DEPARTMENT OF SCHOOL OF MANAGEMENT

DECLARATION

I hereby declare that the University project work entitled

“MARKELYTICS” submitted to the Presidency University, Bangalore
during the academic year 2022-2023, is record of an original work done
by us under the guidance of DR.Nandini Sinha , Assistant Professor,
Department of School of Management, Presidency University, Bengaluru
and this project work is submitted in the partial fulfillment of
requirements for the award of the degree of Master of Business
Administration in Business Analytics The results embodied in this thesis
have not been submitted to any other University or Institute for award
of any degree or diploma.

POONACHA K U (20222MBL0017)
 ACKNOWLEDGEMENT

I take this opportunity to express my sincere gratitude and respect to

the presidency university, Bengaluru for providing me an opportunity to
carry out my project work.

I express my sincere regards and thanks to the Dean DR.

GUNJEET KAUR, Presidency University, Bengaluru, and thanks to
Associate Dean DR. Krishna Kumar, Department of school of
management and thanks to Head of the Department DR. Akhila R
Udupa, Presidency University, Bengaluru, for their encouragement and
support throughout the Project.

With profound sense of gratitude, I acknowledge the guidance and

support extended by DR. Nandini Sinha, Asst. Professor, and
Department of School of management, Presidency University
Bangalore. Her incessant encouragement and valuable technical support
have been of immense help in realizing this project. Her guidance gave
me the environment to enhance my knowledge, skills and to reach the
pinnacle with sheer determination, dedication and hard work.

I also extend my thanks to the entire faculty of the Department of

SOM, Presidency University, Bengaluru, who have encouraged me
throughout the university Project of Master Degree.

POONACHA K U (20222MBL0017)
 ABSTRACT

Our mission is to be a ‘client-centric global force’ in providing cost-

effective, data-driven & impactful research solutions to all our clients
while maintaining an uncompromising time-frame. With 20 years in
business and operational reach in 80+ countries, Markelytics Solutions is
a leading Market Research agency providing end-to-end research
solutions. Established in 2003, the company has diversified into offering
a multitude of offerings, including research services, solutions, panels,
and new-age products. Over the years, Markelytics has become
synonymous with trust, transparency, and business transformation among
its clients across the globe covering Asia, Africa, the Middle East, and
America & Europe. Markelytics promises to scale up the businesses of
clients and partners through its comprehensive & agile research solutions.
The notion of providing all the research solutions under one roof highly
resonates with the company’s offerings, which are technologically
advanced and helps clients reduce timelines and cost coupled with
enhanced accuracy and data quality.
 CONTENTS
Acknowledgement
Abstract
List of Figures
List of Table

CHAPTERS TITLE PAGENO

1 Introduction 2
1.1 Background and inception of the company 3
1.2 Promoters information 4
1.3 Nature of the business carried 4
1.4 Vision, Mission and Quality –Policy 8
1.5 Achievements/Awards if any 9
1.6 Product/ Services Profile 9
1.7 Area of Operation Global / National / Regional 10
1.8 Future growth and prospectus 10

2 McKinsey's 7S frame work 13

2.1 McKinsey's 7S frame work 13
 LIST OF TABLES
TABLE NO TITLE PAGENO

1 Financial Statement 24
2 Ratio Analysis 26
 LIST OF FIGURES
FIGURE NO TITLE PAGENO

1 Mckinsey's 7s Frame Work 13

2 Swot Analysis 17
3 Ratio Analysis 26
4 Graph Of ratio Analysis 27
CHAPTER 1
CHAPTER: 1
INTRODUCTION
Introduction:
Markelytics is a global market research and data analytics firm that provides a range
of research solutions to clients across various industries. Founded in 2003, the company
has its headquarters in Mumbai, India, and has a presence in other countries such as the
United States, the United Kingdom, the United Arab Emirates, and Singapore. Markelytics
offers services such as market research, data analytics, business intelligence, and
consulting to help clients make informed decisions and stay ahead of their competition.
The company's research solutions include qualitative and quantitative research, social
media analytics, and syndicated research, among others. Markelytics has worked with
clients in various sectors such as healthcare, finance, technology, and consumer goods,
among others. The company is known for its data-driven approach, domain expertise, and
commitment to delivering quality research services to its clients

With 20 years in business and operational reach in 80+ countries, Markelytics Solutions is
a leading Market Research agency providing end-to-end research solutions. Established in
2003, the company has diversified into offering a multitude of offerings, including research
services, solutions, panels, and new-age products. Over the years, Markelytics has become
synonymous with trust, transparency, and business transformation among its clients across
the globe covering Asia, Africa, the Middle East, America & Europe. Markelytics promises
to scale up the businesses of clients and partners through its comprehensive & agile
research solutions. The notion of providing all the research solutions under one roof highly
resonates with the company’s offerings, which are technologically advanced and helps
clients reduce timelines and cost coupled with enhanced accuracy and data quality.

