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ELLORA TIMESELLORA TIMESLIMITED.LIMITED.MORVIMORVI
PREPARED BYPREPARED BY: RAVAL NIRALI N.
SHRI J.H.BHALODIASHRI J.H.BHALODIA WOMENS COLLEGE,WOMENS COLLEGE,RAJKOTRAJKOT
YEAR : 2006 2007
CLASS : SY B.B.A
ROLL NO : 68
SEAT NO :
SUBMITTED TOSUBMITTED TO
SAURASHTRA UNIVERSITY, RAJKOT.
GUIDED BY
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Prof. SMITA C.VYAS.
I, the undersigned Raval Nirali N, a student of S.Y.B.B.A.hereby declare that the project work presented in this report is myown create and has been carried out under the supervision andguidance of our faculty Prof. Smita. C. Vyas,of Shri J.H.BHALODIAWOMENS COLLEGE, RAJKOT.
This work has not been previously submitted to any otheruniversity for any examination.
DATE :
PLACE : RAJKOT.
SIGN
(RAVAL NIRALI .N.)
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We know that training is for development in particular field with
which we concern. The practical study is most important for anystudents.
SOUNDS BECOME MUSIC IF A TRAINED PEOPLE USE IT.
This above itself results the significant of industrial training alongwith the theoretical knowledge in any field. The real aim of our
practical training in each department is to absorb knowledge about thetechnique, logic etc.
B.B.A is a professional course of management study andmanagement it self is an art. Art involves the practice. Therefore, it isnecessary for us to know practically how the business runs.
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Though this project is my own work but I have done it with the
help of many persons. I feel happy to thank all those persons withwhose help I have been able to make this project.
I, heartily thank to our Principal Mr. N.H.Koringa for hisinspiration for doing the project and also thankful to our facultyProf.Smita Vyas for her whole hearted support and encouragement.
It gives me pleasure to express my deep sense of gratitude toMr. Rajiv Ranjan (Corporate Manager) with whose help I obtained thepermission for training in Ellora Time private limited.
I, once again thankful to all the staff members of Company andthose who directly or indirectly helped me to complete may projectwork.
DATE :l
PLACE : RAJKOT
(RAVAL. NIRALI. N)
MAIN INDEXMAIN INDEX..
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11 GENERAL INFORMATION.GENERAL INFORMATION.
22 PRODUCTION DEPARTMENT.PRODUCTION DEPARTMENT.
33 PERSONNEL DEPARTMENT.PERSONNEL DEPARTMENT.
44 MARKETING DEPARTMENT.MARKETING DEPARTMENT.
55 FINANCE DEPARTMENT.FINANCE DEPARTMENT.
66 FUTURE PLANS.FUTURE PLANS.77 SWOT ANALYSIS.SWOT ANALYSIS.
88 UNITS CONTRIBUTION.UNITS CONTRIBUTION.
99 CONCLUSION &CONCLUSION &SUGGESTION.SUGGESTION.
1100
BIBILIOGRAPHY.BIBILIOGRAPHY.
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INDEXINDEX..
Sr no.Sr no. ParticularsParticulars Page noPage no
1 Introduction.Introduction. 88
2 History of the unit.History of the unit. 99
3 Location.Location. 1111
4 Compnays Profile.Compnays Profile. 1212
5 Managing Body.Managing Body. 1414
6 Organization Structure.Organization Structure. 1515
7 Misssion Statement.Misssion Statement. 1616
8 Social Development.Social Development. 1717
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INTRODUCTIONINTRODUCTION..
RAPIDLY CHANGING SAURASHTRA TOWN IS NOWTIMEKEEPER TO THE NATION.
Ellora Time Ltd. Is very famous in the world of electronics itemor it can be said that ORPAT IS WORLD CLASS PRODUCTsituated in MORBI. It is a company, which is engaged in manufactureof clocks, telephones, calculators, timepieces, educational toys, andhome appliances with a full range of products like irons, water filter,water dispenser, and many other as mentioned earlier.
Company has achieved a world record of manufacturing1,36,92,372 clocks during 2002-2003. Its annual turnover exceeds100 crore.
At present company is manufacturing around 100 models of wallclocks, 40 models of timepiece, 25 models of telephones, 30 modelsof calculators & 3 different verities of educations toys with 6 differentcolures, even after wide range of models in each of the products, newmodels are introduced every month to be always ahead and
unbeatable in the Global Market.
The company provides employment to 4000employees out ofwhich 90% of them are female employees. The company is first inINDIA to undertake in house I.C. chip bonding.
The company has stuck to its motto of providing world classquality products and is confident of staying ahead.
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HISTORY OF THE UNITHISTORY OF THE UNIT..
M/S, ELLORA TIME Ltd. more known by the brand AJANTA aswell as ORPAT for its clocks. It was established in SEPTEMBER
1971 with the intial capital of Rs.1,00,000 by Shri ODHAVJIBHAIRAVJIBHAI PATEL more popularly know as Shri O.R.Patel, whowas later accompanied by his sons. The name comes from Mr.O.R.PATEL. Initially, the company started with timepiece and thendiversified to calculators and telephone.
