Summer internship project on marketing pdf

It employs more than 18 million people. The planned development of infrastructure would face constraints, unless the construction industry improves the delivery potentials by addressing crucial issues and impediments by bringing in systemic changes. Information technology can be leveraged to address issues related to tendering, bidding, bid evaluation, grading of construction entities, project execution logistics, project management, as well as financial accounting and reporting for the construction industry.

Human Resource and Entrepreneurial Development Framework The major impediments faced by the construction industry in raising the levels of productivity are the acute shortage of skilled manpower, both at worker and supervisory levels, as well as the lack of experienced construction engineers. The construction industry, particularly the highway and road construction sectors, is facing acute shortages of contracting agencies.

The present situation is marked by lack of a harmonized skill upgradation and certification programme for construction workers and lack of incentives and regulatory framework to prescribe a certain percentage of trained and certified manpower by the contractors.

There is also a need to encourage adequate intake of civil engineers in engineering institutions to mitigate the existing shortage. A National Plan for training and certification of construction personnel at all levels needs to be developed and implemented.

The programme, based on an open learning and distant mode of education, offers 38 trades through 19 centres situated in various parts of the country. Quality and Standards To make the Indian construction industry more competitive, aspects related to enhanced quality in construction products should be accorded attention at all levels. Safety and Related Issues of Construction Workers Workers employed in construction activity are highly vulnerable segments of the labour force particularly because of its unorganized nature.

The workers in construction industry are vulnerable to the inherent risk to their life and limbs. Construction activities are also characterized by poor training, temporary relationships between the employer and the employee, uncertain working hours, lack of basic amenities, inadequacy of welfare facilities, and casual approach of employers towards the problems of employees. Equipment Sector Product consumption constitutes the bulk of the segment with around 56 per cent while the unorganized sector contributes to around 15 per cent.

Unorganised players are more prevalent in the relatively less technology intensive material handling, material preparation and concrete equipment segments. Of these, the earthmoving, excavation and hauling equipment categories command around 25 per cent.

Imported used equipments, which include high-end hydraulic mobile cranes, excavators, motor graders, vibratory compactors comprise a negligible 0. Spare parts revenues range anywhere from 20—29 per cent of the total sales for representative companies and are predominant in tunnelling and drilling equipments. Services revenues have been higher for global players at around 11—20 percent in comparison to 2—8 per cent of Indian players.

The predominant sub-segment in this is excavators, which account for just over half the market. Backhoes account for 26 percent and loaders for another 5 per cent share. The prime driver for earthmoving equipment is mining activities and construction industry. The market for backhoes is spreading eastwards, largely due to the way in which India is industrializing. While technology plays a key role especially for lowering operating costs by making the machine more fuel efficient, it is not perceived to be as important for backhoes as it is for excavators.

With more players and increased competition, price competition may increase. The drivers for this market have been the housing and urban construction. Backhoes are used for all construction applications and hence have a very high utilisation for renters.

Backhoes are perhaps the only market in India amongst construction equipment that have reached a stage of maturity and scale where exports could be considered.

The JV will initially manufacture backhoes and wheel loaders and will market backhoes, wheel loaders and excavators in India and abroad. The range will subsequently be expanded to include a full line of construction equipment. Infrastructure investments are the main growth drivers of the construction equipment industry.

Encouragingly, the government is set to continue promoting public private partnership PPP models to help achieve its investment targets 2. Mining activity — a. Mechanisation of mining operations, a key ingredient behind rising production, has led to increased demand for mining equipment d. Government expects coal production to increase to million tonnes by FY Roadways Construction- a. The Government intends to increase the paved road to total road ratio and build more national highways b.

Hence, roadways in particular are a key focus area of Government policy and investments in the sector will drive demand for road building and construction equipment. The corresponding investment figure during the 11th Five year plan for roads is USD Growing housing and construction market to further add demand- a. The burgeoning real estate industry in India gives a fillip to the demand for concrete and building construction equipments. The residential real estate demand is driven by rising population and growing urbanisation.

