The management has been restructured over the past year. More professionals have been brought take charge of operational responsibilities certain directors were also relieved of their operational duties in order to permit them to full attention to diversification. The first move will see the launch of a variety of processed foods covering every meal from breakfast to dinner as well as chocolates, spices and mineral water. However, can a service name to be used to sell products? The plan is to target only the up market segment by feeding on as well as a product for speciality cooking. The oberio brand name is also to extended to the catering division of a major hospital in Saudi and now plan to setup a 250-hed Rs. 40 crore hospital in Delhi with us or Australian collaboration. The Oberio software division has already started selling its Hotel Management packages in the domestic market and is planning to enter International Market using an International tie up.
(MBA30112) M.B.A. DEGREE EXAMINATION, NOVEMBER 2016.
(Examination at the end of Third Semester)
Paper I - STRATEGIC MANAGEMENT
(Regulation 2012-2013)
Maximum: 70 marks
Time: Three hours SECTION A -
(5 x 3 == 15 marks)
Answer any FIVE questions from the following.
(a)
Types of strategies.
(b)
Business Ethics.
(c)
Strategic analysis.
Questions:
(d)
Diversification strategy.
Has East India Hotels capitalised on its strengths in its growth plan? If so how?
(e)
Corporate culture,
(f)
Strategic decision.
(g)
Joint venture.
(h)
Strategic Audit.
4
(MBA30112)
1.
SECTION B
(5 x 8 = 40 marks)
5.
(a)
Answer ALL questions. 2.
(a)
Or
What is strategic management? Briefly discuss its model and potential benefits.
(b)
What are mergers and acquisitions? Explain different types of mergers.
(a)
Explain the problems involved in strategy implementation.
Or (b)
3.
(a)
"A company should focus on external perspective to define its mission". Support this statement with reasons.
6.
Or (b)
"The low cost leadership strategy at times enables the firm to defend itself against each of five competitive forces" Explain.
Distinguish between vision and mission and list out the characteristics of mission statement.
(a)
What is organisation structure? What is its importance in resource allocation? Or Enumerate the different structural mechanisms required to implement strategy.
2
(1 x 15
= 15 marks)
Case study.
(b)
(b)
Analyse the behavioural issues in strategy implementation. SECTION C -
Or
4.
What is product development? What are various diversification strategies applied for product development?
(MBA30112)
7.
After 58 years of peddling hospitality through its chain of Luxury Hotels, the famous oberio name about to be transformed into a consumer products brand. East India Hotels have drawn up plans to become multiproduct, multidivisional empire through a series of diversification moves. The expansion will see venture into unfamiliar edible oils, tissue paper will be in addition to division.
3
the high profile group terrian : Food process and health care. These the existing software
(MBA30112)
(MBA30212)
M.B.A. DEGREE EXAMINATION, NOVEMBER 2016. (Examination at the end of Third Semester) Paper II - INNOVATION MANAGEMENT (Regulation 2012-2013) Time: Three hours SECTION A -
Maxim urn : 70 marks (5 x 4 = 20 marks)
Answer any FIVE of the following questions.
1.
(a) Business innovation. (b) KPO. (c) NPD. (d) Entrepreneur. (e) Knowledge transfer. (f)
Trademark.
(g) Meaning of strategic alliance. (h) Economic analysis.
SECTION B - (5 x 10= GO marks)
Answer ALL questions. 2.
(a) Explain the difference between 'innovation' and 'invention'.
Or
G.
(a) What IS innovation culture? Explain how to create innovative capabilities.
Or (b) What are the principles and practices followed by the Government to implement innovation?
(b) What are the sources of innovation? Explain
types of mnova tions. 3.
the challenges in managmg innovation and Its competitive advantages.
(FI) Explain
Or (b) What is new product development? Briefly explain sources of new product development. 4.
(a)
What is 'innovation diffusion'? Briefly explain its theories,
Or (b) Discuss the types of measures in innovation and process of innovation matrics. 5.
