NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: B2B Marketing

Internal Assignment Applicable for December 2020 Examination

1. A business marketer (who is a potential supplier) is keen to supply cold-rolled (CR)
steel coils to a major passenger car manufacturer, who has been buying the same
material from three other suppliers on regular basis for the past few years. As per the
purchase policy, the car manufacturer cannot buy any material from more than three
suppliers. What should the business marketer do to supply CR steel coils to the major

passenger car manufacturer?

2. Suppose you are working in a courier services company, which is ranked fourth in the
domestic Indian market in terms of market share. Your company management thinks
that one of the ways to improve sales & profit performance, as well as the company’s
market share, is to implement the concept of Integrated Marketing Communications
(IMC). You are asked to prepare a proposal indicating the objectives, strategies &
challenges in implementing the IMC.
(10 Marks)

3. Read the following Case & solve the questions given:
When SS Electroplating Company started the electroplating operations in a residential
location in Bengaluru, it received a notice from the pollution Control Board to install
the effluent treatment plant within 15 days, failing which they would seal the plant.
The Director of the company collected the information that it would cost about
10,00,000 to buy an effluent treatment plant, an area of about 600 sq.feet to install it
over a period of 2-3 months, & running cost of about 40,000 per month for the
purchase of material like costic soda & others. The effluent contained nickel, synide,
cromium, cadminum & zinc, which were to be treated separately using different
chemicals. After effluent liquid of about 800 litres per day was treated, the sludge was
to be dried, packed, stored & dumped in a government notified place. The entire
process would not only cost substantial amount, but also would need additional area of
about 600-700 sq. feet
The company gathered information that some of the competitors outsourced the
effluent treatment to government approved agencies, who collected the effluent liquid
from these chemical & electroplating factories, & treated ( or neutralized) the
chemicals at their effluent treatment plants. These agencies charged 10 to 15 per

litre for the treatment of effluent liquid, depending on the type of chemicals. The cost
of outsourcing was considered much higher compared to in-house effluent treatment
plant. However, SS Electroplating Company, like many other chemical &
electroplating factories did not have additional area for the installation of effluent
treatment plant.
The Director was aware that the liquid waste from the factory would have harmful
effects on the surrounding residential area. He also could not violate the Gove rnment
regulation on environment control. The director had very little time – two weeks – to
decide & act.

a. If you were the Director of the company, what would you do & why?
(5 Marks)

b. Should all companies in this industry come up together as to save cost. Provide your
suggestions