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INTERNAL ASSIGNMENT APPLICABLE FOR DECEMBER 2019 EXAMINATION
Business Ethics, Governance & Risk
1. India's water crisis is often attributed to lack of government planning, increased corporate privatization,
industrial and human waste and government corruption. In addition, water scarcity in India is expected to
worsen as the overall population is expected to increase to 1.6 billion by year 2050. Can you recommend
two policy changes with details of how this will address the water crisis issue for increasing population of
India in an ethical manner. (Your answer must have logical points that make sense. Do online research to
find solution to the water problem) (10 Marks)
2. Protecting data privacy is urgent and complex. This protection is necessary because of the all-
pervasive, technology-driven and information-intensive environment, typical of today’s corporations.
Multiple risks involved in data management is propelling information/data protection to the top of the
corporate management agenda. What according to you are the two ethical risks faced by the business in
relation to data
protection and can you choose and explain any two Data Protection Principles applicable to businesses in
India? (10 Marks)
3. In Chandrapur, renamed the coal city, Western Coalfield Ltd’s (WCL), a public sector coal mining
company’s, overburden dumps are located very close to the river beds. The Mana and Lalpeth mines,
especially, have dumped so much over-burden in the Irai river that the river-bed has risen by several
meters. Coal mining so close to rivers may also cause damage to the mines themselves. During heavy
rains river water enters the mines even now, making coal extraction very difficult. The move to allow coal
mining activities up to 250 meter from river banks has angered environment groups, especially in
Vidarbha, an area currently reeling under floods, and where major rivers like Wardha and Irai are already
heavily polluted because of coal mining. If the mines are moved closer, such incidents will rise, posing
danger to mine workers. WCL will also incur losses. Mining has also adversely impacted river fauna. The
forest land is turning into a desert and the wild life, specially tigers are disappearing. Somehow we have
failed to intelligently sustain and manage the resources of nature, the primary source of all supply chain.
a. Do you think environmental sustainability is an ethical principle? Elaborate on any two
issues/principles involved in environmental ethics. (5 Marks)
b. How can business embed environment protection/sustainability within overall business strategy?
Elaborate on any two critical ideas/processes/steps.
Customs Shipping and Insurance
1. Your management wants to give an induction to the newly joined staff in Import Export dept. Your
boss asked you to prepare a write up on the customs tariff giving details of number of sections, chapters,
in a simple language to train the new staff. Please give a nice write up explaining the chapters, sections
etc. (10 Marks)
2. Your friend is a merchant exporter trading many items, and export them to various countries, He has
received an order for export consisting of many electronic items manufactured by multiple manufacturers.
They are very sensitive products and damage prone also. The total number of boxes is around 2000 and
are of assorted sizes. He is seeking your advice on the method of export i.e. whether to get the containers

to his warehouse and load them or to take all boxes to the port and get the container stuffed. With your
knowledge and experience please give a valuable suggestion to your friend and explain the reasons for
your options. (10 Marks)
3. One of your imported cargo got cleared from the customs and enroute your factory the truck got
completely wet due to heavy rain in spite of the truck covered with tarpaulin. Your quality control dept.
inspected the cargo at the factory and rejected the same. Now You need to recover the entire cost from the
insurance. Your boss advises you to sell the cargo in scrap and claim insurance immediately.
a. Is it right to dispose the cargo before insurance survey? Please explain to the management the process
of insurance claim as undue pressure on you will not work (5 Marks)
b. Please explain the documental procedure to file a claim to your management so that you will get some
time to complete the process
Customer Relationship Management
1. In your opinion what differentiates the relationship you share as a customer with your hair stylist
versus the sales person at a huge departmental store? How can the relationship be classified and what
aspects contribute to it? (10Marks)
2. As a marketing professional, which phase of data analysis requires your most attention and why? (10
Marks)
3. Snigdha is the Campaign Manager in Unexplored Destinations Tours & Travels Pvt. Ltd. She is
responsible for running successful campaigns so maximum tours are booked with their organization. She
is handling a relatively raw team and needs to handhold them to achieve the objectives.
a. The team needs an overview of campaign management. How can Snigdha explain the same to her team
in an effective manner? (5 Marks)
b. What different kinds of campaign can they run in order to achieve the organizational objective?
Consumer Behavior
1. What are the steps in the consumer decision-making journey? Describe your decision-making journey
for the following products: (10 Marks)
(a) Luxury Watch
(b) Breakfast Cereal
(c) Protein Shake
2. What is Just Noticeable Difference? Brand A has decided to increase its price by Rs. 2, the j.n.d for this
product category has been found to be Re 1. Brand B has made changes to its product formula to make it
last for 4 days more, the j.n.d for this product category has been found to be 3 days. Explain the
implication of j.n.d for Brand A and Brand B?
(10 Marks)
3. a. In context of Consumer Personality, what is the Self-Concept? Explain the 4 types of Self-Image. (5
Marks)
b. Explain the 4 elements of Consumer Learning with an example.
e-Business
1. Digital payments transaction value is growing 3,000 times to Rs. 1,638 lakh crore in just 15 years.
Along with this the constantly nagging frauds threaten the Digital India initiative. India has consistently
recorded thousands of digital transaction frauds worth Rs.1 lakh or more in each of the last three financial
years. With regard to ATM / Debit card, Credit card and Internet banking transactions of over Rs.1 lakh,
there were 1,367 frauds reported in FY 2016-17; 2,127 frauds in FY 2017-18; and 1,477 frauds in FY
2018-19. Digital payments frauds make up for a significant portion – up to half – of all bank fraud cases.
You have been appointed as a Chief Security Officer (CSO) in a leading bank in India to help tackle the
issue and inform customers on safety practices to follow during online transactions. What are the certain
measures that you will undertake to prevent an online fraud in a bank?

(10 Marks)
2. There are around 20,000 people working in the online pharmacies (e-pharmacies), in around 10 online
pharmacy firms in the country. Netmeds.com, one of the largest e-pharmacies with claims of more than
3.7 million customers in over 610 cities and towns. The market size of e-pharmacies was approximately
$512 million (Rs 3,500 crore) in 2018. It is predicted that there will be a compounded annual growth rate
(CAGR) of 63 per cent which will reach $3.6 billion (Rs 25,000 crore) by 2022. Explain the entire supply
chain management process for managing the supplies of medicines by online pharmacies. (10 Marks)
3. Every year an increasing number of students and working professionals take to their computers and
access education through online or distance learning programmes to enhance their skills. By leveraging
technology and high-quality educators, organizations aim to move closer to democratising education at all
levels. And, looking at trends, the number of people adopting online education platforms is expected to
increase significantly in the near future. As per a recent report released by KPMG India and Google,
Online Education in India 2021, the market for online education in India is expected to witness a
magnificent growth of eight times in the next three years, i.e., from USD 247 million in 2016 to USD
1.96 billion in 2021. Such high growth in online education market is projected to be the outcome of
increased number of paid online education users from 1.57 million in 2016 to 9.5 million in 2021.
Organizations are using innovative ways of engaging with students. A University recorded higher rates of
student renewal after adopting social media (from 60 per cent to 83 per cent). Engagement with students
can take place with platforms like Lurningo which allows students to post queries and encourages
interaction in the form of responses and explanations. It rewards the most relevant response in the form of
‘bonus points’ or ‘LurnPoints’ given by the faculty or instructor. Social platforms specially used by
colleges to reach students can be made interesting. Use of gamification, artificial intelligence and machine
learning can help students learn and access the platform on the basis of their needs and learning abilities.
Apart from Facebook and WhatsApp groups, and in-house apps like these, Google platforms like Sheets,
Docs and Slides are also popular with both students and faculty. a. What are the major drivers that have
resulted in the growth of this sector in India? Will online education replace tradition face to face learning?
Justify your standpoint. (5 Marks)
b. What are the different ways in which online education organizations’ can use technology to make
learning more engaging? Will using these technologies improve learning outcomes? (5 Marks)
Corporate Finance
1. Assume that ABC Ltd has equity share capital of ₹15,00,000 divided into shares of Rs150 each. The
company wishes to raise additional total capital of ₹6,00,000 for expansion through ₹3,00,000 in equity
shares and ₹3,00,000 in debts at 10%. The EBIT of the company is ₹3,00,000 and tax rate is 50%.
Calculate EPS. Suggest what will happen to EPS if entire capital was raised through debts. (10 Marks)
2. Alpha Ltd is expecting an annual Earnings Before Interest and Tax of ₹1,50,000. The company had
10% debentures of ₹ 5 Lakhs. Calculate the overall cost of capital of the firm if the cost of Equity is 12%
assuming NI approach in the calculation. Suggest what happens to the value of the firm when more
debentures are issued. (10 Marks)
3. Mr. Mehta works as a Management Consultant in XYZ Ltd and his role involved analyzing capital
investment projects. His manager asked him to analyze project X which involved capital investments of
₹10,00,000 and the cost of capital of 12%. The projects net cash flows are as follows:
Years
1
2
3
4
5
Cash Inflow
20,000

