INTERNSHIP REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT

OF VANGUARD MANAGEMENT CONSULTANTS

Project Submitted to the

MANIPAL UNIVERSITY

In the Partial Fulfillment of the Requirement for the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

NITHIN MANOHARAN VAZHAVEETTIL

REG. NO:1101052

Under the Guidance and Supervision of

MRS: JULIE VARDHAN

MANIPAL UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

ACADEMIC CITY, DUBAI, U.A.E

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Page 2 of 69
MRS. JULIE VARDHAN
Assistant Professor
School Of Business
Manipal University - Dubai Campus
International Academic City
Dubai, U.A.E

Date: 28th May 2014

CERTIFICATE

This is to certify that the project work enititled, 'An Internship Report on the Customer
Relationship Management of Vanguard Management Consultants, Ajman', submitted to the
MANIPAL UNIVERSITY - Dubai Campus for the award of the degree of Bachelors of
Business Administration, is a record of the original work done by NITHIN MANOHARAN
during the period of his study in the School of Business, Manipal University - Dubai Campus,
U.A.E, under my supervision and guidance, and the project work has not previously formed
the basis for the award of any degree, diploma, fellowship, associate ship or any other similar
title, to any candidate of any University

Signature of the Guide

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 DECLARATION

I hereby declare that matter embodied in this project work entitle "An Internship Report on
the Customer Relationship Management of Vanguard Management Consultants, Dubai" is the
result of the analysis of observations and interviews carried out by me under the guidance of
Mrs. Julie Vardhan, School of Business, Manipal University - Dubai Campus, U.A.E. This
project work has not previously formed the basis for the award of any degree, diploma,
fellowship, associate ship or any other similar title, to any candidate of any University.

Nithin Manoharan Vazhaveettil

1101052
School of Business
Manipal University - Dubai Campus
Dubai International Academic City
Dubai, U.A.E

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 S No: Title Page No
1 Executive Summary I
2 Acknowledgment II
3 List of Figures III

Chapter Nos Contents Page Nos

1 Introduction 1-5
1.1 Introduction to Management Consultancy 1
1.2 Management system and standard 3
consultancy
1.3 Nature of Study 4
1.4 Scope of study 4
1.5 Objectives of study 5

2 Industry Profile 6-14

2.1 Service Industry 6
2.2 Characteristics Of Service Industry 7
2.3 Types Of Service Based Firms 9
2.4 Service Industry In UAE 10
2.5 Importance of Management Consultancy 12
in Business
2.6 Types of consultancies 12
2.7 Major Consultancy Firms in the World 13

3 Company Profile 15- 27

3.1 Vanguard Management Consultants 15
3.2 Values 15
3.3 Types Of services VMC provides 18
3.3.1 Management System & Standard 18
Consultancy
3.3.2 Human Resource Consultancy 21
3.3.3 Accounts & Financial Consultancy 21
3.3.4 IT consultancy 22
3.3.5 Training & Development Services 23
3.3.6 Environmental Sustainability 25
Consultancy
3.5 Organizational Structure 27

4 Research Methodology 28- 30

4.1 Aim Of The Internship 28
4.2 Sources of Data 28
4.2.1 Primary Data 29
4.2.2 Secondary Data 29
4.3 Limitations Of The Study 30

5 Analysis and Interpretation 31-51

5.1 Functions of the Various Departments in 31

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 the Firm in the Service Marketing Triangle
5.1.2 Marketing 31
5.1.3 Human Resource 34
5.1.4 Finance 35
5.1.5 IT 36
5.1.5 Consultancy 37
5.2 Process Flow chart & Record Details of 39
VMC
5.3 Flow chart of Process flow of Guideline 40
5.4 Flow chart of Process flow for Production 42
Factory
5.5 Flow chart of Process flow for Design & 43
Drawing Preparation Procedures
5.6 Introduction to CRM 44
5.7 Importance of CRM to an Organization 46
5.8 Types of CRM software Solutions 47
5.9 CRM software used in VMC 47
5.10 Competitive analysis for VMC 50
5.8 Customers response to Survey 51- 54

6 Learnings From Study 55- 59

7 Conclusion 60

Appendix 61

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 Executive Summary

Vanguard Management Consultancy (VMC) is a global Management consultancy firm, based

in UK and the liaison offices are in UAE, Qatar, Oman & Pakistan. It has large number of
companies registered in it. It has an expertise in wide range of Management Systems &
Standards Consultancy, Human Resource Consultancy. VMCs subject matter experts design
and deliver customized consulting, learning and research solutions in every business areas
resulting in continuity and sustainable results for clients across all industries.

This report includes the introduction to consultancy services, industry profile and overview of
Vanguard Management Consultants. The main objective included in this report is to
understand the Customer Relationship Management in Vanguard Management Consultants
and about the CRM software used in this firm. The study undertakes through the sources of
data i.e. primary data & secondary data sources and also includes the learning from the
internship.

VMC now represent a global client base and provide services in the vertical competency
areas of Consultancy, Human resource consultancy. training and development services
etc.their range of talent management solutions work in perfect harmony with the executive
search practice to support their clients in building through exceptional people. Working as an
intern in Vanguard Management Consultants I had a great learning experience in about the
firm and the consultancy services they provide.

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 ACKNOWLEDGMENT

Apart from the efforts done by myself, the success of this project depends largely on the
encouragement and guidance of many others.

I take this opportunity to express my gratitude to the people who have been instrumental in
the successful completion of this project.

I would like to show my greatest appreciation to Mr Ahsan Fareed Paracha, Managing

Director of Vanguard Management Consultants, and U.A.E for granting me this opportunity
to be an intern in the marketing department. Without the encouragement and guidance of the
people working in the company, the project would not have materialized.

I also take this opportunity to thank the Academic President, Dr. Kota Reddy and our
Chairperson School of Business, Dr. Neelanjan Chattopadhyay

I would like to thank my mentor Mrs. Julie Vardhan, Assistant Professor, School of Business
her constant guidance and support. She also motivated me in completion of my project and
achieving my goals.

Last but not the least; I also take this opportunity to express my gratitude to the guidance and
support received from my family who contributed to this project, and help me whenever I
required it.

II

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 List of Figures

Figure No Title Page No

1 Training Need Assessment 23

2 Organizational Structure 27

3 4 Ps of Marketing 32

4 Service Marketing Triangle 38

5 Process Flow & Record Details 39

6 Process Flow of Guideline 41

7 Process Flow for Production/Factory 42

8 Design & Drawing Preparation Procedures 43

9 Company Interaction via email & Telephone Calls 51

10 Rating VMC on the scale of 1 to 10 in terms of Service 52

11 Satisfied with the Service provided by VMC 52

12 How good customer queries Solved 53

III

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 CHAPTER 1

INTRODUCTION

1.1 Introduction to Management Consultancy

Management consultancy is a varied profession, with projects and clients changing

constantly. This can be the beauty but also the challenge of this industry. A management
consultant provides external advice for organization that requires specialist expertise or an
objective outside perspective on their business. Consultancy usually involves the
identification and assessment of a problem or the analysis of a specific area of an
organization, the reporting of findings and the formulation of recommendation for
improvements. Consultants are commonly called in for business improvements, change of
management, information technology and long-term planning projects.

There is no set career path into the industry, although many of the large consultancy firms
actively recruit graduates straight from university. An aptitude for client handling, listening,
strategic planning, business analysis and team-building are attractive to consulting employers,
as is creativity, flexibility and strong interpersonal skills.

For some firms, an individual with an MBA or an MSc will be of great interest but they are
by no means universally required. Similarly, degrees in business may be a benefit, but
generally consultancy is not a degree-specific industry.

There's plenty of scope for personal development, expanding your skillet and enhancing your
CV. Most consultancies offer excellent training opportunities, along with the chance to build
other skills. As client work becomes more international, firms are beginning to operate on a
European and global basis, so there's plenty of scope for travel.

The Institute of Consulting defines Management Consultancy as the provision to

management of objective advice and assistance relating to the strategy, structure management
and operations of an organization in pursuit of its long-term purposes and objectives. Such
assistance may include the identifications of options with recommendations; the provision of
an additional resource or the implementation of solution.

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If we want to understand what the future holds for the consulting industry we need to turn to
clients, the people who ultimately drive demand for consultants, and ask some fundamental
questions. Source for consulting.com completed a survey of more than 400 clients in
multinational organization across Europe and the Middle East. European Consulting firms
have been going through a rough time recently and this is likely to continue over the next 12
months. Even the Middle East market, while enjoying significantly higher growth than
Europe, has yet to return to pre-recession levels of reliance of Consultants the best
performing markets within the Europe and Germany and Scandinavia with Southern Europe,
unsurprisingly given the economic situation there, performing the worst the UK, like France,
is somewhere in between with low, single-digit growth expected for at least the next couple
of years

Consulting firms are cautious as a result. They are acutely aware that business confidence is
fragile and that a crisis in the Stock Market or in the Euro Zone could mean consulting
budgets will be cut back once again. While acknowledging a relentless pressure on costs,
senior staff is largely comfortable with the level of consulting they use and have no plans to
reduce it. Some, in fact, plan to increase it significantly, not because they suddenly need
access to a particular skill or have an acquisition or new technology in the pipeline, but
because they expect what is outsourced will change over the coming years. Cutting the
number of permanent employees they employ will mean relying more on outside companies.
This will create a new wave of potential growth for consulting firms. But catching this wave
will mean exploiting the opportunity to work with clients in different ways.

The changing role of consultants-there are hardly a consulting firm in Europe or the Middle
east that doesnt lay claim to having a unique ability to bridge the gap between advice and
implementation. Clients, while theyd concur that there is a gap, are quite critical about
consultants ability to do so. Bigger firms attract the most criticism. Perhaps these divergent
views come from consultants and clients having different ideas of what implementation
actually mean consultants see implementation as an added service; clients, by contrast, see it
as a way of working. They want to work with a firm where the people, attitudes and culture
closely match their own and with consultants who can engage and enthuse internal teams.
Therefore, what may constrain growth in the consulting profession is not the lack of demand
from clients, but a quite wide-spread belief that consultants dont work in the way clients
want them to.

