mba-3-sem-product-policy-management-dec-2013

mba-3-sem-product-policy-management-dec-2013

Master of Business Administration (MBA) Examination

III Semester

(Product Policy Management)

Time : 3 Hours]                                                                                               [Max. Marks : 80


1.         Explain the meaning conveyed by the terms :

Generic Product, Core Product, Augmented Product, Expected Product.

2.         Classify consumer products on the basis of problem-solving difficulty. Differentiate between Consumer products and Industrial products.

3.         What percentage of buyers represent innovators, early adopt ers, early majority, late majority and lagards? How will you distinguish between the above categories of buyers?

4.         Explain through a flowchart the seven phases of New Product Development.

5.         How does idea screening differ from idea generation ? What distinguishes idea screening from concept development ? Give a suitable example. How does a Prototype differ from a Scale model? What is the difference between Economic feasibility and Financial feasibility?

6.         Why is test marketing necessary? What are the difference between Conventional Test Marketing, Mini Test Marketing and Simulation ? Discuss in detail the various steps of Test Marketing. What are limitations of test marketing?

Section B

7.         Case Studies on Portfolio Analysis.

CASE ONE

The following information is available for M/s ABC incorporated regarding their SBU's Suggest appropriate SBU classification and propose suitable strategies for each SBU.

SBU                  Sales                    Sales of Top-3                    Market Growth

                          (in crores)             (in crores)                            Rate %

P                       1.0                        1.4, 1.4,1.0                          15%

Q                       3.2                        3.2, 3.2, 2.0                         17%

R                       3.6                        3.6, 2.4, 2.0                         7%

S                       6.4                        6.4, 1.6, 1.4                         5%

T                       1.0                        5.0, 3.6, 1.0                         5%

Show each SBU on a Growth-Share metric

CASE TWO

M/s B. T. Ltd. considered the following factors for market attractiveness and business strengths for a certain SBU ‘K’. The Rating Scale for plotting the grid is from 1 to 7.

(A)       Market Attractiveness                       (B)       Business Strength                        

                                         Weight      Rating                                                 Weight      Rating

(i)         Market Size         3                5          (i)         Production                  1                3

(ii)        Market Growth    2                4          (ii)        R & D                         1                3

(iii)       Substitutes           1                4          (iii)       Suppliers                     1                3

(iv)       Competition         2                2          (iv)       Market Share               4                5

(v)        Market Quality    2                1          (v)        Distribution NW         3                4

Plot the SBU 'K' on General Electric Grid and suggest a strategy for the SBU 'K'