Organisational Behaviour
April 2024 Examination
- Scenario: Rohan is a project manager at a software development company. His role involves interacting with clients, managing his team, and ensuring project deadlines are met. Rohan is known for his calm and composed demeanor, even in high-pressure situations. He enjoys the client interactions and finds them energizing. Whenever he feels stressed due to project complexities, he takes a break to listen to his favorite music or goes for a walk. His team members often approach him with their problems an appreciate his approachability. Even when faced with demanding clients who express frustration, Rohan remains patient and focuses on resolving their concerns.
Question: Based on the information provided, how would you assess Rohan’s personality using the Big Five personality traits framework? (10 Marks)
Ans 1.
Introduction
The Big Five personality traits framework is a widely accepted tool for understanding human personality. It encapsulates five broad dimensions: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism, often remembered by the acronym OCEAN. This framework provides a comprehensive means to assess individual differences in personality and behavior. In the given scenario, we analyze Rohan, a project manager in a software development company, using the Big Five traits. Rohan’s role involves extensive client interaction, team management, and deadline adherence. His calm demeanor in high-pressure situations, along with his enjoyment in client interactions, and his method of coping
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- Samantha is a newly hired marketing coordinator at a digital advertising agency. She notices that her team leader, Alex, communicates with clients and colleagues in a very friendly and encouraging manner. Alex’s positivity and teamwork have contributed to a cohesive work environment, and Samantha also observes that the team consistently meets project deadlines. During a period when Alex is on medical leave, Samantha takes over some of the team lead responsibilities. To her surprise, she finds that by adopting Alex’s approach, she effectively manages the team and maintains a positive atmosphere. This experience motivates Samantha to incorporate this approach into her personal life as well. Question: In this scenario, which theory of learning could be applied to explain Samantha’s behavior change? Please discuss the theory and its relevance to the situation. (10 Marks)
Ans 2.
Introduction
In the fascinating realm of Organizational Behavior, the story of Samantha, a marketing coordinator, serves as a quintessential example of learning and adaptation within a professional setting. This narrative unfolds in a digital advertising agency, where Samantha observes and later emulates the leadership style of her team leader, Alex. When Alex takes medical leave, Samantha steps into a leadership role, applying the same positive and encouraging communication methods she observed in Alex. This real-world scenario provides an excellent backdrop to explore a specific theory of learning within organizational
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- Rohan is sales head for a pharmaceutical company. He has a team of 12 individuals under him. Rohan feels very sad to state that it isn’t a team but a group of individuals working under him as they do not show any team spirit. Akhil who is Rohan’s best friend also happens to be the HR manager. When Rohan shared his concerns with Akhil he asked Rohan to
- a) Analyze the problems he (Rohan) is facing in teamwork. (5 Marks)
Ans 3a.
Introduction
In the dynamic landscape of organizational behavior, Rohan’s challenge as a sales head in a pharmaceutical company brings to light a critical issue prevalent in many organizations: the lack of team cohesion. Leading a team of 12 individuals, Rohan confronts the reality that his team operates more as a collection of individuals rather than as a unified entity. This scenario, shared with his friend and HR manager Akhil, underscores the importance of diagnosing and
- b) Also, what all methods Akhil can suggest Rohan for creating effective team in his department? Discuss. (5 Marks)
Ans 3b.
Introduction
Creating an effective team is a fundamental challenge in any organizational setting, and Rohan’s situation in the pharmaceutical company is no exception. As the sales head grappling with a lack of team spirit, he turns to Akhil, the HR manager and his confidant, for advice. Akhil’s role is pivotal in guiding Rohan towards fostering a cohesive and high-performing
Marketing Management
April 2024 Examination
Q1. Citing from your own practical experience, which are the factors, which are important in the retail scenario for a product in a supermarket to sell? (10 Marks)
Ans 1.
