ORGANISATION STUDY AT COIR FED LTD, ALAPPUZHA

A Project report submitted to the Mahatma Gandhi University in Partial fulfillment of the requirements for the award of the Degree of Master of Business Administration By RAJEENA.S Under the Guidance of Mrs: Jolly David Faculty of Commerce

SREE NARAYANA COLLEGE OF TECHNOLOGY AND RESEARCH CENTRE, KARUNAGAPALLY, KOLLAM 2009

DECLARATION

I RAJEENA here by declare that the ORGANIZATIONAL STUDY AT COIRFED LTD ALAPPUZHA submitted in a partial fulfillment of the award of the Master Of Business Administration Degree of the Mahatma Gandhi University, Kottayam has been carried out by me under the guidance and supervision of Mrs:Jolly David, Faculty of SREE NARAYANA COLLEGE OF TECHNOLOGY AND RESEARCH CENTRE, KARUNAGAPALLY

RAJEENA.S Place Karunagapally.

ACKNOWLEDGEMENT
First and formost, I thank the God for sustaining the enthusiasm with which plunged into this endeavor. I express my deep gratitude and sincere thanks to personnel manager, for providing me and opportunity to do my project in Coirfed in prescribed time. I am deeply indebted to my guide Mr: Sanjay for giving me the persuasion to do the project in his esteemed concern and also for his valuable guidance, timely advice and words of encouragement. I also express my sincere thanks to all person who spend their valuable time giving suitable guidance and sharing their experienced with me. I express my gratitude to Mrs: Jolly David, Faculty of Sree Narayana College Of Technology and Researach centre for her valuable guidance and supervision for completing this report.

Rajeena.S

CERTIFICATE

This is to certify that this organization study report, submitted in partial fulfillment of the requirement for the award of the degree of Master of Business Administration to Mahatma Gandhi University is a bonafide record of SUMMER INTERNSHIP TRAINING undergone by Rajeena.S at COIRFED ALAPUZHA LTD and preparer under my guidance of Mrs. Jolly David Mrs. Jolly David Faculty of Commerce Sree Narayana College of Technology and Research Centre Karunagapally

Place: Karunagapally Date:

CHAPTERIZATION
Chapter one consists of introduction objectives, scope of study, methods used for collecting data and limitations. Chapter two includes Industry Profile, National scenario of coir industry, kerala scenario of coir industry and coir industry of Future, problems in coir industry. Chapter three consists of company profile, objectives, organization chart Chapter four includes Product profile Chapter five consists of functional area of organisition, finance department, production department, marketing department, electronic data processing department. Chapter six includes swot analysis of the firm Chapter seven consists of finding, suggestions and conclusion

CHAPTER 1 INTRODUCTION

Coir is the natural fibre, which is extracted from the husk of the coconut. Coir industry has been source of employment and income for the people of kerala from time immemorial.Coir industry is one of the most important agro - based employment oriented traditional industries in India. The Indian coir industry has a history and tradition that dates back to the middle of the 19th century. The basic raw material of the industry is the coconut husk, the fibrous outer covering of the fruit of the coconut plan. The Kerala State Coir Corporation Ltd is a premier instution of the Government of kerala, established in 1969 and engaged in manufacture and sale of Floor coverings, Door mats, Rugs etc in the domestic aswell as international market invites applications for dealership in all major towns and cities in the country to create a wide domestic network

OBJECTIVES OF STUDY
To study the organization structure of the company To study about the coir industry.
To fulfill the requirements of curriculum.

To analyze the present position of the company. To analyze the relationship between employers and employee of the company.
To provide the practical side of the management.

SCOPE OF STUDY
The project aims to study the overall organization structure. It helps to understand the manner in which various tasks and activities are assigned to different people and departments , the man in which separate activities are co-ordinated the power, status and hierarchical policies relationships and within the organization the planned and formalized ,producing controls that guide the activity and relationships and the flow of information and communication network. Organisational study provides an insign into the fascinating world of management study

DESIGN OF STUDY RESEARCH OF STUDY RESEARCH DESIGN

A research is a plan of the proposed research work. It is a systematic self critical enquiry .The research design
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METHODOLOGY

is simply a specific presentation of the various steps in the process of research.

