INTRODUCTION The study is mainly focused on the Roots Industries India Limited. The organizations overall view is studied. It helps the firm acquire a better understanding of the consumer, the competitions and the marketing environment. It also aids the formulations of the marketing mix. The study concerned to gain the number of details barrier to sells, advertisement and promotional activities, customer preference service, availability, quality, distribution channel and overall satisfaction in the market. It poses various departments such as secretarial department, purchase department, sales and marketing department, inventory department, human resource department, and quality assurance department. The entire departments were taken as the main theme of the study. The process carried out in every department is analyzed in this study. The organizational study helped to gain practical knowledge and procedure for the smooth functioning of various departments. Starting with market survey, marketing survey helps the firm in every components of the marketing task. It helps the firm acquire a better understanding of the customer, the competitions and the Marketing environment.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
INTRODUCTION
The study is mainly focused on the Roots Industries India Limited. The
organizations overall view is studied. It helps the firm acquire a better understanding of
the consumer, the competitions and the marketing environment. It also aids the
formulations of the marketing mix. The study concerned to gain the number of details
barrier to sells, advertisement and promotional activities, customer preference service,
availability, quality, distribution channel and overall satisfaction in the market.
It poses various departments such as secretarial department, purchase department,
sales and marketing department, inventory department, human resource department, and
quality assurance department. The entire departments were taken as the main theme of
the study.
The process carried out in every department is analyzed in this study. The
organizational study helped to gain practical knowledge and procedure for the smooth
functioning of various departments. Starting with market survey, marketing survey helps
the firm in every components of the marketing task. It helps the firm acquire a better
understanding of the customer, the competitions and the Marketing environment.
Roots is a leading original equipment supplier to major vehicle manufactures like
Mercedes Benz, Mitsubishi, Mahindra and Mahindra, Toyota, Fiat, TELCO, TVS,
Kinetic, etc., the technical collaboration with Robert Bosch S.A. of Spain starting from
1995 has strengthen the R&D activities and increased roots technical competence to
international standard. These are detailly discussed in the study.
`
INDUSTRY PROFILE The Indian automotive industry has flourished like never before in the recent
years. This extraordinary growth that the Indian automotive industry has witnessed is a
result of liberalization initiated by the government of India, which have played an
important role in bringing the Indian automotive industry in great heights.
The Indian automotive components industry manufactures a wide range of parts
including castings, forging, finished and semi-finished components, assemblies and sub-
assemblies. Its development has been aided by the arrival of OEM to India in the 1990’s
and the increasing exposure of Indian companies to international competitions and best
practices.
India’s automotive accessories industry is being urged by the government to
partner with overseas firms with the aim of making India a platform for outsourcing as
well as global R&D hub. As the Indian vehicles production industry has grown, so has
the domestic supplier industry but the global auto industries such for low cost and more
international outsourcing has lead to a sharp growth in the components output and
exports in recent years.
Factors such as superior engineering skills, modest domestic market growth, the
sophistication of its IT industry and increasing free trade agreements in addition to low
cost are expected to boost India’s auto component sector growth over other countries in
the environment of shoring to low cost countries. The explosive of automobiles industry
has rendered the automobile manufactures to produce right quality of accessories for
automobiles.
The automotive industry is the industry involved in the design, development,
manufacture, marketing, and sale of motor vehicles. In 2007, more than 73 million motor
vehicles, including cars and commercial vehicles were produced worldwide. In 2007, a
total of 71.9 million new automobiles were sold worldwide 22.9 million in Europe, 21.2
million in Asia-Pacific. 19.4 million in USA and Canada, 4.4 million in Latin America,
2.4 million in the Middle East and 1.4 million in Africa.
The markets in North America and Japan were stagnant, while those in South
America and Asia grew strongly. Of the major markets, Russia, Brazil and China saw the
most rapid growth. In 2008, with rapidly rising oil prices, industries such as the
automotives industry are experiencing a combination of pricing pressures from raw
material costs and changes in consumer buying habits. The industry is also facing
increasing external competition from the public transport sector, as consumers re-
evaluate their private vehicle usage.
A well-developed transport network indicates a well-developed economy. For
rapid development a well-developed and well-knit transportation system in essential. As
India’s transport network is developing at a fast place, Indian Automobile Industry is
growing too. Also the Automotive Industry has strong backward and forward linkages
and hence provides employment to a large section of the population. Thus the role of
Automobile Industry cannot be overlooked in Indian Economy. The Automobile Industry
produces all kind of vehicles. India Automobile Industry includes the manufacture of
trucks, buses, passenger cars, defense vehicles, two-wheelers, etc. the industry can be
broadly divided into car manufacturing, two-wheeler manufacturing and heavy vehicle
manufacturing units.
