CHAPTER 1

INTRODUCTION
An organization or organisation is an entity comprising multiple people, such as
an institution or an association that has a collective goal and is linked to an external
environment. There are a variety of legal types of organisations, including corporations,
international, charities, not-for-profit, partnerships, cooperatives, educational institutions.
Organizational studies is "the examination of how individuals construct organizational
structures, processes, and practices and how these, in turn, shape social relations and create
institutions that ultimately influence people", organizational studies comprise different areas
that deal with the different aspects of the organizations.

An internship is a period of work experience offered by an organisation for a limited period

of time. The benefits of internships are broad and vary between the students, the internship
providers, and the department/university. Students gain exposure to real-world problems and
issues that perhaps are not found in textbooks. Internship cultivate adaptability and creativity
in a dynamic world.

The company chosen by me for organization study is MAX Regional office Chennai which
is a part of Landmark groups. The internship was done with the permission of consent from
the company management and coordination from the institution. Reason for selecting this
organization is to know more about the Strategy, Structure and Function of the organization.
The internship was conducted for a period of 45 days from 3nd may to 16 th june, 2018.

Type of industry & business in which the company is operating is Hospitality & Retail. It is
the nature of organization & Retails Industry is the business where we stand independently
MAX as its own brand. The word RETAIL is context to Apparel industry with respect to the
consumer needs and trend in fashion among 22countries mainly in south East Asia (UAE,
India & Malaysia).

MAX is the international value fashion brand of the Dubai based Landmark Group. The
brand was launched in the UAE in May 2004 with a unique concept of delivering
international fashion & value to the discerning shopper. Max was introduced in India with its
1st store in Indore in 2006 offering apparel, footwear & accessories for the entire family; for
women, men, children including a fashionable range for infants. With a great range of
western & ethnic wear for the young shopper, it makes a perfect shopping destination for
people for all age groups.

MAX strive to bring to the most dynamic offering of value fashion and merchandise,
designed in-house and manufactured to stringent quality standards. While the fashion
collections reflect the latest international trends, max believe in offering valuable customers a
great variety to choose from & a holistic shopping experience. Max merchandise is regularly
updated to ensure that they always delight the customers with fresh and a new offering,
adding vibrancy to the store. The sales advisors and visual merchandising team ensures that
every MAX store represents the spirit of our brand promise ‘LOOK GOOD, FEEL GOOD

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1.1 OBJECTIVE
One of the main objectives of an internship is to expose to a particular job and a profession or
industry. It enable the students to gain relevant experience while working with the company.
Internship also familiarize with various departments for a particular time period.
Primary objective
 To work as an intern and to get familiarized in the functioning of the organisation
 To study the duties and responsibilities of employees in the company
 To interact with the managers of each department to know their managerial functions
 To understand the overall working of each departments
Secondary objective
 To understand the strength, weakness, threats and opportunities of the organisation
 To understand the structure of organisation
 To understand the history, phases of development, vision, and mission of organisation
 To understand the future plans of te organisation

1.2 INDUSTRY PROFILE

Landmark group is a reputed organisation all over in India. It has over the years, acquired a
strong reputation. The organization study was an effort towards understanding the
organization and its policies and structure. The methodology adapted for the study was
observation. various departments were visited and data was collected about the structure and
functioning of each department and the organisation. The overall organization structure was
studied along with the functioning of various department such as human resources,
administration, marketing, finance and production department.
Landmark Group is a multinational conglomerate based in Dubai, UAE headed by Micky
Jagtiani, who is the Founder & Chairman of the company. The group is involved in retailing
of apparel, footwear, consumer electronics, cosmetics & beauty products, home improvement
and baby products. The group also has interests in hospitality & leisure, healthcare and mall
management. The group has several in-house brands and also works with other brands, acting
as a retailer. Landmark group includes Babyshop, Splash, Max, Lifestyle, Home Centre,
Citymax, Foodmark, Funcity etc.

HISTORY
Mukesh Wadhumal "Micky" Jagtiani is an Indian billionaire businessman, based in the UAE,
and owner of the Dubai-based Landmark retail stores group. He did his schooling
in Madras, Mumbai and Beirut, before moving to London, where he joined an accounting
school from which he eventually dropped out .Micky Jagtiani returned to Bahrain and took
over his deceased brother's shop that he turned into a baby products shop (Babyshop). After
10 years working in the shop, Micky Jagtiani started to expand by opening 6 new shops.
When the Gulf War struck, he moved to Dubai where he founded the Landmark Group. Over
the years, the Landmark Group expanded into fashion, electronics, furniture and budget
hotels in Middle East and Southeast Asia. It employs around 45000+ people and has more
than 1000 stores across the Persian Gulf region, Middle East and India.

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In 2008, Jagtiani now a billionaire mall developer and the chairman, Landmark International,
Dubai-based retail group, bought a 6% stake in the UK high-street retailer Debenhams, and
entered the Forbes list of billionaires, and the 16th richest Indian with a net worth of USD 2
billion. Micky Jagtiani a billionaire expanding his business empire from the Persian Gulf to
China. In 2014, he launched his family office with assets worth $5 billion. In April 2015, he
was ranked 291 in the Forbes list of world billionaires, with a net worth of US$5.0 billion.

