INTERNSHIP AT

MAXFASHION
Trivandrum

A report submitted in partial fulfillment of the requirements for the award of

degree in

MASTER OF BUSINESS ADMINISTRATION

OF
UNIVERSITY OF KERALA

Submitted By

Name of Participant: Khadeeja Sharafudeen

Participant Number: 59518810053

Semester &Year: 2nd semester 13ndMay 2018-20

TKM INSTITUTE OF MANAGEMENT, KOLLAM

June 2019

1
 DECLARATION

I, KHADEEJA SHRAFUDEEN, doing (2ndsemester) Master of Business

Administration at TKM Institute Of Management, do hereby declare that this
internship study at Max Fashion, Trivandrum, submitted to the University of Kerala
in partial fulfillment of the requirement for the award of Master’s Degree in Business
Administration is the record of original study conducted by me under the guidance of
ARCHANA S, professor ,TKM Institute Of Management, Kollam and Mr
BADHSHA M MAHEEN, Store Manager, Max Fashion, Trivandrum .

I further declare that this study has not previously formed the basis for the award of
any degree, diploma, associate ship, fellowship, or other similar title of recognition.

Khadeeja Sharafudeen

2
 ACKNOWLEDGEMENT

Nothing great is achieved without the profound blessing of the almighty and the
guidance of his good people. I am grateful to him for showing all their blessing on me
every moment in completing this internship fairly and successfully.

I am very obliged to MAX FASHION Trivandrum for allowing me to do this

summer internship in this company. It is with great pleasure that I express my sincere
thanks to the Director Dr. Jayaram Nair, TKM Institute of Management forgiving all
the support and co-operation for my internship.

I am extremely grateful to express a deep sense of gratitude to my honourable guide

Archana S, Associate Professor, TKM Institute of Management, Kollam, for her
encouragement and valuable suggestions and other faculty members for their valuable
advices for the successful completion of my internship.

I am very grateful to Mr Badhsha Maheen store Manager at Max Fashion. Also, I

express my sincere thanks to all other employees of the organization for their kind co-
operation during the entire internship day.

I express my sincere thanks to my parents, friends and well-wishes whose help was
measurable throughout the summer internship.
 CONTENTS

SI NO: CONTENT PAGE

1 CHAPTER- 1 8-10

1.1. Introduction

1.2. Industry Profile

2 CHAPTER -2 Company profile 11-23

2.1 Industry profile

2.2 The Organisation

2.2.1 Product / Services and Processes/ Facilities
2.2.2 Organization Structure
2.3 Pestel framework analysis of company
2.4 Swot analyisis of company
2.8 Conclusion
2.7 Porter five force model of max retail

3 CHAPTER- 3 INTERNSHIP DETAILS 24-28

3.1 Summary of the internship

4 CHAPTER -4 29-31

4.1 Internship learning outcome

4.2 Conclusion
Bibliography

LIST OF TABLES AND CHARTS 16

2.2 organisation structure

CHAPTER 1
 1.1. INTRODUCTION

An organization is a social arrangement or an association formed by a group of people

who gain benefits out of working together towards some common goal. An internship
refers to the systematic study and careful application of knowledge about how people act
within an organization. It is the study of individual and group of dynamics in an
organization setting to understand and evaluate the different roles of member’s namely
interpersonal roles, decisional roles and informational roles and to analyse how it affects
the functioning of the organization.

Internship is the study of individual and group dynamics in a organisational setting , as

well as the nature of the organisation themselves . Whenever people interact in a
organisation many factors come into play . Program attempts internship to understand
and model these factors. Internship is essential to any MBA graduate as it helps them to
connect theory with practice in the initial phase.
Internship refers to the study of organisation as a whole and getting adequate knowledge
with various department in the organisation. The study was carried out at MAX Fashion
store of Landmark group at Pattom Tvm. The Internship covers different functional
department of a retail store

1.2 Industry Profile

The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. Total consumption expenditure is
expected to reach nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It
accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around
8 per cent of the employment. India is the world’s fifth-largest global destination in the
retail space.

