PROJECT REPORT

ACCENTURE

GARGI DUTTA MS21A016

GOWRI LEKSHMI MS21A018
GOWTHAM MS21A019
GOWTHAMAN MS21A020
HARISH GUPTHA K MS21A021
HARISH KUMAR BANIA MS21A022
RANGANNATH MS21A023
INTRODUCTION

The Inception of Accenture

Accenture (formerly Andersen Consulting) is a Fortune Global 500 company based out
of Dublin, Ireland. It is a multinational professional services company specializing in IT and
consulting services. Andersen Consulting began as a technology and business consulting
division of accounting firm in 1988. In 1989, it was formed as a separate business unit. In 1992,
core values such as “quality client service, one global network, integrity, stewardship, best
people and respect for the individual” were developed and articulated. On 1st January 2001,
Andersen Consulting adopted the name “Accenture” which is derived from “Accent on the
future”. On 19th July 2001, Accenture went public. On the first day of its Initial Public Offering,
Accenture raised nearly US$1.7 Billion. In 2002, Accenture was included in Fortune Global 500
for the first time.

About Accenture
Accenture provides services and solutions across more than 40 industries in five
industry groups. It offers services in “Strategy and Consulting, Interactive, Technology and
Operations” divisions with operations in 200 cities across 50 countries with a workforce of
537,000. 91 of the Fortune Global 100 and more than three-quarters of the Fortune Global
500 companies are clients of the company. Accenture’s revenue for the fiscal year 2020 was
US$44.3 Billion. The company has a market capitalization of US$213.12 Billion as of
September 2021 making it 53rd most valuable company in the world by market capitalization.

MISSION AND VISION

Purpose
“To deliver on the promise of technology and human ingenuity”. We embrace the
power of change to create long-lasting value in every direction for our clients, people and
communities.

Goal
“A world of talent, one team”. Across 200 cities and 19 industries, we work as one
team with a common goal—to create 360° Value everywhere by embracing change.

Key Leadership
- Julie Sweet – Chief Executive Officer - Bhaskar Ghosh – Chief Strategy Officer

- KC McClure – Chief Financial Officer - Jill Kramer – Chief Marketing &

- Jo Deblaere – Chief Operating Officer Communications Officer

- Peter Lacy - Chief Responsibility
Officer
ORGANISATION STRUCTURE

Accenture employs around 5.7 lakh employees covering a wide spectrum of industries.
Framing an effective organisation structure for such a global tech giant is a highly complex
task. To address such complexities Accenture follows a matrix structure. In a matrix structure
there exist two chains of commands, one functional and the other for the project. Further the
project manager can have a high managerial authority or he might be vested only with
coordination or there might be a balanced mix of authority amongst the two based on the
organisation and its functions. The ultimate goal of it is the increased level of coordination as
compared to the conventional structures.

The matrix structure of Accenture is as depicted in Fig.1 given below. The organisation is
divided based on the industry it serves into five broad Corporate Service Groups (CSG) namely
- products,
- resources
- communication media and technology
- financial services
- health and public services.

Further based on the operating region the organisation is divided into various Deployed
to Entities (DTE). Each DTE acts as a mini-company managing its own set of projects,
resources, finances and training. As we move below, the chain drills down from senior
manager to entry-level position based on the experience.

Fig. 1 – Matrix Structure of Accenture

 Since the demands for resources in Accenture is a bit dynamic, hence a matrix
structure helps in efficient resource utilisation by enabling easy shifting of resources from one
project to another. This in turn empowers employees by exposing them to an array of diverse
skills and expertise. Also, as the task of general management and maintaining the integrity of
function is split between Project Manager and Domain Lead the firm is able to deliver high
performance to all of its clients. Ultimately a balance and synergy are attained amongst the
time, cost and performance.

KEY COMPONENTS OF STRUCTURE

1. Complexity refers to the degree of differentiation

existing within an organisation and it encompasses the
width and depth of a firm starting from specialization,
departmentation to the span of control and
geographical dispersion. In Accenture there is a high
degree of complexity in the aforementioned areas. With
offices operating across 200 cities in 51 countries
organising such a diverse population is complex.

