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17. To best protect the intellectual property in your organization, which of the following would you recommend?

a. Copyright b. Patent c. Trade Secret d. Firewall e. All of the above

18. You can protect information privacy in your company by all the steps below, except one? Circle that one.

a. A user or consumer should have right to review and reject inaccurate data on him/her. b. A user or consumer should be able to review in what secondary, unknown ways his/her data are being used. c. The company needs to build products or services so they are protected. d. Check to see if the industry has its own protections such as HIPPA for healthcare. e. Informing the Federal Privacy Office will provide extensive protection.

 
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Automaker Kia India has introduced a digital tool to help customers make purchases online amid the coronavirus pandemic. The company has launched an integrated solution application called ‘Kia Digi-Connect’ which is an industry-first video-based live sales consultation solution. The solution is offered through website scheduling and integration with the company’s Customer Relationship Management (CRM) system. This one-of-a-kind customized application will enable customers to connect with their nearest dealerships and get complete assistance using a video conference platform, offering them a showroom-like experience.
The solution which was developed bearing in mind the current pandemic situation, will not only ensure the safety of customers, but also expedite and improve their buying process by offering a contactless car buying experience at the comfort of their homes. Technology- led digital transformation has been the primary approach for Kia India right at the outset and they are committed to spearheading the digital revolution in the Indian automotive industry going forward. The platform would enable customers to opt for video consultation with a complete walk-through of models with the help of the consultant at the showroom.
The Kia Digi-Connect solution will also provide customers several additional options of 360-degree virtual experience through video call, screen and video sharing along with sharing of brochures, pricelist etc. through digital medium during the video conference to further address their queries. Additionally, the app allows customers to include multiple family members and friends on the same call from different geographic locations to collectively understand and discuss with dealership representatives, similar to a showroom visit experience. Kia believes this initiative will be a game-changer in the purchase journey of the customers as it offers a safe platform where customers can access all the information about Kia products and services from the comfort of their homes, as they would when visiting the showroom.
Question:
How do you think the roles and responsibilities of sales professionals including their coordination activities with other departments have changed from traditional physical movement based selling scenario to modern digital medium based selling scenario.
 
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Lakme Lever, the beauty-service unit of Hindustan Unilever (HUL), shrunk 19% in sales during the year ended March 2021, hurt by India’s increasing focus on social distancing nationwide and shutting salons and non-essential outlets for several weeks. The company, which runs 485 salons, posted sales of Rs. 230 crore during FY21, compared to Rs. 284 crore a year ago. The firm also slipped into losses – with net loss of Rs. 19 crore during the year against profit of Rs. 6 crore in FY20. The profitability for the year has been largely impacted on account of Covid outbreak. After a stringent lock down which disrupted operations in the first half, the company in the second half of the year has sequentially improved performance to almost previous period’s revenue.
The Rs 20,000 crore salon industry has about 65 lakh beauty parlours and barber shops. And just like other services sectors such as retail and restaurants, the salon segment has been hit hard due to closure as they are deemed non-essential in several states. Post the second wave of Covid starting March 2021, salon operations are affected due to lock downs as per government guidelines. The company is leveraging the digital medium to train their experts and to stay in touch with their clients. While the Lakme brand is worth more than Rs 1,000 crore in revenue, cosmetics products such as eye-liners and lipsticks generate a bulk of its sales instead of beauty services.
The current pandemic has affected most discretionary categories but the beauty-services industry could be hit more than some others, with people relying increasingly on do-it-yourself services at home.
Question:
What are the factors that have affected the market potential of beauty services industry and under these circumstances which sales forecasting methods would you use to help Lakme? Explain briefly
 
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Fashion brand H&M is a Swedish multinational retailer whose biggest markets are in Britain, Germany and the United States. It has about four thousand stores in the world and is one of the most distinguishable brands in the fashion industry. Through the years, H&M has experienced changing consumer needs. Suppose H&M has identified that there is growing preference for personalised design among its customers. In particular, it wants to alter its network design to cope with this trend. Recommend a suitable network design for H&M to effectively cope with this trend. Please include the following in the discussion

• A diagram of your recommended distribution network design, including last mile transport design, for H&M. Explain how your recommended design works, and explain how your recommended design would affect demand forecasting at H&M.

 
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