Rajeena OS_MBA_Coir (1)

ORGANISATION STUDY AT

COIR FED LTD, ALAPPUZHA

A Project report submitted to the Mahatma Gandhi University in

Partial fulfillment of the requirements

for the award of the Degree of Master of Business Administration

By

RAJEENA.S

Under the Guidance of

Mrs: Jolly David

Faculty of Commerce

SREE NARAYANA COLLEGE OF

TECHNOLOGY AND RESEARCH CENTRE,

KARUNAGAPALLY, KOLLAM

2009

DECLARATION

I RAJEENA here by declare that the ORGANIZATIONAL STUDY

AT “COIRFED LTD ALAPPUZHA” submitted in a partial fulfillment

of the award of the Master Of Business Administration Degree of the

Mahatma Gandhi University, Kottayam has been carried out by me

under the guidance and supervision of Mrs:Jolly David, Faculty of

SREE NARAYANA COLLEGE OF TECHNOLOGY AND

RESEARCH CENTRE,

KARUNAGAPALLY

RAJEENA.S

Place

Karunagapally.

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ACKNOWLEDGEMENT

First and formost, I thank the God for sustaining the

enthusiasm with which plunged into this endeavor.

I express my deep gratitude and sincere thanks to personnel

manager, for providing me and opportunity to do my project in Coirfed

in prescribed time.

I am deeply indebted to my guide Mr: Sanjay for giving me

the persuasion to do the project in his esteemed concern and also for his

valuable guidance, timely advice and words of encouragement.

I also express my sincere thanks to all person who spend

their valuable time giving suitable guidance and sharing their

experienced with me.

I express my gratitude to Mrs: Jolly David, Faculty of Sree

Narayana College Of Technology and Researach centre for her

valuable guidance and supervision for completing this report.

Rajeena.S

CERTIFICATE

This is to certify that this organization study report, submitted in

partial fulfillment of the requirement for the award of the degree of

Master of Business Administration to Mahatma Gandhi University is a

bonafide record of SUMMER INTERNSHIP TRAINING undergone by

Rajeena.S at COIRFED ALAPUZHA LTD and preparer under my

guidance of

Mrs. Jolly David

Mrs. Jolly David

Faculty of

Commerce

Sree Narayana College of

Technology and Research Centre

Karunagapally

Place: Karunagapally

Date:

CHAPTERIZATION

Chapter one consists of introduction objectives, scope of study, methods

used for collecting data and limitations.

Chapter two includes Industry Profile, National scenario of coir

industry, kerala scenario of coir industry and coir industry of Future,

problems in coir industry.

Chapter three consists of company profile, objectives, organization

chart

Chapter four includes Product profile

Chapter five consists of functional area of organisition, finance

department, production department, marketing department, electronic

data processing department.

Chapter six includes swot analysis of the firm

Chapter seven consists of finding, suggestions and conclusion

CHAPTER 1

INTRODUCTION

Coir is the natural fibre, which is extracted

from the husk of the coconut. Coir industry has been source of

employment and income for the people of kerala from time

immemorial.Coir industry is one of the most important agro - based

employment oriented traditional industries in India. The Indian coir

industry has a history and tradition that dates back to the middle of the

19th century. The basic raw material of the industry is the coconut husk,

the fibrous outer covering of the fruit of the coconut plan.

The Kerala State Coir Corporation Ltd is a premier

instution of the Government of kerala, established in 1969 and engaged

in manufacture and sale of Floor coverings, Door mats, Rugs etc in the

domestic aswell as international market invites applications for

dealership in all major towns and cities in the country to create a wide

domestic network

`

OBJECTIVES OF STUDY

To study the organization structure of the company

To study about the coir industry.

To fulfill the requirements of curriculum.

To analyze the present position of the company.

To analyze the relationship between employers and

employee of the company.

To provide the practical side of the management.

SCOPE OF STUDY

The project aims to study the

overall organization structure. It helps to

understand the manner in which various tasks

and activities are assigned to different people and

departments , the man in which separate activities

are co-ordinated the power, status and

hierarchical relationships within the organization

the planned and formalized policies ,producing

and controls that guide the activity and

relationships and the flow of information and

communication network. Organisational study

provides an insign into the fascinating world of

management study

DESIGN OF STUDY

RESEARCH METHODOLOGY OF

STUDY

RESEARCH DESIGN

A research is a plan of the proposed

research work. It is a systematic self critical

enquiry .The research design is simply a specific

presentation of the various steps in the process of

research.

