Summer Internship Report

On

“Data Analytics Consulting Virtual Internship”

Submitted Toward Partial Fulfillment of the Requirement for the

Award of the Degree of

Bachelor of Business Administration

Under the Guidance of

Submitted To Submitted By
Respected Course Incharge Name: Farhan Khan
Class: BBA core SEM 5th SEC A
Roll No: 46
Batch: 2021-2024

Institute of Management Sciences

University of Lucknow (New Campus)
Lucknow
CERTIFICATE

2
 DECLARATION

I hereby declare that the project title Data Analytics Consulting Virtual Internship is an original
piece of research work carried out by me under the guidance and supervision of Prof The
information has been collected from genuine and authentic sources. The work has been submitted
in partial fulfillment of Bachelor of Business Administration of Lucknow University,
Lucknow.

3
 ACKNOWLEDGEMENT

First of all I thank god for giving me this opportunity to undertake this research which is part of
my BBA program. I would like to thank Prof for giving me the wonderful opportunity to Work
under his able guidance and support throughout my research. I would also thank my colleagues
for rendering their help to me in this research. Last but not least, I thank my parents for their
prayers, which help me a lot to complete this summer training report.

4
 PREFACE

As a part of the BBA curriculum and in order to gain practical Knowledge in the field of
management, It was required to make a summer internship report. I have done Data Analytics
consulting Virtual Internship of KPMG. The Basic Objective behind doing this project report is
to get knowledge of different aspects and tools a company or a firm uses. In this project report it
have been included various concepts, tools and implications regarding the consulting of KPMG.

This Project report helped to enhance knowledge and skills regarding the working of KPMG. This
report helped to know about importance of efficient and effective guidance and role of devotion
towards specified work.

5
 TABLE OF CONTENT

S.NO. PARTICULARS PAGE NO.

1. Objective of Internship 7

2. Work Responsibilities 8-9

3. Industry Overview 10-21

4. Company Profile 22-39

5. Business Policy of KPMG 40-43

6. Analysis of Business Strategy 44-47

7. SWOT Analysis 48-51

8. PESTLE Analysis 52-53

9. Skills Acquired 54

10. Conclusion 55

11. Recommendation 56-57

12. Screenshots of Data Procured 58-59

13. Bibliography 60

6
 OBJECTIVE OF INTERNSHIP

The KPMG Data Analytics Virtual Internship aimed to provide a comprehensive

understanding of data analytics processes and methodologies through the analysis of Sprocket
Central Pty Ltd's data. This simulated project allowed for the application of data analytics
skills to address key business challenges and make informed recommendations.

7
 WORK RESPONSIBLITIES

Data Quality Assessment:

Conducted a thorough evaluation of the data quality to ensure the reliability and accuracy
of insights derived from the dataset.

Identified and addressed inconsistencies, missing values, and outliers that could impact the
integrity of the analysis.

Exploratory Data Analysis (EDA):

Utilized exploratory data analysis techniques to gain insights into the characteristics and patterns
within the dataset.

Uncovered trends, correlations, and potential outliers that informed subsequent analytical
approaches.

Customer Segmentation:

Applied segmentation analysis to categorize customers based on various attributes such as

purchasing behavior, demographics, and geography.

Identified key customer segments with distinct characteristics to tailor marketing strategies and
improve customer engagement.

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Recommendations for Business Improvement:

Synthesized insights from data analytics to propose actionable recommendations for enhancing
business performance.

Suggested strategies for improving customer satisfaction, increasing revenue, and optimizing
operational efficiency.

Conclusion:

The KPMG Data Analytics Virtual Internship provided valuable hands-on experience in
applying data analytics techniques to real-world business scenarios. The analysis of Sprocket
Central Pty Ltd's data enabled the development of actionable insights and recommendations,
showcasing the practical applications of data analytics in driving business decision-making.

Key Learnings:

This virtual internship enhanced proficiency in data cleaning, exploratory data analysis, and
deriving meaningful insights from data. The experience underscored the importance of data-
driven decision-making and its impact on overall business success.

9
 INDUSTRY OVERVIEW

Financial services are economic services tied to finance provided by financial institutions.
Financial services encompass a broad range of service sector activities, especially as concerns
financial management and consumer finance.

The finance industry in its most common sense concerns national banks and large commercial
banks who provide market liquidity, risk instruments, and brokerage for large public companies
and multinational corporations at a macroeconomic scale that impacts domestic politics and
foreign relations. The extra governmental clout and scale of the finance industry remains an
ongoing controversy in many industrialized Western economies, as seen in the American Occupy
Wall Street civil protest movement of 2011.

Styles of financial institution include credit union, bank, savings and loan association, trust
company, building society, brokerage firm, payment processor, many types of broker, and some
government-sponsored enterprise.

Financial services include accountancy, investment banking, investment management, and

personal asset management. Financial products include insurance, credit cards, mortgage loans,
and pension funds.

KPMG is one of the "Big Four" professional services firms, along with Deloitte, Ernst & Young
(EY), and PricewaterhouseCoopers (PwC). KPMG provides a wide range of professional
services, including audit, tax, and advisory services.

The year 2021 saw a 15.2% market growth in the Indian Financial Consulting Industry. The main reason
was the heavy jolt most industries got due to the Covid pandemic. By the beginning of the year 2022,
despite the second Covid Crisis, 49% of the Industry was in recovery mode, and nearly 31% of the
businesses were working at normal levels which were pre-pandemic. The only main reason behind this
success story is that most businesses turning to Financial Consulting firms for strategizing plans. Let’s
have a look at the major Financial Consulting Firms, their roles, responsibilities and the top firms In India.

Types of Financial Consulting Firms

The Finacial Consulting Firms In India are mainly categorized to the area of expertise. The
following are the major types of Financial Consulting firms globally:

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Accounting Consultancy:

These consultancies provide expertise in complex financial accounting for the company like lease
accounting, revenue recognition, and financial instruments to be put into practice. They impart
advice and present plans for implementing new accounting practices. They help in preparing and
presentation of the firm’s financial reports. They help in ensuring that the accounting of the firm
abides by the different rules and regulations as per the law. To ensure that financial accounting
complies with the goals and standards of the company policies, they conduct financial audits
periodically.

Risk Consultancy:

Financial Risk Consulting firms study the procedures and processes to discover risks at any given
stage, starting from the designing of the product till the final delivery. This also includes supply
chain logistics, customer services, and also the service sectors. They point out the vulnerabilities
in the procedures and accordingly prioritize the threats and risks to the firm. The second role of
importance is planning against heavy financial impacts and any damaging lawsuits. They also
assist in implementing the measures, evaluating the outcomes, and improving the plans
accordingly. They revise the plan periodically to mitigate the potential risks.

Tax Consultancy:

Tax consulting firms analyze financial and tax-related problems. They research all tax-associated
issues of the form and ensure that the client is tax competent. They formulate solutions where the
firm has to pay less tax. The entire procedure is done keeping in mind that the client remains
compliant with all the tax laws and regulations. Their services cover, corporate and individual tax
returns, property taxes, sales taxes, franchise taxes, and all the other estimated taxes.

