BBA-MBA Integrated (2019-24)

Final report of the Summer Internship, 2022

at
“Deltacrest Media, Ahmedabad”

Submitted by:

Roll no. Name Div

197230 Krutin Dalwala B

Author of the Report:

Krutin Dalwala
Email id - [email protected]
 Name of the Organization:
Deltacrest Media
Address- Corporate House, B 42, Vijay Cross Rd, Nr. Pakwan, Bodakdev,
Ahmedabad, Gujarat 380015

Date - June 11, 2022

Purpose of the report:

For the professional development and understanding of corporate world
and for the partial completion of the programme.

Prepared for whom:

Institute of Management, Nirma University.

Submitted to:
Prof. Bhajan Lal (Faculty Mentor)

Period of the Report: April 11, 2022 to June 04, 2022

 Acknowledgement

A student’s professional development depends on how it perceives various corporate world norms
and values. Contribution to the corporate world and to the professional community in general
exhibits a positive and a thoughtful character. I would like to thank the management of BBA-MBA
Integrated Programme, especially our Programme Chairperson - Prof. Amola Bhatt, Office
Superintendent - Mr. Biju Thomas, Additional Director - Dr. Hrudanand Misra, my faculty
mentor - Prof. Bhajan Lal, the placement committee of IMNU and the faculty members of
IMNU among others. I would take this opportunity to thank my organisational guide Ms.
Meenakshi Shah for her esteemed guidance, patience and learnings shared by her throughout the
course of the internship. I express my sincere regards to the university for including a corporate
internship in the programme. It served its purpose and paved a path for us to proceed ahead in the
corporate world.

The success and final outcome of this report required a lot of guidance and assistance and I am
extremely fortunate to have got this all along the completion of our work. I realize this moment as a
great confluence of luck and opportunity so I would heartily take this opportunity to express my
deep sense of gratitude to the Institute of Management, Nirma University, for giving me an
opportunity to prepare a report on Deltacrest, Ahmedabad.
 Table of Contents
Title Pg. No.
Purpose of the report and Executive Summary 1
Part A - Profile of the organization 1-13
1. Introduction 1-4

1.1. Office Bearers - Top Management 3

1.2 Size of the Organization 4
2. 7s Framework of Deltacrest 5-9
2.1 Hard Elements 6
2.2 Soft Elements 8
3. Competitive position in the industry - Porter’s 5 Forces 10
4. Future strategy and Plans of Deltacrest 13
Part B - Details of the project work - Experiential 14-24
1. Introduction - Context of the organisation 14-18
1.1 PESTEL Analysis - Internal Context -Deltacrest 14
1.2 Internal Context 17
2. Ethnographic study of the organization as a Journal 19
3. Observation 22
4. Conclusion 22-24
4.1 Summary of trends in Deltacrest 22
4.2 Summary of feedback given to Deltacrest 23
4.3 Summary of Self-Learning 24
5. References 24
Part C - Learnings from the Summer Internship 25-26
1. Comprehensive Explanation 25
Undertaking of Originality 27
 Purpose of the report

The main purpose of this report is to reflect the learnings we acquired during the two month long
corporate internship. It highlights the overall image of the work from home internship during the
Covid-19 pandemic. Another purpose that this report serves is the partial completion of the
programme.

Executive summary

The report extensively covers the various aspects of the summer internship. The entire report is
divided into three parts namely A, B, and C. Part A of the report covers the details pertaining to the
organization. Numerous aspects like company history, organisation composition, financial and
strategical data, hierarchy, company position in the market and competitive analysis are covered in
Part A. The company’s information is highlighted through 7S framework and the competitive
positioning of the company is explained through Porter’s 5 forces analysis.

Part B of the report gives insights into the organisation and various aspects like work culture,
context of the organisation, various economic, political, legal, technological, social, economical and
environmental factors affecting the organization. It also included an ethnographic study as a journal
covering a slew issues pertaining to the organization. Lastly, conclusion is provided. Part C of the
report simply highlights the general learnings from the internship and its prospective impact on my
future goals and decisions.
Part - A: Profile of the organisation - Deltacrest, Ahmedabad

1. Introduction

In today's competitive business environment, every company is vying for the top rank, and they rely
on a variety of sources and platforms to get there. A marketing agency is one of the ways that
businesses spread the word to obtain new consumers. A marketing agency is a company that
specializes in helping small businesses gain new clients through a variety of tactics. These
promotion experts, often known as advertising agencies or marketing businesses, can specialise in a
particular strategy or a combination of approaches. Print and television are featured, as well as SEO,
social media, and other approaches.

Some business owners are fortunate enough to be able to attract new customers with no effort, but
this is not the situation for the majority of businesses. Marketing agencies can help you attract
people who are interested in your products and increase the chances of them becoming customers.
Mr. Abhirup Basu launched Deltacrest Media in 2017 after getting a Masters in Journalism and
Mass Communication and 4 years of job experience. His purpose was to give all media services
under one roof and to meet any media needs that a person might have. Because 'Delta' signifies
change and 'Crest' means peak, the goal is to stay at the top of the transition. This was their
suggestion.

