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Cam 204 Strategic Management Question Paper
Cam 204 Strategic Management
Course:Bachelor Of Commerce
Institution: Kca University question papers
Exam Year:2011
UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 2 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 204 STRATEGIC MANAGEMENT (SUNDAY)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION 1
How petrol stations attract customers in Kenya
Petrol pumping stations in Kenya and any other country use various ways to attract customers.
Most of these petrol stations introduce other services other than the core business of selling motor fuel
as baits to attract customers. They provide various kinds of free gifts, vouchers, and auxiliary services
such as car wash, minor repairs and free packing for regular customers. Others use the display of
prices, personal invitations, and gifts for purchasing larger quantities of fuel. In the last few months,
Kenol pumping stations had discounts on Sundays, and it attracted quite a number of customers during
those discount days. Other petrol pumping stations open mini-shops, drive-ins and free services. These
firms try to influence the thinking of the individual drivers so that they may make favorable decision to
pull over and purchase petrol at their stations.
Questions:
a. Briefly elaborate on the marketing strategies that can be used by firms in the sale of petroleum
products. [8 Marks]
b. Which incentives suggested above can be more effective in urban areas than in rural areas, and vice
versa? [9 Marks]
c. Since prices of petroleum product are now controlled by state in Kenya, what other strategies can
firms use to compete? [7 Marks]
2
d. Which of the four Ps marketing mix functions are used more in petroleum industries than in
supermarket chains? [6 Marks]
[Total: 30 Marks]
QUESTION 2
The concept of Value Chain Approach help firms understands the connection of all their activities.
Discuss how a manufacturing firm can use his method to differentiate between primary and secondary
activities.
[20 Marks]
QUESTION 3
Discuss three important steps in decision making process that managers take to arrive at a choice, and
briefly elaborate on how a decision can be evaluated to know whether it was an appropriate decision.
[20 Marks]
QUESTION 4
Explain how multi-product firms use the theory of product life cycle in strategizing to introduce new
products. Give examples.
[20 Marks]
QUESTION 5
Managers of subsidiaries of multinational corporations face a lot of cultural challenges in host
countries. Explain how a manager in a developing country reacts to political changes, cultural
diversity, customer preferences and trade union demands.
[20 Marks]
QUESTION 6
In order to increase their capacity in decision making, managers should practice strategic thinking.
Explain the dichotomy of thinking and acting by managers when making strategic decisions, and show
how important it is to synchronize the two.
[20 Marks]
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