Social Concern Project at

“ELITE ENTERPRISES”

Submitted to

Christ Institute of Management, Lavasa, in Partial Fulfillment for the Award of

MASTER OF BUSINESS ADMINISTRATION

By

Kevin John

Register Number
20121019

Under the guidance of

PROF. JOBIN JACOB

Christ Institute of Management

Lavasa, Pune

2021
 DECLARATION

I, Kevin John, do hereby declare that the Social Concern Project undertaken at ELITE
ENTERPRISES has been undertaken by me as part of my studies in the degree of Master of
Business Administration (MBA). I have completed this study under the guidance of Jobin
Jacob, Professor of Marketing, Christ Institute of Management, Lavasa and Mr.
Royston Domnic Rodrigues (Propreitor).

I also declare that this report has not been submitted for the award of any degree, diploma,
associateship, fellowship or any other title, in Christ Institute of Management or in any other
College/University.

Place: Lavasa Kevin John

Date: November 15th, 2021 Register No: 20121019
 CERTIFICATE

This is to certify that the Social Concern Project submitted by Mr. Kevin John is a record of
project work done by him during the academic year 2020-2022 under my guidance and
supervision in partial fulfilment of Master of Business Administration.

This Social Concern Project has not been submitted for the award of any degree, diploma,
associateship or fellowship or any other title in this Institute or any other College/University.

Place: Lavasa (Name & Signature of the Guide)

Date: Prof. Jobin Jacob
CERTIFICATE FROM COMPANY
 ACKNOWLEDGEMENT
The internship at Elite Enterprises was a great learning experience and provided me the
opportunity to learn about how a MSME (Micro, Small & Medium Enterprises) functions,
what are its day-to-day activities in a specific department, etc. The exposure to the
functioning of a construction company under the category of MSME – Elite Enterprises-
proved to be an add-on in furthering my future interests.

I extend my supreme gratitude to CHRIST (Deemed to be) University Pune, Lavasa for
providing such kind of opportunity for students to broaden their perception on how the real
world in the field of MSMEs (Micro, Small & Medium Enterprises) looks like and functions.

I express my heartfelt gratitude and deep regards to the Hon’ble Vice Chancellor,
Dr. (Fr.) Abraham Vettiyankal Mani, and Dr. (Fr.) Jossy P. George, Director and Dean,
Pune Lavasa campus for their support.

I take this opportunity to convey my sincere appreciation and gratitude to my mentor Prof.
Jobin Jacob for his guidance, cooperation and patience during my internship.

I convey my sincere gratitude to my corporate mentor, Mr. Royston Domnic Rodrigues

(Propreitor), Elite Enterprises for giving me the opportunity to work under his guidance
and to successfully complete my training. The cordial support, guidance and understanding
given by him helped me to carry on my training at the company smoothly. His dedicated and
sincere attention to his assigned work is an inspiration to me.

I also thank the Almighty, my parents and my friends for their constant encouragement and
moral support which helped me to improve the quality of my work.

I value this opportunity as a milestone in my career development and consider myself blessed
to have got the opportunity for this internship.

Kevin John
20121019
 EXECUTIVE SUMMARY
The company, Elite Enterprises is a start-up company, ideated in the year 208 with the
main objective of catering to the needs of the Indian citizens with providing the best real
estate solutions within the reach of the Indian middle class population.

The company looks forward to provide a smooth, transparent and efficient service in the real
estate industry.
This report is regarding the Social Concern Project at Elite Enterprises. In this report, I
have made a comprehensive study about the organization, observations made during the
tenure of the SCP and also the learning & recommendations made during the tenure.

The paper covers the organization's beginnings and growth over time, as well as its current
position in the market in terms of innovation. The study discusses the many regulations and
procedures that must be followed in order to be productive in the workplace and in the
industry.
Understanding the present process flow in the business and designing marketing strategies to
give the organisation a face, as well as assisting with the formulation of a plan for training
and development of the organization's personnel, was a significant component of the SCP.

In addition, the organisation received recommendations on the process flow.

Elite Enterprises’ main goal is to makeluxury living affordable for individuals and businesses
all throughout India. Their main goal is to give not just high-quality services, but also a
positive customer experience and exceptional service. Their approach to the real estate sector
is cutting-edge and forward-thinking.

