier.
1. Customers show interest towards a specific brand, depending on the experience offered by
the brand. However, sometimes, the brands fail to meet the customer expectations. Thus,
most companies have made improving customer experience their top priority. They are
currently relying on using data to understand their customers. It is imperative for brands to
rapidly translate their customer insights into actions, lest they lose the business opportunity.
How are retailers capitalizing on user’s data and using data analytics to improve their retail
experience in store?
2. The healthcare industry is the furthest along in cloud adoption, compared to the financial
services industry and the energy and utilities industry. You are invited by a private hospital to
advise them on deployment of cloud. The hospital is very keen to reduce total cost of
ownership, increase scalability and provide better collaboration to all the stakeholders. From
that perspective, it is evaluating the use of cloud and the right choice for the deployment
model. You are required to provide a brief report explaining pros and cons of each cloud
deployment model for adopting cloud for its operations.
3. Mounting digitization and connectivity have led to a rise in cybercrime. With employees
often plugged into insecure Wi-Fi networks and using their own devices, business data is
increasingly vulnerable. As cyber-attacks become more sophisticated, data breaches are
growing in size and frequency. The Center for Strategic and International Studies (CSIS)
estimates that digital crime and intellectual property (IP) theft currently cost between
US$375b and US$575b per year — eclipsing the annual GDP of most nations. Although a
portion of cyber threats come from “hacktivistis”, the most concerning threat for financial
institutions is from organised cybercrime. Banks must consider their options and
opportunities now. You have recently been appointed as the Chief Security Officer (CSO) at
a private bank.
a. What measures will you take to ensure the security of the systems at the bank is not
compromised?
b. How would you educate your customers to prevent them from being a victim to
cybercrime?
SEMESTER 2 INTERNAL ASSIGNMENT APPLICABLE FOR APRIL 2019

EXAMINATION
Business Law
1. Explain the difference between (i) express conditions and warranties; and (ii) implied
conditions and warranties. List out, with distinct examples, the different implied conditions
and warranties contained under Sales of Goods Act, 1930.
2. List at least 2 (two) cases that have been decided by Competition Commission of India that
has led to ensure that any adverse appreciable effects on competition or abuse of dominant
position has been contained by Competition Commission of India.
3. Arunima, Nishita, Shanaya and Komal are homemakers who decided to run a business of a
homemade tiffin service in the city of Nagpur. The business has grown exponentially and
there is a need to expand the business, which requires an investor. They have approached
various venture capitalists who have advised them that they should first get their entity
registered. Post registration of entity the venture capitalist may look at investing or buying a
stake in the business. Hence, they have approached you for some advice:
a) Can you explain the different forms of business entities prevalent in India?
b) After going through different types of business, they have taken a special interest in
partnership firm with limited liability. Can you advise them in detail on what is partnership
firm with limited liability, formation and rights and liabilities of such partner?

1. China’s largest commercial vehicle firm Beiqi Foton wishes to enter India’s Automotive
market. Conduct a PESTLE analysis for Beiqi in India & suggest whether Beiqi should enter
India or otherwise.
2. You have been appointed as a Strategy Consultant to Dolce & Gabbana Italian brand
wanting to enter India. Which one of Porter’s Generic Strategies would you choose to be
operational in India & explain the reasons in detail behind your choice of strategy? Once the
strategy has been chosen, explain the categories of customers you would target?
3. You are the Chairman of Nissan Motors in Japan. Your Indian subsidiary Nissan India has
managed to gain only 1.9% of the market share so far & Competitor brands such as Maruti &
Hyundai account for 50% & 17% of the market shares respectively.
of your company?

Essentials of HRM
1. Mahadev & Mahadev is a tourism and luxury travel company owned by Mr. Gajaraj
Mahadev. His son Karan completed his tourism management course and joined the family
business. After six months of joining the organization, he realised that there are gaps in the
HR processes. Karan discussed the same with the HR Head, which he refused to accept.
Karan is now sure that there are plethora of loopholes in the HR system. He now wants to
conduct a HR audit which has never been a practice before. He needs to convince his father
for the same. How can Karan justify the need, objectives and importance of HR audit to Mr.
Gajaraj?
2. Take any two E commerce sites and discuss their training and development methodology?
3. Sanjay works as a Product Manager in Green Pvt Ltd. which is a FMCG company. From
the past five years he has been a consistent performer and has always got a good increment.
Even though he earns really good but there hasn’t been much progress as far as his career is
concerned. He is still holding the same designation since the time he joined the organisation.
This has deeply impacted Sanjay’s morale which could be seen in his aggression towards his
peers. You are an external consultant hired for organisational development. After observing
the organisation and its employees for eight months you interpreted that it is not only with
Sanjay but widely all employees are very dissatisfied the way their career is progressing.
Based on the above scenario:
a. What is missing in Green Pvt. Ltd. and why Sanjay and other employees are so
dissatisfied? Discuss with a proper rationale.
b. As a Consultant device a solution for Green Pvt. Ltd and chalk out a proper career
planning method.
Case
“Swaad” is a regional brand for pickles and spices. The demand for the brand has been
growing. The pickles are made by traditional practices. The company has hired only females
to make good quality pickles. The pickles and spices are made using natural ingredients. The
packaging is done in a traditional jar which can increase the shelf life of the product. The
pricing of the product is higher than other existing competitor’s brand. The biggest marketing
communication for them is Word of Mouth because of which “Swaad” is very popular in the
regional market. The company understands that there is a huge potential for the brand to
establish itself in the national market.
The company is planning to grow its business across the country and they hire you as a
Marketing Manager. They want you to develop the business and advise them on various
issues.
1. Study various elements of micro and macro environment for Indian Market and suggest
whether the company should expand its business.
2. Explain various ways to promote the Brand “Swaad”.
3. a) Explain the buyer decision making process for pickles.
3. b) Suggest the psychographic and behavioural segmentation for the Brand “Swaad”
Question 1 One of your colleague is going to make a presentation in the sales meeting.
However, he finds difficult to understand the difference between gross profit, operating profit
and net profit. Explain these terms to your colleague by discussing how these are calculated
and highlighting the relevant points.
Question 2 The provisions of AS-3 provide two methods for preparing the cash flow
statement. Discuss how the manner of computation of cash flow from operating activities
under direct method and under indirect method differs from each other.
Question 3 On April 1st 2016 your company purchased an asset at a cost of 7 lacs and
incurred Rs50000 on installation. The machinery being depreciated on WDV method every
year. On March 31st 2019 , the machinery was sold for Rs4.5 lacs.
a) Pass relevant journal entries to recognize the profit or loss and sale of asset
b) Calculate the profit or loss on disposal, Calculate Closing book value and depreciation for
the years 2016-19
Business Statistics
Question 1. Consider the following data of 26 restaurants serving in Mumbai.
Restaurant Location Area (square feet) Number of items in menu Sales in crores A Busy
2500
35
4.1 B Less busy
50
45
5.1 C Busy
450
36
4.3 D Less busy
700
45
4.9 E Busy
700
40
4.7 F Less busy
400
25
2.6 G Busy
800
50
5.2 H Less busy
300
20
2.2 I Less busy
350
34
3.8 J Busy
700
42
4.1 K Busy
450
34
3.9 L Less busy
200
12
1.6 M Busy
500
30
2.7 N Less busy
400
37
3.9 O Busy
500
35
3.1 P Less busy

600
32
3 Q Busy
800
45
4.9 R Less busy
400
35
3.8 S Busy
650
40
4 T Less busy
400
25
2.3 U Less busy
900
52
5.1 V Busy
500
42
4.2 W Busy
350
40
4.1 X Less busy
300
25
2.2 Y Busy
700
30
3 Z Less busy
300
20
2.1
Is the Location variable - a nominal, an ordinal, an interval or a ratio variable? How can we
code it so that we can use it in analysis (hint: binary)?
Which of the variables are determining Sales based on the above data? Take p < 0.05 for
interpreting your multiple regression. You can use output from Ms-Excel or other software,
but you are required to interpret it. Is your regression model statistically significant? How is
Adjusted R2 different from R2? Suppose, you want to open a new restaurant. Given that this
new restaurant of 1000 square feet will be located in a busy location and will have 40 items in
its menu - what would be the predicted sales?
Question 2. Based on the data in question 1 above, suppose that in order to plan the area
(square feet) of your new restaurant, you want to consider information about the area (square
feet) of existing restaurants. What is more appropriate in this case – mean, median or mode?
Calculate them and explain. What do you know about the symmetry of the distribution of the
Number of Items in Menu? As an investor you do not want much variability in Sales.
Calculate standard deviation and inter-quartile-range of Sales and comment when they are
useful as measures. What values (maximum, minimum) of Sales lie within two standard
deviations, assuming normal distribution?
Question 3 Suppose you are a consultant hired to help NMIMS in understanding student
perception of quality of study materials and student assessment process at NMIMS.
a. What are the types of random sample survey, in general? What sampling method would
you recommend in this case for your study and why?
b. Consider the scores from a multiple-choice test from a question bank (random), used for
student assessment. Explain Central Limit Theorem and its applicability to this case.
Internal Assignment Applicable for DECEMBER 2018 Examination
SEMESTER 1

1. Climate change is the current focus of business community globally and businesses
worldwide are including climate change related 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 two climate change policies /actions to
reduce their negative climate change impacts and why do they look at climate change as part
of risk management?(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 benefits that will accrue to business as well as society due
to this regulation.
3. Child labour is a violation of human rights. India is sadly the home to the largest number of
child labourers in the world. Children are engaged as household servants and are also
employed by hotels, service stations, food stalls, workshops, construction sites, carpet
industries, etc. They are even employed in hazardous and unhygienic forms of labour in
textile, leather and cracker industries, depriving the children of their childhood, and harming
their mental, emotional and physical development & well-being.
a. What according to you are five compelling reasons for the existence of child labour in
India?
b. Suggest four strategies/action plan that can be adopted by business to make child labour
unattractive and non viable.
1. Rajshree Limited’s equity shares trade in the market at Rs. 40 per share. Dividend paid in
the current year is Rs.8 per share. You expect the dividend to grow at a constant rate of 4%
year on year. Is the stock underpriced or overpriced? State the appropriate reason. Assume
16% cost of equity. (10 Marks)
2. A shoe manufacturer is considering buying a machine which will enhance its production
efficiency. The machine would cost Rs 2,40,000 and has a useful life of 5 years. A salvage
value of Rs 40,000 is realizable at the end of 5 years. The machine will bring in cost savings
of Rs 70,000 every year The tax rate is 30%. Assume 20% cost of capital. Compute the NPV
of the proposal. (10 Marks)
3. Allied Industries has raised capital by way of Equity, Preference Shares and Debt at
a cost of 18%, 12% and 10% respectively.
Capital (in Rs million) Book Value Market Value
Equity 500 1000
Preference 250 250
Debt 250 250

Calculate the weighted average cost of capital based on
a. Market Values (5 Marks)
b. Book Values. (5 Marks)
Brand Management
1. Even for the most dedicated of ice cream lovers this multicultural marketing blunder may
prove a little hard to swallow. Meerut-based MVF Products launched ice-cream cones by the
name of “Hitler”. The brand’s cartons carried a picture of a stern-looking Adolf Hitler
dressed in a brown blazer. In response to its marketing, critics tweeted extensively with crude
remarks such as “Height of tastelessness; Indian ice-cream named after Hitler. Would the
Germans name a sausage after Godse?" The brand marketers however justified their stance
by stating that the brand name was inspired by an uncle in the family known for his short-
temper; and nick-named Hitler. Needless to say, the brand’s name and identity suffered from
severe criticism for being inappropriate and insensitive. Not just the brand name, but even
while choosing other elements of the Brand, the marketer must keep in mind certain criteria
to avoid such multi-cultural blunders. Discuss the six-point criteria for choosing the Brand
elements. (10 Marks
2. Nestle is planning to come up with a range of coffee-based products such as face wash,
face exfoliating scrub, face mask, face cream, body mist, lip balm etc. under its Nestle brand.
What is the branding strategy that Nestle should adopt for this new product range? Suggest
how the company can create brand associations for its new product range leveraging
secondary associations from its existing brand. (10 Marks)
3. Chocberry has undergone a major transformation over time. It has evolved from being a
confectionery business into an international business with significant interests in
confectionery and entertainment for kids worldwide. Growth through acquisition had enabled
the group to build up a large portfolio of well-known brands. However, slowly it started
becoming clear that not all of its products were contributing equally well to its overall
profitability. This case study looks at how Chocberry adopted a business philosophy of
selling chocolate products to children either directly or through their parents.
Revitalising brands
Chocberry's famous brands include: Chocberry's Milky Way, Nutty Buddy and SilkyChoc.
Good brands are valuable assets, but still need support especially when children are the main
consumers and parents the main buyers. There is also a time lag challenge. Children, who
stop being consumers of their parents' chocolate purchases when aged 12 or 13, have to be
encouraged back to the product as buyers of it when they themselves become parents,
perhaps 15 years later. Chocberry decided that its chocolate products aimed at children were
most in need of a new approach. But how best to achieve it?

Advertising dilemmas
Since different chocolate-based products appeal to different age groups, Chocberry needs to
offer a wide product range. Each product needs promotion, which implies an advertising
budget for each product line, which is very expensive. One approach is to promote the firm as
a whole, that is, raise awareness of Chocberry's, in the hope that this in itself will boost sales
across Chocberry's product range. However, a catchall approach can be rather hit or miss and
may produce a poor return. Another way around this is to promote chocolate consumption in
general. This approach would require co-operation between competitive producers and
implies some loss of control for Chocberry's. In line with its adding-value approach, the
challenge to Chocberry was to promote its child-orientated products in a cost-effective
manner. From within Chocberry came an interesting, attractive proposal based on some solid
propositions:
 For children, consumption is linked to having fun. Any consumption that children
regard as fun will also appeal to their parents, who do the spending.
 Other companies manage to associate consumption with children having fun. For
example, Disney offers Disneyland, where, in the course of having a good time,
children meet loveable characters whom they link with the purchases that parents
make on their behalf, such as cinema tickets, videos, cuddly toys.
 On somewhat similar lines, the company Chocberry, also has 'a place where chocolate
is made'. This place is an asset that can be further developed into a Chocolate World.
Chances are, that it shall prove to be a huge attraction to thousands of visitors each
year.
Out of this line of thinking came a new Chocberry creation - Chocberry LAND – a chocolate
world, chocolate factory of its kind. Chocberry already has separate chocolate lines aimed
principally at children: Chocberry Shots, Stars, Perky. What was needed was a new 'umbrella'
that gave them some togetherness whilst preserving their separate identities. The concept of
Chocberry LAND had to be suitable for promotion through the various media forms and
flexible to survive the addition and subtraction of brands. Chocberry LAND will capitalise on
children's love of likeable characters placed in a world of their own. A character shall be
attached to each brand. The character's persona will reflect the brand. For instance, Buttons
will be 'a bit dizzy and will giggle a lot', Wildlife will be 'an eccentric old buffer' and Fudge
will be 'a bit of a loony'. In Chocberry LAND, each character will contribute in an endearing
way to the making of 'their' product. A child consumer and his chocolate-related adventures
will offer the route by which the visitors shall enter and enjoy Chocberry LAND. Children
will feel comfortable with all this, because they are already familiar with the brands. The
experience of seeing their favourite chocolates being made – a tempting world of chocolates
– will be a one of its kind. The challenge before the marketers will be to build the brand
equity for Chocberry LAND.
a. Who should be the key target consumer (s) for Chocberry LAND and what should be the
positioning to reach out to them? (5 Marks)
b. What are the various communication tools which can help in building the brand equity of
Chocberry LAND? (5 Marks)

1. You have just opened your own Restaurant. You have planned an inaugural rate for
customers to visit and taste the food. Describe the P’s of marketing mix. Describe the
Promotion plan on How would you market your brand to maximize your sale? (10 Marks)
2. You are the brand manager of a Toddler’s toys Brand. Your company has tied up with a
kid’s movie to attract the toddler’s. How will you leverage this association to build equity for
your brand? (10 Marks)
3. Case Study
Increase Market Share for Online Pharmacy
Source: PTI feed India Today
The overall Market size of online Pharmacies is at Rs. 800 Cr. It is estimated to grow at 20%
as more and more people move into buying online medicines. Metlife offers the medicines at
a 20% lower rate. While it has been growing, the overall share of all the top players put
together is only 2%. Metlife aims to increase its market share thereby increasing the volume
of medicines bought online.
a. In a growing market with other serious players, how would you approach IMC to increase
the market share? (5 Marks)
b. Metlife has created an audio visual ad for creating awareness about authentic medicines
delivered at the doorstep. Explain the 9 elements of communication for the ad. (5 Marks)
B2B Marketing
1. Fortis Hospitals wants to increase its sales by focusing the Business markets where
Organizations would buy preventive health check-up packages for their employees. They
have developed various packages to attract business markets.
Propose a suitable pricing strategy that Fortis should use for its organizational customers. (10
Marks)
2. Excellent Roller, company are the famous rubber roller manufacturers in India. They have
got into a technical collaboration to produce Teflon rollers which are used in coating and
printing machines. Rubber rollers which is used generally are prone to damages compared to
Teflon rollers. ERPL is planning to launch product using advertisements. Do you agree for an
advertisement campaign for an industrial product? If so why? What are the ways in which
ERPL can advertise? What are alternate methods? (10 Marks)
3. Read the following Case & solve the questions given:

Mr. Sunil Mathur, Director, Raj Doors Pvt Ltd, was not sure what kind of marketing
strategies, segment and target market he should use in order to achieve the company goals on
sales and profitability. The sales and profits were not growing as per expectations of Mr.
Mathur.
Sunil Mathur joined the family business in 2006 after completing graduation in Electronics
engineering and MBA from a reputed institution in India.
The company manufactures and markets plastic doors (GTEX brand) for bedrooms,
bathrooms, office rooms, balcony etc. These non-wood doors can be used for residential
houses, institutions like schools, office, hospitals as well as commercial shops, malls etc. The
market for plastic doors was growing at the rate of 50% annum. Raj Door was having a
market share of 14% in the year 2008. Kintex and Aptak were the leading players with
market share approximately 28% and 20% respectively. Balance market was dominated by
smaller players as well the players in the unorganized sector. The market was overall
dominated by wooden doors. The market was highly fragmented with no player commanding
more than 4% of the market. Unorganized sector was the dominant player in the wooden door
market. Mr. Sunil was determined to make the company as market leader of the overall door
market (both wooden and plastic) in the next ten years.
The company had segmented its market into the following segments(a) government
organizations like CPWD, Ministry of Defence, Railways etc.;(b) Residential house built by
builders ;( c) commercial organizations and institutions ;( d) individual house owners built by
individuals ;( e) fabricators. ‘We have targeted all the above market segments for plastic
doors, excepting those who want wooden doors’ said Sunil Mathur. He further added that
their sales personnel regularly contacted contractors who get business from government
organizations, where lowest price and good after-sales-service are the key buying factors.
However, when sales personnel call on builders for residential and commercial complexes for
getting orders, Superior product quality and services are the most important factors that they
have to keep in mind. For house owners and fabricators indirect channel of dealers are used.
They mostly look for low prices and delivery service. The company developed three sub-
brands under GTEX brand. These are Solidex, Fibrex and Lightex. Solidex brand was
suitable for government firms, institutions, individual houses with medium quality and
medium to low prices. Fibrex brand with high quality was suitable for builders and a few
individual house owners. Lightex brand offered lower quality and low prices for replacement
market and a few individual house owners.
a. Evaluate how the buying behavior is likely to be different in the Commercial offices from
individual households. (5 Marks)
b. Develop a marketing strategy with focus on: Strategic orientation (whether you would like
to be leader, challenger or follower)? Discuss its implications.
(5 Marks)
Course: Business Communication

1. Large organizations where there are many people working closely, create unofficial and
informal channels of communication. What is this kind of communication known as and what
purpose does it serve in large organizations? List different types of this communication along
with drawbacks if any.
2. Explain the various forms that non-verbal communication takes which impacts cultural
aspect of communication. How does verbal and non-verbal communication relate to each
other?
3. Zenstar Technologies has the task of collating feedback from its customers before the
launch of its new product next fortnight. They need their customers to participate and be
forthright in the opinions they present to improvise and make any last minute course
corrections to garner the best response for the product launch.
a. Which computer tool for collecting information will be most suitable for the requirements
of Zenstar Technologies and why?
b. Advice on how they should conduct the whole exercise of gathering feedback from their
customers?
Course: Business Economics
1. The manager of a company was analysing the trend of the products of its company
(Commodity Y) getting replaced by another substitute product available in the market which
gives the same level of satisfaction to the consumers. Calculate the rate of Marginal Rate of
Substitution and analyse the result.
Combinatio Units of Commodity Units of Commodity Total

n Y X Utility
a 40 10 U
b 25 14 U
c 17 19 U
d 10 27 U
e 7 38 U

2. Neha has just completed her MBA and joined a startup company. The company was
planning to launch a new product in the market so the management wanted to understand the
different factors that can impact the demand and supply of their products in the market. Help
Neha to prepare a report on the factors impacting demand and supply of products in the
market.
3. Alpha Ltd market share was declining due to high competition in the market so it decided
to enter a new segment. It wanted to determine the relationship between change in the
quantity demanded of the product due to change in the price of the product in the market.
Assume that at the price of ₹100, the demand for the product is 400 units. If the price of the
product increases to ₹120, the demand decreases to 250 units. Calculate the price elasticity:
a) Using Arc elasticity method
b) Using Percentage method
Course: Information Systems for Managers
1. Social media and data analytics are changing the scene for most industries today. It is said
that social media played a key role in propelling the Bharatiya Janata Party (BJP) to power in
2014. It is no surprise that with the elections round the corner in 2019, parties are getting
their social media warriors ready to help them combat this war in the digital space. In your
opinion, can Social media be used to influence voter behaviour? Can political parties actually
leverage data analytics solutions to reach out to probable voters? Justify your answer.
2. Malkan Pharmaceutical Industries Ltd. is operating in the pharmaceutical industry with a

number of drug formulations in the form of tablets, capsules, powder and syrup. These drugs
are available to the patients through chemists or online pharmacies on prescriptions of
registered practitioners only. Besides, the company has some over-the-counter products that
are available to any person without prescriptions. The company markets its products through
a network of wholesalers, who in turn have their retailer network. The company is finding it
difficult to maintain the inventory of the stocks that it has at its disposal, warehousing
processes and associated transactions including shipping, receiving, put-away and picking. In
order to streamline its operations to achieve efficiency, the company is planning to invest in a
SCM software. How would this help the company in achieving its objectives? What are the
risks in implementing the same?
3. You have been assigned as a project manager to deploy ERP System in a new start-up
company having multi-location in India, with standalone and disparate systems. This
company has manual processes, a high dependency on people for information, leading to a
delay in timely decision making. The organization has embarked on a journey to implement
ERP system-duly integrating all process and functions for quality transactions and
availability of information.
a. Elaborate the steps you would take for effective implementation.
b. What are the critical issues that you need to address for the successful implementation of
ERP?
Course: Management Theory and Practice
1. M/s Subodh Enterprise is failing to make profit from last five years. The company has no
proper vision and direction to follow. The Directors have decided to replace the current
leader who shows less concern for people as well as profit. They appoint you as a consultant
to guide them on the various types of leader and suggest them one type of leader that will be
suitable for this organization with reasons.
2. Mr. Ajay wants to purchase new printers for the organization as the current printers are
outdated and the cost per print is high. Whenever the printers stop working the service
provided from the company is very poor. It takes them seven days to resolve minor issues.
This is affecting the productivity of people. There are seven departments and all the
departments’ printer need to be replaced. Explain the decision making process that Ajay
should follow for purchase of best printers for the organization.
3. Mr. Amit is the departmental head of Marketing and has seven employees directly
reporting to him. The seven members of the team are never in consensus with each other on
major important decisions. There had been heated discussion among them in various meeting
scheduled by Mr. Amit. The team members are not having great rapport with Production and
R&D departments’ Head because of lack of coordination within the team. There is total chaos
and confusion in the organization. Mr. Amit is worried about the online course that he has
joined and has not been able to commit himself for the course. He is not able to give time to
solve the assignments, check the MCQs, and participate in the discussion forum which are a
part of the course. Mr. Amit’s relationship with the seniors is cordial. He doesn’t like the
Production Department head as the latter doesn’t provide him with regular reports and
delivery status.
a. Enumerate types of conflicts and identify various types of conflict in the above case?
b. What are the various ways to resolve the conflict?
Course: Organisational Behaviour
1. Shanaya works as a creative head in the entertainment industry, where she is often required
to work for long hours. Her reporting authority Kiran is very inflexible who wants the work
to be done according to her liking. Shanaya tried to talk to her on several occasions and
explain her as well as other team members’ point of view but in vain, as Kiran would not
budge. If anything is not done according to Kiran’s way she reprimands Shanaya in front of
her peers and subordinates. Kiran would pile Shanaya with excess work and make her work
from home even during holidays. Keeping the above scenario in mind, discuss the pitfalls of
leadership as demonstrated by Kiran.
2. Anay works as a project lead in a pharmaceutical company. He is very famous amongst his
team members because of his approach towards them. Whenever his team performs well he
always rewards them. This reward comes in many forms like appreciation mail, gift voucher,
and acknowledgement certificate. Because of this practice in Anay’s team they are regarded
as the best performers in the office. Analyse the situation and explain the elements of
reinforcement used by Anay.
3. Shiva and Sanjay work in an Information Technology (IT) multi-national company (MNC)
in the same team as management trainees. They both got selected through campus placement.
It has been six months since they joined the company. While filling up their confirmation
forms Shiva came to know that Sanjay draws more remuneration than him. This had visibly
upset Shiva and he started dumping all his work to Sanjay. The strained relationship between
them could be sensed by their colleagues as well. Sanjay probed for this and from one of
Shiva’s new confidante he came to know the reason.
a. What kind of conflict was between Shiva & Sanjay? Discuss the same with suitable
concepts & reasons.
b. How can the conflict be resolved or managed by Shiva. Discuss
SEMESTER 2
Course: Marketing Management
1. Mr. Hari has joined as a marketing head in a startup that deals with online sale of
Groceries. The online store is named as www.baniyakidukaan.com. The store will start its
operation in 4 cities namely Mumbai, Pune, Delhi and Bangalore. The company faces tough
competition from various online stores. The company’s major focus is to make the items
available at lowest possible price. You have been asked to prepare the 7P’s of marketing mix
for the online store.
2. M/s Kids Corporation is planning to launch its own brand of Dolls across India. The doll
will be named Senorita and it will be available in the price range of 600/- to 1400/- Rupees.
The doll will be available in major types of profession like Doctor, Lawyer, Teacher, etc. so
that it can even inspire girls to go for these careers in future. Design the Segmentation,
Targeting and Positioning strategy for Senorita.
3. M/s Joy Corporation wants to enter into the production, marketing and distribution of
Mobile Phones. The company is a market leader in Washing Machines and Refrigerators. The
company wants to penetrate into the ever increasing Mobile Market. It plans to sell mid-range
mobile phones where the major competitors are Oppo, Vivo and Xiaomi.
a. Explain various steps involved in the new product development of Joy Mobile Phones.
b. Explain various marketing strategies that Joy mobile phones should undertake during the
time of launch i.e. introduction phase of Joy Mobile Phones.
Course: Business Statistics
Assets Expense Ratio Return 2006 3-Year Return 5-Year Return
904.8 1.51 4.6 10.7 8.1
675.9 1.28 8.5 11.9 7.3
909.7 0.80 13.1 10.4 6.3
52.2 1.50 11.6 10.3 6.4
8411.5 0.63 10.9 12.4 8.0

282.3 1.22 7.1 10.2 8.0
9870.7 0.86 12.3 15.0 7.7
424.8 1.13 12.3 11.0 6.2
15422.9 0.72 14.0 10.2 6.2
497.9 1.36 8.6 12.0 7.3
547.3 1.09 7.5 12.8 7.2
5527.1 0.41 11.2 10.2 6.5
22592.9 0.46 12.3 13.0 8.4
240.8 1.42 4.4 10.3 6.6
2403.4 0.93 8.0 10.1 4.3
233.3 1.33 6.5 9.4 5.4
71.2 0.15 15.4 6.6 5.0
506.9 1.15 11.2 9.3 4.5
221.6 1.12 13.2 8.9 4.7
434.9 1.19 14.2 12.3 7.1
7834.2 0.56 13.7 9.6 5.5
152.1 1.34 12.4 9.6 4.6
815.4 0.73 13.0 8.9 4.5
85.7 0.45 13.2 9.6 4.0
166.1 1.41 3.3 7.8 5.3
47.2 0.74 8.1 10.8 5.7
6955.2 0.87 7.8 10.7 5.8
135.4 1.25 14.6 8.2 5.8
142.0 1.18 9.2 9.7 5.6
601.8 1.00 9.7 7.9 3.8

1. For the data on 31 mutual funds given above, conduct the following analysis:
i. Determine the measures of central tendency and of dispersion for the five variables.
ii. Provide the five-number summary i.e. the minimum, 1st quartile, median, 3rd quartile and
maximum value for asset size.
Interpret the above results and comment on how the data is distributed.
2. For the same data on mutual funds given above:
i. Is there a strong association between asset size and expense ratio?
ii. Create a scatterplot diagram depicting the association between the two variables.
iii. Using the regression equation, predict the 5-year return of a fund whose 3-year return was
8%.
3. Assume there are 400 athletes in a training camp, who are required to attend the morning
drill starting at 4 am. The attendance in morning drills is 70%, i.e. on an average, 280 athletes
are present. Fifty new athletes are admitted in this batch.
a. What is the probability of attendance being at least 70% among the new athletes, thus
ensuring the overall attendance does not fall below 70%?
b. The training coach thinks that this probability will increase, if the new batch size is 40
instead of 50 students. Is he right in assuming so?
1. What is the difference between valid, void or voidable contract. Please explain the
instances when a contract becomes valid, void or voidable contract.
2. Please give at least two (2) real life examples on how the recent amendments in Companies
Act, 2013 has brought about sweeping changes in corporate scenario of India.
3. Arun and Smitha are good friends since a long time. Smitha is in need of a house loan with
a bank and Arun has agreed to be a be a co-applicant cum “guarantor” to help Smitha secure
the house loan. Smitha after taking possession of the Flat started defaulting payments of the
house loan and absconded. In light of the above instance, you are called to advise the bank on
the following queries:
a. What is the contract between Arun, Smitha and the bank termed as? Identify Arun, Smitha
and the bank according to their roles in such contract? (5 Marks)
b. Does the bank have any right against Arun? If yes please explain in detail? If, Arun
voluntarily offers to pay the loan to the Bank, what are his rights? Please explain in detail?

Course: Essentials of HRM
1. Sanskruti Ltd. is an apparel manufacturing company. Lately it was observed that the
absenteeism as well as the employee turnover has increased tremendously. An external
consulting firm was roped to understand the entire concern. The report presented by the
consulting firm specified that the workers are dissatisfied with their job roles as well as they
find no career planning and progression which is affecting the overall organisational
productivity. Discuss the objectives as well as merits of career planning which can be
included to make the employees happy and satisfied in Sanskruti Ltd.
2. Kadambari Enterprises, which is a family managed business in the area of food

manufacturing (Indian Snacks) has grown over the years. The business turnover has now
become 500 crore. The organisation never had a concept of performance appraisal, the
employees were given raise based on their seniority and relationship with the management.
Sneha the new heir of Kadambari Enterprises wants to change the entire outlook and bring in
the latest Performance Management System to bring parity and justice for the employees.
You have been selected as the head HR and have been asked to present the benefits of
appraisal and best PMS for Kadambari Enterprise.
3. Sameera is a fresh MBA graduate and has joined as a Trainee- Talent Management in
Fresoc Ltd. It is her first week at work and she is all geared up for some great learning. To
her disappointment she is just handed over some brochures to read. After a fortnight she is
assigned some task to work on. Sameera is really confused as she does not have any job
clarity and work is being assigned to her randomly. The entire month after joining Fresoc Ltd
has been a very demotivating as an outcome she resigned from her services.
a. Do you think that the induction of Sameera was wrong? Justify your answer
b. What could have been an ideal situation where young talent like Sameera would have been
retained?
Course: Financial Accounting and Analysis
Question 1 You visited Subway that’s the fast food restaurant to purchase a Combo worth Rs
499. The restaurant paid for the raw material and utilities amounting Rs105 for each sale. In
addition to that, the restaurant also paid for certain expenses in cash in total Rs 50 per sale.
Discuss how these financial transactions will be recorded by way of journal entry, and also,
discuss the various stages of the whole accounting process.
Question 2 The Companies Act 1956 was the first Act which governs the various Companies
registered in India. However, in the year 2013, the Act was amended holistically to bring
more transparency in terms of accountability, presentation and disclosure aspects in relation
to various financial information of a company. However one of your friend is of the opinion
that there is only one difference between the two Act , that is , the presentation of financial
statements , previously it was governed by Schedule VI and now Schedule III governs it.
Now, you are assigned with the task of convincing your friend that there is a huge difference
between the two Acts, by briefing him on atleast five other points of differences between the
two.
Question 3 The following information pertains to the Income statement of Beta Ltd.
revenue generated from sales 1258000
closing stock 102500
profit on sale of securities 25540
Opening stock 50000
purchase of raw material 500000
direct expenses 150000
manufacturing expenses 67550
administrative expenses 68420
depreciation 15840
preliminary expenses written off 4700
selling and distribution expenses 45000
loss on sale of machinery 15000
interest on loan 46510
Taxes paid 25500
Earnings Before Interest & Taxes (EBIT) ?
a. Redraft the information in the vertical form of Income statement and also, calculate
Earnings After Taxes (EAT )
b. Calculate the gross profit ratio and operating profit ratio. Discuss, how they differ from
each other?
Course: Strategic Management
1. One of IKEA’s key competitors ASDA wants to enter into India into the furniture product
category. Conduct a PESTLE analysis for ASDA in India & suggest whether ASDA should
enter India or otherwise.
2. You have been appointed as a Strategy Consultant to the Burj Al Arab brand wanting to
enter India. Which one of Porter’s Generic Strategies would you choose to be operational in
India & explain the reasons in detail behind your choice of strategy? Once the strategy has
been chosen, explain the categories of customers you would target?
3. You are the Chairman of General Motors in the US. Your Indian subsidiary GM India has
been fast losing market share to Competitor brands which now account for over 90% of the
market share.
of your company?

India`s Foreign Trade
1. One of the Medium size Indian pharmaceutical company, well established in India with
good Sales & Marketing network, contemplating to go for International business to expand
their revenue. Discuss in detail how the company should move forward systematically and
discuss what kind of market barriers they will encounter and how to resolve them.
2. Discuss in detail Balance of Payment (BoP); what is the current scenario of India’s BoP
with USA & China, and how it can be rectified?
3. Foreign Direct Investment (FDI)
a. Explain the concept of FDI and how it help the country’s economic condition
b. Why some countries totally ban FDI or they have restricted FDI in certain segments, what
is the logical reasons for this, explain with an example.
1. Your company has exported one break bulk consignment by sea. The job was given to a
customs broker Roshanlal and company. While loading liner found some improper packing
of goods and Mate receipt was refused. You have been asked to sort out the issues by visiting
the port urgently before the ship sails out. Also your boss does not know anything about Mate
receipt.
Please explain, your Head of the department, details about Mate receipt and give your way of
sorting out this issue.
2. Your company wants to import one consignment of 500 kg urgently by air on FOB basis as
the production is held up. You did not have time to get freight and insurance certificate. The
consignment has landed. Your customs broker is asking for details of freight and insurance.
You have asked him to clear without these certificates as the value is less and the goods are
required urgently.
Please explain how the customs will calculate the freight and insurance charges in absence of
these details to arrive at CIF value.
3. You have joined a company, as Import and export manager, who deals with high volume
imports and exports. The insurance coverage of both imports and exports have not been done
properly and as a result the company is facing loses in insurance claims. You are advised to
give the following suggestions:
a. What type of insurance coverage should be opted for covering the insurance of imports and
exports?
b. How the loss will be eradicated with your suggestions?
1. You have exported a consignment to a company Brussels International in London by air.

The consignment consists of 78 boxes of electronic spare parts. The export was made on FOB
basis. Now the customer informs a shortage of 7 packages and asks you to compensate the
loss. As an Export Manager what would be your course of action on this claim.
2. Your company has imported 10 x 20’containers by sea consisting of umbrellas to sell the
same to a trader. However due to a problem in payment terms, your customer has refused to
take the consignment. You do not have space to store 10 containers load and also your
company is not in a position to pay customs duty for the entire consignment. What would be
your advice to the company to handle this tricky situation?
3. You have imported on consignment of 5 x 40’containers consisting of consumer items by

sea on CIF basis. Your customer has delayed in sending the documents to you. As a result
you have incurred detention charges for the containers. The shipping line asks you to pay the
detention charges to get the delivery order. While handling this please explain
a. Who will have to bear the detention charges in this case?
b. How will you take it up with the exporter who has delayed the documents?
SEMESTER 1
to this regulation.
India?
other?
customers?
n Y X Utility
a 40 10 U
b 25 14 U
c 17 19 U
d 10 27 U
e 7 38 U

market.

ERP?
delivery status.

concepts & reasons.
their mental, emotional and physical development & well-being. What according to you are
five compelling reasons for the existence of child labour in India? Suggest four practical
strategies/action plan that can be adopted by business and society to make child labour
unattractive and non viable. (10 Marks)
2. Saudi petro giant Aramco led refinery project is slated to come up at Nanar village in
Ratnagiri district of Maharashtra, also famous as home to Alphonso mangoes. The Rs 3
trillion integrated refinery and petrochemicals complex is a joint venture between Aramco,
IOC, HPCL and BPCL The refinery will process 60 mio tonnes per annum (mtpa) of crude
and will be able to produce 18 mtpa of petrochem products. The companies claim the project
will generate 1.5 lac jobs during construction and 20,000 direct jobs, once completed. The
project requires 15000 acres of land, more than 90 % of which is in 14 villages of Ratnagiri
district and the rest in 2 villages of adjacent Sindhudurg district. Currently 80 % of this land
is used for agriculture and over 16 lac mango trees and three lac cashew trees, the mainstay of
the region will be lost. According to the locals, 22000 farmers and 4500 fisher folks will be
impacted. The farmers will get paid for land but not the fisher folks whose livelihood will be
severely impacted. The locals have been protesting for a year, they fear pollution from the
project will affect farming and fishing. According to you should this project be developed?
Give reasons for your answer. What needs to be done by the management and board of this
Aramco led project to minimize/ mitigate negative impacts on the environment and local
communities? Elaborate on any five of your suggestions? (10 Marks)
3. “An individual “blows the whistle” when they disclose information which relates to
suspected wrongdoing or dangers at work.” You have proof of an unethical practice in your
workplace and you wish to blow whistle on it. (10 Marks)
1. Mrs. Bagla is a General Manager at Ganga Tools. The Engineering company has many
levels of employees working since years. The attrition rate is quite low at the organization;
however, employee relationships need to be worked on as usually conflict rate is seen quite
high. Mrs. Bagla, wants to understand and work on the problem. Please help her by listing out
and explaining in brief the causes of
miscommunication. (10 Marks)
2. Parag has joined Koret Pharma in corporate correspondence department. His department is
responsible for keeping in touch with existing clients, introducing them to new products and
also reaching out to new customers for new business development. While his task remained
more into writing business letters and other persuasive documents, he needs to understand the
process. List down steps of business writing process and explain them in brief. (10 Marks)
3. Genesis productions Pvt. Ltd. wants to conduct focus groups for a change in their corporate
image. They have their market research team who would be conducting focus groups,
however, they need some training for the staff in order to making their focus groups effective.
In light of this situation, please answer the following questions.
a. Explain in detail the conceptualizing phase for conducting focus groups. (5 Marks)
b. The interviewers of focus groups are called moderators. What moderating skills are
important for effective focus groups? (5 Marks)

1. Define the term “Elasticity of demand.” Discuss different types of elasticity of demand.
Also explain why this concept should be of interest to anyone in business who has a choice to
determine the price at which to sell their products. (10 Marks).
2. Find below the data for total production costs of a manufacturing firm at various levels of
output. Complete the blank table and comment on each column of the table explaining the
behavior of short run costs of a firm. (10 Marks)
3. a) Large scale production is considered to be economical in the sense of per unit cost.
Explain the statement by describing different types of economies of scale. Give examples to
substantiate your answer (5 Marks)
3. b) Under perfect competition, a firm’s average revenue and marginal revenue are equal at
all levels of output” Explain the statement by giving a hypothetical revenue table. (5 Marks)
1. Raghu has been appointed as the Chief Information Officer of BuyFromMe a leading
ecommerce company based in Pune. The company has data on buying habits of its customers.
This data is available easily to each employee of the company through shared folders. What is
the change Raghu should bring about in this case? (10 Marks)
2. The Smart Cube is a leading Knowledge Process Outsourcing company based in Noida.
The company boasts of clientele from all parts of the world and they cater to the need of
various industries. Their projects involve providing support to organisations in taking
business decision. The company has 300 analysts working for various clients. The job of
analysts is gathering data from various sources both primary and secondary and convert them
into meaningful information. Advice the company on whether it makes sense to go for data
warehousing? (10 Marks)
3. CapitalStock Data Pvt. Ltd is a data aggregator whose job involves getting data from
various companies and aggregating it at one place. The company has appointed a new CIO.
He advices the CEO that the company should be on the cloud.
a. What are the advantages the clients will have if the company is on the cloud? (5 Marks)
b. Compare the three models and state which of the three, cloud service model would suite
the company? (5 Marks)
Q1. How has leadership affected organisations in India and Worldwide? Cite relevant
industry examples. . (10 Marks)
Q2. Do you think bureaucratic management holds relevance in the dynamic business
environment today? Why? Give suitable examples. (10 Marks)
Q3. Jacob has been working in the accounts department of FCP electronics for over a decade
now. There has been news of the organization implementing ERP. Jacob is anxious over this,
he has insecurity about his job, he is ill confident about his ability to use ERP. He has
hundreds of unanswered questions. He as now started looking out for other opportunities to
move out of the organization.
a. What according to you is the problem in this case? (5 Marks)
b. In what way do you think could the change have been managed better? (5 Marks)
Commercial Banking System & Role of RBI
Q1. Inflation is one of the most familiar words in economics. Inflation has plunged countries
into long periods of instability. Central bankers often aspire to be known as “inflation
hawks.”
Thus, inflation holds a great significance in any country’s economy. With regard to the above
statement explain how Reserve Bank of India plays a vital role in combating inflation.
Q2. High level of NPAs in banks has attracted public as well as foreign financial institutions
to analyze the reasons for it. Analyze and discuss the solutions of Non-Performing Assets in
Indian Banks.
Q3. Mr. Anil Sharma and Mr. Rahul Khanna are partners of M/S Sharma exports, Mumbai.
They declined lucrative corporate job offers and decided to plunge into the world
international business. The partners conducted in depth market survey in the domestic as well
as international markets regarding the demand of women’s apparels in cotton and hosiery and
finally decided to establish their business for apparels. Thus, both decided to import the fabric
from abroad.
Mr .D’Souza who lives in Thailand agrees to ship them the desired fabrics on a condition if
the partners gets the Letter of credit from their bank.
a) Discuss the mechanism of letter of credit which will be involved in the above case.
b) Discuss the Obligations and Responsibilities of the Issuing Banks, Advising bank and the
confirming bank in the above transaction.
1. 1. Mr. Rathi, a Tax consultant has advised you to invest in property to save money in taxes.
You have been paying a lot of money through taxes, so you take his advice and now plan to
buy a new house for investment purpose. Explain various steps that you will go through in
making a decision for purchasing a new house. (10 Marks)
2. There are three models of decision making, explain the model that will apt for purchasing a
house. Explain the same with reason. Also, suggest the reason for not accepting the
remaining models for purchase of the house. (10 Marks)
3. a. As per Maslow’s need of hierarchy model where do you stand in the model if you are:
3. b. As per Alderfer’s ERG Model where do you stand in the model if you are:
1. Pick & choose a Sustainability report of an Indian company in the Services domain only &
choose any one Water Management initiative & any one Rural Management initiative being
undertaken by the organisation. Analyze and explain the initiative’s qualitative and
quantitative data in the form of a case, such that it showcases all the benefits, financial and
non-financial that accrue to the company. (10 Marks)

2. Chhatrapati Shivaji Maharaj International Airport, Mumbai (CSIA) has offered a job role
to you in the capacity of a CSR Head. The Airport has created this position recently & has no
previous experience in CSR. Describe in brief atleast 10 innovative initiatives that you will
implement & drive in this new organization of yours. (10 Marks)
3. One of United Nations Sustainable Development Goal is ‘Zero Hunger’. The primary
objective behind this goal is to ensure availability & sustainable management of food for all.
a. What according to you are five compelling reasons behind the existence of Hunger issues
in India? (5 Marks)
b. Suggest five strategies/action plan that can be adopted by businesses to make Zero Hunger
an achievable target in India in the coming years. (5 Marks)
1. Give examples of the following types of Biases in a sentence: Gender bias, Racial bias,
Age bias, Disability bias. How can they be avoided? (10 Marks)
2. FashionStation.com is an online apparel store. You are the Online Customer Service
Manager. A disgruntled customer has written a rude email complaining that the chiffon
blouse she purchased a month ago has torn and shrunk, after just machine-washing it once.
Your website clearly mentions that delicate materials like chiffon can only be hand-washed.
She is asking for a replacement or a complete refund of Rs. 2000. How would you respond to
this complaint? Draft an email. (10 Marks)
3 a. You’ve just finished the first document draft of a crucial proposal you are to send out
next week. Explain the different tactics you may use to proofread it. (5 Marks)
b. You’ve been shortlisted for an interview at your dream company. What are the different
common types of Interviews you should mentally prepare yourself for? (5 Marks)
1. The Government of India has planned to harness the benefits of the cloud and has
undertaken the ambitious initiative "GI Cloud" which has been named as "MeghRaj". The
aim of this initiative is to facilitate quick delivery of e-services in the country to the citizens
while optimizing ICT spending of the Government. This will ensure optimum utilization of
the infrastructure and speed up the development and deployment of eGov applications.
Meghraj will provide services to the government departments, citizens and businesses
through internet as well as mobile connectivity. What are the expected benefits from this
initiative to the citizens? What could be the challenges in this initiative? (10 Marks)
2. The Indian Banking scenario has undergone a radical change in the last two decades.
While it was once necessary to visit the branch to carry out various transactions, customers
today have an access to multiple platforms to conduct various transactions. Royal Bank of
India, a leading bank in India is facing several challenges with their existing approach of
systematically engaging with their customers and making the correct product offering. As a
result, it is failing to boost its revenues. In order to address this challenge, the bank plans to
use analytics to analyze customer requirements and journey better. How in your opinion can
Royal Bank of India use analytics to engage better with customers by predicting their
behaviour? (10 Marks)
3. A food-tech start-up plans to use Enterprise Resource Planning (ERP) software to help
automate all the tasks within the organization. As the Chief Technology Officer (CTO) to this
start-up,
a. What factors will you consider when you select the right ERP vendor for your start-up? (5
Marks)
b. Would you select an open source ERP software or an on premise solution for your
implementation? Give justification for your answer. (5Marks)
Business Economics
1. What is Demand forecasting? Explain different qualitative methods of demand forecasting.

State which of the methods described is most suitable for forecasting the demand for
“newspaper” and why? (10 Marks)
2. Complete the hypothetical table below and explain in brief, the law of variable proportions.
Quantity Total Product Average Product Marginal product 1 10
2 30
3 48
4 56
5 56
6 52
(10 Marks)
3. a. Explain the types of elasticity of demand. Calculate elasticity of demand for the
following data.
Price of Apple (Rs.) Quantity demanded (KGs) 20 100 21 96 (5 Marks)
3. b. Distinguish between the features of perfect competition and monopolistic competition.

