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1、 财经网络教育领导品牌 _ 高顿网校 All Rights Reserved 版权所有 复制必究 1 2010 年 5 月 CIMA-E2 考试真题 1.SM is a consultant who has been asked to work with FX Company,a family owned business,which produces home-made ice cream.Her brief is to undertake an assessment of the companys competitive position.As part of her review she
2、 is gathering information from various areas of the business.She has asked the Sales and Marketing Director to provide her with:an overview of the companys competitors;information on whether market growth is high or low;and what FXs market share is.She is surprised by his response that the company d
3、oes not undertake any competitor analysis and that he has no idea of its market share.Required:(a)Explain why FX Company should undertake competitor analysis.(b)Discuss why it is important for FX Company to understand the concepts of high/low market growth and market share when undertaking competito
4、r analysis.2.CT established her business,KCC,specialising in making handmade cakes,six years ago.Initially CT worked from her home,developing new recipes and cake designs.The business thrived on the creative talents of CT and her staff.In fact,the business became more successful than CT could have h
5、oped for with a number of upmarket supermarkets now stocking her products.Six years on,CT is reflecting on her success.She does feel that things have changed significantly since the early days when her business was run from her home kitchen.To satisfy increasing demand,three years ago she bought a f
6、actory for the production of her cakes,and in the last year she has opened five shops to sell the companys products.KCC currently employs over 450 staff and the company has significantly changed compared to when it was first established.It now has a formal functional structure and the culture has mo
7、re of the feel of a large bureaucratic organisation.CT feels that she has lost the passion and enthusiasm she once had for her business and feels that far too much of her time is spent on management issues rather than creating designs for cakes.She has a senior management team made up of the manager
8、s looking after different functional areas of the business.They make decisions about the running of the business,but seem to be focused on achieving efficiencies,control and bottom line 财经网络教育领导品牌 _ 高顿网校 All Rights Reserved 版权所有 复制必究 2 performance,and have little interest in the creative side of the
9、 business.CT used to be on first name terms with her staff,but this is no longer the case.She was particularly saddened when she overheard an employee comment that he just felt he was a robot on a production line rather than a craft worker and that his ideas for new cake designs do not get heard.Req
10、uired:Distinguish between the characteristics of KCCs culture when it was first set up and the culture the company is likely to have now.3.V has just left her job as a website designer for a large systems design company and is about to start up her own website design business.She will be renting an
11、office which needs to be prepared,and also needs to procure all the necessary equipment before the business can commence operating.She intends to open her business in 12 weeks time.In her previous role,she often encountered critical path analysis when she was involved in large design projects and sh
12、e considers that this technique may also be useful to help her to plan the setting up of the new business.V has devised a list of activities shown below that must be completed before the new business can commence.When drawing up this list she was aware that there was a degree of uncertainty in the t
13、imescales for some of the activities.She is concerned that if these uncertainties are not considered at this stage then she may not hit the deadline of opening her new business in 12 weeks time.(Note:there is no slack shown).T1 Required:(a)Using the above information,construct a network diagram,clea
14、rly identifying the critical path,for setting up Vs business.(b)Explain to V the difference between contingency/scenario plans and buffering in the context of helping V plan for the uncertainties in setting up the business.参与 CIMA 的考生可按照复习计划有效进行，另外高顿网校官网考试辅导高清课程已经开通，还可索取CIMA 考试通关宝典，针对性地讲解、训练、答疑、模考，对学习过程进行全程跟踪、分析、指导，可以帮助考生全面提升备考效果。更多详情可登录高顿网校官网进行咨询。财经网络教育领导品牌 _ 高顿网校 All Rights Reserved 版权所有 复制必究 3 更多 CIMA 考试资讯，请关注官方微信公众号：gaoduncima