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Mid Term Exam Summer-2021 Department of Business Administration

This document provides instructions for a mid-term exam for a Business Administration program. It outlines 10 guidelines for students to follow when submitting their exam answers, including writing their answers directly on the Blackboard, following word limits, avoiding plagiarism, and double checking their submissions. The exam contains 3 questions - the first is a case study analysis of a copycat business in Hong Kong, the second asks about structural requirements for an organization pursuing a low-cost leadership strategy, and the third asks students to classify two Pakistani food companies into Miles and Snow's strategic typology.

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shaikh yasir
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187 views

Mid Term Exam Summer-2021 Department of Business Administration

This document provides instructions for a mid-term exam for a Business Administration program. It outlines 10 guidelines for students to follow when submitting their exam answers, including writing their answers directly on the Blackboard, following word limits, avoiding plagiarism, and double checking their submissions. The exam contains 3 questions - the first is a case study analysis of a copycat business in Hong Kong, the second asks about structural requirements for an organization pursuing a low-cost leadership strategy, and the third asks students to classify two Pakistani food companies into Miles and Snow's strategic typology.

Uploaded by

shaikh yasir
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Mid Term Exam Summer-2021

Department of Business Administration

Subject: OTD Submission Day:


Instructor: Ather Qadeer Submission Date:
Program: BBA Max. Marks: 25

Please follow the instructions carefully:

1. Write your answers directly on the Black Board (recommended) or upload word file
before the due date on Blackboard.
2. Write your name and registration ID on the first page of your Word file.
3. Answer scripts can only be uploaded on Blackboard only during the submission time.
4. To avoid any unforeseen problems, you are advised to follow the Guide lines
communicated by the Faculty Members.
5. Submission of answer copy(ies) will be considered acceptable through Blackboard only.
Therefore, do not submit your document through email or any other medium.
6. Use 12 pt. font size and Times New Roman font style along with 1-inch page margins.
7. Follow the requirements of the word limit and the marking criteria while writing your
answers.
8. Provide relevant, original and conceptual answers, as this exam aims to test your ability to
examine, explain, modify or develop concepts discussed in class.
9. Do not copy answers from the internet or other sources. The plagiarism of your answers
may be checked through Turnitin.
10. Double check your word file before uploading it on Blackboard to ensure that you have
uploaded the correct file with your answers.
Q.No. 1 Answer the following question as per the given scenario App 250 Max Marks 15
to 300 words

Read the following case study and give your analysis on the stated questions.

CASE STUDY – How to make money in copycat business

Kenneth Lai is a copycat. He makes money by aping world’s most famous fashion
designers and selling this apparel to the middle class segment throughout Hong
Kong and he is quite successful in what he does. He comes from a poor family and
dropped out of high school. He set out on his own in 1980 with $30,000 in borrowed
cash. He launched the first of his retail stores that year. He has now 53 stores in
Hong Kong, 9 in Singapore, 16 in Taiwan and 2 each in Malaysia and Indonesia.
About the half firm’s turnover comes from the clothing business, rest from an
assortment of other enterprises. About 90% of clothes are produced in China. He has
currently employed nearly 30,000 workers.

Mr. Lai has found the formula of copycat success by closely following industry trends
and mass producing in China. He has 3 types of stores, THEME, THEME PLUS &
BODY GLOVE. Theme store targets young professional office going women and offer
them a value for money approach. Theme has become a recognizable brand name
and its line is narrow but selective. THEME-PLUS offers party wear for the trendy
women at moderate price. BODY GLOVE is a trendy US label that began as a swim
wear for women. Mr. Lai spotted the potential for BODY GLOVE and has exclusive
rights for the Middle East market.

Kenneth Lai has 3 advantages over other manufacturers and retailers that have
enabled him to thrive when others cannot: total vertical integration (every activity
done in house), a skilled design team that imitates the product but save on the costs
and his own gift for picking up the fashion trends. Recently he copied LA Gear
Gimmick of flashing and taillights on the back of the sneakers. Now some of Body
Glove’s sneakers also have the lights. Mr. Lai thinks this will pay off big.

“I have a commercial eye. It’s either in you or it’s not. You don’t learn it at school. We
have a whole team of designers but we don’t create original designs. We travel the
world and find samples from different brand names and then we copy the designs.
Every one copies but I am the only one being honest about it”. Mr. Lai concludes.

QUESTIONS FROM THE CASE STUDY:

1- What resources do Lai and his organization possess that give him a
competitive edge? Is this advantage sustainable? How can he protect
it? Which elements cannot be protected in the long run? App 150 words
(7 marks).
2- According to Porter’s generic strategies what is the competitive scope
and competitive advantage of Kenneth Lai? App 50 to 60 words (3
marks)
3- What other areas of business would you recommend to Lai that he
might be successful in? In other words, what resources are
transferable to other situations? App 100 words (5 marks)

Q.No. 2 Answer the following question App 100 words Max Marks 5

Discuss the structural requirements needed in an organization pursuing the strategy of low
cost leadership. In such an organization you would seek efficiency and tight controls or you
would be focusing on creative flair? Which is more important and why? Elaborate with
solid reasoning and appropriate examples.

Q.No. 3 Answer the following question App 100 words Max Marks 5

National Foods and Shan Foods are undoubtedly market leaders in the food industry of
Pakistan. In context of Miles and Snow’s typology where would you place each brand as
either being Prospector, Analyzer, Defender or Rector? Give reasons to justify your choice.

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