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Duties
Professional management consultants may be asked to provide objective advice that will help
an organization solve problems or manage change, including business start-up, expansion, &
diversification.
In general, business management consultants:

Define the nature and extent of the project by gathering information (which may
include conducting research to determine the current efficiency and effectiveness of
managerial policies and procedures.
Analyze the data collected and use their background knowledge to develop proposals
for improving methods, systems and/or procedures.
Present their recommendations to the client organization and, if their
recommendations are accepted, implement those recommendations.

Professional management consultants are hired when an organization lacks sufficient

resources, requires external objective advice, or because they have expertise not available
within the client organization. Most management consultants specialize in helping
organizations solve particular types of problems, challenges or changes.

1.2 Management system and standard consultancy

The Management Systems & Standards Consultancy mainly provides the standard
consultancy such as the ISO certificate.

ISO is the international organization for standardization.ISO has a membership of 164

national standards bodies from countries large and small, industrialized, developing and in
transition in all regions of the world ISOs portfolio of over 19 100* standards provide
business, government and society with practical tools for all three dimensions of sustainable
development: economic, environmental and social.

ISO standards make a positive contribution to the world we live in they facilitate trade,
spread knowledge disseminate innovative advances in technology, and share good
management and conformity assessment practices. ISO standards provide solutions and
achieve benefits for almost all sectors of activity, including agriculture, construction,
mechanical engineering, manufacturing, distribution, transport, healthcare, information and

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communication technologies, the environment, energy, safety and security, quality
management and services.

ISO only develops standards for which there is a clear market requirement. The work is
carried out by experts in the subject drawn directly from the relevant industrial, business and
technological sectors that have identified the need for the standard, and which subsequently
put the standard to use. These experts may be joined by others with relevant knowledge, such
as representatives of government agencies, testing laboratories, consumer associations and by
international governmental and nongovernmental organizations. An ISO International
Standard represents a global consensus on the state of the art in the subject of that standard.

VMC is a Management Consulting firm, based in UK and having liaison offices in UAE, and
one of the leading consultancies in Ajman, VMC focus on improving our clients' business
performance by developing people, enhancing process and enabling technology. VMCs
subject matter experts design and deliver customized consulting, learning and research
solutions in every business areas resulting in continuity and sustainable results for clients
across all industries. The core services that VMC offer are Management Systems & Standards
Consultancy, Human Resource Consultancy, Accounts & Financial Consultancy, Information
Technology Consultancy, and Training & Development Services & Environmental
Sustainability Consultancy.

1.3 Nature of the study

The nature of Study is the Customer Relationship Management of Vanguard Management

Consultants is descriptive. A descriptive study is one in which information is collected
without changing the environment (nothing is manipulated). Sometimes these are referred to
as correlation or observational studies. The Office of Human Research Protections
(OHRP) defines a descriptive study as Any study that is not truly experimental. Descriptive
studies in which the researcher does not interact with the participant include observational
studies of people in an environment and studies involving data collection using existing
records.

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1.4 Scope of the Study

The scope of the study is it will assist VMC to get its own Customer Relationship
Management system mirror well and it will get all the important things before eyes to apply
all the ways to provide a excellent service to the customers and how it help the clients
accelerate growth, improve sales productivity and reduce customer-care costs to increase the
value of their customer relationships and enhance the economic value of the brand.

1.5 Objectives of the study

The main objective of the study was to analyze effective Customer Relationship Management
for Vanguard Management Consultants and the type of research used is descriptive study.
The current customer relationship management system and services provided from the
company and its effect on customer need, satisfaction level & their response .

The objective of this study is to analyze

The scope of this industry in UAE economy

To analyze the management and HR consultancy Industry
To understand how the different departments of the consultancy firm functions
To analyze the existing customer satisfaction as those customers are the key sources
to the new customers with respect to the performance, sales effort and sales service.

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 CHAPTER 2

INDUSTRY PROFILE

2.1 Service Industry

Every economy consists of three sectors. They are primary sector (extraction such as mining,
agriculture and fishing), secondary sector (manufacturing) and the tertiary sector (service
sector). Economies tend to follow a developmental progression that takes them from a heavy
reliance on primary, toward the development of manufacturing and finally toward a more
service based structure. Historically, manufacturing tended to be more open to international
trade and competition than services. As a result, there has been a tendency for the first
economies to industrialize to come under competitive attack by those seeking to industrialize
later. The resultant shrinkage of manufacturing in the leading economies might explain their
growing reliance on the service sector. However, currently and prospectively, with dramatic
cost reduction and speed and reliability improvements in the transportation of people and the
communication of information, the service sector is one of the most intensive international
competition.
The portion of the economy that produces intangible goods, the service sector primarily
consists of truck transportation, messenger services and warehousing; information sector
services; securities, commodities and other financial investment services; rental and leasing
services; professional, scientific and technical services; administrative and support services;
waste management & remediation; health care, social assistance; and arts, entertainment &
services.
Individuals employed in this sector produce services rather than products. Examples of
service sector jobs include housekeeping, psychotherapy, tax preparation, guided tours,
nursing and teaching. By contrast, individuals employed in the industrial/manufacturing
sector might produce goods such as cars, clothing and toys.
Service sector dominates employment in advanced industrial societies by that we mean the
service as opposed to the manufacturing sector

Consequence of the move towards the post-industrial society Daniel Bell (1973) referred to
the development from an agricultural to a manufacturing to a service based economy

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Around three quarters of employment in this sector and evidence of fast growth UK, US
Australia around 75% of employment in this sector and growing fast 20 years between
1974 and 1994 SS grew by 9% in the US and 13% in Australia

Major employers in this area example in UK Tesco large and successful employer over
170,000 NHS largest employer in Europe with over 1m employees - often have global
presence PWC 130,000 148 countries and 771 offices IBM 190,000 160 countries and 300
offices influence via role as MNCs, impact on financial markets and advice consulting
spread the word

The world economy is increasingly characterized as a service economy. This is primarily due
to the increasing importance and share of the service sector in the economies of most
developed and developing countries. In fact, the growth of the service sector has long been
considered as an indicator of a country's economic progress. Economic history tells us that
all developing nations have invariably experienced a shift from agriculture to industry and
then to the service sector as the mainstay of the economy. This shift has also brought about a
change in the definition of goods and services themselves.
Service organizations vary widely in size. At one end of the scale are huge international
corporations operating in such industries as airlines, banking, insurance, telecommunications,
and hotels. At the other end of the scale are a vast array of locally owned and operated small
businesses, such as restaurants, laundries, optometrists, beauty parlours, and
numerous business-to-business services. The service sector is going through revolutionary
change, which dramatically affects the way in which we live and work. New services are
continually being launched to satisfy our existing needs and to meet needs that we did not
even know we had. Nearly fifty years ago, when the first electronic file sharing system was
created, few people likely anticipated the future demand for online banking, website hosting,
or email providers. Today, many of us feel we can't do without them. Similar transformations
are occurring in business-to-business markets.
.

2.2Characteristics of service industry

The services have unique characteristics which make them different from that of goods. The
most common characteristics of services are:

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 Intangibility
Inseparability
Perish ability
Variability

Intangibility
Services are activities performed by the provider, unlike physical products they cannot be
seen, tasted, felt, heard or smelt before they are consumed. Since, services are not tangibles,
they do not have features that appeal to the customer senses, their evaluation, unlike goods, is
not possible before actual purchase and consumption. The marketer of service cannot rely on
product-based clues that the buyer generally employs in alternative evaluation prior to
purchase. So, as a result of this, the services are not known to the customer before they take
them. The service provider has to follow certain things to improve the confidence of the
client:
The provider can try to increase the tangibility of services. For example, by displaying a
plastic or a clay model showing patients an expected state after a plastic surgery.
The provider can emphasize on the benefits of the service rather than just describing the
features.
Not all the service product has similar intangibility. Some services are highly intangible,
while the others are low i.e. the goods (or the tangible component) in the service product may
vary from low to high.
For example: Teaching, Consulting, Legal advices are services which have almost nil
tangible components; While restaurants, fast food centres, hotels and hospitals offer services
in which their services are combined with product (tangible objective) , such as food in
restaurants, or medicines in hospitals etc.

Inseparability
Services are typically produced and consumed simultaneously. Incase of physical goods, they
are manufactured into products, distributed through multiple resellers, and consumed later.
But, in case of services, it cannot be separated from the service provider. Thus, the service
provider would become a part of a service.
For example: Taxi operator drives taxi, and the passenger uses it. The presence of taxi driver
is essential to provide the service. The services cannot be produced now for consumption at a
later stage / time. This produces a new dimension to service marketing. The physical presence

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of customer is essential in services. For example: to use the services of an airline, hotel,
doctor, etc a customer must be physically present.
Inseparability of production and consumption increases the importance of the quality in
services. Therefore, service marketers not only need to develop task-related, technical
competence of service personnel , but also , require a great input of skilled personnel to
improve their marketing and inter personal skills.

Perish ability
Services are deeds, performance or act whose consumption take place simultaneously; they
tend to perish me the absence of consumption. Hence, services cannot be stored. The services
go waste if they are not consumed simultaneously i.e. value of service exists at the point
when it is required.
The perishable character of services adds to the service markets problems. The inability of
service sector to regulate supply with the changes in demand; poses many quality
management problems. Hence, service quality level deteriorates during peak hours in
restaurants, banks, transportation etc. This is a challenge for a service marketer. Therefore, a
marketer should effectively utilize the capacity without deteriorating the quality to meet the
demand.

Variability
Services are highly variable, as they depend on the service provider, and where and when
they are provided. Service marketers face a problem in standardizing their service, as it varies
with experienced hand, customer, time and firm. Service buyers are aware of this variability.
So, the service firms should make an effort to deliver high and consistent quality in their
service; and this is attained by selecting good and qualified personnel for rendering the
service.