Mr. O.R.PATEL was initially a science teacher in V.C. TechnicalHigh School in Morvi. Over a period of 28 years he has been able tomake it AJANTA QUARTZ.
With complete dedication, commitment and hardwork thecompany is climbing the ladder of success and at present thecompany is having wide range of products in different segments suchas Clocks, Telephones, Calculators, Timepieces, Educational toysetc.
Even the company has entered into the Home ApplianceSegment with a full range of products like Irons, Water Filter, WaterDispenser, Water Purifier, Water Sterilizer, Room Heater, Table Fan,Wall Mounting Fan, Mixer Grinder, Kettle, Emergency Light, IceShaver, Air Cooler, etc.
The outook of ORPAT & ELLORA is all around progress notonly of the management family but its workers staff, distributors,retailers and everybody else like suppliers and othercoming in contactwith them. This has created an invisible bond of solidarity in an army
of people making and creating a SUCCESS in all spheres of theiractivity in India and abroad.
In 1993 Mr. O.R.PATEL won the MAN OF THE YEARaward (Horological field) the highest exporter of electronic consumergoods for 1991-92.
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LOCATION OF THE UNIT.LOCATION OF THE UNIT.
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LOCATION Ellora Time Ltd.Orpat Industrial Estate,Morbi Rajkot Highway,
Morbi 363641
REASONS FOR SELECTION OF LOCATION
Location is that place where the industry is located,means it isthe particular place where the promoters are thinking to establish their
unit. Location has great importance because by choosing location onecan decrease the cost of production and increase the profit. Theselection of location is very difficult task, for this requires greatthinking, perfect planning taking into consideration future changes.
Orpat has selected such a location because here labour is easilyavailable, transport facilities are also favorable. As far as marketingfactors are concerned, Morbi is a big local market and in Saurashtra,Rajkot is a big market. For international market, Kandla Port is nearerto Morbi. As it is situated in an industrial estate, it gets some
government subsidies also. So, we can say that the location of thecompany is the best one for distributing its products cost wise andconvenience wise.
COMPANYS PROFILE
REGISTEREDOFFFICE Ellora Time Ltd.
(Orpat Industrial Estate,
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Morbi Rajkot Highway,Morbi 363641
BANKERS SBS Morbi-Industrial Branch
BRAND NAME ORPAT-AJANTA-REWA
CHAIRPERSON SHRI ODHAVJIBHAI RAVJIBHAIPATEL
FORM OF PRIVATE LIMITED COMPANYORGANIZATION
NATURE OF THEINDUSTRY MANUFATURING INDUSTRY
SIZE OF UNIT LARGE SCALE UNIT
YEAR OFESTABLISHMENT YEAR-1991
AUDITOR FINAVA & CO. RAJKOT
WEEKLY OFF WEDNESDAYEMPLOYMENT AROUND 6000
WORLD RECORD MANUFCTURING 1,36,92,372CLOCKS DURING 2002-2003
ANNUAL TURN OVER EXCEEDS RS. 110 CRORE
LAND AREA BUILT-UP AREA OF 15,00,000
SQ.FT. AND OVER ALL CARPETAREA OF 10,00,000 SQ.FT.
ACCOUNTING YEAR 1ST APRIL TO 31ST MARCHCONTACT PHONE: -91-2822-231444/45/46
FAX: -91-2822-230125/230599E-MAIL: [email protected]
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WEBSITE:www.orpatgroup.com
MANAGING BODY
BOARD OF DIRECTORS
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CHAIRMAN Mr. Odhavjibhai Ravjibhai Patel
MANAGING DIRECTOR Mr. Pravinbhai Odhavjibhai Patel
DIRECTOR Mr. Jaysukhbhai Odhavjibhai Patel
DIRECTOR Mr. Ashokbhai Odhavjibhai Patel
ORGANIZATION STRUCTURE.
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MISSION STATEMENT.
The firm is mainly started with objective of earning profit which isknown as mission for every company. So it becomes very much necessary
for each and every to specify its mission in broader sense.
Mission Statement should indicate broad goals and policies. Themission statement of Ellora Times Ltd are as under.
To improve the export performance.
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To reduce the cost of production and to increase profit.
To give more satisfaction to the customers.
To retain the monopoly in Domestic Market.
To reduce the price of some products so that all can buy.
SOCIAL DEVELOPMENT.
Goodwill of any depends not only on the profitability but alsoit depends on the social development of the firm. The firm should
be socially developed in better sense.
Mr. O.R.Patel started a campaignStop liquor for betterlife.
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He has established educational institutions, hospitals,library, auditoriums and cattle farms.
They give aids to the needy students,gives medical help andclothes to needy people. The firm has also got its charitable trust.The address of charitable trust is as under:
ORPAT CHARITABLE TRUST.Trust Regd. No. E/2985 Dtd :30.01.93.Parmanand Complex Sanala Road,Morvi 363641(India)Phone No. (02822) 31077 / 31078Fax No. (02822) 31075
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INDEX.INDEX.
Sr no.Sr no. Particulars.Particulars. PagePage
no.no.
