CWA/ICWA Final :: Strategic Management and Marketing : December 2006

F-15(SMM)
Revised Syllabus

Time Allowed : 3 Hours Full Marks : 100
This question paper has two parts A and B
Part A contains a set of ten objective type questions which are all compulsory.
In Part B you have to answer five questions.
The figures in the margin on the right side indicate break-up for marks.
PART A (Objective Type)
Answer all the questions. Choose the most appropriate one from the stated options
and write it down. That is, do not merely tick the appropriate choice.
Each correct answer carries two marks.
Marks
1. The strategy of the Tata Group in India could be viewed as a good example of
(a)Conglomerate diversification
(b)Market development
(c)Price transfers
(d)Concentric Diversification
(e)Cost leadership.
 2x10=20
2. For an actress in Bollywood, her pretty face would be a/an
(a)Asset
(b)Strategic asset
(c)Core competency
(d)Capability
(e)All of the above.
3. For an entrepreneur
(a)Vision is before the mission
(b)Mission is before the vision
(c)Both are developed simultaneously
(d)Vision or mission are un-important issue
(e)Profitability is most crucial.
4.

According to Porter, industry attractiveness depends on
(a)The technology
(b)The competitors technology
(c)Cost of production
(d)The structure of the industry
(e)Bargaining power of buyers..
5.

Which of the following market structures would be commonly identified with FMCG products?
(a)Monopoly
(b)Monopolistic competition
(c)Oligopoly
(d)Perfect competition
(e)None of the above.
6. The Product Market matrix comprising of strategies of Penetration. Market Development, Product Development and diversification was first formulated by
(a)Ansoft
(b)Drucker
(c)Porter
(d)Andrews
(e)Prahlad.
Please turn over

( 2 )

F-15(SMM)
Revised syllabus		 Marks
7. If an airline company purchases a hotel, this would be an example of
(a)Strategic alliance
(b)Backward integration
(c)Forward integration
(d)----------------
(e)None of the above.
8. The acquisition of IDPL, Vadodra by Reliance Petrochemicals would be a good example of
(a)Horizontal Integration
(b)Vertical Integration
(c)Concentric Diversification
(d)Forward Integration
(e)Diversification.
9. HLL's decision to buy out Lakme, when both are in the cosmetics business, would be an example of
(a)Horizontal Integration
(b)Corporate advantage
(c)Lean-Organization
(d)Vertical Integration
(e)Strategic tie-up.
10. Indian Airlines decreasing the airfare on the Delhi-Mumbai sector following introduction of the no frills airlines would be an example of
(a)Cost Leadership
(b)Price Leadership
(c)Product Differentiation
(d)Focus
(e)Market Retention.
PART B
Answer any five questions.
11. The sequence of strategies suggested by Ansoff is industry specifie. Develop this sequence for two diverse industries like Insurance and Color TVs keeping in mind the Indian market. 8+8=16
12. Discuss the relationship between Mission and Vision statement. What can be the sources of conflicts between them? 10+6
13. Briefly explain the BCG matrix of product portfolio choice which was a big hit in the 1970s. Explain the reasons for decline in the popularity of the BCG matrix by looking at some of its limitations. 6+10
14. What are the challenges of rural marketing in India? How should a marketer modify its 4 Ps or marketing strategy in the light of unique characteristics of the rural market in India? 4+12
15. (a) State the methods of generating new product ideas. 8
(b) State the basic requirements of a new product development and strategy. 8
16. Discuss four stages of a typical Product Life Cycle curve. What kind of strategy a firm generally adopt in each stage? Discuss four major characteristics of any service. 8+8
17. Write short note on any two of the following:
(a)Corporate internal appraisal factors;
(b)Porter's Competitive Analysis Model;
(c)Nine-cell G.E.matrix;
(d)Three commonly used sales promotion schemes.
 8+8

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