Introduction
In the dynamic world of retail marketing, especially within the bustling aisles of supermarkets, several factors play a pivotal role in determining the success of a product. Drawing from my practical experience in this sector, I have observed that these factors go beyond the mere appeal of the product itself. Supermarkets are unique retail environments where consumer behavior is influenced by a variety of stimuli, ranging from the product’s placement on the shelves to the psychological impact of pricing strategies. These environments are microcosms where consumer choices are subtly guided by both overt and covert marketing tactics. Understanding these factors is crucial for any product to not only
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Q2. How would you go about starting your own business, which would be an exclusive cake, cookies and biscuits store and ensure its success? (10 Marks)
Ans 2.
Introduction
Starting a business, particularly an exclusive cake, cookies, and biscuits store, is an exciting venture that blends passion for baking with entrepreneurial spirit. The journey begins with a clear vision and understanding of the market’s needs. The success of such a business hinges on several critical factors, including identifying a niche market, understanding customer preferences, and delivering unique and high-quality products. A comprehensive business plan is essential, outlining the business model, market analysis, marketing strategies, financial planning, and operational plans. Emphasizing product uniqueness, quality, and customer
Q3. Case Study
Audi’s marketing synchromesh
The luxury carmaker is focusing on technology, digital platforms and below-the-line activities to drive sales.
Every carmaker has marketing principles and brand attributes that they leverage to get better connected with their customers. Think reliability and engineering for Honda, low cost of ownership and maintenance for Maruti Suzuki and sporty driving for BMW.
For Audi India, its Strategy 2025 black book includes the following: Customer-centricity, network, product, and digitalization. These operating principles started some six years ago, and could be said to largely apply to other luxury carmakers, but Audi’s strategy seems to point to pushing technology to directly connect with consumers using digital platforms and marketing to synchromesh into one seamless experience.
Balbir Dhillon, Audi India head, said he’s especially throwing his weight behind customer connection, with half the marketing budget dedicated to below-the-line activities this year. That includes organizing regular “Quattro drives” for customers across cities; get-togethers that blend experiences such as movie driven-ins for the latest James Bond film and more. Quattro is an Italian word trademarked by Audi as code for indicating that it uses all-wheel drive systems in some of its cars. There’s also a significant digital push that Audi will unveil this year, which is in the last stages of finalization.
Meanwhile, Audi offers concierge services through an ownership app called MyAudi that allows customers to avail of service that range from booking restaurants to flying overseas and renting car. Audi, Dhillon added, has also been the first brand to use augmented reality and virtual reality at the retail customers level. Audi has 29 showrooms, 41 service centers and 14 Audi Approved Plus (pre-owned car) facilities. The brand is looking to increase the latter substantially in 2022.
Audi, like Mercedes, has seen prices increase, resulting in greater profits, thanks to a supply crunch driven by a global shortage of chips. “We could sell two times what we did if it wasn’t for the chip shortage,” Dhillon added. Of the top four luxury carmakers that include market leader Mercedes-Benz, BMW and Audi, the Volkswagen-owned brand that features four rings as its logo has the smaller market share, but is also the company that came here last, in 2007.
Recent figures indicate that its sales are on an uptick after a particularly depressed 2020. Sales for the brand were: 4,594 cars in 2019, 1,639 in 2020 and 3,293 in 2021. Why did Audi see such a sharp slump in 2020? Analysts who track the sector suggested that the consumer market was aware that Audi was going to phase out BS IV cars by March 2022 and that may have led them to switch to other cars, though they were already up to regulatory standards. When Audi first entered India, it had to focus on a part-education and part heavy marketing strategy for an audience that was largely familiar with only BMW and Mercedes-Benz. To that end, it built a halo round itself by deploying celebrities and actors as brand ambassadors. Most of Bollywood drove Q5s and Q7s at one stage with Salman Khan even making it down to launch events for Andi’s sportier sedans-something he historically avoided.
Suraj Ghosh, associate director (powertrain & compliance forecasts), South Asia IHS Markit, said Audi India has smaller product portfolio and a smaller network footprint than its competitors. Increasing the degree of localization will allow it to avail of taxation benefits and be more competitive in its pricing. The company said its cars, which are assembled here, are looking to target between 80 and 85 per cent local content for the Audi
A4, A6, 05 and Q7. But that’s only part of the challenge. What’s changed for Audi in the last five years is the consumer profile. In terms of general consumers, many of its cars were owned mostly by business people and CEOs. For instance, ICICI Banks former boss Chanda Kochhar drove an A8 sedan, as did Godrej. “What has changed is that a lot of mid-level and emerging professionals are also buying Audi cars now, and while it used to be real professionals and traders that drove volumes, that’s not the case anymore,” Dhillion pointed out.