1 Introduction.Introduction. 2020
2 Organization chart.Organization chart. 2222
3 Products of the company.Products of the company. 2323
4 Prodcution Management. 24Prodcution Management. 24
5 Raw Materials, MachinesRaw Materials, Machines 2626
& Equipments.& Equipments.
6 Production Planning. 27Production Planning. 27
7 Production Process. 28Production Process. 28
8 Product Quality Control. 31Product Quality Control. 31
9 Government Aids.Government Aids. 3232
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INTRODUCTION.
ACCORDING TO E.S.BUFFA.ACCORDING TO E.S.BUFFA.
Production management deals with the decision makingrelated to the production process so that the goods are producedto the specification in the around by the scheduled delivered andat minimum cost.
Production means creation of utilities and covers all theactivities of procurement, allocation and utilization of resources suchas labor, energy, materials, equipment, machinery, etc. requires
satisfying customer is the king and their satisfaction leads to successof the organization.
Production function is an important function as most of otheractivities revolve around this function.
Ellora Time Ltd. Is a company, which is engaged in
manufacture of clocks, telephones, calculators, timepieces,educational toys, and home appliances with a full range of productslike irons, water filter, water dispenser, and many other as mentionedearlier.
Company has achieved a world record of manufacturing1,36,92,372 clocks during 2002-2003.
At present company is manufacturing around 100 models of wallclocks, 40 models of timepiece, 25 models of telephones, 30
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models of calculators & 3 different verities of educations toys with 6different colures, even after widerange of models in each of the products, new models are introduced
every month to be always ahead and unbeatable in the Global Market.
The production process of each item is done individually but the basicproduction process is almost similar to all the products.
Thus, production is considered as the core of all the activitieswhich take in the business. All other activities of business revolvearound the production activities.
ORGANIZATION CHART.
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FACTORY DEPARTMENT
PRODUCTION MANAGER
SUPERVISIOR
FOREMAN
WORKERS
PRODUCTS OF THE COMPANY.
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Ellora times Ltd. Is the only company which was first in Indiato undertake in house I.C Chip bonding. This was the first
company which has installed more than 130 imported injectionmolding machines with micro process based controlled system &also installed different types of machines for the homeappliances.
At present Ajanta & Orpat is manufacturing around,
100 models of wall clockes.
models of calculators..models of timepieces.
models of telephones.
different varieties of educational toys with 6 differentcolours.
Even after wide range of models in each product, newmodels are introduced every month to be always ahead &
unbreakable in the global market.
PRODUCTION MANAGEMENT
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It is the process of effectively programming, co-ordinating andcontrolling i.e. operations of that part of an enterprise which isresponsible for the actual transformation of materials into finished
products. It deals with man-machine organization to accomplish bothproductivity and satisfaction the desirable and results.
Here in Ellora Time Ltd. most of these decisions are undertakenby the top management. There is a minimum percentage of bottomlevels voice.
PRODUCTION MANAGERS
Kamleshbhai Calculator department
Rameshbhai Telephone department
Ashokbhai Timepiece department
Nayanbhai Home Appliances department
There are approximately 95-100 workers working in eachdepartment of production.
Here, first they forecast the demand, then they setmanufacturing plan, then its implementation, then compare actual
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outputs with planned outputs, then they analysis deviations if any, ifnecessary the replant, otherwise plan for next cycle. It can be well-shown by this chart.
Forecasting of demand
Manufacturing plan
Implementation of plan
Compare actual output with planned outputs
Analysis deviations(If deviations replant, if not plan for next cycle)
RAW MATERIALS, MACHINES
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AND EQUIPMENTS
RAW MATERIALS
Raw materials forms the basic component of the product. Forthe production of wall clocks, time pieces, telephones, wrist watch,calculator & home appliances it requires the following materials.
- Plastic- Metal- Glasses- All Electronic item
The company gets its raw material imported from U.S.A.,Germeny and Japan.
MACHINES
It is the only company which has installed more than 130imported injection moulding machines with micro-process basedcontrol system.
TECHNOLOGY
Company is using most advanced and sophisticatedmachineries to give best international standard products.
PRODUCTION PLANNING.
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In Ellora Times Ltd. Most of the decisions areundertaken by the to managent and superior officers.
Firs they forecast demand then they set manufacturingplant and therafter its implantation is done. Compare actualoutputs with planned outputs, analysis deviations if any. Ifnecessary they replant, otherwise plan for the next cycle. It canbe well shown by the shart.
Forecasting of Demand.
Manufacturing Plan
Implementation Plan
Compare actual operationWith planned operation.
Analyse Deviation.
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PRODUCTION PROCESS.
It is a very important process. Here, in the company, production
process moves from mixture of basic raw materials and then to give itshape, after that to make it cool and then it goes further for makingoriginal shape and then to cut it according to size.
Here the production process is undertaken as follows:
Moulding.
Stamping.
Molding.
Glass Cutting.
Assembling.
Checking.
MOULDING.