Market Size
India's retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by
2020, on the back of factors like rising incomes and lifestyle changes by middle class and
increased digital connectivity. Online retail sales are forecasted to grow at the rate of 31
per cent year-on-year to reach US$ 32.70 billion in 2018.India is expected to become the
world’s fastest growing e-commerce market, driven by robust investment in the sector
and rapid increase in the number of internet users. Various agencies have high
expectations about growth of Indian e-commerce markets. Luxury market of India is
expected to grow to US$ 30 billion by the end of 2018 from US$ 23.8 billion 2017
supported by growing exposure of international brands amongst Indian youth and higher
purchasing power of the upper class in tier 2 and 3 cities, according to Assoc ham.

Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows
totalling US$ 1.59 billion during April 2000–December 2018, according to the
Department for Promotion of Industry and Internal Trade (DPIIT).
With the rising need for consumer goods in different sectors including consumer
electronics and home appliances, many companies have invested in the Indian retail
space in the past few months.
Beccos, a South Korean designer brand is set to enter the Indian market with an
investment of about Rs 1.00 billion (US$ 14.25 million) and open 50 stores by June
2019.
Walmart Investments Cooperative U.A has invested Rs 2.75 billion (US$ 37.68 million)
in Wal-Mart India Pvt Ltd.

Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in
India. Some of them are listed below:
 The Government of India may change the Foreign Direct Investment (FDI) rules in
food processing, in a bid to permit e-commerce companies and foreign retailers to
sell Made in India consumer products.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in
online retail of goods and services through the automatic route, thereby providing
clarity on the existing businesses of e-commerce companies operating in India.

Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing
choice of products at the lowest rates. E-commerce is probably creating the biggest
revolution in the retail industry, and this trend would continue in the years to come.
India's e-commerce industry is forecasted to reach US$ 53 billion by 2018. Retailers
should leverage the digital retail channels (e-commerce), which would enable them to
spend less money on real estate while reaching out to more customers in tier-2 and tier-3
cities.
It is projected that by 2021 traditional retail will hold a major share of 75 per cent,
organised retail share will reach 18 per cent and e-commerce retail share will reach 7 per
cent of the total retail market.
Nevertheless, the long-term outlook for the industry is positive, supported by rising
incomes, favourable demographics, entry of foreign players, and increasing urbanisation.
Exchange Rate Used: INR 1 = US$ 0.0139 as on Q3 FY19.
References: Media Reports, Press Releases, Deloitte report, Department of Industrial
Policy and Promotion website, Union Budget 2017–18, Consumer Leads report by FICCI
and Deloitte - October 2018
 CHAPTER 2

Company Profile
2.1 INTRODUCTION

Max is a fashion brand offering customers a one stop shop for clothing, accessories and
footwear needs for the entire family. Max, a part of $5 billion Dubai based Landmark Group,
has pioneered the concept of value fashion‘ in India. In 2014 it was India fastest growing
fashion brand and in terms of size, it contributed one fourth of the Landmark Group revenue
as of 2014.
Max Fashion currently operates around 145 stores in the country and it plans to open 50more
stores in 2016-17

HISTORY

Max was launched in early 2004 in the Middle East. Over the past 11 years the brand has
grown to become the largest value fashion brand in the region. It currently has more than300
stores across the across 16 countries viz. India, UAE, Saudi Arabia, Kuwait, Jordan, Bahrain,
Qatar, Oman, Turkey, Lebanon, Egypt, Yemen, Sudan, Nigeria, Libya and Tanzania. Max
inaugurated its first store in India in 2006.The business model includes a very strong in-house
private label working with an in-house team of designers. It plans to open 30 new outlets in
India annually.