METHODS COLLECTION

OF

DATA

DATA PROCESSING
For the better completion of the organization study is essential to have effective and efficient data.Otherwise the study become useless. Data are raw facts which are meaningless which may include both primary and secondary data.For conducting the organization study at coir fed alappuzha the researcher made use of both primary and secondary data.

PRIMARY DATA
Primary data are those data which are collected by the investigator for the first time. It is fresh in nature and is specially designed to fulfill the requirement of the problem in hand. For
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collecting

the

primary

data

are,

interviews, direct observation.

SECONDARY DATA
These include the data which are not collected by the investigator for the first time. It needs less time and money, effort etcand it include, Magazines and government publications Quality manual Brochures Inter research methodology Research methodology is the way to solve research problem. It may be understood as a science of low research is alone scientifically. The coir fed was taken as the subject base of this study. This study requires primary as well as secondary.

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LIMITATIONS OF THE STUDY

Time available for the project work is limited. It will affect the entire study.
The financial statements cannot

reveal true information so the data is as reliable as primary data. The study is based on secondary data.
The study is limited to a period of 5

years from 97-98 to 01-02. The limitation of ratio analysis is also applicable in this study

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CHAPTER 2 INDUSTRY PROFILE

13

Indian coir industry is in important cottage industry contributing significantly to the economy of the major age industry coconut growing state and union territories The coir sector has a strong co-operative footing with nearly 2.5lakhs workers being members of the primary coir co-operatives 1. The husk recting and fiber extraction sector 2. the yarn spinning sector 3. the products manufacturing sector 4. the export sector

NATIONAL SCENARIO OF COIR INDUSTRY

Indian account for more than 80% of the world production fiber coir industry employees more than 5.5 lakhs persons. Majority of them are women from rural areas belonging to the economically weaker section of the society. Nearly 80% of the coir workers are in the extractions and spinning section. A part from India, srilanka, Thailand ,Indonesia etc. is the other coir producing countries in the world. The kerala state coir co-operation ltd is a premier institution of the government of kerala establishment in 1969 and engaged in manufacture and sale of floor coverings, door mats, rugs etc. in the domestic as well as international market invites applications for dealership in all major town and cities in the country create a wild domestic network

KERALA SCENARIO OF COIR INDUSTRY

Coir industry occupies a unique place among the rural traditional cottage industries in India. The state of kerala also known as the land of coconut in the largest producer of coir in India. It accounts for more than 75% of the total production. It is the most important employment generation among traditional industry in the state employing around 3.83lakhs of which over 76% are women. Besides earns foreign exchange of over 300 crore per year with a potential for phenomenon growth, Inspite of concerted efforts of the state and central government, the coir industry still remains as backward one , due to the completion from products of other national as well as synthetic fibers both in domestic and international markets.

COIR THE FUTURE

The various measures envisaged under the kerala govts integrated coir development project is expected to increase the production of untreated fiber in the northern districts of kerala. The long term strategy of the coir board is for production of coir fiber to go up to 5 lakh tonnes by 2010 from the present level if 2,50000 tonnes. The fiber availability would, therefore be substantially improved in the years a head making substantial exportable surplus

of raw material and finished products after catering to the domestic requirements.

PROBLEMS IN THE INDUSTRY

1. PRICE REDUCTION IN THE DOMESTIC MARKET

Products from kerala are facing a stiff competion from the products of tamilnadu, orissa, Karnataka, Andhrapradesh in the domestic market where the raw materials and the production cost are cheaper when compared to kerala also non availability of the fiber and high cost of production made the competition more intense the only way to handle this situation is to make low priced products with good quality.

2. STOPPAGE OF REBATES MEP ETC

The stoppage of mep of rebate scheme by the government of India ha also contributed considerably

the present situation of the coir industry, especially in the co-operative societies, because of the impracticable conditions and limitations of specific purpose for utilization stipulated by the govt of India

3.TRADINESS IN THE FOREIGN MARKET

Products made from synthetic fibers and other natural fibers like jute sisal made major threats for coir industry also the elimination of minimum export price badly affect the industry. All these reasons made the industry in weaker position.