This is considered to be the first step in theproduction process. Under this the stage the plastic cabinet isprepared. The basic raw material required for this purpose is PVCplastic power of black &white colour and virgin polyester plastic planpowder which is brought from Rajasthan & Maharashtra. The
company has 130 imported injection Molding machine with microprocess controlled system.the plastic and the colours are addedaccordingly.
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STAMPING.
The next step in the production process comes is thatof stamping . after moulding it requires further more process. Therearent stamping machines in the department. Theses machines work
on the gas. With the help of the machines golden foil and back plasticis stamped on the numbers of the cabinets and onside borders anddesigns. Stamping gives a decorative touch to the cabinet which isdone mostly by the consumers.
MOLDING.
This is the third step in the production process wherethe various spareparts of the clocks are prepared transmission gear,hands of the clock & many more. The working of both moldingdepartment is same but molding is done twice in order to makedamaged goods repaired. If damages are irrepairable the goods areset back to previous molding department.
GLASS CUTTING.
The glass attached to the cabinet are brought from
China. It is received in the form of glass sheets. The workers in thedepartment cut glass according to the shape and size of clocks. Thewaste of the material is generally 15% which is sold out as a scrap.
ASSEMBLING.
In this stage final touch is gives to spare parts ofclock such as glass auto parts fitting, speakers and volumes are fittedin the musical clock. Here the wiring of essential parts of clock is
done. Switch, Speaker, Melody, Circuit Cell box, & time setting makesthe full clock ready.
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CHECKING.
After making the complete process clocks arechecked. The clocks are passed to the specific test for the checking
process. If any defected clocks are their then it is rejected otherwise itis sent to other department for packing.
This is how the production process takes place inEllora Times Ltd.
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PRODUCT QUALITY CONTROL.
Quality control is the control of quality during the manufacturingprocess. It is the mechanism to ensure quality standards so per therequirement of the sales, engineering &manufacturing department ofan enterprise. It is primarily interested in making thing right rather thandiscovering and rejecting those made wrong.
The company is ISO 9001-2001 and CE certified and has multistage quality control from the raw material to the finished products toprovide zero defect products to the ultimate consumer.
It does not give importance only to the quality of its product, butalso to the quality of its advertising, services, delivery, after sale-service, etc.
Main extra-ordinary feature of its products are the colors, sweepand physical look. It makes changes in features after surveyingmarket. Moreover, it has to consider the cost element in changing the
feature as it has to maintain balance between cost and features.
Even looking to the young generation choice, it manufactures itsclocks in the same manner.
GOVERNMENT AIDS.
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The customs duty levied on the product of Ellora TimesLtd is compared with other countries leading to less exports. Asmarginal reduction in customs duty can fetch high foreignexchange return and on the government of India provides taxexemption on the basis of exports only.
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INDEX.
Sr no.Sr no. Particulars.Particulars. PagePage
no.no.
1 Introduction. 35Introduction. 35
2 Organization Chart. 36Organization Chart. 36
3 Personnel Management. 37Personnel Management. 37
4 Time Keeping System. 38Time Keeping System. 38
5 Recruitment & Selection. 39Recruitment & Selection. 39
6 Trainaing & Developmnet. 41Trainaing & Developmnet. 41
7 Wages & Salary. 43Wages & Salary. 43
8 Promotion & Transfer Policy. 44Promotion & Transfer Policy. 44
9 Employees Benefits & 46Employees Benefits & 46
Services.Services.
10 Personnel Records. 47Personnel Records. 47
11 Trade Union. 48Trade Union. 48
12 Grievance Handling System. 49Grievance Handling System. 49
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INTRODUCTION.
Organization is a group of people working together co-operatively under the common goals and objectives that naturallybenefit to the particular organization. The main aim of thepersonnel management is to bring the employees together anddevelop into effective organization. It is mainly concerned with thehuman relations.
In all business concerns, there is one common element i.e.human resource; work force of an organization is one of the mostimportant inputs of components. It is rightly said that people are our
single most important asset. Because of the unique importance ofhuman resources and its complexity due to ever changing psychologybehavior and attitudes of men and women at work, personnel functioni.e. manpower management function is becoming increasingspecialized.
Personnel function is particularly interested in personnelrelationships and interaction of employees human relations.
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ORGANIZATION CHART.
PERSONNEL MANAGER
DIRECTOR
DEPARTMENT MANAGER
SUPERVISORS
WORKERS
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PERSONNEL MANAGEMENT.
Personnel management is the planning, organizing, directingand controlling of procurement, development, compensation,integration and maintenance for the purpose of contributing oforganization, individual and social goals.
Flippo : Principle of PersonnelManagement.
Labour is an important element of cost and we can very easilyreduce the cost of labor by the best utilization of human resourcesand therefore it is necessary to seek the co-operation of the humanforces to get the maximum benefits out of the efforts it puts in laborbeing an important factor of production needs motivation and properguidance from the side of management to get the desired result. It isthe task of the management to deal with the human forces effectivelyand to lead then to work properly and in the right way of procurementright person can be appointed on the job.
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TIME KEEPING SYSTEM.
NO. OF EMPLOYEES
The company currently provides employment to around 6000employees (90% of which are female employees). There areapproximately 95-100 employees working in each department ofproduction.