METHODS OF DATA COLLECTION

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DATA PROCESSING

For the better completion of

the organization study is essential to have

effective and efficient data.Otherwise the study

become useless. Data are raw facts which are

meaningless which may include both primary and

secondary data.For conducting the organization

study at coir fed alappuzha the researcher made

use of both primary and secondary data.

PRIMARY DATA

Primary data are those data which are

collected by the investigator for the first time. It is

fresh in nature and is specially designed to fulfill

the requirement of the problem in hand. For

collecting the primary data are, interviews, direct

observation.

SECONDARY DATA

These include the data which are not

collected by the investigator for the first time. It

needs less time and money, effort etc………and it

include,

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Magazines and government publications

Quality manual

Brochures

Inter research methodology

Research methodology is the way

to solve research problem. It may be understood

as a science of low research is alone scientifically.

The coir fed was taken as the subject base of this

study. This study requires primary as well as

secondary.

LIMITATIONS OF THE STUDY

Time available for the project work is

limited. It will affect the entire study.

The financial statements cannot reveal true

information so the data is as reliable as

primary data.

The study is based on secondary data.

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The study is limited to a period of 5 years

from 97-98 to 01-02.

The limitation of ratio analysis is also

applicable in this study

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CHAPTER 2

INDUSTRY PROFILE

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Indian coir industry is in important cottage

industry contributing significantly to the economy of the major

age industry coconut growing state and union territories

The coir sector has a strong co-operative footing

with nearly 2.5lakhs workers being members of the primary

coir co-operatives

1. The husk recting and fiber extraction sector

2. the yarn spinning sector

3. the products manufacturing sector

4. the export sector

NATIONAL SCENARIO OF COIR INDUSTRY

Indian account for more than 80% of the

world production fiber coir industry employees more than 5.5 lakhs

persons. Majority of them are women from rural areas belonging to

the economically weaker section of the society. Nearly 80% of the

coir workers are in the extractions and spinning section. A part from

India, srilanka, Thailand ,Indonesia etc. is the other coir producing

countries in the world. The kerala state coir co-operation ltd is a

premier institution of the government of kerala establishment in

1969 and engaged in manufacture and sale of floor coverings, door

mats, rugs etc. in the domestic as well as international market invites

applications for dealership in all major town and cities in the country

create a wild domestic network

KERALA SCENARIO OF COIR INDUSTRY

Coir industry occupies a unique place among the

rural traditional cottage industries in India. The state of kerala also

known as the land of coconut in the largest producer of coir in India.

It accounts for more than 75% of the total production. It is the most

important employment generation among traditional industry in the

state employing around 3.83lakhs of which over 76% are women.

Besides earns foreign exchange of over 300 crore per year with a

potential for phenomenon growth, Inspite of concerted efforts of the

state and central government, the coir industry still remains as

backward one , due to the completion from products of other

national as well as synthetic fibers both in domestic and international

markets.

COIR THE FUTURE

The various measures envisaged under the kerala

govt’s integrated coir development project is expected to increase the

production of untreated fiber in the northern districts of kerala. The

long term strategy of the coir board is for production of coir fiber to

go up to 5 lakh tonnes by 2010 from the present level if 2,50000

tonnes. The fiber availability would, therefore be substantially

improved in the years a head making substantial exportable surplus

of raw material and finished products after catering to the domestic

requirements.

PROBLEMS IN THE

INDUSTRY

1. PRICE REDUCTION IN

THE DOMESTIC MARKET

Products from

kerala are facing a stiff competion

from the products of tamilnadu,

orissa, Karnataka, Andhrapradesh

in the domestic market where the

raw materials and the production

cost are cheaper when compared

to kerala also non availability of

the fiber and high cost of

production made the competition

more intense the only way to

handle this situation is to make

low priced products with good

quality.

2. STOPPAGE OF REBATES

MEP ETC

The stoppage of

mep of rebate scheme by the

government of India ha also

contributed considerably the

present situation of the coir

industry, especially in the co-

operative societies, because of the

impracticable conditions and

limitations of specific purpose for

utilization stipulated by the govt of

India

3.TRADINESS IN THE

FOREIGN MARKET

Products made

from synthetic fibers and other

natural fibers like jute sisal made

major threats for coir industry

also the elimination of minimum

export price badly affect the

industry. All these reasons made

the industry in weaker position.