2.3Types of service based firms

Equipment-Based Service Firms

The service industry is made up of many firms whose sole purpose is to deliver services to
the consumer market. There are two types of service firms. The first is equipment-based
firms. These organizations utilize machinery and other forms of technology to perform that

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tasks required by customers. In many cases, the machinery used is operated and monitored by
unskilled labourers. Examples of this are companies that provide dry cleaning services.

Not all equipment-based service firms are run by unskilled labour. In fact, there are many
sophisticated organizations that require and educated employee population to carry out their
missions. Examples of this include airline carriers and information technology firms. In
addition, a large portion of the equipment-based service industry requires no employees at all.
These enterprises earn money and deliver services to customers autonomously, as is the case
with vending machines.

People-Based Service Firms

Unlike equipment-based service firms, people-based services firms do not rely on machinery
to deliver a service. It is the professional delivering the service, and the knowledge that he
maintains, that allows the tasks to be performed. Similar to equipment-based service firms,
people-based service companies may require unskilled labourers. This is the case within
organizations that provide landscape maintenance, janitorial or security services. There are
also a variety of people-based companies which required that employees possess a high level
of education. This includes accounting firms, doctors offices, law firms and management
consulting firms.

2.4 Service Industry in UAE

The UAEs service sector is a key driver of growth, with most recent figures revealing it
accounts for as much as 74 per cent of gross domestic product (GDP), according to Alan
Harpham, Chairman, APMG-International, a Global Examination Institute (2009).

These figures are on par with most developed world economies. However to ensure
sustainability in todays economic environment, companies need to exercise thorough
management of available projects and resources.

The market grew 41% from 2006, to reach $791 million, driven by a transition from
infrastructure investment to more strategic, services-intensive IT projects. The growing
maturity of the market was also marked by the fact that systems integration services
constituted the biggest part of the market, at 19%, over taking infrastructure related services
such as hardware and software integration for the first time.

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Outsourcing services were also in demand, taking up 18.1% of the market. Government,
finance and construction/agriculture/mining sectors were the leading customers for services.

Margaret Adam, Research Manager, IT Services, IDC MEA said: Organizations in the UAE
are facing a myriad of challenges that are heavily impacting their investments in IT services.
The desire to accelerate revenue growth and rapidly take advantage of the opportunities in the
region, as well as compliance and regulatory pressures and a drive for cost effectiveness, all
fuel growth in the UAE IT services industry.

"The more sophisticated service areas such as systems integration, application customization,
and outsourcing were the fastest growing in 2007. Year-on-year growth of around 50% in
these categories testifies to a maturing IT services market and a shift towards more strategic
IT decision-making, she added.

IDC expects the market for services in the UAE to reach $2.3 billion in the next five years.
The strong regional economy, a maturing IT market and increased complexity of IT
combined with a shortage of skills will fuel an average annual growth of 23.9%, the company
said.

There was no change in the leaders in the UAE services market, with MDS, Emirates
Computers, and Data accounting for over one quarter of service revenues.

UAE has an open economy with a high per capita income and a sizable annual trade surplus.
Successful efforts at economic diversification have reduced the portion of GDP based on oil
and gas output to 25%. Since the discovery of oil in the UAE more than 30 years ago, the
country has undergone a profound transformation from an impoverished region of small
desert principalities to a modern state with a high standard of living. The government has
increased spending on job creation and infrastructure expansion and is opening up utilities to
greater private sector involvement. . The crisis hit Dubai hardest, as it was heavily exposed to
depressed real estate prices. Dubai lacked sufficient cash to meet its debt obligations,
prompting global concern about its solvency. The UAE Central Bank and Abu Dhabi-based
banks bought the largest shares. In December 2009 Dubai received an additional $10 billion
loan from the emirate of Abu Dhabi. Dependence on oil, a large expatriate workforce, and
growing inflation pressures are significant long-term challenges. The UAE's strategic plan for

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the next few years focuses on diversification and creating more opportunities for nationals
through improved education and increased private sector employment.

The importance of Management Consultancy in UAE plays a vital role. Management

consultants are already well established in UAE. To stay ahead in a competitive marketplace,
many companies in the UAE have realized the potential of management consulting firms to
achieve desired results. They have the knowledge and expertise to advise management of
ways to improve business and achieve their goals. This includes strategies to increase
productivity or sales, risk management, implementing business process management, tax
planning advice, marketing, succession planning, and much more. Management
Consultancies in UAE provides a combination of practical experience and subject matter
expertise enables them to provide innovative management consulting that creates a positive
and lasting impact on the clients overall strategy, reputation and growth.

2.5 Importance of Management Consultancy in Business

Management consultants help businesses improve their performance and grow by solving
problems and finding new and better ways of doing things. It's not just in the private sector
either many firms work with public sector organisations to help develop their services and,
where necessary, reduce costs and make savings.
Consultancy firms offer services across all areas of business from HR and marketing, to IT
and finance. The broad span of consulting work makes it an attractive career, offering a
variety of projects, challenges and opportunities for personal development. This might
involve working all over the world with multinational clients, even if you don't join one of
the big firms.

2.6 Types of consultancies

Types of consultancy projects vary enormously and this is also true of the firms. At one end
of the market the larger firms offer end to end solutions and, at the other, niche firms offer
specialist skills and industry knowledge.

Consultancy practices can be broadly divided into the following types:

Generalist -These are large Consulting firms that offer a wide range of services from
strategy consulting and human resources to it and, in some cases, outsourcing on a

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 global basis. Many of these grew out of the audit firms, while others developed within
it service companies.
Information technology Consultants -These firms give specialist advice ranging from
defining information needs, the provision of software, systems analysis and design,
computer feasibility studies, implementing computer applications and making
computer hardware evaluations.
Financial Consultants -The specialist advice offered by financial consultancies ranges
from the installation of budgetary control systems, profit planning or capital and
revenue budgeting, office reorganisation and administrative arrangements.
Niche firms -Much of the growth in Consulting firms has been as a result of
consultants leaving the larger firms and setting up their own consultancy firms in a
particular sector or offering a specialist service.
Human resource Consultants -these are organisations offering specialist advice
ranging from personnel policy, manpower planning, job enrichment, job evaluation
and industrial relations.

2.7 Major Consultancy Firms in the World

Consulting is a big, one-size-fits-all term that includes virtually any form of advice-giving.
There are many consultancies around the world. Many people think first of management
consulting, also called strategy consulting, which specializes in providing advice about
strategic and core operational issues-but there are many other types of consulting, including
marketing consulting, technology consulting, human resources consulting, the elite consulting
firms that make the most money advising the biggest and most powerful companies in the
world. However, there are a number of specialized groupings within the management
consulting field and many more types of consulting firms that provide specialized advice and
services in other areas.

McKinsey & Company is a global management consulting firm and is one of the trusted advisors
to the world's leading businesses, governments, and institutions. They work with leading
organizations across the private, public and social sectors. There scale, scope, and knowledge
allow them to address problems that no one else can. They have deep functional and industry
expertise as well as breadth of geographical reach. McKinsey & Company are passionate

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about taking on immense challenges that matter to their clients and, often, to the world and
build their capabilities and leadership skills at every level and every opportunity.

BCG is a global management consulting firm and the worlds leading adviser on business
strategy .from 1963 to the present, BCG has developed breakthrough ideas that have shaped
the business world. The partner with clients from the private, public and not for profit-sectors
in all the regions to identify their highest value opportunities, address their most critical
challenges and transform their Enterprise, BCG looks beyond standard solutions to develop
new insights, mobilize organization, drive tangible results and make companies more
capable.

Bain & Company is an American global management consulting firm headquartered

in Boston, Massachusetts. The firm provides advisory services to many of the world's largest
businesses, non-profit organizations, and governments. Bain has 50 offices in 32
countries and more than 6,000 employees. It has been described in Forbes Magazine as one
of the most prestigious management consulting firms.

Accenture
Accenture is one of the largest consulting firms in the world. Its incorporated headquarters
are in Dublin, Republic of Ireland. It is the world's largest consulting firm as measured by
revenues and is a Fortune Global 500 company. It focuses mainly on management consulting,
and offers help with Strategy, Finance Management, Customer Relationship Management and
Workforce Performance, among others.

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 CHAPTER 3

COMPANY PROFILE

3.1 Vanguard Management Consultants (VMC)

Vanguard Management Consultant (VMC) is a global Management Consulting firm,

based in UK and having liaison offices in UAE, Qatar, Oman & Pakistan, VMC focus on
improving our clients' business performance by developing people, enhancing process and
enabling technology. VMCs subject matter experts design and deliver customized
consulting, learning and research solutions in every business areas resulting in continuity and
sustainable results for clients across all industries. The core services that VMC offer are:

Management Systems & Standards Consultancy

Human Resource Consultancy
Accounts & Financial Consultancy
Information Technology Consultancy
Training & Development Services
Environmental Sustainability Consultancy

Corporate Statement
VMC has always held true to their mission and values, with a focus on value, quality, and
sustainable results. It is on this foundation that VMC now represent a global client base and
provide services in the vertical competency areas of Consultancy, Business Analysis,
Professionals and Business Development.

VMC will maintain a tireless commitment to excellence, by focusing the firm's energy on a
dedication to the industries they service and to the clients they touch in a global marketplace.

3.2Values
The following values represent the context for the corporate culture at VMC Management
Services.
S = Simple
T = Transparent
A = Accommodative

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R = Resourceful
Simple
VMC company motive is to remain simple and give simple customized solutions to keep
clients growth sustainable.
Transparent
Being honest and open in all the dealings VMC maintain highest integrity level. VMC
believes that most of the problems can be solved by sharing information and visible
leadership. VMC demonstrate transparency with all of its stakeholders and expects the same
from them, as well. We take pride and ownership in all that we do.
Accommodative
VMC maximize the achievement as a group and not as an individual. Time frames are always
met with emphasis on client needs fulfilment. VMC ensures in timely, responsively and
reactively meeting customers needs within the aim to deliver them.
Resourceful
VMC is equipped with talented and able team who has the capacity to deliver optimum
results within available resources.
Honesty
Being open and honest in all the dealings and maintaining the highest integrity at all times
All concerns are aired constructively with solutions offered.
Each person is as skilled in some way as another and is entitled to express their views
without interruption.