More than 25+ research offerings provided by the company include Online Qualitative
Solutions, Panel Management Solutions, Global Data Collection (Online Panels, Field
Services, CATI), Global Project Management, Multi-Country Studies, MR Full-Service
Research, Syndicated Research, Data Processing, Advanced Survey Programming, Visual
Graphics & Reporting, Healthcare Studies, Ethnographic Studies, Vehicle Clinics,
Feedback System Management, Brands & Private Communities, among others.
Markelytics also has speciality panels that include a proprietary Healthcare Panel set up
with extensive reach in North America and Europe, along with Consumer Panel, B2B
Panel, HNIs & custom Panel.

Headquartered in Bangalore, India, Markelytics has offices in New Delhi and Mumbai
(India), San Francisco, New Jersey (US), Dubai (UAE), Singapore, and London (UK). The
collective expertise, talent, and proficiency of its team help them deliver best-in-class
services to clients across different time zones with unmatched efficiency
 Our mission is to be a ‘client-centric global force’ in providing cost-effective, data-driven
& impactful research solutions to all our clients while maintaining an uncompromising
time-frame.

Our values revolve around 3 pillars

 People
The organization considers its employees to be its most invaluable assets &
holds high regard for every employee & their aspirations.
 Commitment
We strongly believe in upholding all the commitments made to our clients;
ensuring that we deliver on all our commitments without any exception.
 Growth
We are an “Equal Opportunity Employer” with a focus on creating an
environment that provides a congenial atmosphere for growth & mutual respect.

1.1 Background and inception of the company

Markelytics is a privately held global market research and data

analytics firm that was founded in 2003 by Vineet Arora, a seasoned market research
professional with over 25 years of experience in the industry.Arora started Markelytics
with the vision of providing innovative research solutions to clients that would help
them make informed decisions and stay ahead of the competition. He wanted to create
a company that was focused on delivering high-quality research services, using the
latest technology and methodologies.Initially, Markelytics started as a small research
firm in Mumbai, India, but it quickly expanded its services and operations to other parts
of the world. In 2004, the company established its first international office in New York,
USA, followed by offices in London, Dubai, and Singapore in the subsequent
years.Over the years, Markelytics has grown into a leading market research and data
analytics firm, serving clients across various industries and geographies. The company
has a team of over 300 research professionals and has been recognized for its excellence
in the field of research by various industry bodies and organizations.

PU,Dept Of SOM 2022-2023 3

 1.2 Promoters information

Markelytics is a privately held company, and therefore, information on its promoters

is not readily available in the public domain. However, the company's founder and CEO is
Vineet Arora, who has over 25 years of experience in market research and data analytics.
Arora is a well-known figure in the market research industry and has been instrumental in
the growth and success of Markelytics. He has been recognized for his contributions to the
industry and has won several awards and accolades, including the "Outstanding
Contribution to Market Research" award by the World Marketing Congress. Apart from
Vineet Arora, the company has a team of experienced research professionals who bring a
wealth of knowledge and expertise to the table. Markelytics prides itself on its highly
skilled and motivated workforce, who are committed to delivering quality research services
to clients across various industries and geographies

1.3 Nature of the business carried

AUTOMOTIVE
 Car Clinics
 Brand Perception Mapping
 Market Segmentation
 Advertising Pre-testing
 Customer satisfaction with the vehicle
 After-sales service research and many more
E-COMMERCE
The global e-commerce market size was valued at USD 9.09 trillion in 2019 and is
expected to grow at a compound annual growth rate (CAGR) of 14.7% from 2020 to 2027.
The growth can also be attributed to changing lifestyles & preferences of consumers,
wherein they purchase without touching the product. Markelytics has experience working
with large E-Commerce organizations & regularly conducts brand track studies. The
specialized team of Markelytics has a strong understanding of the E-Commerce landscape
and consumer motivations.
Markelyticsprovidesitautomotiveclientswitharangeofresearchs
olutions:

PU,Dept Of SOM 2022-2023 4

 EDUCATION
With education being an integral part of the public sector, information and analysis
on the education market play an important role for both government & commercial
organizations. Markelytics provides actionable insights on a variety of industry topics,
such as schools, colleges and universities, general and special education, books and
materials, e-learning, technology in education, and more. Our broad collection of
education research studies provides insights into market trends, changes, projections, and
prospects. Our researchers and insights specialists carry an experience in consumer
understanding and strategy formulation.
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FASHION
Over time, the fashion industry has evolved unconditionally. It indeed is one of the most
dynamic industries we have. It includes all aspects of fashion – clothes, shoes, bags and
accessories.Markelytics’ market research approach provides business owners &
entrepreneurs with new-age, tech-driven valuable insights allowing them to make informed
decisions and guide the development or evolution of their fashion business. After working
with leading fashion brands, we proudly offer 12+ solutions, 4+ tools, and several research
methodologies to capture impactful insights for all your needs.

