Summer Internship Project Report

On
A PROJECT ON THE FUNCTIONING ON SALES DEPARTMENT

Submitted By:

Prateek Bajpai
JKBS/AICTE/2015-17/31
In partial fulfillment of Summer Internship for
POST GRADUATE DIPLOMA IN MANAGEMENT
Academic Session: 2015 2017

External Guide

Internal Guide

Mr. Rohit Agarwal

General Manager- Sales
Wheebox
Gurgaon

Prof. Hitesh Manocha

Assistant Professor
JK Business School
Gurgaon

Submitted To

JK Business School

Gurgaon Shona Expressway

Damdama Lake Road Bhondsi, Gurgaon-122102 (Haryana)

BONAFIDE CERTIFICATE

This is to certify that Mr. PRATEEK BAJPAI, a student of JKBS

Gurgaon, pursuing PGDM, has successfully completed
Summer Training at WHEEBOX, Gurgaon from 10th April 2016
to 10th June 2016. As part of his curriculum, the project report
entitled, A PROJECT ON THE FUNCTIONING ON SALES
DEPARTMENTsubmitted by the student to the undersigned is

an authentic record of his original work, which he has carried

out under my supervision and guidance.
I wish him all the best.

Date -

Signature

------------------Rohit Agarwal
(Project Head)

SUMMER PROJECT CERTIFICATE

This is to certify that Mr. Prateek Bajpai, Roll No.

JKBS/PGDM/2015-17/31, a student of PGDM has worked on a
summer project titled A PROJECT ON THE FUNCTIONING OF
SALES DEPARTMENT at WHEEBOX after trimester III in

partial fulfillment of the requirement for the Post Graduate

Diploma in Management Program. This is her original work to
the best of my knowledge.

Date Signature
(Prof. Vishnu Sharma)

LETTER OF AUTHORIZATION

I, Prateek Bajpai, a student of JK Business School (JKBS),

hereby declare that I have worked on a project titled A
PROJECT ON THE FUNCTIONING ON SALES
DEPARTMENTduring my summer internship at WHEEBOX in

partial fulfillment of the requirement for the Post Graduate

Diploma in Management program.
I guarantee/underwrite my research work to be authentic and
original to the best of my knowledge in all respects of the
process carried out during the project tenure.
My learning experience atWheebox, under the guidance of
Mr. Rohit Agarwal (Project Head), and Prof. Hitesh Manocha
has been truly enriching.

Thanks,
(Signature)
-----------------------------(PRATEEK BAJPAI)
JK BUSINESS SCHOOL
ROLL NO - JKBS/AICTE/2015-17/50
PGDM Batch 2015-2017
4

ACKNOWLEDGEMENT

The internship opportunity I had with WHEEBOX was a great

chance for learning and professional development. Therefore, I
consider myself as a very lucky individual as I was provided
with an opportunity to be a part of it. I am also grateful for
having a chance to meet so many wonderful people and
professionals who led me though this internship period.
I would like to express my deep gratitude to Mr. Rohit Agarwal,
General Manager- Sales at Wheebox who in spite of being
extremely busy with his duties, took time out to hear, guide and
keep me on the correct path and allowing me to carry out my
project at their esteemed organization and extending during the
training.
This project would have been impossible without the support
and co-operation of the Ms.Shivangi Tikku, Senior ManagerSales at Wheebox & Prof. Hitesh Manocha faculty at JK
Business School. I am grateful to them for not only guiding me
through this project on a daily basis, but also providing me
5

unflinching support and endless resources while I tried to get a

foothold in my corporate experience. I choose this moment to
acknowledge there contribution gratefully.

