C5 EE 338 9FC CC0 E1C CC1 38DDC2 26A A5

E 3 9 E A 1
5E E33 389 FCC C0E 1CC C13 38D C26 6AA 513 381
E3 89 FC 0E 1C 1 8D C2 AA 51 81 C8
E3 389 FC C0E 1C C1 38D C2 6AA 51 381 C8 C5E
3 C C 3 6 3 C
33 89F FCC 0E1 1CC 138 8DC C26AAA 513 81C C8C 5EE E33
89 CC 0E C 13 D 26 A 51 81 8C 5E 33 89
38 FC 0 1C C1 8D C2 A 5 38 C8 5 E3 8 FC
9F C E C 3 C 6 A 13 1C C E 3 9F C
9F CC 0E1 1CC 138 8DC 26AAA5 513 81C 8C 5EE E338 89F CC 0E1
0 8 5 C 0
FC CC0 E1C CC1 138DDC2 26A A51 138 1C8 8C5 EE3 3389 9FC C0 E1C CC1
C E1 C 38 C 6A A5 38 1C C5 EE 38 F C0 E1 C 38
CC 0E CC 13 DC 26 A 13 1C 8C E 33 9F CC E CC 13 DC
1 8 A 5 E 8 1 8
C0 0E1 CC1 138 DC2 26A A5 138 81C8 8C5 5EE 338 9FC CC0 0E1C CC1 138DDC2 26A
E C D A 1 1 E 3 9 E 3 A
0E 1C C13 38D C26 6AA 513 381 C8C C5E E33 389F FCC C0E 1CC C13 8DC C26 6AA 513
1C C1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81
C1 38D C2 6A 51 38 C8 C5 E3 38 FC C0 1C C1 8D C2 6A 51 381 C8
38 C 6A A5 38 1C C5 EE 38 9FC C0 E1 C1 38 C 6A A5 38 C8 C5
DC 26 A 13 1C 8C EE 33 9F C E1 CC 38 DC 26 A 13 1C C EE
26 AA 513 81C 8C 5EE 33 89F CC 0E1 CC 138 DC 26 AA 513 81C 8C 5EE 33
AA 51 81 8 5E 3 89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89
51 381 C8C C5E E3 389 FCC 0E 1C C13 8D C26 AA 51 381 C8C 5E E33 89 FCC
38 C8 5 E3 38 FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC 0
1C C EE 38 9F C E1 C 38 C 6A A5 38 1C C5 EE 38 F C0 E1
8C 5E 33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC E1 CC
5E E33 89 CC 0E CC 13 D 26 AA 513 81 8C 5E 33 89F CC 0E CC 13

the Sainsbury's case.

E3 89 FC 0E 1C 1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C 13 8D
38 FC C0 1C C1 38D C2 6A 5 38 C8 C5 E3 38 FC C0 1C C1 8D C2
9F C E1 C 38 C 6A A5 13 1C C EE 38 9F C E1 C 38 C 6A
CC 0E CC 13 DC 26 A 13 81C 8C 5E 33 9F CC 0E CC 13 DC 26 A
Maximum Time: 3 Hours.

0E 1C 13 8D 26 AA 513 81 8C 5E E33 89F CC 0E 1CC 13 8DC 26 AA 513

1C C1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81
C1 38D C2 6A 51 38 C8 C5 E3 38 FC C0 1C C1 8D C2 6A 51 381 C8
38 C 6A A5 38 1C C5 EE 38 9FC C0 E1 C1 38 C 6A A5 38 C8 C5
DC 26 A 13 1C 8C EE 33 9F C E1 CC 38 DC 26 A 13 1C C EE
26 AA 513 81C 8C 5EE 33 89F CC 0E1 CC 138 DC 26 AA 513 81C 8C 5EE 33
AA 51 81 8 5E 3 89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89
51 381 C8C C5E E3 389 FCC 0E 1C C13 8D C26 AA 51 381 C8C 5E E33 89 FCC
38 C8 5 E3 38 FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC 0
1C C EE 38 9F C E1 C 38 C 6A A5 38 1C C5 EE 38 F C0 E1
8C 5E 33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC E1 CC
5E E33 89 CC 0E CC 13 D 26 AA 513 81 8C 5E 33 89F CC 0E CC 13
E3 89 FC 0E 1C 1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C 13 8D
38 FC C0 1C C1 38D C2 6A 5 38 C8 C5 E3 38 FC C0 1C C1 8D C2
9F C E1 C 38 C 6A A5 13 1C C EE 38 9F C E1 C 38 C 6A
CC 0E CC 13 DC 26 A 13 81C 8C 5E 33 9F CC 0E CC 13 DC 26 A
0E 1C 13 8D 26 AA 513 81 8C 5E E33 89F CC 0E 1CC 13 8DC 26 AA 513
1C C1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81
1) Question no 1 is Compulsory and is for 20 Marks.

