2.

2 Marketing Portfolio

 Marketing is the very important part in Matkatus. At first, they take photograph of all
fabrics and upload in their official Matkatus website.
 They used to conduct events and sale in and around Chennai to sell their products.
 Discounted products would be offered in Stock clearance sale.
 More number of orders is seen in festivals such as New year, Christmas etc. than other
days.
 Issuing coupons codes and discounts while purchasing attracts customers to buy more.
 They used to update the fabrics design often to attract more new customers and existing
customers.
 Their main set of customers are through social media platforms like Facebook and
Instagram.
 Matkatus has customer feedback form in their website to know whether the customers are
really satisfied with their products or not.
 If the products price exceeds a certain value, then there will be free shipping available for
customers.

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2.3 Human Resources Portfolio

Since Matkatus is a small company with only 15-20 employees working, there are no separate
human resource managers. There is a team for specific work training at Matkatus. Matkatus also
has a team for behaviour training and customer staffing. They monitor the employees and
motivate them to perform well.

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2.4 Finance Portfolio

As per the company’s policy, information about Statement of Profit and Loss and Balance Sheet
are confidential. Matkatus earns profit by selling their products.

3
 CHAPTER-III: STRATEGIC BUSINESS ANALYSIS
PESTLE Analysis
PESTLE is a mnemonic for Political,
Economic, Social, Technological,
Legal and Environmental. It is used to
identify the macro environmental
factors that can affect a business.
PESTLE analysis is used for
environmental scanning and includes
elements that could have a direct or
long-lasting impact on the
organization. This method is used as
part of a strategic planning process or
risk management process and provides
an oversight about what is current in
their environment and what should be
considered in light of these factors. It helps a team to understand the organization’s market and
business position better, plan strategically, and conduct market research in new and existing
markets. The framework:

 Encourages strategic thinking and helps you evaluate how your strategy fits into the
broader environment.

 Provides an overview of the crucial external influences on the organization.

 Allows leaders to make more decisive and knowledgeable decisions.

A PESTLE analysis is useful in all industries at the strategic, departmental, and project level to
assess current and future markets. Use it as a key input for planning, marketing, organizational
change, business and product development, project management, and research reports.

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P – Political

These factors determine the extent to which a government may influence the economy or a
certain industry. For example, a government may impose a new tax or duty due to which entire
revenue generating structures of organizations might change. Political factors include tax
policies, Fiscal policy, trade tariffs, etc. that a government may levy around the fiscal year and it
may affect the business environment (economic environment) to a great extent. Examples of
political factors are Government policy, political stability or instability, bureaucracy, corruption,
foreign trade policy, tax policy, trade restrictions, labor/environmental/copyright/consumer
protection laws, competition regulation, funding grants & initiatives, etc.

Questions to ask:

 What government policies or political groups could be beneficial or detrimental to our

success?

 Is the political environment stable or likely to change?

In case of Matkatus, due to the political factor there is a chance that customers will not be
receiving their product in time. Due to the current COVID situation, the delivery charges are
high and on time delivery is a major issue.

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E – Economic

These factors are determinants of an economy’s performance that directly impacts a company
and have resonating long term effects. For example, a rise in the inflation rate of any economy
would affect the way companies price their products and services. Adding to that, it would affect
the purchasing power of a consumer and change demand/supply models for that
economy. Economic factors include inflation rate, interest rates, economic growth patterns, etc.
It also accounts for the FDI (foreign direct investment) depending on certain specific industries
who’re undergoing this analysis.

Other examples of Economic factors are Economic trends, growth rates, industry growth,
seasonal factors, taxation, international exchange rates, International trade, labor costs, consumer
disposable income, unemployment rates, availability of credit, monetary policies, raw material
costs, etc.

Questions to ask:

 What economic factors will impact on us moving forward?

 Does the current economic performance affect us?

 How does each economic factor impact our pricing, revenues, and costs?

In the case of Matkatus, due to COVID-19 pandemic, there is a change in consumer spending.
Since, fabrics are not essentials, consumers had reduced their purchases.

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S – Social

These factors scrutinize the social environment of the market and gauge determinants like
cultural trends, demographics, population analytics, etc. An example of this can be buying trends
for Western countries like the US where there is high demand during the Holiday season.
Examples of Social factors are attitudes and shared beliefs about a range of factors including
health, work, leisure, money, customer service, imports, religion, cultural taboos, the
environment; population growth and demographics, family size/structure,
immigration/emigration, lifestyle trends, etc.

Questions to ask

 How do our consumer’s values and beliefs impact on their buying habits?

 How does human behavior or cultural trends play a role in our business?

