AN INDUSTRIAL TRAINING

REPORT
ON

“SUPER CAST”

PREPARED BY GUIDED BY
SANA VARTEJI MR. L. J. VANANI
S.Y.B.B.A. K.R DOSHI
ROLL NO __

K.R DOSHI COLLEGE OF

COMMERCE AND MANAGEMENT
BHAVNAGAR UNIVERSITY
BHAVNAGAR

BATCH 2010 – 2011

1
 AN INDUSTRIAL REPORT ON
“SUPER CAST”

A PROJECT SUBMITTED TO BHAVNAGAR UNIVERSITY OF

BHAVNAGAR IN PARTIAL FULFILLMENT FOR THE DEGREE
OF
BACHELOR OF BUSINESS ADMINISTRATION

PREPARED BY GUIDED BY
SANA VARTEJI MR L. J. VANANI
S.Y.B.B.A. K.R DOSHI
ROLL NO __

K.R DOSHI COLLEGE OF

COMMERCE AND MANAGEMENT
BHAVNAGAR UNIVERSITY
BHAVNAGAR

BATCH 2010 – 2011

2
 CANDIDATE’S STATEMENT

I undersigned SANA VARTEJI the student of S.Y.B.B.A. here by declare

that the project work presented in this report is my own work and has carried out
under the guidance of Labhubhai Vanani of K.R DOSHI college of Commerce
and Management, Bhavnagar.

Bhavnagar Signature

Date: 31/12/2007 Name: Ashvin Balar

3
 ACKNOWLEDGEMENT

I feel great pleasure submitting this report as a part of many practical

study. Research of any unit is difficult as more you attempt more you go deep,
new and new detail emerges. It not an easy exercise.
After visiting the unit ““SUPER CAST”” we obtained practical exercise and
practical knowledge of unit administration and management.Training is a part of
a manangment development it is a essential t core up wit the changing
environment and automeation for as well as new entrance in the organization.
I would like to thanks all the senior executives and all other staff member.
I would like to thank to our principal Rachana Dhruva, who gave me such
extreme opportunity to take an industrial visit of “SUPER CAST” and also give
me deep knowledge of marketing management whenever it requires.
I thankful to Labhubhai vanani for this offer in containing various
industries and placing them to great us. Permission for training and also I
thankful to my parents for guiding me to right direction.
I am also greatful to the authority of the ““SUPER CAST”” to give me co-
operation, good information and response.
Thank you
Date: 31/12/2008
SANA VARTEJI
Place: Bhavnagar
S.Y.B.B.A.
Roll No: 93

4
 PREFACE

I am a student of BBA course conducted by Bhavnagar University with

business matter. Practical Training plays a very important role for this course as
it provides not only organization knowledge but also all aspects as the lectures
given in college.
As a part of our syllabus we are supposed to visit the company and take
the knowledge of its working. By this knowledge students can know the current
scenario of the market where it is going on. With the help of information given by
the authorities of the concerned company, we prepare a report included all the
information and other data given by the authorities of the company.
To become perfect in the field of management one needs both theoretical
and practical knowledge also. In contrast with theoretical knowledge, practical
knowledge is very important and necessary as it helps student in the practical
field to get the idea about the exact position of the entrepreneur and the
manager. In this way after completing studies, one can better in field of business.
In this project work I tried my level best to give the prefect information
regarding the working and management of ““SUPER CAST””.
B.B.A. course is specially designed to widen the knowledge of various
management aspects and other related terms.

5
 INDEX

SR.NO. TOPICS PG.NO.

1 GENERAL INFORMATION 07

2 PERSONAL DEPARTMENT 22

3 MARKETING DEPARTMENT 41

4 FINANCE DEPARTMENT 55

6
GENERAL INFORMATION

7
 GENERAL INFORMATION

“SUPER CAST” dominated an important place in the casting industry.

“SUPER CAST” supplies casting to a wide range of industry with defense, food
processing and fluid handling. As a major and important industry, it provides the
technological knowledge to undertake development programs for various
defense projects. “SUPER CAST” has its market in India at Bhavnagar .

Nowadays, we can see the casting industry emerged as a more viable

proposition than foreign. “SUPER CAST” provides fabricated parts and other
parts of the machine in wide range and of great design and on excellent surface
finish. It is not easy process from raw material to finished product.

Before few centuries, investment casting was as art. Nowadays as a

technology it offers with holes, spines, slots and letters as cast allowing the part
in many cases from foundry machining services when required. “SUPER CAST”
team is always ready to discuss various plans and also offer experts advice to
evaluate and ensure that the project is completed in the excellent and most cost
effective way.

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 HISTORY AND DEVELOPMENT

“SUPER CAST” Ltd. has a remarkable history in the world of casting. The
history of “SUPER CAST” Ltd. is not just the history of casting but it is a much as
the story of men working.

““SUPER CAST” investment casting Ltd. is a small sized casting marker

unit situated at Chitra. The growth of “SUPER CAST” Ltd. over the years shows
that it is a successful story running with life.

“SUPER CAST” main promoters Jatin B. Thakkar and Tarun K. Vora

started this industry in 1990 with the capital of Rs 17,00,000 with strength of just
20 people but now there are 200 plus people. The production capacity initially
was 120 tons now increased to 320 tons per annum. The company started with a
term loan from GSFC for 30 Lakhs and later on invested more than 50 Lakhs in
1995 in expansion and 80 Lakhs in 1998 in expansion and now the co plans
modernization at a cost of Rs 1 crore in year 2002. The CO started exporting to
south East Asian countries in 1992 and then to U.S.A. and now in exporting to
Europe.

