Professional Documents
Culture Documents
Submitted by VINAYAK.S Register Number 11YUCMA0171 In partial fulfillment of the requirements for the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Of BANGALORE UNIVERSITY
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TOPICS
INTRODUCTION TO THE STUDY OBJECTIVE OF THE STUDY SCOPE OFTHE STUDY LIMITATIONS OF THE STUDY CHAPTER 2 INDUSTRIAL PROFILE (FOOTWEAR INDUSTRY) FOOTWEAR INDUSTRY FOOTWEAR HISTORY INDIAN FOOTWEAR INDUSTRY OVERVIEW OF INDIAN FOOTWEAR INDUSTRY STATE SCENARIO COMPONENTS OF INDIAN FOOTWEAR INDUSTRY CHAPTER 3 COMPANY PROFILE VKC GROUP OF COMPANIES COMPANY PROFILE OF SMARTAK FOOTWEAR PVT. LTD PRODUCT PROFILE ORGANISATIONAL STRUCTURE
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CHAPTER 4 DEPARTMENT PROIFLE PRODUCTION DEPARTMENT HUMAN RESOURCE DEPARTMENT FINANCE DEPARTMENT MARKETING DEPARTMENT MATERIAL DEPARTMENT CHAPTER 5 FINDINGS CONCLUSION
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CHAPTER .1 INTRODUCTION
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Footwear is estimated to have started its long history of human use during the ice age some 5 million years ago. Unkind weather conditions are said to have created the necessity of the footwear. Other evidences show that the footwear came to use at the end of the Paleolithic period, at about the same period the early humans learned the art of leather training. Early pieces of footwear made of wrappings, usually made of leather or dried grass. Later on they were developed from an oval piece of leather which is bound by piece of strong leather throngs. The images also show that in Egypt, footwear depicted power and class. The Egyptian sandals were crafted using straw, papyrus or palm fiber. The Egyptian women started to adorn their footwear with precious stones and jewels during later periods. Footwear is demanded by all people no matter what income group they belong to. Middle income group prefer low cost, durable footwear that can go through all sorts of wear and tear in all domestic conditions whereas high income people prefer fashion oriented footwear. VKC footwear is preferred by all income groups. VKC footwear is preferred because of its low cost, wearing comfort and high durability in all the seasons. VKC is one of the most popular brands amongst sandals. It has already been launched several trendy models and has several brands under its belt. The product produced by VKC satisfies the needs and wants of people belonging to all the income classes. Even teenagers are customers of the attractive and unique designs of VKC.
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SECONDARY OBJECTIVES:
To know about the production process in the organization. To analyze the structure of the organization. To assess the performance of the production department. To study the relationship between the employees and the employer.
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LIMITATIONS:
Time period of the study is very short. The area under study is limited to only one district. Some of the retailers are reluctant to disclose some details due to their busy schedules. There may be error due to respondents.
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imagination but the colors and materials of shoes today demonstrate that. Looking at shoes from different parts of the world, one can see undeniable similarities. While the Venetians were wearing a chorine, the Japanese balanced on high soled wooden shoes called Get. Though the shape is slightly different, the idea remains the same. The Venetians had no contact with Japanese, so copied in their culture. Some European women and men from the past bound their feet with tape and squashed them into super tight shoes. In fact, a survey from early 1990s reported that 88% of American women wear shoes that are small.
FOOTWEAR
Footwear consists of garments worn on the feet, for fashion, protection against the environment, and adornment. Being barefoot is commonly associated with poverty, but some cultures chose not to wear footwear at least in some situations. Socks and other hosiery are usually worn between the feet and other footwear, less often with sandals and flip flops (thongs). Footwear is sometimes associated with fetishism, particularly in some fashions in shoes, including boots. Durable shoes are a relatively recent invention, though many ancient civilizations wore ornamental footwear. Many ancient civilizations saw no need for footwear. The Romans saw clothing and footwear as signs of power and status in society, and most Romans wore footwear, while slaves and peasants remained barefoot. The Middle Ages saw the rise of high-heeled shoes, also associated with power, and the desire to look larger than life, and artwork often depicted someone barefoot as a symbol of poverty. Bare feet are also seen as a sign of humility and
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respect, and adherents of many religions worship or mourn barefoot, or remove their shoes as a sign of respect towards someone of higher standing. In some cultures, it is customary for people to remove their shoes before entering a home, and some religious communities require shoes to be removed before entering a building which they regard as holy, such as a temple.
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TRADITIONAL FOOTWEAR SOCKS COMPONENTS OF FOOTWEAR: GROMMER SOLE HEEL HAIR CUSHION LACES THREAD
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The footwear component industry is a segment of leather industry in India. The footwear components which are mainly exported from India are leather shoe uppers and leather unit shoe. The estimated annual production capacity of leather shoe uppers is 112 million pairs. The major production centers are Chennai, Agra, Tamil Nadu. The component industry has enormous opportunities for growth to cater to the increasing production of footwear of various types, both for export and domestic markets. Nearly 75% of the total exports of footwear components that India exports are from UK, France and Portugal. In the year 1999-2000, India exported footwear components for 38 million on pairs mainly consisting of leather shoe uppers, unit soles etc.
