Postgraduate Diploma in Marketing June 2014 Examination Advanced Management Competencies (AMC)

Transcription

1 Postgraduate Diploma in Marketing June 2014 Examination Advanced Management Competencies (AMC) Date: 20 June 2014 Time: 1400 Hrs 1700 Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There are two parts in this question paper. All questions in Part One are compulsory. It includes a mini case. Part Two includes 6 Essay Type Questions. Answer 03 questions from this part. Instructions to candidates 1 State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts. 2. Always start answering a question on a new page. 3. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams. 4. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Clear diagrams and examples where appropriate 5. Illegible handwriting and language errors will be penalised. Page 1 of 5

2 PART ONE Answer all questions Question 01: Case Study Axis Communications and Core Values Axis is a Swedish based- company which is the market leader in network video and a driving force behind the shift from analog to digital video surveillance, which paves the way for a more secure, smarter and safer world. Axis retained its position as the clear market leader in network cameras and in the category surveillance cameras. Axis also achieved a market leader position in the category video encoder and thereby strengthens the company s position on the surveillance camera market. By the end of 2013, the annual sales were SEK 4,717 Million with employees in more than 40 countries, Distributors in 70 countries and collaboration with more than 65,000 partners in 179 countries. The company was the first to offer blue tooth point. The company was founded in 1984 by Mr. Karlsson and his high school friend Mr. Martin Gren. Their basic philosophy was to develop a product before anyone else, produce it, sell it, and get paid. This is still their basic concept. The capital market gives companies time to develop products he said. This can result in innovative companies getting into complex systems, which takes longer to develop. We could never spend three years finding the perfect solution. I believe this vision is basic to everyone at Axis: we must be innovative and fast. It is this shared corporate vision that motivates employees at all levels to work together to achieve corporate goals. Working without vast capital can be an advantage according to Mr. Karlsson. Being the underdog makes people work harder; so do Axis core values. The Axis core values were established in 1985, and today every single member internalizes them. All employees know them said Mr. Karlsson. I saw some times in s. For an example someone will write: I don t think we are sticking to the point six on the split vision. He showed by following core values; Axis increases the value of the network, growth in volume niches, is always open, makes it happen, is never satisfied, and has split vision. His favourite value is make it happen. Each core value contains four or five sub values. As an example make it happen core value had expanded as take initiative and responsibility. Stand up for what you believe.dare to say no. Mistakes are accepted if you learn from them. why is important than who. Don t just talk. Dig in when needed. No selfimportance. Give credit to those who make it happen. Page 2 of 5

3 Mr. Karlsson has succeeded in creating a culture that makes each employee personally responsible to contribute to the corporation s success. Axis even has a customer advisory board which can be accessed via . This enables customers to influence the development of existing and future products. The board includes Axis employees as well as other information technology professionals. Mr. Karlson shares his plans with his staff they in turn supply him with support and fresh ideas. Axis Communications views itself as a leader in network connectivity for the 21 st Century.By offering its employees a role in product development and empowering them to test their ideas in the work place, Axis provides an on-going challenge. In this way the entire corporation is connected not only via the internet, but via a shared vision. (References: Modern Management, Camuel C. Certo, 9th edn, Pearson Education Ink, 2003 and a. You are required to explain Five Types of Leadership Styles shown in Leadership Grid by Blake and Mountain in 1999 and identify the leadership style adopted by Mr. Karlsson in accordance to the above grid. Justify your answer by giving examples from the case study. b. Discuss how Mr. Kalsson has motivated employees at Axis Communications. Explain the Two-Factor Theory of motivation by Herzberg and justify to what extent Mr. Kalsson has utilized the above theory by providing examples from the case study. c. Identify and explain the most appropriate team structure to achieve corporate goals of the Axis Communications by giving evidence from the case study. d. High Energy Level and Awareness of Passing Time are the two main Personality Traits of an entrepreneur. Has Mr. Kalsson shown the above two personality traits as an entrepreneur? Give reasons from the case study. (Total 40 Marks) Page 3 of 5

4 PART TWO This part includes SIX Essay Type Questions Answer THREE questions Question 02 a. What do you mean by Whistle Blowing. of ethical behaviour of organisation and explain the importance of Whistle Blowing in a company. Justify your answer with an example from Sri Lankan context. b. Discuss the major levels of Personal Moral Development and discuss how a leader should behave at each levels of Personal Moral Development. Question 03 a. Briefly explain the three main categories of Managerial Roles discussed by Henry Mintzberg. (09 Marks) b. Explain the relationship between Panning and Controlling functions of management. You are required to provide an example to prove the relationship. c. What do you mean by A Contingency Plan and discuss when contingency plans are important for an organisation. Give a suitable example. Question 04 (05 Marks) a. Briefly discuss the six steps in the Managerial Decision Making Process. b. Briefly explain Ambiguity in decision making with a suitable example. Page 4 of 5

5 Question 05 a. Discuss the Four Roles in Organizational Change according to Harold L Angle and Andrew.H. Ven in b. Explain the Tactics that can be used in overcoming resistance to change and discuss the situations to use those tactics. Question 06 a. Explain the Hierarchy of Channel Richness in Communication with a graphical illustration. (10 Marks) b. Discuss the three problems that can be addressed by the mangers using Organizational Development. (10 Marks) Question 07 a. What do you mean by Six Sigma? Explain why the top management is important in effective implementation of Six Sigma? b. Explain the Value Chain and its importance to a profit making business venture. c. Explain any two types of E- Business Strategies. (Total 60 Marks) (Total 100 Marks) -END- Page 5 of 5