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Hps2110:Marketing Question Paper

Hps2110:Marketing

Course:Bachelor Of Commerce

Institution: Meru University Of Science And Technology question papers

Exam Year:2011

QUESTION ONE – (30 MARKS)
As a food ingredient, egg yolk and egg white serve very different needs and markets. Yet chickens know only how to lay whole eggs. So an egg supplier and food manufacturing came up with a strategy to hatch a clever solution beyond the reach of any of them individually. A general mill is a major purchaser of egg white for cake mixes and other product. Pasta and noodle buy yolks.
General mills joined with pasta and noodle and the two came up with policies and strategies to purchase of white and yolk from a single supplier. By collaborating on product specifications they helped the egg supplier to reduce cost, shared the resulting savings. General mills also used its skills in buying grain to reduce the cost to the egg producer of it major raw material chicken feed extending the benefit for all parties.
(a) With examples explain the various levels of strategy that the mentioned companies could have engaged in. (6 Marks) (b) Explain the common threads that could have emerged in their definition of strategy. (5 Marks) (c) Define the word purchasing strategy and explain the five major category of purchasing strategy that the relevant companies could have come up with. (6 Marks) (d) With examples explain at least five major purchasing policy. (5 Marks)
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(e) Devise a vision, mission, goal and objective, for any party that is involved in the case study. (8 Marks)
QUESTION TWO – (20 MARKS)
(a) Expound on mintzberg definition for strategy. (5 Marks) (b) Explain the three approaches to strategy formulation stating their advantages and disadvantages. (15 Marks)
QUESTION THREE – (20 MARKS)
(a) Explain the importance of incorporating the purchasing policy to the organizations corporate strategy. (10 Marks) (b) Discuss the four stages involved in the strategic planning process. (10 Marks)
QUESTION FOUR – (20 MARKS)
(a) Explain five strategic approaches a buyer should apply in order to acquire products that conform to this specifications. (10 Marks) (b) With examples explain the five forces in Porters model. (10 Marks)
QUESTION FIVE – (20 MARKS)
(a) Explain the tools that can be used to carry out the internal and external environmental analysis. (10 Marks) (b) Explain the implication of corporate strategy on the purchasing and supply function under the following sub headings: (i) Which product to sell (ii) Which market to sell to (iii) What condition to offer (iv) How to enter market (v) How to operate effectively. (10 Marks)

Hps2110:Marketing Question Paper

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