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COMMONWEALTH EXECUTIVEMBA/MPA PROGRAMME

Term-End Examination

December, 2009

: MANAGEMENT INFORMATION SYSTEMS

Time : 3 hours Maximum Marks : 100

(Weigh Cage 70%)

Note : (i) Attempt any three questions from Section A.

(ii) Section B is compulsory and carries 40 marks.

SECTION - AWhat is meant by the term "internet economy" ?

Why it is viewed as a structure with four layers ?

Discuss these layers.

What is a value chain ? How it can be used to

gain a competitive edge ?

Differentiate between the supply chain structure

for the non-FMCG companies and retails. What

is the change in the e-business strategy ?

Discuss economic issues pertaining to e-business.

Build your answer on concepts like Transaction

Cost Theory and Return on Investment.

5. Discuss customer relationship issues involved in

the e-business.

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SECTION - B

6. Read the following case carefully and answer the

questions given at the end of the case :

Michael Dell, the man behind Dell Computers

started Dell in 1984 with an exceptional idea of

selling PCs through a mail-order approach. It

offered customers a customized configuration.

The approach enabled Dell to cut down on the

price of the computer by saving on the margins

of distributors and retailers. Also this approach

enabled Dell to deliver the PC at a short time. Dell

upgraded its supply chain by making small

changes in the path, which a computer used to

travel for reaching the customer. The web was

used to offer online visibility to components,

configurations, costs and delivery. The customers

can choose from various options and arrive at a

configuration that suits them. Once an order is

received, the computer is built using just-in-time

manufacturing (JIT). This resulted in many

benefits like lower costs and quick deliveries etc.

There was no need of maintaining higher

inventories. Dell positioned its warehouses at

nearby locations to their factories so that

components can be easily and swiftly called for.

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Dell started their innovation process by taking the

customer's view on various aspects of the deal.

Dell did well because of its competitive

strategies like identifying and taking advantages

of opportunities that exist and were still

untouched. They put the customers at the focal

point of their activities and tried to provide the

best service to them. They maintained the quality

of their products so that the customer achieves

two advantages - a customized computer and that

too a high performer.

Dell was successful because it created an IT

based manufacturing system along the entire

supply chain. It used the web, computerized

manufacturing systems, EDI, videoconferencing,

electronic procurement, intranet, DSS and a

web-based call center. As part of the company's

continual efforts to improve its supply chain

processes, recently DELL positioned a supply

chain tool named i2® TradeMatrixTM to forecast

global views on product demand and materials

requirements, and to improve factory scheduling

and inventory management. Dell suppliers and

Supply Logistic Centers (SLCs), were able to view

short and long-term materials requirements in

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each Dell factory globally due to these new supply

chain tools. Optimizing delivery and inventory

use in Dell factories was one of the primary goals

for the i2 implementation. The i2 solution thus

has increased the efficiency of Dell, which has

already been a leader in the innovation in supply

chain management.

Case Questions :

Identify and discuss the factors, that youthink contributed to Dell becoming asuccessful global brand.

What are the primary goals of Dall for usingIT along the SC ?

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