(a) What IS 'Entrepreneurship'? How 'innovation' may mfluence on entrepreneurship?
Or (b) Discuss the methods of managing intellectual property, issues and challenges in the Indian context. 2
(MBA30212)
3
(MBA30212)
(a)
Find out the (i) advance payable to SPC and (ii) effective cost of funds.
(b)
Estimate the effective cost of funds based on the assumption that commission is collected in advance and the interest is collected in arrear.
(MBA303F12) M.B.A. DEGREE EXAMINATION, NOVEMBER 2016.
(Examination at the end of Third Semester)
Paper III -
FINANCIAL MARKETS AND SER\;lCES
(Regulation 2012-13)
Time : Three hours SECTION A -
Maximum : 70 marks
(5 x 3
= 15 marks)
Answer any FIVE of the following questions: .
1.
4
(MBA303F12)
Write a short notes on : (a)
Call money market
(b)
Zero coupon bonds
(c)
Financial intermediaries
(d)
Depository participants
(e)
NBFCs
(f)
SCR Act 1956
(g)
Recommendations committee
(h).
Gilt Edged securities market.
of
Raghuram
Rajan
SECTION 13 - (5 x 8 = 40 marks)
5.
(a)
Answer ALL questions. 2.
(a)
(b)
Or
Explain the structure of Indian financial system. Or
6.
(b)
Briefly discuss about the various credit rating agencies functioning in the Indian capital market.
(a)
Define secondary markets. Explain about SEBI regulations to reform the secondary markets.
Explain about commercial bill market. Compare and contrast commercial bill market with commercial paper market.
Or (b)
3.
(a)
Define merchant banking. Explain the SEBI guidelines on merchant banking.
Write a note on emerging trends in Indian capital market.
Write a note on liberalization of equity markets and corporate governance issues in India. SECTION C - (1 x 15
Or (b)
4.
(a)
Compulsory.
Discuss the constitution and management of mutual funds under the SEBI (mutual funds) regula tions. Define financial services. Discuss about the problems that the Indian financial service sector is facing at present. Or
(b)
Define forfeiting. How does forfeiting help the exporter? 2
= 15 marks)
(MBA303F12)
7.
Softy Personal Care (SPC) has accountable receivables worth Rs. 240 lakh. Efficient Factor Ltd. (EFL) offers recourse factoring services to SPC. The EFL would pay 80% of the value of the factored receivables at 15% interest compounded quarterly. The remaining amount is retained as factor reverse. It also guarantees payment after three months from the date of purchase of the receivables. The factoring commission is 2% of the value of factored receivables. It is pre-determined that interest and commission will be collected in advance.
3
(MBA303F12)
Question (a) (b)
(MBA303H12)
How do you justify the bank's stand in the case?
M.B.A. DEGREE EXAMINATION, NOVEMBER 2016.
What modifications do you suggest in job specification to overcome such incidents in
future?
(Examination at the end of Third Semester) Paper III -
HUMAN RESOURCE PLANNING
(Regulation 2012-2013)
Time: Three hours
Maximum: 70 marks
SgCTION A - (5 x 3 = 15 marks)
Answer any FIVE of the following question.
1.
4
(MBA303H12)
Write short notes on: (a)
HRP and levels of HRP
(b)
EXIsting Inventory
(c)
Human Resource Policies
(d)
Job description
(e)
Bedaux's Method
(f)
Potential appraisal
(g)
Human Resource Accounting
(h)
HHIs.
SECTION B -- (5
x
8
= 40
6.
marks)
(a)
Answer ALL questions. 2.
(a)
:3.
(a)
(b)
Explain the concept and process of Human Resource Planning.
Or
4.
(b)
Explain strategic Human Resource Planning and. its benefits.
(a)
Explain conventional and non-conventional techniques of job evaluation?
Or
5.
(b)
Define Job analysis description in detail.
