MarketingInternship Undertaken

at

FORTIS CORPORATE.,

Submitted in partial fulfilment of the requirements for the award of the

Degree of Bachelor of Business Administration (Honours)

CHRIST ( Deemed to be University )

By

MANAS AREN

Reg. No. 1923224

Under the guidance of

Prof. Neetha Mary

School of Business and Management

CHRIST (Deemed to be University)
BENGALURU
2021
CERTIFICATE (from Company-Compulsory)
 CERTIFICATE

This is to certify that Manas Aren, Reg. No. 1923224 is a bonafide student of Bachelor of
Business Administration (Honours) of CHRIST (Deemed to be University), Bengaluru and he
has prepared and submitted the Internship report, titled “A Marketing Internship Undertaken
at FORTIS CORPORATE” in partial fulfilment of the requirements for the award of the
Degree of Bachelor of Business Administration (Honours) of CHRIST (Deemed to be
University), Bengaluru, for the academic year 2020-2021.

Place: Bangalore Dr. Joby Thomas

Date: Head of the Department

School of Business and Management

BGR Campus
 CERTIFICATE

This is to certify that the project report, titled “A Marketing Internship Undertaken at
FORTIS CORPORATE” submitted to CHRIST (Deemed to be University), in partial
fulfilment of the requirements for the award of the Degree of Bachelor of Business
Administration (Honours) is a record of original study undertaken by Manas Aren, during
the period 2020-2021 in the School of Business and Management at CHRIST (Deemed to be
University), Bengaluru, under my supervision and guidance. The Internship report has not
formed the basis for the award of any Degree/ Diploma/ Associate ship/ Fellowship or other
similar title of recognition to any candidate of any University.

Date: Prof. Neetha Mary

School of Business and Management

BGR Campus
 DECLARATION

I, Manas Aren, hereby declare that the project report, titled “A Marketing Internship
Undertaken at FORTIS CORPORATE” submitted to CHRIST (Deemed to be University), in
partial fulfilment of the requirements for the award of the Degree of Bachelor of Business
Administration (Honours) is a record of original and independent study undertaken by me
during 2020-2021 under the supervision and guidance of Prof. Neetha Mary, School of
Business and Management and it has not formed the basis for the award of any Degree/
Diploma/ Associate ship/ Fellowship or other similar title of recognition to any candidate of
any University.

Date: Manas Aren,

 ACKNOWLEDGEMENTS

I express my special thanks to Prof Neetha Mary, School of Business and Management,
CHRIST (Deemed to be University), Bengaluru for taking time to guide and mentor me. His
expert advice and constant motivation helped me to conduct the study in a systematic and
orderly manner.

I would like to express my deepest gratitude to FORTIS, Bangalore for giving me the
opportunity to conduct my Internship. I would like to thank Wafa Mahin, HR Intern, FORTIS
Bangalore, for taking the time and effort to support and guide me in carrying out this study.

I would also like to thank Dr. (Fr) Abraham V M, Vice Chancellor, CHRIST (Deemed to be
University), Bengaluru, for having provided an opportunity to carry out this internship as part
of my Bachelor of Business Administration Honours curriculum.

I would like to convey my gratitude to Fr Biju K C, Director, Dr Jyothi Kumar, Dean, Dr.
Joby Thomas, HOD, School of Business and Management, CHRIST (Deemed to be
University), Bengaluru for providing me the opportunity and the support to carry out this
internship. This was instrumental in my journey of studying and understanding the concept
of marketing, especially in the IT Sector.

I would like to also sincerely thank all the individuals involved in this internship. Their time
and valuable conversations were extremely helpful in providing the required knowledge to
make this internship a great experience.

Finally, I would like to thank my parents and friends for their constant help and support.
Their motivation and advice were very helpful in enabling me to conduct the internship and
bring it to completion.