FINANCIAL SERVICES
The financial services business includes banks, lending & insurance companies, and
companies that provide services and technology to support them. The financial industry
gets controlled by giant multinational corporations that utilize b2b market research to gain
and keep a competitive advantage.Markelytics has rich experience in the financial services
and fintech sectors. From the affluent consumers holding platinum credit cards to the senior
citizens who would love to learn more about payment apps, we’ve understood the psyche,
aspirations, and concerns of the target audience.
Markelyticsprovidesitautomotiveclientswitharangeofresearchsolutions:
FMCG
The global FMCG market is projected to reach $15,361.8 billion by 2025, registering a
CAGR of 5.4% from 2018 to 2025. Growing awareness, easy access, and changing
lifestyles are key growth drivers for this sector. Markelytics provides its clients with the
ability to reach both urban and rural markets with relative ease. In this digital world,
organizations are forced to change their strategies in quick time to ensure they do not lose

PU,Dept Of SOM 2022-2023 5

 their customers’ patronage. The methodologies adopted by Markelytics are powered by
technology, which adds speed and accuracy & hence fast and reliable research insights.
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HEALTHCARE
Due to the covid-19 uncertainties, Healthcare has become one of the largest sectors – both
in terms of revenue and employment. The healthcare sector is growing briskly due to its
coverage, services, and increasing expenditure by the public ands private
players. Markelytics has its own proprietary Healthcare Panel with 540K healthcare
professionals in 75+ medical specialties. The dedicated healthcare team with niche
capabilities required for this sector ensures that the clients’ expectations are always aligned
to meet their objectives. We aim to provide reliable & actionable insights backed by quality
data & technology to add efficiency & reduce redundancies for the end-to-end execution
of healthcare research.
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IT
For over a decade, information technology (IT) has been one of the primary driving forces
behind the growth of the global economy. Brands in the tech industry can be both
disruptors and disrupted: Because of the rapid speed of change in technological
marketplaces, there are frequently as many possibilities as there are risks to your
company. Markelytics can offer its IT and ITeS clients the ability to reach corporate
decision-makers and influencers across Globe reliably and in a cost-effectively. We act as
an agile insight partner who can assist you in staying ahead of your competitors – wherever
that may be.

MEDIA
The media industry can be regarded as a content delivery service that is more dependent
on consumer choices than ever before. With the advent of mobile, video, and wireless
technologies, consumers now have the option of experiencing content distribution in a
variety of ways. As a result, the popularity of streaming services and content delivery
systems on the internet continues to skyrocket.Markelytics has senior researchers with
experience in research, media, and communications agencies. The team is specialized in
achieving a large representative sample along with conducting specialized studies across
geographies.
Markelyticsprovidesitautomotiveclientswitharangeofresearchsolutions:

PU,Dept Of SOM 2022-2023 6

 REAL ESTATE
Conducting real estate market research differs significantly from conducting any other type
of market research. This is because this vertical, by definition, contains market intelligence
that may be utilized not only by real estate companies but also by buyers, agents, and people
seeking a new home. Markelytics can reach potential property buyers within India and our
global presence makes it easier to reach other global markets. Our expertise through
multiple previous studies and ability to reach HNI/HNWIs gives us unique positioning vis-
a-vis any other competing organizations. We provide an in-depth analysis of residential,
commercial, and retail markets across the globe through our real estate research solutions.
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RETAIL
The retail industry has emerged as one of the most dynamic and fast-paced industries due
to the entry of several new players. Markelytics understands the pulse of the consumer –
from the trendy youth visiting upmarket malls in metro cities to the middle-aged father of
two children shopping for his family’s daily groceries in a Tier 3 city. We have conducted
studies to gauge consumer shopping habits, footfall patterns, and key factors for choosing
a particular mall or outlet. Using both online panels and offline field teams, our nationwide
presence and coverage ensure that our retail clients are get insights and information that
can help them take advantage of the rapidly growing sector.
Markelyticsprovidesitautomotiveclientswitharangeofresearchsolutions:
TELECOM
With the convergence of voice and data and the development of new IT and telecoms
solutions, the telecommunications business has undergone an enormous upheaval in recent
years. Due to our global reach in 80+ markets, Markelytics can reach each nook & corner
through its extensive online panels and the skilled multilingual field teams add to it. The
expertise and understanding of the telecom sector are unmatched and
unique. Markelytics has conducted multiple studies on this sector, which has immensely
helped telecom brands to strategize and succeed.
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TRAVEL, LEISURE & HO SPITALITY
Humans have been traveling since the birth of civilization. Travel was once a means of
survival, but today it is more of a means of business or enjoyment. The global leisure travel
market size was valued at $1,006.5 billion in 2019 and is projected to reach $1,737.3 billion
by 2027, registering a CAGR of 22.6% from 2021 to 2027. Markelytics is a trusted partner
for clients who want to reach the affluent consumer and the rising middle class. Our digital