30,000
40,000
45,000
50,000
Calculate:
a. Net Present Value of the project and suggest whether project is to be accepted or not. (5 Marks)
b. Internal rate of return and suggest whether project is to be accepted or not (5 Marks)
Compensation & Benefits
1. SYNTAX is a newly set up start up in India which is operating in financial services sector. The
company’s product is meant for a regular salaried person who has a burden of paying income tax
annually. With the use of technology and innovation, SYNTAX has helped customers share this burden.
The company is going for a recruitment drive as it plans for domestic expansion. You are an HR Head of
SYNTAX and you suggested top management to offer such pay packages which will be a balanced
combination of direct and indirect compensation. Which indirect compensation components will you
include for a position of Regional Head, Business Development? (10 Marks)
2. VEDANT Ltd is an upcoming IT firm in Mumbai specializing in software for educational institutions.
The company is planning to formulate the compensation strategy to attract and retain the talent in its
organization. You are hired as a consultant by VEDANT Ltd and you are required to give the structure of
compensation strategy to the company. How will you structure the compensation strategy for VEDANT
Ltd? (10 Marks)
3. STRIKE 10 is a newly set start up in Bengaluru. The startup is operating in online trading of sports
merchandizing. The company is planning to start an Individual Performance Pay program to motivate the
employees to come up with higher performance levels. You are an HR Manager of STRIKE 10. In this
background, answer the following:
a. Will you consider Individual Spot Awards? If yes, why? (5 Marks)
b. Which spot awards will you give? (5 Marks)
Brand Management
1. The market size of India’s beauty, cosmetic, and grooming market is expected to reach $ 20 billion by
2025 from the $ 6.5 billion, with the rise in disposable income of the middle class and growing
aspirations of people to live a good life and look good. This was surely a huge opportunity for Nivea
brand in India. The 120-year old, Hamburg (Germany) based Beiersdorf has often been credited for
meticulously building the Nivea brand into the world's number one personal care brand. According to a
survey conducted by A C Nielsen in the late 1990s, the brand had a 15% share in the global skin care
products market. While Nivea had always been the company's star performer, the 1990s were a period of
phenomenal growth for the brand. By successfully extending what was essentially a 'one-product wonder'
into many different product categories, Beiersdorf had silenced many critics of its umbrella branding
decisions For year ended December 2017, Beiersdorf surpassed HUL in the deodorants segment for the
first time, with an 8.7% share of the urban market, compared with HUL’s Axe that had 7.7% share. A
year ago, HUL’s share was 8.3%, versus Nivea’s 7.1%. Since 2011, Nivea India has been the fastest
growing affiliate within Beiersdorf’s operations. “In all the segments that Nivea has entered, it has gone
from being an insignificant brand into one of the top three brands in the category,” said Rakshit Hargave,
SVP for Beiersdorf India and Sub-Saharan Africa. “In 2016, Nivea has outgrown the category by three
times and has been able to beat market sluggishness in the December quarter.”
(Source:https://economictimes.indiatimes.com/industry/cons-products/fmcg/we-are-market-leader-in-
some-sectors-against-the-mighty-hul-nivea/articleshow/57678531.cms
Source:https://www.oreilly.com/library/view/marketing-management-
indian/9789352861859/xhtml/chapter011.xhtml)

Evaluate the positioning of Nivea and discuss how the positioning strategy has led to the brands success.
(10 Marks)
2. Iconic US superbike maker Harley-Davidson is planning to launch a mid-size motorcycle in the 250-
500 cc range for emerging markets as it eyes major gains in India and plots to challenge Royal Enfield’s
leadership position. Harley-Davidson will be addressing this fast-growing segment through a strategic
alliance with a manufacturer in Asia after a tieup between TVS and BMW and one between Bajaj Auto
and Triumph Motorcycles. Announcing new mid-term plan till 2027 named ‘More Roads to Harley-
Davidson’, the US giant said it is developing small-displacement (250-500 cc) bike for Asia’s emerging
markets through a strategic tie-up with a manufacturer in Asia. This new product and broader distribution
is intended to fuel Harley-Davidson’s customer access and growth in India, one of the largest, fastest
growing markets in the world, and other Asia markets,” the company said in a statement. Harley-
Davidson plans to offer its most comprehensive lineup of motorcycles, competing in many of the largest
and fastest growing segments with a full portfolio across a spectrum of price points, power sources,
displacements, riding styles and global markets.
Source:https://economictimes.indiatimes.com/industry/auto/auto-news/with-india-in-focus-harley-
davidson-to-come-out-with-250-500-cc-bike/articleshow/65200522.cms
Examine the brand personality of Harley-Davidson and its relevance in a promising market like India. (10
Marks)
3. In the increasingly competitive environment of business, the development and launch of new products
has become an important competitive tool. In a crowded marketplace, there is greater need for
differentiation; in markets that are stagnant there is pressure to create excitement. The Dove brand started
its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. With its patented blend of
mild cleansers and ¼ moisturizing cream, it is #1 Dermatologist Recommended brand in the US. Today
apart from its moisturizing soap, Dove has extended the brand by launching many new products like:
Body Washes, Hand and Body Lotions, Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair
Styling products. In India, Consumer goods major Hindustan Unilever launched a brand of soap in 1990s
that was considered expensive, frightfully expensive, for the times we lived in. For about Rs 30 for a bar,
it was nearly twice as expensive as any toilet soap brand that was then sold in India. Dove did what it
does best all over the world - not use supermodels to endorse the brand. Rather it got real women who
used the product to give testimonials of their experience with the brand. In India, Doves brand team in the
1990s decided to adopt the same line of thought for the Indian market too. In some ways the brand was
the opposite of Lux, the beauty bar of film stars. Dove showed beauty in ordinary people. Dove extended
to shampoos in 2007, the brand decided to take the similar route. However, this time around user-
generated content had started becoming very popular. HUL tied up with online service providers and even
took content generation offline. Camera crews in Mumbai, Delhi and Bangalore asked women questions
on hair care. In less than two weeks about 1,000 minutes of video footage was recorded and uploaded on
popular portals. In a span of 9 days, over 250 women were interviewed and 1,000 minutes of footage
recorded. This content when uploaded online elicited a huge response and according to HUL took the
online involvement of consumers to a new high. Then talking about damage to hair in the daily routine of
real women like how staying in an air-conditioned environment strips hair of moisture and so on, were
highlighted. Not willing to give its damage care expert image to the competition, Dove has even extended
rapidly into hair conditioners and hair masks.
(Source:https://economictimes.indiatimes.com/the-secret-of-doves-
success/articleshow/5095968.cms?from=mdr)
(Source : https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3123594)
a. Evaluate the brand extension strategy of Dove. (5 Marks)
b. What are the reasons for the success of Dove in other categories and the potential benefits to the parent
brand? (5 Marks)
Cloud Computing

