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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.
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.
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 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.
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 PROFILE
Roots 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.
Roots Polycraft.
Roots Industries India is a leading manufacturer of HORNS in India and the 11th
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.
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.
The main purpose of the study is to know the overall performance in the main
The company needs to know the critical areas where they can implement the
To identify the best source through when the company can produce good quality
If performs basic operation more efficiency and quality than the current
information system.
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.
Primary Objectives
Secondary Objectives
To study about the sale promotional activities and major customers of the
company.
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.
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 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,
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 procedure:
Customer requirements
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.
Knowledge
Skill
Positive attitude
Change
Institutionalizing
Proactive change
Performance
Performance = Skill * Motivation * Opportunity.
Approaches to HR
Accepts & Appreciate
Educate & Elevate.
Enrich the potential
Balanced & Leadership
MEND then SEND
Accept noble failure industrial – responsible citizen.
HR objectives
Customer satisfaction
Customer Satisfaction
Through employee satisfaction
Development of staff
Job enrichment
Empowerment
Health
HR philosophy
Openness and mutual trust
Team culture
Quality circle
EMP
ESOF
Thirullural Mandram
Attendance Award
Welfare Activities
Calculate for employees children
Marriage loan
Group Insurance Scheme
Super Animation Scheme
Roots have a strong people – oriented work culture that can be seen and felt
across its entire member concerns. Whether work in group or in isolation their efforts are
well appreciated and achievement well rewarded. They have a sense of belonging and
they revel in an environment of openness and trust cross function s function as one
seamless whole and foster the true spirit of teamwork.
FINANCE DEPARTMENT
The main function of finance department is referred to the process of raising the
funds and utilities of funds or provides finance to various departments as per the
requirements.
Roots Industries deals with almost advances banks. So that they can take loans
like short term or long term, when ever they face immediate finance. If they want to raise
immediate funds, they receive letter of invitation from every banks regarding the terms
and conditions of loans, so that they can compare and choose the best service provided by
the concerned banks.
Software used
TATA EXE system (for accounts) and Roots is going to adopt the most advanced
software technology that is SAP.
INVENTORY CONTROL DEPARTMENT
The component and supplementary material required for production are also kept
and maintained in the stores of the company. The purchase department of the company
consults with the inventory supervisors and purchase the raw material needed for the
products to be manufactured and maintain the goods receipt note.
When the company receives order for producing the products after consulting
with the inventory department and production department, purchase controller will order
the specified quantity of raw materials for carryout production process. When the
company purchases raw materials which are essential for production, the company will
receive the exact quantity of material which has been ordered and it will examine whether
raw materials poses suitable quantity after brief examination of purchased raw material
they are appropriate placed in the store of the company.
Goods Receipt Note (GRN) of the company provides all the information relating
to each every product and details of the suppliers, the price of the every raw material and
higher authority may examine products and maintain stocks register as per rules of the
company.
When the materials are used for production for producing articles, inventory
control department will separately maintain the special register and it will specify all the
information relating to exact quantity of raw materials taken by labours for every day of
population. Inventory control department will maintain separate record regarding the
present status of goods.
EXPORT IMPORT DEPARTMENT
In the global market EXIM departments has more importance for the success of
organization, because they are playing with foreign exchange activities. Roots Industries
has both Imports and Exports. Some of the most advanced products importing from
various countries and 60% the roots products Export to the major developed countries.
Export Procedures:
Receipt of order.
Obtain ECGC.
CHAIRMAN
DIRECTOR
(FINANCE)
FINANCE HUMAN RESOURCE PRODUCTION
CHIEF FINANCE DIRECTOR DIRECTOR
OFFICER and
COMPANY
SECRETARY
MARKETING
DIRECTOR
PURCHASE
DIRECTOR
Skilled Manpower:
India has vast pool of skilled manpower and qualified engineers among the
largest in the world.
Skilled buyers who blooms out with genuine spare and spurious and conditioned
spares.
Flexibly in manufacturing operations and enable the industry to quickly adjust the
Financing has becomes so easy than are automobile is within every aspirants
reach.
The company has not entered into new projects to expand by diversification.
As more vehicles come on the road, this will become a major bottleneck
High competition from East European countries and other Asian countries
Canteen
A well spaced and hygienic canteen is provided for the welfare of the
employees of Roots Industries India Ltd.,
Dinning Room
A neat and tidy huge space with available of chairs and table for eating
during lunch hours
Medical Facilities
Roots Industries India Ltd., has developed a 24 hours medical
Awards
Roots Industries India Ltd., award their employee according to the
skills and talent in their respective work by providing monetary and non –
Monetary awards.
Roots industries India Ltd., also award the experienced and skill
employees, who is working for many year in the company. This award
may be non – monetary only. (Promotions, Housing Facilities, Vehicles
Arrangement etc.,)
Get Together
After every project is finished, the management has arranged a get
together meeting to discuss about the previous projects advantages and disadvantages
plus the employees efforts and there are appreciated equally
Tour
Once in a year the management or on behalf of the management, the
employees arrange a tour about a week or couple of days.
Suggestion box
The management has arranged a suggestion box every where in the
company to know the more about the employees requirement indirectly.
Uniform
Every employee in the management has to wear the uniform provided by
the management.
Rest Room
A well equipped and advanced sanitary is provided for the benefit of the
employees.
DAILY REPORT
11th June, 2009 (Tuesday)
Collected my confirmation from the Training Department after completing
procedure by the industry.
Roots Products
What kind
Different types of horn & its function
Inventory control.
Purchases.
Stores.
Searching for the different vendors.
Function of department
Production process
Production controls
Purchase types.
Need for purchase and production
Human Resource department of Roots Industries India ltd., utilizes the man power
Roots Industries India Ltd., deals with almost all advanced banks,
Customers are more concerned about the price and brand, so that the company can
Though the awareness of the roots product in the market is not satisfactory, the
sales of the roots products are considerable. So, Roots must educate the dealers to
increase the awareness of the product and its importance in the market.
Regular supervision can be made so as to see that the work is equally and fully
Co – ordination between the employees will results the increase in the overall
Customers are more concerned about the price and brand, so that the company can
penetrate the market through high quality at low price competitiveness.
CONCLUSION
The success of an organization depends upon the ability of its employees in order
to increase the productivity, prevents employee turnover and increase the overall
performance of the company. The study has helped me in some suggestion to improving
the over all performance of the company. After the study made by me I can say that the
technology, though effective Human Resources and high performance work system.
out. The overall performance of the company as this organization is using their
technology; many new customers are attracted towards the company. After conducting
the study the organization has to take necessary steps to implement the strategy to
improve the overall performance of the company. This study showed the employees are
satisfied with the facilities provided by the company. The salesman in the previous year
has been improved when compared to present sales. The overall profit of the present year