A Summer Internship Project Report

On

Fundamental analysis in the stock market : A

Comphrehensive Study

At

Angel Broking Ltd.

By

Rushad Koli
MBA (Finance
and Business
analysis )
Batch: 2021-2023

Under the guidance of

Prof. Ashish Saha

Submitted to

In partial fulfilment of the requirement for the award of

Degree of Master in Business Administration (MBA)

Submitted Through
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MIT-WPU School of Management (PG), Pune.

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 DECLARATION

I, Mr. Shilpesh Prashant Shinde Hereby declare that this project is the record of authentic work
carried out by me during the academic year 2021-2023 . This project is plagiarism free and
has not been submitted to any other University or Institute towards the award of any degree.

Signature of the student

Shilpesh Prashant Shinde

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 ACKNOWLEDGEMENT

Many people have bestowed their blessings and unwavering support on us in the successful
completion of the project report, and now it's time to thank them for everything.

I'd like to express my gratitude to Mr. Rohit Bagawade, our advisor, for his constant direction
and assistance, which enabled me to complete my internship effectively and with a substantial
amount of information.

I am grateful to Prof. Ravi Sahu, my college advisor, for all of the support, recommendations,
and good continuous mentoring, which enabled me to successfully complete my internship and
project report with a considerable amount of information and useful insights.

For their knowledge, experience, and encouragement, I'd like to thank Prof. Srinivas Subbarao,
Dean-Director, Faculty of Management, and Dr. Aparna Dixit, Head of School, School of
Management (PG).

I am grateful to everyone mentioned above for giving me this opportunity because I enjoyed
working on this project and it significantly improved my knowledge and professional conduct.

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 TABLE OF CONTENTS

Sr. No. Particulars Page no.

1. Executive Summary
1.1 Objectives and scope of the
project work
2. Introduction
2.1 Marketing
2.2 Event Organization
2.3 Customer Relationship
Management (CRM)
2.4 Consumer Buyer Behavior
3. Company Profile
3.1 About the company
3.2 Company’s vision and
mission
3.3 Company’s Activities
3.4 Achievements
4. Industry profile
5. Literature Review
6. Description of work
7. Job Analysis
8. Observations
9. Learning outcomes
10. Conclusion
11. Suggestions
12. Bibliography

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 TABLE OF FIGURES

Fig 1 Company logo

Fig 2 C3 Event Poster
Fig 3 Cricket Poster of the event
Fig 4 Football Poster for the event

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 LIST OF ABBREVIATIONS

Sr. No Abbreviation Full form

1. CRM Customer Relationships
Management
2. CEO Chief Executive Officer
3. C3 Crestalite Coporate
Carnival

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 1. EXECUTIVE SUMMARY

This study focuses on the summer internship at the Metrocity sports club. Metrocity sports club is a
renowned sports club in Pune. It was founded by Mr. Navnath Shete. The club has four locations across
Kothrud, Pune.
My internship began on May 10, 2022, and ended on August 10, 2022. During these three months, I
worked as a full-time intern, gaining experience that allowed me to expand my skill set.
During the first phase of the internship, I became acquainted with the organization's products and
services. For the organization's efficiency, different teams were formed. I was assigned to the team in
charge of promoting the company’s products and services. Then I started on how the organization's
promotional activities contribute to brand recognition.
I began working with the team on the numerous responsibilities assigned to us by the company guide.
The duties included social media marketing, content writing, poster creation, sponsorship meetings, and
planning ways to acquire new clients while maintaining relationships with existing clients. The company
organized a sports event called ‘C3 (Crestalite Corporate Carnival)’ for corporate employees from all
over Pune. This was a 3-day event put on by the club. There were various games during the event,
including cricket, football, table tennis, lawn tennis, swimming, and gym activities. We were instructed to
promote the event using social media platforms. For the corporate event, I held multiple sponsorship
meetings with BMW, Ducati, Jeep, Titan, Triumph, Kumar Developers, KTM, Hyundai, and Ather.
We also created database for participation of the corporate employees across Pune.
The organization planned to grow its enterprise by entering the hospitality industry. The company's name
was changed from Metrocity Sports and Health Club to Metrocity Group of Sports and Hospitality.
The company has opened new girls and boy’s hostels around the Kothrud region. They started their resort
in Girivan, Pune. So, we were tasked with promoting their new businesses. I was also tasked with
managing their new resort business. Then I did cold call for resort reservations and also converted the
leads.
We also created special offers for the products and services in order to expand the consumer base. We
also developed strategies for reaching the target audience for the services.
The Metrocity Group gave me a platform to display my skill set. The organisation provided me with
chance to develop new marketing skills.