(a)
What is career management and explain the career planning stages in detail.
and
discuss
job
Or (b)
Differential potential performance appraisal.
2
Explain the impact Manpower planning. SECTION C -
Dufcre ntiate Human Resource Management and Human Resource Planning.
appraisal
and
(MBA303H12)
In
Human
Or
What do you understand by human resource planning? Discuss the Macro level scenario of Human Resource planning. Or
(b)
Explain recent trends and issues Resource Planning.
(l x 15
of globalization on
= 15 marks)
Case Study (Compulsory) 7.
Mr. Kishore is as Branch Manager of Indian Bank at one of the village Branches. His staff included two clerks and an attender. Very often Mr. Kl'ishore was left alone in the bank after 5. p.m. to tally accounts, day books and complete all other formalitIes. On the 30 t h Dec Mr. Kishore was working till past 2 a.m. tallying the accounts since hardly one day is left for closing the accounts for the year. On this fateful night, the Branch Manager was attacked by a band of robbers, who looted Rs. 5 lakhs after brutally wounding Mr. Kishore's right hand, which had to be amputated later. After his recovery, the Branch Manager applied for compensation. The Bank Management was of the opinion that Mr. Kishore violate the job specification by working beyond the stipulated his of work. He, in their views, was not entitled to any compensation as the accident occurred during non employment hours. They also called for an explanation as to why the amount lost cannot be recovered from his salary and provident fund. (MBA303H12) 3
(MBA303M12) M.B.A DEGREE EXAMINATION, NOVEMBER 2016.
(Examination at the end of Third Semester)
Paper III -
CONSUMER BEHAVIOUR AND MARKETING RESEARCH
(Regulation 2012-2013)
Time: Three hours
Maximum: 70 marks SECTION A -
(5
x
3
= 15
marks)
Answer any FIVE of the following questions. 1.
Write short notes on : (a)
Subliminal perception.
(b)
Elements of learning.
(c)
Objectives of Marketing Research.
(d)
Group dynamics.
(e)
Dissonance.
(f)
Rational versus Emotional motives.
(g)
Copy testing.
(h)
Cross-culture.
SECTION B -
(5 x 8
= 40 marks)
Answer ALL questions.
UNIT I
2.
(a)
What are the major steps involved in consumer research process? Explain. Or
(b)
Elaborate on the implications of studying consumers in the area of marketing, finance and production. UNIT II
3.·
(a)
Distinguish between learning via classical conditioning and learning that occurs via operant conditioning.
Or
(b)
Describe personality trait theory. Give five examples of how personality traits can be used in consumer research?
UNIT III
4.
(a)
Explain the role of a family in consumer decision making process.. Or
(b)
Discuss the process in consumer purchase decision-making. UNIT IV
D.
(a)
Briefly define and discuss the steps of the marketing research process. Or
(b)
Explain the types of Research in detail. UNIT V
6.
(a)
Discuss about the ethical issues involved in marketing research. Or
(b)
Explain the various applications of marketing research". SECTION C -
(1 x 15
= 15 marks)
(Compulsory - Case Study) 7.