C1 38D C2 6A 51 38 C8 C5 E3 38 FC C0 1C C1 8D C2 6A 51 381 C8
38 C 6A A5 38 1C C5 EE 38 9FC C0 E1 C1 38 C 6A A5 38 C8 C5
DC 26 A 13 1C 8C EE 33 9F C E1 CC 38 DC 26 A 13 1C C EE
2) Solve any 4 questions from the remaining 7questions.

26 AA 513 81C 8C 5EE 33 89F CC 0E1 CC 138 DC 26 AA 513 81C 8C 5EE 33

AA 51 81 8 5E 3 89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89
51 381 C8C C5E E3 389 FCC 0E 1C C13 8D C26 AA 51 381 C8C 5E E33 89 FCC
38 C8 5 E3 38 FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC 0
1C C EE 38 9F C E1 C 38 C 6A A5 38 1C C5 EE 38 F C0 E1

381C8C5EE3389FCC0E1CC138DC26AA51
8C 5E 33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC E1 CC
5E E33 89 CC 0E CC 13 D 26 AA 513 81 8C 5E 33 89F CC 0E CC 13
E3 89 FC 0E 1C 1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C 13 8D

rapid fulfilment or what has been referred to as fulfilment velocity.

38 FC C0 1C C1 38D C2 6A 5 38 C8 C5 E3 38 FC C0 1C C1 8D C2
9F C E1 C 38 C 6A A5 13 1C C EE 38 9F C E1 C 38 C 6A
Q 1) A short history of Sainsbury's approach to e-fulfilment models

CC 0E CC 13 DC 26 A 13 81C 8C 5E 33 9F CC 0E CC 13 DC 26 A
0E 1C 13 8D 26 AA 513 81 8C 5E E33 89F CC 0E 1CC 13 8DC 26 AA 513
1C C1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81
C1 38D C2 6A 51 38 C8 C5 E3 38 FC C0 1C C1 8D C2 6A 51 381 C8
within four years there will be an online revenue contribution of 20 per cent.

38 C 6A A5 38 1C C5 EE 38 9FC C0 E1 C1 38 C 6A A5 38 C8 C5
DC 26 A 13 1C 8C EE 33 9F C E1 CC 38 DC 26 A 13 1C C EE
26 AA 513 81C 8C 5EE 33 89F CC 0E1 CC 138 DC 26 AA 513 81C 8C 5EE 33
AA 51 81 8 5E 3 89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89
51 381 C8C C5E E3 389 FCC 0E 1C C13 8D C26 AA 51 381 C8C 5E E33 89 FC
3) Maximum marks for each question are indicated on the right side of the question.

38 C8 5 E3 38 FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC

Turn Over
1C C EE 38 9F C E1 C 38 C 6A A5 38 1C C5 EE 38 F C
8C 5E 33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC
5E E33 89 CC 0E CC 13 D 26 AA 513 81 8C 5E 33 89F CC 0
Maximum Marks: 60

E3 89 FC 0E 1C 1 8D C2 AA 51 81 C8 5E E3 89 C 0E
launched. This was eventually rolled out to 27 stores, but in 1999 it was rationalized to
eight stores near London. A rebranded 'Sainsbury's to you' e-commerce service was
first pilot at Solihull in the West Midlands. In spring 1998 its Orderline service was

launched in 1999 and this is targeted to reach 60 per cent of the UK population by 2001.
UK grocery retailer Sainsbury's commenced its online service in 1995 when there was a

Ody (2000) reports that Patrick McHugh, the group e-commerce director, is hoping that

some of the practical problems of fulfilment faced by retailers when e-commerce services
are developed. The difficulties are magnified in this instance by the range of products and
The actions Sainsbury's and other grocers are taking are instructive since they highlight

Initially, as with the Tesco operation, the Orderline fulfilment was via individual stores.

