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Summer Internship Project

To Identify the Business Development Potential and Growth Opportunity of Modular Office System in Gujarat

Presented by Prabeer Ranjan Panigrahi Enrollment No:030301047

Company Profile
Dexter Consultancy Limited is a company which provides business service products. It was established in 2007 Dexter is a group of young professionals from varied backgrounds who have come together to create a team working in multiple areas across domains with an ever-increasing array of services. It has setup branches at Mumbai, Bangalore, NCR and Hyderabad, apart from the headquarters at Ahmedabad.

Company Profile
It started as a one-room setup before 5 years without capital, clients or experience. From there, Dexter now occupies more than 5800 sq. ft. of office space across 4 cities and has aggressive plans of setting up bases in many more locations in the next 2 years. With service offerings in 8 areas now, Dexter is quickly looking to leverage its expertise and knowledge base across service areas, and expand through diversifying, both horizontally and vertically. It is growing very rapidly. It aims to become one of the largest research consultancy in the world. It is growing at a rate of 300% per year.

Contd.
Product and service offerings of Dexter Consultancy Limited: I. Market Research II. Rural and social Research III. SME Consulting IV. Technology V. Infrastructure Research VI. Process Consulting VII. Vocational Education VIII.B2B Sales and Marketing

Organizational Hierarchy
NAME RAHUL SANGHVI VISHAL KAPOOR MEHA ACHARYA RUSHI RAWAL AMRIT MOHAN SHAURABH SHUKLA ANURAG ARJUN NIRAJ MAJUMDAR DESIGNATION CEO Director Head of the Research Group Head of Quality and Assurance Group Marketing Head Operation Head Head of Online Research Division R&D and New Product Development

Contd.
A. CLIP is a subsidiary company of Dexter which is the Corporate brand name for its B2B sales and marketing division. B. It works as product and service provider of Interior based requirements. C. It also works as a Project Management Consultant. D. It provides one end solutions to all office and residential furniture requirements.

Contd.
A. There are some associate companies of CLIP who work under it, those are:- Concept Projects, Quality Creations Pvt. Ltd., Wipro Furniture, C.C. Enterprise, D.P. Associates. B. Concept Project is a PMC company, Wipro and QCPL are manufacturers of furniture. C. C.D. Associates is our furniture dealer and C.C. Enterprise is a Franchise of CLIP. D. It deals with all kinds of office and home furniture.

Contd.
A. There are few categories of products which CLIP offers, those are:- Office Furniture, Chairs, Home Furniture, Kitchen. B. In office furniture it offers Workstations, Cabin tables, Conference tables, Discussion tables, Reception desk, Sofa etc. C. In home furniture category, comes Bed, Dining table, Sofa, Dressing table, Cupboard, Chairs etc.

Contd.
In chairs category there are three kinds of office chairs i.e. High back Executive chairs, Middle back chairs and Low back chairs. And in kitchen category there are two kinds of kitchens i.e. Modular Kitchen and Customized Kitchen. Apart from all this it also provides wooden flooring and total designing projects including space planning, roof, floor and wall designing and furniture supply.

SWOT Analysis
Strength:
It works as a team of employees with diversified background, industry experience and multitasking ability. It has product and services offering across various Industries. It has the capability of cross functional utilization across various management functions. It has an informal, yet accountable organizational structure.

SWOT Contd.
It has the capability of leveraging various human resource skill sets in various service areas.

WEAKNESSES:
It is gradually qualifying for large sized Bidding opportunities. It should penetrate more into the market.

OPPORTUNITY: Single point service provider for all management services.

My Project
My project title is To identify the business development potential and growth opportunity of modular office system in Gujarat with special consideration of Wipro Furniture Business. My main objective is to search out opportunity for modular office system and home furniture, to generate lead and then convert them into orders.

My area of project is sales and research.

My Project contd.
My Objectives:
To identify and assess potential leads for sales with special consideration to Wipro modular furniture. To understand the Interior Industry To search for the potential clients To analyze and diagnosis the requirements of the clients To meet the requirement of the clients with the appropriate product and services

Contd.
To identify and assess potential leads for sales with special consideration to Wipro modular furniture. To identify and assess business development potential of various customer segment in market To generate revenue for the organization through sales To assess product wise competition vis--vis competitor brands

Contd.
To identify various price points of home furnishing, kitchen, office furniture and chairs. To identify and assess potential furniture dealers for CLIP in Ahmedabad. To identify trade margin expectations from potential dealers. To estimate product wise demand. To find out the parameters which customers consider while making a purchase.

