Air University School of Management

MOCK Online Final Term Examination Spring 2020

Subject: Entrepreneurship & Innovation Total Marks 40

Course Code: BA636 Date 03/07/2020
Class: MBA I Time 10:10-11:30
Semester: Spring 2020 Max Time Allowed 1 Hour 20 minutes
Section -
Student's Name: ______________ FM Name Dr. Noshaba Batool
Student's ID: ______________
Signature: ______________ FM Signature ___________________
SPECIAL INSTRUCTIONS
1. All questions have to be attempted.
2. Any material directly copied from a book or internet source will be considered plagiarised.
3. Please write your Name and ID number on Question Paper. Otherwise it will not be marked.
4. Name the exam file by your ID Name Subject final exam e.g. 170411 Aliya Razzaq E&I

Q.1. Seeing the power disruptions and a shortage of electricity in the region, you along with your
electrical engineer friend have thought to launch a business to target middle class customer to offer them
small scale affordable solar panels which can fulfil their basic needs during summer. Evaluate the
industry and market attractiveness both at micro and macro level while assessing your team capabilities
assuming you work with the same members of your course final project team. Conduct necessary
analyses in each of the seven domains of Mullin's while using all the appropriate frameworks. (10)

Q.2. Assume that you just invented a new type of device that covert the audio into typed text which is
easily convertible to .doc. You have decided to launch a company to produce the device.
(15 marks)
i. Select a name and tagline for your business while providing a rationale for both.
ii. Assessing various segmentation strategies, which one will you use and why?
iii. How will you select your target market? Define the attributes of your target market.
iv. What value proposition you want your customers to derive from your product?
v. Develop a marketing plan for your business in the following table:
Marketing Plan Element Possible Considerations
Pricing
Product
Promotion
Place

Q.3. Build a Business Model Canvas for the business mentioned in Q.1. Identify the block of the
Business Model Canvas for this company that can help you to gain Competitive Advantage. State your
Assumptions: (10 Marks)