CIMA E3 問題集 : E3 Strategic Management

AB is a global car manufacturer. Management has agreed to spend $20 million on researching a new type of engine that uses liquid hydrogen to power the car. It believes it is important for AB to take a first step in developing this radical and uncertain new technology.
The $20 million will finance the research only and the program will last two years. Providing the research is successful, after two years it would cost a further $40 million to develop a car to sell. This development would take a further three years. Management is concerned that the international car market may not be willing to buy hydrogen powered cars for at least six years from now.
Which of the following options would NOT be available to AB after two years?

• A. To invest a further $40 million in developing a car for sale.
• B. To delay investment in building a hydrogen car until the market demand becomes clearer.
• C. To ignore the research findings and not commercialise any innovations.
• D. To seek to recover the $20 million it has spent because the research has yielded no commercial benefit.

A leading retail chain is undertaking environmental scanning as it is concerned that it is becoming uncompetitive and profits have started to fall. The Board of Directors is concerned that it will need to have a viable strategy to present to its shareholders at the next annual general meeting, in order to prevent shareholders' protests.
The company has been reluctant in the past to offer an Internet shopping service. It now believes, however, that by offering this service and introducing customer relationship marketing (CRM), this will produce a strategy that will help it to improve its competitiveness.
Which of the following statements apply to CRM? (Choose all that apply.)

• A. CRM utilizes marketing resources to retain, rather than simply attract new customers.
• B. The CRM process needs to include increasing the range of products that will be offered to customers.
• C. In mature markets, existing customers provide the most likely source of future earnings.
• D. CRM is about marketing to customers to obtain their loyalty, so customer research is not needed.
• E. The company must be prepared to take customers' needs into account and be able to meet these needs.

PQR is a charity which has an excellent reputation within its home country. PQR employs over 300 highly experienced staff and has 200 skilled volunteers. PQR's funding mainly comes from donations from the public but its public profile is low compared to larger, more publicized charities.
Due to a recent recession, public donations to PQR have fallen in the last five years, but demand for its services continues to grow.
The government of the country in which PQR operates is encouraging greater collaboration between charities and there have been several recent successful mergers within the charity sector. PQR has recently been approached by a high profile and well funded charity, DDD, with a merger proposal. DDD offers complementary services to those offered by PQR.
Which TWO of the following factors would most likely be considered as an 'opportunity' for PQR? (Choose two.)

• A. Growing demand for its services
• B. Highly experienced staff
• C. The excellent reputation of DDD
• D. Merging with DDD
• E. Donations from the public

CCC has been given permission by the local government authority to build 500 houses and this will be a very profitable project for CCC. An animal charity is opposed to the building of the houses as fields where animals live will be built on. Some people living nearest to the area of the proposed building are in favour because it will stimulate the local economy. Other people living near the area of the proposed development are opposed to it because their view will be spoiled. Which of the following activities should CCC undertake to resolve the stakeholders' competing objectives?

• A. CCC should give the animal charity the money to establish a wildlife sanctuary.
• B. CCC should conduct a PESTLE analysis.
• C. CCC should conduct discussions with its stakeholders and reach an acceptable compromise.
• D. CCC should focus on its stakeholders' needs in turn.

BBB is a publisher. As a consequence of BBB using the Internet to outsource its typesetting and studio activities it has been able to move its few remaining staff into much smaller and less expensive office accommodation.
Which activity in Porter's Value Chain has benefitted from BBB's use of information systems?

• A. Outbound logistics
• B. Sales and marketing
• C. Infrastructure
• D. HR management