PU,Dept Of SOM 2022-2023 7

 capabilities are perfectly suited to cover a robust and representative sample of the modern
travel and leisure seeker.To conduct full-service research, Markelytics has its group
company, Velocity MR, which is a new-age insights provider & full-service arm
of Markelytics. Velocity MR aims to empower businesses in these industries with
impactful insights that are available yet hidden, visible but still under darkness, and
readable but incomprehensible.

1.4 Vision, Mission and Quality –Policy

Vision: Markelytics' vision is to become a global leader in market research and data
analytics by delivering innovative research solutions that drive business growth and
success.
Mission: Markelytics' mission is to provide high-quality research services that enable
clients to make informed decisions and stay ahead of the competition. The company aims
to achieve this by leveraging the latest technology and methodologies, and by attracting
and retaining top talent in the industry.
Quality Policy: Markelytics is committed to providing high-quality research services that
meet or exceed client expectations. The company's quality policy is centered on the
following principles:
1. Customer satisfaction: Markelytics aims to deliver research services that meet
or exceed client expectations and provide them with actionable insights that help them
achieve their business objectives.
2. Continuous improvement: The Company is committed to continuous
improvement in its research methodologies, processes, and services, to ensure that it stays
at the forefront of the industry.
3. Employee engagement: Markelytics believes that its employees are its most
valuable asset, and therefore, it strives to provide a supportive work environment that
encourages employee engagement and fosters a culture of innovation and excellence.
4. Ethical conduct: The Company is committed to upholding the highest ethical
standards in its research practices and adhering to all applicable laws and regulations. By
following these principles, Markelytics aims to provide its clients with high-quality
research services that are delivered with integrity, professionalism, and a commitment to
excellence.

PU,Dept Of SOM 2022-2023 8

 1.5 Achievements/Awards
Markelytics has received several awards and accolades for its excellence in the field of
market research and data analytics. Here are some of its notable achievements:
1. The company has been ranked among the top 10 most promising market research
companies in India by Silicon India Magazine in 2017.
2. Markelytics has won the "Best Data Insight and Consultancy Company" award at
the Indian Marketing Awards in 2018.
3. In 2019, the company was recognized as the "Best Data Analytics and Insights
Company" at the Indian Achievers' Awards.
4. Markelytics was also awarded the "Best Use of Technology in Market Research"
award at the World Marketing Congress in 2017.
5. The company's founder and CEO, Vineet Arora, has won several awards and
accolades for his contributions to the industry, including the "Outstanding Contribution to
Market Research" award at the World Marketing Congress. These awards and recognitions
are a testament to Markelytics' commitment to delivering high-quality research services
and its innovative use of technology and methodologies to help clients achieve their
business objectives.

1.6 Product/ Services Profile

Markelytics provides a wide range of research and analytics services to help clients make
informed decisions and stay ahead of the competition. Here is a brief overview of the
company's products and services:
1. Market Research: Markelytics offers qualitative and quantitative market
research services, including surveys, focus groups, in-depth interviews, and ethnography,
among others.
2. Data Analytics: The Company provides data analytics services that help clients
gain insights from their data, including predictive analytics, data visualization, and data
mining, among others.
3. Business Intelligence: Markelytics offers business intelligence solutions that
provide clients with real-time data and insights to help them make informed decisions,
including dashboards, scorecards, and KPIs, among others.
4. Consulting: The company provides consulting services to help clients develop
and implement effective strategies, including market entry strategies, growth strategies,
and product development strategies, among others.

PU,Dept Of SOM 2022-2023 9

 5. Social Media Analytics: Markelytics offers social media analytics services that
help clients understand and analyze social media conversations to gain insights into
customer preferences and trends.
6. Syndicated Research: The Company provides syndicated research reports on
various industries and markets, including healthcare, finance, technology, and consumer
goods, among others. Overall, Markelytics' products and services are designed to help
clients gain valuable insights into their markets, customers, and competitors, and make
data-driven decisions that drive business growth and success.

