Our International

ORGANISATION STUDY

The objectives of this study are:

 To familiarise the students with a business organisation.
 To familiarise them with the different departments in the organisation and their
functioning.
 To enable the students to understand how key business processes are carried out in
organisations.
 Understand how information is used in organisation for decision making at various
levels, and
 To relate theory with practice.

This should prepare the students with enough understanding about business organisations,
to enable them to locate problems to be solved as “Final Year Project” later in their
course. Please keep in mind the fact that this is NOT intended to be a problem-solving
project, which has to be done in the final semester. Please bear in mind that processes
and functions are your focus and not data from various departments.

Choose an organisation where you will be able to see:

 Operations & Systems

 Accounts & Finance
 Personnel & HR
 Marketing functions
 And their interrelations with each other
The organisation need not be very large, but should have all the above functional areas for
you to study. This study is to focus on principles and techniques in use and not on data
and information i.e. to gain first hand knowledge about how an organisation is being run.

How to go about the work:

 Have an organisation co-ordinator / Guide in the organisation. Visit the organisation

and have a walk through to identify and acquaint themselves with the different
departments.
 Make the organisation chart of the organisation and try to understand the functions of
the managers / officers and supervisions in different departments. Record these
observations of yours and clarify with your supervisor to check if the same is correct.
 Identify the key functions of each department and try to understand how it is carried
out.
For example: Materials Dept having the purchase functions.
Process could be: collect intends, check intends, find suppliers, get quotes,
decide whom to purchase from, prepare and issue Purchase orders. Follow up
till delivery is received.
 Try and interact with personnel and customers (both internal and external)/ users, to
find if there are problems with the processes. Make record of your observations and
findings.
 Find how the following are done in the organisation
Marketing
 Departmental Structure
 Functions

Market the products to the local market and foreign market.

1/13
 Our International
Conduct Market Study.
Collect customer feedback.

 Product Profile

Furnishing fabric for upholstery, curtains, table runners,

Silk (shantung 120gsm, silk jacquard from 120gsm to 800gsm, satin silk (140 to 180gsm|),
silk organza (60-80 gsm)), jacquard, satin, viscose, organza

With/without embroidery

Yarn count: (get info from net)

Thread count |(check..)
Rub count (25000-50000) for projects

FR Treatment (Fire Rated /Fire retardant)

Scotch guard fabric (water repellent)

 Competitors

Silk competition (Silk land, York, Silk and More, Nobilis, Jab, Robert Allen, Prestige
Furnishing Fabrics, Deebaj Furnishing Fabrics|, Jim Thompson)

Other fabric suppliers/resellers

Any textile shop, Furnishing fabric shops, interior decoration companies, Furniture
manufacturers,

Product competition
Natural Leather, synthetic leather, rexin, (bin rashed, al reyami, curtain land, Christian
fischbacher,

Finished products (Ready made Sofas from china, Turkey Egypt, Italy, brands like Ikea,
home centre, homes’R’us) sedar, blinds, cushions

 Supply Chain Management

Yran manufacturer – Silk Manufacturer – WholeSaler – Distributor – Consultant – Reseller –

Product Finishing - Consumer,

2/13
 Our International

 Distribution Channels

Own showroom, Franchises, Retail outlets, Interior designers, Overseas distributions,

territorial distribution, personal selling

 Sales & Demand

Demand determinants:
 Real Estate development
 Tourism, Hotel
 Festivals, Events
 Recession (negative)
 Surplus income of customers
 Stock market

 Promotional Efforts

Exhibitions participation

Identify potential retailers from other GCC/African countries specially for

products that get outdated in uae
Word of mouth

 Pricing Strategies

Penetration is applied when a new collection is introduced.

Once stabilised standard at par pricing
Supreme collections (high end) 10% of the total volume will be priced above the
market price.