Rising income levels leading to higher demand for luxury projects. Growing demand for affordable housing to meet the demand from lower income groups e. Delicensing - The material handling equipment industry is de-licensed and Foreign Direct Investment FDI of up to per cent under the automatic route as well as technology collaboration is allowed freely. Special Economic Zones SEZs - The government has granted sops, including a large number of SEZs, to the capital goods industry of which construction equipment is a part; especially with an impetus to increase exports 4.

If firms in the industry exhibit a higher degree of rivalry, then make industry profits to be lower level. Substitute products and services are those products or services that appear to be different but can satisfy the same need as another products or services.

Porter advocates that higher barriers to entry make lower serious threat of entering for the new entrants. There are some major sources of barriers to entry including economies of scale, product differentiation, capital requirement, and cost advantages independent of size, access to distribution channels, switching costs, and government policy. Suppliers Power Suppliers can exert bargaining power on participants in an industry by raising prices or reducing the quality of purchased goods and services.

Powerful suppliers can thereby squeeze profitability out of an industry unable to recover cost increases in its own prices. This power of buyers or customers depends on a number of characteristics of the market situation and on the relative importance of purchases to the industry compared with its overall business. Current backhoe market is around loaders across India. JCB had the advantage of the first movers in the market; they forayed into Indian Market in the year They have well established customer base.

Following pie chart depicts market share of various companies. Leyland Deere -Ashok Leyland, the flagship firm of the Hinduja Group and the US-based John Deere announced their entry into the burgeoning Indian construction equipment business through their joint venture, with the launch of their first product, Leyland Deere Backhoe Loader.

Escorts- Escorts Construction Equipment Limited ECEL manufacturers and markets construction and material handling equipment like cranes, loaders, vibratory rollers, Backhoe Loader and forklifts. In , it entered into collaboration with HCM, Japan for manufacturing state of the art hydraulic excavators. The former is the 3rd largest construction equipment manufacturer in the world, while the latter is engaged in diverse fields such as trucks, buses, automotive parts and construction equipments.

Caterpillar Inc -Caterpillar Inc. Caterpillar is the world's leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. Specification comparison Leyland Deere vs. Weight kg kg kg 2. Overall Length mm mm mm 3. Height to Top of mm mm mm Cab 4. Engine Oil 15 L 10 L 12 L 6. Side reach to centre mm mm mm line of machine 7.

Reach-Ground mm mm - Level to rear wheel center 8. Below Ground dig 70 mm mm - depth 9. Price Warranty 1 year 2 years 1 year Performance analysis Leyland Deere vs. Problem- To find out problem is the first stage of the research process. It represents translating the management problem into research problem. Objectives- The objectives of the study are as follows: - 1 The objective of the study is to analyse various factors affecting backhoe loader purchase and to find out primary factors with are seen as critical by customer before buying any brand backhoe loader.

Causal Research- Causal Research explores the effect of one thing on another and more specifically, the effect of one variable on another. The research is used to measure what impact a specific change will have on existing norms and allow market researchers to predict hypothetical scenarios upon which a company can base its business plan. We have used the Causal research to find out the parameters that affecting Backhoe loaders purchase. Survey- Surveys—from in-person to web-based and discrete choice to stated preference—are an important means of collecting sociological, statistical, and demographic data.

We have used online surveys and in person surveys to collect data from various profile of customers who buys or rents backhoe loaders. We used the Ratings of the respondents in these Online Surveys to analyze different brands of backhoe loaders available in market. Sampling Frame- A Sampling frame consists of a list of item from which the sample is to be drawn. The sample frame for this research constitutes the customers, who are Corporates, Contractors and retailers.

Sample Size- The sample size of the research was 30 individuals. There were in total 30 respondents. There distribution is depicted by following graph. Respondents 13 14 12 10 10 7 8 6 Respondents 4 2 0 Corporate Contractors Retailers Backhoe Loaders owned or rented by all the respondents.