It is my radiant sentiment to place on record my best regards,

deepest sense of gratitude to Mr.Ketan Virmani, General
Manager-Ecommerce Business at Wheebox, Ms. Kriti
Sharma, and Executive Business Operations at Wheebox,
for their careful and precious guidance which were extremely
valuable for my study both theoretically and practically.
I extend my sincere gratitude to Prof. Suman Kr. Deb, faculty
at JK business School, for providing a continuous valuable,
informative and motivational support throughout the project.
I perceive this opportunity as a big milestone in my career
development. I will strive to use gained skills and knowledge in
the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope
to continue cooperation with all of you in the future.

TABLE OF CONTENTS
Chapter 1: Introduction
1.1 Background
1.2 Overview: Conceptual Framework
1.3 Purpose of Study
Chapter 2: Organization
2.1 History
2.2 Vision & Mission
Goals
Strategies
2.3 Organization Structure
2.4 Departments: Structure and Functions
2.5 Technological Development
2.6 Production/Operations process
2.7 Financial Performance Analysis

2.8 Product Value Chain

2.9
2.10 SWOT Analysis
2.11 HR Policies
Chapter 3: Objective
3.1 Scope

3.2 Significance
Chapter 4: Learnings
Chapter 5: Conclusion and Recommendations
Appendices
Bibliography
References

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ORGANIZATION
Wheebox
History:
Started in April 2011, Wheebox offers a bouquet of validated
tests, spanning areas such as language, cognitive, behavioral,
information technology and general abilities as well as core
domain skills in banking, financial services and insurance
(BFSI), engineering and retail. It offers assessment services
solutions particularly to enterprises and academia. The test
research & development teams at Wheebox have created a
bouquet of over 100 validated tests, spanning areas like
Language, Cognitive Skills, Personality Type, Information
Technology, General Abilities and Domain skills like Finance,
BFSI, Retail, Sales and Automobile etc. Wheebox is
headquartered in Gurgaon and has offices in South Africa and
the UK and planning to start in Middle East.
Wheebox is a Cloud based Learning Platform, is an open
source Learning Platform for learning, collaborating, assessing
and working on projects or case studies in an online
collaborative learning methodology.
It started with a B2B model and in January 2014ans also
started focusing on a B2C business stream. Currently, the
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companys entire revenues come from B2B; it has around 150

corporate clients across sectors such as BFSI, IT-ITES,
manufacturing and retail. The company has 4 million users in
2016 with an annual user base of one million and aims to take it
to 30 million by 2019.
Wheebox-Web-based and Hybrid Efficient Examination Box is
Indias leading talent assessment company helping Enterprise,
Government and Academic Institutions globally to measure and
identify talent. At Wheebox we understand that finding the right
talent is the overarching initiative that supports organizational
growth and stability.

HR Company People Strong along With Lumis Partners made

a strategic investment in Wheebox in the range of $5.5-6
million. At present, 50 per cent stake is held by Singh and the
rest is with People Strong and Lumis Partners. In June 2012 as
well, Lumis Partners infused 2.8 crore in the company.
Lumis Partners is also an investor in People Strong.

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Fact File:
Operations in all over India and South Africa & United

Kingdom
Member "International Test Commission"
ISO 9001: 2008 Company
Member Quality Council of India
IBM Rational Performance Test Certified
250 Authorized Testing Centers in 60 Cities in India.
Over 1.5 million Users being tested annually.
Publisher of India Skills Report with Confederation of
Indian Industry

VISION AND MISSION

Measuring Worlds Talent:
Wheebox is Indias leading online talent assessment Company that
partners corporations for finding and retaining best talent using
validated, reliable and standardized test for pre-hiring and learning
needs assessments. Wheebox benchmarks over 1.5 million users
annually across 21 countries globally. Wheebox research & development
teams have created a battery of over 100 validated tests, spanning
areas in Language, Cognitive Skills, Personality, Information Technology,
General abilities and core domain skills in Finance,Retail, Sales,
Engineering, Automobile etc. Staying aligned to the vision of Wheebox to
13

