Examination Answer Booklet

To be filled by Student before completing the Examination

STUDENT ID NUMBER…120-634……………………..
DEGREE/DIPLOMA/CERTIFICATE FOR WHICH THE CANDIDATE IS REGISTERED
e.g. BBA,BPH,BIRDS,LLB,BIT:…BBA……………………………….
YEAR OF STUDY……………TWO……………………………………
MODULE CODE………BBA213…………………………………………..
MODULE NAME…Entrepreunership and E-
commerce……………………………………………….
SEMESTER……THREE…………………………………………………...
VERY IMPORTANT
1. Only your student ID No. and not your Name should be typed on the answer booklet.
2. Ensure that you have typed your Student ID No, Module code and Module name correctly since
any mistake may result into misallocation of results /marks /grades.

INSTRUCTIONS FOR THE ONLINE EXAMINATION

1. Save the Answer Booklet with the following name format:
2. [module code] [your SID number] Answer Booklet.
3. Example: LLB225 - 012345 Answer Booklet.
4. Write the answer to each question on a new page of the document.
5. Write the question number at the start of each question.
6. Remember to save the document regularly while you are working on it.
7. When you have finished typing your answers into the Answer Booklet, check your work and
then save.
8. Submit your Answer booklet by uploading it to Cavendish University Learning Platform -
Claned.
 CUU Answer booklet

Q1.
a. Given Bakkar’s choices and approach to entrepreneurship what personal traits make him
fit for an entrepreneurial career? (10 marks)
Motivation: Hard-working business owners are incredibly motivated to succeed.
Adopting this mindset and being able to demonstrate your motivation to an employer is
crucial. You need to bring enthusiasm to everything you do at your job. Fortunately,
showing you’re highly motivated is simple: Show up to work every day with a positive
attitude.
Creativity: It’s important to be creative—to always be thinking of new ways you can
improve your company’s workflow, productivity, and bottom line. No matter what
industry you’re in, employers want workers with out-of-the-box ideas. They want to hire
people to not only carry out assignments, but to also come up with better ways of doing
things.
Persuasiveness: Persuasiveness can make you a better negotiator, which gives you an
edge when going after a plum assignment, raise, or promotion. There will come a time
when you need to convince a client, a coworker, or your boss to take certain actions, so
you need to be persuasive when presenting your ideas.
Vision: Successful entrepreneurs always keep one eye on the big picture, and this ability
can make you a better employee. Vision is primarily about strategic planning. If one can
see what direction the industry is going; identify challenges for the company and be able
to tackle their day-to-day job responsibilities, while staying focused on long-term goals
and initiatives, then they are good to go on with their entrepreneurial career.
Versatility: Although one is hired for a specific set of skills, it’s important that one can
shift as needed. You want to be someone that your boss can go to in a pinch, so be
prepared to tackle work that’s outside your job description. Among the leading
characteristics of entrepreneurship is being an early adopter of new technology and
keeping your skills current.
Risk Tolerance: Every employer wants to grow their business, and that involves
embracing change. It’s advisable not to be afraid to take risks when pursuing new clients,
for example, or testing a new product.
Flexibility: Like an entrepreneur, you have to be able to adapt to change and solve
problems as they arise. A good team player can shift their priorities to help out whenever
the team needs assistance. Thus, flexibility means being receptive to other people’s
needs, opinions, and ideas and being open-minded to feedback from your manager.
Decisiveness: As an entrepreneur, one needs to exercise sound judgment under pressure
simply because you don’t have room to procrastinate and the same is true for employees.
You have to be comfortable taking action when needed. This means knowing how to
prioritize tasks and make decisions quickly.
Collaboration: As an entrepreneur you are not only a brilliant leader, but also a great
collaborator, so you have to be an effective team player. Ultimately, using entrepreneurial
skills at work entails adjusting to other people’s work styles, avoiding office politics,
celebrating your peers’ successes, meeting your deadlines, and putting your company’s
goals first.
1
 CUU Answer booklet