Financial Crisis and Recovery Consultancy:

Many estimated and many unforeseen crises can hit any firm, these can be natural crises,
technological crises, crises due to confrontations, crises due to malevolence, organizational
misdeeds crisis, crises due to skewed management values, crises due to deception, management
misconduct, crisis and the utmost important crisis due to bankruptcy. A crisis company studies
these points of vulnerabilities in any firm and develops holistic crisis management plans to ensure
that there is a minimum downtime requirement and that the firm’s assets are protected. They also

11
ensure that all the procedures comply with legal imperatives. They ensure plans for a smooth
recovery, fast financial restructuring, and real-time support during the entire crisis period for a
faster recovery rate.

Forensic and Litigation Consultancy:

This line of Financial Consultancy deals with the investigation and scrutiny of high-stakes
litigations, arbitration, and compliance-related investigations. They conduct internal and external
research and analyze complex enterprise data which is related to complex financial transactions.
They have expertise in lost profits, financial evaluations, financial malpractices, breach of
contracts, financial malpractice, and fraud cases. They also deal with preparing the company for
any inquiries by the government or regulatory bodies. They also help in analyzing the financial
transactions in companies to mitigate the risk of malpractice and fraud.

Competitors

Boston Consulting Group

Background – BCG was established in 1963 in the US. It was established in India in 1995. It has
more than 100 branches in 50+ countries all across the world. It is considered a market leader in
the field of business strategy. In India, it has 10 branches in Mumbai, Delhi, Chennai, and
Bengaluru. It has an employee strength of more than 5000 in India and more than 30,000 across
the world.

Awards and Ratings – BCG has been awarded in the year 2023 as The Best Firm to Work with
amongst the Fortune 500 Companies. It ranks as No.2 for consultancy services amongst the list of
Top 50 Vault Consulting Firms.

Financial Sevices Offered:

Amongst the list of Financial Consulting Firms in India it proves leadership in the following
financial areas –

Business and Organizational Purpose consultancy

Business Transformation consulting

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Corporate Finance and Strategy

Mergers & Acquisitions and PMI

Risk and Compliance Management

Pricing and Revenue Management

Deloitte

Background – It was founded in India in 1990 and is counted among the top 4 Financial Consulting
Firms In India. It has more than 15000 employees in its 13 branches spread across India.

Awards and Ratings – It was awarded the strongest and most valuable commercial services brand
by Brand Finance Award in 2022. It is 24th on the list of Fortune 100 best companies to work for.

Financial Consulting Services Offered:

Audit and Assurance Consultancy

Mergers and Acquisition and Strategies, and Analytics

Forensic Consultancy

Infrastructure and Economic Advisory

Risk Advisory

Legal Management Consultancy

Tax Advisory

McKinsey & Company

Background – Considered a giant amongst the Financial Consulting Firms In India, Mckinsey
opened its doors in India in 1992. In India, it has a presence in 7 cities and works with a workforce
of more than 1900 employees. It has more than 130 branches in over 65 countries globally

Financial Consulting Services Offered:

13
It offers consulting expertise in the following areas related to finance –

Mergers and Acquisition

Risk and Resilience Advisory

Strategy and Corporate Finance

Transformation Advisory

Ernst & Young

 Background – The first office of Ernst and Young India was established in 2015 in Kerala.
Ernst and Young are a UK-based Financial Consulting Firm that is a market leader with a
presence in more than 150 countries. In India, as of 2023, they have more than 3 lac
employees working for them. They have 12 branches in India, especially in all the metros
and Tier 2 cities

 Awards and Accreditation – It has been accredited with CARE AA /Stable rating for
long-term funding and A in short-term funding. It has been voted for the last 25yrs as the
best Fortune 500 company to work for.

Financial Consultancy Services Offered:

They offer Financial Consultancy in the following sectors:

 Corporate Finance

 Divestments

 Mergers & Acquisition Advisory

 Mergers & Acquisition Integration

 Sustainability and ESG Services

 Strategy Consulting

 Modeling, and Valuation

 Restructuring and Turn around

 Risk Consulting

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Here's an overview of KPMG's main areas of focus:

Audit Services:

KPMG is well-known for its audit services, where it examines and verifies financial information
to ensure that it is accurate and in compliance with relevant accounting standards. The firm
conducts audits for a diverse range of clients, including public and private companies.

Tax Services:

KPMG offers tax advisory and compliance services to help clients navigate complex tax
regulations. This includes assistance with tax planning, compliance, and addressing regulatory
changes.

Advisory Services:

KPMG's advisory services cover a broad spectrum of areas, including management consulting,
risk consulting, and deal advisory. The firm helps clients with strategy development, operational
improvement, technology consulting, and mergers and acquisitions, among other areas.

Consulting Services:

KPMG provides management and strategy consulting services to assist organizations in enhancing
their overall performance. This includes advising on business transformation, digital strategy, and
other aspects of organizational improvement.

Risk Management:

KPMG helps clients identify, manage, and mitigate various forms of risk, including financial,
operational, and regulatory risks. This is particularly crucial in industries where compliance and
risk management are of utmost importance.

15
Technology Solutions:

Given the increasing role of technology in business, KPMG offers services related to technology
consulting, cybersecurity, and data analytics to help clients leverage technological advancements
and address associated risks.

Sustainability and ESG (Environmental, Social, and Governance) Services:

In response to the growing emphasis on corporate responsibility, KPMG provides services related
to sustainability reporting, ESG strategy, and climate risk management.

Global Presence:

KPMG operates globally, with member firms in numerous countries. This global network allows
the firm to provide seamless services to multinational clients and stay abreast of international
business trends.

It's important to note that the specifics of KPMG's services and focus areas can vary based on
regional and market dynamics.

Market Size

KPMG International announced today annual aggregated revenues for KPMG firms globally of
$32.13 billion for the fiscal year ending 30 September 2021.

London, 9 December 2021 – KPMG International announced today annual aggregated revenues
for KPMG firms globally of $32.13 billion for the fiscal year ending 30 September 2021 (FY21).
Reporting a 10% increase in US dollar revenues from FY20, this follows an extensive period of
investment and focus on priority services and solutions addressing the challenges faced by
businesses across the globe.

Strong growth across functions: Advisory growing at 17%, Audit at 4% and Tax & Legal Services
at 8%.

16
During FY21, the global organization committed to a more than $1.5 billion investment to focus
on a multi-year program to accelerate the delivery of its global environmental, societal and
governance (ESG) plan and solutions.

KPMG firms are focused on building an inclusive and diverse culture and have increased female
diversity among leadership ranks to 27% of partners and directors.

Continued growth and investment across the business.

Key Trends

KPMG Sheds Light on Bitcoin’s ESG Benefits and Dispels Myths in Latest Report.

KPMG Takes a Bold Step into the Metaverse with $30M Investment in Web3 Employee Training.

KPMG Reveals Its 2023 U.S. Impact Plan.

Audit

Audit achieved total revenues of $11.46 billion across all KPMG firms globally in FY21.

Our unwavering commitment is to serve the public interest with audit quality as the foundation of
our business. Our continued focus on innovation is enabling true global consistency and delivering
deeper insights for clients and stakeholders.

KPMG is investing significantly in our system of quality management aligned to new global
quality management standards and the continued rollout of KPMG Clara — our global cloud-
enabled, Microsoft Azure-powered smart audit platform.

ESG assurance, led by our Audit function, is a critical element of KPMG’s new global ESG plan
and will be a key area of investment for the global organization to help ensure the information
that businesses report is robust and independently assured to meet the needs and gain the trust of
investors, stakeholders and the wider public.