Give real world examples of each of these types of markets. (5 Marks)
Retail Banking
1. Discuss in brief the most popular retail banking products offered to customers with
reference to any one public sector bank and one private bank of your choice and comment on
the preference of customers towards these products for the type of bank.
2. Mr .Arun has recently joined as a treasurer in a reputed Private sector bank. His Manager
ask him to prepare a short note on the various types of risk faced by the banks. In addition to
this, he is required to discuss the steps that bank takes to counter the risks with reference to
the current scenario in banking which recently faced financial, economic stability concerns.
Help Arun with his notes.
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. There has been considerable debates on who is better in providing better customer service,
public sector banks or private banks. Who do you think is better and why? What should the
other type of bank do to better themselves on customer service?
b. With the increasing emphasis on Digital/ E-payments, incentives/concessions provided to

make non-cash transactions through digital modes, highlight the various risks that customers
may face in availing these modes of financial transactions.
B2B Marketing
1. Mr. Ajay joins a company which deals with selling of Chairs to corporate clients. He was
earlier working at a retail store where his interaction was with the customers directly. Assume
that you are the Senior Marketing manager and Mr. Ajay will report to you directly in the
marketing team. HR Department has planned his induction with you on the date of his
joining. You plan to explain to him the difference between B2C Marketing and B2B
Marketing so that it’s easier for him to adopt the new B2B marketing practices. List down 7
differences that you will explain to Ajay so that he increases the sale of chairs for the
organization.
2. M/s Wintercool wants to purchase 20 Generator sets for their offices across India. Explain
the organizational buying process for the purchase of Generator Sets.
3. M/s Present Company Ltd. deals with corporate gifts. One of their largest selling product
in corporate gift is their combo pack of Diary, Pen and Pen Stand. They even provide
personalized name on all of them. It is sold at the price of INR 999 per unit. The branding of
this combo pack is “Professional Present”. The company provides one year guarantee on gold
plating of Pen, Pen Stand and the edges of the Diary. The diary has a motivational quote on
every single page. The product is delivered free of cost. The company has their own
manufacturing house for the production of the above items.
a) Explain various levels of Product for “Professional Present”.
b) Explain various classification of product for Diary and Pen.
1. You are a young entrepreneur who has just started selling Orthopedics sleep mattresses.
Explain how would you apply the 4 P’s of Marketing Mix to launch your product.
2. You are an entrepreneur who has started to sell fashionable canvas bags designed for youth
online. Explain the Integrated Marketing approach you will use to launch the product?
3. Case Study
Launching a Sports Shoe in an already cluttered Market
The Indian sportswear market grew 22 per cent, outpacing the segment’s global increase of
seven per cent in 2015-16. By 2020, it is expected to grow at 12 per cent CAGR. Nearly 80
per cent of India’s sportswear market is dominated by global brands like Adidas, Reebok,
Nike and Puma, with others such as Under Armour, Fila and Lotto, domestic multi-brand
sportswear retailers like Planet Sports and Royal Sporting House, and emerging local players,
collectively battling for the remaining 20 per cent. The category leaders work with Franchise
stores and Sports Celebrities. Driven by the country's growing wealth, changing lifestyles,
and rising urbanisation, an increasing amount of Indian consumers are becoming more health
conscious. This makes the country’s sportswear sector increasingly attractive to a host of
local and international brands. Over the years, a flood of local franchisees have got into
business with aspirational sportswear brands, facilitating a rapid expansion of their presence
throughout India. Between 2015-16, sportswear in metro and Tier II and III cities grew close
to 80 per cent. The footwear category grew 100 per cent for metro and Tier II cities and
there’s also a strong demand from Tier III cities which grew over 110 per cent. Looking at
pace of growth, Company “X” has launched a Comfortable Sports shoe with the name “Stay
Active”. You are the brand manager and have been given an objective to achieve 5% Market
share in the next 2 years.
a) What would be your Consideration for Place in the marketing mix and how would you
plan your sales promotion?
b) Assume, you want to tie up with a Celebrity. How would you choose one? And what
would be your Influencer strategy?
Retail Banking
1. Rural areas as still majorly an untapped market for various sectors. This is especially true
for the Banking Sector 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, considering the lower level of financial literacy.
2. The Banking sector has seen tremendous competition off late, with every major bank
offering similar and all kinds of services. This makes it critical for them to make themselves
visible and reach out to customers. 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.
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.
1. The roles and responsibilities of accounts manager are different from cost manager as both
the types of accounting differs from each other. Prepare a presentation highlighting the points
of difference between financial accounting and cost accounting.
2. Discuss any five costs other than the accounting costs, with suitable example, which are
usually taken into consideration by managers for financial decision making.
3. The following information is available about a product for the month of June 2019.
Material Purchased 24000 kgs@ 105600 Material consumed 22800 kgs Actual wages paid
for 5940 hours Rs 29700 Units produced 2160
Standard rates and prices are as follows Direct material cost Rs4 per unit Direct labour cost
Rs4 per hour Standard input 10kg for one unit
Based on the data and information, calculate relevant-
a. Material variances
b. Labour variances
1. Develop a Service Marketing Mix (using 8 Ps) for an Asset Management Company
(Mutual Fund) of your choice.
2. One of your clients wants to apply for a Home Loan in the next 12 to 18 months. Few
years back the client had lost his job and delayed his credit card payments. The client is
worried that this may impact his credit score maintained by Credit Bureaus. Suggest a
roadmap to your client to improve his credit score.
3. You are a Financial Planner. Your client Raj Shah aged 36 years works with a
Pharmaceutical company. His wife Pooja works part time with a NGO. They have one
daughter Ritu aged 4 years. The couple requires your help to make some financial decisions.
(You can make any assumptions to further build up your case.)
a. Raj wants to buy a Pure Risk Life Insurance cover. He is confused whether he should buy a
ULIP, Endowment or a Term Plan. Recommend the product best suited for him giving valid
reasons.
b. Raj and Pooja want your help to invest for Ritu’s higher education which they estimate
would be required after 15 years.
Retail Banking
1. Rural areas as still majorly an untapped market for various sectors. This is especially true
for the Banking Sector 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, considering the lower level of financial literacy.
2. The Banking sector has seen tremendous competition off late, with every major bank
offering similar and all kinds of services. This makes it critical for them to make themselves
visible and reach out to customers. 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.
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
a. What are the recent trends seen in the Retail Banking scenario adopted by banks to provide
b. Discuss the various possible ways in which retail banks improve their operational
revenues/profits.
1. The roles and responsibilities of accounts manager are different from cost manager as both
the types of accounting differs from each other. Prepare a presentation highlighting the points
of difference between financial accounting and cost accounting.
2. Discuss any five costs other than the accounting costs, with suitable example, which are
usually taken into consideration by managers for financial decision making.
3. The following information is available about a product for the month of June 2019.
Material Purchased 24000 kgs@ 105600 Material consumed 22800 kgs Actual wages paid
for 5940 hours Rs 29700 Units produced 2160
Standard rates and prices are as follows Direct material cost Rs4 per unit Direct labour cost
Rs4 per hour Standard input 10kg for one unit
Based on the data and information, calculate relevant-
a. Material variances
b. Labour variances
1. Develop a Service Marketing Mix (using 8 Ps) for an Asset Management Company
(Mutual Fund) of your choice.
2. One of your clients wants to apply for a Home Loan in the next 12 to 18 months. Few
years back the client had lost his job and delayed his credit card payments. The client is
worried that this may impact his credit score maintained by Credit Bureaus. Suggest a
roadmap to your client to improve his credit score.
3. You are a Financial Planner. Your client Raj Shah aged 36 years works with a
Pharmaceutical company. His wife Pooja works part time with a NGO. They have one
daughter Ritu aged 4 years. The couple requires your help to make some financial decisions.
(You can make any assumptions to further build up your case.)
a. Raj wants to buy a Pure Risk Life Insurance cover. He is confused whether he should buy a
ULIP, Endowment or a Term Plan. Recommend the product best suited for him giving valid
reasons.
b. Raj and Pooja want your help to invest for Ritu’s higher education which they estimate
would be required after 15 years.
1. Radhika Chopra is working at Mukta Technologies Ltd as a telecaller in the call centre that
accounts for the US business. Radhika has been an excellent performer and always exceeds
her targets. Since the past 6 months, Radhika’s mother has been diagnosed with a terminal
illness and this has taken a toll on Radhika. She often gets into arguments with her colleagues
and also has been unable to achieve her targets. While her team members were earlier
supportive they are now finding it difficult to cope and have escalated the matter to Rajeev
Chandan (Head of the Business). Rajeev decides to have a coaching conversation to help
Radhika. Assuming you are Rajeev, how would you coach Radhika and guide on some
solutions?
2. Devesh Agarwal is the HR Manager at Big Mart Ltd which has retail stores across India.
The company is 5 years old and has 25 retail stores in metro and small cities and towns. The
stores specialize in end to end products ranging from Apparels, furniture to groceries and
more (ref like a Big Bazaar and Food Bazaar). The company has just recently made profits of
10 crores. Devesh is considering implementing the Balanced Score Card (BSC) for the
company as he believes the BSC can play an important role in the company’s growth. Design
a Balanced Score Card for the company covering 2 examples each in the Financial,
Customer, Business Process and Learning & Growth quadrants.
3. Dharma Films Ltd is in the filmmaking business focusing on movies, television and digital
series and related merchandise. The company has been in existence since 2010. The company
now has plans to go global and also expand rapidly. You have joined as the HR manager at
the company :
a) Prepare a Vision and Mission statement for the company
b) Write 2 SMART (Specific, Measurable, Achievable, Relevant, Time-bound) which can

help the company achieve its vision that you have prepared.
1. Sanghvi Manufacturing has been in the business of manufacturing steel coils. You have
been a worker in the factory for the last 5 years. The management had always been friendly
and supportive of the workers. Now a new management team has come in and they don’t
have the kind of connect with the workers that the earlier team had. The workers are worried
about how things will be in the future and are concerned about how to put across their
requirements to the new management team. While discussing these developments in the
factory with your neighbor, you learnt that one way of communicating with the management
is by forming a trade union. Your neighbor suggested that you and a few others form a union
in Sanghvi Manufacturing to put forth your demands. You have called all the workers in the
factory to explain to them the concept of trade union as well as steps to be undertaken to
create the same in the factory.
Question: Make a detailed note of what you will speak to the workers – including benefits of
a trade union as well as the process for registering the Union
2. Company ABC employed Ram Prakash, 35 years old, as a worker in their factory earning
Rs.2500/- per month. One day the Factory Manager received a call from the local hospital
saying that Ram Prakash had been admitted as an accident case and has suffered permanent
total disablement. The Manager reached the hospital and understood that Ram Prakash had
met with an accident under the influence of alcohol. On further investigation, it was also
found that Ram Prakash had been on leave on that day and had met with the accident while
travelling on personal work.
Question: What compensation is the company liable to pay? Which Act is this covered
under? For Compensation calculation the factor can be taken as 197.06.
3. Company MNO is a motorbike manufacturer with their factory in the Cholapur industrial
belt. The factory has 40% of the workforce on its permanent payroll and the remaining 60%
consists of contract workers and trainees. The contract workers are paid only the minimum
wage whereas the permanent workers are being given higher wages linked to the work they
do. The workers have been asking for higher wages and appointment of contract workers as
permanent workers in the factory. Tensions got escalated when 4 workers, who had
approached the management to allow them to form a union, were terminated. Hundreds of
workers went on strike. Workers in other factories in the industrial belt also joined them.
Wages being low in India make it an attractive manufacturing hub for companies, but
workers feeling the effects of rising inflation have been agitating for higher pay. Most
companies in this area have preferred to use the Works Committee to handle labour issues
and have avoided recognizing trade unions.
a. Has the management followed the principles of healthy industrial relations policy including
being legally compliant?
b. Assume that you were one of the workers working in this company. What are your views
on how to approach the problems faced by you and your fellow workers? What legal recourse
do the workers have in such a situation?
Q1. XYZ Enterprises is in the business of setting up Solar Power plants. Over the years, the
company has been hiring bright engineering graduates from good engineering colleges. They
follow a systematic process of identifying colleges to recruit from and have a detailed
recruitment process, including a written exam and personal interviews. However, there are
very high levels of attrition amongst the graduate engineers. When the HR team did a detailed
analysis of the data, they found two primary reasons for the exits: 1. The engineers used this
as a temporary job while preparing for higher education courses, particularly for colleges
abroad. 2. The role itself did not really need high-level engineering skills and the roles they
were performing, could easily be done by skilled and well-trained diploma graduates or
technicians. The company has now decided to focus on hiring technicians and diploma
graduates. Question. What aspects of HR Planning and Strategy will the company need to
focus on for this approach to be successful?
Q2. Jahazi Company is a company that is into operating boats for leisure cruises in Kerala.
The owner of this company, Mr. Nair, now wants to move into International waters by setting
up a base in Singapore, to provide these services in South East Asia. Mr. Nair is planning to
move to Singapore to manage operations for all his entities from Singapore. However, he is
worried that once he moves to Singapore, his original operations in Kerala will suffer. You
are the HR Head of this company. Mr. Nair has asked you for advice on how to handle this
transition so that the Kerala company performance is not impacted. Question: What is you
recommendation and how would you approach this process?
Q3. Funky TV is a music television channel that is very popular amongst youngsters. It is
considered a fun channel and has a great brand recall value, but due to high content costs and
other expenses, it is not very profitable. The channel is successful because of the new formats
and interesting ideas it keep introducing regularly on air. The employees are mostly in the age
group of 22-30. There are a few other employees from older age groups as well. The
company prides itself on being a Crazy and Cool workplace. Each employee at the time of
joining is given decorating material and lots of colourful paper to help them decorate their
workplace. This is an open office layout. All employees including the senior management sit
in the same area and there are small meeting rooms for people who wish to have a quiet
conversation. Every evening at 6 pm, one employee is randomly selected by draw of lots and
gets to choose a playlist to play on the public address system. There is no dress code and
employees are inspired to discover their individual style. The employees are encouraged to
speak their mind, share their ideas and disagreements are considered healthy. Managers avoid
taking unilateral decisions and prefer to have a consensus-based approach. The culture is also
such that it attracts talented people from across all walks of life. The current channel
programming in charge was a professor of physics before he joined the channel. Though the
company faces stiff competition in the music television space and is not the best paymaster, it
still has low levels of attrition.
a. Describe the basic features of Funky TV’s organisational culture
b. Basis the case study given above, what role does culture play in attracting talent to the
company?
Essentials of HRM
1. Discuss the process of induction (not a traditional one) being followed in any organisation.
(It should not be the traditional way of induction, please cite only those which are different
from traditional methods)
2. Kiara Enterprises is a very small organisation dealing with export rejected clothing. They
are growing slowly but steadily. Kiara, the owner now wants to expand it a bit more and
hence opts for Human Resource planning. It is advised to them to go for qualitative methods
for demand forecasting as they have limited funds. Discuss all three qualitative methods of
demand forecasting. Conclude by suggesting the best method suited for Kiara’s organisation.
3. Swati and Prashant are both working as sales managers. Swati was chosen for Assessment
Centre whereas Prashant for Development Centre, of which they were not clearly aware. Few
months later Swati got promoted which agitated Prashant as he thought his performance was
also good. Prashant went to the HR head to discuss the same. In context of the case answer
these questions:
a. Explain to Prashant why Swati got promoted.
b. Explain to Prashant what a Development Centre is.
M/s Swadeshi is planning to start up a new business for Indian traditional clothes. The
product will be sold online and there will be few retail outlets in major metro cities. The
founder Mr. Ashish is of the opinion to do a detail and through market scanning before
entering into the market.
Mr. Ashish appoints you as a consultant for M/s Swadeshi that deals in manufacturing and
selling clothes online and offline stores. The company plans to give competition to brands
like Manyavar and Mohey. The company plans to provide quality product at lower price. The
company plans to save lot of cost because of online selling. The website URL is
www.swadeshi.com. The Company differentiates itself by selling only Indian Traditional
clothes for all age groups.
1. As a consultant you have been asked to prepare a STEEP analysis report and present the
findings to the top management.
2. Analyze the business www.swadeshi.com from Porter’s approach to industry analysis

perspective.
3. Answer the below questions:
a. Prepare a SWOT Analysis for www.swadeshi.com.
b. Explain any two types of forecasting techniques that company should use for
analyzing future demand. Explain the same with reason.
Business Statistics
1. What is sampling distribution? An automobile manufacturer claims that a particular model

gets 28 KM per liter of petrol, but the Environmental Protection Agency, using a sample of
50 automobiles of this model, finds the sample mean to be 26.8 km/ltr. From previous
studies, the population standard deviation is known to be 5 km/ltr. Could we reasonably
expect (within 2 standard errors) that we could select such a sample if indeed the population
mean is 28 km/ltr? Justify.
2. Raj studios a Tollywood casting company, is selecting a group of extras for a movie. The
ages of the first 30 men to be interviewed are.
50
56
55
54
55
61
49
52
57
60
51
59
56
57
56
62
52
54
55
49
52
61
60
51
57
56
59
52
54
49
The director of the movie wants men whose ages are grouped around 50 years. The director
suggests that a standard deviation of 3 years would be acceptable. Does this group of extras
qualify to the director’s requirement?
3. Historically, diesel has mostly been cheaper than petrol in South Africa, though this has
not always been the case, and not a trend seen around the world. One of the key differences in
the pricing of diesel versus petrol, is that diesel prices reflect wholesale prices, not the price
you would pay at the pumps. For example, the wholesale inland diesel price for August was
at R10.96 at the beginning of the month, while Caltex’s retail version – Caltex 50 diesel with
Techron – sells at R11.33 per litre. Over the past decade, both the petrol and diesel prices
have seen some significant fluctuations, but petrol (95 grade) has seen the biggest overall
increase, having jumped 75.4% since 2006.
The graph and table below show how the prices have changed year-on-year, between August
2006 and August 2016.
Year Petrol-Unleaded 93 Petrol-Unleaded 95 Diesel 0.05%
2006
R6.92
R7.04
R6.54
2007
R6.88
R7.01
R6.51
2008
R10.20
R10.40
R11.27
2009
R7.52
R7.69
R6.65
2010
R8.02
R8.17
R7.38
2011
R9.91
R10.09
R9.30
2012
R10.83
R11.04
R10.25
2013
R13.32
R13.55
R12.48
2014
R14.08
R14.33
R12.84
2015
R13.01
R13.26
R10.94
2016
R12.08
R12.35
R10.96 Source: Department of Energy; Inland prices, August The fuel price is affected by
two major components: the global oil price, and the currency exchange rate between the rand
and the dollar. Between 2014 and 2016, fuel prices (both diesel and petrol) have shown a
year-on-year decline, boosted by a much lower global oil price, which has dropped below $50
a barrel, with little hope that it will balloon past that level in the near future. However, much
of the benefit delivered by lower oil prices has been undone by weakness in the rand –
brought about by a struggling economy, poor growth policies and a number of political
scandals involving president Jacob Zuma. a. Explore the trend in the petrol price (for both
unleaded 93 and unleaded 95) using regression trend analysis. Using the data, forecast the
petrol price for 2017, 2018 and 2019.
b. Explore the trend in the diesel price using regression trend analysis. Using the data,
forecast the diesel price for 2017, 2018 and 2019. Out of the three regression models, which
model is the strongest in predicting the fuel price?
1. A dealer of Mobile TV has the following items in inventory as on March 31,2018
Item Quantity Cost Price per unit Market price per unit Nokia 50 100000 98000 Samsung 70
88000 90000 Sony 100 120000 115000 Motorola 80 75000 76000
Discuss the accounting standard which talks about inventory valuation. Also, find out and
define the overall value of inventories as per the applicable accounting standard.
2. Define and Discuss the concepts of prepaid expenses and outstanding expenses and their
impact on the income statement and Balance Sheet of an Entity? In case of firm A which
largely has the balance of prepaid expenses and another firm B which largely has the balance
of outstanding expenses, what does this reflects? Discuss
3. a. A logistics company sold a car of Rs 2.5 lacs. The company had purchased the car three
years back for Rs 10 lacs and had depreciated the same using straight line method of
depreciation, assuming its useful life to be five years and a residual value of Rs77760.
Calculate the WDV after charging depreciation for third year, accumulated depreciation for
three years and profit on sale, if any. (5 Marks)
b. Consider the following transaction pertaining Ammar’s business-
1. started business with cash Rs 3 lacs
2. Purchased goods for cash Rs 1.2 lacs
3. purchased goods on credit Rs 60000
4. purchased furniture for cash Rs 20000 5. deposited RS 50000 in the bank
Perform transaction analysis for each transaction undertaken and present accounting equation
for these transactions.
Business Law
Technology Act, 2000 and state at least two (2) of its applications (10 Marks)
been prohibited by the Competition Commission of India. (10 Marks) 3. Abhay and Seema
have entered into a commercial agreement to license content. However, Abhay did not
deliver the content to the satisfaction of Seema. Hence, there are disputes arisen between
Abhay and Seema. Abhay and Seema do not want to go through a protracted litigation
process in Indian courts. Can you advise them on:
disputes (5 Marks)
and disadvantages of each of these (5 Marks)
M/s Tikhalal sells pickle and spices across the country and wants to enter into the
international market. The company is known for their quality ingredients. The company sells
the product at higher price but customers don’t hesitate to pay the price as the quality is
premium. Their brands Mr. Tikha, Mr. Hara, Mr. Laal, which are various pickles and spices
are a hit brand in the Indian Market. The company has decided to enter in US Market as it has
a major market for Indian pickles and spices.
1. Explain various Micro and Macro environment factors that the company should analyze
before entering into the international market. Explain the points with reason.
(10 Marks)
2. The company is planning to take Mr. Tikhalal online in India. Explain various ways to
promote the brands of pickles and spice on Social Media Platforms.
(10 Marks)
3. M/s Tikhalal is also planning to sell paapads with the brand name Mr. Crisp. The company
is planning to sell papads at a price higher than its competitors. The company also plans to
launch various variety of papads with different shapes and sizes.
a. How should company segment the consumer market for Paapads? (5 Marks)
b. To introduce the product in the market what are the various sales promotion techniques
that should be used for the brand Mr. Crisp? (5 Marks)
1. ABC Ltd is a newly set up Textile Unit in Silvassa and you are hired as a compensation
consultant. The first task you have is to recommend compensation strategies that ABC Ltd.
may follow. Which factors will influence the compensation strategies?
2. You are a HR Manager in SATYAM Teleservices. In a recent meeting of the Board of

Directors, it was decided that the exercise of job analysis will be undertaken to set the
compensation management process rolling. Which methods will you recommend for job
analysis process?
3. LMC Pvt. Ltd is a recently set up Medium Enterprise operating in the IT sector. The
company has 50 employees in which 20 are females. Company has decided to offer benefits
to its employees. In this background, answer the following questions.
a. Which legally required benefits Company has to provide?
b. What type of health care benefits the company can provide?
1. With the help of a Google’s (as a company) example explain how it foster’s innovative
culture.
2. Explain Power Culture & Task Culture with the help of industry example in each case.
3. Harshad after completing MBA joined his father’s family business which over the years
has grown well. Within the first month itself Harshad noticed it quite well that the
organisation had a very weak culture. No one was aware about the organisation’s vision,
objectives etc. Employees were not disciplined as far as the work timings were concerned. To
top it all the Senior Management was not involved with the employees. Harshad understood
that cultural change is the priority in the organisation. In this context explain
a. How important is Harshad’s role as leader in changing organisational culture?
b. How can Harshad explain the attributes of cultural change to his top management?
1. Fusion Limited’s dividend is growing at a rate of 12% per annum. This growth rate is
expected to continue for 3 years. Thereafter, the growth rate will decline to 8% for the next 2
years. After that, the year on year growth in dividends is expected to be a stable 6% rate
forever. If the last dividend was Rs 6 per share and the required rate of return on equity is
20%, what is the fair value per share.
2. Mr. Rathi is about to retire. His employer offers him post-retirement benefits by way of the
following two options
a) A consolidated amount of Rs 15 lacs
b) An annual pension of Rs 3 lacs in the 1st year, Rs 4 lacs in the 2nd year, Rs 5 lacs in the
3rd year and Rs 6 lacs in the 4th year.
Which option should Mr. Rathi go for, assuming a discount rate of 10%?
3. Alpha Limited has a debt equity ratio of 3:2. The pre-tax cost of debt is 12%. Effective tax
rate for the company is 30%. The equity beta of Alpha is 1.5. Market risk premium is 8% and
the risk-free rate is 7%.
a) Discuss and Compute the cost of equity of Alpha Limited
b) Discuss WACC and determine the WACC based on after tax cost of debt and cost of
equity?
Question 1 AMMI Ltd presents following information for Dec,2018- Budgeted production of
product A = 20000 units Standard consumption of raw material S= 5 kg per unit of A
Standard price of material S = Rs 10 per Kg Actually, 22000 units of product A was
produced and material S was purchased at Rs12 per kg and consumed at 5.2 kgs per unit of
A.
Calculate the material cost variances and discuss the results.
Question 2 You have decided to start up a venture for manufacturing gel pens. You plan to
discuss the term cost and the essential elements of cost with your partner so as to find the
suitability of various costs that can be incurred during the production. Design a presentation
to discuss the same with the relevant examples.
Question 3 Bhakti Ltd provides you the following information in relation to the year 2016-17
and 2017-18
2016-17 2017-18
Opening Stock(units) 100 500 Production (units) 1500 1800 Fixed Cost Rs 1lacs Rs 1.5 lacs
Variable Cost 120000 250000 Sales(units) 1900 1100 Selling price (Rs/ per unit) 500 700
Closing Stock( units) 200 500
Calculate the net profit and value of closing stock, using –
a. FIFO basis
b. LIFO basis
1. Ankita is asked to write an article for her college magazine about the contribution of
foreign direct investment (FDI) and foreign institutional investor (FII) in the economic
growth of India. Help Ankita to complete the article for her college magazine.
2. Sheryl is asked to prepare a short presentation on the various types of international

markets. Help Sheryl to complete her presentation.
3. You are an educational consultant with ABC Management School. Students come to you
for queries related to various subjects being taught in the school and how each would help
them shape their career. A set of students have shown their inquisitiveness for International
Finance. a. Explain them the various areas where expertise in International Finance would be
needed.
b. Many students are of the view that international finance is just about handling foreign
exchange risks associated with international trade operations such as imports and exports.
Help them to clarify this misconception and throw some light on other major areas which the
subject of international finance involves?
1. As a manager how will you identify the stress, prevent and manage the stress of individuals
working in the organization? Please cite the latest examples of stress from the corporate
world. (10 Marks)
2. Mr Kabir was working in an Administrative department as officer Administration. He was

responsible for keeping account of all the vehicles of the company apart from other
arrangements including the guest house of the company. Mr Kabir has been working in the
company for 6 years in the same grade without promotions. He was supposed to be very
honest in his job. Once the GM of the factory Mr Rakesh Gupta, requested for the company
car during office time for his personal work. Mr Kabir refused it by saying that it cannot be
given during the office hours as the work would suffer. Mr Srivastava (Sr Manager Admin)
was very happy to oblige Mr Gupta as he wanted one of his relatives to be employed as
officer. Hence, he shouted at Mr Kabir for his disobedience and threatened to transfer him to
stores if he continued to show disrespect to senior officers. Kabir was also an active member
of staff union. He immediately went to the Union President and informed him about the
misuse of the company car for private purpose by the GM at the cost of the office work. It
was decided that Kabir would send a note in writing to Mr Srivastava asking him to approve
sending the car to the house of Mr Gupta. Mr Srivastava understood the repercussions and
refused to sign the approval. He lent his own car to Mr Gupta.
Questions: What power and power tactics was being used by Mr Kabir? What power Mr
Srivastava was using and earmarked and explain the factors used by Mr Srivastava in
contributing to the politics. (10 Marks)
3. Gulu's Snack Company is a family owned company located in Himalaya Mountains. Gulu
started the business in 1956, by selling homemade chips. Nowadays, Gulu's is Rs.58 million
snack Food Company that is struggling to regain market share lost to fierce competitors. In
the early 1980, Gulu passed the business on to his son, Gulu Jr., who is currently grooming
his son, Gulshan to succeed himself as head of the company. Six month ago, Gulshan joined
Gulu's Snacks as a salesperson and after four months, he was quickly promoted to sales
manager. Gulshan recently graduated from a local university with an M.B.A. in marketing,
and Gulu Jr. was hoping that Gulshan would be able to implement strategies that could help
turn the company around. One of Gulshan's initial strategies was to introduce a new sales
performance management system. As part of this approach, any sales person who receives a
below average performance rating would be required to attend a mandatory coaching session
with his/her supervisor. Gulshan is hoping that these coaching sessions will motivate his
employees in increase their sales. Here is the description of the reaction of three salespeople
who have been required to attend a coaching session because of their low performance over
the previous quarter.
Nishant is a hard worker. He takes pride in his work. He has learned selling techniques. He
has accompanied top salesman. He has no problem asking for advice and doing whatever
needs to be done to learn the business. He has cheery attitude and is a real "team player and
giving the company 150 percent at all times. It has been a tough quarter for Nishant, but he is
doing his best to achieve his sales targets. He feels that failure to make quota during this past
quarter results not from lack of effort but just bad luck in the economy. But he is now hopeful
in the next quarter. Nishant is upset with Gulshan for having him attend the coaching session
because this is the first time in three years that his sales quota has not been met. He exceeded
the sales quota this year yet had not received a "thank you" or "good job" for those efforts.
The entire experience has left Nishant demotivated and questioning his future with the
company.
Navin is happy to have his job at Gulu's Snack Company although he really doesn't like sales
work that much. Navin accepted this position because he felt that he wouldn't have to work
hard and would have a lot of free time during the day. Navin was sent to coaching mainly
because his customer satisfaction reports were low; in fact, they were the lowest in the
company. Navin tends to give scanned presentations and does not listen closely to customers’
needs. Consequently, Navin makes numerous errors is new sales orders, which delays
shipments and loses business and goodwill for Gulu's Snack Company. He thinks that the
coaching session is a waste of time. He doesn't socialize with others in the office. He
attributes other's success and promotions to "who they know" in the company rather than
their hard work. He feels that no matter how much effort is put into the job, he will never be
adequately rewarded.
For three of the last five years Nikhil was the number one salesperson in the division and had
hopes of being promoted to sales manager. When Gulshan joined the company, Nikhil
worked closely with Gulu Jr. to help Gulshan learn all facets of the business. Nikhil thought
this close relationship with Gulu Jr. would ensure his upcoming promotion to the coveted
position of sales manager. He goes late for appointment or misses them entirely. His sales
performance declined dramatically, which resulted in a drastic loss of income. Although
Nikhil had been dedicated and fiercely loyal to Gulu Jr. and the company for many years, he
is now looking for other employment. Nikhil is bitter and resentful of his current situation
and now faces a mandatory coaching session that will be conducted by Gulshan.
Questions
a) How three needs identified by McClelland are related to worker behaviour in each
situation? (5 Marks)
b) How is expectancy theory related with the 3 employees? Explain. (5 Marks)
Course: International Finance
1. Raghu Steel Pvt. Ltd. is a leading steel company in India. The company produces steel for
the domestic market only. However the company process the raw material from Indian
suppliers onlyHowever, the CFO of the company believes the company faces Forex risk.
Justify his view (10 Marks) 2. State Bank of India is the Official banker for Mansukh Pickle
Wala Pvt. Ltd. which is one of the largest exporters of pickles in Europe. The company has a
lag time of six months from the time it sells its product and collects the money from the
retailers in Euros. In order to reduce its currency risk the company enters into an outright
forward transaction with the bank. How can State Bank of India mitigate its risk in the given
case? (10 Marks)
3. Fears of a trade war heightened in March 2018 as the Trump administration slapped trade
sanctions on China, including restrictions on investment and tariffs on $60bn worth of
products. Fears of a trade war between the two biggest economies in the world were also
reflected in the bond market, with US 10-year treasury bonds posting their biggest one-day
drop in yields since September. Further, bank and tech stocks also fell.
a) What are the various trade barriers that companies can resort to under such situations? (5
Marks)
b) What is the impact of such trade barriers on global trade in general and international
financial markets in particular? (5 Marks)
Course: Brand Management

Colgate Case:
The brand Colgate has been one of the most trusted brands for decades. It is not only the
older generation which grew up with Colgate, it is a first brand, even for the young, when it
comes to oral care. The brand has faced bursts of competition from time to time and has
fought back effectively to regain market share. In the 1960s and 1970s, Forhans was the
challenger brand but it is completely forgotten today. Binaca, which later became Cibaca and
finally got taken over by Colgate, was another challenger. However, maybe because of the
dominance of Colgate in India, this category has a fewer number of brands than, say, soaps.
Given that neither soaps nor toothpaste have any technological barriers to entry and most
entry barriers are created by marketing muscle, one would have expected to see many more
brands in the fray. Despite the strong brand and Colgate’s focus on oral care, in the late 1980s
Close-Up changed the way toothpaste looked and felt in the mouth. High on freshness
ingredients, the transparent look and the youth-centric approach gave Colgate some sleepless
nights at the time. Close-Up gained a significant share of the market, forcing Colgate to
launch a similar product and alter its strategies for some time. Colgate has regained its share
since then, but Close-Up continues to hold a majority share in the gel category, with Colgate
Gel remaining a distant second. Unilever also attacked Colgate on the ‘healthy teeth’
platform with Pepsodent, thereby attacking on two fronts. Currently, despite Colgate
accounting for about 55 per cent share of the toothpaste market, Pepsodent and Close-up are
still sniping at its heels with intermittent attacks.
Oral products market in India
The oral products market in India consists of toothpaste, toothbrush, tooth-powder, and
mouthwash. According to IRS data (2011), 66 per cent of Indian households use toothpaste,
24 per cent use toothpowder, and 18 per cent are non-dentifrice users.
The toothpaste market in India is estimated at Rs 6,000 crore, growing at 19 per cent y-o-y.
The broad segments are:
Germ and Tooth Decay: This is the biggest segment; Colgate gets its major share from this
segment. Of late, Pepsodent has begun attacking this segment with its Germicheck variant.
As per a recent media report, more than half of Colgate’s overall share comes from Colgate
Strong Teeth, which competes in this segment (and the focus of Pepsodent’s Ad).
Sensitivity: This is the fastest growing segment, already at Rs 950 crore, and is growing at
30-40 per cent a year. GSK’s Sensodyne has a slight lead
Gel: The second biggest segment (Rs 1,500 crore) and the only one where Colgate
significantly trails the leader Close-Up (60 per cent market share)
Besides the direct attack from Pepsodent, entry of a large international player like Oral B has
further intensified competition in the general toothpaste category. Brands such as Sensodyne
and Paradontax have come in with aggressive marketing strategies and have created small
sub-categories for themselves, possibly at the cost of Colgate. Colgate responded with
Colgate Sensitive but Sensodyne still has a larger share of the sensitive toothpaste market.
Colgate has over the years tried to fight the sub-segments through a sub-branding strategy
and has launched sub-brands such as Colgate Gel, Colgate Sensitive, Colgate Herbal, Colgate
Active Salt and Colgate Total.
Their efforts are therefore to slowly grow these categories as well as their shares in the
market. While larger players such as Unilever are trying to grow the market and capture
shares, players such as GSK have created a niche for themselves in the sensitive toothpaste
market. Through a series of extensions, Colgate has increased its share of the market from
52.4 per cent in 2011 to 54.5 per cent in 2012. While the extension strategy seems to have
worked in retaining and marginally growing its share, analysts wonder whether, in the long
run, this strategy will be effective. The oral care segment is witnessing a battle over
toothpaste like never before. In a bid to counter Baba Ramdev Patanjali’s herbal
toothpaste-‘Dant Kanti’- Colgate-Palmolive is launching an Ayurved toothpaste-Cibaca
Vedshakti. Although Colgate has a variety of toothpaste in herbal segment, Cibaca Vedshakti
will be the first one in Ayurvedic segment.
"In India, the consumer believes strongly in natural ingredients. A toothpaste launching
this quarter under the Cibaca sub-brand is Colgate Cibaca Vedshakti," said Bina
Thompson, senior vice-president at Colgate-Palmolive, during an investor call.
Nowadays, consumers are opting for more herbal products due to which the Ayurved and
natural products now account for 13-14 per cent of the overall toothpaste market.
Following Cibaca Vedshakti’s news, Patanjali said the name chosen by Colgate was
inappropriate.
"We worship and respect Vedas like our gods, we don't use them in our products. This is
not a toothpaste but a direct attack on our culture," Acharya Balkrishna, MD of Patanjali
Ayurved, told ET. As per Nielsen’s data, Patanjali's oral care market share has been
pegged at nearly 2 per cent in the year ended March. Meanwhile, analysts expect Colgate
will be able to fight back against local competition despite being a late mover.
You are the Brand Manager for Colgate and you have been asked to decide its future brand
strategy. You have to specifically advise the CEO on whether the company should
continue with a single-brand strategy in the increasingly competitive scenario or create
different brands to fight the diverse competition more effectively.

Q1. Analyze the brand extension strategy of Colgate with respect to whether it would have
positive effects on the brand. Do you think this strategy will help Colgate to defend its
market dominance? (10 Marks)
Swiggy Case:
Swiggy is food ordering and delivering company based in Bangalore. It provides a single
window for ordering from a wide range of restaurants and have their own exclusive fleet of
delivery personnel pick up orders from restaurants and deliver it to customers.It is
a complete food ordering and delivery solution that connects neighborhood restaurants
with urban foodies.
Swiggy Founders:
Swiggy was founded by Nandan Reddy, Sriharsha Majety, and Rahul Jaimini in
August 2014. Nandan Reddy aged 29 and Sriharsha Majety aged 31 both are both alumni
of Birla Institute of Technology and Science (BITS) Pilani while Rahul Jaimini aged 31 is
an alumnus of IIT Kharagpur.
Swiggy Journey:
Swiggy began its Journey from Bengaluru with six delivery executives and 25 restaurants
on its platform. In the time of 3 years, it has scaled up with over 6,000 delivery executives
across India in more than 8 cities like Delhi-NCR, Mumbai, Bengaluru, Hyderabad,
Chennai, Kolkata, and Pune.
Swiggy Business Model:
Swiggy has two major revenue streams.
The major part of Swiggy’s revenue from commission it collects from restaurants for lead
generation and for serving as a delivery partner.
Swiggy also charges a nominal delivery fee from customers on orders below a threshold
value which 200 rupees for most cities.

Swiggy Funding:
Swiggy is backed by one of best investors available in the market. Swiggy has raised a
total of 75.5 million dollars in funding from various investors, including Bessemer Venture
Partners, Norwest Venture, Accel Partners, SAIF Partners, Harmony Venture Partners, RB
Investments and Apoletto.
Swiggy Competitors:
Indian food delivery market is valued at 15 billion dollars and set for an exponential
growth. Food delivery has become a very competitive market in India. Swiggy is in direct
competition with major on-demand food aggregators like Zomato. Whereas there are other
small startups like Foodpanda and Faasos also in the competition.Now that Uber has
finally released its food delivery app UberEATS in Mumbai and Google has launched its
hyperlocal services and meal delivery app Areo in Bangalore and Mumbai. The competition
is getting tougher for Swiggy. Swiggy is aiming to maintain its market share
by keeping their maximum focus on 8 major cities which are Mumbai, Pune, Bangalore,
Hyderabad, Chennai, Delhi, Gurgaon, and Kolkata.
Swiggy Marketing Strategies
Swiggy’s marketing strategy consists of both online and offline marketing campaigns.It
promotes its campaigns via Facebook, Twitter, Youtube, Pinterest, and Instagram. Some of
its campaigns include Secondtomom,#DiwaliGhayAayi, #SingwithSwiggy and Know your
food series of pictures and food walks in a local area. The company has successfully built
its brand awareness and connects with its audience through these channels. Their facebook
page is quite active with regular updates, averaging to one post a day. Swiggy uses its
Social media not only for campaigning but to engage with its customers from solving the
greviences to taking the feedback.

Q2. Examine the marketing and branding strategy of Swiggy and analyze the reason for its
success/failure? (10 Marks)
Pepsi Case:
PepsiCo India Holdings Pvt Ltd, the local unit of American food and beverages company
PepsiCo Inc., aims to double sales of Tropicana, the flagship brand for its fruit-based
beverages, by 2020, Deepika Warrier, vice president (nutrition category), PepsiCo India,
said on Thursday. Tropicana, which was launched in India in 2004 as 100% juice and then
extended to other juice-based drinks, generated business of “more than Rs1,000 crore” in
2017, according to the company. The focus on Tropicana comes as part of the company’s
global strategy to focus on nutrition and healthier beverages as it failed to check falling
sales of aerated drinks in the past five years as consumers shift to healthier options.
To achieve the target, Warrier said, PepsiCo will expand retail reach by moving deep into
smaller markets, reposition the brand with new packaging and campaigns and double
marketing spend on television, a medium more relevant for semi-urban and rural markets,
this year.“We’ll aim to make Tropicana available across 250,000 retail outlets, 2.5 times of
100,000 now by the end of this year. From less than 100 towns, Tropicana will be made
available across 300 towns. Besides, we’ll utilize our coolers (used primarily for carbonated
drinks at retail points) for Tropicana so that it’s sold chilled even in smaller markets,”
Warrier said, adding that the company will follow segmented marketing approach for the
range. Certain variants of Tropicana will be given priority in certain states, and the company
will look at state-specific marketing approach, she said.PepsiCo has, in January, entered into
an agreement with its bottling partner Varun beverages Ltd for distribution of Tropicana juice
in North and East India. “Varun Beverages’ contiguous reach will help the brand more than
double the distribution reach in these states, with a focus on rest of urban and rural market
expansion. For the other regions (south and west) in India, this portfolio of products will ride
on the existing PepsiCo go-to-market system for core carbonated beverage in those
geographies,” the company said in a statement.For Tropicana, the company has appointed
Hindi film actor Katrina Kaif as brand ambassador. Kaif has been endorsing its mango drink
brand Slice for some years. Slice was launched in India in 1993 as a mango drink and
rebranded as Tropicana Slice in 2014.In the 100% juice segment, Tropicana had a 41.5%
market share (retail volume) in 2016, up from 40% in 2015. Dabur India’s Real juice leads
the market with a 43.5% share, according to data compiled by market research firm
Euromonitor International. Slice, which is considered a regular juice drink, lost market share
from 19.4% in 2015 to 18.1% in 2016, while Coca-Cola’s mango drink Maaza gained from
28.8% in 2015 to 29.7% in 2016, Euromonitor added.
Q3 a) Discuss the brand positioning strategy of Tropicana. (5 Marks)

b) What are some of the key strategies to manage the brand Tropicana over time and keep it
relevant?
Retail Banking
Q1. What are the need /reasons for commercial banks to open branch operations in a newly
developing cities/townships? Discuss the various retail banking products these banks can
offer in these areas.
Q2. What are the different Marketing modes and the 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 TIER-II city.
Q3. The Retail Banking Industry has seen a tremendous change in the past few years,
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 these
a. Discuss the various possible ways in which retail banks improve their operational
revenues/profits.
b. What are the recent trends seen in the Retail Banking scenario adopted by banks to provide
1. Ashok Pvt. Ltd wants to enters into a trade agreement with Martina Pvt. Ltd. For this both
the companies want to enter into trade via Letter of Credit. Therefore, Ashok Pvt. Limited
approaches his bank for an issue of LC. As a banker what all precautions you would exercise
while opening a Letter of Credit.
2. You have recently joined as a loan manager in a private sector bank. You are required to
prepare a short note for your team on the necessary factors which the bank will take for
assessing the borrower’s projections on the working requirements.
3. Mr. Rajesh heads a private Ltd bank. With the growing dynamics in the banking sector, he
observes that the modern banks are prone to various kinds of risks. Therefore, he thought to
make a presentation on the various types of risk so that his employees are aware of the risks.
a. Help Rajesh with his presentation highlighting the major types of risk which banks faces.
b. Also discuss the significance of BASEL III in the banking sector.

1. Design a Financial Literacy program for an Asset Management Company (Mutual Fund) of
your choice.
2. Structure a better alternative to the Child Plans offered by Life Insurance companies. The
alternative suggested should cover both a life insurance plan as well as an investment avenue.
3. Ashwin Aswani, aged 32 years, working with an IT company, has approached you for
preparing his Financial Plan. He earns salary of Rs. 17 lakhs per annum. His wife Kiran, aged
30 years, is a homemaker. They have a son Kabir, aged 3 years. (You can make any
assumptions to further build up your case.)
a) Ashwin and Kiran want to start investing for Kabir’s higher education. Develop an
investment strategy to help them to achieve their goal.
b) Ashwin has expressed his desire to retire by the age of 55. Design a retirement plan for
him.
Course: Customer Relationship Management
1. What are the various different approaches to CRM? Which one do you find most pertinent
in your career? (10 Marks)
2. If you were to advise your team on guidelines for external dispute resolution scheme, how
would you do it? (10 Marks)
3. Trends in every field keep on evolving. The only constant in today’s world is change. Just
as it is true for all aspects of business, customer lifecycle management (CLM) is no
exception.
a. Discuss 5 key trends that would help marketers in rolling out their CLM strategies? (5
Marks)
b. Why is CRM believed to be a new way of thinking? (5 Marks)
Course: Financial Analysis and Management
1. Mr. Gupta has joined as the finance manager of Zelta Corporation Ltd and had a team of
reportees under him. The reportees had just graduated from college and was not much aware
about the corporate world. Mr.Gupta wanted the team to understand the role of finance
manager so that they can understand their job profiles as they were supposed to work with
him. Mr.Gupta wanted his team to prepare a short report on the nature of the work of a
finance manager. If you are one of his team member prepare the report. (10 Marks)

2. Alpha Ltd was planning to relax its present credit policy and is in the process of evaluating
an alternate policy. The firm is required to give a return of 25 percent on the investment in
accounts receivable. The company’s variable costs are 70 percent of the sales revenue. Given
the following information, which one is the better option? (10 Marks)
Particulars Present policy Alternate policy
Annual Credit Sales ₹ 80,00,000 ₹ 10,000,000
Bad Debt losses ₹3,00,000 ₹4,00,000
Investment in accounts
receivable
₹12,00,000 ₹ 20,00,000
3. The management of ABC Ltd wanted to understand the performance of the firm on the
basis of financial ratios. They wanted to understand if the Capital Employed and fixed assets
of the firm has been effectively used or not. The management asked the finance manager to
calculate the correct financial ratios for the same and present the same to the management
along with the interpretation of the results obtained.
The Balance Sheet is as follows:
Balance Sheet
Liabilities Amount Assets Amount
EquityShare Capital 90,000 Fixed Assets 1,35,000
12% Debentures 70,000 Current Assets 1,00,000
Reserves 15,000
Current Liabilities 60,000
2,35,000 2,35,000
Net Sales during the year is Rs 3, 00,000. The finance manager decided to calculate
following ratios:
a. Total Capital Turnover Ratio (5 Marks)
b. Fixed Assets Turnover Ratio (5 Marks)

Course: India's Foreign Trade
1. When well-established Indian company decides to go for geographical expansion, they go

for expansion through entering foreign market/s (Exports) however; they will do complete
risk analysis of the target market, which are these essential risk analysis need to be done and
why? (10 Marks)
2. Export Promotion Councils set-up by Ministry of Commerce, government of India are very
beneficial to MSME , explain how many different EPC’s are there and pick any one EPC’s
from any one segment, explain how they function and how they help the MSME’s (10 Marks)
3. One of the well-established Indian Biotech manufacturing company engaged in

manufacturing of Human healthcare biotech products and Biotech based Agro products:
a. What are your recommendations to this company prior to entering overseas market with
their biotech products for human? (5 Marks)
b. Work out a market entry strategy for overseas market for their Biotech based Agro
products. (5 Marks)
Course: Export Import Procedures and Documentation
1. Brown box and company imported one consignment of 25 boxes of cosmetics. The invoice
and packing list clearly show the number of boxes as 25 Nos. However at the time of
examination customs found 27 boxes. Hence the clearance got held up. Customs asked
Brown box to get the details of the additional 2 boxes from the exporter. Exporter replies that
they have sent two empty boxes free of cost for repacking in case of any transit damage but
did not mention in the documents. Customs examined all 27 boxes and found 2 empty boxes.
Customs has given show cause notice to Brown box for suppression of facts while declaring
for import clearance. In your opinion, what should be the way to reply to show cause notice
and clear the consignment. (10 Marks)
2. Robinson Private Limited imported 1 x 20’container of pipe fittings from China. On

examination it was found different items and not pipe fittings. Customs held up the clearance
and asked for clarification for receiving wrong consignment. The exporter found out from
their port of dispatch that shipping line has dispatched wrong container to India and the actual
container was lying in the port itself. Shipping line also accepted the mistake and sent an
apology letter to the importer and customs. According to your experience please advise the
course of action to be followed by Robinson Pvt Ltd to solve this issue. (10 Marks)

3. Intel Toys Private Limited is a toys manufacturing company. Dubai Government has
organized an exhibition of toys and Intel has booked one stall to display their toys. The toys
will be displayed in Dubai and will be brought back after the exhibition. Intel does not want
to pay any import duty in Dubai and also pay any duty in India at the time of bringing their
toys after exhibition.
a. What type of special document is required to perform the above export and import? (5
Marks)
b. In case any toys are sold in the exhibition how Intel will clear the consignment at the time
of re-importing the toys sent for exhibition? (5 Marks)
1. From the following information rank the mutual funds using Treynor ratio, if risk free rate
of interest is 8%.
Mutual Funds Rp(Return) Standard Deviation Correlation coefficient with market MF1 22%
25% 0.6 MF2 24% 17% 0.5 MF3 15% 11% 0.45 Market 20% 23%
2. Calculate the return as per CAPM for each of the company’s stock and identify and advice
accordingly whether they are underpriced, overpriced or correctly priced. (Returns of T- Bill
is 8%.)
Stock
Expected Return
Beta
Infosys
24%
1.7
HUL
20%
1.4
Reliance Industries
15%
1.1
SBI
17%
1.2
Sensex
18%
3. Anil has completed his MBA and has joined a portfolio management company. The profile
for which he was selected was to create and maintain the portfolio of retail clients. Before
Anil interacted with the clients, his manager wanted to test his understanding of the same. In
order to test his knowledge regarding investments, his manager ask him to prepare a
presentation on:
a) Factors that impacts the investment decisions of a person.
b) Difference between the two main classes of financial instruments that an investor uses in
their portfolios.
Machine A and Machine B. Machine A is having installation cost of 10,000 and annual
electric bill 2000. Machine B has installation cost of 15,000 and annual electric bill of 1000.
If both have life of 8 years which machine will you recommend if interest rate is 9 %.
Product
Annual Output Units
Machine hours
No. of purchase orders
No. of setups
5,000
12,500
160
20
B
50,000
1,25,000
340
50
Volume related activity cost ( Activity driver-Machine hours )
5,50,000
Setup related cost
7,00,000
Purchase related cost
6,20,000
You are required to calculate and compare cost per unit of each product based on Traditional
method of charging overhead and Activity based costing method. (10 Marks)
3. ABC Limited is looking at a Project D with following projected cash flows: Year Inflows /
(outflow) P .V Factor @ 15% P .V Factor @ 20% 0 (240,000) 1.000 1.000 1 25,000 0.870
0.833 2 75,000 0.756 0.694 3 150,000 0.658 0.579 4 150,000 0.572 0.482
Calculate and interpret results
a. NPV at 15 % & 20% (5 Marks)
b. IRR
Course: Compensation and Benefits
1. Describe the various compensation strategies. Also demonstrate which strategy would suit
a new start up business which is trying to make a strong base in the market. (10 Marks)
2. Explain how Job Analysis relates to designing the compensation structure of an

organization? Elaborate by explaining through examples. (10 Marks)
3. XYZ is a garment manufacturing organization leading the market in its segment. Mr.
Smith, the new HR manager, has been appointed with compensation designing as a major
part of his profile. Mr. Smith comes with a change in the age old compensation system. There
is a mixed reaction from all corners of the organization
a. In such a scenario, how should Mr. Smith handle the situation? (5 Marks)
b. Suggest ways in which Mr. Smith can make the new plan more appealing to people in the
organization (5 Marks)
Course: Custom Shipping and Insurance
1. M/s Global importers have imported 1 x 40 feet container on CIF basis by using a freight
forwarder. On the arrival of container the freight forwarder collected the dues from Global
importers and released the Bill of Lading for clearance. Global Importers have appointed a
customs broker to clear the consignment and they have collected the delivery order from the
shipping line. But the customs broker delayed the clearance due to lack of knowledge of the
system. Now shipping line has levied detention charges for the container on the freight
forwarder. Please explain as to who should pay the detention charges in this case and why.
(10 Marks)
2. Indian Marine Company (IMC) has purchased a small ship and insured the same.
However, there was an explosion in the ship and part of the ship got damaged. IMC filed an
insurance claim His claim was rejected as the surveyor reported that IMC has fitted a gas
heater in one of the cabins which got exploded due to faulty installation. The insurer refused
to accept the rejection and took the case to the court. Court found that gas heater installation
was done properly. Please explain with proper analysis your decision on the above – ie
whether the AMC should get the claim or not. (10 Marks)
3. M/s Ramji and Associates imported one consignment of steel on FOB basis by sea. The
cargo is break bulk and got a clean bill of lading. However, on arrival the steel was found to
be wet and Ramji and Associates refused to pay the cost to the seller. The seller refused to
accept this and asked Ramji & associates to make the payment. Please answer the following:
a. Please explain FOB term and who is responsible to cover the insurance on FOB shipments?
(5 Marks)
b. Who should bear the losses of the shipment and whether it is correct to refuse payment to
the seller who sold the goods on FOB basis. (5 Marks)
Course: Strategic Financial Management
1. A company is considering which of two mutually exclusive projects it should undertake.

The Finance Director thinks that the project with the higher NPV should be chosen whereas
the Managing Director thinks that the one with the higher IRR should be undertaken. Both
projects have the same length of life but different initial outflows. The company anticipates a
cost of capital of 10% and the net after tax cash flows of the projects are as follows:
Year 0 1 2 3 4
Project A (120,000) 40,000 40,000 40,000 40,000
Project B (58,000) 20,000 20,000 20,000 20,000
Calculate the NPV and IRR of each project. Also, state with reasons which project you would
recommend. (10 Marks)
2. The following is the capital structure of Abhishek Industries as on 31st March 2018
Equity Shares : 20000 shares ( of Rs 100 each) 20,00,000
12% Preference Shares ( of Rs 100 each) 8,00,000
10% Debentures 12,00,000
40,00,000
The market price of the company’s share is Rs 110 & it is expected that a dividend of Rs 10
per share would be declared at the end of current year . The dividend growth rate is 6%. If the
tax rate is 30% compute the WACC by book value & market value weights. (10 Marks)
3. A company’s current earnings before interest and taxes are Rs 4,00,000. The firm currently
has outstanding Rs 15 lakh of debts at an average cost of 10 per cent. Its cost of equity capital
is estimated to equal 16 per cent.
a. Determine the current value of the firm using the traditional valuation Approach, the firm’s
overall capitalisation rate and leverage ratio (5 Marks)
b. The firm is considering reducing its leverage by selling Rs 5 lakh of equity in order to
redeem a Rs 5 lakh debt. The cost of debt is expected to be unaffected. However, the firm’s
cost of equity capital is to be reduced to 14 per cent due to decrease in financial risk. Would
you recommend the proposed action? (5 Marks)
Course: Consumer Behavior
1. You are a marketing consultant. A new company is planning to introduce a line of pre-
cooked food item. It will be quite convenient & far less time consuming to prepare the meals
within minutes. How should the company go ahead to segment the market? (10 Marks)
2. You are the advertising manager for a sports footwear company. Develop two different
themes on two different levels to appeal the consumer behavior in the need hierarchy for the
ad campaign (10 Marks)
3. E-commerce transactions in India are gaining popularity at the very fast pace majorly due
to its attributes of ease of shopping, good discounts, social media integration, cash on
delivery mode of payment etc. The Industry is all set to grow and beat the records
considering the recent show of strength of several E-commerce companies of India Inc in
their capability to raise funds as well. Flipkart - One of the leading Indian e-commerce
companies headquartered in Bangalore, Karnataka. The overall brand value of FLIPKART is
good, but it is facing tough competition from its global as well as local competitors. But in
India, it is the most superior E-business portal which is aggressively expanding and planting
its roots deep into the Indian market and at the same time shifting the mindset of the people
i.e. from going and shopping from physical stores to online stores, which is enormous.
Questions:
a. Discuss the Initial Challenges faced by Flipkart (5 Marks)
b. How Flipkart succeeded in Building the Trust of Online customers? (5 Marks)
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? (10 Marks)
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? (5 Marks)
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. 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)
(10 Marks)
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. (10 Marks)
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.
Q1. Explain with examples, what type of leader is Sundar Pichai (CEO Google). What kind
of leadership style does he practice? (10 Marks)
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. (10 Marks)
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. (5 Marks)
b. Discuss Herzberg’s two factory in the light of the case.

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. (10 Marks)
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. (10 Marks)
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? (5
Marks)
business? Is it a wise choice to use social media to connect with customers?
Business Economics
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? (10 Marks).

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. (10 Marks)
3. A) Explain how the consumer attains utility maximisation and producer ensures cost
minimization with the help of indifference curve and isoquant technique. (5 Marks)
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. 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. (10 Marks)
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? (10
Marks)
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.
Questions
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?
SEMESTER 2
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. (10 Marks)
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. (5 Marks)
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.