1. You are a consultant to a not-for-profit organization (aka NGO), which is looking forward to
implement cloud ERP called ERPNext. You are asked to provide the recommendation with justification
on the choice of cloud deployment model and cloud service model. You can make suitable and realistic
assumptions, if needed but you will need to mention them explicitly. (10 Marks)
2. A large manufacturing company has decided to adopt cloud for its sales department. However, it is
apprehensive about storing customer data in the cloud. The CEO has invited you to brief her on specific
security challenges the company would face. (10 Marks)
3. “This is simply ridiculous!” Mr. Manas Gupta couldn’t control his anger when Ms Sai Lokhande tried
to explain the rationale behind steep increase in subscription fee for their CRM SaaS solution. Mr. Gupta,
Sales Head for Acme Water Solutions Pvt Ltd, was instrumental in subscribing to CRM SaaS solution
provided by the company owned by Ms Sai Lokhande two years back. Ms Sai Lokhande had quoted very
competitive subscription price at that point of time. It took almost six months for Acme Water Solutions
to get solution configured for their needs at the end of which users were happy using the solution.
When Mr. Manas Gupta flatly refused to paying any additional price, Ms Sai Lokhande got up from her
chair and started leaving the cabin of Mr. Gupta. However, while leaving, she reiterated the need for
increase in price and commented that her company will need to switch off the running solution if they
don’t receive revised subscription fee at the stipulated date. After Ms Sai Lokhande left the cabin, Mr.
Gupta figured out that it would not so easy to simply switch to another CRM solution in available time.
He suddenly realized that he has got into a vendor lock-in with this CRM solution.
a. How cloud CRM vendor could create vendor lock-in for the company? (5 Marks)
b. What can company do to reduce vendor lock-in? What are the lessons learned? (5 Marks)
B2B Marketing
1. Lay down the Business buying process of a company that deals in books of fiction and sells them to
book retailers. (10 Marks)
2. McKinsey provides consultancy services to large and medium size organizations. Should it go for
skimming price method, penetration pricing method or going rate method? Please provide with reasons to
do the same. (10 Marks)
3. SK Enterprises which manufactures Audio systems for Retail market in consumers is now planning to
make audio cum navigation systems for the B2B market for Automobiles with various price points and
sizes. As the sales and marketing manager, how would you
a. Devise a marketing- communications and PR strategy to create awareness for the new product in the
segment (5 Marks) b. How would you decide the segmentation, targeting and positioning strategy for the
product in the B2B market? (5 Marks)
Emerging Technologies: IoT, Augmented Reality, Virtual Reality
1. The manufacturing sector in India, is going smart. A labour intensive process of manufacturing goods
has now transformed itself using technology to boost productivity and save costs. Manufacturing 4.0 is
about automating core processes to improve quality and stay competitive. Consumer goods makers have
adopted internet of Things (IoT) to track processes and deployed robots on the shop floor. With the help
of an example manufacturing company explain how it has used IoT and augmented reality on its shop
floor. (10 Marks)
2. Virtual Reality (VR) provides immersive experiences to simulated worlds and interactive how-to
guides to revitalized experiences. Marketers are using VR to offer their customers a magical wonderland
for marketers looking to offer their customers something more. With the help of an example, discuss how
organizations are using VR to their advantage and engage better with customers. (10 Marks)
3. Internet of Things (IoT)-enabled devices have made remote monitoring in the healthcare sector
possible, unleashing the potential to keep patients safe and healthy, and empowering physicians to deliver
superlative care. It has also increased patient engagement and satisfaction as interactions with doctors
have become easier and more efficient. Furthermore, remote monitoring of patient’s health helps in

reducing the length of hospital stay and prevents re-admissions. IoT also has a major impact on reducing
healthcare costs significantly and improving treatment outcomes. IoT is undoubtedly transforming the
healthcare industry by redefining the space of devices and people interaction in delivering healthcare
solutions. IoT has applications in healthcare that benefit patients, families, physicians, hospitals and
insurance companies. The healthcare industry is rapidly adopting new-age technologies such as Machine
Learning and Artificial Intelligence to improve access and outcomes, especially in rural areas. In this
scenario, it is the responsibility of businesses to ensure that the technology acts with responsibility and
transparency. In recent years, India has seen increased IoT adoption in education, governance and
financial services. IoT Technology has made it possible for doctors to see and interact with patients who
are located far, with smart login devices. The patients’ medical data and case history are automatically
transmitted to the doctor for analysis. (Source:https://www.analyticsinsight.net/iot-healthcare-exposed-
serious-cyber-attack-risk/) a. What are the potential cybersecurity challenges in using IoT in healthcare?
(5 Marks)
b. Enlist a few areas in which IoT can be used in healthcare. Identify the benefits of using IoT in
healthcare in a developing country like India. (5 Marks)
Enterprise Resource Planning
1. Fresh milk startup Country Delight has raised $7-10 million in a Series B funding round led by venture
capital firm Matrix Partners. The company claims to source milk directly from the farm, eliminating the
middle men and allowing farmers to earn a premium. It also invests in cold chain and quality testing
infrastructure at the farmer’s location. The company offers other milk-based products including paneer,
curd and ghee through its mobile app. This company wants to implement an ERP package to streamline
its processes and manage its relations with the customers. As an ERP consultant highlight three modules
you would recommend Country Delight to implement. Justify your standpoint.
(Source: https://www.livemint.com/companies/start-ups/country-delight-raises-funding-in-round-led-by-
matrix-partners-1548182312046.html) (10 Marks)
2. For more than 50 years, Everest Spices has helped cooks create tasty dishes with its range of pure and
blended spices. As one of India’s leading spice brands, Everest Spices strives to run efficient processes to
help ensure that prime-quality products reach customers fresh from the factory. However, with multiple,
disparate systems it was difficult to gain the visibility required to monitor the company’s operations
effectively. To address this, Everest Spices decided to deploy an intelligent ERP solution to support
integrated processes and provide real-time insights across the company. What are the factors the Everest
Spices must keep in mind during ERP vendor selection? (10 Marks)
(Source:https://www.sap.com/documents/2018/12/4416850c-2d7d-0010-87a3-c30de2ffd8ff.html)
3. A leading school in Mumbai, with an 86-year old leading Education Network teaching over 70000
students across India planned to implement an ERP package. This institute has 200+ work locations
spread across 8 states and employs 4500+ employees across the country. The institute emphasizes on the
use of technology in teaching in all their schools, with state-of-the-art computer labs and interactive
boards installed in classrooms. Due to its effective use of technology in education, this Education Group
was awarded the "best ICT enabled school" in all of India. With the geographically dispersed staff, the
Group was looking for a comprehensive and integrated solution that would connect their growing network
of schools, standardize and automate their business operations and help them get a better control over
their operations. Some of the key challenges that were faced by this institute were manual maintenance of
HR and Payroll related activities via excel sheets. Lack of centralized HR, Poor data and operations
management across geographically scattered locations. There was a lack of employee self-service, lack of
an integrated and comprehensive recruitment and talent management suite. Data regarding the employees
was scattered and employee data was not integrated with core HR processes.
(Source:https://media.featuredcustomers.com/CustomerCaseStudy.document/ramco-systems_podar-
education-network_None.pdf) a. Explain the functionalities of HR module that help mitigate the