economies of scale built up by supermarkets. Sainsbury's now uses the model of regional
the limited shelf life of some items. We will now highlight some of the issues raised by

that moving from customer self-service to a more personal service reverses the
This proved to be too expensive, the chief executive at the time was quoted as saying: 'a

expansion that was too rapid, resulting in over-capacity. A mixed fulfilment model is
there is one in London, but others are planned. Managing the rate of expansion of e-
amount when the customer only pays a £5 service charge for each purchase. This shows
selecting or picking each Tesco Direct order range from £12 to £15. This is a significant

currently used with the customer having the option of ordering direct and then picking up

store vary. Both approaches place constraints on the time the order must be picked by.
commerce services is important since previous initiatives appear to have involved

not possible to check stock since it is dependent on how the stock levels in an individual
picking centres. It is planning to build a network of regional picking centres. Currently

from a supermarket or the order being dispatched from a warehouse. With the former it is

Home delivery also gives issues of scheduling delivery vans in line with when it is

could mean quickly, or at a pre-defined time, or at a pre-defined location at work, home

or elsewhere, but such flexibility is difficult to schedule. The difficulty for the e-tailer is
store-based home shopping service is not a viable proposition'. Estimates for the cost of

convenient for customers to be at home to receive the goods. Convenient for the customer

that the speed of e-commerce transaction sets up an expectation with the customer of

1
38 FC C0 1C C1 38D C2 6A 5 38 C8 C5 E3 38 FC C0 1
Q.P.Code:09721

9F C E1 C 38 C 6A A5 13 1C C EE 38 9F C E1
CC 0E CC 13 DC 26 A 13 81C 8C 5E 33 9F CC 0E C
0E 1C 13 8D 26 AA 513 81 8C 5E E33 89F CC 0E 1CC
1C C1 8D C2 AA 51 81 C8 5E E3 89 C 0E 1C
C1 38D C2 6A 51 38 C8 C5 E3 38 FC C0 1C C1
38 C 6A A5 38 1C C5 EE 38 9FC C0 E1 C1
DC 26 A 13 1C 8C EE 33 9F C E1 CC 38
26 AA 513 81C 8C 5EE 33 89F CC 0E1 CC 138
AA 51 81 8 5E 3 89 CC 0E C 13 D
51 381 C8C C5E E3 389 FCC 0E 1C C13 8D
38 C8 5 E3 38 FC 0 1C C1 8D C
1C C EE 38 9F C E1 C 38 C
8C 5E 33 9F CC 0E1 CC 13 DC 2
 E 9 E D A
5E E33 389 FCC C0E 1CC C13 38D C26 6AA 513
F C
EE E338 89F CC 0E1 1CC 138 8DC 26AAA5 5138 81C
C 0 C 1 D 2 8
E3 3389 9FC C0E E1C C1 38D C2 6AAA51 1381 1C8 C5E
C
38 FC 0 1C C1 38D C2 6A 5 38 C8 C5 E3
33 9F C E1 C 38 C 6 A 13 1C C EE 3
89 C 0 C 1 D 2 A 51 81 8 5E 3 89
89 FCC C0E E1C C13 38D C26 6AAA51 381 C8C C5E E33 389 FCC
F C C 3 C F
9F CC 0E1 1CC 138 8DC 26AAA5 513 81C 8C 5EE E338 89F CC 0E1
CC 0E CC 13 D 26 A 13 81C 8C 5E 33 9F CC 0E CC
CC 0E 1CC 13 8D C26 AA 513 81C 8C 5E E33 89F CC 0E 1CC 13
1 8 C A 5 E 8 1 8
C0 0E1 CC1 138 DC 26A A5 138 81C8 8C5 5EE 338 9FC CC0 0E1C CC1 138DDC2
E1 CC 38 DC 26A A5 138 1C C5 EE 338 9F C0 E1 C 38 C 6A
0E C 13 D 26 A 13 1 8C E 33 9F CC E CC 13 DC 26 A
C C C 1 8
E1 1CC 138 8DC 26AAA5 5138 81C 8C5 5EE E338 89F CC0 0E1 CC 138 DC 26AAA5 5138
CC 13 DC 26 A 13 1C 8C EE 33 9F CC E1 CC 138 DC 26 A 13 1C
13 8DC 26 AA 513 81C 8C 5E 33 89F CC 0E CC 13 DC 26 AA 513 81C 8C

i)
8D 2 AA 51 81 8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81 8 5E

ii)

iv)
iii)
C2 6A 51 38 C8 C5 E3 389 FC C0 1C C1 8D C2 6A 51 381 C8 C5E E3
6A A5 38 1C C5 EE 38 FC C0 E1C C1 38D C2 6A A5 38 C8 C5 E 38
A5 138 1C 8C5 EE 338 9F C0 E1 C 38 C 6A A5 138 1C C5 EE 338 9FC
13 1C 8C EE 33 9F CC E1 CC 138 DC 26A A5 13 1C 8C EE 338 9F C
81 8C 5E 33 89 CC 0E C 13 D 26 A 13 81 8C 5E 33 9F CC 0E
C8 5 E3 89 FC 0 1C C1 8D C2 A 51 81 C8 5E E3 89 C 0E 1C