Excellence
Always doing what VMC say and striving for excellence and quality in everything that VMC
does.
Quality will always delight the client whilst staying within budget limitations.
If VMC give the word they keep it unless agreed otherwise by all parties.

Commitment
Working with urgency and commitment to be successful from individual and company
perspectives.
Timeframes are always met unless urgent circumstances mean have to renegotiate
new timeframes with all parties.
Clients needs agreed within budgets are met regardless of personal wants.

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Ownership
Taking ownership of VMC customers needs and being accountable for delivering friendly
and professional service.
VMC is fully accountable for the work in gaining any possible repeat business with
customers.
VMC understand their customers business, prepare for all meetings with them

Customer Service
VMC enjoy custom and so customers deserve service -timely, responsive, proactive, meeting
their needs and aiming to delight.
Customers are asked about the required changes and hence they are implemented
accordingly.
Before any accounts are rendered, VMC check with their customers that they are
sufficiently satisfied to pay the agreed account.
All agreements are met.

Professionalism
At all times VMC act with integrity, providing quality service, being reliable and responsible.
VMC do not upset one another intentionally, always endeavouring to present negative
feedback constructively.
VMC take pride and ownership in all that they do and say.
VMC never talk about people behind their backs.

VMC Customers

VMC shall continue to serve their growing number of customers in multiple industries by
providing them with forward thinking solutions to their business challenges.

VMC Associates:

VMC associates share pride in our company and dedication to its goals. VMC recognize that
their success as an organization is due to their collective effort and they will continue to
support their development.

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3.3 Types of services VMC provides
3.3.1Management system & standard consultancy
VMC assist the organization in achieving certification for:

ISO 9001
ISO 14001
OHSAS 18001
ISO 27001
ISO 22000
ISO 17025
ISO 50001
ISO 13485
ISO/TS16949
ISO 29001
SA 8000
WRAP, BSCI, SEDEX, FLA, GOTS,
C-TPAT
& Other assessments & COC

As well as assist in preparing the Excellence Awards such as

Dubai Quality Award (DQA),

Sheikh Khalifa Excellence Award (SKEA),
Sheikh Khalifa Industry Award (SKIA),
Registration in Government Departments, Municipality & Industrial Zones.
Also, VMC can provide the help for maintenance & renewal of Management Systems
9001:2008 (Quality Management Systems)

ISO 9001:2008 (Quality Management Systems)

ISO 9001 has achieved global recognition, particularly amongst organizations who have
demonstrated their capability to meet stringent customer expectations through quality
assurance. It the most recommended standard for process & product conformity and getting
customers trust.

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ISO 14001:2004 (Environmental Management System)
ISO 14001 is the internationally recognized standard for the environmental management of
an organization, covering environmental aspect & impact assessment and for determination
of controls.

OHSAS 18001:2007 (Occupational Health & Safety Assessment Series)

is a system that efficiently manages the organizations property and human resource after, in
purpose of preventing the industrial disaster and providing the pleasant work environment,
establishing the objectives to promote the safety and health of employee and regulating the
responsibilities of organization and documented procedures.

ISO 27001:2008 (Information Security Management System)

the aim of ISO 27001 is to provide best practice advice in keeping personal, intellectual
property, sensitive and commercially valuable data secure.

ISO 50001:2001 (Energy Management System)

ISO 50001 provides public and private sector organizations with management strategies to
increase energy efficiency reduce costs and improve energy performance.

BS EN ISO 13485:2003 (Medical Device Standard)

This Standard is aimed at companies that design, develop, produce, install or service medical
devices and specifies requirements for a quality management system where an organization
needs to demonstrate its ability to provide medical devices and related services that
consistently meet customer and regulatory requirements.

ISO 22000:2005 (Food Safety Management Systems)

This is an international standard that defines the requirements of a food safety management
system covering all organizations in the food chain from farm to fork. Its beneficial for
food & beverages organizations to identify the food related hazards and determining critical
controls.

ISO 17025:2005 (General requirements for the competence of testing and calibration
laboratories)
This standard has all of the requirements that testing and calibration laboratories have to meet
in order to take accreditation. They shall demonstrate/align:-

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 The quality system,
Technically requirements

This standard is applicable on testing and calibration laboratories.

ISO/TS16949:2009 Particular requirements for the application of ISO 9001:2008 for

automotive production and relevant service part organizations)
ISO/TS16949 is an ISO technical specification which aligns existing US, German, French
and Italian automotive quality system standards within the global automotive industry.

ISO/TS 29001:2010 (Petroleum, petrochemical and natural gas industries Sector

specific quality management systems - Requirements for product and service supply
organizations) defines the quality management system requirements for the design,
development, production, installation and service of products for the petroleum,
petrochemical and natural gas industries

SA 8000:2008 (Social Accountability) & Other Social Compliance Assessment

Purpose of this standard is to evaluating organizations commitment to ensuring a fair and
equitable working environment for workers and transparent business practices.

BSCI (Business Social Compliance Initiatives)

launched in 2002 as a service of the Foreign Trade Association (FTA). Its founding was
established as a response to the increasing business demand for transparent and improved
working conditions in the global supply chain.

SEDEX
is non-profit membership organization dedicated to driving improvements in ethical and
responsible business practices in global supply chains.

FLA (Fair Labour Association)

FLA helps to improve the lives of hundreds of thousands of workers by holding companies
accountable to the FLA Workplace Code of Conduct, inspecting and monitoring factories
around the world, and developing innovative, sustainable solutions to labour abuses.

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COCs (Customer Code of Conduct & Security Assessments)
VMC can help in developing, implementing, monitoring & maintaining the customer code of
conducts, which include IKEA, Wal-Mart, Sears, Kmart, H&M, DG, NEXT, Kohls, GAP,
Tesco and C-TPAT (Custom Trade Partnership against Terrorism).

3.3.2Human Resource Management Consultancy

Organizational Development
Evidence Based HR System Development
Strategic HR Services
Performance Management
Research & Planning
Recruitment & Retention
Compensation & Benefits

3.3.3 Accounting and Financial Management Consultancy

Assurance & Advisory Services

Legal Services
Tax Consulting Service
General Accounts & Financial Consultancy

Assurance & Advisory Services

VMC offers accounting and assurance related services, such as audit, financial reporting and
risk management advice gives your business the stability it needs to manage effectively and
achieve its objectives.

Senior Company executives need to be able to count on reliable information about the health
of their business. You need to be aware of business risk and feel confident that it is being
managed carefully to mitigate its impact.

Key services provided by VMC member firms include:

Statutory audit, Non-statutory audit, Financial reporting, statements, processes, controls,

assertions, and agreements, Assurance engagement, Business risk services, Regulatory
compliance, International accounting standards.

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Statutory audit, Non-statutory audit, Financial reporting, statements, processes, controls,
assertions, and agreements, Assurance engagement, Business risk services, Regulatory
Legal Service
VMC understands the legal and commercial pressures faced by companies and institutions of
all sizes, from small start-up companies to listed international corporations and public sector
organisations
Tax Consulting Service
When you hire VMC in one jurisdiction, you are in effect hiring a local firm that can
facilitate tax and related advice in the majority of the world's major commercial centres
through access to VMC 's association of carefully selected professional firms.
Consulting Services
Organizations of every size and type face a fast changing world full of challenges and
opportunities. For various complex reasons, many organizations fail to realize their goals and
therefore don't reach their full potential.

3.3.4 Information technology services and consultancy

IT support (Hardware Solutions, Data Recovery & Protection)

Software Development

IT consultancy, IT support, Information Technology

VMC offers the best IT support you can find. Information Technology has become a major
part of life's not just at work but at home as well, including;

Data Back Up, Data Recovery, Disaster Recovery Planning, Fault Resolution, Hardware
Maintenance, and Internet, E mail Monitoring, IT Strategy, License Management,
Networking, Procurement, Relocation & Expansion, Secure Remote Access, Security &
Virus Protection and Software Maintenance.

VMC is a reseller and service provider for many industry-leading technology companies,
including:

Microsoft, Citrix, Cisco, Veritas, Ironport, HP, Dell, Redhat, Symantec, and many more.

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Software Development
The choice of technologies for your project implementation is a critical issue because it will
not only influence your project development time and cost, but also will determine how your
application will stand the test of time and will be approved and appreciated by your clients.

3.3.5 Training and Development Services

Training Need Assessment

Basic & Advance Courses for Soft Skills
Basic & Advance Courses for Management Systems Training
Basic & Advance Courses for Technical Skills

Fig :1 Training Need Assessment

Figure 1: Training Need Assessment

Basic & Advance Courses for Soft Skills

Building High Performance Team

Presentation And Facilitations Skills
Communication And Presentation Skills
Conflict And Stress Management
Customer Relationship
Management Introduction
Customer Relationship Management
Customer Service And Handling Difficult Customers

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 Developing Individual Personalities In The Workplace
Effective Communication
Effective Negotiation
Influencing & Persuasion Skills For Managers
Effective Performance Management
Enhancing Leadership Skills
Leadership, Management And Communications
Leading High Performance Teams
People Management
Problem Solving & Decision Making
Strategy Facilitation
Time Management

Basic & Advance Courses for Management Systems Training

ISO 9001:2008 Quality Management System(Introductory and Internal Audit)
Become an Effective Management Representative in Accordance with ISO
9001:2008, ISO 9001:2008 QMS Auditor/Lead Auditor Training Course (IRCA
Registered),
ISO 14001:2004 Environmental Management System (Introductory and Internal
Audit),
ISO 14001:2004 EMS Auditor/Lead Auditor Training Course (IRCA Registered)
OHSAS 18001:2007 Auditor/Lead Auditor Training Course (IRCA Registered)
ISO 27001:2005 Information Security Management System (Introductory and Internal
Audit)
ISO 20000-1:2005 Information Technology Service Management (Introductory and
Internal Audit)
ISO 22000:2005 Food Safety Management System (Introductory and Internal Audit),
HACCP Lead Auditor Course (CCFRA Registered)