2. Formalisation refers to the degree of standardisation

of an organisation. It outlays the standard operating
procedure in terms of recruitment, policies, procedures,
rules and responsibilities. In terms of recruitment,
policies and training there is a high level of
standardisation while in the case of roles and
responsibilities the employees are open to innovation.
Thus, overall, the firm is moderately formalised.

3. Centralization refers to the degree to which

decision-making authority is restricted to higher
levels of management, typically leading to a pyramid
structure. Centralization is generally recommended
when conflicting goals and strategies among
operating units create a need for a uniform policy.
Decentralization refers to the degree to which lower
levels of the hierarchy have decision-making
authority and is recommended when conflicting
strategies, uncertainty or complexity require local
adaptability and decision-making.
 Going by the principles mentioned Accenture was decentralised during its formative
day. But as it started expanding its operations in geographical and functional terms it naturally
opted to increase centralisation. Further, the matrix structure encourages a dual reporting
hierarchy leading to conflicts in certain circumstances.

ACCENTURE CORPORATE STRATEGY

The initial focus of the company could have been on looking forward, while insisting
on deep technical and industrial expertise, but it was long overdue for a shift in its strategy.
From its recent market activities of continuous, aggressive acquisitions, the company made it
known that its focus is now on Cloud market and digital transformation. With 20 acquisitions
in 2019 and 24 the next year, Accenture has expanded its roots in technology consulting and
Cyber Security.

The recent pandemic also played its part, however small, to demonstrate a new front
Accenture took into consideration to excel in the resulting economic slowdown i.e., major lay-
offs. The leadership took swift action to cut 5% of low-performing staff, tweaked its current
performance management system and diverted the capital of around $3 Billion toward its
Cloud initiatives. The significant allotment of capital to its Interactive (formerly Digital) arm
confirms the same.

ACCENTURE FUNCTIONAL DIVISIONS

❖ Accenture Strategy
Strategy comes as a prerequisite for the consulting domain. No execution or
implementation of a plan could be deployed before formulating the strategy. That’s where
Accenture Strategy comes in, with the overall assessment of any business or its components
to provide what they call “360º value creation”. Accenture relies on its AI infrastructure and
data science to accommodate tailored requirements for different clients and suggest unique
strategy formulation based on its years of experience with the know-hows of the concerned
industry. It equally pioneered the adding business with technology strategy.

❖ Accenture Consulting
Following the pre-existing infrastructure of Data Science and AI deployed, consulting
expertise comes naturally to Accenture. It identifies the relevant pain points of an
organization and caters perfectly to the complexity of a business problem. Its management
and technology consulting services are some of the niche skills that help transform the
existing infrastructure and enhance the customer experience by addressing their concerns
precisely.
❖ Accenture Interactive (formerly Digital)
In order to bring marketing and technology together to create a digital marketplace,
Accenture Digital was brought into existence as a technology powerhouse and to also act as
a creative agency with business consulting expertise. It aims to create extraordinary
experiences for the customers through deep insights into the business requirements of a
customer. Recognizing early on the growing importance of digitalization, Accenture
aggressively created a strong foothold into the emerging market of digital products and
services, making it the world’s biggest end-to-end digital capability.

❖ Accenture Technology
The technology function needs no introduction as it is remarkably present in more
than 200 cities, bringing transformation across 40 different industries such as IT, Finance,
Pharmaceutics, Logistics and E-Commerce with its Cloud enabling technologies. The former
CEO Pierre Nanterme rightfully claimed that “it has always been Accenture's sweet spot”.
Accenture Technology had its genesis in specializing in IT infrastructure and implementing
automation in business operations. They claim it’s not only about providing technology but
selecting the right one first, be it based on security enhancement, Cloud migration or introducing
AI-based framework to work within.