My Project contd.
Our potential clients are: Architects and Interior Designers Builders and Contractors Govt. Organizations Banks MNCs and Large scale companies SMEs Dealers Individual households

My Project Contd.
Initially got to learn about the product offerings of the company and their features. Prepared potential customer database. I had to observe the process carefully, i.e. how to talk to clients, how to take appointments through phone, how to talk to them during the meeting, what to talk in the meeting, how to describe the products etc. Initially I had to go to meetings with my colleagues to observe only.

My Project Contd.
My first week was more of learning and observing. I also started making calls to clients to take appointments for meetings. Then from the second week onwards I went to meet up clients i.e. Architects and Interior designers in the initial level for lead generation. I was consistently guided by my project guide at every step and as and when required.

My Project Contd.
For the first two weeks my job was to make calls to clients and make meetings with them to generate lead. From the third week I got a research project to do which was on Furniture Dealers of Ahmedabad. The objective of the research was to identify and assess the potentiality of furniture dealers in Ahmedabad. Also to identify product wise demand, price points, competitor brand study etc.

My Project Contd.
I worked on making research proposal and tool designing for two weeks. Along with this I had to do my regular task i.e. making calls and going for meetings with clients and making follow ups. Then we were assigned a new task along with our old one and that was to go on site visits. So we had to go to different constructions sites to meet contractors and builders to search the requirements of furniture system.

My Project Contd.
After completing the tool designing part of the research with the help of our project guide we started going for pilot study. After completing pilot study we finalized the questionnaire and were ready to go for the research. The on site visits are really getting good results for us. Going to constructions sites of builders or corporate and making inquiry proved to be an effective tool for lead generation.

My Project Contd.
During my project I had to meet lots of clients from different fields, such as Architects, Builders, Banks and Corporate. At the initial phase I was dealing only with architects and trying to generate lead from them. At a later stage I also got to interact with some contractors and went to many commercial complexes in search of furniture requirements.

My Project Contd.
I also visited to many banks. I went to many government banks, i.e. State Bank and its Associate Banks, also I visited to many nationalized and private banks including City Bank, Indian Bank, South Indian Bank, Central Bank and many more and had meetings with them regarding Empanelment. For the research project I visited 9 furniture dealers and had discussion with them and filled up the questionnaire by them.

Learning from the Project


I have got to know the practical knowledge & the practical approach regarding all the concepts & the steps which I have learned in the books of Marketing and Research Methodology. I got to learn the marketing principles and the process of gathering market intelligence. I got to work on excel sheet many times for some organizational purposes which helped me a lot. Being involved in the multiple projects was a great learning experience. It even taught me to manage my time & efforts effectively

Contd.
I have learned that one has to be proactive for the benefit of the organization. During my internship, I experienced that how easily things can go wrong despite best of efforts. I learnt that systems & processes are necessary for smooth running of an organization. The major learning for me was to make a client understand our organizational profile very well. It was even more difficult get an output from a client. We had to keep in touch with clients and ask them for any requirements after they said no to us regarding any requirements.

Contd.
I practically learned the Snowball Hypothesis during my projects. Another major learning for me was to know how to work in a team. It helped me during my project work. We were five interns working together on the same project from different institutions and we worked with good coordination among ourselves. Throughout the process, I have also developed my inter personnel skills. While conducting meetings with clients, I had to somehow convince the clients to believe in our products and our products can meet any sort of requirements for them and I was successful in that to great extent.

Conclusion
I got to work on B2B sales and marketing as well as market research through my project. It is easy to make an architect understand our profile but quite difficult to get output. On the other hand contractors and builders are proved to be potential clients giving good output. It was very important for me to work seriously and prove my capabilities which I did.

Conclusion
As its a sales process, clients are the most important part and we cant neglect them. They do have any current requirement or not, we have to keep in touch with them and have to grab the opportunities. I got to learn many more marketing lessons and got some good experience which will help me in future for my job. I am highly privileged to get an opportunity to work with Dexter Consultancy Limited.