SUMMER INTERNSHIP REPORT

MICHAEL POTERS FIVE FORCES MODEL AND MARKETING STRATEGY OF

INVESTORS CLINIC

Submitted By
Aamir Saleem
A01012213021
MBA (Marketing and Sales) Class of 2015

Under the Supervision of

Mr. Vinamra Jain
Assistant Professor
Department of Marketing Management

In Partial Fulfilment of the Requirements for the Degree of

Master of Business Administration (Marketing & Sales)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

Declaration

The title of Summer Internship Report is

Michael Porters five forces Model and Marketing Strategy of Investors clinic
I declare that (a) the work presented for assessment in this Dissertation/ Company Report/ Minor Project
is my original work, that it has not previously been presented for any other assessment and that my debts
(for words, data, arguments and ideas) have been appropriately acknowledged; (b) work conforms to the
guidelines laid by the University, and (c) Plagiarism for this report has been checked using Turnitin
software and is 9 %. The summary of report is attached along with for reference.

Date:

Aamir Saleem
A0102213021
MBA M&S (Class of 2013)

Acknowledgement
I have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and the organization INVESTORS CLINIC, NOIDA. I
would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. SACHIN JAIN, General Manager, for his guidance and constant
supervision as well as for providing necessary information regarding the project & also for his
support in completing the project.

I would also like to express my gratitude towards my faculty mentor, Mr. Vinamra Jain & my
parents for their kind co-operation and encouragement which helped me in completion of this
project.

I would like to express my special gratitude and thanks to industry persons at INVESTORS
CLINIC, NOIDA and its employees for giving me such attention and time.
My thanks and appreciations also go to my colleagues in developing the project and people who
have willingly helped me out with their abilities.

Thank You
Aamir Saleem
A0102213021

CERTIFICATE
3

This is to certify that AAMIR SALEEM student of Masters of Business Administration M&S
at Amity Business School, Amity University Uttar Pradesh has completed the Summer Internship
Report Michael Porters five forces model and Marketing Strategy of Investors Clinic, in
Partial Fulfilment of the Requirements for the Degree of Master of Business Administration
Marketing & Sales under my guidance.
The report has been checked for the plagiarism and it is acceptable.

Mr. Vinamra Jain

Assistant Professor (Faculty Guide)
Department of Marketing Management

INDUSTRY GUIDE CERTIFICATE

Table of Contents
Chapter

Content

Page No.

Abstract

Objective

Introduction

Literature review

Profile of the organization

10

5.1

Company history

10

5.2

Milestone achieved

11

5.3

Money Earning Activities

11

5.4

Product Range

12

5.5

Business strategy

12

5.6

Geographical presence

13

5.7

Client of investors clinic

14

5.8

Competitors of IC

14

Research Methodology

15

7.1

Industry analysis

18

7.2

PEST model analysis of real estate

26

7.3

Michael porter five forces model analysis

34

7.4

SWOT Analysis of real estate industry and IC

43

7.5

Marketing strategy of IC

45

Findings and Recommendations

48

8.1

Findings

48

8.2

Recommendations

52

Conclusion

54

10

Bibliography and References

55

Appendices

56

Annexure I
6

LIST OF TABLES
7.1

Segmentation in real estate

19

7.2

Economic force

26

7.3

Economy level of India

29

7.4

Population growth

30

7.5

Intensity of rivalry

34

7.6

Barrier of entry

38

7.7

Bargaining power of buyer

41

7.8

Threat of substitute

42

LIST OF FIGURES
3.1

Five forces model

6.1

Research design

16

6.2

Research framework

17

7.1

Real estate CAGR

19

7.2

Segmentation in real estate

20

7.3

Residential demand

20

7.4

Cycle of real estate

22

7.5

Housing shortage in India

23

7.6

Indian economy growth

26

7.7

Infrastructure development

27

7.8

Population growth

31

7.9

Real estate industry growth

35

ABSTRACT
Today every single business is under cut throat competition, same is with Real estate. Anyone
can find vacant and un-leased properties in big cities. A company without proper marketing plan
generally fails. A Real estate marketing access requires a research based awareness about market
bid, micro and macro-economic market effect and the study of historic sales graphs of a
particular project. These understanding can give an authentic and anticipated road map of what
the market wants now as well as in the future as understanding is extremely important from the
belief that marketing of a project always begins much before construction begins. Today, endusers look down on a project that gives them what they want within their budgets which can be
influenced by the promotional tools which a builder uses to create a competitive edge. With the
increasing real estate sector, one of the fastest growing business sector it is very prone to
entrance of new competitor in its business that could lead customer base reduction. So the
marketing strategy and market in terms of sector has to be investigated to keep pace with market.
The business size of the Indian land division remained at US$ 55.6 billion in 201011 and is
relied upon to touch US$ 180 billion by 2020. Actually, the interest is relied upon to develop at a
compound yearly development rate (CAGR) of 19% for every penny in the period 20102014,
with Tier I metropolitan urban communities anticipated that will represent something like 40 for
every penny of this development.
The five forces model of porter is an outside-in business unit strategy tool that is used to
make an analysis of the attractiveness of an industry structure. The competitive Forces analysis is
made by the identification of 5 fundamental competitive forces:
1.
2.
3.
4.
5.

Entry of competitors.
Threat to substitutes.
Bargaining power of buyers.
Bargaining power of suppliers.
Rivalry among the existing players.