According to answers given by the clients following charts is arrived upon. According to usage by customer, we arrived at following results. Digging is the primary function that is used; all the respondents have opted for this purpose. Customer prefers to buy the machine. Most of the corporate customers take loaders on rent eg ITD, Simplex Infrastructure etc because of the fact that they require 3 to 6 loaders for their daily operation, buying all six loaders will add to their operating cost as price of each loader is around 24 lacs.

Customer profile according to years into construction business- Most of the client that i visited are into business more than 5 years.

I came to know after lot of customer visit that price is not a primary factor in decision making. I jotted down all the factors that affect customer decision in choosing a particular brand over other. In my survey i took 13 factors which following result table depict. On a likert scale, i asked customers to rate the factors on a scale from one to five. One means least affecting their decision and five means most affection their decision.

Even recommendation from known associate has Respondents Ratings 25 21 20 19 19 20 18 17 16 15 1 13 13 13 12 12 12 12 2 11 10 10 9 3 8 8 77 4 6 6 4 4 4 5 5 3 22 2 2 0 0 0 0 0 0 0 0 0 Reputation of the company also has huge impact on the customer who is new to customer industry. Factor that least affect the buying behaviour of customer are technology involved and engines specification of the loader. It is because most of the customer especially corporate use rented machines and their decision to rent majorly depends on rental per month and customer who buys the machine mostly uneducated and they are least concerned with the technology, they buy the machine to give it on rent.

They are mostly concerned about the machine running cost and its operations in various working conditions. Demo of product — Demo of the product is offered only by Leyland Deere in the market. No other company prefer giving demo to customer before purchase as it increases the cost to company. He can identify its pros and cons. In which only one customer was market not applicable as he bought the machine a month back only and he wants to run the machine for at least hrs before commenting on the satisfaction.

So out of 8 customers, 6 are very satisfied with their purchase. Order Delivery Period 1 8 Days Days Days 19 Customer Loyalty - Most of the customer wants to purchase same company backhoe loader again. There were two customers, one had a different requirement, he wants a higher BHP machine and other found the price was the machine bit too high. Rest all are very much satisfied with machine and they are willing to buy again when there is requirement.

So, that i can understand Leyland Deere forms cluster with which other company backhoe loader. Cluster Analysis- It is a class of technique used to classify objects or cases into relatively homogenous groups called clusters.

Objects in each cluster tend to be similar to each other and dissimilar to objects in the other cluster. Importance of cluster analysis- 1.

Understanding buyer behaviour 2. Segmenting the market 3. Selecting test market 4. The issues faced in physical settlement are enormous. There are limits on storage facilities in different states. There are restrictions on interstate movement of commodities. The process of taking physical delivery in commodities is quite different from the process of taking physical delivery in financial assets.

Delivery notice period Unlike in the case of equity futures, typically a seller of commodity futures has the option to give notice of delivery.

Assignment Whenever delivery notices are given by the seller, the clearing house of the Exchange identifies the buyer to whom this notice may be assigned. Exchanges follow different practices for the assignment process.

Delivery The procedure for buyer and seller regarding the physical settlement for different types of contracts is clearly specified by the Exchange. The period available for the buyer to take physical delivery is stipulated by the Exchange. Buyer or his authorized representative in the presence of seller or his representative takes the physical stocks against the delivery order.

Proof of physical delivery having been effected is forwarded by the seller to the clearing house and the invoice amount is credited to the seller's account. The clearing house decides on the delivery order rate at which delivery will be settled.

The most active spot market is normally taken as the benchmark for deciding spot prices. Warehousing One of the main differences between financial and commodity derivative is the need for warehousing.

In case of most exchange-traded financial derivatives, all the positions are cash settled. Cash settlement involves paying up the difference in prices between the time the contract was entered into and the time the contract was closed. All he does is take the difference of Rs. Similarly, the person who sold this futures contract at Rs. All he has to do is pay up the loss of Rs.

