Caselet 1It had been 5 years since Hua Tua had been practicing traditional Chinese medicine under the famous Zhang Zhongjing. A poor farmer's son, Tua's father had requested Zhongjing to teach his son herbology. But the sudden demise of his father required Tua to take charge of family responsibilities. They had 320 acres of cultivable land, but margins in crops were very low. So Tua decided to use his knowledge of medicine and cultivate herbs. He chose three standard decoctions.1. Tang-kuei Ten Combination: An ancient formula used to treat chronic illness whichwas made frombupleurum, ginger and astragalus. This combination was used for treatment of side-effects of cancer therapy and for prevention of cancer recurrence after successful treatment.2. Bupleurum Combination: This formula was mainly used for harmonizing circulation between internal organs and used ginger, bupleurum and cinnamon. It was used to frequently address cases of chronic hepatitis B infection, and it is also used for inflammation of the stomach and pancreas.3. Cinnamon Combination: Another ancient formula prescribed for the initial stage of an infectious disease, which was a decoction of cinnamon, astragalus, and ginger. This decoction was effective for treatment of frostbite, pernicious vomiting of pregnancy, and appendicitis.Each of these was to be cooked with tea and consumed by the concerned patient.The vials would be sold in a lot-size of 100 only. He consulted 5 doctors who ordered 100 vials of each of the decoctions.

Tua then estimated the quantity of ingredients (in grams) that would be required per 100vials of decoction results of which are tabulated in Table 1 below. Tua would have to pay the government $6,300 as property tax for the land. He decided to mark-up the vials 20% above their cost. The details of costs for cultivating the land are given in Table 2 & Table 3 below. The extra vials of decoction, if any, would be sold later.Decoction\IngredientCinnamonGingerAstragalusBupleurum

Tang-kuei Ten Combination0200400100

Bupleurum Combination1001250150

Cinnamon Combination2001003200

Table 1: Quantity of ingredients (in grams) required per 100 vials of decoctionParticularsCost (in $)

Sowing and Tilling24,000

Harvesting8,900

Property Tax6,300

Table 2: Joint labor and materials cost for cultivating the land (monthly)ParticularsCinnamonGingerAstragalusBupleurum

Cost of Materials /acre2000100010001000

Cost of Labor /acre100060410001000

Yield/acre (in g)50254050

Table 3: Ingredient-specific costs for cultivating the land (monthly)Question1Not answeredMarked out of 4.00Flag questionQuestion textThe market prices of 100 vials of the Tang-kuei Ten decoction (in $) are:Select one:a.$ 44,865.9b.$ 47,138.4c.$ 48,211.2d.$ 45,833.2Question2Not answeredMarked out of 4.00Flag questionQuestion textHua Tua's maximum monthly profit is:Select one:a.$ 1,23,492b.$ 1,31,468c.$ 1,37,528d.$ 1,39,444Question3Not answeredMarked out of 4.00Flag questionQuestion text The land Hua Tua allocates to Bupleurum,assuming maximum profit is : Calculate to the nearest acre.Select one:a.52 acresb.110 acresc.130 acresd.28 acresInformationFlag questionInformation textCaselet 2The Keystone City has been a major hub for business and cultural activities for centuries. It has seen the rise and fall of many great personalities across time. One of the key attractions that the city boasts is the Flash Museum. It is dedicated to all the superheroes that have protected the city with their lives throughout its history.Lately, the organized mafia of the Keystone City has been losing its stranglehold over the city affairs due to the excellent work of KCPD (Keystone City Police Department). The mafia plans to make a statement by hitting the Flash Museum in broad daylight to revive its reputation. KCPD has got a tip on the heist through a very trustworthy informant. You have been hired as a consultant to anticipate the moves of the crew about to hit the museum; so that KCPD can work out an action plan to catch the robbers in the act. In order to do that, you need to devise a plan to operationalize the heist.You break down the plan into a number of components. You need to first decide the items of interest to the robbers. Then you need to work on an escape plan from the museum to a rendezvous point. After that you intend to find the best possible way through the traffic ridden city to reach the port from where they can move into international waters which is beyond the jurisdiction of KCPD.As per your expertise, you believe that one person can be charged with looting the items in the given time frame. He can carry only carry a maximum amount of 10 kilograms with him so that he can maintain his speed. Also, he will loot the items which would demand maximum overall value in the black market. The specific data regarding the high-value items present in the museum has been summarized in Table 1.Table 1Item No.Present black market valueWeight of the itemItem No.Present black market valueWeight of the item

