SUMMER INTERNSHIP PROJECT REPORT

ON
Study of Human Resource training and development
in Ashwath Infratech

Submitted in partial fulfillment of requirement of Bachelor of

Business Administration (B.B.A) General.

BBA-V SEMESTER
SESSION 2020-2021

Submitted to: Submitted by:

DR. Shikha jalota Manish Bhati
(Professor) (05525501719)

JIMS ENGINEERING MANAGEMENT TECHNICAL CAMPUS

48/4 Knowledge Park III, Greater Noida-201306 (U.P.)
 DECLARATION

I hereby declare that this Summer Training Report titled- “social media marketing and
strategies planning in Ashwath Infratech” submitted by me to JEMTEC, Greater Noida isa
bonafide work undertaken during the period from 1st august 2021to 1st October 2021 by me
and has not been submitted to any other University or Institution for the award of any degree
diploma / certificate or published any time before.

(Signature of the Student)

Name: Manish Bhati Date: 18/09/ 2021
Enrollment no.: 05525501719
 BONAFIDE CERTIFICATE
This is to certify that as per best of my belief the project entitled “ social media marketing and
strategies planning in Aswath Infratech.” is the bonafide research work carried out by Manish Bhati
05525501719, student of BBA, JEMTEC, Greater Noida, in partial fulfillment of the requirements
for the Summer Training Report for the Degree of Bachelor of Business Administration.
He has worked under my guidance.
I wish him a success in all his future career endeavors.

Faculty Guide
Name: DR. Shikha Jalota Signature with Date
Designation: Professor
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to JEMTEC, Greater Noida for imparting us very
valuable professional training in BBA.

I pay my gratitude and sincere regards to Dr. Shikha Jalota, my project Guide for giving me the
cream of her knowledge. I am thankful to her as she has been a constant source of advice, motivation
and inspiration. I am also thankful to her for giving her suggestions and encouragement throughout
the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and library
staff for providing me opportunity to utilize their resources for the completion of the project.
I am also thankful to my family and friends for constantly motivating me to complete the project and
providing me an environment, which enhanced my knowledge.

Date: 18/09/ 2021

Name: Manish Bhati
Enrollment No.:05525501719
Course: BBA (V-Semester)

(Signature of the Student)

 COMPANY SUMMER INTERNSHIP CERTIFICATE

ASHWATH INFRATECH PVT. LTD.

Building No. 2, 4th Floor Masoodpur Farms, Near JIMS, Vasant Kunj, New Delhi – 110070

TO WHOMSOEVER IT MAY CONCERN

Date: 29/09/2021

This is to certify that Manish Bhati, pursuing BBA, student of Guru Gobind Singh Indraprastha
University, has successfully completed his internship with Ashwath Infratech Pvt. Ltd. during the
period 01 August to 30 September 2021. During the period, he handled Internship position in our
management department. During the course of internship, Manish Bhati has shown great amount of
responsibility, sincerity and a genuine willingnessto learn and zeal to take on new assignments &
challenges. In particular, his coordination skills and communication skills are par excellence and his
attention to details is impressive.
We wish him all the very best for his future.

With regards

Ashwath Infratech Private Limited

INDEX
 Chapter-1
Introduction
Social media marketing
Social media marketing is the use of social media platforms
and websites to promote a product or service. Although the terms e-
marketing and digital marketing are still dominant in academia, social
media marketing is becoming more popular for both practitioners and
researchers. Most social media platforms have built-in
data analytics tools, enabling companies to track the progress,
success, and engagement of ad campaigns. Companies address a
range of stakeholders through social media marketing, including
current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a strategic
level, social media marketing includes the management of a marketing
campaign, governance, setting the scope (e.g. more active or passive
use) and the establishment of a firm's desired social media "culture"
and "tone."
When using social media marketing, firms can allow customers and
Internet users to post user-generated content (e.g., online comments,
product reviews, etc.) also known as "earned media," rather than use
marketer-prepared advertising copy.

Platforms of social media marketing

Social networking websites
Social networking websites allow individuals, businesses and other
organizations to interact with one another and build relationships and
communities online. When companies join these social channels,
consumers can interact with them directly. That interaction can be
more personal to users than traditional methods of outbound
marketing and advertising.Social networking sites act as word of
mouth or more precisely, e-word of mouth. The Internet's ability to
reach billions across the globe has given online word of mouth a
powerful voice and far reach. The ability to rapidly change buying
patterns and product or service acquisition and activity to a growing
number of consumers is defined as an influence network. Social
networking sites and blogs allow followers to "retweet" or "repost"
comments made by others about a product being promoted, which
occurs quite frequently on some social media sites.By repeating the
message, the user's connections are able to see the message,
therefore reaching more people. Because the information about the
product is being put out there and is getting repeated, more traffic is
brought to the product/company

