AN ANALYSIS ON SALES PROMOTION OF HOSPITALITY

WITH

SPECIAL REFERENCE TO IB MARKETING SERVICES PVT. LTD.

Submitted in partial fulfilment of the requirements

for the award of the degree of

Master of Business Administration

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Dr. Manisha Arora Rudraksh Sharma

Roll No: 35180003920

GITARATTAN INTERNATIONAL BUSINESS SCHOOL DELHI-110085

Batch (2015-2017)
 CONTENTS

S No Topic Page No

1 Certificate (s) i

2 Acknowledgements ii

3 List of Tables iii

4 List of Figures iv

5 List of Symbols v

6 List of Abbreviations vi

7 Summer Training Directive

8 Executive Summary

9 Chapter-1: Profile of the Firm/Company

10 Chapter-2: Environmental Analysis

11 Chapter-3: Data Presentation & Analysis

12 Chapter-4: Summary & Conclusions

13 References/Bibliography

14 Appendices

I
 CERTIFICATE

I, Rudraksh Sharma, Enrolment No. 35180003920 certify that the Summer Training Report

(Paper Code MS-201) entitled “An empirical Study on Recruitment and Selection” is done

by me and it is an authentic work carried out by me at 240A, Ground Floor, Udyog Vihar

Phase 2, Sector 22, Gurgaon, Haryana - 122001 (Address of the firm/company). The matter

embodied in this Report has not been submitted earlier for the award of any degree or

diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Summer Training Report (Paper Code MS-201) entitled

“An empirical Study on Recruitment and Selection” done by Mr. Rudraksh Sharma,

Enrolment No.35180003920, is completed under my guidance.

Signature of the Guide

Date:

(Dr. Manisha Arora)

Countersigned

Director/Project Coordinator
3
 ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of this MBA project. I am thankful for their aspiring guidance, invaluably

constructive criticism and friendly advice during the project work. I am sincerely grateful to

them for sharing their truthful and illuminating views on a number of issues related to the

project.

I would like to thank my project guide Dr. Manisha Arora, Assistant Professor, Gitarattan

International Business School, for her support and guidance. I would also like to extend my

gratitude towards Mrs. Manisha Arora, Associate professor- Gitarattan International Business

School for her never ending support and guidance.

Lastly, I would like to express my regards to all the people who provided me with the required

facilities and conducive conditions for my MBA project.

Sincerely,

Rudraksh Sharma

4
 CHAPTER-1

PROFILE OF THE COMPANY

1.1 Brief narrative of the firm

IB MARKETING is a Hospitality Marketing cum people training and development company. Established

in 2016, on the principles of developing and delivering high quality training, the company is able to

facilitate various training and development programs/ internships in India and abroad with top B-

schools and has trained almost 40000 and above interns till date. Liaison with 26 universities in India

with the base size of 900 & above campus. International Liaison with 80 universities in abroad with the

base size of 500 & above. Having a Team of 42 exclusive corporate trainers. Company is having asset

under management of 50cr.The operations of the company are spread beyond the national boundaries

of India.

Keeping in mind the most critical needs in today’s context, we have emerged as a service partner

providing our clients a one stop solution offering a gamut of services Training & development,

International & National Internship, International & National Placement & Student exchange program

abroad. Moreover, we are India’s 1st Organization to launch a customer care for the students for the

mentioned services Training & development, International & National Internship, International &

National Placement & Student exchange program abroad. Thus, our mission is to establish high

standards of professional etiquette and to effectively facilitate a comprehensive and accomplished

system of continuing professional development for every possible profession through our exceptional

5
 training solutions. An ability to build, develop and nurture brands and enable them to achieve

leadership positions in key markets. Draft in coordinating sales distribution by establishing sales

territories, quotas and goals and establishing training programs. Adept in analysing sales statistics

gathered by staff for determining sales potential and inventory requirements and monitoring the

preferences of customers. High energy, results-oriented leader recognized for proactive initiative and

enthusiastically meeting deadlines. Experience in all aspects of sales cycle and management; lead

generation, customer needs assessment, presentations, negotiations, staff management & training.

