1

SUMMER INTERNSHIP REPORT ON “MARKETING AND

FINANCIAL STRATEGIES IN

AGILE CAPITAL SERVICES”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD

OF DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
MAHARSHI DAYANAND UNIVERSITY(ROHTAK)

St. Andrews institute of technology and management MAHARSHI

DAYANAND UNIVERSITY SESSION (2022-2023)

SUPERVISOR: SUBMITTED BY:

MR RATNESH. ANSHU KUMAR
(ASSISTANT PROFESSOR.) 208070
5TH SEM
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CERTIFICATE OF COMPLETION
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ST. ANDREWS INSTITUTE OF TECHNOLOGY & MANAGEMENT

GURUGRAM
BONAFIDE CERTIFICATE

This is to certify that the project entitled “MARKETING AND

FINANCIAL POLICIES AND ITS IMPLIMANTATIONS IN AGILE
CAPITAL SERVICE” is the Bonafide record of project work done by MR.
ANSHU KUMAR BBA during the year 3RD.

Signature of the Signature of the

Dean Project Guide
_______________ ________________

Submitted for the Project Viva-Voce examination held on

________________.
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DECLARATION

I affirm that the report work titled “MARKETING AND FINANCIAL

POLICIES AND ITS IMPLEMENTATIONS IN AGILE CAPITAL
SERVICES”submitted in partial fulfilment for the award of the degree of
BBA is the original work carried out by me. It has not formed the part of
any other project work submitted for award of any degree or diploma,
either in this or any other University.

I certify that the declaration made above by the candidate is true.

Signature of the Signature of a

Candidate guide

ANSHU KUMAR MR. Ratnesh

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ACKNOWLEDGEMENT

This report is an outstanding prospect to convey my gratefulness to those many

people whose timely help and guidance went a long way in finishing this project
work from commencement to achievement.
I would like to express my sincere thanks to Dr. Lalit Sharma for giving me an
opportunity to explore the practical knowledge practiced by the company.
This project could not be completed without the able guidance and support of
Mr. RATNESH and the faculty members.
I am very glad to work with the organization as a capital service Team. I am
grateful to marketing and financial Department of Agile capital services, for
helping me to get the information and an invaluable experience.
Last but not the least would like to thank my friends, family members and all
those people who helped me for the completion and deeper understanding of the
concept of performance appraisal.
Working on this project has proved to be an enlightening experience for me.
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PREFACE

Marketing and financial Strategies is concerned with business’s overall game

plan for reaching prospective consumers and turning them into customers of
their products or services. A marketing strategy contains the company’s value
proposition, key brand messaging, data on target customer demographics, and
other high-level elements.

This project is meant to know the Marketing and Financial Strategies Policies
in the organization. The Marketing and financial Policies are a tool to achieve
consumer employees.

The main objective of various marketing and financial Policies is to

increase efficiency by increasing motivation and thus fulfill
organizational goals and objectives.

The objective is to provide the reader with a framework of the marketing

and financial Policy Manual and the various objectives that the different
policies aim to achieve.

The main focus was on the consumer satisfaction levels in Agile capital
Service.
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LETTER OF TRANSMITTAL

Date: 10/12/2021
Dr. Lalit Sharma,
SAITM
MD University
Subject: - Submission of summer internship report on “MARKETING AND
FINANCIAL STRATEGIES”
Dear Sir,
With great pleasure I hereby submit my internship report on "Marketing and
financial practices of Agile Capital Service" The report has been completed by
the information that I gathered from the major courses on Marketing and
financial Management which I have completed during my BBA as well as from
my internship period in Agile capital Services. As a requirement of preparing an
internship report based on the practical knowledge in an organization, I selected
allocating financial and marketing resources as my core concentration along
with few other marketing practices that I have come across during my internship
program. I have tried my level best to complete this report meaningfully and
correctly, as much as possible. I hope this report will reflect on the
contemporary issues on the marketing and financial strategies that are being
Practiced by this organizations in our country.
Thanking you.
Sincerely Yours,
Anshu kumar
BBA
5TH Sem

208070
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Table of Content

SERIAL NUMBER CHAPTER PAGE NUMBER

01 INTRODUCTION TO AGILE CAPITAL 10-25

SERVICE

About the Agile service

Project at Organization.

Working Environment at Agile service

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02 ABOUT THE TOPIC 25-31

Marketing Policy.
Formulating the marketing and financial
Policy.

Principle of Marketing and financial

policy.

Scope of study at agile service

03 RESEARCH METHODOLOGY 32

Research Methodology

04 MARKETING AND FINANCIAL 33-60

POLICY AT AGILE CAPITAL SERVICES

Objectives of marketing and financial

policy
Management review at agile capital
Various that form Marketing and
financial
strategies policy
organization

05 SWOT ANANLYSIS 61-64

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06 CONCLUSION 65

07 SOURCE OF INFORMATION 66-67

08 BIBILIOGRAPHY 68

09 REFERENCE 69
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EXECUTIVE SUMMARY

My internship at AGILE CAPITAL SERVICES, was a great chance to the

Organization.
After going through my summer training, I had a first hand experience of how an
organization in real how a Capital Service works as well as Marketing and
financial department functions.

INTRODUCTION OF PROJECT

This project is about the Marketing and Financial strategies in Agile capital
service and its Implementation. The Marketing and financial Policies in an

organization helps every individual to raise his/her potential in all facets by

helping him to be satisfied and secured about his present and future.

PROJECT TITLE

The title of the project is “Marketing and financial strategies and Its
Implementation in Agile capital service ”. As the name indicates it is the study
of the Marketing and financial strategies prevalent in the organization for the
benefit of the customer .
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ORGANISATION

Agile Capital Services is a profitable organization is One of India’s Emerging

Consulting Firm working resolutely towards wealth management Services t o
High and Ultra High-Net-Worth Individuals.
We cater to financial needs of individual and corporate clients.
3 roles in agile are
Product owner,
Scrum master
Development team members
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MY EXPERIENCE AT AGILE CAPITAL SERVICES

During my internship I gained practical knowledge on how the Marketing and

finance division of an organization operates and coordinates its activities to
ensure smooth functioning of the organization at all levels by ensuring
marketing and finance people are available at the right time to do the right job.
Not only that I have also gained insight into the working culture of the
organization and observed how Agile capital services handles its employees
with value and empowerment to ensure they are motivated to give their best to
the organization.
The report starts with an organization profile of Agile capital services giving its
background, mission, vision, its services, the hierarchy and organogram of the
organization.
The next section is the comprises the project, Marketing and finance in Agile
capital Services. The project encompasses introduction to the topic-marketing,
Planning, Acquisition, financing.
Each chapter contains detailed discussion of the Marketing and financial
functions followed by Organization Practice at Agile capital services which
basically conveys how things are done in the Marketing and finance
Department.