FMVI00612924FMVI01380676

FMVI01049573FMVI01430844

FMVI01352492FMVI16015875

FMVI00230685FMVI00406723

FMVI01472604FMVI00914433

Also, to ensure additional hindrance to the heist, an additional password security has been installed at the entrance to the high-value-items-chamber (HVIC). This comprises of a panel of size (4X14 cm), with 7 (2x4 cm)-keys kept by its side. The authorized person needs to know the pattern in which to place these keys in the panel such that the panel surface is fully covered (i.e. keys can be placed either horizontally or vertically in a non-overlapping fashion). You can assume the robbers have no information about this until they reach the HVIC. Figure 1: Password PanelFigure 2: Panel Key (7 in total) 14 cm 2 cm4 cm 4 cm

Your partner has taken up the responsibility of finding an efficient route through the underground sewers leaving the last part of the plan for you to work out. The traffic on roads in Keystone City is unequally distributed during the time of robbery. Thus, the goons can travel at the same speed along all roads. You feel that the robbers would take that route to the port which would result in minimum travel time.(i.e. robbers have to travel from the Museum to the Port).The information about the road network has been summarized in Table 2 (all roads are two-ways).Table 2Intersections connected by the roadMaximum possible driving speed (in kmph)Length of the road (in km)Intersection connected by the roadMaximum possible driving speed (in kmph)Length of the road (in km)