b. Different people are driven into entrepreneurial ventures for different reasons, and what
are these reasons for Bakkar and many others like him? (15 marks)
They want to make a difference: Entrepreneurs have visions of pursuing their dreams,
even if they are unconventional. Things that are not considered on the normal path of life,
they may pursue. Nevertheless, they push on to change the world one dream at a time.
They embrace having a path of their own: Entrepreneurs are leaders, they embrace
having a path of their own to fulfill their dreams. However, creating their own path is not
always by choice. The lack of challenge and opportunity in the job market may push an
entrepreneur to their pursuits. They create their own opportunity and use their skills that
were neglected, by those they worked for and capitalize on them.
They desire challenges: Entrepreneurs desire challenges. They are problem solvers,
innovators and game changers. Given the right opportunity they can turn around a
project, company or anything, they put their mind to. They are hardworking and dedicate
the effort to making a great change in the tasks they pursue. They have the ability to see
things that others do not.
They crave flexibility: Entrepreneurs crave flexibility they don’t prefer your typical 8-5
work schedule. They may work more or longer hours when working for themselves, but
the flexibility will make all the difference. They will appreciate having a schedule that
they have a better control over.
They want more stability: Whether it’s for their family or themselves entrepreneurs like
the idea of more stability. The facts are that you can work at a company today and be laid
off tomorrow. Entrepreneurs like the idea of being the determiner of their outcomes and
financial security.
They want to create jobs: A driving factor to some entrepreneurs is that their passion
may be able to create jobs. The thought that if they make enough money, their family
members won’t have to go looking for jobs when they are laid off. Their family can
always have a job when times get tough.
They are underestimated and overlooked: A lot of companies don’t understand what
kind of amazing possibilities this type of person can bring to their company. Managers
often overlook and underestimate the potential of this employee but sometimes don’t
know this person exists.
They are passionate about change: Entrepreneurs can be passionate people because they
actually care. They can see the difference in their minds before it is actually
implemented. They can also see the destruction that will occur if something is not done
about the situation. Although, passion doesn’t always exhibit itself in the form of
frustration. Passion can also be displayed in hard work, being focused and determined.
They are limited in the job market: Entrepreneurs at some points have felt stuck while
working for others. With little room to advance, concerns not being heard or addressed,
feeling undervalued and unappreciated by the management of companies they have
worked for, they are likely to be tempted to start their own business. Many entrepreneurs
leave their employment to fulfill their own destiny and succeed.
They know they can make a difference: Entrepreneurs know the power they possess to
make a difference. They have high confidence in their abilities. Although, others

2
 CUU Answer booklet

sometimes can’t see the power in their abilities. Entrepreneurs can see their vision so
vividly as if it was right in front of them. This is sometimes the motivation that keeps
them determined, they can see the end result as if it already were in existence.
Addicted to risk: Risk is unavoidable, so it becomes a question of attitudes towards it.
Risk addicts can find themselves in tremendous trouble, but high risks can yield high
returns. Entrepreneurship is one sector in which risk has to be as finely calculated as
possible, but where risk takers can be rewarded.
Too ambitious: There’s no such thing as “too ambitious”, though there is such a thing as
being too ambitious for the circumstances one is thrown into, or for the task at hand. The
point of ambition is to spread it across multiple activities over time for it to yield returns
upon which to build further.
Resourceful: When one is naturally good at things, it usually doesn’t take long before a
skill becomes a business idea. Solving problems and fixing things suggests an aptitude
for doing so on a greater scale, as everyone possesses skill sets others may need and not
have.
Can’t keep a job: Some people are just not good at keeping jobs. But current economic
afflictions, the elimination of traditional jobs and the explosion of the part-time economy
hurts people who are perfectly capable of holding jobs but are not being allowed to.
Entrepreneurship may be the way out of the evil circle.
Too creative: A creative soul cannot be contained, or it will be deeply unhappy.
Entrepreneurship by definition requires a high degree of creativity, whether in the
invention of products, the execution of marketing, or, especially, problem-solving. The
need for creativity cannot be underestimated.
Too impatient: Impatience is a double-edged sword. On one hand, it indicates a restless
individual, eager to accomplish objectives and move full steam ahead. On the other, any
entrepreneurial effort is going to require a great deal of patience, irrespective of the
widespread obsession with instant success.