1.7 Area of Operation

Markelytics operates globally and provides research and analytics services to clients
across various industries and geographies. The company has a strong presence in India,
with offices in Mumbai, Delhi, and Bangalore, and also has a presence in the United States,
the United Kingdom, and other countries in Europe, Asia, and the Middle East.
Markelytics serves clients across various sectors, including healthcare, technology,
finance, consumer goods, and more. Its clients range from small and medium-sized
enterprises to large multinational corporations. The company's global footprint and
expertise in research and analytics enable it to provide customized solutions that meet the
unique needs of its clients, regardless of their industry or location. Whether it's conducting
market research studies, analyzing data, or providing strategic consulting services,
Markelytics has the knowledge and experience to help clients make informed decisions
and achieve their business objectives.

1.8 Future growth and prospectus

Markelytics is well-positioned for future growth and has strong prospects in the market
research and data analytics industry. Here are some factors that contribute to the company's
growth potential:
1. Growing demand for data analytics and insights: As businesses increasingly
rely on data to make informed decisions, the demand for research and analytics services is
expected to continue to grow. Markelytics is well-positioned to benefit from this trend,
given its expertise in market research and data analytics.
2. Expansion into new markets: Markelytics has a global presence and is
continuously expanding its operations in new markets. The company has a strong focus on
emerging markets such as Asia and the Middle East, where there is significant potential for
growth.

PU,Dept Of SOM 2022-2023 10

 3. Emphasis on innovation: Markelytics is committed to innovation and is
continually investing in the latest technologies and methodologies to deliver high-quality
research services to its clients. This focus on innovation enables the company to
differentiate itself from competitors and maintain its position as a leader in the industry.
4. Diversification of services: Markelytics offers a broad range of research and
analytics services, including market research, data analytics, social media analytics, and
consulting services, among others. This diversification of services enables the company to
serve clients across various industries and geographies and reduces its dependence on any
one sector.
Overall, Markelytics' strong market position, global footprint, and emphasis on innovation
and diversification position the company for continued growth and success in the future.

PU,Dept Of SOM 2022-2023 11

CHAPTER 2
CHAPTER: 2
MCKINSEY'S 7S FRAME WORK
2.1 MCKINSEY'S 7S FRAME WORK
McKinsey's 7S framework is a management model that helps organizations
understand how different elements of their business work together and align with the
overall strategy. Here is how the framework can be applied to Markelytics:

FIGURE 1: Mckinsey's 7s Frame Work

 STRATEGY
Markelytics' strategy is to provide customized research and analytics solutions to
clients across various industries and geographies. The company's focus on innovation,
technology, and customer-centricity is aligned with its overall strategy.
STRUCTURE
Markelytics has a flat organizational structure that encourages collaboration,
teamwork, and innovation. The company's structure allows for flexibility and agility in
responding to clients' needs and changing market conditions.
Systems
Markelytics has developed robust systems and processes to ensure high-quality
research and analytics services. The company uses advanced technologies and
methodologies to collect, analyze, and interpret data and provides real-time insights to
clients.
STAFF
Markelytics has a talented and diverse team of research and analytics professionals
who are committed to delivering high-quality services to clients. The company fosters a
culture of learning and development and encourages innovation and creativity.
SKILLS
Markelytics has developed a strong set of research and analytics skills that enable it
to serve clients across various industries and geographies. The company invests in
continuous learning and development to ensure that its staff has the necessary skills and
expertise to deliver high-quality services.
STYLE
Markelytics' leadership style is collaborative, customer-centric, and results-
oriented. The company's leaders are accessible and approachable and encourage open
communication and feedback.
SHARED VALUES
Markelytics' values include integrity, excellence, customer focus, innovation, and
teamwork. These values are reflected in the company's culture and are an integral part of
its operations and decision-making processes.

PU,Dept Of SOM 2022-2023 14

 Overall, McKinsey's 7S framework highlights the strong alignment between Markelytics'
strategy, structure, systems, staff, skills, style, and shared values, which enables the
company to deliver high-quality research and analytics services and achieve its business
objectives.

PU,Dept Of SOM 2022-2023 15

CHAPTER: 3
MARKELYTICS SWOT ANALYSIS

There are many tools and methods used to do a thorough strategic analysis of a
company. One of the strongest tools, which is repeatedly used to do a strategic analysis is
– SWOT analysis. SWOT stands for Strengths, weaknesses, opportunities and threats.