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  1.1 Objectives of the project:

 The objective of the project work:

1. To study how to handle an event on the corporate level and handle operations in club.
2. To promote the club activities and event on social media platforms.
3. To study the potential of social media sites in order to increase customer base.
4. To study how the consumer behaviour affects the buying decision of the products.
5. To study the customer relationship management (CRM) system.

 Scope of the project:

The study objective was to research clients and promote our products to a specific audience. The research
assisted me in obtaining a market reality check, allowing me to compare theoretical concepts to actual
scenarios. Understanding theory and confronting real-life events will change our thoughts and actions. It
aids in the understanding of many marketing concepts, but it varies depending on the situation. It helps
with dealing with various clients as well as creating an effective promotional campaign.

We followed marketing methods to give personal attention to our customers, as they felt we were trying
to help them and thinking about their benefits in the field of fitness and sports, as they were more likely
to continue with our services.

Through various creative campaigns such as the creation of posters, videos, content, and so on, we can
provide a virtual tour of our products and services. Regular posting will help to maintain consistency and
will be extremely beneficial to our promotional efforts.

In order to understand people's desires and consumption patterns, consumer behaviour studies examine
individual demographics, personality, lifestyle, and behavioural variables such as usage, reasons for use,
loyalty, brand advocacy, and willingness to perform. formally examine the properties of reference).
Consumer behaviour also looks at consumer influence, from social groups such as family, friends, sports,
affinity groups, to society at large (brand influencers, opinion leaders). Additionally, a customer
relationship management (CRM) database can help you analyze customer behaviour. The wealth of data
in these databases enables repeat purchase intent, customer retention, loyalty, and other behaviours such
as willingness to provide positive recommendations, willingness to become a brand ambassador, and
willingness to participate in customer civic activism. It enables detailed investigation of behavioural
factors that contribute to intention.

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Customer Relationship Management (CRM) learning volumes benefit companies in maintaining
relationships with key customers or partners. Maintaining customer relationships is essential as it helps
your business generate revenue. Contribute to improving corporate productivity. Although CRM is
extensive and essential, it can be used by both small businesses and large enterprises because the primary
goal is to provide effective customer service. The result is increased customer satisfaction and loyalty,
and stronger supplier relationships with more businesses. It also helps you not only retain existing
customers, but also acquire new customers.

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 2. INTRODUCTION

The project is entirely task-oriented. The summer internship program was three months long, according to
our curriculum. It included all marketing, event management, and customer relationship management
tasks. I was already interested in sports, so I chose to work with Metrocity Group because I want to put
all of the marketing concepts, I learned during my first year of MBA to use. During my summer
internship, I learned every aspect of the club's operation. I was grateful for the opportunity because I was
able to contribute to every area of the company. This internship assisted me in putting all of the concepts
I learned into practice and in expanding my skill set and knowledge.

 2.1 Marketing:
As we all know, Marketing refers to the activities that a company engages in to promote the purchase
or sale of a product or service. Advertising, selling, and delivering products to consumers or other
businesses are all part of marketing. Affiliates do some marketing on a company's behalf. The
"marketing mix" also known as the four Ps—product, price, place, and promotion—is used in
marketing. Traditional marketing techniques such as television, radio, mail, and word-of-mouth
strategies were once the focus of marketing. While traditional marketing remains popular, digital
marketing now allows businesses to implement e-mail, social media, affiliate, and content marketing
strategies. Marketing's fundamental goal is to take a product or service, identify its ideal customers,
and draw the customers' attention to the product or service available.