challenges faced by this group? (5 Marks) b. What are certain challenges that the group could face while
implementing the ERP package? (5 Marks)
Fundamentals of Big Data and Analytics
1. The Healthcare industry is inundated with massive volumes of data generated each
minute. With the adoption of electronic health records, mobile health apps and wearable
technologies this is poised to increase dramatically over the next few years. Predictive analytics is used to
analyze current data to predict future using data mining, statistics, modelling, artificial intelligence, and
machine learning. It helps enhance various aspects in the healthcare segment. These include patient care,
chronic disease management, supply chain efficiencies, and hospital administration. Explain predictive
analytics and its importance in the healthcare industry. With the help of a suitable example elaborate how
patient data can be used for preventive healthcare. (10 Marks)
2. Every business today, needs to be on social media be it a small independent store to a large multi-
national brand. Merely having a presence on social media is not enough, an organization has to measure
the success of the posts and use various strategies to develop better campaigns. Social media analytics is
needed to regularly spot trends and see what's working. Explain how an Indian organization has used
social media analytics to its benefit
(10 Marks)
3. Sports over the years have become extremely competitive — today, the scenarios are so intense that a
minute can completely flip the course of a game. And in order to stay one step ahead of the rivals, sports
teams are opting to analytics. And it is not only because of the competitive pressure but also because of
fans base who seek detailed information about players, their performance and the reason why the team
won or lost. Simply put, sports analytics is the practice of applying data gathered from a player’s or
team’s performance under different circumstance for better decision making and improving performance.
It can also be used to understand and maintain a team’s fan-base and capture the eye of investors. Sports
analytics is not a very new concept, though — it has been around for quite some time. However, the
recent advancements in data collection and management have expanded its role significantly. (Source:
https://www.analyticsindiamag.com/why-sports-analytics-is-more-than-just-a-numbers-game/)
a. Select an Indian Premier League (IPL) team of your choice and elaborate on how it used analytics to
strategize its game. (5 Marks) b. How can analytics be used in sports to understand fan preferences and
predict the winner of the game? (5 Marks)
Financial Institutions and Markets
1. You are appointed as a Senior financial research analyst in a reputed firm. Your manager asks you to
advise him on the different ways to test market efficiency. Discuss the ways for testing market efficiency
which will help the firm’s investment to earn excess returns. (10 Marks)
2. Mr. Prakash wants to start up his venture. He has no idea about the investment stages which forms the
building block for the start-up business and therefore, seeks help from his financial advisor Mr. Sharma.
Discuss the three stages of venture capital financing to Mr. Prakash (10 Marks)
3. Ms. Sunita, after completing her graduation, has recently joined a bank. With a steady income now and
good growth prospects for her career, she intends to save regularly and increase the amount of savings
gradually over the years. Her colleagues in the bank have advised her investing in Mutual Funds (MFs),
as a suitable option for her. However, Ms. Sunita is not at all familiar with MFs and has some queries
such as:
a. What are mutual funds and why should she be investing through mutual fund? (5 Marks)
b. What are the various types of mutual funds? (5 Marks) Prepare a detailed answer for her queries.
Industrial Relations & Labour Laws
1. Bikram has been with Trackon International in the production department for 10 years. The company
grew with leaps and bounds and management changed. The new management brought in a lot of new

rules, which the labours were not very happy with. Bikram decided to bring the labour under one flag and
decided to have a trade union started for more organized efforts towards settlements. Please elaborate on
the duties of a trade union and process of registration of a trade union in India. (10 Marks)
2. Jamshed is about to retire from his position of the union leader at Raycon Industries. The company is
one of the largest textile companies in the country and operates 3 different strong trade unions. Jamshed
has been leading his ‘balwaan union’ for 7 years and thought that he must get a new leader now. While he
is handing over the charges to Chandrakant, he gives a tip ‘collective bargaining is the mantra to succeed
without losing a working day’. He also has a long chat with Chandrakant giving him some tips about the
gravity of holding bargain power. In light of this case, please list down factors that have an effect on
bargaining power of a party in collective bargaining. (10 Marks)
3. Pranjal was working on a project with an NGO for spreading awareness about various labour laws
among the workers of different factories which were situated in a deeper area in her state. Those workers
were mostly uneducated and were not aware of their own rights in many places. Her group decided to
speak about Health, Safety and welfare as their theme. Pranjal decided to speak about two issues
Employment of women in factories and an overall awareness about objectives of factories act. Please
answer following questions in light of the case. a. List various restrictions towards employment of women
under section 66 of factories act. (5 Marks)
b. Please list down in short, objectives of the Factories Act, 1948. (5 Marks)
Integrated Marketing Communication
1. You are the owner of a Fashion Jewellery store. You have planned an end of season sale. How would
you use sales promotion tool to make the sale a success? (10 Marks)
2. You are the brand manager of an FMCG Hair company and your company is launching a new hair oil
which is good for colored hair. Explain the Integrated Marketing process you will use to launch the
product? (10 Marks)
3. Case Study
Alia Bhatt – Brand Ambassador Uber Eats
You are Brand Manager for Uber Eats. You have tied up with Alia Bhatt as the Brand ambassador.
a) Think of an interesting active integration of Uber Eats in the next Alia film. (5 Marks)
b) How would you leverage Alia Bhatt to promote your brand? (5 Marks)
Insurance & Risk Management
1.Mr. Rohan is appointed as the risk manager in a reputed insurance firm. Discuss the strategy on how he
could mitigate risk using different technique of risk management. (10 Marks)
2. Sheetal and her husband are working in a reputed multinational company. They both are well settled
and are maintaining a decent lifestyle. Since they are working for the private company, their parents asked
them to buy a retirement plan which can compensate their lifestyle even
after their retirement. Assume yourself to be sheetal’s insurance advisor. Discuss the three broad steps
which you will consider for managing their retirement Plan. (10 Marks)
3. Which method of premium calculation would be used in each of the below cases:
a. Same rate of premium is charged from individuals under the same situation (5 Marks)
b. Method frequently used by commercial fire insurance companies (5 Marks)
International Business
1. The World Economic Forum publishes the Global Competitiveness report annually which ranks
nations across 12 pillars of global competitiveness. Develop a regional Asia-Pacific Outlook for a
minimum of 5 economies in the region. (10 Marks)
2. You are travelling to an African country (select one) and your colleague recommends you to visit the
website of Centre for Intercultural Learning. Collect information and prepare a brief write-up on the

cultural characteristics affecting workplace conduct in the selected African country and compare it with
the Indian culture (10 Marks)
3. In late 1990s, Levi Strauss, the iconic jeans brand decided to restore its lost sales through a shift in
strategy. They decided to allow the national managers to adapt the product offers and re-work on the
marketing strategies. The products were re-designed for physical differences. Regional flavor was given
to the advertisements especially when around 60% of the business started coming from emerging markets.
a. How does the brand Levi demonstrate the globalization of markets. Identify 5 such Indian brands who
indicate the same global phenomenon. (5 Marks)
b. Do you think that this strategy will continue to work in future? Identify 5 global brands that practice
standardization? (5 Marks)
International Banking and Foreign Exchange Management
1. A dealer has the following position in GBP against INR:
Spot – GBP 20 million Long
Three months forward – GBP 20 million short
The spot was executed at an average rate of 100.50 and the forward rate was 100.75.
The dealer now wants to close his position. If the prevailing swap quotes are as follows, what is the
profit/loss in squaring off his position?
GBP/INR Spot: 100.6510/100.6530
3-month Swap: 9135/9170 (10 Marks)
2. Mr. Mehta was a businessman and was planning to expand his operations to other countries as well but
he was not very sure about the forex market and also how his business would get affected by various
factors. He decided to meet a bank manager who can help him understand these factors. If you are the
manager help him understand the various factors that would cause the fluctuation in the exchange rate
which may affect his business as well. (10 Marks)
3. Neha has completed her MBA and has joined the Treasury department of a bank. During training her
manager explained her that any open currency position may give rise to exchange rate risks. If the dealer
leaves this position unhedged, he carries the risk that the exchange rate might turn adverse the next day.
He wanted her to prepare report on:
a) Position limits on a currency that a dealer can carry during regular trading hours. (5 Marks) b) Position
limits on a currency that a dealer can carry over to the next day up to this limit. (5 Marks)
International Marketing
1. Due to US President Donald Trump’s policies it is becoming difficult to export steel components to
US. You are a big exporter of auto components to the US. Hence you want to evaluate setting up a new
Plant in America and also explore option to expand in that market. Evaluate whether you would like to set
up Plant in the US or Mexico on basis of International Business & Marketing Environment parameters to
come to a decision. Both countries are now part of NAFTA agreement. (10 Marks)
2. You are the CEO of a FMCG company and wish to enter China. You have a strong global brand.
Evaluate any 3 entry options to enter into China. Which of the market entry options would you finally
choose & why? (10 Marks)
3. The LEGO toys market has strong growth and reasonable volume in India. The Toy market is
dominated by Mattel and many smaller Indian players in this segment. Mattel enjoys a 30-50% higher
pricing compared to other leading Indian brands. As LEGO you have decided to enter the Indian market
in India in a big way either by setting up own manufacturing.
a) Suggest what would be your pricing strategy for the Indian market. (5 Marks)
b) Suggest the possible brand positioning for your LEGO Toys. (5 Marks)
Manpower Planning, Recruitment and Selection