Manas Aren
Contents

1. INTRODUCTION 1
1.1 Industry overview. 1
1.2 Company profile 5
1.3 Vision, mission, goals and objectives 22
2. ORGANISATION STRUCTURE / CHART (HIERARCHY) 23
2.1 Board Of Directors 23
2.2 Top Leaders 25
3. FUNCTIONAL AREAS 29
3.1Marcom 29
3.2Finance Department 30
3.3HR Department: 30
3.4Legal Department: 30
4. SPECIALIZATION AREA (ANALYSIS AND INTERPRETATION) 31
5. FINANCIAL ANALYSIS 32
5.1Liquidity Ratios 32
5.2Profitability Ratios 32
5.3Leverage Ratio 32
5.4Per Share Ratios 33
6. SWOT Analysis 33
7. SUGGESTIONS AND RECOMMENDATIONS: 36
8. CONCLUSION 37
REFERENCES 42
 I. Introduction

1.1 Industry Overview

Industry- IT and Marketing Services

The information technology (IT) sector comprises companies that produce software,
hardware or semiconductor equipment, or companies that provide internet or related services.
The three major industry groups within the IT sector are software and services, technology
hardware and equipment and semiconductors and semiconductor equipment. These three
industry groups are further divided into industries and sub-industries. Companies are aligned
to a specific sub-industry that best describes their core or most profitable business. In this
guide, we will cover the various industries and sub-industries that make up the three major
industry groups within the IT sector.

● Software and Services

● Technology Hardware and Equipment
● Semiconductors and Semiconductor Equipment
● Information Technology Sector ETFs and Mutual Funds

In the 1990s, the industry started off with an export of nearly $100 million with around 5,000
employees. Now it is an industry that thrives globally and India's IT exports are now around
$70 billion with 2.8 million employees working in this sector. The article states that the IT
sector is one of the top two industries in the country today.

India's IT industry is expected to grow at a rate of 12 - 14% during 2016 - 2017 as per a
report by India's software industry body National Association of Software and Services
Companies (NASSCOM.) This clearly shows that information technology is a sector which
will likely be one of the emerging markets in the days to come as India's economy requires
more hardware, software and other IT services. In a NASSCOM-McKinsey report, India's
position in the global offshore IT industry is based on five factors - abundant talent, creation
of urban infrastructure, operational excellence, conducive business environment and finally,
continued growth in the domestic IT sector.

1.2 Company Overview

IFortis Corporate has grown into one of India's leading Corporate. In its infancy, IFortis was
in the business of IT Services & Marketing Services. As time evolved, dependence on the
technology began to hinder IFortis's ability to guarantee competitive pricing and provide
innovative services. IFortis also noticed the lack of communication that had become an
industry standard. As a result, a strategic decision was made to set up its own headquarters in
India in order to better satisfy the needs of IFortis's customers.Based upon demographic and
geographic research, IFortis chose India, as the location to begin it's facility. As time went on,
IFortis's principals of transparency, timely communication, quality of services and
competitive pricing allowed for significant expansion. As a result, IFortis is now one of
India's leading corporations.

1.3 Vision

IFortis vision to be a global firm of uniquely skilled executives who can build a better
future, constantly endeavours to deliver excellent service through their various principles.

Mission

IFortis is stepping into Apparel Manufacturing Industry (Textile & Manufacturing Industry)
with an ambitious mission to create more employment opportunities for women & youth
across India and helping them to become self-reliant with an obsessive focus on the quality,
worker’s safety & welfare, social responsibility and customer satisfaction. One of the
principles of IFortis Corporate is to make efforts towards improving the ‘Quality of Life’ of
their employees and that makes them grow into one of India's leading corporate firms.
Values

Patient Centricity

Commit to 'best outcomes and experience' for our patients.

Treat patients and their caregivers with compassion, care and understanding. Our patients'
needs will come first

Integrity

● Be principled, open and honest.

● Model and live our 'Values'.Demonstrate moral courage to speak up and do the right
things.

Teamwork

● Proactively support each other and operate as one team.

● Respect and value people at all levels with different opinions, experiences and
backgrounds.
● Put organization needs before department / self interest.

Ownership

● Be responsible and take pride in our actions.

● Take initiative and go beyond the call of duty.
● Deliver commitment and agreement made.

Innovation

● continuously improve and innovate to exceed expectations.

● Adopt a 'can-do' attitude.
● Challenge ourselves to do things differently.