LSP
C5 EE 38 FC C0 E1C C1 38 C2 6A A5 38 C8 C5 E 38 FC C0 1C C1

LRM
EE 338 9F C E1 C 38 DC 6A A5 138 1C C5 EE 338 9F C0 E1 C 38
33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC E1 CC 138 DC
89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89 CC 0E CC 13 D 26
FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC 0 1C 1 8D C2 A
C0 E1 C1 38 C 6A A5 38 1C8 C5 EE 38 FC C0 E1C C1 38D C2 6A A5
E1 CC 38 DC 26A A5 138 1C C5 EE 338 9F C0 E1 C 38 C 6A A5 138
CC 13 DC 26 A 13 1C 8C EE 33 9F CC E1 CC 138 DC 26 A 13 1C
13 8DC 26 AA 513 81C 8C 5E 33 89F CC 0E CC 13 DC 26 AA 513 81C 8C
8D 2 AA 51 81 8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81 8 5E
C2 6A 51 38 C8 C5 E3 389 FC C0 1C C1 8D C2 6A 51 381 C8 C5E E3

Evolution of SCM
6A A5 38 1C C5 EE 38 FC C0 E1C C1 38D C2 6A A5 38 C8 C5 E 38
A5 138 1C 8C5 EE 338 9F C0 E1 C 38 C 6A A5 138 1C C5 EE 338 9FC
13 1C 8C EE 33 9F CC E1 CC 138 DC 26A A5 13 1C 8C EE 338 9F C

E-Marketplace & SCM

81 8C 5E 33 89 CC 0E C 13 D 26 A 13 81 8C 5E 33 9F CC 0E
C8 5 E3 89 FC 0 1C C1 8D C2 A 51 81 C8 5E E3 89 C 0E 1C
C5 EE 38 FC C0 E1C C1 38 C2 6A A5 38 C8 C5 E 38 FC C0 1C C1

Q 4) What are the parameters to hire LSP?

EE 338 9F C E1 C 38 DC 6A A5 138 1C C5 EE 338 9F C0 E1 C 38
2

33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC E1 CC 138 DC

89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89 CC 0E CC 13 D 26
FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC 0 1C 1 8D C2 A
C0 E1 C1 38 C 6A A5 38 1C8 C5 EE 38 FC C0 E1C C1 38D C2 6A A5

ii) Decisions about distribution and delivery.

Q 7) Write Short Notes ON ANY 2 of the below,

E1 CC 38 DC 26A A5 138 1C C5 EE 338 9F C0 E1 C 38 C 6A A5 138

Q 3) State the advantages & disadvantages of 3PL.

CC 13 DC 26 A 13 1C 8C EE 33 9F CC E1 CC 138 DC 26 A 13 1C

i) Decisions about picking location and method

13 8DC 26 AA 513 81C 8C 5E 33 89F CC 0E CC 13 DC 26 AA 513 81C 8C
8D 2 AA 51 81 8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81 8 5E
C2 6A 51 38 C8 C5 E3 389 FC C0 1C C1 8D C2 6A 51 381 C8 C5E E3
6A A5 38 1C C5 EE 38 FC C0 E1C C1 38D C2 6A A5 38 C8 C5 E 38
A5 138 1C 8C5 EE 338 9F C0 E1 C 38 C 6A A5 138 1C C5 EE 338 9FC
13 1C 8C EE 33 9F CC E1 CC 138 DC 26A A5 13 1C 8C EE 338 9F C

______________________
81 8C 5E 33 89 CC 0E C 13 D 26 A 13 81 8C 5E 33 9F CC 0E
instore magazine that is read by nearly three million shoppers.