2.2 THE ORGANIZATION

Founded in 1973 with a single store in Bahrain, the Landmark Group has successfully grown
into one of the largest and most successful retail organisations in the Middle East. An
international, diversified retail conglomerate that encourages entrepreneurship to consistently
deliver exceptional value, the Group operates over 1,200 outlets encompassing a retail
presence of over 18 million square feet across the GCC, Jordan,
India, Egypt, Turkey, Lebanon, Kenya, Sudan, Yemen, and Pakistan. The Group employs
over 45,000 employees. MAX is the international value fashion brand of the Dubai based
Landmark Group. Established in 2004 in the UAE, Max has become the largest value fashion
brand in India and the Middle East with over 200 stores across 15 countries; offering
customers a one stop shop for clothing, accessories and footwear needs for the entire family.
MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of value
fashion‘ in the country, thereby offering the discerning shopper a vast choice with
international fashion & quality. It offers apparel, footwear & accessories that are of
the latest fashion trends at a great price, making it affordable to many. Max has its own label
merchandise of in house designs and planned colour palettes for the season.
Every season Max introduces a fresh collection of international designs specially customized
to the Indian market. The brand adapts to the changing needs of the shopper every season and
accordingly introduces new designs, silhouettes & fabrics. In India, MAX was
established in the year 2006 with its first store in Indore. Now, Max has around 105 stores
across 45 cities with over 3500 employees The store ambience offers an international
shopping experience making shopping for the entire family an absolute delight. Max focuses
on strong visual elements at the store for engaging customers while they are in store.
The stores are designed for easy navigation with distinct category display to facilitate
customers in easily locating product they are
looking for. The target audience for Max India is primarily is contemporary middle class
family and young working couples within the age group of 25 to 35 yrs. As Max has
positioned itself as a youth brand, it also targets teenagers and college students within the age
group of 18 to 24 years.

Max is reaching out to customers in Tier II towns through brand initiatives like Max Fashion
Icon which addresses the aspirations of the stylish youth of the city and Max Little Icon
which captures the interest of family oriented markets.
Landmark Rewards in a unique loyalty program, with current membership base of over 3.8
million customers, has emerged as one of India& leading loyalty programs offering
customers rewards and exclusive benefits. It helps the loyal customers to get more value
every time they shop at Landmark Group outlets.
Max has its footprints in Mumbai, Delhi/NCR, Bangalore, Chennai, Kolkata, Hyderabad,
Pune, Bhopal, Indore, Kochi, Lucknow, Bhubaneswar, Jaipur, Jabalpur, Nagpur, Raipur,
Surat, Vadodara, Gangtok , Ranchi, Siliguri, Agra, Allahabad, Amritsar, Bareilly, Chandigarh,
Dehradun, Varanasi, Calicut, Coimbatore, Hubli, Kannur, Madurai, Mangalore, Mysore,
Pondicherry, Thrissur, Trichy, Trivandrum, Vizag, Jammu, Vijayawada, Kanpur &
Udaipur .The brand plans to have a network of 120 stores by the end of the financial year.

VISION

To be among the three retail players in three of three of the fastest growing retail markets in
the world (MIDDLE EAST,
INDIA AND CHINA)

MISSION

Carefully Listen
Constantly Listen
Always Deliver
Values
Passion for excellence
2.2.1 PRODUCTS / SERVICES AND PROCESSES/ FACILITIES

Max Retail operation area is Retail in garment product like Western wear collection,
Ethnic collection, Kids Wear collection, Means Wear collection, Foot Wear collection,
Accessory and Concessionaires items are available in max retail store. In Max Retail 4th
block Jay Nagar total products are arrange according to the customer need and according
to the Marketing Department product promotion and strategy.
 WESTERN WEAR
 ETHNIC WEAR
 KIDS WEAR
 MENS WEAR
 FOOT WEAR
 ACCESSORIES
 CONCESSIONAIRIES
According to these department products are arrange in sub department. And these
categories are also helpful for the customer selection of the product.
SUB DEPARTMENTS OF MAX

RETAIL Menswear Section:

 Casuals and Non denims
 Semiformal
 Formals
 Denim wear
 Sportswear
 Innerwear Women’s
wear Section:
 Western wear
 Ethnic wear
 Nightwear and innerwear
Kids wear Section:
 Infants
 2-8 years
 8-14 years
Footwear Section:
 Menswear
 Women’s wear
 Kids wear
 Hosiery items include socks and kids booties.
Accessories Section:
 Ladies Bags
 Necklace & Earrings
 Bands
 Handkerchief
BRANDS AVAILABLE AT MAX RETAIL