In case of commodity derivatives however, there is a possibility of physical settlement. It means that if the seller chooses to hand over the commodity instead of the difference in cash, the buyer must take physical delivery of the underlying asset.

This requires the Exchange to make an arrangement with warehouses to handle the settlements. The efficacy of the commodities settlements depends on the warehousing system available. This receipt can also be used as collateral for financing. In India, NCDEX has accredited over delivery centers which meet the requirements for the physical holding of goods that are to be delivered on the platform. As future trading is delivery based, it is necessary to create the logistics support for the same.

Variance in quality is not an issue in case of financial derivatives as the physical attribute is missing. When the underlying asset is a commodity, the quality of the underlying asset is of prime importance. There may be quite some variation in the quality of what is available in the marketplace. When the asset is specified, it is therefore important that the Exchange stipulate the grade or grades of the commodity that are acceptable.

A good grading system allows commodities to be traded by specification. Trading in commodity derivatives also requires quality assurance and certifications from specialized agencies. Any product that can be used for commerce or an article of commerce which is traded on an authorized commodity exchange is known as commodity.

In short commodity includes all kinds of goods. In current situation, all goods and products of agricultural including plantation , mineral and fossil origin are allowed for commodity trading recognized under the FCRA. The national commodity exchanges, recognized by the Central Government, permits commodities which include precious gold and silver and non-ferrous metals, cereals and pulses, ginned and un- ginned cotton, oilseeds, oils and oilcakes, raw jute and jute goods, sugar and gur, potatoes and onions, coffee and tea, rubber and spices.

What is a commodity exchange? A commodity exchange is an association or a company or any other body corporate organizing futures trading in commodities for which license has been granted by regulating authority. What is Commodity Future A Commodity futures is an agreement between two parties to buy or sell a specified and standardized quantity of a commodity at a certain time in future at a price agreed upon at the time of entering into the contract on the commodity futures exchange.

The need for a futures market arises mainly due to the hedging function that it can perform. Commodity markets, like any other financial instrument, involve risk associated with frequent price volatility. The loss due to price volatility can be attributed to the following reasons: Consumer Preferences: - In the short-term, their influence on price volatility is small since it is a slow process permitting manufacturers, dealers and wholesalers to adjust their inventory in advance.

This can especially noticed in agricultural commodities where the weather plays a major role in affecting the fortunes of people involved in this industry. The futures market has evolved to neutralize such risks through a mechanism; namely hedging.

Liquidity and Price discovery to ensure base minimum volume in trading of a commodity through market information and demand supply factors that facilitates a regular and authentic price discovery mechanism.

Resources can thus be diversified for investments. Futures trading leads to predictability in assessing the domestic prices, which maintains stability, thus safeguarding against any short term adverse price movements.

Liquidity in Contracts of the commodities traded also ensures in maintaining the equilibrium between demand and supply. Predictability in prices of commodity would lead to stability, which in turn would eliminate the risks associated with running the business of trading commodities. This would make funding easier and less stringent for banks to commodity market players. Benefits of Commodity Futures Markets:- The primary objectives of any futures exchange are authentic price discovery and an efficient price risk management.

The beneficiaries include those who trade in the commodities being offered in the exchange as well as those who have nothing to do with futures trading. It is because of price discovery and risk management through the existence of futures exchanges that a lot of businesses and services are able to function smoothly.

Price Discovery:-Based on inputs regarding specific market information, the demand and supply equilibrium, weather forecasts, expert views and comments, inflation rates, Government policies, market dynamics, hopes and fears, buyers and sellers conduct trading at futures exchanges. The execution of trade between buyers and sellers leads to assessment of fair value of a particular commodity that is immediately disseminated on the trading terminal. Price Risk Management: - Hedging is the most common method of price risk management.