Keen ability to inspire and motivate employees via fruitful relationship building skills. Diligent and fair

leadership that secures profitability.

1.2 Objective of Study

The general objective of this study is to examine effects of customer satisfaction on organization's

performance of the hotel industry. The following are the specific objectives:

1. To assess the perception of customer on the services of the hotel Industry.

2. To find out the kind of strategies the hotel industry has put in place to enhance customer satisfaction.

3. To establish whether customer satisfaction strategies put in place, have improved and sustained

performance in the hotel industry.

4. To examine the challenges influencing customer satisfaction in the hotel industry and suggest ways of

overcoming the challenges.

1.3 Scope of Study

6
 The study examines the effects of customer satisfaction on organization's performance of the hotel

industry. Due to competition in recent times in the hospitality industry, the study covers the

hospitality industry.

1.4 Profile of the company

IB Marketing is recognized as the best venture marketing company in India. We work for the

promotion of products, services, facilities, and amenities offered by ventures from the

Hospitality sectors, the BFSI sector, Education sector, Healthcare, etc. Our team has years of

expertise in promoting prestigious institutions for recurring, year-round business, through Direct

Marketing (Face to face, relationship-based marketing) and branding.

We are here to let our valuable clients sit back and watch their business grow in terms of

customer attention that directly increases their revenue. Outsourcing the loyalty programs of

ventures to the targeted customers is an added execution we do at our end.

IB Marketing, established in 2016, works on maximizing returns through our exclusive high-

profile network ranging from top government banks to elite private banks. Initially started as a

7
human resource development organization, we have since expanded and flourished as a wealth

management company aiming to provide Portfolio Management Services (PMS) using our

expansive range of investment products. Also, in 2021, IB Marketing started a new venture by

the name of IB Marketing Services private limited with the vision to provide customized hotel

memberships, international and domestic tour packages for group travels, corporate travel,

college trips etc.

Every individual, family or business that we cater to, has a requirement that is ambient to their

lifestyle. At IB Marketing, we have a wide bouquet of investment services that we offer, each of

which is specifically tailored to each Client. IB has built its reputation on understanding the

needs of individuals, whatever their walk of life, and responding to them effectively and

discreetly. Each Client is supported by ongoing research and makes final investment decisions.

With the strong Research team at IB, we also take special care to minimize risk while extending

quality growth for our clients

IB Marketing has facilitated various training and development programs in India and abroad

with top B-school and has trained almost 40000 and above candidates till date. We have liaison

with 25+ universities in India with the base size of 400 and above campuses. We are looking out

for candidates with specialization in Marketing and HR, passionate to make their career in

Hospitality, Banking and Financial Sector. For this purpose, IB Marketing has also come up

with “International Live Projects” to train and develop the knowledge and resource-based skills

of the candidates to fill the void of the business environment.

8
 Keeping in mind the most critical needs in today's context, we have emerged as a service partner

of various Banks and Universities by providing a one-stop solution and offering a gamut of

services like - Training & Development, International & National Internships, College Trips, etc.

Our mission is to establish high standards of professional etiquette and to effectively facilitate a

comprehensive and accomplished system of continuing development for every candidate

through our exceptional training solutions in BFSI sector.

[00:14, 12/09/2021] Prashant Gibs: We understand the multiple needs of investment solutions in

the business world and are focused on fulfilling our client’s expectations. A concentrated, high-

conviction approach combined with active management differentiates our portfolio management

services from our peers. Deploying a unique data-driven approach to generate risk-adjusted

returns over time, our managers collaborate with investors to understand the nuances of their

finances and risk appetites and execute crucial investment decisions in a timely manner. The

Portfolio Management strategies of IB Marketing enable investors to grow their investments

whilst minimizing risk and volatility.