Their principles to respect dignity and diversity of Individuals; training their employees with
the best; operating monitoring systems while practising fair and transparent corporate
management; efforts to make customer satisfaction their top most priority - makes them one
of India's leading corporations.
Goals and objectives

Fortis believes in supporting a progressive culture that allows all their associates to feel at
home, enjoy equal opportunities and grow more as their well-being and satisfaction is
essential to the success of the organization. As a global corporate citizen, IFortis fulfills all
the social responsibility, delivers innovative products and services and creates great economic
and environmental values.

IFortis is stepping into Apparel Manufacturing Industry (Textile & Manufacturing Industry)
with an ambitious mission to create more employment opportunities for women & youth
across India and helping them to become self-reliant with an obsessive focus on the quality,
worker’s safety & welfare, social responsibility and customer satisfaction. One of the
principles of IFortis Corporate is to make efforts towards improving the ‘Quality of Life’ of
their employees and that makes them grow into one of the India’s leading corporate firms
2. Organizational Chart

2.1 Board of Directors

Name Designation

Mr. Ravi Rajagopal Non-Executive - Independent Director-Chairperson

Mr. Indrajit Banerjee Non-Executive - Independent Director
Ms. Suvalaxmi Chakraborty Non-Executive - Independent Director
Vivek Kumar Goyal Chief Financial Officer
Mr. Kelvin Loh Chi-Keon Non-Executive - Non Independent Director
Mr. Heng Joo Joe Sim Non-Executive - Non Independent Director
Mr. Farid Bin Mohamed Sani Non-Executive - Non Independent Director
Mr. Ashutosh Raghuvanshi Executive Director-CEO-MD
Mr. Dilip Kadambi Non-Executive - Non Independent Director
Ms. Shailaja Chandra Non-Executive - Independent Director
Mr. Takeshi Saito Non-Executive - Non Independent Director
Mr. Joerg Ayrle Non-Executive - Non Independent Director
Sumit Goel Company Secretary & Compliance Officer (Interim)
2.2 Top Leaders

Mr. Ravi Raja Gopal (Chairman): Ravi Rajagopal is currently leading a plural career
comprising Advisory and Board roles in addition to being associated with a number of
charitable organisations. He is Chairman of Fortis Healthcare, India’s second largest listed
company in healthcare, where IHH, Asia’s largest healthcare company is the major strategic
shareholder. He is Independent Director and Audit Chair of Airtel Africa plc, UK, Africa’s
second largest telecoms provider. His most recent appointment is Chairman and Independent
Director of Catalyst Housing Limited, a top ten affordable housing company in the UK.
Additionally, Ravi is Chairman for JM Financial Services, Singapore, which is a wholly
owned subsidiary of JM Financial, India. For six years up to 31 March 2021, Ravi was Audit
Chair of the Audit and Risk Committee for Vedanta Resources, UK, which was a FTSE 150
company until it delisted itself in 2018. He has been an Association Member of BUPA since
2015 and, in 2018, he became a Trustee for the Science Museum Foundation, London. Ravi
has had an extensive career spanning 35 years working in large consumer goods companies
including Diageo plc where he held several senior roles. Up to the time he took retirement, he
was the Global Head of M&A at Diageo. His experience included working in many markets
across the world in both a strategic and operational capacity. Ravi is involved with various
charitable activities: He is Chair of an Advisory Board in India for a project responsible for
building and operating 4,000 childcare centres across northern India; and he is a Trustee of a
group of four schools in Chennai, India that teaches over 1,100 underprivileged children free
of cost. Ravi has lectured on Behavioural Economics at the Said Business School at Oxford
University and Imperial College, London. Interests include tennis, cricket, music and reading.