Deltacrest Media is your one-stop shop for all of your 360-degree media needs. They provide
services such as social media management, public relations, media planning, media management,
events, photography, videography, ad release, media buying, media consultation, application and
website development, content development, and much more. Deltacrest Media believes in providing
its clients with innovative promotional ideas that fit their budgets, as well as leading them toward
product placement through the most relevant media channels.

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They recognise the importance of social media marketing as a potent tool for connecting with
audiences of all ages, among other areas of marketing. Deltacrest places a higher emphasis on social
media marketing, and as a result, they have amassed a number of notable clientele over the years.
Deltacrest Media understands that having a strong social media presence is equally as important as
having a strong conventional media presence such as print. Regular social media updates and
conversations are both necessary for creating a presence in the business. As a result, they manage a
client's social media profile so that they may focus on their work.

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1.1 Office Bearers - Top Management

Owner: Mr. Abhirup Basu Operations: Mr. Jaydev Jha

Source: Linkedin

Marketing: Mr. Manish Patel

Other managerial positions

Other Manager/s - (Known) (HR, Brand management etc):

Ms. Ami Mehta,
Ms. Meenakshi Shah,
Ms. Divya Desai,
Ms. Pinkal Sitlani

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1.2 Size of the organisation

Company profile

Industries Advertising and marketing sector

Company Size Approx. 10 employees
Headquarters Ahmedabad, Gujarat (Currently, online operations only)
Type Private, For profit
Founded 2017
CEO/Founder Abhirup Basu
Specialities Social Media Management, PR, Media Planning, Media
Management, Events, Website and content development
Locations Ahmedabad
Website http://www.deltacrestmedia.com
Source: Author’s compilation/deltacrestmedia.com

Vision - “To stay at the peak of change”

Mission - “To please our client and build their brand their way”

Figure 3: Deltacrest’s sponsorship events

Source: facebook/deltacrestmedia
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2. 7s Framework of Deltacrest Media

Figure 4: McKinsey 7s Framework diagram

Source: ibef.com

The hard elements are:

1. Strategy
2. Structure
3. Systems

The soft elements are:

1. Shared Values
2. Skills
3. Style
4. Staff

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2.1 Hard Elements

1. Strategy

Clearly defined
Deltacrest's business strategy is based on cost leadership. Due to economies of scale, the use of
numerous business procedures, and a well-planned business operation, a rising marketing firm in
Gujarat has been able to maintain this strategy. Furthermore, Deltacrest's business approach
prioritises fostering communication among its ecosystem's numerous components. Companies,
startups, real estate firms, local suppliers, and freelancers, to name a few, are among the numerous
components. Deltacrest's overarching company plan and strategic direction have been clearly
established and communicated to all employees and stakeholders.

Competitive Pressures
Deltacrest's strategy also considers competing pressures and activity. Bonoboz marketing, MeDigit,
and Granth marketing are some of the major competitors. The strategy responds to these
competitive constraints by recommending steps and actions to address competition via strategic
tactics and activities that assure Deltacrest's long-term viability by adjusting to market
developments and evolving consumer trends and expectations.

Guiding behaviour for goal attainment

In accordance with the business plan, smart goals are created with short and long term deadlines.
Employees can use the business strategy to decide on techniques and behaviours that will assist the
company achieve its goals and objectives. Employees at Deltacrest are given strategic direction that
helps them do their tasks.

Flexibility and Adaptability

Deltacrest's business strategy is versatile and flexible. This is an important part of determining the
strategic direction and strategy. Deltacrest has benefited from being able to react and respond
swiftly to shifting consumer habits thanks to its flexibility and agility, particularly during the
COVID pandemic. Furthermore, the company can sometimes forecast consumer market shifts
ahead of time and make strategic modifications to meet those trends.

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2. Structure

Organizational hierarchy
Deltacrest features a flatter organisational hierarchy, which is aided by learning and growth.
Employees feel more comfortable and confident, as well as have more access to information, with
fewer administrative levels and more access to top management and leadership. Furthermore, the
lower hierarchy enables Deltacrest to make faster decisions and enhances employee loyalty to the
firm. Additionally, cross-departmental coordination is efficient and well-organized.

Internal team dynamics (department specific)

Deltacrest promotes collaboration and team-oriented tasks. Jobs that necessitate unique attention
and scope are allocated specific obligations and job duties. Employees at Deltacrest, on the other
hand, must be team players who can work well with and through others, as well as get along with
them. Deltacrest teams are supportive of each other and work together to achieve the team's overall
goals and objectives, all while sticking to Deltacrest's strategy and values.

Centralization vs Decentralisation
Deltacrest is structured in a way that is both central and decentralised. Deltacrest, like many
progressive groups, believes that decision-making should be decentralised.

Communication
Deltacrest's communication systems contribute to the overall structure of the company. Systematic,
regulated, and organised communication allows for a continuous flow of information and ensures
that no organisational objectives or goals are jeopardised due to misconceptions or a lack of
communication.

3. Systems

Organisational Systems
Deltacrest has well-defined mechanisms in place to ensure that business operations are managed
properly and that conflicts and disputes are avoided. Deltacrest's systems are mostly departmental in
nature, and include HRM, Finance, Marketing, and Operations, for example.