Saturn is attempting to create committed customers. Saturn, a division of General Motors, advertises around the theme: A different kind of company. A different kind of car. Though Saturn cars cost only $ 10,000 to $ 16,000, the firm attempts to provide its customers the same level of service and consideration typically associated with expensive luxury cars. Its stated objective is to be "the friendliest; best-linked car company in the world". The company states: "We're going to do more than what the customer expects and in the long ran, I think it will enhance our image". . Saturn's attempt to build an image of a high-quality car built by skilled, caring workers and add in helpful, non pressure dealerships, had received two small tests in its first two years. In one, it had to recall and replace 1,836 cars that received improper coolant. In another, it had to repair 1,480 cars with faulty seat-back recliners. In the second case, the firm made a TV commercial showing a Saturn representative flying to location to fix the car of a resident who had purchased it in the first year of its launch. However, in 1993 Saturn began receiving reports of a wire short-circuiting and causing a fire. Thirty-four fires (no injuries) were reported. Saturn faced a dilemma. A recall would involve 3,50,000 cars and a direct expense of as much as $ 35 million. Any negative publicity associated with the recall could seriously depress sales. Saturn had get to break even and General Motors was under serious financial pressure. Saturn managers decided to deal with the problem in a manner consistent with its company objective described early. It quickly notified all purchasers of the affected cars and asked them to contact their dealers to have the deflected wire replaced at no charge. The dealership extended their operating hours, hired extra personnel, arranged door-to-door pickup and delivery, provided free car washes and often provided barbecues or other festivities. All the required cars had a courtesy card placed inside that said: 2
(MBA303M12)
We'd like to thank you for allowing us to make this connection today. We know an event like this will test our relationship, so we want to repeat to you our basic promise - that "everyone at Saturn is fully committed to making you as happy a Saturn owner as we can". According to Stere Shannon, Saturn's director of consumer marketing, the decision to handle the recall in this manner was simple: . "The measure of whether we are a different kind of company is how we handle the bad times as well as the good. We're trying to minimize the inconvenience and show that we stand behind the cars, so that our owners don't lose faith in us or the cars". How have consumers responded to the recall? Mrs. Kim, a customer, learned of the recall from friends who had heard.of it on news reports before she received her letter from Saturn. She took her car to the dealer who served her coffee and doughnuts during the 24-minute repair. Her response: "I expected this would be my first bad experience with Saturn. But it was so positive, I trust them even more than when I 'purchased the car". Questions: (a)
Describe the evaluative process followed by the consumers and do. outcome that Mrs. Kim, went through.
(b)
Evaluate the manner in which Saturn handled the recall. What options did it have?
(c)
How will publicity about the recall affect Saturn's image among non-owners?
3
(MBA303M12)
Cash manufacturing expenses (paid one month in arrear) Rs. 6,00,000
(MBA304F12)
Cash administrative expenses (paid one month in arrear) Rs. 1,50,000
M.RA. DEGREE EXAMINATION, NOVEMBER 2016
Sales promotion expenses (paid quarterly in advance) Rs. 75,000
(Examination at the end of Third Semester)
Paper IV - WORKING CAPITAL MANAGEMENT
The company keeps one month stock each of raw materials and finished goods. A minimum cash balance of Rs. 80,000 is always kept. The company wants to adopt at 10% safety margin in the maintenance of working capital.
(Regulation 2012-2013)
Time: Three hours SECTION A -
Prepare working capital requirement.
Maximum: 70 marks
(5 x 3
= 15 marks)
Answer any FIVE of the following. 1.
4
(MBA304F12)
(a)
Gross working capital.
(b)
Operating cycle.
(c)
Working capital budget.
(d)
Factoring.
(e)
JIT.
(f)
Motives of holding cash.
(g)
Baurnols model.
(h)
Commercial papers.
SECTION B -
(5
x
8 = 10 marks)
(a)
5.
Define the term inventory control. What are the inventory control systems?
Answer ALL questions. (a)
2.
Or
Define the term working capital. How will you measure working capital in a going
(b)
What is meant by 'Economic Order Quantity'? What are the various costs which affect economic order quantity.
(a)
If a fi-rm has a constent requirement of
concern? 6.
Or (b)
working capital throughout the year, which of the three financing plans is preferable?
What do you understand by working capital management? Discuss the principles of
Why.
working capital management. 3.
(a)
Or
Discuss the new trends in financing of
(b)
working capital by banks.
SECTION C -
Or (b)
Discuss the various components of a money market and bring out their features.