Market Divisions

➢ Hospitality, Travel and Tourism

Hotel & Resorts Memberships

9
 International Tour Packages

Domestic Tour Packages

Group Travel

Corporate Travel

Road Trips

Solo Trips

➢ Wealth Management

Health Insurance

Motor Insurance

Life Insurance

Investment Plans

Mutual Funds

Home Insurance

Marine Insurance

➢ Online Education
10
 Digital Marketing

Data Science

Post Grad Program in Management

Post Grad Program in Data Science

Post Grad Program in Software Engineering

Post Grad Program in Machine Learning

International MBA

Masters in Science

Master’s in Business Administration

Master in Data Science

Masters in Machine Learning

Masters in Software Engineering

LLM

BBA

Product Management

Bachelors in Mass Communication

11
Masters in Mass Communication

➢ Training and Development

Personality Development

English Language

Resume Building

Recruitment Process Outsourcing

Career Development

International Internships

International Placement

Instrument Training

Technical Training

Non-Technical Training

12
CHAPTER 2 – SWOT ANALYSIS

13
 Strengths - Positive attributes internal to organization and within control.Strengths

often encompass resources, competitive advantages, the positive aspects of those within

workforce and the aspects related to business that you do particularly well, focusing on all

the internal components that add value or offer a competitive advantage.

Weaknesses - Factors that are within control yet detract from your ability to

obtain or maintain a competitive edge such as limited expertise, lack of resources,

limited access to skills or technology, substandard services or poor physical

location. Weaknesses encapsulate the negative internal aspects to your business

that diminishes the overall value your products or services provide. This category

14
 can be extremely helpful in providing an organizational assessment.

 Opportunities - Summary of the external factors that represent the motivation for

your business to exist and prosper within the marketplace. These factors include

the specific opportunities existing within your market that provide a benefit,

including market growth, lifestyle changes, resolution of current problems or the

basic ability to offer a higher degree of value in relation to your competitors to

promote an increase in demand for your products or services. One element to be

aware of is timing. For example, are the opportunities you're catering to ongoing

or is there a limited window of opportunity?

 Threats - External factors beyond the control of your organization that have the

potential to place your marketing strategy, or the entire business, at risk. The

primary and ever-present threat is competition. However, other threats can include

unsustainable price increases by suppliers, increased government regulation,

economic downturns, negative press coverage, shifts in consumer behavior or the

introduction of "leap-frog" technology that leaves your products or services

obsolete. Though these forces are external and therefore beyond your control,

SWOT analysis may also aid in the creation of a contingency plan that will enable

you to quickly and effectively address these issues should they arise.

After setting the goals marketing strategy or marketing plan should be developed. This is an

explanation of what specific actions will be taken over time to achieve the objectives. Plans can be

15
extended to cover many years, with sub-plans for each year. Although, as the speed of change in the

merchandising environment quickens, time horizons are becoming shorter. Ideally, strategies are

both dynamic and interactive, partially planned and partially unplanned. To enable a firm to react to

unforeseen developments while trying to keep focused on a specific pathway, a longer time frame is

preferred. There are simulations such as customer lifetime value models which can help marketers

conduct "what-if" analyses to forecast what might happen based on possible actions, and gauge how

specific actions might affect such variables as the revenue-per-customer and the churn rate.

Strategies often specify how to adjust the marketing mix; firms can use tools such as Marketing Mix

Modeling to help them decide how to allocate scarce resources for different media, as well as how to

allocate funds across a portfolio of brands. In addition, firms can conduct analyses of performance,

customer analysis, competitor analysis, and target market analysis. A key aspect of marketing

strategy is often to keep marketing consistent with a company's overarching mission statement.

Marketing strategy should not be confused with a marketing objective or mission. For example, a

goal may be to become the market leader, perhaps in a specific niche; a mission may be something

along the lines of "to serve customers with honor and dignity"; in contrast, a marketing strategy

describes how a firm will achieve the stated goal in a way which is consistent with the mission,

perhaps by detailed plans for how it might build a referral network. Strategy varies by type of

market. A well-established firm in a mature market will likely have a different strategy than a start-

up. Plans usually involve monitoring, to assess progress, and prepare for contingencies if problems

arise.