BUSINESS AND BRANDS

Babyshop, Splash, Max, Lifestyle, Iconic and Centrepoint (a single store

format housing Babyshop, Splash, Shoemart and Lifestyle) and
Apparel
International Fashion Franchises (Lipsy, Koton, New Look, Reiss &
Yours London)

Footwear Shoemart, Shoexpress, Shoemart International Footwear

Furniture &
Home Home Centre & Home Box
Improvement

Citymax, Oasis Malls, Foodmark, Spaces, Fitness First, Fun City, Fun
Hospitality
Works and associated trademarks

Healthcare iCare Clinics, Balance Wellness Club

E-max (Consumer Electronics), Sports One (Fitness Gear), Candelite

Others retail
(Confectionery)

FIG:1.2.1 BUSINESS AND BRANDS

MAX FASHION
Max dominates value fashion and apparel in the Middle East and India. Max is the Landmark
Group’s leading value fashion brand offering clothing, accessories and footwear for the entire
family. Launched in 2004, the brand is known for ‘Everyday Fashion’ and its ability to offer
discerning shoppers a vast range of choices at affordable prices, international styling and
great quality. Max strives to bring its customers value fashion which is designed in-house and
manufactured to stringent quality standards.
Max Fashion is a fashion brand under the banner of the Dubai based Landmark Group. The
brand was first launched in May, 2004, in the UAE. Max Fashion has a combination of
physical stores and an e-commerce portal. Headquartered in Dubai, it has 350+ stores across

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17 countries, the latest of which were launched in Malaysia in July, 2017. The first Max
Fashion store launched in India was at Indore.
The brand has a number of physical stores across the world, sized typically around 10,000 sq.
ft. to 20,000 sq. ft. that sell the company’s own label for clothing, footwear, accessories,
cosmetics, and home products.
Max Fashion was first established in 2004 in the Middle East, in Abu Dhabi. The
Global CEO of the company is Mr. Ramanathan Hariharan. The year 2006 saw the launch of
the brand with its first store in Indore. Max, at present, is the largest fashion brand in
the Middle East, North Africa & India, with close to 400 stores encompassing 6.7 million
sq.ft., across 16 countries, including UAE, Qatar, Oman, Turkey, Lebanon, Egypt,
India, Kuwait, Jordan, Bahrain, , Yemen, Sudan, Nigeria, Libya, Tanzania and Malaysia. In
2016, after a decade of its India launch, Max Fashion released its first television commercial.
Catering to the mid-market segment, Max has its own private label clothing for men, women
and children along with footwear, home and accessories,and sees an average footfall of over
100,000 customers every day.
At MAX, shoppers can expect the latest in international fashion from around the globe & an
excellent range to choose from; all of this offered at great prices in a world class shopping
environment. Max retails its own label merchandise of in house designs and planned color
palettes for the season. Every season it 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.
Today, MAX is the largest value fashion brand in the Middle East with over 200 stores across
15 countries.

SWOT ANALYSIS
STRENGTHS
 Max is regional shopping center offering wide range of products
 Huge network of retail ,malls and licensing channels across globe
 Good advertising and brand presence through media so high brand recall in consumer
minds
 Presence in over 18 countries with over 1300 outlets makes it a strong brand
 Over 40,000 employees are a part of the group
WEAKNESS
 Despite being a strong player, the brand awareness is limited compared to global
leaders
 Stiff competition from global players means market share growth is limited
.
OPPURTUNITIES
 Brand can diversify into food category as consumers spend a lot on this category
 Tie- up with affordable real estate properties would give extra edge in company
performance

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  Global expansion could help brand to spread worldwide
THREATS
 Rising real estate prices could be concern for company
 FDI in retail segment could force to improve existing performance standards
 Consumers have a lot choices to buy anything so maintaining top of mind brand recall
is must for company

FORTER’S FIVE FORCE MODEL OF MAX RETAIL

FIG:1.2.2 PORTER’S MODEL

THREAT OF NEW ENTRANTS

The threat of entrants in the industry for Max reatail are basically e-commerce apparel
websites like jabong, myntra, 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.

BARGAINING POWER OF THE SUPPLIER

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

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BARGAINING POWER OF THE BUYER
Buyer or 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 promotion offer.

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 loyality program scheme which helps in developing a long term relationship with
the customer. Some of the retailers thar are a concern for the company are Globus, V-Mart,
Big Bazaar.

1.3 COMPANY PROFILE

Max Fashion

Type Subsidiary

Industry Retail

Founded 2004

Headquarters Bengaluru, India

Area served Worldwide

Key people Vasanth Kumar, Executive

Director ,

Number of 6000
employees

Parent Landmark Group

FIG:1.3.1 PROFILE

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At MAX, shoppers can expect the latest in international fashion from around the globe & an
excellent range to choose from; all of this offered at great prices in a world class shopping
environment. Max retails its own label merchandise of in house designs and planned colour
palettes for the season. Every season it 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. Today,
MAX is the largest value fashion brand in the Middle East with over 200 stores across 15
countries. Max, at present, is the largest fashion brand in the Middle East, North Africa &
India, with close to 400 stores encompassing 6.7 million sq.ft., across 16 countries,
including, Kuwait, Jordan, Bahrain, Qatar, Oman, Turkey, Lebanon, Egypt,UAE Yemen, Sud
an, Nigeria, Libya, Tanzania and Malaysia. In 2016, after a decade of its India launch, Max
Fashion released its first television commercial.
Catering to the mid-market segment, Max has its own private label clothing for men, women
and children along with footwear, home and accessories, and sees an average footfall of over
100,000 customers every day.

MAXFASHION.COM
Max started E-commerce & Omni-channel in India in the year 2016 to make online shopping
simple and customer-friendly through its new website MaxFashion.com, along with apps for
iOS and Android devices. With a higher percentage of customers preferring to shop online
nowadays, Max intends to improve its online and mobile presence by launching various
Omni-channel features in FY 17-18.