CHAPTER 3

COMPANY PROFILE

Kerala, since of time has been a land blessed with the

bounty of coconuts. And coir produced from the husk of coconut has

made it an invaluable treasure of the land. A true product of kerala its

magical textures and natural properties are brought to life in the hands

of master craftsman. Finding it ready market in the farthest corners of

the world, in the process nurturing and nourishing a craftsmanship that

involved over the years. Providing gainful employment to 4lakh directly

and as many as 20lakhs indirectly

Coir fed is fully owned govt undertaking company in

kerala. It is incorporated on December 27th 1979. Its commercial

production was started on December 28th 1979. The primary objective of

coir fed is to develop or promote the working of co-operative societies.

Fiber and coir are purchased from co-operative societies and marketed

from coir fed. The main motive of coir fed is to undertake manufacture

and trading of coir product.

FORMATION

Kerala State Cooperative Coir Marketing Federation Limited

no679 was formed on 27thoctober 1979 by amalgamating the four

central cooperative societies at Cochin Kozhikode, kollam, and allepey

with the head office at the coir capital allapuzha. It was registered

under the cooperative act 1969

Based on the coir capital allapuzha coir fed is apex federation of

600 odd coir cooperatives. A string of regional offices and national

network of over 100 showrooms ensures that for the lovers of things

natural and beautiful. Coir products are within a reach and its fair

pricing policy has made it even more. Coir fed plays a stroller in finding

markets yet untapped and promoting new business opportunities. A

wide range of coir products are exported to the highly quality conscious

market of European Union, the United States and so on.

Coir is not just a natural product. It has some winning

advantages too. It is a biodegradable environment friendly and echo

proof it helps to retain the natural warmth of the body, the touch of coir

fiber on the soles of the feet improves blood circulation too.

OBJECTIVES OF COIR FED

Coir fed is not a profit motive organasation. This

organasation was formed with a view to help the people working in the

coir industry.

The Main Objectives Are.,

1. To study the liquidity position of the coir

2. To fix fair requirement price for all coir and altered products

coir yarn/ coir fiber manufactured in coir industry.

3. Raising of funds for the business.

4. To know the progress of the firm.

5. It aims better employment opportunities, remuneration and living

standards of coir workers.

6. It helps to avoid harmful rivalry among primary society.

7. To study the operational efficiency of the coir fed.

8. It aims to provide an enabling environment for the growth of the

coir industry.

L OCATION OF COIRFED

Coir fed is situated at the coir capital Allapuzha, a land

blessed with bounty of coconuts and inland waterways. The ability of

skilled labors availability of raw materials and enviable craftsman ship

had led to the shifting centers of coir products manufacturing to the

coast of Alappuzha.

ORGANISATION STRUCTURE

Organisational structure is the formal decision making

frame work by which job tasks are decided, grouped and co- ordinate.

Formalisation is the important aspects of structure. It is the official

organizational structure conceived and built by top management.

FUNCTIONING OF COIR FED

Govt of kerala promotes coir fed and director board

governs it since it is the Apex federation of primary societies. Coir fed is

responsible for the procurement and marketing of coir products

produced by the primary societies. The purchase price of the product

from the primary societies is fixed based on the cost of production.

There no direct sales from the head office coir fed set up 100 showrooms

and 4 regional offices for the procurement, sales and marketing out

these 100 showrooms 44 are own showrooms and56 are agency

showrooms.

COIR FED UNITS

Rubberized coir product unit (RCP)

Rubber backing unit (RB)

Rubber backed car mats, tiles unit(RBCM)

Defibering units

Mampatta, kozhicode

Thumpur, Trissur

Ananthapuram,Kozhicode

Thavam, kannur

Vandoor, malappuram

MANAGEMENT

The board of directors consisting of 21

members’ management of coir fed .It includes present, vice

president, and director of coir development, government

nominees and nominees from primary societies. The board of

directors selects an executives committee of 7 members. It

consists of president Vice president, Managing directors and

other members from board of members. The board of directors

meets at least once in three months and executives committee

meets at least once every month.

WORKING PATTERN

The coir fed after its formation has taken up

the tremendous responsibility of procuring the entire products

from the primary societies and marketing these products. The

pricing committee fixes the price of products based on the cost of

production. The products are stocked in the coir fed go downs

and distributed to various showrooms. The payments for the

societies are made through the regional offices.