3
 CUU Answer booklet

Q2. “Bakkar needed a strategic plan for growth, and was considering selling directly to individual
customers and creating an e-commerce website to expand his reach to include Turks.”
a. Many people who are not innovative and enterprising tend to give an excuse of lack of capital
resource, given the evidence from the case study, should it be capital that should be the driving
force behind new enterprises or unique ideas? Discuss this statement giving clear arguments for
your answer. (10 marks)
I would rather unique ideas be the driving force behind new enterprises based on the following
arguments;
There’s been a lot of talk lately about the future of work. Much of the time, these conversations
are fueled by the anxiety many of us share as we try to understand the impact new technologies
will have on our industries. We tend to reduce these discussions to binary arguments -- how smart
machines will do extraordinary things to improve our lives, or how this or that innovation will
make human labor obsolete, creating a jobless dystopia. Both conclusions strike me as somewhat
specious. It’s not that these concerns aren’t valid, but they oversimplify a more complex
phenomenon. Entrepreneurism is seen as a route to upward mobility a way for average people to
build wealth.
Investing in products and services people need: What motivates a person to start a new
business? According to traditional models, entrepreneurs create new businesses in response to
unmet needs and demands in the market. That is, there is an opportunity to provide a product or
service that is not currently in existence, or otherwise available. Economists refer to these
business-starters as “opportunity” entrepreneurs in order to distinguish these individuals from
those who start businesses for lack of better work opportunities. So-called “opportunity”
entrepreneurs, who launch new enterprises in response to market needs, are key players when it
comes to fostering economic growth in a region. They enable access to goods and services that
populations require in order to be productive. This is not to ignore “necessity” entrepreneurs that
launch enterprises because they have no other options. Both can and do contribute to economic
growth.
Providing employment opportunities: new businesses need to hire employees. They create jobs
and these economic opportunities uplift and support communities through increasing the quality
of life and overall standard of living.
Commerce and regional economic integration: Technology has made it possible for small,
entrepreneur-led businesses to expand into regional and global markets. When new businesses
export goods and services to nearby regions, these enterprises contribute directly to a region’s
productivity and earnings. This increase in revenue strengthens an economy and promotes the
overall welfare of a population. Economies that trade with one another are almost always better
off. Politics aside, engaging in regional and international trade promotes investment in regional
transportation and infrastructure, which also strengthens economies. This has never been truer
than it is today, as we live in an increasingly interconnected global economy.
New technologies promote efficiency: The ability to turn ideas into new products and services
that people need is the fount of prosperity for any developed country. Economic growth,
generally speaking, is driven by new technologies and their creative applications. Periods of rapid
innovation historically have been accompanied by periods of strong economic growth. The
impetus of innovation is the greatest natural resource of all: the human mind. Creating innovative
products and solutions requires an educated population and an environment where collaborative
work can take place. In addition to being good for business, education increases workforce
creativity and quality of life.

4
 CUU Answer booklet

Addressing environmental challenges: Innovation is (and will continue to be) crucial when it
comes to addressing the enormous environmental challenges we face today: combating climate
change, lowering global greenhouse gas emissions, and preserving biodiversity in the
environment. Without power for extended periods of time, commerce comes to a halt. Without
water, we cannot live. Reliable access to these innovations (such as irrigation technology,
electricity, and urban infrastructure) increases productivity and enhances economic development.
Innovation impacts socio-economic objectives: Innovative business practices create efficiency
and conserve resources. Innovation in agriculture is especially relevant for addressing
socioeconomic challenges in addition to encouraging economic growth. Hopefully, new ideas and
innovations in the future will address these problems, resulting in further reforms.
Innovation happens where there is competition: In essence, there is a positive feedback loop
among innovation, entrepreneurship, and economic development. New and growing businesses
represent the principal sources of job creation and innovative activity in an economy, two factors
that generally result in the rising standards of living for all.