(a)
"Efficient cash management will aim at maximising the cash inflows and showing
I.
cash outflows". Discuss. Or (b)
(l x 15 = 15 marks)
PQR Ltd. sell goods at a uniform rate of gross profit of 20% on sales including depreciation as part of cost of production. Its annual figures are as under: Sales (At 2 months credit) Rs. 24,00,000 Material consumed (Suppliers credit 2 months)
What do you understand by receivable management? Discuss the factors which influence the size of receivables. 2
of
Case Study (Compulsory)
,., 4.
Explain about the recommendations various committees on working capital.
(MBA304F12)
Rs. 6,00,000 Wages (paid monthly at the beginning of the subsequent months) Rs. 4,80,000 3
(MBA304F12)
The employees got a doubt the information supplied by Mr. Murthy about the wage levels in comparable industries and the living cost index. Consequently they approached Mr. Murthy for classification. Mr. Murthy did not classify their doubt immediately and asked them to meet him after 10 days so that he will collect and provide all the facts, data and information. Accordingly, they met him after 10 days. Then he simply said that "information provided in the latest collective bargaining meeting in correct but the information supplied in the earlier meetings was not completely correct. He further added that he was forced by the top management to supply such in correct information". This situation resulted in industrial unrest in the company for 14 day and the new managing director solved the issue by enhancing the wages by 100 percent.
(MBA304H12)
M.B.A. DEGREE EXAMINATION, NOVEMBER 2016.
(Examination at the end of Third Semester)
Paper IV -
PERFORMANCE AND REWARD
MANAGEMENT
(Regulation 2012-2013)
Time: Three hours SECTION A
Maximum: 70 marks
(5 x 3 = 15 marks)
Answer any FIVE of the following. (a)
Performance Management objectives.
Questions.
(b)
Coaching.
(a)
What is the peculiar situation in this case?
(c)
Role efficacy.
(b)
What are systems and techniques followed by Mr. Murthy in fixing wages.
(d)
Determinants of performance.
(e)
Executive compensation systems.
(f)
Wage levels.
(g)
Fringe benefits.
(h)
Golden handshake schemes.
4
(MBA304H12)
1.
SECTION B
(5 x 8::: 40 marks)
tl.
(a)
Answer ALL questions. 2.
(a)
Or
Define performance management. Explain the performance management process.
(b)
Or
3.
Discuss the dimensions management.
of
performance
(a)
What do you mean by performance appraisal and discuss the different methods of performance appraisals.
(b)
Define the concept, determinants and dimensions of performance appraisal system.
(a)
What do you mean by performance consulting and discuss the need for performance consulting. Or
5.
(b)
Define and discuss relationship maps.
(a)
What do you mean by Reward system? Discuss how performance linked with Remuneration system.
the
performance
Or (b)
Discuss different types of wage structures.
2
What do you mean by incentive? Explain the different incentive plans. SECTION C - (1 x 15::: 15 marks)
(b)
Or
1.
Explain the concept of compensation and explain about fringe benefits in detail.
(MBA304H12)
Case Study (Compulsory)
7.
Mr. Murthy, the General Manager (Personnel) of caromandel cements Ltd., Mumbai, is going to retire within two weeks after rendering his services to the company for 18 years in various capacities. He is assisted by the Personnel Manager in all the personnel functions. He directly reports to the managing director of the company. The General manager (production) was elevated to the position of managing Director just two months ago. Mr. Murthy has been performing various personnel functions since 1976 as cheif personnel manager. He has been given complete freedom and authority regarding all personnel functions including wage fixation, adjustment, revisions, bargaining etc. The employees several times reported their dissatisfaction about the wage level to the managing director. But the managing director used to convince them about the systems and techniques followed by Mr. Murthy in fixing wages. 3
(MBA304H12)
First approach is to redefine quality through high end design features that are detectable. Lexus has achieved exceptional performance with respect to a quiet and smooth ride. Lexus has responded to customer's unmet needs with attractive features as heated seats, a hard top convertible root that raise in near silence, a superior branded sound system, a tire inflation monitoring system. Second approach is to achieve break through is design, which is a powerful differentiator for cars like the VW beetle and all jaguar models. Third approach is to focus on process rather than product. Saturn's fixed-price law pressure sales philosophy made the process of buying cars less frustrating customer interaction with the dealer after the purchase even allowed for enjoyable bonding. This new process was in large part responsible for the intense loyalty created by Saturn.