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Internal processes for organizational alignment
Deltacrest has developed proprietary procedures and methods to ensure that all of the company's
departments and systems are in sync and working together to meet the company's overall goals and
objectives. This is accomplished by ensuring that all systems, as part of the broader corporate vision
and strategy, are establishing and accomplishing goals and targets specific to their areas of
competency. Deltacrest's strategic leadership also ensures that all systems are resourced and that
specific targets are established to achieve similar corporate goals throughout time.

2.2 Soft Elements

4. Shared Values

Core values
Deltacrest's fundamental principles are defined and disseminated in order to create a creative and
supportive organisational structure that allows people to perform at their best while also increasing
their motivation and organisational commitment. Creativity, Honesty, Transparency, Accountability,
Trust, and Quality are among Deltacrest's key principles. Deltacrest assures that all of its activities
and operations are carried out in accordance with high ethical and moral standards. Deltacrest
guarantees that all employment activities and roles are in line with the company's basic principles.

5. Style

Management/leadership style
The management style of Deltacrest is participative. Deltacrest uses a participative leadership style
to engage and involve its employees in decision-making processes and managerial decisions. This
also allows management to engage with employees and other management groups on a regular basis
in order to identify and resolve any potential conflicts, as well as collect feedback on strategic
approaches and operations. The participative leadership style is particularly effective in achieving
the business goals and vision of the company. Employees believe that they are active members of
the company, and that their ideas, feedback, and contributions are recognised.

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Internal Cooperation
Deltacrest fosters internal collaboration and cooperation amongst individuals, systems, teams, and
departments because to its supportive and encouraging organisational culture. Deltacrest's
cooperation and collaboration are critical because its operations are dispersed throughout the city,
and duties and responsibilities within the organisation frequently necessitate inter-departmental
feedback and input. Furthermore, when the company grows and synergizes, it establishes project
teams on a regular basis, which work well because of the company's cooperative and collaborative
culture.

6. Staff

Employee skill level and business goals

Deltacrest employs a modest number of workers throughout the company. Deltacrest employees are
trained according to their job duties and responsibilities. All employees undergo on-the-job training
to familiarize themselves with the company and its values. Both external and in-house training are
available to improve skill levels. Deltacrest's employee skill levels are sufficient to achieve the
company's business goals, since all work tasks and positions are structured to support the
achievement of those goals.

7. Skills

Employee Skills
Deltacrest has a small staff, yet they are highly skilled and capable. Personnel are hired only on the
basis of their qualifications and merit. Deltacrest has well defined job roles and responsibilities, and
it hires and trains individuals with the relevant skill sets. The company ensures that all work criteria
are met and that employees have the necessary abilities to carry out their responsibilities in
accordance with Deltacrest's values, culture, and business goals and strategy. It places a high value
on its employees' competencies and skills. It organises frequent training and workshops for its staff,
both internally and externally managed, to provide possibilities for growth and development.
Employee skills are especially developed to give the organisation a competitive advantage.

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3. Competitive position in the industry - Porter’s 5 forces

1. Competitive Rivalry

Multiple push and pull elements exist in every sector. Every industry has its own set of difficulties.
The same concept applies to advertising and brand management. Deltacrest is always threatened by
a number of players who have been established for a long time. To stay afloat in the marketing
agency industry, each competitor devises a distinct company approach. Deltacrest does not fall into
this category. If there is significant competition among current participants in an industry, prices
will undoubtedly fall, reducing the industry's total profitability. And, because Deltacrest is a still-
growing player in Ahmedabad, it needs to be more concerned about its competition, given that it has
already lost a significant amount of money during the pandemic's early months. Furthermore, it had
battled to keep afloat during that time, despite the fact that other competitors were doing well.

Deltacrest had to shut down its physical activities indefinitely due to a raging global pandemic that
inhibited its growth. Deltacrest ran into problems at this time and had to change its strategy to stay
alive. They closed their physical office and moved their operations over the internet to save money.
Deltacrest managed to stay afloat despite having competitors such as Granth and Bonoboz that did
well throughout the pandemic. Deltacrest is a relatively new company in compared to some of
others, but it is gaining traction. Although these businesses have an impact on Deltacrest's company,
they may also have an impact on the prices of the services they provide. Because post-pandemic
demand is projected to increase, these businesses will confront increased competition in grabbing a
larger part of the market in order to thrive in such a difficult climate.

Deltacrest can take on its rivals by:

• Establishing a long-term competitive advantage

• By increasing its scale, it will be able to compete more effectively with other companies.
• Collaboration with other competitors to enhance market share could also be a wise decision. This
would satisfy two requirements at the same time. Deltacrest will grow, and the company with
which it collaborates will receive funding. It would also be possible to make efficient use of
resources.

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2. Threat of new entrants

New entrants in the advertising and marketing space bring innovation and new ways of doing
things, putting pressure on Deltacrest to lower prices, cut costs, and offer new value propositions to
clients. Deltacrest must deal with all of these issues and put in place strong barriers in order to
maintain its competitive advantage. Market analysts anticipate a significant increase in demand for
shared office spaces, particularly in the post-pandemic era, creating a large pool of chances for new
entrants. As a result, incumbent market players such as Deltacrest are at risk.

Deltacrest can protect itself against new comers by creating new products and services.
- New items not only attract new customers, but they also encourage current customers to buy
Deltacrest products and services.
- By establishing economies of scale, the fixed cost per unit can be decreased.
- Investing in research and development as well as capacity building. Newcomers are less likely to
enter a dynamic industry where major corporations, such as Deltacrest, set the standard on a regular
basis. It significantly reduces the window of opportunity for new enterprises to achieve huge profits,
deterring new arrivals.