 Advertisement

Methods
Interior magazines (lamasat)
Inside/outside
Emirates home
Radio
Television
SMS/Bulk Mails
Sponsorship programes

3/13
 Our International
 Sales Promotions

Above 100 mtrs of invoices 3% discount on credit and 5% ON CASH DISCOUNT

50000 OR Above 7% discount

 Sales Force Structure

 Warehousing

Where: Dubai (8000 sq feet), Saudi Arabia (3000 sq feet)

Structure: Store keeper, inventory control,
Use of IT:

 Complaint Handling

Complaint:

Complaint log book- |(can be IT enabled)

Marketing Director will follow up

 Market Research
 Targets
 Product design
 Indentify Volume customers
 Establish Individual, retailer
 Pricing
 Design promotion schemes
 Adverting schemes

methods
• Get feedback from outlets, designers
• National and international trend study
• Interior, furnishing, design, Fabric, Exhibitions
• Individual feedback
• Internet, yellowpages

 Market Share Analysis

 Subsidiary Departments
 Marketing Intelligence, Information Systems

Purchasing/Logistics Department

Purchase Manager
Identify the products
Identify the suppliers

4/13
 Our International
Laison with inventory control
Exhibitions
Factory visit
Vendor development/training
Order processing

Catalog preparation
Product quality checking/verification and confirmation
Product sampling-> marketing->sales
Price study
Price evaluation
Spplier evaluation
International purchases
Opening L/C in coordination with finance
Shipping arrangement
Logistics

Customer Relationship Department

Information System
Customer details, preferences, product details, style theme information,
Follow up calls, promotional messages,

The customer relationship manager plans the activities to create new customers and to retain
the existing customers. The CRE (Executive carries out the plan and support the manager)

The activities

Promotional materials

Support tools

Customer Relationship Coordinator

Review and organize the entire customer care department within the company
- Define Goals, Metrics and measures of success of Customer Care Department.
- Conquer brand "advocates", by growing your satisfaction level.
- Lead a migration process/exchange of supplier of Contact Center, involving physical
change of the operation.

Customer Relationship & Marketing Manager

Direct Talk
(Privately Held; 51-200 employees; Computer Software industry)
June 2000 — August 2004 (4 years 3 months)
- Conducted Annual Strategical Planning of Marketing;
- Planning and application of the integrated communication of the company;
- Defined and conducted a new customer care structure;
- Developed a Customer Lifetime Value and Attrition Score program;
- Fortified the Brand Equity through internal program and customer interactions;

5/13
 Our International
- Implemented Relationship marketing program;
- Planned and launched of Direct Talk´s main knowledge base.

Operations / Manufacturing Department

 Production / Operation Process
 Organisation Chart-Production Department
 Production Flow Chart
 Organisation Structure—Production Department
 Raw materials and their conversions
 Products—Types
 Stores and Warehouse Management
 Production Planning and Control
 Productivity / Efficiency of the plant
 Production Turnover
 Maintenance—Type
 Quality Control
 TQM
 ISO Certification
 ISO 9000 Series
 ISO 14000
 Inventory Management
 Waste Management\\\

Accounting & Finance Department

 Departmental Structure
 Duties and Responsibilities

Sourcing of funds for long term investment (capital investment) as well as working capital.
Cash flow management- Salaries, Vendor payments, periodic expenses, ad hoc purchases,
debt collection, customer follow up
Budgeting:
Run payroll and distribute salaries and wages.
Accounts Receivables
Accounts Payables.
Preparation of Statements.

 Finance Functions

 Source of Funds

Credit facility from suppliers, manufacturers,

 Capital Structure

products

 Investment Proposals

6/13
 Our International
 Budgets
 Dividends Issued
 Turnover over the years

The last 3 years turnover has been

 EPS/PBIT

 Profit / Margin
 Net profit / Gross profit

 Working Capital Arrangements

Credit facility from suppliers

 Institution Funding
 Copy of the last three year’s P&L account and Balance Sheet

Personnel & HR Department

 Recruitment and Selection Process

Aqgencies, news paper ad, internet, own web site announcement, walk in, in shop notices,
referrals

The selection process is given the following flow chart:

 HR Department Organisational Structure

HR. manager,

Secretary

 Induction Training—Types

Product knowledge: demonstration and explation of every product, types, application

methods, pricing information

Personal interaction session:, consumer behaviour:, dealing with other staff, body language,
telephone and other communication manners and techniques, self presentation,

Technology: Orientation on computers, internet, communication systems, filing and

documentation methodology, software used for different areas,

Reference info: business directories, competitiors, price strategies, standard operating

procedures

7/13
 Our International

 Performance Appraisal

Sales staff-sales performance. 10%

Punctuality, Communication, Customer Satisfaction, New accounts, Innovation,

 Grievance Handling

Handled in a case by case basis

 SIR Scenario—Collective Bargaining / Industrial Disputes

 Disciplinary Actions
 Wage and Salary Administration / Bonus / Incentive / Fringe Benefits

 Quality Circle
 Promotion / Transfer

 MDP (Management Development Programme)

The Marketing Director and other managerial staff are given periodic training courses on
managerial skills, communication and negotiation skills.