Traditional Marketing strategies:

 Outdoor marketing
 Print marketing
 Direct marketing
 Electronic marketing
 Event marketing

Digital Marketing:

 Search Engine Marketing

 E-mail marketing
 Social media marketing
 Affiliate marketing
 Content marketing

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  2.2 Event organization and management:
The application of project management to the creation and development of small and/or large-scale
personal or corporate events such as festivals, conferences, ceremonies, weddings, formal parties,
concerts, or conventions is referred to as event management. Before launching the event, it is necessary
to research the brand, identify its target audience, develop the event concept, and coordinate the technical
aspects. The events industry now encompasses all sizes of events, from the Olympics to business
breakfast meetings. Many industries, celebrities, charitable organisations, and interest groups host events
to market their brand, build business relationships, raise funds, or celebrate accomplishment. Budgeting,
scheduling, site selection, acquiring necessary permits, coordinating transportation and parking,
arranging for speakers or entertainers, arranging decor, event security, catering, coordinating with third-
party vendors, and emergency plans are all part of the event planning process. Because each event is
unique in its own way, the process of planning and executing each event differs depending on the type of
event.
Event management could be a strategic marketing and communication tool used by businesses of all
sizes. Promotional events can help businesses communicate with current and potential customers.
These advertising-focused events can take the form of press conferences, promotional events, or
product launches, for example.

 2.3 Customer Relationship Management (CRM):

Customer relationship management (CRM) is a set of practises, strategies, and technologies that
businesses use to manage and analyse customer interactions and data across the customer lifecycle. The
goal is to improve customer service relationships, which will help with customer retention and sales
growth. CRM systems collect customer data from various points of contact between the customer and the
company, such as the company's website, phone, live chat, direct mail, marketing materials, and social
networks. CRM systems can also provide detailed information on customers' personal information,
purchase history, purchasing preferences, and concerns to customer-facing staff members.

 Benefits of CRM:
CRM systems can benefit organisations ranging from small businesses to large corporations by doing the
following:

1. Having easy access to customer information such as past purchases and interaction history
can help customer support representatives provide better and faster service.
2. Customer data collection and access can assist businesses in identifying trends and insights
about their customers via reporting and visualisation features.

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3. Menial but necessary sales funnel and customer support tasks can be automated.

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  2.4 Consumer buyer behaviour:

Consumer buying behaviour is the study of customers and how they behave when deciding to purchase a
product that meets their needs. It is the study of consumer actions that lead them to purchase and use
specific products. The study of consumer purchasing behaviour is crucial for marketers because it allows
them to understand what their customers expect. It is beneficial to comprehend what motivates a
consumer to purchase a product. It is critical to assess the types of products that consumers prefer before
releasing them to the market. Marketers can learn about consumers' likes and dislikes and base their
marketing efforts on the findings.

 Importance of Consumer buyer behaviour:

1. Consumer differentiation

2. Retention of the consumer

3. Designing the relevant marketing program

4. Predicting the market trend

5. Competition

6. Innovate new products

7. Stay relevant in the market

8. Improve customer service

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 3. COMPANY PROFILE

 Company name: Metrocity group of sports and hospitality.

 Location: Kothrud, Pune, 411038

Fig 1. Company Logo

 3.1 About the Company:

Metrocity Club in Kothrud, Pune is a top performer in the area of Sports & Fitness Clubs in
Pune. Mr. Navnath Shete manages the company (Founder of Navnath Shete Sports Academy).
The club has four locations in Kothrud, Pune, each with its own set of exceptional amenities.
These facilities include a swimming pool, a state-of-the-art gymnasium, a broad selection of
fitness courses such as Zumba, Dance, Aerobics, Karate, Kickboxing, and thrilling sports such as
Lawn Tennis, Table Tennis, and Football, all of which are professionally run by our
knowledgeable trainers and coaches.