Essentials of HRM
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. (10 Marks)
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? . (5 Marks)
b. Elaborate on the concept of training need analysis with reference to the above case.
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. (10
Marks)
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
Course: Marketing Strategy
1. Reebok is an international brand that deals in the equipment for sports industry. This
global company was founded by J.W.Foster in the year 1895 in England and it later extended
its network to different parts of the world. Since the year 2005, Reebok has been acting as a
subsidiary company for Adidas. At present Reebok has been able to carve a separate identity
for itself that is associated with comfort, fashion and a particular trendy image. Some of its
competitor’s are-  Nike  Puma  Adidas
Explain marketing Mix used by Reebok using the 4 Ps of Marketing
(10 Marks)
2. Explain the concept of Strategic intent of Any Indian Organization by explaining their
Vision, Mission, Goals and Objectives (10 Marks)
3. Case Study of Apple Inc Owing to its uniqueness and innovation in its wide range of
products, Apple is regarded as the world’s most notable and recognizable brand for electronic
devices. This multinational corporation has carved out a niche for itself ever since its co-
founders —two college dropouts Steve Jobs and Steve Wozniak — brought a revolution in
personal computing. Now, Apple is the recognized as the world’s largest information
technology company in terms of revenue, the world’s largest technology company in total
assets, and the world’s second largest mobile phone manufacturer with 115,000 employees
(last recorded on July, 2016). Apple has been ranking consistently at the top of the BDG’s list
of 50 companies since 2005 due to its innovation in electronic devices. It is also regarded as
the pioneer of introducing the most innovative products in the market such as iTunes Media
Player, iLife (for organizing editing, publishing photos, music and movies) and iWork (a
presentation program). Additionally, in recent years, Apple has expanded its reach to
entertainment and information services and is now one of the largest online retailers for
streaming music and video and software solutions.
Terrific sales growth with each passing year Apple has witnessed strong sales growth in the
year of 2016, and has wisely managed its cash flow, resulting in the company ending up on
top of the Forbes 100 Most Valuable Brands (2016) list with a total capital of $416.62 billion.
The company expecting 38% revenue growth in 12 months (ending march 2017). From $2.4
billon in 2011, Apple invested $4.5 billion in 2013 for R&D in order to assess the market
more closely. To achieve the results, it positioned its direct sales branches at high traffic
locations to contribute to the company’s revenues. It took complete control of supply chain
and circulated code of conducts report to the suppliers to enhance the brand recognition. The
practice still continues. Consumers have immense trust in this brand name and they stand in
the freezing night just to be among the fortunate ones to get a new version of their phones.
Apple always follows a magic formula; that is building up customer relations in order to sell
more products. The customer service of Apple follows few steps to win over the trust of the
consumers  Approach the consumer in a more personalized manner  Politely understand the
need of the consumers  Present a solution that consumers will accept  Listen and resolve to
their issues or concerns  End the customer’s current visit with an invitation to return. Many
criticize the brand for its high prices, but Apple fans justify the situation by tagging the brand
as a ‘premium’ gadget-maker. They also say it is for those people who can afford a pony.
Apple, in other words is like BMW, not Ford. But problem arises when consumers have
access to cheaper products with more or less same features. Samsung, Microsoft and many
other companies provide low-priced products compared to Apple. Here’s where apple loses
its customer base. In 2013, Strategy Analytics found that 88% of iPhone users would
purchase another iPhone compared to 93% in 2012. So with each passing year, its customers
are being lured by the competitors.
Consumers whoever is accustomed with other OS systems do not get a handy experience
when they choose to use iOS or OS X. The reason is if you are switching from a PC to MAC,
it can be pretty intimidating using Apple’s operating system at first. When you are
accustomed to using ‘Start’ menu, Apple will force you to use ‘Finder’ where you will find
your apps, documents and other files. Industry Served Consumer electronics, computer
hardware, computer software and online services Headquarter Apple Campus, Cupertino,
California, U.S. Area Served Worldwide Revenue $215.6 Billion (2016) Current CEO
Timothy Donald ‘Tim’ Cook Competitors Samsung Electronics Co. Ltd., Google Inc., Cisco
Systems Inc., Hewlett-Packard Company, Lenovo Group Limited, Sony Corporations
Products iPhone, iPod, iPad, Mac, Apple TV, software applications system iOS, OS X
operating system, portable digital music players, iCloud and its accessories, applications like
App Store, iTunes Store, iBook Store and Mac App Store and many more
Analyse the Business model and Product Mix, Competitor analysis of Apple Inc. and answer
the following question: a. SWOT analysis for internal analysis and (5 Marks)
b. PESTLE analysis to evaluate the factors that affect Apple Inc. externally (5 Marks)
Course: Sales Management
Q.1 Bharat Sanchar Nigam Ltd (BSNL) wants to revamp its cellular phone market. It entered
the market late & couldn’t make a mark on consumers. It’s repositioning in the market. As a
Sales Manager evaluate the suitability of various methods of budgeting for sales force to be
adopted by BSNL (10 Marks)
Q.2 Bond Ltd. is a new start up in the FMCG category in India. As a new brand it has
decided to sell its products in Maharashtra only. As a Sales Manager, design a suitable
training program for Bond Ltd (10 Marks)
Q.3 Anil has been working as a salesman with Sony Electronics for two years. The sales
manager is impressed with his excellent performance in both the years. To motivate Anil, the
sales manager has to choose from one of the following three options: Give an 'all expenses
paid' international holiday package for Anil and his family; Include Anil in a special task
force for new strategic initiatives; Present him the "Star Performer of the Year" award in the
annual sales conference.
Questions:
a. Suggest how Anil's sales manager should take a decision. Justify (5 Marks)
b. What motivation techniques should be followed by Sony Electronics (5 Marks)
Course: B2B Marketing
1. You are negotiating a price increase of 10% for steel components with a major two-
wheelers manufacturer, due to substantial increase in steel prices. The customer refuses to
give you any increase in the prices. If you continue supplies, you company will incur losses,
& if you discontinue supplying to this major customer, your sales would suffer. How would
you handle the negotiations? (10 Marks) 2. Suppose you are an area sales manager and one of
the salespersons reporting to you approaches you for help in getting a breakthrough with a
high sales potential customer. The customer has been buying the steel components from three
other suppliers regularly for the past two years. Your salesperson has been trying to get
business from this customer for the past 18 months but without any success. It seems the
customer is happy with the existing suppliers and does not want to take the risk of buying
from a new supplier, whose poor performance on quality and/or delivery may result in
disruptions in production. What Personal Selling tools will you recommend ? (10 Marks)
3. Industrial sales Company Limited (ISC) is a distributor of pumps and Compressors for
Maharashtra state excluding Mumbai and Greater Mumbai. In order to increase sales in
Nasik-Jalgaon-Aurangabad region they hire a senior sales manager Mr. Shyam and ask him
to operate from Nashik, However, very soon there are complaints from sales manager in
nearby Pune, Mumbai and even Nagpur that Mr. Shyam and his team are trying to meet
customers in their regions and do business. Mr. Shyam however confirms that he is only
meeting the regional offices of Pune and Mumbai based companies in his own Nashik-
Aurangabad area and there is nothing wrong with it. Soon this dispute reaches the Regional
Manager Mr. Gupta in Mumbai.
Questions:
a. What are the problems with the territory design in the case? (5 Marks)
b. As a regional manager, what will you do to control the situations (5 Marks)
Business Law
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. (10 Marks)
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. (5 Marks)
b. Assuming if Rakesh wanted to pursue this case before a Consumer Court, what are the
remedies he would apply for?
1. Rajesh and Karan are peers and they are working as sales executive in a pharma company.
While Rajesh loves his work and find it very interesting but under same circumstances Karan
detests his job, also finds it to be very taxing. Select the best school of thought on stress to
explain that with the same working condition and same treatment why Rajesh and Karan are
feeling so differently. (10 Marks)
2. Sana is finding it very difficult to make friends at her workplace. She stays aloof and does
not bond with anyone. Her performance is also not great. She proactively met a psychologist
to understand herself better. The facts which unraveled were associated with her young age
that she was raised by a caretaker who used to beat her from infancy. Also no one supported
her for the decisions she took. Sana’s family never understood her and also her childhood
friend betrayed. Imagine you are Sana’s psychologist and hence need to explain her the
Freudian Stages of personality development and how it had impacted her. Conclude by giving
your suggestion to Sana to overcome this issue. (10 Marks)
3. Sameer is working as Vice President (IT) and Jatin is Advisor to the CEO. Sameer never
arrives for any meeting on time and also delays the work given to his team. He likes to make
people wait for him as he knows with the input of IT head the meeting would never be
successful. Jatin on the other hand is very friendly with the people and also makes ally with
other heads and influential people in order to get things done from Sameer. Whenever he
discusses any topic with Sameer he makes minutes of it and marks a copy to the CEO. All
these activities done makes sure that Sameer completes his work on time Based on the above
scenario, answer these
a. What is the source of power for Sameer? Discuss the same. (5 Marks)
b. What are the power tactics being used by Jatin? Explain (5 Marks)
Business Statistics
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
350
110
200
100
3
210
90
100
80
80
70
70
60
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.
Course: Services Marketing
1. Tour & Travel operators are facing a difficult time maintaining bottom lines with the hike
in diesel & petrol prices. In this scenario, how can a tour operator (XYZ Travels) segment the
market & use a Positioning strategy to prop its sagging bottom line (10 Marks)
2. Coffee House a coffee bean exporter sensing the high market potential of coffee bars is
planning to launch a coffee bar chain in India called “Timepass”. It wants to position its
coffee bar chain as an up market leisure hangout for customers. As it lacks knowledge and
experience in the coffee retailing industry, the company is undecided about the design aspects
of the coffee bars. What decisions relating to the elements of physical evidence are to be
taken by Coffee House? (10 Marks)

3. The Banking sector is going through a major transformation and witnessing robust growth.
Automation is the order of the day. In order to sustain competition and enhance customer
experience new initiatives have been introduced. Technology is the driving force & internet
& mobile banking are the recent trends. You are the chairman of a 30 year old private sector
bank with conservative approach. Employees being from the old school of thought have
resisted the new trends now introduced by most of the banks. Your branches are majorly
located in South India. The bank is faced with a few takeover threats in the past. The
government is insisting merger of the bank for viability and modernization. Your product
portfolio requires a change to attract new customers and retain the existing ones. The board is
expecting from you a thorough overhaul of the marketing mix.
Questions:-
a. Design an innovative service product offering for your bank. (5 Marks)
b. Evaluate the role and importance of people in a service industry. (5 Marks)
Course: Project Management
1. You are working for a multi-national bank and are being asked to set up a Project
Management Office (PMO) for the bank. Discuss appropriateness of each type of PMO for
the bank and recommend one of them for the bank. Please make suitable assumptions but
specify them explicitly. (10 Marks)
2. You are involved in a project feasibility study. The project is about installing additional
capacity for manufacturing 100 bicyles per day. As part of this study, you are asked to do the
demand forecasting. Discuss appropriateness of each type of qualitative forecasting method
for your project and recommend one of them. Please make suitable assumptions but specify
them explicitly. (10 Marks)
3. "This project seems to be a good deal", Mr. Sharma opened the meeting with this
statement. "We invest Rs. 80 lac and can get Rs. 1 Cr in just three years. What more do we
need?” Mr. Sharma continued. "Let's take the opinion of Ms. Roy. She has recently done a
course on project management and can help us from that learning", Mr. Iyer looked at Ms.
Roy, who has just joined the organization couple of months back. As she was new, she was
not sure how things work in this organization. However, since Mr. Iyer, who is the Head of
her business unit, asked her directly, she needed to speak up. "I will need some facts and
figure before making any suggestion. In particular, I will need to know estimated cash
inflows and outflows." "Oh yes, this project will need Rs. 80 lac up front but will generate
Rs. 50 lac each in second and third year." Mr. Sharma quickly provided the data. "And we
need minimum 12% rate of return!” Mr. Iyer provided additional data.
a. Which are the methods are available for making such decision? Which one method would
you recommend? Why? (5 Marks)
b. Should Ms. Roy recommend this project? Why or why not? (5 Marks)
Course: Financial Institutions and Markets
1. Geeta had completed her post graduation in Insurance and had joined the Insurance
Regulatory and Development Authority as the junior manager. On the first day of the job, her
manager wanted her to prepare a report on the nature of the functions of the IRDA. Help her
to prepare the report. (10 Marks)
2. Ajit has recently joined an investment management company and his profile consisted of
capital market instruments. His manager in order to estimate his understanding of the market,
asked him to prepare a report on the role of the capital market. Suggest relevant points to be
included in his report. (10 Marks)
3. Neeta had recently joined a company after completing her graduation and the company
was almost six years old. The company had been doing good in the recent past and had plans
for expansion for which it wanted to raise money through IPO. Neeta’s manager gave her the
task of getting information on the major stock exchanges of India where the equity can be
listed.
a. Collect relevant information about BSE (5 Marks)
b. Collect relevant information about NSE (5 Marks)
Q1. From the following information of A star Ltd. prepare the Cash Flow statement for the
year ended 2017 and 2018 as per AS – 3. (10 Marks)
Liabilities 31-3-2017 31-3-2018 Assets 31-3-2017 31-3-2018
Equity share capital 2,20,000 2,50,000 machinery 2,00,000 2,30,000 9% Preference Share
Capital 1,00,000 1,10,000 Building 1,50,000 1,76,000 Securities Premium 20,000 26,000
Land 18,000 18,000 Profit & Loss A/c 1,04,000 1,34,000 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

5,74,000 6,54,000
5,74,000 6,54,000
Q2. Balance Sheet for JK Ltd. for the year ended 31st March 2016 & 2017 (10 Marks)
Liabilities 2016 2017 Assets 2016 2017 Equity Share Capital
2,00,000
2,00,000 Land 50,000 50,000 9% Preference Share Capital
1,50,000
1,50,000 Building 1,50,000 1,35,000 Reserves 1,00,000 1,22,500 Plant & Machinery
1,50,000
1,35,000 17% Debentures 50,000 75,000 Furniture 50,000 70,000 Creditors 75,000 1,00,000
Stock 1,00,000 1,50,000
Bills Payable 25,000 37,500 Debtors 1,00,000 1,50,000 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
3,00,000
3,75,000 By Sales 4,00,000 5,00,000 To Operating Expenses Administrative Selling
6,500 10,000
7,250 10,000
To Interest on Debentures
8,500
12,750
To Net Profit 75,000 95,000
4,00,000 5,00,000
4,00,000 5,00,000
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. (5 Marks) 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.
Course: Organisational Theory, Structure and Design
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 (10 Marks)
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.
(10 Marks)
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. (5 Marks)
b) Suggest how the organization can avoid such conflicts. (5 Marks)
Course: Operations Management
1. Pick up an organization and discuss the various factors an operations manager should
consider before choosing a production processing system for the organization? (10 Marks)
2. With reference to a particular organization, explain the inputs of MRP System? (10 Marks)
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 (5 Marks)
b. Reorder point based on the given information. (5 Marks) (Assume 275 working days).
Course: International Business
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. (10 Marks)
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. (10 Marks)
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. (5 Marks)
3. B)Enumerate the various steps/Process to effective Market Research that can be carried out
for an Organisation. (5 Marks)

Course: Consumer Behavior
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. (10 Marks)
2. Suggest ways in which a leading brand of electronic brand can focus on ensuring customer
loyalty on a long term basis (10 Marks)
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 (5 Marks)
b. How will Xiaomi’s existing image help the product category of Television (5 Marks)
Course: Taxation – Direct and Indirect
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. (10 Marks)
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? (5 Marks)
3. B) During the assessment year 2018 – 19, Harish (the above mentioned person) had the
following details of income: (5 Marks)
Course: Corporate Finance
1. A Project costs ₹ 1,00,000 and is expected to generate cash inflows as:
Year Cash inflows(₹)
20,000
22,000
25,000
28,000
20,000
The cost of capital is 12%. Calculate Profitability Index and suggest whether project should
be accepted or not. (10 Marks)
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. (10 Marks)
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 (5 Marks)
3b) Plan B: Funding through 50% Equity and 50 % Debt (5 Marks)
Strategic HRM
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 hightech 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 (5 Marks)
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. 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? . (10 Marks)
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. (10 Marks)
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 . (5
Marks)
b. What kind of problems and biases may be employees facing with the current system?
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? (10 Marks)
3. You are an Indian exporter of the following 2 products: (10 Marks) 
Spices 
Dry fruits
a. Suggest Best practices in Packaging & also suggest as to how will you overcome the
common problems plaguing packaging for Spices. (5 Marks)
b. Suggest Best practices in Packaging & also suggest as to how will you overcome the
common problems plaguing packaging for Dry fruits.
Sales Management
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). (10 Marks)
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. (10 Marks)
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.
Questions:
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. (

Brand Management
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? (10 Marks)
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. (5 Marks)
b. How has Cinthol managed to survive and thrive over the years?
HR Audit
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.
(10 Marks)
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? (5 Marks)
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. 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?
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?
Retail Banking
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? (5 Marks)
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. 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. (10 Marks)

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. (5
Marks)
B) As an actuarial in an insurance company, discuss how ALM plays an important role in this
sector.
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. (10 Marks)
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. (5 Marks)
3. B) Discuss on the mechanism of information transmission through SWIFTS.
1. The manager must praise an employee in public and censure in private. Discuss this
statement with the help of Albert Bandura’s Social Learning Theory.
2. The Trait theory of leadership asserts that leaders are born not made. According to these
theories leaders have common personal or behavioural characteristics accounting for
leadership effectiveness. Do you agree with the same? Support your answer with proper
justification for the same. Conclude by expressing which theory explains leadership the best.
3. Karan is an HR Manager and his team comprises of 6 members excluding him. Everyone
in his team has extremely congenial relations to the extent that during brainstorming session
they blatantly support each other. Though it is a sign of a close knit team but Karan feels that
this kind of extreme harmony is killing the creativity of the team. Karan wants some kind of
spur in the team’s creativity. Karan is in a dilemma.
a. Suggest any two methods of stimulating functional conflict in Karan’s team.
b. In case the conflict becomes dysfunctional, also suggest two methods through which Karan
can manage the same (dysfunctional conflict).

Information System for Managers
1. Today companies are using various touch-points to interact with their customers
constantly. These customers are responsible for spreading electronic word-of mouth thereby
influencing others. You’re the owner of Snackathon, a subscription service that delivers
snacks to homes and offices. Snackathon partners with grocers and other businesses and also
sells directly to consumers. As an organization that has traditionally been dealing with
customer’s offline, you realize the need to move online and dive deeper into analytics that
help you understand why your customers left, if they’re thinking about leaving, and how you
can work to keep them on board. What are the pros and cons of using analytics to engage
with customers effectively? Justify your standpoint.
2. 10 Street Café is a chain you have started from scratch a few 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. On hiring a consultant to help you improve your
customer experience, he recommends to invest in a Customer Relationship Management
(CRM) system. As a consultant, how would you point out the benefits of CRM system to the
client and highlight points to ponder before and during the implementation of such a system?
3. Technology at the dining table (apps like Uber Eats, Swiggy, Zomato) is gaining firmer
ground in India. Placing orders for food online is popular, especially among millennials,
leading food delivery platforms to embrace analytics in a big way to better read fast-changing
consumer behavior, minimize errors and enhance customer experiences. The primary reasons
for this growing popularity can be attributed to the rise in the number of digital natives,
improved internet connectivity, competitive pricing, quick delivery, variety of restaurants on-
board, simple user interface and availability across different platforms.
a. How do you think these companies use analytics to give customers a great experience,
unlock business growth and drive operational efficiency?
business? Is it a wise choice to use social media to connect with customers??
Case:
M/s Chai ki pyaali is a new startup serving hot tea to customers. The company has 30
different varieties of tea and it also sells food items that adds more revenue to the overall
profit. The company has a unique cup design and the store layout and design is vintage. The
company has opened 50 stores across India and has a plan to open 100 more stores in another
two years. The expansion plan is in place and the execution needs to be monitored. The Chai
ki pyaali head office is in Mumbai.
Mr. Shravan is the person who started the tapri (small road side sales booth) business and is
now the owner of Chai ki pyaali chain. All the employees are very happy with Shravan and
his managing skills. Before taking any decision he consults all his managers. He shares his
ideas with them and also loves to hear their ideas too. He is always keen on learning new
modern management principles and practices.
Mr. Shravan hires you as a Business Manager so that the modern day management practices
can be implemented properly.
1. How will you implement 5S in Chai ki Pyaali stores across India which will improve the
overall efficiency of the organisation?
2. Explain various social responsibilities that this business will have towards interest groups?
3. Based on the case given:
a. Identify any five Henry Fayol principles that can be implemented in the Chai ki Pyaali
business.
b. Explain any three types of leadership styles and identify the leadership style adopted by
Mr. Shravan.
1. Choose any ONE listed company from NSE top 500 and go through its CSR Report (found
in annual report under Board Report) for TWO years, 2016-17 and 2017-18, and answer the
following; Select all projects/initiatives reported by the company that fall under Swachh
Bharat Campaign and National Skill Development Mission for the 2 financial years. Collate
and analyse the investment made by the company, the outcome and impact on the
beneficiaries over these two years providing quantitative data to support the positive impacts
reported. You can also include data/ information about these projects/initiatives from the
company’s website and sustainability report if available.
2. Choose any ONE listed company from NSE top 500 (different company from a different
sector than that selected for Q1 above). Go through its Business Responsibility Report 2017-
18, Section E that has reporting/disclosures on “Principle 6: Business should respect, protect,
and make efforts to restore the environment”. Identify and list the focus areas chosen by the
company and the initiatives under these focus areas. Collate and present both the qualitative
and quantitative information on all the identified initiatives under principle 6 to showcase
their outcomes and their impacts. You will need to visit the company website, Annexure E
(Energy Conservation) under Board Report as well as its sustainability report, if available.
Conclude the answer by providing your analysis of the disclosed data.
3. With the introduction of the Companies Act 2012, spending 2% of net profit on CSR has
out under section 135. The company can deploy the CSR projects themselves or through an
implementing agency that fulfills all mandatory requirements laid down.
a. As the new Lead, CSR Management Committee, explain what according to you are the five
critical challenges/ key factors that will influence and/or enhance working with an
implementing agency/ngo that you will have to address for achieving your project objectives.
b. Suggest viable and practical solutions to any two of these challenges that you will present
to your CSR Team.
1. Slipkart.com has put up billboards across the main, arterial roads of Mumbai. The
billboards advertise the Mega Independence Day Sale coming up. They hope their billboards
can grab the attention of drivers and pedestrians on these busy roads. List the 8-steps in the
Basic Communication Model and apply the model to Slipkart.com’s billboard ad.
2. You are the customer service manager for OmYoga.com, an online store selling Yoga
apparel. A customer has written an angry email complaining that the Yoga leggings she
purchased a month ago have shrunk and the colour has faded. She mentioned that she
machine-washed her leggings and dried them in a drier. Your website clearly mentions that
the leggings can only be hand-washed and should not be put in the drier. She is asking for a
Draft an email.
3. Digital communication technologies are changing the face of business communication.

Explain:
a. Engaging content for Social Media
b. Pros and cons of Instant Messaging
Business Economics
1. “In the monopolistic competition, a few firms sell differentiated products” Explain this
statement by highlighting important features of this kind of a market. Substantiate your
answer by a live example. Also explain how the equilibrium in this kind of a market is
different from a long run equilibrium under perfect competition.
cost. (10 Marks)
Quantity Total
Fixed
Cost
Total
Variable
Cost
Total
Cost
Average
Fixed
Cost
Average
Variable
Cost
Average
Total
Cost
Marginal
Cost
00
1 25
2 40
3 50
4 60
5 100 80
6 110
7 150
8 300
9 500
10 900
3. a) What are the practical uses of the concept of price elasticity of demand for different
stakeholders in the production process?
b) Distinguish between the shift and movement in the demand curve. Explain any five factors
which would bring about a shift in the demand curve for Maggie noodles.
Marketing Strategy
1. Founded in 1971 in Seattle, Washington, USA, Starbucks is a well-known international

brand with presence in more than 20,000 locations. Tata Starbucks is a 50:50 joint venture
between Starbucks and Tata Global Beverages (TGBL) in India. Tata Starbucks opened its
first store in India in Oct-2012, and as of Feb-2019 had c. 135 stores in India. “We look at
activating more stores roll out in the next few years” – L Krishnakumar, Group CFO, TGBL
(source: Business Today, 10-Feb-2019). Recently, the brand has started accepting orders via
food delivery firms (e.g. Swiggy). The team is open to new product categories and new stores
for such products (and/or existing products). There is no plan to raise funds from external
sources, except for inorganic growth through acquisitions. You work as a Marketing Strategy
consultant, and have been hired to develop the expansion strategy plan for the brand, which
would help them increase the sales 5 times by 2025 (relative to sales in financial year ending
Mar-2018). Provide your recommendations regarding the Marketing Strategy and Marketing
Mix along with explanations.
2. Customer buying behaviour plays an important role in Marketing Strategy, and is affected
by four key factors/influences/characteristics. You are working as a Marketing Strategy
Consultant. Help your clients by identifying and explaining the major influences on buying
behaviour with reasons for application in brand communication/ promotion for the following
products/brands: (1) Mercedes India, (2) Narayana Hrudayalaya, (3) Netflix India, and (4)
Byju’s.
3. Founded in 1976, Brompton (www.brompton.com) is an international folding bicycle

brand. Madhav, a first generation entrepreneur founded XYZ in 2019 with a vision to build
and launch the first Indian folding bicycle brand, and and feature among top 3 international
premium folding bicycle brands by 2025. Madhav wants to launch the product by Aug-2019.
Madhav has hired you as a consultant.
a. Explain various stages and their characteristics in an industry life cycle, with specific
comments regarding the current stage of the industry in India
b. There are 5 key ways to choose competitive advantage(s) as a part of differentiation and
positioning strategy; explain these ways in which XYZ can differentiate its offering and
finalise a unique positioning strategy for XYZ.
Consumer Behaviour
1. A well-known international fitness company, PlanetFit, is planning to set up gyms and
yoga studios across India. Describe how PlanetFit can apply demographics and
psychographics to plan its segmentation strategy. Which demographic and psychographic
segments should PlanetFit target and why?
2. What are the steps in the consumer decision-making journey? Describe your decision-
making journey for the following products:
a. Sugar
b. Men’s aftershave lotion
c. Smartphone
3. a) What are reference groups? List and discuss 2 groups that influence your purchases.
3. b) Explain Maslow’s hierarchy of needs. Develop an ad campaign for Running shows,

appealing to the self-esteem need level.
Sales Management
1. Mr. Sharma was a worried person because the sales graph for the last quarter was going
down and this was due to the strong economic downturn, competition was stiff and payments
for outstanding dues was not coming, the management meet was due and Mr. Sharma had no
option to Motivate the sales staff to recover sales and payments. What in your opinion should
be his motivational plan?
2. Outline a plan for converting a prospect of Consumer Durable goods into a customer and
the steps for closing the sales.
3. CASE STUDY - Godrej
Godrej has taken a strong interest in the FMCG Sector and is trying to put large resources in
the same. It has become a strong competitor to Hindustan Unilever and P&G. One of the
main reasons for the growth is the large distribution network that Godrej has both in Urban
and Rural Markets, the kiosks have been the mainstay of Godrej Network, it also has strong
price points in the products offered.
Consumer promotion instead of trade promotion has dominated Godrej strategy. It creates a
strong pull for its brands, so that consumers become loyal to the brand and the retailer has no
option but to stock it, this leads to a build-up of a strong distribution system which helps
Godrej in building the strength of the company. Brands such as Good Knight are brand
leaders, CINTHOL and NO 1 are popular soap brands, it has many other products which
form important brands in India.
The company is looking at a growth rate of minimum 20% in this sector and has recently
appointed a Marketing manager to specially look at the FMCG Sector.The strengths of the
distribution and branding are the main stay of the company and the growth has to be built on
the same.
a. Please help the Marketing Manager of Godrej to achieve the 20% growth, how will the
distribution strategies help in the same (5 Marks)
b. What do you understand by consumer promotion? What role will it play in building up its
brands as it is the main stay for the company?
Brand Management
1. Select any two brands of aerated beverages viz. Coke, Pepsi, Mountain Dew, Thumbs Up,
Slice, Frooti etc. Identify the key elements of each of these brands; elements being salient
features or physical attributes, like colors used, jingle, brand ambassador etc. Evaluate the
target markets and positioning of these brands. What are their main points of parity and
points of difference? Compare and contrast these brands on these parameters.
2. Using the illustration of any one established brand such as Google, Amazon, Apple, Honda
or Samsung, explain the six building blocks of a Brand Resonance Pyramid. According to
you, for this brand, which aspects contribute the most to the brand’s high resonance with
customers? Justify your answer.
3. The motor industry is an area where branding is particularly strong. Global awareness of
the three-pointed star of Mercedes-Benz is second only to Coca-Cola. Recent research in the
motor industry claims that some of the best-known brands can probably attribute at least half
their worth or their equity to the brand. Consider the case of a well-known motor
manufacturer - Skoda and how its brand equity increased through changing its image.
Initially, Skoda was one of the largest manufacturers, a leader in design & technical
innovation, offering some of the most prestigious cars such as the luxury limousines. With
time, Skoda became unable to keep up with western manufacturers. Due to lack of creative
and innovative ideas and manufacturing processes, the reputation and image of Skoda
suffered. The company required a sound partner with the ability to invest, not only money,
but also management expertise, thereby improving the efficiency of its factories & raising
quality standards. Volkswagen came as a saviour and the partnership was accepted whole-
heartedly. Skoda became the fourth brand in the Global Volkswagen Group along with
Volkswagen, Audi and Seat. The strategic aim was to reposition the marque, reinforcing the
core brand values of high quality & exceptional customer care. Repositioning focused on
Skoda’s exceptional value for money, reliability, functionality, quality and integrity. Skoda
drivers are people who are unpretentious, down to earth and honest. The features, benefits
and services that a customer will get from buying a new Skoda, will be its performance,
looks, modernity, colour choice, design, engine and specification on one hand and its brand's
name, image, quality, features such as twin airbags, electric windows front and rear etc., on
the other hand, besides high levels of customer service and after-sales. Skoda’s core benefits
include a high specification, matching rivals, complying with international standards of safety
and emission. Components are supplied by top manufacturers such as Siemens, Bosch and
Rockwell and specifications have been improved. The augmented product involves the
quality of after-sales service, extended warranty conditions and credit. In fact, Skoda’s
customer loyalty, i.e. repeat purchases, is second only to Mercedes. Using the Skoda brand
name to launch a new product, through the strategy of brand extension, enabled Volkswagen
to enter new market segments. Skoda’s product range is priced towards the lower end of the
market, creating a fitment with the strategy of the Volkswagen Group. Skoda’s advertising
campaign portrayed the positive changes, emphasizing on its partnership with Volkswagen.
Previously, the stereotype of a Skoda owner was predominantly male and retired. Recent
changes in brand image and positioning have attracted affluent retired people, independent
working women, non-working women and younger family men, leading to large increases in
sales world-wide.
a. “A car brand is more than just a marque” Evaluate this statement and support with suitable
justifications.
b. Evaluate the repositioning strategy of Skoda and its induction in the Volkswagen’s
portfolio.
1. As a customer, which are the best loyalty programmes that you have experienced? Share
any 2 programmes with their outstanding features and scope for improvement.
2. How important is Customer Life Time Value in understanding customers & taking
important business decisions? Illustrate with examples of brands that are leveraging the
concept of Customer Life Time Value.
3. Aarav is a highly successful web designer known to exceed your clients’ expectations. He
has a new client Ferris Wheel events which is a startup who have a limited budget but are
looking for an effective solution to build traffic for their website and create their presence on
the internet.
a. What aspects are imperative to the success of a site design?
b. Discuss the payment gateway options that you would propose to Ferris Wheel.
1. You are an Indian Company manufacturing shoe and exporting to EU through your office
in London. Now you have decided to manufacture some of your products in EU and use this
as an opportunity to expand your business in that part of the globe. You want to set up the
factory either in UK or in Poland for his purpose. Evaluate the two location options of setting
up the Plant and Business on basis of International Business & Marketing Environment
parameters to come to a decision.
2. You are the CEO of a world renowned Toy Brand and wish to enter India. Evaluate any 3
entry options to enter into India. Which of the market entry options would you finally choose
& why?
3. The South African Toothpaste market has strong growth and reasonable volume. The
market is dominated by Colgate and GSK which have more than 85% market share amongst
themselves. The rest 15% percent are scattered within 3-4 local players. Colgate & GSK are
at similar price point while all the other local players are about 20-25% cheaper in prices. The
top three parameters of buy of the consumers there are Health, Sensitive Teeth & Freshness
in that order. While Colgate positions itself on health platform, GSK on sensitive teeth, other
local players are mixed (confused?) positioning. One of the biggest reason for lower market
share of local players is poor print quality on the toothpaste tubes whereas Colgate/GSK gets
its products from Europe where better quality printing facility on tubes is available. You are
an Indian Toothpaste brand and have reasonable share in the Indian market on herbal
platform. You are now eyeing that market where there is no clear number 3. You have set up
a Contract manufacturing and Distribution partnership with one of the leading business
housed in SA who apart from other businesses are also into FMCG but not into Toothpastes.
You have decided to export quality printed toothpaste tubes from here for the purpose to
overcome the problem faced by local manufacturers.
a. Suggest what would be your pricing strategy for the new brand of toothpaste that you
would introduce in South Africa market based on the information.
b. Suggest the possible brand positioning for your Toothpaste in the Tanzania Market.
1. India has one of the lowest Insurance penetration rates in the world. Given this fact, if you
were to take over as the CEO of a brand new private sector Insurance company “We Ensure
You” that is about to commence its operations shortly. Prepare a presentation to presented in
front of the board members on the future of health Insurance market in India and how this
company would contribute in creating awareness among the people about the health
insurance.
2. Kiran is appointed as a life Insurance Agent in a renowned Insurance company. In order to

acquire and expand her client base she is required to prepare a presentation on the needs for
buying life insurance policy. Discuss the Needs for buying the life Insurance Plan which she
may use for designing the presentation.
3. Shyama after completing her MBA from a renowned college got placed as an assistant
manager in a Risk Management Department of an Insurance firm.
a. Shyama’s manager ask her to give a short presentation on the concept of Risk Management
and its objectives.
b. Also she has to discuss the various techniques of Risk Management. Help Shyama with her
presentations.

1. Firm ABC Ltd was a small firm engaged in export import business. In order to facilitate
making and receiving payments pertaining to foreign trade in foreign currency the firm
wanted to understand if it was possible to have an account that can be denominated in foreign
currency. The firm asked his manager to prepare report on the different cases where foreign
currency account may be required/opened by firm/individual. Also highlight the relevance or
benefit of such an account.
2. Alpha ltd was a small firm and used to make goods and export it to Japan. Due to lot of
competition in the market firm had to provide longer credit period to clients. The time lag
between export of goods and realization of payment made it difficult for the firm to start new
production. If you are the finance manger of the firm, provide information to the firm
regarding different sources through which firm can avail credit after shipping the goods and
before the realization of export proceeds.
3. Amit and seven more management trainees had recently joined the treasury department of
the bank which dealt with buying and selling of foreign currencies. Since the main activity of
the dealing room was to provide rates for currency transactions, head of the dealing room had
organized a small training for the new joinees in order to make sure that they understood their
work profile well.
a. Prepare training material for major functions of the foreign exchange dealing room.
b. Also prepare the training material for the process through which the interbank deal is
concluded.
1. Mr. Mehta is working in a reputed bank. One of his friend asked him to suggest some of
the methods that banks use periodically in order to measure their interest rate exposure. Help
him with his write up.
2. As a treasury controller write an article for the leading newspaper on the Real Time
Settlement System (RTGS) and its relevance in the treasury operation.
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 any three best practices for International Treasury Management
B2B Marketing
1. Discuss your pricing strategies for each of the following B2B situations of MRF for its
Tyres:
 Indian Army requires to buy about 50,000 tyres for periodic replacement in its trucks, as
and when required in year 2019-20
 Ashok Leyland needs 5000 tyres, customized for its export order trucks for sub-zero cold
conditions.
 Golden Transport Company urgently needs 200 truck-tyres for its transport fleet.
2. Voltas also makes commercial refrigerators which are used by Hotels, Commercial
Kitchens, restaurants etc in addition to the air-conditioners it makes for B2C markets. These
are customized according to customer requirements and the prices start from 5 lacs onwards.
The marketing manager has to decide whether Voltas should direct distribution or indirect
distribution. Please recommend the method Voltas should use giving reasons for the same.
Also what communication tools can Voltas use for promoting in B2B segments for these new
air-conditioners?
It is customary in almost every Business Organization, from large to small, to serve popular
beverages like tea and coffee to its employees and visitors as a daily routine. In many
organizations, it is served free, whereas in many others, on cost basis or subsidized-price
basis. In a survey conducted by Coffee Board, in recent past, it is found that coffee is more
regularly consumed in South Indian states and tea in most other parts is preferred as a routine
beverage.
In business organizations, coffee consumption, more or less, follows the geographic pattern
of consumption. However, with entry of many coffee- speciality suppliers, the coffee is
gaining popularity as a beverage, and its demand is growing rapidly. There is a variety of
coffee-serving facilities prevalent in companies for their employees, ranging from a typical
instant coffee in a kitchen managed by a vendor to departmentalized self-service vending
machines.
CoffeeBeans is a multinational coffee bars chain and has 220 outlets in major cities of India.
In a bid to expand its market, CoffeeBeans is entering in business market in a big way. For its
target B2B customers, it has designed a product-package consisting of a hightech coffee-
making robot, named ‘CoffeeCup’, bundled with bulk packs of coffee making ingredients.
This machine can serve variety of customized coffee to suit different tastes of employees at
very fast rate of 50 cups per minute.
Vivek Lal, the CoffeeCup product manager, with his team 2 PTO ET_IB_B2B_3012
Business-to-Business Marketing End-Term Examination, December, 2016- January, 2017
zeroed on Hero Motors at Delhi NCR as its first large business customer, where he forecasts
an initial sale of 200 CoffeeCup Robots and bulk ingredient-packs to serve 5000 cups per
day.
Assuming any other relevant information as required, you are required to answer the
a. How will you identify individuals in the Hero’s Buying Centre, for the different roles being
played by them?
b. Comment on the expectations of each role in the buying centre, and the strategies to be
adopted by Vivek’s team to meet each of these expectations to persuade a favorable decision.
1. You are a young entrepreneur and have just opened your own Digital Advertising agency.
How would you go about acquiring new Clients?
2. You are a young entrepreneur who has launched an app for parents of toddlers to help kids
learn and develop cognitive skills through various interactive activities between parents and
children. Explain the Integrated Marketing process you will use to launch the product?
3. Case Study
Ranveer Singh – Brand Ambassador Kellogg’s Oats
Assume you are a Brand Manager for Kellogg’s oats and you have tied up with Ranveer
Singh as the Brand ambassador.
a. Think of an interesting active integration of Kellogg’s oats in the next Ranveer film.
b. How would you leverage Ranveer Singh to promote your brand?
1. What motivations typically cause firms to initiate a facilities location or relocation project?
Select an Indian company and discuss its facility location strategies.
2. Discuss the benefits and limitations of the product layout and process layout. Select any
automotive company and explain its plant layout.
3. JSW steel implemented Total Quality Management (TQM) at its Vijaynagar unit as part of
its journey towards quality excellence. The company sources said TQM implementation
enabled JSW steel, over the past five years, to drive operational efficiency and strengthen its
customer service operations. In October 2018, JSW Steel’s Vijayanagar works unit was
awarded the highest global quality honour, "The Deming Prize", for its TQM practices. The
company now intends to implement TQM across all its steel manufacturing units, the officials
said adding that TQM implementation at its Salem works in Tamil Nadu is on track and its
implementation at Dolvi works in Maharashtra is expected to be completed by 2020. (Source:
https://www.firstpost.com/business/jsw-steel-plans-to-ramp-up-production-capacity-firm-
mulls-to-implement-total-quality-management-in-all-units-5599111.html )
a. What is TQM? Explain the benefits of implementing TQM at JSW steel.
b. Discuss the various requirements for implementing TQM at JSW steel.

Taxation Direct & Indirect
1. Government imposes direct taxes on the income earned and generated by businesses. Are
these taxes burden on the public or these taxes are an instrument of social and economic
policy in the hands on government. Express your opinion with suitable examples.
2. “One nation one tax.” Goods and service tax is a comprehensive, multistage and value
added tax which is collected by both, the Central as well as State Government. GST replaced
several taxes levied and collected in the nation over a period of time. Prepare a presentation
mentioning briefly explaining, pattern of tax before GST, the types of taxes replaced by GST
and salient features of GST.
3. Mr. Amolak, aged 52 years furnishes the following information relation to premium on
mediclaim policy paid by cheque for the year ending 31.3.2019
 For self- Rs10000
 For spouse, aged 48 years Rs 9500
 For dependent mother aged 72 years- Rs7500
 For dependent mother in law, aged 64 years- Rs 5000
 Cash paid for preventive health checkup of self and spouse – Rs 8000
 Medical expenditure for dependent father aged 83 years- Rs30000
a. Compute the deduction under section 80D of the Act.
b. What if, the above premium was paid in cash, would your answer be different? Also,
discuss the provisions mentioned under Section 80 D of the Act
Corporate Finance
1. Hyperlocal startups had a maximum pie of the private equity and venture capital (PE/VC)
funding last year. Discuss how arranging venture capital from the venture capitalist differs
from Equity financing.
2. The finance department of Parshwanath Corporation gathered following information- The

carrying cost per unit of inventory is Rs10 The cost per order is Rs20 The number of units
required is 50000 per year The variable cost per unit ordered is Rs5 The purchase price per
unit is Rs50
3. Define the concept of EOQ, its relevance, determine the EOQ and the time gap between
two orders. The expected cash flows of a project are as follows
Year Cash Flows 0 -150000 1 20000 2 30000 3 40000 4 50000 5 30000
The cost of capital is 12% Discuss and Calculate
a. NPV for the project
b. Future value of benefits when compounded @12 %
1. Hojibo and Go-on-tour are the two biggest Online Travel Aggregators in the Indian
landscape. Stiff competition and excessive cash burn made them come together by merging
both the companies and forming a new entity called Ho-GOT. You are the Chief Human
Resource Officer (CHRO) of the Group Company. Founders of Hojibo and Go-on-Tour
decided to build a new culture in Ho-GOT which would be different from both the earlier
companies and thus entrusted you with this task. Being the CHRO you are aware that this
would require huge cultural change in the organization.
Discuss the various phases involved in the cultural change of an organization. Also elaborate
some of the factors that facilitate cultural change in an organization.
2. RV Shoes is a dominant player in domestic footwear market. Mr. Singh is the owner of the
company and a first generation entrepreneur. He now wants to go global with his brand but is
not sure of the ways to enter International Market. Discuss the various ways to enter
International Market and explain the pros and cons of each way which would help Mr. Singh
to devise his strategy.
3. Hodrej is in the business of manufacturing and selling home safes. Business Head of
Hodrej wants to promote his products in international market.
a. Being the Marketing Manager for Hodrej briefly explain the steps involved in international
marketing process.
b. As the Product Head for Hodrej you have been entrusted with the task to devise pricing
strategy for your products to maximize sales and profits. Describe some of the commonly
used international pricing strategies which could be used to achieve your marketing goal and
objectives.
Marketing Research
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. (10 Marks)
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? (10 Marks)
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 (5 Marks)
b. Briefly describe the research methods that you would use towards this research
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. (10 Marks)
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. (10 Marks)
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. (5 Marks)
3b) Explain different types of risks associated with unsystematic risk.

Business :Ethics, Governance & Risk
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? (10 Marks)
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. (10 Marks)
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? (5 Marks) b. If you are the employer, how can
you prevent whistle blowing, explain.
B2B Marketing
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. (10 Marks)
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. (10 Marks)
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 corporates
b. Recommend a suitable sales promotion tool to be adopted by Tas Ltd

Services Marketing
1. Prepare an advertising campaign for a newly started chain of restaurant having presence
across the country. (10 Marks)
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 (10 Marks)
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
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 (10 Marks)
Product
Annual Output Units
Total machine hours
Total No. of purchase orders
Total No. of setups
5,000
20,000
160
20
60,000
1,20,000
384
44
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 (10 Marks)
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
Calculate a. NPV at 14 % & 16%
b. IRR
Course: Marketing Research

1. Your company is a new start-up which is planning to give stiff competition to Google
maps by coming up with a GPS-based mobile app which can provide best routes / maps cum
shopping assistance. It aims to be a complete guide to road travelers on the best routes,
markets and products available en-route, other shopping assistance etc. However, this idea
needs to be explored and tested for its feasibility. Discuss the new product development
process that you would follow for evaluating the feasibility. Which of the various product
testing methods will you use for testing your mobile app and why?
(10 Marks)
2. A leading NGO has been entrusted by the Dhirubhai Ambani Foundation for creating
awareness regarding organs donation on the World Organ Donation Day. Towards this, the
NGO is preparing an advertising campaign which shall be launched to reach out to the
general public. The advertising campaign is being seen as a tool for bringing awareness and
some positive change in the society. The NGO and its Ad Agency have created few
innovative ad copies but the Foundation is insisting on rigorous Ad testing before launch.
What is Copy Testing? Which methods of Copy testing should they use in both the stages:
pre-release and post-release?
(10 Marks)
3. Domestic and International airlines have been pushing the Telecom Commission to allow
making calls and browsing the internet while flying in Indian airspace, once the aircraft
reaches an altitude of 3,000 metres. However, the Govt. and the Telecom Authorities are
skeptical since this requires huge investment to be made by the airlines ultimately resulting in
heavy pricing, much higher than the rates for mobile services. You have been asked to
conduct a research to identify the target customer and understand the consumer needs
towards inflight calls and internet services and their perspective and opinion towards the
prices that they would be willing to pay.
a. Describe the profile of your target customer and discuss the major sources of secondary
data that you would collect to identify him / her? (5 Marks)
b. For the primary data that needs to be collected towards this research, briefly describe the
research methods that you would use (5 Marks)
1. ABC Limited has provided following information related to budgeted and actual sales for
March 2019:
Products Sales Quantity Units Selling Price Per Unit (₹)
Budgeted Sales
A 3,600 15
B 2,400 20
C 6,000 30

Actual Sales
A 2,620 18
B 2,620 20
C 7,920 28
Calculate: Total sales variance, Sales price variance, Sales quantity variance, Sales mix
variance and Verify the answer.
2. A Company is considering replacing one of existing machine with either a state of the art
Automatic Machine” which will reduce the labor cost by 80% or with a standard machine.
The automatic machine will cost ₹ 3,50,000 with an estimated life of 7 years, whereas the
standard machine will cost ₹ 2,00,000 with an estimated life of 10 year. Both machine have
no residual value. Assume tax rate to be 40%. The annual sales and costs are estimated as
below:
Automatic Machine (₹) Standard Machine (₹)
Sales 250,000 250,000
Costs:
Materials 50,000 50,000
Labour 20,000 100,000
Variable Overheads 25,000 15,000
Calculate the payback period and advice the management.
3. You have been hired as a consultant by an auto parts manufacturing company. The
company is currently dealing with an issue with production of defective components costing
them loss of customers and sales. Company has identified that the main issue lies with a
component supplier. The company has already gathered some information but unable to make
a decision.
You have been provided with this information, the company can purchase the components in
question from two suppliers, existing supplier A or new Supplier B. The price quoted by
Supplier A is ₹18.00 per 100 numbers of the components and it is found that on an average
5% of the total receipt from this supplier is defective. The corresponding quotation from
Supplier B is ₹15.00 per 100 numbers of the components but the defectives would go up to
10% for the total supply. If the defectives are not detected, they are utilized in production
causing a damage of ₹18 per 100 components. The company intends to introduce a system of
inspection for the components on receipt which would cost ₹5.00 per 100 components. The
new inspection system will be able to detect only 90% of the defective components received.
No payment will be made for defective components in inspection. Assume total requirements
of components to be 25,000 numbers. (Hint: Use total cost for your analysis and
recommendation.
You are asked to advice company management on:
a. Whether inspection at the point of receipt is justified?
b. Which of the two suppliers should be asked to supply?
1. NPA have turned to be a major Stumbling Block affecting the profitability of the Indian
Banks. Discuss about NPA and the solutions that banks could take in order to overcome this
situation.
2. Parineeti has got her college assignment on the relevance of Basel Norms (I, II, III) in the
banking sector. She is also required to highlight the importance on three pillars of BASEL II.
Help her with the assignment
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 objectives.
3. b) As an actuarial in an insurance company, discuss how ALM plays an important role in

the banking sector.
Course: Integrated Marketing Communications
1. You are a young entrepreneur and have just opened your own PR agency. How would you
go about acquiring new Clients? (10 Marks)
2. You are the brand manager of an automobile company and your company is launching a
new car. Explain the Integrated Marketing approach you will use to launch the product?
(10 Marks)
3. Case Study
Singing Marathon by a Cough Syrup Brand
You are Brand Manager for a Cough Syrup brand. You have organised a Singing marathon at
Delhi. The marathon will be a relay with people in groups of 20 singing non-stop for
maximum time. The collection from the marathon will be donated to support singers from the
lower strata of society. You want to invite people to participate. The Objective is to associate
clear throat with singing.
a. How would you go about identifying target groups? (5 Marks)
b. What would be your PR approach? (5 Marks)
Course: Decision Analysis and Modeling
1. Comment on the applications of Decision Analysis and Modelling in Finance, Marketing,

and Human Resource Management. (10 Marks)
2. In transportation and transshipment problems, differentiate between the Least Cost and
VAM methods. (10 Marks)
3. A company management and the labour union are negotiating a 5 years agreement. Each of
them has 4 strategies available.
I – Hard Bargaining
II – Logical Bargaining
III – Legalistic Bargaining
IV – Conciliatory Bargaining
The costs to the company are given below:
Union Strategies
Company Strategies
II
III
IV
20
15
12
35
II
25
14
10
III
40
10
IV
-5
11
a) What is the optimal strategy adopted by the two sides? (5 Marks)
b) Calculate the value of the game (5 Marks)
Q.1) Explain Bailment and Pledge along with its features and difference. Also give practical
examples of Bailment and Pledge. (10 Marks)
Q.2) AVEC a global fast food burger chain had been recently granted permission to operate
in India. But understanding the fast food chain business in India is extremely competitive, it
started offering burger at Rs. 5/- each. The other fast food chain businesses started agitating
the move of AVEC, but AVEC paid no heed to it. Hence, other fast food chain business are
contemplating filing action against AVEC under the Competition Act, 2002. Kindly assist
them on what is the process followed by Competition Commission of India in dealing with
such complaint (10 Marks)

