INTERNSHIP REPORT

Guidelines

University of Central Punjab

Faculty of Management Studies
Undergraduate Program
Fundamental Idea and Purpose
The purpose of this report is to provide an opportunity to the students to apply various concepts, studied
in Undergrad program, in corporate sector through comprehensive analysis of an assigned organization.
In particular, the students are expected to explore overall position of the company in industry and
present a detailed analysis of different functional areas of the company. The students will gather
information through secondary data such as company annual reports, videos on YouTube, company’s
website, cases, articles and other reports and material on internet. Moreover, students will gather critical
information of one competitor of the assigned company to enrich the financial data and decisions
through comparative analysis.

General Guidelines
Students have to follow APA guidelines for the formatting of the report. The word count should be
around 7500 words (+ /- 10%) inclusive of all components. Use graphs, tables and figures throughout
the report to increase readability.

Outline of the Report

Title Page
The title page of the report will include:
 The name of the company
 The name of the internee, Student’s registration number and session
 Submission date of internship report
 Name of the university

Executive Summary
Executive summary gives an overview of all sections of the report in a short form. It enables the reader
to get a quick glance at the report before reading it in detail. It includes a summarized body of the report,
scope, key points, conclusion and recommendations. This part should be brief and concise. It should not
exceed one page in length.

Table of Contents
List the important headings and sub-headings in the report with page numbers. Also make a separate list
of tables and figures in the table of contents if you have used any.
Overview of the organization
 Brief introduction of organization in your own words
 Vision and Mission Statement
 Values
 Product lines (A complete range of products, services and solutions of the organization)
 Competitors

Questions
1. Describe the link between a company’s vision and its ethical standards. Why is it important for top
management to put forth a clear vision and ethical standards for a company?
2. What is overall state of affairs of company in current year and last year as reported in Directors
Report to Shareholders?
3. Who are major competitors of the selected firm and what are the POPs (points of parity) and PODs
(points of difference) among them?
4. What is the positioning statement of the firm based on their value preposition?

Structure of Organization
 Organizational Hierarchy chart
 Key positions
 Number of employees
 Main offices
 Brief introduction of all the departments
 Decision-making styles (students might have to make assumptions here based on the data that
they have researched)
 Student’s Comments on the organizational structure (Mention the specific structure which the
organization has such as matrix or any other, the type of departmentalization like functional,
customer etc.)

Questions
1. Which type of organization structure provides a firm with the most flexibility to respond to the
current COVID-19 pandemic situation in the business environment? What might be the
advantages and drawbacks of this structure?
2. Explain how the organization allocates its resources with respect to its human resource?
3. What type of structure and corresponding decision-making prevails in the organization and how
does it help the organization in achieving its goals and objectives?
4. What are the components of organizational design that you can identify from the organizational
structure/organogram/hierarchy?
 5. Do you think the current structure of the organization is suitable in the current business
environment? How?

Industry Analysis
Questions
1. How can the company avoid or sidestep the pressure applied by the environmental challenges on
industry profitability?
2. Conduct a PESTEL Analysis and explain how your organization fits into the external
environment and what challenges and opportunities does it face particularly in the current
scenario?
3. At present, what are the most dominant industry economic traits in Pakistan?
4. What strategic moves would you suggest to the industrialists of Pakistan to take in this pandemic
for surviving?
5. Analyze Business Trends – Environmental, Technological, Social and Economic?
6. What were the external environmental factors' in near past for this respective firm and how the
firm adjusted/adapted its organizational functions across all departments in relevance to the
present unforeseen situation (Pandemic Corona)? It is one of the organizational external
environmental factors though.

Qualitative Analysis of Functional Areas of the Company

 Marketing

 Ways that the company has segmented its market

 Product line and Product Mix of the company/ Services
 Marketing campaigns of the major product/service (may mention the marketing media,
strategy, idea, cost etc.)
 Distribution Channels being used
 Nature of competition in the relevant industry and how the firm under consideration is
competing against major competitors