So very soon with the efficient and effective management baked by

knowledge staff, skilled, dedicated and sincere workers earned a “Good Will” and
a position of high esteem for the organization for equality, workmanship, speed,
and company in costing and its related activated.

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 SIZE AND FORM OF ORGANIZATION

“SUPER CAST” is a large scale industry. Authorized capital of the

company is 117110 equity shares of Rs. 10 per share.

Form of the Organization:

Form of the organization can be decided by the type of ownership.
Organization can be classified three types and these are as follows:

Joint sector:
In this type of organization there is partnership between individual or
group of individuals and government. It means the unit is started, controlled and
manages by the individual and government from into this sector.

Joint stock company:

In this type there is two type of organization:
• Private Limited Company
• Public Limited Company.
The “SUPER CAST” is private limited company.

Private sector:
In this type of organization the unit is started, controlled and managed by
the individual or group of individuals.

Public sector:
In this type of organization there is partnership between individual or
group of individuals and government. It means the unit is started, controlled and
manages by the individual and government from into this sector.

10
 COMPANY PROFILE

Name of the company : “SUPER CAST”

Address of the company : 286, G.I.D.C. ,

Chitra – 364240
Dist – Bhavnagar,
Gujarat (India)

Year of establishment : 1996

Area of the company : 2000 Square Feet

Owner of the company : Bhikhabhai Maldar

Jatinbhai Thakkar

Director of the company : Tarunbhai Vora

Fax : 222971

E-mail : hicladl@sancharnet.in

Web : www.hitecind.com

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 PROMOTERS AND MANAGERS

PROMOTERS

Chairman : Kishor B. Virani

Managing director : Jatin B. Thakkar
Director : Tarun K. Vora

Managers

Personal manager : H. C. Golani

Factory manager : J. M. Mehta
Engineering manager : P. D. Gohil
Marketing manager : R. N. Vaidya

Executive officers

Quality induction officer : C. D. Argade

Accounting officer : J. M. Davera
Production planning and : V. M. Joshi
controlling officer

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 MANUFACTURING PROCESS

“SUPER CAST” is a reputed company in the field of casting. “SUPER

CAST” is manufacturing 384 types of casting. There are various steps in
manufacturing process. The wax freeze is taken out from the dye and it send to
the quality control department. When the customer company places an order, it
has to send to the manufacturing unit. The demand of the customer company is
different according to their needs. So they send their design by drawing which
type of parts they want. The drawing for the demanded design is studied by the
engineers. If the design is passed then the quotation is sent back to the customer
company. If Customer Company satisfied with the condition then the order is
placed. 25% of the total amount is taken in advance. The insurance,
transportation and further will be decided according to the agreement.

The department of the production is as follows:

Dye shop:
In this department the dye is prepared on the basis of the drawing send by
the customer company. Than this dye is send to wax cell.

Wax cell:
After completing the dying process, the dye comes to the wax cell. Where
with the help of was injection press it inserted in holes of the dye, as control
department.

Quality control department:

In this department the wax parts are closely examined and defected
models are removed. Then these small parts are joined together and a wax tree
is prepared.

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Shelling department:
In this department the wax tree is coated by various types of sand and
chemical. It takes seven to eight for drying one coat. The moisture can be
removed and it achieves its property.

Dewaxing department:
The ceramic mould are put in the furnace so that the wax inside the mould
melts and come out, than the mould are ready to be poured in.

Melting department:
There are various metals like carbon, steel, stainless steel etc. These
metals are poured in this mould according to its demand. Thus the party gets
final and accurate shape of required item.

Finishing department:
As the final shape is ready, it comes to finishing department where the
final touch is giving to the casting.

Quality control:
When the finishing process is over in this department where the size,
length, thickness, weight of the casting is checked by different angle. If there is
any error than that particular casting is rejected

Packing:
The approved castings are packet in wooden box dispatched to the party
concern.

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 CUSTOMERS

• Railway

• Automobile industry

• Valves and pumps industries

• Textiles industries

• Defense

• Engineering industries

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 ORGANIZATION STRUCTURE

Managing Director
(Tarun Vora)

Accountant
Sales Manager
Supervisor
Chief Executive
Chief Executive
Chief Executive

Marketing Manager
(R. N. Vaidya)

Financial Manager
(R. M. Davera)

HR Manager
(J. M. Mehta)

“SUPER CAST” has line type of organization structure. There is a direct

handling of the people and authority flows from top to bottom.

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 TIME KEEPING SYSTEM

Time keeping system is very important tool in the hands of the

management to know the regularity of the staff members and of the workers. In
this modern, technical and fast world regularity of the subordinates is important
for the company because absenteeism directly affects the efficiency and the
productivity of the company. To know the regularity of the subordinate’s time
keeping system is very appropriate system.

“SUPER CAST” company has a time keeping system office with all latest
technical instruments which maintains time keeping of all the employees. This
office is at the entrance of the company.