3. Bargaining power of the suppliers

Almost all companies in the advertising and marketing industry get their raw materials from a
variety of places. Deltacrest market margins can be reduced by suppliers who have a dominant
position in the market. Suppliers with weight in the IT business use their clout to extract greater fees
from marketing agencies for their services. Higher supplier bargaining power lowers marketing
agencies' overall profitability.

Because marketing agencies rely heavily on information and technology corporations for services
and technical help, and because they rely heavily on suppliers to meet their product demands,
suppliers are likely to strive to gain an advantage in the bargain. Deltacrest buys/rents services and
products from well-known businesses. All of these things necessitate a large supply of raw materials
and completed items, as well as cutting-edge services. The furniture manufacturer, the construction
of the office structure, the IT services vendor, and software licences are only a few of the vendors
involved. All of these involve a diverse set of vendors.
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Deltacrest may address the issue of suppliers
- By establishing an effective supply chain with many vendors.
- By experimenting with different product designs and materials so that if one raw material's price
rises, the company can switch to another.
- Developing loyal suppliers who rely on the company for a living. Deltacrest might learn a thing or
two from Walmart and Nike about how they developed third-party manufacturers whose whole
company is dependent on them, resulting in a position where these third-party manufacturers have
far less bargaining power than Walmart and Nike. Deltacrest can implement this strategy as well,
but only when the company has grown significantly. Until then, the best it can do is cultivate loyal
suppliers who will not raise their prices.

4. Bargaining power of customers

Buyers might be difficult to please. They want to get the best bargain by spending the least amount
of money possible. Deltacrest's profitability was harmed in the long run as a result of this. The
smaller and more powerful Deltacrest's client base is, the more bargaining power and capacity
customers have to demand more discounts and incentives.
In the case of advertising and marketing domain companies, customers, clients, or buyers would be
freelancers, start-ups, or established firms on a local level. They have a significant impact on costs
because they bargain very effectively, especially in the aftermath of the pandemic. The majority of
Deltacrest's clientele have been staunch in pushing the company to cut the price of their services.

Deltacrest can reduce buyer negotiating power:

- By developing a large customer base. This is advantageous in two ways. It will reduce buyers'
bargaining power and allow the corporation to streamline its sales and manufacturing processes.
- By developing new items quickly. Customers frequently seek discounts and special offers on well-
known products, so if Deltacrest continues to offer additional services and support, it may limit
purchasers' negotiating power.
- Deltacrest's existing clients will be less likely to defect to its competitors as a result of the new
offerings.

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5. Threats of substitute products or Services

Industry profitability decreases when a new product or service meets comparable client wants in
different ways. If a substitute product or service offers a value proposition that is significantly
different from the industry's current offerings, it poses a significant threat. Deltacrest's offerings
may face competition from companies who offer some of the same services as Deltacrest but aren't
marketing firms.

Deltacrest can solve this

- By putting a greater emphasis on service rather than just products.
- By emphasising the customer's basic need rather than the goods being purchased.
- By making switching more expensive for customers.

4. Future strategy and plans of Deltacrest

Deltacrest is still in the early stages of development in Gujarat. Incorporated in 2017, the company
is only 5 years old. Deltacrest began with a single dedicated site in Ahmedabad with 2200 square
feet of space and cutting-edge amenities and technology. Deltacrest intends to open one outlet in
Vadodara's key commercial district.

Deltacrest's ambitious growth goals and how it intends to revolutionize the marketing and brand
management sector and market in Gujarat are highlighted in this expansion strategy. The company
plans to grow beyond Gujarat, where it currently has three sites, to other key economic centres in
India. Because Hyderabad and Bengaluru are massive IT capitals of the country and house global
tech giants like Microsoft, Amazon, and Apple, among others, the company is already in the process
of partnering with a large marketing agency in Bengaluru and another state-of-the-art facility in
Hyderabad. As more entrepreneurs and freelancers hunt for better marketing options, Deltacrest's
post-pandemic plan will include them. Private investor investment rounds would be used to
complete the funding.

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Part - B Details of the Project Work - Experiential Project

1. Introduction - Context of the organisation

The external and internal contexts of the organisation are both relevant. PESTEL analysis can help
you figure out what's going on outside. Political, economic, social, technological, environmental,
and legal variables all play a part in the external context. The internal context comprises the
organization's structure, governance strategy, and contractual relationships with the parties in
question. Relationships with different cultures, beliefs, values, and ideals are also taken into
account.

1.1 PESTEL Analysis - Internal Context - Deltacrest, Ahmedabad

1. Political Factors
There aren't many political considerations affecting Deltacrest's operations because the government
of India and the Gujarat government have implemented start-up-friendly regulations that have
helped small and large enterprises thrive. As a result, political issues have little impact on marketing
firms like Deltacrest.