LANDMARK GROUP
The Landmark Group, with over US$6 billion revenue, is a retail and hospitality
conglomerate in the Middle East, Africa, and the Indian sub-continent. Currently based out of
Dubai, the company was established in 1973, with its first store in Bahrain. The group’s
current employee base stands at 55,000 employees operating over 2,400 outlets, with a retail
presence of over 30 million sq. ft. across 21 countries.
Landmark Group has multiple retail concepts for the family, including
Centrepoint, Babyshop, Splash, Shoe Mart, Lifestyle, Iconic, SportsOne, Max, Shoe
express, Home Centre, Home Box, Emax and LandmarkShops.com. The Group also holds
franchise rights for many global fashion and footwear brands in the countries where it
operates. Since its establishment, the Group has diversified into the segments of leisure, food,
hospitality, and healthcare with Landmark leisure, Balance Spa and Salon, Citymax Hotels,
Fitness First, and Foodmark, the Group’s restaurant division, which operates the Group’s
own franchise food outlets, and iCARE Clinics which are primary healthcare clinics.

INDIA PRESENCE
Max, a division of Lifestyle India Pvt. Ltd., opened its 1st store in Indore in the year 2006. In
India, Max has more than 200 stores across 80 cities. Max is a mono brand with its own label
merchandise that is created by in-house designers for every season, and is currently growing
at a 35% CAGR year on year.
Max caters to family as its primary TG and Youth as its secondary TG. With Youth
contribution to business growing by 68% every year, the brand engages with this target

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audience throughout the year. Max launched three IPR’s in the space of modelling, design &
acting, facilitating aspirations and democratizing fashion for the youth.

DEPARTMENT WISE AVERAGE CONTRIBUTION TO SALES

Menswear 20 percent

Women’s-ethnic wear 14 percent

Women’s-western wear 21 percent

Footwear 7 percent

Concessionaires 12 percent

Accessories 4 percent

FIG:1.3.2 CONTRIBUTION TO SALES

MAX RETAIL STORE DEPARTMENTS- CARPET AREA

DEPARTMENT CARPET AREA IN SQ.FT

Menswear 2905

Women’s-ethnic wear 1720

Women’s-western wear 3441

Footwear 1335

Concessionaires 1347

Accessories 797

Total Area 15070

FIG:1.3.3 CARPET AREA

MAX : OUR FRIENDS

1.P R PUNDIT
Fashion that captures the latest international trends without overlooking the need to afford
value makes Max a desirable option for everyone. It is commendable to see Max making a
fashion statement. Being the brand’s PR partner, we are committed to supporting the
transition and aid growth of the brand in the years to come!”

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2. DIGITAL F5
The objective of brand Max Fashion on digital is to create an ecosystem for consumers to
consume more of the brand, through the right mix of content, technology and marketing. We
at digitalF5 are ever thankful to team Max Fashion for giving us the opportunity to reach out,
engage and be a part of co creating this ecosystem!
3. JWT
MAX hits the sweet spot when it comes to offering the latest fashion with an attractive price
tag. It marries trendiness with great value which is an unbeatable combination in the Indian
context.
4. MINDSHARE
It is not quite often that a value retail brand is also a trendsetter. This approach of embodying
style quotient attuning to the latest trends in the fashion industry at the same time providing
customers with the ultimate delight factor of affordability is what we, Team LMG Group at
Mindshare, feel makes Max Retail stand out. We are proud to be associated with Max Retail
and partner them in this growth phase of the brand. We wish the Max team all the best in this
endeavour.

COMPETITOR ANALYSIS
Max Fashion comes under discount format in retailing. There are lot of competition in this
format. Some of the major competitors are as follows
 Reliance Trends
 Lifestyle
 Pantaloons
 Globus
 Fbb
Competition is a major factor for the company to take up new marketing initiatives.
Competitors like pantaloons, Reliance Trends, are giving tough competition to the company.
Lifestyle being a sister company of Max has also become a threat. Companies like Reliance,
Pantaloons have popular brands with them to attract young consumers but Max has very few
well known brands. So Max is trying to enhance its ‘low cost with high quality’ image to
attract the customers, which other brands do not have.

MARKET FACTOR
Youth are the main target consumers for the company. The market is booming in the current
situation. Consumers are ready to experiment with new designs and trends. This has made the
company to increase its presence in the country.

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CSR
1.LIFE TRUST
LIFE Trust, founded in 2000, is an NGO that works in collaboration with the Government to
introduce various programs at the school and pre-school level in order to improve the quality
and accountability of the education system for the underprivileged children. It believes that
every child should have the right to explore his talents and chase his dreams, and he can only
do so if he is provided a platform for growth.

The Vision for LIFE is: "Empowerment of the underprivileged through creative education"

Since its inception, Life Trust has been able to affect the lives of over 50,000 children
annually in Mumbai, Chennai and Bangalore in India.

 LIFE's mission of 'education' translates into the following programs :

 Skills Development & Women Empowerment
 School Development program
 Integrated Child Development Scheme (ICDS)
 LIFE Centre for Learning Disabilities
 Vocational Training
 Training center for Youth-Career skills for under-privileged youth

2. BEAT DIABETES
The Beat Diabetes campaign was launched in India this year among all Landmark group
companies with the ‘Take the test’ and ‘Join the Walk’ initiatives. More than 3500
participants showed their support towards creating Diabetes awareness by participating in the
walkathon on 21st Nov. 2010.