(Museum, 1)164(4, 5)301

(Museum, 2)4020(5, 6)302

(Museum, 3)304(5, 8)202

(1, 4)488(5, Port)153.5

(2, 4)755(6, 7)305.5

(2, 5)363(7, 8)901.5

(3, 5)2010(8, 9)1003

(4, 6)456(8, Port)252.5

All answers should be rounded off to nearest integer (if required)Question4CompleteMarked out of 4.00Flag questionQuestion textDetermine the total value of goods that the robbers would aim to loot.Select one:a. 225b. 216c. 221d. 228Question5Not answeredMarked out of 4.00Flag questionQuestion textDetermine how much additional time KCPD will get to crash the robbery, assuming that the robbers arrive at the right combination only in their final attempt.Select one:a. 17b. 24c. 21d. 13Question6CompleteMarked out of 4.00Flag questionQuestion textDetermine the time (in minutes) they would take to reach the port from the museum.Select one:a. 38b. 40c. 37d. 39InformationFlag questionInformation textCaselet 3Dagras has carved a special place for itself in the sports universe since it was founded in 1980 by a Dutch Olympian (of Greek Origin), Aleixo Carchonas. He was one of the best archer that Netherlands had produced in recent times. Some called him the modern-day Apollo as a tribute to his skills and indicating his Greek ancestry. Right from his competition days, Alexio used to customize both his training and competition equipment to suit his specific needs. He felt that the equipment available in market was too generic. He felt an urgent need for innovation in the sports equipment industry and thus, began his journey with Dagras.Dagras started by designing and manufacturing customized and specialized equipment for archery. This led Dagras to garner huge popularity in the professional sports circles. The response encouraged Aleixo to further diversify his product range to encompass other competitive sports.Within a relatively short span of time, Dragas was able to extend its product range to cater to a variety of sports. At the same time it also, expanded its portfolio to include products such as sportswear, watches, eyewear and bags besides the regular sports equipment. Its reach spread across the European market and the company had plans to expand beyond to other markets. However, before venturing to other markets, Aleixo felt a need to strengthen the company's presence in Europe owing to increasing competition in the industry.It saw the European Youth Olympic Festival (EYOF) 2013 as the perfect opportunity to enhance its position in the European sports industry. EYOF had been enjoying immense popularity since its past few versions. It had grown its footprint in terms of both, viewership and competitive participation. EYOF 2013 was set to take place in Utrecht, Netherlands and was expected to make headlines throughout the event.The sponsorship deal obtained by Dragas was the broadest set of sportswear rights in game's history. It became the Official Sportswear Partner of the Eutrecht Games and the exclusive licensee of all branded and event branded clothing. From these rights Dragas set four key marketing objectives. To ensure a clear association as Sportswear Partner of EYOF 2013, Team Netherlands and Paralympics Netherlands. To engage and excite the 14-19 year old audience in order to drive brand preference in the Netherlands and the surrounding markets. To deliver a Licensed Product Return on Investment (ROI) (branded and event branded licensee rights). To become the most talked about sports brand in 2013.A major aspect of this sponsorship deal was the athletes' kit. The kit provided the opportunity to be innovative and excite the target audience whilst creating products to meet commercial sales targets.Preparations to equip the team started two and a half years before the Games were due to start. Over 550 athletes were fitted for over 680 items of kit. This meant the marketing activity for the campaign also started long before the Games in 2013. A photo booth shoot captured every athlete in their kit. These images were used to create excitement around the Team Netherlands kit product launch.As there were more than 50 EYOF 2013 sponsors, Dragas needed to ensure it communicated the right messages, at the right time, through the appropriate channels for its target audience. It aimed to create national support for Team Netherlands through its 'Show the World' campaign.TV adverts featuring national upcoming star athletes were used to rally support for Team Netherlands. In these adverts athletes shared their intimate goals, fears and thoughts, something which was dramatically different to other sponsors of EYOF 2013.Its TV adverts aimed to drive consumers to a website where they could demonstrate their talents for a chance to meet their idols. Through 'Lucky 26', Dragas had already rewarded 26 talented youngsters in Netherlands with the chance to meet leaders in their chosen fields, such as the sporting and musical industry, giving undiscovered talent the chance to 'Show the World' their skills.Social media played an integral part in Dragas' campaign. For example, on Twitter #showtheworld became the summer trend for supporting Team Netherlands. Videos on YouTube created hundreds of millions of views. In addition, a large photo booth was set up at a shopping centre in the city. Members of the public then entered the booth to show support for Team Netherlands. Videos of peoples' reactions to Dennis Bergkamp making a surprise appearance received 2.1 million views, as well as international TV coverage.Promotional activity is very expensive. Organizations want to see a return on investment (ROI) for the money they spend on a promotional campaign. Sponsorship of EYOF 2013 was no exception. Every aspect of its promotional campaign, both online and offline, was continuously monitored and measured. This enabled Dragas to demonstrate that becoming the Official Sportswear Partner of the Utrecht Games and the exclusive licensee of all branded and event branded apparel was cost effective coverage. This data was then used to establish whether the marketing objectives had been achieved. The table below demonstrates the significant return achieved through this campaign and how Dragas successfully achieved its marketing objectives.Marketing ObjectiveMeasurement

Ensure a clear association as Sportswear Partner of EYOF 2013, Team Netherlands and Paralympics Netherlands Dragas generated the highest number of articles amongst local sponsors 44% of 16-24 year olds were aware of the sponsorship (Dragas' closest competitor achieved 16%

Engage and excite the 14-19 year old audience in order to drive brand preference in the Netherlands YouGov (a measure of public opinion) score increased from 3.5 to 11.3 during the Games Dragas ranked #1 by Utrecht 2013 Nielsen audience tracking for categories 'exhilarating' and 'empowering' 8 million views of #showtheworld content on YouTube with 1.3 million views from 14-24 year olds

Deliver a licensed product ROI (branded and event branded licensee rights) 2% market share growth 100 million total licensed product sales in 2013

Become the most talked about sports brand in 2013 Increased Twitter followers by 25% 32% share of sponsor traffic on Twitter 128 million Twitter impressions respectively for #showtheworld