Buyers today are younger and there is a growing acceptability that it is okay to buy a luxe car. But the sensibility of ownership amongst young buyers who come from start-up backgrounds is very different, he added. “They want to buy shoes that are sustainable and made by companies that are high on ESG (environmental, social, and governance) norms, so their approach to vehicles is no different,” Audi regularly sees more queries for the electric range of cars as well as fuel efficiency norms.
Audi India has among the widest range of electric cars (five)-the e-tron 50, e-tron 55, e- tron Sportback 55, e-tron GT and RSe-tron GT. But the key volume sellers remain the Audi A4, Audi A6, Audi Q2, Audi Q5 and Audi Q8. In other words, Audi in still very much a Q-led company in terms of its volumes. Officials said 45 per cent of sales comes from the Q range. The Q7, a brand new launch for 2022, is expected to be rolled out soon.
Does that mean its electric vehicles are more of a notional offering? Dhillon clarified that it’s going to make time before the charging network is ready and prices rationalize for EV sales Cars are already taxed at around 28 per cent and, when it’s an electric car, he explained, there are duties on components and other imports, so that the company faces “a duty on a duty”, creating an additional layering that makes its EVs so expensive. For an e- tron, Dhillion said the duty is around 111 per cent. Add the cost of registration and the final price “restricts the full potential of the category”.
“Even so, when the time is right, Audi’s next investment is likely to be in EVs,” Dhillon said. “Policy will change some day and it may be a long wait but Audi is committed to the cause.”
Questions
Q3 a) What is Audis future strategy? What is the name of its digital platform and how does it plan to leverage this platform? (5 Marks)
Ans 3a.
Introduction
Audi’s future strategy, as outlined in its Strategy 2025, focuses on a blend of customer-centricity, an expansive network, innovative products, and a strong emphasis on digitalization. This approach reflects a clear shift towards integrating advanced technology and digital platforms to enhance the customer experience and drive sales. The centerpiece of this strategy is their digital platform, which plays a pivotal role in connecting with customers
Q3b) What has changed in the customer profiles who own Audi. How has this demographic profile changed in recent times? (5 Marks)
Ans 3b.
Introduction
Audi’s evolving customer profile marks a significant shift in the brand’s demographic appeal and market positioning. Traditionally seen as a symbol of status among high-tier professionals and business elites, Audi has experienced a transformation in its customer base. This change reflects broader socio-economic trends and shifting consumer preferences, especially in emerging markets like India. Understanding this demographic evolution is key
Management Theory and Practice
April 2024 Examination
Q1. Using Hofstede’s 5 dimensions, can you help Lalit Hotels to open their new branch in Dubai, UAE. Guide them about the cultural differences they need to keep in mind? (10 Marks)
Ans 1.
Introduction
The successful establishment of a new branch of Lalit Hotels in Dubai, UAE, necessitates a deep understanding and thoughtful application of Hofstede’s cultural dimensions theory. This theory, developed by Geert Hofstede, is a framework for understanding cultural differences across countries and regions. Dubai’s unique cultural landscape, characterized by its traditional Arab values blended with a cosmopolitan flair, presents both challenges and opportunities for Lalit Hotels. Given that cultural sensitivity and adaptation are key to successful international business ventures, it’s imperative for Lalit Hotels to carefully analyze each of Hofstede’s five dimensions – Power Distance, Individualism vs. Collectivism,
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Q2. As a management trainer to a startup dealing with chipsets, can you explain 6 box organizational model and its role in helping them design their organizational structure? (10 Marks)
Ans 2.
