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Until Air Deccan entered the scene in 2003, there were only scheduled domestic carries in India, Indian
Airlines, Jet Airways and Air Sahara. Air Deccan became India‘s first Low Cost Carrier (LCC). Since then the
dynamics of the game have changed drastically, soon followed Kingfisher Airlines, Spicejet, GoAir,
Paramount Airways and Indigo.
With Air Deccan‘s low cost strategy experience having seen results, the concept is widely picking up
as a strategy to rule the Indian skies. Jet Airways is developing JetLite (Air Sahara) as a value carrier with
frills that offers low fares to fly on some of its domestic routes. The industry estimates forecasts that LCCs
will have a market share of 70 percent by 2010. Full service carriers, on an average are losing a remarkable
1.5 percent share to LCCs every month. Currently all the LCCs put together have a market share of 37 per
cent.

Questions:-

1. In your opinion what is the future of civil aviation in India? Will LCC dominate the domestic
market?

THE COSTS OF DELAY

The public sector Indian Oil Corporation (IOC), the major oil refining and marketing company which
was also the canalizing agency for oil imports and the only Indian company I the Fortune 500, in terms of
sales, planned to make a foray in to the foreign market by acquiring a substantial stake in the Balal Oil field
in Iran of the Premier Oil. The project was estimated to have recoverable oil reserves of about 11 million
tonnes and IOC was supposed to get nearly four million tonnes.
The RBI, which gave IOC the approval for $15 million investment, took more than a
year for clearing the deal because the structure for such investments were not in place, it was reported.

QUESTIONS
1. Discuss internal, domestic and global environments of business revealed by
this case.

SUBJECT: ADVERTISING MANAGEMENT
1) There are 4 questions in paper
2) All Questions are compulsory
3) Each question carries 20 Marks
A) Define Advertising Copy? Please explain various ways of writing print advertising copy
with examples?
Case No: 1
VENKY’S OF VENKATESHWARA HATCHERIES
Venkateshwara Hatcheries which went public recently is one of the most modern plants in poultry business in
Asia. They have 60 p.c. market share of chicken marketed in the country. Dr. B.V. Rao of Venkateshwara
Hatcheries expired in 1996. His daughter Anuradha Desai is now the Chairperson and M.D. of VHL. In the
beginning they had an Executive Director Gulam Harjanwalla who professionalized chicken marketing. Sajid
Peerbhoy’s Speer ad agency was chosen. The brief given to Speer was “to market raw chicken in the form of a
full bird. Further, to market legs. To market legs and breast. To market curried pieces. And half-bird.”
Questions (A)

(a) Comment on the advertising strategy adopted previously and currently.

SECTION - A

1.Write short notes on the regulatory bodies of Aviation Industry.?

2. Explain the Airport Development process happening in India post deregulation.
3. Briefly analyse the competition in Airline industry in India.
4. Discuss the term Airside and the important facilities in Airside.
5. Analyse the different Air carrier models in use.
6. What do you understand by ATC and the various functions associated with ATC in Air
transportation ?
7. Explain the various terminal concepts.

Apparel Production Management
Maximum: 80 Marks
Please note that there are 2 sections. The section A consists of 40 marks and section B consists
of 40 marks.
1. Discuss elaborately on the product types and organisation of clothing industry.
2. Explain in detail the production planning and different departments of a garment industry
3. Discuss in detail on the pricing policies and factors affecting pricing policies.
4. Explain how the basic work measurement is carried out.
5. Explain in detail ten point and Dallas systems of fabric inspection systems.
Apparel Production Management

Case Study - I
The RK international is an Apparel Exporter with a Turn over of Rs. 155 crores. The company
exports to USA and Europe markets. The company in entering in to a Long term strategic
alliance with one of the biggest retailers in USA for manufacturing of Formal shirts.
The monthly shipment requirement of the Buyer is 300000 pieces. The company plans to put a
new plant for this.

Please advice a plan for RK international on the following.
1. The machine requirement in detail for manufacturing 300000 pieces a month with a
description of the kind of machinery? ( 10 Marks)
2. The total plan for the Man power in terms of cutting unit, Finishing Unit and the washing
unit as well as the administration staff? ( 10 Marks)
3. How many different production lines would you suggest provided the monthly requirement
of 300000 pieces will be made in 10 different styles? ( 10 Marks)

Subject :-AUTOMOBILE MANAGEMENT
TOTAL MARKS :80 MARKS 10 marks each
1. What are the main components used in an automobile?
2. On What basis are automobile engines classified?
3. What is the function of the Joints in piston ring? Give reasons for providing joints in a piston ring?
4. What are two ways of cooling an engine? Explain briefly?
5. State the two purpose of the Flywheel , Camshaft & Manifolds?