FOR STAFF MEMBERS OF THE COMPANY

The time of attendance – 8:30 am to 5:30 pm

Lunch time – 12:30 pm to 1:00 pm

When any staff member enters in the company gate, he has to sign in
attendance register and security officer records the time when he enters. This
register is passed to the personnel manager and signed by him. Every member
has to sign in this register. If any staff members want to go for personnel work,
he must mention date, name, office department, work and time when he left the
office.

17
 FOR WORKERS OF THE COMPANY

All the workers of the company have given entrance card and they have to
come with these cards. Without card no one is allowed to enter in the company
and if any worker forget card he must have to take permission of their supervisor.
If any workers want to go out during working hours, he has to submit a sheet in
which he has to mention date, name, department, his work and the time. The
sign of supervisor must be there in this sheet.

“SUPER CAST” has nonstop plant and it runs 24 hours. So company has
divided it into 3 shift and they have got one general shift.

Shift Time
General shift 8:30am to 5:00pm
1st shift 6:30am to 3:00pm
2nd shift 3:00am to 11pm
3rd shift 11pm to 6:30am

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 CONTRIBUTION OF THE UNIT TO THE INDUSTRY

“SUPER CAST” is the reputed company in the field of casting. “SUPER

CAST” dominates and important place in the casting industry. “SUPER CAST”
has established a high integrity amongst its buyers in India. In our country
casting maker industries are few and one among that little industry is “SUPER
CAST”. It is private company.

In this company it has latest technology, latest communication system,

technical perfection, experts and skilled workers because of all these things
“SUPER CAST” has a dominant position in the field of casting industry. From the
yearly increasing turnover and from the profit and loss of the company in very
short period. The company is very good for producing its casting and give it’s to
other related industry.

These channels of distribution make so many powerful industries and it is

advantageous for the economy of the country. “SUPER CAST” also provides
casting to defense industries.

19
 EMPLOYEE SERVICES

Employee is the base of the company without which company can not
achieve its goal. So every company should provide better facilities. There are
various facilities provided by “SUPER CAST” such as

Library: In “SUPER CAST” there is a library for staff members. There are
many technical books and magazines available in library.

Bonus: It is one of the sources of motivating the employee and so “SUPER

CAST” gives bonus to their employee and other facility on the basis of outcome
of the company.

Canteen facility: In “SUPER CAST”, a canteen is mode which provides

lunch, dinner and tea, coffee to employees. A full dish of meal is provided by
company at Rs 1 and tea and breakfast at Rs 50 paisa.

Attractive gift: such type of gift by encourages the employee to work hard,
whenever an employees birthday is coming, company provide the gift.

Co-operation society: Workers can get loan from the company for short
and long term and less interest .It is also know as a store where all things are
according to employees demand.

20
 QUALITY POLICY

“SUPER CAST” has a quality system inbuilt into the process. Close liaison
with customers design, production and procurement staff ensures that important
points of manufacture are discussed and satisfactory acceptance level are
mutually agreed.

At “SUPER CAST” the customers order examined with precision to ensure

that they comply with correct specification. Quality audits on tooling are carried
out periodically wax patterns are checked visually and dimensionally with
gauges. A fully equipped chemical testing laboratory does the analysis of
material to reconfirm the metal specification with a spectrometer of spectrocast
gmb H Germany.

Mechanical testing is also done in the laboratory with the tensile testing
machine radiography, florescent penetrant testing, magnetic crack detection and
the metallographic testing to check the microstructure of the casting are also
done successfully in house.

Thus with all the above mentioned details, it must be a crystal clear picture
about the quality assurance “SUPER CAST” Investment Casting Ltd.

QUALITY OBJECTIVE

• Modernizing the production and related facility

• Improving process efficiency
• Developing highly motivated and skilled human resources
• Entering a new market
• Developing high value addition for few customer
• Providing on time delivery as promised
• Improving house keeping in the organization

21
PERSONAL DEPARTMENT

22
 INTRODUCTION

H.R.M. is an approach to the management of people. Human resources

are the most important assts on organization has and their effective management
is the key to success. H.R.M. is concerned with integration-getting all the
members of the organization involved and working together with a sense of
common purpose. H.R.M. is a strategic approach to the acquisition, motivation,
development and management of the organization’s human resources.

The techniques for the application of H.R.M. will include many familiar
functions of personnel managers, such as manpower planning, selection,
performance appraisal, salary administration, training and management
development. H.R.M. is also more comprehensive and deep rooted than training
and development.

In short, H.R.M. means planning, organizing, directing and controlling the

manpower to develop in such manners so that desire goals can be achieved.

23
ORGANIZATION CHART

Laborers (30)
Workers (12)
Lab Technician (1)
Labor officer (1)

Personal manager

Supervisor (2)
Assistant (3)
Supervisor (3)
R & D Officer (2)
Factory Manager (2)

24
 PERSONAL DEPARTMENT OF THE UNIT

The “SUPER CAST” has a well set separate personnel department which
looks after working of the unit.

Personnel department performs various important functions of recruitment,

selection, training promotion and transfer, wage and salary administration
provident fund scheme etc.

Thus personnel department is the centre point for the entire department
because they are directly connected with the industry. The most important
function of personnel department is to assure smooth flow of information and
affective co-ordination.

25
 RECRUITMENT, SELECTION AND INDUCTION

Recruitment, selection and induction are the operating function of the

personnel department, which are procuring developing maintaining and utilizing
labor, supervisory and managerial force.