Tax and Legal services

Tax and Legal services achieved total revenues of $7.02 billion across all KPMG firms globally
in FY21. Growth was largely driven by demand for Tax services as clients continue to seek

17
support in navigating tax and statutory compliance in an increasingly complex economic and
regulatory environment.

The organization continued to invest significantly as part of its $1 billion investment in Tax and
Legal technology to enable solutions like KPMG Digital Gateway — our native cloud platform,
also powered by Microsoft Azure, providing clients access to our full suite of tax technologies.

With ESG at the forefront of all leadership agendas, tax transparency is increasingly being used
as a key metric of success, leading to the creation of KPMG Tax Impact Reporting — a new
service that helps clients mitigate risk, remain compliant and advance their responsible tax
approach in a complex environment.

In FY21, KPMG built one of the most significant legal service offerings in the world through
KPMG Law, expanding our footprint to 81 jurisdictions, with more than 2,800 lawyers. KPMG
legal professionals work together to deliver globally connected, multidisciplinary and technology-
enabled solutions and managed legal services, leading to eight global panel appointments in the
past two years.

Advisory

Advisory achieved total revenues of $13.65 billion across all KPMG firms globally in FY21.
Growth was driven in large part by the success of our Transaction and Deal Advisory services, as
well as continued demand for innovative technologies and advanced cyber security solutions.

Further boosting Advisory’s revenue growth was the suite of digital and business transformation
solutions delivered by our world-class management consulting talent, leveraging our market-
leading ‘Connected. Powered. Trusted.’ approach. KPMG Regulatory Driven Transformation was
also a key driver, providing bold solutions for clients’ rapidly evolving digital security and
operational needs by helping to optimize risk, automate compliance and support the identification
of opportunities created by regulatory change.

KPMG’s Advisory capabilities, powered by technology and supported by long-term relationships,

are expert-led and deliver transformational solutions — a fact recognized over the past year by
the global analyst community, including being named a “Leader” by IDC, Forrester and HFS for
our digital strategy, data analytics and AI services.

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KPMG FY21 member firm revenues (US$ billions)

Regions FY21 FY20 USD Growth (%)

Americas 11.88 11.22 6%

Asia Pacific 5.97 5.26 13%

EMA 14.28 12.74 12%

Total 32.13 29.22 10%

Functions FY21 FY20 USD Growth (%)

Audit 11.46 11.07 4%

Tax and Legal services 7.02 6.48 8%

Advisory 13.65 11.67 17%

Total 32.13 29.22 10%

TABLE 2.1

The financial information set forth represents combined information of the independent KPMG
member firms that perform professional services for clients, affiliated with KPMG International
Limited. The information is combined here solely for presentation purposes. KPMG International
Limited performs no services for clients nor, concomitantly, generates any client revenue.

FY21 revenues and growth rates, throughout this press release, reflect KPMG’s financial year
between 1 October 2020 and 30 September 2021 and are expressed in US dollars.

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Contribution to economy

Job Creation and Employment:

KPMG employs a significant number of professionals globally, including auditors, tax

consultants, advisory experts, and support staff. The firm's operations contribute to job creation
and skill development.

Support for Business Growth:

Through its audit, tax, and advisory services, KPMG supports the growth and sustainability of
businesses across various industries. By providing valuable insights and expertise, KPMG helps
companies navigate complex challenges and make informed strategic decisions.

Contribution to Government Revenue:

KPMG plays a crucial role in helping its clients fulfill their tax obligations. By providing tax
advisory services and ensuring compliance with tax regulations, the firm contributes to
government revenue.

Enhancing Corporate Governance and Compliance:

KPMG assists companies in strengthening their corporate governance structures and ensuring
compliance with regulatory requirements. This is vital for maintaining transparency,
accountability, and ethical business practices.

Advisory Services for Economic Development:

KPMG's advisory services, including management consulting and strategic planning, contribute
to the overall economic development by helping businesses improve efficiency, innovate, and
adapt to changing market conditions.

Global Impact and International Business:

As a global firm with a widespread presence, KPMG contributes to international business and
trade. Its services facilitate cross-border transactions, mergers and acquisitions, and collaboration
between businesses from different regions.

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Support for Innovation and Technology Adoption:

KPMG's involvement in technology consulting and innovation supports businesses in adopting

new technologies, enhancing efficiency, and staying competitive in a rapidly evolving digital
landscape.

Risk Management and Economic Resilience:

KPMG's expertise in risk management helps businesses navigate uncertainties and build
resilience. By identifying and mitigating various forms of risk, the firm contributes to the overall
stability of the business environment.

Corporate Social Responsibility (CSR):

Like many major corporations, KPMG likely engages in corporate social responsibility initiatives.
This could include philanthropy, community engagement, and sustainability efforts, contributing
to social and environmental well-being.

Education and Training:

KPMG's commitment to talent development includes providing education and training

opportunities for its employees. This investment in human capital contributes to the overall skills
development of the workforce.

It's important to note that the specific impact of KPMG on the economy can vary by region, and
its contributions are part of a broader ecosystem involving businesses, governments, and society.

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 COMPANY PROFILE

Introduction
KPMG International Limited (or simply KPMG) is a multinational professional services
network, and one of the Big Four accounting organizations, along with Ernst &
Young (EY), Deloitte, and PwC. The name "KPMG" stands for "Klynveld Peat Marwick
Goerdeler". The initialism was chosen when KMG (Klynveld Main Goerdeler) merged with
Peat Marwick in 1987.

Headquartered in Amstelveen, Netherlands, although incorporated in London, England, KPMG

is a network of firms in 145 countries with over 265,000 employees. It has three lines of
services: financial audit, tax, and advisory. Its tax and advisory services are further divided into
various service groups. Over the past decade, various parts of the firm's global network of
affiliates have been involved in regulatory actions as well as lawsuits.

Each national KPMG firm is an independent legal entity and is a member of KPMG
International Limited, a UK Limited Company incorporated in London, United Kingdom.
KPMG International changed its legal structure from a Swiss Verein to a co-operative under
Swiss law in 2003 and to a limited company in 2020.

This structure in which the Limited company provides support services only to the member
firms is similar to other professional services networks. The member firms provide the services
to client. The purpose is to limit the liability of each independent member.

Bill Thomas is KPMG's Global Chairman. He was formerly Senior Partner and CEO of KPMG
LLP, the KPMG member firm in Canada.

Some KPMG member firms are registered as multidisciplinary entities which also provide legal
services in certain jurisdictions.

In India, regulations do not permit foreign auditing firms to operate. Hence KPMG carries out
audits in India under the name of BSR & Co, an auditing firm that it bought. BSR & Co was an
auditing firm founded by B.S. Raut in Mumbai. In 1992, after India was forced to liberalise as
one of the conditions of the World Bank and IMF bail out, KPMG was granted a license to
operate in India as an investment bank. It subsequently purchased BSR & Co and conducts
audits in India under the name of this firm.

22
During March 2022, in response to the Russian invasion of Ukraine, KPMG announced that
"our Russia and Belarus firms will leave the KPMG network".

History

Early years and mergers Current KPMG head office in Amstelveen, Netherlands KPMG offices
at FPM41, Lisbon, Portugal KPMG CIS at Naberezhnaya Tower in Moscow International
Business Center, Moscow, Russia 15 Canada Square in Canary Wharf, London. The headquarters
of KPMG in the UK. Peat Marwick logo Headquarters of KPMG LLP, United States-based
member firm of KPMG International, at 345 Park Avenue, New York City, US KPMG offices at
One Atlantic Center, Atlanta, Georgia, US. The 34-story KPMG Tower on De Maisonneuve
Boulevard in Montreal, Quebec, Canada.