Measure Worlds Talent, it partners over 3000 higher and vocational

education campuses for conducting Wheebox Employability Skill Test
for final year graduates to benchmark competencies that matter the most
for being employable in corporations. Wheebox powers India Skills
Report skill supply side study and complements thousands of colleges
to identify, benchmark and spot areas of competencies and
supplementing with Institution wide and candidate report for developing
competencies for employment.
Finding right talent and retaining is a top priority for any
organization. Broadly, effective talent sourcing and management
practices create a workplace culture that makes the organizations align
with employees with the mission to be productive. Ultimately the real one
discriminating factor between an average company and a great
company is its people. And organizations will win when they have the
best talented people; it is as simple as that. Getting the organization to
identify the right profile of the employee is the only goal that drives
Wheebox business.
With this specific set of goals Wheebox brings robust technology and
right talent assessment solution for organizations. The assessment
research & development teams at Wheebox have created a bouquet of
validated tests in areas like Cognitive Abilities, Behavioral Dimensions,
Information Technology, General Abilities and Domain skills like BFSI,
Retail, Sales, Customer Service, Core Engineering, Automobile etc.

14

Goals
To achieve the mission and vision of 2020, Wheebox has divided it in
different goals.

CAGR 90% in FY 2019-20, over 1st years revenue.

30 Million users in 2020
Leadership in six emerging economies
One BRAND bigger than COMPANY
2 out of 3 employees Six Sigma and IQL qualified

The first goal of the company is to have CAGR 90% by 2020. At current
stage the user rate in 1.5 million per year. In comparison to 2012-13, it
was 0.5 million per year. Wheebox is growing towards its mission.
Wheebox has registered four million users till March 2016 and their next
goal is to reach at 30 million users by 2020. Wheebox is currently
operating in 28 states, 7 union territories in India and apart from India it
has operations in South Africa and United Kingdom. But they are
planning to start their operation in Middle East very soon. With the
operation in Middle East countries, they are moving towards developing
and emerging economies. So the company is focusing on their next goal
of Leadership in six Emerging economies.
Wheebox CEO Mr. Nirmal Singh says, we want to become a Brand
not just a company. With this statement he wants to say that by 2020,

15

Wheebox will be the first choice in the assessment company. Employees

of the company are the most important part of this goal. So the company
has targeted to have the employees with Six Sigma & IQL qualified.
Efficiency is the key of Wheebox operations.

Strategies
To achieve any mission or vision of the company, it must be divided into
certain goals and objectives to perform and to reach these goals or
objective, it is very important to have certain strategies. To achieve the
mission of 2020 Wheebox has divided into some goals. These goals will
be fulfilled by certain strategies.

Partner 4 Government Skilling Agencies

Partner Top 10 HRO/RPO
Empanel with 5 country Immigration Agencies
Launch Integrated Formal Education in association with a leading

university
Partner 1 Industry body each in 5 emerging economies for B2C
Penetration
These are the strategies which will play an important part to achieve the
goals. At current stage, Wheebox has partnership with NSDC (National
Skill Development Council). Recently, in the partnership of NSDC,
Wheebox has completed a project naming ESSC (Electronic Sector Skill
Council). Like NSDC, Wheebox has planned to partnership with 4
government skilling agencies. If with the partnership of them, Wheebox
will have more projects and it will be a milestone on the way of their
vision of 2020.
16

Clients of Wheebox

17

Working at Wheebox

18

In any organization, whether it is big or small, their way of working plays

very crucial part in their operation and towards the goal of the
organization.

Achieve the Goals.

Build positive relationship with Stakeholders
Culture
Delight the Customer
Efficient Project Process Management (EPPP)

If any company achieving their goals continuously at the targeted time, it

will help to achieve the long run vision of the company. Wheebox always
try achieving their goals by the speculated time and resources. At the
same time Wheebox maintains positive and good relationship with the
stakeholders because they are the part of the company and their
decisions impact on results of Wheebox. The working culture of the
organization influences the performance of the employees. Wheebox
has always tried maintain a positive and formal working environment for
the employees. At the end the customer is the one who has to use the
product and at the end, the revenue comes from this side only. Wheebox
has always tried to deliver a standard product according to the demand.
And at last, a companys process must be efficient. Wheebox follows
EPPP for the efficient operations.