Q.3) Nisha, just fresh out of college, entered into an employment contract with Sriram
Enterprises having its base in Mumbai. Please give your answer in 2 circumstances arising
below:
a. Nisha at the time of entering into employment contract was 17 years 11 months but she
joined the company after completing 18 years and started working only after competing 18
years. After being employed for more than a month, Ram another employee on realizing this
complained to HR. Upon realizing this, HR cancelled her employment without any notice and
kept her salary on hold, thus refused to pay any salary due and payable. Can Nisha sue the
company for wrongful termination? (5 Marks)
b. Nisha was appointed for the post of junior sales executive and assuming if the appointment
and contract were valid, the company had inserted a non-compete clause where Nisha could
not forever join any competitor of the company? Is such a clause legally valid under the
Contract Act, 1872 (5 Marks)
Course: Organisation Culture
1. VIKAS Entertainment Ltd, a leading event management company in Bangalore intends to

be the company with a strong culture. You are hired as an expert to help them identify the
features of an organization with strong culture. Please suggest the same. (10 Marks)
2. CONCRETE Pvt Ltd, a leading construction company in India is in need of a cultural

change. The promoters of the company have decided to start the process of cultural change to
respond to the changing business environment effectively. First thing to do in this case is
cultural assessment. You are hired by the company as a consultant to suggest how to do the
same. Please suggest how the company shall go about cultural assessment. (10 Marks)
3. A) Company A, a global online retail giant has acquired Company B, a leading online
retail company in India. The scene is such where the employees of Company B are ready to
embrace the cultural values of Company A. Which strategy will you use to align the culture?
(5 Marks)
3. B) Mr Satish Jain , an owner of a medium sized IT firm has hired you as a consultant to
suggest him the ways in which organizational culture can be strengthened. Suggest him those
ways. (5 Marks)
Q1. Quality gurus, have all stressed the importance of employee involvement for quality.
Explain why you would agree with them and how industries have implemented total
employee involvement for quality.
Q.2 Assume you are appointed the Management Representative (MR) of your organization to
implement ISO 9001. Explain the steps you will take to successfully get the ISO certification
for your organization.
Q.3. You are attempting to develop a quality monitoring system using control chart for some
parts produced from a large batch production. These parts are either good or defective.
During each delivery a random 500 units is sampled and the number of defective units in the
sample is noted. The average defect rate is 3.5%.
a. State with reasons the type of control chart you would use
b. Develop the upper and lower control limits (z=3)
1. You are the Chief Marketing Officer of a Branded Toy store in South Mumbai. Lately, it
has been reported to you that your brand is making losses in comparison to a newly opened
competitor Toy Store operating in your area. What can you do to reverse the losses & bring
back your brand to profitability from a CRM perspective?
2. You are the Head of a Private Hospital, namely ‘WeCare Hospital’ & lately, it has been
reported to you that your hospital’s customer attrition is steadily increasing on a Year on
Year basis. What would you do to arrest customer attrition & turnaround the fortunes of your
Hospital? How will CRM help you in this effort?
3. As the newly appointed CRM Head for Hero Motocorp, you have been tasked to
implement a brand new CRM program in your organization.
a. What would be the best CRM implementation strategies that you will follow for your
business?
b. What aspects of application architecture would you consider while implementing CRM at
Hero?
Brand Management
Q1. RedPly (name changed) is a leading Indian plywood manufacturer. Along with plywood
it also manufactures and markets allied products for furniture making including laminates,
veneer, doors etc. though Plywood remains its largest revenue contributor. RedPly prides
itself w.r.t its product quality and remains committed to providing the highest quality to its
consumers. Over the years it has installed latest machines and equipment for high-class
manufacturing, though it leads to escalation in production cost. RedPly’s closest competitor is
OrangePly (name changed), with unbranded players being the most significant competition.
OrangePly competes through flexible retailer terms and smart marketing and communication
strategy while unbranded players offer 30-40% lower price. Plywood retailers and carpenters
are the key influencer to customer’s decision. While customers (Home-owners) show a
preference for RedPly, retailers try to convert them to brands offering higher retailer margins.
Carpenters demand higher price for using branded plywood and assure home-owner about the
quality of the ISI-marked products or unbranded products.Due to above factors RedPly is
consistently losing market share and is facing price-pressures. Plywood market is dominated
by the unbranded segment (~60%) with branded players (RedPly, OrangePly, others) forming
the remaining.
Critically analyze the RedPly’s market situation to identify its business challenges. What
is/are the possible outcomes if RedPly does not respond to these challenges? Suggest the
strategic options available to it. What are the pro and cons of each strategic option?
Q2. Nitin bhai is feeling perturbed. His company Velvet Paints has recently acquired a Kerala
based paints company Trichy Paints a year ago but he has been unable to merge the two
brands till today.Velvet Paints’ primarily market is in the decorative paints segment. It is
known for its quality and innovative products but has limited brand appeal specially in
southern market. Trichy Paints has a broader product range across Decorative as well as
Wood finish segments. Kerala is Trichy paints key market though it has limited presence in
other Southern markets (Tamilnadu, Karnataka, Telengana etc.). Nitin Bhai would like to do
away with Trichy Paints as a brand and would only like to use the acquisition for expansion
of production facility, personnel and distribution network. Multiple brands require separate
marketing & advertising expenditure. Nitin Bhai has ambitious plans for Velvet Paints and
plans to make substantial expenditure on the marketing & promotion to be able to take-on
established large players. Being a mid-sized company, Velvel Paints has limited resources
and multiple brands require separate marketing spend thus increasing the budget required.
The key conflict here is regarding the Wood finish brand of Trichy Paints, Woodshine.
Velvet Paints has no comparative product and Woodshine is a leader in its segment.
Tampering with the brand may lead to market dilution. To resolve the conflict, Nitin Bhai
hires a Hyderabad based market research firm Marquee. The market research firm held
discussions with the Trichy Paints management, trade partners (retailers, distributors, wood-
painters) and consumers. Below were the key findings shared by the Marquee team. 
Wooden furniture polish is a niche segment with Woodshine being the leading brand 
Woodshine has a very strong brand recall and brand connect  Consumers are dependent on
the wood-painters for the brand-selection and are often unaware of the product being used
though customers want the best quality for their furniture with low sensitivity to price 
Wood-painters have limited education and have strong association of Woodshine with
existing name and logo
How would you explain the situation and brand challenges Velvet Paints is facing? What will
be your advise to Nitin Bhai in regards to brand portfolio restructuring? What should he do
with Woodshine?
Q3. Happy SPA has recently undertaken significant advertisement spend to boost its
membership. It published full-page and half-page ads in leading newspapers (Sample Ads in
Appendix 1 and 2). It expected ~30-40% jump in its membership but the response to the
campaign has been disastrous. There have been less than 100 query calls with some Ads
resulting in no query calls. This has led to serious deliberations within the management.
Happy SPA had started with the philosophy of providing value-based-pricing and
professional servicing. In the over a decade of its existence it grew to 25 branches across 5
cities in North and West India. In the last couple of years its membership had begun to
stagnate. It had aimed to grow to 100+ branches in the next 3 years through franchisee model.
For franchisee led growth it was important for Happy SPA to boost revenue, something it has
struggled with. A new strategy was formulated to boost footfalls and it was decided to target
stress-based issues through SPA therapies. Stress has popularly been identified as the primary
source of health-issue in the modern day life. Management believed that by linking its
therapies to stress-ailment it will be able to increase relevance of its packages. Along with
standard SPA therapies Happy SPA came up with stress and stress-linked ailments (fatigue,
poor-sleep, back-ache etc.) specific therapies. As part II of the growth strategy, it made
significant expenditure in advertisement and expected it to drive growth and its expansion
plans. But the poor response to its campaign had put brakes onto its plans and brought it back
to the thinking room. a. Conduct a survey (sample size 5-8 people) exploring linkage between
stress-ailments and SPA. Present the survey-questionnaire and the findings. b. What do you
think of the Happy SPA’s new growth strategy and advertisements? What could be the reason
for its lack of response? Analyse it according to the survey-findings.
Appendix 1: Advertisement sample 1
Appendix 2: Advertisement sample 2
Q.1. In case of logistic design and administration an organization must simultaneously

achieve different operational objectives. Discuss the six objectives which are the primary
determinations of logistical performance. Give industry examples.
Q.2. Green Manufacturing is important because due to the recent global climate humans have
begun to acknowledge the susceptibility of nature and disasters it may bring in response to
our negligence. Discuss with, examples, how Green Manufacturing can be incorporated in
logistic planning.
Q.3. Zee Bazar is a large retails business organization. It has a strategic warehouse at a
central location which receives supplies from various suppliers and stocks them in the
warehouse. Periodically these supplies are sent for replenishment to various retails outlets
across the city.
a. Explain how Zee Bazar would achieve economic benefit of warehouse by building a cross-
dock facility
b. State with examples, the basic service benefits that can be achieved through warehousing
Q.1. Navneet Motors showroom does a lot of business. The salespeople are always running
from customer to customer, scrambling to meet the customer expectations and make them
feel important. In this chaos, a salesperson could miss an opportunity to take note on a
customer and the product he may be interested in. To address this issue, the general manager
of the showroom has recently implemented a dealership performance CRM solution which
his sales staff can use even on the go with the help of their mobile devices. This allows the
members of the sales team to leave their desks and sell products to the customers face-to-face
without losing any minute details of the customer. The salespeople can enter customer details
into the CRM system because it is quick tool to use and convenient a sit is accessible through
their phones. They are reminded later to go back in and edit each prospect on their computer.
Identify three benefits and challenges Navneet Motors will face using the CRM module from
any vendor. Justify your answer.
Q.2 Nutrilite Health company (NHC) offers a wide variety of health products. Their
company’s products continually compete with other companies’ products for shelf space and
sales. Currently, NHC’s employees perform every business task by either passing paper, or
calling each other on the telephone. As with “standard”, traditional business processes, there
are usually traditional company structures that back up those processes. NHC’s structure
contains a Corporate HQ (CHQ), distributed processing plants, distributed sales regions, and
a centralized marketing group. The use of slow business processes, and subsequent slow data
communication has affected the orders for health products. Sales representatives place orders
through mail or by fax. Twenty workers at CHQ open, sort, and enter 500,000 orders per
week into the system. This information is transmitted daily from the Central Marketing
Facility to a minicomputer at each of Nutrilite's processing sites. This daily order specifies
the total demand for each processing center. The processing center then produces the amount
of health products ordered and ships out the orders. Shipping managers at the processing
centers assign the shipments to various transportation carriers, who deliver the product to
receiving warehouses located in the regions. Some sales representatives have more than
eighty customers. NHC has been struggling lately to deal with the competition because of the
“old school” methods of performing day-to-day tasks and activities.
Discuss how integration of all the departments could help the organization to deal with
competition.
Q.3. Vedant hospital is the provider of healthcare in West India. It wants to look for an
integrated system to manage the full patient lifecycle from registration, screening, ongoing
healthcare to satisfaction surveys. The hospital wishes to use the real-time patient records to
streamline processes and improve patient experience, measure patient relations thereby
improve the quality of care. It also wants to provide an online patients’ self-service portal
ensuring patients can freely manage their own relationships with their healthcare provider. It
aims to integrate all the core business processes to get better insights, have better control over
the financials, automate orders and invoices, manage inventory.
a) What are the factors the management must keep in mind while selecting a vendor for the
integrated system.
b) In your opinion, what are the factors that influence the performance of ERP systems in the
post implementation phase? Give a justification for the top selected factor.
Course: Manpower Planning, Recruitment and Selection
1. An apparel brand solely into the business of denims needs to train its Area Sales managers
in goal setting and strategizing. Assume suitable data and design a training program for them
– Specify number of participants, duration, topics to be covered, A.V aids/ props you would
use. (10 Marks)
2. XYZ is a consulting firm in the manufacturing industry. They are now in the process of
creating a B2B platform to bring together service seekers and service providers like market
research firms, trainers, consultants, etc. and manufacturing companies on a single digital
platform. What techniques of demand and supply forecasting should they use to forecast
staffing needs for their upcoming business? (10 Marks)
3. Shireen has been a part of IDS global for the past 6 years. She has grown from a
Management trainee- Sales to an Account Manager. IDS deals with creating customized IT
solutions across industries. The company has been following grading method of performance
appraisal for years and employees seem to be happy. The management has decided to start
with 360-degree appraisal method in the new year. The communication has brought about a
mixed response from the employees of the organization. Shireen feels that no one else other
than her boss has the right to pass a judgment over her.
a. How do you think can Shireen be convinced about the new appraisal method?
(5 Marks)
b. What advantages do you think does 360-degree appraisal method have over the existing
grading method (5 Marks)
1. Ahmedabad based Parul Industries’ organisational structure was rigid, consisting of formal
hierarchies. The branches spread all over India were monitored by central authority and all
the decisions were made in Ahmedabad office. Because of its centralized structure, the
company was not able to respond to external threat (such as entry of new competitors,
changes in the market environment and so on) immediately. Moreover, employees were
hesitant to take small decisions at required times due to a lack of support from superiors.
Further, due to the absence of clear delegation of authority, the management was unable to
respond to the changes occurring in the external environment. Explain the various types of
organizational structure and identify the most suitable structure for fast decisions and to
manage the threats of external environment. (10 Marks)
2. Vistar Chemical Industry situated on the bank of river Ganga discharged all their industrial
waste into the river. The government’s laws on preventing pollution and save environment
will affect the strategy of the Industry. Social activist organizations are also against the
industry. Explain the importance of the analysis of external environment. Identify any
industry and mention the external environmental threats to the identified industry (10 Marks)
3. Mr. Nixsan is a Sr. Manager of an insurance company at Hyderabad. He likes to yell at

people and he was very sure that it is the only way to get sales results. He also emphasized
that the employees who don’t like his style can leave the organization. In a year he faced a
massive politics at his workplace against him as a consequence of which he was asked to
resign. Answer the following:
a. Discuss the various types of power and identify the reasons of political behaviour in the
organization. (5 Marks)
b. Do you think Mr Nixan was wrong? Justify your answer. (5 Marks)
1. Define Performance Appraisal. Why do you think is 360/ 720 degree appraisal method
gaining a wide acceptance? Cite relevant examples from the industry.
(10 Marks)
2. Differentiate between career planning and succession planning. Discuss one example from
the Indian industry throwing light on the importance of succession planning. (10 Marks)
3. ‘WeCare’ is a pharmaceutical company which started some 10 years ago and has
manufacturing plants at two places and regional offices across 20 metros in India. In the
recent years, not only the complexity of operations increased but also managing the human
resources. The company has approximately 800 employees working nationwide and they still
seem to employ age old manual methods of HR reporting.
For the ease of operations the Human Capital Manager now wants to propose implementing a
HRIS at ‘WeCare’.
Questions
a. What possible benefits of HRIS do you think the Human Capital Manager should
communicate to the CEO for his approval? (5 Marks)
b. Once approved what process of implementation do you think should be followed? (5

Marks)

1. Aloka Innovative Business Solutions Pvt. Ltd, an HR outsourcing company based in

Hyderabad provides temporary staff to ABC Management College, Hyderabad. The company
entered into following transactions with VJIM and the hired employee. The company would
provide an employee for the program office at Rs.30000 per month. ABC Management
College prepaid the amount for the period January to June 2015 in December 2014. The
financial year ends in December. Aloka pays salary of Rs. 20000 to the employee one month
late as per contract with the employee. How do you record the above transactions in the
books of Aloka in the months of December 2014 and January 2015?
(10 Marks)
2. Rocket Singh Software Ltd. and Aerodynamics Software Ltd. are two leading software
companies based in Hyderabad. Rohit a fundamental analyst working with Ace Financials
wants to choose one company where he can invest based on the data given about the
company. Rohit believes that liquidity will dry in the short run and hence there is going to be
lack of funds in the future. Suggest Rohit where he should invest?
Particular
FY 2017
FY 2018
Net Profit Margin
13%
13%
Asset Turnover
1.5
2.0
Financial Leverage
1.5

3. Chandana Brothers, is a chain of retail store located in Hyderabad. bought dress material
worth Rs.10,00,000 from Pantaloon in March 2013 on credit basis and made the payment in
April 2013. Its financial year starts from 1st April and ends with 31st March every year.
a. How would the transaction affect the Income Statement and Balance Sheet of Chandana
Brothers as on 31st March 2013? (5 Marks)
b. How would the above transaction impact the income statement and balance sheet of
Pantaloon as on 31st March 2014? (5 Marks)
1. You are the Strategy Head of an automotive company in India. You propose to modernize
your factory by bringing in Automation & Robots into your manufacturing plant. Devise a
‘force field’ analysis by identifying atleast 4 drivers & 4 restrainers each & suggest ways &
means to reduce the restrainers. (10 Marks)
2. You have been appointed as a Strategy Consultant to a Swiss luxury watch brand wanting
to enter India. Which one of Porter’s Generic Strategies would you choose to be operational
in India & explain the reasons in detail behind your choice of strategy? Once the strategy has
been chosen, explain the categories of customers you would target? (10 Marks)
3. You are the Chief Strategy Officer of Karbonn Mobiles, an Indian mobile device
manufacturing company. You have been fast losing market share to Chinese brands which
now account for 50% of the market share.
of your company? (5 Marks)

State your response with appropriate justifications & reasons. (5 Marks)
Project Management
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. (10
Marks)
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? (10 Marks)

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. (5 Marks)
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. Briefly explain the various types of environmental pollution and their management to
attain world class standards in operations.
2. What are the different levels of quality system? Explain with a suitable application.
3. Mr. Subramaniam has worked with a major Japanese manufacturing firm in Japan for the
last 12 years. During the last two years of his stay in the company he was responsible for the
implementation of SHINGO Model for operational excellence. He has now been invited by
the Quality Council of India to consult for an Indian auto manufacturer for the
implementation of the SHINGO Model.
a. Explain in brief the steps that Mr. Subramaniam would advise the Indian company, to
follow in order to implement the SHINGO Model for operational excellence.
b. In the above context briefly state the difference in approach of the FMECA model from the
SHINGO Model for operational excellence, in achieving world class operational standards.
Custom Shipping and Insurance
1. You have imported a consignment of 10 containers of holders for stainless steel cutlery by
sea. The rate of each holder as per your invoice is Rs. 175 while the customs assess the rate
as Rs. 480 based on the prevailing market price and asks you to pay the duty on this higher
price. You have argued that the holders are not stainless steel and hence the cost is very less.
Due to this delay in clearance the demurrages started increasing and your company asks you
to clear this and protect the interest of the company by not paying the higher duty. Company
asks you to find out a legal way to pay higher duty and fight the case to establish your claim.
What is the method of paying duty to protect your interest to fight the case and file the claim?
2. In your company’s budget meeting the management is asking you to give various clauses
of insurance coverage and suggest the best type of insurance clause to cover all losses. Kindly
give a detailed information on three institute of cargo clauses of insurance and also suggest a
best one with supporting explanation.
3. Your company has imported a Forklift three months back and found to be not suitable for
the operations. Hence, they want to re-export it without asking for replacement. The duty
paid on this must be claimed under duty drawback. Your company seeks your advise on the
following:
a) Under which section of customs act 1962, this can be returned and claimed the duty paid ?
b) Please explain the section and the rate of duty drawback for this re-export?
Context: Assume that you are appointed as a Logistics & Supply Chain Head of a firm “
ABC International” based out of Delhi. This firm is in Import -Export with its clients spread
across Mumbai, Delhi and Riyadh, Saudi Arabia This firm is required to do the following
activities:
1) For its client based in Delhi, “Corn fresh Ltd” it is required to import consignment of 22
tons of packed Sweet Corn, which has a requirement of being stored in (-) 4 degree, supplied
in 50 kg export worthy double layer polybags, on pallets of 20 bags each, imported from
USA, with a lead time of 35 days by sea at Nhava Sheva for a full container load @ USD
1300/container, 38 days at Chennai port @ USD 1100/container, Cost ICD Delhi being 1500
USD/Container with a lead time of 42 days. 3 days by air at Delhi @ USD 5/k. Local transit
time being 7 days Mumbai- Delhi, 9 days being Chennai-Delhi. 2) As a Commission agent,
Import and supply Provide 1000 Lenovo Laptops to “India Infotech” a company based in
Kolkatta from Ingram, Hongkong; with a 5% commission. Quote of Dell being as follows:
For an FCL with a loading capacity of 1100 pcs, price on FOB Hongkong sea port is: USD
1000/number for 500 number, USD 800 upto 800 Numbers, USD 700 if order is between
801-1000 numbers, Manufacturing Base : Hongkong,, Port of Loading: Hongkong. Lead time
60 days from the date of receipt of Original Letter of credit, Payment terms LC at Sight.
Warranty : Repair – 3 years from the date of manufacturing, Service SLA for response: 48
Business hours, Serivce SLA for resolution : 7 days from the date of inspection.
Freight/container Hongkong to Nhava Sheva = 500 USD.. Insurance cost : 1% of
consignment FOB cost. USD = 65 Rs, .Customs duty = 10% of Assessable value. Assessable
Value = 101% of CIF cost. Local Transport from Nhava – Sheva to Jaipur = Rs 20000/truck.
Each truck carries upto 300 laptops. 3) ABC International also has an E-Commerce site on
internet. ABC offers Sale of Fresh Exotic flowers, which it imports from Italy and supplies in
the Indian market to its online direct consumers.
Question 1. Defining Different types of Transportation Modes and types that can be availed
by an Logistics and Supply Chain person and then suggest the most appropriate
Transportation mode comparing with available options for each of the above 3 scenarios, i.e
import in Delhi for Corn fresh, Import of Laptops for Raj Infotech and Import of fresh
flowers for E commerce business and also delivering to online customers, and justify the
reason/benefits of your choice versus other modes of transportation available.
Question 2. Define various Commercial & Import Documents that are required for Imports.
Using the information available on Lenovo Laptops for India Infotech from Ingram
Hongkong, elaborate your understanding on the following terms used in this case. Finally
derive the Total Landed cost to India Infotech at site in Indian Rupees : 1. Commision agent:
2. Import: 3. FCL 4. FOB 5. Port of Loading: 6. Lead time 7. Letter of credit, 8. Customs
duty 9. Assessable value. 10. CIF
Question 3a. Referring Scenario 3 of an Online Shopping Site of ABC, detail out the
importance of E Commerce in Supply Chain in today’s scenario and its advantages over the
Traditional trade as well as Modern Trade (Hyper markets).
Question 3b . Cornfresh consignment came in normal container and when landed in Delhi
was found to have developed odour, damaged and non-usable. Further, ABC did not even get
insurance claim despite taking Transit Insurance. What could have be the possible reasons
that the odour and damages to bag would have happened and in what conditions the
Insurance company would not honour the claim.
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. (10 Marks)
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:
o Direct Materials – Rs.6
o Direct Labour – Rs. 2
o Variable Overhead – Rs. 4
o 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. (10 Marks)
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. (5 Marks)
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. 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? (10 Marks)
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? (5 Marks)
b. What tactics would you use for the Media mix ttowards doubling market share? What areas
would you leverage in the promotional activity?
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? (10 Marks)
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.) (10 Marks)
a. Children’s higher education : Child plan of a life insurance company or a Mutual Fund SIP
along with a Life Insurance term plan (5 Marks)
b. Retirement Planning : Fixed deposits or Mutual Fund SIPs in a diversified equity fund
1. The following data shows the return of ABC Ltd and the market:
Year
Return on ABC(%)
Return on Market (%)
40
35
35
28
32
34
28
30
25
24
Calculate the beta of ABC Ltd and interpret. (10 Marks)
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. (10 Marks)
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. (5
Marks)
b. Suggest which portfolio is better on the basis of systematic risk using Treynor ratio.

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. (10 Marks)
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? (5 Marks)
3. B) During the assessment year 2018 – 19, Harish (the above mentioned person) had
the following details of income: (5 Marks)
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.
Internal Assignment Applicable for APRIL 2018 Examination
ORGANIZATION 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.
Financial Analysis and Management
1. ABC Ltd is currently selling a product @ ₹ 12 per unit. The credit sales were 50,000 units.
The total fixed cost is ₹ 40,000 and variable cost per unit is ₹ 5. The average collection
period may be assumed to be 30 days. The firm is contemplating a relaxation of credit
standards that is expected to result in a 10 percent increase in unit sales; the average
collection period would increase to 45 days with no change in bag debts expenses. Calculate
the additional profit/loss the firm will generate due to change in sales.
2. A proforma cost sheet of a company provides the following data:
Particulars Cost per unit(₹)
Raw Materials 5
Direct labour 3
Overheads 2
Total cost per unit 10
Profit 5
Selling Price 15
The following is the additional information available:
a) Average raw material in store: 2 weeks
b) Average materials in process: 2 weeks
c) Finished goods in store: 2 weeks
d) Credit allowed by suppliers: 2 weeks
e) Credit allowed to debtors: 4 weeks
f) Time lag in payment of wages: 2 weeks
g) Time lag in payment of overheads: 2 weeks

You are required to prepare a statement showing the working capital needed to finance a
level of activity of 1,30,000 units of output(52 weeks). You may assume that production is
carried on evenly basis throughout the year and wages and overheads occur similarly.
Assume all sales as credit sales.
3. Alok has recently joined the inventory management team of Granite division where he
needs to estimate the right amount of inventory of raw materials that needs to be maintained
in the company for optimum utilization of resources.
Following information relating to a type of material is available:
Calculate:
Annual usage of inventory 5000 units
Ordering cost per order ₹ 6
Carrying cost per unit ₹1
a) EOQ
b) If this model is used by the company, analyse its limitations.
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?
Course: Capital Market and Portfolio Management

1. The following data shows the return of Alpha Ltd and the market:
Year
Return on Alpha(%)
Return on Market (%)
50
45
35
30
30
28
28
30
25
25
Calculate the beta of Alpha Ltd and interpret. (10 Marks)
2. SBI and HDFC are two mutual funds. SBI has observed return of 15% and fund HDFC has
observed return of 20%. HDFC has a beta of 1.5 and SBI has a beta of 1. The respective
standard deviations are 18% of SBI and 22% of HDFC. The mean return for market index is
0.12, while the risk-free return is 9%. Suggest which fund’s performance is better based on
Sharpe and Treynor ratio. (10 Marks)

3. Anita has two securities in her portfolio. The proportions, expected return and standard
deviations of her securities are as given in the table. She approached her friend who was a
portfolio manager to understand the total risk which was associated with her investment in
the portfolio and also the return that she was expecting from the portfolio. The details of
portfolio of Anita is:
Security 1
Security 2
Security Expected Return
10%
12%
Standard Deviation
13%
15%
Weight
30%
70%
Covariance of security 1 and 2 is 0.0049.
Calculate:
a) Variance of the portfolio so that Anita can estimate total risk of her portfolio.
(5 Marks)
b) Return per unit of risk of the portfolio (5 Marks)
Course: Corporate Finance
1. A company has sales of 4,00,000 units at ₹ 5 per unit, variable cost ₹ 0.60 per unit, fixed
cost ₹ 2,00,000 and interest charges of ₹ 3,500. Compute degree of operating leverage and
financial leverage and comment on the values of each leverage.
(10 Marks)

2. A choice is to be made between the two competing proposals which require an equal
investment of ₹ 50000 and are expected to generate net cash flows as under:
Years
Project A(₹)
Project B (₹)
25000
10000
15000
12000
10000
18000
Nil
25000
12000
8000
6000
4000
Cost of capital of the company is 10%. Which proposal should be selected using NPV
method? (10 Marks)

3. Gamma Corporation was a 20 years old company and its capital structure consisted of
1000 equity shares of ₹100 each, 500 preference shares(10%) of ₹50 each and 500
debentures(8%) of ₹30 each. The management of the company wanted to estimate what
would be the value of EPS if the values of EBIT were changed and tax rate is 35%.
a) Calculate EPS if the level of EBIT is ₹1,00,000 (5 Marks)
b) Calculate EPS if the level of EBIT is ₹1,50,000 (5 Marks)
Course: Cost & Management Accounting
1. The Managing director of a fairly new consumer durables company has a new problem at
hand. The company is finding it difficult to cope with the recently introduced GST, and has
been the subject of numerous missed deadlines, demand notices and penal interest from the
tax authorities. The frequency and severity of the issues have led them to be a key focus area
for the management. The Managing Director 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. (10 Marks)
2. A work order for 100 units of a commodity has to pass through three different machines of
which the machine hour rates are given:
 Machine No. 1 — Rs. 1.25,
 Machine No. 2 — Rs. 2.50, and
 Machine No. 3 — Rs. 3.00
The following expenses have been incurred on the work order: materials Rs. 8000 and wages
Rs. 500.
Machine No. 1 has been engaged for 200 Hrs, Machine No.2 for 160 Hrs and Machine No. 3
for 240 Hrs. After the work order has been completed, materials worth Rs. 400 are found to
be surplus and are returned to stores. Office overheads used to be 40% of works costs, but on
account of all round rises in the cost of administration, distribution and sales, there has been a
50% rise in the office overhead expenditure.
Moreover, it is known that 10% of the production will have to be scrapped as not being up to
the specialization and the sale proceeds of the scrapped output will be only 5% of the cost of
sales.
The manufacturer wants to make a profit of 20% on the total cost of the work order. You are
required to help in determining the selling price of a unit of commodity ready for sale. (10
Marks)
3. A small company produces two products, A and B. Both products need the same raw
material X, and the labour force is skilled enough to work on both production lines. The
following particulars are obtained from the costing records of the factory.
Particulars
A - Per unit (Rs.)
B - Per unit (Rs.)
Direct Material @ Rs.20/kg
80
320
Direct Labour @ Rs.10/hr
100
200
Variable overhead
40
80
Selling Price
400
1000
Total fixed overheads
Rs. 30000
In the recent past, the company has faced problems with inadequate supplies of raw material
X, and severe labour absenteeism, which have severely hampered their production schedule.
The Management has decided that henceforth in such crises, the company will focus
exclusively on any one product, with the objective of maximizing profits by properly utilizing
the scarce input.
a. Which product should the company focus on if they experience shortage of supply of raw
material X? (5 Marks)
b. Which product should the company focus on if they experience shortage of supply of
labour? (5 Marks)
Course: Operations Management
1. Pick up a service organization of your choice and state the roles and responsibilities of the
service operations manager. (10 Marks)
2. Briefly explain with a suitable example the factors which affect the decision to locate a
plant. (10 Marks)
3. Calculate the productivity for the following operations:
a) Three employees process 600 insurance policies in a week. They work 8 hours per day, 5
days per week. (5 Marks)
b) A team of workers makes 400 units or a product, which is sold in the market for $10 each.
The accounting department reports that for this job the actual costs are $400 for labour,
$1000, for materials, and $300 for overhead. (5 Marks)
Course: International Marketing
1. You are the owner of an Indian Fast Food Chain company by the name of “McWorld”
which has become immensely successful all over India. You now wish to enter into Europe,
US & Australian markets by setting up your McWorld fast food outlets in those geographies.
Which type of Advertising Strategy would you choose amongst the following options namely
Unified, Diversified or Pattern Standardisation? Explain the reasons behind your choice of
Advertising Strategy? (10 Marks)
2. You have enough capital with you & are intent on starting a new business in India. There is
a 5 star hotel brand in Sweden named “Nordic” & you wish to bring that brand into India.
Amongst the following 2 options namely Franchising & Licensing, which one of the options
would you choose & why? Explain in depth. (10 Marks)

3. You are the proprietor of a shoe exporting company “Raj Exports” based out of Mumbai.
You have received a fresh order from a buyer in Mexico.
a. What elements of export documentation & which type of declaration form would you
organize for in order to help facilitate the export order? Explain the reasons behind usage of
the chosen type of declaration form by you. Suggest the process steps & the way forward. (5
Marks)
b. Which major & other documents would be required by your firm “Raj Exports” in order to
transport your goods to Mexico? Which mode of transport would you choose & why? (5
Marks)
Course: International Logistics & Supply Chain Management
1. Akshay Glass Private Limited is an auto glass manufacturing company. They manufacture
the front Windshield, front and rear door auto glass, vent glass, quarter glass, and back glass.
These glasses have to be distributed to various dealers and stockiest. Glass transportation
need specialized vehicles and they have to be modified to hold these types of glasses which
are different in sizes. The company can buy and modify the trucks to have their own transport
arrangement or outsource them to a company. The outsourcing transporter is asking for 2
years contract with Rs. 1. 2 lac per month irrespective of whether the vehicles are used or not.
If company purchases the vehicle and modify them the cost works out to be Rs. 80,000 per
month but the liability of maintenance, drivers, cleaners, etc. will add up to the cost.
Please suggest a right option for the above to the company. (10 Marks)
2. Prayaga Industries, Mumbai, a plastic manufacturer has got an order to supply 50,000
disposal plastic glasses to Singapore. Goods should be supplied in 45 days.
Kindly advise the right transport selection to export these goods to Singapore and explain the
reasons for your selection. (10 Marks)
3. Wadia India Limited is a distributor of consumables to all metro stations in Delhi. In all
they have to supply for 48 stations in two days i.e. 24 stations per day. Delhi has entry
restrictions for all sizes of vehicles between 7 a.m to 11.00 a.m. and 5.00 p.m. to 9.00 p.m.
Wadia wants to appoint a 3 P L (Third Party Logistics) service provider for receiving, storing
and dispatching the goods to all stations. The logistics cost is cheap if located outside Delhi
i.e. Gurgaon, Noida, etc., but will affect the deliveries. Logistics cost within Delhi is costly
but on time delivery is possible.
 Warehouse cost outside Delhi is Rs. 17 per sq. feet while within Delhi it is Rs. 28 per sq.ft
 Transporter can make only one trip from outside Delhi location while they can make 2 trips
if located within Delhi.
 Transporter has to make two shifts irrespective of locations.
With your experience kindly advise Wadia India on the following:
a) Which is the right and best location for 3 PL (i.e. within Delhi or outside Delhi) and
explain with reasons? (5 Marks)
b) What is the best transport method that can be adopted for this type of distribution? (5
Marks)
Course: Marketing of Financial Services
1. Develop a Public Relations campaign for a Bank of your choice to highlight the “Digital
Banking” advantage that your Bank offers. (10 Marks)
2. Your client avoids investing in equities for his long term goals. He found equity
investments are too risky and is confused about the appropriate time to take an entry or exit
route from the financial market. Explain some investment techniques that can help him in
negating the biases involved in investing. (10 Marks)
3. You are a Financial Planner. Your client Amit Advani aged 37 years, works with an IT
company earning Rs 15 lakhs per year. His wife Deepti, aged 34 years, is a homemaker. They
have one daughter Rimmi aged 5 years. The couple requires your help to make some
financial decisions. (You can make any assumptions to further build up your case.)
a) Amit wants to buy a Pure Risk Life Insurance cover of Rs 1.5 crore. He is confused
whether he should buy a ULIP, Endowment or a Term Plan. Recommend the product best
suited for his requirement. (5 Marks)
b) Amit and Deepti want your help to invest for Rimmi’s higher education which they
estimate would be required after 16 years. (5 Marks)
Course: Retail Banking

Q1. A leading private bank, having presence mostly in metros and other Tier I cities has
decided to open branch operations in a Tier II city (assume a city of your choice)? Discuss
the various retail banking products the banks can offer in this city. (10 Marks)
Q2. Banking today has become a fiercely competitive industry due to the entry of so many
foreign and private banks. Discuss how a recently established bank can reach out to
customers to understand their needs and hence cater specifically to their needs so as to
provide satisfactory service. (10 marks)
Q3. The banking sector (including both retail and corporate banking) has reached out to
global customers crossing boundaries in recent times. With reference to retail banking briefly
discuss the following aspects of globalization in retail banking
a. What are the various marketing strategies adopted by banks to attract customers across
various geographical boundaries? (5 Marks)
b. Discuss how can banks offer various distribution channels for customer so as to serve them
in an efficient manner, without the customer using physical branch operations and still be
able to make all required financial transactions. (5 Marks)
Course: Strategic Cost Management
1. Neha was working with the strategic team of the company. The company was planning to
analyse the business proposals to understand if it was beneficial for the company to go ahead
or not. The company wanted to understand the steps that should be followed in order to
perform the cost benefit analysis. Help Neha to prepare the report that can be presented to the
management for successful strategic cost benefit analysis. (10 Marks)
2. Alpha Ltd was making losses since last two years and was thinking of changing their work
style, try to improve customer service, cut operational costs, and become world-class
competitors. Before they could initiate the change they wanted to understand the factors that
would contribute to the success and failure of re-engineering of Business process. Discuss.
(10 Marks)
3. Mr. Gupta was the head of finance and wanted to understand the relationship between
contribution and sales in order to estimate the profitability of the firm. He wanted to analyse
the ratio as well as estimate the changes in the ratio due to changes in variable cost or selling
price. The data was provided to him by his team. Calculate:
3a) P/V ratio if Selling price ₹ 30 per unit and Variable cost ₹ 20 per unit
(5 Marks)
3b) Revised P/V ratio if 10% increase in variable cost is assumed.
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
Course: Enterprise Resource Planning
1. Kesari Tours also known as Kesari Tours Pvt. Ltd. (ISO 9001:2015 & BS OHSAS
18001:2007 certified) is a Mumbai, India based Travel Company, founded in 1984. It
operates in India, America, Mauritius, Australia, China, New Zealand, Japan, Europe, and
South Africa. In India, it has branch offices in Ahmadabad, Pune, Bangalore, Thane,
Kolhapur, and Nagpur. Explain its business model using Four Box Model. Which element of
four box model, in your opinion, provide competitive advantage to Kesari Tours? Why? (10
Marks)
2. Talwalkars Better Value Fitness Ltd, popularly known as Talwalkars, is India's largest
chain of health clubs. It has 152 Health Clubs across 80 cities in India on a consolidated
basis, with over 200,000 members. Explain which modules and submodules of ERP would be
useful for this company with appropriate justification. (10 Marks)
3. “I don’t understand what you mean by top management support. Obviously, we support
ERP implementation project as we have already approved budget or Rs. 1.8 Cr. What do you
need more?” Mr. Mahadevan was somewhat irritated as he was talking with Ms Geeta, whom
he had hired for managing ERP implementation project. Mr. Mahadeavn has been managing
his family-owned business of pharmacy chain for last 30 years. He was not a technology
enthusiast but had realized the need for ERP implementation for his business. That’s why he
had hired Ms. Geeta, whom he knew from her childhood. Ms. Geeta with 10 years of ERP
implementation experience, has just started her boutique consulting firm and Mr.
Mahadevan’s company is her first client. “Sir, let me first thank you for approving the budget
without any cuts. That itself showed your confidence in us. What we need more is
continuation of this support as we begin with business process reengineering, aka BPR. BPR
will result into changes in the organizations, some of them would not be comfortable to many
people. Top management will need to support us as we make these changes in the
organization for effective ERP implementation.” Ms Geeta said in an assertive tone. “Hmm, I
see the point. But can’t we implement ERP without BPR? I mean why to rock the boat? I am
looking at ERP project as a technology project. Why should we disrupt our way of working
so as to implement a software? Do you have clarity on what exactly you will be doing when
you do something like BPR in our sales process?” Mr. Mahadevan kept on asking questions
one after another as he seemed worried about the notion of BPR before ERP implementation.
a. How Ms Geeta should justify need for BPR? (5 Marks)
b. How Ms Geeta can convince that BPR can be executed in a step-by-step manner in the
sales process of Mr. Mahadevan’s company? (5 Marks)
Course: 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. (10 Marks)
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. . (10 Marks)
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.
Question:
a. Assess the conclusion reached by organization regarding the nature of today’s logistics
industry and increasing consolidation demand of customers (5 Marks)
b. Describe the value added services you would recommend that the strategic planning team
consider for the said organization. (5 Marks)
Course: Total Quality Management
1. Smart Products is a company that makes innovative products for a very competitive market
and considers quality as its prime factor. In the past some of their products failed to meet the
needs of customers resulting in lengthy new product development. Suggest a quality
management technique Smart Product can use to understand its customer’s needs, translate
them into product features and design the products while keeping the competitors
performance in view. (10 Marks)
2. You have joined Smart Product as VP operations. The organization has been confronting a
number of issues like rise in costs, decline in sales volumes and customer dissatisfaction for
the last two years. Smart Product works in a conventional method and all performance
measures are in traditional financial terms only, like revenue increase, high profit or
liquidation etc. You realize that these conventional performance
estimates does not help the organization in their quality initiatives. How will you go about
changing this concept of performance measure at Smart Product in line with new TQM
philosophy? (10 Marks)

3. Mr. Ram is a newly appointed Quality Manager in a garment manufacturing company. He
observes that the garment factory does not measure the cost of poor quality. He has learned in
his MBA course that you can measure how much money are wasted due to poorly managed
quality in the factory. This was an opportunity for Ram to show improvement in quality and
profit for the organization from his management knowledge.
a. What are the steps Ram should follow to calculate and report cost of poor quality? (5
Marks)
b. What will be your suggestion for Ram to reduce cost of poor quality? (5 Marks)
to this regulation.
India?
other?
customers?

n Y X Utility
a 40 10 U
b 25 14 U
c 17 19 U
d 10 27 U
e 7 38 U

market.


ERP?
delivery status.
concepts & reasons.

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!
Average Invested Year

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

a. NRI from which country can’t invest in the Indian Mutual funds? Why NRI’s prefer Indian
mutual funds as an investment option? (5 Marks)
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.
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.
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
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
1. Discuss and Describe the role of linear programming in managerial decision-making

bringing out limitations, if any. (10 Marks)
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. (10 Marks)
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? ( 5 Marks)
b) What is the probability that a customer shall be serviced in more than 12 minutes?
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. (5 Marks)
b. Discuss how the Bank can adopt the concept of ‘Green Production’ in its working
environment to possibly decrease operational cost.
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? (10 Marks)
Q.2 Sam Chem Corporation is into the business of House Keeping products & equipments.
Develop an effective communication programme for the company. (10 Marks)
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 organised 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.
Questions:
a. If you were Mahindra Parikh, what would you do? (5 Marks)
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
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:
Vendo Rate in Leadtim

Location Factory condition Storage capacity
r INR e
320 per 10 Minutes Cannot hold stock for more
1 Unhygienic, untidy 15 days
box from hotel than a month
340 per 2 hours from Very clean, tidy and Can keep stock for 2
2 20 days
box hotel best quality months in his warehouse
355 per 3 hours from Can hold stock for three
3 Moderate conditions 30 days
box hotel 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:
Rate per
Service
pallet Location Warehouse condition Strengths Weakness
provider
position
Rate not
45 km Very good, racking Good staff,
450 per negotiable, 30
from sea system with good material security,
1 pallet of 1 days credit and
port and handling equipments, safety, clean
cubic feet insists on time
city good software system and tidy
payment
35 km Not very
420 per Unprofessional, racking
from sea good staff.
2 pallet available, good software Nothing specific
port and Safety is
position system
city weak
75 km
430 per Staff quality
from sea good racking system,
3 pallet good, safety Nothing specific
port and good software
position good
city
Please suggest a good 3 PL service provider and the reason for selecting the same.

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.
1. What are the three decision phases of Supply Chain Management? What are the key
decisions made in each phase. Please give 3 examples of decisions in each phase and
comment how each phase is connected?
2. A group of NMIMS alumni have started a new e-commerce company and they are
expecting to serve only 5 cities- Delhi, Mumbai, Bangalore, Kolkata and Hyderabad. Each
parcel they ship to their customers in these cities weighs between 200 grams and 400 grams.
They negotiated with a courier company for shipping their parcels and the best rates they got
for all parcels up to 0.5 kg are given in below table:
Rates per parcel up to 0.5 kg Destination City Source City
Delhi
Mumbai
Bangalore
Kolkata
Hyderabad
Delhi
25
40
60
60
55
Mumbai
40
25
35
65
40
Bangalore
60
35
25
55
35
Kolkata
60
65
55
25
50
Hyderabad
55
40
35
50
25
The number of orders they are getting from each city per month are given in below table
Delhi Mumbai Bangalore Kolkata Hyderabad Orders from each city per month
5000
6000
4500
3000
3500
For processing their orders and storing the inventory, they need a 10000 sq ft warehouse. The
rental cost in Mumbai is Rs. 20 per sqft. whereas the rent in Delhi is Rs. 8.5 per sqft. All
other costs of operating the warehouse is same for both the cities. The group has to decide if
they should have a warehouse in Delhi or in Mumbai to keep their costs to minimum. (10
Marks)
Q 3. Case Study/ Caselet
Prime Plastics Pvt. Ltd. is a company based out of Mumbai, India. They produce vials using
LDPE (Low Density Polyethylene) granules. Granules are imported from a plant in Germany
which dispatches the goods on the same day when order is received. The shipments are made
through sea and the transportation lead time is 45 days. Once the granules are received, the
company tests the goods in their inhouse lab and only after that, the granules are used for
making vials. Testing time for granules is 15 days. On an average company uses 24 metric
tons of granules every month. However the business development team of the company has
informed that any day they can receive new orders and the consumption of granules can go
up to 30 metric tons.
a.) How much safety stock of granules should the company maintain
b.) At what inventory level the order for new lot of granules should be placed.
Brand Management
Q1. Sudhir is an entrepreneur planning to launch a new Health-drink. There are already
available multiple similar product but they are mostly targeted at consumers looking to lose
weight. But Sudhir wants to focus on a new category - Young people too busy to have meal
on time. What do you think of his business plan? What are the advantages / disadvantages of
building a new category vs. entering an existing category? Which option will you recommend
to Sudhir?
Q2. Arpit plans to set-up a new dairy company. It has the network of milk-producers willing
to supply milk. He is struggling with finalising which products to focus on in initial stages.
His operational-head wants pouch-milk to be the launch product, followed by value-added
products like butter, chhas etc. His argument is that these are products easy to sell by sales
based strategies like price-discounts, retail push etc. This view is challenged by Shankar, their
strategy consultant. Shankar recommends high-value-added and long-shelf-life products like
Ghee, Cheese etc. to be the entry products. His argument is that it is possible to differentiate
these products basis quality. Milk has become a generic product and is primarily bought on
trust and habit. Critically analyse the above two entry-strategy and suggest your
recommendation.
Q3. Pover is an Indian manufacturer and supplier of Wind-power equipment. It prides itself
on its product quality and technological know-how. It has been able to unsettle world-leaders
in couple of international markets. Buoyed by its recent success, company’s MD, Mr.
Prakash wants to undertake expansion and wants to scale-up Pover’s marketing &
communication efforts. His team believes that it is the technical superiority of Power
products that gets them the contracts and same should be the focus of communication. Mr.
Prakash gets an customer-research study done to find out the right things to communicate
about Pover. Below are the key findings,
i. Pover products are considered to be high-quality and comparable to global players
ii. Global companies are often found to be bureaucratic while Pover is accessible &
responsive
iii. Market is divided in two segments - 1) One set of projects/customers consider the
windpower equipment to be commoditised products 2) Customers who believe in extracting
the maximum output by investing in better quality products through superior design & not
cutting corners in manufacturing & implementation
iv. Global companies are able to demand a premium over other players including Pover.
Unlike the cost-based players & Brand-based global players, Pover’s value-proposition
(quality vs. price point) is unclear, thus leading to hard-bargain during the sales process
Questions
a. Critically analyse the market situation for Pover, articulating its strengths and business
challenges.
b. Suggest the objectives and communication plan (target, pitch/positioning, Reasons to

Believe) for Pover, keeping the survey findings in consideration.
Marketing Strategy
Case
Mr. Karsanbhai hires you in his business as an advisor. His company M/s Fresh Life
manufactures and sells mouth freshener (Mukhwas) “Khaas” in the Indian market. Mukhwas
is a colorful Indian after-meal snack or digestive aid widely used as a mouth freshener,
especially after meals. The company is known for its good quality ingredients. The company
has followed the traditional way of doing business and has been making profit from last 25
years but the recent competition has put them into the difficult situation where their
profitability is getting affected. The company plans to make some changes in its functioning
style and you have been asked to advise on the following matters.
1. Prepare the Vision, Mission, Goals and Objective for M/s Fresh Life.
2. Explain various ways to promote “Khaas” in the Indian Market.
3. a) Explain the PESTEL analysis for M/s Fresh Life.
3. b) Prepare a SWOT Matrix for Mukhwas Business
Q.1) You are the CEO of Bajaj Auto, a 2 wheeler company in India. You decide to compete
with the existing 4-wheeler brands in India by launching “Qute” a quadricycle. How do you
plan to undertake your Segmentation strategy along with your Positioning strategy?
Q.2) You are the owner of a well established Pizza chain in South Korea by the name of Mr.
Pizza. Suggest 3 ways of entering India. Amongst the provided options, suggest which
alternative is the best & why? Once the option is chosen how will the roll-out occur?
Q.3) You are an Australian soft drink brand by the name of “Sunkist”, a citrus brand & wish
to enter India.
A) What aspects of New Product Development will you undertake & execute. Enlist in
details with relevant examples.
B) Given that India is a unique market by itself, what specific customized changes will you
undertake to your product “Sunkist” while introducing in India. Would you stick to only
“Soft drinks” category or diversify?
Marketing Strategy
Question 1: Founded in 1971 in Seattle, Washington, USA, Starbucks is a well-known

international brand with presence in more than 20,000 locations. It has been over 23 years
since Jeff Bezos founded Amazon.com in Seattle, Washington, USA. Suppose, Amazon.com
is planning to acquire Starbucks, and Jeff has hired you as an advisor. Should Amazon.com
acquire Starbucks? Why?
Question 2: Suppose, you are working as a Brand Building and Brand Management Specialist
and have been hired by a competitor of Mercedes, the popular car brand. Help your client by
explaining the Marketing Strategy of Mercedes in India.
Question 3: Founded in 1976, Brompton (www.brompton.com) is a well-known brand in the

international folding bicycle market. Madhav, a young Indian and a first generation
entrepreneur, incorporated XYZ Pvt. Ltd. in the year 2018 with a vision to build the first
Indian brand to feature among top 3 international folding bicycle brands by 2025. Madhav
has hired you as a consultant.
 Question 3a: Explain the various points that you would consider in order to assess the
attractiveness of the market for XYZ
 Question 3b: What will be your recommendations to Madhav regarding Marketing Strategy
for XYZ?
1. “The only real differentiator in today’s markets is service, and transportation is a vital part
in that accomplishment. Without it, customer loss is virtually a guarantee”. How will you
explain this statement? (Industry examples will be well appreciated)
2. Discuss briefly with examples how as a Logistic Manager you will address various
objectives in terms of total cost goals and customer service goals.
3. As the Logistics Head, you observe your organization had planned 500 consignments last
year but the actual data reveal that company had booked only 300 consignments and out of
which 250 were actually delivered. The report also suggests that 5 consignments were
damaged in the transit.
a. Explain the performance measurements you can do using various productivity measures for
improvement?
b. Explain your strategy to select the right distribution channel for your business
1. You are the owner of a Men’s fashion store. With the wedding season approaching you are
planning to promote it. How would you go about it?
2. You are the brand manager of an FMCG Foods company and your company is launching a
new range of healthy quick bites targeting the working population. Explain the Integrated
Marketing process you will use to launch the product?
3. Case Study
Blueair Air Purifiers aim to gain 10% Market share by 2020
Source : PTI feed TOI
Sweden based airpurifier firm Blueair is looking at India as a priority market and expects to
gain a 10% market share by 2020. It is in a nascent stage but cluttered category with 28
players vying for a share in the 350 Cr. Market growing at 40%. Blueair is a high end
product. India is a high potential market and is expected to grow to Rs. 1500 Cr.-1800 Cr.
Size in the next 3-4 years depending on when the inflection point happens. Currently the
market is centered around Delhi but there is a growing awareness across metros about the
need for air purifiers. Blueair has managed to double its sales last year and should continue to
double it every year to reach its target of 10% share of Market by 2020.
Questions
a. In a competitive market with many serious players, how should Blueair approach their
IMC to reach their target of 10% share by 2020?
b. What tools would you leverage in the promotional activity for Blueair to double their
growth every year?
1. Globalization and the advent of Information and communication technologies have

influenced substantial changes in forms of supply chain management. Discuss the need and
importance of warehouse management. Explain in detail the various types of technology that
can be used to manage the warehouse operations with reference to a retailer like Reliance
Trends, Pantaloons, etc.
2. Collaborative Planning, Forecasting and Replenishment (CPFR) is a technological

innovation tool that was first registered as a trademark by the Voluntary Interindustry
Commerce Standards (VICS) Association (1998) and is defined as a web-based approach
which can coordinate the diverse process of supply chain management including production
and purchasing planning, demand forecasting. It is a collection of new business practices that
leverage the internet and EDI in order to achieve two goals: radically reduce inventories and
expenses while improving customer service. Give an example of a pharmaceutical company
where the different phases of CPFR have been successfully adopted.
3. Over the past several decades, logistics activities have increasingly been sourced out to
specialized third-party logistics providers (3PLs). In recent years, however, 3PLs have
increasingly been challenged by new disruptive business models and digital technologies. For
example, platforms such as Cargomatic and Uber Freight enable cost-efficient, real-time, on-
demand arrangements of transports that cut into the domain of logistics services. E-commerce
providers such as Amazon, which used to be a business partner to 3PLs, has started building
up its own online-based logistics solutions. Similarly, vehicle manufacturers have started to
leave their traditional business field and provide their own digitalized fleet management and
mobility services, which used to be domains of 3PLs as well. As pointed out in a study by the
consultancy company Oliver Wymann, logistics start-ups from the USA and Asia with high
financing volumes are transforming the entire logistics industry. This puts significant
pressure on traditional logistics markets such as Germany, Sweden and the Netherlands, with
their established market players. Experience from other industries such as travel and retail
shows that digital disruptions may change entire markets within a very short time. In the
course of these changes, business models that have been dominant for decades are replaced
by new ones. (Source: Hofmann, E., & Osterwalder, F. (2017). Third-party logistics
providers in the digital age: Towards a new competitive arena? Logistics, 1(2))
a. Highlight any two examples of third-party logistics providers (3PLs) startups in India and
how have they transformed the ecommerce space.
b. How do these startup companies disrupt the already existing established domestic logistics
players?

