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MARKING GUIDE - Case Study Assignment
MARKING GUIDE - Case Study Assignment
This marking guide serves only as a guide. Any other reasonable answers that
are relevant to the question will be considered on their merits. Markers are
expected to exercise their discretion to accept any answers that may be deemed
acceptable. Students are encouraged to do additional research to get more
information about the companies stated in the case study. The suggested
answers are as follow:
CASE # 1: Eu Yan Sang
Suggested answer
1. (a) Key business success factors in this industry:
-Differentiated and unique products that are very different from other Chinese
medicine provider
-The ability to penetrate the western countries
-The ability to enlighten the knowledge of Chinese medicine to people from
different cultural back ground
-demand remains constant despite microeconomic conditions
-paying more attention to prevention rather than cure
(b) Critical management skills needed for managers to function effectively in this
industry:
1) Communication Skills
Interacting with Others to Get Things Done
2.) Personal Influence & Negotiation Skills
Developing Personal Influence and Impact
Negotiating Effectively
3.) Leadership & People Management Skills
4.) Business Management Skills
5.) Finance Skills
(c) Management have done right at this company that have contributed to its
success, such as:
- All the Eu Yan Sangs stores and clinics are directly operated by the
company, enabling them to be managed under the same standard.
- They blend in well with local businesspeople
- The management are more open and tolerant to other cultures
- Balancing Chinese ethical values to others
2. (a) challenges company might face in the future:
- the lesser acceptance of the Chinese medicine as the world technology and
new ideas emerge
-globalisation and the challenges to enter into new market and western market
-social network becoming the medium for spreading of rumours, viral
-sustainability issues
**students are free to identify more challenges
(b) What must management do now to ensure that the company can meet the
challenges when they arise?
- points for this part depends on the challenges that students had identified
above.
-they also need to face the other competitors who is also doing similar business
and tapping into the same business
-the external environment factors such as regulations, economic instability
2. Students need to find another real life organisation from any industry that are
having similar problems and to propose what the company should do to change
the organisations way of getting things done to face the problems and to
enhance their performance.
CASE #4: DBS Bank
Suggested Answer
1. Students are required to use minimum of 4 motivational theories to explain
why the various people-related management practices at this company make
sense.
-student can use any motivational theories learned in class to explain
-justification of the usage of each theory is required
2. Economic recession can give a lot of impact to companies. Students are
required to analyse different people-related management practise that could be
adopted to ensure employees stay on its payroll will remain motivated while
some of their colleagues are being laid-off because of downsizing a results from
economic recession.
-students are free to come up with own justifications on why certain motivational
practises are suitable to motivate employees in the organizations.
-marks are given for good identifications of management practice and
justifications.
CASE #5: KL Airport
Suggested Answer
1. From the perspective of management control, what had gone wrong would be:
- Lack of concurrent control in monitoring the project that leads to many
problems and delays
-Lack of Feedforward control to come up with plan B, MAHB had no plan B, so
when the contractors failed to deliver to its satisfaction at various stages, it had
little recourse or corrective actions
-Lack of feedforward control before the start of the project
-Lack of budget control that leads to ballooning of cost from 1.9 billion to 4.0
billion
- One of the major factors which may have contributed to the cost overrun and
delayed completion is the inability to manage change.
-other points with good justifications that are deemed acceptable
Effort to prevent the defects and the delays from happening:
- Plan the purpose of the project by taking into consideration, the risk
management and scope in this case is to finish the KLIA 2 as per the initial
project planning
- chairperson of MAHB in the future projects have a change management team
where they help execute and manage change to ensure, you not only meet your
business objectives but new processes are adopted and sustained
-Students are required to use their idea and creativity in identifying ways to
prevent the delays from happening
-points with good justifications are deemed acceptable
2. Students are required to find any one organisation or a company that might
face the similar problems and to come up with ways to deal and to prevent it
from happening
- Answers depend on the organisation that the student have chosen
-Any organisation of any size, any industry is acceptable
-the company has to be a real life company, additional research is necessary