Privacy Policy
19

Your privacy is important at Wheebox, so we've a Privacy Policy that

covers how we collect, use, disclose, transfer, and store your
information.
Collection and Use of Personal information data that can be used to
uniquely identify or contact a single person.
Here are some examples of the types of personal information
WHEEBOX may collect and how we may use it.
How we use your personal information.
The personal information we collect allows us to keep you posted on
Wheebox latest product announcements, updates, and upcoming
events. It also helps us to improve our services, content, and advertising.
We also use personal information to help us develop, deliver, and
improve our products, services, content, and advertising. We may also
use personal information for internal purposes such as auditing, data
analysis, and research to improve Wheebox products, services, and
customer communications.
If you enter into a sweepstake, contest, or similar promotion we may use
the information you provide to administer those programs. Disclosure to
Third Parties at times Wheebox may make certain personal information
available to strategic partners that work with WHEEBOX to provide
products and services, or that help WHEEBOX market to customers. For
example, when you subscribe and activate your Wheebox account, you
20

authorize Wheebox and its carrier to exchange the information you

provide during the activation process to carry out delivery service. If you
are approved for service, your account will be governed by Wheebox
and its delivery partners respective privacy policies. Personal information
will only be shared by WHEEBOX to provide or improve our products,
services and advertising; it will not be shared with third parties for their
marketing purposes.
Others it may be necessary - by law, legal process, litigation, and/or
requests from public and governmental authorities within or outside your
country of residence - for WHEEBOX to disclose your personal
information. We may also disclose information about you if we determine
that for purposes of national security, law enforcement, or other issues of
public importance, disclosure is necessary or appropriate. Protection of
Personal Information WHEEBOX takes precautions - including
administrative, technical, and physical measures - to safeguard your
personal information against loss, theft, and misuse, as well as against
unauthorized access, disclosure, alteration, and destruction.
Integrity and Retention of Personal Information.
WHEEBOX makes it easy for you to keep your personal information
accurate, complete, and up to date. We will retain your personal
information for the period necessary to fulfill the purposes outlined in this
Privacy Policy unless a longer retention period is required or permitted
by law. Our Companywide Commitment to Your Privacy To make sure
your personal information is secure, we communicate our privacy and
security guidelines to Wheebox employees and strictly enforce privacy

21

safeguards within the company by an email or updates by email of any

change in the privacy policy.

Values that drive our business:

1. Focus on customer
We've focused on providing the best user experience possible. Whether
we're designing the test page, reports, registration experience, we take
great care to ensure that it shall benefit customer time. Our testing
interface is clear and simple. We follow what you demand and we have
noticed each time we have learnt more and our product has become
more robust.

2. World is changing
People want access to reports, information and services wherever they
are, whenever they need it. We're working on offering new solutions for
mobile services that help people all over the world to connect and take
assessments, view reports, make prudent decisions about hiring to even
posting their score cards to employers on phone.
We at Wheebox understand the change and just in time demand from
our customers. Hence our product teams are working out apps that work
with Android to IOS to ensure that it works everywhere with the same
ease and experience.

3. Language cannot be barrier.

22

We understand, Language cannot be the barrier to get connected to tool

or technology. Hence we work with several vernacular Indian languages
that serve the purpose. From English to Hindi or even Kannada our
smart apps understand user demand and change the experience

4. Make services fast and reliable for users.

Make our Assessment services fast and reliable for our users. Our
Technology Team, we call the Product Engineers, combines software
development, networking and systems engineering expertise to build
and run large scale, distributed, fault-tolerant applications.
We solve software and systems issues ranging from distributed change
propagation on live servers, to designing and deploying intelligent
reporting structures or conducting distributed assessment solutions
across geographies using load balancing systems from IBM Servers
based out of Singapore and the U.S.