WORKING CAPITAL

The working capital consists of 98% share position to

government of kerala and 2% to the primary societies. Also

assistance from government in the forms of loans, subsidies

contribute to the functioning of coir fed. The main institutions

providing financial assistance are NABARD,Central B

ank,Kerala State Cooperative Bank, District cooperative

bank etc.

ADMINISTRATION SYSTEM

The unorganized coir workers are not able to

market their products effectively. Coir fed is an organization

responsible for the marketing of coir products produced by the

primary societies. It has a well established pattern of

administrative system. For its elegant functioning coir fed have

establishing marketing, financing, personnel and administration,

production and electronic data processing units.

ORGANISATION CHART

MARKETING MANAGER

PERSONNEL MANAGER

WORKS MANAGER

MANAGING DIRECTOR

GENERAL MANAGER

PLANT ENGINEER

SENIOR SUPERINTEND

DEPUTY MARKETING MANAGER

U DC

SENIOR ASSISTANT

CHEMIST

L D C

FINANCIAL ACCOUNTAN

T

SENIOR SUPERINTEND

JUNIOR ASSISTANT

MACHINE OPERATOR

MACHINE ASSISTANT

U D C

JUNIOR SUPERINTEND

SUPERITENDFURNISHING

WORKER

L D C

SENIOR ASSISTANT

U D C

L D C

JUNIOR ASSISTANT

L D C

U D C

ASSISTANT F M

FINANCE MANAGER

MATERIAL MANAGER

DEPUTY FINANCE

MANAGER

ASSISTANT FINANCE

MANAGER

JUNIOR SUPERINTEND

BOARD OF DIRECTORS

CHAPTER 4

PRODUCT PROFILE

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FASCINATING THE WORLD PRODUCT

1.COIR MATTING

Coir matting makes the ideal furnishing floors, stairs

corridors wall paneling and ceiling lines. The raw material for coir

matting is coir fiber. The coir fiber is plenty in the state itself. They are

available in natural bleached and solid colors.

2.COIR YARN

The largest supplier of quality coir yarn, coir fed specializes

in the finest varieties.The skilled workers, using their traditional skill

tharippu make the best in anjenjo, aratory and vycome.

3. COIR RUGS

Coir matting cuts to specified length and suitably finished

are marketed as “coir rugs” .Coir rugs can be in natural palm

color of the fiber or in different shades, in woven patterns or

printed designs are specifically produced for overseas market.

4.CARPETS

Coir carpets are commonly known as

“Aleppycarpets”.These is manufactured by the same techniques

as that of mourzouks, but for the difference in the thickness and

number of the wrap stands. Mourzouks and carnatic pile

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carpets intricate, Geometric or floral designs can be woven on

the mourzouks, which are very dense and

highly durable. Carnatic pile carpets are available in strips molded and

solid designs, perfect for all interiors.

5.COIR TILE

Coir tiles are innovative designs that gives you looks of a titled

floor with the natural goodness of coir. A wide range of coir pattern is

available.And mixed with a wide palette of colours ,the choice is

virtually limitless.

6.CAR MATS

To insulate the interior of vehicle from the noise, heat and

pollution of its engine, there is no alternative to coir mats.Cut to fit the

latest models; these car mats are extremely handy. And very easy to

maintain through all climates.Available with or without rubber

backing.

7. RUBBERISED PRODUCTS

Rubberized coir is the wonder product born out of magical

properties of two of nature’s finest gifts- rubber and coir. The

rubberized coir mattress is a natural remedy for ailing backs. The

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cushions which can be folded are available in different varieties like coir

cushions and steel chair cushions etc……

9. MATS

Coir mats is an exemplary comfort materialacepted in the

market for its functional utility and fitness for the purpose. The

brushing qualities of coir door mats and their ability to keep the dirt

away makes the products a unique one.The traditional of fibers from

the husk is a laboratories and time consuming process after

separating the nuts, the husks are processed by various retting

techniques generally in ponds of brackish water for (three to six

months) or in back waters or lagoons. This requires 10-12 months of

anaerobic ferment

Fiber mats (fm) are available in stenciled or inlaid designs and

any number of made to order designs .The elegant carnatic mats

(vc8/c1) are a combinations of jute and coir.