The KPMG Tower at 355 South Grand Avenue in Los Angeles, California, US KPMG offices at
150 West Jefferson in Detroit, Michigan, US. KPMG at the Bay Adelaide West tower in Toronto,
Ontario, Canada. KPMG offices in the Gold Building, 1 Financial Plaza, Hartford, Connecticut
William Barclay Peat joined Robert Fletcher & Co. in London in 1870 at 17 and became head of
the firm in 1891, renamed William Barclay Peat & Co. by then.[7] In 1877, Thomson McLintock
founded Thomson McLintock & Co in Glasgow.[7] In 1897, Marwick Mitchell & Co. was
founded by James Marwick and Roger Mitchell in New York City. In 1899, Ferdinand William
LaFrentz founded the American Audit Co. in New York.[8] In 1923, The American Audit
Company was renamed FW LaFrentz & Co.

In about 1913, Frank Wilber Main founded Main & Co. in Pittsburgh. In March 1917, Piet
Klijnveld and Jaap Kraayenhof opened an accounting firm called Klynveld Kraayenhof & Co. in
Amsterdam.In 1925, William Barclay Peat & Co. and Marwick Mitchell & Co., merged to form
Peat Marwick Mitchell & Co.In 1963, Main LaFrentz & Co was formed by the merger of Main &
Co and FW LaFrentz & Co. In 1969 Thomson McLintock and Main LaFrentz merged forming
McLintock Main LaFrentz International[11] and McLintock Main LaFrentz International
absorbed the general practice of Grace, Ryland & Co.

In 1979, Klynveld Kraayenhof & Co. (Netherlands), McLintock Main LaFrentz (United Kingdom
/ United States), and Deutsche Treuhand-Gesellschaft (Germany) formed KMG (Klynveld Main
Goerdeler) as a grouping of independent national practices to create a strong European-based
international firm.[7] Deutsche Treuhand-Gesellschaft CEO Reinhard Goerdeler (son of leading

23
anti-Nazi activist Carl Goerdeler, who would have become Chancellor if Operation Valkyrie had
succeeded) became the first CEO of KMG. In the United States, Main Lafrentz & Co. merged
with Hurdman and Cranstoun to form Main Hurdman & Cranstoun.

In 1987, KMG and Peat Marwick joined forces in the first mega-merger of large accounting firms
and formed a firm called KPMG in the United States and most of the rest of the world and Peat
Marwick McLintock in the United Kingdom.

In the Netherlands, due to the merger between PMI and KMG in 1988, PMI tax advisors joined
Meijburg & Co. (The tax advisory agency Meijburg & Co. was founded by Willem Meijburg,
Inspector of National Taxes, in 1939). Today, the Netherlands is the only country with two
members of KPMG International: KPMG Audit (accountants) and Meijburg & Co (tax
consultants).

In 1991, the firm was renamed KPMG Peat Marwick, and in 1999, the name was reduced again
to KPMG. In October 1997, KPMG and Ernst & Young announced they would merge.[16][17]
However, while the merger to form PwC was granted regulatory approval, the KPMG/Ernst &
Young tie-up was later abandoned.

Recent history

KPMG building in Kamloops, British Columbia, CanadaIn 2001, KPMG spun off its United
States consulting firm through an initial public offering of KPMG Consulting, which was
rebranded BearingPoint. In early 2009, BearingPoint filed for Chapter 11 bankruptcy protection.
The UK and Dutch consulting arms were sold to Atos in 2002.

In 2003, KPMG divested itself of its legal arm, Kegel and KPMG sold its Dispute Advisory
Services to FTI Consulting. KPMG's member firms in the United Kingdom, Germany,
Switzerland and Liechtenstein merged to form KPMG Europe LLP in October 2007. These
member firms were followed by Spain, Belgium, the Netherlands, Luxembourg, CIS (Azerbaijan,
Russia, Ukraine, Belarus, Kyrgyzstan, Kazakhstan, Armenia and Georgia), Turkey, Norway, and
Saudi Arabia. They appointed joint Chairmen, John Griffith-Jones and Ralf Nonnenmacher.

In 2020, KPMG International Limited was incorporated in London, England. In February 2021,
KPMG UK appointed its first female leaders, replacing Bill Michael, who stepped aside after
making controversial comments. Bina Mehta was asked to step in as acting UK chairman and

24
Mary O'Connor took over Michael's executive responsibilities as acting senior partner in UK. In
April 2021, O'Connor quit the firm after being passed over for the permanent role.

In November 2021, KPMG UK was reported as having revised its partnership process to introduce
five levels of partnership which required partners to inject capital at levels starting at £150,000
and going up to £500,000. This along with the £115 million proceeds from the sale of its pensions
business earlier in 2021, which it seems was not distributed to the partners, was intended to prepare
the balance sheet for a potential large fine (up to £1 billion) arising out of the Carillion lawsuit. In
April 2022, it was announced that KPMG will acquire 50% of the UK-based venture capital
advisory specialist Acceleris subject to approval from the Financial Conduct Authority.

In August 2022, KPMG announced plans to downsize its office footprint in New York City in
2025, when it moves its offices in the city from Midtown Manhattan to Two Manhattan West in
Hudson Yards.

Services

KPMG is organized into the following three service lines (the 2022 revenue shares are listed in
parentheses):

 Audit ($11.85 billion)

 Advisory ($15.44 billion)
 Tax and Legal Services ($7.35 billion)
Tax arrangements relating to tax avoidance and multinational corporations and Luxembourg
which were negotiated by KPMG became public in 2014 in the so-called Luxembourg Leaks.

Staff
KPMG was the preferred employer among the Big Four accounting firms according to
CollegeGrad.com. It was also ranked No. 4 on the list of "50 Best Places to Launch a Career" in
2009 according to Bloomberg Businessweek.
It was reported in early 2012 that KPMG has about 11,000 staff in the UK and 9,000 in
mainland China and Hong Kong. KPMG's global deputy chairman predicted that headcount in
China would overtake that of the UK by the end of 2013.

25
KPMG India

KPMG entities in India are established under the laws of India and are owned and managed (as
the case may be) by established Indian professionals. Established in September 1993, the KPMG
entities have rapidly built a significant competitive presence in the country. Today we operate
from offices across 14 cities including in Ahmedabad, Bengaluru, Chandigarh, Chennai,
Gurugram, Hyderabad, Jaipur, Kochi, Kolkata, Mumbai, Noida, Pune, Vadodara and Vijayawada.
KPMG entities have a domestic client base of over 2700 companies. Our global approach to
service delivery helps provide value-added services to clients. Our differentiation is derived from
a rapid performance-based, industry-tailored and technology-enabled business advisory services
delivered by some of the leading talented professionals in the country. KPMG professionals are
grouped by industry focus and our clients are able to deal with industry professionals who speak
their language. Our internal information technology and knowledge management systems enable
the delivery of informed and timely business advice to clients. KPMG entities in India are
established under the laws of India and are owned and managed (as the case may be) by established
Indian professionals. Established in September 1993, the KPMG entities have rapidly built a
significant competitive presence in the country. Today we operate from offices across 14 cities
including in Ahmedabad, Bengaluru, Chandigarh, Chennai, Gurugram, Hyderabad, Jaipur, Kochi,
Kolkata, Mumbai, Noida, Pune, Vadodara and Vijayawada. KPMG entities have a domestic client
base of over 2700 companies. Our global approach to service delivery helps provide value-added
services to clients. Our differentiation is derived from a rapid performance- based, industry-
tailored and technology-enabled business advisory services delivered by some of the leading
talented professionals in the country. KPMG professionals are grouped by industry focus and our
clients are able to deal with industry professionals who speak their language. Our internal
information technology and knowledge management systems enable the delivery of informed and
timely business advice to clients.