It is strategy of offering price risk that is inherent in spot market by taking an equal but opposite position in the futures market. Futures markets are used as a mode by hedgers to protect their business from adverse price change. This could dent the profitability of their business. Hedging benefits who are involved in trading of commodities like farmers, processors, merchandisers, manufacturers, exporters, importers etc.

Import- Export competitiveness: - The exporters can hedge their price risk and improve their competitiveness by making use of futures market. A majority of traders which are involved in physical trade internationally intend to buy forwards. The purchases made from the physical market might expose them to the risk of price risk resulting to losses. The existence of futures market would allow the exporters to hedge their proposed purchase by temporarily substituting for actual purchase till the time is ripe to buy in physical market.

In the absence of futures market it will be meticulous, time consuming and costly physical transactions. Predictable Pricing: - The demand for certain commodities is highly price elastic. The manufacturers have to ensure that the prices should be stable in order to protect their market share with the free entry of imports. Futures contracts will enable predictability in domestic prices. The manufacturers can, as a result, smooth out the influence of changes in their input prices very easily.

With no futures market, the manufacturer can be caught between severe short-term price movements of oils and necessity to maintain price stability, which could only be possible through sufficient financial reserves that could otherwise be utilized for making other profitable investments. There would be no need to have large reserves to cover against unfavorable price fluctuations. This would reduce the risk premiums associated with the marketing or processing margins enabling more returns on produce.

Since one of the objectives of futures exchange is to make available these prices as far as possible, it is very likely to benefit the farmers. Also, due to the time lag between planning and production, the market-determined price information disseminated by futures exchanges would be crucial for their production decisions.

Credit accessibility: - The absence of proper risk management tools would attract the marketing and processing of commodities to high-risk exposure making it risky business activity to fund. Even a small movement in prices can eat up a huge proportion of capital owned by traders, at times making it virtually impossible to pay back the loan. There is a high degree of reluctance among banks to fund commodity traders, especially those who do not manage price risks. If in case they do, the interest rate is likely to be high and terms and conditions very stringent.

This posses a huge obstacle in the smooth functioning and competition of commodities market. Hedging, which is possible through futures markets, would cut down the discount rate in commodity lending. Improved product quality: - The existence of warehouses for facilitating delivery with grading facilities along with other related benefits provides a very strong reason to upgrade and enhance the quality of the commodity to grade that is acceptable by the exchange.

It ensures uniform standardization of commodity trade, including the terms of quality standard: the quality certificates that are issued by the exchange-certified warehouses have the potential to become the norm for physical trade. History of Evolution of commodity markets Commodities future trading was evolved from need of assured continuous supply of seasonal agricultural crops. The concept of organized trading in commodities evolved in Chicago, in But one can trace its roots in Japan.

In Japan merchants used to store Rice in warehouses for future use. To raise cash warehouse holders sold receipts against the stored rice. Eventually, these rice tickets become accepted as a kind of commercial currency. Latter on rules came in to being, to standardize the trading in rice tickets.

In 19 th century Chicago in United States had emerged as a major commercial hub. These situations lead to need of establishing a common meeting place for farmers and dealers to transact in spot grain to deliver wheat and receive cash in return. Whereby the producer would agree to sell his produce to the buyer at a future delivery date at an agreed upon price. In this way producer was aware of what price he would fetch for his produce and dealer would know about his cost involved, in advance.

This kind of agreement proved beneficial to both of them. As if dealer is not interested in taking delivery of the produce, he could sell his contract to someone who needs the same. Similarly producer who not intended to deliver his produce to dealer could pass on the same responsibility to someone else. The price of such contract would dependent on the price movements in the wheat market. Latter on by making some modifications these contracts transformed in to an instrument to protect involved parties against adverse factors such as unexpected price movements and unfavorable climatic factors.

