Set 1

-1-

MB0023 3 credits

Registration No.: 520911739

January 07, 2010

MB0023 SET-1

-2-

Q 1. Describe any situation in which you were involved where the communication went wrong. Analyze the communication process in that situation, using the terms sender, receiver and other elements. Which element (s) of the communication process disrupted the situation? What lessons did you learn? Answer: Situation in which I was involved, where the communication went wrong. As a Manager I was a sender for a communication and intended to be received by my executives. I have sent the following communication to my executives through a notice and displayed on the notice board: “Coming second Saturday to complete our targets for the month a review meeting is arranged and all should attend. If any executive is not able to attend should find out the contents of the meeting from their peers without fail”. But my communication went wrong and out of 10 executives, only three executives have attended at 4.00 PM who checked with me the time of the meeting. Following elements have disrupted my communication. 1. The “Channel” I have chosen did not ensure the receipt of the communication by “Receivers” 2. The communication lacked the “Chronological context”. The second Saturday being a non working day. 3. The communication has created a “Psychological noise” by not mentioning correct time of the meeting and confusion has been created. 4. The “social context” also is one of the cause for the failure of the communication as I have not taken all my executives into confident by giving any advance information or a intention of the meeting earlier. I have learnt following lessons from the above incident: a. My communication was unclear by not giving exact time of meeting. b. The media I have used is the placing the notice on the notice board, instead had I circulated to all the receivers and obtained their signatures by asking their availability or feed back my communication would not have failed. c. I have chosen a wrong day a holiday though the task was a routine one. d. I could have maintained good relations with my executives for success of my communication.

MB0023 SET-1

-3-

Q 2. Distinguish between the meanings of the following through sentences – a) “Between” and “among” b) “Anxious” and “eager” c) “Soul” and “sole” d) “Silent” and “salient” e) “Cite” and “sight‟ Answer: Meanings of the words distinguished through sentences. a) “Between” and “among” • The father has portioned his agricultural land equally “between” his two sons. • The teacher distributed the sweets “among” all his students. b) “Anxious” and “eager” • We are anxious to see the strike settle soon. • All the people were eager to see the cinema actors in the election rally. c) “Soul” and “sole” • Sri Mangalampally Balamurali Krishna is considered as soul of the contemporary Karnatic Music. • Ram was the sole survivor of the air crash. • The court has sole right to decide about this case. d) “Silent” and “Salient” • The air pollution in the city is the silent killer. • The salient features of the Indian constitution are not known to many citizens of the country. e) “Cite” and “sight” • Hyderabad is having many historic sites worth visiting. • Shoot at sight orders were given to apprehend the dangerous terrorists.

MB0023 SET-1

-4-

Q 3. Write an agenda for a meeting with the purpose of formulating next year’s marketing plan for a brand of designer clothing for men/women. Also write a brief minutes of the meeting, imagining and summing up the proceedings. Answer: AGENDA Date: August 15, 2009 To:

1. Mr. P. Krishna Rao, General Manager (Marketing) 2. Mr. Mahaveer Jain, General Manager (Finance) 3. Mr. Dayakar Verma, General Manager (Production) 4. Ms. Komal Kapoor, Manager (Advertising) 5. Mr. Ram Singh, Manager (Raw Material)

From:

Mr. Manoj Sighania, Vice President (Marketing)

Subject:

Marketing plan for “Sigma” brand designer clothing for men/women for the year 2010-11.

Date & Timing of the Meeting: Friday, September 04, 2010 from 2.00 PM to 4.00 PM Venue:

Conference Room in Head Office.