Industry

Business Consulting and Services

Company size

10,001+ employees

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Headquarters

Gurugram, Haryana

Specialties

Tax, Advisory, Risk Consulting, Strategic Alliances, Deal Advisory, Infrastructure

Advisory services, Government Advisory services, KPMG Learning Academy, Global
Mobility Services, International Tax, Transfer Pricing, Indirect Tax, Deal Advisory, M&A
Tax, BFSI Tax, and Management consulting

Existing competitors

Boston Consulting Group

Background – BCG was established in 1963 in the US. It was established in India in 1995. It has
more than 100 branches in 50+ countries all across the world. It is considered a market leader in
the field of business strategy. In India, it has 10 branches in Mumbai, Delhi, Chennai, and
Bengaluru. It has an employee strength of more than 5000 in India and more than 30,000 across
the world.

Awards and Ratings – BCG has been awarded in the year 2023 as The Best Firm to Work with
amongst the Fortune 500 Companies. It ranks as No.2 for consultancy services amongst the list of
Top 50 Vault Consulting Firms.

Financial Sevices Offered:

Amongst the list of Financial Consulting Firms In India it proves leadership in the following
financial areas –

Business and Organizational Purpose consultancy

Business Transformation consulting

Corporate Finance and Strategy

Mergers & Acquisitions and PMI

27
Risk and Compliance Management

Pricing and Revenue Management

Deloitte

Background – It was founded in India in 1990 and is counted among the top 4 Financial Consulting
Firms In India. It has more than 15000 employees in its 13 branches spread across India.

Awards and Ratings – It was awarded the strongest and most valuable commercial services brand
by Brand Finance Award in 2022. It is 24th on the list of Fortune 100 best companies to work for.

Financial Consulting Services Offered:

Audit and Assurance Consultancy

Mergers and Acquisition and Strategies, and Analytics

Forensic Consultancy

Infrastructure and Economic Advisory

Risk Advisory

Legal Management Consultancy

Tax Advisory

McKinsey & Company

Background – Considered a giant amongst the Financial Consulting Firms In India, Mckinsey
opened its doors in India in 1992. In India, it has a presence in 7 cities and works with a workforce
of more than 1900 employees. It has more than 130 branches in over 65 countries globally

Financial Consulting Services Offered:

It offers consulting expertise in the following areas related to finance –

Mergers and Acquisition

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Risk and Resilience Advisory

Strategy and Corporate Finance

Transformation Advisory

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Sprocket Central’s data provided by KPMG for Data Analysis

“Sprocket Central Pty Ltd, a medium size bikes & cycling accessories organization, has
approached Tony Smith (Partner) in KPMG’s Lighthouse & Innovation Team. Sprocket Central
Pty Ltd is keen to learn more about KPMG’s expertise in its Analytics, Information & Modelling
team.

Primarily, Sprocket Central Pty Ltd needs help with its customer and transaction data. The
organization has a large dataset relating to its customers, but its team is unsure how to effectively
analyze it to help optimize its marketing strategy.

However, to support the analysis, you speak to the Associate Director for some ideas and she
advised that “the importance of optimizing the quality of customer datasets cannot be
underestimated. The better the quality of the dataset, the better chance you will be able to use it to
drive company growth.”

The client provided KPMG with 3 datasets:

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  Customer Demographic

 Customer Addresses

 Transactions data in the past 3 months.”

There are three tasks to be done during the virtual internship, they are:

 Data Quality Assessment

 Model Development

 Data Visualization

Task 1 (Data Quality Assessment)

The initial step of the exercise is to compose an email to the client. The email should focus on
identifying any concerns regarding the quality of the provided datasets and suggesting potential
solutions to rectify those issues. Please find below a draft email to the client, highlighting the data
quality issues present in the datasets provided and suggesting ways to address these issues:

31
+

32
 Email Draft

Task 2 (Model Development)

The second task entails the development of a PowerPoint presentation that comprehensively
outlines the strategic approach that will be adopted. The client has agreed to a 3-week project scope,
which will be divided into three phases: Data Exploration, Model Development, and Interpretation.

33
Prepare a detailed approach for completing the analysis including activities — i.e. understanding
the data distributions, feature engineering, data transformations, modeling, results interpretation,
and reporting. This detailed plan needs to be presented to the client to get a sign-off. Please advise
what steps you would take.

 The primary goal of this analysis is to leverage the available labeled dataset, comprising
customer demographic, customer address, and transaction data, in order to provide a
recommendation on which of the 1000 new customers should be targeted in order to maximize
organizational value.

I will be presenting my slides which include the processes of data exploration, model development,
and interpretation. I have used the PowerPoint template provided in the exercise for this purpose.

34
35
36
Task 3 (Data Visualization)

The third task involves creating a captivating dashboard that utilizes data visualization tools to
showcase valuable insights to the client. Please refer to the dashboard presented below.
+

37
Insights and Recommendations

1. We are A2B is the brand with the highest profit, indicating its popularity and potential for

increased sales. Stakeholders can focus on marketing strategies to maintain and enhance the

brand’s position.

38
2. The “Medium” category has the highest number of online orders and accounts for the majority

of both profit and online orders. Stakeholders can allocate more marketing resources to target

customers in the “Medium” category to further boost sales.

3. The “Mass Customer” segment has the highest number of orders, making them an important

customer base to target. Stakeholders can develop targeted marketing campaigns to attract and

retain these customers.

4. Female customers account for a significant portion of the total orders. Stakeholders can tailor

marketing efforts to specifically target and engage female customers, recognizing their importance
in driving sales.

5. The “70–80” age group shows a high level of engagement in terms of bike-related purchases and

profit. Stakeholders can create marketing campaigns and product offerings that cater to the needs
and preferences of this age group to capitalize on their spending potential.

6. October has the highest count of online orders, indicating a potential opportunity for stakeholders

to focus marketing efforts during this month to drive sales.

7. Understanding the car ownership patterns across different states can help stakeholders tailor their

marketing strategies and product offerings to meet the specific needs and preferences of customers

in each region.

As we reach the conclusion of this virtual internship process, I want to express my sincere gratitude
for your presence and engagement.

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 BUSINESS POLICY OF KPMG

Research and Development (R&D)

KPMG in India provides assistance to its clients in claiming the R&D tax incentives by providing
services starting from the planning phase to assistance in obtaining the necessary approvals from
the regulators, as well as quantifying the claim amount. The key service offerings are -

Assess eligibility to claim R&D tax incentives by analyzing the transaction undertaken.

Assistance with the implementation of systems and processes for capturing the necessary
information relating to R&D tax incentive claims.

Assistance in preparing and processing relevant application forms for recognition and approval of
the R&D facility.