Majority of the apparels of both men and women are tagged under their
home brand i.e. MAX while in women’s section they have a brand
named TAVISHA to provide customers with a wide variety of designer
and affordable ethnic wear.
 LIFESTYLE BRANDS OF LANDMARK GROUP:-
 BOSSINI MENS
 BOSSINI WOMENS
 KAPPA
 MELANGE
 JOHN PLAYER
 PETER ENGLAND
 JOCKEY
 SWEETY
 BELLE BLUE
 JEWELS
 PRETTY WOMEN

FIXTURES USED IN THE STORE

Store fixtures are the most important element of any retail store‘s décor. It is
significantly
important to have them in almost any type of retail store. These fixtures help in keeping
the
products put on sale in an organized manner. Apart from this store fixtures also help in
creating a customer-friendly display to attract more potential customers. They are also
helpful in keeping the products on display for sale within the reach of customers.
In max retail store there are following types of fixtures used to display any products:-
 Down Step Table.
 Glass Nesting Table.
 Gondola.
 Picnic Table.
 Strip Table.
 Glass and Wooden shelves on the wall.
 A-Rail.
 U-Rail.
 4 Way Browser
 Pegs-used to hang socks and small items.
 Back bar
 Step arm
 T arm
 Straight arm.
 Bins-generally kept near point of sale (counter) for impulsive buying.
2.2.2 Organization Structure
2.2.3 HR PRACTICES

Leading with Respect‘ is the way people at Landmark Group put Company Values into
Action .By leading with respect, we create an environment where people feel free to offer
suggestions and contribute ideas to be part of the organization‘s success. Leading with
respect creates an environment where people genuinely care about eachother and work well
together to reach their full potential.
The Leading with Respect‘ principles are:
Communicate
Express ideas clearly and simply.
Listen to others.
Create an environment where people are comfortable expressing their thoughts.
Promote timely and on going flow of information to and from others give and seek feedback.
Develop people at Landmark Group by giving and seeking constructive.
Specific feedback, by providing direction and helping people stay on track and motivating
positive changes and inspiring exceptional work.
Value unique contributions
Value and recognize the contributions and good work of others; respect individuality;
involve others when making decisions and establishing priorities. Valuing people for
their individual differences is the key to building and sustaining success in business now
and in the future.
2.3 PESTEL FRAMEWORK ANALYSIS OF COMPANY:

A PEST (Political, Economic, Social and Technological) analysis is a major part of the
environmental scanning section of strategic management and it is used by companies
during market research and strategic analysis.

Using a PEST analysis helps a business to understand

various macro environmental factors that they need to take into consideration when
determining the decline or growth of a particular market.

• Political (Legal) Aspects:

An Industry will not be able to gain success, good reputation and trust if it will not
consider legal and political sector as part of their strategy. Political and legal sectors
include the needs of the company to follow the given policies and regulations of the
government in order to be considered as legal and authorized business company. In this
manner, industry should be able to consider political and legal aspects so as to show that
they value the policies and regulations of the government in any of the business
operations.

 Tax policy
 Employment laws
 Political stability
 Environmental regulations
 Trade and tariff restrictions

• Economic Aspects:
It is important that apparel must also give enough attention to its economic
stability. The economic goal of a certain industry is like an axis in which other objectives
or goals are revolving. The economic factor involves the context in which an industry
belongs, i.e. the configuration of the competition in which a company operates the active
demand of the products, general economic condition of the nation or region, conditions in
relation with other industries, and the situation of the resource markets.

 Economic stability
 Economic growth
 Interest rates
 Inflation rates
 Exchange rates
• Socio-cultural Aspects:

Society and culture is an important factor that must be given emphasis by any
business, specifically those who are operating in the global arena. It is important that the
company must operate in compliance with the social systems in order to gain good
reputation and effective public image. On the other hand, cultural aspects is equally
essential, in order to understand the various needs of different individuals that belongs to
different cultures.
- Population growth rate
- Age distribution
- Career attitudes
- Consumer behaviour
• Technological Aspects:

The complexities of achieving business success through increased efficiency,

effectiveness and competitiveness, combined with innovative applications of modern
technology, has heightened the awareness of both technology and business managers
towards more strategically oriented approaches for planning and management of any
industry. Hence, it is important that industry must be able to give consideration to the
technological aspects.