(MBA304M12)
M.B.A. DEGREE EXAl\lINATlON, NOVEMBER 2016.
(Examination at the end of Third Semester)
Paper IV -
(Regulation 2012-2013)
What is the importance of technology introduction III an automobile industry?
(b)
Discuss the need for process introduction an automobile industry.
(c)
Explain the product positioning concepts adopted by different automobile marketers.
4
III
(MBA304M12)
Maximum: 70 marks
Time: Three hours SECTION A -
(5 x 3
= 15 marks)
Answer any FIVE of the following questions.
1.
Write short notes on (a)
Primary packaging
(b)
Brand audit
(c)
Brand rejuvenation
Cd)
Market potential
(e)
Prod uct levels
(f)
Brand extensions
(g)
Brand portfolio
(h)
New product development.
Questions : (a)
PRODUCT AND BRAND MANAGEMENT
SECTION B
(5 x 8 :::: 40 marks)
UNIT IV
Answer ALL questions. 5.
(a)
UNIT I 2.
(a)
What are the types of brand extensions? Discuss the advantages and disadvantages of brand extension.
Explain various stages in product life cycle. Or Or
(b)
(b)
Explain factors influencing the emergence of the product management function.
Write a detailed note on "Designing and sustaining branding strategies".
UNIT V
UNIT II 6. 3.
(a)
(a)
Describe the scope and importance of product research In detail.
Developing brand is much more difficult than developing a product. Comment. Or
Or (b)
(b)
Illustrate the elements of positioning and discuss the positioning method in detail.
SECTION C -
UNIT III 4.
(a)
2
(MBA304M12)
x
15
= Hi marks)
Compulsory.
7.
How the "Brand equity management" system is established and how sources of "brand equity" and "customer-rnindset" is measured?
(1
Case study
Brand is built in the minds of people. Do you agree? Explain this in context. Or
(b)
Discuss about strategres involved in the success of a brand.
Quality was a point of differentiation for Japanese manufactures, Lexus for many years. However European and U.S. manufactures such as BMW, Mercedes, jaguar, Cadillac and Saturn caught up. Further these cars had more personality and provided more emotional attachment for their customers.
3
(MBA304M12)
SECTION C -
(1 x 15 = 15 marks)
Case study (Compulsory). 7.
(MBA305F12)
M.B.A. DEGREE
Rank the three funds given below with the help of treynor and share index. Growth fund Return Beta Standard deviation
X
15
1.5
12
Y
17
1.6
14
Z
]3
0.75
11
Rf
9%
Paper V - SECURITY ANALYSIS AND PORTFOLIO
MANAGEMENT
(Regulation 2012-13)
Time: Three hours SECTION A
Maximum: 70 marks
(5 x 3 = 15 marks)
Answer any FIVE of the following. 1.
(MBA305F12)
2016.
(Examination at the end of Third Semester)
Is there any differnce if the ranking according to these measures? If so, why?
4
F~XAMINATION, NOVEMBER
(a)
Systematic risk
(b)
Correlation coefficient
(c)
Bond duration
(d)
Moving Average Analysis
(e)
Feasible set of portfolio
(f)
Multi Index model
(g)
CML
(h)
APT.
SECTION B -
(5 x 8 = 40 marks)
1.
(a)
Answer ALL questions. 2.
3.
(a)
Define investments. Explain the characteristics and objectives of investment. Or
(b)
Calcualte the expected return and the standard deviation of returns for a stock having the folloiwng probability distribution of returns. Possible returns Probability (%) of occurrence
(a)
(h)
- 25
0.05
-10
0.10
o
0.10
15
0.15
20
0.25
30
0.20
as
0.15
of the stock. Or (b)
Define Bond and state the principles of the Bond princing theorem.
