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Business Policy and Strategy-UPES-1-J13

Business Policy and Strategy-UPES-1-J13

Section A (20 Marks)

Write short notes on any four of the following:

1.      Michael Porter Model of Strategic Management

2.      Focus and Niche Strategies

3.      Value Chain Analysis

4.      Experience curve concept

5.      Turnaround Strategies


Section B (30 marks)

(Attempt any three)

  1. ‘Strategy can be formulated and implemented at three different levels in business organizations.’ What are these levels and why are they treated as such?

2.      What is strategic intent and how does it determine the survival of the organization?

3.      Explain why engaging in strategic management is likely to be beneficial for an organization.

4.      “Internationalization of trade is an opportunity for improving the competitiveness of local businesses”. Discuss this statement critically.


Section C (50 marks)

(Attempt all questions. Every question carries 10 marks)

Read the case “DD: India’s premier public service broadcaster” and answer the following questions:

DD: India’s premier public service broadcaster

DD is the India’s premier public service broadcaster with more than 1,000 transmitters covering 90% of the country’s population across on estimated 70 million homes. It has more than 20,000 employees managing its metro and regional channels. Recent years have seen growing competition from many private channels numbering more than 65, and the cable and satellite operators (C & S). The C & S network reaches nearly 30 million homes and is growing at a very fast rate.

DD’s business model is based on selling half – hour slots of commercial time to the programme producers and charging them a minimum guarantee. For instance, the present tariff for the first 20 episodes of a programme Rs.30 lakhs plus the cost of production of the programme. In exchange the procedures get 780 seconds of commercial time that he can sell to advertisers and can generate revenue. Break-even point for procedures, at the present rates, thus is Rs.75,000 for a 10 second advertising spot. Beyond 20 episodes, the minimum guarantee is Rs.65 lakhs for which the procedures has to charge Rs. 1,15,000 for a 10 second spot in order to break-even. It is at this point the advertisers face a problem – the competitive rates for a 10 second spot is Rs.50,000. Procedures are possessive about buying commercial time on DD. As a result the DD’s projected growth of revenue is only commercial time on DD. As a result the DD’s projected growth of revenue is only 6- 10% as against 50-60% for the private sector channels. Software suppliers, advertisers and audiences are deserting DD owing to its unrealistic pricing policy. DD has options before it. First, it should privates, second it should remain purely public service broadcaster and third, a middle path.

The challenge seems to be exploit DD’s immense potential and emerge as a formidable player in the mass media.


1.      What is the best option, in your view, for DD?

2.      Analyze the SWOT factors the DD has.

3.      Why do you think that the proposed alternative is the best?

4.      Throw light on DD ‘s business model.

5.      Conclude the case study in your own words.





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