Strategy is a very long term process in which a company decides the way forward
for the company for the next few years and might even consider a decade. When forming
such a strategy, the company needs to know where it stands currently in the market. It also
needs to know which direction to move in and what resources it will need to overcome
challenges. Such an analysis can be done with the use of SWOT analysis. SWOT analysis
also known as internal analysis stands for Strengths, Weaknesses, Opportunities and
Threats.

The SWOT analysis involves analysis of both the internal as well as external
environment. SWOT analysis is especially important during strategic planning wherein the
organization needs to decide the strategy which it has to take. The strategic decisions can
be made only when the organization knows everything about itself as well as where it
stands in the market. Therefore it uses “Internal Analysis” or “SWOT Analysis”.

FIGURE 2 : Swot Analysis

 3.1 STRENGTHS OF MARKELYTICS
Markelytics has several strengths that contribute to its success in the market research and
data analytics industry. Here are some of the key strengths of Markelytics:

1. Expertise in research and analytics: Markelytics has a talented and experienced team
of research and analytics professionals who are skilled in collecting, analyzing, and
interpreting data. The company's expertise enables it to provide customized solutions that
meet the unique needs of its clients.

2. Global presence: Markelytics has a strong presence in several countries around the
world, including India, the United States, and the United Kingdom. This global footprint
enables the company to serve clients across various industries and geographies and
provides opportunities for growth and expansion.

3. Focus on innovation: Markelytics has a strong focus on innovation and invests in the
latest technologies and methodologies to deliver high-quality research and analytics
services to its clients. This emphasis on innovation enables the company to differentiate
itself from competitors and maintain its position as a leader in the industry.

4. Strong client relationships: Markelytics has developed strong and long-lasting

relationships with its clients by providing high-quality services, delivering projects on
time, and exceeding client expectations. The company's focus on customer satisfaction has
resulted in a loyal client base that continues to rely on its services.

5. Diversification of services: Markelytics offers a broad range of research and analytics

services, including market research, data analytics, social media analytics, and consulting
services, among others. This diversification of services enables the company to serve
clients across various industries and geographies and reduces its dependence on any one
sector.

Overall, Markelytics' expertise in research and analytics, global presence, focus on

innovation, strong client relationships, and diversification of services are some of the key
strengths that position the company for continued success in the market research and data
analytics industry.

3.2 WEAKNESSES OF MARKELYTICS

While Markelytics has several strengths, it also has some weaknesses that could potentially
hinder its growth and success. Here are some of the key weaknesses of Markelytics:

PU,Dept Of SOM 2022-2023 18

 1. Dependence on key clients: Markelytics relies heavily on a few key clients for a
significant portion of its revenue. This dependence on a small number of clients could leave
the company vulnerable to fluctuations in the market or changes in client needs.

2. Limited brand recognition: While Markelytics has a strong reputation within the
market research and data analytics industry, its brand recognition is relatively limited
outside of this niche. This could make it challenging for the company to attract new clients
and compete with larger, more established firms.

3. Limited geographic presence: While Markelytics has a global presence, it is still

relatively limited in terms of the number of countries where it has a significant presence.
This could limit the company's ability to serve clients in certain regions and could hinder
its growth potential.

4. Limited scale: Compared to some of its larger competitors, Markelytics is a relatively

small company. This could limit its ability to compete on price or to invest in the latest
technologies and methodologies.

5. Dependence on human capital: Markelytics' success is heavily dependent on the

expertise and experience of its employees. While the company has a talented and
experienced team, it could be challenging to scale the business without a corresponding
increase in human capital.

Overall, while Markelytics has several strengths, its dependence on key clients, limited
brand recognition, limited geographic presence, limited scale, and dependence on human
capital are some of the key weaknesses that the company should address in order to
continue to grow and succeed in the market research and data analytics industry.

PU,Dept Of SOM 2022-2023 19

 3.3 OPPORTUNITIES OF MARKELYTICS

Markelytics has several opportunities for growth and expansion in the market research and
data analytics industry. Here are some of the key opportunities for Markelytics:

1. Growing demand for data analytics: With the increasing availability of data and the
need for businesses to make data-driven decisions, there is a growing demand for data
analytics services. Markelytics can capitalize on this trend by expanding its offerings and
investing in the latest technologies and methodologies.

2. Expansion into new markets: While Markelytics has a global presence, there are still
many markets where the company does not have a significant presence. By expanding into
new markets, Markelytics can access new clients and grow its business.

3. Partnerships and collaborations: Markelytics can explore partnerships and

collaborations with other firms in the market research and data analytics industry to expand
its offerings and reach new clients.

4. Diversification of services: Markelytics can explore new services and offerings to

diversify its portfolio and serve clients in new industries or geographies.

5. Investment in technology: Markelytics can invest in the latest technologies and

methodologies, such as artificial intelligence and machine learning, to improve the
efficiency and accuracy of its research and analytics services.

