SOCIAL MEDIA MARKETING

AT

“KHUSHI ENTERPRISE NEPAL”

AN INTERNSHIP REPORT

Submitted To:
Office of Dean
Faculty of Business and Accounting
Lincoln University College (LUC), Malaysia

Submitted By:
Rakshyak Lal Shrestha
LUC Registration No: LC00015002167
Lincoln International College
Hattisar, Kathmandu
Nepal

In the partial fulfillment of the requirement for the degree of

Master in Business Administration (MBA)

Kathmandu, Nepal
Jan, 2024

i
Certificate/ Letter from the company

ii
APPROVAL LETTER

iii
 Letter of Declaration
I, Rakshyak Lal Shrestha, hereby declare that the work introduced in this report is an authentic
work prepared initially by me under the closer guidance and supervision of the respective
Supervisor, following the predetermined guidelines, and that it contains no materials previously
published. All the sources of information submitted in this work are acknowledged with
reference to the respective authors. I firmly understand that this document becomes a university
property on its acceptance and promise to abide by the respective norms of the university in this
respect. Ideas and views expressed in this report do not necessarily represent the views of the
School of Business.

………………………….. …………………………..

Name: Rakshyak Lal Shrestha Supervisor: Kaushal Singh

LC Registration No: LC00015002167 Faculty of University
Lincoln University
College Malaysia

Date: December, 2023

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 Acknowledgement
First of all, I extend my heartfelt thanks to Mr. Dipankar, the Program Coordinator, for his
guidance and encouragement throughout the research process. His insightful feedback and expert
advice have significantly contributed to the quality and depth of this report.
I would like to thank “Khushi Enterprise Nepal” for providing this opportunity to undertake an
internship which was a great opportunity for learning and developing professionalism. I would
like to express my heartiest gratitude to Mr. Kaushal Singh at Khushi Enterprise Nepal
(Operations Manager of my internship) for giving me an opportunity to be a part of the team.
Despite being quite busy with his work and schedule, made the time to listen, provided me with
continuous guidance, support and information and kept me on track during my internship. Also,
my heartfelt thanks go to all the employees of Khushi Enterprise Nepal who helped me during
my internship period.

Additionally, I would also like to express my gratitude to IIMS college for giving us an
opportunity to develop our abilities and knowledge through practical learning opportunities
provided by this internship program, as well as for regularly evaluating our work and assigning
definite deadlines.

Finally, I express my gratitude to all my friends and others who have assisted me directly or
indirectly in completing this project.

Thank you,

Rakshyak Lal Shrestha

IIMS College

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 TABLE OF CONTENTS

Certificate/ Letter from the company............................................................................................ii

Letter of Declaration......................................................................................................................iv

Acknowledgement............................................................................................................................v

TABLE OF CONTENTS...............................................................................................................vi

EXECUTIVE SUMMARY..........................................................................................................viii

CHAPTER ONE INTRODUCTION.........................................................................................2

1.1 BACKGROUND.............................................................................................................2

1.2 OBJECTIVES OF INTERNSHIP.................................................................................3

1.3 SCOPE OF INTERNSHIP.............................................................................................4

1.4 METHODOLOGY..........................................................................................................4

Organization Selection.............................................................................................................4

Placement..................................................................................................................................5

Duration....................................................................................................................................5

Activities....................................................................................................................................5

1.5 LIMITATION OF INTERNSHIP.................................................................................6

CHAPTER TWO.........................................................................................................................7

2.1 THE CONTEXT.............................................................................................................7

2.2 PRESENT SITUATION.................................................................................................8

2.3 CHALLENGES AND OPPORTUNITIES IN SMALL-SCALE INDUSTRY..........9

CHAPTER THREE...................................................................................................................12

3.1 THE CONTEXT...........................................................................................................12

Mission.....................................................................................................................................12

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 Vision.......................................................................................................................................12

Objectives................................................................................................................................13

Organization Structure..........................................................................................................14

3.2 PRESENT SITUATION...............................................................................................17

3.3 CHALLENGES AND OPPORTUNITIES.................................................................18

CHAPTER FOUR......................................................................................................................19

4.1 INTRODUCTION OF ACTIVITIES..........................................................................19

4.2 FITTING INTO THE ORGANIZATION..................................................................19

4.3 EXPERIENCES IN THE INTERNSHIP...................................................................20

4.4 PROBLEMS AND CHALLENGES............................................................................20

4.5 OBSERVED GAPS.......................................................................................................21

CHAPTER FIVE CONCLUSION...........................................................................................22

5.1 CONCLUSION..............................................................................................................22

5.2 OVERALL EXPERIENCE, LESSON LEARNT......................................................23

Time management skills........................................................................................................23

Technical and marketing skills.............................................................................................24

Communication......................................................................................................................24

Adaptability skills...................................................................................................................24

Relationship-Building............................................................................................................24

Leadership...............................................................................................................................24

Lesson Learnt.........................................................................................................................25

5.3 RECOMMENDATION................................................................................................26

5.3.1 RECOMMENDATION TO ORGANIZATION....................................................26

REFERENCES..............................................................................................................................27

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 EXECUTIVE SUMMARY
This internship report is based on the 3 months internship program completed in Khushi
Enterprise Nepal company, Jawalakhel, Lalitpur under Social Media Marketing Department 1st
October 2023 to 31st December 2022 as part of the study of MBA program under IIMS College
and Lincoln University.

