A

Project Report
On
“EXTRAMARKS EDUCATION PRIVATE LIMITED”
By
CHANDAN KUMAR SINGH
Division- B
Roll No. - 1st Year B-22
2st Year A-42
Course- PGP + SMU
BATCH- 2010-2012

MAJOR: MARKETING, MINOR: I.B

Contact No. - 07304151354
Email- [email protected],[email protected]

SUBMITTED TO

INDIRA SCHOOL OF CARRER STUDIES

PGP 2011-2013
 Declaration

I, Chandan Kumar Singh, session 2011-2013, I declear that this project report has
been submitted by me in partial fulfilment of the requirement of Post Graduate
Program in Management (DUAL-Marketing & IB) of Indira School of Career Studies
(ISCS), Pune.

Chandan Kumar Singh (ISCS, Pune)

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 ACKNOWLEDGEMENT

First of all I would like to thank the Management at Extra marks Education Pvt. Ltd. for

giving me the opportunity in their esteemed organization. I am highly obliged to Mr.

Amitesh Shukla to give me the opportunity to work in his team.

I would like to express my gratitude to Mr. Amitesh Shukla (Manager M.P), who has been

provided me with guidance, inspiration, perspective and stimulating discussion,

throughout the writing of this report. His excellent suggestions throughout the project are

highly commendable. A study like this cannot be completed without help from other

persons and therefore my heartfelt thanks go to all the executives who helped me gain

knowledge about the actual working and the processes involved in various departments.

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 Table of Content

Sr. no Contents Page no

1 Company Profile 5

2 Product Profile 11

3 SWOT Analysis 16

4 Positioning 21

5 Job Profile 23

Performance Management
6 26
System
7 Use Of I.T in Organization 28

8 Transaction Processing 28

9 Conclusion & Recommendation 30

10 Learning Experience 33

11 Bibliography 35

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 COMPANY PROFILE

EXTRAMARKS EDUCATION PRIVATE LIMETED

Introduction

Extramarks is promoted by Mr. Atul Kulshrestha to provide 360º new age education
solutions to school students. In a short period from its launch in 2009, the company's
products have gained extreme popularity and are used by prestigious institutions
and students all across India. The company establishes Technology Enabled
Classrooms in schools which use especially developed digital content while
imparting education in the class rooms.

The Pedagogy followed at Extramarks aims to provide an engaging, child-centric,

teaching-learning environment focused on over all development of the child. The
company also establishes virtual labs and assessment centers. School Study
Programme initiated by Extramarks has more than one million learners using the
company's product actively. Today, the company has presence in about 250 cities
across India and employs 600 persons permanently, with another about 2000
persons being employed on contractual obligations.

The After School Study Programme of Extramarks is used by about 7,00,000 lakh
students. These services are offered through internet, which enable students to
study anywhere-any time. Extramarks has also created a community of Students,
Teachers and Parents which has become very popular with the internet users in a
short period.

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M/s. Reliance Strategic Investments Ltd., a wholly owned subsidiary of M/s.
Reliance Industries Ltd., has made a strategic investment of Rs. 1,250 millions and
owns 38.5% of Equity of the Company.

Keeping pace with today’s globalization and technological changes in education -

Extramarks Education Private Limited, in association with the largest-listed
company, Reliance Industries, provides 360º new age digital education solutions,
thereby, empowering Indian youth to step in with the latest technology and have
anytime, anywhere access to quality study support. Also, in the long run, being a
Computer Aided Learning (CAL) Company, Extramarks desires to reach out to the
students in the remotest corner of the country. It endeavours to add new dimension
in the learning process by making it more user-friendly, effective and affordable. And
with its unique contribution, Extramarks was awarded with the Special JURY Award
for Best ICT enabled content for K-12 segment in eIndia awards 2012.