3. MAX WILDLIFE CAMPAIGN

Max joined hands with the Bannerghatta Biological Park, Bangalore to promote wildlife
conservation. As part of the initiative, Max adopted a tigress along with carrying out a
signature campaign to spread awareness of the same.

4. BLOOD DONATION DRIVE

Blood Donation Drives were organized at Bangalore Corporate Office. Employees came
forward in large numbers to support the cause.

5. CLOTHES DONATION DRIVE

As part of the Joy of Giving week, a clothes donation drive was organised at the Bangalore
Corporate office in collaboration with the NGO, GOONJ.

GOONJ is a unique resource mobilization initiative providing clothes & other basic amenities
to millions in the far-flung villages. It turns cities wastage into a resource for rural India.

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6. GO GREEN AN EFFORT TO SAVE THE ENVIRONMENT

Max in association with BCIL organised Go Green day, an ecological initiative to reduce
global warming, at the Bangalore Corporate office. Employees participated by planting seeds
in clay balls which were then planted in and around Bangalore, contributing to a Greener
future.

7. MAX PARTICIPATED IN SUNFEAST MARATHON 2010

Employees participated in the Sunfeast World 10K held in Bangalore.

It also a good team bonding exercise with each one of the participants going back with an
experience to cherish and a commitment to come back next year again.

AWARDS
2014

Max won One Gold and one Silver at the 3rd Asian Customer Engagement Forum Integrated
Marketing Awards, 2014. The Gold was in the 'Integrated Marketing Campaign' category and
the Silver for the 'Brand Building' category.

 Max won the 'People's Choice Retailer of the Year' at the Retail Brilliance Awards, 2014,
by the BOC.
 Max won the 'Value Fashion Retailer of the year' at the Star Retailer Awards 2014 for
excellence in retailing.
2015

 Max won the “Most Admired Retailer of the Year” Affordable Fashion at the Middle
East retail Forum Awards, 2015.
 Max won “Images Most Admired Fashion Retailer of the Year 2015” Large format store
chain at the Image Retail Awards.
 Max won the “Brand Excellence in the Retail Sector” and the “Marketing Campaign of
the Year” at the 6th CMO Asia Awards, 2015.
 Mr. Vasanth Kumar was awarded “The Retail Professional of the Year 2015” from
CMAI, for his contribution to the growth & performance of Max India.
2016

 At Retail Excellence Awards by CMO Asia Max won across multiple categories.
 Retailer of the year – Fashion & Lifestyle
 Retail marketing campaign of the year
 Awards for Customer Loyalty Program, Effective Retail through Supply chain,
Impactful Retail Design & Visual Merchandising and the Employer of the Year at the
Ret
 Mr. Sandeep Narain was awarded the “Retail Leader of the year”
 Max won the “Marketing Campaign of the year” for the Kids Festival in Summer ’16 at
the 7th CMO Asia Awards for Excellence in Branding and Marketing held
in Singapore August’16.

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 Max won the Images’ “Most Admired Retailer of the Year Fashion & Lifestyle” at the
Images Retail Awards 2016, 2nd year in a row.
 Max won the 'JURY Award for Images’ Most Admired Fashion Retailer of the Year –
Marketing & Promotions' at the 16th Images Fashion Awards.
 Max won the“Best In-house Magazine” award of the year at the Middle East Branding &
Marketing Leadership Awards 2016 held in Dubai in October 2016
 Max won “Fashion Retailer of the year“ award at the Star Retailer Awards 2016 held in
Delhi on October 2016.
 Max won "Asia's most promising brand" in Bangkok, by WCRC- World Consulting and
Research Corporation, 2016.
 Max was recognized by the Great Places to Work Institute as one of the premier brands to
work for. MAX received '12th Best Workplace in Asia' and '3rd Best Retail Company to
Work for in India' for 2016, in association with Retailers Association of India.
 Max won the “Marketing Campaign of the Year Award” at the Global Marketing
Excellence Awards 2016.
2017

 Max won “Images Most Admired Retailer of the Year Fashion & Lifestyle” at the Images
Retail Awards 2017 for the third consecutive year.
 Max was awarded “Retailer of the year Fashion & Lifestyle” at the CMO Asia Presents
Retail Excellence Awards that was held in Singapore.
 Max was awarded “Best Retail Licensing Brand” at the INDIA LICENSING AWARDS
2017 @ ILE 2017 Mumbai.
 Max won the award for the “Best HR initiative of the year 16-17” at the TRRAIN retail
awards 2017. Award was given to the “Know Your Values” campaign that Max Fashion
has been running at stores and regional offices over the last year.
 Max (India) won the “Images most admired retailer of the year –Fashion & Lifestyle” at
the Images Retail Awards September, 2017. This is the 4th year in a row Max has won
this award.
 Max (India) won the “Best Loyalty program” at the Images Retail Awards September,
2017.
 Max (India) won the “Fashion Retailer of the year” at the Franchisee India Star Retailer
awards 2017 held in Delhi on November 2017.

MAX TO OPEN 30 STORES EVERY YEAR, FOCUS ON AREAS

WITHOUT MALLS
India’s largest value-fashion brand by revenue Max is hoping to become the brand of choice
for older teenagers and young adults by offering fashionable garments for less, offline,
through trendy retail stores located outside malls or established retail hubs. In the process,
Max, which entered India in 2006 through a store in Indore and currently has 120 stores
across 50 cities, did business of around Rs.1,400 crore in 2013-14, is challenging two widely
held beliefs that the future of apparel retail in India is online, and that what offline component
there is will need to be focused around malls and high-streets (or what pass for them in
India’s bustling cities).