Question7Not answeredMarked out of 4.00Flag questionQuestion textWhich kind of marketing strategy could be most effectively utilized to target the 14-16 year olds?Select one:a. Ambush Marketingb. Evangelism Marketingc. Close Range Marketingd. Cross-media Marketinge. Guerilla MarketingQuestion8CompleteMarked out of 4.00Flag questionQuestion textWhat kind of ATL promotional strategy could have been most effective?Select one:a. TV Advertisementsb. Social Mediac. Promotional Schemesd. Direct e-mailQuestion9CompleteMarked out of 4.00Flag questionQuestion textBased on their positioning how should the company segment the population?Select one:a. Behavioral Segmentationb. Demographic Segmentationc. Lifestyle Segmentationd. Geographic SegmentationInformationFlag questionInformation textCaselet 4Three fresh MBA graduates Raju, Farhan, Rancho have a start-up: RelaxiTaxi. The company provides taxi services in the city of Lucknow. Their USP is that they have developed an algorithm which helps them procure and connect local taxis in the city. Although not yet fully functional, their algorithm seems to be more efficient than others.The graduates were recently approached by Cynosure to buy out RelaxiTaxi for 1.5 lacs. If they reject the offer and continue with the product development, an additional investment of 2 lacs would be required. They plan to arrange for this amount from their personal savings.If RelaxiTaxi is successful in finishing the algorithm development, they will have two development strategies:1. It can apply for an innovative research grant of 3 lacs from Grow-Engage Agency; and further develop and market the product. There is a high degree of uncertainly around the grant.2. Another private player, Bluestone had proposed that if RelaxiTaxi was successful in their algorithms fine tuning, it will offer a financing of 10 lacs to them for 80% of future profits (perpetuity).The founders aren't sure if they can devote sufficient time to the algorithm in the coming months.In case they are not successful in adding the new features, they can still apply for the Grow-Engage Agency grant, but their chances of getting winning the grant will decrease. The additional cost of applying for this grant at this stage will be 1 lac.If they accept Bluestone's offer, RelaxiTaxi's profitability would be higher than if they were to market it themselves.Estimated revenues if they are successful in algorithm development and winning the Grow-Engage Agency grant:ScenarioProbabilityTotal Revenues

High Profit20%30 lacs

Medium Profit40%5 lacs

Low Profit40%0

Estimated revenues if they are successful in algorithm development and take up Bluestones offer:ScenarioProbabilityFuture Profits

High Profit20%100 lacs

Medium Profit40%30 lacs

Low Profit40%0

Estimated revenues if they are unsuccessful in algorithm development andstill apply for the Grow-Engage Agency grant:ScenarioProbabilityTotal Revenues

High Profit25%15 lacs

Low Profit75%0

After discussion within themselves, the founders think there is a 60% chance of them being successful in further development. Further, with this success, chances of winning the Grow-Engage Agency grant is 70%. However, the chance of getting the grant without this further development is 20%.Question10CompleteMarked out of 4.00Flag questionQuestion textPlease evaluate the options and suggest what the founders should do?Select one:a.Accept Cynosure's offerb.Continue with product development and if successful, accept Bluestones offerc.Continue with product development and if successful, apply for the grantd.Continue with product development and if unsuccessful, apply for the grantQuestion11CompleteMarked out of 4.00Flag questionQuestion textWould the decision change if the chances of winning the grant instead of 70% is 80%?Select one:a.Yesb.Noc.More than a single choice to the foundersd.More data requiredQuestion12Not answeredMarked out of 4.00Flag questionQuestion textAnother VC firm is evaluating whether to invest in RelaxiTaxi or not. If their investment is successful they will have a profit 18 lacs on the investment, but if they fail, they will lose 8 lacs. Based on experience and intuition, they feel there is a 30% chance that they will be successful. Prior to deciding whether to invest in RelaxiTaxi or not, the VC firm can take help from a consultant. The consultant will charge 2 lacs for his work. The consultant can't predict the success with certainty, that is, he sometimes misread the market. The consultant cant predict the success with 100% certainty, that is, he sometimes misreads the market.Past results indicate that if the investment is a flop, there is a 10% chance that the consultant will say otherwise. Also, if the investment is a success, there is a 20% chance that the consultant would have suggested otherwise. Please help the VC firm to make a decision.Select one:a.Don't investb.Invest on its ownc. Enrol the consultant, invest if he gives a positive responsed.Enrol the consultant, invest if he gives a negative response