 Distribution and communication channels

 Technology incentives
 Automation
 Rate of technological change
 Environmental and ecological aspect
 Barriers to entry
 Production level decisions
 Outsourcing
2.7 PORTER FIVE FORCE MODEL OF MAX RETAIL:

1- Threat of new entrants:

The threat of entrants in the industry for Max Retail are basically e-commerce apparel
websites like jabong, myntr ,yepme etc. These start-ups have already established their
image in the minds of the customers as they offer wide variety of products with
maximum discount offers.
In Brick and Mortar stores the fast expansion of market share by V Mart Retail is also a
threat for the company because stores like this have already penetrated their reach to the
rural customers as well.

2- Bargaining power of Suppliers:

Max procures most of its stock from its in house manufacturing division i.e. Lifestyle
India Pvt Ltd.
All the items are manufactured by themselves except some of the apparels by domestic
manufacturers in Delhi and South India and footwear which are imported from China where
they have several authorized vendors. In this area of procurement they can negotiate the rates
from the supplier.

Thus the bargaining power of supplier is low in the case of Max Retail.

3- Bargaining power of the Buyer:

Buyer or the customer in the case of Max Retail does not possess any bargaining power
because the pricing is fixed for each and every customer.The discounts are given to the
customers only after the promo note is been circulated by the regional office which contains
all the details of a particular promotional offer.

4- Threat of Substitutes:

Max is known for its Value pricing retailing concept i.e. fashionable clothes at an
affordable price thus it has a specific target audience and many loyal customers as well.

It has a very effective loyalty program scheme which helps in developing a long term
relationship with the customers.
Some of the retailers that are a concern for the company are Globus, V Mart, Big Bazaar
.

CHAPTER 3

INTERNSHIP DETAILS
3.1 SUMMARY OF THE INTERNSHIP

The internship program is undertaken in the course of academic of MBA as per Kerala
University which was done in MAX FASHION Pattom Trivandrum. It is one of the leading
Textile Retail company in India. The internship is undertaken with the primary objective of
understanding about the HR functions of the company. The duration of the internship was for
30 days starting from 13 rd May 2019 to 12 th June 2019. From the organization as an intern.
Learned about the work culture, training and development myself and understand all the
aspects of an HR job. From this internship program also learned about the functions of HR
and build some skills which I can applied to same kind of industries. During the internship
period guided by Mr Badusha , Store Manager.

The main tasks given by my guide was,

• Collecting customer feedback

• Updated the LMR (land mark reward points)on the system
• Collecting employees feedback
• Conducting HR activities for employees
• Customer handling

OBJECTIVES OF THE INTERNSHIP

• The summer Internship Program helps to fulfil the objectives like:

To work as an intern to study about the Organization and to get familiarized in the
Human Resource functions of the Organization and also with various departments
and their functioning.
• To observe and participate in business operations and to improve skills in
communication, teamwork etc.
• To expand network of professional relationships and contacts.
• To obtain extensive and varied opportunities to utilize and build upon the theoretical
knowledge gained during the academic sessions towards in practice.
FUNCTIONS OF THE DEPARTMENT

 To provide the manpower requirements and make requirements accordingly.

 To provide effective training to required staffs.
 To carry on periodical analysis of the performance of the employees.
 To ensure that promotions are provided according to the performance reports.
 To maintain good and harmonious relationship between the management and the
employees.
 The personnel department consists of the personnel officer, programmers, and
clerks. The personnel officer co-ordinates the major functions of the personnel
department like recruitment, selection, and placement of personnel.
 Developing HR planning strategies with line managers by considering immediate
and long term staff requirements.
 Recruiting staff by preparing job descriptions and job adverts; deciding on how
best to advertise.
 Short listing applicants for interview using a variety of selection techniques
including psychometric testing interviewing shortlisted candidates.
 Advising on pay and other issues, including promotion and benefits; administer
payroll and maintain staff records.
 Interpreting and advising on employment legislation; develop and implement
 policies on a variety of workplace issues.
DAILY TASK