WORKING HOURS
Their work profile is from 7:30 a.m. to 6:15 p.m.. They break(lunch time) from 12:00 p.m. to 1:00 p.m.
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RECTRUITMENT AND SELECTION.
Well qualified and skilled workforce can enable thecompany toclimb ladders after ladders of success.
Therefore, it is the primary duty of personnel department toprocure right person for the right job from right source at the right cost.
RECRUITMENT.Recruitment is convinced with the identification of sources
from where personnel can been employed and motivating them to
apply for the employment.
Whenever the vacancy is created, recruitment is require tobe carried out to fill up the vacant places from the manpower detailon roll position in relation to the existing sanction the personneldepartment comes to know about the existing vacancies &accordingly they arrange the requirement of employees of differentcategories.Recruitment is the discovering of potential applicants for actual
anticipated organizations vacancies.
There are mainly two sources of recruitment. They are1) INTERNAL SOURCES.
2) EXTERNAL SOURCES.
In Ellora Times Ltd. Generally, they are using internalsources as they passed message to their existing employees for a
new employees for the job. If it is possible then they also filled thepost by transfers & promotions only in the middle and the higher levelpost. For lower level they recruit outsiders as an employee mostlythey recruit girls as an employee for their development
90%of girls are working for the production process.
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TRAINING.Training is an organized procedure for increasing the knowledge
and skill of the employees for the better performance of job. Itattempts to improve their performance on current job and preparethem for an interested job.
Once in a year training is given to the workers. This is given toAlll India Level with only difference in the language only. Training &development refer to imparting of specific skill abilities & knowledge toemployee. Training is generally linked with operational task &goal ofan organization. It is a short term process.
During the training period workers are given informationregarding bonus, P.F & other such rights. Besides this it also helpsthe workers to communicate well with other officers, a healthyrelations &peaceful atmosphere is created in an organization.
Ellora Time Ltd. Provides either in house training to its workersor department wise. For the development of their personnels, theyprovide a challenging atmosphere for work, provides job satisfaction.
They boost up their enthusiasm by providing increments. If any newcomer is entered in an organization the company is giving training tothe employees. Ajanta is giving on the job training to the employeeswith advanced technology.
DEVELOPMENT .Development is a relative process. It covers not only those
activities which improve job performance but also which brings growthof the personality, helps, and individual growth towards maturity andactualization of their potential capacity.
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Development are those learning opportuninities which arespecially designed for the growth of employees. These type ofprograms are generally meant for the employees of higher position.
In Ellora Times Ltd development programs are arranged for
higher level employees of an organization for the management orexecutives. They also invite the outside lecturer to give someknowledge & information about new marketing strategy.
WAGES AND SALARY.
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Wages are the payments made to the employees ascompensation for the organization. Although wages includes salaries
yet slight difference is there in wages and salaries. Wages have directrelationship with the production while salaries on other hand areremuneration for the quantum to be measured such as remunerationpaid to clerical managerial supervisory staff. The main objective ofsuch wages and salary administration is to control the cost toestablish affairs and equitable remuneration to all.
Here, in Ellora Time Ltd. wage structure is divided in to threecategories like unskilled, semiskilled and executives. Salary scale isfixed at times it increases or decreases according to the performanceof employees. Semiskilled workers are paid minimum Rs. 2000 andExecutives are paid minimum Rs. 10,000.
PROMOTION & TRANSFER POLICY.
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PROMOTION.
In every organization there is sound base promotion so thatindustrial relation may be promoted. It is the responsibility ofpersonnel department of organization to develop a sound promotion
policy to reduce the personnel problems regarding promotions andensure that the employee gets a fair chance of advancement.
Promotion represents the ultimate accomplishment of someemployees. Many achieve it through hard work & good performance.Promotion is considered as a wepon. If handled carefully, itcontributes to employee satisfaction & motivation. Promotion is animprovement in pay prestige positions & responsibility of employeeswithin his/her organization.
So far as Ellora Time Ltd., is concerned, employees are givenpromotion for their hard work & performance. Promotion is generallyused in middle level & higher leve. They give promotion on meritbasis. But they give promotion in such a manner that there arechanges of disputes & conflicts among other employees of anorganization.
TRANSFER.
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As mentioned earlier, labor is most important part of anyorganization. Therefore, to retain them organization provides certainbenefits and services to them.
FEATURES.
The company has its own township situated in Morbi for theemployees who are non-local residents and also provides dailybus service.
At the time of any festival, company provides bonus along withgifts.
Canteen facility is also very good for the employee .
P.F. scheme is also introduced for the benefit of the workman.
There is no dispensary for the employees but in case of anyinjury company provides first aid to the employee.
The workers working in the production unit are provided safety
devices like gloves, helmets & other accessories required for theemployees.
PERSONNEL RECORDS.
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Personnel records mean history of the employees. Each & everyorganization has to maintain a systematic record of its employeeswhich includes the information about personnel regarding their jobanalysis, evaluation, description, recruitment, selection, training,transfer, promotion, test score, periodical appraisal, wages, salary,
pensions, provident fund contribution, employee service and benefits,safety provisions, labor disputes, etc.