 3.2 Vision:

We aspire to be India's top Sports & Health Club, delivering superior services that result in
tangible and transformative improvements in the lives of people we serve.

 Mission:

We seek to benefit the local community by offering unmatched recreational activities, services,
and facilities that promote physical, social, and emotional well-being and health.

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 3.3 Activities:

 Lawn Tennis
 Table Tennis
 Football
 Cricket
 Swimming
 Gymnasium
 Zumba
 Aerobics
 Functional Training
 Resorts and Villas

 3.4 Achievements:
 The Pune Open tournament was one of the organization's most successful events.
Tennis players from all around the world competed in the tournament. The winning
award was
$50,000.
 The Metrocity group family has grown to include 10,000 members.

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 4. INDUSTRY PROFILE

Fitness Clubs:
A fitness club, often known as a gym, is a facility that holds exercise equipment for the purpose of
physical training. Fitness is a fledgling and rapidly increasing business in India, accounting for more than
20% of the whole wellness market, which includes additional areas such as beauty services, spa, beauty
goods, personal health consulting, rejuvenation, yoga, and so on.

 Market size and growth:

 The fitness sector in India is valued Rs.4,500 crore, is increasing at a rate of 16-18% per
year, and is predicted to reach Rs.7,000 crore by 2017.
 The sector is fragmented, with unorganised and independent gymnasium stores
dominating the majority of the market.
 The structured or contemporary fitness retail market is now about 28 percent, although it
is increasing at a 22-27 percent annual rate.
 As of 2014, India had approximately 21,000 health and wellness centres.

 Market Trends:
 Market penetration in India is as low as 0.5 percent, compared to 16 percent in the United
States and 12 percent in the United Kingdom, leaving enormous space for expansion.
 The organised fitness market is centred in India's top eight cities: Delhi NCR, Mumbai,
Bengaluru, Chennai, Kolkata, Pune, Hyderabad, and Ahmedabad, where more than 60% of
leading enterprises are based.
 While the market in these cities will continue to develop, high real estate prices will
force players to search for expansion in tier 2 and 3 cities.
 As a result, stronger growth in the premium and mid-tier segments of the industry is
expected.

 Major Players:
 Talwalkar’s Gym
 Fitness First
 Gold’s Gym
 Fitness One
 Ozone fitness and spa

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Hospitality Industry:
The hotel business in India has had considerable development in recent years and has the potential to
grow much more in the future. The country, which is rich in culture and diversity, has drawn a great
number of tourists from all over the world. India has also been identified as a spiritual tourism
destination for both foreign and local visitors. India has steadily improved its standing in the World
Economic Forum's travel and tourism competitiveness rating, rising from 65th in 2013 to 34th in 2019.
On the other hand, the continually growing middle class, rising levels of disposable money, and
increased interest among millennials in travelling in their native nation are a few of the primary factors
that are making the domestic tourism business successful. To attract millennials, initiatives like as Airbnb
and Oyo rooms have transformed global hospitality scenarios by giving price-sensitive stays in most key
areas with flexible check-in and check-out options to attract an expanding number of passengers.

 Market trends:
 Rising Number of International Tourists are Driving the Market
 By Improving the Infrastructure Government is Trying to Attract More Tourism

 Major Players:
 Oberoi Hotels and resorts
 The Park Hotel
 ITC Hotels
 Lemon Tree hotels
 Taj Hotels

 Market Size and Growth:

 In 2019, the Indian organised hotel sector market was predicted to be worth 11,920 crore
INR ($1.7 billion), with an average yearly income per room of $12,400.
 Revenues will fall by 48% in 2020 YOY following COVID, but the market will
rebound sharply in 2021 and 2022, powered by domestic leisure tourism.
 The organised sector's share is predicted to rise from 5% in 2019 to 8% in 2025 as a result
of increased pipeline from larger brands and inventory decrease in unbranded hotels due
to COVID.