b. Using your knowledge of the business Canvas model, design for Bakkar an appropriate strategic
plan for the growth of his cheese business (15 marks)

The Business Model Canvas is a great way of mapping out an idea, allowing it to be understood,
tested and improved.
Step 1: Naming the purpose of the business
This can be whatever you like, such as:
To earn a passive income from home
To prevent the destruction of Indonesian rainforests
To improve the financial stability of our parent organization
To provide stable livelihoods for young people at risk of being homeless
To improve the job-hunting process

5
 CUU Answer booklet

The great thing about this is that we now have a criterion for assessing our ideas, and have some
inspiration for creative ways to reach this purpose.
Step 2: Customers and Value Propositions
There’s no particular order you have to follow on a canvas, although I’ve found this to be the best
place to start.
Your business is centered around your customers, the people who you believe will be motivated
enough to try your new product/service in order to receive some sort of compelling benefit.
This is a real person, someone who is walking around right now. They’re looking for solutions to
their current problems, and like finding ways to make their lives easier.
Step 3: Channels and Customer Relationships
Now that we have a clear picture of who we’re serving and how we’ll delight them, we get to
design three things: how we acquire them, how we keep them, and how we interact with them.
The Channels box is our chance to explain how we first encounter our customers, as well as how
we deliver our Value Proposition.
For example, your business might find customers through Google Ads or Facebook, then serve
customers through face-to-face workshops or drop-shipped packages.
The Customer Relationships box outlines how our interactions will unfold.
Are we hoping for a long-term relationship, or a short-term relationship?
Does each customer need to speak to a person, or use technology?
If so, does it need to be a particular person, or the same one each time they come back?
Step 4: Key Resources, Key Activities and Key Partners
These three boxes describe how the business will work “behind the scenes” – all of the
operational components that make the Value Propositions a reality.
We want to list all of the vital ingredients, important processes and invaluable allies that enable
our business to exist.
Key Resources are the people, places, machines, patents and intangible assets that are used every
week. This is not a complete inventory, but a list of the resources that, if lost, would prevent the
business from functioning.
Key Activities are the processes and tasks that must be completed in order for our customers to be
served. These might include sales calls, workshop delivery, meal preparation or writing reports.
Key Partners are the people and organizations that take some of the responsibility off your
shoulders. They might supply raw materials or finished goods, send customers your way, or act as
a sponsor/enabler.
Step 5: Cost Structure and Revenue Streams
The bottom line of the canvas represents the bottom line of your business: Money in, money out,
hopefully some money left over. We want to understand the ways in which money moves through
the business. That means understanding the quantities (how our costs/prices are set) and
frequencies (how often we get repeat customers/bills).
Step 6: Telling the Story: Presenting a full canvas to a new person is not a good idea – there’s too
much to take in. Instead, it’s best to fill in each box as you explain the idea. This makes the
business much easier to understand, and creates a much richer appreciation of the model at the
end. Even if you just list a few words in each box, this will take about 6-8 minutes to explain the
full concept, and will remove a lot of misconceptions .