In Ellora Time Ltd. Legal department of the unit maintains thepersonal report. Personnel records includes education, qualification,rate of bonus, promotion, transfer, duties, responsibilities, slary orwages etc.
TRADE UNION.
Trade union is known as An organization of wage earnersto protect & promote the interest of wage earners and to enable
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them to contribute according to the ability & experience to socialand industrial enterprise.
In case of Ellora Time Ltd the company has employeedvarious categories of managerial & technical personnel and haveassigned their areas in order to make work easy. There is ahealthy relationship between employees & employers which canbe said with the strong proof that the company has not forced anylabour union.
GRIEVNACE HANDLING SYSTEM.
Grievances means problems & the disputes which arebecause of dissatisfaction & some other reasons among otheremployees. In all the companies grievances always existirrespective of the type of the unit or its size. Therefore the
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grievance handling system is considered as an important systemin organization.
In Ellora Times Ltd there is not a single policy to solve theproblem but if the workers have any problem than he/she candirectly go to his supervisor or departmental headand solve theproblem.
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INDEX .
Sr no. Particulars. Page
no.
1 Introduction. 52
2 Organization Structure. 53
3 Marketing From Orpat Point 54
Of View.
4 Product Planning. 55
5 Product Mix Width. 56
6 Pricing Policy. 58
7 Market Segementation. 60
8 Channel Of Distribution. 62
9 Chart Of distribution. 63
10 Sales Promotion. 64
11 Global Marketing Network. 66
12 Advertising. 68
13 Packing & Labelling. 69
14 Service. 70
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INTRODUCTION.
Marketing is the process of planning and executing theconception, pricing, promotion and distribution of ideas, goods andservices to create exchanges that satisfy individual and organizationalgoals.
Philip kotler defines a Market as an area for potentialexchanges.
The process of marketing starts with identifying the customers
needs and then developing a marketing program suiting the needs ofthe customer. Hence, customer is at the centre of any marketing plan.It involves the process of designing the products in such a way that itis acceptable to the consumers. Marketing includes four Ps ofmanagement i.e.product, price, promotion and place or physicaldistribution.
Generally in a small or medium scale unit the function ofmarketing is carried out by the owners of business or the marketing
manager.
Ellora Time Ltd. is a large scale unit. It has already explored theinternet. The company has started communicating through internet forbuilding marketing channels and for communicating with its clients,industrys is www.orpatgroup.com. Here marketing is considered veryimportant as it mainly deals with watches, calculators & recently it has
jumped in the field of home appliances where marketing is veryessential for the selling the product to the customers.
Its distribution network currently covers over 140 wholesaledepot and 25,000 retail outlets.
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ORGANIZATION CHART.
MARKETING DEPARTMENT
MARKETING EXECUTIVE
ZONAL MANAGER
AREA MANAGER
SALES PERSONNEL
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MARKETING FROM ORPATPOINT OF VIEW.
PRODUCT PLANNING.
ProductDemanded
MarketingResearch
To Know
ProductProduced byOrganization
Product soldTo
Consumer
SuccessfulMktg.
By Consumer
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Product planning means to plan the product in such a way that itwill yield more sales and profitability. Planning is necessarily for re-designing and improving the product and also making some changes
according to market consumer demand. There are three aspects ofproduct developing, modifying and discontinuing.
In Ellora Time Ltd. while product planning; some points aretaken into consideration.
1. Last decision of product planning is taken by the managing
directors after notifying all the points of marketing managers.
2. After analysis of market demand, product plan is developed.
3. While planning the product, availability of raw material isconsidered.
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PRODUCT MIX WIDTH.
A product is the most important part for the success ofany unit. Unless & untill the product is not competitive andappealing to the customers it will not be sold in the market soeasily.
Product mix is defined as the sets of all products lines &items that a particular seller offers for the sales to thebuyers.
PRODUCT MIX.
WALL CLOCK
Simple clock Office clock Wooden clock Musical clock Musical pendulum clock Sweep Glass classic Fancy. Digital .
Pendulum.
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TIME PIECE
Wooden Plastic
TELEPHONE
Basic Featured
Liquid Crystal Display Advanced Featured
CALCULATOR
Basic Check & Correct Scientific
EDUCATIONAL TOYS
WRIST WATCHES
DIGITAL DIRECTORY
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PRICING POLICY.
Pricing is very critical decision in marketing management. Themain objective of the firm that is to earn maximum profit is very muchdepended upon the correct price decision. In competitive marketeconomy, price is determined by free play of demand and supply.
Ellora Time Ltd. has following pricing decisions.
1. Market penetration2. Product quality leadership3. To cover the cost
Thus it determines the price on the basis of economic rule i.e.price should be equal to the utility the consumer derives from thatproduct.
It has adopted cost plus pricing method. This method includesvarious costs like material cost, labor cost, overhead expenses, salestax, etc, and 8 to 10% margin of profit. This percentage changes yearto year.
The company using a distribution channel has to prepare pricelist which it has to circulate to dealers, retailers and consumers.