2. Mr. Shirish M Apte (Vice Chairman): Mr. Shirish Moreshwar Apte was appointed to the
board of IHH Healthcare Berhad in September 2014. He is currently also the Independent
Non-Executive Chairman of Pierfront Mezzanine Fund Pte Ltd. He concurrently serves on
several boards of directors including Commonwealth Bank of Australia, the Supervisory
Board of Bank Handlowy, Poland and Fullerton India Credit Company Limited. Prior to his
retirement from Citigroup in 2014 as Chairman of Asia Pacific Banking, Shirish had built up
an impressively extensive 32-year career with Citibank/Citigroup.
He held numerous positions with Citibank/ Citigroup serving in Singapore (2011-2013),
Hong Kong (2009-2011), London (2003-2009), Poland (1997-2003) and London
(1993-1997). He also supervised operations in the emerging markets covering Central and
Eastern Europe, Middle East, Africa (“CEEMEA”) and Asia Pacific. He was appointed head
of Citi’s Corporate and Investment bank in India, Chief-Executive Officer (“CEO”) for
Citibank Poland, and regional CEO first for CEEMEA and then Asia Pacific. Mr. Shirish was
also a member of Citigroup’s Executive and Operating committees from 2008-2012 and the
Group’s Business Practices committee. He began his career in the banking division of
Citibank India in 1981.

Mr. Shirish Moreshwar Apte holds a Bachelor of Commerce from Calcutta University and
Master of Business Administration from London Business School majoring in finance. He is
a Chartered Accountant from the Institute of Chartered Accountants of England & Wales.

3. Dr. Ashutosh Raghuvanshi (Managing Director and CEO): Dr Ashutosh Raghuvanshi, is

a cardiac surgeon turned management leader. After completing his MS in general surgery
from MGIMS, Dr Ashutosh went on to do MCH in Cardiac surgery from the University of
Bombay. Over the last 26 years, he has been associated with the Bombay Hospital, Apollo
Hospitals, Vijaya Heart foundation and Manipal Heart Foundation. He is credited with the
establishment of Rabindranath Tagore International Institute of Cardiac Sciences, Kolkata,
where he joined as Director in 2000 and is today one of the largest Multispecialty Hospitals
in Eastern India.

Before joining Fortis, he was last working with Narayana Health as Vice Chairman,
Managing Director & Group CEO and was responsible for the operations of all the group
hospitals across India and internationally.

4. Mr.Dilip Kadambi (Non Executive Director): Over 24 years of leadership experience in

various multinational organisations across both financial and healthcare institutions.
Self-motivated leader with a variety of skill sets in areas such as investor relations, capital
raising, corporate finance, strategy & business development, change management, mergers &
acquisitions, financial reporting, revenue cycle management, group procurement and
healthcare operations. Results-driven leader, team player and someone who constantly seeks
to learn.
5. Dr. Farid Bin Mohamed Saji (Non Executive Director): Dr. Farid re-joined Khazanah in
December 2018 after serving as Chief Strategy Officer of UEM Group. Prior to that, he was
with Telekom Malaysia from 2012 to 2017. Dr. Farid first joined Khazanah in July 2004 and
stayed until 2011. He was previously a consultant at McKinsey & Co. He holds a Bachelor’s
and Master’s degree in Chemical Engineering, as well as PhD in Chemical Engineering, all
three from the University of Cambridge.

6. Mr. Indrajeet Banarjee (Independent Director): Indrajit Banerjee, aged about 62 years, is
a Chartered Accountant and has a corporate career spanning over 35 years. Over the last 20
years he has played a key role in senior leadership positions, principally in Ranbaxy, Cairn
India, Lupin and Indal, dealing with unique business criticalities which led to the
organisations realising their potential values.

He has a B. Com. (Hons) degree from St. Xavier's College, Kolkata. In his early career at
Brooke Bond India Ltd and Indian Aluminium Co ltd (Indal), his focus was on establishing
sound financial controls in a complicated business environment which also facilitated
businesses to improve their competitive position. Since then, he has played the role of
CFO/Executive Director in companies that experienced difficult business situations of
varying nature in complex shareholding situations.

Between 1982 and 1999 he was at Indal, of which the final two years he was Chief Financial
Officer, where he played a key role in the strategy formation and risk management in the
company during the transformation stage. He joined Lupin ltd in 2002, where he addressed
the critical liquidity challenges faced by the company and led the entry of a set of private
equity investors that helped rebrand the company. In 2005, he joined Cairn India ltd, where
he guided the financing of the country's largest greenfield upstream onshore oil and gas
development project which was the first large project of its size and complexity in India. He
was also President and CFO, and a Member of the Executive Committee, at Ranbaxy
Laboratories Ltd between 2011 and 2015, where he helped the company sustain itself through
its most challenging times and played a critical role in the process leading to the merger of
the company with Sun Pharma, later leading the integration of businesses and processes of
the merged entity post-merger.
Since November 2015 he has engaged in certain specific management consultancy services,
including business structuring and planning; management of growth situations; management
of crisis situations through cash flow monitoring, prioritisation of operational requirements
and bank relationship management; financing of working capital and establishment of Risk
Management processes in multi-business and multi-regional organisations; business and
financial process integration for existing organisations as well as for merging entities.