This promoted traders entry in futures market, which had no intentions to buy or sell wheat but would purely speculate on price movements in market to earn profit. Trading of wheat in futures became very profitable which encouraged the entry of other commodities in futures market. This created a platform for establishment of a body to regulate and supervise these contracts.

Agricultural commodities were mostly traded but as long as there are buyers and sellers, any commodity can be traded. In , a group of Manhattan dairy merchants got together to bring chaotic condition in New York market to a system in terms of storage, pricing, and transfer of agricultural products. This was followed by institutions for futures trading in oilseeds, food grains, etc. As a result, before the outbreak of the Second World War, a large number of commodity exchanges trading futures contracts in several commodities like cotton, groundnut, groundnut oil, raw jute, jute goods, castor seed, wheat, rice, sugar, precious metals like gold and silver were flourishing throughout the country.

In view of the delicate supply situation of major commodities in the backdrop of war efforts mobilization, futures trading came to be prohibited during the Second World War under the Defence of India Act. After Independence, especially in the second half of the s and first half of s, the commodity futures trading again picked up and there were thriving commodity markets.

However, in mids, commodity futures trading in most of the commodities was banned and futures trading continued in two minor commodities, viz, pepper and turmeric. The history of organized commodity derivatives in India goes back to the nineteenth century when Cotton Trade Association started futures trading in , about a decade after they started in Chicago.

Over the time datives market developed in several commodities in India. Following Cotton, derivatives trading started in oilseed in Bombay , raw jute and jute goods in Calcutta , Wheat in Hapur and Bullion in Bombay However many feared that derivatives fuelled unnecessary speculation and were detrimental to the healthy functioning of the market for the underlying commodities, resulting in to banning of commodity options trading and cash settlement of commodities futures after independence in The parliament passed the Forward Contracts Regulation Act, , which regulated contracts in Commodities all over the India.

The act prohibited options trading in Goods along with cash settlement of forward trades, rendering a crushing blow to the commodity derivatives market. The act envisages three tire regulations: i Exchange which organizes forward trading in commodities can regulate trading on day-to-day basis; ii Forward Markets Commission provides regulatory oversight under the powers delegated to it by the central Government.

The commodities future market remained dismantled and remained dormant for about four decades until the new millennium when the Government, in a complete change in a policy, started actively encouraging commodity market. After Liberalization and Globalization in , the Government set up a committee to examine the role of futures trading.

The Committee headed by Prof. Kabra recommended allowing futures trading in 17 commodity groups. It also recommended strengthening Forward Markets Commission, and certain amendments to Forward Contracts Regulation Act , particularly allowing option trading in goods and registration of brokers with Forward Markets Commission. It is timely decision since internationally the commodity cycle is on upswing and the next decade being touched as the decade of Commodities.

Commodity exchange in India plays an important role where the prices of any commodity are not fixed, in an organized way. Earlier only the buyer of produce and its seller in the market judged upon the prices. Others never had a say. Today, commodity exchanges are purely speculative in nature. Before discovering the price, they reach to the producers, end-users, and even the retail investors, at a grassroots level.

It brings a price transparency and risk management in the vital market. A big difference between a typical auction, where a single auctioneer announces the bids and the Exchange is that people are not only competing to buy but also to sell. That keeps the market as efficient as possible, and keeps the traders on their toes to make sure no one gets the purchase or sale before they do.

Since till commodity datives market was virtually non- existent, except some negligible activities on OTC basis. In India there are 25 recognized future exchanges, of which there are three national level multi- commodity exchanges. After a gap of almost three decades, Government of India has allowed forward transactions in commodities through Online Commodity Exchanges, a modification of traditional business known as Adhat and Vayda Vyapar to facilitate better risk coverage and delivery of commodities.

There are other regional commodity exchanges situated in different parts of India. Legal framework for regulating commodity futures in India:- The commodity futures traded in commodity exchanges are regulated by the Government under the Forward Contracts Regulations Act, and the Rules framed there under. Commission consists of minimum two and maximum four members appointed by Central Govt.