Ellora Time Ltd. prepares the price list with the help of topmanagement.
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PAYMENT PERIOD
ORPAT has a well goodwill as well as has a popular name, sothey can get half payment in advance and remaining amount is
collected within 25 to 30 days. This is considering only distributors.
DISCOUNT
ORPAT gives 20% discount to dealers and also at Diwali time,gives surplus gift to its distributors. This policy motivates thedistributors and ultimately increases sales volume.
ALLOWANCE
Allowances are another reduction from prices that are given todealers to promote the sales.
ORPAT gives fix margin of allowance to its dealers. It dependsupon the relation of dealers with the company. Sometimes, dealersare given extra allowances for great effort of increasing sales.
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MARKET SEGMENTATION.
Market segmentation means dividing the market on thebasis of common charachterisitcs which are as follows.
AGEWISE. G.
INCOMEWISE. GEOGRAHICALLY.
In this way market is segmented in various groups likeincome, sex, age geographic conditions.
60
Old.
Children
Middle Young.
Aged.
Female. Male.
High Income.
Middle Income.
Low Income.
North
West. East
South
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In Ellora Times Ltd they market in to for children use ,they produce educational toys, musical clocks.
1) For students they produce calculators.
2) For office they produce office clocks, telephones.
3) For kids they produce toys.
4) For ladies they have started producing homeappliances.
CHANNEL OF DISTRIBUTION.
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Channel of distribution indicate the route through which goods orservice flow from producer to consumer. The term channel ofdistribution is used to denote the middleman engaged to move the
goods from one place of production to the place of consumption. Itmeans employed by their manufactures to get their product to themarket and into the hands of users.
ORPATs distribution network currently covers over 140wholesale depot and 25,000 retail outlets and 4 own showroom inMorbi, Rajkot, Baroda, Bombay through which company sells itsproduct easily.
ORPATS CHANNEL OF DISTRIBUTION
ManufacturerWholesaler Consumer
ManufacturerWholesaler Retailer Consumer
Manufacturer Consumer
CHART OF DISTRIBUTION.
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ORPAT
National market International market
Manufacturer Sales officer
Wholesaler
ConsumerRetailer Consumer
Consumer
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SALES PROMOTION.
It is that kind of marketing activity that increases sales volume.Today sales promotion is a necessity and not merely a luxury or afashion.
It consists of those activities that are designed to bring acompanys goods services to the favorable attention of consumers. Itsmain purpose is to stimulate consumers and dealers effectively. Itincludes activities such as displays, show, exhibition, demonstrationand many other routine selling efforts.
SALES PROMOTION INCLUDES
1. DEALERS AIDS
Dealers aids means any benefits allowed to dealers on makingthe sales of products as determined by the company.
As regarding ORPAT, it gives to dealers,
- Buying allowance and quantity discount- Advertisement allowance and display allowance- Trade discount and other special discount- Sales scheme
This in turn attracts the dealers to do more business.
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2. CONSUMER AIDS
Consumer aids means any benefits allowed to consumers onpurchasing the companys products. It encourages the customer to
purchase more goods.
As regarding ORPAT, it gives to consumers,
- Seasonal discount- Festival discount- Marriage discount
ORPAT also gives gifts to its customer on over purchase of itsproducts. Gifts are pen sets, purses, carry bags and bags, etc.
In this way, ORPAT has systematic and efficient sales promotionpolicy. Thus, it is rightly said that after gaining an entry in thecustomer home, smart marketers aim for a space in the customerhearts too.
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GLOBAL MARKETING NETWORK.
INTERNATIONAL MARKET
The company has best and strong distribution network existingin the nation and is exporting to more than 45 prominent countries allover the world.
Out of total quantity manufactured every year nearly 15% isexported to the market of Middle East, Africa, Europe and Asia amongits biggest export places is the Azzan Alarm clock that is programmed
to ring the Namaaz prayer an enormously successful product in theMuslim countries.
TRANSPORT
ORPAT uses 2 ways of transport road transport and watertransport.
For national market it uses road facility because it is cheaperand fast.
Now a day 45 trucks daily distribute its products.
For international market it uses water transport, because it isslow but safe means of transport. It sends its goods at Kandla port forexporting.
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WAREHOUSING
Warehousing function for ORPAT is very powerful and efficientcompany has total six warehouse one is centralized and five areindividual.
INVENTORY MANAGEMENT
In ORPAT there is computerized inventory managementbecause company has mass production of clocks and other electronicgoods. It has to keep records of every dealer an has to supply goodsregularly to every dealer.
ADVERTISING.
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In ORPAT after sale service is provided during the guaranteeperiod, which is of one year. During one year if any problem arises,e.g. Glass is broken, functions are not working properly, music is notsounding effectively, and company will replace the piece without anycost. If any damage is occurred after the guarantee period than
company will take nominal charge.
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INTRODUCTION.