The major car manufacturer are Hindustan Motors, Maruti Udyog, Fiat India
Private Ltd., Ford India ltd., General Motors India Pvt. Ltd., Honda Siel Cars India Ltd.,
Hyundai Motors India ltd., Skoda India private Ltd., Toyota Kirloskar Motor Ltd., to
name a few.
The two-wheeler manufacturing is dominated by companies like TVS, Honda
Motorcycle & Scooter India (Pvt) Tld., Hero Honda, Yamaha, Bajaj, Etc., The heavy
motors like Buses, trucks, defense vehicles, auto rickshaws and other muti-utility vehicles
are manufactured by Tata-telco, Ashok Leyland, Eicher Motors, Bajaj, Mahindra and
Mahindra etc.
COMPANY PROFILERoots Industries India Limited places a premium on original technology and
innovation. The technical collaboration with Robert Bosch S.A. of Spain Starting from
1995 has further strengthened the R&D activities and increased Roots technical
competence to international standers. This collaboration along with indigenous talent has
kicked off a spree of growth unmatched in the history of automobile OE manufacturers.
Roots Industries India Ltd., one of the eight companies under roots group, has
been making electric horns since it started its operation in 1970 as American Auto
Service. Besides a variety of Horns, the roots group now manufactures various other auto
accessories, including halogen lamps and fog lamps and parking and reversing sensors.
Its clients include such big names as Daimler Chrysler, Mitsubishi, Mahindra and
Mahindra , Toyota, TATA motors, TVS motor company and Piaggio. Roots products find
their way to the United States, Europe, West Asia and Africa. It is the first horn
manufacturer in Asia to obtain QS 9000 and VDA 6.1 Certification and the first in the
world to win the ISO/TS 16949 certification.
Thriving on high-end research and diversification roots group also manufactures a
range of non-automotive products, including cleaning equipments castings and precision
tools. The technical collaboration with Bosch S.A. for auto products in 1995 set the group
on the path of sustained technical growth. It also has the collaboration agreements with
other German Companies for non-auto products – with hako for multicleaners and
Zeinser for Textile Machinery. The Roots Group obsession with technology is evident
form the range of the state-of-the-art tools it uses for research and development (R&D) –
solid modeling, hard prototyping, drafting and graphics. Its methodology laboratory is a
comprehensive calibration-cum-consultancy centre that offers electrical, mechanical,
pressure and vacuum calibration.
Roots is a leading original equipment supplier to major vehicle manufacturers like
Mercedes Benz, Mitsubishi, Mahindra and Mahindra, Toyota, Fiat, TELCO, TVS,
Kinetic, etc., the technical collaboration with Robert Bosch S.A. of Spain starting from
1995 has strengthen the R&D activities and increased roots technical competences to
international standard.
Global alliances for competitive advantages:Roots are leading original equipment suppliers to major vehicle manufacturers
like Mercedes. Mitsubishi, Mahindra and Mahindra, Toyota, Fiat, TELCO, TVS, Kinetic,
etc., the technical collaboration with Robert Bosch S.A. of Spain starting from 1995 has
strengthen the R&D activities and increased roots technical competences to international
standard.
The Roots Group Roots Industries India Limited.
Roots Auto Product Private Limited.
Roots Multiclean Limited.
Roots Cast Private Limited.
Roots Digital Engineering Services Private Limited.
Roots Metrology Laboratory.
Roots Polycraft.
R K Nature Cure Home.
Satchdananda Jothi Nikethan.
Crystal Clean Care.
Roots Industries Malaysia sdn, Bhd.
PRODUCT PROFILERoots Industries India specializes in the manufacture of a wide range and line-up
of automobile horns. Roots Roots is a leading original equipment supplier to major
vehicle manufacturers like Ford, Daimler Chrysler, Mercedes Benz, Mitsubishi,
Mahindra and Mahindra, Toyota, TATA Motors, Fiat, TELCO, TVS, Kinetic, etc.
Roots Industries India Ltd., places a premium on original technology and
innovation. Its technical collaboration with Robert Bosch S.A. of Spain starting from
1995 has strengthened the R&D activities and increased roots technical competences to
international standard. The collaboration along with Roots indigenous talent has licked
off a spree of growth unmatched in the history of automobile OE manufacturers.
