MGM101H (L0101) Test #1 October 4th, 2013
SHORT ANSWER QUESTION BOOKLET
Test Duration – 30 MINUTES
No aids allowed
LAST NAME (please print in INK): _____________________________
FIRST NAME (please print in INK): _____________________________
STUDENT #: __________________
INSTRUCTIONS: PLEASE READ CAREFULLY AND FOLLOW
1. Please write your response in ink and do not use white-out, otherwise
your paper cannot be considered for remarking.
2. Answer ALL 3 of the following questions.
3. The test consists of 15 multiple choice questions worth 15marks (which are
in a separate booklet) and 3 short answer questions worth 10 marks. The
test is out of 25 marks.
4. Please be sure that you have all of the pages before you start.
5. If you do not have any photo ID during the test you must present it to the
Course Coordinator, Sadaf Sheikh, within 5 days after the test during her
office hours or by appointment. If you do not complete this requirement,
your test grade will be a zero.
6. It is an academic offence for you to write past the 30 minutes allotted for
the test for any reason. If you continue writing on your test paper after the
"pens down" announcement, your paper will be taken and the incident will
be reported to the department for review and possible disciplinary action.
NO EXCEPTIONS will be made.
I have read and understood the instructions above. I agree to all the
consequences in the event I do not complete the requirements stated above.
(Signature): _________________________________ (Date): _________________
Please answer all the following questions.
Question 1:
BlackBerry recently announced several initiatives to lower costs in an attempt to preserve
shareholder value. These changes will have sweeping impacts in both the short, and long-term,
and are cause for concern for a variety of stakeholders. Other than shareholders, identify four
groups of stakeholders from your readings who would have an interest in these changes and
describe what each of their priorities would likely be when evaluating these changes. (4 Marks)
One Mark for each stakeholder identified as well as a proper explanation of their priorities.
Stakeholders may include Customers (concerned with future product support, warranty, service
levels, ongoing technology updates, app development, etc…), Suppliers (changes in
specifications, lower demand, order cancellation), Distributors (inventory management, BB
support, quality), Employees (Impact on jobs, morale, future career advancement, protection of
benefits), Local community (reputation, ability to attract more high tech, employment levels),
Governments (impact on gov’t funded support programs, economic impact both local and
national, ripple effects), industry (spin offs, businesses dependent on BB, Canadian
competitiveness)
Question 2:
During our in-class exercise we discussed the value propositions provided by several retail
brands. Identify any two of the brands discussed and for each, describe their target market and
two benefits offered as part of their value proposition that would appeal to their target market. (4
Marks)
One mark for proper naming and target market identification. One mark for each correct benefit
described.
Walmart – Targets customer who need convenience, cost conscious. VP benefits include
everyday low prices, familiar brands, broad selection (one stop shop)
Canadian Tire – Targets people based on lifestyle and activities, homeowners, VP benefits
include broad selection with products within categories, average price points, quality brands,
Canadian owned
Toys R Us – Children and their families, VP includes largest selection of toys, games and
children’s’ goods, popular brands, specialty items, average to higher prices.
Whole Foods – Targets higher class of personnel, VP focuses on local, healthy and organic
product lines, higher prices, adequate staffing and customer service is high, Information about
unique products are explained
Hudson’s Bay Co. – Repositioning to target middle to upper income, VP focuses on top quality
and current fashion, reputable brands, higher price point, knowledgeable staff and service levels
Harry Rosen – targets higher income men that desire top quality and current business and casual
fashion, VP focuses on craftsmanship, highest quality materials and products, staff experts,
product selection includes all men’s needs
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Question 3:
Frederick Taylor was responsible for defining scientific management techniques. What was the
primary objective of scientific management theory? Describe one technique presented in this
theory that Taylor believed helped achieve its objectives. (2 Marks)
One mark for proper description of objective and one mark for proper description of technique.
Objective – to redesign work processes to increase efficiency by studying relationship between
people and tasks. Techniques include – reduce time and effort to produce one unit of output,
increased job specialization, division of labour, work study, establish rules and SOP’s, selection
and training of staff, pay for performance
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