2. Economic factors
Despite the fact that remote work is often associated with temporary jobs, the number of permanent
jobs that allow employees to work from home has increased significantly since the devastating
outbreak in 2020. Despite being easily classified as a full-time employment, a large number of
businesses, including many digital giants such as Google and Facebook, do not require any physical
presence. Many employees of these companies have gone on to start their own businesses and shape
their own industries. As a result, they eventually abandoned their occupations. Deltacrest could be
the answer for these business owners looking for marketing solutions that allow them to focus on
their profession. This would be a cost-effective choice for many new enterprises and freelancers, as
well as a profitable chance for Deltacrest to attract more clients.
The gig economy is a rapidly growing sector for contract workers hired for short-term jobs. While
some gig economy professions require physical presence, such as being an Ola or Uber driver,
many others do not. In fact, the Internet gig economy is colossal, with hundreds of new job

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opportunities for talented workers being created every day. As a result, the number of people who
work as freelancers and want to develop and promote their own businesses is growing. This is
beneficial to Deltacrest's business model. This is the post-pandemic scenario, as previously
described.

3. Social Factors
When developing and implementing a company's marketing strategy, social and cultural elements
must be taken into account. Consumer and buyer decisions are influenced by a variety of elements
that are frequently linked but slightly different. Customs, behaviours, and values that define a
society are known as sociocultural elements. Aesthetics, education, language, law and politics,
religion, social organisations, technology and material culture, values and attitudes are all examples
of cultural characteristics. Reference groups, family, role, and social position are all social
influences. Small-business owners should be aware of and understand the relationship between
these characteristics and purchasing patterns.
Because the post-pandemic environment has been somewhat different, and there has been a
significant shift in the consumer pattern that has affected businesses, marketing firms like Deltacrest
can operate as a social catalyst. As a result, businesses are seeking for new ways to entice customers
through various marketing strategies. As a result, Deltacrest's products and services are shaped by
societal impact.

4. Technological Factors
Thanks to technological improvements, it's now easier than ever to cooperate on the same projects
as a distributed team. Using Google Docs, Trello, and Slack, remote workers may collaborate as if
they were in the same room. As a result, remote work becomes significantly more viable, and
marketing firms like Deltacrest benefit. The use of technical advancements and the provision of
automated operations is one of the key drivers of marketing firms. These businesses have excelled
by incorporating cutting-edge technologies and software to meet the needs of their clients.
Many marketing organisations now provide mobile apps with real-time solutions and the ability to
handle routine operational tasks, allowing members of the community to focus on their jobs.
Participants' activities will be enhanced and reinforced if they have a thorough awareness of the
primary factors that have contributed to marketing firms' success. As a result of technical
advancements, Deltacrest may be able to gain a competitive advantage in the region. If Deltacrest
established an integrated management platform, its business processes would run more smoothly.
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5. Legal Factors
Deltacrest's simple business model allows customers to hire or purchase a variety of programmes,
services, and products. If Deltacrest rented the properties themselves, which they do through long-
term leases of software or being contractually tied, their business plan would be classified as
subletting in all three cases. Subletting is legal in many nations, although it is illegal in others.
Deltacrest, on the other hand, will undoubtedly find loopholes in these rules where they are
required; otherwise, they may simply buy up all of their office space. Deltacrest is also concerned
about the question of liability. In a marketing business, there are bound to be some situations that
fall into the grey areas of liability law. For example, there may be some dispute as to who is to
blame if a client plugged in faulty equipment, causing the office to catch fire, or if a client spilt
coffee on another customer's electronic device (especially in circumstances where Deltacrest is
partially at fault, such as if they have broken electric sockets or wobbly tables). These issues can
usually be remedied with a huge bank account and a team of experienced lawyers.

A marketing company, like its clients, will have its own set of privacy laws to consider. If the
marketing agency collects personal information on behalf of its clients, it must adopt a privacy
policy that explains: - what information is being collected - why it is being collected. They'll also
have to keep data safe and only keep it for as long as you need it. Clients may also provide you with
personal information about their customers, which you must handle in compliance with their
privacy policies. If your clients request it, make sure you read their privacy policies and understand
how to follow them.

6. Environmental Factors
In terms of the environment, it's worth noting that, similar to the Deltacrest business model, sharing
a marketing solution could save money. While the amount of power used to illuminate the structure
may be reduced little, the amount of energy used to cool it is significantly reduced. Despite the fact
that most processes are virtual, a certain amount of paper and other trash is generated, and
electronic waste can also be a problem at times.
It also has the potential to employ solar energy to meet some of its energy needs. Deltacrest is
working to make its office more ecologically friendly and sustainable. In any of the workplaces,
single-use plastics are no longer permitted. These are just a few of Deltacrest's attempts to show its
dedication to environmental conservation and sustainable growth.
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1.2 Internal Context

• Deltacrest's business strategy is based on cost leadership. Because of economies of scale,

innovation of numerous business processes, and a well-planned business operation, a small,
growing marketing agency in Gujarat has been able to sustain this strategy. Deltacrest's business
model also prioritises developing communication among the ecosystem's various components.
Companies, startups, real estate companies, local vendors, IT companies, and other marketing
organisations are among the numerous components.

• Deltacrest's business strategy is versatile and flexible. This is an essential component of strategic
planning and strategy development. Deltacrest has benefited from being able to react and respond
swiftly to shifting consumer habits thanks to its flexibility and agility, particularly during the
COVID pandemic. In addition, the corporation is frequently able to forecast consumer market
shifts ahead of time and make strategic improvements to suit such trends.

