Final

1. BUS 251 SECTION 16
FINAL (25marks)
September 16, 2021 , 4:30 – 5:50 pm
1. Case: Read the following case and solve using the format 12.5 marks
In summer 2000 I left Switzerland for three months with the aim to take a film course in New
York. Even though I was used to travelling with others, this time I went alone which gave the
trip a somewhat adventurous flair. I had organized myself a place to live before I left home, but
didn’t know at all what was in store for me. As I arrived at the airport, I took a cab to Avenue C,
in the East Village of downtown Manhattan and was somehow shocked when the cabdriver
stopped in front of a totally battered door in a dark street. It looked like one of these muddy
gutters in the Bronx that I had seen on television. A little bit unconfident, I took my luggage and
went to the door. There was no doorbell therefore, I knocked. The door was opened by a
Peruvian man, who turned out to be Carlos, the landlord of the house. I was welcomed warmly
into the spacious living room, in which at least eight young people sat, having a small party.
The house turned out to be a very warm and friendly place where many international students
were renting their rooms. A middle-aged actor out of engagement was living there, too. His name
was Philippe, half Swiss half British, who had been living in New York already for several years.
I swiftly adapted to that house and I started to love the East Village immediately. It is a very
international part of the city, a truly cross-cultural place. Most of the inhabitants come from
Puerto Rico, but also a lot of African Americans and in addition, many people with an
extraordinary lifestyle, artists, musicians and actors are living there. For me, who was used to
very well organized and tidy Swiss mentality, it was a totally different way of life.
In the house, we cooked together many times and it was after one of these meals when Philippe,
the actor, started to bring the discussion to Switzerland. Being half Swiss, he was very interested
in everything that concerned the country and he was happy to have me there to talk to. At the
time, the big discussion in the media about Switzerland’s behavior in the Second World War was
an ongoing issue. Ed Fagan, an American reparations lawyer, had sued the Swiss banks on behalf
of Holocaust victims. The Swiss banks settled the claims outside of the court, agreeing in a
payout of 1,25 billion US-Dollars for the Jewish descendants. Since New York is known for
having a big Jewish community and because of the numerous reports in the US-media, the issue
was an ongoing discussion in the City.
Philippe started the conversation with the focus on the dubious role of the Swiss banks. He
argued that the banks were to blame for the destiny of many Jewish descendants who had to start

2. a new life in the United States without any money. In his point of view, the banks had
deliberately avoided any confrontation and had wanted to hog insurable values for themselves.
Since at that time the discussion in Switzerland had already turned into an overflow, I was not
very much interested in a profound conversation. However, I tried to explain my point of view
and made the mistake not to admit immediately the guilt of the banks. I actually wanted to make
clear that there were many other factors that led to this behavior.
Of course, Philippe just wanted to make his point clear but he actually started to blame the whole
Swiss society for being very greedy for money. I felt deeply offended by that and finally
committed myself to the argument. But at this point a normal discussion was not possible any
more. The two of us got really angry at each other. I tried to vindicate my country like a defense
lawyer standing in front of a court. At one point Philippe asked why I was feeling so offended by
that discussion and at that point I stopped and went angrily into my room.
Laying on my bed, I still felt very insulted and sad. But after a while I started to reconsider the
issue. Actually, Philippe was right asking why I felt offended, because I couldn’t find a reason
myself. In fact, I didn’t agree at all with the behavior of the Swiss banks concerning the insurable
values from the time of the Second World War. What made me angry was the fact that the whole
international press was picking at Switzerland like it was the only country who ever did
something wrong. At the time, Switzerland had reacted already on the international critics. The
Swiss government had installed the Independent Commission of Experts to bring light into the
Swiss past. But this fact hadn’t made it into the headlines of the international press.
3. Cover Letter 12.5 marks
(Use the complete letter format for CL and give information based in the following information.
Check the ‘COMPETENCY’ section to connect details and ‘INTRODUCTION’ to understand
the values of the organization.)
Marketing Manager- HungryNaki
Daraz Dhaka,Dhaka, Bangladesh
Full-time·Associate
1,001-5,000 employees·InformationTechnology&Services

3. Job Description
General Purpose
To develop, establish and maintain marketing strategies to meet organizational objectives. Effective
management of the marketing, advertising and promotional activities of the organization.
Responsibilities
 Manage and coordinate all marketing, advertising and promotional staff and activities
 Conduct market research to determine market requirements for existing and future
products
 Analysis of customer research, current market conditions and competitor information
 Develop and implement marketing plans and projects for new and existing products
 Expand and develop marketing platforms including social media platforms
 Manage the productivity of the marketing plans and projects
 Monitor, review and report on all marketing activity and results
 Determine and manage the marketing budget
 Deliver marketing activity within agreed budget
 Report on return on investment and key performance metrics
 Create marketing presentations
 Liaise with media and advertising
 Collaborate with the sales function
 Monitor industry best practices
Requirements
 Bachelor’s in Marketing from any reputed University with excellent academic
background
 Minimum 3-5 Years of experience in related field
 Experience in all aspects of developing and managing marketing strategies
 Technical marketing skills
 Proven experience in customer and market research
 Relevant product and industry knowledge
 Strong interpersonal and communication skills
 Digital marketing skills
 Experience with relevant software applications
 Strong leadership skills
 Strategic and critical thinking skills
 Data analysis and management
 Problem analysis and problem-solving
 Proficient in MS-office package

4. Benefits
As Per Company Policy
Application Deadline: 21st
November, 2021
About Daraz
Daraz is the leading online marketplace in South Asia, empowering tens of thousands of sellers to
connect with millions of customers. Daraz provides immediate and easy access to 10 million products
in more than 100+ categories and delivers more than 2 million packages every month to all corners
of its countries. Daraz is a mall, a marketplace and a community for its customers. It is also a
university for entrepreneurs, and every month it educates more than 5,000 new sellers on e-
commerce operations. To overcome the logistics challenge in its markets, Daraz has built its own
logistics company specifically designed for e-commerce operations - Daraz Express (known as DEX) -
to raise the standards for the industry. Daraz is also helping existing and new logistics providers
digitize. In 2018, Daraz was acquired by Alibaba Group, and is proud to carry its part of the mission
to 'make it easy to do business anywhere in the era of the digital economy'. As part of the Alibaba
ecosystem, Daraz is leveraging Alibaba’s global leadership and experience in technology, online
commerce, mobile payments and logistics to drive growth in its markets.