Questions
1. Identify and explain the expected changes in company’s customer buying preferences due to
current lockdown situation due to COVID-19 pandemic?
2. What change(s) should the company do in its marketing mix given the changes in its
customer buying preferences in terms of:
a. Product/Service
b. Price
 c. Place
d. Promotion
3. What are the different market segmentation strategies that the company has adopted and do
you think they are appropriate? How and why?
4. Does the company have SBUs? Identify.
5. Comment on any recent marketing campaign by the organization. Identify the target market,
market segment, USP from the campaign.
6. Suggest any three ways for building social media audience at a low cost. As we all know we
should have a Facebook page but how can anyone build up “like” without using advertising?
7. The target segments identified based on your perception, which product lines/Product mix
refers to which class/target segment? Elaborate?
8. Considering this current scenario of Pandemic, what would be the best possible marketing
communication tools /strategies and communication channels, an organization could use
while communicating their messages to their customers?
9. Which ones are most effective distribution channels in normal situation and the impact of the
current Pandemic situation on the channels being used. What did the organization do to
survive during this time?
10. What do you suggest these firms can improve within their selected distribution channels
options to perform effectively and efficiently securing safety measures during this pandemic
era?

 Operations

 Factory layouts
 How work is done on assembly lines
 Types of production
 Some information related to the Supply Chain

Note: (Students may watch videos on YouTube for doing the above points)

Questions
1. Why are firms now moving more towards flexible production and customer-driven production
instead of mass production? Which type of production system would be more beneficial among
the two given the current problems in inventory management systems due to the current flections
in oil prices in Pakistan?
2. Explain the input, output (I-P Model) model of the organization?
3. How does the current facility layout help the organization achieve efficiency?
4. Is the organization certified in quality by an institute? Explain the importance of quality
certification?
  Management

 Corporate governance practices (Students can take data from company annual reports such as
compliance details and director’s remuneration, employee benefits, dividend policy etc.)
 Company policies and efforts towards corporate social responsibility
 HR analysis focused on employees’ salaries and wages and other benefit details available in
financial reports.

Questions
1. Among the most contemporary challenge for organizations is to take the decision of workforce
layoffs, specifically due to the current business slowdown. What strategy(ies) would you
recommend the company to minimize the negative impact job insecurity on employees’
psychological safety and morale?
2. Explain any recent CSR activity that the organization was involved in. How do you think CSR
initiatives contribute in the image building of the organization? How has the CSR initiatives
helped your organization?
3. Do you think the organization is offering competitive compensation packages to its top
management? Do you think external equity is being met? Why or why not?
4. Comment on the current salary structure of the organization and suggest improvements with
respect to non-monetary benefits?
5. How employees can be motivated to give their best without providing them any financial
rewards or performance appraisals. Suggest any three ways?

Quantitative Analysis of Functional Areas of the Company

 Financial Analyses
 Ratio Analysis or Analysis of the financial statements
 Comparative and/or Trend Analysis (over 3 years) using Liquidity Ratios, Solvency Ratios,
Profitability Ratios, Efficiency Ratios, & Coverage Ratios and what is the purpose of using
these ratios, and what do they reflect in relevance to the firm in consideration? (Interpretation of
ratios)
 Dividend Policy – Dividend payout (ratio) by the company over 3 years and analyze their
dividend policy.

Questions
1. Who are the main Bankers & Auditors (if any) of the Company?
 2. What are the current challenges for the company for managing its working capital requirements?
Suggest ways in which organization could better meet the challenges of working capital
requirements?
3. How is the financial performance of the company during the recent years using the financial ratio
analysis?
4. How corporate social responsibility (CSR) can help in maintaining or increasing a firm’s
financial performance during the current pandemic in Pakistan. Support your argument with an
example?
5. What is latest financial health of the company (Annual, Quarterly or Monthly)?
6. How much is the interest expense and how change in rate of interest could affect the company?

 Future Valuation/ Company Growth

 Observe company and suggest few ways to company for future expansions
 For further expansion, should the company increase product portfolio or should target new
market (e.g. joint venture, internationalization, franchising)?
 Use dividend discount model and give recommendations to buy or sell stock of the company?

Questions
1. Availability of funds is essential for the organizations to expand its operations and portfolio.
Identify and explain different sources of funds available for the organization to further expand its
operations?
2. What should be the best-suited expansion strategy for the business? Explain why?

Conclusion

Recommendations

References
 Write all data sources, videos, newsletters, brochures, articles used to complete the report in APA
style.

NOTE: Plagiarism should not exceed 19%.