• Deltacrest's fundamental principles are created and conveyed to foster a creative and supportive
organisational structure that allows people to perform at their best while also increasing their
motivation and loyalty to the company.

• Deltacrest's leadership style is participatory. Deltacrest can engage and involve its staff in
decision-making processes and managerial decisions by employing a participatory leadership
style. This also enables management to engage with employees and other managerial groups on a
regular basis in order to identify and resolve any potential conflicts, as well as obtain input on
strategic approaches and operations.

Department Specific - Marketing Department, Deltacrest

The marketing department at Deltacrest relates to the functions of any marketing department in a
marketing agency. The department is led by a group of individuals and perform a plethora of tasks
that enables the firm to build brand reputation and cater to the needs of its clients and customers.
They set out clear marketing goals that the firm needs to achieve.

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• Social media presence: It becomes necessary that a marketing agency in today’s time have a
strong social media presence as social media is the driver of any business’s reach today.
Garnering a wide range of audience has been possible by social media platforms and the
marketing department at Deltacrest engages in social media activities constantly to reach out to
more audiences that could turn into potential customers.

• Website: People generally look to a company's website first (and possibly exclusively) for
information. The marketing department will be in charge of maintaining Web content up to date,
as well as ensuring that the site appears quickly when someone searches for a specific firm.

• Market research: Research aids in the identification of target markets and prospects, as well as
the comprehension of how your products and services are viewed. A marketing department does
significant study on a variety of topics, including the environment, industry, and competitors.
Deltacrest's marketing team is also in charge of this.

• Overseeing vendors and other agencies: Marketing is usually in charge of hiring and managing
the agencies and contractors that create marketing materials and/or provide marketing support. Ad
agencies, print vendors, public relations firms or specialists, Web providers, and so on are
examples of this type of company. Deltacrest coordinates with a variety of vendors to ensure
smooth operation because they are involved in so many activities.

Figure 5: Deltacrest being the type 1 marketing agency from the illustration above
Source: softwaresuggest.com
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2. Ethnographic study of the organisation as a Journal

Company image from Inside

Deltacrest has been working to expand in Gujarat since 2017, only a few years after its founding.
Deltacrest established itself as a modest, efficient facilitator during this time, assisting many
startups, local firms, and other large and small businesses in shaping their ideas into reality by
providing affordable marketing solutions, including a variety of products and services, as well as a
significant increase in their workplace experience.

The goal of a marketing firm like Deltacrest is to bring together unique business ideas, nurture
them, and assist them in writing their own success stories. This is what Deltacrest represents to the
rest of the world. It presents itself as a growing business opportunity pool, and it has been effective
in gaining clients' trust. In terms of the company's image from the outside, this is my understanding.

Self-image of Employees

Although we didn't interact with many employees because their overall staff is only 10-12, the ones
we did deal with were very hardworking, had a great sense of self-esteem, and trusted their own
thoughts and judgments. They appeared to be highly focused and committed to their task, which
was evident in their work. Our guru was a self-made woman who exuded a formidable demeanour.

Employee Satisfaction

Aspects like employee satisfaction were never asked in a straightforward, direct manner but were
observed by me throughout the duration of the internship. The employees seemed satisfied with
their jobs as they were given the autonomy to take decisions pertaining to their department. The top
management was less intrusive in their progress and quietly monitored their progress. These
insights were shared by my organizational mentor. Deltacrest has a 4.0/5 employee rating, higher
than some larger marketing agencies in Ahmedabad.

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Effectiveness of instruments for motivating employees

My organizational mentor shared a few tasks and engagement activities she conducts every month
just to cheer up the employees. Various events are organized on special occasions like on festivals to
give the employees a soothing environment. Like this year, a Makarsankranti brunch was organized
for all the employees and clients to celebrate the festival. There are events and workshops that are
organized periodically to keep the employees motivated. Moreover, the employees are also sent on
field visits to allow them to gather a holistic experience of dealing with clients in their element.
Employees are given numerous days off to unwind and unplug. At regular intervals, several
seminars are also held. All of these tools have shown to be incredibly effective, since the
corporation has never suffered a loss, even during the height of the pandemic. This demonstrates the
employees' tremendous motivation to work against the odds.

Hierarchy

As previously stated, the CEO/Founder is at the top of the company's structure, with department
managers underneath him. The structure isn't overly complicated because the workforce includes
only 10-12 people.

Work Culture

Deltacrest fosters internal collaboration and cooperation across individuals, systems, teams, and
departments because to its supportive and encouraging organisational culture. Deltacrest's
cooperation and collaboration are critical since the firm's activities are slowly expanding, and duties
and responsibilities within the organisation frequently demand cross-departmental comments and
input. Furthermore, as the company grows and synergizes, project teams are formed on a regular
basis, and these teams work well because of the Deltacrest organization's cooperative and
collaborative culture.

Sources of Conflict

No sources of conflict were observed by me throughout the duration of the internship.

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Sources of opportunities for the company

According to my observations and understanding, the main sources of opportunities thus far have
been budding startups and some large companies footing the bill, but following the pandemic, it
appears that budding entrepreneurs will be a great source of revenue, as the analysis shows that
people are eager to showcase their own ventures to the world, and Deltacrest could assist them in
marketing their ideas in a pleasant work environment. Furthermore, because the pandemic has
afflicted a large portion of the population, Deltacrest may offer low-cost services to consumers who
may be afraid to spend a large sum on marketing solutions. If Deltacrest uses these characteristics
effectively, it will create a slew of new commercial prospects. And competition-related issues have
already been raised.