After all the parts at last I would like to add last but not least part of the project
carries out SWOT Analysis that shows the strengths, weakness, opportunities
and threats to the organization followed by findings and recommendation on
critical factors regarding Marketing and finance department of Agile capital
services.
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INTRODUCTION TO AGILE CAPITAL SERVICES ABOUT THE ORGANIZATION

Agile Capital Services is the choice of many reputed Multinational

Organizations and businesses because of its commitment to deliver best results.
ACS pride itself with the reputation of being the trusted and reliable talent
acquisition partner as well as providing expert guidance towards achieving
financial independence to its clients.

We are having experts who are providing consultancy services regarding

financial and investment sector to individual so that they can secure financial
future of themselves and their family. Providing the professional and expert
advice in wealth maximization, career planning and bridging the gap between
the job seeker and talent seeker. Our experts provide financial advice in the
simplest way possible because we believe in managing wealth in less
complicated way

ACS is the one stop solution provider for all your financial needs. Our objective
is to serve the customers with the best solution to direct their finances in the
most profitable way. Financial Planning is a dynamic process and financial
goals may evolve over the years due to changes in lifestyle. ACS is an
independent financial services firm committed to help you in improving your
long- term financial success. We provide specialized advisory services to cater
the Investment Management needs of affluent clients. Our principle is to deliver
high returns to our clients through our network with government sector banks in
India. We believe that when it comes to Investment Portfolios, there's no such
thing as 'one size fits all'. We also bring job seekers and Employers together
through our Recruitment Services.
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Our Vision

Our Vision is to significantly increase the Wealth of our Clients by providing

them the best Financial Services as well as the most valuable recruitment
services.

With the help of common man, Corporates & Established Institutions we will
create values; enhance Skill full environment & Uplift Marketing & Financial
level into the different segment of Capital & Bring change into the lives of
people with the Emotional, Financial & Social development Support so that
they can feel and be Empowered.
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MISSION

Our Mission We thrive to provide the best and the simplest Wealth Management
advice through Honest Financial Solutions as well as inspire the candidates to
explore job opportunities across various Industrial Sector.
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PROJECT AT AGILE CAPITAL SERVICES

Consulting Services

“As a niche specialist financial services consulting firm we have very deep
and broad expertise and only employee consultants who share the same
credentials.”

We gaining importance as world economic engine and with the introduction of

the idea of International Business, each business in each country is making an
attempt to induce connected with one additional despite of the regional
variations? We strongly believe that ACS brings a unique insight into industry
trends and challenges. This is based on the experiences of its consultants and
associates who have held senior roles within wealth management, investment
management, investment operations, software vendors and service providers.
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Recruitment Services

“Nothing is more important than hiring and developing people, as acquiring

the right talent is the most important key for the growth and development
of any organizations

Strategies are developed according to the requirements and necessities of our

clients Customized strategies are made after careful study and observation of
organization's culture and its future goals. An effective recruitment and
selection policy not only fulfill the requirements of a job but also ensures that an
organization will continue to maintain its commitment to providing equal
opportunity to employees. Here you will have a setup of well-organized
regional consultants who will provide you the pathway towards seamless
recruitment services starting from identifying your potential employee to
choosing right selection process.
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Taxation Services

“Taxation presents arguably the most dynamic and complex challenge in

the context of financial and marketing planning.”
Ever changing legislation and rules are matched only by the new methods
devised to make the discharging of tax liabilities as efficient as possible. When
it comes to tax planning and strategy, every case is unique. Our approach
remains versatile with an awareness that individual issues must be dealt with on
their own merits but with the overall, long-term considerations always in mind.
To help fund public works and services and to build and maintain the
infrastructures used in a country, the government usually taxes its individual
and corporate residents.
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Financial Analysis

"Analysis of financial statements refers to the method of determining the

significant operating and financial characteristics from the accounting data
with a view to getting an insight into the activities of an enterprise."

While the analysis implies generalization of the data by logical arrangement of

information given in the financial statement. However, analysis is blind without
interpretation, and interpretation becomes difficult without analysis.
Interpretation means elaborating the meaning and significance of the data so
simplified. So analysis and interpretation means attempt to determine the
significance and meaning of the financial statement data so that a judgment may
be made of the prospects for future earnings, ability to pay interest, debt
maturities, both current as well as long term, and profitability of sound dividend
policy.
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Professional Skill Development

To grow with the rapidly changing environment an organization needs to focus

on the skills that their workforce has so, it is important to attend the Skill
Development Programs as it helps in facing the challenges. People being the
major differentiator amongst companies in competition therefore to have edge
over your adversary it is crucial that your workforce possesses the required
skills. If an organization and individual want to achieve success in their
corporate or professional careers, then they have to work on the Skill
Development. Our Professional Skill Development programs are developed
with a purpose of enhancing employability and performance of individuals that
can further support them in their career development.
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Portfolio Services

“The process of managing individual’s investments so that they maximise

their earnings within a given time horizon.”

It is important for an individual to diversify his investment portfolio as to

reduce risk and to gain maximum returns. So we, hereby, provide assistance in
diversifying your investments. It is important for an individual to diversify his
investment portfolio as to reduce risk and to gain maximum returns. So we,
hereby, provide assistance in diversifying your investments.
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WORKING ENVIRONMENT

At Agile capital service quality is the keyword in every activity and a constant
endeavour to achieve standards of the highest levels has been an ongoing
commitment from the time of its inception as well as recognition and
acknowledgement of this devotion. This achievement has been set as a
benchmark to go forward in excellence.