6
 CUU Answer booklet

Q3.
a. Given that Bakkar is just new in the market, what would you describe as his best
distribution channel? And what marketing options does he have to advertise and
popularize his product while leveraging on the advantages of technology given that he
is still operating on small scale? (10 marks)
Content Marketing: Content marketing emphasizes education over selling to influence
buying behavior. This strategic marketing approach focuses on creating and distributing
information relevant to prospects’ needs in order to attract those best aligned with — and
most likely to purchase — your product or service. Since communication is ongoing,
content can be tailored to reflect what you learn about leads over time, and may include
varied formats like infographics, webpages, podcasts, videos, blogs, white papers,
webinars, and eBooks.
Inbound Marketing: Inbound is far and away the most effective B2B marketing strategy
because it leverages the strengths of the majority of the other nine strategies to attract,
engage, and delight customers. Unlike traditional marketing methods — even the other
strategies listed here — inbound marketers earn the attention of customers and pull them
to a company website by producing and providing meaningful content. Because
messaging is relevant and appears in the right place at the right time, inbound invites
visitors in rather than annoying them with interruptive traditional advertising.
Social Media Marketing: Social media marketing focuses on providing users with
content they find valuable and want to share across their social networks, resulting in
increased visibility and website traffic. Social media shares of content, videos, and
images also influence SEO efforts in that they often increase relevancy in search results
within social media networks like Facebook, Twitter, LinkedIn, YouTube, and Instagram
as well as search engines like Google and Yahoo.
Account Based Marketing and Retargeting: Account Based Marketing (ABM) is a B2B
strategy that focuses on a targeted set of accounts using highly personalized campaigns. It
provides marketing and sales teams with a number of advantages, including a faster sales
process, cost effectiveness, and a more efficient use of marketing resources. With all of
the things ABM is, though, it’s important to remember that ABM is not the same as
targeted outbound marketing. It’s much more strategic, using methods like online
retargeting to personalize marketing efforts.
Earned Media: Earned media (or “free media”) is publicity that’s created through efforts
other than paid advertising. It can take a variety of forms — a social media testimonial,
word of mouth, a television or radio mention, a newspaper article or editorial — but one
thing is constant: earned media is unsolicited and can only be gained organically. It
cannot be bought or owned like traditional advertising.
b. Design a strategy for Bakkar on how he can employ e-commerce to improve the
performance of his business (15 marks)
Faster buying process
Customers can spend less time shopping for what they want. They can easily browse
through many items at a time and buy what they like. When online, customers can find

7
 CUU Answer booklet

items that are available in physical stores far away from them or not found in their
locality.
Store and product listing creation
A product listing is what the customer sees when they search for an item. This is one
advantage in ecommerce meant for the seller. This online business plus point is that you
can personalize your product listing after creating them. The best part? Creating a
listing takes very little time, all you require is your product name or codes like EAN,
UPC, ISBN or ASIN.
Cost reduction
One of the biggest advantages of ecommerce to business that keep sellers interested in
online selling is cost reduction. Many sellers have to pay lots to maintain their physical
store. They may need to pay extra upfront costs like rent, repairs, store design,
inventory etc. In many cases, even after investing in services, stock, maintenance and
workforce, sellers don’t receive desired profits and ROI.
Affordable advertising and marketing
Sellers don’t have to spend a lot of money to promote their items. The world of
ecommerce has several affordable, quick ways to market online. Ecommerce
marketplaces are visual channels – and sellers can really show off their product.
Flexibility for customers
An important advantage of ecommerce to business is that sellers can provide flexibility
to customers. One highlight is that the product and services are ready 24x7. The result
is that seller can offer his item any place, any time.
Product and price comparison
In ecommerce, sellers can compare the products using tools or on their own. This gives
them a good idea of product alternatives available, the standard rates, if a product need
is unfulfilled.
No reach limitations
A seller with a physical store may only be able to reach a certain number of buyers.
They can deliver to the customers’ homes but there can be distance limitations. Several
e-commerce marketplaces have their own logistics and delivery system.
Faster response to buyer/market demands
Every interaction is faster when you begin selling online. Ecommerce marketplaces
offer you a streamlined logistics or delivery system. What this means is that the buyers
order gets delivered efficiently. Product returns management is one more plus point that
can be handled quickly – you either refund the payments or give a replacement.
Several payment modes
Buyers like personalization – the same goes for paying for their orders. Ecommerce
marketplaces permit multiple payment modes that include UPI, cash on delivery, card
on delivery, net banking, EMIs on credit or debit card and pay-later credit facility.