❖ Accenture Operations
Operations include the BPOs established across the globe which exist to provide a
seamless experience, with more cost-efficient and higher productivity through the
technological tools and industry-specific solutions. The term Intelligent Operations extend to
IT, Finance and many more industries where innovative models are applied to maximize the output of
concerned processes. Leading the way with Agile methodology and AI based solutions, Accenture
Operations pioneers the field and constantly stays on its toes in terms of innovating new solutions and
focusing on time and cost saving methods.

SERVICES OFFERED

• Finance consulting • Security • Marketing

• Technology consulting • Digital commerce • Supply chain management
• Business strategy • Infrastructure • Zero based budgeting
• Application services • Change management • Business process
• Data & Analytics • Artificial intelligence outsourcing
• Industry X • Automation • Customer experience
• Operating models • Cloud • Mergers & acquisition
• Technology innovation • Ecosystem services • Sustainability
ORGANISATIONAL CULTURE

Accenture's company culture is highly diverse, inclusive, vibrant and growth oriented.
Its culture is based on core values the company has adopted. These core values essentially
bring together the success of all entities involved with the company, from the employee to
employer relationship, the client’s satisfaction, employee support and development and also
the betterment of the community as well. Some of the best aspects of Accenture’s
organisational culture are as follows,

❖ People-focused
Accenture is passionate about developing their people. As a new graduate this means
you can expect a wealth of training and development opportunities to allow you to contribute
meaningfully to the firm from day one. Accenture is also committed to improving
communities and the global environment and they do this through a constant focus on
building a better, stronger and more durable company that will last for future generations. In
focusing on its people, Accenture challenges its employees and looks for them to consistently
demonstrate a "can-do" attitude to problem solving. This culture is fostered in a collaborative
and mutually supportive environment.

❖ Strong Client Relationships

Accenture works to enable clients to become high-performance businesses. This is
done through the creation of long-term relationships and through being, at all times,
responsive to client needs. Accenture builds relationships, focuses on collaboration and
promotes learning in order to deliver exceptional service to clients wherever they are doing
business.

❖ Respect and Integrity

Accenture values diversity and the unique contributions of their employees. The
culture at Accenture is trusting, open and inclusive. Every individual is treated in a manner
that reflects Accenture’s values. For most businesses, integrity is very important. At
Accenture, this manifests itself in being ethically reliable, honest and inspiring trust by saying
exactly what you mean, matching behaviours to what has been promised and taking
responsibility for your actions.

❖ Perks of working in Accenture

1. Employee share purchase plan – ability to purchase company stock at a discounted
price (10% discount to share price).
2. Health and benefits – comprehensive plans with insurance, extended health, dental,
covid relief and so on.
3. Corporate discounts – discounts at several partner and client organizations.
 4. Minimal work travel – the firm employs a regional market-based model that prioritizes
staffing resources in their local area.
❖ Inclusion and diversity
Accenture has been ranked the No. 1 company on Refinitiv’s Diversity & Inclusion
Index in software and IT industry, which identifies the 100 publicly traded companies with the
most diverse and inclusive workplaces, based on Refinitiv’s environmental, social and
governance (ESG) data.
Accenture’s board of directors is diverse in terms of its geographic and gender
representation, with people from six countries across four continents and five (42%) women,
including its lead director.
Accenture set a goal of achieving a gender-balanced workforce by 2025, the
company’s global Pride Ally program has more than 110,000 members, and its global
Disability Champions network has 22,000 members.
Also, they started more inclusive program for disability and LGBTQ peoples. The Fig. 2
shows how Accenture employees thinks about cultural values inside the organization.

Fig. 2 – Cultural Values Score Plot

ACCENTURE IN RECENT NEWS

1. Cosmetic giant Shiseido teams up with Accenture for technology

Accenture is setting up a joint venture with Japan-headquartered global cosmetic and
personal care company Shiseido – to help the latter explore the value of digital in the modern
consumer market. In February 2021, the company selected Accenture for digital
transformation support.

2. Accenture helping Henkel build a digital savvy workforce

Accenture has helped global consumer goods company Henkel upskill thousands of
employees, while cutting down the application time for external candidates by more than
90%. Accenture began with a 'skills and capabilities assessment', mapping employee
competence in key functional areas such as marketing, sales, procurement, human resources,
information technology, supply chain, and research & development.