16
Strength  Strong Hospitality Connection.

 Supporting women leadership so

that they can make their own

identity/space

 Encouraging Entrepreneurship

whereas other companies encourage

for job profiles.

Weakness  Company is giving very high target

with less incentives.

Opportunities  Provides a lot of opportunities to

youth and women

 Launched AARAMBH 2021 to

encourage youth and women

Threats  There are possibilities that some

people prefer job profiles over

entrepreneurship that may hinder

company’s goals

TABLE 2.1-SWOT ANALYSIS

17
 CHAPTER –III

ANALYSIS AND INTERPRETATION OF DATA

DATA ANALYSIS AND INTERPRETATION

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with

the goal of highlighting useful information, suggesting conclusions, and supporting decision

making. Data analysis has multiple facets and approaches, encompassing diverse techniques

under a variety of names, in different business, science, and social science domains. Data

mining is a particular data analysis technique that focuses on modeling and knowledge

discovery for predictive rather than purely descriptive purposes. Business intelligence covers

data analysis that relies heavily on aggregation, focusing on business information. In

statistical applications, some people divide data analysis into descriptive statistics,

exploratory data analysis (EDA), and confirmatory data analysis (CDA). EDA focuses on

discovering new features in the data and CDA on confirming or falsifying existing

hypotheses. Predictive analytics focuses on application of statistical or structural models for

predictive forecasting or classification, while text analytics applies statistical, linguistic, and

structural techniques to extract and classify information from textual sources, a species of

unstructured data. All are varieties of data analysis.

18
Q1. Are you satisfied using our company service?

Table

Option No. of Respondents Percentage

Yes 45 90%

No 5 10%

Totals 50 100%

GRAPH :

Report

Yes
No

Interpretation: From the above graph shows that Most of customer know our company

service.

19
Q2. How was your experience using our service?

Table

Option No. of Respondents Percentage

Poor 5 10%

Satisfactory 10 20%

Good 15 30%

Excellent 20 40%

Totals 50 100%

GRAPH :

Report

Poor
Satisfactory
Good
Excellent

Interpretation: From the above graph shows that Most of customer says excellent for using

our service.

20
Q3. How long have you been using IB marketing company?

Table

Option No. of Respondents Percentage

About 6 months 50 50%

About 1-2 years 20 20%

About 2-4 years 15 15%

Over 4 years 15 15%

Totals 100 100%

GRAPH

Result
60

50

40

30

20

10

0
About 6 months About 1-2 years About 2-4 years Over 4 years
:

Interpretation: From the above graph shows that customer are using IB Marketing appox 6

months.

21
Q4. Are you interested in taking any other service?

Table

Option No. of Respondents Percentage

Yes 47 95%

No 3 5%

Totals 100 100%

GRAPH :

Report

Yes
No

Interpretation: From the above graph shows that Most of customer are interested to take

any other service.

22
Q5. How would you rate the Our company services?

Table 5:

Option No. of Respondents Percentage

2 Star 10 10%

3 Star 25 25%

4 Star 35 35%

5 Star 30 30%

Totals 100 100%

GRAPH 5.

Result
40

35

30

25
Series 1
20

15

10

0
2 Star 3 Star 4 Star 5 Star
:

Interpretation: From the above graph shows that most of customer gives 4 star for rate the

IB Marketing company services.

23
Q6. Are you pleased with the performance of service?

Table 6

Option No. of Respondents Percentage

Yes 40 80%

No 10 20%

Totals 100 100%

GRAPH : 6

Report

Yes
No

Interpretation: From the above graph shows that I am pleased with the performance of

service, approx 80 %.

24
Q7. Would you recommend this services to your friends and relatives?

Table 7

Option No. of Respondents Percentage

Yes 90 90%

No 10 10%

Totals 100 100%

GRAPH : 7

Report

Yes
No

Interpretation: From the above graph shows that Yes I recommend this services to our

friends and relatives

25
Q8. What do you think is IB Marketing company product position in the india

market?