Green mats (BC/VC) are made of coir rope. Reversible non-

brush sinned mats (SR/SA) made with coir braids,either in single

/double chain are another popular variety.Non brush mesh mats

(mra/mba)are available in natural bleached and multi-co lour opinions.

Hollander mats CRC [AC] have rubber effect on both sides

available with woven designs .And finally, the attractive but

economical road mats (bravura) made from bleach/vycome yarn, with

designs that are in laid or stenciled.

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10.COIR GEO-TEX

It is a natural coir fiber, spin into coir yarn.

It is then woven into coir geo textiles. It holds in lace and

prevents soil erosion. Coir geo textiles are biodegradable

and are well suited to the world demand for an eco friendly

product. Several field experiments has established the

efficiency of geo textiles, a soil erosion control slope

stabilization and soil conversion. They are also used in road

construction, landscaping, desert control and variety of

forestry uses.

11. COIR PITH

Extraction of fiber from coconut husks the major

industrial activity in the coconut growing parts of our country.

After the separation of fiber 70% husks remains waste pith. The

accumulation of the pith in the premises of the coir industry has

become a grave problem. Most of the research efforts have been

concentrated to make it as a raw material for another industrial

use.

12.MISCELLANEOUS

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To those aesthetically inclined these are

the ficoir products. Little trinkets in unusual designs, for

unusual purposes.

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CHAPTER 5

DEPARTMENT PROFILE

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FUNCTIONAL DEPATMENTS

An organization structure refers to the machine

through which management works to accomplish its objects. The

organization structure should decide and group the activities of an

enterprise that they contribute most effectively and efficiently to the

attainment of enterprise purpose.

According to LA ALLEN departmentation

is the means of deciding a large and monolith organization into smaller,

flexible and administrative units,

It is primary concerned with the organization

departmentation based on the function. On the basis of function

following are the departments of the coir fed

1. Finance Department

2. Production department

3. Making Department

4. Personal Department

5. Electronic Data Processing Department

1. FINANCE DEPARTMENT

Finance is the life blood of the every business activity. It is one of

the functions that every financial dealings of business on the basis of an

accounting plan is revealed and is known as book keeping. The coir fed

maintains the day book, cashbook, bankbook, purchase register, sales

register, assets register, general ledger sundry debtor & creditor.

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The daybook maintain for recording of day to

day transaction.

Bankbook maintained for recording receipts of payments

through Lt and by book. Cash book is used for record collection;

purchase register is used for recording purchase goods only. Sales

register is used for recording sales goods only.

Maintenance of assets register is necessary for arriving the total assets,

depreciation for the period current year, addition and deletion, year

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General ledger maintaining for recording expense and

incomes.

Since coir fed is following its activities through agency or

showroom system. It requires maintenance of detailed separate

accounts. Similarity purchase is mainly coir yarn and products from

large number of socities spread all over the state, separate register is

required for its purchase as well as debtor and creditor

FUNCTION S FINANCE DEPARTMENT

Creating

Maintaining

Controlling

Working capital

SOURCE OF FUND

1) Issuing share and taking annual subscription or contribution

from members

2) Taking loans and advances from government cooperative

financial agencies, national cooperative development

cooperation and other financial agencies

3) Donation, grants, subsidies, etc from state and central

government recognized organization

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SHARE CAPITAL

During the year 1998-1999-rs275lakhs allowed by govt

The share capital from the govt is Rs1382.90lakhs. 50lakhs rupees were

obtained as share capital.

PRICE FLUCTUATION FUND

40lakhs rupees were obtained other financial assistances

Rs252.86lakhs was obtained as stock liquidation and mda.

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FINANCIAL DEPARTMENT CHART

Finance Manager

Assistance Finance Manager

L D Clerk

Senior Accountant

Junior Accountant

U D Clerk

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WORKING CAPITAL

It is concerned with the management of current assets. It

is an integral part of working capital management in the trade of

between profitatability and risk. If the firm does not have adequate

working capital i.e: it does not invest sufficient funds in Current assets

it mats become illiquid and consequently may not have the ability to

meet its current obligations and thus invites the risk of bankruptcy

The working capitals of coir fed are obtained in the form

of loan from NABARD, state cooperative bank, district cooperative

bank etc. Share from govt and primary society also from a plant of

working capital

2. PRODUCTION DEPARTMENT

Production is the conversion of raw materials into finished

products. The production department in coir fed is known as RCP

{Rubberized Coir Product} it gives all answer about the raw materials

and finished products. The head of the department is the works

manager. It has production unit and an administrator using work

manager controls both the departments.