Max plans to open 30 stores every year. One-fifth of them will be in neighbourhoods without
malls, starting this year, in an attempt to tap into populated but under-served catchments in

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urban India, according to Vasanth Kumar, executive director of Max Fashion India.Kumar is
a veteran of the apparel retailing business, and worked for Madura Garments, before joining
the Landmark Group in 2005.“Mall saturation over the past year has been a big challenge”.

“Max want to grow at least 35-40% per annum and if new shopping centres do not come into
the market, then we have to find our own solution,” added Kumar. “At this point, a
neighbourhood store is our solution.” Max, owned by the Dubai-based Landmark Group, is
targeting the so-called popular (or middle) or mass segment of the fast fashion market in
India. Most global fast fashion brands that enter India end up serving the premium end of the
market. Fast fashion is a term that refers to garments based on the latest catwalk trends, but
don’t cost as much. Indeed, brands such as Uniqlo have made their inexpensiveness and
technology (the Japanese brand, owned by the aptly named Fast Retailing Co differentiates
itself by offering low-priced basics, some-times in hi-tech fabric) their main selling point.

Max’s shift in strategy comes after months of research when it studied the demographic
profiles of shoppers and the retail ecosystem of local markets such as Sarjapur and
Banshankari in Bengaluru. It also comes in the context where mall development has hit a wall
over the past two years. New mall supply in 2014 was sluggish, with just about 1 million sq.
ft of organized shopping space across Bengaluru and Chennai becoming operational,
according to a report by real estate consulting firm CBRE South Asia. “The supply side for
malls can be a constraint,” said Vivek Kaul, head of retail services India at CBRE South
Asia, adding that retail development could take anywhere from three to four years to
complete. Given that, Max’s strategy seems well thought through, he added. “It’s a smart
move for any retailer who is willing to expand and service heavily dense catchments where
access to retail is very limited.”

For Max, this is the first time it has decided to venture beyond malls and traditional retail
hubs. The retailers’ choice of neighbourhoods is based on data, including real estate prices,
car ownership and existing retail profile (including restaurants). The presence of
supermarkets, electronic stores, salons and restaurants is a good indicator. “We believe that
apparel can now fit right after grocery,” Kumar explains, saying that shopping for apparel is
becoming a part of “normal consumption basket”, as opposed to being something restricted to
special occasions.

The Indian apparel, shoes and accessories market is worth Rs.2.8 trillion, the company said,
citing market data. But per capita consumption of apparel in India remains low, with the
average Indian in its target segment buying only five pieces of apparel a year. The number
was four till three years ago. There’s more awareness of fashion trends, too, and not the least
because of e-commerce retailers such as Myntra and Jabong. Indeed, such retailers will pose
a significant challenge to Max.

Ankur Bisen, senior vice-president, retail and consumer, Technopak Advisors, said: “For
fashion as a category, shoppers still shop online, driven largely by the brand and the relative
discount. While Max has entrenched itself as a value retailer and heavily built its private
labela feat that online retailers have started to pursue very recentlyconsumers will still invest
in the core proposition of Max as a brand. Threat for Max from online retailers is still very
limited.” Max expects to grow by expanding its business in so-called tier-II cities, or cities
such as Kota in Rajasthan, Rajkot in Ahmedabad, Rajahmundry in Andhra Pradesh and
Rourkela in Odisha. “Max shortlisted 25 small cities where we will open our second or third
stores,

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 CHAPTER 2
ORGANISATIONAL ANALYSIS

2.1 FUNCTIONAL DEPARTMENT ANALYSIS

HUMAN RESOURCE

The human resources department handles many necessary functions of the business. It is
instrumental in providing labour law compliance, record keeping, hiring and training,
compensation, relational assistance and help with handling specific performance issues.
These functions are critical because without those functions being completed, the company
would not be able to meet the essential needs of management and staff.

Recruiting and training new employees are primary responsibilities of the human resources
team. This part of the job often entails advertising open positions, interviewing and hiring
candidates and setting aside hours devoted to training the new recruits. The human resources
department often publishes training materials including handbooks detailing all aspects of the
job.

The HR office is in charge of record keeping for the business. Company keeps records
regarding income, expenses, purchases and a summary of business transactions. The human
resources department should also, of course, maintain employees’ records including their
individual tax forms. The company’s business license, inventory statistics, insurance records
and all other pertinent business information should also be on file. The dispensation of
payroll comes under the responsibilities of the human resource office. Health care benefits
are also handled by the human resource department.Another key function of the HR
department is the managing of employee relations. Employees are encouraged to bring
relational problems to the attention of the human resources staff for resolution.

OPERATIONS TEAM
The operations department of a max is responsible for smooth and profitable production. If
operations department is running tightly, company will produce what it needs to produce
when it needs to produce it and without undue stress or backtracking. The objectives of an
operations department revolve around high-quality effective operations. If operation is
fulfilling its objectives, customers will be happy, and your business will be profitable.
 Plan store wise budgeting and quarterly updation based on potential to achieve targets
 Drive sales per day and rate of sale for each department
 Ensure adherence to store operations SOP’s
 Ensure compliance to audits and audit reports as per SOP

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  Ensure required resources, training and infrastructure is in place prior to store launch
 Ensure store level profitability is achieved

MARKETING

A marketing department promotes the business and drives sales of its products or services. It
provides the necessary research to identify the target customers and other audiences.
Depending on the company’s hierarchical organization, a marketing director, manager or vice
president of marketing might be at the helm. In some businesses, a vice president of sales and
marketing oversees both the marketing and sales departments with a strong manager leading
each department. It’s important to keep a strong marketing department intact regardless of the
economy so you remain visible and keep sales strong.