Mobile phones
More than three billion people in the world are active on the Internet.
Over the years, the Internet has continually gained more and more
users, jumping from 738 million in 2000 all the way to 3.2 billion in
2015.] Roughly 81% of the current population in the United States has
some type of social media profile that they engage with
frequently.] Mobile phone usage is beneficial for social media
marketing because of their web browsing capabilities which allow
individuals immediate access to social networking sites. Mobile
phones have altered the path-to-purchase process by allowing
consumers to easily obtain pricing and product information in real
time.] They have also allowed companies to constantly remind and
update their followers. Many companies are now putting QR (Quick
Response)
codes along with products for individuals to access the company
website or online services with their smart phones. Retailers use QR
codes to facilitate consumer interaction with brands by linking the code
to brand websites, promotions, product information, and any other
mobile-enabled content. In addition, Real-time bidding use in the
mobile advertising industry is high and rising due to its value for on-
the-go web browsing. In 2012, Nexage, a provider of real time bidding
in mobile advertising reported a 37% increase in revenue each month.
Adfonic, another mobile advertisement publishing platform, reported
an increase of 22 billion ad requests that same year.

Strategies
Passive approach
Social media can be a useful source of market information and a way
to hear customer perspectives. Blogs, content communities, and
forums are platforms where individuals share their reviews and
recommendations of brands, products, and services. Businesses are
able to tap and analyze the customer voices and feedback generated
in social media for marketing purposes in this sense the social media
is a relatively inexpensive source of which can be used by marketers
and managers to track and respond to consumer-identified problems
and detect market opportunities. For example, the Internet erupted
with videos and pictures of iPhone 6 "bend test" which showed that the
coveted phone could be bent by hand pressure. The so-called "bend
gate" controversy[] created confusion amongst customers who had
waited months for the launch of the latest rendition of the iPhone.
However, Apple promptly issued a statement saying that the
problem was extremely rare and that the company had taken several
steps to make the mobile device's case stronger and robust. Unlike
traditional market research methods such as surveys, focus groups,
and data
mining which are time-consuming and costly, and which take weeks or
even months to analyze, marketers can use social media to obtain 'live'
or "real time" information about consumer behavior and viewpoints on
a company's brand or products. This can be useful in the highly
dynamic, competitive, fast-paced and global marketplace of the 2010s.
Active approach
Social media can be used not only as public relations and direct
marketing tools, but also as communication channels targeting very
specific audiences with social media influencers and social media
personalities as effective customer engagement tools.] This tactic is
widely known as influencer marketing. Influencer marketing allows
brands the opportunity to reach their target audience in a more
genuine, authentic way via a special group of
selected influencers advertising their product or service. In fact, brands
are set to spend up to $15 billion on influencer marketing by 2022,
per Business Insider Intelligence estimates, based on Mediakix data.
Technologies predating social media, such as broadcast TV and
newspapers can also provide advertisers with a fairly targeted
audience, given that an ad placed during a sports game broadcast or
in the sports section of a newspaper is likely to be read by sports fans.
However, social media websites can target niche markets even more
precisely. Using digital tools such as Google AdSense advertisers can
target their ads to very specific demographics, such as people who
are interested in social entrepreneurship, political activism associated
with a particular political party, or video gaming. Google AdSense
does this by looking for keywords in social media user's online posts
and comments. It would be hard for a TV station or paper-based
newspaper to provide ads that are this targeted (though not
impossible, as can be seen with "special issue" sections on niche
issues, which newspapers can use to sell targeted ads).
Purposes and tactics
One of the main purposes of employing social media in marketing is as
a communications tool that makes the companies accessible to those
interested in their product and makes them visible to those who have
no knowledge of their products. These companies use social media to
create buzz, and learn from and target customers. It's the only form of
marketing that can finger consumers at each and every stage of the
consumer decision journey. Marketing through social media has other
benefits as well. Of the top 10 factors that correlate with a strong
Google organic search, seven are social media dependent. This
means that if brands are less or non-active on social media, they tend
to show up less on Google searches. While platforms such
as Twitter, Facebook and Google+ have a larger number of monthly
users, the visual media sharing based mobile platforms, however,
garner a higher interaction rate in comparison and have registered the
fastest growth and have changed the ways in which consumers
engage with brand content. Instagram has an interaction rate of 1.46%
with an average of 130 million users monthly as opposed to Twitter
which has a .03% interaction rate with an average of 210 million
monthly users. Unlike traditional media that are often cost-prohibitive to
many companies, a social media strategy does not require
astronomical budgeting

Twitter
Twitter allows companies to promote their products in short
messages known as tweets limited to 280 characters which appear
on followers' Home timelines. Tweets can contain text, Hashtag,
photo,
video, Animated GIF, Emoji, or links to the product's website and other
social media profiles, etc Twitter is also used by companies to provide
customer service. Some companies make support available 24/7 and
answer promptly, thus improving brand loyalty and appreciation.
Facebook
Facebook pages are far more detailed than Twitter accounts. They
allow a product to provide videos, photos, longer descriptions,
and testimonials where followers can comment on the product pages
for others to see. Facebook can link back to the product's Twitter page,
as well as send out event reminders. As of May 2015, 93% of
businesses marketers use Facebook to promote their brand. A study
from 2011 attributed 84% of "engagement" or clicks and likes that link
back to Facebook advertising. By 2014, Facebook had restricted
the content published from business and brand pages. Adjustments in
Facebook algorithms have reduced the audience for non-paying
business pages (that have at least 500,000 "Likes") from 16% in 2012
down to 2% in February 2014
LinkedIn