Overall, the growing demand for data analytics, expansion into new markets, partnerships
and collaborations, diversification of services, and investment in technology are some of
the key opportunities for Markelytics to continue to grow and expand in the market
research and data analytics industry.

PU,Dept Of SOM 2022-2023 20

 3.4 THREATS OF MARKELYTICS

Markelytics faces several threats in the market research and data analytics industry. Here
are some of the key threats that the company needs to consider:

1. Increasing competition: The market research and data analytics industry is highly
competitive, and Markelytics faces competition from both established players and new
entrants. This could lead to price pressure and reduced margins for the company.

2. Economic downturns: Economic downturns and recessions can reduce demand for
market research and data analytics services, as businesses cut back on discretionary
spending.

3. Rapidly changing technologies and methodologies: The market research and data
analytics industry is rapidly evolving, and new technologies and methodologies are
emerging all the time. Markelytics must stay up to date with these changes and invest in
the latest tools and techniques to remain competitive.

4. Data privacy and security concerns: With the increasing focus on data privacy and
security, Markelytics must ensure that it is complying with all relevant regulations and
protecting its clients' data from breaches or unauthorized access.

5. Political and regulatory risks: Changes in political or regulatory environmentscan

impact the market research and data analytics industry, and Markelytics must be prepared
to adapt to any changes in these areas.

Overall, increasing competition, economic downturns, rapidly changing technologies and

methodologies, data privacy and security concerns, and political and regulatory risks are
some of the key threats that Markelytics needs to consider as it continues to grow and
expand in the market research and data analytics industry.

PU,Dept Of SOM 2022-2023 21

CHAPTER 4
 CHAPTER: 4
FINANCIAL STATEMENT WITH RATIO ANALYSIS
4.1 FINANCIAL STATEMENT

Here is a summary of financial information of MARKELYTICS SOLUTIONS INDIA

PRIVATE LIMITED for the financial year ending on 31 March, 2022.

 Revenue / turnover of MARKELYTICS SOLUTIONS INDIA PRIVATE LIMITED is

INR 1 cr - 100 cr
 Net worth of the company has increased by 5.24 %
 EBITDA of the company has increased by 196.91 %
 Total assets of the company has increased by 5.09 %

Operating Revenue INR 1 cr - 100 cr

EBITDA 196.91 %

Networth 5.24 %

Debt/Equity Ratio 0.04

Return on Equity 4.98 %

Total Assets 5.09 %

Fixed Assets 11.80 %

 Current Assets 8.20 %

Current Liabilities 3.68 %

Trade Receivables 14.12 %

Trade Payables -19.43 %

Current Ratio 3.61

TABLE 1 : Financal Statement

 Liabilities of the company has increased by 3.68 %

For a detailed balance sheet

4.2 RATIO ANALYSIS

Parameter MAR'19 MAR'18

Operational & Financial Ratios:

Earnings Per Share (Rs) 12.62 17.07

DPS(Rs) 1.00 1.00

Book NAV/Share(Rs) 81.42 93.03

Margin Ratios:

Yield on Advances 0.00 0.00

Yield on Investments 0.00 0.00

Cost of Liabilities 0.00 0.00

PU,Dept Of SOM 2022-2023 24

 NIM 0.00 0.00

Interest Spread 0.00 0.00

Performance Ratios:

ROA(%) 12.20 12.75

ROE(%) 16.69 17.47

ROCE(%) 20.27 20.61

Efficiency Ratios:

Cost Income Ratio 0.00 0.00

Core Cost Income Ratio 0.00 0.00

Operating Costs to Assets 0.00 0.00

Capitalisation Ratios:

Tier 1 ratio 0.00 0.00

Tier 2 ratio 0.00 0.00

CAR 0.00 0.00

Valuation Parameters:

PER(x) 20.19 12.37

PCE(x) 17.98 14.57

Price / Book(x) 3.13 3.03

Yield(%) 0.39 0.36

EV / Net Sales(x) 3.08 2.93

EV / Core EBITDA(x) 13.10 11.44

EV / EBIT(x) 14.28 12.56

PU,Dept Of SOM 2022-2023 25

 EV / CE(x) 2.23 2.25

M Cap / Sales 3.19 2.85

Growth Ratio:

Core Operating Income Growth 36.59 -17.88

Operating Profit Growth -0.91 -6.31

Net Profit Growth -1.41 -5.38

BVPS Growth -12.47 -51.22

Advances Growth 0.00 0.00

EPS Growth(%) -26.08 -49.16

Liquidity Ratios:

Loans / Deposits(x) 0.00 0.00

Total Debt / Equity(x) 0.00 0.00

Current Ratio(x) 0.00 0.00

Quick Ratio(x) 0.00 0.00

Total Debt / Mcap(x) 0.00 0.00

Net NPA in Rs. Million 0.00 0.