7. Ms. Suvalakshmi Chakraborty (Independent Director): Suvalaxmi Chakraborty, aged

about 52 years, is a Chartered Accountant and has 28 years of experience in the field of
financial services and banking. She has featured in the Fortune India List of 50 most powerful
women in business. .

She held several positions at ICICI Ltd and ICICI Bank between 1989 and 2006, including
General Manager for Corporate Banking and Head of Rural, Micro-banking and Agri
Business. She was Director on the Board of Fixed Income Money Markets and Derivatives
Association (FIMMDA) for over 2 years and headed the working committee (New Products)
in FIMMDA (representing ICICI). She launched and ran the commercial banking business of
Barclays Bank in India from 2007 to 2010, after which she was Chief-Executive Office for
the Indian operations of State Bank of Mauritius from 2010 to 2013. In 2014, she was also
Advisor for Transwarranty Finance Ltd and Positron Consulting Services, with advisory
assignments spanning debt syndication, Mergers & Acquisitions and capital raising for
midmarket corporates, among others.

Currently she serves as an Independent Director for Magma HDI General Insurance
Company Ltd, and Caspian Impact Investments Pvt Ltd. She is also serving on the board of
RGVN (North East) Microfinance Ltd as a nominee director. She is Co-Founder and Director
of Espandere Advisors Private Ltd, which is a Business Advisory and Transaction Advisory
services provider in the Banking & Finance, Agriculture & Rural, Infrastructure and
Manufacturing sectors. She is also Advisor for Fullerton India Credit Company Ltd, which is
a 100% step down subsidiary of Temasek Holdings (Pte) Ltd, Singapore.

She has a B. Com. (Hons) degree from Calcutta University and in 1999 completed the
Financial Investment Technology Program of the Berkeley Program in Finance at HAAS
School of Business at University of California, Berkeley, California. In 2002 she participated
in the Leading Change and Organizational Renewal Program at the Graduate School of
Business, Stanford University, California, and she has also participated in the 'Women on
Corporate Boards' initiative initiated by FICCI Centre for Corporate Governance.

5. Financial Analysis

Liquidity Ratios:

Ratios March 2021 March 2020 March 2019

Current Ratio 0.82 0.77 0.26
Quick Ratio 0.80 0.76 0.26
Inventory 71.98 68.96 109.70
Turnover
Dividend Payout 0.00 0.00 0.00
(%)
Earning 0.00 0.00 0.00
Retention (%)
Cash Earning 0.00 0.00 0.00
Retention (%)
CP (%) 0.00 0.00 0.00
Profitability Ratios:

Ratios March 2021 March 2020 March 2019

PBDIT Margin 34.74 143.37 60.78
(%)

PBIT Margin 17.24 129.58 56.65

(%)
PBIT Margin 3.81 88.43 27.36
(%)
Net Profit 0.66 73.13 18.74
Margin (%)
Return on 0.04 5.78 1.47
Networth (%)
Return on 1.07 8.99 4.26
Capital
Employed (%)
Return on 0.03 4.85 1.21
Assets (%)
Total 0.08 0.08 0.17
Debt/Equity
Asset Turnover 5.98 6.63 6.48
Per Share Ratios

Ratios March 2021 March 2020 March 2019

Basic EPS 0.06 6.80 2.02
Diluted EPS 0.06 6.80 2.02
Cash EPS 1.52 8.08 1.99
Dividend/Share 0.00 0.00 0.00
Revenue from 8.38 9.30 8.70
operation/Share
PBDIT/Share 2.91 13.33 5.29
PBIT/Share 1.45 12.05 4.93
PBT/Share 0.32 8.22 2.38
Net Profit/Share 0.06 6.80 1.63
Valuation Ratios