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The footwear industry is a significant segment of the leather industry in India. India ranks second amongst the footwear producing countries next to China. Global Footwear Manufacturing Industry is expected increase by 0.8% in 2010 to $126.9 billion and is expected to increase to a staggering $196 billion by the year 2015. In 1999 the global import value was around $43.27 billion. Indias export of leather footwear touched $331 billion US in 1999-2000, recording an increase of 3.29% over the preceding year. India thus holds share of 1.25% in the global import of leather footwear. The major markets are USA, UK, Italy, Russia etc.
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ORGANISATIONAL CHART
CHAIRMAN
MANAGING DIRECTOR
EXECUTIVE DIRECTOR
DIRECTOR
MANAGER
ASSISTANT MANAGER
MATERIALS
FINANCE
PRODUCTION
SALES
DEPARTMENT HEAD
DEPARTMENT HEAD
PRODUCTION HEAD
DEPARTMENT HEAD
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EXECUTIVE
EXECUTIVE
COORDINATOR
EXECUTIVE
JUNIOR EXECUTIV
SUPERVISOR
JUNIOR EXECUTIVE
SHIFT ENGINEERS
DEPARTMENT HEAD
EXECUTIVE
SKILLED WORKERS
JUNIOR EXECUTIVE
UNSKILLED WORKERS
CHAPTER.3
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COMPANY PROFILE
potential was seen by the various industrialists. This resulted in a rapid change in the footwear industry itself. Within a few years the number of Rubber and RPVC unit grew to more than 80 in this area. In 1994 the group ventured the first unit in Kerala to manufacture footwear from virgin PVC. This resulted in a big change and the multinational brands felt competitions from the local brands. In 1998 the group started the first Micro Cellular PVC footwear in Kerala with imported plant and machinery. Quality at low price made the VKC groups products popular in the market day by day. It also expanded its market to other southern states. In 2001 the group started the first Air Injected PVC DIP footwear manufacturing unit in the South India. In 2003 the group ventured the first Injected EVA manufacturing unit in South Central India. In 2006 the group started backward integration to produce EVA compound for Injection and started the first EVA compounding plant in the South Central India. The unit went in 2007 the group started manufacturing of PU DIP footwear. During this period new bloods with technical, commercial and practical knowledge were inducted and now the group consists of 25 working Directors and 100 share holders spread over 16 various units. And have annual group turnover of Rs.4000 million. More than 4000 employees are working in these units. The company had achieved a prominent position in the footwear market of India. The main markets, which are concentrated by the company, are Kerala, Tamil Nadu and Karnataka.The good quality and variety in models of VKC products help the companies to face the market competition. The company has been able to maintain the quality of the products by adopting foreign technologies.
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The group is now looking for further avenues in the field of footwear to stretch their hands. Who We Are: Our Vision, Mission and Motto Vision To provide quality products to the customer at an affordable price. Mission To meet the market demand and to achieve a prominent position in the Footwear industry. Motto Quality products at Affordable Price The Head Quarter of VKC group is in CALICUT and the plants of VKC group of companies are situated in Kerala, Tamil Nadu, Andra Pradesh and Gujarat. The following are the associate companies of VKC group. 1. M/s. VEEKESY RUBBER INDUSTRIES PVT.LTD. 2. M/s. VEEKESY ELASTOMERS PVT.LTD. 3. M/s. VEEKESY POLYMERS PVT.LTD. 4. M/s. SANDLON TECHNOLOGIES PVT.LTD. 5. M/s. FORTUNE ELASTOMERS PVT.LTD. 6. M/s. CALTECH POLYMERS PVT.LTD. 7. M/s. SLIPONS INDIA PVT.LTD 8. M/s. DIADORA SHOES PVTLTD. 9. M/s. DIMESCO FOOTCARE INDIA PVT LTD.