The sales staff undergo training programs for communication skills, negotiation skills,

 Employee Counselling
 Trade Unions
 Participate Management—JMC / Works Committee
 HRIS
 Safety Department
 Security Department

Systems Department
 Type of Network
 Office Automation Facilities

The shop and office is equipped with Desk top computers. The sales manager, and other key
personnel have laptops that can connect to the company network using WLAN technology.

8/13
 Our International
The office automation software like MS office, Adobe..

Fax printers etc

 Number and Nature of Workstations

 Type of Servers

There is one server that act as the file server and application server. The same server hosts the
database also that hosts the data for the sales and financial systems.

 Security Systems
 Internet Connectivity / VSAT

Etisalat’s

 Type of Operating Systems Used

Microsoft Windows Server is used for the server and Windows 7 is used on the workstations

 Number of Licensed Software Versions

MS Office one copy per workstation

 System Backup Facilities

 Study the extent of use of IT in different departments and also try and ascertain the
possibility of its use wherever the use is currently less.
 Do a SWOT Analysis for the organisation.

General Format

1. Title page
2. Certificate
3. Acceptance Letter
4. Acknowledgement
5. Table of contents
6. List of figures
7. List of tables

Typing Instructions

 Margins
Left =1.5 in., Right=1 in., Top & bottom=1 in.

9/13
 Our International
 Indentation
The first line a regular paragraph is indented 5 spaces from the margin.
 Spacing
The whole manuscript is typed in Double space.

10/13
 Our International

CONTENT
1. INTRODUCTION
2. DESIGN OF THE STUDY
 Scope of the Study
 Objectives of the Study
 Methodology
 Limitations of the Study
3. INDUSTRIAL PROFILE

What is the industry:

Volume of business: 250 million dirhams

Customer classes: Class A Purchasing power is more, payment terms, no bad debts, high
end fabric, B medium profile, consumption comparatively less, credit facility is less, C
cash customers, volume is less,

Customer categories: Individuals, Hotels, offices, Designers, Furnishing companies,

Highprofile end products..

4. COMPANY PROFILE

Silk Weave is a … turnover Furnishing Fabric Trading Company that is dealing with
different types of furnishing fabric, mainly silk.

SILK WEAVE has been synonymous with authenticity and innovation. Today, the same
entrepreneurial spirit, expertise and advanced capabilities offers to service and inspire
global market. SILK WEAVE currently operates in the UAE and Saudi Arabia. We
distribute our collection in Bahrain, Oman, Qatar, Iran, Jordan, Africa and Pakistan, with
expansion initiative in Italy and UK.

11/13
 Our International
SILK WEAVE offers the interior design market quality products designed for todays life
style. While keeping our focus on excellent value and customer service. Our design team
creates hundreds of beautiful new designs each session and can develop custom design
and special fabrics.

Silk Weave L. L. C.
Est. 2005
Location: Karama, Dubai, po box 118280
Phones: 04-3372372, fax: 3362378,
15% market share in silk fabric
3% market share

5. ORGANISATIONAL STRUCTURE

Managing Director

Marketing
Marketing Director\
Marketing Manager
Marketing
Advertisng and promotions
Design
Market Intelligence

Sales
Showroom
Showroom Manager
Sales staff
Outlets
Sales Supervisor
Outdoor sales staff

Finance

12/13
 Our International

6. FUNCTIONAL DEPARTMENTS
 Marketing Department
 Finance Department
 Personnel Department
 Systems Department
 Production Department
 Sales Department
 Research and development Department
7. SWOT ANALYSIS

Strengths: Monopoly, innovative creative product designs and themes, Affordability,

Quick service, e

8. SUGGESTIONS & FINDINGS

Readymade curtains, bed covers low cost, easily changeable based on mood, personality,
functionality.

Invest on r&D to develop innovative themes based in middle east, African and asial
tradition and culture

Theme based designs

9. CONCLUSION
BIBLIOGRAPHY
ANNEXURE

13/13