Grumpy, a relatively new marketing agency in the industry, determining their core services, addressing overstretched human resources and being prepared for the ever-changing volatile environment of the specific industry

Abstract

The internship report is written by an ongoing part-time employee of Grumpy, holding the position of an intern. The intern had a vast range of different responsibilities to understand different aspects of the firm and learn & grow. Responsibilities such as taking active part in brand identity building process, managing a client with their digital marketing sector. The short time spent in the company provide the intern a wide outlook to the marketing agency industry, acquire a wide range of soft skills and expand his professional network. The majority of Bangladesh's marketing agencies provide nothing in the form of consumer research and insights, with a select few providing digital quantitative data and the remainder providing none at all. On the other hand, there are some specialized research and consulting companies, but their costs make them unaffordable for the majority of enterprises, and they don't provide any marketing solutions. Grumpy, which started in the middle of 2020, wants to fill this market gap by providing affordable research and consulting services alongside marketing solutions based on its own research. The company provides a wide range of services, including market research, retail consultancy, digital marketing, campaign execution, consumer journey mapping, and brand identity creation. Chapter 1 and 2 of this internship report provide a detailed outlook on the internship details, roles and responsibilities of the intern, company information, different management, financial and other practices. Moreover, with the help of porter’s five forces and SWOT, industry and competitive analysis have also been done. The project section of this report explores a case on the future sustainability of the marketing agency, Grumpy. Grumpy is a small-sized Bangladeshi marketing agency that started its journey

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in late May, 2020. Being new in the industry, Grumpy has its pre-determined core competencies that it focuses on to be different from its competitors. However, these determined core competencies may work for how long is a question! Similarly, Grumpy has its own approach when it comes to recruiting human resources that is not yet proven to be effective. Another major area for Grumpy to focus on is the ever-changing environment of this industry. Based on these core problems, a case has been built for the project part. The problems have been discussed with appropriate theories and evidence. Probable solutions have been provided as well as scopes have been given to explore more on the vast topics to build upon the case. Recommendations are provided as per the current situation and competitive analysis however, a few discussion questions are also provided to deep dive within the case.