3. Accenture helps Milan Fashion Week go digital amid corona

Accenture has collaborated with Microsoft to facilitate the first ever Milan Digital
Fashion Week, organised by Camera Nazionale Della Moda Italiana (CNMI). The pair have
designed a new digital platform that brings the event experience online.

4. Accenture partners with JICA on digital transformation projects

Professional services firm Accenture has been chosen by Japan’s national
development agency JICA (Japan International Cooperation Agency) to provide support on a
range of digital transformation pilot projects in emerging economies.

5. Accenture helping Louvre museum digitise its art experience

France’s iconic Louvre Museum in Paris is turning to Accenture to help with the
development and execution of its digital strategy.

6. Coles expands its consulting collaboration with Accenture

Australian retail company Coles has established a long-term strategic partnership with
global consulting firm Accenture to help implement its recently signed cloud-based digital
transformation agreement with Microsoft. Under the new partnership, Accenture will also
help modernize Coles’ digital operations.

7. Cushman & Wakefield teams with Accenture

The recently announced deal with Accenture sees Cushman & Wakefield enter into a
consulting and technology services contract with the service provider. The consulting firm will
support the company with standardizing its HR and finance back-office processes, from design
to implementation.

8. Accenture helps UniCredit with Finance BPO transformation

UniCredit has hired Accenture to support a large finance BPO transformation program.
Accenture will provide management consulting (finance and accounting; change
management, IT consulting (technology) and Outsourcing (BPO) services.

9. Accenture supports US Air Force with DEAMS roll-out

Accenture Federal Services, a US subsidiary of Accenture, has been awarded a 30-
month contract by the US Air Force to see its Defence Enterprise Accounting and
Management System. The DEAMS is an automated information system project launched in
2003 to provide a single accounting system and standard across all of the US Air Force bases
10. Accenture wins global HR BPO assignment Unilever
Accenture has won a large five-year HR business process outsourcing (BPO) contract with
Unilever. The contract includes the following services: recruitment, labour terms, HR administration,
payroll administration, training & development and learning system hosting.

SWOT ANALYSIS

➢ Strengths
1. Accenture has a large customer base with some first-class companies in it. More than
90 out of the top 100 fortune companies have Accenture as a consulting company.
2. It has a strong service delivery network operating in 200 locations across 56 countries
with 537000 employees ceaselessly attempting to give efficient solutions to their clients.
3. Accenture follows Client driven approach which helps them to understand the real time
problem accurately.
4. The company continuously looks to enhance its abilities by contacting better and more
capable labour to meet the dynamic requirements.
5. It has a low-cost structure which provides it with a competitive advantage.

➢ Weaknesses
1. The size and scale of the company leads to significant management and organizational
challenges. It might become increasingly difficult to maintain effective standards across a
large enterprise and effectively institutionalize the knowledge.
2. Even though Accenture brings together expertise in 5 different areas, the Consulting
part frames the significant wellspring income for the company.
3. Focusing only on large sized projects will result in the loss of market share to its
competitors.

➢ Opportunities
1. The scope for growth in environmentally friendly products and services, where the
government offers subsidies, is high.
2. More focus on Technology Innovation and Business Process Outsourcing must be made
to improve income comparable to consulting. This can assist the firm in penetrating the
market.

➢ Threats
1. Growth in the strategy and consulting industry has opened doors for new entrants into
the market.
2. Over dependability on premium clients turned out to be a threat during the recession
period as the large clients were the first ones to get affected by the financial downturn.
PESTEL ANALYSIS

Political - High political stability provides a stable and friendly business environment with
predictable market growth trends. Currently, Accenture is operating in different countries.
With instabilities in the global political environment and frequent changes in government
policies may harm its business performance. Accenture needs to study the current trends in
the country's political scenario.

Economical - The global expansion strategies of Accenture are influenced by the financial
market efficiency as operating in highly efficient financial markets leads to improved liquidity
position and strengthened ability to enter new markets. The health and efficiency of financial
markets, like the GDP growth rate of the country, will determine Accenture’s ability to pursue
its long-term growth strategies.