1. If you are a part of the top management of a Foods Product Company, how would you
involve staff and workers in operating Total Quality Management program & what should be
criteria for performance measures?
2. “Customer decides Quality”. Justify the statement with examples. Who are internal &
external customers for a Company and how should you deal with them?
3. TQM has been highly successful in Japan, but its success in India is mixed.
a. How did Japan achieve high success by implementing TQM?
b. What are reasons of low success in India and how could we improve?
Q.1. “Successful ERP implementation projects are less about Technology and more about
People and Processes.” Do you agree with the statement? Elaborate on a few critical success
factors in the implementation of ERP systems.
Q.2. From the Farm (FTF) Pvt. Ltd. is a food and beverage company. FTF Food's endeavor is
to provide best in class innovative offerings in the food and beverage segment in India. To do
this effectively and to expand their reach in the Indian market, they sought to automate
Inventory Management at different levels. The company needed a customized ERP solution
that followed the norms of the industry to handle their specific requirements such as
inventory management to manage the different levels of activities. Clearing of stock based on
the expiry dates of the products and an integration with the finance module to automate all
the financial activities. You have been appointed as a consultant to this organization to help
in the ERP implementation plan. Prepare a blueprint / flowchart of the ERP implementation
plan indicating all the identified tasks, resources required and the relationships among the
various tasks.
Q.3. The Vedant Group started operations in the year 1992 with a vision to provide
unparalleled quality service to a spectrum of Maritime and Oil & Gas Industry. Vedant is
now one of the major players in Dry Docking and Ship Repair in India. Vedant has also
become a formidable group in providing offshore logistics to support the Oil and Gas
industry. It wants to look for an integrated system to manage all their activities such as
offshore engineering, offshore logistics, coastal logistics and port services, dry docking and
ship repairs and inland waterways.
a. What are the factors the management must keep in mind while selecting a vendor for the
integrated system.
b. In your opinion, what challenges do you think Vedant may face while implementing an
ERP package?
1. You are an Indian Company manufacturing machine parts made of steel and exporting to
US. With Donald Trump imposing Tariffs, you have decided to manufacture some of your
products in North America and use this as an opportunity to expand your business in that part
of the globe. You want to set up the factory either in Mexico or in Canada for this purpose.
Evaluate the two location options of setting up the Plant and Business on basis of
International Business & Marketing Environment parameters to come to a decision.
2. You are the CEO Starbucks and wish to enter India. Evaluate any 3 entry options to enter
into India. Which of the market entry options would you finally choose & why?
3. The Tanzania Toothpaste market has strong growth and reasonable volume. The market is
dominated by Colgate which has more than 65% market share and rest 35% percent are
scattered within 6-7 local players. Colgate is the market leader in prices while all the other
local players are about 20-25% cheaper in prices. The top three parameters of buy of
Tanzanian consumers are Health, White Teeth & Freshness in that order. While Colgate
positions itself on health platform, other local players are positioned on other 2. One of the
biggest reason for lower market share is poor print quality on the toothpaste tubes where as
Colgate gets its products from Europe where better quality printing facility on tubes is
available. You are an Indian contract manufacturer for Unile ver in India and are now eyeing
the Tanzania market where there is no clear number 2. You have set up a Contract
manufacturing and Distribution partnership with C&C which is a local business conglomerate
who apart from other businesses are also into FMCG but not into Toothpastes. You have
decided to export quality printed toothpaste tubes from here for the purpose to overcome the
problem faced by local manufacturers.
a. Suggest what would be your pricing strategy for the new brand of toothpaste that you
would introduce in Tanzania market based on the information.
b. Suggest the possible brand positioning for your Toothpaste in the Tanzania Market.
Sales Management
Q.1 Tasty Foods Pvt. Ltd, a contract manufacturer of juices has decided to enter the growing
market of juices & drinks by launching its own brand ‘Yogo’, a yogurt-based drink, in
different markets in India. The sales manager of this company is deliberating on the issue of
developing territories for selling this product. Suggest various factors that should be taken
into consideration in this context.
Q.2 ABN Amro (ABN) bank plans to build new sales force organization to market its credit
cards in Vapi. But the market already has some other big players. In such a competitive
environment, which factors must ABN consider in order to design an effective sales
organization?
Q.3 Read the case & answer the questions:
One of the largest consumer electronic company in India well anchored in the urban market
realized that they have almost reached saturation in their growth in urban markets. As a
strategy to trigger sales growth, they have decided to enter rural market. As a sales manager:
a. Do you think the decision of the company was right or it is a disaster to enter rural market
to trigger sales growth; give your point of view with logical reasoning?
b. As a head of Sales what will be your strategy as far as sales force deployment without
affecting current coverage
Project Management
Q 1. You are invited to work as a project management consultant on a project for

construction of a commercial complex. Discuss the possible ways by which you can
contribute towards success of this project.
Q 2. You are involved in an exercise to evaluate capital budgeting. The proposed project has
estimated initial outflow of Rs. 1 lac and outflow of Rs. 37,000, Rs. 13,000 and Rs. 63,000
for first three years respectively. Your client uses 15% discount rate for capital budgeting.
What would be your recommendation on financial feasibility based on Net Present Value
technique? Provide enough details for justification of your recommendation.
Q 3. “I am feeling jittery. How can I estimate how much time it would take to launch our next
store in Ratnagiri city? I have never worked on such project of opening new store in new city.
I don’t know what my boss is thinking of me? Am I a magician to produce a number from
nowhere?” Sudesh went on talking on phone while Mansi kept on listening patiently.
Sudesh had joined a retail chain as a marketing executive six months back. After showing a
great performance for six months on an advertising campaign, he was just put in this new
project. When Sudesh’s boss briefly told him about this new project, he mentioned that
Sugesh should first work on time estimates. Sudesh immediately called Mansi, his cousin,
who had 10+ years of experience of working as a marketing manager. After bursting out all
frustration, he finally asked, “What should I do?”
“Is it the first time the company opening a store in new city?” Mansi asked her first question.
“No, there are many people here who have done this before and I am told that all facts and
figures about those projects are all documented well”, Sudesh responded. “But I am going to
do it for the first time!” Sudesh was still nervous. “You don’t need to worry! There are two
ways by which you can go about making time estimates. Either refer to data from past project
or seek opinion of earlier project managers.” Mansi started giving her advice to her cousin.
a. What advice will Mansi give to Sudesh about learning from past data?
b. What advice will Mansi give to Sudesh about expert opinion?
1. Bajaj Limited expects to see a growth of 20% every year in free cash flow to equity
(FCFE) over the next 3 years. The growth is likely to decline to 10% over the subsequent two
years. After that, it is expected to be at a stable level of 6% per year. The FCFE in the current
year is Rs 20 per equity share.
Compute the fair value per share based on the FCFE approach. Assume 20% cost of equity.
2. Companies X and Y are into the same business with different capital structures.
XY
Number of outstanding equity
shares 200000 100000
Face Value per share (Rs) 10 10
Market price per share (Rs) 15 20
Dividend per share (Rs) 2 3
Growth in dividend (YOY %) 0% 10%
No of debentures 0 10000
Market price per debenture (Rs) 95
Interest rate (on face value Rs 100) 10%
Calculate the weighted average cost of capital of X and Y. Assume income tax rate of 30%.
3. A manufacturer is exploring a proposed production of premium quality widgets. The

required machine would cost Rs 2 lakhs and has a useful life of 5 years. For the purpose of
tax, relevant depreciation allowed on the machine is 20 percent on written down value basis.
The salvage value is realizable at the end of 5 years. Initial working capital required is Rs
100,000 and is expected to remain constant year on year. Widgets can be sold at Rs 8 each.
Around 75,000 widgets can be sold per year. A cash fixed cost of Rs 50,000 is expected to be
incurred every year. Variable cost is estimated to be Rs 4 per widget. The tax rate is 30%.
Assume 20% cost of capital.
(a) Evaluate the proposal based on its NPV.
(b) Would the investment decision be the same based on IRR approach? Explain.
Course: Decision Analysis & Modeling
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. (10 Marks)

2. In Assignment Problems, often we face some additional constraints in the form of

prohibited assignments. What do you understand by these prohibited assignments?
(10 Marks)
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
Magazines
ABC
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 (5 Marks)

b. Formulate the problem as a Linear Programming Problem. (5 Marks)
Course: International Logistics & Supply Chain Management
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. (10 Marks)
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) (5 Marks)
b. Which option you will select and the reasons for the same. (5 Marks)
Sales Management
1. Why are sales territories required? Discuss the various stages in territory planning and
suggest what type of territory planning is appropriate for the following cases
a) A company selling food products
b) A company selling holiday packages
c) A company selling bulk drugs to large pharma companies

2. Describe principles of effective presentation. How would you plan your sales presentation
if you are a sales person, responsible for selling PCs to individual consumers?
3. Rajan, the regional sales manager of Hercules Motorcycles Ltd. (HML), has just completed
the monthly meeting in his office with his six dealers of Chennai. Rajan is quite upset as the
meeting did not go well as planned. The problem started with the targets for the next month
he gave to the dealers. None of them was willing to accept it saying that the targets were too
stiff and not achievable. The dealers were also not convinced about the ability of the
proposed promotional support for the month helping them achieve the targets. The problem is
compounded as 25 per cent of the margins to the dealers are directly linked to achieving their
monthly targets
This is third month running that Rajan is facing the target issue with the dealers. Rajan
strongly believes that (HML) and its sales management team understands the company needs,
the competition and the prospects better and hence they can decide the targets for the dealers.
The dealers have been missing the targets in the previous two months. In the first month only
two dealers beat the targets and in the second month only one dealer could meet his target. In
the current third month targets just given to them are even stiffer as Rajan is under pressure
from his VP-marketing to make up some of the losses of the previous two months. He is
planning to meet five of his Bangalore dealers the next week and is sure to face a similar
situation.
Questions:
a. What should be the course of action taken by Rajan, to ensure that the targets are met?
b. Suggest a system of sales planning for the future to avoid such situations in future.
1. The marketing department of an educational institution requires to be innovative and offer

the best and most relevant programs for students and executives who look upto them for
career growth. Why is it important to custom create CRM solutions for marketing
departments in the learning and development industry?
2. How can one nail customer expectations and deliver a CRM solution which is
comprehensive and incorporates all factors that make up an effective solution?
3. You are entrusted with the responsibility of setting up a supermarket like Hypercity in a
metropolitan city of India. Most important parameter of your success would be great
customer service and customer satisfaction. You need to orient your team to ensure the
project is a success by preparing and answering the following questions.
a. What aspects are customers most dissatisfied with in metros and small towns in India?
b. Discuss the elements of good customer service for supermarkets globally.

1. Rohan got placed as a treasurer in reputed bank. In order to gauge his basic understanding,
his manager ask him to prepare a short presentation on the various functions of Treasury
Management. Help Rohan with his assignment.
2. You are appointed as a career counselor in a reputed Business School of Management. A

final year student pursuing his specialization in Banking and Treasury approaches you to get
the guidelines on the career prospects in treasury Management. Help him with his query
3. a) Banks are subject to various kinds of risk. As an operational manager prepare a

presentation on the various kinds of risk that impacts the operations in treasury department.
3. b) Also describe in brief the various methods which are adopted by the bank
Treasurer/Regulators in measuring these risk.
1. Shayla is an actuarial in an insurance company. Few of the new joiners have been
appointed as underwriter in their department. Shayla’s manager asks her to prepare a short
presentation on the various methods used by them in calculating the premium rate.
2. Mr. Sharma is looking for some insurance policies. Therefore, he is in a need of a

competent insurance agent who can help him with the suitable polies as per his need.
Highlight the important point which Mr. Sharma should consider while selecting his
Insurance agent. Also Discuss what all sources he can explore for searching these agents.
3. Anurag Gupta bought a health insurance policy two days ago and was quite satisfied with
his decision. He knew that his current lifestyle made him more prone to diseases and illnesses
which could burn a deep hole in his pocket and that's why he bought a health insurance policy
to cover health care cost.
But just after six days from the purchase of the policy, Anurag was diagnosed with a kidney
stone and was advised to go for a Lithotripsy (surgery for removing stone).
He wasn't bothered about the cost as he knew that he had a health insurance plan to cover the
cost. He got admitted and went for the surgery, but the big shock came when he was told that
he hadn't completed the initial waiting period under his health policy and that's why his claim
would not be accepted; the expenses will be borne by him.
With regard to the above case explain the following:
a. The concept of waiting period in health Insurance Policy
b. The important points which an insured should keep in mind while reading the clauses for
the waiting period.

1. Casa bank was a domestic bank and was doing good in the Indian Market. The managers
of the bank were planning to expand to global operations and decided to propose the same to
the management. Prepare a short report on the strategies that would be required for successful
internationalization of the bank.
2. Commercial banks offer an effective platform for effecting cross-border remittance

transactions. These banks have an advantage of extensive networks across countries for
sending and receiving international payments and settlement systems. Prepare a report on the
factors that need to be taken care by the banks offering the services of foreign remittances to
their customers.
3. Shiva has completed his Banking and Finance course and has joined the foreign exchange
department in a bank. His profile would include transactions in various currencies for which
he needs to understand the different quotations properly. Help Shiva to prepare a short report
on:
a) Situations in which Direct Quote would be used
b) Situations in which Indirect Quote would be used
Course: Advanced Supply Chain Management
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? (10 Marks)
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. (10 Marks)
a. What are the various inventory related costs and how will you calculate them? (5 Marks)
b. What steps will you take for efficient management of multiple-items, multiple-location
inventory? (5 Marks)
Business Economics
1. What are the important characteristics of an indifference curve. Suppose a consumer’s
disposable income is Rs. 5,000/- per week and she has a choice of spending the income on
concerts and meals. Assume meal is available for Rs.250/- each and concerts are available for
Rs.500/- each. Prepare a table of possible combinations of meals and concerts that could be
bought with the income. What is your observation about the values in the table?
2. Find below the data for price elasticity and income elasticity of demand for 5 different
commodities. Interpret the values in the table in the light of  Whether the demand is elastic
or inelastic for each of the commodities and why  What do you mean by negative income
elastic demand in case of commodity 3  Give example for each type of commodity.
Commodity Price Elasticity of demand Income elasticity of demand 1 -0.3 +0.6 2 -1.45 +5.60
3 -5.09 -1.67 4 -0.7 +0.8 5 1.0 +1.0
3 a) “Different prices can be charged by the producer in the different market segments to
maximize revenue.” Explain the statement by taking a case of aviation industry.
3 b) What do you mean by price rigidity? Which type of market structure is characterized by
the price rigidity? Explain your views taking an example of industry facing the problem of
price rigidity.
Q1. Choose any ONE listed company from NSE top 500 and go through its CSR policy as
well as its CSR Report (found in annual report under Director’s report) for 2015-16 or 2016-
17, and answer the following;
a. Choose any TWO projects/initiatives reported by the company and explain how they are
connected to the CSR policy of the company
b. Analyse and explain the impact/s and/or outcome/s of the chosen projects using the
qualitative as well as quantitative information reported. You can also include data/
information about these projects/initiatives from the company’s website.
Q2. Go through the Sustainability Report of any ONE company of your choice or your
competitor and identify ONE energy saving/ managing initiative OR ONE water
saving/managing initiative that impresses you. Analyze and explain the initiative’s qualitative
and quantitative data in the form of a case, such that it showcases all the benefits, financial
and non financial that accrue to the company. (DO NOT repeat the same company or the
same initiative as in Ans1)
Q3. With the introduction of the Companies Act 2012, spending 2% of net profit on CSR has
out under section 135.
3.1 As the new CSR Head, explain what according to you are the five challenges that you
will have to address now that the CSR policy has been drafted and projects/ initiatives worth
2 % of net profit finalized by the CSR Committee of the Board?
3.2 Suggest viable and practical solutions to two of these challenges that you will present to
the CSR Committee of the Board.
1. Explain, discuss and compare the Hofstede Cultural dimensions between any one Asian
country and One European Country.
2. Monika works with Bing & Geller Enterprise which is a media house. The organisation has
beautiful workplace with all the amenities. The salaries are disbursed on time, employees are
able to maintain a good work life balance. But the employees are not very satisfied and
motivated. Ashita being new HR manager runs an employee satisfaction survey through
which she realised that even though such nice amenities are provided employees are not
happy as they did not find their jobs meaningful and challenging. They also pointed that there
was no recognition, no bonus etc. Relate this case scenario with Herzberg’s two factor theory
and discuss the same. Conclude by giving some suggestions to Ashita which are realistic and
can be implemented.
3. Leadership is an essence of any organisation. It can break or make an organisation.

Keeping this statement in mind. Discuss
a. A Resonant leader of your choice (not the one in your textbook) and discuss his qualities
and how those (qualities) helped to build the organisation.
b. A Transactional leader of your choice (not the one in your textbook) and discuss whether
this style of leadership according to you is suitable or not.
Business Communication & Etiquette
1. In your opinion, which part of a presentation is most important and why? What steps do
you take to ensure you truly make a mark when you present to an audience?
2. From your experience and of those around you, share how lack of trust, message
complexity and difference in status impacts business communication.
3. In Crystal Corp., managers are groomed to be leaders. The organization believes in

investing in their own people instead of hiring externally. In the last appraisal cycle, Preeti
and Saksham were promoted as leaders of their practices. Saksham is a people’s person while
Preeti has a task oriented approach.
a. As far as internal organizational communication is concerned, which one do you think

Preeti will practice – upward or downward and why?
b. What would Saksham prefer given his leadership style? What are the disadvantages of
being a people-oriented leader?

Case:
M/s TrackUs Courier is a well-established courier company in India. The company has been
doing exceptionally well after the emergence of online business. Small and Mid-Sized
organisation prefer TrackUs as their services are available at lower cost. The company
follows traditional practices for all its operation. There are no computerised system to track
the packages, billing, petty cash, financial statements, etc. Every process has to go through
multiple steps to implement a single decision. The company has rigid manual processes for
completing any work.
The company was able to handle limited customers with the traditional processes but with the
ever increasing customer base there is need to redesign the system. The company needs to get
the best infrastructure and information system which can handle the large customer base. The
directors feel there is no need to spend on the IT systems. Also, the employees might feel
insecure with the new technology and systems. The directors are not sure whether they will
be able to handle the new technology. They have made a note of all the concerns and now
they have hired you as a consultant to advise them on various matters.
1. Suggest TrackUs Courier any seven Henry Fayols principle with reasons so that the same
can applied in the organisation to improve the effectiveness.
2. Advise the company any five latest technology that can be implemented in the organisation
to improve the overall process.
3. a) What are the various resistance that an employee can show during the change process in
TrackUs Courier?
3. b) Advise the directors with detail explanation any two leadership styles that would be
feasible for TrackUs courier.
1. Customers show interest towards a specific brand, depending on the experience offered by
the brand. However, sometimes, the brands fail to meet the customer expectations. Thus,
most companies have made improving customer experience their top priority. They are
currently relying on using data to understand their customers. It is imperative for brands to
rapidly translate their customer insights into actions, lest they lose the business opportunity.
How are retailers capitalizing on user’s data and using data analytics to improve their retail
experience in store?
2. The healthcare industry is the furthest along in cloud adoption, compared to the financial
services industry and the energy and utilities industry. You are invited by a private hospital to
advise them on deployment of cloud. The hospital is very keen to reduce total cost of
ownership, increase scalability and provide better collaboration to all the stakeholders. From
that perspective, it is evaluating the use of cloud and the right choice for the deployment
model. You are required to provide a brief report explaining pros and cons of each cloud
deployment model for adopting cloud for its operations.
3. Mounting digitization and connectivity have led to a rise in cybercrime. With employees
often plugged into insecure Wi-Fi networks and using their own devices, business data is
increasingly vulnerable. As cyber-attacks become more sophisticated, data breaches are
growing in size and frequency. The Center for Strategic and International Studies (CSIS)
estimates that digital crime and intellectual property (IP) theft currently cost between
US$375b and US$575b per year — eclipsing the annual GDP of most nations. Although a
portion of cyber threats come from “hacktivistis”, the most concerning threat for financial
institutions is from organised cybercrime. Banks must consider their options and
opportunities now. You have recently been appointed as the Chief Security Officer (CSO) at
a private bank.
a. What measures will you take to ensure the security of the systems at the bank is not
compromised?
b. How would you educate your customers to prevent them from being a victim to
cybercrime?
Course: Customer Relationship Management
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? (10 Marks)
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. (5 Marks)
b. How will you guide your staff to handle complaints from irate customers, in case they
occur? (5 Marks)
Course: Enterprise Resource Planning

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. (10
Marks)
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.? (5 Marks)
b. Which ERP trends will you recommend to Indictrans Pvt. Ltd. to focus on for its future
growth? (5 Marks)
Course: Logistics Management
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. (10 Marks)
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 (5 Marks)
b. State the techniques you can use to reduce number of items (5 Marks)

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?
(10 Marks)
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. (10 Marks)
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. (5 Marks)
b. How do you think objective laid down by Starbucks Leadership would have helped them to
achieve this sustainable improvement in supply chain? (5 Marks)
Course: Total Quality Management
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.
(10 Marks)
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? (10 Marks)
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? (5 Marks)
b. What are the other types of control chart used in monitoring a process? (5 Marks)
Course: Business Ethics: Governance & Risk
1. One of the most prevalent forms of information gathering in the workplace is monitoring
employees’ work and technology which has afforded employers enormous abilities to do so
efficiently. Whether it is email monitoring, internet use monitoring, random telephone call
monitoring or CCTV. Globally an astonishing 50 % of large companies (those with 20,000 or
more workers) actually have people on staff to read the contents of outgoing emails, much of
it on an occasional/ random basis. The most prevalent subject of monitoring though is
‘internet use’; nearly 76% companies do so. Most of them notify their workers about it, many
also have an internet access policy typically prohibiting employees’ access to pornography,
online chat forums, gaming, investing or shopping at work. What according to you are the 5
key reasons for the firms to monitor employee’s technology usage? Is business being
responsible at workplace if it does so? Give reasons for your answer. (10 Marks)
2. Advertising is part of doing business, and not all advertising is deceptive or harmful to
consumers. The criticism, both for and against advertising raises awareness that provides
information to both companies and consumers in their production and consumption of
information and transactions. Briefly explain any three arguments in favour of advertising
and any three against advertising. (10 Marks)
3. Foods, plants or crops which have been altered genetically with an intention of enhancing
the nutritional content of foods are known as genetically modified foods. The genetic
alteration is meant to translate the existing food into a product with a lower price but with
greater benefits, yet it is not without environmental and ethical concerns and dilemmas.
a. What according to you are the four main benefits to the producer/consumer of genetically
modified food crop, elaborate? (5 Marks)
b. As a member of agriculture policy task force you have been assigned the responsibility of
researching and identifying long term risk of genetically modified food crop. What would be
your four identified environmental and/or ethical risks? Elaborate. (5 Marks)
Course: Employee Development & Talent Management
1. Succession planning at HUL, country’s largest packaged consumer products maker has
always been a two-horse race. “There is always a back-up candidate in this talent-rich
organization and so it is never very obvious as to who will land the job,” a former top-level
executive at HUL said. The firm’s talent hunt often starts with four of five possible
candidates, and closer to the date of appointments, it narrows down to two people. For CEO-
level appointment, any time there are at least three people in the race. A senior HUL official
said the company tests the mettle of promising youngsters by offering them certain roles that
may not seem big but are challenging. In recent years, HUL has taken urgent steps to be
relevant to young executives who are not company loyalists and have different perceptions
about career.
Why should companies such as HUL look at Succession planning? What process will the
company follow to make a right decision? (10 Marks)
2. Prayag, the Head of L&D, has been asked to develop the following skills of their customer
care executives:
a. Customer query handling
b. Product Knowledge
c. Time management
d. Computer skills
Suggest a choice of 3 on the job and 3 off the job employee development training methods
that he should consider for skill enhancement of the executives. (10 Marks)
3. Fruit bowl a digital marketing company comprises of around 200 employees across their 4
zonal offices. They are considering hiring members in their business development team.
a. Suggest some talent acquisition techniques that they can consider during hiring.
(5 Marks)
b. The Creative team went through a training that aimed to enhance their innovation and
digital designing skills. How can the effectiveness of the training measured? (5 Marks)
Course: HR Audit
Q1. Explain why it is equally important to conduct an audit of the HRD climate. What is the
impact of such audit on the overall performance of the organization? (10 Marks) Q2.” The
human resource valuation system cannot be considered to be a complete system of
accounting unless it is followed by an equally competent system of auditing. Application or
use of human resource accounting, therefore, must also be followed by a separate HR audit to
ascertain whether or not the performance of the managers has been true and fair in the overall
interests of the organization they serve.” Do you agree with the statement? Validate your
answer with suitable examples. (source : emeraldinsight) (10 Marks)
Q3. During the course of audit of the compensation and benefits of a company, it was found
that Raju Singh, a worker in the company had claimed compensation for his injured leg. With
the support of the worker union, he created a hue and cry against the management and
ultimately got the compensation. It was later found in a detailed investigation by the audit
team that Raju Singh had broken his leg in an accident when he was going to the market on
his private motorcycle. He had misinterpreted the severity and the cause of injury and had
filed a claim for an injury under the work premises concept.
a. Based on the case, how would you evaluate the worth of the claim of any such employee?
(5 Marks)
b. What control mechanism should be adopted by the HR managers or auditors to curb such
cases from happening in the organization? (5 Marks)
Course: International HR Practices

1. VISION Telecommunications Ltd, a leading telecom hardware company from India is
planning an international expansion. The company has decided to start its manufacturing
plant and office at Indonesia. You are appointed as a consultant to advice the HR Head of the
company on undertaking International Human Resource Planning, Explain how would you
advice the HR Head to undertake International HR Planning? (10 Marks)
2. AGROPRESS Ltd is a leading FMCG company from Mumbai, has expanded

internationally off late. The Board of Directors is contemplating a Pan Organization
Performance Management Policy. International offices of the company would be affected due
to this decision. Before finalization, the Board wants to identify the possible issues and
challenges to international performance management. You are hired as an expert to help
company identify these issues and challenges. Point out those elaborately (10 Marks)
3. VIZCRAFT Textiles has invited you to study the organization in detail and identify the
cultural traits. Such an exercise has not been done before. In this background answer the
following:
a. How useful is Hofestede’s model in this case? (5 Marks) b. Discuss Lorange’s theory of
culture and explain how useful it is to identify the cultural traits at VIZCRAFT? (5 Marks)
Course: Strategic HRM
1. Defective Human Resource Planning can defeat the organizational strategy? Please write
critical analysis with specific emphasis on forecasting techniques. Give example of any one
organization you know of, that have achieved a fit between Human Resource planning and
organizational strategy. (10 Marks)
2. Explain why it is important for managers to identify the present and future training and
development needs of their staff. Explain why it is important for employees to take
responsibility for identifying their own present and future training and development needs?
Describe briefly some of the ways in which training and development needs can be beneficial
for the employees in the service and manufacturing organizations? (10 Marks)
3. On July 25th, 2005, the management of the Honda Motorcycle and Scooter India (private)
Limited. (HMSI), a wholly-owned subsidiary of Honda Motor Company Limited (HMCL),
encounters violent protests from workers that disrupted production at their works in Gurgaon.
HMSI workers were severely beaten by police, and newspapers and Television channels gave
wide coverage to the ferocity of the action. The protest followed six months of simmering
labour unrest at the Honda Motorcycle and Scooter India limited factory in which the workers
also resorted to job slowdown (since December 2004 when the workers’ demand for an
increment in wages was rejected by the HMSI management). The power struggle also led to
fiscal losses for the company. Honda Motorcycle and Scooter India consist of a diverse
workforce. It consists of both Surface level and deep level diversity. HMSI was a totally
owned subsidiary of Honda Motor Company Limited Japan and its top management consisted
of only Japan Nationals and the lower level management consisted of Indian Nationals.
Therefore, there was a clash of both cultures which resulted in a lack of effective
communication on the part of the management of the company and the workers. This led to
the workers mistrust of the management which could escalate into violent before any serious
attempt was made by top management to deal with the issues to the satisfaction of parties.
Workers were not happy with the treatment meted out to them by the management of the
company. For instance, in 2004, they expressed their dissatisfaction with the sum of money
they received as a Diwali gift given the fact that their company was the industry leader. It was
perceived that they were being treated unfairly as workers from a rival company were treated
better on that specific occasion. This gift was refused by ninety-nine (99%) percent of the
workers; the company took it back and subsequently transferred it to their bank accounts. a)
What are the challenges faced by Multinational manufacturing organizations in the context of
labour relations in India? Do you feel organizations can play a significant role in resolving
their problem? (5 Marks) b) What crucial role can Industrial Relations adopt in the current
context? (5 Marks)
1. You are a HR Manager of SYSTEMS Pvt Ltd, an IT services company based in Mumbai.
20 employees of your company are going to UK for a 3 year project and you have to plan for
pre-departure training program. What would be the components of your pre-departure
training program?
2. LITI GROUP is a leading Financial Institution based in USA and it has presence in more
than 100 countries in the world. LITI GROUP is considering the overhaul of its existing
performance appraisal system to establish a full-fledged performance management system
across all the country units. What could be the possible challenges that LITI GROUP may
face in India?
3. In a recent Board Meeting, Mr. Naresh, MD, said the following, “If employees need to be
trained to perform efficiently in a cross cultural environment and work appropriately, they
require a systematic training process.” You are asked to come up with this process you being
the HR Manager of the company. This company is a leading Leather manufacturing
organization in India. In this background, answer the following:
a. Which steps will you recommend for this process?
b. What will the possible difficulties that you may face during this cross cultural training
program?
1. As the L&D manager, you are expected to evaluate the effectiveness of the Negotiation
skills and managerial effectiveness training provided to employees. Suggest the steps in
developing a training evaluation process. How would you use the Kirkpatrick model to
evaluate the effectiveness of training?
2. An online digital marketing firm is hiring extensively for the position of Business
Developers and Website developers. Suggest some talent assessment tools for the positions.
Describe any 2 modern performance management methods can they consider for better
Performance management?
3. Most of the organizations indicate their interest in developing a good succession plan.
However, Succession plan requires a systematic approach.
a) Suggest the steps involved in effective succession planning program.
b) How is succession planning beneficial for organizations?
Strategic HRM
1. How to design an effective Management Development Program for the senior managers of
a manufacturing firm? And explain in depth, how you would prefer developing your midlevel
employees as a Vice President -HR of a ten thousand employees manufacturing firm.
2. In December 2018, after the $3.8 billion Unilever-Glaxo SmithKline deal was announced,
the two sides are said to be forming teams to decide on the “integration or Separation “of
GSK consumer Health care’s 3,800 employees. The merger of GSK Consumer into
Hindustan Unilever will give the Indian unit of Unilever rights to Horlicks, Boost and
Maltova malted beverages. Keeping the nature of deal please explain the cultural issues in
merger and acquisitions along with the effects on performance of both GSK Consumer
Healthcare and Hindustan Unilever.
3. Case study: Assault case
For Bata, labor had always posed major problems. Strikes seemed to be a perennial problem.
Much before the assault case, Bata's chronically restive factory at Batanagar had always
plagued by labor strife. In 1992, the factory was closed for four and a half months. In 1995,
Bata entered into a 3-year bipartite agreement with the workers, represented by the then
10,000 strong BMU, which also had the West Bengal government as a signatory.
On July 21st,1998, Weston was severely assaulted by four workers at the company’s factory
at Batanagar, while he was attending a business meet. The incident occurred after a member
of BMU, Anup Dutta, met Weston to discuss the issue of the suspected employees. Dutta
reportedly get into a verbal duel with Weston, upon which the other workers began to shout
slogans. When Weston tried to leave the room the workers turned violent and assaulted him.
This was the second attack on an officer after Weston took charge of the company, the first
one being the assault on the chief welfare officer in 1996.
In February 1999, a lockout was declared in Bata’s Faridabad Unit. Middleton commented
that the closure of the unit would not have much impact on the company’s revenues as it was
catering to lower end products such as canvas and Hawai chappals. The lock out lasted for
eight months. In October 1999, the unit resumed production when Bata signed a three-year
wage agreement.
On March 8, 2000, a lockout was declared at Bata's Peenya factory in Bangalore, following a
strike by its employee union. The new leadership of the union had refused to abide by the
wage agreement, which was to expire in August 2001. Following the failure of its
negotiations with the union, the management decided to go for a lock out. Bata management
was of the view that though it would have to bear the cost of maintaining an idle plant (Rs. 3
million), the effect of the closures on sales and production would be minimal as the footwear
manufactured in the factory could be shifted to the company's other factories and associate
manufacturers. The factory had 300 workers on its rolls and manufactured canvas and PVC
footwear.
In July 2000, Bata lifted the lockout at the Peenya factory. However, some of the workers
opposed the company's move to get an undertaking from the factory employees to resume
work. The employees demanded revocation of suspension against 20 of their fellow
employees. They also demanded that conditions such as maintaining normal production
schedule, conforming to standing orders and the settlement in force should not be insisted
upon. In September 2000, Bata was again headed for a labour dispute when the BMU asked
the West Bengal government to intervene in what it perceived to be a downsizing exercise
being undertaken by the management. BMU justified this move by alleging that the
management has increased outsourcing of products and also due to perceived declining
importance of the Batanagar unit. The union said that Bata has started outsourcing the Power
range of fully manufactured shoes from China, compared to the earlier outsourcing of only
assembly and come down by 58% from the weekly capacity of 0.144 million pairs. These
steps had resulted in lower income for the workers forcing them to approach the government
for saving their interests.
PS: Weston resigned on January 30, 2001. This came as a severe setback to the Bata
management.
Questions:
a. Maintaining good industrial relations have always been a problem for Bata. Why? How do
you think Bata can maintain sound industrial relation practices?
b. The role played by the Bata Mazdoor Union (BMU) seems to have been more of a
destructive one than constructive one in the state of affairs at Bata. Comment.
HR Audit
1. XYZ Enterprises is a MNC which is taking over a small family owned enterprise called
Usha foods. You have been appointed to do HR audit with the objective of reducing potential
legal risks to XYZ post the merger. What type of HR audit will you do and what are the steps
you will follow to do the same?
2. XYZ Limited is a software company with offices across India. They have well defined HR
policies and a competent HR team. Every year they conduct an Employee Satisfaction Survey
to assess the level of employee engagement. Last 2 years has seen the satisfaction scores go
down. The biggest drop was in Performance Management section of the survey. Your firm
has been appointed to Audit the PMS and suggest appropriate steps. What aspects of PMS
will you focus on while conducting the audit?
3. Jahazi Company is a company that is into operating boats for leisure cruises in Kerala. The
owner of this company, Mr. Nair, now wants to move into International waters by setting up
a base in Singapore, to provide these services in South East Asia. He plans to have his
existing operations head move to Singapore and hire a few local employees to make up the
team. Mr. Nair has appointed your consulting firm to help him with his business plan. Your
firm has suggested doing a HR audit as part of the process.
a. As the HR Auditor in charge of the audit, explain the benefits of doing this audit to Mr.
Nair
b. What aspects of HR should the audit focus on?
B2B Marketing
1. M/s Ultra Power manufactures shoe shine machine named as “Shiny Shoes”. The company
plans to target organizations which has branches across India. Explain various types of
Marketing Communication mix that the company should use to sell “Shiny Shoes”.
2. M/s Surya doesn’t use any latest technology to do business or to interact with customers or
even employees. The customers have complained about the same in the past. Explain any five
technologies that can be introduced in the organization to improve the processes. The primary
aim of the information technology should be to upgrade the business and satisfy customers.
Explain the importance of each technology in brief.
3. M/s Sunflakes is a pharmaceutical company having its production facilities in Pune,

Bangalore and Kolkata. The company is facing difficulty in distribution of its products.
a. Design and explain the levels that will be involved in the distribution of pharmaceutical
products.
b. What techniques should M/s Sunflakes use to keep its channel members trained and
motivated?
Course: International Business
1. With successful venture in domestic market in FMCG you have been entrusted with the
task to expand to international markets. Discuss the various strategies for your company’s
entry to international markets. (10 Marks)
2. Mr. X is Product Manager in a reputed company. His company has been facing stiff
competition due to successful product launches by the competitors. He has to launch a new
product to strengthen his portfolio. Explain the various steps involved in a product
development which he needs to follow. (10 Marks)
3. ABC Inc. has been reeling under bottom-line pressures. Board feels that any function not
contributing directly to bottom-line should be closed. You are the CSR head for the company.
You need to present your case as to why should you be sanctioned funds.
a. Present a case to the Board highlighting the benefits of CSR to organization and its
importance in an ever-changing business environment. (5 Marks)
b. Also mention what are the CSR values that should be followed for the welfare of the
society. (5 Marks)
Course: World Class Operations
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. (10 Marks)
3. a) What do you understand by Fault Tree Analysis? (5 Marks)
b) Explain the steps to be followed for Fault Tree Analysis after selecting a suitable example.
(5 Marks)
Caselet :
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.
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
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. (10 Marks)

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? (10 Marks)
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.
Assets
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 1,300.0

1,417.7
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
1,478.1 1,790.4
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. (5 Marks)
b. As a potential investor looking for good investment opportunities in this sector, which of
the two companies do you find more attractive?
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?
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 . (10 Marks)
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? (10 Marks)

3. a) Discuss the peculiar Accounting Concept with a suitable example which justify
Longitivity of Corporate Life ? (5 Marks)
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.
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? (10 Marks)
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? (10 Marks)

3. Read the below given case study and answer the questions below (10 Marks) 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? (5 Marks)
b. Suggest Strategies to Position Brand Khichdi in the World Cuisine Market?
Business Law
1. Explain the difference between (i) express conditions and warranties; and (ii) implied
conditions and warranties. List out, with distinct examples, the different implied conditions
and warranties contained under Sales of Goods Act, 1930.
2. List at least 2 (two) cases that have been decided by Competition Commission of India that
has led to ensure that any adverse appreciable effects on competition or abuse of dominant
position has been contained by Competition Commission of India.
3. Arunima, Nishita, Shanaya and Komal are homemakers who decided to run a business of a
homemade tiffin service in the city of Nagpur. The business has grown exponentially and
there is a need to expand the business, which requires an investor. They have approached
various venture capitalists who have advised them that they should first get their entity
registered. Post registration of entity the venture capitalist may look at investing or buying a
stake in the business. Hence, they have approached you for some advice:
a) Can you explain the different forms of business entities prevalent in India?
b) After going through different types of business, they have taken a special interest in
partnership firm with limited liability. Can you advise them in detail on what is partnership
firm with limited liability, formation and rights and liabilities of such partner?
1. China’s largest commercial vehicle firm Beiqi Foton wishes to enter India’s Automotive
market. Conduct a PESTLE analysis for Beiqi in India & suggest whether Beiqi should enter
India or otherwise.
2. You have been appointed as a Strategy Consultant to Dolce & Gabbana Italian brand
wanting to enter India. Which one of Porter’s Generic Strategies would you choose to be
operational in India & explain the reasons in detail behind your choice of strategy? Once the
strategy has been chosen, explain the categories of customers you would target?
3. You are the Chairman of Nissan Motors in Japan. Your Indian subsidiary Nissan India has
managed to gain only 1.9% of the market share so far & Competitor brands such as Maruti &
Hyundai account for 50% & 17% of the market shares respectively.
of your company?

Essentials of HRM
1. Mahadev & Mahadev is a tourism and luxury travel company owned by Mr. Gajaraj
Mahadev. His son Karan completed his tourism management course and joined the family
business. After six months of joining the organization, he realised that there are gaps in the
HR processes. Karan discussed the same with the HR Head, which he refused to accept.
Karan is now sure that there are plethora of loopholes in the HR system. He now wants to
conduct a HR audit which has never been a practice before. He needs to convince his father
for the same. How can Karan justify the need, objectives and importance of HR audit to Mr.
Gajaraj?
2. Take any two E commerce sites and discuss their training and development methodology?
3. Sanjay works as a Product Manager in Green Pvt Ltd. which is a FMCG company. From
the past five years he has been a consistent performer and has always got a good increment.
Even though he earns really good but there hasn’t been much progress as far as his career is
concerned. He is still holding the same designation since the time he joined the organisation.
This has deeply impacted Sanjay’s morale which could be seen in his aggression towards his
peers. You are an external consultant hired for organisational development. After observing
the organisation and its employees for eight months you interpreted that it is not only with
Sanjay but widely all employees are very dissatisfied the way their career is progressing.
Based on the above scenario:
a. What is missing in Green Pvt. Ltd. and why Sanjay and other employees are so
dissatisfied? Discuss with a proper rationale.
b. As a Consultant device a solution for Green Pvt. Ltd and chalk out a proper career
planning method.
Case
“Swaad” is a regional brand for pickles and spices. The demand for the brand has been
growing. The pickles are made by traditional practices. The company has hired only females
to make good quality pickles. The pickles and spices are made using natural ingredients. The
packaging is done in a traditional jar which can increase the shelf life of the product. The
pricing of the product is higher than other existing competitor’s brand. The biggest marketing
communication for them is Word of Mouth because of which “Swaad” is very popular in the
regional market. The company understands that there is a huge potential for the brand to
establish itself in the national market.
The company is planning to grow its business across the country and they hire you as a
Marketing Manager. They want you to develop the business and advise them on various
issues.
1. Study various elements of micro and macro environment for Indian Market and suggest
whether the company should expand its business.
2. Explain various ways to promote the Brand “Swaad”.
3. a) Explain the buyer decision making process for pickles.
3. b) Suggest the psychographic and behavioural segmentation for the Brand “Swaad”
Question 1 One of your colleague is going to make a presentation in the sales meeting.
However, he finds difficult to understand the difference between gross profit, operating profit
and net profit. Explain these terms to your colleague by discussing how these are calculated
and highlighting the relevant points.
Question 2 The provisions of AS-3 provide two methods for preparing the cash flow
statement. Discuss how the manner of computation of cash flow from operating activities
under direct method and under indirect method differs from each other.
Question 3 On April 1st 2016 your company purchased an asset at a cost of 7 lacs and
incurred Rs50000 on installation. The machinery being depreciated on WDV method every
year. On March 31st 2019 , the machinery was sold for Rs4.5 lacs.
a) Pass relevant journal entries to recognize the profit or loss and sale of asset
b) Calculate the profit or loss on disposal, Calculate Closing book value and depreciation for
the years 2016-19
Business Statistics
Question 1. Consider the following data of 26 restaurants serving in Mumbai.
Restaurant Location Area (square feet) Number of items in menu Sales in crores A Busy
2500
35
4.1 B Less busy
50
45
5.1 C Busy
450
36
4.3 D Less busy
700
45
4.9 E Busy
700
40
4.7 F Less busy
400
25
2.6 G Busy
800
50
5.2 H Less busy
300
20
2.2 I Less busy
350
34
3.8 J Busy
700
42
4.1 K Busy
450
34
3.9 L Less busy
200
12
1.6 M Busy
500
30
2.7 N Less busy
400
37
3.9 O Busy
500
35
3.1 P Less busy
600
32
3 Q Busy
800
45
4.9 R Less busy
400
35
3.8 S Busy
650
40
4 T Less busy
400
25
2.3 U Less busy
900
52
5.1 V Busy
500
42
4.2 W Busy
350
40
4.1 X Less busy
300
25
2.2 Y Busy
700
30
3 Z Less busy
300
20
2.1
Is the Location variable - a nominal, an ordinal, an interval or a ratio variable? How can we
code it so that we can use it in analysis (hint: binary)?
Which of the variables are determining Sales based on the above data? Take p < 0.05 for
interpreting your multiple regression. You can use output from Ms-Excel or other software,
but you are required to interpret it. Is your regression model statistically significant? How is
Adjusted R2 different from R2? Suppose, you want to open a new restaurant. Given that this
new restaurant of 1000 square feet will be located in a busy location and will have 40 items in
its menu - what would be the predicted sales?
Question 2. Based on the data in question 1 above, suppose that in order to plan the area
(square feet) of your new restaurant, you want to consider information about the area (square
feet) of existing restaurants. What is more appropriate in this case – mean, median or mode?
Calculate them and explain. What do you know about the symmetry of the distribution of the
Number of Items in Menu? As an investor you do not want much variability in Sales.
Calculate standard deviation and inter-quartile-range of Sales and comment when they are
useful as measures. What values (maximum, minimum) of Sales lie within two standard
deviations, assuming normal distribution?
Question 3 Suppose you are a consultant hired to help NMIMS in understanding student
perception of quality of study materials and student assessment process at NMIMS.
a. What are the types of random sample survey, in general? What sampling method would
you recommend in this case for your study and why?
b. Consider the scores from a multiple-choice test from a question bank (random), used for
student assessment. Explain Central Limit Theorem and its applicability to this case.
Introduction to Management
1. Nishan was promoted as a manager in CANDi Enterprises. 12 Team leaders reported to

him in the new role. Since CANDi’s business was majorly attending to inbound calls for a
major online shopping website, there was a lot of customer interaction involved at all levels.
In weekly meetings, Nishan had to consider and take a lot of decisions related to feedback
and replies to customers. Please discuss in detail various models of decision making. (10
Marks)

2. When Saurabh went for his round of group discussions for his first job at a bank and the
topic for the same was ‘Whether is it better to be a manager or a leader for being successful at
your job’. In light of this case, please list out in detail some skills that you will need to be a
good leader and also discuss some pointers to elucidate the difference between a manager and
leader. (10 Marks)
3. Balwant and Sons, is now completely taken over by two sons of Mr. Balwant. Dheeraj
Balwant and Sudheer Balwant are Management graduates from MIT and are looking forward
to implement some changes in the organization. Dheeraj Balwant is responsible for People
Management in the organization and wants to implement a new process for continuous
assessment towards providing better skill development programs and better performance
evaluation process. He is thinking of implementing MBO. Please answer the questions below.
a. Discuss in detail the process of MBO towards implementing it in Balwant and Sons. (5
Marks)
b. What benefits would Dheeraj get upon implementing MBO and what limitations must he
keep in mind.
their mental, emotional and physical development & well-being. What according to you are
five compelling reasons for the existence of child labour in India? Suggest four practical
strategies/action plan that can be adopted by business and society to make child labour
unattractive and non viable. (10 Marks)
2. Saudi petro giant Aramco led refinery project is slated to come up at Nanar village in
Ratnagiri district of Maharashtra, also famous as home to Alphonso mangoes. The Rs 3
trillion integrated refinery and petrochemicals complex is a joint venture between Aramco,
IOC, HPCL and BPCL The refinery will process 60 mio tonnes per annum (mtpa) of crude
and will be able to produce 18 mtpa of petrochem products. The companies claim the project
will generate 1.5 lac jobs during construction and 20,000 direct jobs, once completed. The
project requires 15000 acres of land, more than 90 % of which is in 14 villages of Ratnagiri
district and the rest in 2 villages of adjacent Sindhudurg district. Currently 80 % of this land
is used for agriculture and over 16 lac mango trees and three lac cashew trees, the mainstay of
the region will be lost. According to the locals, 22000 farmers and 4500 fisher folks will be
impacted. The farmers will get paid for land but not the fisher folks whose livelihood will be
severely impacted. The locals have been protesting for a year, they fear pollution from the
project will affect farming and fishing. According to you should this project be developed?
Give reasons for your answer. What needs to be done by the management and board of this
Aramco led project to minimize/ mitigate negative impacts on the environment and local
communities? Elaborate on any five of your suggestions? (10 Marks)
3. “An individual “blows the whistle” when they disclose information which relates to
suspected wrongdoing or dangers at work.” You have proof of an unethical practice in your
workplace and you wish to blow whistle on it. (10 Marks)
1. Mrs. Bagla is a General Manager at Ganga Tools. The Engineering company has many
levels of employees working since years. The attrition rate is quite low at the organization;
however, employee relationships need to be worked on as usually conflict rate is seen quite
high. Mrs. Bagla, wants to understand and work on the problem. Please help her by listing out
and explaining in brief the causes of
miscommunication. (10 Marks)
2. Parag has joined Koret Pharma in corporate correspondence department. His department is
responsible for keeping in touch with existing clients, introducing them to new products and
also reaching out to new customers for new business development. While his task remained
more into writing business letters and other persuasive documents, he needs to understand the
process. List down steps of business writing process and explain them in brief. (10 Marks)
3. Genesis productions Pvt. Ltd. wants to conduct focus groups for a change in their corporate
image. They have their market research team who would be conducting focus groups,
however, they need some training for the staff in order to making their focus groups effective.
In light of this situation, please answer the following questions.
a. Explain in detail the conceptualizing phase for conducting focus groups. (5 Marks)
b. The interviewers of focus groups are called moderators. What moderating skills are
important for effective focus groups? (5 Marks)

1. Define the term “Elasticity of demand.” Discuss different types of elasticity of demand.
Also explain why this concept should be of interest to anyone in business who has a choice to
determine the price at which to sell their products. (10 Marks).
2. Find below the data for total production costs of a manufacturing firm at various levels of
output. Complete the blank table and comment on each column of the table explaining the
behavior of short run costs of a firm. (10 Marks)
3. a) Large scale production is considered to be economical in the sense of per unit cost.
Explain the statement by describing different types of economies of scale. Give examples to
substantiate your answer (5 Marks)
3. b) Under perfect competition, a firm’s average revenue and marginal revenue are equal at
all levels of output” Explain the statement by giving a hypothetical revenue table. (5 Marks)
1. Raghu has been appointed as the Chief Information Officer of BuyFromMe a leading
ecommerce company based in Pune. The company has data on buying habits of its customers.
This data is available easily to each employee of the company through shared folders. What is
the change Raghu should bring about in this case? (10 Marks)
2. The Smart Cube is a leading Knowledge Process Outsourcing company based in Noida.
The company boasts of clientele from all parts of the world and they cater to the need of
various industries. Their projects involve providing support to organisations in taking
business decision. The company has 300 analysts working for various clients. The job of
analysts is gathering data from various sources both primary and secondary and convert them
into meaningful information. Advice the company on whether it makes sense to go for data
warehousing? (10 Marks)
3. CapitalStock Data Pvt. Ltd is a data aggregator whose job involves getting data from
various companies and aggregating it at one place. The company has appointed a new CIO.
He advices the CEO that the company should be on the cloud.
a. What are the advantages the clients will have if the company is on the cloud? (5 Marks)
b. Compare the three models and state which of the three, cloud service model would suite
the company? (5 Marks)

Q1. How has leadership affected organisations in India and Worldwide? Cite relevant
industry examples. . (10 Marks)
Q2. Do you think bureaucratic management holds relevance in the dynamic business
environment today? Why? Give suitable examples. (10 Marks)
Q3. Jacob has been working in the accounts department of FCP electronics for over a decade
now. There has been news of the organization implementing ERP. Jacob is anxious over this,
he has insecurity about his job, he is ill confident about his ability to use ERP. He has
hundreds of unanswered questions. He as now started looking out for other opportunities to
move out of the organization.
a. What according to you is the problem in this case? (5 Marks)
b. In what way do you think could the change have been managed better? (5 Marks)
1. As a manager how will you identify the stress, prevent and manage the stress of individuals
working in the organization? Please cite the latest examples of stress from the corporate
world. (10 Marks)
2. Mr Kabir was working in an Administrative department as officer Administration. He was

responsible for keeping account of all the vehicles of the company apart from other
arrangements including the guest house of the company. Mr Kabir has been working in the
company for 6 years in the same grade without promotions. He was supposed to be very
honest in his job. Once the GM of the factory Mr Rakesh Gupta, requested for the company
car during office time for his personal work. Mr Kabir refused it by saying that it cannot be
given during the office hours as the work would suffer. Mr Srivastava (Sr Manager Admin)
was very happy to oblige Mr Gupta as he wanted one of his relatives to be employed as
officer. Hence, he shouted at Mr Kabir for his disobedience and threatened to transfer him to
stores if he continued to show disrespect to senior officers. Kabir was also an active member
of staff union. He immediately went to the Union President and informed him about the
misuse of the company car for private purpose by the GM at the cost of the office work. It
was decided that Kabir would send a note in writing to Mr Srivastava asking him to approve
sending the car to the house of Mr Gupta. Mr Srivastava understood the repercussions and
refused to sign the approval. He lent his own car to Mr Gupta.
Questions: What power and power tactics was being used by Mr Kabir? What power Mr
Srivastava was using and earmarked and explain the factors used by Mr Srivastava in
contributing to the politics. (10 Marks)
3. Gulu's Snack Company is a family owned company located in Himalaya Mountains. Gulu
started the business in 1956, by selling homemade chips. Nowadays, Gulu's is Rs.58 million
snack Food Company that is struggling to regain market share lost to fierce competitors. In
the early 1980, Gulu passed the business on to his son, Gulu Jr., who is currently grooming
his son, Gulshan to succeed himself as head of the company. Six month ago, Gulshan joined
Gulu's Snacks as a salesperson and after four months, he was quickly promoted to sales
manager. Gulshan recently graduated from a local university with an M.B.A. in marketing,
and Gulu Jr. was hoping that Gulshan would be able to implement strategies that could help
turn the company around. One of Gulshan's initial strategies was to introduce a new sales
performance management system. As part of this approach, any sales person who receives a
below average performance rating would be required to attend a mandatory coaching session
with his/her supervisor. Gulshan is hoping that these coaching sessions will motivate his
employees in increase their sales. Here is the description of the reaction of three salespeople
who have been required to attend a coaching session because of their low performance over
the previous quarter.
Nishant is a hard worker. He takes pride in his work. He has learned selling techniques. He
has accompanied top salesman. He has no problem asking for advice and doing whatever
needs to be done to learn the business. He has cheery attitude and is a real "team player and
giving the company 150 percent at all times. It has been a tough quarter for Nishant, but he is
doing his best to achieve his sales targets. He feels that failure to make quota during this past
quarter results not from lack of effort but just bad luck in the economy. But he is now hopeful
in the next quarter. Nishant is upset with Gulshan for having him attend the coaching session
because this is the first time in three years that his sales quota has not been met. He exceeded
the sales quota this year yet had not received a "thank you" or "good job" for those efforts.
The entire experience has left Nishant demotivated and questioning his future with the
company.
Navin is happy to have his job at Gulu's Snack Company although he really doesn't like sales
work that much. Navin accepted this position because he felt that he wouldn't have to work
hard and would have a lot of free time during the day. Navin was sent to coaching mainly
because his customer satisfaction reports were low; in fact, they were the lowest in the
company. Navin tends to give scanned presentations and does not listen closely to customers’
needs. Consequently, Navin makes numerous errors is new sales orders, which delays
shipments and loses business and goodwill for Gulu's Snack Company. He thinks that the
coaching session is a waste of time. He doesn't socialize with others in the office. He
attributes other's success and promotions to "who they know" in the company rather than
their hard work. He feels that no matter how much effort is put into the job, he will never be
adequately rewarded.
For three of the last five years Nikhil was the number one salesperson in the division and had
hopes of being promoted to sales manager. When Gulshan joined the company, Nikhil
worked closely with Gulu Jr. to help Gulshan learn all facets of the business. Nikhil thought
this close relationship with Gulu Jr. would ensure his upcoming promotion to the coveted
position of sales manager. He goes late for appointment or misses them entirely. His sales
performance declined dramatically, which resulted in a drastic loss of income. Although
Nikhil had been dedicated and fiercely loyal to Gulu Jr. and the company for many years, he
is now looking for other employment. Nikhil is bitter and resentful of his current situation
and now faces a mandatory coaching session that will be conducted by Gulshan.
Questions
a) How three needs identified by McClelland are related to worker behaviour in each
situation? (5 Marks)
b) How is expectancy theory related with the 3 employees? Explain. (5 Marks)
Human Resource Management
Q1. Vivek is the Head of Talent Acquisition at VIA IT Ltd. The company is opening up
branch offices across India. Explain the factors which would affect the hiring process at VIA
IT Ltd. Discuss the various sources for recruitment. In conclusion suggest the recruitment
method that Vivek can consider to ensure constant availability of skilled candidates? (10
Marks)
Q2. Sahani Transports is a logistics company which is in a rapid expansion mode. You have
newly joined in as Head of HR. You realize that organization may need some re-structuring
with regards to job role and responsibility allocation. You need to explain the concept and
importance of Job Analysis to the Managing Director of the company. Write down the
concept and importance and in conclusion mention any 2 observation methods in Job
Analysis Data Collection process. (10 Marks)
Q3. Rohan is an employee showing poor performance for the past 3 years in an Indian
company- Bajaji Food Products. Kunal the HR Head believes in the saying that: ‘A poor
performer is not a poor performer for life’.
a. With reference to this quote explain performance appraisal and what its advantages are. (5
Marks)
b. Performance Appraisal has its limitations. What according to you, are the drawbacks that
Kunal should keep in mind before implementing a Performance Appraisal and how he can
look to address these.
1. You are given the following interest rates.