LinkedIn, a professional business-related networking site, allows

companies to create professional profiles for themselves as well as
their business to network and meet others. Through the use of
widgets, members can promote their various social networking
activities, such as Twitter stream or blog entries of their product pages,
onto their LinkedIn profile page. LinkedIn provides its members the
opportunity to generate sales leads and business partners. Members
can use "Company Pages" similar to Facebook pages to create an
area that will allow business owners to promote their products or
services and be able to interact with their customers.
Whatsapp
WhatsApp was founded by Jan Koum and Brian Acton.
Joining Facebook in 2014, WhatsApp continues to operate as a
separate app with a laser focus on building a messaging service that
works fast and reliably anywhere in the world. Started as an
alternative to SMS, WhatsApp now supports sending and receiving a
variety of media including text, photos, videos, documents, and
location, as well as voice calls. WhatsApp messages and calls are
secured with end-to- end encryption, meaning that no third party
including WhatsApp can read or listen to them. WhatsApp has a
customer base of 1 billion people in over 180 countries. It is used to
send personalised promotional messages to individual customers. It
has plenty of advantages over SMS that includes ability to track how
Message Broadcast Performs using blue tick option in WhatsApp. It
allows sending messages to Do Not Disturb (DND) customers.
WhatsApp is also used to send a series of bulk messages to their
targeted customers using broadcast option. Companies started using
this to a large extent because it is a cost-effective promotional option
and quick to spread a message. As of 2019, WhatsApp still not allow
businesses to place ads in their app.

How to create a social media marketing strategy?

It’s interesting to note that a social media marketing strategy and a
social media marketing plan have a lot of crossovers.

You can think of it this way: A strategy is where you’re headed. A

plan is how you’ll get there.
One of the simplest ways to create your social media marketing
strategy is to ask yourself the 5Ws:

1. Why do you want to be on social media?

2. Who is your target audience?
3. What are you going to share?
4. Where are you going share?
5. When are you going share?

To help you create your strategy, I have made a simple social media
marketing strategy template. Feel free to use, adapt, or modify it as
you see fit (after making a copy of it).
Here’s another interesting point about strategy (or strategies): You
can also have a strategy for each of your social media channels, such
as a Facebook marketing strategy, an Instagram marketing strategy,
and so on, which all lead up to your overall social media marketing
strategy.
Chapter 2 – Company Profile

39
Overview of Industry as whole

Rainwater harvesting (RWH)

Rainwater harvesting (RWH) is the collection and storage of rain, rather than allowing it to
run off. Rainwater is collected from a roof-like surface and redirected to a tank, cistern, deep
pit (well, shaft, or borehole), aquifer, or a reservoir with percolation, so that it seeps down and
restores the ground water. Dew and fog can also be collected with nets or other tools.
Rainwater harvesting differs from stormwater harvesting as the runoff is collected from roofs,
rather than creeks, drains, roads, or any other land surfaces. Its uses include watering
gardens, livestock, irrigation, domestic use with proper treatment, and domestic heating. The
harvested water can also be committed to longer-term storage or groundwater recharge.

Rainwater harvesting is one of the simplest and oldest methods of self-supply of water for
households, and residential and household-scale projects, usually financed by the
user. However, larger systems for schools, hospitals, and other facilities can run up costs only
able to be financed by owners, organizations, and governmental units.

Technologies

Traditionally, stormwater management using detention basins served a single purpose.

However, optimized real-time control lets this infrastructure double as a source of rainwater
harvesting without compromising the existing detention capacity. This has been used in
the EPA headquarters to evacuate stored water prior to storm events, thus reducing wet
weather flow while ensuring water availability for later reuse. This has the benefit of
increasing water quality released and decreasing the volume of water released
during combined sewer overflow events.

Generally, check dams are constructed across the streams to enhance the percolation of
surface water into the subsoil strata. The water percolation in the water-impounded area of the
check dams can be enhanced artificially manyfold by loosening the subsoil strata
and overburden using ANFO explosives as used in open cast mining. Thus, local aquifers can
be recharged quickly using the available surface water fully for use in the dry season.

Increased Emphasis on WASH Sector Creates Revenue Opportunities amid

COVID-19 Crisis

During the ongoing COVID-19 crisis, the Water Supply, Sanitation and Hygiene
(WASH) sector is gaining increased attention, owing to its importance in
containing and mitigating the spread of the deadly virus. Companies in the
rainwater harvesting market are capitalizing on this opportunity, since rainwater
harvesting is gaining popularity as a valuable part of water management strategy.
This strategy is contributing to household water security and encouraged by
governments.

The pandemic has led to increased importance and recognition of the WASH
sector in developing countries. There is a need for these countries to reach the
Sustainable Development Goals (SDGs) for Water and Sanitation. Such findings
are anticipated to create revenue opportunities for stakeholders in the rainwater
harvesting market post the COVID-19 pandemic.