Introduction
The 6 Box Model, a brainchild of Marvin Weisbord, is a diagnostic framework pivotal in assessing and improving the functionality of organizations. Particularly beneficial for a startup specializing in chipsets, this model facilitates a comprehensive understanding of the various dimensions influencing an organization’s efficiency and effectiveness. Startups, often characterized by their agility and innovative spirit, confront unique challenges in managing growth, ensuring technological advancements, and maintaining a competitive edge. In such a scenario, the 6 Box Model serves as an essential tool. It encompasses six critical areas: purposes, structures, relationships, rewards, leadership, and helpful mechanisms. By
Q3. Hortons Ltd has been facing many loses, losing clients and want to modernize themselves using modern techniques and have hired you as a consultant for the same. Can you explain the following concepts to them and how will they help them modernize a rubber manufacturing business like theirs
- 5S Framework (5 Marks)
Ans 3a.
Introduction
Hortons Ltd, a company in the rubber manufacturing sector facing significant challenges, seeks to revitalize its operations and regain competitiveness. The 5S Framework, originating from Japanese management practices, presents an ideal solution. This framework is not just a set of principles but a culture aimed at creating efficiency, safety, and a disciplined work environment. In an industry like rubber manufacturing, where precision, cleanliness, and
- Lean Production (5 Marks)
Ans 3b.
Introduction
For Hortons Ltd, a company striving to overcome losses and client attrition in the rubber manufacturing sector, the concept of Lean Production offers a transformative approach. Originating from the Toyota Production System, Lean Production emphasizes minimizing waste while maximizing productivity. This methodology is not just a set of tools and
Information Systems for Managers
April 2024 Examination
- Goodwill Bakery has now its several branches across different cities in India. This bakery has started a small shop in New Delhi and then expanded their bakery business across several states of the Country. Initially, when they started, they have appointed different personnels to keep a track of products sold, orders given and inventory required. With the expansion of business in different cities, Goodwill Bakery are now finding it difficult to manage/ track the details at national level and to get an overview of product details across all stores of various cities. They contacted a solution providing firm to get solution of the same and were told to shift their business to Cloud wherein, all the operations of different stores can be monitored/detailed out very easily. Discuss how shifting/migrating to Cloud technology will help Goodwill Bakery to smoothen up the process of monitoring details from one location for other stores across various cities. Also, discuss which types of cloud and cloud services will be suitable for Goodwill bakery. (10 marks)
Ans 1.
Introduction
Goodwill Bakery, a flourishing enterprise with multiple branches across India, began as a modest venture in New Delhi. As they expanded across several states, managing the intricacies of operations such as tracking sales, orders, and inventory became increasingly complex. With each branch operating somewhat autonomously, the central management struggled to maintain a cohesive and efficient oversight. The bakery’s decision to consult a solution provider led to a pivotal recommendation: migrating their operations to the cloud. This transition is not just a technological upgrade but a strategic move to centralize and
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- The E-Business platform is booming a lot these days. Almost all individuals have accepted the E-Commerce technology for their daily requirements. Most of the retailers have joined hands with various E-commerce Companies for selling their products. Discuss how the retailers are getting benefitted by choosing these e- commerce platforms. Which type of sellers are being benefitted most by choosing the e-commerce platform (Explain with help of some Statistics) and will the e- commerce technology will see the downfall? Discuss your views for all the above points by choosing any one E-Commerce platform as an example. (10 marks)
Ans 2.
Introduction
The surge in e-business platforms has revolutionized the retail industry, marking a significant shift from traditional brick-and-mortar stores to the digital marketplace. This transformation has been driven by the widespread acceptance of e-commerce technology, which has become integral to daily consumer activities. Retailers, ranging from local vendors to multinational brands, have increasingly turned to e-commerce platforms as a strategic avenue to expand their reach, enhance customer engagement, and boost sales. The integration of e-commerce into retail strategies is not just a trend but a fundamental change in how business is conducted. This transition has opened new opportunities and presented unique challenges for retailers. By delving into the dynamics of e-commerce platforms, specifically focusing on one
- Saviant Technology Solutions is new IT Company with the motive of providing solutions to different Organisations by catering to their specific product requirements. This Company has received the Project Development Task which is not much Complex in nature and the requirements are also to some extent clear. As a new venture, this organization is not fully aware of the different vulnerabilities and threats to the data of the Organization. Considering the above scenarios, discuss the following:
a)Discuss the various threats and vulnerabilities related to Saviant Technology. Also, explain what are the security measures need to be adopted by Saviant Technology Solutions for avoiding the threats. (5 marks)
Ans 3a.