Aviation Maintenance Management

Section A: Objective Type & Short Questions (30 Marks)
  This section consists of Multiple Choice & Short Note type questions. 
 Answer all the questions. 
 Part one carries1 mark each & Part Two carries 5 marks each. 

Part One:

Multiple Choices:

1. A maintenance check performed approximately every month is known as:
a. “C” check
b. “A” check
c. Visual check
d. None of these

Caselet 1

The government nationalized the airlines in 1953, with enactment of Air Corporation Act. Assets of nine existing air
companies were transferred to the two new corporations Air India International and the Indian Airlines. After 40 years, in
1994 Air Corporations Act was repealed ending the monopoly of the national air corporation and enabling entry of
private operators.

The liberalization in civil aviation industry began in 1986 with the introduction of Air Taxi system to boost development
of tourism. Though there were several restrictions relating to seat capacity, airports, timing and fare, the scheme was
liberalized over a period of time. Even the fare was totally deregulated, allowing air operators to change any fare.

 Replacement of ground-based communication, Navigation and Surveillance (CNS) with satellite based CNS
 system. 
 Establishment of differential Global Positioning system (DGPS). 
 Automation in the Air Traffic control Services, and 
 Establishment of Automatic Dependent Surveillance (ADS). 

Questions:

1. What are the major plans for implementation to meet challenges of increasing air traffic and
advancement in technology?

Aviation Management

Section A: Objective Type & Short Questions (30 Marks)

  This section consists of Multiple Choice and Short Note type Questions 
 Answer all the questions 
 Part one carries 1 mark each and Part two carries 5 marks each. 

Part One:

Multiple Choices:

1. Which of the following is comes under „Air safety topic‟?
a. Lightning
b. Ice & snow
c. Fire
d. All of the above
Caselet 1

In relation to Aus Airlines, the scenario of airline industry is understood as a highly competitive industry. Commercial air
transport is considered to be important for personal mobility, commerce and national security reasons. It facilitates
growth, world trade, international investments and tourism and is thus considered to be very significant to the
globalization taking place in many industries. The demand for airline service is income elastic. As real income increases,
passengers spend more money on air travel. Conversely, as fares rise, passengers spend less on air travel. An airline is
one service sector which is subject to various price controls and capacity restrictions. In this sector, prices are generally
needed to be approved by government.

Airlines are expected to provide safe and timely transportation to air passengers. It should provide certain intangible
elements like transportation itself, service frequency, pre-flight, in-flight and post flight service. Tangible elements like the
aircraft and food and drinks served are also included. The profitability of airlines depends on the quality service it offers to
the air-passengers.
Aus Airlines may lose its advantage, it faces price war from its competitors, necessitating to reduce the airfares. If the
industry experiences overcapacity of flights, it may affect the stable

Position of the airlines, moreover, the airlines, should also maintain standards to maintain quality of services, which
enable it to retain the customers.

Questions:

1. Identify the challenges faced by the Aus Airlines in a run to survive.

Master’s Program in Business Administration (MBA)
All Questions Carries Equal Marks.
Questions:
1. What do you understand by the term ‘liquidity of a bank’?

SUBJECT:-BANKING MANAGEMENT
Total Marks—80
Q.1) The exchange rate and forward rate of rupee against US dollar on 3 November, 2008 is given below:
rd
(20 marks)
Spot rate 1 US dollar Rs 45.36
One month forward 3.72%
Three months forward 3.27%
Six months forward 2.76%
Twelve months forward 2.26%
Calculate the forward rate, forward premium rate and swap rate from the given data.

Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.

1. Case Study : (Compulsory)
BURNOL
Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its
yellow colour reminds one of turmeric, the traditional burns-relief remedy.
The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal.
The brand has high recall value. Morepen is the brand’s third owner (Boots is the first, Pirmal second).
Burnol’s position in the mind space of the consumer is that of the burns ointment. It is open to marketers to reposition
the brand. But sometimes the brand does not budge from its original position. Burnol is a typical example. It is so strong
as anti-burn ointment that it has become intractable.
Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account. Formerly, it was sold on
prescription. In 1960 it became over-the counter (OTC) product.
As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household. In
1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not
succeed and Boots reverted to its original anti-burns position. In 1972, Shield was launched by SKF as a competitive
brand. It was followed by Medigard by J.L. Morison. But they could not affect Burnol.
In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses
Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.
Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.

Question:
1. As a Management consultant give your comments on Burnol as a brand.

2. What do you understand by the concept of a Brand? Describe the characteristics of Brands.
3. a. Define the Brand Image. Explain the dimensions of Brand Image.
b. What is meant by Brand Identity? Explain the different elements of Brand Identity.

4. Discuss in detail the different stages of brand building process.

5. a. What is Brand Audit? Explain its importance.

b. Describe the two steps in brand audit.

6. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss
with examples.