Out of these members there is one nominated chairman. There are more than 15 regional commodity exchanges in India. It is committed to provide a world class commodity exchange platform for market participants to trade in a wide spectrum of commodity derivatives driven by best global practices, professionalism and transparency.

NCDEX currently facilitates trading of 57 commodities. MCX facilitates online trading, clearing and settlement operations for commodity futures market across the country. MCX deals with about commodities. It got reorganization in Oct Exchanges have to apply for trading each commodity. There are two kinds of trades in commodities.

The first is the spot trade, in which one pays cash and carries away the goods. The second is futures trade. The underpinning for futures is the warehouse receipt. Unfortunately, the exposure your products will get is very often momentary. For example, the newspaper where your high-cost advertisement appeared in is going to throw the next day. On the other way, your online coverage will be always there for like forever. It will be archived on the internet and ready to be found easily whenever your customers need it.

Audience Traditional marketing is more effective for target customer which out of reach of internet. They are people who do not connect to the internet on daily basis. Senior citizens or low-end economic citizens who are internet illiterate are the best target for traditional marketing strategy. O the other way, people who are never without internet in their reach, such as teenagers and businessmen, are easier in to reach through online marketing Tracking It is difficult to keep track of your traditional marketing strategy.

You need to put a lot of effort and time-consuming research to get information how your customer behavior against your products. On the other hand, online marketing is easy to track.

Email marketing software can tally the number of people who view your message. Moreover, it can the number of advertisements that lead to purchases on online sales. It currently operates in more than Indian cities and in Malaysia. The aggregator provides property owners with support such as standardized supplies and service training. The company is not a direct supplier of these services, instead it facilitates the provision of travel services by its suppliers to its customers.

Its operations center is located in Amsterdam. In , it accounted for more than two thirds of Priceline's revenue. Currently there are a considerable websites and software that functions in the field of online hotel management. Many organizations and industries working in the field of hotel management are not aware and not even shown interest about the online hotel management websites.

The reason behind this is that they are unable to make the reach and gain popularity of online hotel management related website among the customers. Customers feel uneasy and find it difficult to use the use the system. For developing a digital marketing for a website, we need to make sure that we have some objectives in place. A simple, increase traffic or rank better is not specific enough but, having said that, creating goals that are so specific they exclude any recognition of improvement across the board are similarly limiting.

Pahuna website is a website that helps to book the seats for the specific hotels online and many more. Time management may be aided by a range of skills, tools, and techniques used to manage time when accomplishing specific tasks, projects, and goals complying with a due date.

Initially, time management referred to just business or work activities, but eventually the term broadened to include personal activities as well. A time management system, in the case of digital marketing, is a designed combination of SEO, SEM, traffic building, conversion analysis, email marketing, content management system CMS , social media marketing, and integration of Offline Marketing.

Time management is usually a necessity in any project development as it determines the project completion time and scope. High priority tasks such as Search Engine Optimization were given more time, resources and emphasis and completed accordingly.

This enables the project to be scheduled in time and maintain the punctuality and in turn helped to focus the objective of the project. If the benefits are higher than the cost, then the system is considered to be economically feasible to be developed. Else it is easily understanding that the system is not economically feasible and certain things are to be worked out and modified in order to acquire the desired cost strategy.

For minimizing the developed cost, we have used WordPress framework. WordPress enables the programmers to implement the complex solutions with the help of its framework. The current website is hosted through WordPress. WordPress offers great flexibility and the functionality. The challenge for data collection is to collect more information of a higher quality at a lower cost that will help a lot in developing the digital marketing for Pahuna.

Questions were asked to the supervisor and CTO of the company to learn the effective way to create the responsive website. Time schedule shows the task name, days and hours spent or to be spent on that task along with the start and finish date of the task.

Gantt chart represents the project schedule predefined. In internship period the project work is carried out in different phases at different time, considering one major phase in a particular designated time frame. In the second phase research work is carried out for the project.