Sarees are supported by Indian tradition and many people prefer sarees and other traditional
wears during festival seasons or family functions. This is an advantage for Matkatus.

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T – Technological

These factors pertain to innovations in technology that may affect the operations of the industry
and the market favorably or unfavorably. This refers to automation, research and development,
and the amount of technological awareness that a market possesses. Examples of Technological
factors are technology and communications infrastructure, consumer access to technology,
emerging technologies, automation, legislation around technology, research and innovation,
intellectual property regulation, competitor technology and development, technology incentives,
etc.

Questions to ask:

 What innovations and technological advancements are available or on the horizon?

 How might they affect our operations?

Technology plays a vital role in Matkatus as their main motive is to buy and sell fabrics. The
business runs in a semi-automated way and customers data are displayed in computers in order to
process the orders.

L – Legal

These factors have both external and internal sides. There are certain laws that affect the business
environment in a certain country while there are certain policies that companies maintain for
themselves. Legal analysis takes into account both of these angles and then charts out the
strategies in light of these legislations. Examples of Legal factors are laws regarding consumer
protection, labor, health & safety, antitrust, intellectual property, data protection, tax and
discrimination; international and domestic trade regulations/restrictions, advertising standards,
product labeling and safety standards, etc.

Questions to ask:

 What regulations and laws apply to our business?

 Do they help or hinder our business?

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  Do we understand the laws across all our markets?

In the case of Matkatus, international shipping is affected by legal factors since different
countries impose different tax rates on products.

E – Environmental

These factors include all those that influence or are determined by the surrounding environment.
This aspect of the PESTLE is crucial for certain industries particularly for example tourism,
farming, agriculture, etc. Examples of Environmental factors are weather, climate change, your
carbon footprint, environmental regulations, pollution laws and targets, recycling and waste
management policies, endangered species, support for renewable energy, etc.

Questions to ask:

 How does our physical environment affect us and vice versa?

 What are the effects of climate, weather or geographical location?

 Are we prepared for future environmental targets?

Matkatus has eco-friendly products and there is no discharge of harmful chemicals that affects
the environment.

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SWOT Analysis
SWOT analysis is a simple, but useful, planning tool for assessing internal and external factors
impacting on your organization’s success, now and in the future. The SWOT methodology
identifies internal strengths (S) and weaknesses (W) of the organization and external
Opportunities (O) and Threats (T) in the marketplace. The information identified during a SWOT
session provides the basis for further in-depth analysis using other business tools, and should
lead to a business strategy and action plan that capitalizes on strengths, rectifies weaknesses,
takes advantage of opportunities, and minimizes threats.

Using a SWOT analysis as a planning tool provides an opportunity to bring your whole team
together, encourages their participation development of your business strategy, and promotes
mutual understanding of critical issues impacting on your success. Developing a SWOT Matrix
does not require specialized training and has minimal cost, except for the time of those involved.
You can use it:

 As part of an annual strategy review

 To react and respond proactively to a changing environment

 To explore new initiatives

 To focus and redirect efforts and resources

 As part of emergency and crisis planning

 As a broad environmental scan for initial planning

 To plan an individual’s career or develop a performance plan

10
This technique is simple and versatile, development of a SWOT chart is useful for:

 All industries

 Anyone who needs to make decisions and manage initiatives

 All levels of an organization

 Existing businesses

 New businesses

 Individuals

Strengths

Strengths are characteristics that give you a competitive advantage and can be leveraged for
success. When choosing strengths, they should be unique to the organization. If everyone in your
industry has the same strength then it’s not a strength, it’s necessary for your survival.

Strengths of Matkatus are,

 Customer queries about the products are quickly resolved by the customer care team.
 Many loyal customers are there who purchase regularly from Matkatus.
 Fabrics are high in quality and unique in designs.
 Due to COVID-19, Matkatus has introduced contactless delivery.
 Digital marketing tools are used effectively.
 Good reviews by customers are present about all the services provided by Matkatus in
testimonials.

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Weakness

Weaknesses are issues that reduce your competitiveness and require improvement. They prevent
a company from reaching their goals and objectives. Identification of weakness is important in
any organization since it affects the development of the organization. They have to be identified
and resolved in an organization.

Weaknesses of Matkatus are,

 There is a delay in delivery sometimes and packages are also lost in certain cases.
 There is a chance of unnoticed damage in fabric which a customer returns and get
unsatisfied.
 Increase in delivery charges due to COVID-19

O – Opportunities

Opportunities are reasons why a business is likely to grow. Opportunities are presented by the
environment within which a company operates. Organizations can gain competitive advantage by
making use of opportunities. Opportunities may arise from market, competition,
industry/government, and technology.

Opportunitues of Matkatus are,

 Facemasks can be introduced in this pandemic situation.