DAY (MAY) TASK

13/05/2019 Briefing about department and works
14/05/2019 introduction of products and services
15/05/2019 Post on Western wear
16/05/2019 prepare questionnaire for employees for to
know about working condition , stress ,
management
17/05/2019 study about the Western wear
18/05/2019 feed back from customer
19/052019 OFF
20/05/2019 study about the ethnic wear
21/05/2019 system updating
22/05/2019 post in men wear
23/05/2019 customer interaction, customer care
24/05/2019 post in men's wear
25/05/2019 HR Activities (employees ice breaking games)
26/05/2019 OFF
27/05/2019 updating data for landmark group
28/05/2019 post on inventory department
29/05/2019 interaction with customer
30/05/2019 feedback for the employee
31/05/2019 study about the products , marketing
1/06/2019 post on inventory department
2/06/2019 OFF
3/06/2019 updating data for landmark group

4/06/2019 OFF
5/06/2019 OFF

6/06/2019 updating data for landmark group

7/06/2019 Post on ethnic wear
8/06/2019 system updating
9/06/2019 post in men wear
10/06/2019 customer interaction, customer care
11/06/2019 post in men's wear
12/06/2019 HR Activities (employees ice breaking games)
 CHAPTER-4

INTERNSHIP LEARNING OUTCOME

4.1 INTERNSHIP LEARNING OUTCOME

During the period of internship, internship provided an opportunity to learn about retail
industry which could useful for me in my career, several things which had learned in my
classroom was useful for me. Decide the various work have done at MAX Fashion,
understood real functions of the HR job and the working environment of the organization. On
the whole, this internship programs were useful practical experience. have gain the new
knowledge, learn how to use theory in work and meet professional people. achieve several of
learning goals, but some did not permit. got insight into professional practice of Training
& Still there is lot to discover and improve. At these moments, they are not standardized,
and consistence process is in development. The internship was also good to find out what my
strengths and weaknesses are. These help me to define what skills and knowledge have to
improve in the coming time.

FINDINGS

 All departments have good coordination and have proper communication channel
 The office environment is very clean and hygienic
 The employees were provided with good working conditions, training if required, and
good scale of pay
 Professionally experienced staff is present
 The organization have high potential for growth not only in terms of services but also
in new establishments
 The company has both financial and employee strength
 The company is well equipped with latest technologies
 As the company is a newly established one there is lack of systematic functioning
 The employees are provided with a free and friendly work space thus increasing their
interest in the job

• Critical and Analytical Thinking

To organize our tasks and assignment, we need to analyze our problems and assignment, and
to formulate a good solution to the problem. We would have to set contingency plan for the
solution, so that we are well prepared for the unforeseeable situations.

• Time Management

As overall HR managers are always racing against tight timeline and packed schedule, a
proper time management will minimize facing overdue deadlines. An effective time
management allows us to do our assignment efficiently and meet our schedules. Scheduli
SUGGESTIONS

• The company can improve its promotional activities for creating awareness of the
services provided
.
• Periodic training of employees can help increase their motivation and sharpen their
goals.
• Paid internships can be offered by the company which will help the existing
employees loosen their work load and will also attract more students
• The company has a very good work environment so they should keep it like that in
future also which will actually motivate employees to stay

CONCLUSION

After completion of the internship, Throughout internship, could understand more about the
definition of Human resource in the organization and prepare to become a responsible and
innovative HR employee in future. Along my training period, realize that observation is a
main element to find out the root cause of a problem. Not only for internship but daily
activities too. During my internship, operate with my colleagues and operators to determine
the problems. Moreover, the internship indirectly helps to learn independently, discipline
myself, be considerate/patient, self-trust, take initiative and the ability to solve problems.
Besides, my communication skills are strengthening as well when communicating with others.
During my internship period, have received criticism and advice from senior executives and
HR managers when mistakes were made. However, those advices are useful guidance for me
to change myself and avoid myself making the same mistakes again. the activities that I had
learned during internship really are useful for me in future to face challenges in a working
environment.
 BIBLIOGRAPHY

Online sources

 www.wikipedia.com

 www.google.com

 www.hrblock.com

 www.smythecpa.com

 https://www.incometaxindiaefiling.gov.in
33