In terms of my experience at the company, the report also covers the lessons learned,
recommendations, and conclusion. It also highlights the many components of the services, as
well as ideas made to better the business from my end, as well as the firm's issues.
INTRODUCTION

NEED FOR THIS SCP PROJECT:

While the whole world faced the wrath of the corona virus, what we realized is that the Small
and Medium Sized Enterprises have faced the highest blow. We as MBA graduates with
required information can invest our solutions and help such organizations overcome such
challenges. This project not only exposes us to real life challenges but also helps us develop
our skills to face similar challenges in the future.

Elite Enterprises were skeptical about the methods and techniques to be incorporated to
enhance their performance both in terms of marketing reach and also in training their
employees. Our contribution towards the same, not only helped them but also helped us
understand the real life issues of small companies.
COMPANY PROFILE:

Elite Enterprises was founded by Mr. Domnic Rodrigues 2008. The Company is Dedicated to
Excellence in Property Management with its Core Expertise in Land Development &
Construction Sector for last 13 years. To serve the community, even more, they have recently
entered the hospitality sector.

Silent leadership qualities, with numerous "Industry firsts" and recognised by the building
fraternity by having conferred numerous awards, year after year, bears testimony to the
Quality, Reliability, Dedication to Customer satisfaction and the sensitivity and success of
Elite Enterprises.

Elite Enterprises firmly believes that long term success can only come from mutually
satisfying relationships with their clients, a trust they continuously enhance by responding to
the customer's needs quickly, effectively, transparently and economically.

Elite Enterprises don't just build structures, they build lasting relationships. They build a
heritage, for you to pass on to your dear ones.

Elite Enterprises has a legacy of 13 years in building construction with operation ranging
from, as Government contractors to Private Industrial and Residential design and
developments. The Group's diverse portfolio, with management's hands on experience and
personnel expertise's have successfully delivered simple to complex industrial structures,
affordable to luxury housing, small society's to large townships, making Elite Enterprises a
favourite amongst Architects, Consultants and Customers alike.
OBJECTIVE OF THE PROJECT:

The important aspect of the SCP was to understand the current process flow in the
organization and come up with marketing strategies to give a face for the organization and
also help in developing a plan to do the training and development of the employees in the
organization.

Parallel recommendations on the process flow was also provided for the organization

The aim was to provide suggestions related to marketing, which would help them have a
better reach in the market and improvements that could be made in the training and
development practices at the firm. Other aspects of the study were to understand the pricing
strategy used by the company in the service they are providing and their overall functioning.

PROBLEM STATEMENT:

To improve the training and development strategies for the employees and also a marketing
strategy for the firm to have a successful expansion.
BUSINESS PROCESS AND ANALYSIS:

The process flow of the organization is as follows. The company is now currently working
with the help of an aggregator. For Elite Enterprises, Just Dial is the aggregator.

However, the company is now planning for an expansion strategy, where the entire process is

handled by themselves and do not require any aggregator. The company has already taken
steps to make an identity of their own.

The following diagram represents the business process with the help of Just Dial
(Aggregator).

In the above process flow diagram, it can be observed that the customer contacts the firm

directly and the call is transferred to the tele caller. The tele caller takes the details of the

customer, type of construction, initial description of the construction, location of the site,

then processes the request and confirms the estimate price to the customer. Post confirmation,
the request is verified by the operations team for the timelines, kind of construction materials
needed, etc.

Once there is confirmation from the operations head the supervisor (Propreitor) gets

the service request details and then the accurate vehicle (for the materials) and labour is
assigned and the request is processed.
The following diagram represents the business process without the intervention of the
Aggregator.

With aggregator in place, there is an additional step in between where the customer contacts
the aggregator in this scenario JustDial.com where they take the request from the customer

and the details of construction and contact the company for a quotation from their end and

similarly contact 2 to 3 other construction companies to get multiple pricing, the same is
provided to the customer and if Elite Enterprises is appointed to fulfil the request the process
flow continues same as that when there is no aggregator in place.