High Initial Cost, Regular Maintenance of Systems Affecting Adoption

Rates

Surface runoff harvesting and rooftop rainwater harvesting techniques are growing prominent
in residential, commercial, and industrial sectors. The rainwater harvesting market is slated to
clock a favorable CAGR of 6.3% during the forecast period. However, challenges in the
adoption of rainwater harvesting such as high initial cost, unpredictable rainfall, and regular
maintenance are affecting market growth. Hence, stakeholders must create awareness about
environmental benefits of rainwater harvesting to boost its adoption in different sectors.

Stakeholders are creating awareness that rainwater can be collected, converted, and purified
into drinking water for use in daily applications and in large-scale industries. One of the
biggest advantages of rainwater harvesting is it helps in reducing the consumption of
groundwater.

Cutting-edge Rainwater Purification Systems Reduce Water Costs in

Houses

The rainwater harvesting market is expected to surpass 411.4 million cubic meter by 2031.
Innovations in rainwater purification systems are contributing toward market growth.
Rainwater Management Solutions - the U.S. and Canada based specialist in the rainwater
harvesting business is boosting its sale for rainwater purification systems through its website.

Manufacturers in the rainwater harvesting market are increasing the availability of purification
systems catering to home applications in an attempt to reduce water costs, supplement
drinking water, and bathing water. They are boosting the production of home purification
systems integrated with optional color user interface that provides screen displaying
diagnostics, status, and warnings for a quick link back to the website of the system provider.

Companies Increase Production for Rainwater Tanks for Arable Farms,

Livestock Farms

The rainwater harvesting market is expected to cross US$ 1.46 Bn by 2031. Endura Maxx - a
specialist in the design and manufacture of quality polyethylene tanks for agricultural,
industrial, and residential applications is bolstering the production of rainwater tanks for
arable farms and livestock farms.
Companies in the rainwater harvesting market are manufacturing plastic water tanks for arable
farms, including bulk water tanks for agriculture sprayers. On the other hand, these sprayers
are used for dairy washdown, livestock watering, and pressure washing applications.

Rainwater Harvesting Market: Overview

 According to Transparency Market Research’s latest research report on the global
rainwater harvesting market for the historical period of 2018–2019 and the forecast
period of 2021–2031, rising demand from the water treatment industry is expected to
boost the global rainwater harvesting market during the forecast period.
 In terms of revenue, the global rainwater harvesting market is estimated to exceed
value of US$ 1.46 Bn by 2031, expanding at a CAGR of 6.3% during the forecast
period.

What is the Potential for Rain Water Harvesting Systems in India?

 The rain water harvesting system market in India is approximately 1/3 of the market in
South Asia Pacific. A vast developing commercial sector and ongoing urbanization
have led the market in India to grow multifold in the past few years.

 Growing population in India will seek more water in the coming years, and hence,
inclination toward rain water harvesting systems is high in the country. India is
expected to create an absolute dollar opportunity of US$ 117 Mn from 2021-
2031.

Investment

Apart from the usual costs required to set up a business in India, it costs around Rs. 5,000 to
set up a roof-based RWH system, inclusive of the cost of materials and labor, on an average.
This could vary depending on the size of the building. Whatever is the size, you need a
maximum of Rs. 1 lakh to start this business.
 Government Initiatives

To take this issue on the national level, the Government of India participated in implementing
various rainwater harvesting techniques. This was done by constituting central authorities,
laying some legal rules & policies, spreading awareness with various state & village-level
programs and funding non-government organizations to deal with rainwater harvesting
activities at local levels.

Profile of the Organization

Ashwath Infratech Pvt. Ltd. (AIPL), established in 2013, is a leading Rainwater

Management Organization in India and is engaged in making State-of-the-Art Next
Generation Rainwater Harvesting Systems with Crosswave technology from Sekisui, Japan
a 20-billion-dollar company, to Recharge the Ground Water Table, Reuse the Rain water
(holding tank) and Percolate the Rainwater.
AIPL is managed & run by qualified Environmentalists & Management experts with over
more than 100 years of cumulative work experience within India and Overseas, especially
with presence in Water Market since last 14 years. That is the reason why our tag line reads
as “Excellence: Powered by Experience & Innovation”.

We are the only GRIHA, CGWB (Central Ground Water Board), HUDA approved Rainwater
Harvesting Company in the country. We are also an empaneled agency of MCG (Municipal
Corporation of Gurugram) for city wide Rainwater Harvesting & Storm Water Management.

We undertake full installations throughout country starting from Consultancy, Site Surveys,
getting Approvals, Installations and going up to complete handing over the site.

AIPL has its presence in almost all the states across India and have experience of working
with most of the major Govt. bodies, Smart Cities, Corporates and Real Estates Giants and
proudly delivered till date more than 5000 Rainwater Harvesting Pits with the help of
extensive workmanship of its qualified and efficient Execution Team.