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10. M/s. FERRARI SHOES (INDIA) PVT.LTD 11. M/s. VEEKESY FOOTCARE (INDIA) PVT. LTD 12. M/s. FERRERO VINYL TECHNOLOGIES PVT.LTD 13. M/s. MORBIDO VINYL PVT.LTD. 14. M/s. SMARTAK FOOTCARE PVT. LTD. 15. M/s. VKC FOOTSTEPS INDIA PVT.LTD 16. VKC FOOTPRINTS GLOBAL PVT LTD 17. VKC FOOTWEAR INTERNATIONAL PVT LTD 18. M/s VEEKESY SANDALS INDIA PVT LTD
M\s Smartak Footcare Pvt Ltd is a group companies of renowned VKC group. It is registered as a Private Limited company and incorporated on 18.07.2006 under the companies Act 1956. The commercial production of the company was started on 15.02.2007. The company is located on the side of National Highway 17 at Feroke, Chungam. All affairs and day to day business administration of the firm is vested in the hands of Board of Directors they are in charge of various activities like Production, Finance and Marketing. The board is assisted by qualified administrative staffs. The founder of M/s Smartak Footcare Pvt. Ltd is Mr.V.K.C Mammed Koya. The Management of the company now consist Six Directors. The chairman of the
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company Mr. VKC Mammed Koya, managing director Mr. V. Abdul Razak is a post graduate in business administration having more than 25 years experience in footwear manufacturing including project implementation. M/s. Smartak Footcare Pvt. Ltd caters extend its markets all over Kerala. The company has a good market for their products. M/s Smartak Footcare Pvt. Ltd is the first company in VKC group for the manufacture of PU footwear. The company adopts Taiwan Technology for manufacturing of PU footwear. Annual production capacity including the licensed agreement is 36,00,000 pairs. The production process is line production process whereby materials are put through a refining process to produce end-product through sequential operations. The product group consists of footwear for gents, ladies and kids. The company market PU Footwear under the brand name Smartak. The aggressive marketing techniques adopted by the company through various media coupled with consistent quality of the product at affordable price opened new era of light weight footwear in Kerala market replacing conventional products and other well established brands in this segment. Apart from Kerala the company has a good market for their products in Tamil Nadu, Karnataka, Andhra Pradesh, Maharashtra, Gujarat and Orissa. As we are manufacturers of footwear, we focus mainly on production process of the organization. The function of the production department is to produce products on time, to the required quality levels, at the defined product cost. The main advantage of the company is the implementation of Taiwan technology for the injection moulding process. We have both automated and manual machines for production of footwears. The quality of the imported Synthetic leather, imported by us helps from the problem of smelling due to
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sweatiness and wetness, which is seen in ordinary leathers. The finish, comfort, and elegances are highly superior when compared to the ordinary leather. The production process is line production process whereby materials are put through a refining process to produce end-product through sequential operations. Of major concern to the production manager is monthly output. Production managers have monthly targets which they are expected to strive to meet or exceed. The production department of M\s Smartak Foot care Pvt. Ltd comprises of well experienced staff members starting from functional head, department head, coordinator, supervisors, shift engineers, machine operators, pouring men and workers. Production department also aims at maintaining the quality of products been produced. Every employee is expected to take responsibility for managing quality issues in order to make sure that waste is minimized and quality maximized. Quality checking and assurance is carried out every day on a number of occasions to ensure that the production process is working efficiently and effectively. We use different machines to produce footwears. The company purchases footwear moulds from Taiwan, China, and Italy. This will help the company to assure high quality finished product. Most of our machines are imported from abroad. PU Rotary Machine, PU Conveyor, Chiller Machine, Air drier, Generator, Air Compressor, Trimming Machine, Packing Conveyor, Box Strapping Machine, Heating Chamber. M\s Smartak Foot care Pvt. Ltd has succeeded in withstanding stiff competition from the parallel manufactures because of the superior quality of the products at reasonable price.
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Other than production and quality checking, production department performs one more function. That is packing of finished products into cartons. A set of workers are assigned to pack finished products into specified cartons or boxes according to their name and size. Before packing quality is again checked by the workers. After packing all these cartons are sent to stock room for storing so that it can be sent to dealers directly according to the order placed
PRODUCT PROFILE:
The VKC Group has followed the trend of making new brands according to the condition and the movement of products within the market. This has resulted in a number of products and had a number of choices for the customers. At times, their own products had competition. The company has more than 10 brands in all the segments. The products range from footwear for small children to old age people including teenagers and middle aged people. The company makes all the products considering men and women from children to old age people. It includes footwear for both categories. The company concentrates on footwear only. VKC is one of the most popular brands among footwears. It already has introduced several brands and models of footwear. The product segment of VKC satisfies customers of all aged groups. The products produced from VKC groups are SMARTAK which is an accepted brand of VKC. It has a high brand value because of its quality and
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affordable price. Its material is made of 100% synthetic leather and sole is made of polymer. The mainly used materials are PVC & PU. The price split up of SMARTAK can be given as: Labor charge Profit for wholesalers and retailers Advertisement and Promotion cost Profit to the company Raw materials and other cost : 10% : 35% : 5% : 10% : 40%
The main raw materials used for the production of SMARTAK FOOTCARE are as given below: PU: PVC: PVC RESIN DOP
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NROX FYNOLGO BLOWING AGENT STEARIC ACIDS PVC COMPOUND MASTER BATH SILICA SHOE SHINER BEAROSTEAH MEK
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POURING TO MOULD
TRIMMING
QUALIT Y
CHECKIN G
PRODUCTION DEPARTMENT
FINISHED FOOTWEAR
The production department of M/S SMARTAK FOOTCARE Pvt. Ltd comprises of well experienced staff members starting from functional head, coordSinator, supervisors, shift engineers, machine operators, pouring men and workers. Production department also aims at maintaining quality of products been produced. Every employee is expected to take responsibility for managing quality
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of products for managing quality issues in order to make sure that wastage is minimized. Quality checking and assurance is carried out every day on a number of occasions to ensure that the production process is working effectively.