Back ground: The “Sigma” brand designer clothing for men/women will be launched in the last quarter of the F.Y. 2009-10. The meeting aims to discuss and chalk out a comprehensive marketing plan to achieve the targeted sales for the year 2010-11. Following points will be discussed in the meeting. 1. Tentative market plan will setting of Targets for different model clothing for men and women separately by Mr. P. Krishna Rao, General Manager (Marketing) who will initiate the meeting with a presentation on his plan. 2. Mr. Dayakar Verma, General Manager (Production) shall be giving his production plan inclusive of raw material, consumables and men required. 3. Ms. Komal Kapoor, Manager (Advertising) shall give her advertising budget by eliciting new avenues of advertising and suggestions for appointing of a brand ambassador. 4. Mr. Ram Singh, Manager (Raw Material) shall prepare the potential vendors with possibility of new credit terms for raw materials and identify the transporters with least cost. 5. Mr. Mahaveer Jain, General Manager (Finance) will sum up the Market plan by giving his inputs on the contribution ratio and profitability. MB0023 SET-1

-5MINUTES OF THE MEETING HELD ON September, 2009 FROM 2.00 PM TO 4.00 PM AT CONFERENCE ROOM IN HEAD OFFICE Purpose: To Discuss the Marketing Plan for “Sigma” brand designer clothing for men/women for the year 2010-11 Mr. Manoj Sighania Vice President (Marketing) has chaired the meeting. 1. 2. 3. 4. 5.

Present Mr. P. Krishna Rao, General Manager (Marketing) Mr. Mahaveer Jain, General Manager (Finance) Mr. Dayakar Varma, General Manager (Production) Ms. Komal Kapoor, Manager (Advertising) Mr. Ram Singh, Manager (Raw Materials)

1. Mr. Manoj Singhania welcomed the members of the meeting and explained above the lauching plan of “Sigma”, the new Brand of designer clothing for men/women and the Management’s plan to increase the turn over of Rs.300 Crores during the F.Y. 2010-11. He expected that all the members have well prepared for the meeting as indicated in the Agenda dates August 15, 2010. 2. Initiating the meeting, Mr. P. Krishna Rao, General Manager (Marketing), explained through his presentation, the tentative market plan with the possibility of sales of Rs.350 Crores of new brand Sigma clothing. GM Finance had few queries about the percentages of wholesaler’s margin and distributor’s margin and also credit period to be given to them. GM marketing has to discuss with the concerned persons and submit the details by September 04, 2010. 3. Mr. Dayakar Verma, General Manager (Production) has presented his production plan and his requirement with tentative costing. He was in the view that by installing new machinery only he can achieve the required production. VP (marketing) asked GM finance to discuss the same in forth coming Capital Assets committee meeting on September 04, 2010 and finalize the same. 4. Ms. Komal Kapoor, Manager (Advertising) has given her presentation on new advertisements for Sigma and proposed that Mr. Sharuk Khan and Ms. Katrina Kaif are being contemplated to be brand ambassadors for the new brand of designer clothing. Final quotes from them would be received by September 01, 2010 and the same can be finalized in forth coming meeting. 5. Mr. Ram Singh, Manager (Materials) presented the list of potential suppliers and their credit terms. He explained that the transport cost has gone up due to raise in fuel and the same will mar the profitability. The chair suggested that the goods can be transported by rail wherever it is possible and also negotiate with the transports on annual rates so that we may reach the required cost of transportation. Manager materials has to submit his report on this by September 04, 2010. 6. Mr. Mahaveer Jain, General Manager (Finance) has explained the possibility of meeting the required Sales target and suitability of the Marketing plan with some suggestions to fine tune it. 7. Appreciating the members for their fruitful participation and efforts to prepare the inputs for the market plan in a short notice, the chair thanked them and suggested to have the next meeting on August 04, 2010. MB0023 SET-1

-6-

Q 4. Identify a recent development in any organization of your choice. Write a press release to present the development, by responding to 4 points – 1) USP or uniqueness 2) Answers to key questions “where”, “when”, “why” and “how” 3) Benefits if any to the community and 4) Company credentials. Answer: FOR IMMEDIATE RELEASE