1. Explain the concept of quality of work life. Give an example of your own work place/ any other where
you think initiatives for quality of work life of employees are taken. Elucidate the initiatives. (10 Marks)
2. Manpower planning is an essential function in organizations. While it may not always lead to a positive
process, it sometimes leads to actions such as corporate restructuring.
Do you think corporate restructuring has become rampant? Give any one industry example. What are your
views on corporate restructuring in the light of advanced technology, IoT and artificial intelligence? (10
Marks)
3. Greencloud is a reputed Air Conditioner manufacturer for more than four decades now. They recently
came up with a new design in air conditioners which could be moved from one place to the other. During
the installation of one of such air conditioners, the customer service agent encounters a conflict on
installation of a particular part with the customer. The customer happens to prove himself right and
produces an evidence of the e-catalogue he had referred while buying from the e-commerce website. On
asking the agent about his unawareness of the installation of the particular part, he replied that they are
right away sent for service calls after product launches without a formal training and all the knowledge
that they gather is from various tech and social media websites.
a. What according to you is the root cause of the problem and what could be the other possible
repercussions of the same? (5 Marks)
b. What kind of action plan do you suggest in the above case? (5 Marks)
Logistics Management
1 You are involved in logistical system design and administration. Discuss the six different operational
objectives you need to simultaneously focus to achieve these objectives (10 Marks)
2. You are in the process of designing the Physical Distribution system for your organization. What are
the two major objectives and the six influencing factors that you may have to consider to meet customer
service goals? Give examples. (10 Marks)
3. You are the manager of a consumer appliance store that sells electrical appliances. One of the home
appliances is estimated to have an annual demand of 900 units. The store incurs Rs.180 for every order it
place for the delivery of this appliance from its supplier. The storing cost is Rs.90 per unit per annum.
a. What will be your ordering quantity to keep the total inventory cost minimum? (5 Marks)
b. Discuss the advantages the store will get if you codify all the items in the store. (5 Marks)
IT Project Management
1. Sevabhavi Sanshta is a professionally run NGO, which undertakes Corporate Social
Responsibility (CSR) projects from leading corporate in India. It is exploring the option of
implementing an open source cloud ERP called ERPNext. However, the NGO administration is not sure
whether it will be a good decision to adopt ERP. Hence they
have asked you to conduct a feasibility study. How will you do it? (10 Marks)
2. Mhatre Fisheries specializes in supplying fish tanks to individuals and corporate. It is a
growing company with an annual turnover of around Rs.50 Cr. To manage the aggressive
growth, it has decided to implement the ERP solution. You are invited to prepare the RFP,
which will be issued to IT vendors. Provide an outline and the executive summary of such
RFP. Also state the benefits you would expect the company would receive due to this RFP.
You can make realistic assumptions but will need to explicitly mention them. (10 Marks)
3. “I want to have full control over maintenance of our core banking solution as it is
critical for the day-to-day operations of the bank.” Mr. Jagtap, CIO of Acme Bank was
very assertive in response to the suggestion of outsourcing of maintenance work.
“Outsourcing does not necessary mean giving away the control.” Ms Indu Tiwari argued.
As a management consultant from renowned Manjerakar & Associates, she was well
trained to handle the objections to her recommendations. “What specific issues do you see
in this case?” Her question got a prompt reply from Mr. Jagtap, “quality and data

security”.
a. How will Ms Indu Tiwari respond to the issue of quality? (5 Marks)
b. How will Ms Indu Tiwari respond to the issue of data security? (5 Marks)
Marketing of Financial Services
1. Design a Financial Literacy program targeted at college students for a Mutual Fund (Asset
Management Company) of your choice. (10 Marks)
2. Ashok Bhatia, (age 29 years) works with a pharmaceutical company and has not yet started to save for
his retirement. Ashok is married to Preeti(age 25 years) and they have one son aged 2 years. Ashok wants
you to prepare a plan for him to retire latest by age 55. (You can make any assumptions to further build
up your case.) (10 Marks)
3. Amish Shah, aged 35 years, is employed with a MNC. His wife Pooja, aged 34 years, is also working
part - time. The couple has two children - daughter Rima aged 7 years and son Ansh aged 4 years. Amish
and Pooja require your help to make a few financial decisions. (Give justification and reasoning for the
option you would suggest to your client. You can make any assumptions to further build up your case.)
a. Amish and Pooja want to invest for their children’s higher education for the long term (over 12 to 15
years). They want to know whether they should make lump sum equity mutual fund investments or invest
in SIPs of Equity MFs. (5 Marks)
b. Amish wants to take a Life Insurance cover of Rs 1.5 crore. Advise him whether he should go for a
ULIP or a term insurance. (5 Marks)
Marketing Research
1. As a researcher, you need to study how many kirana stores in Mumbai sell tomato ketchups of the
Nestle Maggi brand. Which non-probabilistic sampling method would you use to complete your research.
Also state the reasons behind choosing that method. Also explain as to how will you proceed ahead with
choosing the areas/ localities in Mumbai to conduct your research along with timelines. (10 Marks)
2. You are the Head of a Market Research Organization. Your FMCG client has recently introduced
“Digest Healer,” a new type of biscuit that contains ingredients that are meant to be good for Diabetic
patients. The FMCG company wants to understand how customers are reacting to their recently launched
biscuit. Draft a Questionnaire containing not more than 20 questions that would succinctly address the
query posed by the FMCG client.
(10 Marks)
3. You have been recently appointed as a “New Product Development” Head for a South Indian fast food
retail chain conglomerate named as “Gujarat is Great” which operates in Western & Southern India
regions only. You have been asked to develop 2 new innovative products as part of their Menu.
a. Explain the process in detail to arrive at the creation of your 2 new products (5 Marks)
b. Is there a need to conduct Test Marketing? If Yes or No, please state your reasons to support your
answer. (5 Marks)
Marketing Strategy
1. Tata Starbucks is a 50:50 joint venture between Starbucks and Tata Global Beverages (TGBL) in India.
Tata Starbucks opened its first store in India in Oct-2012, and as of Aug-2019 had c. 157 stores in India.
“Our continued growth in topline and sensible approach towards expansion will help us achieve break-
even by March 2020. Coffee business in India is growing substantially. The coffee culture is being
spearheaded by millennials, upwardly mobile and people who travel and understand brand. Two years
ago, we set up 25 stores (in a year). During last fiscal 2018-19 we added 30 stores. This year we will beat
that number substantially and by end of March 2020, we will have added many more stores than we
added in the past.” – Navin Gurnaney, CEO, Tata Starbucks (source: The Hindu BusinessLine, 7-Aug-
2019). Tata Starbucks achieved sales of c. INR 442 crores in the financial year ending Mar-2019 (source:
the Hindu BusinessLine, 7-Aug-2019). You work as a Marketing Strategy consultant; provide