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 5. LITERARUTRE REVIEW

This topic provides a brief description of the references used for project implementation, as well as a
basic understanding of marketing, event organisation and management, and customer relationship
management (CRM). My research focused on marketing concepts, event organisation and
management, consumer buyer behaviour and customer relationship management (CRM).

Following papers were referred:

1. ‘Research in marketing strategy’ by Neil A. Morgan, Kimberly A. Whitler, Hui Feng and
Simos Chari:
This 2019 article explains how Marketing strategy is a concept that is central to the practise of
marketing and is at the conceptual heart of the field of strategic marketing. It is also the location of
many of the most pressing current issues identified by marketers and CMOs. We develop a new
conceptualization of the domain and sub-domains of marketing strategy and use it to assess the
current state of marketing strategy research by examining papers published in the six most
influential marketing journals from 1999 to 2017. We uncover significant challenges to marketing
strategy research, including an increase in the number and focus of studies, as well as a decline in
the use of both theory and primary research designs. However, we discover numerous
opportunities for developing critical and highly relevant new marketing strategy knowledge—the
number and importance of unanswered marketing strategy questions and opportunities to impact
practise has arguably never been greater. To guide such research, we create a new research agenda
that allows researchers to develop new theory, establish clear relevance, and contribute to better
practise.

2. ‘Understanding Digital Marketing Strategy’ by Pinaki Mandal and Prof. Nitin Joshi:
In their 2017 article "Understanding Digital Marketing Strategy," Pinaki Mandal and Prof. Nitin
Joshi investigate how digital technologies make marketing more effective in terms of building
trust and understanding customer needs, as well as developing and implementing marketing
strategies. For digital marketing of any business, strategies must be planned after identifying the
goals and target audience. According to the findings, digital marketing has become an essential
and effective marketing campaign for the success of any business and online marketing. Buyer
personas must be created to represent the ideal customers for digital strategy by interviewing the
business's target audience.

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3. ‘Study of trend in Digital Marketing and Evolution of Digital marketing strategies’ by Yusuf
Kamal:
Yusuf Kamal's paper "Study of Trend in Digital Marketing and Evolution of Digital Marketing
Strategies," published in 2016, aims to examine the aspect of digital marketing and to understand
its value in shaping the future of the company in the business world of digital marketing. Mobility
has driven many businesses to optimise their online content, social media helps businesses reach
out to a large pool of prospective customers, customised content marketing through email to
transmit targeted messages, and advanced analytics can help organisations name targeted
marketing strategies. According to the findings, implementing digital marketing gives businesses
an advantage over the expenditure that appears as additional revenue for the company.

4. ‘Explaining the Consumer decision-making process’ by Alina Stankevich:

Alina Stankevich discusses consumer behaviour research and how their decision-making process
has evolved into an important topic in marketing society and literature. This paper presents a
thorough review of academic publications on the buying decision-making process in marketing
and its current state to advance the research. In addition, the paper discusses the most recent
trends and themes to emerge. Furthermore, to influence consumer behaviour in favour of the
company's offers, a framework of "moments that matter" in the consumer decision-making
process and the factors that influence them was developed. Additionally, recommendations were
made for marketers to gain a better understanding of consumer behaviour and purchasing
strategies to empower marketing campaigns and achieve market success. The paper also makes
several recommendations for future research on purchasing behaviour.

5. ‘A Study on Customer Relationship Management by T.R Thiruvenkatraj:

This review by T.R Thiruvenkatraj explains how CRM is a strategy that focuses on developing
strong relationships with current and prospective customers to create and maintain a loyal
customer base. Customer relationship management (CRM) refers to the practises strategies and
technologies that businesses use to manage and analyse customer interactions and data throughout
the customer lifecycle, intending to improve business relationships, assist in customer retention,
and drive sales growth. CRM systems are designed to collect information about customers through
various channels or points of contact between the customer and the company, such as the
company's website, phone, live chat, direct mail, marketing materials, and social media. CRM
systems can also provide detailed information on customers' personal information, purchase
history, purchasing preferences, and concerns to customer-facing staff.