The people working there, they are amazing and cooperative. The atmosphere
and working is simple and gives us a great learning experience and opportunity.
The people working here are so cooperative in every aspect.
They are skilled employee and motivate others for work.
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ABOUT THE TOPIC

Marketing and financial strategies

Developing marketing strategies for financial services means considering a

range of elements which include:

Your organization’s goals & objectives

Target markets
New & emerging markets
Your organization’s strengths & weaknesses
Resources available

However, no matter what your goals or the financial services you provide,
effective financial marketing strategies can help you to focus on efforts so that
you can better reach targets and goals.

The 5 Most Effective Marketing Strategies for Financial Services: Customer

Outreach
Self-Service and Digitization
Social Media
Automation and Big-Data
Digital Storytelling
These 5 financial services marketing strategies are a good place to start for
many marketing strategies for banks and financial institutions.
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1. Customer Outreach
Customer outreach is one of the oldest and simplest marketing strategies for
banks and financial institutions to adopt. However, it’s also one of the most
effective. Customer outreach is quite simply the concept of reaching out to
customers to fill existing needs surrounding education, awareness, and help.
This scales to a small organization in the form of free consultations and
webinars and to larger ones in the form of Financial education such as debt
management programs or financial education in schools.
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2. Self-Service and Digitization

Where baby boomers and previous generations largely preferred to receive

products through sales representatives who could advise them and set up
personalized (or not) accounts for them, millennials and Generation Z often
want to do everything themselves with as little contact with human
representatives as possible. Setting up and promoting digitized financial product
and customer service or experience portals that enable customers to sign up for
services online, change products and services online, and view their information
without going into a branch is an effective and increasingly necessary trend for
financial organizations. However, it is not a marketing strategy that applies to
every organization, as you may not sell products only services.
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3.SocialMedia

81% of the us population is on a social media account and many use social for
up to 4-5 hours per day. Your smart and consistent use of one or more social
media platforms is a valuable financial marketing strategy that you cannot
afford to ignore. Millennials, Generation Z, and even Baby Boomers use social
media platforms to connect with brands, learn from peers, and follow current
events and news. Maintaining a steady presence on one or more sites with a
strategy in place to offer value to followers will help you to build brand trust,
create marketing opportunities, and grow your customer base.
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4. Automation and Big Data

Most financial organizations have more data than they know what to do with,
but that is quickly changing. Today, customer experience platforms and
automation tools make it easier than ever to utilize and apply data as part of
your marketing strategy for financial services. For example, big data can tell
you who is saving up for a big purchase and most likely to need pre-approval
for a loan, big data can help you identify and offer services before or after they
are needed, it can help you to target specific customers for additional customer
service or digital financial education, and can help you to cut down on needed
customer service.

For example, Jp Morgan uses bots to respond to internal IT access requests,

cutting the need for 40 full-time employees, and speeding up the process. Other
banks are using automation to tailor services, offer more specific or
personalized solutions, and to create custom data and dashboards for customers
in ways that would have been prohibitively expensive without automation.
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Digital Story telling

Storytelling is still one of the most effective marketing mediums, whether on

social media, video, ads, or cross-channel platforms extending into the real
world. Here, your marketing strategy should encompass telling a story that
captures interest and evokes emotion to interest, excite, and move the viewer.
Here, your goal is to create relatable and shareable content which can educate,
entertain, or help the reader in some way – and hopefully manage all three at
once. For example, Allstate’s award-winning “Worth telling” digital storytelling
marketing campaign focuses on telling the story of 3-8 customers who are
making a difference. Allstate not only promotes what their customers are doing,
building trust by sharing real people and stories, but also dries interest across all
marketing channels, builds customer relationships, and creates a human factor
while promoting the products and services discussed in the videos.

No matter what your financial organization does, digital media opens up a wide
range of creative marketing ideas, tactics and strategies you can take. However,
you shouldn’t focus on just one or try to incorporate everything. Instead, create
a single, broader financial marketing strategy so that each element adds to and
builds on the rest, adding value to your organization.
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ORGANIZATIONAL AGILITY

When thinking about both the benefits and challenges of creating an agile
organization, this quote comes to mind. If we consider the ship as the
organization, it is easy to see that a company that remains stagnant will
ultimately become ineffective in a constantly shifting marketplace. A ship that
drifts aimlessly on the open sea will eventually be carried by tide or storm to its
demise. To weather changing tides and impending storms, a ship needs a strong,
skilled, unified crew that is able to react swiftly to changing conditions.

The overriding theme of the 2016 owner trends study is the need for
organizational agility. For owners, operational excellence in the execution of
capital programs is no longer enough to build or maintain a competitive
advantage in the rapidly changing marketplace. Owners require a capital
construction organization that can be agile and rapidly adjust to changing needs.
For the contractors and engineering firms who serve these owners, agility may
be even more important; they must provide solutions to their customers that
allow them to effectively manage change. This study highlights the forces
driving this need for organizational agility and identifies the characteristics of
agility that owners, as well as the contractors that serve them, will need in the
coming years.

The increasing pace of change

Regulatory unpredictability

“Right-sizing” challenges

The demand for asset flexibility

Tight budgets and tighter schedules

The need for continuous re evaluation

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METHODOLOGY
This study explores how owners are managing the uncertainty inherent in an
increasingly volatile industry environment, how they’re managing change, and
the application of organizational agility as a solution. This study includes the
following: u Quantitative and qualitative results from the current survey of
owners u Responses from interviews with both owners and contractors u
Insights from Continuum Advisory Group’s panel of owners on this topic at the
2016 CURT National Conference u Current research on leadership and
organizational agility 2016 OWNER TRENDS STUDY HIGHLIGHTS The
2016 Owner
Trends Study confirmed the following:
1. We are executing capital programs in a volatile environment
2. We are doing that with fewer resources and struggling to improve
productivity in our industry
3. We have more pressure on budget, schedule, quality and safety, especially as
it ties to the ability of capital programs and facilities maintenance to support
key corporate objectives such as speed to market, share price, ROI, and
customer satisfaction
4. We think about change, but we don’t manage it well
5. We know we need to be agile as organizations and departments, but there are
many challenges associated with achieving organizational agility This report
shares specific input from those surveyed, interviewed, and included in the
panel, academic research, and our experience with our clients on how to
develop a higher level of organizational agility.
THE PUNCH LINE: we need organizational agility in order to quickly and
successfully implement change in reaction to market conditions, technology,
regulation, consumer needs, economic conditions, global crises, etc. This report
provides a more detailed description of the results of the study, including
findings that support the need for organizational agility, especially agile capital
program delivery, and describes the steps your organization can take to create
an agile capital program delivery Process.
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THE VOLATILE INDUSTRY ENVIRONMENT

There is a general consensus among the participants in this study that we’re
operating in an increasingly volatile environment. We asked survey respondents
to rate the volatility of the industry environment as a way to “take the pulse” of
owners and understand how they are experiencing the current climate.