RECRUITMENT

Recruitment is understood as the process of searching for and obtaining

applicants for job, from among when the right people can be selected.
Reason for vacancies in this unit:
When employee is retired
When employee is death
When employee given resignation
When employee is dismissed
When employee is given promotion

When recruitment needs crises at that time, unit gives advertisement in

local new paper for higher and technical post. It also contacts to technical
institute.

After collection of application they are sorted our as required and sent to
the respective department for the consideration and selection.

26
 SELECTION
Next to recruitment, the logical step in the human resource process is
selection of qualified and competent people. Selection is that process of picking
with requisite and competence and placing the right man on the right job at the
right time in the right place.

Selection procedure
Application forms are widely everywhere and constitute one of the
fundamental media through which information is gathered about the applicant.
For getting information blacks are invited which helps the management to make a
proper selection. The necessary certificate is attached with application blank.

Comparisons:
After applications are received they are compared with others. The main
purpose of comparison is to give speedy recruitment and selection process.

Interview:
After selection of candidates they are invited for personnel interview. The
respective head of department holds the interview. The respective head of
department holds the interview. For higher post GM and company executive
member takes the interview in which question relating to post GK aptitude test,
personality test etc are considered.

Reference check up:

With the application blank there is some reference attached the procedure
place reliance on the evolution of former employees, friends and professional
person. Some time references are given by phone and mail also.

Appointment letter:
When the candidate is selected the company sends appointment letter to
the candidate. The candidate has to come with appointment letter while joining
the job.

27
 INDUCTION

The selection procedure does not end once the selection is made for the
new employee has to be inducted into the organization. The purpose of induction
is educate the employee and provide orientation on the following subject like
company history, product, processes, rules and regulation etc.

Process:
The selection candidate introduced with their superior and sub-ordinates.
He is being made familiar with rules, Procedure Policy and time keeping system.
After the introduction he is placed in respective department on probation for the 6
months. If he is found efficient than he is given training in that area.

28
 TRAINING AND DEVELOPMENT

Every organization needs to have well trained and experienced person to

perform the activities that have to be done.

A systematic and organized procedures through which non-managerial

person learn technical knowledge for definite purpose is called training. Training
is a short term process.Devlopment is a long process it is a process by which a
person can learn conceptual and theoretical knowledge for general purpose. In
Hi- tech training is given to a person who is newly employed, such training is
given by well experienced senior person of the firm . By such process training
expense is less and sometime partner themselves give guidelines to new
employee which motivate him to work hard.

Need for training:

• To increase productivity
• To improve quality
• To take care of employee’s health and safety
• For personal growth

29
 PROMOTION AND TRANSFER

Promotion and transfer are based on seniority. But whatever management

would like to give promotion or transfer to employees. Management check all the
condition where the need of transfer or promotion.

Promotion:
Promotion means change in terms of status and responsibility. Each every
human wants a change in their routine work, responsibility and power. Promotion
is given according to the capabilities and work efficiency.

Transfer:
Transfer it totally different from the promotion and no change in the post or
salary and duties and responsibilities
Transfer means transfer a person from one organization to another organization
unit.

30
 JOB DESCRIPTION

A job description of the unit describes the work performed, the duties and
responsibilities involved. The skill or training required conditions under which the
job is done, relationships with other and personal requirement of the job.

Job description is a list of specific job duties, working conditions and

supervisory responsibilities. It is an organized factual system of the duties and
responsibilities of a specific job. It should tell what is to be done, how is to be
done any why. Job specification is a list of a job’s human requirement – requisite
education, skills, and personality and so on. It is required for manager and
supervisory post for achieving complete knowledge in field of work concern.

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 PERFORMANCE APPRAISAL SYSTEM

The main reason for which organization is established is to achieve certain

objectives. Accomplishment of goal depends upon the performance of
employees so it is necessary for employee to work hard and be successful at
their job for achievement of their goals. Thus performance appraisal is an
important part of human resources management.

The organization’s goal can be achieved only when people put in their
best efforts. How to ascertain whether an employee has shown his or her best
performance on a given job? The answer is performance appraisal.

“If is the systematic evolution of the individual with respect to his or her
performance on the job and his or her potential for development”

Personnel development does the works of performance appraisal.

Confidential report of the employee is prepared on the basis of attendance, job
knowledge quantity, quality of work, presence, self judgment etc.

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 WAGE AND SALARY ADMINISTRATION

Wage and salary administration is one of the vital areas of personnel

administration, for sound wage and salary policies and programs are essential to
procure, maintain, develop, promote and transfer and get effective result from
them.

The register of the salary involves name, rank, date, signature etc. So
every month register is prepared and from this salary is paid. Company prepares
all the covers of salaries the employees and workers.

Staffs member are paid salary on 30th or 31st of the every month, workers
are paid salary on 7th of every month.

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 STUDY OF PROVIDENT FUND SCHEME

Employees can get this benefit after 70 days of this work. The company
gives 10% provident fund to its workers and staff members.

The main purpose of the provident fund scheme is that it becomes helpful
to employee after retirement or when he dies in an accident during the scheme
days.

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 GRATUITY

Gratuity benefit is also provided both to staff members and workers.

For staff member gratuity starts after 5 years of experience, they are given
gratuity of 25 days every year.

For workers gratuity is counted as follows:

Gratuity = Basic D.A. + Earning Days

26

Those who works less than 200 days during the year, is not given benefit
of gratuity in that particular year.