Ratios March 2021 March 2020 March 2019

Enterprise Value 15769.30 10217.40 11640.27
(Cr.)
EV/Net 24.92 14.56 17.73
Operating
Revenue
Market Cap 23.74 13.56 5.62
Retention Ratios 0.00 0.00 0.00
(%)
Price/BV 1.69 1.07 1.23
Price/Net 23.74 13.56 15.62
Operating
Revenue
Earnings Yield 0.00 0.05 0.01

SWOT Analysis

Fortis Inc. is one of the leading firms in its industry. Fortis Inc. maintains its prominent
position in the market by critically analyzing and reviewing the SWOT analysis. SWOT
analysis is an immensely interactive process and requires effective coordination among
various departments within the organization such as – marketing, finance, operations,
management information systems and strategic planning.
Strengths of FORTIS

As one of the leading firms in its industry, Fortis Inc. has numerous strengths that help it to
thrive in the marketplace. These strengths not only help it to protect the market share in
existing markets but also help in penetrating new markets.

● Automation of activities brought consistency of quality to Fortis Inc. products and has
enabled the company to scale up and scale down based on the demand conditions in
the market.
● Superb Performance in New Markets – Fortis Inc. has built expertise at entering new
markets and making them. The expansion has helped the organization to build new
revenue streams and diversify the economic cycle risk in the markets it operates in.
● Strong distribution network – Over the years Fortis Inc. has built a reliable
distribution network that can reach the majority of its potential market.
● Successful track record of developing new products – product innovation.
● Strong Free Cash Flow – Fortis Inc. has strong free cash flows that provide resources
in the hand of the company to expand into new projects.
● Reliable suppliers – It has a strong base of reliable suppliers of raw material thus
enabling the company to overcome any supply chain bottlenecks.
● Good Returns on Capital Expenditure – Fortis Inc. is relatively successful at
execution of new projects and generated good returns on capital expenditure by
building new revenue streams.
● High level of customer satisfaction – the company with its dedicated customer
relationship management department has able to achieve a high level of customer
satisfaction among present customers and good brand equity among the potential
customers
Weakness

Weakness are the areas where Fortis Inc. can improve upon. Strategy is about making choices
and weaknesses are the areas where a company can improve using SWOT analysis and build
on its competitive advantage and strategic positioning.

● High attrition rate in the workforce – compared to other organizations in the industry
Fortis Inc. has a higher attrition rate and has to spend a lot more compared to its
competitors on training and development of its employees.
● Organization structure is only compatible with the present business model thus
limiting expansion in adjacent product segments.
● The profitability ratio and Net Contribution % of Fortis Inc. are below the industry
average.
● Investment in Research and Development is below the fastest growing players in the
industry. Even though Fortis Inc. is spending above the industry average on Research
and Development, it has not been able to compete with the leading players in the
industry in terms of innovation. It has come across as a mature firm looking forward
to bringing out products based on tested features in the market.
● Limited success outside core business – Even though Fortis Inc. is one of the leading
organizations in its industry it has faced challenges in moving to other product
segments with its present culture.
● Not highly successful at integrating firms with different work cultures. As mentioned
earlier even though Fortis Inc. is successful at integrating small companies it has its
share of failure to merge firms that have different work cultures.
● The company has not been able to tackle the challenges presented by the new entrants
in the segment and has lost small market share in the niche categories. Fortis Inc. has
to build internal feedback mechanisms directly from the sales team on ground to
counter these challenges.
Opportunities

