[This question paper contains 6 printed pages.] Your Roll No... Sr. No. of Question Paper : 2855 Unique Paper Code 61013923 Name of the Paper E-Commerce (SEC) Name of the Course : Bachelor of Management Studies (BMS), 2019 (cBCs) Semester Iv Duration : 3 Hours Maximum Marks : 50 Instructions for Candidates 1 ve pe Write your Roll No. on the top immediately on receipt of this question paper. Attempt Five questions in all. Question Number 1 is compulsory. All questions carry equal marks. Marks are indicated against cach question, Case Study Lenskart.com: Setting Its Sight on the Indian Eyewear Market PTO.2855 2 In May, 2018, Lenskart Solutions Private Limited Lenskart), an India-based omni-channel optical retailer that sold eyewear frames, contact lenses Sunglasses, and spectacle: ‘i » announced an investment of USS 0.5 million in ThinOptics, Ine. ThinOptics made State-of-the-art reading glasses that could be moulded ‘0 the nose, as they were super-thin and had no ‘emples, which made them even more unnoticeable on the face. The glasses could be attached to items such as phones, keychains, and laptops so that one would not forget them. Furthermore, Lenskart had plans to ‘avest US§ 2-3 million in start-ups working on either Products or technologies that eould help deliver inexpensive eye care solutions in 2018, Tenskart, founded in 2010, had grown more than 200% Yeur on year 10 become India’s fastest growing Syewear company and largest vertical ecommerce Company in eyewear, As of June 2018, it claimed to be shipping 300,000 pairs of eye-wear per month, which was the largest eyewear selling company in India, Peyush Bansal CEO of Lenskart had received his Engineering degree from MeGill University in Canada btn 2855 3 in 2006, Later, he joined Microsoft Corporation (Microsoft) in the US in January 2007 as a Program Manager. He left Microsoft in December 2007 and started his first India-based company called Valyoo ‘Technologies Private Limited (Valyoo), along with Amit Chaudhary and Sumeet Kapahi in 2008. In Valyoo, he launched his first business portal called “SearchMyCampus.com’, This portal was similar to a classifieds site, where Indian students could search for jobs, housing, books, coaching classes, etc. Lonskart’s offerings included a range of eyewear options such as spectacles, contact lenses, and sunglasses for both men and women. It offered glasses in three sizes - small, medium, and large - and a one- year warranty on all of them. It had more than 3,000 different styles of eyewear to fit different price ranges. Apart from its in-house brands, its collection included reputed eye wear brands such as Ray-ban, Bausch + Lomb, TAG Heuer S.A., ete. Though Lenskart sold other eyewear brands, around 90% of its revenues were derived from its own brands. The price of Lenskart products ranged from Rs. 1,000 to Rs. 20,000. P10.2855 4 Lenskart chose different strategies to market its Products to customers. What made the company distinctive was that it did not target any market Segment or age group in particular, but designed its products in common for all the customers, Despite its innovative business practices and the ability to attract investment, the company’s financial position Continued to remain weak. The losses at Lenskart widened by 78% to Rs. 1.13 billion in 2015-16 from 2014-15, even as it posted a 63% jump in revenues to Rs. 990 million, as per documents filed with the Registrar of Companies, India (RoC). As of June 2018, Lenskart was the largest optical retailer in India, Its app had five million plus downloads, and it had an offline presence of 410 stores having 200 opticians, The company claimed that almost 50% of its total sales came from its offline stores. Stimulated by the encouraging results from its offline foray, Lenskart planned to open 15 new stores each month, mainly in the tier I and tier IT cities of India (G) Analyse the business model of Lenskart as an ecommerce company. What are its unique competitive advantages? o | 2855 ch (i) Discuss the suitability of multi-channel fas ; versus focused single channel sist could be more profitable for Lenskart’ ategy 's value chain i Porter” 2, (a) Describe with diagram Po i Model. jerce with {ferent types of ¢-comm' (b) Elaborate the differs = example. ity threats i type of securit 3. (a) Explain the different typ as related with e-business. in (b) Discuss the security provisions used in managing a) such threats. i ‘ical and legal issues involved in e- 4. (@) Discuss the ethical and leg ia commerce. ich i ryptography. Whi (b) Explain the different types of eryptog! : i ” is more suitable in recent times? x nm 5. (@) You are an entrepreneur and wish to Taunch & online jewellery business. What are the steps to make a successful business you would follow ; P.T.O. plan?2855 6 (b) What are the advantages and disadvantages of e- commerce? Write short notes any two (a) Digital Signature (b) SET Protocol (c) World wide web @ (8x2) (600)