Bharti-Walmart logo Amritsar-143001

Contact: Jenilia D’souza Manager Public Relations (011) 230458763) Extn. 101 New Release Bharti-Walmart Cash & Carry Stores coming up in Amritsar Amritsar, May 25, 2009: Bharti War-Mart an equal joint venture between world’s largest retailer War Mart and the Bharti Group that owns India’s largest telecom company by sales on Sunday said its first Indian cash and carry stores will give discount upto 25% over the local wholesale market. With this, Wal Mart becomes the second foreign retailer after Germany’s Metro to start cash and carry operation in India. Bharti Wal Mart will sell cereals 2-5% cheaper, daily household product 10% cheaper, and higher-margin apparel and general merchandise 25% cheaper. At the inauguration of its Amritsar-based store, that cost over $6-7 million, excluding real estate expenses, the company didn’t specify by when the store would break even. “We are not worried about profitability now. We are focused on serving cheap products to our customers. If we can have satisfied customers, profits will flow in, said Bharti War-Mart CEO Raj Jain. “There is a crying need for cash and carry business in India,” Bharti Enterprises MD Rajan Mittal said. Retailers can choose from 3,000 stock keeping unit (SKU) in the Bharti War-Mart store compared to 700 SKUs in a typical wholesale store, he added. The 50,000 Sq.ft Amritsar store has already got 30,000 kirana stores, hotels, restaurants, and offices signed up as members out of a potential 75,000 members in 25-km radius, Mittal said. The company has 800 suppliers, of which 80% are from Punjab. The store employs 200 people, including 60 from the company’s retails training school in the city. The company plans to roll out 15 such stores over three years in Punjab, Haryana, Delhi and Uttar Pradesh. MB0023 SET-1

-7-

Q 5. Write a solicited job application letter in response to an advertised position for a Marketing Executive for a consumer products company, along with a one page profile about yourself. Answer: Application for the post of marketing Executive: Dated: August 15, 2009 The HR Manager, M/s Procter & Gamble Home Products Limited, P&G Plaza, Cardinal Gracias Road, Chakala, Andheri (E) Mumbai – 400 099 Maharashtra, India. Dear Sir, Sub: Application for Marketing Executive position-reg., Ref: Your Advertisement in Times of India, Mumbai dated August 14, 2009 With reference to your advertisement cited, I have the pleasure in offering my candidature for the position of Marketing Executive in your esteemed organization. Let me introduce myself you as a post graduate in Management with specialization in Marketing and systems from Sikkim Manipal University. I am having 4 years experience in marketing department of two reputed FMCG companies. I am committed and always reached my targets with my sincere and positive attitude. I am a quick learner and have aptitude to learn new things and adjust to new environment in a shortest possible time. I hope to meet you and explain my abilities in a personal interview for which I request you to give me an opportunity to prove myself. I am attaching my brief resume to this letter and expect a positive response from you. Thanking you, Yours sincerely,

MOHD ASHRAF KHAN Encl: Resume MB0023 SET-1

-8MOHD ASHRAF KHAN Room no-106, Ist flr, Gulistan Apartment, Near Railway Station, Bombay Colony, Mumbra (Mumbai) Phone: (02522) 243279 Mobile: 9890202015 [email protected] Objective: A middle or senior level position in the field of Marketing in a ruputed consumer products company. Education: Two year MBA with Marketing and Systems specialization from Sikkim and Manipal University with 74% April 2004. Experience: 1. Marketing Executive in Glaxosmithkline Consumer Healthcare Ltd. From April 2007 – Present. Independently handling all the operations of marketing of consumer healthcare products of the company in the Metro area of Hyderabad and Secunderabad. Responsible for dealing with all distributors, whole sellers and stockiest for marketing of company’s products and reach the target set by the Head Marketing. Received “Star Marketing Executive” for 2007 & 2008 consecutively for out reaching the target by 42%. 2. Executive (Sales) in Hindustan Liver from May 2005 to March 2007. Worked under GM Marketing and Sales Andhra Pradesh circle and responsible for developing new distributors, conducting institutions sales, up country sales promotion campaigns etc. I was successful in all my tasks and received special increments for my achievements. 3. Trainee Executive (Sales) in Hindustan Liver from May 2004 to April 2006. Received comprehensive training in sales operations of consumer items and attended various campaigns along with my Senior Sales Reps. Learnt systematic approach of the sales of consumer products and due to my excellent performance, promoted to Executive Sales after completion of my training. Professional Activities: 1. Member of marketing committee of Federation of chambers of commerce & Industry of AP, Hyderabad. 2. Member of Hyderabad Management Association. Reference: Will be available on request. Date: August 15, 2010 Place: Mumbai.