recommendations regarding growth strategy to help Tata Starbucks increase the sales 5 times by Mar-
2024 (relative to sales in financial year ending Mar-2019). (10 Marks)
2. Founded in 1946, and incorporated in 1958 in Japan, Yonex (www.yonex.com) is a well-known brand
and manufacturer of sports equipment for badminton, tennis, etc. Inspired by the success of PV Sindhu
and Saina Nehwal in international badminton tournaments, Prakriti, a first generation entrepreneur
founded ‘ABC’ in 2019 with a vision to build the first Indian billion-dollar brand in sports equipment and
related products/services, and become No. 1 brand in the category in India by 2025. Prakriti has hired you
as a consultant; review and analyse the Marketing Strategy of Yonex and its competitors in India, and
provide recommendations on Segmentation, Targeting and Positioning Marketing Strategy for ABC in
badminton rackets category. (10 Marks)
3. Colgate-Palmolive (India) Ltd. (hereafter referred to as Colgate) achieved sales of c. INR 4,500 crores
in FY 2019, having grown at a compounded annual growth rate (CAGR) of c. 4.5% since FY 2014. Pacol,
an entrepreneur, is planning to build INR 1,000 crores (in sales) brand ‘Pacol’ by FY 2025 in the Oral
Care products category in India, and has hired you as a Marketing Strategy consultant. Review and
analyse Colgate’s Marketing Strategy in India.
a. Explain various stages and their characteristics in industry life cycle, with specific comments regarding
the current stage of Oral Care products industry in India. (5 Marks)
b. There are 5 key themes/ ways to identify competitive advantages for a brand/ differentiate from other
brands, as a part of differentiation and positioning strategy; explain these with suggestions/examples in
context of ‘Pacol’. (5 Marks)
Organisation Culture
1. Management theorists are always of the opinion that leaders are the true reflection of any organisation.
They are the ones who are responsible to not only guide but also mentor you in the journey which will
help reach the organisational as well as self-goals or objectives. Based on the above statements discuss
the dynamic role of leaders which helps to create innovative organisational culture. (10 Marks)
2. Antara joined a FMCG organisation as a Management Trainee-HR. There is a lot of expectation from
her where she needs to be agile and learn the culture of this organisation and adapt to it. The culture of
any organisation is conveyed in various ways, based on the above scenario discuss what are the different
ways through which Antara can learn the culture? (10 Marks)
3. Krishnan joined as an AGM-HR in a leading Educational Institute. He noticed that there was no
socialisation process for the employees. They (employees) hardly knew each other since there was no ice
breaking, minimal interaction and everyone was working in silos. Krishnan promotes the point that there
should be a socialisation process for new as well as old employees as it attempts to integrate them into the
culture of the organization.
a) Suggest any three socialisation tactics which Krishnan should use. (5 Marks)
b) What could be the active consequences of socialisation tactics used? (5 Marks)
Operations Management
1. What is the need of Materials Requirement Planning (MRP) in a manufacturing company? Select any
manufacturing company of your choice, and do a detailed study of its MRP process. (10 Marks)
2. Define aggregate operations planning. With the help of one example for each strategy, distinguish
between the different aggregate operations planning strategies. (10 Marks)
3. US is set to construct the world’s largest ethane cracker plant in the US Gulf Coast region. Qatar
Petrochemical (QP) and Chevron Phillips(CP) Chemical have signed an agreement to jointly develop the
project. The complex is expected to comprise a 1,900-kiloton-per-annum (KTA) ethane cracker and two
high-density polyethylene (HDPE) units with a combined capacity of 1,680 KTA. QP will own a 70%
majority share in the joint venture and CP Chem will hold the remaining 30% stake. Chevron Phillips will
also provide project management and oversight, and it will be responsible for operation and management
of the facility. The plant’s location will give it access to significant quantities of ethane produced by US

shale basins, including the prolific Permian Basin. The facility will raise Qatar’s polyethylene production
capacity by 82%. It will support an estimated 9,000 jobs during construction period, and once operational
the facility is expected to provide 600 full-time jobs. (Source: US to build world’s largest ethane cracker
plant by Teresia Njoroge - Jul 15, 2019 https://constructionreviewonline.com/2019/07/us-to-build-worlds-
largest-ethane-cracker-plant/ )
a. Discuss the factors that affect plant location decisions. What are the key factors that may affect the
ethane cracker plant? (5 Marks)
b. Name the four major types of plant layout. For the above project, what should be the ideal plant layout?
(5 Marks)
Organisational Theory, Structure & Design
1. PharmaCare Enterprises is a MNC, which is planning to takeover a small family owned enterprise
called DermaBoss. Your firm has been tasked with doing an Organizational Analysis prior to the
takeover. Detail out the techniques you would follow for doing an Internal Analysis of DermaBoss. (10
Marks)
2. Asha Motors is a family owned automobile company that is making electric vehicles (EV). With the
enhanced focus on EV and the public inclination towards purchasing non-polluting vehicles, the company
expects a sudden surge in demand and thus potential growth. The company promoters have realized that
to take advantage of this, the company needs to scale up and drastically change the way they operate and
to do so, they need an External Analysis. Detail out the four concepts of External Analysis and the
Scenario Planning technique for this analysis. (10 Marks)
3. Software Inc is a start-up with offices across India. The management team consists of the founders and
their family members. The business has been quite profitable but they now want to expand. Their
investors have advised them to go in for an Organisational study using the 7 S Framework. The CEO of
the company has asked your firm to share a presentation on this.
a. Please detail out the concept and features of an organisation. (5 Marks)
b. What is the 7 S framework? (5 Marks)
Retail Banking
1. The banking sector has reached out to global customers crossing boundaries in the recent times. With
reference to retail banking briefly discuss the following aspects of globalization in retail banking. Discuss
any five marketing strategies adopted by banks to attract customers? (10 Marks)
2. Lending is the prime business of any banks and thus forms an integral part in the business growth. As a
bank describe which all factors or principles should be considered while lending to the borrowers. (10
Marks)
3. The Retail Banking environment has witnessed a sea change in the past few years. With the entry of
private and foreign sector banks, the Retail banking has taken a new customer centric shape wherein the
customers are given lot of privileges, options in term of products and service. Keeping these changing
dynamics in the financial world discuss the following assuming that a leading Global MNC Bank is
planning to open the branches in the metro cities of India. Based on the above case, discuss the following:
a. The various Retail Banking products that the bank can offer to its target customers? (5 Marks)
b. Apart from branch operations briefly discuss the various channel partners that the bank has as an option
to reach out to these customers (5 Marks)
Performance Management System
1. Abhinav Saxena is a software professional whose performance appraisal is due. During
the past 12 months Abhinav has worked on three different projects with three different
superiors. All his superiors have quit the organization. Abhinav is now being appraised by
a new boss, Narayan Swamy. The only data point available is the Critical Incident Diary
maintained very diligently by all the previous superiors of Abhinav. Assume you are Narayan Swamy
how would you approach this situation and also utilize the Critical Incident