5. Listen everyone but Ideas come from fresh minds.

Our teams come from diverse backgrounds, and we are actively seeking
new team members to bring fresh perspective to solving problems, along
with the technical and soft skills needed to keep our assessment
services growing and reliable.
We hire creative engineers and technology enthusiasts who enjoy being
challenged by problems of scale and complexity, with a strong desire to
make services better for users.

23

Organization Structure
Definition
"... institutional arrangements and mechanisms for mobilizing human,
physical, and financial and information resources at all levels of the
system..."
Utility

Division of work into activities

Linkage between different functions
Hierarchy
Authority structure
Authority relationships
Coordination with the environment

Components
Complexity
Formalization
Centralization

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Designing organizational structures

Some important considerations in designing an effective organizational
structure are:
Clarity The structure of the organization should be such that there
is no confusion about people's goals, tasks, style of functioning,
reporting relationship and sources of information.
Understanding the structure of an organization should provide
people with a clear picture of how their work fits into the
organization.
De-centralization The design of an organization should compel
discussions and decisions at the lowest possible level.
Stability and adaptability while the organizational structure should
be adaptable to environmental changes, it should remain steady
during unfavorable conditions.

Principles of organizational structure

Specialization
Horizontal
Vertical
Coordination
Unity of command
25

 Scalar principle
Responsibility and authority principle
Span of control

Departmentalization

Functional
Product
Users
Territory
Process or equipment

De-centralization and centralization

Geographical or territorial concentration or dispersion of operations
Functions
Extent of concentration or delegation of decision making powers.
Line and staff relationships
Line authority refers to the scalar chain, or to the superior-subordinate
linkages, that extend throughout the hierarchy. Line employees are
responsible for achieving the basic or strategic objectives of the
organization, while staff plays a supporting role to line employees and
provides services. The relationship between line and staff is crucial in
organizational structure, design and efficiency. It is also an important aid
to information processing and coordination.
There are eight structure of the organization. Wheebox follows
line organizational structure.

Line Structure:
26

This is the oldest form of organization. This is known by different names,

i.e. military,vertical, scaler, departmental, organization. A line
organization has only direct, vertical relationships between different
levels in the firm. There are only line departments-departments involved
in accomplishing the primary goal of the organization. For example, in
Wheebox, line departments include Operations, Technical and
Marketing. In the line organization authority the follows chain of
command. It means one department head can give authority or any
order to their own department chain only.
The concept of line organization holds that in any organization derived
from a scalar process, there must be a single head who commands it.
Although an executive can delegate authority, he has ultimate
responsibility for results. According to McFarland, "Line structure
consists of the direct vertical relationship which connect the positions
and tasks of each level with those above and below it." Following isthe
chart showing line organization:

27

Features of line organization:

There are many levels of management depending upon the scale
of business and decision-making ability of managers. Each level of
management has equal rights.
There is vertical flow of authority and responsibility. The lower
positions derive authority from the positions above them.
There is unity of command. Every person is accountable to only
one person (his immediate boss)and none else. A person receives
orders only from his immediate boss.
There is scalar chain in line organization. The flow of orders,
communication of suggestions andcomplaints etc. are made as it
is in the case of a ladder. One cannot defy the claim.

C
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 There is limit on subordinates under one manager. A manager has

control only over thesubordinates of his department.

Merits:
Simplicity- It is the simplest of all types of organizations. It can be
easily established and easilyunderstood by the workers.
Clear-cut division of authority and responsibility- The authority
and responsibility of everyperson is clearly defined. Everyone
knows as to whom he can issue orders and to whom he
isaccountable. Further it is easier to fix up the responsibility if there
is any lapse anywhere in theperformance of activities.