RAW MATERIALS

These are mainly two types of raw materials namely:-

1. Decorticated fiber or De fiber

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2. Bristle combed fiber or Bc fiber

Decoricated fibers are shorter and thicker and darker in

co lour. Bristle fiber is long and soft and lighter in co lour. Both these

are used in 50-50%ratio. The raw material to coir fed is collected from

pollachi and Thenkasi.

PRODUCTION PROCESS

The basic raw materials used are a raw fiber. The fiber is at

first passed through spinning curling machine and made into ropes.

These ropes are passed through untwisting machine and rope is UN

twisted.

The fiber is feed in the feeder conveyor of sheet forming

machine. The thick foams are sprayed with latex. When it goes through

heat chamber it gets dry. The sheets are cut into pieces according to the

required length known as flees. Latex is spread on that feeds. The flees

are present in hydraulic press. For pressing 120 degrees Celsius is used

for pressing of inch to minutes is required. After this process

vulcanizing process take place 120degree Celsius is required for this

process. For 2 inches, 35minutes is required. At tame 20 mattresses can

be vulcanized. After this cutting process takes place the vulcanized foam

takes place. The vulcanized foam is cut into necessary item by bandsaw

machine. The waste obtained from the cutting process is known as

comings and they are reprocessed in waste breaker. 15% of fiber is

obtained from waste breaker is added to fresh fiber which is used in the

sheet forming fiber.

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The vulcanized foam which cut into necessary item by bandsaw is taken

for inspection. After inspection it goes to the furnishing section. In

furnishing section the foam is attached to mattress. Using latex on one

side and cloth on other side

PRODUCTION PROCESS

Raw Material(Roap)

Untwisted Machine

Sheet foaming machine

Cutting Unit

Finished Products

Calendar UnitBand saw machine

Vulcanizing Chamber

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Production Department chart

Work Manager

Production Unit

Clerk

Steno typist

Others

Mechanical

Chemist

Quality Control Quantity Control

Machine operators

Workers

Administration Unit

Plant Engineers Assistant Financial Manager

Electrical

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CHEMICAL PROCESS

The main chemicals or accelerators used ZDC and

ZBT. Potassium hydroxide are stabilizing agents zinc oxide is used as

initiator and TQ are used as antioxidants. Rubber grade sulphur china

clay etc are also used as chemicals.

All this chemicals expects stabilizing agents are mixed

along with water in the balmine. It has three compartments; latex is

stored in an agitator with ammonia. When latex is taken for use

ammonia, removed from it using chemicals knowns as VLpottasium

hydroxide. The stabilized latex is then mixed with ground chemicals.

This latex is used in the sheet forming machine for spraying.

QUALITY CONTROL

The products of coir fed are graded with ISI mark, for

ensuring quality frequent, quality checks are required, quality control

departments conducts the check which is compulsory. In the lab they

conduct 5 physical standard tests and 3 chemical standard tests.

1. Density Test

To maintain the original thickness of materials

2. Intension hardness index test

To test the load bearing capacity

3. Resistant to ageing

To test the storage life

4. Resistance to flexing

Durability of products

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5. Compression test

Conduct to avoid the sagging of the product

GRADE OF MATTRESS

They can be mainly classified into three-:

1. suraj:- first quality mattress

2. chandini:- foam used is l inch thickness

ordinary

delux

super delux

Thara :- foam used is of ½ inch thickness

a. ordinary

b. delux

c. superdelux

3. MARKETING DEPARTMENT

Marketing occupies an important position in the

organization of business unit marketing is centered around

customer. Marketing function are not limited function of buying and

selling but they include all functions necessary to satisfy the

customer such as financing, storage, risk bearing and after sales

service etc. this involves doing marketing research on customers,

analyzing their needs and then making strategic decisions about

product design, pricing promotion and distribution.

Coirfed, Apexfederation of the coir cooperative societies was

formed with a view to sale and market the coir products from

primary societies because the primary themselves cannot sell this

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products in the market due to intense competion and various other

reasons. So the main job of marketing department is to obtain

orders and dispatch the required products;. For this purpose coirfed

setup four regional offices at kollam, allapuzha, Kozhikode and

Kochi and about 100 showrooms all over India

GOAL OF MARKETING DEPARTMENTS

1. Develops production and sales strategy

2. assists the promotional activities

3. preparing the marketing information upper management to

make decision

4. profit maximization in the short term and long term

5. achieving a particular market share

6. keeping competition out or keeping it under check

MARKETING MIX

Marketing mix is the set of tools that firm uses that

to pursue in marketing objectives in the target market.