Introduction
Saviant Technology Solutions, as a burgeoning IT company, faces a distinct set of challenges in safeguarding its data and systems. In an era where data is a valuable asset, understanding and mitigating threats and vulnerabilities is crucial for maintaining the integrity, availability, and confidentiality of information. As the company embarks on its project development tasks, it is imperative to identify potential risks and implement robust security measures. This
- b) Explain which Software Development Life Cycle model needs to be implemented by Saviant Technology Solutions for development of the Project stated in the above Scenario. (5 marks)
Ans 3b.
Introduction
Selecting an appropriate Software Development Life Cycle (SDLC) model is a critical decision for Saviant Technology Solutions as it embarks on its project development. The chosen SDLC model will dictate the approach to project management, design, development, and testing, impacting the project’s overall success. Given the project’s nature – not overly
Business Economics
April 2024 Examination
Q1. Complete the given table by showing the calculation/Steps for marginal utility. Also, enumerate the relationship between Total utility and marginal Utility. (10 Marks)
| Shirt ( units ) | Total Utility | Marginal Utility |
| 1 | 22 | |
| 2 | 43 | |
| 3 | 63 | |
| 4 | 81 | |
| 5 | 97 | |
| 6 | 111 | |
| 7 | 123 | |
| 8 | 133 |
Ans 1.
Introduction
Understanding the concept of marginal utility is pivotal in the field of business economics, as it provides significant insights into consumer behavior and demand theory. Marginal utility refers to the additional satisfaction or benefit that a consumer derives from consuming an additional unit of a good or service. This concept is rooted in the fundamental economic assumption that individuals make decisions to maximize their utility or satisfaction. As consumers consume more units of a good, their overall satisfaction, known as total utility, increases. However, the incremental benefit or marginal utility typically decreases with each
professionals approach market dynamics and consumer preferences.
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Q2. Anika is working in “Footon ltd Company” that manufactures formal and informal shoes for both men and women. It is observed that for the last few years, the sales figures are fluctuating and there are no vivid reason for the same. Anika’s manager have asked her to prepare a short notes on the importance of forecasting .Also her manager wants to know if implementing sales force composite and Delphi method can be useful for their Organisation?
(10 Marks)
Ans 2.
Introduction
In the dynamic business landscape, where companies like “Footon ltd Company” experience unpredictable fluctuations in sales, the significance of accurate forecasting becomes paramount. Forecasting, in essence, is the art and science of predicting future trends based on past and present data. It plays a crucial role in enabling businesses to anticipate market movements, align resources effectively, and make informed strategic decisions. For a company that operates in the diverse market of formal and informal footwear for both genders, understanding and predicting consumer preferences and market trends is essential.
Q3a. “For a business owner, knowing their cost of production is a vital step in creating and maintaining a profitable business. “With reference to the above statement explain Business Cost, Opportunity cost and Social cost with example (5 Marks)
Ans 3a.
Introduction
In the realm of business economics, cost management plays a pivotal role in ensuring the sustainability and profitability of a business. Costs are not just monetary expenditures but encompass a broader spectrum of economic sacrifices made for business operations. Business Cost, Opportunity Cost, and Social Cost are three fundamental concepts that provide a comprehensive understanding of the economic implications of business decisions. These
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Q3b. “Economies of scale are cost advantages reaped by companies when production becomes efficient “With reference to the given statement explain what do you understand by Economies of scale and elaborate on any two types of Economies of scale. (5 Marks)
Ans 3b.
Introduction
Economies of scale are a fundamental concept in business economics, playing a crucial role in shaping the competitive landscape across various industries. This concept refers to the cost advantages that businesses experience as their production scale increases. When a company grows and its output expands, it often enjoys reduced costs per unit of output. This