 Understand market dynamics and be informed about market trends

 Be aware of the products sold by competitors and the product categories that are new

 Undertake competition benchmarking

 Present strategy for the region with holistic and long term perspective

 Proactively present ideas for business growth

 Ensure competitive pricing

PLANNING
Planning is the process of thinking about the activities required to achieve a desired goal. It
involves the creation and maintenance of a plan, such as psychological aspects that require
conceptual skills. There are even a couple of tests to measure someone’s capability of
planning well. As such, planning is a fundamental property of intelligent behaviour. An
important further meaning, often just called "planning" is the legal context of permitted
building developments.
Also, planning has a specific process and is necessary for multiple occupations (particularly
in fields such as management, business, etc.). In each field there are different types of plans
that help companies achieve efficiency and effectiveness. An important, albeit often ignored
aspect of planning, is the relationship it holds to forecasting. Forecasting can be described as
predicting what the future will look like, whereas planning predicts what the future should
look like for multiple scenarios. Planning combines forecasting with preparation of scenarios
and how to react to them. Planning is one of the most important project management and time
management techniques. Planning is preparing a sequence of action steps to achieve some
specific goal. If a person does it effectively, they can reduce much the necessary time and
effort of achieving the goal. A plan is like a map. When following a plan, a person can see
how much they have progressed towards their project goal and how far they are from their
destination.
 Finalize OTB planning

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  Analyse bottom up planning and project next year growth by analysing existing store
sales, oppurtunities lost and new store sale mix
 Align the product profile to the potential
 Audit and sign off on the range presentation every season
 Review the product and category performance

VISUAL MERCHANDISING
Visual merchandising is the practice in the retail industry of developing floor plans and three-
dimensional displays in order to maximize sales.
Both goods and services can be displayed to highlight their features and benefits. The
purpose of such visual merchandising is to attract, engage, and motivate the customer
towards making a purchase. Visual merchandising commonly occurs in retail spaces such as
stores.
 Focus on the focal point and window outside the store
 Focusing on the wall props for the wall look
 To check all signages are as per plan
 To ensure everything in the floor is as per the planogram
 Fixtures used in Max are browsers, rails, tables etc

INVENTORY
Inventory or stock is the goods and materials that a business holds for the ultimate goal of
resale Inventory management is a discipline primarily about specifying the shape and
placement of stocked goods. It is required at different locations within a facility or within
many locations of a supply network to precede the regular and planned course of production
and stock of materials.
The concept of inventory, stock or work-in-process has been extended from manufacturing
systems to service businesses and projects, by generalizing the definition to be "all work
within the process of production- all work that is or has occurred prior to the completion of
production." In the context of a manufacturing production system, inventory refers to all
work that has occurred raw materials, partially finished products, finished products prior to
sale and departure from the manufacturing system. In the context of services, inventory refers
to all work done prior to sale, including partially process information.
 To ensure all inventories related process at max store is as per the internal audit
parameters
 To ensure control on outward and inward discrepancy
 To minimize loss
 To publish monthly inventory with targets
 To ensure maintaining safety standards in the store
 To keep proper record of goods exchanged and altered

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  Monitoring and reporting negative stock on fortnightly basis
 Carry bags, staff uniforms, hangers are recorded as and when they are issued

2.2 MISSION, VISION AND VALUES

MISSION
 Carefully Listen
 Constantly Adapt
 Always Deliver

VISION
To be among the Top three retails players in three of the fastest growing retail markets in the
world.

VALUES
 Passion for Excellence
 Integrity in everything we do
 Empowering people to strive and deliver
 Adapting to change market and customer needs

TAG LINE
LOOK GOOD, FEEL GOOD

FIG:2.2.1 MAX

2.3 PRODUCTS AND SERVICES

Max was introduced in 2006 offering apparel, footwear & accessories for the entire family;
for women, men, children including a fashionable range for infants. With a great range of
western & ethnic wear for the young shopper, it makes a perfect shopping destination for
people for all age groups.

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Max Fashion is a fashion brand under the banner of the Dubai based Landmark Group. The
brand was first launched in May, 2004, in the UAE. Max Fashion has a combination of
physical stores and an e-commerce portal. Headquartered in Dubai, it has 350+ stores across
17 countries, the latest of which were launched in Malaysia in July, 2017. The first Max
Fashion store launched in India was at Indore in 2006.

The brand has a number of physical stores across the world, sized typically around 10,000 sq.
ft. to 20,000 sq. ft. that sell the company’s own label for clothing, footwear, accessories,
cosmetics, and home products.
MAX Retail Division, a company incorporated in India under the provisions of Companies
Act, 1956 (referred to herein as "MAX", "we", "our" or "us") is in the business of operating
retail outlets at various locations across India such as apparels, footwear, fashion accessories,
etc, under brand “Max” and has designed developed and operates catalog website
www.maxfashion.in www.maxfashion.in (or any successor site) and its related sub-domains,
sites, Services and tools . The Website is provided to you for information, recommendations
and/ or products or services offered to you at our various outlets and mode of distribution
channel and is intended to allow you and other users to browse and order products and other
goods or services (“Products” and or “Services”), which will be fulfilled by Landmark Online
India Pvt Ltd subject to the terms and condition mentioned on the Website.
Max, a division of Lifestyle India Pvt. Ltd., opened its 1st store in Indore in the year 2006. In
India, Max has more than 200 stores across 80 cities. Max is a mono brand with its own label
merchandise that is created by in-house designers for every season, and is currently growing
at a 35% CAGR year on year.
Max caters to family as its primary TG and Youth as its secondary TG. With Youth
contribution to business growing by 68% every year, the brand engages with this target
audience throughout the year. Max launched three IPR’s in the space of modelling, design &
acting, facilitating aspirations and democratizing fashion for the youth.