Presence

With the Registered Office in Delhi and Corporate Office in Noida, Extramarks has
a total of 12 offices in India with a total employee strength (including that of
employed on contractual obligations) of 2600 persons. The company's products
are used in 250 cities all across India. Presence all across India.

Running 15000+ Extramarks Smart Learn Classrooms in over 3500 schools

including leading institutions like Mayo Ajmer, Sophia, Father Agnel, Airforce
School. 350+ team of dedicated academicians - with vast experience in school
management & teaching processes. All learning tools created in-house, Over 7.5
lakhs students studying through Extramarks site. Government Projects like KVs,
JNVs, state government implementing ICT program in over 2500 schools.

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Vision, Mission and Values -

Vision

To provide 360º education support in schools and after school, to make the teaching

learning process engaging and interesting.

Mission

Extramarks aims to provide new age Digital Education Solutions that…

 Bring the best of global technology to provide an engaging, child-centric

teaching-learning environment in the classroom and at home.

 Empower the teaching fraternity with the latest education pedagogy.

 Provide the best learning and teaching tools so that the schools are at par

with the latest developments in education.

 Ensure overall development of the child and bring the World into the

classroom- always connected, always updated!

Values

Extramarks believes that the educational aspirations are simplicity in learning and

continuous child engagement. The values that drive us underscore our commitment

are ‘SPICE’.

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 Simplicity: Ensuring simple learning methods.

 Pedagogy: Unique layered pedagogy to cater to multiple intelligences of the

students in the class rooms.

 Innovation: To provide global technological child centric solutions, both at

home and at school.

 Continuous: Connectivity with the child.

 Engage Me: To continuously engage the child to ensure learning.

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Management Team -

Atul Kulshrestha, Chairman.

He is finance professional with over 25 years of experience in Service Industry.

He conceptualized “Extramarks” and looks after Business Development and

Strategy. He is a serial entrepreneur and also promoted an International BPO

Company. He also launched two prominent internet portals i.e. Bharnet.com and

Salahakar India.com.

Rohit Jain, CEO .

Rohit Jain has rich experience in implementing projects and handling service and

manpower driven organizations. He has successfully implemented the concept and

ideology behind Extramarks. He has created the team Extramarks and constantly

monitors the quality, innovation and new technologies.

Poonam Jamwal, CMO.

Alumnus of University of Bradford, UK, TSM and Amity University, having over 21

years of experience in education and media marketing. She is Masters in Education

and Business Management. Chevening Scholar with a successful stint as Director

Communications at Amity University and Times Internet Limited, she is best known

for The Times of India NIE's success story.

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A Chartered Accountant with over 17 years of experience, out of which 12 years in

education industry. Prior to joining the company, she was “Group CFO” in Educomp

Solutions Limited. Has rich & varied experience in finance (primary & secondary),

accounts, legal, taxation, secretarial etc.

She was awarded the “Best Woman CFO” BY ICAI (The Institute of Chartered

Accounts of India) in 2011. She was also awarded one amongst 14 chosen India’s

best CFO under the category of “Sustained Wealth Management” in 2011, conferred

by Honorable Finance Minister, organized by Business Today.

Meenakshi Gupta, CAO.

Meenakshi has over 24 years of experience in the field of teaching and education.

She is a post graduate and M.Ed with work experience of at all levels including that

of Principal and Director. She was associated with G.D. Goenka Schools as Director

(Academics).

She has conceptualized various innovative learning-teaching methods and has

introduced many rewarding ideas for students.

Swagata Roy, CFO.

A Chartered Accountant with over 13 years of work experience in audit, finance and

taxation domain and having experience in Debt raising / private equity financing etc.