M.C.CARTHY classified these tools into four broad groups that be

called the four Ps of marketing products, price, place, promotion.

1. Product

Coirfed is the apex federation of six hundred primary coir

cooperative societies. Coirfed is engaged in the marketing of coir

yarn, coir doormats, matting which is purchased from the primary

socities and in manufacturing and marketing of rubberized coir

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products like mattress, pillows, cushions etc. the business operations

of coirfed are through four regional office and hundred showrooms

with head office at allapuzha.

The coir product of coirfed follow coir board

standard. To ensure quality it has double inspection. Internal

inspection and final product inspection.

2. price

The pricing policy followed by coirfed is costplus

pricing. This method of pricing is based on simple arithmetic adding a

fixed percentage to post unit.

3. promotion

The promotions measured used by coirfed are personal

selling coupons advertisng etc.

A. personal selling

It gives right products to right consumers. It is the

most effective and the most costly form of promotion. It has the

advantages of personal contact.

B. coupons

It is a certificate that entitle the customer to a specified

having on the purchase of a specified product

C. advertisement

It is a paid form of non personal presentation or promotion

of ideas, goods or services by a identified sponsor. In the present day

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marketing, advertising has become an in separable parts of the business

marketing activities. Advertising is directed towards customers.

Advertisement help to create an image and repution of the product. In

coirfed advertisement are given through television, radio, printing,

media such as newspapers, journals etc during the rebate sales.

4. PLACE

Distribution channels are system of economic institution

through which a producer of goods, deliver them into the hands of their

uses

In coirfed the distribution of rubberized coir product is by direct

retailing through its showrooms. Retailing includes all activities

incidental to selling to the ultimate consumers. Coifed has its 50 own

showrooms 48 agency showrooms and 2 mobile showrooms. Mattress,

cushions and pillows are manufactured by coirfed in its rcp unit and sell

it through its showrooms. These are the 4 regional offices both buying

and selling take places. These are 108 retail outlets for coirfed.

For rubberized coir products

MANUFACTERS -> RETAILER – CONSUMERS

For coir yarn and coir door mats.

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PRIMARY SOCITIES-COIRFED-RETAILERS-

CONSUMERS

MARKETING STRATEGY

Marketing strategy outlines the manner in which

the marketing mix is used to attract and satisfy the largest market to

accomplish the organizational objectives

The marketing strategy used by coirfed is penetration marketing

strategy. It offers low introductory price to speed up its sales and

therefore widening the market base. Low price is used as a major tool

for rapid penetration of a mass market and is posed on a long tem view

point.

COMPETITORS

Allepey Company

Aspin Wall

Good acre

Madhavan incorpation

The main competitors in the field of rubberized coir products

are duroflex, kurlon

EXPORT{98-99}

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COIR YARN : - Rs28.84 LAKH

COIR PRODUCTS: - Rs2.97LAKH

EXHIBHITION

In the reporting year 98-99 coirfed participate in

exhibhition at 23 places including the cities like TVM, EKM, KZH.

Sales of coir products for Rs39.37lakhs were made at these exhibhition

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MARKETING DEPARTMENT CHART

Deputy MarketingManager

Senior Superintendent

Junior Superintendent

Senior Assistant

U D Clerk

L D Clerk

Marketing Manager

Deputy Marketing(Products)

Regional Officers

Showroom

Quality ControlOfficers

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PERSONNEL DEPARTMENT

The latest asset of any organization is the human being. The

growth and development of the organization depends on the grooming

of the personnel there. The functions of human resources starts at

selection and recruitment goes through induction and training through

the hole earner till super agnation. The HR function includes welfare,

industrial relation and being a party to the trade union negotiation.

Today human resources management is identified as significant

function of management and the need to integrate it into the main

stream decision making activities within many organizations need to be

over emphasized.

FUNCTIONS OF PERSONNEL DEPARTMENTS

To maintain man power requirements

To ensure statutory complaints of pf esi, epf, etc.

To claim salary, wages, and ta

To maintain the attendance and punctuality of employees.