35
 WORKING OF E.S.I. SCHEME

There is no E.S.I. In the organization. Instead of E.S.I. Scheme

Company provides accident policy and assurance in the case of accident of
the workers. The company also provides the good health policy and
hospitalization facility for the worker.

36
 GRIEVANCE HANDLING PROCEDURE

A grievance is simply a complaint, which has been formally presented, in

writing, to a management representative or to a union official in the language of
labor relations from management’s angle.

Grievance handling in “SUPER CAST”

When any worker has some grievance company or against this work he
talks to his supervisor, than if any serious grievance is there the supervisor meet
the concern authority and try to solve the problem in a satisfactory manner. The
personnel department and the concern department are very careful about the
result that it does not bring any negative results.

Here the company tries to solve the grievance as soon as possible with
employee satisfaction. The grievance is handled at the hierarchy level that is if a
worker has grievance the departmental head tries to solve it and so on, if mutual
understanding cannot solve the grievance than the company or trade unions
takes legal action.

37
 COLLECTIVE BARGAINING

The most effective and efficient method for solving the problem of labour
and management is collective bargaining both the parties discussion should be
strong for effective bargaining.

All the industrial unit having trade unions usually practice collective
bargaining. In “SUPER CAST” also whenever trade union creates a demand, the
company collects the data relating to demand. After collecting data company
does analysis of all the data and discusses with the trade union. After discussion
company accepts some points and rejects some.

Assistant labour commissioner calls both the parties and listens them
carefully for solving the problem, if the problem is not solved it will be taken to
labour court.

38
 TRADE UNION

The trade union act was passed in 1926 and was amended in 1947 in this
act central government has laid down rules. According to this act it is compulsory
for every trade union to be registered under the trade union act.

A combination or group of employee temporary or permanent is called

trade union.The main purpose of crating a trade union is creating relationship
and co-operation between workers and employees.

In “SUPER CAST” there are two trade unions and they are as under:
• Communist party of India
• Local
There should be one meeting of union within period of six months. When
any problem arises, management tries to solve the problem with mutual
understanding.

The objectives of trade union are to safe guard the interest of employee in
the form of wages, bonus facilities and better working condition.

39
 PERSONAL RECORDS

The term ‘record ‘refers to gathering information about a particular thing.

Thus, personnel records mean the information store of an individual who is
working in the organization. An organization has to maintain a personnel
record of the each and every employee working in the organization.

In the “SUPER CAST”, They are also maintaining personnel record of

the each and every employee working in their unit. A register with the employee’s
name being by the company. In this register the company record things like
employee’s name, designation, in the unit, address, contact number, blood group
of the employee, date of the birth, educational qualification, the date when the
employee has joined the unit is also being maintain by the unit.

Reasons:
• For disciplinary action taken against employees
• To get information about pension and provident fund
• For performance appraisal system
• For promotion and transfer
• For increment in wages and salary
• For knowing efficiency of employee

40
41
42
MARKETING DEPARTMENT

43
 INTRODUCTION

Marketing deals with the identifying and meeting human and social
needs. Marketing plays significant role in business for accomplishment the
organization goods. Marketing is a comprehensive term and it includes all
resources and a set of activities necessary to direct and make easy to the flow of
goods and services from producer to consumer in the process of distribution.

Marketing management takes place when at least one party to a potential

exchange thinks about the means of achieving desired responses from other
parties. Marketing management as the art and science of choosing target
markets and greeting, keeping and growing customers through creating,
delivering and communicating superior customer value.

In “SUPER CAST” there is a separate R & D department for development

of new products and researches. The need of customers for the different grades
of casting is identified and accordingly to it they are produced and tasted at the R
& D center. If the customer passes the sample, then block production is done in
the factory. Here the R & D center plays a very important role in launching new
products.

44
 MARKETING DEPARTMENT

Company does only direct marketing. There is no sales office in the

marketing. However the company has sales representatives or agents in different
places to book orders and services. Marketing is usually done by approaching
potential customers directly. Customer is identified form trade show bulletins,
yellow pages and industrial directories. The marketing is highly technical
therefore none of the item made is common for two customers because
everything is made to order for each customer as per customers design and
drawing. Hence it is process which is sold to make a product as desired by the
customer.

Through technical knowledge is absolutely necessary carry out marketing

very successfully. The marketing team comprises of technically qualified
engineers as well as commercial staff for customer service. However the
functions for technical staff the function are techno-commercial.

45
 MARKETING MANAGEMENT

Marketing however, is much more than a company “selling” department.

Marketing is an orderly and insightful process for thinking about and planning for
markets. The process starts with researching the market place to understand its
dynamics. The marketer uses research to identify an opportunity that is, to find
individuals or group of people with unmet needs or a latent interests in some
product or service.

The market process involves segmenting the market and choosing those
target markets that the co can satisfy in a superior way. The co must formulate a
broad strategy and define a specific marketing mix and action place to optimize
its long run performance. The co builds in a set of controls so that it can evaluate
results and operate as a learning organization, constantly improving its marketing
know-how.

The marketing process is applicable to more than just goods and services.
Anything can be marketed, including ideas, events, organization, places and
personalities. However it is important to emphasize that marketing doesn’t starts
so much with a product of offering, but with a search for opportunities in the
market place.