PRODUCT PROFILE

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SMART LEARN CLASS:

Extramarks Smart Learn Classes are taking the schools to 21st century learning-

teaching environment. when children are technology from a young age, the

classrooms are remaining in the same traditional state in today's world. The

pedagogy used by Extramarks by implementing a layered content structure in the

technology-enabled classrooms using latest technology allows complete freedom to

the teachers to use the technology as per their own choice. Professionals having

years of experience in teaching have developed these teaching modules which

present every subject in a manner which makes the teaching-learning process very

interesting in the classrooms. As the modules are mapped to the curriculum followed

by the school, they not only provide ease of use but also standardise the education

process. By amalgamating state-of-the-art infrastructure and professionally

developed content, Extramarks Smart Learn Classes transform the conventional

classrooms to an advanced student-centric learning environment.

These Technology Enabled Class Rooms use State of the Art Hardware

Infrastructure which include Regular / Short-throw Projector, Interactive Board and

White Board, Server, Computer, UPS, Podium and other installation and net-work

hardware.

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CCE REPORT CARDS:

To bring forth and nurture the individuality of every child, Extramarks has especially

developed a Continuous and Comprehensive Evaluation (CCE) Report Card.

CCE includes Formative (FA) and Summative (SA) Assessments. As per the CBSE

guidelines, every SA consists of one test per term and FA includes a minimum of

six tests every term, hence increasing the number of tests three folds for both

teachers and students, as well as making the the task of collecting and collating

data tedious for teachers. This complex task is made easy by Extramarks CCE

Report Card, which has become an imperative tool for the teachers. This intelligent

software, after entering the marks, collates the data automatically and generates the

report card without involving any manual work, in just 3 minutes!

Features

Provides ease and freedom of use to teachers to evaluate each child continuously

and comprehensively.

 Official: In conformity with CBSE guidelines.

 Time Saver: Each report card takes atleast 20 minutes if prepared manually,

but Extramarks Report Card can reduce the time taken for this evaluation to

three minutes.

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  Comprehensive: Provides flexibility for selection, alteration & customization

of tools & sub tools.

 Reduces errors: Descriptive indicators of Extramarks CCE Report Card help

to overcome spelling / grammatical mistakes.

 Has premium value additions like:

 Student wise performance graph

 Export & import options

 Attendance percentage calculator

 Intelligent Time Saver: There is no need to collate data in the end. Just by

the entry of marks, the data is automatically collated and generated in the

format of record.

 Use by Single or Multiple Users: Allows use by multi-users like Principal,

Teachers and Students.

SCHOOL LABS:

In order to foster experiential learning amongst the students, Extramarks has

developed a unique product- Extramarks School Labs, to create an end-to-end

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learning environment and provide teachers and students with an innovative

teaching-learning solution.

With the help of demonstration models, list of experiments, detailed manuals and

learning objectives, Extramarks School Labs help students in understanding the

concepts in a better way by letting them experience the theory themselves and

connecting them to the day-to-day life. These experiments inculcate scientific

temperament and logical thinking in them from an early age, thus shaping up their

minds for lifelong learning.

Assessment Centre

This automated module allows teachers to assess the overall performance of the

student. Assessment Center maps the student’s and teacher’s ID and cuts down the

lengthy test preparations, manual checking, result preparations and filing of

documents, giving instantaneous results with a detailed analytical sheet indicating

the weak areas.

Test Centre

Test Center provides automated CCE mapped MCQs testing modules for self

review and improvement with instant results. These can be conducted as per the

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flexibility of subject, time, and difficulty level with automated and tabulated results.

With a data bank of over 500000 questions, Summative Assessments, Chapter-wise

Q&A, CCE-based Short / Long Answer tests, CCE-based MCQs, Practice papers,

Model papers and Board exam papers, it helps in identifying Student’s Improvement

Zone as teachers come to know if a student is lacking in understanding the basic

fundamentals of the concept or its application.

SWOT ANALYSIS

STRENGTHS:-

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  Pan India presence.

 450+ team of dedicated academicians - with vast experience in school

management & teaching processes.

 Government Projects like KVs, JNVs, state government implementing ICT

program in over 2500 schools.

 Company has both in-school & after school study support programs to help

Students to gain in depth knowledge.