8
 CUU Answer booklet

Q4,
a. Opportunities are always everywhere anywhere as evidence in the case above. Identify
the window of opportunities associated with his cheese business that Bakkar has not yet
exploited and advise him on how he can fully exploit them to his advantage. (15 marks)

Exploit new business opportunities

Discovering business opportunities, in itself, does not create value. To achieve the
benefits, you have to choose to pursue the opportunities and take steps to exploit them.
This makes recognition and exploitation of opportunities distinct, but consecutive steps in
the entrepreneurial process. Both steps are necessary for creating business growth.
Begin by identifying new business opportunities. You can carry out a SWOT (strength,
weaknesses, opportunities and threats) analysis to help you find favourable options.
You should then research and determine the viability of each opportunity to determine if
it is worth pursuing. When assessing an opportunity, you can decide to:
 exploit it
 share it (e.g., by way of a joint venture)
 ignore it
Don't cast your net too widely when searching for opportunities. Use a targeted approach
to preserve time and resources for options with the greatest potential for return.
Exploitation strategies
There are many approaches to opportunity exploitation. For example, you can:
 make use of new technologies or adapt existing ones
 explore new business models
 use consumer insights to update your products or improve your service
 extend your customer base and attract new prospects
 increase customer loyalty
To create a unique competitive position for your business, you should also:
 Monitor your competitors closely - identify areas they don't operate in and find
out who they sell to - these are potential customers for your business as well.
Examine their product range or the services they offer, check out their marketing
and investigate their pricing. A competitor's poor performance could create an
opportunity for your product or service.
 Anticipate a market need for a new type of product or service - for example, new
legislation can create opportunities for business consultants or advisers. Events
like mergers and acquisitions may open up prospects for all types of services and
trades.
 Explore new markets - looking beyond your sector or established market can open
up business opportunities. Use market research and market reports to analyses
new opportunities and diversify your sales channels to reach your customers.
 Consider working in partnership with other businesses that offer complementary
services to yours or target similar customer groups. This may help extend your

9
 CUU Answer booklet

market reach, allow you to pool resources and negotiate better deals with
suppliers. Find out how to create growth through strategic partnering.
Manage business opportunities
You will need to manage any business opportunity you decide to pursue. Be careful that
you don't develop the business beyond your means. Have a clear plan for growth and the
necessary resources, capabilities and technologies to make the most of the opportunity.
Securing too much new business, without being able to deliver on it, could put your
company at risk.

b. Discuss the major entrepreneurship lessons that you pick from Bakkar’s story (10
marks)
You are the boss: It is as simple as it looks. You don't have to take orders from anyone
or report to anyone. It's all about your thoughts, potential, actions, and plans. This
feeling is indeed amazing.
You can work at your own pace: You don't have to meet any deadline; you can work
whenever you wish to work. You can manage your time accordingly.
Work without fear: When you are working under somebody else, there is a fear of
being fired if you fail. This fear is not there when you have your enterprise. You can
take the risk you want without any fear of losing your job.
Achieve personal satisfaction: When you work for yourself, you don't work on the
things you don't feel passionate about. And when you enjoy your work there is very
little chance of failing.
You do not have a guaranteed paycheck: You don't have a guaranteed paycheck
waiting for you at the end of every month. You have to chase your money by putting
action on your ideas and plans.
Constant risk: An enterprise demands lots of risks and there is no surety of being
successful when you take risks. In the entrepreneurship world, risk-taking leads you to
success, but it is not always the success you get.

10
 CUU Answer booklet

11
 CUU Answer booklet

12
 CUU Answer booklet

13
 CUU Answer booklet

14
 CUU Answer booklet

15
 CUU Answer booklet

16
 CUU Answer booklet

17
 CUU Answer booklet

18
 CUU Answer booklet

19
 CUU Answer booklet

20
 CUU Answer booklet

21
 CUU Answer booklet

22
 CUU Answer booklet

23
 CUU Answer booklet

24
 CUU Answer booklet

25
 CUU Answer booklet

26
 CUU Answer booklet

27
 CUU Answer booklet

28