In view of the solicitation from the client, the organization allocates the labor and materials
that would be utilized for construction. The fundamental point is to be transparent in the
administration.
OBSERVATION AND ANALYSIS:

WEBSITE:

Webpage for the firm is to be launched in the coming year in the month of January. The main

reason to do so is to remove the intervention of the intermediary, which is JustDial.com

The creation of a webpage also creates an image for the company and would enable the
services to be more transparent and more centric to the organizations goal.

WORD OF MOUTH:

The current marketing technique used is the word of mouth and the customers who are
satisfied with the service give a positive review on Just Dial. There is no other marketing
strategy used by the company to show their presence in the market. Thus, there is an
immediate need for them to create an image that reaches all those customers who think of real
estate and construction.

INCENTIVES FOR GOOD SERVICE:

The labourers and drivers expect tip at the end of delivery. Since most of them are unskilled

workers, their expectation of earning a tip is very common. However, customers would
usually not approve of giving such tips to labourers or workers. As a result, the company has
its own policy of providing tips, though not termed so, and based on the rating they have
acquired for the service.

A rating of 5 stars helps the employees earn a certain amount of fixed amount of money. And

likewise, for the other ratings they receive. This is an incentive for the good service provided

and also a motivation for the team to perform as it is the team’s effort that paves way for a
good service.
SHARED AND INDIVIDUAL SERVICES:

Elite Enterprises provides services where they can accommodate more than one customer
request in one vehicle and up to 3 customers could be merged based on the requirement,
timeline and request.

Since there are multiple construction sites at a given point in time, the labourers are divided
accordingly as per the stage in construction at each site.

This ensures optimum usage of labour and low cost of labour to the company.
FINDINGS AND RECOMMENDATIONS:

Findings:

There are multiple opportunities for Elite Enterprises to spread across and expand their
services. Even though the firm concentrates on providing value for money while they could
expand to other markets, they could have tie-ups with smaller vendors in that market and start
their service to have a better reach as those vendors in the market will have better
construction materials at a lesser price.

Following are the ongoing challenges in the firm:

o Lack of communication due to various barriers one of which being language as the

labourers are mostly recruited from north, north eastern part of India.

o Lack soft skills and trainings must concentrate to improve the same.

o Aggregator policies and demands resulting in less opportunities for the firm of
potential clients as the aggregator provides multiple quotations which does stop them
from knowing the kind of service that the company provides.

o Potential communication gap between the customer and the employee is also an

ongoing challenge which could be an issue in the long run or the short run where the

customers would be not much satisfied with the service.

o Lack of proper marketing strategy for the firm as word of mouth is the only means to

gain customers. A larger customer base not only helps them increase their sales but also

creates a good image.

o Difficulty in entering new markets due to high competition and also the pricing of the
firm.

In conclusion, the following are the findings:

- Remove the aggregator – Website by 2022

- Pandemic hit - tie up with small vendors

- Main focus is customer, quality and experience.

- Networking & Marketing – WOM! (Word of Mouth)

- Unskilled laborers – Require training

- Planned incentives – instead of Tips – Fixed amount of pay on earning 5 star ratings.

Recommendations:

1. Improve Training and development program

o As this industry has a plenty of unskilled labours it is important for a training

and development in both soft skills and work skills.

o Tie up with a firm that could help the training of soft skills for the labourers

helping them communicate with customers and understanding their (construction) needs
better.

o Communication barrier could be due to language barrier hence the learning and

development could help the labourers develop their communication skills.

o Conduct programs where their work is recognized and rewarded in turn

motivating other to perform better.

o Plan on better incentive schemes that motivate them to work harder.

 2. Planning a marketing strategy for the firm’s better reach to its target market.

o Use of Social media platforms to promote their services.

o Take the best of the COVID situation. Digital marketing of their services can improve
their current situation.
o A proper feedback mechanism or a platform where the customers could provide

their feedback to help in the growth of the organization and to make the prospective
customers aware about the goods and bads of the organization.

o Form a marketing team to market their services.

3. Hire local manpower in places of requirement, from the respective local places
which

would help them in resolving communication issues in certain places.

To conclude, the following are the recommendations for the project:

o Reduce the current communication glitches.

o Can increase staff as required – Preferably from within the state.
o Continue training methods – Soft skills and Skill Training.
o Stronger Marketing strategies to be implemented - Social Media, E-brochures.

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