Branches

 New Delhi, Delhi, India (Headquarters)

Products

 Rain Water Harvesting tank (Recharge)

 Rain Water Holding Tank
 Rain Water Percolation tank
 Storm Water Drain
 Bio Swale
 Hydrogeological Investigation
 Ground water mapping & survey
 Next Generation Rainwater Harvesting with Indo-Japanese Crosswave Technology.
 A few Prestigious Clients are: -

 Prime Minister House, 7 Racecourse Road, New Delhi

 Parliament House, New Delhi
 Indian Railways, Delhi Metro
 NDMC Smart City, Various Smart Cities in Sikkim, MP, UP etc.
 PWD, CPWD, DDA, NBCC
 Gujarat Schools under Sarv Shiksha Abhiyaan (SSA)
 Various Municipal Corporations
 Honda, Infosys, Havells, Indian School of Business, Oberois, Taj & many more….
 Real Estate giants like DLF, L&T, Experion, Supertech etc.

Problems of the Organization

While the government has flagged rain water conservation as the latest environment priority,
eager corporates have been hobbled by multiple hurdles posed by unclear policy and red tape
in clearing conservation projects.

 The number of permissions required at multiple levels and lack of proper processes are
causing delays and coming in the way of what Ashwath Infratech Pvt. Ltd. can do for
rain water harvesting.
 We want to genuinely work to solve the problem of water but we are not allowed or
have to undergo lengthy processes of taking permissions.
 While traction has increased for rain water harvesting, it involves
substantial investment and the government should offer some incentive.
 Rain water harvesting should be pushed through rewards. It’s more an issue of
the existing functionality of the processes
  Lack of standard written procedures for construction of check dams or other
water harvesting systems by private parties in areas under government
jurisdiction.

Competition Information

1. D&D Ecotech Services

D&D Ecotech is a professional natural water management company, established in the year
2010. The water crisis in cities like Mumbai gave birth to this organization. As the company
grew its scope expanded it became experts in all kinds of water management services. We
use time-tested methods for planning, designing, and implementing rainwater harvesting
systems for storage as well as groundwater recharging.

We have recently been considered as one of the #Top 5 agencies providing customized
Rainwater Harvesting Solutions in India by leading publishers, by many international agencies
like Hindustan Times, Business Wire, Your Story, Entrepreneur India, Transparency
Market Research
 2. KRG India

The KRG group has over 20 years of experience in providing valuable environmental services
to its clients. The surging demand for innovative methods and systems for water conservation
to recharge the depleting aquifers of water extraction structures saw the launching of KRG
India in the year 2001. The company has donned expertise by handling different types of
rainwater harvesting methods as it consists of a group of professionals who are engaged in
studying and implementing ground water developments, Artificial Recharge Structures, based
on the system and techniques of rainwater harvesting.

The Team comprises experts from various disciplines like Geology, Hydrogeology, Remote
sensing, Ground water modeling etc., who can undertake Technical Feasibility Study on
rainwater harvesting systems and techniques and implement the recommendations to find a
lasting solution for the existing problems of water scarcity for Drinking, Irrigation and
environmental development.

3. N.S. & Associates

48
N.S. & Associates is a leading name in the Field of Rainwater Harvesting Systems. The
organization has more than 18 years of experience in Designing of Rainwater Harvesting
Systems& the team is led by Mr. Nirav Saraiya, Founder of the company & Expert Advisor
for Rainwater harvesting and provider of sustainable and eco-friendly solutions for rainwater
harvesting in India. He has designed more than 4,000 projects PAN India consisting of
Residential Building, IT Complexes, Commercial Complexes, Industrial Complexes for
Rainwater Harvesting Works spread over an area from 5 acres to 500 acres. He is also a part
of IGBC-National Level Committee, Indian Water Works Association & The Institution of
Engineers (India).

4. Osmosis India

Osmosis Autopump India is a Private Limited Company established in 1990 with the aim to
serve as a Water Engineering Solution Provider Company to solve the Water Related
Problems. Its expertise encompasses giving site specific, unique and innovative solutions to
problems related to scarcity, excess, collection, harvest, recycling and saving of water. The
instrumentation, products and processes developed by the company are applicable for a wide
range of problems faced by business houses, industries, educational institutions, hospitals,
individual household, housing societies, horticulture and agriculture. The solutions help save
expenses on wasteful usage of water and electricity. The mission of the company is to help
nurture green environment.

49
 5. Water field technology

WATER FIELD TECHNOLOGIES PVT. LTD” was constituted on 24th April 2012 as the
key contributor towards the acquisition and effective utilization of Water Resources. We have
been working focused on Fresh Water Management and serving various segments starting
from Tribal Schools in Maharashtra State, now serving up to fortune 500 companies across
India for Rainwater Harvesting and Ground Water Management projects. Water field
technology designs and retails water conserving equipment. The company is engaged in
providing "Rainy" filters, artificial groundwater recharge systems, rain gutters, filter and first
flush device, and cross wave spacers. The product range of the company includes V-Wire
screens, artificial groundwater recharge systems, rainwater collection and storage systems,
and rain gutters systems. The major clients of the company are Amul, Asian Paints, L&T,
TATA, Indian Oil and many more.
SWOT ANALYSIS of the Organization

SWOT ANALYSIS

It is astrategic planning method used to evaluate the Strengths, Weaknesses/Limitations,

Opportunities, and Threats involved in the implementation of a project. It involves specifying
the objective of the project and identifying the internal and external factors that are favorable
and unfavorable to achieve the objectives of the project. Setting the objective should be done
after the SWOT analysis has been performed. This would allow achievable goals or
objectives to be set for the organization.