The organization was suitable for internship connection because it has trained and qualified
recruits in addition, they are so interactive and enthusiastic to be consulted. I learnt the following
skills during internship: running Instagram ads, targeting audience, designing social media post,
generating leads from Facebook ads, planning and implementing the strategies. I was able to
increase efficiency and effectiveness in the execution of company work.

I learnt the different types of skills during internship such as Microsoft excel, internet research
skills, content writing skills, email marketing skills, tracking audience engagement and in
addition how to operate other office equipment like printers machines. As organization,
Marketing section plays a vital role in making organization a better place for both customer as
well as the employees. Getting a chance to be a in the Social Media Marketing in the Marketing
Department has helped me to gain a knowledge about the advertisement. It is a pleasure as well
as a beneficial for the student to have a wonderful experience. The industry-based internship
practiced at Khushi Enterprise Nepal recognized the tools, people, and processes through a
practical understanding of the connection between what I learned in the university within the
scope of marketing management precisely.

It is advisable that students who will carry out future industry-based internships should be
enthusiastic and interested to learn extra to enhance their preparation of their respective career.

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1
 CHAPTER ONE
INTRODUCTION

1.1 BACKGROUND

A term of work experience known as an internship is one that a company offers to students and
recent graduates to expose them to the working world, frequently within a particular area that is
related to their topic of study. A vital skill is "on the job" training, and an internship is one type
of it. Interns and organizations trade services in exchange for experience during an internship.

The purpose of internships is to ascertain whether a student is still interested in a particular

profession after gaining practical experience. A professional network that can help with letters of
recommendation or point to future job openings can also be developed through an internship.
Human civilization has been undergoing many changes. For many of the changes, their
commercial activity plays an important role in human factors contributing their efforts for the
production of goods and services.

An internship is a huge measure or procedure for job pursuit success of a student. Students with a
decent internship experience can be employed sooner and earn more than students that do not
hold a good experience. Employers in the modern era are in search of students who have relevant
experience and are used to the work environment. After completion of an internship, there will
be better potential for the employer to hire us for a full-time position, the advantage of internship
is that students will be familiar with the organizational culture and working phenomenon.

The value of an internship, time and again, ranges beyond career exploration as a worthy
experience can have an important influence on our personal growth by evolving our logical,
interpersonal, and leadership abilities (Indeed Editorial Team, 2021). Criteria when interviewing
potential applicants for employment by the Employers search for related work experience that is
fulfilled by internship enabling us to get experience and skills that enhance our Curriculum Vita
(CV) with career-related experience. The great demand for skilled employees has persuaded
employers of the practicality of sponsoring internship courses to recognize, test, coach and
recruit candidates.

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 As a conclusion, internship grows and networking is a vital part of the profession search process
and helps to gain reference or contact from employers who identify our work style and
behaviors. It also assists us to be familiar with people employed in our interested career field.

1.2 OBJECTIVES OF INTERNSHIP

As partial fulfillment of the requirements of the Master of Business Administration program of

Lincoln University, I was assigned to the Social Media Marketing Department to do an
internship for 12 weeks. The internship program provides an opportunity to experience real life
working at the organization. It helps to enhance personal skills and knowledge exposing the
opportunities and limitations of the corporate world.

The general objective of the report are as follows:

• To fulfil the requirement for the degree of MBA.

• To expose myself to the environment and expectations of performance on the part
of marketing practice.
• To develop employer-valued skills such as teamwork, communications and attention
to detail.
• To explore one’s interest in a certain profession before making long-term
commitments.

The specific objective of the report are as follows:

• To apply business concepts and theories to real-world decision-making.

• Meet potential mentors who can provide guidance, feedback, and support.
• Expand network of professional relationships and contacts.
• Advancement in estimated specialized self-awareness, internalization of profession,
job requirements and experience.
• Develop and gain critical expertise necessary to observe and evaluate
problems/challenges come upon executing career responsibilities and tasks at work.
• Develop knowledge about execution of specific tasks with problem identification and
problem-solving skills in marketing management.
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1.3 SCOPE OF INTERNSHIP

The aim of the industry-based internship is providing the students with essential knowledge and
skills in synchronization with the field of marketing management, intended to provide swift
response to the public and within the actions of the organization. It allowed us to create practical
skills from the respondents in a number of executive and department of the company.

The organization is located at Jawalakhel, Lalitpur which is suitable for me to work and also near
to our college that helps me to allocate and manage my time.

1.4 METHODOLOGY

The study for this report is descriptive in nature using the deductive approach which is theory-
based data collection. The information required for the preparation of the report is gathered from
official documents and personal observation of the activities performed in the organization.
Secondary data for the study was gathered from several places, including the brochures, annual
reports, and other published publications. It initiates with the internship activities, as well as the
many tools applied and the constraints of the study.

Organization Selection

Selection of the organization tends to be the most crucial part of the internship because success
in the fulfillment of the objectives of the internship completely depends on the type of the
organization that has been selected. As being an MBA student and specialization in marketing, I
was exploring my options in the marketing area and I came across with Khushi which was
feasible and favorable as per my requirement. The corporation based on the social media
marketing department was a good option to use theoretical knowledge and gain some experience,
so the internee selected Khushi Enterprise Nepal company.