Signature

MB0023 SET-1

-9-

Q 6. Case Study Amway’s Relationship with Stakeholders Amway is one of the largest direct sales companies in the world. It continues to be a family owned business which was founded in 1959. Today, it employs 14,000 people worldwide and markets over 450 product lines. Its vision is to help people lead better lives. Its success is largely due to its three million ABOs (Amway Business Owners) spread across 80 countries. Thanks to Amway, these people have a business of their own. The only shareholders of Amway are the families that own Amway. The communication channels used by Amway to communicate regularly with its internal and external stakeholders are websites, email, events, publications and membership of trade bodies. Amway sells directly to consumers, without the presence of retail outlets. It has its own supply chain through the ABOs. Amway seeks regular feedback from the ABOs and customers to find out how well it is doing and to improve service. The ABOs are independent small businesses, but depend on Amway suppliers to produce quality products. Amway‟s involvement with communities is a part of its vision to „help people lead better lives‟. It promotes its corporate social responsibility (CSR) all over the world. Corporate social responsibility at Amway involves supporting social causes, acting in an ethical manner by making good products and supporting its stakeholders in a number of ways. For example, Amway has partnered with the children‟s charity UNICEF. It helps provide vaccinations to fight the world‟s six most deadly diseases. It has chosen this charity because of its ABOs‟ concern about families. Ethical businesses get actively involved in improving the communities where they work. Amway‟s business ethics not only provides a clear framework within which to work, but also gives it a positive business advantage. Its „One by One‟ program is good for both the environment and for business. This program supports organic farming, seeks to reduce waste and packaging and to switch to renewable energy sources. There is a cost involved in these practices, but this can be balanced against the benefits derived by both the business and the community. Amway has to balance the needs of its many different stakeholders. It sets high standards of ethics and codes of conduct, in order to make sure that these are upheld. Its CSR program helps the environment, its own employees and underprivileged children all around the world.

Question: MB0023 SET-1

- 10 -

Who are the external stakeholders that Amway communicates with? What communication channels would you recommend to Amway, apart from what is mentioned in the case and why? Answer: Amway is having three million external stakeholders who are called ABOs (Amway Business Owners) spread across 80 countries. ABOs are the families that own Amway business. Amway sells its products directly through its supply chain to its consumers without any retail outlets. Presently Amway is regularly communicating with its external stakeholders through websites, email, events, publications and membership of trade bodies. Apart from the regular communication channels Amway presently using to communicate with its External stake holders following communication channels are suggested. a. Establishing a comprehensive Intranet: Presently the Amway website provides a log in password for its ABOs to know their account information. But if a comprehensive Intranet with a chat engine is set up for all ABOs to interact frequently, the business can be improved multifold with quick and clear information exchanged instantly saving time. It will facilitate pre-meeting discussion, discourage grapevine. b. Corporate Umbrella Avertising: Some of the Amway’s products are not suitable for some places like India and they are weak. To prevent Amway has to take up Corporate Umbrella Advertising aimed at consumers and link a new or weak product to more established product which would help the ABOs to enhance their sales. c. Business Reports from ABOs: Amway has to introduce a different way of communicating through Business Reports from its external stake holders. A brief and non formal business report generating system would heop the ABOs to report about their performance from time to time. Such reports are to be encouraged and the same reports may be disseminated to other ABOs for enhancing the knowledge and problems being faced which would eliminate grass root problems of the marketing the products.

MB0023 SET-1