Discussible vs Non-Discussible issues

There are certain issues like company expansion plans or basic information about the funding from
private investors and info regarding raising money from venture capitalist. All these aspects were
discussed with us in the meetings. But various issues like funding amount, financial strategies,
clients performance and their other details were not discussed with us as they were guarded by the
confidentially agreement.

Early warning signals

Based on my observation throughout the duration of the internship, I sensed that the only warning
signal was the impending explosion of marketing and brand management companies in the near
future as market analysts predict a very high and strong surge in new startups and small businesses
along with the existing players aggressively pushing to market their products that would require
effective marketing solutions in the near future as the companies have incurred massive losses
during the pandemic and some would require substantial time to recover from those losses.
During that period, to ensure wider acceptance among the audience, marketing agencies are their
best options. Having this notion in mind, there’ll be boom in new marketing agencies that could
harm Deltacrest pie of the market share which is still very small. In terms of financial security, I felt
the company was in a stable but somewhat precarious position at the same time and might not
survive any other major hiccup like a full lockdown if any were to arise.
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3. Observation

In business world, there are 3 types of observational research methods that are generally followed:
1. Controlled Observation
2. Naturalistic Observation
3. Participant Observation

Throughout my internship, I performed Naturalistic observation. I watched a variety of individuals

in their normal surroundings, including corporate personnel, our mentor, and other study
institutions. There is no clear structure for gathering data. I simply jotted down the most relevant
points, which I later collected into a report. Even while conducting market research or sorting data
on an excel sheet, I meticulously recorded data, which I eventually sorted. It aided me in conducting
in-depth study, and it led to the discovery of new questions that improved my findings. It allowed
me to consider fresh options I hadn't considered before. I couldn't alter the variables, which was one
of the challenges I had while utilising this method. I had no choice but to work with the data I had.
It was impossible to make any changes and time-consuming because I needed to gather a lot of data.

Identification of issues or problems

There were no issues or problems identified by me during the entire course of the internship.

4. Conclusion

4.1 Summary of trends in Deltacrest

Based on my research and observation about the organisation, I found that atleast these trends were
followed in Deltacrest.

• Localization: Deltacrest operates in a very competitive environment and it has been fighting
tooth and nail with other marketing agencies in Ahmedabad to lure more and more customers
towards its marketing solutions and services. The primary trend of business that is visible in
Deltacrest is that it has adopted the localization strategy where a company ensures a strong
foothold in the region where it was first incorporated and climbing to the top spot in the race.
Though Deltacrest has been still growing, it has followed the path where a company would try to

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 capture the local market. Localization has several benefits associated with itself. First, any
organization that follows localization has a better grip on the local demographics in terms of
market scenario and also is aware about the consumer patterns and trends as it would’ve spent a
considerable amount of time, energy and resources in researching about the local scenario and
excelling in it.

• Flexibility: Another noticeable theme in Deltacrest is that of flexibility. The Covid-19 pandemic
flipped the world upside down, forcing businesses all around the world to adapt new procedures
in order to keep their operations running smoothly. Marketing agencies were also impacted, and
they had to design new methods to assure their continued existence. Despite the fact that
Deltacrest is a physical marketing firm, it was forced to adapt due to unforeseen circumstances
and adjusted its company operations. It allowed employees and clients to use office space from
the comfort of their own homes. Deltacrest adopted 100 percent online operations to cut costs
during the lockdown and stuck to that strategy for an indefinite time. So far, they have been
running online operations only and have been performing very efficiently with little discomfort.

• Flat hierarchy and Strong Networks: Deltacrest has a near flat hierarchy, with the CEO being
the only top management, and a strong network foundation that supports seamless business
operations and inflow of effective products and services due to a relatively small yet locally
focused market position.

4.2 Summary of feedback given to Deltacrest

My feedback at the end of the internship was to design an integrated management system to ensure
the seamless functioning of various business processes such as how many active clients there are
and which projects are currently underway. In the firm, a little bit of organisation is essential. The
company stated that they were working on one, but I suggested that they also work on a better
website, as the current one is constantly down and lacks complete information about the agency.

Furthermore, I recently advised to the company that they build a physical office, as virtual work
cannot justify the importance of projects and duties completed in a physical office. I gave a general
assessment in which I stated how successful and clear the message was. Task allocation and
evaluation were completed on time. Although more hands-on duties were anticipated, due to the
internship's short duration, experiential tasks were limited. This was my feedback.
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4.3 Summary of Self-Learning
I was able to improve my soft skills through this internship. This was my first large-scale internship,
and it was the first time I was doing hands-on activities in addition to the market research that
experienced researchers conduct. I also learned more about excel data sorting and several key
business ideas like site-mapping. I absorbed a variety of marketing concepts and learned how to put
them into practice on a small scale. Learning new concepts helped me gain a better knowledge of
the field in which I work. My communication abilities really improved, and I improved my
teamwork skills. I also learnt how in-depth research-based assignments can aid in the gathering of
information that is otherwise difficult to obtain. Research aids in gaining a better knowledge. I also
improved on the values of commitment and timely task completion. These were my discoveries.