 Strengths: characteristics of the project team that give it an advantage over others.

 Weaknesses (or Limitations): are characteristics that place the team at a

disadvantage relative to others.

 Opportunities: external chances to improve performance (e.g. make greater profits)

in the environment.

 Threats: external elements in the environment that could cause trouble for the project.

Identification of SWOTs is essential because subsequent steps in the process of

planning for achievement of the selected objective may be derived from the SWOTs.
Strengths of Ashwath Infratech Pvt. Ltd. –

As one of the leading companies in its industry, Ashwath Infratech Pvt. Ltd. has numerous
strengths that help it to thrive in the market place. These strengths not only help it to
protect the market share in existing markets but also help in penetrating new markets. Some
of the strengths of Ashwath Infratech Pvt. Ltd. Are –

 Reliable suppliers – It has a strong base of reliable supplier of raw material thus
enabling the company to overcome any supply chain bottlenecks.
 Good Returns on Capital Expenditure – Ashwath Infratech Pvt. Ltd.is relatively
successful at execution of new projects and generated good returns on capital
expenditure by building new revenue streams.
 Successful track record of integrating complimentary firms through mergers &
acquisition. It has successfully integrated number of technology companies in the
past few years to streamline its operations and to build a reliable supply chain.
 Strong Free Cash Flow – Ashwath Infratech Pvt. Ltd. Has strong free cash flows that
provide resources in the hand of the company to expand into new projects.
 Successful track record of developing new products – product innovation.
 Strong Brand Portfolio – Over the years Ashwath Infratech Pvt. Ltd. Has invested in
building a strong brand portfolio. The SWOT analysis of Ashwath Infratech Pvt. Ltd.
Just underlines this fact. This brand portfolio can be extremely useful if the
organization wants to expand into new product categories.
 Automation of activities brought consistency of quality to Ashwath Infratech Pvt. Ltd.
Products and has enabled the company to scale up and scale down based on the
demand conditions in the market.
 Highly successful at Go to Market strategies for its products.
Weakness of Ashwath Infratech Pvt. Ltd. –

Weakness are the areas where Ashwath Infratech Pvt. Ltd. Can improve upon. Strategy is
about making choices and weakness are the areas where a firm can improve using SWOT
analysis and build on its competitive advantage and strategic positioning.

 The marketing of the products left a lot to be desired. Even though the product is a
success in terms of sale but its positioning and unique selling proposition is not
clearly defined which can lead to the attacks in this segment from the competitors.
 There are gaps in the product range sold by the company. This lack of choice can give
a new competitor a foothold in the market.
 Limited success outside core business – Even though Ashwath Infratech Pvt. Ltd.is
one of the leading organizations in its industry it has faced challenges in moving to
other product segments with its present culture.
 Organization structure is only compatible with present business model thus limiting
expansion in adjacent product segments.
 Investment in Research and Development is below the fastest growing players in the
industry. Even though Ashwath Infratech Pvt. Ltd.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 bring out products based on tested features in the market.
 Day’s inventory is high compare to the competitors – making the company raise more
capital to invest in the channel. This can impact the long-term growth of Ashwath
Infratech Pvt. Ltd.
 The profitability ratio and Net Contribution % of Ashwath Infratech Pvt. Ltd. Are
below the industry average.
Opportunities for Ashwath Infratech Pvt. Ltd. –

 Opening up of new markets because of government agreement – the adoption of new

technology standard and government free trade agreement has provided Ashwath
Infratech Pvt. Ltd.an opportunity to enter a new emerging market.
 The new technology provides an opportunity to Ashwath Infratech Pvt. Ltd.to
practices differentiated pricing strategy in the new market. It will enable the firm to
maintain its loyal customers with great service and lure new customers through other
value-oriented propositions.
 Government green drive also opens an opportunity for procurement of Ashwath
Infratech Pvt. Ltd. Products by the state as well as federal government
contractors.
 The market development will lead to dilution of competitor’s advantage and
enable Ashwath Infratech Pvt. Ltd.to increase its competitiveness compare to the
other competitors.
 Lower inflation rate – The low inflation rate brings more stability in the market, enable
credit at lower interest rate to the customers of Ashwath Infratech Pvt. Ltd.
 Organization’s core competencies can be a success in similar another products field. A
comparative example could be - GE healthcare research helped it in developing better
Oil drilling machines.
 The new taxation policy can significantly impact the way of doing business and
can open new opportunity for established players such as Ashwath Infratech Pvt.
Ltd.to increase its profitability.
 New trends in the consumer behavior can open up new market for the Ashwath
Infratech Pvt. Ltd... It provides a great opportunity for the organization to build new
revenue streams and diversify into new product categories too.
Threats Ashwath Infratech Pvt. Ltd. Facing -