In general, owners rated the current environment as somewhat volatile and the
majority (78%) agreed that volatility has increased over the past few years,
while an alarming 86% believe it will become more volatile over the next few
years.
One obvious example of volatility in our industry is energy prices, which have
become increasingly volatile over the past decade. From 1986 to 2003, oil
traded within the range of $10 to $25 per barrel, but since 2003, oil has traded
from $25 to $140 per barrel. From 2009 to 2014, the market began to adjust to
high oil prices, but this stability was short lived, with prices now falling below
$30 per barrel. Natural gas also experienced volatility during the last 10 to 15
years with prices peaking above $10 early in the 2000s and now settling below
$3.
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MARKETING AND FINANCIAL MANAGEMENT

Financial marketing management is a business concept that involves the
effective management of an organization’s resources through the use of
established microeconomic and macroeconomic factors in relation to the
organization under consideration. The process of financial marketing
management is especially beneficial to mid-size to large corporations, especially
ones with several portfolios. Even small or start-up companies can benefit from
the application of financial marketing management, which may be done by the
firm’s own in-house financial team or by an external financial services
company.
The first step toward effective financial marketing management is the analysis
of the company’s product or services in relation to the market. This means that
the marketing managers will carry out a market research to find out how the
product measures up to the market in that particular business environment.
Organizing customer surveys to find out what the target consumer base thinks
about the product is included in the research. Managers may also clearly define
the main consumer demographic for the product. The knowledge gained from
such an analysis will allow marketing managers to develop profiles for the
consumers, which will be used to develop other marketing efforts specifically
targeted toward them.
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PRINCIPLE OF MARKETING AND FINANCIAL POLICY

Knowledge
It is important to understand what consumers want, and how best to reach them.
There should be an understanding of what your message should be and why,
and what the short- and long-term goals of advertising are for the company.

Organisation –
The development of marketing plans is a key part of small business marketing
management. Plans should outline the initiatives of each proposed campaign,
outlining the cost to the customer, and the return. Developing relationships with
marketing partners can lead to partial or full funding of advertisements.

Creativity –
Creativity in advertising is important for small businesses as often they do not
have the funding or resources that large corporations would have.

Efficiency –
Each campaign initiative must be distributed, which involves hiring people to
hand out fliers, proofs for magazines, delivery of recordings to TV and radio
stations, and placing adverts in publications.

Adaptability –
It is important to have continual oversight of the progress of each campaign.
This may involve altering promotions and redistributing where necessary.
Constant maintenance and adaption is a principle of marketing management that
will help the continued success of any small business.
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FINANCIAL MANAGEMENT

Financial management is the practice of dealing with the financial resources of a

firm with the objective of effectively accomplishing organizational goals of
business success with profitability. Finance is one of the most crucial functions
in an organization as it directly deals with the profitability aspect of the
organization. Financial management is taken care of by experts most of whom
have financial management certification and a degree in one of the various
finance courses.

Being a financially successful enterprise is the aim of any organization and

therefore, every function in the organization is expected to adhere to financial
management norms and practices. Marketing and advertising being one such
function in which financial management plays a major role, there are financial
managers who dedicatedly work with the marketing teams in their organization.
Marketing and advertising deals with the promotion of a product or service or
several products and services that an organization sells. The mode and tools of
promotion vary according to the purpose of the promotional campaign.

FINANCIAL SKILLS

Interpersonal
Gone are the days when financial professionals were bound to cubicles. A career
in finance involves more than crunching numbers. In fact today, these
37

professionals are required to deal with clients on a regular basis and nurture a
healthy social relationship with them. In order to become successful in this
domain, an aspiring financial manager has to possess strong interpersonal skills.

Problem Solving Skills

Employers rely on professionals who holds the ability to tackle challenges as
and when they arrive. Whether it is addressing the financial implications of a
business structure or offering a personalised solution to client’s issues,
problemsolving skills can help in advancing one’s career in finance.

Understanding of Technology
The increasing focus on digitalization and automation has encouraged
employers to look for financial professionals with adequate IT skills who are
capable of working with modern financial software. Therefore, candidates who
possess knowledge of predictive analysis, account payables, automation,
accounting software, etc. are high-in-demand.

Analytical Skills

Companies are looking to hire professionals who have the ability to implement
lateral thinking, analyze various business scenarios and draw suitable
conclusions. Candidates looking for a successful career in finance must
demonstrate their analytical abilities with real-world illustrations and KP-
driven outcomes.

Several benefits of Financial Management

A successful marketing and advertising campaign may require a lot of strategic

planning, executional brilliance and a significant monetary budget. All aspects
of an organization’s marketing efforts need the organization’s investment. A
finance manager’s job is to ensure that all marketing investments are beneficial
for the company either in the short term or the long term. The returns on
marketing investment is an important criterion for approving any marketing
campaign and the job of the finance manager is to look into the potential benefit
38

of any marketing activity. Some would say that marketing and finance is a
match made in heaven. There are several benefits of financial management in
the marketing and advertising domain. Some of them are discussed below –

Financial Management Provides Funds for the Right Campaign at the

Right Time

Financial managers sit at a strategic level with the top management and once a
campaign or marketing activity has been duly checked by them, they can
present a sound case to the upper management to get it approved. By keeping a
check on various marketing spends, a financial manager can save funds on
marketing investments that matter.

Financial Management Helps Keep Marketers on a Budget

Financial manager understands the strategic needs of the organization and

accordingly keep tabs on how much spends should marketing be allowed. At
any point, whenever the organization needs to understand the validity of any
marketing investment, the top management asks the financial managers for their
professional view on the matter. Marketing and finance can together come to a
consensus on marketing needs and its relevance in meeting the organizational
objectives.

