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CIMA E3 Strategic Management 認定 E3 試験問題:

1. GQF is an exclusive fashion retailer. GQF has built its strong name and reputation upon its high price and exclusive image. It has recently attempted to increase sales by expanding into lower-pnced clothing sales in department stores. It has also allowed its name to appear on a number of licensed products such as perfume and watches. Many customers who would not normally purchase GQF products have shown a high level of interest in these lower-priced products and in the last twelve months, sales have increased dramatically GQF's shareholders have expressed their satisfaction with the results.
However, over the same period, sales of its high priced, exclusive branded goods have fallen as some of its traditional, loyal customers have become disillusioned by the lack of exclusivity of the GQF brand.
Which of the following criteria have been achieved by the strategy adopted by GQF?

A) Suitable and Acceptable
B) Suitable, Acceptable and Feasible
C) Acceptable and Feasible
D) Feasible and Suitable

2. QQQ is Country M's largest supermarket with 40% of the market share. In addition it has opened several stores around the world in the last 10 years. One of the reasons for QQQ's success is its loyalty card. The loyalty card is used to gather information about the spending patterns of its customers. Around two billion pieces of information each week are captured and stored in an enormous data warehouse that can be accessed by QQQ and other selected large retail partners.
The information can be used to assess the success of new product launches as well as which demographics of customer are making the purchases. The system also allows QQQ to tailor its special offers to particular segments of the market and to predict the buying behaviour of its customers, which assists QQQ in procurement planning.
Which of the following best describes the activities outlined above for QQQ?

A) Market segmentation
B) E-business
C) Data mining
D) Customer relationship management

3. McKinsey's '7-S' model distinguishes between 'hard' and 'soft' factors.
Which TWO of the following statements are correct?

A) Soft factors tend to be intangible and hard to identify.
B) Soft factors tend to be formal and measurable.
C) Hard factors tend to be intangible and hard to identify.
D) Soft factors focus on the future and hard factors focus on the present.
E) Hard factors tend to be formal and measurable.

4. Company LL is a well established, reputable company which specialises in providing insurance call centre services to the insurance industry. It has recently won a large contract to provide its services to a multi-national insurer. LL's staff are highly trained in insurance matters and many have worked for LL for many years.
LL undertakes long-term resource planning activities and has identified that during the winter months, when there will be more customers ringing up to make insurance claims, it will potentially need to employ more staff. The Board has decided that rather than recruit its own staff, it will use an employment agency to supply manpower resources as required. The people supplied will be employed on a temporary basis by LL and they will work alongside the other call centre staff. However, they will work at a lower pay rate and will only be paid for the actual hours they work.
This change will lead to a shift in the working environment, the routine and the composition of the group.
Which THREE statements apply in respect of this proposed change?

A) The proposed change will affect the group dynamics, which can be seen as being similar to a 'force field' situation.
B) In times of change, LL can give sensitivity training to this group of workers who can then be used as a source of support during the change process.
C) LL will need to identify the Adversaries in the group, because if they are influential they may persuade other group members to resist the change.
D) A Facilitator, as the leader of change, will allow the group to talk about their issues and concerns with this change in a formal and structured manner.
E) As the change process LL is proposing is an internal matter involving a group of its staff, there is no need to undertake a stakeholder analysis.

5. FFF is considering developing a new website that will allow it to advertise and sell its high quality jewellery products online. The Board of FFF has identified that the cost of developing and managing a website would be relatively low. It is predicted that FFF will sell only a small percentage of its products through the website, as most customers like the personal experience of shopping in store.
However, research undertaken by the Marketing Director indicates that the website could be used very successfully by FFF for online marketing and customer communication. Therefore, the Marketing Director has suggested that FFF should develop an IT/ IS strategy to ensure a strategic focus for its website development. However, most of FFF's Board members, who are the main shareholders of the business, believe that developing an IT/IS strategy is unnecessary in order to develop and manage its website.
Which of the following arguments could be made by the Marketing Director to the Board of FFF to persuade it that an IT/ IS strategy would be appropriate in relation to the current website development?

A) IT/ IS forms the basis of FFF's competitive advantage and therefore requires a strategic focus.
B) IT/ IS is fast moving and FFF can take advantage of new technologies as they become available, if managed strategically.
C) IT/ IS is very expensive and without a strategic focus there is a risk of costly mistakes.
D) IT/ IS is expected by FFF's key stakeholders and should therefore have a strategic focus.

質問と回答：