 Changing consumer buying behavior from online channel could be a threat to the
existing physical infrastructure driven supply chain model.
 Increasing trend toward isolationism in the American economy can lead to similar
reaction from other government thus negatively impacting the international sales.
 Rising raw material can pose a threat to the Ashwath Infratech Pvt. Ltd. profitability.
 The company can face lawsuits in various markets given - different laws
and continuous fluctuations regarding product standards in those markets.
 Shortage of skilled workforce in certain global market represents a threat to
steady growth of profits for Ashwath Infratech Pvt. Ltd. in those markets.
 As the company is operating in numerous countries it is exposed to currency
fluctuations especially given the volatile political climate in number of markets across
the world.
 Growing strengths of local distributors also presents a threat in some markets as the
competition is paying higher margins to the local distributors.
 The demand of the highly profitable products is seasonal in nature and any unlikely
event during the peak season may impact the profitability of the company in short
to medium term.
 Chapter-3
Literature review
 Social Media and Social Media Marketing: A Literature
Review Mohammad Furqan Khan1, Dr. Anisa Jan2
INTRODUCTION
Today almost every internet user is familiar with these two words
irrespective of their profession, nationality, culture, race or religion etc.
This concept is only a decade old but has reached every social and
economic class of our society. Blackshaw & Nazzaro (2004) have
beautifully defined social media in the beginning of the era of social
media, as the new source of online information, where the information
itself is – created, initiated, circulated and used by consumers for the
purpose of educating each other about products, brands, services,
personalities and issues. According to Chi (2011, 46), social media
marketing is a connection between the brands and consumers, that
offers a personal channel and currency for user centered networking
and social interaction. The way of communication has changed with the
evolution of social media, and every business irrespective of its size has
a presence on social media. This review examines current literature on
social media and social media marketing. The focus of this research is to
understand the relationship between the two concepts and finally
reach to certain conclusion. For the purpose of this research we have
examined the literature available on social media and its functional
blocks in the beginning of the paper and then we have studied the
dimension social media marketing tools. The purpose is to study the
relationship between the functionalities of the social media and the
dimension of the social media marketing in order to redefine the
concept.

II. Defining Social Media

Kaplan and Haenlein (2010) define social media as “a group of Internet
based applications that build on the ideological and technological
foundations of Web 2.0, and allow the creation and exchange of user
generated content.” According to Kaplan and Haenlein (2010) web 2.0
is a platform where content is continuously altered by all operators in a
sharing and collaborative way. Web 2.0 is a web based technology
which helps to create highly interactive platforms through which
individuals and communities share, co-create, discuss and modify user
–generated content. Social media are the websites which are build
upon the technological foundations of web 2.0 that help a user to
create user generated contents that can be shared. This technology
allows a user to create and publish the content on the social media
networks. This information can be shared with other members of the
social media website, who are connected with the user. This process is
interactive where other members can also respond in different ways.
Mangold and Faulds (2009) describe ―social media as the set of online
word of mouth forums which includes blogs, discussion boards,
forums or social networks to name a few. Using all mobile and web-
based technologies, social media creates highly interactive platforms
by bringing together individuals and creating communities. Internet
has a lot of websites; each of them has different functional attributes
and caters to different sections of society. Websites like facebook are
for general masses but LinkedIn is focused on professional networking.
Media sharing sites (i.e. YouTube, Picassa and Flickr) or blogging
 platforms (i.e. blogspot, wordpress) are also members of this
ecosystem called social media (Kietzmann et al., 2011).Social media
has equipped the organization to establish an direct relationship with
the consumers. Both of the organizations and consumers are free to
generate content on the web pages, which further leads to
conversations and discussion. Organization on one end are provided
with an opportunity to share their information with a large base of
customers and on the other end consumers are also free to publish any
content whether positive or negative regarding the information.

Honeycomb Model
Honeycomb model of Smith (2007) identifies seven functional blocks of
social media websites: identity, conversation, sharing, presence,
relationships, reputation and groups.
 Each block allows us to understand the structure of the social media
site based on the facilities it provides to its users. This study attempts
to understand the functions of the social media websites and their role
in social media marketing. These building blocks are not mutually
exclusive and also they are not part of every social media site. These
building blocks are the constructs which helps us to understand how
different levels of social media functionality can be configured.

Identity
The identity dimension is about the extent to which individuals or
organizations make their identity public by disclosing personal or
corporate information (i.e. name, age, gender, profession, location) in a
social media setting. Individuals also tend to reveal other information –
consciously or unconsciously – about themselves that makes them
portrayed in certain ways through ‗self-disclosure„of subjective
information such as thoughts, feelings, likes, and dislikes.

Conversation
The conversations dimension of the Honeycomb Model is about
the extent to which each individual communicate with one another
in a social media setting. Most social media sites„primarily purpose
is to facilitate conversation among individuals and interest groups.

Sharing
The sharing dimension is about the extent to which an individual ex-
changes, distributes and receives content in a social media setting. As
the term ‗social„implies, exchange between individuals is a crucial
functionality on social media sites. At the end of the day, social media is
 about people sharing their identities and lives by sharing relevant
content.