 Conducting events and campaigns at different locations.
 Collaborating with influencers to increase brand awareness.

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T – Threats

Threats are issues that might inhibit growth and competitiveness. Threats arise when the
conditions in external environment damage the reliability and profitability of a business. Threats
are uncontrollable. Threats may affect the stability and survival of a business.

Threats of Matkatus are,

 Various competitors selling similar products at low prices.

 Unauthorized re-sellers
 Customers are not ready to take up orders due to the fer of spread of COVID
 Few unsatisfied customers posting bad reviews.

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Porter’s Five Force Model

Porter’s Five Forces analysis is a framework that helps analyzing the level of competition within
a certain industry. It is especially useful when starting a new business or when entering a new
industry sector. According to this framework, competitiveness does not only come from
competitors. Rather, the state of competition in an industry depends on five basic forces: threat
of new entrants, bargaining power of suppliers, bargaining power of buyers, threat of substitute
products or services, and existing industry rivalry. The collective strength of these forces
determines the profit potential of an industry and thus its attractiveness. If the five forces are
intense (e.g., airline industry), almost no company in the industry earns attractive returns on
investments. If the forces are mild however (e.g., soft drink industry), there is room for higher
returns.

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1. Threat of New entrants

New entrants in a industry bring new capacity and the desire to gain market share. The
seriousness of the threat depends on the barriers to enter a certain industry. The higher these
barriers to entry, the smaller the threat for existing players. Examples of barriers to entry are the
need for economies of scale, high customer loyalty for existing brands, large capital
requirements (e.g., large investments in marketing or R&D), the need for cumulative experience,
government policies, and limited access to distribution channels.

In the case of Matkatus, there are high chances of new entrants into the market. There are various
competitors for Matkatus who sell similar products at low prices. The threat of new entrants is
high. Brand identity is high in this industry. Customers choose a brand based on their
convenience.

2. Bargaining power of Buyers

The bargaining power of buyers is also described as the market of outputs. This force analyzes to
what extent the customers are able to put the company under pressure, which also affects the
customer’s sensitivity to price changes. The customers have a lot of power when there aren’t
many of them and when the customers have many alternatives to buy from. Moreover, it should
be easy for them to switch from one company to another. Buying power is low however when
customers purchase products in small amounts, act independently and when the seller’s product
is very different from any of its competitors. The internet has allowed customers to become more
informed and therefore more empowered. Customers can easily compare prices online, get
information about a wide variety of products and get access to offers from other companies
instantly. Companies can take measures to reduce buyer power by for example implementing
loyalty programs or by differentiating their products and services.

In the case of Matkatus, the bargaining power of buyers is high since they decide the future of
the company. And, Matkatus being a small company, customers are responsible for the growth of
the company. Buyer volume is generally high in Matkatus.

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3. Bargaining Power of Suppliers

This force analyzes how much power and control a company’s supplier (also known as the
market of inputs) has over the potential to raise its prices or to reduce the quality of purchased
goods or services, which in turn would lower an industry’s profitability potential. The
concentration of suppliers and the availability of substitute suppliers are important factors in
determining supplier power. The fewer there are, the more power they have. Businesses are in a
better position when there are a multitude of suppliers. Sources of supplier power also include
the switching costs of companies in the industry, the presence of available substitutes, the
strength of their distribution channels and the uniqueness or level of differentiation in the product
or service the supplier is delivering.

The products sold at Matkatus are genuine and handwoven, handloom products which are bought
from vendors from all over India who sell such products. If a vendor’s product is not genuine,
they will be replaced with another vendor. The power of suppliers is high in Matkatus.

4. Threat of Substitute products

The existence of products outside of the realm of the common product boundaries increases the
propensity of customers to switch to alternatives. In order to discover these alternatives, one
should look beyond similar products that are branded differently by competitors. Instead, every
product that serves a similar need for customers should be taken into account. Energy drink like
Red bull for instance is usually not considered a competitor of coffee brands such as Nespresso
or Starbucks. However, since both coffee and energy drink fulfill a similar need (i.e., staying
awake/getting energy), customers might be willing to switch from one to another if they feel that
prices increase too much in either coffee or energy drinks. This will ultimately affect an
industry’s profitability and should therefore also be taken into account when evaluating the
industry’s attractiveness.

In the case of Matkatus, there are various substitute products that are available. The threat of
substitute products is moderate.