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Placement

Regarding the placement, the intern was placed in Khushi Enterprise Nepal in the Social Media
Marketing Department. The intern was to perform various functions that are performed in SMM
Department such as design and implement social media strategy, plan and run digital advertising
campaigns, generating and publishing engaging content (photo, text, videos) in social media
channels. It made easier for the intern to gain knowledge and information about the SMM in
short span of time exclusively about the practices and process followed by the organization.
Table 1.1 Placement Details
Name of the organization Khushi Enterprise Nepal
Address Jawalakhel, Lalitpur
Working Hour 11am-5pm
Starting Date 1st October,2023
Ending Date 31st December,2023
Internship Duration 12 weeks
Internship Supervisor Mr. Kaushal Singh (Operations Manager)

Duration

The duration of internship has been defined as 3 months of working time at the organization by
Lincoln University, Faculty of Business and Accounting. So, in order to fulfill this requirement,
internship was done for three months starting from 1st October, 2023 to 31st December, 2023.
The internee felt those eight weeks were really fruitful. During this period, the interne was able
to develop his knowledge, build up confidence level and develop interpersonal and
communication skills and it will definitely help in future days. The 12 weeks of internship period
as positioned in the Social Media Marketing Department.

Activities

During the internship placement my core activities include the following.

• Designing social media post for products.

• Creating advertising campaigns to target potential customers.
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 • Boosting post of products through Facebook and Instagram ads.
• Engaging content, interactive posts.
• Understanding key metrics like reach, engagement rate, and conversion rate to assess
the effectiveness of campaigns.
• Tracking the reach and engagement helps to analyze the outcome of conversion rate.

1.5 LIMITATION OF INTERNSHIP

This report has the following limitations:

• The information gathered was only of Khushi Enterprise Nepal.

• The report may not have the complete information about other department as most of the
time was spent on SMM Department.
• Due to confidentiality of the data, the presentation of complete analysis couldn’t be
presented in the report.
• Time limitation of twelve weeks was not sufficient to understand overall procedure and
practices.

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 CHAPTER TWO
BRIEF INTRODUCTION OF SMALL-SCALE
MANUFACTURING INDUSTRY

2.1 THE CONTEXT

Small-scale manufacturing refers to the production of goods on a small or localized level, often
with limited resources and a focus on serving local markets. This type of manufacturing is
characterized by its relatively low production volume, smaller workforce, and simpler production
processes compared to large-scale or mass production facilities. Small scale manufacturing
industries play a crucial role in the economic landscape. They often involve the production of
goods on a limited scale, catering to local or niche markets. These industries are diverse and can
include anything from handmade crafts to specialized machinery production. They use local and
readily available resources which helps the economy fully utilize natural resources with
minimum wastage. Small-scale manufacturing industry includes the Handicrafts and Cottage
Industries, Textiles and Garments, Agro-Based Industries, Woodworking and Furniture,
Handmade Jewelry.
Small Scale Manufacturing Industries (SSMI) are industries that manufacture, produce and render
services on a small or micro scale level.. According to a recent estimate The SSMI are the lifeline
of the economy, especially in developing countries. These industries are generally labour-
intensive, and hence they play an important role in the creation of employment. SSMI are a
crucial sector of the economy both from a financial and social point of view, as they help with
the per capita income and resource utilization in the economy. The small-scale manufacturing
industry is expected to experience considerable change and varying growth rates in coming
years.

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 2.2 PRESENT SITUATION

Manufacturing is the production of goods through the use of labour, machinery, tools and
biological or chemical processing or formulation. Small-scale manufacturing is a critical
component of economic development, providing jobs and creating wealth in local communities.

In the context of Nepal, small scale industrial sector deserves priority as an instrument of
industrialization because Nepal is facing the problem of high population growth rate,
unemployment, income inequalities etc. Although large and medium scale industries also
generate more employment opportunities they require comparatively heavier amount of capital,
which is generally scarce in Nepal. It is necessary to make our industrialization process dynamic
and consolidated by developing and expanding small-scale manufacturing industries in keeping
with our limited markets, level of technical know-how, position of transportation, and the
geographical structure of the country. There are great possibilities of establishing small-scale
manufacturing industries utilizing the existing local resources due-to geological and geophysical
structure of the country. By the development of small scale industries, it will be enhanced to
achieve the target of poverty reduction from 38 to 30 percent.

Small-scale manufacturers are increasingly embracing digital technologies to enhance efficiency,

streamline operations, and meet evolving customer demands. Additionally, there is a growing
emphasis on sustainability, with manufacturers exploring ways to reduce waste, improve resource
efficiency, and enhance supply chain resilience. Despite these challenges, the small-scale
manufacturing sector remains a vital contributor to economic growth and job creation, particularly
in local communities and emerging markets. Collaboration, innovation, and strategic investments
in technology and workforce development are key to navigating the present landscape and
positioning for future success.

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2.3 CHALLENGES AND OPPORTUNITIES IN SMALL-SCALE INDUSTRY

Small-scale industries face a mix of challenges and opportunities, reflecting their unique position
in the business landscape. Small-scale industries often operate with limited financial resources,
making it challenging to invest in technology, marketing, and expansion. Competing with larger
enterprises can be tough due to economies of scale. Small businesses must find niche markets or
differentiate themselves to thrive. There are a lot of challenges which are faced by the small-
scale manufacturing industry. The Small-scale manufacturer work really hard in order to provide
the best quality of products to their customers. Attracting and retaining skilled workers can be a
struggle, as larger companies may offer more competitive salaries and benefits.