It is the responsibility of the marketing team to manage budget effectively.

However, as they are more involved with the creativity and the marketing
brilliance of the job, the financial aspects are overlooked as the marketers go
overboard. This may lead to financial mistake, some of which may be disastrous
for the company.
39

Financial managers can help forecast the marketing spends and plan in advance
for various marketing elements. They also help the marketing team in
compliance of the best practices in accounting.

Financial Management Adds Financial Acumen to Creativity

While marketers spend their time and energy on creating and executing effective
marketing campaigns, they do not have the resources or the skill to manage the
financial aspects of marketing. From budgeting to payments, financial skills are
required in the marketing domain at every step. And hence it needs an expert to
handle all these elements so that the marketers can focus on the creative part of
marketing and advertising. Financial management enables marketing and
advertising function to stay on track, manage the financial aspects of business
accurately and avoid any financial blunders that may cost the company. Finance
is a partner to marketing and takes care of the analytical side of marketing. With
the analytical side of finance teaming up with the creative side of marketing,
organization benefits from the synergy created between the two.

This brings up a conclusion that managing finance requires skill and with the
stated importance, it becomes quintessential for working professionals to own
this skill and contribute to organizations’ profit as well as individual growth.
There are many online finance courses/certifications that allows working
professional to work while they learn. Enrol now to escalate your financial
knowledge & become an indispensable resource.
40

MARKETING MANAGEMENT

Marketing management is the organizational discipline which focuses on the

practical application of marketing orientation, techniques and methods inside
enterprises and organizations and on the management of a firm's marketing
resources and activities. Structure

Marketing management employs tools from economics and competitive strategy

to analyze the industry context in which the firm operates. These include
Porter's five forces, analysis of strategic groups of competitors, value chain
analysis and others.

In competitor analysis, marketers build detailed profiles of each competitor in

the market, focusing on their relative competitive strengths and weaknesses
using SWOT analysis. Marketing managers will examine each competitor's cost
structure, sources of profits, resources and competencies, competitive
positioning and product differentiation, degree of vertical integration, historical
responses to industry developments, and other factors.

Marketing management often conduct market research and marketing research

to perform marketing analysis. Marketers employ a variety of techniques to
conduct market research, but some of the more common include:

Qualitative marketing research, such as focus groups and various types of

interviews
Quantitative marketing research, such as statistical surveys
Experimental techniques such as test markets
Observational techniques such as ethnographic (on-site) observation

Marketing managers may also design and oversee various environmental

scanning and competitive intelligence processes to help identify trends and
inform the company's marketing analysis.
41

Brand audit

A brand audit is a thorough examination of a brand's current position in an

industry compared to its competitors and the examination of its effectiveness.
When it comes to brand auditing, six questions should be carefully examined
and assessed:

How well the business's current brand strategy is working

What the company's established resource strengths and weaknesses are
What its external opportunities and threats are
How competitive the business's prices and costs are
How strong the business's competitive position in comparison to its competitors
is
What strategic issues are facing the business

When a business is conducting a brand audit, the goal is to uncover the

business's resource strengths, deficiencies, best market opportunities, outside
threats, future profitability, and its competitive standing in comparison to
existing competitors. A brand audit establishes the strategic elements needed to
improve brand position and competitive capabilities within the industry. Once a
brand is audited, any business that ends up with a strong financial performance
and market position is more likely than not to have a properly conceived and
effectively executed brand strategy.

A brand audit examines whether a business's share of the market is increasing,

decreasing, or stable. It determines if the company's margin of profit is
improving, or decreasing, and how much it is in comparison to the profit margin
of established competitors. Additionally, a brand audit investigates trends in a
business's net profits, the return on existing investments, and its established
economic value. It determines whether or not the business's entire financial
strength and credit rating are improving or getting worse. This kind of audit also
assesses a business's image and reputation with its customers. Furthermore, a
brand audit seeks to determine whether or not a business is perceived as an
industry leader in technology, offering product or service innovations, along
with exceptional customer service, among other relevant issues that customers
use to decide on a brand of performance.

A brand audit usually focuses on a business's strengths and resource capabilities

because these are the elements that enhance its competitiveness. A business's
competitive strengths can exist in several forms. Some of these forms include
42

skilled or pertinent expertise, valuable physical assets, valuable human assets,

valuable organizational assets, valuable intangible assets, competitive
capabilities, achievements and attributes that position the business into a
competitive advantage, and alliances or cooperative ventures.

The basic concept of a brand audit is to determine whether a business's resource

strengths are competitive assets or competitive liabilities. This type of audit
seeks to ensure that a business maintains a distinctive competence that allows it
to build and reinforce its competitive advantage. What's more, a successful
brand audit seeks to establish what a business capitalizes on best, its level of
expertise, resource strengths, and strongest competitive capabilities, while
aiming to identify a business's position and future performance.

Marketing strategy

Two customer segments are often selected as targets because they score highly
on two dimensions:

The segment is attractive to serve because it is large, growing, makes frequent

purchases, is not price sensitive (i.e. is willing to pay high prices), or other
factors; and
The company has the resources and capabilities to compete for the segment's
business, can meet their needs better than the competition, and can do so
profitably.[2]

A commonly cited definition of marketing is simply "meeting needs profitably".

[3]

The implication of selecting target segments is that the business will

subsequently allocate more resources to acquire and retain customers in the
target segments than it will for other, non-targeted customers. In some cases, the
firm may go so far as to turn away customers who are not in its target segment.
The doorman at a swanky nightclub, for example, may deny entry to
unfashionably dressed individuals because the business has made a strategic
decision to target the "high fashion" segment of nightclub patrons.

In conjunction with targeting decisions, marketing managers will identify the

desired positioning they want the company, product, or brand to occupy in the
target customer's mind. This positioning is often an encapsulation of a key
benefit the company's product or service offers that is differentiated and
superior to the benefits offered by competitive products.[4] For example, Volvo
has traditionally positioned its products in the automobile market in North
43

America in order to be perceived as the leader in "safety", whereas BMW has

traditionally positioned its brand to be perceived as the leader in "performance".