 Max Elite Model Look

 Max Design Awards
 Max Emerging Star
Max also launched the Max Emerging Star in 2017 in 4 smart cities across India, a property
specifically targeted to enable young aspirants’ dreams of getting their foothold in the
Bollywood, entertainment and glamour industry. Max Emerging Star 2017 is associated with
eminent stars from Bollywood namely, acting Legend Anupam Kher and India’s favorite
Dance Guru Terence Lewis.
2016 was the third year of Elite Model Look India and Max association. This year, the
property was conducted at a grand scale in India across 7 cities with more than 10,000
participants along with the grand world finale taking place in Milan, with India winners
competing with 30 other countries.

 2014 Max Fashion partnered with Elite Model Management to sponsor 'Elite Model Look
India 2014', the winners of which went on to represent India at the Elite Model finale
in China. Former Femina Miss India Supranational Vijaya Sharma and Rinku Malik, both
from New Delhi, were declared as winners of the event.
 2015 The winners of Elite Model Look India 2015, Dipti Sharma and Pranav Patidar,
went to represent India in the World Finale held in Milan, Italy.

18
 2016 The winners of the Elite Model Look India 2016, Ajay Singh and Priyanka BV,
represented India in the World Finale held in Lisbon, Portugal.
 Ajay Singh won People’s choice award title in the world finale.
The third edition of Max Design Awards was conducted for fashion students from 60 design
colleges in 20 cities across the country. The esteemed panel of jury included Fashion
Designers Nachiket Barve, Varun Bahl, Priyadarshni Rao, along with expert Jury Max ED
Vasanth Kumar, Design Head Kamakshi Kaul and Project Head - Marc Robinson.

SECTIONS OF MAX STORE

 Western wear department
 Ethnic department
 Kids wear department
 Men’s wear department
 Foot wear department
 Accessories
 Concessionaires

SUB SECTIONS OF MAX STORE

MENSWEAR SECTION
 Casuals and Non denims
 Semiformal
 Formals
 Denim wear
 Sportswear
 Innerwear

WOMENSWEAR SECTION
 Western wear
 Ethnic wear
 Night wear and innerwear

KIDS WEAR SECTION

 Infants
 2-8 years
 8-14 years

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FOOTWEAR SECTION
 Mens wear
 Womens wear
 Kids wear
 Hosiery includes socks and kids booties

ACCESSORIES SECTION
 Ladies bags
 Necklace
 Earrings
 Handkerchief

BRANDS AVAILABLE AT MAX

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 BRAND OF LANDMARK GROUPS

 Bossini men’s
 Bossini Women’s
 kappa
 Melange

CONCESSIONARES BRAND IN THE STORE

 JOHN PLAYER
 PETER ENGLAND
 JOCKEY
 SWEETY
 BELLE BLUE
 JEWELS
 PRETTY WOMEN

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SERVICES

Alteration :
A service provided to our customers, free of cost, to alter the size of the purchased garments
as per the customer’s requirements.

Exchange :
Product return is the process of a customer taking previously purchased merchandise back to
the retailer, and in turn receiving a refund in the original form of payment, exchange for
another item (identical or different), or a store credit.

Incase of any service inconvenience happened from our endthe respective products will be
given as free home delivery.

2.4 FINANCIALS
Indian retail company Max Fashion, which is owned by Dubai-based $9 billion Landmark
Group is targeting to achieve Rs 3088 crore revenue and aiming to add 60 more stores to take
the total store count to 250 by end of the financial year 2017-2018.
“We are growing at a rate of 34% year-on-year for the last 10 years and expect to achieve Rs
3088 crore revenue by end of this financial year. We are also planning to launch 60 stores by
the end of next financial year by putting an investment of Rs 5 crore for each store. Out of
which, 2 and half crore is the capex and 2 and half crore is the workingMax Fashion which
operates 190 stores presently is primarily seeing its growth coming from kids wear segment.
In 2008-2009, the contribution of kids wear segment was 16% to Max’s overall business,
Seeing such growth potential, Max now aims to achieve Rs 700 crore alone from this single
category.“Kids wear is the anchor category for max and provides a visa for the entire family
to come and shop at Max.

MARKET SHARE AND FINANCIAL PERFORMANCE

Phase One 2010 500 crore

Phase Two 2013 1000 crore

Phase Three 2016 2000 crore

Phase Four 2020 1 billion

FIG:2.4.1 MARKET SHARE

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 CHAPTER 3
POSITIONING OF INTERN AND HER ROLE

3.1 ORGANISATION CHART

Mr Vasant Kumar

Executive Director

Mr. C S Shekar Mr Ramnath

Senior VP Operations VP Supply Chain

Mr Nilesh Joshi Mr Utkarsh Mohan

Head Projects Head Sourcing

Mr Raghu Rajagopalan

AVP Finance

FIG:3.1.1 ORGANISATION CHART

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3.2 DETAILS ABOUT ROLE OF INTERN AND THE VARIOUS DUTIES AND
RESPONSIBILITIES ASSIGNED
During the 45 days internship in Max regional office Chennai, I was guided by the cluster HR
Mr Francis Bervin. Initially he introduced the max store at forum mall Chennai. The task
assigned from there was to observe the duties of each staffs and how they behave to
customers. Then he introduced each departments in the regional office. Max regional office
includes marketing, Human Resource, Planning, visual merchandise, operation and Inventory
departments. Mainly i was focusing on the human resource department. The duties include
scanning of documents, maintaining and preparing the carrier passports, training and
recruiting employees etc. The responsibilities include
 Updating our internal database with new employee information like contact details
and employment forms
 Gathering payroll data like working hours, leaves, and bank accounts
 Screening resumes and application forms
 Updation of data
 Training in HR department
 Calculation of PF, payrolls etc
 Conducting and co-ordinating activities