Financial management means raising of adequatefunds at minimum cost and using them effectively in business. It
is concerned with the financial problem of the businessorganization. Finance is required for setting up an industry for itssmooth running & also at the time of expansion. Financemanagers main duty is to keep sharp & constant watch over thefinancial position of the company. Execution of xpansion plansand modernization programs are not possible without adequatefinance. Thus, money can be described as the life blood ofindustry. In engineering jargon, finance is the oil hat lubricates the
huge machinery of the inductrial sector.
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FINANCIAL PLANNING.
Financial planning is a statement estimating the amount ofcapital and determining its composition. An important function offinancial management is that financial planning manager has tomake a plan for capital investment and also for working capital forensuring year.
In Ellora Times Ltd financial decisions are taken by themanaging director Mr. Pravinbhai Patel in consultation with thedepartmental head. The company makes both long term andshort term plans. The actual performance is regularly compared
with this budget . this helps them to control expenses if they runbeyond the budget.
CAPITAL STRUCTURE.
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Adequate sources of finance must be developed byevery business concern. Vast amount of capital may be raisedthrough number of sources, provided by the management . thecapital nay be classified into 3 different categories.
Owners.
Long Term Capital
Short Term Capital.
Management has to adopt appropriate policy to ensurethat necessary capital is provided at a reasonable cost and withminimum risk. Mainly there are two sources of capital which areas under.
Internal sourcesExternal sources.
Ellora Times has both internal as well as externalsources of finance. The company has its own share capital. Thecompany is having its facility to withdraw short term loans from
corporation bank as weel as the company has borrowed longterm loans from SBS.
RATIO ANALYSIS.
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Capital employed.
198509852
9460431865
NET PROFIT RATIO.
The ratio is valuable for the purpose of ascertaining theoverall profitability of the business and shows the efficiency orotherwise of operation the business.
Net Profit Ratio = Net Profit X 100Sales
198509852
1567502966
12.66%
FIXED ASSETS.
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This ratio shows the difference between fixed capitaland fixed assets.
Fixed assets = Long term assetsLong term liability.
946043186
750501491
1.26
LEVERAGE ANALYSIS.
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Leverage may be defined as meeting of fixed cost orpaying a fixed return for employing assets of funds. Its used todescribe a firms ability to use fixed cost assets or funds tomagnify the returns to its owners.
OPERATING LEVERAGE.
Operating leverage occurs when a firm has fixedoperating cost that must be met regardless of volume of loss itmay be defined as the firms ability to use fixed operating cost ofmajority of the effects of changes or its EBIT.
Degree of Operating Leverage.
Sales Variable cost.
= EBIT
2001227155 1727826309
208892819
= 1.31
FINANCIAL LEVERAGE.
It is the ratio of nitrate or return on shareholders equityand the net rate of return on total capitalization.
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Degree of Financial Leverage.
EBIT
= EBT
208892819
189591236
1.10
COMBINED LEVERAGE.
It is the combination operating leverage & financialleverage. The combined effects of the two can be quite significantfor the earning available to the equity share holders.
Degree of Combined Leverage
DCL = DOL X DFL
1.31 X 1.10
1.44
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FUTURE PLANS.
It is rightly said that development is an ongoing process. All thecompanies whether they are developing or developed in nature, hassome or the other future plans for expansion and diversification.
ORPAT has already reached heights. As far, it has alreadyentered into FMCG sector like in shampoo, soap, toothpaste, etc.
ELLORA TIME PVT. LTD. WANTS TO
Be one of the longest players in the electronics industrywith total in house production processes.
Become the highest employment provider in Gujarat byproviding equal employment opportunity for the upliftmentof the needy people.
Remain pioneers in QUARTZ technology andmanufacturing of calculators.
Harness the latest technology for simplification ofprocesses repaid expansion.
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SWOT ANALYSIS.
Swot analysis means Strengths, Weakness, Opportunities andThreats of the company. It can be shown as follows:
STRENGTHS
Company is one of the largest calculators manufacturer. Company is only company, which has installed injection
moulding techniques with micro process based controlsystem.
Company is only one manufacturer of educational toys inIndia. Products are leaders in market due to wide range and
economic prices.
High degree of brand awareness.WEAKNESSES
At present, company offer less no of models of telephone andtimepieces as compared to Samay. Company has to face stiff competition with Samay andother clock manufacturing companies.
High employee turnover.
OPPORTUNITIES
There are so many opportunities which company can captureenvisages starting production of following electronic items innear future.
- Digital Diaries- CD players- Other electronic items.
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UNITS CONTRIBUTION.
Ellora Time Limited provides employment to around about6000 employers among which 90% are female employees. So fromsocial view point, it increases women esteems by giving themearnings.
Here, process of producing electronic items is totally dry so,there is no question of water pollution.
It has created a charitable trust, it helps needy students givesmedical and clothing help to needy people helps effected peopleduring natural calamities.
MOTTO OF Ellora Time Limited
Save water, save nation
Stop wastage of water
Divert water into the well
ORPAT is a mark of quality and excellent marketing.
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BIBILIOGRAPHY.
1. Production Department - Chunawala Patel
2. Personnel Department - Y.K. Bhushan
3. Marketing Department - Philip Kotler
4. Finance Department - P.V. Kulkarni
5. www.orpatgroup.com