Ideally, a firm's positioning can be maintained over a long period of time

because the company possesses or can develop, some form of sustainable
competitive advantage.[5] The positioning should also be sufficiently relevant to
the target segment such that it will drive the purchasing behavior of target
customers.[4] To sum up, the marketing branch of a company is to deal with the
selling and popularity of its products among people and its customers, as the
central and eventual goal of a company is customer satisfaction and the return of
revenue.
44

Implementation planning

If the company has obtained an adequate understanding of the customer base

and its own competitive position in the industry, marketing managers are able to
make their own key strategic decisions and develop a marketing strategy
designed to maximize the revenues and profits of the firm. The selected strategy
may aim for any of a variety of specific objectives, including optimizing short-
term unit margins, revenue growth, market share, long-term profitability, or
other goals.

After the firm's strategic objectives have been identified, the target market
selected, and the desired positioning for the company, product, or brand has
been determined, marketing managers focus on how to best implement the
chosen strategy. Traditionally, this has involved implementation planning across
the "4 Ps": product management, pricing (at what price slot does a producer
position a product, e.g. low, medium, or high price), place (the place or area
where the products are going to be sold, which could be local, regional,
countrywide or international) (i.e. sales and distribution channels), and
promotion.
45

Taken together, the company's implementation choices across the 4 P's are often
described as the marketing mix, meaning the mix of elements the business will
employ to "go to market" and execute the marketing strategy. The overall goal
for the marketing mix is to consistently deliver a compelling value proposition
that reinforces the firm's chosen positioning, builds customer loyalty and brand
equity among target customers, and achieves the firm's marketing and financial
objectives.

In many cases, marketing management will develop a marketing plan to specify

how the company will execute the chosen strategy and achieve the business's
objectives. The content of marketing plans varies for each firm, but commonly
includes:

An executive summary
Situation analysis to summarize facts and insights gained from market research
and marketing analysis
The company's mission statement or long-term strategic vision
A statement of the company's key objectives often subdivided into marketing
objectives and financial objectives
The marketing strategy the business has chosen, specifying the target segments
to be pursued and the competitive positioning to be achieved Implementation
choices for each element of the marketing
46

OBJECTIVE OF STUDY

-To study the Marketing and financial Policies of the company.

-To study the amendments made in the Marketing and financial Policies of
Agile capital service since the time of incorporation.

-To incorporate the amendments in the base policy and prepare a final policy.

-To design a marketing and financial policy manual for the company with
special emphasis on the “Managerial Service Conditions”.
47

SCOPE OF STUDY

In any organization Marketing and financial management is the most important

asset. In today’s current scenario, Agile capital service is a very large capital
service provider and helping many needs.
As most of the company’s overall performance depends on its employee’s
performance which depends largely on the marketing and financial POLICIES
of the organization.
So the project has wide scope to help the organization to perform well in today’s
need in India.
The core of the project lies in analysing and assessing the organization and to
design an Marketing and financial strategies manual for the organization.
It helps in providing capital service for the customer
It helps in marketing and analysing the financial condition of the company.
48

METHOD OF DATA COLLECTION

The researcher has chosen the questionnaire methods of data collection due to
limited time in hand. While designing data-collection procedure, adequate
safeguards against bias and unreliability must be ensured. Researcher has
examined the collected data for completeness, comprehensibility, consistently
and reliability.
Researcher has also gathered secondary data which have already been collected
and analysed by someone else. He got various information from journals,
historical documents, magazines and reports prepared by the other researchers.
For the present piece of Research the investigator has used the following
methods:

Questionnaire Interview Observation

SAMPLE SIZE
Here, researcher has taken 30 as the sample size.
HYPOTHESIS OF PROJECT
Marketing and financial Policies provided by the organization of employees
works as an agent for the growth of employees and also motivates the
employees to perform well i.e.employee performance and satisfaction is the
valuable outcome of sound of marketing and financial Policies of the
organization.
The various marketing and financial Policies in Agile capital services makes the
employees enthusiastic towards work.

ABOUT THE QUESTIONNAIRE

In this method a questionnaire is sent to the marketing and financial Manager
concerned with a request to answer the questions and return the questionnaire.
The questionnaire consisted of a number of questions printed or typed in a
definite order. The HR Manager has to answer the questions on their own. The
researcher has chosen this method of data collection due to low cost incurred, it
is free from bias of the interviewer respondent have adequate time.
Marketing and financial Policies in Agile capital services
49

OBJECTIVES

In reviewing the purpose of marketing and financial strategies Policies at Agile

capital services , the organization stated that the marketing and financial
Policies has been a key part of the management process for the effective
utilization of human resource. The company aims to fulfil the following
objectives through its marketing and financial Policies:

Ensure a high degree of selectivity in so as to secure super achievers and nurture

them to excel in their performance.

Impart such induction, orientation and training as to match the individual to the
task and inculcate a high sense of organizational loyalty.

Provide facilities for all round of growth of individual by training in and outside
the organization, reorientation, lateral mobility and self- development through
self-motivation.
Groom every individual to realize his potential in all facets while contributing to
attain higher organizational and personal goals.
Build teams and foster team-work as the primary instrument in all activities.
Recognize worthy contributions in time and appropriately, so as to maintain a
high level of employee motivation and morale. Appraisals and promotions shall
be ethical and impartial.
Implement equitable, scientific and objective system of rewards, incentives and
control.
Contribute towards health and welfare of employees.

MANAGEMENT REVIEW:
50

Management review meeting is held every six months at the Group Review.
Meet is conducted from time to time to ensure the suitability, adequacy and
effectiveness of the marketing and finance Policies.

CORRECTIVE ACTION FOR NONCONFORMANCE

Nonconformance to the policies mentioned is reviewed by the Group marketing

and finance Cell, respective CEO and HR Head of the company. The review
will suggest remedial measures to avoid repetition of the nonconformance
through elimination of the root causes for the same.

Board of Directors is kept informed of the review and action plans decided to
avoid the nonconformance in the ensuing monthly meeting.

