Q.1

(a)

This was a relatively simple question. Generally, the answers indicated that the students understood the basic concepts but lacked the writing skills to   express themselves with sufficient clarity. This trend was evident in a number of scripts. Several students discussed the Ethical Issues in the context   of price fixing, premium charged on prestigious brands and aggressive business promotion and advertising.

(b)

A simple question which was attempted by most of the students. However, a number of students placed exaggerated emphasis on the obligations of employers particularly with reference to the levels of compensation. A broader coverage of the issues encompassing working conditions, safety, considerations, a dedicated and committed work force, would have been a more meaningful reply.

Q.2

Drafting of Corporate Health & Safety Policy. The answers to this question covered the ma in issues to a considerable extent. However, the   replies were not backed by well- articulated policy features which are generally found in the policy statement of a reputable and worker safety conscious business organization. Some students also presented operating details which are more appropriately covered in the ma nual of procedures.

Q.3

The question pertaining to Specialization was very specific and the replies were relevant and to the point. Consequently the students were able to score satisfactory ma rks.

Q.4

Even though the names of most of the pre-testing tools are, to a considerable extent, self-explanatory, ma ny candidates were not able to answer this question satisfactorily. Very few examinees opted to describe the last two tests i.e. Simulated  Store Technique and Controlled Test Marketing. A very common mistake was that while describing Laboratory Test - the explanation given was “in which products are tested in the lab” which indicated complete lack of understanding of the basic concept. Similar responses were seen in other cases also.

Q.5

(a)

The replies to this question were quite satisfactory as the question was quite simple.

(b)

Most of the students mentioned uncertainty of the environmental factors as the key reason for failure of forecasting. In fact, sound forecasting is to a considerable extent dependent on the business vision and foresight of the planners who are entrusted with the responsibilities of formulating the strategic plans in an environment of business uncertainties.

Q.6

(a)

 The answers to the question relating to Job Application Forms were quite satisfactory.   

(b)

 The answers were generally to the point. However, a number of the students did not mention the key objectives of Perfor ma nce Appraisal viz. training, career ma nagement, succession planning, etc and discussed the operational controls and the immediate objectives of salary increases, transfers and postings.

Q.7

In the case study of Ahmer & Co. detailed answers were given for Part (a) of the question. The candidates offered suggestions which were irrelevant to the Company’s key problems of a weak competitive position and high ma nufacturing costs vis-à-vis the Chinese motorcycles. It appears that the students narrated the ma rketing jargons but were unaware of the applications of those concepts in the context of “live” business situations. A number of students stated that strategies of  business  “promotion and advertisement should be used” without realizing the extremely vulnerable position of Ahmer & Co in  a ma rket dominated by price cutting competitors  and  highly price-sensitive customers. 

Q.8

The candidates mostly discussed the issues relating to the Company being a good corporate citizen. The question, however, was directed towards the core reasons of the existence of the company i.e. purpose beyond profit and profit as an outcome of its pursuing the objective of satisfying the needs of its customers. The underlying concept of the vision of the business and not profits, was not adequately appreciated by most of the students. Examples of purpose beyond profits, such as improving quality of life, superior quality at fair price and customer service etc. were mentioned by few examinees only.

Q.9

The question on Sustainable Competitive Advantage carried 15 ma rks with allocation of 3 ma rks for each sub-question. Most of the replies were quite satisfactory. Sub-section (c) regarding types of new products was however poorly attempted.

Q.10

This question regarding definition of global (multinational) companies was responded to by most of the candidates as companies which operate in more than one country. The answers relating to opportunities and threats to global companies were well on track as most of the students offered correct replies. However, a number of candidates repeated the same issues in different versions which was of no benefit to them.