Strong Discipline- Because of direct authority- responsibility

relationships, discipline can bemaintained more effectively. Direct
supervision and control also helps in maintaining strong
disciplineamong the workers.
Unified control- Since the orders are given by one superior, there
is no confusion among thesubordinates. This ensures better
understanding and quick action.
Prompt Decisions-As the superiors enjoy full authority, quick
decisions are taken by them. Suchdecisions are executed promptly
also.
Flexibility-Since each departmental head has sole responsibility
for his department, he can easilyadjust the organization to
changes in business situation.

Demerits:

29

 Heavy Burden of work- Since the departmental head has to look

after all the activities of hisdepartment, he is over burdened with
work. He may neglect some of the duties and there may
beinefficiency in management.
Concentration of Authority- It is dictatorial in nature as all
important powers are concentratedin the hands of a few top
executives. If they are not able the enterprise will not be
successful.
Lack of specialization- Line organization suffers from lack of
specialized skill of experts. It isextremely difficult for one person to
handle activities of diverse nature. It is not possible to achieve
theadvantages of specialization in all fields.
Lack of communication-There is failure to get correct information
and to act upon it due to lackof communication. Although there is
communication from top to bottom there is usually
nocommunication from the lower ranks to higher ranks and
executives. They are not provided with anopportunity to put
forward their view point or problems or suggestions to persons at
the top level. Thus,they lose their capacity for independence
thinking.
Scope for favoritism- Since the departmental head is almost allin-all for the activities of hisdepartment. There is scope for
favoritism. There may be a good deal of nepotism and jobbery
andpersonal prejudices. The executive may appoint and promote
his own men in various positions ignoringthe claim of efficient
persons.

Structure and Function at Wheebox

30

Wheebox follows divisional structure in the departments of the company.

In this structure, Wheebox has divided their business into three
departments on the basis of their jobs and functions. So authority and
responsibility are also divided on the same. After assigning to these
divisions, employees are grouped functionally. The divisions themselves
operate autonomously, almost as if they are separate businesses with a
departmental structure. Every department has one head who handles all
the processes of the department.

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Operation department
The most important part of Wheebox is Operation department. Mr.
Sanjay Singh is the Chief Operating Officer (COO) of the Company who
handles the Operation department. Operation department handles all the
back head operation of the company. When technical department create
the online test for the client then the job of operation departments starts.
All the assessment related documentation, candidates registration, the
attendance sheets, results done by operation department. If any nontechnical issue found there, handled by the operation department.
31

Sanjay has over 16 years of experience including Telecom and FMCG

Majors Airtel, Vodafone, Hughes Communications and Unilever. Sanjay
is bachelors of economics and Post graduate diploma in business
management.
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Technical Department:
Technical department handled by Pawan who is Co-founder and Chief
Technology Officer of Wheebox. Prior to Wheebox, Pawan has worked
with various Indian and multinational companies including NIIT
Technologies, Sabre and TUI Uk.

32

Pawan has more than 16 years of experience encompassing software

architecture, design & development with global majors. Pawan is
responsible product design, development and data analytics.
This department is very important part of the business. In this
department, the actual production of the company takes place. As
because Wheebox is an online assessment company so they make
online tests, its modules etc. there are 15 employees work in this
department. They are software engineers, Masters in Computer, etc. The
employees are well qualified and well trained. Wheebox has created a
standardized product for all in different domains such as Language,
Cognitive Skills, Personality, Information Technology, General abilities
and core domain skills in Finance, Retail, Sales, Engineering, and
Automobile etc. But when a projects there need some changes in the
product according to the demand of the customer. Technical department
takes care of all these. Wheebox always takes a trial of the product
before the delivery.