Roots Industries India is a leading manufacturer of HORNS in India and the 11 th
largest Horn Manufacturing Company in the world. Headquartered in Coimbatore –
India, Roots has been a dominant player in the manufacture of the horns and other
products like Castings and Industrial Cleaning Machines. Since its establishment in 1970,
ROOTS has had a vision and commitment to produce and deliver quality products
adhering to International Standards. With a strong innovation base and commitment to
Quality, Roots Industries India Ltd., has occupied a key position in both international and
domestic market as suppliers to leading OEM’s and after market. Similar to products,
roots has leading edge over competitors on strong quality system base. Now, RIL is the
First Indian Company and First horn manufacturing company in the world to get ISO/TS
16949 certification based on effective implementation of QS 9000 and VDA 6.1 system
requirement earlier. Roots Industries India has entered into technical collaboration with
Robert Bosch, S.A. to further enhance the technical competence. Roots vision is to
become a world class company manufacturing world class product, excelling in human
relation.
The Horn Products of Roots Industries Windtone.
Vibrosonic.
Cleartone.
Bosch Range.
Roots 90.
Megasonic.
Smartone.
Spider.
Commercial transportation plays a crucial role in the economic development of the
Nations. Roots Air horns ensure safe and smooth passage of thousands of vehicles on the
road move.
Roots Auto Product Private Limited (RAPPL), the largest supplier of Air Horns in
India caters to the needs of several OEMs. Ashok Leyland, Caterpillars India and JCB
Escorts. Roots Air horns also find a place of pride in passenger vehicles, trucks, Earth
moving equipment, Material Handling equipment, etc., Roots Air Horns are exported to
countries in North America, Europe, Middle East Africa and SAARC region.
Products of Roots Auto Product private Limited Electrical Flashers.
Melody Maker.
Security Systems.
Mobile Charger.
Air Horns Controllers
Switches.
Relays.
NEED FOR STUDY
The main purpose of the study is to know the overall performance in the main
resource of development of the company.
The company needs to know the critical areas where they can implement the
strategic performance system.
To identify the best source through when the company can produce good quality
products at reasonable costs.
To study several welfare activities of the HR department and satisfaction of
welfare of the employees.
To study process from product development to export
SCOPE OF THE STUDY
It provides solution to the current problems.
If performs basic operation more efficiency and quality than the current
information system.
If provides more information for development of the performance of the products.
To increase productivity and employees turnover.
It provides information for the performance by the co – ordination of all the
departments in the company.
To meet the growing demand in the vehicle industry and to sustain the market
share the company policy of creating capacity ahead of time yielded results.
Performance can be improved in three ways through use of technology through
effective’s Human Resources and high performance work system.
Helps us to improve the communication skills and study several functions of
departments.
OBJECTIVE OF THE STUDY
Overall performance is the process of evaluating the performance of the company
is interviewed by group. Performance of the company has been evaluated by its ranking,
profit, shares and its annual revenue. The performance can be impressed by the co –
ordination of each and every department in the company. The main objectives of study
are to findings of the overall performance of the company.
Primary Objectives
To know the overall performance of the Roots Industries India Limited in
Coimbatore.
Secondary Objectives
To study about the functions and authority of head purchase.
To study about the sale promotional activities and major customers of the
company.
To study about the HRD practices in the company.
To study about the HRD practices in the company.
PURCHASE DEPARTMENT:
Proper buying of material and merchandise are of great importance in any
business. If the raw material is not of requisite quality, the cost of production would rise,
profit will decline, quality of finished products may go down etc. If raw materials are
purchased in excessing requirement there is an unnecessary tie-up of working capital with
loan of interest, inaccuring of storing and safe guarding expenses, the risk of
obsolescence and detoriation of the raw material is more. Hence roots industries ltd takes
careful steps in purchasing the materials of the right time. Adequate quality and the right
quality.
The purchase order shall contain a clear description of the products, drawing
number, quality, rate, delivery, schedules, terms payment, mode of dispatch and other
relevant data.
Functions and Authority of Head Purchase
To ensure smooth authority of purchase.
To develop subcontractors to ensure supply of quality materials.
To interact with other functional heads as when required.
To ensure implementation of ISO 9001:2000 quality systems in purchase.
To approve and revise procedures related to purchase.
To identify training needs of department persons.
To ensure department objectives are met out & continual improvement in the
department.
Purchase procedure: Bill of material.
Vendor.
Evaluation.
Team of engineers.
Freeze the vendor.
Rise enquiry.
After evaluation.
Purchase order.
Frequency of purchase:
Lesser the ability more the frequency of purchase.
More the ability less the frequency of purchase.
Suppliers:
There are 250 vendors all over India, the vendor supplies 4000 components based
on the 5 product range.
Major suppliers of raw material
Kalpana Engineering works.
RGM.
Jyothy Rubbers.
Lancer Lader Tech Pvt. Ltd.
Metro spring.
Green Technology Corporation.
Roots cast Pvt. Ltd
Navodaya Industries.
Devi tools.
Bisco Power Coating.
Jupiter Tools.