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 6. DESCRIPTION OF WORK

I was working as an intern with a team of experts and other interns, where I was in charge of
the company's marketing and promotional activities. We also oversaw events organised by the
company. Metrocity is the sports company where we promoted and developed marketing
strategies for fitness services.
The role and responsibilities for our team was promoting our sports services and creating
strategies for increasing customer base:

1. Traditional marketing:
We used a variety of marketing methods, including outdoor marketing, print marketing, direct
marketing, and electronic marketing. We designed creative billboards, brochures, and newspaper
ads to increase the company's visibility and customer base. We promoted our facilities in order to
raise brand awareness among customers. We also pitched our services and facilities to potential
customers.

2. Digital Promotion:
We created creative posters, videos, and content for the company's facilities and shared it on
social media platforms such as Instagram, Facebook, WhatsApp, and LinkedIn. To maintain
consistency, we posted the content on social media on a regular basis. Email marketing was also
used to promote our events in order to reach the greatest number of customers. We generated
inquiries, potential leads, and brand awareness through social media marketing.

3. Event management:
The company held events to promote their services to corporate clients. 'C3 (Crestalite Corporate
Carnival)' was a successful corporate sports event for corporate employees. We had a fantastic
response to the participation. Our team held sponsorship meetings. For sponsorship, we worked
with a variety of companies including BMW, Ducati, Triumph, KTM, Ather, Jeep, and Titan.

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 7. TASK ANALYSIS
The internship project 'Event Management and Club Management' explains how the sports industry is
growing and what methods are used to promote the importance of sport. It provides an overview of how
to use marketing strategies to grow your business. Gaining insight into customer needs, we were able to
create a marketing plan and attract customers to our services and products.

1. Task 1 Event organisation:

Metrocity Sports Group organised a sporting event for all corporate employees. It was a two-day
event on the 25th and 26th of June. The event included games like Football, Cricket, Lawn Tennis,
Table Tennis, swimming and gym activities. The main objective of this event was to promote club’s
services and products on corporate level. Mr. Rohit Bagawde, the CEO, assigned different tasks to
each intern; some were assigned to handle the event budget, others to handle all club operations, and
we were assigned to handle promotion. Posters, banners, a sponsorship docket, brochures, standees,
and danglers were all created by us. For participation across Pune and India, we created a database of
all the companies and emailed the invitation to them. We scheduled meetings with companies such as
BMW, Ducati, Triumph, Jeep, Ather, KTM, Kumar developers, and Titan for the sponsorship
proposal. We got Sakal and Lokmat as our media partners. Krishna hospital, Kothrud also partnered
with us for medical support. While organising this event, we applied all the concepts learned in first
year of MBA.

Fig 2. C3 Event Poster

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2. Task 2 Social Media Marketing of the event:

Event promotion was crucial for participation across cities. We promoted the event using the database
we created. We used digital marketing strategies to promote our event. Posters and videos with
creative designs were created to be shared on social media platforms such as Instagram, Facebook,
WhatsApp, and LinkedIn. We also used influencers to promote the sporting event. During the event
promotion, we also promoted our services and offers to all corporate people.

Fig 3. Cricket Poster for the event Fig 4. Football Poster for the event

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 3. Task 3 Event Management:

Our event kicked off on June 25th, with the founder, Mr. Navnath Shete, and Rohit Bagawade
performing the inauguration. The interns were all in charge of event management. Football, Cricket, and
Lawn Tennis were held at Ideal Colony in Kothrud, while Table Tennis was held at Mayur Colony in
Kothrud. All the games were held according the schedule made by the club. The organisation provided
breakfast and lunch for all participants. After finishing all scheduled games and their finals on June 26th,
we had a prize distribution ceremony.