about the Indian footwear market. He is passing through different footwear designing for the last 8 years. By getting a general idea from the executive director, he starts with his work. He develops a design and model based on his talent and experience in the footwear industry. Then he sent to the executive director by detailed analysis more with the design. The sketch of the particulars model is drawn on papers and it is used for making die.
byproduct of petroleum. It is mainly purchased from Delhi and Jamshedpur. Silica, used for glass making is used for thickening of the sole. Colors are used for getting specified mixing of particular shade.
INPUTING OF MATERIALS
After mixing the materials, raw materials are pouring in to the high speed mixer machines. It is a special type of machine imported from Taiwan with foreign technology. It is a 40 kg circular shaped special type of PVC material mixer machine having outer side fabricated with MS plate and inside coating of stainless steel fabricated body and SS blade for long life. It is a semi-automatic machine imported entirely for making the sole of the chapel. Mixed raw materials are reconverted liquid shade and imputed in to the specified die. The liquid take time to become a jelly like model. After analyzing this process by a production supervisor, the mixed material is passed into the specified dies. The 8 dies are controlled by an injection machine. At a time the dies are rotating one by one, this process is done at 200 degree temperature. After hearing process the die will pass through the water cooling process. Normal water is used for cooling. After the preplanned timing in the machine the process is over and the sole is ready with specified manner.
Upper cutting process is concentrated with cutting of leather past in to required length which is already designed by the production designers. The upper part is consisting of synthetic material. It is a machine imported from Taiwan that is used for this process. The machine is suitable for the material with thickness of more than 0.03mm which is conventional leather. Its is compact of little space of 1/4hp of simple operating. The cementing amount can be freely adjusted even average equality of adhesions and tension can be achieved for sheet is cut in one time in the semiautomatic machines. The Rexene sheet is cut with the help of dye and the new shape of the Rexene looks like a strap model. Edge clearances and shaping of the strap is done by the machine itself.
STITCHING DEPARTMENT:
The stitching department is suited on the first floor of the production layout, very near to the cutting machine. After the cutting of the upper part the Rexene is ready to transfer to stitching. The departments consist of 6 different types of machines with different thickness capacity. All the machines are branded with a name JUMBO KING. The edge of the strap and the upper is stitched by stitching machine with the help of a machine is suitable with relating powers and the rotating areas are designed and pre-programmed by the operator by the help of digital touch screens (DTS), the operator can change the rotating position of the machine by changing the position in the touch screen. The stitching is done by direct control of the supervisor.
UPPER PASTING
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After stitching the next part of the process is concerned with glue spreading. The upper part of the strap and sole is stitched in the stitching section and then it is transferred to glue spreading. The glues are spread with the help of machines.
GLUE CASTING
After completing the stitching and the moldings work on the strap and the upper, it is then transferred to gum spreading. Glues are purchased from Delhi and Jamshedpur. Some of the mixes are imported from the Middle Eastern countries. Glue spreading takes place with the help of newly advanced machines which are semi automatic in nature. Uniform spreading of glue in all the parts are possible with the help of the machine.
INSOLE CUTTING
In the production process three jobs are taking place simultaneously. The third category is concerned with the cutting of insole part of the sandals. Insole part is stitched with the upper strap. Insole cutting is done with the help of dye. Dye are leveled in a specified manner for each item, i.e, for 7 th inch divided based on the dye specification.
EMBOSING PROCESS:
This process refers to leveling the surface of the upper sole for the purpose of stitching with the sole. Embossing is normally done with the help of the machine. The main aim if embossing process is to deal with affixing the insole part
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and gripping the stick to the sole part. This is an important stage in the production process.
PRICE PRINTING:
This process is concerned with printing the price on the insole of the sandal. It is usually done in the middle part of the sole. This activity is taking place with the help of a semi-automatic machine. The colors are use in accordance with the color of the sole. If the color is brown price printing is done using yellow color.
INSOLE PRINTING:
After printing the insole the next process is concerned with spreading of glue on the insole, by the help of machine a uniform spreading of gum is possible to all the insole parts. If the employees do it itll take more time and hence machines are used to complete the job. Glues used are mixed in certain proportions.
GROUP OF ITEMS:
Dies are mainly of 6inch, 8inch, 9inch. Two dies are needed for one pair of chapel. So grading after production is needed i.e. there is an 8 inch die for 8L (8 left feet) and 8R (8 right feet). Checking of die is usually done at the time of setting the die itself. After grading, the products are put into each pairs. The grouping process ends with this step.