Diary to ensure the appraisal process is objective and fair.? (10 Marks)
2. Sameera Sharma is a Team Leader and leads a team of 10 employees. Akanksha who
has been part of Sameera’s team has just resumed from her maternity leave. Akanksha is
having trouble managing her 7-month old baby, home and work. Akanksha is a committed
and hardworking employee yet extremely stressed with the situation. Akanksha is thinking
of quitting and approaches Sameera for a counselling session. What steps should Sameera
take to ensure that the counselling session is meaningful and achieves a successful outcome.
(10 Marks)
3. Karan Kapoor has a startup business - Akanksha Enterprises - that recycles plastics and
makes decorative items. He started the business 2 years ago with 5 employees. Today it
has grown pan India and has 100 employees. Karan has now hired Amita Patil as HR
Manager and wants to introduce rewards and incentives in their organization. This will be
the first time they will be introducing the concept of rewards. Amita Patil, HR Manager is
leading this exercise.
a. What steps should Amita take to link performance with compensation? (5 Marks)
b. Prepare an incentive scheme for Sales Executives who sell the decorative items? (5 Marks)
Services Marketing
1. You have decided to open a 3-star hotel property in Surat by the name “Comfort Inn”?
You wish to pursue a very unique strategy when it comes to Customer Satisfaction by introducing a
“Service Guarantee” policy. Design an effective Service Guarantee policy & set the criteria for it too
along with enlisting of benefits of incorporating such a policy. (10 Marks)
2. You have been appointed as an external consultant to help a local municipal hospital in Mumbai by the
name of “King Edward Memorial Hospital”. This hospital faces a lot of administrative issues. Undertake
a Service process redesign exercise. What innovative mechanisms would you bring to the fore to ensure
that the municipal hospital undergoes a radical transformation & that patients get prompt service. (10
Marks)
3. You are an Indian Ayurveda products brand by the name of “Ayur” & wish to enter the US market.
a. Which market entry strategy will you choose & explain the reasons behind your choice. Also briefly
explain as to how will you expand & in which regions. (5 Marks)
b. Suppose the above stated brand Ayur decides to diversify & expand into the education sector by
introducing courses & degrees in Ayurveda in the US. Which market entry strategy should it pursue in
order to enter the US market? Explain the reasons behind your choice. In which region do you suggest to
set up the Ayur University. (5 Marks)
Sales Management
1. Synergy computer systems has 3 sales executives in Mumbai. Their performance for the month of April
– June 2019 is detailed below. You are the territory manager in charge of their performance.
Name of the executive
No. of sales calls
No. of orders
Actual Sales INR
Sanjay Mishra
1550
350
350,00,000
Tapan Sharma
1100
280
280,00,000

Supriya Ghosh
1600
580
580,00,000
Critically evaluate the performance of the sales executives. What are the steps you can take to improve
the performance? (10 Marks)
2. Connect with a senior sales person from two industries – IT industry (such as TCS, Infosys or any other
company) and consumer product industry (such as P&G, Dabur or any other company). Study and
prepare the sales organization structure of these two companies. (10 Marks)
3. Orion Fashions Ltd is a fashion brand in India. They are predominantly in fashion wear from men and
women. The company has 3 plants in India and employs over 800 sales people. However the company
has been hit with the economic slowdown in the country. To make things worse, cheaper imports of
fashion wear and e-commerce has affected store sales. The sales people are left with slimmer pay cheques
and many of them left the company. The sales people also put pressure on the top management and
negotiated a 10% increase in salary for all sales employees.
a. Do you agree with the Top managements plan to give a flat increase in salary to all sales people (5
Marks)
b. What are some of the non-financial tools of motivation that you can use (5 Marks)
Supply Chain Management
1. What are the three decision phases of Supply Chain Management? What are some key decisions made
in each phase? Please give 2 examples of decisions in each phase. Also comment on how are the
decisions made in each phase linked with each other (10 Marks)
2 . XYZ parts is a company making brake pads for trucks. It wants to set up its manufacturing and
dispatch warehouse either in Delhi or Mumbai. From the city they select, they will make shipments to 6
cities- Delhi, Mumbai, Bangalore, Kolkata and Hyderabad and Chennai. Each parcel they ship to their
customers in these cities weighs between 750 grams and 900 grams. They negotiated with a logistics
company for shipping their parcels and the best rates they got for all parcels up to 1 kg are given in below
table:
Rates per parcel up to 1 kg Destination City
Source City Delhi Mumbai Bangalore Kolkata Hyderabad Chennai
Delhi 22 42 58 60 57 65
Mumbai 40 21 38 65 42 50
The number of orders they are expecting to get from each city per month are given in below table
Delhi Mumbai Bangalore Kolkata Hyderabad Chennai
Orders from each city per month 4500 5500 4000 2500 3000 2500
For manufacturing, storing the inventory and dispatching, they need a 10000 sq. ft warehouse. Monthly
rent in Mumbai for a 10000 sqft warehouse is Rs. 1.5 lakhs per month and in Delhi it is Rs. 90000. All
other costs of operating the warehouse and manufacturing is same for both the cities. How will the
company decide how which city is cost effective to operate? Which city as per your calculations should
be there preferred location? (10 Marks)
Rates per parcel up to 1 kg Destination City Source City
Delhi
Mumbai
Bangalore
Kolkata
Hyderabad
Chennai
Delhi
22

42
58
60
57
65
Mumbai
40
21
38
65
42
50
3. Case Study/ Caselet
Axis Apparels is a company based out of Delhi, India. They produce garments using fabric imported from
a factor in China. The factory in China dispatches the goods on the same day when they receive the order.
The shipments are made through air and the transportation lead time is 10 days include customs clearance
at both countries. Once the fabric is received, the company performs QC test in a lab and only after that,
the fabric can be used for making garments. QC test takes 10 days. On an average company uses 3,00,000
meters of fabric every month. However, the business development team of the company has informed that
any day they can receive a new order from a client and in that case the consumption of fabric per month
can go up to 4,50,000 meters
a) How much safety stock of fabric should the company maintain? (5 Marks)
b) At what inventory level the order for new lot of fabric should be placed. (5 Marks)
Project Management
1. Using an example, describe the adaptive project life cycle model. (10 Marks)
2. Describe the different types of Project Management Offices (PMOs). In your opinion which one is the
most common PMO structure? Why? (10 Marks)
3. Terra Drone Indonesia, a group company of Terra Drone Corporation, one of the world’s largest
providers of industrial drone solutions, has successfully completed two pilot projects that demonstrate
how construction companies can benefit from drone surveying and mapping services. Using drones
equipped with Light Detection and Ranging (LiDAR) technology, Terra Drone Indonesia has carried out
survey-grade topographic mapping for two different dam construction projects in the country. Project 1:
Bogor, West Java, Indonesia In Bogor, the LiDAR drone technology was demonstrated to Wijaya Karya
(Persero) Tbk, a construction engineering company working on a dam project in Megamendung.
Covering an area of almost 20 hectares in a single day, Terra Drone Indonesia captured high-resolution
data and images to generate an accurate topographic map and 3D model of the construction site. The data
and images can now support decision-making in project controlling activities such as planning or
measuring the work progress. Project 2: Purworejo District, Central Java, Indonesia In Purworejo, the
survey activity was conducted for PT PP (Persero) Tbk, one of the main players in the national
construction business in Indonesia. Over a period of four days, Terra Drone Indonesia carried out aerial
LiDAR topographic mapping for a dam construction project in an area with dense vegetation to capture
data and images for facilitating impeccable construction progress.
Source: https://www.tdworld.com/overhead-transmission/terra-drone-indonesia-shows-construction-
companies-benefits-aerial-lidar
a. Create a work break down structure (WBS) for project 1. (You can assume different activities for this
project). (5 Marks)
b. Assume different roles/activities for project 2 and develop a RACI model.
International Finance