5.
(a)
Define portfolio and explain the process of portfolio management. Or
(b)
Define Markowitz model of portfolio analysis and selection and also list. out the limitations of the model.
"The first step is industry analysis is to determine the stage of growth through which the "industry is passing". Explain. Or "The Elliot wave theory is based on the principle that action is followed by reaction". Elucidate. 2
An IT compnay is currently pays a dividend of Rs. 5 per share on its equity share. The dividend is expected to grow at 6% per year indefinitely. Stocks with similar risk currenly arc priced to provide a 12% expected return. What is the intrinsic value
(MBA305F12)
6.
(a)
What is Capital Asset pricing model? List the assumptions of CAPM. Or
(b)
What are formula plans? Explain about different formula plans. 3
(MBA305F12)
(MBA305H12)
M.B.A DEGREE EXAMINATION, NOVEMBER 2016.
(f~xamination
at the end of Third Semester)
Paper V - INDUSTRIAL RELATIONS AND
EMPLOYMENT LAWS
(Regulation 2012-2013)
Time: Three hours
Maximum: 70 marks
SECTION A - (5 x 4:::: 20 marks)
Answer any FIVE of the following questions.
1.
(a)
Industrial disputes.
(b)
Benefits of workers participation.
(c)
Work committees.
(d)
Labour court.
(e)
Total disablement.
(f)
Strike vs. lockout.
(g)
Welfare officer.
(h)
Appropriate government.
SECTION B - (5
x 10
= 50 marks)
5.
(a)
Answer ALL questions. 2.
(a)
Act, 1!)48.
Explain the concept of industrial relations. What is the significance and objectives of a good Industrial relations?
Or (b)
How far is an employer liable for compensation to a workman injured by an accident arising out of an or in the course of his employment?
(a)
What are the information to be enclosed for the registration under the Trade Union Act, 1926?
Or (b)
;3.
(a)
Explain the structure of trade unions m detail. Define collective bargaining. What are the pre-requisites for the success of collective bargaining? Or
1.
(b)
How is the workers participation in management important? Suggest the areas where the workers participation is significant to company's growth?
(a)
Explain in detail the role of an arbitrator in resolving the disputes.
Enumerate the principal welfare facilities to be provided in the factory under the factories
6.
Or (b)
What are the conditions for the payment of Maternity Benefit under the Maternity Benefit Act, 1961?
Or (b)
Discuss the role of judiciary and its impact on industrial relations. 2
(MBA305H12)
3
(MBA305H12)
(MBA305M12) M.B.A. DEGREE EXAMINATION, NOVEMBER 2016. (Examination at the end of Third Semester) Paper V -
SERVICES MARKETING
(Regulation 2012-2013) Time: Three hours
. Maximum: 70 marks SECTION A -
(5 x 3 = 15 marks)
Answer any FIVE of the following questions.
1.
Write short notes on : (a)
Difference between goods and service.
(b)
Zone of tolerance.
(c)
Concept of service encounter.
(d)
Service quality management.
(e)
PZB (Parsuraman-Zeithamal·Bitner).
(f)
Myths about services marketing.
(g)
Market segmentation.
(h)
Product differentiation. SECTION B -
(5 x 8 = 40 marks)
Answer ALL questions. 2.
(a)
Define Services Marketing. Explain its meaning nature, scope and characteristics. Or
3.
(b)
Explain the concept of service marketing. Give a brief account of environment of service marketing.
(a)
Discuss the importance of the study of consumer behaviour in services marketing. Or
4.
(b)
What is market segmentation? Describe how market segmentation can be used for services.
(a)
Discuss various strategies for distribution for services .. Or
5.
(b)
Critically examine the pricing policies and strategies of a service company of your choice.