5. References

Mishra, S. (2021, July 27). Coronavirus to spur consolidation in India’s struggling brand
management segment. Housing News. https://housing.com/news/coronavirus-impact-on-brand-
management-in-india/

Online, F. E. (2020, November 16). Flexible workplace demand to jump 5-times to 130–140 million
sq. ft by 2025, says report. The Financial Express. https://www.financialexpress.com/industry/
flexible-workplace-demand-to-jump-5-times-to-130-140-million-sq-ft-by-2025-says-report/
1766609/

R. (2021, February 5). Marketing solutions Services Market Insights by Size, Status and Forecast
2025. The Courier. https://www.mccourier.com/marketing-solutions-services-market-insights-by-
size-status-and-forecast-2025/

Shah, S. (2021, September 24). Stellar marketing solutions/services in Ahmedabad | Deltacrest.

https://www.deltacrestmedia.com/

Sharma, A., & RealEstate, E. T. (2021, April 6). Covid-19 impact: Marketing companies catering to
startups may fade. ETRealty.Com. https://realty.economictimes.indiatimes.com/news/commercial/
covid-19-impact-marketing-companies-catering-to-startups-may-fade/75017289

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Part C - Learnings from the Summer Internship

1. Comprehensive Explanation

1.1 Impact of Covid-19 pandemic on the marketing industry and Deltacrest

The global pandemic of the coronavirus has caused changes in advertising, marketing, promotional,
and media spending, pushing businesses and brands to rethink existing and future advertising and
marketing initiatives in order to retain a constant stream of revenue. The future foreshadows market
change, increasing competition, and a requirement for innovative and aggressive marketing
strategies. A lot of marketing agencies went out of business and there was a threat looming over the
industry that the conditions might not improve in the near future. There was a complete shift in the
way products and services were being marketed and the marketing agencies also adopted new ways
to cater to their customers. There was a lot of emphasis on social media marketing and digital
marketing.
Just as any other marketing agency, Deltacrest suffered a lot during the initial months of the
pandemic. A slew of projects were put on hold and it lost a lot of clients in the city. Moreover, it had
trouble gaining new clients as well. The raging pandemic was so hurtful that in order to cut costs
and remain afloat, the agency had to shut its physical operations as it was no longer sustainable to
run a physical office. Deltacrest shifted to 100 percent online operations. A lot of staff was
temporarily laid off and the technology that was leased had to forgone. There were a few hiccups
initially but the organization managed to overcome the difficulties and continued with the
operations. Till date, the operations are online only with plans to open the office by year end.

1.2 Application of skills, techniques, concepts learnt at the institute

The institute provided us with a 360-degree view of the business world and its various facets, as
well as assistance in shaping our business skills to meet the demands of the corporate sector. The
institute left no stone unturned in guaranteeing the delivery of high-quality education that would
equip us with world-class capabilities to succeed in an ever-changing corporate environment. To
begin with, I employed numerous concepts from the course marketing management, management
principles, and operations planning and control to successfully perform my tasks. In addition, I used
my strong communication and multitasking skills at work, which came in handy and aided in the
delivery of high-quality work.
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1.3 New skills, knowledge learned through the internship

The internship provided me with in-depth knowledge of how a marketing agency works. It was a
first for me to intern at a company that was so distinct from the rest of the industry. Their operations
and commercial practices were diametrically opposed to those of traditional corporations. I learned
a lot about marketing and brand management and gained a lot of knowledge about how they work
in the market. I found out how they attract clients and customers. I was also able to improve my
data processing and sorting skills.

1.4 Augmentation of soft skills

The internship provided me with an excellent opportunity to hone my interpersonal abilities. I

improved my ability to communicate and multitask. I also improved my ability to form
interpersonal relationships. As a result of my increased confidence, I was able to take charge of
duties. As a result, my ability to lead has been enhanced. As a result of having to adjust to the new
normal, I became more flexible after completing this internship. Working from home looked tough
at first, but as the internship progressed, flexibility and efficiency increased. Overall, the internship
provided me with a realistic understanding of how the corporate world operates and the abilities that
future managers will need.

1.5 Guidance for a future path

Even though the internship was brief and the tasks varied but were limited, it provided me with
insight into how I could prepare to succeed in the corporate sector. I saw that surviving in a
cutthroat corporate world is quite difficult, and that clinching a better position is just impossible
unless and until there is a distinct feature. Staying in a decent position is simple, but grabbing the
top spot necessitates an unanticipated factor of distinction. I discovered that I am exceptionally
capable of simultaneously managing interpersonal relationships and administrative work. This
could help me move in the direction of a corporate career that will allow me to demonstrate my
worth. The internship confirmed my notion that I can make a significant contribution to the
corporate sector and that I will make every effort to do so.

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Undertaking of Originality

I, hereby declare that the entire report has been prepared by me with full dedication and under the
prescribed manner. I have taken all the possible measures to ensure the originality of the work. A
few of the research based information included comprises of facts and numbers. Thus, including
those statistics and facts required me to include the original content from the sources.

Proper references are given wherever needed. All the work done is under the rules and guidelines
provided. I have done my best to present the write up as per the standards expected.

Krutin Dalwala - 197230.

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