46
 MARKET SEGMENTATION

Market segmentation is a method for achieving maximum market

resources. Through market segmentation companies achieve large
heterogeneous markets in to smaller segments that can be reached more
efficiently with products and services that match the consumer’s unique needs.

In “SUPER CAST” bearing chances of segmentation are very rare

because the “SUPER CAST” is the bearing automotive industry. Therefore, for
the company there is no need of segmentation. According to the demand of the
customer and purpose of use, the company- making product.

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 PRICING POLICY

Pricing policy is one of the most important decisions in marketing

management because all the factors of production are financial by the pricing
policy. Companies manage their pricing policy in various ways.

Pricing may be defined as the value of product attributes expressed in

monitory term which consumer pays. While making pricing policy the unit has to
consider the price such that the cost of production and profit both covers under it.

Decision: After completing all the process relating to pricing companies select a
pricing method that is easiest and significant for both that is buyer and seller.
Companies usually do not set a single price, but rather a pricing structure that
reflects variations in geographical demand and costs, market segments
requirements order levels guarantees, service contracts and other factors.

Pricing according to the view of the company: The pricing policy of “SUPER
CAST” is cost oriented. It consider various costs like direct and indirect labor
cost, insurance cost, on the casting right from designing to delivery of casting to
it’s owner company consider profit independently.

The following elements are considered in pricing decision:

• Labor and other costs
• Wage and salaries
• Production cost
• Provision of fund
• Profit

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Pricing policies of “SUPER CAST”: The price must be consistent with
company pricing policies. At the same time, companies are not averse to
establishing pricing penalties under certain circumstances. Many companies set
up a pricing department to develop
policies and establish or approve decisions. The aim is to ensure that the sales
people. Quote prices that are reasonable to customers and profitable to the
company.

“SUPER CAST” can take decisions relating to the pricing on the three
bases:
• Cost oriented
• Demand oriented
• Competition oriented
“SUPER CAST” has demanded oriented pricing policy in iron casting and
in simple casting because of keen competition they have to set price accordingly.
In steel casting company has got monopoly power and they have also
international market so company easily maintains profit by the wide national and
international market. Company follow cheap cost oriented and competition
oriented pricing policy.

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 PRODUCTION PLANNING

Production planning acts as a mediatory between the product for and on

behalf of marketing towards production and vice-versa.

Production Planning has following basic functions:

• Plan production; get production started as per requirement of marketing
department
• Track items under production at different stages
• Then give feed back to marketing on production demands to ensure
optimum production and produce parts in the most economical quantities
• Machine loading the way in which the machine will be occupied in the
production by way deciding optimum production
• Long term procurement of Ferro allows and scraps

Product planning department generates a daily product report call DPR,

which gives the status of production performance of each department against the
target. PPC also makes a weekly production planning for each department after
that it is monitored.

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 CHANNEL OF DISTRIBUTION

We define a distribution channel as a “system of partnerships and

alliances that a firm creates to source, augment and deliver its offerings.

A distribution system is a key external resource. Normally it takes years to

build and is not easily changed. It ranks in importance with them internal
resources such as manufacturing, research, engineering and field sales
personnel and facilities. It represents a significant corporate commitment to large
numbers of independent companies whose business is distribution and from the
particular markets they serve. By it the company can create long term
relationships and good business relations between two or more companies.

In “SUPER CAST” there is not any intermediary because their product is

industrial product, so they have direct contact with consumer, they casting
various types of iron and steels item according to choice and requirement of
customers. There is no middleman between them, but there is a debt collection
agent to collect dues.

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 SALES PROMOTION

Sales promotion is a vital intergradient of the promotion miser. Where

as advertising offers a reason to buy the product and sale promotion offers on
incentive to buy. Sales promotion includes tools for consumer promotion
e.g. – samples, coupons, discount, warranties etc.

Objectives:
• Sales promotion used in markets of high similarity produce a high sales
response in the short run
• Sales promotion enables manufacturers to adjust to short term variations
in supply and demand
• Sales promotion induce consumers to try new products instead of current
one
• They lead to more varied retail formats, such as the every day low price
store and the promotional pricing store
• They promote greater consumer awareness of price
• They help the many to adapt programs to different

Sales promotion of the company:

“SUPER CAST” stands first in steel and iron casting. Company’s
productivity and efficiency is high, so company gets most of orders from giant
government and non-government companies. They promoting sales by facilities
change from customer to customer and in special cases like Bajaj Auto and India
railway, they are providing cash and quantity discount.
In “SUPER CAST”, pricing policy is not fixed because it is depend on the
weight of casting. And co decides price per kg for alloy steel and other related
goods.

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 ADVERTISEMENT

Company receives order from customers and then starts production so

there is very little requirements of advertisement. As per the requirements the
marketing manager prepares plans for advertisement.
Media to be adopted:
• Newspapers
• Pamphlets
• Posters
• Taking part in industrial fair and seminars
• Web sites
“SUPER CAST” Ltd. had adopted a very good marketing strategy to keep
pace with the fast growing casting maker industry.

In the above Company does not need advertisement. Company give

advertisement through their website.
E-mail : hticl@ad1.vsnl.net.in
Website : www.hitecind.com

Benefits:
• Communication with the consumers
• Contribution to economic growth
• Brand image building
• Innovation
• Growth of media

The market of “SUPER CAST” is relating to industrial consumer. First the

company receives the orders from customer, then after company starts its
production. Because of these matters there is less requirement of advertisement.