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The company uses different machines to produce footwear. The company purchase footwear moulds from Taiwan, China and Italy. This will help the company to assure high quality of products. Most of the machines in the company are imported from abroad. PU rotary machines, PU conveyor, Chiller machine, air drier, generator, air compressor, trimming machine, packing conveyor, box strapping machine, heating chamber. M/S Smartak footcare Pvt. Ltd has succeeded in withstanding stiff competing from the parallel manufacturer because of the superior quality of the products at reasonable prices.
LIST OF MACHINES
High speed mixer machines Fully automatic air injection Air drier Chiller Cooling tower Cementing machine Box strapping machine Clicker machine Generator
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40 Kg capacity of special type PVC compounding mixture machine having an outer side fabricated with capital MS plate and inside chamber of stainless steel sheet. Water cooling attachment for PVC compounding discharge from mixer and 20 HP-Ac , three phase boards.
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High tech LCD display , conventional and direct talks - easy to operate 3750 pairs are produced every day. Made in Taiwan
CEMENTING MACHINE
Made in Taiwan
Model- YUCK-163
The machine is suitable for the material with thickness of more than 0.3mm as conventional leather, wrapping heal, insole and shoe pad paper etc.
Equip with poser glue circulating devices and enclosed clamber, so that it is trouble free of power glue hardening or disbursing
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The cementing amount can be freely adjusted; even the average equality of additions and tension can be advanced.
Saving labor and cementing amount, advanced productivity reduces cost, durable and rugged, high performance.
Auto cementing and edge of material not dipped for which the products, cleanliness and beauty can be assured.
STRAPPING MACHINE
Strap dispenser supplies strap dispenser which supplies strapping material to the strapping head. It is located inside the cabinet on the lower left-hand side.
Grip the grip hold, the lead end of strap beneath the anvil while the reminder of the strap is being tensioned around the package.
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Packing release after a short weld cooled period (Necessary to avoid welded ends from popping open) the package is released.
Operators control the electrical control panel which consists of the main owner on-off switch feed length timer and reset switch.
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CAPSULE KHADI-18MM CAPSULE KHADI-16MM RIVET 7MM SMARTAK NICKEL PLATE (LETTER PLATE) STONE RIVET TRAINGLE KHADI- SILVER VKC LETTER PLATE TOP BUTTON BLACK SHOE TRIM ANGOOTA TAPE CREAM 14MM ANGOOTA TAPE MEHANDI 12MM ELASTIC TAPE BLACK & CREAM 18MM ELASTIC TAPE BLACK & CREAM 42MM HOOK BK-18MM LOOP BK-18MM HOOK BG-25MM
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LOOP BG-25MM HOOK BK-25MM LOOP BK-25MM HOOK BR-25MM LOOP BR-25MM NARROW WOVEN FABRIC DESIGN N-122 MHD/YLO-25MM ELASTIC 12MM NARROW WOVEN ELASTIC BLACK/WT-20MM NARROW WOVEN ELASTIC NARROW WOVEN ELASTIC RED/WT-20MM NARROW WOVEN FABRIC DESIGN BK/WT-10MM NARROW WOVEN FABRIC DESIGN BK/WT-10MM-THICK NARROW WOVEN FABRIC DESIGN N-51 BK/WT-25MM NARROW WOVEN FABRIC DESIGN-GREY NARROW WOVEN FABRIC DESIGN-RED+GREY NARROW WOVEN FABRIC DESIGN RD/BK-10MM-THICK
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PVC PIPE-10MM PVC PIPE-15MM PVC PIPE-6MM PVC PIPE-7MM PVC PIPE-8MM PVC PIPE-11MM RUBBER LABEL-STRAP END THREAD- 9023/GREEN THREAD-B9520 B9818/MOUSE-SENTS THREAD-B9540 B13353/BROWN THREAD-B9540 B9861/GREY THREAD Z002041 THREAD Z060241 THREAD Z0605 THREAD Z0817 THREAD- B59540 BLACK
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LABEL 9*11 BLACK RED ANGOOTA TAPE BLACK 14MM ANGOOTA TAPE CREAM 6MM
PACKAGING
After production process, the next level of activity is packaging. Packaging department is the department which makes production process to the final stage. The process is supervised by automatic conveyors. After grouping the
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sandals, its then very near to the production centre. The space allotted to the packing centre and the movement of worker within the side of the conveyor system. In the starting place of the packaging department there is a shelf with each pair of sandal. The shelf has seven racks and each is occupied with same type of sandal i.e. 7 inch ladies sandals are placed in one shelf, and left item and right item of each pair is placed in the same place on the shelf, so the packing process is very easy without much delay and confusion. There are different processes carried out in the packing centre which is discussed below:
CONVEYOR SYSTEM:
Conveyor belt is an automatic moving belt for packing of items in the production centre. Each pairs of sandals are moving from starting point of the conveyor belt and end with a complete packing process. This belt is operated by the help of powerful machines. The first process of the packing activities is to start with placing the sandals on the conveyor belt and it undergoes different treatments at different levels.