The opportunity of small-scale industry is collaborations with other local businesses, forming
networks that enhance their collective capabilities. In 2022, the market is growing at a steady
rate, and with the rising adoption of strategies by key players, the market is expected to rise over
the projected horizon. Given that efficient Pipe is a critical requirement for all buildings, demand
for pipe fittings and fixtures is dependent on the level of construction activity, which in turn is
influenced by the overall health of the economy. The level of economic growth and construction
activity primarily dictates market prospects for pipe fittings due to which the pipe and fitting
industry is growing rapidly in the present context.

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Michael Porter Five Force Model

Michael Porter's Five Forces Model is a framework used to analyze the competitive forces
within an industry, helping businesses understand their competitive environment. Here's an
application of the Five Forces Model to Khushi Enterprises, a small manufacturing company in
Nepal:

Low Threat: The threat of new entrants for Khushi Enterprises is relatively low due to barriers
to entry. The company has likely established relationships with suppliers, developed expertise in
manufacturing reusable products, and built a brand presence. Additionally, entering the market
requires knowledge of eco-friendly materials and design aesthetics, which may act as a barrier
for new competitors.
Bargaining Power of Buyers:

Moderate to High Power: Buyers have some bargaining power, especially if there are
alternative products available in the market. Khushi Enterprises should focus on building a
strong brand and customer loyalty through unique designs, high-quality materials, and
sustainable practices to reduce the bargaining power of buyers.
Bargaining Power of Suppliers:

Moderate Power: Suppliers may have moderate power, especially if there are limited sources
for specific eco-friendly materials or traditional Nepali fabrics. Developing strong relationships
with suppliers, exploring alternative sources, and negotiating favorable terms can help Khushi
Enterprises mitigate supplier power.
Threat of Substitutes:

Moderate Threat: The threat of substitutes is moderate, as consumers may opt for alternative
eco-friendly products or traditional bags. Khushi Enterprises can differentiate itself by
emphasizing the cultural and aesthetic aspects of its products, creating a unique value
proposition that reduces the attractiveness of substitutes.

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Intensity of Competitive Rivalry:

Moderate Intensity: The competitive rivalry is likely moderate, with other manufacturers
offering similar eco-friendly products. Khushi Enterprises can differentiate itself by
continuously innovating in design, maintaining cost efficiency, and expanding its market reach.
Building strong relationships with retailers and e-commerce platforms can also help create a
competitive advantage.

In summary, Khushi Enterprises can use the Five Forces Model to assess its competitive
environment and develop strategies to strengthen its position. By focusing on differentiation,
building supplier relationships, and addressing the bargaining power of buyers, the company can
navigate the industry dynamics and enhance its overall competitiveness.

Threats of Substitute
Products or services

Rivalry Among
Bargaining Power
Existing
of Suppliers Bargaining Power of
Competitors
Buyers

Threats of New Entrants

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Figure 1.0: Michael Porter’s Five Force Model

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 CHAPTER THREE
BRIEF INTRODUCTION OF KHUSHI ENTERPRISE NEPAL

3.1 THE CONTEXT

Khushi Enterprise Nepal is a suitable business initiative that is fully dedicated towards
production of eco-friendly products and allows to enhance women's empowerment through the
business. Khushi's major goal is to support locally accessible resources and empower women for
the social enterprise. Khushi Social Enterprise offers reusable sanitary pads along with a total of
10+ different patterns tote bags. Khushi has been offering assistance in many rural parts of Nepal
by giving the required community reusable pads. Even in the remote area, Khushi’s pad is in
high demand whereas the tote bags are even more comfortable and easy to carry in our daily life.
The best method to carry your items without feeling burdened is in a tote bag. Even the busiest
commuters can fit enough items in a tote bag since it is lightweight and comfy. If you travel
frequently, tote bag is very useful as its small in size and fits easily. Our tote bags are reasonably
priced, light in weight, and provide a generous quantity of room. There are several bag varieties
with numerous design options. The journey of this company started from 2022 AD by Mrs.
Roshani Karki Sapkota. The company used to supply reusable pads and tote bags to different
rural areas for women and even organize the mensuration and hygiene program.

At the present context, the company provides both B2B and B2C service to its customers over
rural areas as well as in Kathmandu City.

Mission

The company aims to provide sustainable and affordable products to rural area and empowering
communities through sustainable solutions, deliver reasonable products and services and create
value for the customers. The company strive to create opportunities, champion inclusivity, and
drive meaningful change, ensuring a brighter and more equitable future for all.

Vision

The sole vision of the company is to integrate of sustainable and eco-friendly practices in
manufacturing processes to minimize environmental impact and expanding of manufacturing
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 space to increase production capacity and improve operational efficiency.

Objectives

The objectives of the company are as follows:

• High reachability all over rural areas.

• Providing quality and desirable products.
• Emphasize social responsibility by addressing issues of sustainability and women’s
health.
• Reduce environmental waste by aligning with growing eco-friendly consumer trend.
• Selling reusable sanitary pads as well as offering education related to menstruation
hygiene.