Then the website testing and optimization review is carried according to the level of access. Documentation process is carried from the early state of the project.

We can strongly say that it is technically feasible, since there will not be much difficulty in getting required resources for the enhancing the website as well. All the resources needed for it as well as the maintenance of the same is available in the organization.

This tool helps to determine the benefits that can be obtained from the system by comparing them with various costs. As being an information disseminating system it rarely faced any legal obstacles. Suppose for a moment that technical and economic resources are both judged adequate.

The systems analyst must still consider the operational feasibility of the requested project [12]. Operational feasibility is dependent on human resources available for the project and involves projecting whether the system will operate and be used once it is installed. Typically, this means estimating how long the system will take to develop, and if it can be completed in a given time period using some methods like payback period.

Schedule feasibility is a measure of how reasonable the project timetable is. Some projects are initiated with specific deadlines. We need to determine whether the deadlines are mandatory or desirable. Also these entities have their own attributes. They work in association with one another for the completion of digital marketing plans and procedures. The company then interacts and explains the whole deal and its working areas to the supervisor who designs and assigns job to the content and SEO manager.

The content and SEO manager works accordingly to the job given and goes through a couple of research activities to create fruitful and satisfactory contents to meet the schedule requirements too.

The auditing of websites and analyzation of the network traffic is another responsibility to be handled properly. More frequent the auditing, more network traffic involvement, thus making any website organic is the major aspect of search engine optimization. The job completed is now delivered to the clients and page manager. Finally, the optimized contents are posted and shared in various social media platforms, clients search for it, and the users determine the workability of the contents and provide the needed improvements.

Digital Marketing deals with the organization and product visibility in various digital media platforms. We, here deal with the product availability in search engines with the optimized content and mapping with the related social media page. They come up with a strong will to reach to as many people as possible and indulge them in making the use of products or relying in their company services for profit maximization. The Content and SEO Analyst is in charge of building up the optimized contents that can satisfy the people for long term.

Only content writing is not enough. Sharing of those ready content needs to be shared in different social media platforms such as Facebook, Twitter, Stumbleupon, Tumblr, Flipboard, etc. Here the interaction and involvement of the users is prime. The visibility of company increases with proper auditing of social media pages and Google ranking in search engines. SEO Search Engine Optimization concept is used for better ranking of websites in search engines that make these websites feasible to offer easy access to the users.

Thus, making the use of helpful and relevant contents, social media platforms and creating organic visibility of a particular webpage in search engine results pages SERPS along with the regular updates of traffic sources, onsite and offsite SEO, inbound links and keyword density determination, and more are of essence here.

The use of digital marketing has to persuade the audience with the convincing contents. Hence, the purpose of the use case diagram is to point out the works done by actors with the assistance of digital marketing. It is an efficient tool for drawing and representing a model of the system. The Figure 6 below represents the Data Flow Diagram of the system.

The visibility of company is the need of clients, so making contents organic and convincing is the target to be met. The placement of keywords that make a good impact among the users of digital media platforms is to be analyzed and is the most essential. Optimizing the website of any company is the major task to be performed here, the mapping, auditing and pay per click are the focused aspects of SEO.

SEO submission is the act of mapping the page to enhance the flow of traffic in a website. Finally, the reporting is completed and in the final stage, the analysis of website is done to accomplish the whole task. Some alternative solutions this to discuss several digital marketing operations.

Once the optimization of the site is performed, some analytical tools can be kept as alternative backhanders to continue to pursue optimizations. The purpose of this test is to evaluate the system compliance with the specified requirements. System testing is usually required before and after a system is put in place A series of systematic procedures are referred to while testing is being performed.

In case of search optimization and digital marketing, the testing can be done with the keyword search on the search engine to find out how effectively the optimization of the website has been carried out.

Figure Traffic Sources The company has chosen a list of keywords that can be searched on the search engine, with their respective encoding.