Basic & Advance Courses for Technical Skills

Advanced Construction Management,

Basic Bridge Safety Inspection Course

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 Basic Construction Management
Bridge Crane Operator Training
Resolving Adverse Effect and Writing Agreement Documents
Environmental Compliance
Introduction to Documentation Procedures
Waste Site Evaluation Procedures
Basic & Advance courses of using computer and MS office
Basic & Advance courses of Safety & Security (Fire Fighting, First Aid, Emergency
Preparedness & Response, H2s, Etc)

3.3.6 Green Services and Consultancy

Environmental Aspect & Impact Study
Risk Management Studies
Sustainability

Environmental Aspect & Impact Study

VMC has expert team handles the environmental situations of various Industrial and
Infrastructure Development Projects through Environmental Monitoring and EIA studies.
Environmental Impact Assessment (EIA) is used to identify the environmental and social
impacts of any kind of project prior to its planning and implementation. VMC does
Project-specific EIAs Impact assessments to review specific investment projects of
multi-lateral banks, Global Organizations, Project funding agencies etc.,
Regional EIAs Impact identification of Industrial Free zones, Industrial clusters,
Highway Development, Water Quality Assessments (Surface, Ground and Marine
water), Watershed Management, Coastal Environment & Sanitation, Area wide Air
Quality Impact Assessments, Regional Desalinization projects etc.,
Sectoral EIAs - Impact assessment for Sectoral Investment Plan or Alternatives,
Specific industrial establishments or expansion projects like Oil & Gas, Petroleum
refining industries, Mining & Metal processing industries, Energy & Power
Generation, Drugs & Pharmaceuticals, Shipping & Port operations, Chloro-Alkali,
Pulp & Paper industries etc.,

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Environment & Safety Risk Management Studies

HAZOP
HAZID
ESA
SEA
FMEA

Sustainability
Sustainability is different for each client depending on materiality, stakeholder objectives and
business imperatives. VMC is uniquely positioned to apply proven experience integrating
policy and strategy consulting with technical knowledge in key sustainability priority areas,
including:

Sustainability Strategy, Baselines and Reporting

Water Stewardship
Ecosystem Services
GHG/Carbon and Energy Management
LEE

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 3.4 Fig: 2 Organization Structure

Managing Director

General Manager

Accounts Administration Marketing HR department

department department department

Consultancy Indoor marketing Outdoor marketing

department (Telemarketing)

In VMC, Managing Director stands at the top of the organization structure. He is responsible
for initiating competitive strategies that will improve the performance of the firm. Next in the
fig is General Manager who holds the second most important position he reports to the
Managing Director about the company performance and relays the strategies to the lower
level. Next in the figure are the different departments of VMC these departments are:
Accounts Department that takes care of the financial inflow and outflow of the firm.
Consultancy Departments that provides assistance and advises to other firms.
Administration Departments that manages the performance and actions of the firm.
Marketing Department that helps in providing the services of the firm to other
companies. This department includes:
o Indoor marketing i.e. Marketing through telephone
o Outdoor marketing i.e. Door to Door marketing.
HR Department which is responsible for recruiting & selection, motivation and
evaluating employee performance

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 CHAPTER 4

RESEARCH METHODOLGY

4.1Aim of the internship

The beauty of the UAE market lies in its dynamicity. Being a part of its dynamic
environment. Vanguard Management Consultants was chosen as the internship base. The
main aim of the internship was to learn as much as possible about the corporate environment
and get acquainted with real corporate world. The market is ever changing and it requires a
lot of experience to survive. This experience being taught to intern in the form of a training
program was a perfect opportunity to understand the corporate culture and its management
style.
Being a marketing student, the main focus was to understand the importance of Customer
Relationship Management and about the CRM software which allows the company to create
appointments and Customer Care Service. Due to majority of young employees and
executives, all were divided into various groups which consisted of interns, existing full time
employees and a manager. Organization these days are becoming more and more
decentralized and this increase the need to be able to work with others.

4.2 Sources of Data

No internship or training is complete without the required research. Research is

creative work undertaken systematically to increase the stock of knowledge of
humanity, culture and society, and the use of this stock of knowledge to devise new
applications. It is used to establish to confirm facts, reaffirm the results of previous
work, solve new or existing problems, support theorems, or develop new theories. To
make the report more meaningful and presentable, two sources of data and
information were used widely. Both primary and secondary data sources were used to
prepare this report. There are some records collected from various resources of the
company. Most of them can be treated as the secondary data.

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4.2.1 Primary Data

Primary data that are mainly used are from different persons directly related to Marketing
Department of Vanguard Management Consultants. Major portion of the information was
collected from the Senior Officers of Vanguard Management Consultants. The necessary
information from them was collected and used in this project. Informal conversation with the
clients and Suggestions of many executives of Vanguard Management Consultants.

Primary Data Collection

Sampling

Sampling is concerned with the selection of group of individuals from within a statistical
population to estimate characteristics of the whole population.

Sampling plan
Population: The population covered in this report refers to the existing (office
coming) customers of VMC
Sample size:
The sample size undertaken by me for this particular report is 40 respondents
Sample element:
The respondents are all from different domain source of them were
businessmen.

4.2.2 Secondary Data

As a research, the survey was conducted only for the customers in the office of VMC
The secondary data are mainly collected through different journals, yearbooks, brand book,
presentations slides, websites and etc. Secondary data analysis saves time that would
otherwise be spent collecting data and, particularly in the case of quantitative data, provides
larger and higher quality database than would be unfeasible for any individual researcher to
collect on their own... Various book, articles, compilations etc regarding Human resources.
Instruction circular of Head Office, Brochures of different Hr consultancy firm, News Paper
& Magazine regarding Banking issues, Seminar papers and so on. And also secondary data
such as different websites and different printed documents of Vanguard Management
Consultants.

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4.3 Limitations of the study

During the study, there was to a lot of problems while collecting data. Many of the managers
were not able to give information about their company as they were busy with meetings or
work schedule. The limitations of the study are those characteristics of design or
methodology that impacted or influenced the application or interpretation of the results of this
study. They are the constraints on generalizability and utility of findings that are the results of
the way in which you chose to design the study and/or the method used to establish internal
and external validity. The following are the limitations faced during the report preparation.
Short time period.
Speedy learning process.
Less time to get acquainted with work.
Technical workload
As a result, the job was more inclined towards sales, rather than marketing
Despite the occurrence of the above mentioned limitations, this report was prepared in all
good faith and carefully analyzed.

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 CHAPTER 5

ANALYSIS AND INTERPRETATION

The study considered the Service Marketing Triangle, as applied in VMC it consist of
importance of Customer Relationship Management , the type of CRM software used in VMC
and the feedback survey of the customers of VMC.

5.1 Service Marketing Triangle

Service marketing triangle is of 3 types:-

1. External Marketing means "Setting the Promise"

Marketing to end-users that are your clients.

Involves pricing strategy, promotional activities, and all communication with
customers.
Performed to capture the attention of the market, and arouse interest in the service.

Their goal is to create awareness about their products or services among users by
communicating with them directly. They also grab the attention of the market and produce
interest in their services. External marketing is one of the important parts of service
marketing triangle.

External Marketing in Vanguard Management Consultants includes:-

5.1.2 Marketing

The marketing department will seek to make sure that the company has a marketing focus in
everything that it does. It will work very closely with production to make sure that new and
existing product development is tied in closely with the needs and expectations of customers.

There are two main types of market research. Quantitative research and Qualitative research.
Quantitative research involves collecting a lot of information by using techniques such as
questionnaires and other forms of survey. Qualitative research involves working with smaller
samples of consumers, often asking them to discuss products and services while researchers

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take notes about what they have to say. The marketing department usually combines both
forms of research.

Modern market focused organization will seek to find out what their customers want. For
example, financial service organizations will want to find out about what sort of accounts
customers want to open and the standard of service they expect to get. Retailers like Argos
and homebasewill seek to find out about customer preferences for store layouts and the range
of good on offer. Airlines will find out about the level of comfort that customers desire and
the special treatment that they prefer to receive.

The marketing department must act as a guide and lead the companys other departments in
developing, producing, fulfilling and servicing products or services for the customers. The
marketing department typically has a better understanding of the market and the customer
needs, but should not act independently of product development or customer service. A
department that works with the sales and distribution of products and services and uses the 4
ps of marketing mix included products, pricing, place and advertising also known as the
marketing mix. The marketing department takes care of the sale of the product is done and
the different strategies that would be taken for making the product/service to make it simple
and according to the customer preferences.

Fig 3.The Four Ps of Marketing

The Four Ps

Product Price Place Advertising

Product

The main product/service that VANGUARD MANAGEMENT Consultants provides is the

ISO Certificate to the companies to all over the UAE. This service helps the companies to get

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the ISO certificate like the quality management system, environmental management system.
Informational security management system, food safety management system etc.

Price

The pricing strategy that Vanguard Management Consultants is simple and affordable for the
Clients. The pricing strategy plays a crucial role in any kind of organization. VMC made me
learn that it is important to charge your services as per your target market segmentation. In
VMC, every service was charged depending upon the segment and the size of the clients
company,

Place

VANGUARD MANAGEMNT Consultants is located in a place which is accessible both for

the clients. Its located on Kuwaiti Road, Ajman with many other consulting agencies
surrounding it and it has an Environment friendly surrounding. It is easier to visit because it
is located in a city of Ajman, there is Ajman transport bus and taxi service which reach every
destination within Ajman.

Advertising

The main mode of advertising done by VANGUARD MANAGEMNT Consultant is through

newspaper and the most running newspaper in this county is Gulf News. This is the highest
selling newspaper which can be found in each and everyones house, organization etc. The
next mode can be done through Magazines, Radio and Websites.

2. Internal Marketing means "Enabling the Promise"

Marketing to employees that mean marketing of your well qualified team.