Rs. $
3- months 15% 6%
6-month 14.5% 5.5%
9-month 14% 5.0%
The 3-month forward rate is Rs. 36/$. Calculate the 3-month forward rate 6-months from
now.
2. ABC Ltd. is planning to import a multi-purpose machine from Japan at a cost of 3400
lakhs yen. The company can avail loan at 18% interest per annum compounded quarterly
with which it can import the machine. However there is an offer from Tokyo branch of an
India based bank extending credit of 180 days at 2% per annum against opening of an
irrevocable letter of credit. Other information:-
Present exchange rate Rs. 100 = 340 yen
180 days forward rate Rs. 100 = 345 yen
Commission charges for letter of credit at 2% per 12 months.
Advise whether the offer from the foreign branch should be accepted?
3 A) Suppose the spot rate is $ 0.20/FF. The US one-year rate is 6%. The forward rate is $
0.1923/FF.
What is the current one-year French interest rate that will satisfy the Interest Rate Parity?
Suppose the one-year French interest rate is 12% instead. What kind of arbitrage would you
perform to take advantage of this opportunity?
3 B) Assume that the Citibank trading room is dealing on the following quotations Spot
Sterling = $1.5000, Euro-Sterling interest rate (6-months) = 11.00% p.a. Euro-$ interest rate
(6-months) = 6.00% p.a. and that Barclays Bank is quoting Forward Sterling (6-months) at
$1.4550.
Describe the transactions you would make to earn risk-free covered interest arbitrage profits?
How much profit would you expect to make?
Taxation - Direct & Indirect
Question 1 Kabra builders is a contractor and AV Ltd is liable to make payment to the
contractor for certain transactions executed during the year. Discuss the obligations of AV
Ltd as a tax deductor and the consequences if tax is not deducted as required.
Question 2 Amman is going to participate in a general awareness quiz at his college.
However, he is confused about GST, its various components of GST and how they differ
from each other. As a friend of Amman how you will address his confusion? Comment.
Question 3 Mr. Verma owns two residential houses at Chennai. The essential details are as
under
Particulars House I House II Municipal valuation 133500 142500 Fair Rent 144500 135500
Standard Rent 144000 148700 Municipal taxes payable 10000 7500 Repairs 15000 3000
Insurance premium 2500 2000 Interest on loan 45000 50000
Advise him which property he should treat as
i. self-occupied and
ii. deemed to be let out, in a manner beneficial to him
1. Assume you plan to purchase a new car for personal use. This will be the first car that you
will be purchasing. Discuss various steps of consumer buying process that will be involved in
purchasing a car.
2. M/s Furnideas wishes to sell furniture in the Indian Market. The company is known for
their innovative ideas in furniture. The company has a global presence in selling furniture.
The company sells to High, Middle and Lower Income group in different countries based on
the segmentation. Furnideas appoints you as a consultant to guide them on types of
segmentation that they should use for their furniture.
3. M/s Furnideas (as given in question 2) wants to promote its brand and products to create
awareness and increase the sale of its products
a. Explain various promotion mix tools that you will use for M/s Furnideas to create
awareness about the brand and products.
b. Explain any three online marketing tools that you will use to increase the sale for M/s
Furnideas.
Essentials of HRM
1. Mazbooti Pvt Ltd is a civil engineering firm doing projects in buildings, roads, bridges,
Flyovers etc. Recently they have bagged a lot of projects for which they require Graduate
Trainee Engineers as well as Diploma Trainee Engineers in huge numbers. What could be the
method of recruitment in such scenario? Discuss any two methods of recruitment for such
high numbers also conclude by choosing the best method.
2. As per various researches it is reported that simulations are one of the most effective way
of training. Discuss this statement with the help of strong supporting justifications and
examples. Also conclude by suggesting any other form of training which can be considered to
be as strong as simulations.
3. Kaira is working as an Assistant Manager –Marketing from past five years in an FMCG
company. She is a very hard working and dedicated employee. Her performance has also
been good consistently. She is one of the deserving employee who never got her fair share of
success. From past five years she has not got a single promotion because of which she is
contemplating to resign. She communicated the same to Mohit who is her reporting authority.
Mohit apprises this to the top management and even gives cues that because of lack of career
planning their organisation is in a verge of losing an important talent. Sanjay, the Operations
Head on the other hand is totally against the idea of Career planning.
a. Mohit is asked to prepare a list of merits of Career planning. Help him prepare the same.
b. Sanjay opposes Mohit with his list of demerits on the career planning. Mention all the pros
and cons of career planning and highlight who is right, Mohit or Sanjay?
Business Law
1. List out the exemptions under which information can be denied under the Right to
Information Act, 2005.
2. Explain two (2) instances in which the consumer courts in India have given
directions/orders awarding reliefs in respect to defect of goods/deficiency of service.
Each instance should in detail explain (i) facts of the case and (ii) what relief and damages
the consumer courts has granted.
3. Karan and Arjun had entered into a contract where Karan was to supply 50,000 phones to
Arjun within 2 months from the date of signing of contract. Karan was to procure the phones
from China and deliver the same to Arjun. The rate of the phone was Rs. 5000/- a piece
(inclusive of all taxes and duties). At the time of the execution of the contract, the duty was at
5% (five percent). Immediately after the execution of the Agreement, India had increased the
duties to 1000% (one thousand percent). Therefore, Karan was finding it difficult to sell the
phones at the price agreed earlier. In the circumstances, kindly advice:
a. How can Karan discharge such a contract?
b. How can Arjun enforce such a contract?
Business Statistics
1. The Stock Price details of TATA TELESERVICES (MAHARASHTRA) LTD. are given
below
Date Close
No. of No. of
Total Turnover
Shares Trades
01-03-2019 3.09 69,242 100 2,14,257
05-03-2019 3.35 1,97,344 251 6,51,621
06-03-2019 3.41 1,58,205 160 5,47,942
07-03-2019 3.55 4,00,183 433 13,99,537
08-03-2019 3.49 2,73,890 503 9,42,944
11-03-2019 3.5 1,46,178 145 5,12,714
12-03-2019 3.52 80,672 109 2,83,868
13-03-2019 3.46 1,49,428 116 5,14,536
14-03-2019 3.4 72,539 183 2,44,876
For the above sample, determine the following measures:
a. The mean closing price
b. The standard deviation of total number of shares
c. The median value of number of trades
d. The 75th percentile value of total turnover
Analyze the above data using descriptive statistics and comment on the relationship between
the various variables
2. Let’s assume that you have gathered the following information on the prices for different
management books and the number of pages that each book contains.
Book
Pages
(x)
Price
(y)
A 500 700
B 700 750
C 750 900
D 590 650
E 540 750
F 650 700
G 480 450
a. Develop a least-squares estimated regression line.
b. Compute the coefficient of determination and explain its meaning.
3. The OECD cut forecasts again for the global economy in 2019 and 2020, following on
from previous downgrades in November, as it warned that trade disputes and uncertainty over
Brexit would hit world commerce and businesses. The Organization for Economic Co-
Operation & Development forecast in its interim outlook report that the world economy
would grow 3.3 percent in 2019 and 3.4 percent in 2020.
Those forecasts represented cuts of 0.2 percentage points for 2019 and 0.1 percentage points
for 2020, compared to the OECD’s last set of forecasts in November. “High policy
uncertainty, ongoing trade tensions, and a further erosion of business and consumer
confidence are all contributing to the slowdown,” said the OECD in its report. “Substantial
policy uncertainty remains in Europe, including over Brexit. A disorderly exit would raise the
costs for European economies substantially,” added the OECD.
Europe remains impacted by uncertainty over Britain’s plans to exit the European Union, the
U.S. - China trade spat and other weak spots, such as signs of a recession in Italy. For
Germany, Europe’s largest economy, the OECD more than halved its 2019 GDP growth
forecast to 0.7 percent from 1.6 percent previously. It predicted a light recovery to 1.1 percent
growth in 2020. Germany’s export-reliant economy is particularly affected by weaker global
demand and rising trade barriers.
(Source: https://www.reuters.com/article/us-oecd-economy/global-economic-
growthforecasts-cut-again-by-oecd-idUSKCN1QN13N)
a. In your opinion what forecasting tools are used in the above case for forecasting the global
economy? Justify.
b. Are the forecasts accurate? Comment. What all errors are possible in the forecasts and how
to deal with such errors?
Case:
M/s Ximi wants to enter in the washing machine and refrigerator market in India. The
company has earned a lot of reputation in the global market. The company is known for low
priced segment and delivers the best quality. The service is the best in the world. The
response time to customer problems is less than 24 hours.
1. The CEO appoints you as a consultant to analyze the external environment for the Ximi
Brand. Analyze.
2. Discuss the various types of business models and suggest the one that should be
implemented by M/s Ximi for their product launch in India. Explain the same with reason.
3. a. Explain various functional strategies that M/s Ximi can adopt to improve and maximize
the resource productivity.
3. b. Explain any five CSR activities that the company should undertake in India to benefit its
stakeholders.
1. An investor wants to tests the financial position of Asian Paints Ltd. Thus, he wants to
assess the short term liquidity as well as long term solvency. Discuss the four relevant ratio’s
which he will definitely look into.
2. Discuss the components of Other Income under the statement of Profit and Loss accounts
of any Indian Corporate. How other income is different from revenue from normal operations
under the vertical format.
3. The following information is provided by a dealer in computer chips. The dealer follows
FIFO method for valuing stock, calculate from the following figures –
Date particulars
April 1, 2019 Opening stock 750 chips @Rs1550 per chip
Purchases
April 20, 2019 1650 chips @ Rs1875 per chip
Sales
April 16, 2019 1950 chips @ Rs 3250 per chip

a) Cost of goods available for sale (5 Marks)
b) Gross profit
1. As a customer, which are the best loyalty programmes that you have experienced? Share
any 2 programmes with their outstanding features and scope for improvement.
2. How important is Customer Life Time Value in understanding customers & taking
important business decisions? Illustrate with examples of brands that are leveraging the
concept of Customer Life Time Value. (
3. Aarav is a highly successful web designer known to exceed your clients’ expectations. He
has a new client Ferris Wheel events which is a startup who have a limited budget but are
looking for an effective solution to build traffic for their website and create their presence on
the internet.
a. What aspects are imperative to the success of a site design?
b. Discuss the payment gateway options that you would propose to Ferris Wheel.
1. A medical device manufacturer Sammedics, provides Lacrimal Occlusion Therapies to

physicians, hospitals and distributors around the world. Lacrimal Occlusion is a treatment for
dry eye syndrome and related ocular surface diseases. Sammedics decided to replace their
accounting and manufacturing systems with an integrated Enterprise Retail Planning (ERP)
solution that would support their growth and address a number of operational problems. After
15 years in business, inventory was growing faster than revenue, on-time delivery was
slipping affecting their financial and operational performance. What are the factors the
management must keep in mind while selecting a vendor for the integrated system? What
benefits do you think the ERP implementation will bring in for Sammedics?
2. The Malkan Group is one of the largest construction groups in India. It has more than 90
companies in its fold with several companies running at various locations throughout the
country. Each company has its own database and information system, which was not
connected to the head office. Getting a 360 degree integrated view of the business was
proving to be impossible for the management. One of the biggest challenges faced was
estimating the cost of construction. Since the project was spread over many years, aligning of
projected versus actual cost was very difficult. With 30-40 projects running concurrently,
departments maintaining data in different files, poor exchange of data with the head office,
slow decision making, creation of power centers in the organization and difficulty in real-
time estimation of different projects, the organization has decided to implement certain ERP.
It plans to implement ERP in a phased manner with certain modules at first. Which modules
would you recommend to them in their initial ERP implementation phase?
3. Ijo is a manufacturer of chips for smartphones. The supply chain at Ijo has become
increasing complex. The chips are manufactured around the world and then delivered to
customers worldwide. To support this complexity and anticipated growth, Ijo decided to
evaluate it supply chain performance to meet the customer needs. It needed a cost effective
way to interact with the suppliers and customers. Ijo was exploring alternatives for its legacy
software and improve both relationship with suppliers and customers and thus considering the
use of an ERP package.
a. How can the supply chain module in an ERP package help Ijo?
b. What challenges do you think Ijo may face while implementing the ERP package?
1. Mukesh wants to invest and diversify his portfolio in mutual funds, bonds and debentures.
Since he is unaware with these financial products, he seeks advise from the Relationship
Manager. As a relationship manager guide Mukesh on the above options stating the pros and
cons of each of the investment vehicle.
2. Anita established a new software company. She is in need of capital for the company.
Anita is unaware as to how she can raise fresh capital from the primary market. As a friend of
Anita help her to know the various sources from which she can raise capital from the primary
market.
3. a. Kabir has recently joined his dream company, SEBI. Since he is a fresher, his manager
asks him to prepare a presentation on the role of SEBI in the financial market. Help Kabir
with his presentation.
3. b. In order to highlight the role played by regulatory bodies, Kabir ‘s manager also asked
him to analyse and present the role played by regulatory bodies in the “Harshad Mehta Scam”
which shook the entire economy of our nation.
HR Audit
1. Company ABC a startup, has grown rapidly from a small 2-member team to 100 members
over 3 years. They have an accountant who has been handling the payroll and other
regulatory matters. While they have comprehensive data on all the employees, they do not
have any specified policies or any practices set out. The CEO has been advised to conduct a
HR Audit by the board.
You have to share a note with the CEO detailing out HR Audit Categories that the audit will
cover, with the rationale.
2. ABC Limited is a software company with offices across India. They have well defined HR
policies and a competent HR team. Every year they conduct an Employee Satisfaction Survey
to assess the level of employee engagement. Last 2 years have seen the satisfaction scores go
down. The biggest drop was in Training and Development section of the survey. Your firm
has been appointed to Audit the Training and Development structure and suggest appropriate
steps.
3. Company A has seen rapid growth into a well-established organization. The company has a
clear strategy and the same has been shared with all the employees. The company hired an
external Human Resources consultant who then redefined the policies to keep them in line
with the overall business strategy. A recent satisfaction survey showed that the employees felt
that there was a big difference between the aim of the policy and the actual implementation.
The current HR team was set up at the start of the company’s operations and has efficiently
managed the basic HR processes so far. However, they are now finding it difficult to handle
the new processes that the consultant has put in. The CEO has hired your firm to conduct a
HR audit. To present to the CEO:
a. Detail out the Levels of HR Audit you will focus on as well including the reasons for the
same and
b. A brief note on the steps you will take to audit the company.
1. XYZ Ltd is a newly set up Pharma Company with a factory in Surat and head office in
Mumbai. You are hired as a compensation consultant. The first task you have is to help the
company set up the compensation system. Which types of compensation will form the part of
your recommended compensation system?
2. VICTORY Ltd is a newly set up IT firm in India. You are an HR Manager of the firm and
one of your early responsibilities is to set up a compensation system for which you are
deciding to conduct a compensation survey. Which steps will you suggest for the same?
3. LMC Pvt Ltd is a recently set up Medium Enterprise operating in the IT sector. The
company has 50 employees in which 20 are females. Company has decided to offer benefits
to its employees. In this background, answer the following questions.
a. Which women employee benefits the company has to provide?
b. What fringe benefits the company can provide?
1. Accord Designing completed 4 years in the field of commercial interior projects. With a
staff of 28 on various levels of experience, loyalty, job profiles, the company has handled and
successfully completed some really large projects. In fact, the staff is like family and works
together well. While, the company is known to be a good paymaster and is up to date with
compliance as far as employees are concerned. There is still a very casual approach towards
formality into appraisals, which leaves an undercurrent of jealousy among all. Jyoti joins as
an HR consultant with a mission to get this ‘family culture’ into a more formal culture in the
organization. As the first project, she wants to conduct a wage and salary administration.
Please help Jyoti by discussing each step in the Salary and Wage administration process in
detail.
2. Prakash joined Bindal Manufacturing Company as Head of HR and IR. The company had
very good human resources policies and great level of compliance was maintained for years.
However, the production units were not very peaceful. The company had two production
units based in two different states. Three different unions were leading 1200 workers.
Constantly, some small or large labor unrest would erupt time and again which needed
handling. Prakash decided to run a survey and decided to start the task of listing general
factors that cause Industrial Disputes and understand the ones that are applicable at Bindal. In
light of this case, please list all the possible factors that cause Industrial Disputes. 3. Shivam
is a fresh graduate of Industrial Relations Course and feeling upbeat about his upcoming
assignment. He has a project to complete, where he has to make a presentation to a growing
company about Workmen’s Compensation Act, 1923. He has to conduct two meetings on
different level, details of those meetings are given below. Please guide Shivam for
developing the content for his presentations.
a. Shivam has to prepare his pointers for a presentation to the management of the company
about the scope of the Act and amount of compensation covered under the Act. List down
points in brief for these two topics
b. Shivam needs to communicate with the workers of the organization about the
circumstances that are covered for compensation under this act. Please explain in brief.
1. SCM plays a pivotal role in an organisation’s success by enhancing its operational

efficiency and maximising customer satisfaction. In the earlier days of supply chain
management there were four enablers, namely, Infrastructure, Technology, Alliances and
Human Resources which influenced the supply chain performance. Today in your opinion,
apart from these enablers, what other effective methods can an organization adopt for
competitive supply chain management? Give examples wherever possible.
2. As Supply Chain Head, it is your job to develop and implement an effective transportation
strategy. The business unit head, asks you to use the intermodal strategy to lower overall
transportation cost. Explain the steps you will follow. (Give industry best practices examples
wherever possible).
3. Warehouse manager of Integrated Parts, an electronic manufacturing company, has an

objective of preventing a stock-out situation at any time for one of its vital components. The
annual demand for the component is 60,000 units and the usage is uniform. The quantity
ordered from supplier each time is 600 units and it is delivered after 7 days from ordering
date. The company policy is to maintain a safety stock of 20% of its average inventory. The
company works for 300 days in a year.
a. What should be the re-ordering point?
b. Briefly discuss the steps the warehouse manager should take in determining optimal
inventory level
1. Analyse the Satyam Scam (Satyam Computers Services Ltd). Present your views on,
“Scams influence and change the corporate governance landscape” and substantiate them
using insights from the Satyam case
2. In your organization, ‘Smart Solutions & Services’, a midsize IT services company, all the
mandatory requirements for compliance to “Sexual Harassment of Women at Workplace
(Protection, Prohibition, Redressal) Act 2013 have been put in place. You are Head of
Marketing, with 11 people reporting to you directly and indirectly. What according to you are
the five critical practices / initiatives / processes you need to genuinely implement to ensure
that you are providing a safe working environment to all your women employees. (DO NOT
copy paste the law)
3.a. “India is one market where sales of so called ‘Fairness Cream’ does booming business”.
Identify all the inherent ethical issues. Argue and present the pros and cons of advertising
fairness cream in India.
3.b. You have studied Business Ethics as a structured subject for the first time. One of its
objective is, ethical literacy- making the students aware of ethical dilemmas and provide tools
and frameworks for future and current managers to deal with some of these ethical dilemmas
they face. How has it helped you? Give 3 clear points to showcase that it has helped you
become a better manager.
1. Subhash joined Moorty Software in HR Department and his primary responsibility is to

improve Employee Development initiative. The organization had tried running the employee
development initiative previously too but it has not seemed to be successful. Subhash started
with an analysis to check on the reasons for the failures. In light of this case, please
enumerate the issues in successful employee development.
2. Mr. Parikh is the head of Geman Consultancy. His organization is into a business of HR
outsourcing. Mr. Parikh steps in at the time of planning of a project and hands the project
over to the assigned team. However, he steps in once again after the project is completed for
evaluation of the success. At one such large organization, Mr. Parikh steps in to evaluate an
employee development project. He is currently contemplating on the method for evaluation.
In light of this case, please elaborate on the Kirkpatrick’s model of evaluation.
3. Janvi wants to implement Employee development activities in the organization. She is the
HR Manager at Hive Five Media. While the organization is a medium sized, they have a lot
of mobility among the employees between departments and projects. Janvi wants to work out
two initiatives in the organization. Answer the following questions about her project.
a. As a part of On-The-Job development, she wants to implement Mentoring and coaching

activity. Please elaborate on the activity of mentoring and coaching.
b. As a part of Off-The-Job development, Janvi would like to take up case study method.
Please elaborate how does case study method work in the organizations.
1. Suppose you want to design a salad having two main items, lettuce and tomato. Suppose
that each gram of lettuce provides 2 units of vitamins and 2 units of minerals and each gram
of tomato provides 1 unit of vitamins and 2 units of minerals. The cost of lettuce is 100
Rs/gram and the cost of tomato is 20 Rs/gram.
The salad must provide at least 8 units of vitamins and 10 units of minerals. How many
grams of each item should be provided in order to meet the requirements of vitamins and
minerals for the least cost? What will this salad cost? Use the graphical method.
Present both primal and dual forms, including their graphs.
2. You are required to develop a multiple linear regression model based on the data given
below, reporting about multicollinearity to refine your model, if required. Consider Profit
(Rs.) as the dependent variable. Interpret your results.
Suppose your dependent variable (Profit) takes values of “High profit” (Profit > Rs 1,35,000)
or “Low profit”: in such case what type of regression model would you like to use and why?
(For this part of the question, you need not develop the model or interpret the results.)
PLEASE REFER THE TABLE BELOW
Raw
materials
consumed
Number
of
factory
workers
Number
of sales
personnel
Capacity
utilization
Sale
price
Office
expenses
Electricity Profit (Rs.)
20000.0 5.0 4.0 0.4 60.0 4000.0 5000.0 120,000.0
25000.0 5.0 4.0 0.5 62.0 4100.0 5100.0 125,000.0
25000.0 5.0 4.0 0.5 63.0 4000.0 5100.0 127,000.0
30000.0 5.0 5.0 0.6 65.0 4900.0 5900.0 130,000.0
32000.0 5.0 5.0 0.6 66.0 5000.0 6000.0 135,000.0
32000.0 5.0 5.0 0.7 66.0 5000.0 6000.0 135,000.0
30000.0 5.0 5.0 0.6 65.0 5100.0 5800.0 130,000.0
32000.0 5.0 5.0 0.7 66.0 5100.0 5800.0 132,000.0
36000.0 6.0 5.0 0.7 67.0 5100.0 6000.0 135,000.0
39000.0 7.0 5.0 0.8 70.0 5100.0 6800.0 140,000.0
45000.0 7.0 5.0 0.8 72.0 5000.0 7000.0 145,000.0
39000.0 7.0 4.0 0.7 70.0 4100.0 6800.0 140,000.0
39000.0 7.0 4.0 0.7 70.0 4100.0 6800.0 140,000.0
38000.0 7.0 4.0 0.7 70.0 4100.0 6900.0 140,000.0
39000.0 7.0 4.0 0.7 70.0 4000.0 6900.0 141,000.0
39000.0 7.0 4.0 0.7 70.0 4100.0 6800.0 140,000.0

37000.0 6.0 4.0 0.7 67.0 4000.0 6700.0 138,000.0
37000.0 6.0 4.0 0.7 67.0 4000.0 6600.0 137,000.0
35000.0 6.0 4.0 0.6 67.0 3900.0 6300.0 135,000.0
34000.0 6.0 4.0 0.7 67.0 3900.0 6200.0 135,000.0
35000.0 6.0 4.0 0.7 67.0 3900.0 6300.0 136,000.0
3. Suppose that you are required to plan the least-cost transportation from the manufacturing
centers to the outlets. The transportation cost matrix is given below.
Destination 1 Destination 2 Destination 3 Supply
Origin 1 20 17 4 120
Origin 2 35 10 5 60
Demand 40 30 110 180
a. Find the initial basic feasible solution using Vogel’s Approximation Method.
b. Find the final (optimal) solution using Modified Distribution method.
1. With corporate houses facing major problems of low productivity, low sense of
belongingness towards the organization, higher employee turnover; do you think performance
counselling can be useful in addressing any of these issues? How?
2. The recruitment landscape has been changing rapidly. From newspapers, campus
recruitments, trade unions and referrals to recruitment through social and professional
networking platforms. What according to you are the advantages and limitations of using
these modern methods for recruitment?
3. ABC is a reputed retail brand. It is into the business of apparel for men, women and kids.
The brand has exclusive stores as well as counters in malls and departmental stores like
Shoppers Stop, Central, etc. The front-line staff is regularly being trained on product
knowledge, but no behavioral skills as such. Considering the steep targets set from April
2019, the training manager wants to start the behavioral trainings calendar.
a. How should he go about planning and executing this initiative?
b. What should be the topics on which the staff should be trained and what methods for each
do you recommend?

1. Exchange rates can be explained by different underlying theories. Explain briefly any three
of these theories, along with mathematical formulas, where applicable.
2. There are short term and long term fluctuations in Exchange rates, and various factors are
responsible for this. Explain the eight factors and whether they contribute to long or short
term fluctuations.
3. An exporter has Eur 10 million receivable in 3 months, and is in a dilemma whether to

book forward contract to sell Euro or to sell Eur-INR 3 month futures.
a. Explain to him in a tabular form the characteristics and differences between Forward and
Futures.
b. Then with an example (assume 3 months forward and futures rate of Eur/INR 79) explain
the cash flows in either situation.
1. Logistics as well as supply chain management has received attention since the early 1980s,
yet conceptually the management of supply chains is not particularly well understood. How
will you explain the difference between Logistic and Supply Chain Management with
relevant examples?
2. A manufacturer of premium electrical goods is setting up a distribution network. He

desires your help in the physical distribution management. Explain the functional areas you
will focus on.
3. Warehouse manager of Integrated Parts, an electronic manufacturing company, has an

objective of preventing a stock-out situation at any time for one of its vital components. The
annual demand for the component is 60,000 units and the usage is uniform. The quantity
ordered from supplier each time is 600 units and it is delivered after 7 days from ordering
date. The company works for 300 days in a year.
a. What should be the re-ordering point?
b. Briefly discuss the factors that influence the calculation of safety stock.
Organisation Theory, Structure and Design
1. Value for Money is a modern-day Fintech company with a work force of 300 people. The
promoters have been stalwarts of the banking sector with a work experience of more than 30
years. The company has a lot of millennials and promoters are worried about creating a
sustainable and productive work culture. Which are the factors that would affect
organizational culture at Value for Money? What benefit will Value for money derive from a
strong culture?
2. Hitech Solutions Ltd. is an upcoming IT solutions company. Their performance for past 3
years has been good, however performance has dipped this year. The CEO wants the strategy
team to carry out a VRIO analysis. Which type of technique is VRIO? Conduct a VRIO for
Hitech. Make assumptions where ever necessary. in spite of challenging market conditions. If
the management decides to use the Historical analysis, which type of tool are they
considering?
Q.3. a. Explain any 4 types of organizational structures with an example.
Q.3.b. Give an example of any organization that has gone through the phases of
organizational life cycle.
1. Aarti is the Team Leader at Neel Industries which specializes in plastic products. Aarti has
8 team members. Recently 3 of her team members resigned at the same time and during the
exit interview process each of her team members complained to Ashish (General Manager)
about Aarti’s style of management. Aarti has been described by them as autocratic who
dictates instructions and does not listen to her team members. They also described her as rude
in her behavior. Ashish has called Aarti for a counselling session.
Assume you are Ashish, explain how you would conduct the counselling session and ensure a
successful interaction.
2. Correct the following goals by converting them to SMART goals:
 To be a high profit company
 High Sales in northern and southern region
 Take care of employee attrition
 Make customers happy
 Take care of sales inventory in the plastic bottles section
3. Disha enterprises is a 5-year-old company that sells toys and stationary products. The
company has a turnover of Rs 200 crores and profitability of Rs 25 crores. The company is
ranked 5th in India as per the All India Retail Magazine. There are 500 employees located
across 4 regions in India (Delhi, Mumbai, Chennai, Kolkata). The company has a vision to be
a leader in toys and stationery and also has aspirations to expand outside India, primarily in
South East Asia. The customer satisfaction index of the company is 63%. The company has
just introduced the Balanced Scorecard.
As per the Balanced Score Card prepare one goal each on: a. Financials and Customer
perspective
b. Business Process and Learning & Growth Perspective
Marketing Research
1. The Distance Education Council (DEC) wants to conduct a research among the various
distance learners across different colleges, universities and courses across India. Since the
population of distance learners is widely dispersed, the research team at DEC feels that it may
be effective to conduct an online or telephonic survey. However, these methods have their
own drawbacks. Besides, the information to be collected is quite detailed which is prompting
the researchers to consider other approaches such as a face-to-face survey. Discuss the
advantages and disadvantages of the various data collection methods available to the
researchers at DEC and recommend an approach
2. Nestle wanted to understand the key challenges that their brand Maggi is likely to face in
its comeback; in the wake of more aggressive competition from competitors such as Sunfeast
Yippee noodles and Patanjali Atta noodles. The research agency took this brief from Nestle
and gave instructions to its team to find out the customer satisfaction with Maggi and its arch
rivals. “Specifying the research objective in the most clear and precise form, is the most
crucial step involved in the research process”. Evaluate this statement in the light of this case
and discuss how the steps involved in this research process (as proposed by the research
agency) will turn out to be different from what Nestle expects as the research outcome.
3. Scene 1: Nivedita, an interviewer for a data collection agency, approached a couple at the
mall seeming to be hailing from a rural background and asked the woman, if she would like
to participate in a marketing research survey. The couple quickly walked away. A group of
teenage girls overheard Nivedita and asked her if they could participate. They were from
rural areas, and they would like to answer Nivedita's questions. Nivedita was ecstatic! She
could fill a good portion of her sample with these helpful girls! Scene 2: Nivedita had a list of
names and contact details of 100 women in Faisapur in U.P. She started with the top 5 names.
In 4 out of 5 cases, the women either didn’t respond to her request or refused to participate.
Only one woman took the survey. How will she reach out to these 100 shortlisted women in
one week? It seemed to be a daunting task as of now. Nivedita was confused.
The reason was simple: The "normal" rules for conducting a marketing research survey do
not apply when the target sample is a Rural population. Nivedita was one of the women
researchers who had been appointed by an NGO for conducting a research on the sanitation
and personal hygiene methods being used by women in rural areas. The objective was to
capture the aftermath of the awareness campaigns been done on account of the Indian
Household Latrines (IHHL), School Sanitation and Hygiene Education and Anganwadi
toilets. After a whole lot of debate and discussion, it had been decided that the respondents
for this survey shall be rural girls / women ranging from a broad age group of 12-60 years.
For conducting a survey among this wide audience, two things were done:  A list of women
was procured from secondary sources of data  The women were segregated on the basis of
age into the following categories: 12-17, 18-25, 26-35, 36 – 45, 46-60 The sampling method
had also been very scientifically decided. However, reaching out to these women unknown to
the researcher, unrelated to each other, was not working out, no matter how scientific the
approach may be. With this very first experience shared by Nivedita as a part of the pilot, the
team was a bit confused on whether their understanding of the rural research methods is
correct. Anxiety was creeping in as to what should be the ideal method to choose this sample
of rural girls / women?
a. To choose this sample of rural girls / women, which sampling methods will you consider
most appropriate and why? Suggest any two methods and justify your answer.
b. Suggest some innovative interview methods to reach out to the target audience
1. ABC Ltd is an FMCG Company operating in India and you are planning to start the
operations in South Africa. First problem you have, as an HR Manager, is to ensure that
availability of skilled and able workforce in South Africa. What are your sources for the same
and which one will you choose?
2. NITT is a leading IT Company in India and it is planning to expand its operations in

Africa. The company has decided to send the expatriates from India to man important
positions in the subsidiary in Africa. What selection criteria will you use for expatriate
selection?
3. ADB is a Bank in India and it is planning an international expansion in China. One of the
functions that ADB needs to deal with is ‘International Staffing.’ With respect to this write a
note on each of the following:
a. E Recruitment
b. Use of social networks
1. An old Indian company is in the field of animal nutrition for the past 25 years and is
wanting to grow its business in line with the global sector growth and business opportunities.
It is exploring the international opportunities and had want to enter in Kazakhstan and Russia
the Eurasian countries due to high potential for the nutrition business. Derive a strategic plan
for logistics, supply chain and a business plan to succeed and establishing a strong foreign
brand.
2. SG electronics is a German manufacturing and marketing company is into white goods

mainly washing machines, refrigerators and sophisticated kitchen ware. What is the approach
strategy that the company would employ for the successful launch of its products in the
INDIAN market? Formulate a strategic logistics and SCM plan which makes the company a
top brand in the Indian market which is crowded with international branks like LG,
KENSTAR, BOSCH and SAMSUNG.
3. A beverage company named Gold spot drinks is in the Indian market for the past 15 years
with is soft drink brand GOLD SPOT. It is a family owned strong brand with unstructured
professional set up in place. Due to new government policy a foreign company ABC want to
enter India by investing in the company and capitalise on the Gold spot brand and bring in its
own brands into India.
a. What elements of importance ABC company should consider while doing so in the
business approach, and the SCM strategies?
b. What kind of professional approach it need to locational planning, production planning and
distribution set up to gain market entry PAN India and introduce its products along with the
Gold spot?
1. Discuss briefly the culture of four different organisations based on the four quadrants
(Incubator, Guided Missile, Family, and Eiffel Tower) of Trompenaars’ Model of
Organisational Culture.
2. Ajay joined a start-up in the food business where he noticed that despite an amazing
business model the company is not able to real good profits. He did a root cause analysis and
found that the relationship with external stakeholders is not maintained and is grim. What
steps shall Ajay follow in order to maintain a strong relationship with external stakeholders?
3. Jal Pvt Ltd. is an Indian organisation which is acquiring H2O a Finland based company.
Rajat is the CEO of Jal and is very much worried as in his previous organisation he has seen
M&A failing because the organisations were from two different cultures.
a. Is Rajat’s apprehension right? What should be Rajat’s role in a smooth amalgamation of

two cultures?
b. Provide any other example where the M&A failed because of cultural incompatibility.
Conclude by emphasizing the importance of culture in such a change.
Project Management
1. What is a project charter? Describe different components of project charter? What are the
various elements and steps of project planning? Briefly mention about various project
planning tools.
2. Discuss different steps and approaches involved in estimating time? Please explain in brief
the different steps involved in the Critical Path Model as part of Project Scheduling.
3. a. What is earned value management? What are the four main earned value management
forecasting formulas? Please describe them with equations
4. b. What is schedule compression? Elucidate the meaning of fast tracking and crashing the
schedule? Highlight the differences between the two.
1. You are considering an investment project. The project has a life of three years.
Project Information:
 Initial investment into a new machine, which would cost Rs.4,50,000.
 Machine is to be depreciated to zero over three years (straight line depreciation) with no
salvage value at the end.
 Operating revenue is expected to be Rs. 6,00,000 per year.
 Operating costs for raw materials expected to be Rs.3,00,000 per year.
 Assume tax rate is 30% and the discount rate is 20%.
a. Compute after-tax cash flows every year.
b. Evaluate the project NPV. Would you accept the project? (10 Marks)
2. Compute the fair value of the following three stocks. Assume cost of equity to be 10%
 Stock A is expected to pay a uniform dividend of Rs. 3.50 per share forever.
 Stock B is expected to pay a dividend of Rs. 2.00 per share next year. Dividends are
expected to grow at 5% YOY per year forever.
 Stock C has paid a dividend of Rs. 2.50 per share in the current year. The dividend is
expected to increase by Rs. 0.50 per year for the next three years. Thereafter, dividend is
expected to remain constant.
3. Rate of return on treasury bills (risk-free short-term government papers) is around 6%. The
expected rate of return on a market portfolio is 14%. Applying the capital asset pricing model
(CAPM), answer the following:
a. What is the expected rate of return on a stock with a beta of 0? Is it a risk-free investment?
b. A stock currently trades at Rs. 60 per share. The stock is expected to pay a dividend of Rs.
5 per share next year and you expect to sell the share then for Rs. 65. You estimate the beta of
the stock to be 0.8. Is the stock overpriced or underpriced?

Strategic HRM
1. “Performance management system which is an alternative to management by objectives

evaluates the performance of the employees in the job and analyses the areas of development.
It also assesses the individual strengths and weaknesses of the employees in the job. Give
example of one FMCG/banking organization you know of, that was able to evaluate the
performance of an employee in alignment with the organizational objective. Evaluate and
justify the complete process.
2. Critically assess how humour and simulation-based training can be used to motivate staff
who are undertaking low skilled, repetitive, mundane and unsatisfying tasks. Give examples
to support your narrative. Also share example from a manufacturing unit where humour-
based training can be linked with the learning, reduced turnover, performance improvement
and satisfaction of the employees. (10 Marks)
3. Cisco sources revealed that the company had a policy of attracting the ‘top 10-15%’ people
in the networking industry. It believed that if it could get the best people in the industry and
retain them, it would remain the industry leader. According to Cisco’s vision statement,
“Attracting, growing and retaining great talent is critical for sustaining Cisco’s competitive
advantage.” Thus, effective recruitment was used as a powerful strategic weapon by the
company. The company began to use revolutionary techniques like the ‘build-the-buzz’
strategy, which was centred on the primary market for its products, i.e. the Internet. Cisco’s
recruiting team identified the candidates whom they felt the company ‘should hire,’ and then
figured out the way those potential candidates did their job hunting and designed hiring
processes to attract them to the company. Cisco recruiters targeted even passive job seekers –
people who were happy and successful in their current jobs. Barbara Beck (Beck), Vice
President, Human Resources said, “The top 10% are not typically found in the first round of
layoffs from other companies, and they usually aren’t cruising through the want ads.” Cisco
changed the way it posted advertisements in newspapers. Instead of listing specific job
openings, the company featured its Internet address in its ads and invited prospective
candidates to apply. This move helped Cisco to direct all job seekers to its website where it
could inexpensively post hundreds of openings and provide information regarding them. It
also advertised its website in cyberspace to reach candidates who surfed the net from around
the world. The company was thus able to monitor and measure its recruiting programs
through the number of visits to its site. Since most people visited Cisco’s website from their
jobs, the company could identify their place of work. Cisco worked towards removing some
of the frustration associated with applying for jobs. The company learned to attract happily
employed people through focus groups. These focus groups targeted senior engineers and
marketing professionals in other companies and found out how they spent their free time, the
websites they visited and the how they felt about job hunting. These insights helped the
recruiters. For example, it was found that most professionals like to watch movies in their
free time, websites on ‘corporate cartoon Dilbert’ were extremely popular and most
professionals hated job hunting. Cisco, thus, linked its website to the Dilbert web page
(www.dilbert.com), which registered around 2.5 million hits per day, mainly from engineers
and Internet-savvy managers, it also bought space on websites like Travel Quest
(www.travelquest.com), a reservation service provider. These steps turned Cisco’s website
into an extremely useful recruiting tool. The website also offered features through which
applicants could fill their resumes online or create one with the help of Cisco’s resume
builder. In this way Cisco attracted active and passive job seekers. The focus group’s exercise
made Cisco realize that a candidate would approach the company if he had been informed by
a friend about better opportunities at Cisco. This led to the launch of the friend’s program in
April 1996. Cisco also reached out to potential applicants through a variety of routes which
were unusual in recruiting. It began frequenting art fairs, beer festivals and certain annual
events in which people from Silicon Valley participated. These places proved to be very
‘fruitful hunting venues’ as they attracted young achievers from various successful infotech
companies. Cisco recruiters mingled with the crowd, collected business cards from
prospective candidates and spoke to them informally about their careers. More than 1,000
Cisco employees volunteered for the Friends program, attracted by the referral fee, which
started at $ 500 and a lottery ticket for a free trip to Hawaii for each prospect they befriended
and who was ultimately hired. In this program, Cisco employees were matched up with
people who approached the company as prospects and who shared similar backgrounds and
skills. The Cisco employees then called the prospects to inform them in their own words
about life at the company. Cisco advertised the friend’s program in movie theatres in San
Jose and received around 100 to 150 applications each week. By 1997, about one third of new
recruitments were made through the Friends program. Cisco launched a tool called Profiler
on the employment page of its website to accelerate and standardize online resume
submission. The Profiler asked applicants to provide educational and employment
information through appropriate selections from pull-down menus. Cisco also found that
applicants and recruiters were not totally comfortable with, the time-consuming recruiting
process. To speed up the hiring process, Cisco hired inhouse head hunters to identify
qualified candidates for managers. After streamlining its recruitment policies, 1996, Cisco
conducted an employee survey to find out how the new recruits felt on their first day at work.
The survey showed that some new recruits felt lost on their first day - their phones did not
work; their computers had no software and if it did they had no idea how to use it. It was also
found that most of the employees did not get their email addresses for two weeks. To address
the above problems, Cisco launched Fast Start, an employee orientation initiative. Cisco
installed computer software, which tracked the hiring process and alerted the team about the
new recruit’s arrival. As a result, every recruit started with a fully functional workspace and a
whole day of training in desktop tools. Cisco believed that its new recruitment philosophy
should also be made a part of the overall corporate culture. By late 1999, Cisco’s job page
was recording around 500,000 hits per month. The company generated a stream of reports
about who visited the site and fine-tuned its strategy accordingly. By the time the new
recruitment initiatives were established, Cisco, which was hiring approximately 8,000 people
a year, received 81% of the resumes were from the web. Eventually, 66% of the new
recruitments were from the candidates who had sent their resumes through the Cisco website.
It was also reported that about 45% of company’s new recruits came from the Amazing
People Program. Cisco’s hiring cycle also came down to 45 days from 68 days. The
recruitment costs in this ‘direct mode’ amounted to $6,556 per capita, which was around 40%
below the industry average. Referral rates at Cisco were twice the industry norm and that
created a performance edge as most recruits were qualified employees with vast experience.
By 2001, referrals and the friends program accounted for 50-60% of new employees. Most
importantly, the retention rate at the company had also increased. The employee turnover
figure was 6.3% in 1999, a very low rate compared to the industry norms, which varied from
18-28%. According to company sources on average Cisco employees accessed the corporate
e-HR site 16 times a day for information about job cuts. Analysts claimed that Cisco’s
innovative and aggressive recruiting initiatives were to a large extent responsible for the
company’s expansion at 40% per year and recruiting 250 employees every week despite the
global dot-com slump.
a. According to Cisco’s vision statement, “Attracting, growing and retaining great talent is
critical for sustaining Cisco’s competitive advantage.” Analyse the various recruitment
strategies adopted by Cisco.
b. Cisco believed that its new recruitment philosophy should also be made a part of the
overall corporate culture. Explain the various key aspects that are to be considered in
recruitment philosophy by companies like Cisco. Discuss how Cisco is benefitted by
adopting innovative recruitment philosophy.
1. What are the building blocks of World Class Operations? Explain with suitable example.
2. Briefly explain the different types of quality with examples.
3. AL is an Indian automobile company headquartered in Chennai, India. Founded in 1948, it

is the second largest commercial vehicle manufacturer in India, fourth largest manufacturer
of buses in the world and 10th largest manufacturer of trucks globally. It has manufacturing
plants in India and abroad. The company believes in producing world class products wants to
be competitive in the world market.
a. Think your-self as a consultant for the company. Briefly state how the company should go
for implementing TQM in its operations.
b. With reference to AL, explain how KANBAN can be implemented in the company.
Services Marketing
1. Bookworm’s World is a U.K based Book Store chain planning to launch in the Indian
market, specifically catering to children’s books, workbooks and educational toys. Initially
the Book store chain will begin its operations with 6 major cities which are being seen as
potential markets and then slowly it shall expand to other big cities in India as well. With this
vision, the management, now wants to explore the various options for service delivery. Since
it is a new chain, the delivery options need to be cost effective, atleast to begin with. The
management is open to all sorts of technology tie-ups to explore the self-service or remote
options along with the traditional delivery models. Suggest all the possible delivery options
that you consider appropriate. Justify with an argument.
2. Summer vacations for the kids are round the corner. This time around, you have decided to
surprise the kids with the Big Summer Holiday that you and your better half had been
contemplating since long. Choosing between a 7-day European dreams or The best of U.S or
Amazing Australia or the umpteen options flashing on various travel sites, is indeed a
complicated decision; especially in the backdrop of a budget constraint. Quite obviously,
while the flashy packages offer the ‘oh-so’irresistable’ deals, these prices are not just the only
costs that the customer has to incur. The real cost of the service to the customer is an
amalgamation of many inter-related monetary and non-monetary costs.
Discuss the various search, purchase and post-purchase costs that you will have to incur in
the purchase of the holiday package.
3. Nannytracker.com is the new kid on the block; a new mobile-app based service which
helps you keep a tab on your children and their nanny while you’re out of the house. The
Nannytracker, a new service for working parents, allows them the facility of home care
viewing on their smartphones. The subscriber can view real-time video through a smartphone
that is capable of showing video clips of footage of the home’s interior space. The app gives
the user a comprehensive view of what their kids are up to while they are away.
Besides the clandestine video clips of the home, that get captured periodically through a
hidden camera and are posted to the parents, the smartphone app can be installed at both the
parents and nanny’s end, and can work as a vital communication tool between them. The app
provides easy messaging between parents, nannies, or any other caretaker, all within the
account. Hence, any important information such as medication dosages, nappy changing
frequency, food and play instructions don’t get missed out.
The app also allows the Nanny to click pictures of the baby and post them so that they remain
in one location/ account. The Daily News Feed provides an overview of their activities, as
well as all the data that was tracked, messages that were exchanged, and photos that were
shared.
The service is being targeted to working women living in urban metro cities such as Delhi
and Mumbai; many of whom have domestic helpers to take care of their children during
working hours.
Although the service intends to provide parents with peace of mind, it could work equally
well for pet owners.
The app is compatible both the iOS and android platforms. Priced at Rs. 999 on Playstore and
App store, as one-time download charges, each member of the caretaker team needs to
download the app by paying the installation charge. The charge includes installation of the
camera, all app-related services and unlimited data storage.
As if this is not enough, the app also allows you to add another child to the same account.
And this one’s completely free of charge. You will receive separate notification for both the
kids; however, you have to ensure that they are in the same location.
Now this is what you call women’s empowerment!!
a. Discuss and evaluate the marketing mix for Nannytracker.com
b. What is the core service being offered by Nannytracker.com? Compare the facilitating and
enhancing supplementary services being offered by Nannytracker.com

1. There are multiple problems facing the Indian pharma supply chain. Dearth of medicines
for patients, unavailability of medicines at the hospitals and pharmacies, poor quality of
medicines and availability of counterfeit drugs. How can the SCOR model be used in this
case to address and enhance supply chain management decisions within an organization and
with its suppliers and consumers?
2. Patanjali, a fast-growing organization crossing US$1bn of sales in five years of time span
and declaring a target of doubling this figure in the financial year 2016-2017 (to reach
US$1,500m). The prime focus of Patanjali is the health food segment based on herbal and
Ayurveda science through the use of organically grown agricultural produce by integrating
the associated value chains while radically benefitting all the stakeholders in a two-way
process as suppliers as well as buyers/consumers. The basic objective of a Mega Food Park
was to create a direct connection between the farm, processing and the consumer markets.
This was accomplished by creating a network of collection centres (CCs) and primary
processing centres (PPCs) with the aid of effective logistics facilities. Source (Sengar, A.,
Sharma, V., & Agrawal, R. (2017). Market development through integrating value chains–a
case of Patanjali Food and Herbal Park. Emerald Emerging Markets Case Studies, 7(4), 1-
22.) Describe the distribution channels used by Patanjali to ensure its products can reach
everywhere?
3. TAPF commonly known as The Akshaya Patra Foundation is a non-profit organization in

India that runs school lunch program across India. The organization was established in 2000.
TAPF started out as a not-for-profit, non-governmental organization (NGO) headquartered in
Bangalore in June 2000. It provided free mid-day meals to 1,500 students in government
schools in the city during the initial year. By 2015, TAPF kitchens were operating at 24
locations (across ten states) and were serving over 1.4 million children. These kitchens were
both centralized and decentralized and served a set of schools in the area in which they were
located. Such efficiency didn’t happen overnight, according to Vinay Kumar, head of
operations at Akshaya Patra. He and his colleagues standardized processes across multiple
facilities. They also implemented systems to share innovations across the entire chain of
kitchens. “Each of our decisions is data-driven. Anything we implement should be measured
by data, replicable in another place, and standardized,” says Kumar. Kitchen workers know
exactly how long it takes to cook each meal. They know how much kitchen capacity is
required to make that meal. TAPF is on a mission of feeding five million children by 2020.
(Source: https://ssir.org/articles/entry/case_study_akshaya_patra)
a. Identify the different stages followed by TAPF in their supply chain activities to ensure
that no child skips a meal
b. How can the use of technology aid their operations?
1. Explain your understanding on the below:
 About the process of “Acceptance Sampling”

 Double sampling & sequential acceptance sampling (Along with process) – Give
appropriate examples to explain
2. What do you understand by Quality Function Deployment (QFD) & what are the QFD
processes? What do you mean by Poka Yoke? What are the objectives of Poka Yoke? Give 2
examples of Poka yoke?
product. Total population size is 50. You checked each and every specification given to you.
Below are the number of defects identified by you in each of the sample.
Answer the below:
a) What is the type of data (Defect in this scenario) & what kind of control chart would you
suggest? Calculate the UCL & LCL for the mentioned scenario?
Corporate Finance
1. The risk free Rate of return is 6 %, Return on market is 11% and the Beta of Michelllo
Private limited is 1.1. Estimate the cost of Equity and also mention the steps to calculate the
opportunity cost of capital as per the CAPM Model.
2. Mehta & Mehta constructing company wants to make an investment worth 500 crores in
certain real estate projects. As a financial advisor to the company discuss the capital
budgeting process with them, covering suitable points.
3. Anna dude Enterprises has Rs 5lacs in assets that are financed with 100% equity. Fixed
cost are Rs1.2lacs. The EBIT of Anna dude Enterprises for the year is Rs80000. The
applicable tax rate is 40%. In case its EBIT increases by 10%and reduces by 10%. Define,
calculate & interpret the
a. Net income
b. Return on equity
1. The shift towards greening the supply chain through an environmentally friendly logistics
network design is not only to abide by governmental regulations but also to meet customers’
expectations and social responsibilities. Explain how you will plan for implementation of
green manufacturing and the areas of application of green manufacturing you may consider.
2. You are in the process of designing the Physical Distribution system for your organization.
Discuss the two major objectives and the six influencing factors that you will focus on to
meet customer service goals. Give examples.
3. You are the manager of a museum store that sells historical replicas. The following are the
data of actual sales for last 6 years
Year 2014 2015 2016 2017 2018 2019
Actual sale 400 600 500 300 700 500
a. What should be the forecast for 2020 using 3-period moving average method?
b. When requisite data are not available what options are available to make a short term
forecast? Explain very briefly any one of those methods explaining the limitations if any.
1. Explain how the operations strategies are different when applied to a service company such
as “Indigo Airlines” versus an aircraft manufacturing company such as Hindustan
Aeronautics Limited (HAL).
2. What are the key factors that firms consider while choosing a location to operate? List five
major reasons, why any Pharmaceuticals manufacturing firm should operate (locate its
factory) in India.
3. Bhanji has spent nearly two decades working at Metro Brands, which was started by her
grandfather as a stand-alone store in Colaba in 1947 and has since grown to over 500 stores
across the country. She radiates enthusiasm for retail. “I’ve only ever worked here. I came
here straight after my undergraduation. It’s not like a business where you don’t see an end
result. You put something in the store, within a week you know how that shoe is working.
You see new creations, you see new ranges," she says.
Keeping in touch with the ground realities of retail is essential to corporate strategy. “From
being purely a product brand, we have become a retail brand. When you walk into the Colaba
Metro store, the collection will be different from the Linking Road store. We curate the
product for each store. I want the best collection for a customer who walks into a store," she
says.
Two years ago, Bhanji and her team implemented Eli Goldratt’s Theory of Constraints
(TOC), a management philosophy that leads to profit improvement through greater efficiency
in business processes.
“Theory of Constraints brought efficiency to our front end, helping the way we sell go from
art to science. For example, 40 new designs are introduced into our system every week. After
four weeks, we address how they have sold. We had thumb rules to check what happens, and
decide if a design worked. It is like an art, but applying TOC helped us make it a science."
The project came with management challenges for Bhanji, including getting on board the
front line supply chain teams who had to adopt the new technology.
“TOC wasn’t so tough from a technology angle, but it was supremely difficult from our
mindset angle. How do you tell someone that the computer may know some things better than
you?" she says, as the legacy brand has a number of long-time employees.
a. Explain the concept of “Theory of Constraints (TOC)”.
b. What all possible challenges Bhanji might face with the TOC?
Corporate Finance
1. Miss Ninna is planning to open a boutique at link road. Her financial advisor says that its
essential to take care and manage well the working capital, as it ensures smooth running of
the operating cycle of business. However, there are various factors which affects the working
capital management. If you being the financial advisor of Miss Ninna, discuss those factors in
detail.
2. Alpha limited is investing $500 million in a new project. The present values of the future
after tax cash flows resulting from the project is $750 million. The company has 100 million
shares outstanding, having market price of $45 per share. Assuming, the project being
independent of other expectations about the company, Calculate the effect of -  The new
project on the value of the company on the company’s stock.
3. The data related to two companies A and B , are as under-
A B Sales 500000 1000000 Variable cost 20% of sales 25% of sales Fixed Cost 1.2 lacs 2
lacs Interest 0.5 lacs 0.75lacs
i. Determine the operating and financial leverage
ii. Determine the combined leverage for them. Also, comment on the relative risk position of
the companies
1. Explain how the Theory of Constrains can be applied at an automobile repairing and
service center.
2. Your company has compiled the following data on the small set of products that comprise
the specialty repair shop. Perform an ABC inventory classification for the data. Which
product(s) do you suggest the firm keep the tightest control over?
Item code Annual demand Unit cost (INR.) A1 3000 20 B3 4000 45 D2 3000 35 C2 2000 30
A5 500 50 C9 680 15 D1 460 40 D3 1000 20 C3 450 500 F1 520 400 K5 5000 50 M1 680
400 N2 900 20
3. According to Tarí and Sabater (2004), firms must develop both the hard and soft parts of
TQM in order to succeed. While the hard elements are related to quality tools and techniques
for continuous improvement, the soft side is associated with management concepts and
principles such as team work, leadership, customer focus and culture (Fotopoulos and
Psomas, 2009). In their study about quality management tools and techniques, Tarí and
Sabater (2004) analyzed about 30 commonly used tools and techniques such as
benchmarking, brainstorming, design of experiments (DOE), failure mode and effect analysis
(FMEA), flow charts, poka yoke, quality function deployment (QFD), quality improvement
teams and statistical process control (SPC). Soft elements indirectly affect performance,
because they create an environment that facilitates the implementation of hard elements
(Rahman and Bullock, 2005). (Source: Gerolamo et al. (2014), Quality Management: How do
Brazilian Companies use it?, Procedia - Social and Behavioral Sciences 143 ( 2014 ) 995 –
1000)
3a. Using examples from manufacturing industry, explain any two management concepts and
principles (soft practices) related to TQM.
3b. Using examples from manufacturing industry, explain any two tools or techniques for
continuous improvement (hard elements) related to TQM.
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
1. Select any two of the following three: Narendra Modi / Rahul Gandhi / Arvind Kejriwal.
Discuss and analyze how these personalities do as brands when we compare on the four
critical elements of a brand. (10 Marks)
2. “With marketers transitioning from mass communication to highly customized and

personalized communication targeted at the individual, the limelight clearly being on direct
marketing, and digital marketing, the traditional marketing communication tools such as
advertising, sales promotion, publicity, personal selling – may be dying a natural death. The
Marketing Communication Mix is all set for a metamorphosis” Discuss this statement. Justify
your answers with appropriate reasoning. (10 Marks)
3. The beginning of the video-on-demand (VOD) revolution in India started with Star Tv’s
Hotstar, way back in 2015. It coincided with the time when India witnessed a huge rise in the
number of smartphone users. In a country which was used to a one-TV household tradition,
smartphones acted as additional screens for consumers to source entertainment from. In
January 2016, Netflix, an international platform that offers a library of TV series, Bollywood
flicks etc. made waves in India with its launch. It led to a series of debates on what is already
on the Indian consumer’s palate on TV– family dramas, saasbahu
serials, cheesy love stories. The real debate was on whether Netflix India’s launch will mark
the end of TV. Will the audience progress from the melodramatic saas-bahu sagas to Netflix
for its sharp, realistic international content. Netflix opened the doors for alternate
entertainment platforms. In the months that followed, mainstream Indian TV channels
launched their own VOD platforms – Voot , Arre etc. And then came the giant Amazon with
its Prime Videos spanning across International TV shows, films and new Bollywood releases.
The most recent entry has been Balaji Telefilms VOD platform ALTBalaji. With the internet
content users, number of smartphone users on the rise, the consumption of online video
content has also been on the rise, quite naturally.
a. Conduct a SWOT Analysis of Netflix in India (5 Marks)
b. Keeping in view the issues, challenges and competition, evaluate and discuss the strategic
and tactical components of Netflix’s market planning and make suggestions (5 Marks)
Business Statistics
Team Revenue (USD Mn.) Valuation (USD Mn.)
Atlanta 103 306
Boston 144 433
Charlotte 96 278
Chicago 168 511
Cleveland 159 476
Dallas 154 446
Denver 115 321
Detroit 171 479
Golden State 113 315
Houston 160 470
Indiana 97 281
Los Angeles Clippers 102 295
Los Angeles Lakers 209 607
Memphis 88 257
Miami 126 364
Milwaukee 91 254
Minnesota 96 268
New Jersey 92 269
New Orleans 95 267
New York 202 586
Oklahoma City 111 310
Orlando 107 361
Philadelphia 115 344
Phoenix 148 429
Portland 121 338
Sacramento 109 305
San Antonio 133 398
Toronto 133 386

Utah 118 343
Washington 110 313
1. For the data on revenue and valuation of teams in the National Basketball Association
(NBA), conduct the following analysis:
i. Determine the measures of central tendency and of dispersion for revenue and valuation.
maximum value for revenue. Interpret the above results and comment on how the data is
distributed. (10 Marks)
2. For the same data on NBA revenue and valuation given above:
i. Is there a strong association between revenue and valuation?
iii. The franchise owners want to understand if the valuation is dependent on revenue. How
can you assess this?
iv. Using the regression equation, predict the valuation of a team whose revenue was USD
300 mn. (10 Marks)
3. There are 300 students in an online MBA program for working professionals, for whom
the attendance in online classes is 70%, i.e. on an average, 210 students are present in an
online session. Fifty new students are admitted in this batch.
a. What is the probability of attendance being at least 70% among the new students, thus
ensuring the overall attendance does not fall below 70%? (5 Marks)
b. The Program Dean thinks that this probability will increase, if the new batch size is 40
instead of 50 students. Is he right in assuming so? (5 Marks)
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?
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)
(10 Marks)
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)
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. (10 Marks)
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. (10 Marks)
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. (5 Marks)
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.
1. Cost of Quality is an important business practice. By knowing Quality Costs, it can help
business’s find and correct problems and the costs to attain quality. Explain how you will
implement cost of quality in your organization. In your opinion should the organization spend
more on cost of good quality or cost of poor quality? Explain with reasons/examples.
2. You are appointed the Management Representative of your organization to implement ISO
9001. Explain the steps you will take to successfully get the ISO certification for your
organization.
3. You are attempting to develop a quality monitoring system for some parts purchased from
Perfect Parts Manufacturing Co. These parts are either good or defective. During each
delivery a sample of 500 units is sampled and the number of defective units in the sample is
noted. The average defect rate is 3.5%.
a. Develop the upper and lower control limits (z=3).

b. What is process capability index and what will be your objective in finding the process
capability?
1. Mr Bob is a resident of London. He visits India to understand the business environment.