 Company has dedicated Account Managers to provide prompt after-sales

service.

 All learning tools created in-house.

 Large pool of technically skilled manpower with in depth knowledge and

understanding of the market.

 Good client base in all over india in C.B.S.E School.

WEAKNESS:-

 Company has huge Operational Cost.

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  Less dependency on channel partners.

 Company not has its content in regional languages.

 Lesser number of animations in K-12 segment.

 Company is not having some complementary to offer to school digital lab,

or ERP school .

OPPORTUNITIES:-

 Growing opportunities in India and overseas market-

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  With a student base of around 232 million in schools and 15.5

million in colleges the Company has ample opportunities to

grow in the domestic market. Also the Indian government

spends around USD 30 billion annually in the sector. Other

countries like Malaysia, Singapore, People s Republic of China

and United States of America have also been increasing

impetus on the educational sector providing the Company

with opportunities for thriving in the respective markets.

 Government initiatives-

o Government of India has allocated INR 310.36 Bn to Department of

School Education and Literacy and INR 110 Bn to Department of

Higher Education. Moreover, the states were granted an amount of

INR 36.75 Bn for elementary education. This may increase demand

of Company s products resulting into increase in top line and bottom

line of the Company.

 Shift in spending

 Indian households are increasingly spending more money on

education, and for a majority of households today, children's education

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 is one of the key motivations for saving. Estimates from National

Sample Survey Office (NSSO) data reveal that even though food has

been a priority in the consumption basket of Indian households, its

share has been declining. We estimate that the household budget

share of education increased from 2% to 7% between 1993-94 and

2011-12. Education has witnessed one of the fastest growth rates

among different expenditure heads of Indian households.

While the overall consumer market has grown at 14.5% per annum in

nominal terms over the last 5-6 years, spending on education rose by

21% per annum.

In 2004-05, 40% of rural and 57% of urban families said they were

spending on education. The corresponding numbers jumped to 63%

rural and 73% urban in the latest NSSO survey in 2009-10. A number

of questions arise.

THREATS:-

 Stiff Competition-

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  The Company faces stiff competition from existing entities and new

entrants in the industry. The Company obtains majority of its revenue from

the Indian markets which is dominated by the public sector with around

92.5% participation with regards to schools and by the private sector with

around 74% participation with regards to colleges. This leaves out ample

market to capture especially in case of schools for the private sector. Also,

many foreign institutions are setting up in the country in collaboration with

Indian institutions thereby increasing competition for the Company.

 Restrictions made by Govt. agencies.

 CBSE Tutoring are now available whose price are less or more beneficiary

for the students.

POSITIONING

Unique Competitive Positioning

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Extramarks enjoys a unique competitive position and early-mover advantage in the

Indian education industry, which we believe is capable of rapid and sustainable long-

term growth. We forecast by FY15, a 6x increase in Smart Learn Class installations,

driven by product superiority and peer pressure among schools, and a significant

ramp-up in K-12 schools (225schools). Key risks include excessive acceleration at

the expense of execution and service quality. We initiate with a BUY and a 12-month

DCF-based target price of Rs865.Indian education ± a large opportunity in the

making: A large ‘under-24’ population of ~500m, one of the world’s lowest GERs

(17%), low literacy rates and number of schooling years (5.1) in the world, promise

long-term growth. According to CBSE (Central Board of Secondary Education), by

FY12 India will need ~150,000 more private schools twice as many as it has at

present. Various education services, including more schools, smart learn

classrooms, faculty training, and vocational training²all of which face serious

shortagestoday²will be needed. Upsides for Extramarks from early start in Smart

Class and K-12 businesses: We believe that Smart learn Class (and similar

products) will increasingly be adopted by schools, fuelled by product superiority

(over traditional methods) and peer pressure among schools. Extramarks product,

currently in 2,154 schools (forecast to exceed 14,000 schools by FY16) is the clear

class leader and we foresee a widening lead over competition. Extramarks is also

increasing focus on the K-12 business at the right time, and we forecast it will be in

use in 200+ schools by FY15 (currently 36). Securitization of Smart learn Class

receivables and K-12 execution through the ‘dry management’ models are important

steps towards accelerating execution, which is vital to capturing this opportunity.