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Marketing & Sales Department:

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In any organization, the sales department plays a pivotal role in the

success of the business. The unique and important role of sales is to
bridge the gap between the potential customers needs and the
products/services that the organization offers that can fulfil their needs.
The employees in the marketing department of an organization are
responsible for communicating to customers or clients why they need to
purchase the goods or services offered. Marketing relays information to
customers or clients and helps establish the overall image of the brand.
These are the area where customer knows about the product and then
make purchase decision. Wheebox Marketing & Sales department
handled by Mr. Rohit Aggarwal, GM-Marketing & Sales and Mr. Ketan
Virmani, GM-Corporate Alliances. Sales Manager and Sales Associate
support them.
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HR Policies
34

Human resource policies of Wheebox are continuing guidelines on the

approach the company intends to adopt in managing its people. It
represents specific guidelines to HR managers various matters
concerning employments. It states the intend of the organization about
different aspects of Human Resource management such as recruitment,
promotion, compensation, training, selections etc.They define the
conception and value of the organization on how people and things
should be treated. Therefore, it serves as a reference point when human
resources management practices are being developed or when
decisions are being made about people. A good HR policy must provide
generalized guidance on the approach adopted by the organization.

Finding right talent and retaining is a top priority for any

organization. Broadly speaking, effective talent sourcing and
management practices create a workplace culture that makes the
organizations align with employees with the mission to be
productive. Ultimately the real one discriminating factor between an
average company and a great company is its people. And organizations
will win when they have the best talented people; it is as simple as
that. Getting your organization to identify the right profile is the only goal
that drives our business.

35

HR Policies at Wheebox:
Compensation and Benefits:
Employees are given compensation and benefits after completion
of the project. These benefits can be monetary or non-monetary
depending upon the performance of the employees.

Employee and Labor Relations:

Wheebox take care the emotion and feelings of the employees
very well. Employees are treated like friends.

Employment Practices & Placement.

According to Mr. Nirmal Singh, CEO-Wheebox Listen everyone
but Ideas come from fresh minds. Wheebox always look for fresh
talents to work them.

Workplace Diversity:
Wheebox maintains diversity in the workplace. Currently 45% of
the employees are woman. The age group of employees is 21 to
55 years. It shows how much diversity of age and gender are there
in the Wheebox.

Health, Safety and Security:

The health, safety and security of employees are very much
important in any organization. Especially the security of female
employees is much important. Wheebox concern this and make
sure the safety and security of employees. Wheebox has given the
facility of work from home if any employee is unwell.

36

ANALYSIS
SWOT Analysis
The objective of this SWOT analysis is to build the strengths and
minimize the weaknesses of the company so that they can quickly take
advantage of opportunities that present themselves and try to mitigate
outside threats.

S
W
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ST R E N G T H

A
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O P P O R T U N IT Y

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Threat of New Entrants

Threat of New Entrants is the first and biggest threat for any existing
company like Wheebox. The online assessment industry is growing
rapidly and it is a good profitable market. Profitable markets that yield
high returns will attract new firms. This results in many new entrants,
which eventually will decrease profitability for all firms in the industry.

To decrease the impact of new entrants company can have:

1. A good amount of capital requirements
2. Product differentiation of Wheebox
3. Brand equity of Wheebox
4. Customer loyalty towards established brands
5. Network effect of Wheebox.

Bargaining Power of Buyers:

This is driven by the number of buyers, the importance of each individual
buyer to ones business, the cost to them of switching from ones
products and services. It is also described as the market of outputs: the
ability of customers to put the firm under pressure, which also affects the
customer's sensitivity to price changes by the company.
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In online assessment industry, the product is not like a FMCG or

Consumer Durable product where the customer has huge bargaining
power. So there is less bargaining as compared to any other industry.
Threat of Substitute:
This is affected by the ability of your customers to find a different way of
doing what you do for example, if you supply a unique software
product that automates an important process, people may substitute by
doing the process manually or by outsourcing it. If substitution is easy
and substitution is viable, then this weakens your power.
In Wheebox, there is no close substitute available of online
assessment. Wheebox is delivering a unique, different and standard
product which has no close substitute available in the market. So it
doesnt have too much effect on Wheebox operation.
Bargaining Power of Suppliers:
There is no any measure supplier as such in Wheebox. In Wheebox,
they make online assessment software and tools. Company needs
mainly internet services for this. But in the case of any project which
requires offline assessment then company needs vendors to do these
assessments. Wheebox has contract with some assessor agencies who
supply assessors for offline exams. But online assessment industry is
like oligopoly where we have few players in the market so it is not as
much worth full for them also to switch towards any other company. And
assessors are also easily available to conduct assessments so
Bargaining Power of Supplier has not very much effect to Wheebox
operation