To attend all legal matters relating to organization

WORKING HOURS

1. workers:- 9:30am to 5:30pm

2. office ;-10:00am to5:00pm

One hour break from 1pm to 2pm

RECRUITMENT

Recruitment is mainly by psc and other sources are board

of directors. Interview, employment, exchange, deputation from govt,

promotion etc.

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TRAINING AND DEVELOPMENT

Coir board intimidated certain training programmes for the employees

and the officers.

MANPOWER

The employees of coirfed include permanent, temporary,

probationary, casual apprentice, part time probationary, part timr and

substitute. The attendance of employees is recorded through the

punching system.

PROMOTION

Promotion of employees is based on the seniority, suitability for

the post skill and efficency of workers.

PAYMENTS

All regular employees are given monthly payments and those on

contract basis are given consolidated payments, workers are given

wages or piece rate mostly, monthly and weekly

ANNUAL LEAVE

Casual leave is 20 and 20days half pay leave and earned leave 1/11

TRADE UNION

The main trade union of coirfed as INTUC, ANTUC, ALL INDIA

SHOWROOM EMPLOYEES UNON, CITU, RCP EMPLOYEES.

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PROVIDENT FUND AND ESI

The PF available is 12%of basic + DA. Those employees who

have a salary upto 6500 enjoy esi facility 175% is the contribution of

employees and 4.75% is the management contribution. Medical

reimbursement is provided for employees who have a salary above 6500

BONUS &Incentives

Workers bonus is fixed by CIRO .ASPER ciro 20& is given as bonus

and 8&is given as ex-gratia.It is given as 3 instalments. 1st instalment is

in onam ‘second in chrismas and final settlement is in Vishnu.

Staff bonus is based on govt guide line 8.33%is given as

bonus balance 11.67% is the given as Ex –gratia.Festival allowances of

Rs 4000is given asper the decision of board.

PERSONNEL DEPARTMENT CHART

Personnel Manager

Senior Superintend

Junior Superintend

Senior Assistant

U D Clerk

L D Clerk

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CHAPTER 6

SWOT ANALYSIS

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SWOT ANALYSIS

Swot means strength, weakness, opportunity, threat.

STRENGTH

High reputation of the firm

The products manufactured by coir fed of good quality.

The products are unique one in nature.

Skilled laboures.

Coir fed provides a number of welfare measures to its

employees.

Govt assistance for finance.

Coir fed has successfully implemented coir geo-textiles

which is environment friendly

WEAKNESS

Advertisement publicity is poor

Less number of own go down opportunity.

OPPORTUNITY

Opportunity for the future growth

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THREAT

High competition

Shortage of adequate defibering units in the state.

Stiff competition from exporters.

Threat of stopping rebate by central government

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CHAPTER 7

FINDINGS, SUGGESTIONS AND

CONCLUSION

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FINDINGS

The coir exports of the country show a consistent rise

overcome

There was a consistent increase in exports of coir

products from India

Imports of raw materials of the company show an

increasing treand through out years

The major coir exports from India were made to east

European countries

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SUGGESTIONS

o The phase of modernization of different sectors of

coir industry helps to overcome most of the

problems faced

o Training forms an integral part of modernization

process, keeping in this inview coir board has to

organize training in the use or adoption of new

methods production employing new devices

o Establishment of raw materials bank capable of

stocking and supplying quality items like coir yarn,

coir fiber etc of reasonable price to small scale

manufactures

o Research and development efforts have to be

geared up to improve the global prospect of the

company

o New products should be developed in order to

achieve competitive advantage

o An effective mission and vision statement must be

prepared

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o Job enlargement for all departments

o Improving safety measures, utilization of factory

premises

o Bring out effective computer system

o Various promotional activities should be adopted

for increasing the sales prospects in the

international market

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CONCLUSION

Coir industry is one of the most important

agro-based employment oriented traditional industries in India. Coir

industry contributes a major share in the world market. This study

reveals that coir products have a great orientation in the world market.

The organization study of co-operative coir marketing federation has

been beneficial for me in all aspects. It help me to familiarizes with the

practical side of an organizational function. It provides me an overall

idea about Finance, personnel, Marketing and production departments

of an organization.

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BIBILOGRAPHY

1. Fundamental of business organizations and

Managements

By. YK BHUSHAN

2. Marketing Management

PHILLP KOTLER

3. Website

4. Annual Report

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