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In this unit there is not any special department for advertising the product but
marketing manager doing the advertisements as per their requirement.

54
 MARKETING RESEARCH

Marketing research is one of the most important tools improving the

market efficiency. Marketing research is the systematic objective to search for
and study of all feet relevant to any problem in the field of marketing?

Marketing research which act as a link defined as, the objective and
formal process of collecting information analyzing the result and communicating
the finding and interpretation in the terms of marketing action.

Process:
• Define the problem
• Develop the research plan
• Collect the information
• Analyze the information
• Present the findings
• Make the decision

In “SUPER CAST” there is modernized research department and

laboratory. Company has good arranged library in which magazine relating to
technology and changes in international should be known. So by this way,
engineer gets new idea and helps marketing department to implement it. When
any difficulty arises, company’s executive discusses the matter with national and
international level to solve the problem and implement new changes and
technology.

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 INTERNATIONAL MARKET

“SUPER CAST” has dominant position in the casting industry. The

promoter of the company Jatinbhai Thakkar is very enthusiastic and broad
minded. He build his relationship and form their approach to international
company and get number of export order.
Company also gets income – tax benefits and other exemption from taxes
and excise. Till now company have export their casting in many countries like,
U.S.A, Japan, Singapore, Spain, etc. Also have get export order from U.K. Iraq
and Sri Lanka etc.

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FINANCE DEPARTMENT

57
 INTRODUCTION

The term finance refers to procurement Utilization and distribution of

the fund. As human body can not survive without blood circulation. A business
unit can not also exit without finance. The main function of finance department is
to occur, plan, utilize and control finance of the unit.

Finance department is require in each and every organization

whether it is small or big, finance management is responsible for managing
financial management is the operational responsible for obtaining and effectively
the funds necessary for efficient operation.

We may define the finance function as follows:

“It involves the task providing funds needed by the enterprise on terms
that most favorable in the light of this objective”. In other words, it can be defined
in simple terms as “procurement of funds, and their effective utilization in the
business.”

Financial function is related with the issues involved in raising of funds,

administration of funds and moving them in the business in the most optimum
manner. Financial management is concerned with major financial areas and
disciplines of money and to make wise decisions concerned with management.
Working capital management is concerned with the management. Dividend
policy is also one important aspect of financial management.

The responsibilities of financial management are spread throughout the

organization. Since, finance function is a major critical functional area, the
ultimate responsibility for carrying out financial management lies with top
management.

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 FINANCE DEPARTMENT IN THE “SUPER CAST”

According to “Henry ford” money is an arm or leg. You either use it or lose
it. This remark explains the significance of money or cash. It means that finance
department is very important department for the management of the company.
Every transaction includes cash and with the help of finance or money it can
possible. So in this way, finance department is the most important department in
the company. In “SUPER CAST” finance department is termed as an accounts
department. It covers various functions of finance department. Company not
interested in investing excess amount in security, shares and debentures. So
they invested their excess amount in bank deposits or in fixed assets. Dena Bank
and State Bank is the main banker of this unit and also they get good facility of
overdraft from these banks.

Account department of “SUPER CAST” is committed for insurance in

which insurance taken of employees and fixed assets. They are also responsible
to look after that imported and exported good is protected by insurance. Another
important function of the finance department is to manage excise duty. They
have to pay duty as per rules and regulations of central government. They also
have to look after more functions like wages, payments, salary etc.

In the company, everyday there is occurring lots of transactions and it is

not possible for anyone to remember this transaction and all the details of this
transaction in his mind. So in business it is important to record all the transaction
clearly and in systematic way. Finance manager would need a lot of factual
information which can be derived from written of transaction. All the accounts of
the company is computerized and is maintained on regular basis. In company,
account is maintained on double entry system on the register of the company
rules. Bank and Cash book maintains daily to record daily to record bank and
cash transaction. Journal book is maintained to record rectification entries as well
as closing entries. All these entries are being posted in ledgers.

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 BOOKS MAINTAINED BY THE COMPANY

They maintain the following books:

• Cash book
• Bank book
• Sales register
• Credit note
• Debit note
• Journal book
• Profit and loss A/c
• Balance sheet

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 ORGANIZATION CHART OF FINANCE DEPARTMENT

“SUPER CAST” has line type of organization structure. So in finance

department there is also same type of structure and there is a direct handling of
the people and authority flows from top to bottom.

General Manager

Senior Account Officer

Chief Account Officer

Finance Manager

Senior Clerk

Clerk

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 FINANCIAL PLANNING

It will not be any exaggeration to say that most of the time of a finance
manager is consumed in financial planning.
There are two types of financial planning which are as under.
• long term planning
• sort term planning

In SUPER CAST bearing are separate department of financial planning in

it the manager and his subordinates make a proper plan. How to utilize the fund
after procuring. “SUPER CAST” is most reputed industries. So that procurement
is easy but mongering of it is yet important and “SUPER CAST” bearing make a
good management of money. It make of investment in project. “SUPER CAST”
bearing also consider opportunity cost.

Steps in financial planning:

• Determination of financial objectives
• Formulation of financial policies
• Designing financial procedures
In the “SUPER CAST”, company decided how much time is to be given to
their customers for credit and in any circumstances company requires money
immediately they ask to their customer for early payments. Company not only
prepares projected cash inflow and outflow statements, but also prepares
expected future project and consumption of raw materials. In this project if they
find any errors in future projects they rectify it.
Company uses bank overdraft and loan facility from the State Government
for future financial planning. Company gets working capital from bank, term loan
and from various financial institutions.