CHAPTER 3 COMPANY PROFILE

Kerala, since of time has been a land blessed with the

bounty of coconuts. And coir produced from the husk of coconut has made it an invaluable treasure of the land. A true product of kerala its magical textures and natural properties are brought to life in the hands of master craftsman. Finding it ready market in the farthest corners of the world, in the process nurturing and nourishing a craftsmanship that involved over the years. Providing gainful employment to 4lakh directly and as many as 20lakhs indirectly Coir fed is fully owned govt undertaking company in kerala. It is incorporated on December 27th 1979. Its commercial production was started on December 28th 1979. The primary objective of coir fed is to develop or promote the working of co-operative societies. Fiber and coir are purchased from co-operative societies and marketed from coir fed. The main motive of coir fed is to undertake manufacture and trading of coir product.

FORMATION

Kerala State Cooperative Coir Marketing Federation Limited no679 was formed on 27thoctober 1979 by amalgamating the four central cooperative societies at Cochin Kozhikode, kollam, and allepey with the head office at the coir capital allapuzha. It was registered under the cooperative act 1969 Based on the coir capital allapuzha coir fed is apex federation of 600 odd coir cooperatives. A string of regional offices and national

network of over 100 showrooms ensures that for the lovers of things natural and beautiful. Coir products are within a reach and its fair pricing policy has made it even more. Coir fed plays a stroller in finding markets yet untapped and promoting new business opportunities. A wide range of coir products are exported to the highly quality conscious market of European Union, the United States and so on. Coir is not just a natural product. It has some winning advantages too. It is a biodegradable environment friendly and echo proof it helps to retain the natural warmth of the body, the touch of coir fiber on the soles of the feet improves blood circulation too.

OBJECTIVES OF COIR FED

Coir fed is not a profit motive organasation. This organasation was formed with a view to help the people working in the coir industry.

The Main Objectives Are., 1. To study the liquidity position of the coir 2. To fix fair requirement price for all coir and altered products coir yarn/ coir fiber manufactured in coir industry. 3. Raising of funds for the business. 4. To know the progress of the firm.
5. It aims better employment opportunities, remuneration and living

standards of coir workers. 6. It helps to avoid harmful rivalry among primary society. 7. To study the operational efficiency of the coir fed. 8. It aims to provide an enabling environment for the growth of the coir industry.

L OCATION OF COIRFED
Coir fed is situated at the coir capital Allapuzha, a land blessed with bounty of coconuts and inland waterways. The ability of skilled labors availability of raw materials and enviable craftsman ship had led to the shifting centers of coir products manufacturing to the coast of Alappuzha.

ORGANISATION STRUCTURE
Organisational structure is the formal decision making frame work by which job tasks are decided, grouped and co- ordinate. Formalisation is the important aspects of structure. It is the official organizational structure conceived and built by top management.

FUNCTIONING OF COIR FED

Govt of kerala promotes coir fed and director board governs it since it is the Apex federation of primary societies. Coir fed is responsible for the procurement and marketing of coir products produced by the primary societies. The purchase price of the product from the primary societies is fixed based on the cost of production. There no direct sales from the head office coir fed set up 100 showrooms and 4 regional offices for the procurement, sales and marketing out these 100 showrooms 44 are own showrooms and56 are agency showrooms.

COIR FED UNITS

Rubberized coir product unit (RCP) Rubber backing unit (RB) Rubber backed car mats, tiles unit(RBCM) Defibering units Mampatta, kozhicode Thumpur, Trissur Ananthapuram,Kozhicode

Thavam, kannur Vandoor, malappuram

MANAGEMENT
The board of directors consisting of 21 members management of coir fed .It includes present, vice president, and director of coir development, government nominees and nominees from primary societies. The board of directors selects an executives committee of 7 members. It consists of president Vice president, Managing directors and other members from board of members. The board of directors meets at least once in three months and executives committee meets at least once every month.