TABLE 2 : Ratio Analysis

FIGURE 3 : Ratio Analysis

PU,Dept Of SOM 2022-2023 26

 FIGURE 4 : Graph of Ratio Analysis

PU,Dept Of SOM 2022-2023 27

CHAPTER 5
CHAPTER: 5
SUMMARY, LEARNING EXPERIENCE AND CONCLUSION
5.1 SUMMARY
Markelytics is a market research and data analytics company that provides a range of
services to clients in various industries. The company was founded in 2003 and is
headquartered in Mumbai, India, with a global presence in other countries. Markelytics has
a team of experienced professionals who use the latest technologies and methodologies to
help clients make data-driven decisions. The company's services include market research,
data analytics, business intelligence, social media analytics, and digital marketing.
Markelytics has a strong focus on quality and customer satisfaction, with a vision to
become a leading provider of market research and data analytics services globally. While
Markelytics has several strengths, such as its experienced team, global presence, and focus
on quality, it also faces several challenges, including increasing competition, economic
downturns, and rapidly changing technologies and methodologies. However, the company
can capitalize on opportunities such as growing demand for data analytics, expansion into
new markets, and partnerships and collaborations. Unfortunately, without access to the
company's financial statements, it is not possible to provide a detailed analysis of
Markelytics' financial performance. However, common financial ratios such as liquidity
ratios, profitability ratios, efficiency ratios, and debt ratios can be used to analyze the
financial health and performance of the company.

5.2 LEARNING EXPERIENCE

Markelytics offers several learning experiences that can be beneficial for individuals
interested in market research and data analytics. Here are some potential learning
experiences one could gain from Markelytics:
1. Exposure to various industries: Markelytics works with clients across various
industries, providing an opportunity to gain exposure to different sectors and understand
their unique challenges and needs.
2. Hands-on experience with data analytics tools: Markelytics uses the latest data
analytics tools and technologies, providing an opportunity for individuals to gain hands-on
experience with these tools and learn how they can be used to solve complex business
problems.
 3. Understanding of market research methodologies: Markelytics conducts a range of
market research studies, including qualitative and quantitative research. Individuals
working with the company can gain an in-depth understanding of different research
methodologies and how they can be applied to different business scenarios.
4. Teamwork and collaboration: Markelytics has a strong focus on teamwork and
collaboration, with cross-functional teams working together to deliver high-quality
solutions to clients. Individuals working with the company can learn how to work
effectively in teams and collaborate with colleagues from different backgrounds and areas
of expertise.
5. Client management: Markelytics places a strong emphasis on customer satisfaction
and works closely with clients to understand their needs and provide tailored solutions.
Individuals working with the company can gain valuable experience in client management
and learn how to build long-term relationships with clients.
Overall, working with Markelytics can provide a valuable learning experience for
individuals interested in market research and data analytics, with opportunities to gain
exposure to various industries, hands-on experience with data analytics tools, and an
understanding of market research methodologies, teamwork and collaboration, and client
management.

5.3 CONCLUSION
In conclusion, Markelytics is a market research and data analytics company that offers a
range of services to clients in various industries. The company has a strong focus on quality
and customer satisfaction, with a vision to become a leading provider of market research
and data analytics services globally. Markelytics' experienced team uses the latest
technologies and methodologies to help clients make data-driven decisions. The company's
services include market research, data analytics, business intelligence, social media
analytics, and digital marketing. Markelytics has a strong presence in India and other
countries, providing an opportunity for individuals to gain exposure to various industries
and work in a global environment. While Markelytics faces challenges such as increasing
competition, economic downturns, and rapidly changing technologies and methodologies,
the company can capitalize on opportunities such as growing demand for data analytics,
expansion into new markets, and partnerships and collaborations. Overall, working with
Markelytics can provide valuable learning experiences in market research and data
analytics, teamwork and collaboration, client management, and exposure to various
industries. The company's commitment to quality and customer satisfaction makes it a
valuable partner for businesses looking to make data-driven decisions.

PU,Dept Of SOM 2022-2023 30

BIBLIOGRAPHY
 REFERENCE
 https://markelytics.com/

 https://www.linkedin.com/company/markelytics-solutions/?originalSubdomain=in

 https://www.ambitionbox.com/reviews/markelytics-solutions-reviews

 https://www.market-research-companies.in/India/Markelytics-Solutions-India-
Pvt.-Ltd.

PU,Dept Of SOM 2022-2023 32