TRIMMING PROCESS
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In the conveyor belt ordering of each pair of item is performed in the training process. It is concerned with the leveling and ordering of each pair of sandals.
TAG FITTING
Tag is a thin plastic thread which is found and with the label. Label is a strip of paper which shows some information and directions to use the sandal. The tag is bound in a spot on the upper sole and one tag is needed for one pair. This normally attached to the right item of the pair.
After packing the product into the carton the next process is concerned with affixing details about size normally (7, 8,10) and price for the sticker is stuck on the carton. Another sticker mentioning the color of the product, normally black or brown. The stickers used are of different types. 1) Price sticker 2) Size sticker 3) Color sticker
PACKAGING PROCESS
TRIMMING PROCESS
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CONVEYOR SYSTEM
TAG FITTING
FIXING SIZE AND PRICE STICKER IN SMALL CARTON PACKING INTO MASTER MATERIAL
FINAL CHECKUP IN PAIRS, ART NO., SIZE AND PRICE BOX STRAPPING
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FINANCE DEPARTMENT
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FINANCE DEPARTMENT:
Finance is the heart of the business. Its functioning efficiency directly affects the rise and fall of a business. It is possible to survive, for a while at least, without an effective marketing plan poor human resource management and indeed a poorly designed business. Finance is very essential for a smooth running of the business. If there is no finance there is no business. Finance is needed to promote or establish the business acquire fixed assets, make investigation such as market surveys etc. develop product keep men and machine at work, encourage management to make progress and create value. These departments are crucial to the financial well being of the company and ensure that there is money for that today operations and overseas investment strategies for future growth. The finance department of a company is answerable for all the financial aspects of a company. To achieve these objectives, accounting, finance, tax and other financial areas and developing data warehouses collective with sophisticated analytics to serve the needs of the entire enterprise. We suffer to this advanced decision support capability for finance as financial analytics. This article examines the evolution of fin analytical analytics and its effect on the state of data warehousing. These departments are crucial for the financial well being of a company and ensure that there is money for day to day operations and oversea investment strategies for future growth. A finance department mainly has three major functions. To provide strategic financial support regarding operational and general business planning.
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To provide daily financial service functions To meet and surplus the internal and external needs and financial reporting requirements of the company at large. The finance department generally focuses on providing relevant information for upper level management. Such information is crucial in determining how a company can make better financial decision. When it come to reviewing the companys overall practices and efforts the finance department is key. A finance department will work cohesively with the company to build a corporate environment that will be able to use the financial resources of the company in order to ensure that the desired level of customer satisfaction is met.
ACCOUNTANT
OFFICE ASSISTANT
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The HRM focus should always be on maintaining and ideally expanding the customer base while maintaining and ideally maximizing the profit. HRM has a whole lot to do with this focus regardless of the size of the business or the products or service that you are trying to sell (Dr. James Spain, Former head of Executive development at TRIBUNE COMPANY). HRM is involved in managing the human resources with a focus on expanding customer base that gives profit to the company. The bottom line of the company is the focus of the HRM department as well as the function.
Acquiring human resource capability should begin with organizational analysis and design. Organizational design involves the arrangement of work tasks based on the interaction of the people, technology and the task to be performed in the context of the objectives, goals and the strategic plan of the organization. HRM activities
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such as human resource planning, job, work analysis, organizational restructuring, job design, team building, computerization and worker machine interfaces fall under this domain. Recruitment, employee orientation, selection, promotion and termination are among the activities that fit into the staffing domain. The performance management domain includes assessments of individuals and teams to measure and to improve work performance. Employee training and development programs are concerned establishing, fostering and maintaining employee skill based on organizational and employee needs. Reward systems benefits and compliance have to do with any type of reward or benefit that may be available to the employees. Labor law, health and safety issues and unemployment policy fall under compliance component. The following trends have an effect on human resource management function and department. The importance of HRM increased due to some of them and the practices of HRM to some extend is due to some of them. The following trends have an effect on HRM function and department. The importance of HRM increased due to some of them and the practices of HRM are affected due to some of them. Increased globalization of the company. Technological changes and environmental changes. The need to be flexible in response to business changes. Increase in litigation related to HRM.
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Bonus ESI scheme Employee provident fund Festival holiday allowances Annual leave Accommodation for the employees
OVERVIEW OF HR DEPARTMENT:
Total number of this organization is 159 30 ladies and 129 gents Most of the employees are from Bihar and Assam. Average salary ranges from 4000-15000. Normal timing of an employee is 8am 5.30pm.
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MARKETING DEPARTMENT
The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably. A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage." Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling, Merchandise support. The overall
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process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre- and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture. A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value, and Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management.
