SECTION - A papers... · SECTION - B 6. Read the following case carefully and answer the questions...
Transcript of SECTION - A papers... · SECTION - B 6. Read the following case carefully and answer the questions...
C-1
COMMONWEALTH EXECUTIVEMBA/MPA PROGRAMME
Term-End Examination
December, 2009
: MANAGEMENT INFORMATION SYSTEMS
Time : 3 hours Maximum Marks : 100
(Weigh Cage 70%)
Note : (i) Attempt any three questions from Section A.
(ii) Section B is compulsory and carries 40 marks.
SECTION - AWhat is meant by the term "internet economy" ?
Why it is viewed as a structure with four layers ?
Discuss these layers.
What is a value chain ? How it can be used to
gain a competitive edge ?
Differentiate between the supply chain structure
for the non-FMCG companies and retails. What
is the change in the e-business strategy ?
Discuss economic issues pertaining to e-business.
Build your answer on concepts like Transaction
Cost Theory and Return on Investment.
5. Discuss customer relationship issues involved in
the e-business.
C-1
1 P.T.O.
SECTION - B
6. Read the following case carefully and answer the
questions given at the end of the case :
Michael Dell, the man behind Dell Computers
started Dell in 1984 with an exceptional idea of
selling PCs through a mail-order approach. It
offered customers a customized configuration.
The approach enabled Dell to cut down on the
price of the computer by saving on the margins
of distributors and retailers. Also this approach
enabled Dell to deliver the PC at a short time. Dell
upgraded its supply chain by making small
changes in the path, which a computer used to
travel for reaching the customer. The web was
used to offer online visibility to components,
configurations, costs and delivery. The customers
can choose from various options and arrive at a
configuration that suits them. Once an order is
received, the computer is built using just-in-time
manufacturing (JIT). This resulted in many
benefits like lower costs and quick deliveries etc.
There was no need of maintaining higher
inventories. Dell positioned its warehouses at
nearby locations to their factories so that
components can be easily and swiftly called for.
C-1 2
Dell started their innovation process by taking the
customer's view on various aspects of the deal.
Dell did well because of its competitive
strategies like identifying and taking advantages
of opportunities that exist and were still
untouched. They put the customers at the focal
point of their activities and tried to provide the
best service to them. They maintained the quality
of their products so that the customer achieves
two advantages - a customized computer and that
too a high performer.
Dell was successful because it created an IT
based manufacturing system along the entire
supply chain. It used the web, computerized
manufacturing systems, EDI, videoconferencing,
electronic procurement, intranet, DSS and a
web-based call center. As part of the company's
continual efforts to improve its supply chain
processes, recently DELL positioned a supply
chain tool named i2® TradeMatrixTM to forecast
global views on product demand and materials
requirements, and to improve factory scheduling
and inventory management. Dell suppliers and
Supply Logistic Centers (SLCs), were able to view
short and long-term materials requirements in
C-1
3 P.T.O.
each Dell factory globally due to these new supply
chain tools. Optimizing delivery and inventory
use in Dell factories was one of the primary goals
for the i2 implementation. The i2 solution thus
has increased the efficiency of Dell, which has
already been a leader in the innovation in supply
chain management.
Case Questions :
Identify and discuss the factors, that youthink contributed to Dell becoming asuccessful global brand.
What are the primary goals of Dall for usingIT along the SC ?
- o 0 o -
C-1 4