Presence
The presence dimension is about the extent to which an individual can
know whether his/her peers are available online. Presence dimension
includes information as to where each-individual-in-one„s-network is in
the virtual world and/or in the real world. In a way presence dimension
functions as a bridge that connects the real and the virtual realities.

Relationships
The relationships dimension is about the extent to which each
individual can be related to other individuals in a social media setting.
The word relate„ is used to indicate the type of association formed
between individuals (i.e. befriending, joining groups, co-presence on a
social media site) which in turn may lead to conversation and shares.

Reputation
The reputation dimension is about the extent to which each individual
is able to identify one„s relative position (including one„s own position)
in the society in a social media setting. In social media, reputation is not
something granted to people through their disclosed identities but it is
something that can be earned through shared content, expressed
thoughts, likes and dislikes. The same is true for organizations seeking
to build or strengthen their reputation through implementing social
media strategies.
Groups
The Groups dimension is about the extent to which each individual can
form communities and subcommunities in a social media setting. The
more social„a network is, the higher the number of groups,
communities, followers and contacts.

III. Social Media Marketing

Social media marketing is a new marketing strategy which almost every
business is adopting to reach their consumers on the virtual networks.
If you have an idea and you want it to reach millions, at a very little
cost, then social media is the only way-out. Entertainment companies
were the first to adopt the social media as a promotional tool.
Weinberg (2009) has defined social media marketing as the process
that empowers individuals to promote their websites, products, or
services through online social channels and tap into a much larger
community that may not have been available via traditional channels.
So if we keep it simple, social media marketing is the process where
organizations use social media websites to build rush on their company
official websites. It does not stop here but organizations also inform the
potential customers of happenings in the organization, launch of the
new model or product and latest news about the organization through
social media applications. Gordhamer (2009) has related social media
marketing to the relationship marketing where firms need to shift from
“trying to sell” to “making connections” with the consumers. This
explanations of social media marketing takes us to the other side of
marketing, where building relations with the potential consumers is the
key to repeated purchases and enhanced brand loyalty. Social Media is
an innovative tool that organizations use for creating a very strong
public relation with the customers on the virtual networks (Jan & Khan,
2014). Maintaining public relations through social media has become
easy because a large number of potential consumers are available on
the virtual networks. And making connection with consumers using
social media is only some clicks away. Today‟s customers are more
powerful and busy; therefore, companies should be reachable and
available in every social media communication channel such as Face
book, Twitter, Blogs, Forums at any time (Gordhamer, 2009). Exploiting
the opportunities provided by the social media communication
channels is important for every organization.

Dimension of the Social media marketing

(Asa’ad, & Anas, 2014)
There are five dimension of the social media marketing, which means
these five things are required to create connections with consumers or
to building traffic to company websites.

Online Communities: A company or business can use

the social media to build a community around its
products/business. Vibrant communities create loyalty and
encourage discussions, which can contribute towards
business development and improvement. (Taprial, & Kanwar,
2012)

Interaction: A Facebook page or Twitter account can

notify all its followers of specific subject quickly and
simultaneously (Berselli, Burger, & Close, 2012). Social
networking sites enable greater interaction with the online
community through broadcasting up-to- date, consumer
relevant information. (Fischer, & Reuber, 2011)
 Sharing of Content:The sharing dimension is
about the extent to which an individual ex-changes,
distributes and receives content in a social media setting.
(Babac, 2011)

Accessibility:The social media is easily accessible and

takes minimal or no costs to use. Social media is easy to use
and does not require any special skills, knowledge to use.
(Taprial, & Kanwar, 2012)

IV. Correlation Between The Two Concepts

When we study honey comb model of smith (2007) and simultaneously
look at the five dimensions of the social media marketing we can easily
figure out that the seven functionalities of social media websites form
the basis for social media marketing. These seven functional blocks are
the pillars on which a firm can establish the structure of its social media
marketing strategy. We have generalized the above theories on social
media marketing and social media as follows:

 Group functionality and relationship functionality of the social media

leads to Online Communities.

 Conversation functionality of social media leads to Interaction.

 Sharing functionality of social media leads to sharing of the content.

 Presence and identity functionality of social media leads to

Accessibility.

 Reputation functionality of social media leads to credibility.

 In this paper we made an effort to understand the concepts of social
media and social media marketing. We studied the literature of the
social media first and analyzed the honey comb model which explains
the seven basic functionalities of any social media website. Our
literature review of the social media marketing led us to identify the
five major dimensions of the social media marketing. When we try to
correlate the functionalities of the social media and dimensions of
social media marketing we reach to a conclusion where we can identify
that the seven functionalities of social media supports all the five
dimensions of the social media marketing. This finally leads us to
redefine the Social media marketing on the basis of functional block of
the social media websites. “Social media marketing is a process where
seven functional blocks (identity, conversation, sharing, presence,
relationship, reputation and groups) of a social media website are
utilized for promotion of a brand, organization, political party, a
personality, an idea or an event.” So when we use social media for
promotion of an idea or a product that is social media marketing.