4. Task 4 Promotion of the new ventures by the company:

Metrocity sports club were set to enter the hospitality industry. They developed new properties like
Resort and Villa at Girivan, Pune. I was tasked with promoting the resort and villa. I promoted the
new business on all social media platforms. To attract customers, we created new discount offers.
Many inquiries and potential leads resulted from the promotion.

5. Task 5 Cold Calling:

Following the resort's and villa's successful promotion, the number of inquiries increased, resulting in
potential leads. I was tasked with cold calling for resort and villa reservations. I was able to convert
some potential leads through constant cold calling.

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 8. OBSERVATIONS

• When it comes to sports clubs and providing a variety of services, METROCITY Sports and Health

Club is in a superior position because they have strong and effective relationships with suppliers and

professional certified coaches to share their talent with the consumers.

• They have strong relationships with a wide range of clients and coaches, as well as political backing;

• They have effective internal communication among employees.

• They have an effective domestic communication network.

• The number of seasoned and seasoned competitors in the city's sports club makes market

survival extremely difficult.

• Despite a lack of personnel, they have excellent media and corporate contacts.

• Ample space, a pleasant working environment, and substantial infrastructure attract clients

and encourage them to participate in a variety of coaching games.

• Professional coaches and trainers are knowledgeable, competent, and helpful, and they work well

with clients.

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 9. LEARNING OUTCOMES

The key learnings from the summer internship program:

 This internship helped me in learning how business growth is done by the health clubs.

 It helped me in improving my communication skills due to constant interaction with clients.

 Learned how various marketing activities impact attracting customers and increasing

brand awareness.

 Developed more strategic skills for marketing campaigns.

 Polished my presentation skills, from meetings like sponsorship proposal and tie-up meetings with

the clients.

 Learned about Event organizing and management skills, also learned how to be efficient while

managing an event.

 Developed sense for how customers behaviour works while making a buying decision of

the product or service.

 Learned about Customer relationship management (CRM), how it helps in building customers

loyalty towards the organisation.

 More importantly learned about team working on the tasks, it helped in creating team

bonding among the interns and helped in working efficiently within the organisation.

 Developed leadership qualities within myself.

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 10. CONCLUSION

The fitness industry has expanded dramatically in recent years. The growing awareness of the
importance of health and fitness benefits the sports industry. People nowadays are not afraid to invest in
things that will benefit their health. Marketing is the primary reason why people are becoming aware of
it. Many businesses have established themselves in this industry and are expanding. Many new
innovative ideas are being developed to appeal to a wide range of customers. Sports and fitness are
becoming increasingly important to people of all ages.

As part of the project, we also learned about event management, which involves conceptualising,
planning, organising, and finally executing an event. It is a glamorous and exciting profession that
requires a great deal of hard work and dynamism. Event management includes things like product
launches, parties, sporting events, concerts, festivals, and fundraisers.

This summer internship assisted in learning all aspects of business management. I was delighted to work
with the Metrocity Group of sports and hospitality. The company is growing year by year, expanding
their customer base and improving their services.

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 11. SUGGESTIONS

• The organisation should increase its human resources to ensure efficient internal operations.

• As the organisation enters the hospitality sector, it should focus on providing quality service to

customers in order to build customer loyalty.

• They should constantly update themselves in accordance with market trends, such as

updating their website and making it more creative in order to attract more customers and

expand their customer base.

• The organisation must convert their database to digital format in order for the club to

function properly.

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 12. BIBLIOGRAPHY

 ‘Research in marketing strategy’ by Neil A. Morgan, Kimberly A. Whitler, Hui Feng and
Simos Chari
 ‘Understanding Digital Marketing Strategy’ by Pinaki Mandal and Prof. Nitin Joshi
 ‘Study of trend in Digital Marketing and Evolution of Digital marketing strategies’ by Yusuf
Kamal
 ‘Explaining the Consumer decision-making process’ by Alina Stankevich
 ‘A Study on Customer Relationship Management by T.R Thiruvenkatraj
 https://www.metrocityhealthclub.com
 https://researchleap.com/explaining-consumer-decision-making-process-critical-literature-review/

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