Product
Solution
Promotion Information Price Place Value Access If any of the 4Ps were problematic or were not in the marketing factor of the business, the business could be in trouble and so other companies may appear in the surroundings of the company, so the consumer demand on its products will decrease. After the production the products are being sold in the market according to the orders taken by marketing department. The marketing department studies the market and the target customers, decides the best way to reach their customers, and
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works with the rest of the company to help determine the new product needs of the market by using the 4Ps.The company does continuous market research and one of the main jobs of the marketing department this helps the company in planning and executing marketing strategies for the future. It also helps the company to recognize the buying patterns, habits, popularity of the product, advertising media and also help recognize the market problems and opportunities and work accordingly. The company executives take orders directly from the wholesalers. The company has a very good system for the supply of products to the wholesalers. The process of manufacturing in the company take place through demographic segmentation, as a result the products produced are produced aiming the youngsters, gents and ladies at affordable prices with high quality under the brand name SMARTAK FOOTCARE.
EXCECUTIVE
JUNIOR EXCECUTIVE
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Marketing is the management process responsible for identifying, anticipating and satisfying the customers requirements profitably To be the best product in the market the company gives importance to the following aspects:
SLOGAN
QUALITY: Maintaining the quality under any condition is the main policy of the company
ADVERTISING: The Company treats advertising as the main mode of marketing to improve the scales of their products.
SCHEMES: One of the main marketing techniques of the company is the different schemes for their customers and dealers.
WHOLESALERS MEET: The Company conducts the wholesalers meet at least once a year. By this the company provides an opportunity for the wholesalers to interact with the company and between the dealers. This
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helps to find problems, sort out differences, formulate plans and pave way for future improvement in the respective market.
ORDER TAKING AND COLLECTION: The company executives take the orders directly from the wholesalers rather than opting for intermediaries.
DELIVERY SYSTEM: The Company has a very efficient delivery system for the supply of the finished goods to the wholesalers. The company also provides door delivery system and they are fixed a weekly chart of supply.
CHANNELS OF DISTRIBUTION:
Channel of distribution is a set of marketing intermediaries through which the goods flow from the producer to the consumer. The company provides their door delivery system to the wholesalers through company owned vehicles and through different transport vehicles available for rent.
MANUFACTURE
WHOLESALER
RETAILERS
CONSUMERS
SALES PROMOTION:
Sales promotion plays a mjor role for the VKC products. Sales promotion influences the customer for buying the products and also helps to meet competition. It popularizes the product so as to stimulate demand.
CONSUMER PROMOTION:
Coupons Demonstration
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DEALER PROMOTION
Sales contest Dealer gift
Turnover allowances
ADVERTISING:
The VKC advertising covers all the activities dealing with giing of publicity regarding goods and services offered for sale.
INDOOR MEDIA:
TV channels Newspapers Magazines Catalogues, Danglers, Calendars & Stickers
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OUTDOOR MEDIA:
Name boards Hoardings
The advertisements of the products are given in all major TV channels in Malayalam and Tamil languages. The brand ambassador for the product is the famous Malayalam cine artist Kavyamadhavan.
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MARKET RESEARCH
Market research helps the company in analyzing the buyers habits, popularity of the product and the effectiveness of the advertising media. It also helps to collect information about marketing problems and opportunities. The continuous market research has been conducted by the company which helps them in planning and executing marketing strategies for the future course of action.
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SL.NO 1 2 3 4 5 6 7 8 9 10
ITEM 105 106 501 407 405 406 409 408 405 602
SIZE 5x9 5x9 5x9 5x9 1x4 5x8 5x9 5x9 5x9 5x9
MRP 199.50 199.50 199.50 199.50 189.50 234.50 199.50 199.50 199.50 184.50
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11 12 13 14
FBK BR BK GR
KIDS 1 2 3 4 201 41 701 702 FBK BR RD BK/GR 1x4 11x13 9x11 1x4 11x13 1x4 11x13 199.50 184.50 194.50 199.50 194.50 199.50 189.50
GENTS 1 2 3 1002 3003 3004 GR/CH BK/BR/GR ASH/BK 7x10 7x10 7x10 274.50 268.50 259.50
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3005
BK/GR
7x10
284.50
MATERIAL DEPARTMENT
Material department of the organization place order according to the need of the materials that are used for the production. The supervisor or production in charge gives details of the materials required for production process and the duty of the materials department is to make sure that the materials reach in time and are organized so as to reduce the raw material wastage which is main problem in large scale production units.