C8 5 E3 89 FC 0 1C C1 8D C2 A 51 81 C8 5E E3 89 C 0E 1C

381C8C5EE3389FCC0E1CC138DC26AA51
C5 EE 38 FC C0 E1C C1 38 C2 6A A5 38 C8 C5 E 38 FC C0 1C C1
EE 338 9F C E1 C 38 DC 6A A5 138 1C C5 EE 338 9F C0 E1 C 38
33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC E1 CC 138 DC
89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89 CC 0E CC 13 D 26
FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC 0 1C 1 8D C2 A

Q 6) Discuss "Customer centric strategy is the base for CRM success!"

C0 E1 C1 38 C 6A A5 38 1C8 C5 EE 38 FC C0 E1C C1 38D C2 6A A5
result indicative rather than exact prices have to be used on the web site.

E1 CC 38 DC 26A A5 138 1C C5 EE 338 9F C0 E1 C 38 C 6A A5 138

CC 13 DC 26 A 13 1C 8C EE 33 9F CC E1 CC 138 DC 26 A 13 1C
13 8DC 26 AA 513 81C 8C 5E 33 89F CC 0E CC 13 DC 26 AA 513 81C 8C

Q 5) What are the components of e-LRM to be considered at the formation?

Q 2) Define Supplier relationship management and explain it's components.
8D 2 AA 51 81 8 5E E3 89 C 0E 1C 13 8D 2 AA 51 81 8 5E
C2 6A 51 38 C8 C5 E3 389 FC C0 1C C1 8D C2 6A 51 381 C8 C5E E3
headings which illustrate the typical problems of fulfilment facing any e-tailer,

iii) Decisions about integration of new technology with existing technology.

6A A5 38 1C C5 EE 38 FC C0 E1C C1 38D C2 6A A5 38 C8 C5 E 38
A5 138 1C 8C5 EE 338 9F C0 E1 C 38 C 6A A5 138 1C C5 EE 338 9FC
13 1C 8C EE 33 9F CC E1 CC 138 DC 26A A5 13 1C 8C EE 338 9F
81 8C 5E 33 89 CC 0E C 13 D 26 A 13 81 8C 5E 33 9F CC
C8 5 E3 89 FC 0 1C C1 8D C2 A 51 81 C8 5E E3 89 C
C5 EE 38 FC C0 E1C C1 38 C2 6A A5 38 C8 C5 E 38 FC C0
EE 338 9F C E1 C 38 DC 6A A5 138 1C C5 EE 338 9F C0
value then increases as customers experiment, and then declines to a core of staple orders.
reports that from a given customer, initial orders tend to be similar to a weekly shop; the

10 Marks
10 Marks
The scale of orders also varies considerably according to buying behaviour. Ody (2000)

10 Marks
with 'Sainsbury's to You'. McHugh would like to integrate the system with IT from the

proves easier to purchase an off-the-shelf system. The 14 million customer loyalty card
In terms of technology 'Orderline' ran as a standalone operation. This is also the case

10 Marks
sufficiently fast integration with existing systems which perform adequately. It often
main system, but says this may take five years. This suggests the difficulty of getting a

customers are not yet integrated with the site. A further data issue is that there are

10 Marks
regional price differences with different stores and prices can change frequently. As a

Sainsbury's has also considered how information content can be used to support the
buying experience. Mirroring the approach used in store, in a separate initiative, 'Taste
for Life' is aimed at providing an electronic magazine that builds on the success of the

Questions - Based on the Sainsbury's case study make notes under the following

20 Marks

33 9F CC 0E1 CC 138 DC 26 A 13 1C 8C EE 33 9F CC E

10 Marks

2
89 CC 0E C 13 D 26 AA 51 81 8C 5E 33 89 CC 0E
FC 0 1C C1 8D C2 A 51 38 C8 5 E3 89 FC 0 1
Q.P.Code:09721

C0 E1 C1 38 C 6A A5 38 1C8 C5 EE 38 FC C0 E1C
E1 CC 38 DC 26A A5 138 1C C5 EE 338 9F C0 E1
CC 13 DC 26 A 13 1C 8C EE 33 9F CC E1 CC
13 8DC 26 AA 513 81C 8C 5E 33 89F CC 0E CC 1
8D 2 AA 51 81 8 5E E3 89 C 0E 1C 13
C2 6A 51 38 C8 C5 E3 389 FC C0 1C C1
6A A5 38 1C C5 EE 38 FC C0 E1C C1 38
A5 138 1C 8C5 EE 338 9F C0 E1 C 38
13 1C 8C EE 33 9F CC E1 CC 138 D
81 8C 5E 33 89 CC 0E C 13 D
C8 5 E3 89 FC 0 1C C1 8D C2
C E 3 C E 3