BUY with DCF TP of Rs865: We believe that acceleration will gain visibility in the
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coming quarters (management has guided for 2500 Smart Class schools in FY11,

compared to 355added in 3QFY10). Longer-term triggers may include Extramarks’s

banks foregoing recourse to Extramarks for securitized receivables. Key risks are

Extramarks’s accelerating too fast for its execution capability to keep pace, as well

as increased involvement in government business purred by the Right to Education

Act. BUY with DCF TP of Rs865 with 11.5% WACC and4% TGR.

TOP TEN E-LEARNING FIRMS IN INDIA:

S.No. Company
1 Educom

2 Next Education

3 Extramarks

4 Tata class Edge

5 HCL

6 Edurite

7 Class Teacher

8 Mexus

9 NIIT

10 Everron

JOB PROFILE

 Approaching schools.

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  Making the proposition to the management/concerned department.

 Arranging the demo.

 Handling all the documentation work until completion

 Maintaining and reporting the school.

 Pre and Post visit reporting to the lined manager.

 Assigned School’s data collation.

 Maintain strong After Sale Relations with the customers.

 School's profiling (All pertinent information about the school).

 Generating Leads.

 Strategizing various In-School/After-School activities for revenue generation.

Work Process

First Stage -

 Client profiling - Identify the decision maker in first two or three meetings.

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  Keep in constant touch and recall with the client.

 Stay in touch through creative means – ask for articles, principal

interviews, workshops and much more.

Second Stage -

 Give the school the vision by pitch LARGE number of classes (with or

without pockets to implement).

 Create aspiration.

 Pitch with the server model with maximum no of access points.

 Discuss price only after demo – (for most of the accounts, not where you

can close without a demo).

 Pitch some complimentary product like CCE report card etc.

Third Stage -

 Ensure Post dated cheques

 Every page of the contract to be signed and stamped

 Make two copies of contract

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Servicing Cues -

1. The buck stops at you for “EVERYTHING”, be it implementation, content,

marketing, services – so have ownership – Be the jack of all trades along

with being the master of all!

2. Don’t be tentative / hold back - if you have doubts, unresolved issues, scale

up – ESCALATE as per hierarchy but JUDICIOUSLY.

Performance Management System

The process of Human Resource Development (HRD) in Extramarks

helps the employee’s to acquire and develop technical, managerial and behavioral

knowledge, skills & abilities and the values , beliefs & attitudes necessary to perform

present and future roles. The process of Performance Appraisal helps the
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employees and management to know the level of employees Performance

compared to the standard or predetermined level.

Performance Appraisal is important in Extramarks to understand and

improve the employee’s performance through HRD. In fact, Performance Appraisal

is the basis of Extramarks. It was viewed that Performance Appraisal was useful

decide employee’s promotion or transfer, salary determination. But the recent

developments in HRD indicate that Performance Appraisal is the basis for employee

development. Performance Appraisal indicates the level of desired performance

level and actual performance and the gape between these two. This gap should be

bridged through training, counseling and motivation etc.

In Extramarks, the process of HRD helps the employee’s to acquire

and development technical, managerial and behavioral knowledge, skill, and

abilities, belief and attitudes necessary exists to achieve goals; the degree of

success obtained by the individual employee in achieving individuals goals directly

determines to the Extramarks effectiveness. The assessment of the degree of

success of an individual employee is an important part of HRM that leads to the

Performance Appraisal

The Performance Appraisal system undergone in Extramarks helps

the employees of the Organization to improve their abilities so as to meet both the

personal and organizational present and future requirements. Whether the

organization is reaching its standards by Performance Appraisal resulting in

increase in quality and productivity of the employees observed.