Involves training, motivational, and teamwork programs, and all communication with
all employees and other supporting staff of the firm.
Enable employees to perform the service effectively, and keep up the promise made to
the customer

Customers are highly satisfied with their products or services. They always try to satisfy
their clients at any cost. If employees of the company are satisfied with their job and

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performance rewards, they can become an effective asset of any organization. Executives of
the organizations fully understand the service marketing triangle if they want to gain a
competitive advantage in the market. Internal marketing in VMC includes:-

5.1.3 Human Resource

Human resource is exactly what it says; resource for Humans- within the workplace! Its main
objective is to meet the needs of the people hired by the company it represents and the needs
of the people hired by that company. Depending on the size of the company, the HR
department might be called personnel with a manageable workforce that can be handled by a
personnel manager and a small staff. For larger, more complex organization with hundred of
departments and divisions, the task is much more demanding, taking on a life of its own.
Human resource department is devoted to providing effective policies, procedures and
people-friendly guidelines and support within companies.

Human resource Department takes care of the following functions:-

Organizational development

To ensure its success, a company must establish a hierarchal reporting system. The funnel of
responsibility is critical to the efficiency of a smoothly operating business entity in which
there is a clearly defined understanding of who is responsible for what.

Employee training & development

As the company and requirement of a position evolve, a company needs to take certain
measures to ensure a highly skilled workforce is in place. The Human Resource Department
oversees the skills development of companys workforce, acting as an in-house training
centre to coordinate training programs either on-site, or in the field.

Employee Relations

With the increased rise in unethical practices and misbehaviours taking place todays
workplace such as age, gender, race and religion discrimination and sexual harassment, there
needs to be mandatory compliance with governing rules and regulations to ensure treatment
of employees. In short, employees need to know they have a place to turn when a supervisor
abuses his or her authority in anyway.

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5.1.4 Finance

Most companies have finance department in their organization structure. Finance department
is responsible for the financial administration and management of the company in compliance
with the financial rules and the financial guidelines acting in this company. Finance
department concerns finance flow management of the company and is aimed to serving staff,
managers, the Board of Directors and stakeholders and securing the financial health of the
company.

The main goal of the Department is to provide the internal and external use of financial
statements with relevant, accurate and timely information and to guarantee that the required
financial revision is closely adhered to in order to protect the assets of the company.

The main services it renders are :

Payment of invoices and expenses.

Income collection and salary management
Production and assignment of budgets, capital, and plan
Monitoring and managing financial plans
Auditing and reporting financial condition
Giving advice on pricing and costing

The finance department of a business takes responsibility for organizing the financial and
accounting affairs including the preparation and presentation of appropriate accounts, and
the provision of financial information for manager. The main areas covered by the
financial departments include:

Book Keeping Procedures Keeping record of the purchase and sales made by a
business as well as capital spending. These records today are typically kept on
computer files. But still we use the term ledger entries to refer to the days when all
financial transactions were carefully recorded in thick boobs.
Creating a Balance Sheet and Profit and Loss Account
Financial statement need to be produced at given time intervals, for example at the end of
each financial year trial balance are extracted from the ledger entries to create a balance

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sheet showing the assets and sales are totalled up to create a profit and loss (P&L)
account.

Providing Management Information

Managers require ongoing financial information to enable them to make better decisions.
For example, they will want information about how much it costs to produce a particular
product or service, in order to assess how much to produce and whether it might be more
worth to switch to making an alternative product.

Management Of Wages
The wage selection of the finance department will be responsible for calculating the
wages and salaries of employees and organizing the collection of income tax and national
insurance for the Inland Revenue.

Raising of Finance
The finance department will also be responsible for the technical details of how a
business raises finance e.g. through loans, and the repayment of interest on that finance.
In addition it will supervise the payment of dividends to shareholders.

In Vanguard Management Consultants, the financing department does take care of all the
activities like about how much. cash has come in because of the clients It takes care of the
financial record of the company that is been made every year that explains about how
much profit has been earned every year and what is the difference in each of these profits
earned in past years and compares it with the present year so that it would help the
company in achieving benefits for the future years.

5.1.5 IT

As Information Technology has become a major part of life's not just at work but at
home as well, including; Data Back Up, Data Recovery, Disaster Recovery Planning,
Fault Resolution, Hardware Maintenance, and Internet, E mail Monitoring, IT Strategy,
License Management, Networking, Procurement, Relocation & Expansion, Secure
Remote Access, Security & Virus Protection and Software Maintenance. Most of the
companies have their IT department in the organizational structure.VMC provides one of

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 the best IT support. Information technology is all about allowing for the most effective
and competent forms of electronic communication to take place. These communications
may come in the form of telephony, such as point to point phone calls or audio
conference calls. They may also be provided as video and web conferences, internal
communications such as common network drives or server access, and external devices
such as electronic mail that is sent through a secure server.

3. Interactive Marketing means Delivering the promise

This is real time marketing and known as moment of Truth and Service
Encounter.
This refers to the decisive moment of interaction between the front-office
employees and customers, i.e. delivery of service.
This step is of utmost importance, because if the employee falters at this level,
all prior efforts made towards establishing a relationship with the customer,
would be wasted and it creates negative brand image for the firm.

Today, marketers who know how to remove the companys weaknesses and increase the
strengths and assets are market leaders. They are aware of external threats and opportunities
that boost up their business. They also know how to communicate with their customers,
clients and employees in order to achieve organizational goals. Interactive marketing in VMC
includes:-

5.1.6 Consultancy Department

The consultancy department of VMC includes well experienced and skilled

consultants that provides consultancy as per the clients requirements. The consultants
perform all the important tasks for the clients that will help them to gain the ISO
certification. The consultants goes to the locations of the clients and provides them the
required consultancy. VMC provides the consultancy services at very high
satisfaction level of the customers. It was the job of the consultants to fulfil the
demands of the customers as per their requirements as they are the ones who should
implement changes in the clients company. The consultancy department is an
interactive Marketing where the consultants provide the services to the clients and this

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step is one of the most important to establish relationship with clients and meet their
requirements.

Fig 4. Service Marketing Triangle

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5.2 PROCESS FLOW CHART & RECORD DETAILS

Fig:5 Below is the process flow chart and record details of Vanguard Management
Consultants that includes functions of each department

Top Process Flow and Record

Management Details

1. Consultant Documents
1. Marketing 2. Drivers and Vehicles
2. Accounts Admin Arrangement (log sheet)
3. Consultancy 3. Employee Record & Visa
4. Auditing 4. Internal audit for Client
5. Administration 5. Stamp Arrangement for client

5. Telesales (meeting schedule

Marketing format)
6. Meeting Notes
7. Quotation
8. Contract

6. Intercom
Accounts 7. Payment follow up records
8. Invoice and receipt
9. Petty cash record
10. Cash Book

6. Consultancy visit report

Consultancy 7. Scope letter
8. Docs and stamp request form
9. Internal audit Report
10. Project completion email

7. Quotation
Auditing 8. Audit assessment plan
9. Audit conduct (audit pack)
10. Audit report
11. Certificate issuance
12. Audit date and author records

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PROCESS FLOW OF GULIDELINE

In the fig 5.2 the process flow of guideline is according to the customer requirement it is built
and designed after which it is send to the M.D for review. After reviewing the confirmation
letter is send to the customer and customer documents are send to costing department,
planning department. When the costs are determined the cost analysis sheet is prepared and
analysis sheet is forwarded to the technical director and they review. Planning department
will send it to the pre- tender planning.

THE PROCESS FLOW FOR PRODUCTION/FACTORY

In the fig 5.3 The Company receives the job orders after which they are required to review
the job. After this a meeting is held with foremen and supervisor discussing the project
guidelines. The supervisor receives the shop drawings and he calculates the amount of raw
materials required for the project. After which the order is made as per the requirements and
the work starts once the material is delivered. Once the shop is constructed they are required
to paint the shop and clean the premises. The job is now done.

DESIGN & DRAWING PREPARATION PROCEDURES

In the fig 5.4 Draftsman sketches the layout of the shop and passes it to his superior for a
review. Product samples and date sheet is arranged and is submitted to the customer. Once
the customer approves of the drawing and the samples project manager issues the job order.
Logging begins in relation to the job orders and is reviewed. Once the job is approved by the
technical order is delivered to the factory.

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 (Fig 6) 5.3 PROCESS FLOW OF GUIDELINE

Customer
Requirements

Design Built Design &

built

Requirements sent to
M.D for review

Letter of regret sent to Review

the customer

A For design &

bulit
Confirmation letter send
to customer
Concept
Design
B.O.Q/Customer Docs
sent to

Costing Department Planning Department

Costing Analysis Pre-Tender Planning

Sheet Is Prepared

Analysis Sheet forwarded To

Technical Technical Director

Review

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 (Fig 7) 5.4 PROCESS FLOW FOR
PRODUCTION/FACTORY

Receiving of job orders

Review of
job

Internal project planning meeting with foreman & supervisor

Handing over the shop drawings to the supervisor

Calculation of the material required

Purchasing as per procedure

Material received

Carpentry work started

Q.C

Paint-work

Q.C

Cleaning & packing

Dispatched Page 51 of 69
(Fig 8) 5.5 DESIGN & DRAWINGS PREPARATION
PROCEDURES

Shop drawings work started by draftsman

Review
Product samples & date sheet
arrangements

Submitted to customers

Shop drawings approved + Samples

Project manager issues the job order

Logging of job orders

Review

Approved by technical order

Send to the factory

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5.6 Introduction to CRM (Customer Relationship Management)

Customer Relationship Management (or CRM) is a phrase that describes how your business
interacts with your customers. CRM is based on the premise that, by having a better
understanding of the customers needs and desires we can keep them longer and sell more to
them Most people think of CRM as a system to capture information about your customers.
However, that is only part of the picture. CRM involves using technology to gather the
intelligence you need to provide improved support and services to your customers. In other
words, CRM is also about what you do with that information to better meet the needs of your
existing customers and identify new customers, resulting in higher profits for you.

CRM is both a business strategy and a set of discrete software tools and technologies, with
the goal of reducing costs, increasing revenue, identifying new opportunities and channels for
expansion and improving customer value, satisfaction, protability, and retention. CRM
software applications embody best practices and employ advanced technologies to help
organizations achieve these goals.CRM focuses on automating and improving the
institutional process associated with managing customer relationship in the area of
recruitment, marketing, communication management service and support.CRM takes a very
customer-centric view of the entire customer life cycle, which means that a CRM business
strategy places the customer at the centre of the organizations universe.

