INSTITUTE OF MARKETING AND MANAGEMENT

How are the companies structuring

themselves within this industry:
is this industry consolidating? Are there
mergers?
are firms in this industry expanding or
downsizing? Why?
are firms integrating vertically? Why?
What are the advantages?

2015- 2017 PGDM BATCH (SEM II

COURSE)

GUIDELINES FOR SIP

REPORT

Domestic Competition and Competitors

Analysis:
Major competitors in this industry
Which are successful or unsuccessful
companies within this industry?
How do the companies differentiate
from one another?

INDUSTRY ANALYSIS INTERNSHIP

PROJECT
Sources of Information / Learning
Reports and Other Secondary Information within the
Firm (Files, Registers and Internal Reports) or Outside
(Internet, Business Journals/Periodicals, Company
Databases)
By accepting challenging assignments and thereby
learning from the responses of the firms to your
assignment
By asking questions to relevant members of the
organization (Use 'what, why and how' a lot)
The following is a set of guidelines for Summer Internship if it
is an Industry Analysis. The Internship Reports may reflect
the following issues:

International competition
How important are overseas markets in
the industry?
From which countries does competition
come? What advantages or
disadvantages do Indian companies face
relative to foreign competitors?
5.

Strategic Impetus of the Firm:

Mission, Vision and its Objectives
Organizational Structure

A FRAMEWORK FOR INDUSTRY

ANALYSIS INTERNSHIP REPORT
1.

Firms Market in Detail

Products/ Services
Customers/ Consumers
Firms market share and Competition

Cover/Title Page
Title must covey the subject/ type of internship
Student Name / ID / Program / Year

Firms Manufacturing Policies and Practices

Internship Start-Finish Date:

Core Competence of the Firm

Company/Institution Name & Address

Firms Financial Performance

Supervisors Name and Position

2.

Executive Summary

3.

Table of Contents

4.

Learning the Industry:

Nature of industry

Organizational Culture
Human Resources Policies and
Practices
Information Management Policies and
Practices
Day to Day Functioning of the Firm & its
Critical Analysis

Historical Contour of the Industry

Key Characteristics:
its primary products / services
technology that it uses to produce its product
or service
the key suppliers to this industry
major customers and/or consumers in this
industry
Environmental Forces i.e. Socio-Economic, Political
and Technological, Acting upon it. Understand how
these factors help or hinder the business/
Environment in which the Industry competes such as
major governmental policies that affect this
industry
implications of macro-economic conditions for
this industry
Consider interest/ exchange rates, trade
agreements, commodity prices, national
economic development strategies etc.
technological changes that are affecting this
industry
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Exploring the Firm the System & its

Operation:
Position of the Firm within the Industry

6.

Predicted Scenario for both Firm and

Industry:
Forecasts for this Industry in terms of
growth in demand
introduction of substitute goods or
services
likely changes in technology
pending shifts in government policy
Based on your analysis of all the above,
develop and explain your own forecast for the
Industry
Discuss Firms Future Growth

7.

Recommendations:
Suggestions for improvement or Scope for
improvement
------------P.T.O

SPECIALIZED PROJECT:

The nature of internship may be specialized

depending on students area of interest and the
requirements of the companies as well. Students
however need to identify a particular area that she/he
would like to specialize in i.e. marketing, sales
management, HR, operations, finance, IB etc. she/he
must look out for the emerging areas in the area of
her/his specialization. For example, in marketing rural
marketing/ retail are emerging opportunities; similarly
competency mapping in HR is a burning area. A few
other areas in which Internship Projects may be
undertaken are:
Strategy Formulation
Sales & Distribution
Retail internship
Product-Launch
MIS
Competitive Analysis
Market Research
International Business
Training Designing
Recruitment
HR Polices
Employee Satisfaction
Consumer Behavior
Working Capital
Retail/Investment Banking
Financial Research
Activity-Based Costing
Business Process Reengineering
Marketing & Communication
Advertising/ Brand Management
Any other area the company assigns

Planning the Project:

choose the right project and right organization
write down thoughtful Learning objectives/
your goals for the internship and/ programs
plans
need to make detailed observations throughout
(your daily routine as well as that of business
itself)

OUTLINE FOR SPRECIALIZED

INTERNSHIP REPORT:
1. Cover/Title Page
Title must convey the subject/ type of
internship
Student Name / ID / Program / Year
Internship Start-Finish Date:
Company/Institution Name & Address
Department
Supervisors Name and Position
2. Executive Summary
3. Table of Contents
4. Details of the Internship
Description of the firm/company/institution
Brief description of the firm/company
Company history/ sector that company operates
in, type of ownership/ shareholders and their share

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The nature of company activities (its primary

products/ services) and its customers
Organizational structure of the company
management style
human resources/ employees
monitoring mechanism
Details of Internship department and its
business:
Internship Project and Internship Activities
Objectives the project goals or the
proposed assignment outline
Description and the content of the project
The technical aspects and details of the
project
The contribution of the project to the company/
firm
Coordination and flow of your project in the
company during the internship
Activities performed during the internship
your daily, weekly, monthly tasks
Difficulties encountered in handling project or
jobs assigned
nature of problems that you had to solve
describe how you solved
Final Status of the Project:
whether finished or continuing
tasks which might be carried out in the
future for this Project
Work Environment
discuss how you like the work
atmosphere (did you feel welcome and
well taken care of)
relationship with your colleagues and
your supervisor
what was it like to work for this company
An Assessment of the Internship
Describe what you learnt during the internship:
technical skills
personal experiences what was good or
bad about your experiences? What was
specially interesting?
Describe what kind/ level of responsibility
given to you by your employer for the project.
How do you think the internship activities that
you were carried out are correlated with your
classroom knowledge?
connectivity with academic focus/ Did
you experience really what you have
studied?
academic knowledge was it sufficient
for the internship or overqualified or
describe kind of knowledge did you lack
Describe your thoughts about how the
internship might influence your future career
plans
5. Final Assessment and Conclusion of
the Report
Summary of key conclusions derived
from experience
Recommendations
6. Appendices and supplementary
materials (as applicable)

7. References/ Bibliography
*************

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