1. You work in an investment bank IBANK. You will be meeting the CEO of GlobeTech next week, who
wants to understand how different international financial markets operate, as they might look to raise
short-term loans or debt or equity in the future. You know the CEO has very little knowledge about this,
so you have to explain to him starting with the basics. As you don’t want to confuse him with many
options, you decide to write in simple words the nature and purpose of four out of the five types of
International Financial Markets. Limit the description to maximum one page per market type.
These should be generic write-ups, nothing specific to GlobeTech. (10 Marks)
2. One day before the meeting, the CEO of GlobeTech calls up and says now he is interested to read a
write-up about Foreign Exchange Risk, as GlobeTech deals with Foreign Exchange and he should be
knowing about the different type of risks. You have little time to prepare for this, so you decide to write
on only three out of the five risk categories, from a general perspective, that you have learnt in the
International Finance course at NGA-SCE. After that, to keep the client happy, you decide to do
something extra. GlobeTech has to have some hedging strategies to manage its Foreign Exchange risks.
So you also write from a general perspective about three corporate hedging strategies.
These should be generic write-ups, nothing specific to GlobeTech. (10 Marks)
3. A US company has exported goods worth Eur 100 million, receivable after 3 months, to a Germany
based company. The forward rates are expressed as:
EUR-USD Spot 1.0973 – 1.0974
Three months Forward 75.5 – 76.0
a. Is the EUR quoting at discount or premium to the USD? What is the forward rate applicable at which
the US company will enter into a forward contract? (5 Marks)
b. Suppose USD is depreciating. Should the US exporter go for hedging the risk? If he hedges the risk
with a forward contract and the actual spot rate after 3 months turns out to be the same as the currency
spot rate, what is his notional profit/ loss?
Strategic Financial Management
1. Calculate EVA if the Earnings before interest and tax is Rs 10,00,000 and applicable tax rate is 30%.
The capital structure of the firm consists of 65% Equity and 35% debt capital. After tax cost of debt is 6%
and after tax cost of equity is 11%. Total borrowed capital of the firm is Rs 18,00,000. (10 Marks)
2. Alok was working as the project manager and had to decide which one of the projects has to be
selected on the basis of Net Present Value if the discounting factor in the case of both projects is 10% and
initial investment required is Rs 5,00,000. The cash inflows of both the projects are: (10 Marks)
Year Project A Project B 1 ₹75,000 ₹40,000 2 ₹1,25,000 ₹75,000 3 ₹2,00,000 ₹1,00,000 4 ₹2,25,000
₹1,50,000 5 ₹2,50,000 ₹2,25,000
3. Walter and Gordon model analyze the impact of distribution of dividends on the valuation of the firm
but the formula used in both the cases are different. Company ABC Ltd wanted to evaluate the price of
the share in both cases. The company earns ₹ 5 per share and the cost of capital to the firm is 12%. The
company earns return on investment of 15% and the firm is planning dividend payout ratio of 30%.
Calculate:
a) Price of the share using Walter Model. (5 Marks)
b) Price of the share using Gordon model.
Total Quality Management
1. How the QFD process helps to the organization cause? (10 Marks)
2. Explain your understanding (Process perspective) & give appropriate examples to explain: Acceptance
Sampling, Double sampling & sequential acceptance sampling? (10 Marks)
3. A manufacturing cos manufactures bangles for different sizes for the kids of different group. You are
appointed as an expert. You selected 1 unit (As sample) in every 5 finished product. Total population size
is 50. You checked each and every specification given to you. Below are the number of defects identified
by you in each of the sample.

Sample No
No of defects
Defect / Sample
1
2
2
2
3
3
3
1
1
4
2
2
5
3
3
6
4
4
7
2
2
8
1
1
9
3
3
10
2
2
a. Calculate the UCL & LCL for the mentioned scenario? (5 Marks)
b. Assume the below & calculate Cp & Cpk. (5 Marks) USL LSL Recorded results
47
25
49
47
25
19.4
47
25
47.6
Taxation- Direct and Indirect
1 . Mr. Somaya recently joined as a marketing executive in a construction company. The Human resource
department of the company recruited him at a CTC of Rs6.5 lacs, annually. The said department asked
him to follow adequate tax planning so as to minimize income tax liability. However, being a graduate in
Marketing Somaya is confused among the terms tax planning, tax avoidance and tax evasion. He

approached you for discussing the differences in these terms. You recently come to know about the
difference by studying them under the course of Taxation – Direct and Indirect. Explain him the needful
with suitable examples. (10 Marks)
2. The basis of charge under the head salary is different when compared with income from other various
sources. Further, there are certain deductions under the Income tax Act which are available only to the
salaried employees and which are in addition to the deductions under Chapter VI of the income tax Act.
Mention at least three of the deductions available to salaried employees with the maximum deductible
amount for each of them. Also, discuss the conditions needed to be satisfied in order to charge any
income under the salary head. (10 Marks)
3 a. Mr. Morgan received voluntary retirement compensation of Rs7.5 lakhs after service of 30 years. He
still has 5 years of service left. At the time of VRS, he was drawing basic salary of Rs 25000 per month,
Dearness allowance Rs 7000per month. Compute his taxable voluntary retirement compensation,
assuming he can’t claim any relief U/S 89. (5 Marks)
b. Ramman is a resident and ordinary resident in India for the previous year 2018-19. He owes a house in
London, which he has to let out at pound 15000 per month. The municipal taxes paid to the Municipal
Corporation of London is pound 7000 during the previous year 2018-19. The value of one pound in India
rupees to be taken Rs 90.50. Compute Ramman’s Net Annual Value of the property for the Assessment
year 2019-20.
Treasury Management in Banking
1. Explain the process (in terms of Risk/ Returns/ Ratings etc.) to select bonds in both Rising
and declining interest rates scenarios. Select one bond each from the below bonds with long
term and short term maturities (eg 10 years as long term bond and 1-3 years as short term
bond) and evaluate their risk/ return parameters such as Maturity, YTM etc.
Suggest which of these will outperform/ underperform in current interest rate scenarios.
(Assume interest are being paid annually)
Symbol
Coupon
Rate YTM
Face
Value
Last Traded
Price
Maturity
Date
NHAI 8.3 5.6384 1,000 1,235.00 25-Jan-27
NHAI 8.2 5.6276 1,000 1,133.00 25-Jan-22
SBIN 9.95 7.886 10,000 11,445.00 16-Mar-26
IRFC 8 5.1262 1,000 1,137.00 23-Feb-22
IIHFL 12 14.6823 1,000 992.5 2-Apr-20
IIFCL 8.66 6.034 1,000 1,152.11 22-Jan-24
HUDCO 7.64 5.9595 1,000 1,180.00 8-Feb-31
IIFCL 8.91 5.8239 1,000 1,350.00 22-Jan-34
M&MFIN 9 9.0053 1,000 1,022.01 6-Jun-26
(10 Marks)
2. Explain ALM process in banks. Discuss the impacts of Positive and Negative Gaps on the
profitability of a bank in different interest rates scenarios. You are required to analyze the
above impact with the help of following balance sheet excerpts of a bank:
TABLE GIVEN BELOW
Balance Sheet for Hypothetical Bank

Particulars Assets Yield
Liabilities Cost
Rate sensitive 500 8.00% 600 4.00%
Fixed rate 350 11.00% 220 6.00%
Non-earning 150 100
Equity 80
1000 1000
Scenarios for Impact analysis:
1.Interest rates increased by 1%
2.Interest rates decreased by 1%
(10 Marks)
3. Case Study:
While current accounts and savings accounts have different objectives, the banks stand to
benefit from the low cost of servicing these deposits. In the current scenarios it has been
observed that private banks such as HDFC bank, Kotak bank etc. are able to raise higher
saving account / current account deposits compared to their PSU counterparts. Also the other
income is now becoming more significant as a % share of total income of private sector
banks compared to PSUs.
In relation to above scenarios, analyze the following (With examples):
a. Why PSU banks are not able to raise money from low cost saving and current account
deposits ratios? What impact would it have on their profitability? (5 Marks)
b. What are the reasons behind increase in share of other income in total income for private
sector banks as compared to PSU banks.
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