CWA/ICWA Final :: Strategic Management and Marketing : December 2004

F-15(SMM)
Revised Syllabus

Time Allowed : 3 Hours Full Marks : 100
This question paper has two parts—A & B, Part A contains a set of objective type questions which are all compulsory. Part A carries 20 marks. You are required to choose and write down the correct answer: That is, do not just tick the appropriate choice. In Part B you have to answer 5 questions. Your answer must be brief, to the point and illustrated with suitable examples, if necessary. The figures in the margin on the right side indicate break-up for marks.

PART A
Answer all the questions.
Marks
1. The difference between Horizontal integration and Vertical integration can be best explained in terms of:
(a)Economies;(b)Vision;
(c)Perspective;(d)Profitability.
 2x10=20
2. BSNL's plan behind introduction of "Internet Plan 99". ISDN, Virtual Private Network etc, would be an example of:
(a)Utilisation of newer technologies;(b)Portfolio generation;
(c)Diversification of business;(d)Encash new opportunities.
3. Mckinsey's 7-s framework consists of:
(a)Structure, strategy, software, skills, styles, staff and supervision.
(b)Structure, strategy, systems, skills, styles, syndication and shared values.
(c)Structure, strategy,systems, skills, steering power, styles and shared values.
(d)Structure, strategy, staff, skill, systems, shared values, super ordinate goals.
(e)None of the above.
4. Strategic planning is:
(a)An attempt to make future decisions.
(b)A process of deciding what business the firm is in and what kind of business. It will seek to enter or leave.
(c)A single prescribed methodology or a set of strategic procedures.
(d)The development of a set of plants that are to be used day after day into the far distant future.
(e)An attempt to improve operational efficiency.
5. The maturity stage of the PLC is most often associated with:
(a)Rapid growth;(b)Uncertainty in market;
(c)Improvements in manufacturing processes;(d)high exit barriers;
(e)Re-alignment of competitive structure.
6. The BCG growth matrix is based on two dimensions;
(a)Market size and competitive intensity;
(b)Relative market share and market/industry growth rate;
(c)Profit margins and market size;
(d)Market size and market share;
(e)Relative market share and profitability margin.
7. The corporate governance framework should ensure:
(a)Equitable treatment of all shareholders;
(b)Rights of stakeholders as established by law;
(c)Timely and accurate disclosure of all material matters including finance, Performance and ownership of the company;
(d)All of the above and social responsibility;
(e)Ethical business practices with growth.
8. The strategy of preplanned series of relaunches is:
(a)Harvesting strategy;(b)Offensive strategy;
(c)Defensive strategy;(d)Pruning strategy;
(e)Repositioning strategy.
Please turn over

( 2 )

F-15(SMM)
Revised syllabus		 Marks
9. Diversification strategy involves development of products or services;
(a)That caters to the overseas markets;
(b)That serves similar customers in new markets;
(c)TYhat are different from present product line and nurture new markets;
(d)That serves existing markets only.
10. TISCO's famous advertising campaign of "we also make steel" was meant to:
(a)Gain buyer loyalty to its products;
(b)Charge a price premium;
(c)Inform new buyers about its product portfolio;
(d)Enhance product quality perception;
(e)Achieve corporate's social responsibility.
 
PART B
Answer any five questions.
 
11. Conceptually, strategy of a firm consists of two inseparatable parts: business strategy and corporate strategy.
(a)Distinguish between business strategy and corporate strategy.
(b)Identify the key elements considered to develop and formulate such master strategy.
 8+8=16
12. (a) What is "Situation audit" in strategic planning? Discuss its fundamental purposes. 8+8=16
(b) Draft s conceptual model for creating a "Strategic plan" for a company.
13. In India in early 80s many companies became too much vertically integrated or excessively diversified. In the 90s one witnessed a dramatic shift from this pattern.
(a)Why did the firms choose to refocus their business by looking at their core businesses?
(b)What are the various strategic options available to the companies pursuing a restructuring strategy?
 8+8=16
14. (a) Suggest some ways by which a firm can assess its various 'distinctive or core competencies'. 8+8=16
(b) Discuss the concept known as "Profit Impact on Marketing Strategies (PIMS)".
15. (a) Draw a typical Product Life Cycle curve indicating thereon the market share and market growth classification of products. 8+8=16
(b) "In the 'maturity stage' of Product Life Cycle the market becomes saturated, price competition intensifies, and the rate of sales growth slows down". —Suggest strategic choices in such a stage of the PLC.
16. What is meant by 'growth strategy? What are the underlying factors for adopting this strategy? State different strategies usually followed in the pursuit of corporate growth. 2+2+
12=16
17. What do you understand by marketing strategy? What distinguishes marketing strategy from marketing tactics? Show how marketing strategy fits with corporate strategy and sales strategy. 4+4+
8=16
18. "The empirical evidence indicates that firms attempt to achieve multiple objectives through their pricing policies". Outline a comprehensive list of the different types of (1) Pricing objectives and (2) Pricing methods. 8+8=16
19. What purposes are served by sales promotion activities? Identify and discuss a few trade promotion tools. 8+8=16
20. Write short notes on any two of the following with appropriate examples:
(a)Strategic leader;(b)Mission statement;
(c)Corporate restructuring;(d)Product line decisions;
(e)Channels of distribution;(f)Premium pricing strategy.
 8x2=16

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