ARG Engineering.
Roots Muticlean Pvt. Ltd.
PRODUCTION DEPARTMENT
Production department is the process which combines and transforms various
resources used in the production subsystem of the organization into value added products
in a controlled manner as per the policies of the company. Production is an activity where
in the input is transformed into output. It satisfies the demand for a product.
PRODUCTION PROCESS:
Production process therefore is a part of the company which is concerned with the
transformation of a range of input into the required output having the requisite quality
level. In this company they produce various models of horns with QA 100% and the
following in the method or procedure in the production department.
The assembly process for different horn is almost similar with some minor
modification in one or two stages. There are twelve different line identified as A, B,
C……..K.,. The line A, B, C, D, E, F are pneumatic line H, I, J, L are hydraulic lines.
G, K is Jit lines
.
The pneumatic line consisting of pneumatic screwdriver and pneumatic press for
tightening & crimping operation. The lines that are automated with hydraulic press (E, F,
I, J) are similar to that of A, B, C and D. these line also consist of stages performing
different operation. These include coil locking, terminal point assembling, tighting /
riveting crimping (pre, final) tuning and testing etc.,
The hydraulic press consist of directional values switches to adjust run stokes.
Mean to measure oil, pressure, etc., Typical to conventional hydraulic press. These
Hydraulic pressures are fitted with different type of layers, fixtures, etc., to accommodate
for different designs.
MARKETING AND SALES DEPARTMENT
Roots industries ltd focus on 3 kinds of market for their products namely,
Original equipment market (OEM)
Replacement market.
intrastate (within tamilnadu)
interstate (outside tamilnadu)
Export oriented market.
Upon the daily basis of manufactures of automobile in this companies. The supply of
horns depends some of the product are customized. For supplying companies like m/s
ford, according to the requirements of the customer.
In the replace market the major role is played by the mechanics. The mechanics word
of mouth is very important for the selling of the products to the customers. But to those
customers who are loyal to the products of the company, it doesn’t affected at all, the
particular companies product prescribed by the mechanics determines the selling of the
product is the replacement market.
With a view of achieving the competitive advantage new product of horn in order to
cater to the needs of customer. The main aim of the company is to enhance the value and
convenience of the existing products and there by attracting new customer and retain the
existing customer.
From the company the distribution is termed as the primary sales. Since it is the
direct sales.
From the distribution to the dealer is termed as the secondary sales, from these sales
onwards it is not direct sales.
From the dealer to the customer. It is termed as the territory sales, where the
mechanics are playing a vital role in the selling of product to the customer.
The product are mainly exported to more than 15 countries such as Argentana,
brazil, Canada, Finland, Germany, Holland, Italy, Japan, Malaysia, Philippines,
Singapore, Spain, Srilanka, UAE, USA.
Sales Promotional Activities
Participating in International Marketing Exhibitions.
Direct domes in Industries.
Advertising in news paper and magazines.
Giving discounts, warranties and after sales services.
Distribution of products in replacement market:
RIL.
Distribution in Coimbatore.
Dealer
Retailer.
Machanics
Customer
Sales procedure:
Customer requirements
Order from customer
Verification or evaluation
Order conformation
Production
Delivery
In OEM the products are directly sold to the customers some of the OEM customers were:
Ashok Leyland.
Bharath Earth Movers.
Caterpillar India.
Daimler Chrysler.
Fiat India.
Ford.
Hindustan Motors.
Piaggio.
Mahindra & Mahindra.
TATA Motors.
Tatraudyog.
Toyota.
TVS Motor Company.
Skoda Auto India.
Volvo India.
Roots Industries Ltd. Accepts enquires from the customer, on the basis of enquires
the sales team go directly to the customer and gives the manual of all items and helps
them to choose the products, which is beneficial to them. The sales team will provide a
demonstration about the performance of the product. If the customer is satisfied, team
will provide the quotation and they come to negotiation with customer. After the approval
from the manger the order will send to concerned department for making immediate
delivery.
The dealers of Roots Industries Ltd. Receive the maximum commission 7.5% (or)
minimum commission 5% depends upon the products they sold in the market. They had
dealers in Mumbai, Chennai, Calcutta and Delhi, Bangalore, Hyderabad and other cities
in India and have dealers in abroad.
HUMAN RESOURCE DEPARTMENT
At present there has been growing awareness for the importance of human force
in corporate enterprise. The main objective of the human resources department is to
utilize the human resources efficiently and effectively to improve the growth of the
business organization.
Human Resources Department is a management function that helps the company
to recruit, select, train and develop staffs. HR department is concerned with the people’s
dimension in organization. The functions and principles of HRD are applied to develop,
maintain and compensate the employees in organization.