● The new taxation policy can significantly impact the way of doing business and can
open new opportunities for established players such as Fortis Inc. to increase its
profitability.
● Opening up of new markets because of government agreement – the adoption of new
technology standard and government free trade agreement has provided Fortis Inc. an
opportunity to enter a new emerging market.
● Government green drive also opens an opportunity for procurement of Fortis Inc.
products by the state as well as federal government contractors.
● The market development will lead to dilution of competitor’s advantage and enable
Fortis Inc. to increase its competitiveness compared to the other competitors.
● Stable free cash flow provides opportunities to invest in adjacent product segments.
With more cash in the bank the company can invest in new technologies as well as in
new products segments. This should open a window of opportunity for Fortis Inc. in
other product categories.
● Lower inflation rate – The low inflation rate brings more stability in the market,
enabling credit at lower interest rate to the customers of Fortis Inc..
● Organization’s core competencies can be a success in similar other products. A
comparative example could be - GE healthcare research helped it in developing better
Oil drilling machines.
● Decreasing cost of transportation because of lower shipping prices can also bring
down the cost of Fortis Inc.’s products thus providing an opportunity to the company -
either to boost its profitability or pass on the benefits to the customers to gain market
share.
Threats

● Increasing trend toward isolationism in the American economy can lead to similar
reactions from other governments thus negatively impacting international sales.
● Imitation of the counterfeit and low quality product is also a threat to Fortis Inc.’s
product especially in the emerging markets and low income markets.
● Growing strengths of local distributors also presents a threat in some markets as the
competition is paying higher margins to the local distributors.
● No regular supply of innovative products – Over the years the company has
developed numerous products but those are often responses to the development by
other players. Secondly the supply of new products is not regular thus leading to high
and low swings in the sales number over a period of time.
● The company can face lawsuits in various markets given - different laws and
continuous fluctuations regarding product standards in those markets.
● Rising raw material can pose a threat to the Fortis Inc. profitability.
● As the company is operating in numerous countries it is exposed to currency
fluctuations especially given the volatile political climate in a number of markets
across the world.
● Changing consumer buying behavior from online channels could be a threat to the
existing physical infrastructure driven supply chain model.

Specialization Areas (Analysis and Interpretation)

“Staying Home; Saving Lives”-We have all been affected by the current COVID-19
pandemic. However, the impact of this pandemic and its consequences are felt differently
depending upon our status as Individuals and as members of society.

During these hard times, It was difficult for every Individual including children who used to
play and enjoy their days. IFortis Corporate who fosters the belief that companies need to
look beyond their own Interests and give back to the community. And they strive to offer the
best each day. So, IFortis Corporate's "STEP AHEAD" was an exclusive program which was
Introduced and focussed mainly for the students aged between 5-18 year olds that offers them
a chance to provide innovative solutions to some of the most pressing problems of their local
community.

Being a Honors graduate got an opportunity to work with IFortis. As a little bit experienced
candidate at the marketing and sales domain interests me more to learn and explore this field.
So, as to gain some knowledge and to spice up the routine in this pandemic, I joined IFortis
as a Marketing and Sales Intern

The Internship phase was very glossy for me as I received some best advice and friendly
guidance from my mentor Ms. Wafa Mhin (HR). She was lively and dynamic with all the
factors when it comes to leading the way. Under her guidance, we were able to complete the
tasks that were assigned to us. She played an extensive role in my journey with IFortis, hence
making it an outstanding experience.

IFortis vision to be a global firm of uniquely skilled executives who can build a better future,
constantly endeavours to deliver excellent service through their various principles. IFortis
Corporate not only believes that ethical management is not the only tool for responding to the
rapid changes in the global business environment, but also a vehicle for building trust with its
various stakeholders which Includes :- Customers, Employees, Business partners and local
communities.

Their principles to respect dignity and diversity of Individuals; training their employees with
the best; operating monitoring systems while practising fair and transparent corporate
management; efforts to make customer satisfaction their top most priority - makes them one
of India's leading corporations.
Public Project for Youth

YOUTH" is a worthwhile phase of one's life. Youth can play a vital role in the development
of society. It is an age recognized by traits of heroism, strength, Ideas, change etc. Youth
means to cherish hope and no segment in the society can match with the power and
enthusiasm of the young people.

In the same context, IFortis' focal point is the youth. The "Youth Should Lead" program
launched in 2020 mainly focuses on developing the personality behaviour and leadership
qualities of the youth. Its bottom line was to make them aware of their own strengths and
weaknesses so that they develop themselves in the diverse fields of life.

Apart from this, IFortis also launched few more programs such as :-

1) "Aarambh" and "Aarambh 2.0" - India's largest virtual youth festival.

2) "Solution for Tomorrow" - program for exclusive 16-26 year olds which gave them a
chance to express their Innovative Ideas for their community.