(a)
How can a service quality be ensur-ed? Explain the GAP model of service quality. Or
(b)
What are the determinants of service quality? How do they influence service business?
6.
(a)
-
"In every service failure, customers and employees are equally responsible" - Comment. Or
(b)
Describe customer relation management framework by taking a customer service as an example. SECTION C -
(l x 15
= 15 marks)
Compulsory - Case study Subway's marketing strategy in India. 7.
The Indian fast food industry is pegged at INR 20 billion with an expected annul growth rate of 40%. Several multinationals including McDonald's Domino's and Pizza Hut have established their presence in India. A new entrant is subway-leading Sandwich chain, which, with 16,900 outlets in Canada and the USA, has surpassed McDonald's branch strength in these two countries. World wide, it has a total of 22,361 restaurants, spread across 78 countries. Subway operates in India through a wholly owned subsidiary, subway systems India (subway). Subway increased the numbers of outlets in India to 200 by 2005. Subway sells a wide range of vegetarian and non-vegetarian sandwiches, which consumers can customize. To cater to Indian tastes, it also offers many Indian recipes such as paneer tikka, chicken tikka, chicken seekh kebab and spicy vegetable. In deference to Indian sentiments and sensibilities, the company does not use beef products in India. The preparation counters for vegetarian food are kept separate. What is special about subway outlets is that the orders are prepared right in front of the customers, with customer being able to even customize their·meal. They can choose the toppings, spices to be added etc. Speaking about the products that the fast-food chain sells, Chetan Arora, Business Development Manager, Subway systems India, say's, "There is no other fast food chain in India that serves the products we serve. Further, customer interaction is maximum at out stores as the customer can be involved at all stages of the sandwich making process, starting from choosing the. bread to the meat, the sauces, spices, and so on, which again is unique to us". Subway has adopted the franchising route to penetrate the market. Each store involves an investment of INR 4.5-6 million. It has an area of 700 sq.ft to 1,000 sq.ft with two sections-dine-in and takeaway counters. Justifying the move to use the franchising route. Fred Decuca, chairman and founder of subway said, "we have never compromised on quality and services. But you cannot be present in 70 countries to monitor this on a day-to-day basis. So we follow the franchisee route every where". The franchisee has to bear the cost of setting up the outlet. These include an initial franchise fee, and purchasing or leasing the equipment. The franchisee is also responsible for managing the restaurant and personnel. The franchisee should pay a royalty fee of 8% and 3.5% toward an advertising fund; in lieu, subway provides assistance in identifying the location for the outlet, in designing the store, in preparing the menu, in setting up operational systems, in conducting training programmes, and in carrying out periodic evaluation. On the pricing front, the prices range from INR 40 - INR 200 - depending on the recipe the customer chooses - 10-15% higher than its nearest competitor MC Donald's. But analyst are not sure about the company's premium pricing strategy. Mr. Aravind singhal MD of a retail management, consultancy firm, KSA technopack, commented, "As such, there is no negative perception about sandwichs in India. However, the premium pricing strategy for the product may have to be altered, keeping a price-conscious Indian consumer in mind". 2
(MBA305M12)
Subway has a unique arrangement to promote its brand. The advertising expenses of financed its brand. The advertising expenses of financed from a specially created advertising fund that is operated by Franchisers themselves. The Franchiser's contribute a certain percentage of the sales proceed to build the fund. They also promote the brand locally. The development of advertising campaigns is being looked after by Triton advertising agency. The main objectives of advertising campaigns are to attract customers to the outlet and also to project the image of the outlet as one that offers healthy and fresh food. Questions: (a)
"We have never compromised on quality and services. But you cannot be present in 70 countries to monitor this on a day to day basis. So we follow the franchisee route everywhere". Do you agree with this statement?
(b)
Subway has adopted a premium pricing strategy with prices 15% higher than those of its competitors. Do you feel that such a pricing strategy is appropriate for the price conscious Indian consumer market?
3
(MBA305M12)