Assistance in identifying the expenditure eligible for R&D incentive claims.

Facilitating the preparation/review of R&D tax incentive claims.

Support services for realisation of R&D tax incentive claims.

CORPORATE SOCIAL RESPONSIBILITY (CSR)

CSR MANDATE
KPMG takes pride in supporting professional groups, organisations, and worthy causes that are
important to our customers, employees and people throughout PNG. KPMG has built partnerships
with various organising committees, events and charities who champion, cultural unity,
professional development, education, sports, empowerment of women, health and well-being.
One of the key pillars of our CSR mandate is that of “Education”. While much has been written
about the decline in quality of PNG education in the primary to secondary school level, not much
is talked about in regards to the business community. Our CSR mandate has identified two
secondary schools (Badihagwa and Tokarara) who we have raised our engagement with since the
beginning of the year. Our CSR activities with the schools has ranged from donating much needed
office furniture to refurbishing existing recreational infrastructure such as basketball courts.
Commitment to our local communities is at the heart of who we are and to everything we work to
achieve. We work in partnership with non-profit organisations across all three of the Islands, and
are proud of a wide range of initiatives to engage our people, our clients and our communities.

40
We take our role as a corporate citizen seriously, and KPMG remains at the forefront of serving
and strengthening our markets and communities in tangible ways. It’s core to our purpose and
part of our legacy.

HUMAN RESOURCE (HR)

KPMG LuxembourgSkip to content
HR Strategy and Processes

We advise clients on how to transform their organisations and HR functions so as to add...

We advise clients on how to transform their organisations and HR functions so as to add value at
the right cost: HR has the capability to transform an organisation’s financial performance and
market value through its people.

Here are some of our activities and insights with respect to HR strategy and processes:

HR strategy: assisting our clients with shaping the strategic axes of their HR programmes based
on their corporate goals and priorities
HR audit: improving HR department effectiveness by identifying its strengths and weaknesses,
and implementing new HR processes
Job descriptions and position specifications: defining the appropriate staff roles and
competences needed
Flexible and easy-to-implement performance management systems and competency framework:
enhancing employee performance, motivation, and retention; creating a contemporary and
complete performance framework; and ensuring skills development
Job grading: evaluating the importance of each job position with clear criteria (using our ‘sKale’
methodology) and designing employee remuneration plans according to their performance and
the relative value of their position.

Marketing
Marketing Strategy of KPMG
The marketing strategy of KPMG is a very extensive and detailed one. There, let us start with
the introduction of the brand before we analyze it thoroughly.
Segmentation, Targeting, and Positioning

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Their segmentation mostly appears to be based on location. They have established multiple
branches throughout the world so that they can cater to their clients based on the laws and norms
of the respective countries.
The target market of KPMG mainly consists of other corporate firms, which bring in huge
amounts of revenue. The UK alone contributes to a huge chunk of the total revenue.
KPMG, as a firm, has positioned itself to be a global enterprise instead of just being limited to a
particular region. This allows them to gain access to more clients all over the world, thereby
increasing their revenue by a wide margin. They also claim to be inclusive and work toward
sustainability.

“Step Into Tomorrow”:

KPMG LLP’s 30th Annual Accounting & Financial Reporting Symposium was a video
conference hosted by the US sector of KPMG between November 18-20 in the year of 2020,
when the world shifted from offline to online due to the pandemic.
The symposium had various professional experts providing their views on several areas of
finance, tax, and regulations. It was attended by people all over the world since it was a virtual
event and it helped bring the firm under the universal radar with more engagement from the
global population.

KPMG Elevate:

KPMG launched their new service named ‘Elevate’ with a worldwide online marketing
campaign consisting of various forms of media such as YouTube videos, blogs, advertorials,
etc.
There is also a dedicated website for the same with a detailed explanation of how the service
works and ways to avail of the service.
This campaign across several social media platforms helped garner attention to the service on a
global level and brought it under the corporate radar.

Social Media Marketing

KPMG can be found on several social media platforms such as YouTube, Facebook, Twitter,
LinkedIn, etc. They also have a company blog which is regularly updated.
Facebook 413k

Instagram 100k
LinkedIn 2.7M

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Twitter 420.4k
YouTube 16.9k

The firm has the most number of followers on LinkedIn. They are regularly active on every one
of their social media handles, which denotes that they have a dedicated social media team.
The content on their social media handles is mostly informational and also consists of press
releases. Their posts are based on press releases, product launches, surveys, and financial
information.

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 ANALYSIS OF BUSINESS STRATEGY

Marketing Mix

Marketing Strategy of KPMG analyzes the brand with the marketing mix framework which covers
the 4Ps (Product, Price, Place, Promotion). These business strategies, based on KPMG marketing
mix, help the brand succeed in the market. Let us start the KPMG Marketing Strategy & Mix to
understand its product, pricing, advertising & distribution strategies:

KPMG Product Strategy:

The product strategy and mix in KPMG marketing strategy can be explained as follows:

KPMG is a professional service company and these services. KPMG’s services cover its product
strategy in its marketing mix.

It can be categorized into 4 categories:

a. Audit and Assurance: Some of the offerings of KPMG in this category are financial statement
audit, Dynamic risk assessment, Audit data and analytics, financial reporting framework (IFRS),
Online Accounting research.

b. Tax: KPMG offers Dispute Resolution & Controversy Services, Energy & Natural Resources
Tax, Financial Services Tax, Global Compliance Management Services, Global Indirect Tax
Services, International tax, Value Chain Management, Sovereign Wealth & Pension Funds,
Global Legal Services and many more.

c. Advisory: Some of the offerings by KPMG in this category are Management consulting, Risk
consulting, Internal audit risk & compliances services, Accounting advisory services, Financial
risk management, Deal advisory, Growth strategy, Operating strategy & cost and many more.

d. Enterprise: Some of the offerings in this category are Assurance, Business Planning, Business
strategy services, cash and working capital management, corporate tax, cyber security, fraud risk
management and many more.

All these services by KPMG are offered to various industry sectors like Consumer market,
Defence and Aerospace, Education, Energy and Natural resources, Family enterprise, financial
services, Life Science, Media and many more.

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KPMG Price/Pricing Strategy:

Below is the pricing strategy in KPMG marketing strategy:

KPMG operates in a B2B market by offering professional services to its clients that can be a large
corporation, government or any public agencies, enterprise etc. The price for the service offered
by the company is competitive among its big four competitors which include PwC, E&Y and
Deloitte.

But as compared to other consulting and professional service firm the pricing strategy is premium.
The pricing strategy of KPMG depends on a lot of factors like duration of the project, Size of the
client’s organization, Location of client’s company and many other factors. Generally the big four
auditing companies charges around 300 to 400 thousand $ to its client per employees per year.
The pricing strategy in its marketing mix also depends on the kind of services that the company
offers like auditing, assurance, advisory, Enterprise etc. The daily average rate to clients per
KPMG consultant is around 3000$.

KPMG Place & Distribution Strategy:

KPMG is one of the largest professional service companies which operate globally in 150+
countries. It is the third largest internationally operating accounting firm. The KPMG company

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has close to 200,000 employees working under it. KPMG started its operation in India in year
1993. KPMG has now got its offices across major cities in India covering Mumbai, Pune,
Ahmadabad, Kochi, Chandigarh, Delhi, Kolkata, Chennai, Bangalore and many others. In India,
KPMG has got a client base of more than 2700 clients. KPMG international functions as
independent group of firms but their businesses and policies are on similar lines. The company
offers many tools that can be accessed online tools like tax tools and IFRS.