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 The overriding purpose of Performance Appraisal is to help

Extramarks employees to improve and thus to improve organizational effectiveness.

Performance Appraisal therefore institutional needs as well as staff member needs,

abilities, motivation and expectancies.

The performance appraisal is done in Extramarks by calculating over

all business given by employees. Various contests were organized by the sales

manager and certificates were issued.

IT USE IN ORGANIZATION

As extramarks itself an I.T company who makes educational software for schools,

Provides lots of I.T support to its employees and customer.

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For its Sales department extramarks gives SMS (Sales Management System) which

helps sales person to do daily reporting of his daily work, he can also fill his

conveyance details in this for reimbursement purpose & he can also do the Price

calculation of Smart learn classes.

For Consumers Extramarks provide Online tutoring program for after school

support.

TRANSACTION PROCESSING

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 Day 1- Signining ofagreement
 Day 25 – Implementation of SLC
 Day 30 – Teachers Training
 Ongoing – Regular Content Updation
 Ongoing – Perodic Re-training

CONCLUSIONS AND RECOMMENDATIONS

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Observation:

 Company has not wide range of product portfolio in its basket in comparison

to its competitors.

 Company should develop a separate Technical Team for fast solution of

problem because the OS is Linuxe And problem cannot be solve without

technical help.

 There is lack of technical support staff.

 The Company reach is diverse, but in some areas the reach is good while in

some other areas it is not up to the mark.

 Also Company should work towards improvement of its after sale service.

Main complain of schools towards EXTRAMARKS is service problem.

 There is a lack of animations in the content part and some of the feature in

dashboard having same use.

 Customers were complaining about the communication support.

 Should develop a standard agreement document because many clients

want many changes in agreement which is not feasible and it takes time to

get approvals from legal department & if it will be same for all the chances

of closing the deal increases

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Recommendation:

 Company should expand its product width & length.

 Grab the opportunity by targeting Rural market Because the all the big

schools are tapped by the company who are having first mover advantage

hence the only market left is tire 2 & tire 3 cities

 Though databases are there they are not used properly. The sales person

should have to understand customer relationship management concept & not

just sell but maintain good long-term sustainable relations with Schools

because in future if they become loyal to us then they will differentiate us from

the competition & they have to visit each Schools at least twice a week.

 Company should also increase the product portfolio in its basket to attract

customer, so sales executives can cross sell company’s product to existing

client.

 Complaint handling and telephonic help department should be there for

instance complain and for solving small problem

 Extramarks should concentrate on customers’ needs and start doing mass

customization and should come with some new product in K-12 segment

which can be penetrated in masses like giving content of k-12 with new laptop

or Tablet.

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 LEARNING EXPERIENCE

PERSONAL EXPERIENCE:

My personal work experience altogether was good because I develop myself

professionally and learn a lot of things about life. It makes me more alive practically

and changes my perspective to see life. It helps me to sync my professional life with
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personal. It groomed me a lot. The hectic work schedule helps me to manage my

time effectively. My job KRA’s helps me to nourish certain skills, which are as

follows:-

 Listening skills.

 Planning and organizing skills.

 Initiative.

 Speaking skills.

 Co-operating skills.

 Adaptability

 Self dependency

PROFESSIONAL EXPERIENCE:

My professional experience helps me groomed professionally. It helps me to

develop inter-personal skills and it also teaches me how to deal with colleagues,

subordinates and boss. From my work I learn how to complete tasks in more

perfectionist way. From my work I develop certain professional skills which are:-

 .Business Development
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  Key Account Management.

 Negotiation Skills.

 Handling pressure

 Basic knowledge of Linux OS.

 Networking

 Decision Making Skills.

 Data Management

Bibliography

The Content has been collected from the following sites and webpage:

 www.extramarks.com

 www.wikipedia.com

 www.google.com

 www.justdial.com

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