DOCUMENT AND DATA CONTROL

Documents and data are generated by the Organisational marketing and finance
in the form of hard copies or electronic medium.
Documents are reviewed and approved for adequacy by Organisational
marketing and financial prior to issue.
The various procedures that form the marketing and financial strategies Policy
of the Organization are:

Recruitment and selection of manpower Induction and Placement

Job Rotation
Performance appraisal
51

Counselling
Career Planning
Succession planning
Employee training and Development
Marketing and financial information Management System
Retirement Planning
Job Enrichment
Exit Interviews
A brief preview of the abovementioned policies and the various objectives that
these policies aim to achieve are given in the subsequent chapters.
Due to high level of secrecy maintained in the organization, the policies given
below are according to my understanding and interpretation of the subject.

Functions of Financial Management

Estimation of capital requirements: A finance manager has to make estimation

with regards to capital requirements of the company. This will depend upon
expected costs and profits and future programmes and policies of a concern.
Estimations have to be made in an adequate manner which increases earning
capacity of enterprise.
Determination of capital composition: Once the estimation havebeen made, the
capital structure have to be decided. This involves short- term and long- term
debt equity analysis. This will depend upon the proportion of equity capital a
company is possessing and additional funds which have to be raised from
outside parties.

Choice of sources of funds: For additional funds to be procured, a company has

many choices like-
Issue of shares and debentures
Loans to be taken from banks and financial institutions Public
deposits to be drawn like in form of bonds.
52

Choice of factor will depend on relative merits and demerits of each source and
period of financing.

Investment of funds: The finance manager has to decide to allocate funds into
profitable ventures so that there is safety on investment and regular returns is
possible.

Disposal of surplus:
The net profits decision have to be made by the finance manager. This can be
done in two ways:
Dividend declaration –
It includes identifying the rate of dividends and other benefits like bonus.
Retained profits –
The volume has to be decided which will depend upon expansional, in
novational, diversification plans of the company.
Management of cash:
Finance manager has to make decisions with regards to cash management. Cash
is required for many purposes like payment of wages and salaries, payment of
electricity and water bills, payment to creditors, meeting current liabilities,
Maintainance of enough stock, purchase of raw materials, etc.

Financial controls:
The finance manager has not only to plan, procure and utilize the funds but he
also has to exercise control over finances. This can be done through many
techniques like ratio analysis, financial forecasting, cost and profit control, etc.
53

FINANCIAL ANANLYSIS AND PLANNING

Financial analysis and planning are one of the fundamental activities and
responsibility for the finance department. Financial analysis and planning help
an organization in achieving strategic tasks and objective within available
resources. The key responsibility of financial analysis and planning team is
facilitate management in formulating short and long-term objectives, carrying
out costbenefit analysis and ensuring targets are met through periodic reviews.
Another responsibility is to ensure that management’s actions create
profitability for organization by providing relevant financial information.
Financial analysis and planning are essential divided into four parts forecasting,
budgeting, reporting and analysis.
Information technology and systems have made a big impact on financial
analysis and planning. The advent of databases and modern analytics tool have
smooth the whole process.

Forecasting
The first major step in management planning is formulating future sales strategy
and assessing the financial requirements to execute that plan. Organization
needs to analyse the current and future internal business scenario as well as
external developments, which impacting the business.

Forecasting tools such as Hyperion Planning Tool is apt in helping organization

achieve this task. Forecasting module of the tool provides information
happenings of previous financial years, broken down various cost elements.
This provides organization with a trend with past results.

Budgeting
The second major step is budgeting for management objectives. After analyzing
the past trends, organizations are able to asses’ trend of expense within various
cost elements. The next step is to expense all the cost account on a monthly
basis. This will bring about financial requirements of organization for given
financial year.
54

For example, Hyperion Planning Tool’s budgeting module facilitates

organizations to enter financial information on a monthly basis in all relevant
cost accounts. It creates a scenario of financial requirement for the given year.

Reporting
The third major step is reporting financial information at every end of the
month. Essentially reporting can be defined as providing financial information
for decision making at a periodic interval of time. Financial reporting could be
for internal stakeholders' as well external stakeholders. The internal
stakeholders could be the business owners and the management team. The
external stakeholders could be investors and financial institution.

For example, Financial Data Mart kind of system pulls in information from
different payroll, accounting and payables/receivable modules to provide
accurate monthly financial information.

Analysis
The fourth major step in financial analysis and planning is the analysis part.
When there is over spend scenario, we need to analyze what is causing
overspend, which factors are driving over spend. A further analysis needs to be
done whether factors driving over spend can be controlled or not.

Financial analysis requires studying of liquidity, profitability and long-term

sustainability. Financial ratios play an important role in financial analysis.
Financial ratio analysis module helps in creating analysis about financial
performance of company and compare with organization within the same
industry. Module has templates for current ratio, production costs, cash
conversion cycle, etc.

Financial analysis and planning function comes within the purview of the chief
financial officer. Hence it is important to develop financial systems, which
support executive decision also.
55

CAREER PROGRESSION
Are you satisfied with the mentor system followed for career progression
56

Agree

Agree Disagree

INTERPRETATION:
Regarding mentor system followed for career progression, 84% of the
employees get benefited and only 16% of the employees are exempted.

Are you satisfied with the competence analysis and feedback from manager?
57

marketing

Agree Disagree

INTERPRETATION:
Regarding competence analysis and feedback from manager 78% of the
employees are satisfied whereas 22% are not satisfied. It means that some of the
employees want feedback from other source.
58

Leave

Agree Disagree

LEAVE POLICY
Are you satisfied with the privilege leave provided to you?
REWARDS AND RECOGNITION
Are you satisfied with the monetary rewards?
59

INTERPRETATION: Regarding monetary rewards, 67% of the employees are

satisfied whereas 33% of the employees are not satisfied. It means that some of
the employees want to implement non-monetary rewards in the organization.

PERSONAL ACCIDENT INSURANCE POLICY

Are you satisfied with contingencies cover under Personal Accident Insurance
policy?

Monetary reward

Agree Disagree
60

SWOT ANALYSIS OF AGILE CAPITAL SERVICES

STRENGTHS:
The strengths of a company are the most important building blocks required for
growth to take place. The following are a few of the most prevalent strengths
that Agile capital service has at the present time.
Marketing: Their Marketing and financial policy is very strong. Agile capital
services markets capital services to the consumer by their market team who are
very talented in their respective field. The marketing team are very professional
in their respective area and much more helped their consumer by solving their
problems regarding capital services.
Work environment: During my stay I found the work environment very
satisfactory. Everyone is cordial and helpful and cooperative. There is less
internal conflict or politics at play which is essential for conducting a productive
working environment.
61

Transparency: For clear communication to the employees of the Marketing and

finance Practice in Agile capital services, they have a service rule book which
they give to every employee. The guide articulates important and covers all
marketing and finance Practice followed by the organization. This is very
helpful both for the employees and the employer as it removes chances of
misinterpretation, bias etc.