Products of Khushi Enterprise Nepal

Products Price

Reusable Sanitary Pads Rs.300(for 3 set)

Tote Bags Rs.600

Reusable Sanitary Pads:

In a country where women use various unhygienic materials like leaves, newspapers, and ragged
clothes during the menstrual period. We designed the Khushi Pad, a reusable, safe product that
provides greater protection to help women experience safe and respectable menstruation.

Tote Bags:

Our tote bags are reasonably priced, light in weight, and provide a generous quantity of room.
There are several bag varieties with numerous design options

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Organization Structure

The functional areas of the organization are as follows:

CEO

Finance Operations
Department Marketing Manufacturing
Manager

Marketing Marketing
Accountant Designer
Head Officer

Position Name
Founder and CEO Roshani Karki
Finance Department Sanjaya Pandey
Marketing Head Deepasha Kapali
Marketing Officer Anushova Shrestha
Operations Manager Kaushal Singh
Designer Deepa Bajracharya

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Company Analysis: Front Stage and Back Stage Activities

1. Front Stage Activities:

Below listed are the Front Stage Activities performed by the company:

Product Development and Design:

The company engages with customers to understand their preferences and needs for eco-friendly
products. The company designs products that align with customer expectations and current market
trends

Marketing and Branding:

Develops marketing campaigns that assists in highlighting the company's commitment to

sustainability and eco-friendly practices. The environmental benefits of products are reached
towards customers through various channels such as social media, advertising, and packaging.

Customer Service:

Provides responsive and knowledgeable customer service representatives who can address inquiries
about eco-friendly products, offer guidance on product selection, and resolve any issues or
concerns promptly.

Sales and Distribution:

Ensuring that eco-friendly products are prominently displayed in retail outlets or online platforms.
Offering incentives or discounts to encourage customers to purchase sustainable products.
Providing transparent information about the eco-friendly features of products to facilitate informed
purchasing decisions.

2. Back Stage Activities:

Below listed are the Front Stage Activities performed by the company:

Production and Manufacturing:

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Implements energy-efficient manufacturing processes and technologies to reduce resource
consumption and waste generation. Monitoring and optimizing production schedules to maximize
efficiency while minimizing environmental impact.

Quality Control and Assurance:

Conducts rigorous testing and quality assurance protocols to ensure that eco-friendly products meet
high standards of performance and safety.

Research and Development:

Invests in research and development initiatives to innovate new eco-friendly materials, processes,
and product designs. Collaborating with academic institutions, local governments, NGO’s, various
development sectors, industry partners, and environmental experts to stay at the forefront of
sustainable technology and practices.

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VALUE CHAIN ANALYSIS

Performing a value chain analysis for Khushi Enterprise Nepal involves breaking down the
organization's activities into primary and support activities to understand where value is created
and how it can be optimized. Here's a simplified breakdown:

1. Primary Activities:

a. Inbound Logistics:
Procurement of raw materials such as handicraft supplies, organic products, or other goods sourced
from local artisans or communities. Establishing efficient supply chain networks to ensure timely
delivery of materials.

b. Operations:
Production processes involved in creating tote bags and reusable sanitary pads. Quality control
measures to maintain high standards in production.

c. Outbound Logistics:
Distribution of finished products to partner organizations, or directly to customers and managing
transportation and delivery logistics to ensure products reach their destinations efficiently.

d. Marketing and Sales:

Developing marketing strategies to promote Khushi's products and brand and establishing
partnerships with social media influencer and online platforms to expand market reach. Direct sales
efforts through online platforms, pop-up events, or other channels.

e. Service:
Providing education to rural areas school and college about hygiene lesson.

2. Support Activities:

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a. Procurement:
Sourcing raw materials ethically and sustainably from local communities. Negotiating favorable
terms with suppliers to ensure cost-effectiveness.

b. Technology Development:
Utilizing technology for product innovation, process optimization, and data management.

c. Human Resource Management:

Recruiting and training artisans and staff members. Fostering a supportive and inclusive work
environment.

d. Infrastructure:
Establishing production facilities, warehouses, and offices. Investing in necessary equipment and
tools for manufacturing and operations.

e. Firm Infrastructure:
Developing organizational structure, policies, and governance mechanisms and managing finances,
accounting, and administrative tasks effectively.

By analyzing each of these activities, Khushi Social Enterprise Nepal can identify areas where it
adds value and areas where improvements can be made to enhance efficiency, reduce costs, and
better serve its mission of social impact and community empowerment.

Firm’s Infrastructure
Human Resource Management
Technology Development
Procurement Profit
Inbound Operations Outbound Marketing Services Margin
Logistics Logistics & Sales

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 Figure 2.0 Value Chain Analysis

Strengths and Weaknesses:

Strengths:

Commitment towards Sustainability:

The company's strong commitment to sustainability is a significant strength, as it aligns with
growing consumer demand for eco-friendly products and demonstrates ethical business practices.

Innovative Product Design:

The company's ability to innovate in product design and development, creating eco-friendly
alternatives to conventional products, sets it apart in the market and attracts environmentally
conscious consumers.

Supply Chain Transparency:

Maintaining transparency throughout the supply chain, from sourcing raw materials to
manufacturing and distribution, enhances trust and credibility among consumers who prioritize
sustainability.

Investment in Research and Development:

Continuous investment in research and development allows the company to stay ahead of industry
trends, develop innovative solutions, and improve the eco-friendliness and performance of its
products.