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5. Rivalry among existing competitors

This last force of the Porter’s Five Forces examines how intense the current competition is in the
marketplace, which is determined by the number of existing competitors and what each
competitor is capable of doing. Rivalry is high when there are a lot of competitors that are
roughly equal in size and power, when the industry is growing slowly and when consumers can
easily switch to a competitor offering for little cost. A good indicator of competitive rivalry is
the concentration ratio of an industry. The lower this ratio, the more intense rivalry would be.
When rivalry is high, competitors are likely to actively engage in advertising and price wars,
which can hurt a business’s bottom line. In addition, rivalry will be more intense when barriers to
exit are high, forcing companies to remain in the industry even though profit margins are
declining. These barriers to exit can for example be long-term loan agreements and high fixed
costs.

In the case of Matkatus, they retain their customers by providing them best customer service,
logistics service and the quality of the products which makes the customers loyal to the brand.
Existing competitors for Matkatus are [Link], [Link], etc.

17
BCG Analysis

High Low
Relative Market Share
High

Question
Stars
Marks

Cash
Dogs
Cows

Market Growth Rate

Low

BCG Matrix (also known as the Boston Consulting Group analysis, the Growth-Share matrix, the
Boston Box or Product Portfolio matrix) is a tool used in corporate strategy to analyze business

18
units or product lines based on two variables: relative market share and the market growth rate.
By combining these two variables into a matrix, a company can plot their business units
accordingly and determine where to allocate extra (financial) resources, where to cash out and
where to divest. The main purpose of the BCG Matrix is therefore to make investment decisions
on a corporate level. Depending on how well the unit and the industry is doing, four different
category labels can be attributed to each unit: Dogs, Question Marks, Cash Cows and Stars.

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In the case of Matkatus,

STARS are,

 Ajrak Fabrics
 Ikat Fabrics

QUESTION MARKS are,

 All products in Curio corner category

CASH COWS are,

 Kantha embroidered blouse

 Kantha embroidered based sarees and dupattas

DOGS are,

 Sanganeri Fabrics

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 CHAPTER-IV: AREA OF WORK

My internship started on 8th March 2021. I was selected as Digital marketing intern at Matkatus.
It was a remote internship. I didn’t get an opportunity to visit Matkatus store. On the first day, I
was given a excel sheet and was asked to filter a list of keywords which contained saree, blouse,
fabric, dupatta words in them. For example, if the keyword is “buy cotton sarees online”, it
would belong to the Sarees category. I did a website audit report for Matkatus website with
online tools.

During the first week of internship, I worked on keywords for each and every product listed in
the product profile in this report. Keywords are the search terms that users search in a search
engine like Google, Yahoo. Keywords should be present in a website for it to appear in the
search results. Search Engine Optimization (SEO) is the process of bringing a website at the top
of a search engine results page. I learnt the basics of SEO and how SEO works by preparing a
word document about SEO. I analyzed what are the various keywords under each and every
product with the help of Ubersuggest tool. I had also generated keyword suggestions for each
and every product with the help of tools such as [Link], amp digital’s keyword
suggestion tool. I came to know about Google Data studio, a free visualization tool offered by
Google. But, I didn’t work on it. I only gained basic knowledge about Data studio by preparing a
word document.

During the second week of my internship, I searched each and every product in Google and I
analyzed the search results that came in Google. I took a snap of the results appearing in the first
page of Google and added them in word documents. This exercise was done for all the products
under the 6 categories: Sarees, Blouse, Fabric, Dupattas, Stoles & Scarves, Unstitched suits. I
was doing market research for Matkatus products during the second week.

During the third week of internship, I worked on Excel automation formulas for Matkatus. One
example is I was asked to insert a formula in Excel that gives “TRUE” if the tracking number
starts with 5 and the payment mode is cash on delivery and “FALSE” if the payment mode is
prepaid. So, if the tracking number starts with “5”, the payment mode is COD, if it starts with

21
“6”, the payment mode is Prepaid. And also, I compared the search results of a product and
analyzed why a search result is at the top than the other with online tools.

CHAPTER-V: SKILLS GAINED

This internship opportunity has helped me to learn various skills since it is my first internship.

 Practical implementation of digital marketing in a company.

 Basics of SEO and various online tools for SEO.
 Learnt automation excel formulas by implementing them.
 Time Management
 Improvement of Listening skills
 Learnt how to conduct market research online.
 Improvement of communication

22
 CHAPTER-VI: CONCLUSION

The overall internship experience at Matkatus will definitely help my career. The virtual learning
experience was new to me. I came to know that digital marketing has a great scope in near future
by this internship. If a business is not online, it cannot survive in the long run. I also came to
know the difference between paid and organic search results. Overall, this internship opportunity
has given me opportunities that I should utilize to shine in my career.

23
 CHAPTER-VII: BIBILIOGRAPHY AND WEBILIOGRAPHY

 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]

24
 INTERNSHIP COMPLETION CERTIFICATE

25