From the perspective of the customer, a CRM business strategy allows interaction with the
college or university from a single entity that has a complete understanding of their unique
status. In the case of a student, this might be seen through the interaction with and between
the admissions, registration, nancial aid, student accounts and housing offices. For a faculty
or staff member, a CRM business strategy would optimize interaction with department,
administering benefits, payroll, staff training, information technology (IT) or facilities. From
the perspective of the college or university, thermo business strategy provides a clear and
complete picture of each individual and all the activities pertaining to the individual.

The main external factors defining the need of integration of CRM in trade business are
connected with:

Fragmentation of customers market

Increased price sensibility of customers

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 Growing product diversification and swarming of trademarks
Lessening loyalty to the mark
Rationalization of customer behaviour
Competition mounting
Insecurity and instability of the economic development, etc

In view of the above we could define a system of indicators, helping us to study the CRM
functioning. One group of indicators should be directed to assessing the effect and the
effectiveness of customers, and another should evaluate the sales personnel activity.

The first group of indicators may comprise:

Volume of sales per customer

Purchase frequency
Profit per customer
Inclination for purchase of other products of the company.

The second group of indicators, related to sales personnel, may include:

Total, average number and structure of the contacts with the customers (visits,
telephone calls, e-mail, etc.)
Average cost per contact (for existing and new customers)
Average and individual productivity of labour
Profitability of sales (total and by separate customers existing and new ones).

The evaluation and analysis of the above listed indicators should juxtapose their significance
from the moment preceding the CRM integration in the company activity. Additionally, a
thorough analysis should be performed, from point of view of the relation among the separate
indicators and the possibility to develop continuously the system of indicators, used to assess
the effectiveness of customer relationships.

5.7 Importance of CRM to an Organisation

The primary focus of any CRM strategy is to enable the organisation to create and retain
profitable customers. Most strategies evolve around three aspects, namely customer

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profitability, customer acquisition and customer retention, due to the reduced costs associated
with retaining customers rather than obtaining new customers.

Customer profitability

Customer profitability tracks the financial performance of customers with respect to all the
costs associated with a transaction. Profitability is determined in the light of the lifetime
value of the customer to the organisation, taking into account the income and expenses
associated with each customer over time. The tracking of profitability is made more accurate
through the use of technology.

Customer acquisition

A great deal of time and money is spent on attracting new customers, but few resources are
focused on retaining customers. The cost of attracting a new customer is estimated to be five
times the cost of keeping a current customer happy. The cost of attracting a new customer is
often higher than the customers lifetime value with the organisation it is clear from the
above that an emphasis on customer acquisition without focusing on the resulting relationship
with the customer is a waste of money to the organisation.

Customer retention

Retention involves ensuring that the customer remains loyal to the organisation and, in so
doing, both parties are able to receive substantial benefits Organisations can increase their
profitability by between 20% and 125% if they boost their retention rate by five per cent.
Customers who receive excellent service remain loyal and provide free advertising by talking
about the organisations products and services an organisation with a primary focus on
customer retention should have information about the customer retention rate and the aspects
that affect possible customer defection and migration.

5.8 Types of CRM Software Solutions

Some key characteristics of the following four of the most famous and largely applied in
business software solutions for CRM are enclosed

SAP CRM

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 Microsoft Dynamics CRM
Sage CRM
Oracle CRM.

The above systems were built as complex software solutions based on the concept for
establishing of close relations with the customers by accumulating different information
sources. The automated of semi-automated organizing, coordination and management of
uniform arrays of data about customers, sales, competitors, marketing activities, state and
development of market creates a proper environment for effective management decision-
making and business improvements. Notwithstanding the complexity and complications of
the separate class of CRM, they all integrate three basic components

Marketing
Sales
Service

5.9 CRM software used in Vanguard Management Consultants

Maximizer CRM is fully integrated customer relationship management system software for
small and medium businesses and divisions of large enterprises through mobile devices,
online or the desktop.. This is the software which is used in Vanguard Management
Consultants .Maximizer Software is a leading provider of proven and affordable customer
relationship management (CRM) and contact management solutions that help small to
medium-sized enterprises improve sales, streamline marketing, and enhance customer service
& support. Maximizer Software has helped over 7,000 Maximizer Enterprise customers and
over one million Maximizer users grow their businesses by building profitable customer
relationships with award winning solutions.Maximizer CRM enables to mobilize the
workforces through all-access Web, Mobile and Desktop delivery methods. Easily
congurable for organizations. Maximizer CRM optimizes sales processes, enhances
marketing initiatives, and, by using this software the company has improved their customer
service and ultimately boost productivity and revenue. Maximizer CRM is easy to deploy and
inexpensive to maintain, yet powerful enough to meet the changing needs of the growing
business.. It holds information about the company such as its postal address, city and country,

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telephone and fax numbers, website etc. It also holds immediate information about the
person of contact. Such as his/her name, mobile number, email id

The Maximizer CRM Provides direct access to up-to-date client information via mobile
devices, online, or Windows desktop and offers the ability to handle more clients with less
time researching the last interaction and it Precise forecasting with up-to-date information
from salespeople in the eld.

CRM Solutions

Sales force automation

Maximizer CRM helps the VMC to increase sales force performance and hit revenue
targets by letting us know focus on what sales does best closing more business. Give sales
group a simple solution to manage the entire sales process to increase productivity and
accelerate revenue performance.

Accounts management

By the use of Maximizer CRM Vanguard Management Consultants could effectively

manage customer relationship from prospect, to close, to lifetime customer from one central
database. With every customer and prospects profile and interaction history tracked in detail
including quotes, orders, project details, emails and calls staff are equipped with the
necessary information for engaging customers, earning loyalty and driving repeat business.
Manage an unlimited number of accounts or contacts and profile them using a variety of our
own custom fields with an unlimited number of columns of data to view, search and sort on it
is easy to personalize the way we view information.

Opportunity Management

The sales opportunity management makes VMC forecasting effortless and helps us to take
proactive measures to ensure our sales team hits revenue targets. Keep on top of priority
opportunities at every step of the sales cycle. From providing estimates, to conducting
product demonstrations, to final sale, gain full control of the sales process by prompting sales
representatives to conduct each activity within the appropriate time frame. Advanced sales
tracking enables us to closely monitor deals, improve performance and forecast sales with
ease.

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Task appointments and meetings

Task appointments and meetings of VMC are all daily tasks and deliverables are managed
effectively by setting up follow-up activities with staff and clients, whether it is making the
next call, completing a proposal, or sending a follow-up email. With the integrated calendar,
the VMC schedule work and personal time effectively and view upcoming appointments at a
glance. Using the most popular calendar applications set up and manages meetings
seamlessly with both internal colleagues and external customers.

Mobile sales force

It Leverage the power of mobile CRM on the latest smart phones and tablets (including
iPhone, Google Android, Windows Mobile and iPad) to build loyal customers relationships
and win more deals. Look-up and update accounts, contacts and leads, including custom
fields and notes for a complete history of interactions. Collaborate with team members on the
road to set up multi-user appointments, assign tasks, and update opportunities. It builds
stronger dealer and physician relationships through sales reps knowing up-to date details
before a meeting and also Improves sales forecast accuracy through real-time updates from
the eld.

Web- to- lead forms

Increase the flow of new sales leads by creating web forms which automatically send leads
directly to your sales team in Maximizer. Ensuring that leads flow directly from your website
into Maximizer will eliminate any possible lead leakage and help track follow up of all leads.

Integrated Campaign Planning

Maximizers built-in campaign management gives you the option to schedule multi-phased
email campaigns and nurture relationships with trigger-based emails. Stay on top of your
leads with automated activities to online events such as a web site download,
purchase, service incidentor inquiry. This software has helped the company to increase the
sales, customer satisfaction and yet powerful enough to meet the changing needs of our
growing business and easily execute marketing campaigns to generate more leads.

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5.10 Competitive Analysis for Vanguard Management Consultants

Some of the Major competitors of Vanguard Management Consultants

SGS

SGS is the worlds leading inspection, verification, testing and certification and various
Consultancy Company. It has its subsidiary in the UAE that partner with their customers to
offer independent services that will help to reduce risk streamline your processes and operate
in a more sustainable manner.

Bvqi- Bureau Vertias

Established in Middle East early 1976s Bureau Veritas Certification provides a large range
of certification and auditing services according to international and national standards as well
as customer specific requirements in the fields of Management Systems, Sustainability,
Forest and Wood Products, Training,

Centurion Consulting Fze

Centurion Consulting Fze is a new management consultancy services company which is

providing services right from incorporation of the company to handholding and running the
company for the clients who are looking at testing the Middle East markets before they
actually plan for big investments here and during the initial start up stage avoid all
operational costs and overheads. Their services include- Inception, Banking, Running the
business for the client for a period of 6 months to a year, accounting, compliances and
consulting and advising.

Ajial Consultancy

Ajial Consultancy. Ajial is a management consultancy firm located in United Arab Emirates,
with more than 12 years of experience in the MENA (Middle East & North Africa),
concentrated on Lebanon and Gulf region. Ajial Consultancy aims to develop managerial and
educational institutions through international standards quality management system. At Ajial
Consultancy, they strengthen managerial and educational institutions providing a path of
excellence.

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5.9 Feedback on Customer Satisfaction

The survey was conducted to analyze the customer relationship management. How the
customers are well satisfied with services provided by the VMC. The survey was conducted
to the VMC customers at the office. The sample size undertaken for this survey was 40
respondents.

Fig 9.Company interaction via email and telephone calls

Number of respondents

7%
18%
16%
poor
fair
good
excellent

59%

Interpretation

From the above result of company Interaction via Email and telephone calls, we can imagine
the satisfaction level of customers and accordingly customer relationship is managed through
electronic media to maximize the wealth of customers. When the customers interact through
email & telephone calls the customer also get loyal to the company through this practice.