KPMG also offers online accounting research about financial reporting and associated literature
with proper guidance from KPMG about reporting standard.

KPMG Promotion & Advertising Strategy:

The promotional and advertising strategy in the KPMG marketing strategy is as follows:

KPMG is a professional service company which operates in a B2B market. It is one of the four
big four auditing companies and has got a great brand awareness and brand perception. KPMG
hardly indulges into promotion of its services but as it has built reputation over the years it helps
the company to gain more client base. KPMG is very active in media. The company organizes and
takes part in various business events and conferences around the world like KPMG tax and
accounting congress, KPMG procurement and innovation challenge conference, Economic forum
etc. KPMG experts also participate in industry events held at local and national level to give
lectures and their views. The company also actively takes part to share their press releases on
social media websites like facebook, twitter etc. KPMG also promotes their services using webcast
of various articles, market researches, alerts etc. The company also shares analysis of industry
trends around the world and encourages like-minded people to share their views and connect with
them.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing
mix of KPMG.

People:

KPMG operates in over 155 countries and maintain the same culture in all its offices. KPMG pays
special importance to fostering talent within its employees and maintain a proper work life

46
balance. KPMG provides flexible working environment to its employees by offering part-time
work, shared leave policy, sabbatical, unpaid leave policy. The company organizes focus group
meetings with employees to know grievance and take proper initiatives to improve contribution
and morale of the employees. KPMG pays special focus on maintaining gender diversity and has
introduced initiative called KNOW (KPMG Knowledge of Women) initiative). This initiative
creates favourable work environment and promote women to take initiatives and enhance their
skill set. There are many other employees’ welfare policies that promotes openness to share ideas
and get the support of senior team members to create a healthy work environment. KPMG also
runs various career enrichment program for its employees.

Process:

KPMG operates in a B2B market by providing professional service to its client comprising
government agencies, corporations etc. It has several processes in its marketing mix. KPMG
focuses on providing customer experience by delivering good bottom line results and therefore
developing a loyal fan base. KPMG pays special attention to understands the needs and wants of
its clients and based on the type of business the client operates KPMG develops framework and
prioritizes decision regarding marketing, sales or other strategies. KPMG pays special attention
to the changing market environment and adapts itself according to conditions that are beneficial
for the company as well as its clients. KPMG also has a proper customer centric information
system in place and it also uses tools regarding development of new workflow for marketing, sales
and other financial decisions. This has allowed KPMG to optimize customer experience and
generated returns for all the stakeholders.

Physical Evidence:

KPMG is known as one of the Big Four auditor companies on this globe. KPMG operates in 152
countries and hires more than 1.9 lakh employees. KPMG international functions as independent
group of firms which has got offices all around the world. KPMG started its operation in India in
year 1993. KPMG has now got its offices across major cities in India covering Mumbai, Pune,
Ahmadabad, Kochi, Chandigarh, Delhi, Kolkata, Chennai, Bangalore and many others. In India,
KPMG has got a client base of more than 2700 clients. This all offices around the world serves as
a physical evidence for the company. KPMG has also got its own website which helps the potential

47
clients to see what all services that the company offer. KPMG also offers online accounting
research about financial reporting and associated literature. These all articles and other resources
also act as physical evidence that the company offers. This concludes the KPMG marketing mix.

SWOT Analysis of KPMG

SWOT analysis examines the strengths, weaknesses, opportunities, and threats that a firm faces.
SWOT Analysis is a tried-and-true tool that enables a company like BCE (KPMG Canada
Enterprises) to compare its business and performance to that of its competitors.
It will give us a strategic analysis of its internal and external environment, which is crucial for
understanding the SWOT Analysis of KPMG.
To better understand the SWOT analysis of KPMG, refer to the infographics below:

Below is an explicit guide to the SWOT analysis of KPMG.

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 Strengths of KPMG
KPMG has numerous strengths that help it to thrive in the marketplace. Some of the strengths of
KPMG are
 Extensive Geographic Reach: KPMG has a large client base in a variety of sectors throughout
the world. KPMG has partners in approximately 650+ offices across 145 countries with 265,000
employees.
 Brand Identity: Being part of Big 4 has made it a top-of-the-mind firm when it comes to audit,
tax, and advisory. Throughout the world, KPMG is recognized for its services of world-class
quality.
 Core Values: KPMG holds values of integrity, excellence, courage, and togetherness. KPMG is
also ranked 4th among the list of “50 Best Places to Launch a Career” in 2009 according to
Bloomberg Businessweek.
 Growth in Revenue: In FY21, KPMG reported a 10% growth in US dollar revenue as compared
to FY20.
 High level of Client Satisfaction: KPMG has a customer-focused approach. It has loyalty
programs for its clients. Clients are loyal because of its customer-focused approach. It has a good
environment for employees and a shift in culture that is guided by the management.
 Awards & Recognition: KPMG has been recognized several times including the Experienced
Risk Manager Award, 2009 top consultancy ranking, the 2011 world’s Best Outsourcing Advisor,
and many more.
 Sponsorship: KPMG brand has an exclusive sponsorship deal with different events throughout
the world. By doing so they are gaining more market clarity. Since 2016, it has served as a strategic
sponsor of Brain Bar.
Weaknesses of KPMG
Weaknesses are aspects of a business or brand that can be worked upon. Here are some of the
weaknesses of KPMG:
 Unapproachable: Being operated at a global level, KPMG is unapproachable in terms of its high
fee and expertise.
 No Differentiating Factor: KPMG does not have a clear differentiating factor or USP from other
big 4s.
 Reputational Issues: KPMG has been part of several controversies that tarnished its reputation
including the incident of its former partner being involved in insider trading.

49
 Difficulty Expanding Service Segments: Although KPMG is working well in the current
services they offer, they face challenges and limited success in introducing additional service
segments.
 Lack of Coordination: Due to several sectors working simultaneously there can be a lack of
communication and coordination in teams. KPMG has been trying to serve several mid-size
companies as well but faces stiff competition which can further lead to slower growth.
 Dependence on Consultancy: Consultancy is a major source of revenue in KPMG, despite
having different sector works which can be bad for companies long run.
 Investment in R&D: KPMG has not been able to compete with the leading players in the industry
in terms of innovation and R&D It has come across as a mature firm looking forward to bringing
out products based on tested features in the market.
Opportunities for KPMG
Opportunities are potential areas of focus for a company to improve results, increase sales, and,
ultimately, profit. Some of the opportunities for KPMG are
 Easy Acquisitions: Since KPMG has already established itself at global level, it’s easier for them
to acquire firms with smaller market share.
 Attract and Retain Talent: Everybody looks forward to working at firms where employees have
a good working environment, KPMG can use it to select the best of human resources available.
 Big 4 Label: This label can help them grab opportunities and ensure growth in emerging markets
across the globe.
 Technological Development: Technological advancement could be used to automate their work,
which will save them costs. Also, their huge revenues make it easier to make heavy investments
in technology.
 Constant Requirement of Services: With regular changes in the various policies and the growing
scale of businesses, the demand for audit, tax, and advisory services will never be zero.
 Experience in Financing & Auditing: KPMG has technology in financial and auditing
experience, which may be of benefit to global financial services.
 Mid-Market Businesses: KPMG has numerous products and services that support many
customers and that’s the reason it will reach mid-market businesses. This will provide the
company with a lot of opportunities.