He is keen to start up a business in India. However, he is not aware of the tax structure
prevalent in India. As a tax consultant, discuss with him the tax structure in India post the
introduction of Goods and Service Tax Act.
2. Income from house property is the only income that is charged on the notional basis. It
means that the incidence of tax depends not only on the income earned from the property, but
also on the inherent potential of the property to earn income. Tax has to be paid even in cases
where no income is being earned. Discuss the Cases where income from house property is not
chargeable to tax under the head ‘Income from House Property and thus chargeable under
any other head.
3. Following information is available for Mr. Saurabh Pandey for Assessment Year 2019-20
with respect to the premium paid of life insurance during Financial Year 2018-19.
Policy Issue
Date In the name of
Capital Sum
Assured
% Restriction
of Sum
Assured
Insurance Premium
Paid in
Financial Year
2018-19 May 01, 2015 Spouse 1.5 lacs
10% Rs 20,000 May 31,2012 Self 2 lacs
20% Rs 50,000 June 01,2015 Daughter with a disease specified under section 80DDB 3 lacs
15% Rs 60,000 Jan 01,2013

Son with a disease
defined under Section
80DDB 2 lacs
10% Rs 40,000 May 01, 2015
Parents 5 lacs
10% Rs 75,000
a. Calculate the total eligible deduction, as per Section 80C, with reasons for each payment
inclusion and exclusion, for Mr. Saurabh Pandey
b. Discuss, briefly the eligibility norms and provisions for claiming deduction under the said
section.
Consumer Behaviour
1. Parachute is known for its range of coconut-based hair products, manufactured by Marico.
While their flagship product is their Parachute coconut hair oil, over the years they have
extended the brand to make Parachute Advansed Oil for specialized hair care needs and
Parachute Advansed Body Lotion for skin care needs. What is Stimulus Generalization? How
has Parachute generalized the stimulus of “goodness of coconut” into its brand extensions?
2. Consider you are in the market for a luxury watch. Enumerate the steps in this purchase
using the Consumer Decision Making Model: Input, Process, and Output.
3. a) Explain the different adopter categories in the Innovation adoption process, taking the
example of any innovative product of your choice.
3. b) What are membership groups and symbolic groups? Discuss 1 membership group and 1
symbolic group from your life.
1. As the HR head of a Jubiliant Hospitalities, you have to create an Organizational Structure.

Jubiliant has a pan India presence with an employee strength of 5000. They own three-star
properties and cater majorly to corporate houses. Their key departments are business
development, operations and Guest management teams. The company believes in
empowering employee and is looking at creating an inclusive and transparent work culture.
Explain the elements to be considered while finalizing the structure.
2. Healthcare Pharma wants to conduct an internal analysis to understand the future of the
company. Top management wants to conduct an internal environment analysis for effective
planning. Suggest some techniques that can be considered for this exercise.
3. Arunam works for Hitech Solutions, a software development company. Organization wants
him to improve the diversity score of the company. Arunam feels that the company has been
very close-group in the past. Diversity was not a part of the DNA of the company. He fears
that old employees may feel threatened or become skeptical of these changes. He believes
that the company should systematically introduce this change and plan for it.
a. What could the Factors that have prompted the company to focus on Organisational
Diversity. Do you think the company will benefit from this move?
b. Using the Kotter’s Eight-step Model, enumerate the steps needed for implementing change
in Hitech solutions.
1. George Bush gave Chinese Premier Li Peng a gift of cowboy boots embroidered with the
American and Chinese flags in it. This act was criticized widely by many diplomats on
account of a significant miss on the part of administration protocol experts. Discuss the above
case highlighting the importance of culture in international business.
2. Discuss how McDonald illustrate the blend of product standardization and Product
adaptation strategy in international business.
3. Corporate social responsibility has been widely accepted and practiced in most of the
organizations throughout the world.
a. Discuss any one company’s CSR Initiatives which has inspired you for all these years.
Highlight the initiatives with respect to CSR Activities.
b. Enumerate the Benefits of CSR.
1. Cloud ERP solutions have already become popular. Cloud technology allows for fast and
remote data access without any specialized Information Technology (IT) staff and complex
technical configuration. With cloud-based solutions, organizations get an ability to focus on
core competencies, save their costs, and get strong user support. By adopting cloud-based
technology for Fintech, businesses ensure the high level of productivity and innovation in
their internal processes. With cloud-based systems giving access from any spot, a company
can now be run from home. All the stakeholders of your business will appreciate this
comfort. Operating business from mobiles, not from desktops, is another benefit cloud gives
to people. With the help of an example of a company in the financial service sector, mention
the challenges faced in the cloud implementation journey and the benefits reaped.
2. With the rampant increase in the number of start-ups, organizations are drawing towards
using open-source ERP packages. Give an example of an organization that uses open source
ERP to manage its processes. What are the benefits of open versus on premise ERP
solutions?
3. Over the past decade, large companies have invested billions of dollars and a lot of time
trying to simplify the business processes and technologies they use to keep their
organizations running. When everything goes smoothly with these so-called ERP projects,
the ratio of savings to dollars invested typically increases over time. When plotted on a graph,
the return on investment looks something like Nike's trademark "swoosh," plunging as the
firm spends more than it saves early on, but then moving upward as the company becomes a
leaner, more efficient entity. Unfortunately, the return on investment for many organizations
looks more like a "W," as the streamlining effort starts and stalls and starts again, resulting in
disastrous detours and cost overruns. Savings, if they come at all, occur many millions of
dollars and many months later than planned. Why does enterprise resource planning, or ERP,
work so well for some companies and not for others?
After studying dozens of these projects over six years, we concluded that executives need to
think more broadly if they want enterprise resource planning to pay off. Too many executives
see ERP solely as a technology project, believing that if they buy a new software system,
inefficiencies will magically disappear. It's no surprise that it doesn't work that way. Instead,
they need to treat ERP as a transformation effort involving three areas of their business:
processes, technology and spending.
a. Give an example of a failed ERP project and the lessons learnt thereof.
b. What are the factors organizations need to consider to for a successful ERP
implementation?
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. (10 Marks)

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. (5 Marks)
b. To what extent do you think is money a motivator?
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.
(10 Marks)
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. (10 Marks)
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.
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. (10 Marks)
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. (10 Marks)
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. (5 Marks)
b. With the help of Maslow need hierarchy theory discuss why Rajat, Suresh and even every
individual has different motive?
1. Construct the 4P’s of Marketing Mix for Starbucks Coffee chain in India alongwith the 3
extended P’s for Services. ( 10 Marks)
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? (10 Marks)
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 (5 Marks)
 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 (5 Marks)
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.)
(10 Marks)
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) (10 Marks)
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.
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? (10 Marks)
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. (10 Marks)
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?
Course: Industrial Relations & Labour laws
1. An industry in a rural part of Gujarat, has employed a total of 500 workers, which are
spread over 3 units. The workers have faced different labour problems at various occasions.
There is a manager who supervises the work carried in these 3 units. The employers travel to
the industry once in 4-6 months. The employees find it difficult to meet the management. The
manager also is incapable to effectively communicate the problems of the employees. The
manager suggested that the employees to start a trade union and register it. The employees
agree with the suggestion but are not convinced to register the union. The manager informs
them that forming a trade union would be beneficial for them and registering the trade union
would give them a legal status. Advise the workers. (10 Marks)
2. An employee filed a complaint against a cable manufacturing factory over alleged safety-
related lapses at its manufacturing facilities at Solapur, in Maharashtra. Two persons were
burnt to death in fire that broke out in one of the unit's at night. The deceased, were badli
workers. They were carrying materials to the unit, when electrical sparks led to the fire which
spread rapidly. According to the complaint filed, the occupier did not comply with the
statutory safety provisions and accused him of using unskilled workers for skilled jobs. The
company suspended the existing occupier pending the decision of the complaint filed and
appointed a new occupier and instructed him to comply with all the statutory safety norms.
Advise the occupier as to the statutory safety norms. (10 Marks)
3a. A workman drawing a monthly wage of Rs. 3000 meets with an accident while working
on a machine and died on 12th April,2018. He was born on 14th July, 1982. Calculate the
amount of compensation payable to the employee. (5 Marks)
b. An employee was murdered in communal riot when he was on his way to the workplace.
His wife and children were depending on the wages earned by the employee. The employer
refused compensation on the ground that he did not die in the workplace. Are the wife and
children entitled to compensation? (5 Marks)
Course: Marketing Management
1. Mr. Hari has joined as a marketing head in a startup that deals with online sale of
Groceries. The online store is named as www.baniyakidukaan.com. The store will start its
operation in 4 cities namely Mumbai, Pune, Delhi and Bangalore. The company faces tough
competition from various online stores. The company’s major focus is to make the items
available at lowest possible price. You have been asked to prepare the 7P’s of marketing mix
for the online store.
2. M/s Kids Corporation is planning to launch its own brand of Dolls across India. The doll
will be named Senorita and it will be available in the price range of 600/- to 1400/- Rupees.
The doll will be available in major types of profession like Doctor, Lawyer, Teacher, etc. so
that it can even inspire girls to go for these careers in future. Design the Segmentation,
Targeting and Positioning strategy for Senorita.
3. M/s Joy Corporation wants to enter into the production, marketing and distribution of
Mobile Phones. The company is a market leader in Washing Machines and Refrigerators. The
company wants to penetrate into the ever increasing Mobile Market. It plans to sell mid-range
mobile phones where the major competitors are Oppo, Vivo and Xiaomi.
a. Explain various steps involved in the new product development of Joy Mobile Phones.
b. Explain various marketing strategies that Joy mobile phones should undertake during the
time of launch i.e. introduction phase of Joy Mobile Phones.
Course: Business Statistics
Assets Expense Ratio Return 2006 3-Year Return 5-Year Return
904.8 1.51 4.6 10.7 8.1
675.9 1.28 8.5 11.9 7.3
909.7 0.80 13.1 10.4 6.3
52.2 1.50 11.6 10.3 6.4
8411.5 0.63 10.9 12.4 8.0
282.3 1.22 7.1 10.2 8.0
9870.7 0.86 12.3 15.0 7.7
424.8 1.13 12.3 11.0 6.2
15422.9 0.72 14.0 10.2 6.2
497.9 1.36 8.6 12.0 7.3
547.3 1.09 7.5 12.8 7.2
5527.1 0.41 11.2 10.2 6.5
22592.9 0.46 12.3 13.0 8.4
240.8 1.42 4.4 10.3 6.6

2403.4 0.93 8.0 10.1 4.3
233.3 1.33 6.5 9.4 5.4
71.2 0.15 15.4 6.6 5.0
506.9 1.15 11.2 9.3 4.5
221.6 1.12 13.2 8.9 4.7
434.9 1.19 14.2 12.3 7.1
7834.2 0.56 13.7 9.6 5.5
152.1 1.34 12.4 9.6 4.6
815.4 0.73 13.0 8.9 4.5
85.7 0.45 13.2 9.6 4.0
166.1 1.41 3.3 7.8 5.3
47.2 0.74 8.1 10.8 5.7
6955.2 0.87 7.8 10.7 5.8
135.4 1.25 14.6 8.2 5.8
142.0 1.18 9.2 9.7 5.6
601.8 1.00 9.7 7.9 3.8
1. For the data on 31 mutual funds given above, conduct the following analysis:
i. Determine the measures of central tendency and of dispersion for the five variables.
maximum value for asset size.
Interpret the above results and comment on how the data is distributed.
2. For the same data on mutual funds given above:
i. Is there a strong association between asset size and expense ratio?
iii. Using the regression equation, predict the 5-year return of a fund whose 3-year return was
8%.
3. Assume there are 400 athletes in a training camp, who are required to attend the morning
drill starting at 4 am. The attendance in morning drills is 70%, i.e. on an average, 280 athletes
are present. Fifty new athletes are admitted in this batch.
a. What is the probability of attendance being at least 70% among the new athletes, thus
ensuring the overall attendance does not fall below 70%?
b. The training coach thinks that this probability will increase, if the new batch size is 40
instead of 50 students. Is he right in assuming so?
1. What is the difference between valid, void or voidable contract. Please explain the
instances when a contract becomes valid, void or voidable contract.
2. Please give at least two (2) real life examples on how the recent amendments in Companies
Act, 2013 has brought about sweeping changes in corporate scenario of India.
3. Arun and Smitha are good friends since a long time. Smitha is in need of a house loan with
a bank and Arun has agreed to be a be a co-applicant cum “guarantor” to help Smitha secure
the house loan. Smitha after taking possession of the Flat started defaulting payments of the
house loan and absconded. In light of the above instance, you are called to advise the bank on
the following queries:
a. What is the contract between Arun, Smitha and the bank termed as? Identify Arun, Smitha
and the bank according to their roles in such contract? (5 Marks)
b. Does the bank have any right against Arun? If yes please explain in detail? If, Arun
voluntarily offers to pay the loan to the Bank, what are his rights? Please explain in detail?
1. Sanskruti Ltd. is an apparel manufacturing company. Lately it was observed that the
absenteeism as well as the employee turnover has increased tremendously. An external
consulting firm was roped to understand the entire concern. The report presented by the
consulting firm specified that the workers are dissatisfied with their job roles as well as they
find no career planning and progression which is affecting the overall organisational
productivity. Discuss the objectives as well as merits of career planning which can be
included to make the employees happy and satisfied in Sanskruti Ltd.
2. Kadambari Enterprises, which is a family managed business in the area of food

manufacturing (Indian Snacks) has grown over the years. The business turnover has now
become 500 crore. The organisation never had a concept of performance appraisal, the
employees were given raise based on their seniority and relationship with the management.
Sneha the new heir of Kadambari Enterprises wants to change the entire outlook and bring in
the latest Performance Management System to bring parity and justice for the employees.
You have been selected as the head HR and have been asked to present the benefits of
appraisal and best PMS for Kadambari Enterprise.
3. Sameera is a fresh MBA graduate and has joined as a Trainee- Talent Management in
Fresoc Ltd. It is her first week at work and she is all geared up for some great learning. To
her disappointment she is just handed over some brochures to read. After a fortnight she is
assigned some task to work on. Sameera is really confused as she does not have any job
clarity and work is being assigned to her randomly. The entire month after joining Fresoc Ltd
has been a very demotivating as an outcome she resigned from her services.
a. Do you think that the induction of Sameera was wrong? Justify your answer
b. What could have been an ideal situation where young talent like Sameera would have been
retained?
Question 1 You visited Subway that’s the fast food restaurant to purchase a Combo worth Rs
499. The restaurant paid for the raw material and utilities amounting Rs105 for each sale. In
addition to that, the restaurant also paid for certain expenses in cash in total Rs 50 per sale.
Discuss how these financial transactions will be recorded by way of journal entry, and also,
discuss the various stages of the whole accounting process.
Question 2 The Companies Act 1956 was the first Act which governs the various Companies
registered in India. However, in the year 2013, the Act was amended holistically to bring
more transparency in terms of accountability, presentation and disclosure aspects in relation
to various financial information of a company. However one of your friend is of the opinion
that there is only one difference between the two Act , that is , the presentation of financial
statements , previously it was governed by Schedule VI and now Schedule III governs it.
Now, you are assigned with the task of convincing your friend that there is a huge difference
between the two Acts, by briefing him on atleast five other points of differences between the
two.
Question 3 The following information pertains to the Income statement of Beta Ltd.
revenue generated from sales 1258000
closing stock 102500
profit on sale of securities 25540
Opening stock 50000
purchase of raw material 500000
direct expenses 150000

manufacturing expenses 67550
administrative expenses 68420
depreciation 15840
preliminary expenses written off 4700
selling and distribution expenses 45000
loss on sale of machinery 15000
interest on loan 46510
Taxes paid 25500
Earnings Before Interest & Taxes (EBIT) ?
a. Redraft the information in the vertical form of Income statement and also, calculate
Earnings After Taxes (EAT )
b. Calculate the gross profit ratio and operating profit ratio. Discuss, how they differ from
each other?
1. One of IKEA’s key competitors ASDA wants to enter into India into the furniture product
category. Conduct a PESTLE analysis for ASDA in India & suggest whether ASDA should
enter India or otherwise.
2. You have been appointed as a Strategy Consultant to the Burj Al Arab brand wanting to
enter India. Which one of Porter’s Generic Strategies would you choose to be operational in
India & explain the reasons in detail behind your choice of strategy? Once the strategy has
been chosen, explain the categories of customers you would target?
3. You are the Chairman of General Motors in the US. Your Indian subsidiary GM India has
been fast losing market share to Competitor brands which now account for over 90% of the
market share.
of your company?

Course: Performance Management System

1. Neerja is a First Time Manager and is bring trained on goal setting. You are her HR Coach.
As her coach you are required to explain the concept of goal setting to Neerja along with 5
examples of goals covering the following functions / departments, i.e. HR, Accounts, IT,
Sales and Operatoins. (10 Marks)
2. Sandeep is the Operations Head of Arihant Enterprises, an organization that manufactures

fans and motors. Sandeep is always rated ‘’excellent’’ in his domain, i.e. operations. He is,
however, an impatient, hasty person and a common complaint by all his team members is that
he does not invest time to give them performance feedback. He rushes through the annual
performance feedback process in less than 5 minutes. If you are to being about a change in
Sandeep’s approach, what is the advice you would give him on performance feedback
process. (10 Marks)
3. Natraj industries is a 5-year old company with apparel stores across major cities in India.
The store has 500 retail staff who interact with customers. You are the HR manager at Natraj
industries.
a. What steps will you take before introducing 360 degree feedback process (5 Marks)
b. Provide 2 illustrations of 360 degree questions for feedback from customers. (5 Marks)
Course: Taxation – Direct and Indirect
1. Mr. Kumar is a small trader. His annual turnover has never exceeded Rs. 1500000 during
the last 5 years. In the earlier indirect tax regime, he did not have any VAT or Service Tax
registration. He is undecided whether to register for GST, and has approached you for
guidance. Prepare a detailed report, advising him regarding benefits of GST Registration. (10
Marks)
2. Ravi has two houses, both of which are self occupied. The particulars of the houses for
Previous Year 2017 – 18 are as under:
Particulars
House I
House II
Municipal Value per annum
100000
150000
Fair Rent per annum

75000
175000
Standard Rent per annum
90000
160000
Date of Completion
31.03.1999
31.03.2001
Municipal taxes paid during the year
12%
8%
Interest on money borrowed for repair of property
NIL
55000
Compute Ravi’s income from house property for the Assessment Year 2018 – 19 and suggest
which house should be opted by Ravi to be assessed as self occupied to minimize his tax
liability. (10 Marks)
3. A) Joseph, a foreign citizen, visits India since 1995 every year for a period of 100 days.
Determine the residential status of Joseph for the assessment year 2018-19? (5 Marks)
Consumer Behavior
Q1. 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.

Q2. 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?
Q3 What type of information search behaviour would you expect in the first time purchase of
the following products and why?
a Ice Cream
Skin whitening Cream
Lap top
A study table
3b. What are the implications of the above information search behavior for marketers of these
products? Explain.
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

Q2. A Project costs Rs 60,000 and is expected to generate cash inflows as:
Year Cash inflows(Rs)

1 10000
2 12000
3 15000
4 18000
5 20000
6 22000

Calculate the Net Present Value of the project if the cost of capital is 10%.
Q3. 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 Rs. 10 lakhs of Rs. 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.
1. The globalization of drug supply and the advent of game-changing technologies are
reshaping the pharmaceutical industry, for better and for worse. The pharmaceutical industry
is one of the most essential, fast-paced and regulated industries that exists.
Therefore, the absence of an efficient and fit-for-purpose supply chain will have wide-
reaching implications for profitability, drug quality, innovation and ultimately, health
outcomes. Pharma has relied on outdated and overly-complex supply chain networks for too
long. To support people to live healthier and longer lives around the world, a radical overhaul
of the supply chain is needed to streamline processes, drive efficiency and uphold quality.
With the help of an example of pharmaceutical company elaborate on how it manages its
supply chain effectively with the help of Information Technology (IT)?
2. Collaborative Planning, Forecasting and Replenishment (CPFR) is a concept that aims to

enhance supply chain integration by supporting and assisting joint practices. CPFR seeks
cooperative management of inventory through joint visibility and replenishment of products
throughout the supply chain. Information shared between suppliers and retailers aids in
planning and satisfying customer demands through a supportive system of shared
information. This allows for continuous updating of inventory and upcoming requirements,
making the end-to-end supply chain process more efficient. Efficiency is created through the
decrease expenditures for merchandising, inventory, logistics, and transportation across all
trading partners. With the help of an example discuss the phases in a CPFR implementation
and its successful implementation.
3. Having a current, flexible sourcing strategy can not only reduce costs and increase
efficiency, but also serve as a competitive advantage to help organizations increase the top
line. Supply chain costs, primarily procurement and transportation, can range from 50 to 70
percent of sales, depending on industry. So it is critical to spend considerable time on
developing your organization's strategy. Periodically reviewing your sourcing strategy
ensures you will achieve desired results and continue to align
with business objectives. Successful sourcing requires a thorough understanding of a

company's business strategy, the resources required to deliver that strategy, and the market
forces and unique risks within the company associated with implementing specific
approaches.
A large e-retailing organization has appointed you as a consultant to help them design their
distribution network for electronic appliances. Customers tend to place a single order for the
products with different brands in the order.
a. Which network design is most suitable in this case. Justify your answer.
b. What are the benefits and drawbacks of the network design you have selected?
1. In your opinion, what are the most crucial performance criteria for the performance of a
website while trying to enter into a long-term relationship with customers?
2. Even though CRM is not always successful, from your own experiences and observation,
enlist 5 successful applications of CRM & reasons for their success.
3. To construct a customer profile with optimum indicators and/or criteria resulting in a rich
profile is a challenging task. Your senior at your organization has entrusted you with the job
to lead your team to conduct this activity.
a. Prioritize 10 criteria for your organization / industry to develop the customer profile as per
the relationship policy.
b. From which sources are these data most likely to be collected.
Business: Ethics, Governance & Risk
1. The ubiquitous cctv cameras are everywhere and meant to monitor as well as protect you
in your workplace. What according to you are the pros and cons of using video surveillance
in work place for monitoring employees (two each)? (10 Marks)
2. In your organization, ‘Smart Solutions’, a midsize IT services company, one of your senior
team member has turned whistle blower, blowing whistle on malpractices employed by the
business. While discussing the issue of ‘Whistleblower versus organizational loyalty’,
informally with your other team members, what according to you are the four important
points that need to be addressed in this discussion? List those four points and explain your
point of view on each of them. (10 Marks)
3. a. You are Business Head of Ben & Jerry ice cream in Sri Lanka. One day you discover
that the most senior officer of your company’s venture in Sri Lanka has been ‘borrowing’
equipment from the company and using it in his other business venture. When you confront
him, the Sri Lankan partner defends his action. After all, as part owner of both the companies,
isn’t he entitled to share in the equipment. How will you deal with such cross cultural gray
areas and what tools will guide your decision making process? (5 Marks) 3. b. ‘Professionals
such as accountants and lawyers have duties and obligations that other people do not.’ Why is
that so? Discuss your point of view and its supporting arguments. (two points of view with
explanation is good enough) (5 Marks)
1. Nishant is a fresh MBA Graduate who got placed in a wealth advisory firm. On his first
day of his induction, his manager asks him to prepare assignment any two each from money
market and capital market instrument that he would advise his client to invest in. Help
Nishant with his assignment. (10 Marks)
2. XYZ Private Limited company wants to raise fresh capital from the primary market. As a
financial advisor to the firm advise the various techniques which the company can use in
order to raise fresh capital from the primary market? (10 Marks)
3. “In 2008 the world economy faced its most dangerous Crisis since the Great Depression of
the 1930s and brought back to light the role of state intervention in regulating regulatory
market”.
a. In regard to the above statement discuss some of the reasons for state intervention in
regulation of the financial market? (5 Marks)
b. Highlight the benefits of state intervention wrt Indian Context (5 Marks)
Marketing Research
1. 40 years back, Sita Travels was a renowned brand in Delhi, in the travel and tourism
industry. The company boasted of a loyal clientele, competitive travel packages, efficient and
motivated employees and a vision to become the No. 1 player pan India. In those days, the
industry comprised few players hence there wasn’t too much competition to be faced.
However, in recent times, with the online platform and players emerging such as
Makemytrip, Trivago, Yatra etc. offering packages at throwaway prices and reaching out at
minimal costs to the mobile savvy, internet savvy consumer, it is indeed giving the traditional
companies a run for their money. Loss of clientele, revenue and market shares have made
Sita Travels sit up and wonder as to what needs to be done to address this issue. Towards this
management problem, state the research objective(s) and propose a research design for this
study; describing the secondary and primary sources of data, research design, research
method, target respondent, contact method etc. (10 Marks)
2. The beauty care industry comprising make-up, personal care, skin and hair care product
categories, grapples with a lot of controversy around the safety of products, rampant use of
colour and chemicals, products being carcinogenic and unsafe for us. While some marketers
have seen this as a market opportunity to sneak in with so-called natural, herbal, ayurvedic
products, for the larger majority, this still remains a challenge. The Beauty Care Industry
Association is planning to conduct a research to examine the consumer psyche: her
consumption and purchase habits, her attitude, satisfaction levels, perception about different
products, opinion about carcinogenic elements and unsafety etc. It has been decided to
conduct a quantitative, questionnaire- based survey among women from all socio-economic
sections. The industry wants to identify the key factors associated with the decision-making
of products among women; based on advanced analytical tools. Design a questionnaire
keeping in mind all the research objectives of this survey and the appropriate scales that
should be used for advanced analysis. (10 Marks)
3. A national chain of casual and formal men’s wear is interested to understand the
preferences of men when it comes to the purchase of clothing. The objectives of the research
are:  To understand the preferences of clothing by occasion  To understand differences in
preferences by income group and geographical area  To understand satisfaction of customers
with their brand vis-à-vis other competitor brands In particular, the management wants to
understand the as to how the buying behaviour or preferences of men for clothing are
influenced by variables such as (1) occasion of use (2) geography of the customer (3) income
group of the customer and (4) competition A list of customers has been procured from
internal company records. Their personal records also include information on their personal
income and geography. a. Assuming that the management has entrusted you with this
research, if a sample has to be drawn from this sampling frame, which sample selection
method would you choose and why? Suggest any two methods and justify your answer. (5
Marks)
b. If you have to prepare an Analysis Plan for this research, which simple and advanced
analytical tools will you recommend for analyzing the data ? Suggest atleast three tools and
support with a justification. (5 Marks)
Services Marketing
1. A woman entrepreneur is planning to set up an e-shop for a range of costume jewelry made
of silver and semi-precious stones. Saira’s is the jewelry brand which is being targeted at girls
and women aged 13-50 years. Since she doesn’t have lavish budgets to promote Saira’s, she
is evaluating the following routes:
 Home shopping networks offered by cable operators and digital TV operators.
 Word-of-web through social networking sites such as Facebook and Twitter, consumer
blogs etc.
 Online stores such as Amazon, Flipkart, Snapdeal, Myntra and also setting up company’s
website
 Home-parties or kitty parties of women; an option based on word-of-mouth and consumer

referrals
 Exclusive outlets in prime locations of the city
What are the various strategic, tactical and locational considerations / factors that she should
keep in mind for deciding the most appropriate channel (s)?
(10 Marks)
2. V4kids.com is a recently launched online / e-tailing store which sells a wide variety of kids
products for the age-group 2-12 years, ranging from stationery and school supplies, clothes,
shoes, toys, board games, gaming apps, sports equipment, books, magazines, e-book readers,
tablets, notebooks / mini-laptops, ipods, etc.
Currently, V4kids.com faces competition from online stores such as Amazon, Snapdeal,
Flipkart, Babyoye, Firstcry etc. besides the traditional retail brands such as ShopperStop,
Hamleys, The Toy Store, Child Junction etc. and also the retail
counterparts of online stores such as FirstCry store - which offer a wide range of children’s
products.
To reach out to the market, V4kids.com is planning to create awareness about its online store,
the range of products, membership programs and its weekly hot deals –
all in one go. For this purpose, V4kids.com is planning a slew of advertising campaigns
across different media.
Discuss the 5W’s of the Integrated Service Communication Model for V4kids
(10 Marks)
3. One classic advertising and service recovery strategy used by companies involves turning a
disadvantage into an advantage. For example, a small car rental company who did not meet
customer expectations, ran a campaign “we are trying harder”.
Recently, the Domino’s pizza chain took such an approach to the extreme. Marketers
developed an advertising program to address the problem of slowing sales in a declining
economy. The first wave of television commercials featured clips of consumers in focus
groups, discussing Domino’s, providing statements such as “Worst pizza I ever had; totally
devoid of flavor”, “Domino’s pizza crust is to me like cardboard” and “The sauce tastes like
ketchup”.
Domino’s had been able to maintain its market share during the economic downturn. At the
same time, employees and company managers were concerned about the quality of the
products being offered. The advertising program was created to apologize for poor quality
pizza with the promise to do better by creating pies with improved ingredients and better
recipes, which lead to a complete menu overhaul during a 4-year period beginning in 2008.
“We think that going out there and being this honest really breaks through to people in a way
that most advertising does not” explained the CEO Patrcik Doyle.
Some marketing experts expressed concern that consumers would not listen carefully to the
message. They would hear the part about poor quality but not the part about improving.
Doyle believed that the risk was worth taking.
When the roll-out of new and improved pizzas at bargain prices commenced, a new
advertising campaign was launched, featuring the comment, “We are only as good as our last
pizza. So tell us how yours was” followed.
Domino’s had already introduced the pizza tracker feature to its website, which allows
customers placing an online order at the Domino’s website to follow the progress of the order
from the shop to the front door. Users receive an email directing them to the order tracking
page within seconds of placing an order and without having to refresh the page, are told
precisely when their pie is placed in the oven, checked for quality assurance and dispatched
to their home. The pizza tracker informs the customer who was responsible for an individual
pizza during preparations and delivery.
Following the completion of the transaction, the customer can provide feedback directly to
the store where the pizza was made, which opens lines of communication with individual
stores and managers rather than the larger corporation. The pizza tracker program insists that
individual store owners will listen when customers are dissatisfied. By naming the actual
individual responsible for any service failure, the store manager can improve operations on an
employee- by- employee basis. Over the course of the next apology campaign and new
emphasis on customer feedback, sales increased dramatically during the next two quarters.
The company once again was willing to risk customer backlash, even mildly taunting the
pubic with the “Oh yes, we did” tag line. Time will tell if these two maneuvers will generate
long-lasting, positive effects for the company.
PLEASE CHECK BELOW
a. Evaluate the Service Recovery System of Domino’s and suggest few other innovative
methods to recover the customers (5 Marks)
b. Create a Service Blueprint for Domino’s home delivery operations covering all the various
methods of placing an order (5 Marks)
Project Management
1. What are the types of cost estimates would you consider in cost estimation? (10 Marks)
2. Explain with a suitable example the concept of project charter. (10 Marks)
3. You are the project manager of a construction company. The company has a plan of
developing a housing project.
a. Explain the steps that you will consider in planning the project (5 Marks)
b. Explain the project planning tools that you will consider while preparing the project report.
(5 Marks)
1. Non fund based credit facilities forms an important functions of the banks. Discuss some
of the non-fund credit functions of the commercial banks (10 Marks)
2. Central bank is the apex monetary institutions in the money market. Discuss some of the
important functions of the central banks. (10 Marks)
3. Mr. Panchal owns a plastics extruding company. Plastic Moulding Inc. He recently been
successful in landing two offshore orders for plastic parts required in the automobile and food
processing industries. With the help of Letter of credit Mr. Panchal wants to enter into few
newer trade agreements with a Brazilian manufacturer.
a. Discuss the mechanism of letter of credit (5 Marks)
b. Discuss the advantages for sellers and buyers with respect to Letter of Credit. (5 Marks)
Retail Banking
1. Retail Banking are redefining the ways banks works with respect to the technology,
delivery, services and so on. Keeping in mind with the changing dynamics in the retail
banking sector. Write an article stating how technology is shaping the retail banking industry
in the recent era. (10 Marks)
2. Shriram has recently graduated from a reputed MBA college and got placed in a private
sector bank. His manager asks him to prepare assignment on different types of lending which
are carried by banks in day to day operations. Help him to prepare with his notes. (10 Marks)
3. We live in an era where “Growth and equality is given importance”. Despite witnessing
progressive growth in economy post liberalization, yet nearly 75 % of the households are
deprived to access basic Financial Facilities and services.
a. In lieu of the above statement write short note on financial inclusion and how it is shaping
our nation. (5 Marks)
b. Discuss some of hindrances which impend the way to financial inclusion. (5 Marks)
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.
Q1. 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.
Q2. 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.
Q3A) 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?
B) Suggest ways through which the company can turn around its fortunes in the Indian
market.
Organisational Theory and Design
Q1. 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.
Q2. 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.
Q3. 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
Taxation - Direct and Indirect
Q1. 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.

Q2. 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.
Q3a) 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.
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?
1. Define mentoring and discuss the mentoring programmes of at least two companies with
benefits accrued. (10 Marks)
2. ‘24x7’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. (10 Marks)
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.
Questions:
a. How far do you agree with the management that performance appraisal should be
discontinued? (5 Marks)
b. If you were the HR manager, how would you tackle the situation?
Services Marketing
1. BodyPluz is planning to introduce a new service of gyms focusing on the kids segment. It
is planning to launch its first ever gym in Mumbai. Based on this scenario, prepare a Service
Marketing Mix Plan for BodyPluz (10 Marks)
2. Consider the following scenario: Mr. Rajesh is planning to introduce a travel company. He
wants an appropriate Segmentation Plan to be designed for the same. As a Service
Consultant, suggest Mr. Rajesh for an appropriate Segmentation Plan. (10 Marks)
The passengers were through with their final security check and were boarding the aircraft.
The Lotus Airlines personnel were awaiting the arrival of a V.I.P. to clear the take off.
Finally the V.I.P. arrived half an hour late and went directly for the security check. During
the check the security personnel came across weapon with live cartilages. He was requested
not to carry the weapon on flight. However the V.I.P. refused to part with the weapon for
personal security. When he was asked for license, he said he was not carrying it. The security
personnel refused to give permission to the V.I.P. to board the aircraft. This led to heated
argument and in rage the V.I.P. threw one of the security staff across the floor. This further
delayed the flight. The passengers were very restless since they were in the aircraft last 1 ½
hours. To top it up they were not allowed to leave the aircraft for security purpose.
Questions:
a. In this case, where do the service gaps exist and how would you close the gaps? (5 Marks)
b. Elaborate the importance of ‘People’ in airline service. (5 Marks)
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? (10
Marks)

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? (10 Marks)
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? (5 Marks)
b. What steps should the company take in order to recover? (5 Marks)
Q 1) Develop a Service Marketing Mix (using 8 Ps) for a private Life Insurance company of
your choice.
Q 2) Your client wants to invest in Mutual Funds that rebalance the portfolio between equity
and debt. Explain how it could be beneficial for your client to invest in such funds.
Q 3) You are a Financial Planner. Your client Ashish Shukla aged 23 years has just started
his career with an IT company earning Rs 7 lakhs per year. Ashish requires your help to make
some financial decisions. (You can make any assumptions to further build up your case.)
a) Ashish wants to buy a Life Insurance policy. He is confused whether he should buy a ULIP
or a Term Plan. Give justification and reasoning for the option you would suggest to your
client.
b) Ashish wants your help to maximize his savings and to understand how he can get the
maximum benefit of compounding to grow his investments. Help Ashish develop a
investment plan to meet his life goals.
Corporate Finance
1. ABC Co. sells 10,000 units at a price of Rs. 10 per unit. ABC’s total fixed cost is Rs.
20,000, Interest expense 10,000, and variable cost is Rs. 6 per unit. Find ABC’s degree of
operating leverage, degree of financial leverage and find degree of total leverage.
ABC’s parent company has Rs. 2.5 million is assets that are currently financed by 100%
equity. Its EBIT is Rs.600,000 and its tax rate is 30%. If ABC’s parent changes its capital
structure to include 40% debt, what is its ROE before and after the change? Assume interest
rate on debt is 10%. Comment why the ROE increases after adding debt.
Assuming all other things remain same, how will the ROE change if interest on debt is
suddenly increased to 20% ? Elaborate on the same
2. Kuber Company has a target capital structure of 50% debt and 50% equity, with an after
tax cost of debt of 8%. Cost of retained earnings is 14%. Its profit after tax is Rs, 250,000.
Kuber is considering the following projects to invest in
Project Size of project IRR of project
Project A 100,000 12.0%
Project B 120,000 11.5%
Project C 120,000 11.0%
Project D 120,000 10.5%
Project E 100,000 10.0%
Find the company’s weighted average cost of capital.
If the company accepts all the projects that it could invest in just from its profit after tax and
considering their IRRs, which projects should it take up? Give reason. What will be its total
investment in these projects?
Taking into account its target capital structure, how much of equity portion should the
company invest in these projects? If the company follows Irrelevance Approach (Modigliani
and Miller) or residual dividend policy, what will be its dividend payout ratio?
3. Hi-Tech company’s partial balance sheet for 2 years is given below
Current Assets (Rs. Lakhs)
Year 2017
Year 2018
Raw materials
20
30
Finished goods
15
15
Receivables
10
30
Other current assets
Current liabilities (Rs. Lakhs)
Creditors
25
35
Other current liabilities
15
20
Due to a new product launch, Hi-Tech’s sales grew at a faster pace in year 2018. Hi-Tech’s
working capital bank had been assessing its Maximum Permissible Bank Finance (MPBF)
under Method 1 till 2017, but due to a credit squeeze it suddenly changed to Method 2 in year
2018.
a) What is the change in net working capital between 2018 and 2017?
b) What is the change in MPBF limit assigned by the bank from year 2017 to 2018? With this
change in MPBF limit, will the working capital financing from the bank increase or decrease?
1. XYZ Private limited wants to expand its business. Therefore, they are in immediate needs
for short term funding. As a finance manager you are required to present all the possible
options of raising short term funds for the organisation.
2. You have been recently appointed as an insurance agent in an XYZ insurance pvt Limited.
Your reporting manager ask you to prepare a presentation on the two broad category of
Insurance industry. Help him with his presentation.
3. You are a financial advisor in an investment firm. Mr. Nair wants to invest in the
derivative market but he does not have any idea about it. Hence he approaches you inquiring
the concept of “options” which are available in the market.
a. Help Mr Nair with the basic concept on options and how it will help Mr. Nair in
diversifying his portfolio.
b. Also explain him the basic hedging techniques which are available in the market
Project Management
Q 1. You are working for a small but growing construction company as a Project Manager.
Your CEO has asked you to evaluate few project management software tools and select one
of them for the company. Make a comparative evaluation of three software project
management tools of your choice and justify selection of one of them. Please make suitable
assumptions but specify them explicitly.
Q 2. You are involved in a project that has got nine activities – A1 to A9. The project start
date is 1st April and estimated end date is 8th July. The project review date is 1st June. Please
draw the Gantt chart as it would look on 1st June. Also comment on how Gantt charts help in
scheduling and monitoring the project.
Q 3. "I am lost! How can I know how much time this Turnaround Time (TAT) improvement
project will take? I can’t do crystal gazing!” Ninad got so frustrated when he was asked by
his boss to start working on a project to improve Turn Around Time (TAT) for support
queries. “Don’t worry. I suggest meet Vandana ma’am. She knows how to manage projects
and she is very helpful”, Nupur, his colleague tried to calm Ninad down as they were
speaking at lunch table. “That seems to be a good idea. I have never spoken with Vandana
ma’am but I know she is too good and helpful. Let me contact her immediately after lunch.”
Ninad seemed to have got relaxed with this idea.
a. Which are the methods that Vandana ma’am would suggest to Ninad for performing
project planning estimation? Which one she would recommend for the TAT improvement
project?
b. Which are the estimation tools that Vandana ma’am would suggest to Ninad? Which one
would she recommend for the TAT improvement project?
Organizational Theory, Structure and Design
1. As the HR head of a Start-up Go-Tech, you have been asked to create an Organizational
Structure. Which factors would you consider while developing the structure. Explain the
elements to be considered while finalizing the structure.
2. Royal Paints has been going through a tough business cycle. Competition is intense and
market conditions unpredictable. Top management requires to do a detailed external
environment analysis for effective planning. Suggest some techniques that can be considered
for this exercise.
3. Rita and Rohan both work for a software development company. Rita, a project team
member, along with her boss had interviewed Rohan, but strongly opposed hiring him for the
project because she thought he was not competent to do the job. Seven months after Rohan
was hired, the manager left and recommended that Rohan and Rita serve as joint project
leaders. Rita agreed reluctantly. Within a month Rita was angry because Rohan was
representing himself to others as the leader of the entire project and giving the impression
that Rita was working for him. Rita said: " Rohan called a meeting of the project team
without even consulting me about the time or content. At the meeting, Rohan reviewed
everyone's duties line by line, including mine, treating me as just another team member
working for him. Rohan retorted, "Rita is all hung up with feelings of power and titles. She is
too sensitive about everything. I call a meeting and right away she thinks I'm trying to run
everything. Rita has other things to do, other projects to run, so she doesn't pay too much
attention to this one. She mostly let things slide. But when I take the initiative to set up a
meeting, she starts jumping up and down about how I am trying to make her work for me."
Rohan and Rita seem to have several conflicts occurring simultaneously. Keeping the conflict
process model in mind,
a. Explain the nature of conflict.
b. How will the conflict get resolved?
1. As department manager, you are tasked with hosting an informal celebration in the office.
The food budget is Rs. 20,000. Your next-door neighbor, Rhea Sharma, has just started her
own catering business and asks to supply the food for your company’s celebration. Since she
is just starting out, she'll do it at cost and provide extra items at no charge. Is there a conflict
of interest here? What points might you want / need to consider while preparing to discuss
her proposal with the department head?
2. You have studied Business Ethics as a structured subject for the first time. Has it
influenced your perception and understanding of the process of doing business, how? List 3
ways in which you see it helping you in your day-to-day business decision-making process,
irrespective of your function and designation.
3A. It has become quite common to market/target products and services to children in certain
advertising campaigns, be it consumer durables or food or FMCG products. Is it ethical to
market to children? Justify your answer giving valid reasons.
3B. Pick a current popular advertisement from a national TV channel and critically analyze as
to what negative social / ethical messages it is conveying/re-enforcing and what can be
changed in the advertisement to convey a positive social/ethical value of the product /service
being marketed.
Services Marketing
Q.1 SVC Telecom Ltd is a market leader in basic telephone services. It was rated as the best
service provider by a leading business magazine. It is now planning to enter the highly
competitive mobile services market on a national scale. What are various options that SVC
has regarding the positioning of its new mobile services?
Q.2 Medicare Hospitals, a multi-specialty hospital chain, has branches in all the four metro
cities. As part of the exercise to improve the customer service at the hospital, it wants to
analyze the adequate service expectations & the factors that affect the adequate service
expectations of the customers. What are the possible factors that affect the adequate service
expectations in the context of healthcare services?
Q.3 Read the following case & answer the questions:
Banking sector is going through a major transformation and witnessing robust growth.
Automation is the order of the day. In order to sustain competition & enhance customer
experience new initiatives have been introduced. Technology is the driving force and internet
and mobile banking are the recent trends.
You are the chairman of a 30 year old private sector bank with conservatives approach.
Employees being from the old school of thought have resisted the new trends now introduced
by most of the banks.
Your branches are majorly located in South India. The bank is faced with a few Takeover
threats in the past. The government is insisting merger of the bank for viability &
modernization. Your product portfolio requires a change to attract new customers and retain
the existing ones. The board is expecting from you a thorough overhaul of the marketing mix.
Questions:
(1) Design the service product offering for your bank
(2) Evaluate the role and importance of people in a service industry.
Marketing Research
Q1. Consider the following four research studies:
i) An opinion poll is conducted to understand who is likely to be the future PM of India in the
upcoming elections in 2019. A sample of 10,000 people is uniformly split across six metro
cities and all age and income groups
ii) A survey is conducted among the people on the streets in Delhi NCR to understand what
do they think of the government initiatives against air pollution
iii) A survey needs to be conducted among the Principals of International schools on the
scope of IB curriculum in India. Since a list of all Principals is unavailable, the researcher
will start with any one Principal and ask him / her to refer to another Principal and the referral
shall go on.
iv) The HRD Ministry is conducting a feedback survey among the students of various
colleges of Delhi University. Instead of approaching few students from each of the colleges,
it has been decided to take a sample of Class Representatives and Members of various clubs,
committees and societies.
State the sampling method used in each of the above researches and support your answer with
a justification.
Q2. Despite some of the leading Indian cities being on top of the charts of the World’s most
polluted cities, ironically, Indians are still skeptical about the use of air purifiers for home
use. More than half of the purchases are by institutional buyers such as hotels, large
companies, government institutions etc. Despite many major cities such as Mumbai,
Bengaluru and Kolkata oining Delhi NCR in facing worsening air quality each year; air
purifiers are still hyped up in India. Marketers such as Eureka Forbes, Kent RO Systems,
HiCare Services, Philips and LG, are unable to decode the Indian consumer’s mindset and
psyche behind this phenomenon.
To address this concern, the air purifier marketers want to conduct a consumer research to
understand the consumer perception and psyche around the usage of air purifiers. State the
research objective(s) and propose a detailed research design describing the sources of data,
research method, target respondent, sample selection method, data collection method.
Q3. Brick and Mortar stores selling consumer electronics are staring at their worst possible
Diwali in five years. Low footfalls are being accounted to the consumer expectations of huge
discounts on online stores. Despite promotional schemes and discounts being offered by
offline retailers, they have still failed to match the unprecedented price cuts and cashback
offers on the likes of Amazon and Flipkart. Meeting the consumer’s needs and expectations
seems to be a daunting task after all.
a. State the management problem(s) being faced by the offline retailers in consumer
electronics 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. Aditya runs a successful Business in India. His dream is to make his company’s presence
globally. After sorting the financial needs through the bank, Aditya is now confused as how
he can move in regard to international payment. Advise Aditya to understand the various
instruments of Payments which are available in the international business.
2. Market Research plays a very vital role in the success of any organisation. Being a market
manager, highlight the various advantages of having a sound market Research Department in
an organisation.
3. XYZ is an international Consulting firm with its presence worldwide. It assists exporting
companies in regard to documentation required in their process of internationalization.
a. Mr. Sharma approached the Consulting Firm, inquiring about the broad classification of
export import documents which will be required by him in carrying his business. Advise Mr.
Sharma on the same.
b. Additionally, guide him on the Performa Invoice, Purchase order and letter of Credit forms
which he needs to fill up while entering into an export contract.
Consumer Behaviour
Q1. Horlicks is an iconic health drink for kids. Over the years, the brand has introduced
several variants of Horlicks. What is segmentation and targeting? Identify the type of
segmentation done for each of the following:
1. Horlicks Chocolate for fussy children who like fun flavors
2. Mother’s Horlicks for pregnant women and lactating mothers
3. Junior Horlicks for newborns and infants
4. Horlicks Lite for calorie-conscious adults
Q2. Consider you are the marketing manager for a Protein supplement brand- MuscleOctane.
MuscleOctane is a whey protein supplement targeted towards gym-goers who do heavy
weight lifting and have protein requirement which are not met by regular diet. In context of
Maslow’s Hierarchy of Needs, conceptualize 2 ad campaigns for MuscleOctane that appeal to
the Self-actualization need and the Safety need.
Q3. Enumerate the steps in a consumer’s decision-making journey for the following
situations.
A) You have recently become conscious of your physical fitness and have started running 5
times a week. You think investing in a high-end fitness band will keep you motivated and
help you monitor your progress. Being a complete newbie to fitness, you don’t have much of
an idea about brands, features, pricing, important criteria, etc.
B) You’ve always used Paracoco, a coconut oil brand, since childhood and saw your mother
using it too. After years of using Paracoco, your needs have changed. With the recent trend of
cold-pressed, organic, virgin coconut oils you decide to switch to another brand.
Question 1 Amman , Namman, Pulkit and Amit started with a fast food restaurant, couples of
years back. This year all the partners of the restaurant are planning to come up with a chain of
restaurant in the city and therefore wants to employ some additional staff. One of the partner,
gives an advertisement for recruitment in the Newspaper, for the position of Cost Accountant
as well as Management Accountant. However, Mr. Shinde, the HR manager of the restaurant
is confused about difference in the functions performed by the Cost Accountant and
Management Accountant. Discuss how you will convince Mr. Shinde that both the profiles
have certain specific set of functions to be performed, which are different from each other.
Question 2 Prachi Pvt Ltd manufactures two types of wooden boxes, using certain common
facilities. The following cost data is presented to you -
Box A Type Box B Type Units produced 2000 3000 Direct Labour hours per unit 1 2
Machine hours per unit 5 7 Set up machines 10 15 Orders 10 20 Machine activity expenses
Expenses incurred to set up the machines ||Expenses in relation to the orders received Rs
500000 Rs50000 Rs 15500
Calculate the overhead per unit absorbed using the most practical and effective approach,
which gives relevance to the casual relationship of cost drivers to activities. Also, discuss the
approach in detail.
Question 3 A product ‘X’ passes through two processes. The output of Process I becomes the
input of Process II. The quantity of raw material introduced into process I is 20000kgs @ 20
per Kg. The additional cost incurred and output obtained for one of the month under review is
as under-
Process I Process II Direct Material 80000 50000 Direct Labour 60000 20000 Production
Overhead 24000 11000 Normal Loss 5% 2% Output 18500 18200 Loss resalable as scrap per
unit Rs10 Rs 5
Calculate i. Value of Abnormal gain/ loss in Process I
ii. Value of Abnormal gain/ loss in Process II
Q1. ABC Fashion Pvt. Ltd. is a leading apparel company in India. They want to expand and
modernize their current business model and thus requires additional fund for the business.
You have been hired as a Financial consultant to ABC Fashion. As a consultant suggest the
various methods as to how ABC Fashion Pvt. Ltd. can raise funds through primary or
secondary market for their business.
Q2. You are a financial Advisor in a financial advisory firm. Your client apart from his
existing investments, wants to diversify his portfolio in the mutual funds. Help your client to
know the details about the mutual funds. Discuss the various characteristics, advantages and
the disadvantages of investing in the Mutual funds.
Q3. Arun has recently got placed in a public sector bank. His manager asks him to prepare a
short presentation on the following. Help Arun to prepare with his presentation.
A) Enumerate how Cash Reserve ratio (CRR) is used as a credit control tool by RBI.
B) Also discuss the contribution of statutory liquidity ratio (SLR) in Lowering Country’s
Inflation.
Q1. ABC is a manufacturing facility making light bulbs. While the factory is profitable, the
rising component prices are squeezing the margins. The factory employs 200 workers and has
a registered Union, representing nearly 70% of the workforce. The workers in this facility
have approached the Union asking them to fight for higher wages to factor in the rising prices
of basic commodities. The union representatives agreed to take the issue with the
management. Detail out the process that the union should follow to have their demands met.
Q2. You are the Personnel Manager in the Rabale factory of Gautam and Co. The registered
workers union raised a demand for increase in wages. The management has not made any
effort to meet them. Some of the union members have asked the workers to go on strike and
are gathered outside the gates, shouting anti-management slogans and requesting other
workers to join the strike. The striking workers have made no attempt to physically stop the
other workers from entering the factory premises. The General Manager in charge of the
factory has asked you to take immediately terminate the picketing workers. Is this termination
action justified? What steps will you take as the Personnel Manager to handle this issue?
Q3. Company ABC is a MNC situated in Aurangabad. The factory manufactured luxury
vehicles, which were sold in India and aboard. The political climate in Aurangabad had
become very tense and there were minor agitations by several political parties. The main area
of contention was reservations in colleges and government jobs for the local community.
There was a sudden escalation in tension and a flash strike was declared in the area.
Anticipating trouble, ABC shut down their factory on the day of the strike. However, vandals
attacked the factory and set fire to some of the buildings and vehicles parked in the factory
premises. After things settled down, the company ordered an investigation. During this, they
found that the vandals were primarily their own workers, both past and current. Further
investigation showed that the workers were unhappy since they had not seen any increase in
their wages over the last 3 years. Any worker who protested was promptly laid off. The
management regularly took on temporary workers whom they paid nearly half of what they
paid their full time workers. There were limited employment options in the area so the
workers were forced to accept whatever terms the management set.
a. Has the management followed the principles of healthy industrial relations policy including
being legally compliant?
b. Assume that you were one of the workers working in this company. What are your views
on the incidents that happened during the political agitation? How should the workers have
handled the grievances?
Manpower Planning Recruitment & Selection