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 CHAPTER 4
DETAILS ABOUT INTERNSHIP

4.1 WEEKLY REPORT

24
4.2 CONTRIBUTION OF THE INTERN TO THE ORGANISATION INITIATIVES
AND RESPONSIBILITIES
 Assisting the Human Resource department in all its activities
 Scanning of employee documents
 Conducting face to face and telephonic interviews
 Guiding the new joinees
 Generating and Printing the appointment and offer letters
 Monitoring the attendance recording of employees
 Store visits

COMPREHENSION OF THE TASK

Being a learner or a intern my task was not easy at all. I had a responsibility to help the
Human Resource department. I was guided by the senior HR Executive Mr Francis Bervin.
During the training tenure I was skilled myself as a management team who can support the
organisation in all its aspects.
Each area Plays a vital role for the organization in its own way i.e
 Marketing covers all the BTL(Bottom The Line), TTL(Top The Line) activities,
which will proportionately increases the footfall.
 Finance as such will be taking care taking care of the cost of the company and area
were the amount should spend that will give the productive outcome.
 HR similarly recruitment, talent acquisition, talent management, talent transformation
& Organization development.
 Logistics a most important and integral part of the business as from warehouse to
store should be on time, if so time lapsed it affects the sale and entire business .

INVOLMENT IN MAJOR ASSIGNMENT

MAX KIDS FESTIVAL AND LITTLE ICON
At the time when I joined for the internship, Max had lot of events coming for the next two
months. Main events were like Max kids festival and Little Icon, both of which targeted kids
and their family.
Max kids festival is a talent hunt event for kids between the ages of 2-10 years. The event
included activities like singing, dancing, drawing and fancy dress competition. THE events
were conducted to attract kids and their family. This is the main reason why the event is
conducted during Aril and May. During these two months, kids will be on summer holidays
and the response would be higher compared to other months.
During these event I had lot of work in developing the database for the company. The
database was mainly collection of key contacts in the company.

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4.3 OVERALL LEARNING FROM THE INTRNSHIP
4.3.1 PRODUCT MANAGEMENT
Product management is also an important strategy in Max retail. Each and every product are
useful and run able product in the market. Product would be changed if those are not sold on
the market.
4.3.2 BRAND MANAGEMENT
Brand management is a way in which brand should be for sale in the store, because it gives
impact on the customers .Every brand has its market value and it also gives impact on the
store image.
4.3.3 SALES AND PROMOTION
Sales and promotion gives a positive result. Showing the higher sales report makes brand
value in customers. And customers gives attention on those type of retailers.
4.3.4 SERVICE MARKETING
Providing service for customers is also a marketing function which makes customer
satisfaction and attracts the customer for next time coming in the store.

GAINS FROM THE INTERSHIP

 Known about the customer’s problem and their possible solutions
 Learned about the customer’s preference of shopping at max
 Improvement in customer service required at western ladies department
 Learned how to manage staffs so that every customer is attented properly

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 CHAPTER 5
CONCLUSION

The most important things about the entire task was to gain insights about the various
techniques and the tools used by the organisation to retain and attract new customers so that
they can build large number of loyal customers and develop a brand image in the market by
serving their customers to the best of their efforts. The customer service of max is good
according to the feedback given by customers and requires a lot to be improved in order to
gain customer delight.
The past 4-5 years have seen increasing activity in retailing. And various business houses
have already planned for few investments in the coming 2-3 years. And though the retailers
will have to face increasingly demanding customers and intensely competitive rivals, more
investments will keep flow in. The country is witnessing a period of boom in retail trade,
mainly on account of a gradual increase in the disposable incomes of the middle and upper-
middle class households. More and more corporate houses including large real estate
companies are coming to retail business. The retail revolution apart from bringing in
sweeping, positive changes in the quality of life in the metros and bigger towns. The
customers are attracting towards shopping malls and retail outlets. Te young generation is
fashion and show-off conscious so retail outlets are mainly focused on them.

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 REFERENCE

1. "Success Story: Max India, democratizing everyday fashion -

Indiaretailing.com". Indiaretailing.com. Retrieved 2017-11-17.

2. "Max to open 30 stores every year, focus on areas without malls". livemint.com/.
Retrieved 2017-11-19.

3. Kazi, Zainab S (2016-06-15). "Success Story: Max India, democratizing everyday fashion
- Indiaretailing.com". Indiaretailing.com. Retrieved 2017-12-11.

4. "Max presents 'Elite Model Look India 2015'". Business Standard India. Retrieved 2017-
12-11.

5. http://www.landmarkshops.com/

6. http://www.lifestylestores.com

7. http://www.landmarkgroup.com

8. http://www.maxfashionindia.com

9. http://www.homecentrestores.com/

10. http://www.splashfashions.com

11. http://www.centrepointstores.com

12. http://www.theiconicstores.com

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