Threats to KPMG
Threats are environmental factors that can be harmful to a company’s growth. The following are
some of KPMG’s threats:

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 Intense Competition: KPMG face cut-throat competition from firms like Deloitte, PwC,
Accenture, EY etc and other businesses who provide similar services.
 Changes in Legislation & Regulation: The enactment of laws like the Sarbanes-Oxley Act of
2002 and constant changes in GAAP are a threat to the accounting industry as a whole.
 Lack of Confidence: With a lot of regulatory actions reported in recent times such as the firm’s
global network of affiliates have been involved in regulatory actions as well as lawsuits due to
which clients are losing their confidence in accounting firms.
 Cyber Security Threat: Since most of the KPMG work relies on technology and the internet,
they are prone to cyber crimes.
 Change in Rate of Exchange of Foreign Currency: Since KPMG offers its services to clients
in other countries as well, fluctuations in foreign currency can lead to losses.

Conclusion
 KPMG, part of the big 4, dominates a large section of its target market because of the
reason that it has managed to overcome its shortcomings, carefully monitoring its threats,
taking advantage of all the opportunities that come its way and further strengthening its
plus points.
 KPMG is well known for its global presence, its values, its quality services and the level
of client satisfaction it provides. However, the company still needs to establish a
differentiating factor from its competitors, take actions to be accessible and approachable
to every client and work on building back their image tarnished due to various
controversies.

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PESTLE Analysis:

A PESTLE analysis (Political, Economic, Social, Technological, Legal, and Environmental) is a strategic
management tool that helps organizations understand the external macro-environmental factors that can
impact their business. Here's a PESTLE analysis for KPMG, a global professional services firm:

1. Political:

 Regulatory Environment: KPMG operates in various countries, each with its own set of
regulations affecting the accounting and consulting industry.

 Political Stability: Political stability in the countries where KPMG operates is crucial for
business continuity and growth.

2. Economic:

 Global Economic Conditions: Economic downturns or upturns can affect the demand for
KPMG's services as businesses may cut costs during tough times or invest more in
consultancy during prosperous periods.

 Currency Exchange Rates: Fluctuations in exchange rates can impact KPMG's financial
performance, especially for its international operations.

3. Social:

 Demographic Trends: Changes in demographics can influence the demand for specific
services, such as advisory services for an aging population.

 Corporate Social Responsibility (CSR): Increasing societal expectations for responsible

business practices may impact KPMG's operations and reputation.

4. Technological:

 Automation and Artificial Intelligence: The rise of technology, including AI and

automation, may impact the types of services KPMG provides and how they deliver them.

 Data Security: Given the sensitive nature of financial and client data, staying ahead in
terms of cybersecurity and data protection is critical.

5. Legal:

 Compliance and Regulations: KPMG must adhere to various regulations and compliance
standards in the countries where it operates, particularly in the financial and professional
services sectors.

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  Legal Disputes: Any legal issues or litigations can have financial and reputational
consequences for the firm.

6. Environmental:

 Sustainability Practices: The increasing focus on sustainability and environmental

responsibility may impact KPMG's operations and client expectations.

 Climate Change Risks: As awareness of climate change grows, businesses may seek
advice on managing associated risks, creating opportunities for KPMG.

It's important to note that the impact of these factors can vary depending on the geographic location and
the specific nature of KPMG's operations in each region. Additionally, the professional services industry
is highly dynamic, and KPMG's ability to adapt to these external factors is crucial for its success

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 SKILLS ACQUIRED

 Hands-on experience in cleaning, transforming, and visualizing data to derive meaningful

insights.
 Familiarity with statistical analysis and data modeling techniques for effective decision-making.
 Ability to create and present comprehensive reports and dashboards to communicate findings.
 Experience in working with large datasets and employing data mining techniques to extract
valuable information.
 Knowledge of data visualization tools such as Tableau for creating interactive and insightful
visual representations.
 Understanding of data quality assurance processes and methods to ensure accurate results.
 Collaborative skills in working with cross-functional teams to address business challenges
through data-driven solutions.
 Exposure to machine learning concepts and their application in data analysis tasks.
 Strong problem-solving skills and adaptability to evolving data requirements in a dynamic work
environment.

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 CONCLUSION

In conclusion, our analysis of KPMG, a leading financial firm, reveals a robust framework
built on a foundation of ethical conduct, client confidentiality, and quality assurance. The
firm's commitment to risk management, employee development, and diversity and inclusion
reflects a holistic approach to sustainable business practices.

KPMG's emphasis on innovation for social good and community engagement demonstrates
a dedication to contributing positively to both the business landscape and society at large.
The transparent communication of its policies and strong reporting mechanisms further
enhances its credibility and accountability.

The financial firm's resilience in the face of challenges and its ability to adapt to a dynamic
business environment are commendable. KPMG's success is not only rooted in its financial
expertise but also in its commitment to values that prioritize integrity, excellence, and social
responsibility.

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 RECOMMENDATIONS

Enhance Technological Integration:

Invest in advanced technologies to further enhance service delivery, data analytics, and client
interactions, ensuring KPMG remains at the forefront of innovation in the financial industry.

Continued Focus on Diversity and Inclusion:

Strengthen initiatives promoting diversity and inclusion within the organization. Consider setting
specific targets and regularly evaluating progress to ensure a diverse and equitable workplace.

Adaptability to Regulatory Changes:

Maintain a proactive approach to staying abreast of regulatory changes in the financial sector.
Establish mechanisms to swiftly adapt to new requirements, ensuring compliance and mitigating
potential risks.

Further Employee Development Programs:

Expand programs aimed at employee development, including training and upskilling

opportunities. This will not only contribute to the professional growth of employees but also
enhance the overall capabilities of the firm.

Sustainable Practices and ESG Integration:

Strengthen commitment to environmental, social, and governance (ESG) practices. Explore

opportunities for sustainable business practices and consider integrating ESG considerations into
decision-making processes.

Client-Centric Innovation:

Continue the focus on client-centric innovation. Regularly solicit feedback from clients to identify
areas for improvement and new service offerings that align with their evolving needs.

Community Impact Measurement:

Develop metrics to measure the impact of community engagement initiatives. This will allow
KPMG to assess the effectiveness of its social responsibility efforts and make data-driven
decisions for future projects.

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Regular Review of Business Policies:

Establish a regular review process for business policies to ensure they remain aligned with
industry best practices, regulatory requirements, and the evolving needs of stakeholders.

These recommendations aim to build on KPMG's existing strengths and contribute to its continued
success as a leading financial firm in an ever-changing business landscape. It is crucial for the
firm to maintain its commitment to excellence, integrity, and social responsibility to navigate
challenges and capitalize on emerging opportunities.

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SCREENSHOTS OF DATA PROCURED

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 BIBLIOGRAPHY

REFERENCES:

 https://kpmg.com/ie/en/home/services/deal-
advisory/services/strategy/branding-marketing-strategy.html
 https://kpmg.com/xx/en/home.html
 https://iide.co/case-studies/swot-analysis-of-kpmg/
 https://en.wikipedia.org/wiki/KPMG
 https://kpmg.com/in/en/home/services/advisory/managed-services/hr-
and-talent.html

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THANKYOU

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