1. Karen joined Illuminati Magics Ltd. an IT firm as GM –HR. After joining first observation
she made was that employees did not have a role clarity. She allocated several tasks to her
HR team and came to a root cause analysis that the organisation lacked Job Analysis as a
result there was a lot of job and role ambiguity. You are one of the HR team member and
have to recommend the three best methods for the accumulation of Job Analysis data.
Conclude by emphasising the importance of Job Analysis for Illuminati Magics Ltd.
2. It is said that for Generation Y or millennials the quality of work life is the most important
aspect. Comment on the above statement by citing example of any organisation where QWL
is integral part of their culture.
3. Life Karma is a private insurance company which has about 900 insurance agents and 45
Unit Managers across pan India. 20 insurance agents report to one Unit Manager. The
Learning & Development department wants to equip all of them with the latest sales as well
as negotiation techniques.
a. As a L&D Manager you have to choose two on the job training programmes for the
Insurance Agents. Conclude by stating reason for selecting these two programmes.
b. Select any one off the job training programmes for the Unit Manager and also state reasons
of selecting the same.
1. Arun is recently appointment as an underwriter in an insurance firm. His manager asks him
to prepare a short note on the steps he would follow in the process of underwriting. Help
Arun to prepare his notes.
2. The global market for private health insurance is being disrupted at the same time growing
rapidly. Keeping in view with the current scenario of health insurance in India. Discuss the
future aspects of Health Insurance market in India.
3. Sujit is working in a private investment firm. Unlike his parents who were in government
job and had retirement benefit, Sujit lacks on that front being in a private firm. Now he is
worried about his retirement years.
a. As an insurance agent discuss the various Risk which will you consider while planning his
retirement plan.
b. Also explain the various steps which will be involved in framing the retirement plan.
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? (10
Marks)

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?
(10 Marks)
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? (5 Marks)
b. What do you think the future of this industry will be? How can one leverage and grow the
market share of electric vehicles? (5 Marks)
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? (10 Marks)
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. (10 Marks)
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. (5 Marks)
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? (5
Marks)
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.

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.
Questions:
a. If you were Mahindra Parikh, what would you do? (5 Marks)
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 ( 5 Marks)
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. (10 Marks)
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.
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 (10 Marks)
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 (10 Marks)
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. (5 Marks)
b. Advise the dependents on the procedure followed by the Commissioner in case of fatal
accidents.
Internal Assignment Applicable for December 2017 Examination
Global Retailing
1. As a Retail Marketing Consultant to Danone Dairy Corporation, you are expected to

prepare a report explaining all major issues that a firm planning to enter any overseas market
needs to consider.
2. Mr. Shah of Digiworks, USA is looking to develop and operate a local Online Food –
ordering App, like foodpanda.com and swiggy.com to work upon ?

3. E-Commerce portals like Amazon.in are now offering Grocery Shopping as a Category
too, which increases their operations, but also expands their consumer base.
a. How will information technology benefit the consumers but also be risky for them?
b. What are the advantages of information technology that Amazon.in can use to improve its
operations?
Course: Strategic HRM
Q 1. A reputed car manufacturer in India in its recent past had faced a Labor Unrest. Of the
many issues that the workers demanded included the renegotiation of the 3-year wage
settlement, withdrawal of the new automated sorter and stacker for the warehouse,
regularizing the employment of 1500 contract and casual labor employed in the factory and
reinstatement of the 23 workers who were fired recently on various grounds of misconduct.
Given the details in the preceding paragraph, discuss the strategic issues related with the case
and detail the various approach that the management can take to ensure smooth daily
business. (10 Marks)
Q 2. “Retails” a giant Brick and Mortar retail company is currently experiencing a major
challenge at the market place from a giant multinational e-commerce company. The Top
Management leadership, as part of its Business level strategy to increase revenue and footfall
has taken a cost optimization approach. You are the Head of HR, discuss your options and
plans for arriving at a Business Level Strategy and its implementation. (10 Marks)
Q 3. Trail Logistics is a growing SCM company. The Business is such that not just the
movement of goods, but the customer experience is of paramount importance. a. As part of
the employee motivation career development initiative was to be leveraged to infuse
motivation. Discuss the approach. (5 Marks)
b. Discuss the strategic issues of Success Planning (5 Marks)
Q.1. Explain in brief what are various the types of benchmarking. Discuss the concept of
benchmarking with reference to a benchmark product/s or company in the automobile
industry.
Why do you think that it is the benchmark in the industry? (10 Marks)
Q.2. Discuss in brief the various technique to achieve World Class Operations. Also discuss
how can the concepts of Kaizen, Use of I.T., Optimum product mix, etc be applicable and
implemented in an Educational institute for the institute to be World class. Discuss with an
example if any possible. (10 Marks)

Q.3. Indian Railways is a name synonymous to an operational activity at a large scale. Give
your views on the following aspects of Indian railways
a) There have been several instances & reports of problems faced by customers during
booking of tickets through its online portal. What should Indian railways do to make this
system world class?
b) Discuss the concept of DMAIC with reference to any one aspect (Food served/
hospitaly/safety, etc) of Indian Railway.
1. Even though there are many auto rickshaw manufactures, two companies Bajaj and M&M,
control the market in Maharashtra. If both the companies make similar design changes in
their auto rickshaws in a year, their market shares will remain unchanged. Similarly if neither
of them goes for any changes, then also their market shares will remain constant. But if
incase one company goes for a design change and other doesn’t then the market shares are
going to change, the payoff matrix for increase or decrease in market share under different
possible scenarios is given below:
Bajaj
No changes Small changes Major changes
No changes 0 -4 -10
M&M
Small changes 3 0 5
Major changes 8 1 0

Find the value of the game. What changes should M&M consider if this information is only
available to it? (10 Marks)
2. Using suitable examples discuss the difference between simple linear regression and
logistic regression. (10 Marks)
3. To assemble a “Drone”, Mukesh has laid out the seven major activities involved. The
activities are labeled as A through G in the following table, which also shows their various
completion times (in Hrs) and immediate predecessor of each activity.
MOST
MOST OPTIMISTIC MOST LIKELY IMMEDIATE
ACTIVITY PESSIMISTIC
TIME TIME PREDECESSOR
TIME
A 1 2 3 -
B 2 3 4 -
C 4 5 6 A
D 8 9 10 B
E 2 5 8 C,D
F 4 5 6 D
G 1 2 3 E,F
a. Determine the expected time and variance for each activity. (5 Marks)
b. Determine the critical path for the project. What is the probability of completing the
project in less than 25 hours?
1. For most organizations, the main target of supply chain management is to realize and
neutralize the uncertainties in their supply chains. Discuss what you mean by “uncertainty in
a supply chain”. Select any organization of your choice, study and explain in detail how they
are dealing with supply chain uncertainties. Also, discuss what you infer from the study. (10
Marks)
2. What are the various aggregate planning strategies followed by organizations. Select any
manufacturing organization and discuss its aggregate planning strategy. (10 Marks)
3. Because of global competition, demand is no longer certain for any business. The overall
environment today is dynamic, firms are increasingly realizing that understanding demand,
planning demand and linking supply with demand pays. At the same time, if the supply chain
forecast is wrong, the consequences will be felt throughout the entire supply chain. This is
why forecasting has assumed a significant importance, and more and more supply chain
managers are looking to forecasting to reduce operational costs. Despite significant
developments in the area of supply chain forecasting as well as IT, most organizations do a
poor job of incorporating demand uncertainty into their production planning processes. Most
often this is blamed on forecasting without realizing the importance of selecting the
appropriate forecasting technique. Forecasting methods works efficiently when business
driven variability are traced and then factored into forecast. Finally, it should be remembered
that forecasting is an integrated exercise in which all levels of the supply chain are involved
and are willing to share information which helps in increasing demand visibility within
organizations as well increase the performance of forecast. Source: Rakesh Singh, “Demand
forecasting in a supply chain”, Business Standard, August 18, 2014
a. Explain the meaning of demand forecasting and discuss its role in supply chain
management.
b. Using suitable examples discuss the difference between qualitative and quantitative
methods for forecasting. In your opinion which one is the better method for forecasting?
Course: B2B Marketing
Q.1. SVC is a leading brand in the B2B category in the air freshening business in the hotel
industry in Mumbai. As a Marketing Manager, suggest a suitable CRM strategy with the
objective of stimulating the association with the customers. (10 Marks)
Q.2. A B2B Company in the business of marketing & selling LCD projectors to corporate,
wants to enter in to selling their projectors to educational institutes. Suggest a suitable pricing
strategy (10 Marks)
VK Industries has ventured into manufacturing of bearings required in automobile industry. It

is planning to approach automobile companies for the bearings required as a component in
the manufacturing in the automobile sector. As a Marketing Manager of VK enterprise, you
are required to:
a. Suggest a suitable Segmentation, Targeting & Positioning Strategy for the bearings (5
Marks)
b. As a new entrant, suggest suitable Strategies to create reasonable awareness for VK

industries. (5 Marks)
Course: Integrated Marketing Communications
1. How will you use the sales technique in the form of short term effort to increase the sales
in your cake shop? (10 Marks)
2. What form of trade shows do you suggest for a tile company and how should they go about
differentiating themselves from the competitors? (10 Marks)
3. Case Study
Renaults Kwid skids on volume
The French car, one of the most successful small cars in recent years and the growth engine
for French carmaker Famous in France, appears to be losing speed, at least in volumes. The
numbers sold by the company (to dealers) hit an eight-month low at 6,924 units in January
after peaking to 10,719 units in August 2016. Volumes have been less than 8,800 for three
consecutive months since November.
Launched in September 2015, the unconventional sports utility vehicle-styled entry segment
aggressively priced car shot to success, attracting thousands of buyers instantly. A consequent
waiting period, running into several months, prompted the company to ramp up production.
Eyeing more market share, The French car maker also decided to expand its sales and service
network.
Seen as a challenger to the Japanese entry-level vehicle Which is the basic car (the most sold
car in the country), The French car started figuring among the top 10 most sold domestic
passenger vehicles since June last year. However, the rank slipped from fifth in June to ninth
in December and it did not figure in the list last month when 6,924 units were sold.
The French car maker, however, says that their car numbers are growing according to plan.
“In India Q4 sales are impacted by seasonal trends wherein sales tend to dry. The same can
be seen in the mini segment. We have communicated our targets or their car between 8,000 to
10,000 units per month and we are on track with this” said a spokesperson.
The cars early success is evident from 50,000 bookings within only about a month of launch.
The company announced in March 2016 that bookings hit another milestone of 100,000 units.
Yet another milestone of 150,000 booking was made public in July 2016. When the French
car maker expanded this basic car range with the launch of 1-litre engine in August last year.
It said cumulative bookings of this car stood at 165,000 vehicles. However, there has been no
further update on booking numbers. The spokesperson did not answer the specific query on
cumulative bookings till date. The French car maker announced last week it had sold 130,000
of this car since the launch but did not talk about bookings.
Volumes sold by the company hit and eight-month low of 6,900 in January. After hitting a
high of 10,000 units around August-September, the number looks under pressure since
November. Pace of new bookings are also subdued unlike in the initial few months. The
company last announced in July 2016 bookings has hit 150,000 units. There was no update
since then. The basic Japanese entry car made by the Japanese company in India which is
most sold small car, has seen gradual pick up of volumes and 22,000 units were sold in
January.
The spokesperson did not give any reason for the decline in January volumes but said while
the mini car industry grew 15.1 per cent in January 2017, for the French car, the growth was
15.7 per cent. “So clearly, we are above the industry trend.” The company said February
volumes were good and it was confident of retaining the volume levels hit in Q1 of calendar
year 2016.
The small car market, dominated by Japanese car, has seen another entrant, Entry car from
Indian manufacturer. The Indian car manufactures by the well known Indian conglomerate
clocks an average monthly volume of 4,600 units. An analyst said that some impact on the
French car might have come from the entry of that new car from Indian manufacturer
(launched in April last year). “Both the French car and the Indian car appeal to the same set
of buyers.” He said.
The French car begins at price of Rs. 2.65 lakh while the Indian car entry level model comes
for Rs. 3.24 lakh.
3.24 lakh.
Data
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
French car
9549
9879
10719
10558
9801
7847
8797
6924
Japanese car
15750
19844
20919
27750
18854
23320
17351
22998
a. Looking at the stastics in the chart how will you plan to boost up the sales of the “French
car” in the competition that is coming from Japanese and Indian car manufacturer? What is
your strategy to retain and grow your market share? (5 Marks)
b. What kind of sales promotion activities would you do to increase the sales of the “French
Car”? What should The French car manufacturer do to differentiate their car from their
competitors?

1. Choosing the right supplier involves much more than just the unit price of the product. The
choice will depend on a wide range of other factors. Propose supplier selection criteria you
will adopt if you were the purchase head. (10 Marks)
2. Today achieving profit is most important objective of the organizations and quality
management is the most effective approach to achieve this objective. In your opinion what
approaches should an organization adopt to achieve this. Explain your answer briefly with
examples. (10 Marks)
3. Case Study
M/s ABC wants to implement Total Quality Management for a competitive advantage.
Quality gurus, have all stressed the importance of employee involvement for quality,
therefore, the management start with total quality awareness program across the organization
covering all employees.
a. a. Explain why you would agree with them. (5 Marks)
b. Explain with examples how industries have implemented total employee involvement for
quality. (5 Marks)
1. UrbanStairs, an online furniture retailer is planning to set up distribution centres pan India.
As an SCM consultant, offer advice on how to design the distribution network to deliver
products to the customers in a timely manner. (10 Marks)
2. While designing a supply chain, various strategic, tactical and operational level decisions
need to be made. Supply chains need to be designed in such a way that they can respond
immediately to any fluctuations that take place. Supply chain must be designed in such a way
that the performance and costs remain unaffected despite various fluctuations. Elaborate on
the strategic supply chain decisions a Retail Store selling Electronics and Computer
Accessories needs to take. (10 Marks)
3. Netherlands-headquartered furniture retailer IKEA will invest 908 million ringgit ($212.10
million) to set up one of its largest regional distribution and supply chain centres in Malaysia,
the Southeast Asian country said. The supply chain centre will manage an inventory worth
6.6 billion ringgit annually, catering to IKEA's growth in the ASEAN region, the Malaysian
Investment Development Authority (MIDA) said in a statement on Tuesday. The new
100,000 square metre warehouse will supply to 12 existing retail stores in the region. IKEA
plans to grow its number of stores in ASEAN to 20 by 2026. Malaysia is a significant market
for IKEA, with retail stores in the country being among IKEA's most visited globally. "The
establishment (of the warehouse) also adds momentum towards making Malaysia a regional
distribution hub and preferred logistics gateway to Asia as outlined in the National Logistics
and Trade Facilitation Masterplan and National E-Commerce Strategic Roadmap," Minister
of International Trade and Industry Mustapa Mohamed said. Malaysia has been encouraging
large local conglomerates and multi-national companies to use the country as a gateway to
the region through various initiatives, including the principal hub scheme that allows
companies to centralise their global activities such as procurement and distribution.
The web of companies that make up IKEA has recently focused ownership of retail
operations, which also include shopping centres and food retail, on IKEA Group. Supply
chain management and design has transferred to brand owner and franchisor Inter IKEA.
Source: http://retail.economictimes.indiatimes.com/news/home-and-decor/furniture-and-
decor/ikea-to-invest-212-mln-to-build-regional-supply-centre-in-malaysia-govt/60185153
a. What are some of the challenges faced by IKEA in managing its global Supply Chain. (5
Marks)
b. How do you suggest IKEA can use Information Technology to support its Supply Chain
operations in Malaysia? (5 marks)
Retail Banking
Q.1. With reference to any one public sector bank and one private bank, discuss the top five
banking products offered to Retail Banking customers (10 Marks)
Q.2. Recently there has been an advent of alternative banking channels being available at
several locations. Give you views on whether these new distribution channels of banking are
a boon for customers or are they too many unnecessary distribution of channels. (10 Marks)
Q.3. Banking is one of the major service sectors in India. Customer satisfaction has been on
the major performance evaluation parameters for the banks. Give your views on the following
with reference to customer service given by banks
a) Between public sector banks or private banks, who do you think is better in providing
better customer service and why? What should the other type of bank do to better themselves
on customer service? (5 Marks)
b) Nowadays almost all banking operations are being offered through mobile based
applications. Do you think this is easily preferable by customers, or is it too much
dependence on technology? Give your reasons. (5 Marks)
Q.1) ABC Ltd has hired you as a consultant to advice on certain issues. You have observed
following problems in the company.
 Unequal distribution of power
 Centralized structure is followed
 High importance to individual achievement
 Division of roles between genders
 Higher degree of intolerance towards uncertainty
 Short term orientation

You used a specific model of organization to make above observations. Which model of
organization culture is likely to give above findings? Explain the model in detail.
Q.2) XYZ Ltd has hired you as a consultant for the purpose of assisting the company in
creating the culture of an organization. Suggest a process for the same.
Q.3 a) After studying the problem of FC Company, you came to know that there is a need to
create ethical organizational culture. Which practices would you suggest to create the same?
(5 Marks)
Q.3 b) Due to rapid change in the environment, Opaque Company, IT firm, is finding it
difficult to survive. Cultural issues are rampant in the organization. You are asked to advice
on making a change in organizational culture. Which steps will you recommend?
Course: Compensation & Benefits
1. Assume that you are the HR manager of a multinational manufacturing organization.

Devise a compensation plan to accommodate the needs of the employees. (10 Marks)
2. Analyse the current reward trends and comment on the pros and cons of those trends. (10
Marks)
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. (5 Marks)
b. What approach can be adopted by companies to make the compensation plan more
holistic? (5 Marks)
Course: Performance Management System
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. (10 Marks)
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? (10 Marks)
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 (5 Marks)
b. Provide 2 illustrations of SMART goals . (5 Marks)
Course: Industrial Relations & Labour Laws
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 corporation. This
establishment has 4 units, each carrying out a particular task relating 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. (10 Marks)
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. (10 Marks)
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. (5 Marks)
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?
(5 Marks)
Course: Organisation Culture
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. (10 Marks)
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. (10 Marks)
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 (5 Marks)
b) Material symbols (5 Marks)
Course: Manpower Planning, Recruitment and Selection
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? (10 Marks)
2. Why is Succession Planning important for companies? Give atleast two examples from
Indian / Foreign businesses. (10 Marks)
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? (5
Marks)
b. Discuss factors that should be considered while designing a effective training program. (5
Marks)
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 (10 Marks)
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.
(10 Marks)
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. (5 Marks)
b) Suggest how the organization can avoid such conflicts. (5 Marks)
Course: Strategic Financial Management
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%.
(10 Marks)
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
8,00,00,000
Tax rate 35%
(10 Marks)
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 (5 Marks)
3. B. Discuss the cheapest form of raising long term finance with reference to
Question 3 (A) and state the reasons for the same. (5 Marks)
Course: International Finance

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. (10 Marks)
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. (10 Marks)
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. (5 Marks)
b. What will the impacts on FOREX because of Government of China Decision on paper
bans? How India can take advantage of it?
1. Is 360 degree Feedback method of performance appraisal an impartial way of seeking

performance feedback? If yes, why or if No, why? (10 Marks)
2. State any 4 performance appraisal bias and as HR what steps will you take to ensure that
these bias are neutralized (10 Marks)
3. MED Pharma is a newly established pharmaceutical company with a sales force of 500
employees. You are newly appointed as the business HR and your first task is to develop a
performance management system for the organisation.
a. How will a performance management system impact various stakeholders in the
organisation?
b. What are the factors that you will consider while developing the performance management
system for the sales force
1. An exporter in India had to export goods to Japan. Both the importer and the exporter
wanted to decide the best possible ways to settle a transaction as both the parties did not
wanted to face any risk with regard to delivery or non-payment of goods. Both parties
decided to approach their banks. If you are the manager of the bank explain the different
products and services typically offered by an international bank in the case of foreign trade.
2. Mr. Mahajan has his sons as well as many relatives settled in foreign countries, due to
which there used to be frequent transactions in foreign currency. He was also interested in
making investments in the foreign countries. He was not very sure if he will be eligible to
open foreign currency account and also will it be beneficial for him. He decided to approach
his friend who had just retired from a bank. If you are his friend, help him to find answer to
his queries.
3. ABC Ltd was planning to expand its business in foreign countries. They were considering
if Foreign Currency Convertible Bonds(FCCB) could be a good source of funding. Neha was
asked by her manger to prepare a report on:
a) Various advantages if the company raises fund through FCCB
b) Various disadvantages if the company raises fund through FCCB
Q.1) WISDOM Technologies, a start up in online retail business, has hired you as a
Compensation Consultant and you are asked to set up the compensation structure in the
organization. Which forms of compensation will be a part of your compensation structure?
Explain these forms too.
Q.2) ENPOWER Generation, a global Thermal Energy Company, wants to set up its
operations in India. You are hired as a Consultant to provide the company with the crucial
information about the components of pay structure in India. This information will help the
company set up the ideal compensation in India. As a consultant, give these components to
your client.
Q.3) MIRAGE Ltd, a leading Textiles firm in India, has made following two important
decisions recently  Revamp of production technology by importing the latest machinery 
Revising pay structure.
In this background, answer the following questions. a) How would you analyze the jobs after
revamp of technology?
b) What will be the objectives of job evaluation program to enable the revision of pay
structure?
Q1. “Human rights are based on recognition of the inherent dignity and of the equal and
inalienable rights of all members of the human family is the foundation of freedom, justice
and peace in the world”. Preamble to Universal Declaration of Human Rights.
According to you which are the five most susceptible areas for potential human rights
violations possible in context of employees within an organization? Elaborate on your answer
with the help of a suitable example.
Q2. “The Geeta precepts or Dharma or spirituality based values and practices of business
leaders have been shown to positively affect their stakeholder relationships as well as
performance.” Select a known industry leader or entrepreneur who will help you justify this
statement – research and read up about them and describe one incident/episode/decision from
their professional life that showcases or proves the above statement (DO NOT explain or
quote small /personal conversations or incidents of your immediate boss with you. Select a
public figure known to most people).
Q3. The problem in Chandrapur of Maharashtra and the surrounding area is that this area,
which is a declared tiger reserve, is now in danger of being taken over by the mining
industry. If the central government awards the licence to the mining industry, then twenty one
coal mines will be setting up shop in this area and Chandrapur will become a coal city. The
forest will turn into a desert and the wild life will disappear. Somehow we have failed to
intelligently sustain and manage the resources of nature, the primary source of all supply
chain.
a. Do you think environmental sustainability is an ethical principle? Elaborate on any three

issues/principles involved in environmental ethics.
b. How can business embed environment protection/sustainability within overall business

strategy? Elaborate on any five critical ideas/processes/steps.
Question1 Mr. Lalawani wants to invest in share market. Specifically, he is interested in the
securities of Power Sector. He strongly believes that performance of any entity is
significantly related to the general industry to which the entity belongs and also to the
economic environment.
Discuss the nature and type of analysis Mr. Lalwani will pursue so as to get the desired
outcome.
Question 2
Mr. Anand wants to determine in which, out of the two securities he should invest in. He
already did the task of forecasting the returns on both of these securities as mentioned below.
You, being the financial research analyst advise him on these securities.
Security A
Security B
Return probability Return probability
0.15 0.2 0.12 0.15
0.1 0.05 0.1 0.05
0.12 0.1 0.08 0.45
0.05 0.4 0.09 0.15
0.13 0.25 0.1 0.2
Question 3
Beta of Pragati Ltd is 1.55. The market rate of return is 15%. The risk free rate of return is 8
%
a. Compute the expected return based on CAPM, explaining all the components of the CAPM
Model
b. Suppose, the risk premium on the market goes up by 3.5 % points do you think that the
expected return on the stock of the above company will change? Calculate and elaborate.
Q.1) MBC Auto Components Pvt. Ltd has hired you as a consultant to help the organization
identify its culture. After your study you came to conclusion that the organization has a weak
culture. Which could be the possible characteristics of MNC Auto Components in that case?
Q.2) LMN Strategy Consultancy is facing a unique problem of lack of consistency in the
organization as far as following a specific cultural pattern is concerned. You are invited to
study and suggest the ways in which the company can sustain the culture in its organization.
Q.3) VINTAGE Retail Pvt. Ltd is an online retail brand selling all the range of garments.
Recently they have hired 100 new recruits in various departments of the organization. In this
background answer the following
a) Explain how stories and rituals can be the ways in which these new recruits can learn the
organizational culture of VINTAGE Retail Pvt. Ltd?
b) Explain how material symbols and language can be the ways in which these new recruits
can learn the organizational culture of VINTAGE Retail Pvt. Ltd?
Taxation Direct & Indirect
Question 1 Miss Nihali recently joined Accenture as Head IT. Her CTC amounts to 24 lacs.
There is formal procedure which every company’s accounts department follows while
processing the salaries payment to the employees for any financial year. You being the
accounts manager of the company, discuss on the points to be taken care of while charging
tax under the head income from salary for the employees.
Question 2 Mr. Abhishek recently passed the MBBS exams and started practicing as a doctor.
On the occasion of his birthday, he received a cash gift worth 51000 from one of his father’s
friend. Further, one of his patients also gifted him a plot of land, as an appreciation for his
personal qualities and dedication towards his work. Discuss with suitable reasons, whether
the receipts are taxable or not and if yes, then the head of income under which the receipts are
taxable.
Question 3 Mr. Arman has a gross total income of Rs 1350000 for the Assessment year 2018-
19. He made following payments during the year
PPF amount paid (Sum insured on account of LIC is Rs150000.) 75000 LIC premium paid
30000 Medical insurance premium for self and wife 10000 Repayment of housing loan to
Bank Of Baroda 125000 Medical premium paid for his mother (aged 85 years) 25000
a. Compute the eligible amount of deduction under Chapter VI-A for the Assessment Year
2018-19
b. What if, in addition to this he also contributed in certain work of literacy and earned a
royalty income amounting Rs15 lacs, as a lump sum consideration by authoring certain
books. Compute the additional eligible amount of deduction explaining the relevant
provision.
Problem 1
Initial Investment: 500,000
Annual savings of: 100,000
Cost of capital: 9%
Find the payback period and discounted payback period (nearest year is acceptable), which
one will you recommend and justify your recommendation
Round to 3 decimal places for all calculations. Assume all savings happen at the end of year,
starting from Year 1
Problem 2:
An auto component manufacturing company is contemplating introducing a new inspection

process in their assembly line to save on rectifying cost. The current production is in batches,
each batch produce 5000 components. The cost of inspection of each component is Rs 50, the
cost of rectifying each defective component is Rs 250. If a defective component is sent to
customer and returned by customer it cost the company Rs 500. Calculate at what percentage
of defective rate it would be beneficial for the company to adopt the proposal.
Problem 3:
From the following details calculate and elaborate on:
Sales 150,000
Total Cost 120,000
Fixed Cost 60,000
Profit 30,000
a. P/V ratio
b. Break Even Point and Margin of Safety
Q1. Aakash Logistics Limited is a 5 year old organization with 500 employees and a pan-
India presence. The company has had average profits and is on an ambitious growth path.
The Departmental Heads at Aakash Logistics Limited have often voiced that the performance
management system functions in isolation and is not integrated with other HR subsystems,
particularly with Recruitment & Selection and Training and Development. You are to guide
the HR team with 2 examples on integration of performance management with Recruitment
& Selection and Training and Development.
Q2. Nisha is the Head of HR at ‘Gifting Marvels Limited’, an organization which specializes
in personalized and multi-faceted gifting solutions. The company is 2 years old and has
greater business volumes via their electronic portal. Nisha is debating with her CEO on
whether the self-appraisal process is relevant for the company. Assuming you are Nisha, how
would you approach the interaction with the CEO on self-appraisals.
Q3. You are the HR Manager in your company and are planning to introduce e-performance
management in your company thereby moving from paper-pencil / manual appraisal process.
a) How will your convince the management on e-performance management system? b) What
steps will you take before introducing e-performance management?

Q1. Mr. Sharma has been newly appointed as a treasurer in an organisation. His Manager
asks him to prepare a short presentation on the various functions which are performed by his
(treasury management) department. Help Mr. Sharma to prepare the presentation for the
same.
Q2. Prudent Liquidity management is essential to maintain a solvency of a bank. Thus bank’s
regulators such as RBI have specified certain ratio that needs to be kept by the banks. Discuss
the various ratios which helps RBI in maintaining the liquidity position in a bank.
Q3. You are the Manager in ABC National Bank Ltd. You are required to take an
introductory session for the new candidates on board on the below:
a. Discuss the various kinds of risk which a banks are prone to and how these risk impacts
banks.
b. Also enumerate the different methods adopted by the treasury department to measure the
various types of the risk.
1. Pyramid cements is a Cement manufacturing firm with a Pan India presence. Started by
two friends in 1974, this company has a market share of around 12 % today and aspires to be
one of the top 6 cement manufacturing and distribution company of India. The management
has been advised that the company needs to move away from the family run nature to a
greater level of professionalism. The promoters have planned to adopt fully automated
systems for business operations, propose change in performance management systems and
are looking at hiring fresh talent from outside. These changes have created disharmony in the
existing set of employees. What kind of resistance is the management likely to face? What
are the various reasons for individual employees that will lead to resistance in this case?
What will be the outcome of such resistance?
2. Organizations such as HUL, SAP, Microsoft and many more are committed towards
encouraging diversity in the workforce. What would be some of the factors that they would
consider while promoting diversity? Would you recommend that organizations should invest
in creating diverse workforce? What are the benefits associated with this decision? Would
companies face certain challenges while promoting diversity?
3. As a consultant, you are approached by an upcoming e-tailer who is into online sale of
women apparel. They want your advice on creating an effective organizational structure.
A) Explain any 4 main principles that you will follow while giving your suggestions?
B) How does departmentalization and span of management affect Organizational Structure?

Strategic HRM
Q 1. How to design an effective career development system for the middle level managers of
a service organization? Describe in detail the concept of career anchors, career paths and
career planning for the middle level managers of a service organization with examples.
Q2: Explain how culture assessment of an organization can be made prior to cross border
merger and acquisitions? Explain the challenges faced by any MNC when it goes for cross
border mergers and acquisitions. Substantiate your answer with examples from business
world. (10 Marks) 3. Case study: Siemens Builds a Strategy-Oriented HR System Siemens is
a 150-year old Company, but its 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 services globally. Siemens sums up the basic themes of its HR strategy in several
points. These include: 1. 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. 2. 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.
3. A climate of mutual respect is the bias 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. Questions a. 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 b. Discuss key HR strategies an organization can formulate and show how linkages
between them influence organizational success in competitive scenarios
Q1. ABC Pharmaceuticals have developed a new composition to fight an epidemic

originating in Alaska. A lot of investment in terms of money, time & manpower has
undergone for this development. What are the various ways through which ABC
Pharmaceuticals can protect itself so that no other company can copy their product
composition?
Q2. XYZ is a well-known cosmetic brand in India. With the rapid industrialization, the
company wants to expand its business abroad. As a Strategic manager prepare a report for the
board of members citing the various reasons for which the company should enter into an
international market.
Q3. XYZ footwear is a leading Footwear company in India. They want to expand their
operations into international market. You have being hired as a consultant to XYZ to draft
their strategy for entering into international market.
A) What are the different strategies you will discuss in front of the board?
B) Also share the various choices for XYZ footwear to enter an international market
Consumer Behavior
1. BMW, the luxury German car maker, stands for performance and luxury. The company
has grown its product line by targeting specific market segments. BMW’s full range of cars
includes 1 series, 3 series, 5 series, 6 series, 7 series, X3 SUV, X5 SUV, X6 SUV, Z4 and M.
The 7 series was targeted to a group of consumers who were traditional and wealthy. They
liked to be showy with flamboyant cars. They didn’t like sporty cars but preferred comfort
and luxury, so BMW added electronic features like window controls, airflow, night vision,
etc. The X5 was created to target a group of customers who weren’t born in wealthy families
but had achieved success recently. They had taken up activities like biking and golf. These
customers needed a bigger car for their active lifestyles and big families. Discuss on what
dimensions (geographic, psychographic, demographic, behavioral) has BMW segmented and
targeted customers for the 7 series and X5 models.
2. You are the advertising manager for a health food brand. Develop two different ad themes
to appeal the consumer on two different levels in the Maslow’s hierarchy for the ad
campaign.
3. Enumerate the decision-making process you would go through in the following 2 purchase
scenarios. Classify each of the scenarios into Nominal/Limited/Extended Decision Making.
a. Buying your first car with the savings you have accumulated over the last year.
b. Buying a new pair of running shoes.
HR Audit
Q1. Company XYZ, a technology start-up has grown rapidly since its inception 4 years ago.
While the company is increasing manpower at the rate of 30% per annum, it is also losing a
lot of key people. You have been appointed as the external HR Auditor for this company.
What is the overall HR audit process you will follow? What is the specific approach you will
take to audit the attrition in the company?
Q2. Company ABC is a manufacturing company with offices across India. They have well
defined HR policies and an active HR team. They regularly conduct an Employee
Satisfaction Survey to assess the level of employee motivation. Last 3 years has seen the
satisfaction scores go down. One key are of disconnect was found to be the compensation and
benefits area. Your firm has been appointed to Audit the Compensation and Benefits and
suggest appropriate steps.
What steps will you follow to do a compensation and benefits audit of the company?
Q3. Kapoor & Co is a family run business, which has been in existence for many years. The
MD, Mr. Kapoor, knew each and every employee in his company and ran the company like
his extended family. He was personally involved in every performance and increment
discussion and would take the final decision for each employee. The employees were quite
happy in this set-up. After a few decades, Mr. Kapoor decided to retire from the company and
put in place a professional management team to run the company. The new management team
has been hired from other companies and has been given a free hand to run the company. The
new CEO has appointed your firm to audit the Performance Management process.
a. Detail out the steps by way of a checklist you will follow to assess the HR policies.
b. With the new management team leading the performance assessments, identify 5
documents that should form a part of the HR policy manual related to Performance
Management and write 2-3 lines describing the relevance of each document in this context.
1. What is the need of Total productive maintenance (TPM) in a manufacturing company?

Select any manufacturing company of your choice, and do a detailed study of its TPM
process.
2. Michael Porter in 1985 in his book, "Competitive Advantage: Creating and Sustaining
Superior Performance" proposed three generic strategies of cost leadership, differentiation,
and focus. Select any Indian company and explain how it has implemented the Porter’s
generic strategies.
3. Activity-based costing (ABC) has helped many companies for decades gain a true
understanding of their costs to produce and distribute products to customers. ABC provides a
precise, accurate view of costs at very granular levels—namely, at the individual product,
service and customer level. Successes during the 1980s in applying ABC methods to
manufacturing prompted an eventual expansion of this methodology to other key components
of the supply chain (e.g., distribution). Manufacturers such as Proctor & Gamble and Warner-
Lambert began using ABC models to determine their overall costs to serve individual
customers (e.g., Walmart), and to evaluate the costs of offering different individual services
to customers (e.g., services such as vendor-managed inventory and advanced shipment
notices, or ASNs). (Source: Miller, B. T. The ABCs of Activity-Based Costing for Logistics.)
a. What is ABC and how is it different from the traditional costing methods?
b. Using suitable examples, explain the important factors for selecting the cost drivers in
ABC.
1. Companies such as Accenture, Deloitte, Microsoft heavily invest in to talent management

practices. What according to you is the need to invest in to such practices? If you are the
talent management expert what steps will you consider while developing talent management
practices for an IT company?
2. Strive Mutual Funds is planning to have a series of trainings for their customer service
executives. These employees have to deal with client queries and update the transactions of
customers in their online accounts. Customer satisfaction scores have been dipping down.
There is also a crunch of work-force. Prateek, the HR head has to consider various on-the job
techniques that can be utilized for the work-force. Discuss any 4 on-the job techniques that
can be considered for the executives.
3. Santosh, the Head HR, ATR group is a worried man. The climate survey conducted has
indicated that employee morals are lower than the previous year’s record. There have been a
number of exits at the top level. Attrition has also been on the rise. The 20-year-old
organization seems to have lost its appeal to the millennial employees.
A. Santosh needs to device a robust employee retention plan. Suggest some strategies that he
may adopt
B. “Millennials work to live and not live to work”. Explain this statement with respect to
work-life strategies undertaken by organizations world-wide.
Q.1) ABC Corporation is leading FMCG company in India. They are about to set up its first
unit in South Africa. The company has decided to send 50 employees of Indian unit on an
international assignment. You are given a task of designing training program for these
expatriates. For designing the training program, you need to identify the job related factors on
which training should be provided. Identify and explain these job related factors.
Q.2) Starfox Ltd is new publishing house in India. The company is planning to expand its
activities in Europe. The company needs your assistance in designing the compensation
program for its employees in Europe. The company has asked you to identify the internal
factors that may affect the compensation of employees in Europe. Identify those factors.
Q.3) TVM Motors has started its automobile manufacturing plant in Indonesia. The company
has decided to keep employee relations as one of the top priority in Indonesian plant. For this
you are hired as a consultant. In this background, answer the following:
a) Help the company identify four issues in international employee relations.

b) Discuss the importance of unions in international relations with the company.
1. What do you mean by Value Analysis Methodology? Explain with a suitable example.
2. Reliability Index is extensively used to achieve world class operations. Discuss some of the
widely used Reliability Index.
3. a) The three “R”s form the basis of Business Process Re-engineering. Explain these three
Rs.
b) Pick up a firm of your choice and briefly explain how the firm has successfully
implemented Business Process Re-engineering.
Decision Analysis and Modelling
1. Decision making is the most crucial and integral part of any management process. Explain
the characteristics of Decision making process in Decision Science.
2. Monte Carlo Simulation technique is widely used in the industry. Briefly explain the
statement with relevant example.
3. a) Obtain an initial basic feasible solution to the following transportation problem using
Least Cost Method.
Stores
Warehous
e II Availability
I II IV
I
A 7 3 5 5 34
B 5 5 7 6 15
C 8 6 6 5 12
D 6 1 6 4 19
1
Demand 2125 17 80
7

b) With reference to the above data, obtain an initial basic feasible solution to the following
transportation problem using VAM and comment on the result by comparing with the Least
Cost Method result.
Marketing Research
Q1. You are planning to start an online store through a company website and mobile app for
selling organic, hand-made, fruit or vegetable-based cosmetic products such as face wash,
face creams, scrubs, kajal, listicks, hand and body washes and lotions etc. Before launching
your product range, you want to understand the online shopping behavior of consumers on
webstores and mobile apps. What is the customer-related, website-related and purchase
order-related information that you would collect?
Q2. India is home to a thriving fake market — growing 20% every year — where garments,
shoes, watches, cowhide merchandise and jewellery are served as genuine products. Markets
like Gandhi Nagar, Lajpat Nagar, Sarojini Nagar and Janpath in Delhi, AC Market Ludhiana
are some of the hubs of fake merchandise. Passage of global brands, changes in inclinations
from non-branded to branded, a quickly developing economy and a substantial youthful
purchaser base in has made India a profoundly lucrative market. Because of broad
communications and web-based social networking infiltration, the young are getting to
fashion conscious. This has opened uncommon doors for the retail showcase. Market
specialists say it is exceptionally hard to evaluate the extent of fake attire. The greatest
concern is the clients’ fascination towards pilfered items is straightforwardly corresponding
to the cost of these items which are sold at least 40% less than the original.
Given this understanding, the branded apparel marketers want to conduct a consumer
research to understand the consumer psyche and counter the counterfeit market. State the
research objective(s) and propose a research design for this study.
Q3. Marketers have identified a huge opportunity for organised players in the used car
market. Currently, the pre-owned car market is 1.2 times the new car market in India, well
below the 2.5 times that is typically found in mature markets. The organised used car sellers,
which account for merely 15% of the overall pre-owned car space, have started seeing a
dramatic rise in volumes. Mahindra & Mahindra’s First Choice and Maruti Suzuki’s True
Value, are planning big time to expand their pre-owned car business. Despite a 15% market
share in second-hand car sales, the organised segment is the fastest growing with a 36% spike
in FY2017, while the growth for the unorganised sector remained flat in the same period.
There is an opportunity in this market which needs to be tapped; but with caution.
The unorganized sector is trying to understand what are these areas that they need to work
upon as they are facing stiff competition from the organized players. You have been asked to
conduct a research to identify the target customer and understand the consumer needs
towards pre-owned cars vs new cars & reasons, preferences for organized vs unorganized
players, reasons for preferences, the prices that they would be willing to pay, the value-added
services they would want and so on.
a. Describe the profile of your target customer for a pre-owned car. Will the profile of a target
customer for a pre-owned car be the same as that of a new car? Why or why not?
b. For the primary data that needs to be collected towards this research, design a
questionnaire covering all the research objectives, that could be used towards a quantitative
questionnaire-based survey.

1. You are a head of Distribution Dept from where the despatches take place to all over India
in small and big packing. Now the Government has banned plastic and thermocol packing.
Your products are to be protected from mishandling and water. Your management is worried
about the safe deliveries of goods to the customers. Your management asks you to look out
for alternatives by exploring various options thru your contacts, Google, etc.
As a HOD please give your suggestions to replace plastic and thermocol with the eco-friendly
products? 2. Your company has decided to shift the warehouse from the factory to a place far
away from the factory to save cost and utilize the existing warehouse space for future
expansion. This is a readymade warehouse and a standalone facility. Company sent a mail to
you asking you to visit the site and give all requirements with respect to safety, security and
basic amenities like water and power supply.
As it is a faraway site from the city you need to check all requirements and include any
additional requirements as you will be handling this warehouse. Please give complete list of
requirements based on your experience.
3. Alan and Associates wants to import one consignment worth Rs. 80 Lakh. These are
engineering items. The Import manager of this company knows you personally and
requesting you to advise him on the incoterms i.e. whether he should import this consignment
on Ex Works, FOB or CIF.
a. You need to first explain him the above 3 terms in details so that he will be able to explain
the same to his boss
b. Which term you will recommend to your friend and explain the reason for the same.
Services Marketing
1. You are planning to launch a multi-cuisine Quick-serve Restaurant which shall serve
different varieties of food ranging from fast food to south Indian, Italian, north Indian,
Chinese. To maintain the quick-serve spirit, the restaurant intends to create quick-serve
counters with separate billing stations for each cuisine. Each of these cuisine counters shall
separately take the orders, do the billing and serve the quick bite menus. Create a service
blueprint for this QSR.
2. Discuss the role and relevance of four potential gaps within a service organization which
may lead to a fifth and most serious gap – that is the customer gap.
Explain with illustrations.
3. Village Volvo is the ‘new kid’ in the town. It represents an effort by two former Volvo
dealer mechanics to provide quality repair service on out-of-service Volvos at a reasonable
cost. Of their 22 years of training and experience with local Volvo dealers, they have earned a
reputation and a following of satisfied customers that makes such a service operation feasible
to deliver. Their operation is to provide clients with ‘custom car care’ service that is
unavailable at other dealers. They have set aside specific times each week when clients drive
in for routine services such as tune-ups and oil changes. However, for diagnosis and repair of
specific problems, they encourage clients to schedule appointments.
At the time of appointment, the mechanic may take a short test drive with the client to make
sure that both understand the area of concern. Another source of information available to the
mechanic is the ‘Customer Care Vehicle Dossier’ (CCVD). This is a continuing file of each
vehicle that it services and this history can help the mechanic diagnose problems and also
provide a convenient record on the warranty service etc. The owners are also considering the
use of CCVD as a way of ‘reminding’ customers that routine maintenance procedures may be
due.
At present, Village Volvo has no provision for ‘alternate transportation’ for the customers. A
‘shuttle service’ two or three times a day is also being considered, as the owners feel that
their suburban location may deter some clients. A waiting room is also available with a
television set, comfortable chairs, vending machines for tea / coffee and soft drinks,
magazines and newspapers etc. This facility is almost exclusively used by clients who come
during the ‘drop-in’ hours for quick routine jobs such as tune-ups etc.
The owner mechanics do no repairs between 7 and 8 am and 5 and 6 pm because these are
‘heavy customer contact’ hours. As repairs are done, the owner mechanic make note of any
other problem that might need attention in the future. This is recorded in the CCVD for future
use. This is also intimated to the customer, may be in the form of a ‘reminder’ postcard sent
to them.
All small parts that have been replaced are placed in a clean box in the car. Care is taken
throughout the repair process to keep the car clean and the inside is vacuumed as a courtesy
before pick up. The Village Volvo owners have developed a network of other service
providers who assist in recycling used parts and waste products and to whom they can refer
clients for work that is not a part of Village Volvo’s services such as body work, alignments,
reupholstering etc. The owners are also considering the possibility of offering a mini course
on weekends to teach clients what they can do to attain their 2,00,000 miles Volvo medal.
Questions
a. Discuss the appropriate customer segments that Village Volvo should target and it’s
positioning strategy to reach out to these target segments
b. Evaluate the expanded marketing mix for Village Volvo
Q.1 Collaborative Planning, Forecasting and Replenishment (CPFR) is a business practice

that combines the intelligence of multiple partners in planning and fulfilment of customer
demand. Discuss the phases you would follow while implementing CPFR. Give some
industry example where it was successfully adopted.
Q.2. Single Source is one of the sourcing strategies. Discuss the benefits and risks of this
strategy. Elaborate your answer with examples from industries.
Q.3. Given below is the costs and quarterly sales forecasts of a product.
Quarter I II III IV
Sales forecast (Kg) 80,000 50,000 120,000 150,000
Hiring cost Rs100 per worker
Firing cost Rs500 per worker
Inventory carrying cost Rs.0.50/Kg per quarter
Production rate per employee 1000 kg per quarter
Beginning workforce 100 workers
Labour Rate Rs. 5760/qtr
a) Develop a Chase strategy for aggregate planning and find the total cost.
b) What are the problems related to aggregate planning?
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