Employee Engagement, Social Inclusion and Expertise:

The company fosters a culture of employee engagement and expertise, attracting talented
individuals passionate about sustainability. This results in a highly skilled workforce dedicated to
driving innovation and excellence in eco-friendly product production.

Weaknesses:

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Higher Production Costs:
The higher production costs associated with sourcing sustainable materials and implementing eco-
friendly manufacturing processes may limit the company's ability to compete on price with
conventional products.
Limited Product Range:
The company's focus on eco-friendly products may result in a limited product range compared to
competitors offering a wider variety of conventional options, potentially limiting market reach and
customer choice.

Supply Chain Vulnerabilities:

Relying on a network of sustainable suppliers for raw materials may introduce vulnerabilities in the
supply chain, such as disruptions due to limited availability or fluctuations in pricing.

Consumer Education Challenges:

Educating consumers about the benefits of eco-friendly products and overcoming misconceptions
or resistance to change can be challenging, especially in markets where sustainability is not a
primary purchasing criterion.

21
3.2 PRESENT SITUATION

Khushi Enterprise Nepal has been offering assistance in many rural parts of Nepal by giving the
required community reusable pads. Khushi has been actively collaborating with local NGO’s in
their projects. Khushi's Pads are supplied to NGO’s program along with instructions on how,
when, and where to utilize the pad. The NGO’s distribute the sanitary pads as part of their
WASH initiative program. Currently Khushi’s also supplying various designs of tote bags to retail stores
of Kathmandu Valley and also through the means of social media. Despite of various ups and down that
the company faces there was always a new hope to be more reluctant and successful by meeting
all the needs and demand of the customer.

In the ongoing present recession scenario of the country, many industries doesn’t matter whether
it is big or small every industry are facing the problem of growth and sales of the product.
Currently, the company is focusing on organizing MHM(Menstruation Hygiene Management)
awareness program in rural areas. The purpose of this Program was to provide reusable sanitary
pads to all students and to teach them about healthy menstrual hygiene management through the
help of the Khushi enterprise.
The program’s objective:
• To understand the importance of menstruation and puberty.
• To recognize menstrual misconceptions and foster understanding.
• To understand pain management, period tracking, and menstrual hygiene items.
• Recognize the benefits of the reusable pads and their dispersion of samples.

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3.3 CHALLENGES AND OPPORTUNITIES

Even though the business run pretty well there comes the challenges and opportunities. Some of
the challenges and opportunities of Khushi Enterprise Nepal are as follows:

Challenges:

• Market domination by established brands

• Not being able to make a proper growth strategy
• Market saturation leads to deterioration of the company
• Frequent changes in government rules, regulation and policy
• Instant problem solving
• Difficulty in adopting the change
• Managing proper workflow

Opportunities:

• Collaborations and Partnerships with other social enterprises, NGOs, government agencies
• Used of advanced machines for the mass production
• Diversification of the product
• Market penetration
• Expansion of the market
• Providing quality product
• Investing in e-commerce platforms and digital marketing strategies

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 CHAPTER FOUR
ANALYSIS OF ACTIVITIES DONE/ PROBLEMS SOLVED

4.1 INTRODUCTION OF ACTIVITIES

Three months internship in Khushi Enterprise Nepal as a social media marketing intern has provided
me an opportunity to learn a lot about how work is done in real life, how social media marketing
tools and techniques are used in an organization and what is expected from an employee. My
topic in MBA as Marketing, for obvious reasons I took up internship in Social Media Marketing
Department. I was fortunate enough to have the opportunity to do the internship program.

In the first week, my supervisor wanted to test my skills and capabilities before handing out a lot of
work. Marketing is very crucial to any organization and needs accuracy. Mistakes in marketing
strategies can have a serious impact on the company. As a result, they made me understand the
importance of doing the work carefully and gave me a lot of activities to do on a daily basis. To
ensure appropriate personnel are available to meet the requirements set during the strategic
planning process. It believes that the quality work comes from quality workers who are well
motivated and ready to take on challenges to provide better service.

4.2 FITTING INTO THE ORGANIZATION

As an Intern, I was assigned the basic roles of maintaining the daily activity report of the
department. The Daily Activities are as follows:

 Managing Social Media Accounts: Regularly updating Facebook and Instagram profiles
with relevant content, ensuring consistency in branding and messaging across platforms.
Ensuring that the company's Facebook and Instagram accounts are active and up-to-date
with relevant information, promotions, and visuals.

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 Creating Engaging Content: Develop visually appealing and informative content, including
images, videos, and infographics, to captivate the audience's attention and encourage
interaction.

 Assisting with Social Media Campaigns: Collaborate with the marketing team to
conceptualize and execute social media campaigns aligned with the company's objectives
and target audience preferences.

 Responding to Comments and DMs: Monitor social media platforms for comments,
messages, and mentions, and promptly respond to inquiries, feedback, and customer
concerns in a professional and courteous manner.

 Crafting Captions: Write compelling and relevant captions that resonate with the company's
target audience, incorporating appropriate hashtags and brand messaging to enhance
visibility and engagement.

 Developing Engagement Strategies: Analyze social media metrics and audience insights to
identify trends and opportunities for improving engagement, such as hosting contests, Q&A
sessions, or live events.

 Assisting with Influencer Campaigns: Research and identify potential influencers aligned
with the company's brand values and target demographics, and provide support in
developing collaboration strategies and content partnerships.