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 CAPITALIZATION

Intro of capitalization: Capitalization means total amount of a Company’s

capital or total value of its capital structure.

Over capitalization: When the real value of shares is less than its book
value the company is said to be over capitalized

Under capitalization: Under capitalization is a situation opposite to over

capitalization. It is a situation in which the real value of a company’s shares as
determined by its earning capacity higher than their book value.

Liquidity ratio (LR): LR shows the amount of cash available to meet

immediate payment LR should not be too high or too low. If LR is high, it will
unnecessary help up the current assets and if LR is low means capital is
insufficient and this will reduce confidence of the customers. So a proper balance
is require between liquidity and lack of liquidity.

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 MANAGEMENT OF FIXED ASSETS

Fixed assets are ephemerally costly and expensive and are benefited for
long period of time; therefore each business requires managing its fixed assets
carefully

Every business unit requires certain amount of fixed or long term capital.
Such capital is permanently invested in the business. It is required to purchase
fixed assets like plant, building, machinery, furniture, etc. Fixed capital is required
during the initial stages as manufacturing activities are just impossible without
fixed assets. It is used to meet the long term requirement of the business. Fixed
capital is also required for expansion and development, modernization and
diversification of a business unit. This amount of fixed capital varies from unit to
unit as per the requirement of business unit.

Importance:
• Capital intensive business
• Modernization
• Replacement of obsolete assets
• Expansion
• Preliminary expenses
In “SUPER CAST” they are not change any complicated management of
fixed assets. They manage according to the requirement of the unit or company.
When an asset becomes old for buying and selling asset first they have to take
the permission of General Manger and executives. Maintenance fund is created
for maintenance of fixed assets. Market value is considered rather than book
value.

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 MANAGEMENT OF WORKING CAPITAL

Working capital = current assets – current liabilities

The term working capital refers to that part of capital which is not filled up in
fixed assets but it is used to meet the day to day repayment of business. It is
investment in current assets cash, stock, debtor etc. this is used for the
purchased of raw-material ways, the expanses bill. Goods are sold working
capital means total of all current assets it is also known as circulating capital.

Working capital can be collected form various sources. These sources are
simultaneously used to collect adequate amount of working capital.

In “SUPER CAST” Company will require capital according to its turnover

the working capital has got direct relationship with profitability of the company.

There are mainly three components of working capital. They are as follows:
• Inventories
• Receivable
• Cash and Bank balance

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 CASH AND BANK MANAGEMENT

Cash Management in “SUPER CAST”:

Cash is the most liquid asset in any business. It is a very crucial asset in
the day to day operations of a business firm. Cash is the basic unit required to
run the business continuously and at same time, it is also the ultimate output
expected to be realized by selling the service or product manufactured by the
firm. A firm has to strike a balance between maintaining a very high cash balance
and a very small amount of cash balance. Therefore, the major aspect of cash
management is to keep proper cash balance.

The term cash with reference to cash management is used in two senses.
In a narrow sense, it is used broadly to cover cash and generally accepted
equivalent of cash such as cheques, bank drafts and demand deposits in banks.
The broader view of cash also includes “near cash assets” such as marketable
securities and time deposits in banks.

In “SUPER CAST” the account department maintains cash inflow and

outflow daily and in systematic way. An excess cash amount they deposits in
bank. They invest their amount mainly in SBS and IDBI. They maintain daily
transaction with bank.

Bank management in “SUPER CAST”:

Company not interested in investing excess amount of money security,

shares and debentures. So they invested their excess amounts in bank deposits
or in fixed assets. Dena Bank and State Bank is the main banker of this unit and
also they get good facility from these banks like cash credit facility, overdraft
facility and bank guarantee. So they are enjoying smooth and efficient working.

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 RATIO ANALYSIS

The financial statement as prepared and presented annually are of little

use for guidance of inventors, creditors and even management. If relationship
between various related items in these financial statements are establish,
they can provide useful clues to gauge accurately the financial health and
ability of business to make profit.

This relation between two related items of financial statements is

known as ratio. A ratio, is thus, one number expressed in terms of another,
e.g. in order to obtain the rate of return on paid up capital, the net profit of the
business is divided by the paid up share capital. The figure so obtained is the
ratio. If the same is multiplied by 100, a percentage rate of return on paid up
capital is obtained.

CURRENT RATIOS

CURRENT RATIO = CURRENT ASSETS

CURRENT LIABLITIES

LIQUIDRATIO = LIQUID ASSETS

LIQUID LIABLITIES

ACID-TESTRATIO = QUICK ASSETS

LIQUID LIABLITIES

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 INVENTORY MANAGEMENT

Inventories are the goods held for eventual sale by the firm. They
are one of the major elements which help the firm in obtaining the desired
level of sale. Inventory can be classified into 3 groups.

• raw materials

• work in progress

• finished goods

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 BIBLIOGRAPHY

• FOR PERSONNEL DEPARTMENT

Personnel Management → C.B.Mamoria

• FOR MARKETING DEPARTMENT

Marketing Management → Philip Kotler

• FOR FINANCE DEPARTMENT

Financial Management → I.M.Panday

THANK YOU

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