3) "Entrepreneurship 360" - It provided entrepreneurship exposure to the youth across the

globe.

There are few more programs Including: - Go Green, More power to Women, Block changing
the World etc.
STEP AHEAD:-

This was the first piece of work which I received. “STEP AHEAD” was the second largest
virtual event after "Aarambh" and "Aarambh 2.0". It is the bringing together of the dazzling
school children from all over the world between the age group of 5-18 years. Its Intention
was to cover the school kids from their daily routine life and bring some entertainment in the
house. To avoid the void and boredom for the children in these times, it is the best platform to
spotlight and showcase their talent and make their beam the brightest!!

The program consists of 11 events which even has some quirky shows such as: Fortnite, Slam
Poetry, Photography apart from dancing, singing, art, storytelling etc. This participation also
brings in some exciting prizes for the contestants and certificates with worlds best logo for
(Unique World Records) and (International Book of Records).

Customer Experience:

Parents are the best mode of communication when it comes to children of a certain age group.
So, while working on this project, I encountered a few best customer experiences and some
challenges. While interacting with parents, I come to understand their point of view, their
concern regarding their Child's future. After explaining the details of the events, parents were
ready to experience the virtual feel of the event “Step ahead”. Also, they are assured to keep
up the potentiality of the children as it will count as a token of participation/Interests in the
long runs of their career.
Challenges:

I encountered a few challenges wherein customers (parents) inquired about my commission

in order to enrol the students. I made my point by sharing – We (IFortis Corporate team)
always strive to bring the best in youth. We are here to guide the children with the best
knowledge experience we have regarding the event, so that they outperform and come up
with the flying colours in the field of their own interests. Assisting them with 24*7 call
support was one of the added advantages I received during the conversation. This primary
approach helped me get the targeted audience easily without any further difficulties.

Company’s Future Goals

IFortis believes in supporting a progressive culture that allows all their associates to feel at
home, enjoy equal opportunities and grow more as their well-being and satisfaction is
essential to the success of the organization. As a global corporate citizen, IFortis fulfills all
the social responsibility, delivers innovative products and services and creates great economic
and environmental values.

IFortis is stepping into Apparel Manufacturing Industry (Textile & Manufacturing Industry)
with an ambitious mission to create more employment opportunities for women & youth
across India and helping them to become self-reliant with an obsessive focus on the quality,
worker’s safety & welfare, social responsibility and customer satisfaction. One of the
principles of IFortis Corporate is to make efforts towards improving the ‘Quality of Life’ of
their employees and that makes them grow into one of India's leading corporate firms.
Suggestions and Recommendations

● Companies or firms also play a critical role in advising students on what is appropriate for
the courses they are taking. As a result, the company should compensate them in some way
for their efforts. The company itself might stimulate the student's enthusiasm and draw them
to the field by providing prizes or excellent coaching.

● Students should not be given various directions by the firm. This is because kids will be
perplexed if they receive different instructions from various staff members. If the firm gives
proper and accurate instructions, errors in the assignment can be avoided.

● Student Interns should be more capable and punctual in completing tasks so that the firm
can trust them to perform anything.

● Interns should also be aware of situations that arise during industrial training, such as
trainees not relying too heavily on supervisors or project officers for guidance, but rather
students should be self-aware in terms of knowledge and experience, as well as creative in
carrying out their responsibilities, in order to strengthen themselves.

● Students should be prepared to deal with a variety of circumstances that frequently arise in
organizational administration, such as criticism, disagreement, or punishment from a
supervisor.

Conclusion

I can honestly say that my time was spent interning with FORTIS Corporate. resulted in one
of the most amazing learning experiences of my life. Not only did I gain practical skills but I
also had the opportunity to meet many fantastic people. The atmosphere at Fortis was always
welcoming which 19 made me feel right at home. Additionally, I felt like I was able to
contribute to the company by assisting and working on projects throughout the summer.
Overall, my internship at FORTIS Corporate has been a success. I was able to gain practical
skills, work in a fantastic environment, and make connections that will last a lifetime. I would
like to thank Teachers and its employees for helping me achieve this great experience
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