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 4.3 EXPERIENCES IN THE INTERNSHIP

When I was accepted as an intern at Khushi Enterprise Nepal, I thought to myself. “Wow! It had
begun. The next day my internship would start and I was very excited and nervous at the same
time. When I reached the office, I was quite happy but my legs trembled as I entered. It was a
new feeling but all I had in mind was “I am here on a mission to learn and I will accomplish it.” I
was introduced to my supervisor and he introduced me to all the team members. Things started to
move quickly. Time passed and I didn’t realize that two months had already flown away. Hectic
days changed to exciting challenges; long hours changed to interesting. The appreciation I
received from the office team at the end is all that I remember now and the abilities I gained will
be nurtured by me for the years to come. There’s no doubt that interning with Khushi Enterprise
Nepal has been a great opportunity to learn about organizational culture and one that has taught
me essential skills that I’ll be able to take forward.
During my time as an intern, I got to learn a lot of things and apply what I had learnt in the
classroom into practice. I also got to work in a real corporate environment with all the bells and
whistles. It was really important for me to learn to interact in a dynamic environment where each
team member, with a specific role within the agency, uses their unique strength to tackle a
variety of issues at hand.
As for overall enhancing my knowledge in finance, the internship provided me with an extremely
valuable experience that will help me as I move on to the next phase in my career. In addition to
my deeper understanding of the financing process, tools and software and my experience in
finance, I had the opportunity to constantly learn from the team.

4.4 PROBLEMS AND CHALLENGES

My internship experience was not as challenging as I had hoped it would be. Though there were
moments of difficulties and disappointments. I faced some difficulties. They are:
 The superiors were quite busy on their work which resulted in difficulty to address the
questionnaire and queries.

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  Interns were not accessed to the core information related to marketing and were also
not shared the proper in-depth information that created problems while working.
 Interns were not fully accessed to the use the payment dollar cards due to which
there was the difficulty in the boosting advertisement.
 Working pressure
 At the time of closing, being an intern in the marketing department I also need to stay
with them for a longer period of time even after the end of office hours.

 The major problem inside and outside of the organization is the coordination
and communication gap that led to a bit of an issue for me to do my work on
time effectively.

4.5 OBSERVED GAPS

There were few gaps observed during my internship at Khushi Enterprise Nepal. These gaps may
be small but they can be the major cause of incompetence in the long run. The gaps observed are
as follows:

1. There is a shortage of Employees in the Marketing Department. There were only two
staff in the department who were responsible for conducting the Marketing Activities.
2. Lack of a professional training program makes it hard for a company to properly run its
activities.
3. Lack of Proper Flow of Information within the department.
4. The coordination between different departments was lacking and the departments failed
to take responsibilities for their actions.
5. Some of the employees were working just for the sake of working rather than developing
learning attitude.

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 CHAPTER FIVE
CONCLUSION

5.1 CONCLUSION

The MBA internship program at Lincoln University has given students the chance to gain real
world business experience through hands-on training. It has been quite helpful in not only
putting the theoretical knowledge already acquired into practice, but also in maintaining patience
and cultivating the capacity to work under pressure.

During the whole period of internship and the preparation of this report, the intern learnt a lot
about the small-scale manufacturing industry, about Khushi Enterprise Nepal in particular. The
experience of my internship at Khushi Enterprise Nepal has been very good and I got to learn a
lot about how the organization does their branding, and concepts used by the company. Not only
did I learn about the marketing aspects, but also the management and behavioral aspects of an
organization which helped me develop not only my interpersonal skills but also intrapersonal
skills. It offered me an opportunity to learn and develop myself in many areas that will be helpful
for me throughout my life.

I worked in the social media marketing department from 1st October 2023 to 31st December
2023 throughout my internship period. I got personally involved in various activities carried out
there. The major objective was to understand how social media marketing tools are used to
maintain and optimize the organization’s profile. At the start of the internship, it took me a
couple of days to understand how the SMM tools and techniques were used. But as soon as I got
an understanding of it, my job became easier. Whenever I used to do any kind of work, I
compared it to the practices I have learned in my lectures and as soon as I found any gaps, I used
to share it with my supervisor. I gained a lot of experience, especially in the field of Marketing.
I also got to experience how different departments like finance, human resources, logistics and
operations worked. Besides that, there were a lot of areas where I benefited from the internship.
These are some of the learning and benefits:

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 • How to manage time and complete the work in given time frame.
• Importance of communication between employees, customers and different clients.
• How to cope up with tough situations and not get carried away.
• Business ethics which is a must for any employee.
• Build my confidence level while dealing with people and working in a competitive
market.
• Being resourceful and being able to creatively solve the problems that inevitably arise
during our work period.
• Able to investigate my career interests, prospective career goals, and my approach to
a professional workplace.
• Ability to handle criticism and own up to my mistakes.
• How to deal with the vendors and close the deals.

During these 12 weeks of internship period, I found that Khushi Enterprise Nepal still has a long
way to go if they are to establish themselves as a dominant force in the industry. They have a
very young workforce with almost 90% of the employees aged thirty. The company is trying out
innovative ideas and has been trying to rebrand it with a better image and standard.

The marketing department is one of the most crucial departments of the company and it needs to
hire a couple of employees with more experience. To sum it up, it has been the twelve best
weeks of my life and I have learnt a lot which I will cherish for the rest of my life.