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Fig 10.Where do you rate VMC on the scale of 10 in terms of service

Number of respondents

7%

4
24%
6
8

69% 10

Interpretation

From the above graph the respondents answers customer relationship can be very well
highlighted and have rated Vanguard Management Consultants on the scale of 1 to 10 and
again in remaining maximum customers say that they rate Vanguard Management
Consultants because they provide service -timely, responsive, proactive, meeting our needs
and aiming to delight and it is the all output of customer relationship management.

Fig 11.Are you satisfied with the services provided by the VMC

70

60

50

40

30

20

10

0
strongly agree slightly yes no strongly no slightly no

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Interpretation

Above chart represents us the output of Customer Relationship Management with the help of
services and customer satisfaction can show a mirror of the efforts of the company towards
making the customers loyal to them.
Here 64% of the customers selected and stated that they are fully satisfied with the services
that they are getting from Vanguard Management Consultants.

Fig 12.How good are customer queries solved?

Number of Respondents

35% 40%

average
good
best
25%

Interpretation

Above chart depicts the how good are the customer queries solved. Here the average number
of customers is satisfied, as the employee of VMC solve all the queries of the customers and
to give a good solution.

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 CHAPTER 6

Learning from the Internship

During my internship period in Vanguard Management Consultants learned a lot of things

that would help me in future... During my internship in this firm, I was taught about how this
company works in UAE economy and globally and how it manages to work in a changing
environment of the country and how each department made its contribution to the company
as a whole. The working atmosphere at VMC was very comfortable. I have learned a lot from
my internship and this will surely help me in the future. My internship at this firm was for
four weeks and activities performed by me during these four weeks are as follows:

Week One:
The first week of my internship, intern was introduced to the company employees and
the senior staffs as an internee and everybody gave me a warm welcome to VMC. As
the intern in VMC have learned about the various services offered by the company
and how each department is involved in delivering those services to the customers. As
VMC is a consultancy firm, the intern got an opportunity to explore an insight in to
each department. VMC has various numbers of departments such as marketing
department (indoor and outdoor), finance department, human resource department,
and consultancy department.
One of the main Services that VMC provides is the ISO consultancy to the firms and
helps them to obtain the ISO certification by providing the required documentation
and other help. The first week I could learn the different ISO standards and the
benefits with each of the ISO standards. VMC offers huge number of ISO standards
to its customers but it mainly focuses on four types of ISO standards i.e. ISO
9001:2008, ISO 14001: 2004, ISO 18001 OHSAS, and ISO 22000: 2005 (HACCP). I
did learn the importance of each ISO standards as mentioned below:
ISO 9001:2008: ISO 9001 helps organizations to implement quality management.
Quality refers to all those features of a product (or service) which are required by the
customer. Quality management means what the organization does to ensure that its
products or services satisfy the customer's quality requirements and comply with any
regulations applicable to those products or services. Quality management also means
what the organization does to enhance customer satisfaction, and achieve continual
improvement of its performance.

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 ISO 14001: 2004: ISO 14001 is for environmental management. This means what the
organization does to minimize harmful effects on the environment caused by its
activities, to conform to applicable regulatory requirements, and to achieve continual
improvement of its environmental performance.
ISO 18001 OHSAS: OHSAS 18001 is an Occupation Health and Safety Assessment
Series for health and safety management systems. It is intended to help an
organizations to control occupational health and safety risks. It was developed in
response to widespread demand for a recognized standard against which to be
certified and assessed.
ISO 22000: 2005 (HACCP i.e. Hazard Analysis & Critical Control Points) : A
management system designed to enable organizations to control food safety hazards
along the food chain in order to ensure that food is safe at the time of consumption.
During the first week of my internship, I was taught about the mentioned ISO
standards in depth and learned which ISO standard suits the best kind of industry.
VMC provides consultancy in many other sectors such as different departments of an
organization.
Week Two :
In the second week of the internship, the intern was taught about the other services
and activities of VMC and learned each service that was being provided by VMC to
its clients during the second week of internship intern also learned how the different
departments function together and how they are interconnected in achieving the
organizational goals and also found out that every department had its own very
important role in the company and the tasks being performed by each department
were related and dependent upon each other.
Every department had its own process flow to be followed so that there is no
confusion among the employees about their responsibilities and tasks to be performed
by them and learned about the Customer relationship Management and telemarketing.
Every telemarketing executive was given a list of companies with their contact details
and their job was to contact those companies and communicate/ offer the services
provided by VMC and what kind of software are used to maintain the details of the
customer(CRM)
During the internship in VMC intern tried to communicate to few number of
companies and offered them the services provided by VMC and was given the

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 telemarketing manual guide before contacting the companies in order to improve my
telecommunication skills. During this process the intern was able to learn the
customers demands as well. It also helped me to understand the corporate world in
little more details and taught me how to communicate with clients and speak
according to their demand and this have helped me in improving my listening and
communication skills...
During the second week, intern was also learned about selecting the right candidate
for the right kind of job and was asked to short list the CVs of the candidates based on
the experience they had and if their experience matched with the requirements of the
job. The intern was also asked to then call up those short listed candidates for an
interview purpose. The interviews were conducted by the HR department and the
candidates had to go through different levels of selection interviews.
Week Three:
In the third week of internship at VMC, intern was able to learn the activities
performed by each department in depth. The finance department takes care of the
financial part of the company i.e. the money matter information, the financial
statements the salary of the employees and monitoring the financial plans. The
finance department also performed number of activities such as making different
quotations for different kinds of clients, follow up with the clients for the payment
purpose, invoice making, follow up and arrangements for surveillance audits,
arrangements of internal audits, preparing the scope letter etc.
I also learned about how the meetings with the clients are conducted and how each
client was addressed at right time without any confusion. Everything was much
systemized at VMC which helped me to understand the importance of having a proper
system for execution of different tasks and responsibilities. A proper system not only
helps in the easy execution of the activities but it also helps to make the process
simpler and faster.
The employees of outdoor marketing play a major role as they are the ones who bring
in the clients. Since as an intern VMC for a time period of one month I noticed that
the outdoor marketing staff and the indoor marketing staff depends upon each other
for every single deal that they get. Both the marketing departments (indoor and
outdoor) are important in their own ways as both works to satisfy the needs of the
customers. I learned that we need to study the needs of the customers before we offer

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 them our services. It becomes easier to convince the customers once they feel that we
are offering what they need and we are not just selling what we have or what we
produce it mainly depends on customer needs.
Vanguard Management Consultants taught the intern that it is important to have
sufficient number of employees in each department so that no employee in the
company feels over burdened with the work and responsibilities. This helps the
employees to perform to their fullest and improves the overall performance of the
company. VMC always motivates its best performers and rewards them with the
appreciation and incentives.
Vanguard Management Consultants also helped the intern to learn that it is important
to have a feedback system where the customers can provide their feedback about the
services being rendered to them for e.g., Are they satisfied with services provided to
them. It helps to understand the flaws and issues that must be addressed and improved
up to the customer satisfaction level.
Week Four:
At the last week of internship as the intern learned about the consultancy department
of VMC. It includes well experienced and skilled consultants that provides
consultancy as per the clients requirements. The consultants performs all the
important tasks for the clients that will help them to gain the ISO certification. The
consultants goes to the locations of the clients and provides them the required
consultancy. VMC provides the consultancy services at very high satisfaction level of
the customers. It was the job of the consultants to fulfil the demands of the customers
as per their requirements as they are the ones who should implement changes in the
clients company.
The intern learned about how the firm had been set up in UAE. The rules and
regulations under which a company is formed and how they follow these rules set by
the UAE economy.
VMC made the intern learn on how unique they are from their competitors and how
they satisfy their customers. VMC believes in creating repeated sales as it increases
the brand loyalty among the customers and also improves the goodwill of the
company which is always counted as a plus point for any organization.
As the intern learned that it is important to segment the market in order to offer the
right kind of services. Every sector/ industry has different demands as their work

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 activities varies from each other and hence VMC has understood this very well and
had created the right packages for their customers belonging to different
sector/industries.
Intern learned that the pricing strategy plays a crucial role in any kind of organization.
VMC made me learn that it is important to charge your services as per your target
market segmentation. In VMC, every service was charged depending upon the
segment and the size of the clients company. This helped them to gain huge number
of clients as they were very flexible with the charges of the services.
During the last week, the marketing department of VMC was asked the intern to make
different flowcharts for the company like the process flow for production/factory, the
process flow of guideline and prepare a presentation for the company. The
presentation included all the information about the company and the services that they
offer. The presentation was done mainly to help the outdoor marketing staff so that
they can present it to the clients about the services that the company provides and
offer them the best deals that VMC has. Making the presentation helped intern to
understand about the company and what all have learned during the internship period.

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 CHAPTER 7

Conclusion

In the end the intern would like to conclude by saying that, In Vanguard Management
Consultants, the intern acquired valuable knowledge and fair amount of work experience. The
objective of this internship was achieved. The intern learnt a lot of things about the firm and
about the functioning of different departments.

The intern learned about the customer relationship management of the firm, the recruitment
process as well as other consultancy services provided by them, the way they provide
services to the clients and how they fulfil their requirements based on their needs and
demand.

ISO standards consultancy helped the intern to learn a lot about the ISO standards and how it
makes a great difference to the business. The marketing department (indoor and outdoor)
plays very important role in the organization and helps to connect with the maximum number
of clients and hence results in improving the sale of consultancy services.

Vanguard Management Consultants have provided services to large number of companies

and has an ability to grab the UAE market by offering best deals to the clients.

In the end, the intern would like to say that working in this firm provided a lot of experience
and learnt how a management consultancy is a big helping hand for clients as well as for
people who want are in need of a job or require it for the survival in this place.

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 Appendix

Questionnaire

1. How do you find company interaction via Email and telephone calls?

o Poor
o Fair
o Good
o Very Good

2. Where do you rate Vanguard Management Consultants on the scale of 10 in terms of

service?

o 4
o 6
o 8
o 10

3. Are you satisfied with the services offered by Vanguard Management Consultants?

o Yes
o No

4. How good are customers queries solved?

o Average
o Good
o Best

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