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Industry Rivalry:
In online assessment industry, there are few but major competitors in the
market against Wheebox. The major companies are

Mettl
Aspiring Minds Assessments Pvt Ltd
Cocubes Technologies Pvt. Ltd
Eduworld Consultants Private Ltd

These are the main competitors for Wheebox. Every company is offering
as same product to the customer but to get success in this situation, a
company must have a great product differentiation and if they can price
it at an acceptable range, they can sell it to anyone in the market. To
keep this in mind wheebox has designed different tests for different
domains. They have differentiated the product from the competitors
which is the key of companys success.

Findings
Wheebox is on 2nd position after Mettl in India. Mettl is the
market leader in the industry.
Product differentiation and Customization is the key
Government of India started many initiatives which have
increased the opportunities in the market for companies.
Growing internet penetration
Shift from Paper-Pen mode to online mode of customers
is also increasing the uses of online assessment.
Vast opportunities in the industry has increased the entries
of new players in the market

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 Changes in Government policies both domestic and

internationally restrict the growth and users for the
companies
Tough competition from existing players like Mettl, Aspiring
Minds etc.
Easy to imitate this business model
Difficult to bring all stakeholders at a same platform
Less number of training partners in India also restricting
the growth of companies.
70-80% organizations are using assessment for appraisal
and development of the organization.

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 Online 6% organization use online assessment tool for the

assessment.

Recommendations

Companies should offer customize product to the

customer according to their need and requirement to get
maximum customer satisfaction.
Product differentiation is very important for the companies.
It helps to get customer attraction. A different product from
the competitor can also help to increase the market share.
Companies should tie up with the government agencies to
grab maximum opportunities from the initiatives of
government. Wheebox have tie up with NSDC and CII.
Companies should increase the awareness of online
assessment. Growing internet penetration can also help in
it.
Companies must use product differentiation to survive
from the competition.
To grab maximum available opportunities in the market
every company should increase the number of training
partners so that they can conduct assessment in India and
worldwide.

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Conclusion
Wheebox has taken good strides in the area since starting
up in April 2011. Started with a personal investment of Rs
50 lakh, today Wheebox has around 40 enterprise clients,
600 educational campuses and 4 government bodies, that
it recruits for.
Online Assessment has very clear benefits in comparison
to traditional assessments: Firstly, no supervisors or
invigilators are needed for Online Assessment.
Online Assessment can also predict, with a relatively high
degree of accuracy, how suitable a candidate is for a
specific position.
An applicant can complete the Online Assessment at
anytime from anywhere e.g. from their home. This saves
travelling costs, and it also has the advantage that the test
can be performed in the applicants own familiar, stressfree environment.
The automated evaluation of results saves both time and
money.
The relatively limited amount of time required is one of the
main attractions, as it enables the inclusion of a large
number of candidates in the pre-selection process.

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 Companies are also realizing the importance of testing not

only knowledge and skills but also softer aspects like
personality and behavior, which together drive person-job
fitness.
Online assessment tools helped the companies to choose
the assessment type they are looking for.

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Bibliography
www.wheebox.com
www.nsdcindia.org
www.nsdcindia.org/sdms
http://www.cii.in
www.mettl.com
www.businesstoday.in
www.google.com

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Roles and Responsibilities

Filtration of data and extracting useful information
regarding the target companies and their HRs and CEOs.
HR mapping of Indian Private Banks for my client
manager.
Generating lead by Calling up the company HRs and
explaining them about our product and by sending them
mails.
Following up the interested Company HRs and setting up
meetings with them.
Co-ordinating with the Client manager about the
generated lead.

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