5.2 OVERALL EXPERIENCE, LESSON LEARNT

The activities that I had learned during this internship period are really useful for me in future to
face challenges in a working environment. Throughout the period, I found that several things are
important, such as:

Time management skills

Time management skill was one of the most critical skills that helped me to complete various
assignments on a given time frame. By efficiently and effectively managing time, I could
cope with work and complete the work within deadlines. So, this practice helped me a lot.
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Technical and marketing skills
Working at Khushi Enterprise Nepal required a lot of marketing skills to perform day to day
activities. I needed to have a good knowledge of research, critical thinking and different
applications on a computer. So, I used my skills to perform the tasks that were given to me which
needed the use of a laptop.

Communication
Communication occurs in a variety of ways, but our future employers are primarily interested in
our ability to write and speak professionally. Proper communication is important to get the work
done in the right manner and I made sure to communicate with everyone properly.

Adaptability skills
It is important for a person to change his or her actions, course or approach to doing things in
order to suit a new situation. In my internship days, there were times when I needed to adapt
differently to different situations. Our actions in one situation may not fit another situation. So, I
had to use my adaptability skills.

Relationship-Building

Relationship-building and interpersonal relationship skills are fundamental to an individual's

success. One of the challenges organizations faces is establishing credibility with other people.
Individuals must have the ability to establish credibility and trust as well as balance the
obligation to be an advocate for other people.

Leadership

Leadership skills are an essential competency for the individual in any field which helps in
creating strategic plans for the organizations as well as the overall workforce. Therefore,
leadership skills are critical, particularly in the process of justifying the functional elements of a
strategic plan to the company's management team.

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Lesson Learnt

This was an opportunity to learn from the tasks that were assigned to me. I learned to tackle
various situations, analyze the report, make judgments and take proper action for the
improvement of the services provided by the company. Some of the major skills I learned were
time management skills, communication skills, team work, adaptability, work ethic and a sense
of responsibility. The learning process eliminated my misconceptions regarding marketing being
related to advertisement. I didn’t face much difficulty while working at Khushi Enterprise Nepal.
At the beginning, it took some time to understand how everything worked. But once I got a grasp
of things, it was easy.

Some of the lesson that I learned during my internship are:

• No clients are bigger or smaller

• Networking skill plays a crucial role in organization
• Communication is the key to the solution
• Handling pressure
• Time Management
• Problems solved at the very beginning helps in saving our time and money.

In addition, I would like to once again appreciate everyone who has made my internship a superb
experience.

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 5.3 RECOMMENDATION

The internship was properly completed with the support of Khushi Enterprise Nepal Team and
its marketing department. The work that the organization is performing is commendable.
However, there are some rooms for improvements in both of these departments and the
organization as a whole. They are mentioned in upcoming part:

5.3.1 RECOMMENDATION TO ORGANIZATION

The internship program offered by organization have provided an opportunity for ever intern to
explore the corporate environment and how the work are carried out in the real-world practices.
After having great working experience as an intern for 12 weeks in Khushi Enterprise Nepal and
observing its working environment and procedures, there are even some of the areas of
improvement has been identified. The major recommendations for the organization in enhancing
its performance are:

Start:

Implement Sustainable Sourcing Practices:

Start sourcing raw materials from certified sustainable suppliers to ensure the eco-friendliness of
the entire supply chain. This will involve conducting thorough assessments of supplier’s
environmental practices and establishing partnerships with those who are committed to
sustainability.

Introduce Product Life Cycle Analysis:

Start conducting comprehensive life cycle analysis for all products to identify areas for
improvement in sustainability. This will involve assessing the environmental impact of each stage
of the product life cycle, from raw material extraction to disposal, and implementing strategies to
minimize negative effects.

Stop:

Cease Energy-Intensive Manufacturing Processes:

Stop relying on energy-intensive manufacturing processes that contribute to carbon emissions.

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Explore alternative manufacturing methods such as renewable energy sources or energy-efficient
technologies to minimize environmental impact.

Continue:

Continue Research and Development for Eco-Friendly Product Innovations:

Continue investing in research and development efforts to innovate new eco-friendly products and
manufacturing techniques. This will allow the company to stay ahead of market trends, meet
evolving consumer preferences, and maintain its competition in the sustainable products sector.

Continue Educating Consumers About Sustainability:

Continue educating consumers about the environmental benefits of eco-friendly products and the
importance of making sustainable purchasing decisions through various means of behavior change
activities. This could involve marketing campaigns, product labeling, and partnerships with
environmental organizations to raise awareness and drive demand for eco-friendly products.

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 REFERENCES

Acharya, M. (2023). Small Scale Industries (SSI) – Characteristics, Objectives, Registration of SSI.
Retrieved from Business compliance keeping you awake?: https://cleartax.in/s/small-scale-
industries-ssi
Explore the Benefits of Small-Scale Manufacturing. (n.d.). Retrieved from Gembah:
https://gembah.com/blog/small-scale-manufacturing/
Hayes, A. (2024, February ). Retrieved from Social Media Marketing (SMM): What It Is, How It Works,
Pros and Cons: https://www.investopedia.com/terms/s/social-media-marketing-smm.asp

Retrieved from https://www.naceweb.org/jobmarket/internships/the-importance-of-internships-to-college-

students/

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