MATERIAL
DEPARTMENT HEAD
EXCECUTIVE
JUNIOR EXCECUTIVE
REXENE OF SMARTAK
JI-A 0069 CDR-BG JI-A 0069 CDR-GREY 046/1196 JI-A 0069 GM/BRN 026/1196 MI-2315 BSM-BG
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MI-2315 R57TAN2T MI-2315 R57BLACK MI-2389 CDR BK-BK MI-2389 CDR-CREAM MI-2389 GM-E65 S/10369 MI-2389 GM P/32-E/62 GREY-70524 MI-2389 R131 BG-2T MI-2389 R131 LT-GREEN MI-2389 UCS-BG MI-2389 VR-61 M.PERL PI-2389 CDR CREAM PI-2389 SPARCKLE WHITE PI-2389 P-21 RED/BLACK WI-1209/CDR-BG/LINE-PT MI-23028 UCPT P BLACK MI-2389B/R131 S/698 OLIVE GREEN
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MI-2389 GAMM-E44 BROWN 27S/30337 SY.LEATHER JU-0127 C/UCH/BL-092 JU-A 0105 UMW-BG JU-F 0046A/HDMK/R-8 BLACK PUL JU-F 0046/RJI/R8/M.MHD-055/CREAM 014/PUL JU-F 0060/RJI/R8/MHD-034/MHDO16/1007 MU-2322/VX-64 GREEN MU-2369 LUNA-BK MU-2369 UCI-BROWNS MU-24010 MTX BLACK MU-24010 MRN3-PERL MU-24010 R-151 BK-BK MU-24010 UCI GOLDEN MU-24010 UCPT-RED MU-24010 VX-64 GREEN
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MU-5016 R57 IY TAN-2T MU-5025 B/R131/R131 OLIVE GREEN/BG2T MU-5025 GM BLACK MU-5025 GM BROWN MU-5025 R131/BRT S/698+S/60160 MU-5028 E R8/MTI S/80313+S/80306 MU-5066 R57/R131- BLACK MU-5039 A/BSM DKHT-BLACK MU-5039 VR-61/MTX-RED MU-5025 A/VR61+UCI-GREEN MU-5025 A/VR61+UCI-GOLDEN MU-5039 PF-NA OXY RED MU-5039 R8+R131/60172 MU-5039 VR-61+V-64 GREEN MU-5055 GM+R8 BK-BK MU-A 0098 PCOV BLACK
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MU-5036 ARX+BRT S/10457+S/10458 WU-8204 G/PA TENT/R-61 RED WU-8204 R151 BLACK-BLACK MU-5025 GAMM E63/R8 CHERRY+CREAM MU-5025 B UM11/R131 BROWN/BLACK MU-5025/R131+BRT S/30792+BLACK MU-5025/MTI+BRL S/30609+S/3064 MU-5036L/R131+BRT S/20214+S/698
SY.LEATHER JL-A 0090 R8-BG ML-2319 R57 BLACK ML-2319 R57 TAN 2T ML-2368 SX-BLACK ML-24010 UCP BLACK ML-24010 MTX RED ML-2451 R131/OLIVE GREEN
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ML-2451 R8 BLACK ML-2451 R8 BROWN ML-3129L UM11 S/30793 OLIVE 2T ML-2478 VR-61 M.PERL ML-24010 B UM11 BROWN ML-2453/PVR8 BK-BK ML-LB0015/UCPT S/10377
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FINDINGS
The management of the company is highly efficient and well organized. The whole company runs as one single big unit rather than different departments performing on their own. This is reflected on their output also.
The company provides vehicles from its side to supply all the goods to the required areas and this helps in keeping a good relationship with the wholesalers.
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Customer satisfaction is the main criteria of the company and they have achieved the trust and belief of the customers through years of providing quality products at affordable prices.
Quality is the main aspect of the product that the company tries to keep intact rather than its quantity since quality is what matters in todays market as the customers demand high quality products.
Employee performance is a main reason for the rapid growth of the company. Several highly experienced workers are present in each department who provide knowledge and pass on the skills to younger workers hence maintaining the flow within the company. Company has its main manufacturing units present in Kerala, Tamil nadu, Karnataka.
The company has started to utilize technology from abroad that will enhance the rate of production and improve the quality of the products reducing the wastage of resource. Italian technology is being used in the production of SMARTAK FOOTCARE and also the production unit utilizes Taiwan technology in the production unit.
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The company always maintains a good employee employer relationship and hence reducing the possibility of riots and union problems which may adversely affect the production line by slowing it down.
The company produces goods (footwear) that are high in quality and the price of the product when compared to the other brands in the market is very less. The company also aims at a target population who tend to choose comfort over luxury.
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CONCLUSIONS
With organized retail on the rise and increase in the disposable income retailing certainly looks a promising option. Potential opportunity for value added products in the domestic leather market is high; opportunity to cater to the domestic market with a blend of traditional, western fashion can bring in huge market in the footwear segment in India.
VKC is one of the most popular footwear brands in south India. It already has several models of footwear and different brands under it. The product produced by VKC satisfies the needs of the customers who belong to all age groups. The main reason behind the success of their product is because of the low price and high quality. Product development area should be given more importance as change in the market trends should always be kept in mind. The products should move in the market and following the trends can help the company reach great heights.
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SMARTAK FOOTCARE is VKCs answer to the change in trend in the market. The brand come under VKC and produces footwear whose price is less and the products seems to move in the market as it its trendy and follows the fashion of the time, this helps in maintaining the existing market demand for the product.
BIBILOGRAPHY
1. Fundamental of business organizations and Managements By. YK BHUSHAN 2. Marketing Management PHILLP KOTLER 3. Website www. Vkc.org.in
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