Social - Accenture is committed to the cause of diversity and inclusion which is why they are
working towards the goal of achieving 50/50 gender equality across the company by 2025.
They want to see an increased number of women in higher-level leadership positions in the
company breaking the stereotypes in countries like India. They also understand that diversity
goes beyond gender diversity in more westernised countries, that is why they have many
programs that aim to attract talent from all segments of society, which includes Persons with
disabilities, the LGBTQ community and veterans.

Technological - Research and development activities are highly important in an environment

in the current world where new products are developed quickly. In such an environment,
Accenture should increase its product range diversity, invest in the upcoming disruptive
technologies to maximize profits, and engage in increasing the market share by focusing on
emerging technological innovations.

Environmental - There is a growing trend towards the use of eco-friendly products. Accenture
can take it as an opportunity and adopt green business practices to win the trust of
stakeholders. It requires Accenture to prioritize and focus on marketing the eco-friendly
nature of its products. Also, Accenture can invest in renewable technologies to ensure long-
term sustainability. This investment will also increase stakeholder satisfaction and expand the
customer base due to enhanced brand image.

Legal - Data protection has become an important issue due to consumers’ privacy and security
concerns. Moreover, there are laws to set the maximum price, ensure a certain quality
standard, and protect consumers from fraudulent marketing claims. Accenture must consider
these factors to ensure compliance with consumer protection laws. Also, inability to protect
intellectual property rights which are designed to protect the companies' patents and
valuable ideas can result in losing competitive advantage, which may weaken the positioning
of Accenture against other market players.

COMPETITORS IN DIFFERENT FUNCTIONS

ACCENTURE STRATEGY &

CONSULTING ACCENTURE TECHNOLOGY
& OPERATIONS
▪ McKinsey & Company
▪ Boston Consulting Group ▪ Cognizant ACCENTURE
▪ Bain & Co. ▪ TCS INTERACTIVE
▪ Deloitte ▪ Capgemini
▪ PWC ▪ DXC Technology ▪ Cognizant Interactive
▪ KPMG ▪ IBM ▪ Merkle
▪ Ernst & Young ▪ Wipro ▪ Isobar
▪ Infosys ▪ Deloitte Digital

IMPLICATIONS

Accenture works with 91 of the Fortune Global 100 companies and more than three-
quarters of the Fortune Global 500. Their lasting connection with Accenture exceedingly
around 10 years is an epitome for their client relationship. This in turn leads to financial
stability to the firm regardless of the uncertainties. This proves the criticality and significance
of Client Relationship in an IT Industry.

The matrix structure of Accenture brings about clear division of labour amongst the
functional and project manager. As the roles and responsibilities are split clearly these
managers are able to focus more on their assigned aspects leading to superior customer
experiences and business outcomes.

Accenture’s significant investment in developing advanced technologies, a rich pool

of talent, vast delivery footprint, and strategic partnerships with top institutes made them a
leading player in global analytics. Also, their focus on inclusion and diversity aiming to have a
50:50 male to female ratio helped the organisation gain fame and brand image. Consequently,
Accenture's brand is a differentiator in the recruiting process. Junior-level hires want a brand-
name on their resumes to start their careers, and senior-level hires, rain-makers that exist in
small numbers, want to be selling a premier service.
REFERENCES

https://newsroom.accenture.com/fact-sheet/
https://www.accenture.com/in-en/about/company-index
https://www.accenture.com/in-en/accenture-timeline
https://en.wikipedia.org/wiki/Accenture
https://companiesmarketcap.com/accenture/marketcap/
https://www.g2.com/products/accenture/competitors/alternatives
https://www.brightnetwork.co.uk/employer-advice/accenture/culture-accenture/
https://www.greatplacetowork.com/certified-company/1000886
https://www.accenture.com/in-en/about/inclusion-diversity-index
https://sloanreview.mit.edu/culture500/company/c107/Accenture
https://newsroom.accenture.in/