Table 8

Option No. of Respondents Percentage

First 25 50%

Second 10 20%

Third 10 20%

Fourth 5 10%

Totals 50 100%

GRAPH

Result
60

50

40
Series 1
30

20

10

0
First Second Third Fourth
:

26
Interpretation: From the above graph shows mostly customer says that market position of

IB Marketing company position in the india market is first.

Q9. Have you faced any problem using IB Marketing company service?

Table 9

Option No. of Respondents Percentage

Yes 15 30%

No 35 70%

Totals 50 100%

GRAPH : 9

Report

Yes
No

27
Interpretation: From the above graph shows that Most of customer says that they did not

face problems for using IB Marketing company service.

Q10. Are you a frequent user of IB Marketing company Product ?

Table

Option No. of Respondents Percentage

Yes 37 75%

No 13 25%

Totals 50 100%

GRAPH :

Report

Yes
No

28
Interpretation: From the above graph shows that yes I am IB Marketing company

Product.

Q11. Are you satisfied with our ‘after product service’?

Table

Option No. of Respondents Percentage

Yes 70 70%

No 20 20%

Not always 10 10%

Totals 100 100%

GRAPH

60

50

40

30

20

10

0
Yes No Not always
:

29
Interpretation: From the above graph shows mostly customer are satisfied with our ‘after

product service’.

Q12. Do you think IB Marketing company will be triumphant over all its competitors?

Table

Option No. of Respondents Percentage

Yes 50 50%

Maybe 20 20%

Haven’t thought about that 10 10%

Never 20 20%

Totals 100 100%

30
GRAPH

60

50

40

30

20

10

0
Yes Maybe Haven’t thought about Never
that
:

Interpretation: From the above graph shows mostly customer are agree with IB Marketing

company will be triumphant over all its competitors.

3.2 FINDING

 From the above graph shows that Most of customer know our company service.

 From the above graph shows that Most of customer says excellent for using our

service.

 From the above graph shows that customer are using IB Marketing company appox

6 months.

 From the above graph shows that Most of customer are interested to take any other

service.

31
  From the above graph shows that most of customer gives 4 star for rate IB

Marketing company.

 From the above graph shows that I am pleased with the performance of product,

approx 80 %.

 From the above graph shows that Yes I recommend this services to our friends and

relatives

 From the above graph shows mostly customer says that market position of IB

Marketing company position in the india market is first.

 From the above graph shows that Most of customer says that they did not face

problems for using IB Marketing company product.

 From the above graph shows that yes I am IB Marketing company service.

 From the above graph shows mostly customer are satisfied with our ‘after product

service’.

 From the above graph shows mostly customer are agree with IB Marketing company

will be triumphant over all its competitors.

CHAPTER IV

CONCLUSION AND RECOMMENDATIONS

4.1 RECOMMENDATIONS

• Quickly enhance your understanding of the company.

32
• Obtain details and analysis of the market and competitors as well as internal and external

factors which could impact the industry.

• Increase business/sales activities by understanding your competitors’ businesses better.

• Recognize potential partnerships and suppliers.

• Obtain yearly profitability figures

4.2 CONCLUSION

Our honesty, dedication and commitment has laid the foundation of IB Marketing Company

which is a pioneer enterprise in marketing of various hospitality components. Our solid

reputation has been built on 5 years of expertise and experience in the hospitality industry.

We are well equipped with the capability, skills and capacity to meet all of our clients' critical

application, high quantity forging requirements.

Today, our consistent business approach as well as expertise in making available competitive

range of Forging and CNC machines has helped us to firmly establish our presence in our

business domain. Further, the availability of these industrial and commercial machines at

market leading prices and within the defined time guidelines also makes us one of the most

preferred business partners to deal with.

1.Sales target on individuals or small groups. Marketing on the other hand targets a larger

group o the general public.

2.Marketing means generating leads or prospects. sales means converting the leads or

prospects into purchases and orders.

33
3.Marketing involves a longer process of building a name for a brand and pursuing the

customer to buy it even if they do not need it. Where as sales only involve a short term of

finding the target consumer.

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