Leave Management:
They Provide approximately 40 days leave balance which include earn leave 15
days, Casual leave 10 days and Medical leave 15 days So employees have no
worries regarding having leave.
Accountable Corporate Governance is very important for the AMC:
Good Corporate Governance is an issue of vital importance to the Board and
Management of Agile capital service. The Board of Directors, as the head level
of authority, is responsible and accountable for the overall direction and is
ultimate answerable to regulatory authorities and shareholders for the activities,
strategies and performance of the company.
The board now has 9 members, which also includes 3 independent directors.
Agile capital service board has a formal schedule of matters especially reserved
for its decision including corporate strategy, approval of budgets and balance
sheet, annual financial results, Director Appointment, proposal for dividend,
approval of major organizational transactions and credit proposals beyond the
delegated business power of the management.
Training and development system of Agile capital service is a prime reason of
their success:
Agile capital service gives regular training to the officer of both middle and
lower levels. Again if there is any strategy or technology change, there will be
special training program arranged based on individual needs. They arrange
special training on their software also which they use in the office to operate
their system, which eventually becomes beneficial not only for the employee but
also for the organization, because if they do not know the exact procedure of
carrying out work in their system then that might affect them both the employee
end into making mistake, and as a result the reputation of the organization also
might get hampered.
62

WEAKNESS:
Though Agile capital services is a private limited company which provide
financial and marketing service has many strengths but it also has some
weakness. The followings are few of the most common weakness that Agile
capital services at the present time:
Inadequate Marketing:
The Marketing are not sufficient in terms of its service providing system. It has
to maintain a number of formalities to market its services.

Financial Planning:
There is not much financial Planning at the Organization except for an annual
need assessment for required capital

Lack of Job Analysis:

It is the important part of HR practice in an organization but not implanted in
Agile capital service which means they are less informed about current market
trends and that could lead to loss of potential talents from their pool.

OPPORTUNITY:
In an Organization opportunities are positive external environmental factors. An
organization should explore all possible opportunities available to it. These
opportunities are intended to improve the organization. By making
improvements, the organization should be able to become more competitive in
the market. The following are available opportunities to Agile capital services in
order for it to become more aggressive:
Recruitment:
Most recruitment in here is through internal recruitment, they can spread the
pool of entry level employees through campus recruitment.
THREATS:
An organization’s threats are negative external factors. An organization should
explore all possible threats available to it. These threats are intended to diminish
the organization. By making improvements and proper monitoring of the
threats, the organization should be able to turn more competitive in the market.
63

The following are threats are available to Agile capital service in order to
threaten its existence.
Government Policy:
The changes of policy connected to the operation of other capital service
provider might create an Unfavourable impact on the Organization. The
decision to withdraw the continuous efforts accelerated the degradation of the
organization.

The Lack of Motivation of Employees:

Sometimes the lack of motivation in employees can create a threat to the
organization. Employees may be overburdened with tasks that are not their
corecompetencies. As a result, the quality and accuracy of deliverables duties
may fall. Employee turnover may have a negative effect on the overall
performance of organization.
64

CONCLUSION

From the above discussion it can conclude such a way that since marketing and
finance management is a continuously practicing issue so it plays a significant
role on organizations overall performance. If an organization wants to gain full
benefit from marketing and finance management it should follow all the
sections of marketing and finance. As a small AMC few persons are recruited
for its operations and performances. But it will expand soon or later and then the
number of marketing employee may not be enough to run the company.
Committed and trustworthy employees are the most significant factors to
becoming an employer of choice, it is no surprise that companies and
organizations face significant challenges in developing energized and engaged
workforces. However, there is abundance of research to demonstrate that
increased employee commitment and trust in leadership can positively impact
the company’s bottom line. In fact, the true potential of an organization can only
be realized when the productivity level of all individuals and teams are fully
aligned, committed and energized to successfully accomplish the goals of the
organization. Thus, the objective of every company should be to improve the
desire of employees to stay in the relationship they have with the company.
65

SUGGESTIONS &RECOMMENDATIONS

The Performance Appraisal of employee is evaluated on the basis of 360degree

feedback or 180degree feedback.
The Organization should focus on mentor system intend to help employees in
their career progression.
The Organization should conduct Psychometric tests for employees.
The Training should be mandatory for all level of employees.
The Departments should develop constructive attitude towards each other.
The company should give the appropriate recognition for the contributions and
accomplishments made by employees. A flexible reward system should be
adopted by organization to improve employee motivation.
A more transparent and full proof communication system developed in the
organization.
Replacing the lacuna in the current system.
Wages and salary administration process should have a more scientific approach
laying stress on equal wages for equal work done.
66

Sources of information
All the information incorporated in this report has been collected from primary
sources as well as secondary sources.
Primary sources:
Interview with assistant manager of administration & Marketing and finance In
Charge
Operations manager and some other employees
Discussion sessions with senior officers as well Secondary
Sources:
Agile Capital Service Annual Report
Job description for each employees of Agile Capital service ,Marketing and
financial Division.
Performance appraisal format
Performance appraisal guideline provided by the Marketing and financial
division
67

BIBLIOGRAPHY
Books:

“Marketing and financial service” by prof. Bimal Jaiswal, Dr .Richa

Banarjee.
“Marketing Management” by Philip Kotler .
“Financial management Analysis: Organizational Applications” by Charles
E. Menifield

Journals & Articles:

Articles by C Paramsivam financial Systems.

Policies of Agile capital services
Documents of Agile Capital Service .
68

REFERENCE

https://www.agilecapitalservices.com/# https://www.agilecapitalservices.com/#
https://economictimes.indiatimes.com/company/agile-capital-marketslimited/
U67120MP1995PLC009530
https://www.glassdoor.co.in/Overview/Working-at-Agile-Capital-
ServicesEI_IE4266937.11,33.htm
69

THANK YOU