WORKING PATTERN
The coir fed after its formation has taken up the tremendous responsibility of procuring the entire products from the primary societies and marketing these products. The pricing committee fixes the price of products based on the cost of production. The products are stocked in the coir fed go downs and distributed to various showrooms. The payments for the societies are made through the regional offices.

WORKING CAPITAL
The working capital consists of 98% share position to government of kerala and 2% to the primary societies. Also assistance from government in the forms of loans, subsidies contribute to the functioning of coir fed. The main institutions providing financial assistance are NABARD,Central B ank,Kerala State Cooperative Bank, District cooperative bank etc.

ADMINISTRATION SYSTEM
The unorganized coir workers are not able to market their products effectively. Coir fed is an organization responsible for the marketing of coir products produced by the primary societies. It has a well established pattern of administrative system. For its elegant functioning coir fed have establishing marketing, financing, personnel and administration, production and electronic data processing units.

ORGANISATION CHART
BOARD OF DIRECTORS

MANAGING DIRECTOR

GENERAL MANAGER

FINANCE MANAGER DEPUTY FINANCE MANAGER

MARKETING MANAGER DEPUTY MARKETING MANAGER SENIOR SUPERINTEND JUNIOR SUPERINTEND

PERSONNEL MANAGER SENIOR SUPERINTEND JUNIOR SUPERINTEND SENIOR ASSISTANT JUNIOR ASSISTANT

WORKS MANAGER PLANT ENGINEER CHEMIST MACHINE OPERATOR MACHINE ASSISTANT FURNISHING WORKER

MATERIAL MANAGER ASSISTANT FM U DC

ASSISTANT FINANCE MANAGER FINANCIAL ACCOUNTANT SUPERITEND

LDC

SENIOR ASSISTANT

UDC UDC JUNIOR ASSISTANT

LDC

LDC UDC

LDC

CHAPTER 4 PRODUCT PROFILE

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FASCINATING THE WORLD PRODUCT

1.COIR MATTING
Coir matting makes the ideal furnishing floors, stairs corridors wall paneling and ceiling lines. The raw material for coir matting is coir fiber. The coir fiber is plenty in the state itself. They are available in natural bleached and solid colors.

2.COIR YARN
The largest supplier of quality coir yarn, coir fed specializes in the finest varieties.The skilled workers, using their traditional skill tharippu make the best in anjenjo, aratory and vycome.

3. COIR RUGS
Coir matting cuts to specified length and suitably finished are marketed as coir rugs .Coir rugs can be in natural palm color of the fiber or in different shades, in woven patterns or printed designs are specifically produced for overseas market.

4.CARPETS
Coir carpets are commonly known as Aleppycarpets.These is manufactured by the same techniques as that of mourzouks, but for the difference in the thickness and number of the wrap stands. Mourzouks and carnatic pile

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carpets intricate, Geometric or floral designs can be woven on the mourzouks, which are very dense and highly durable. Carnatic pile carpets are available in strips molded and solid designs, perfect for all interiors.

5.COIR TILE
Coir tiles are innovative designs that gives you looks of a titled floor with the natural goodness of coir. A wide range of coir pattern is available.And mixed with a wide palette of colours ,the choice is virtually limitless.

6.CAR MATS
To insulate the interior of vehicle from the noise, heat and pollution of its engine, there is no alternative to coir mats.Cut to fit the latest models; these car mats are extremely handy. And very easy to maintain through all backing. climates.Available with or without rubber

7. RUBBERISED PRODUCTS
Rubberized coir is the wonder product born out of magical properties of two of natures finest gifts- rubber and coir. The rubberized coir mattress is a natural remedy for ailing backs. The

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cushions which can be folded are available in different varieties like coir cushions and steel chair cushions etc

9. MATS
Coir mats is an exemplary comfort materialacepted in the market for its functional utility and fitness for the purpose. The brushing qualities of coir door mats and their ability to keep the dirt away makes the products a unique one.The traditional of fibers from the husk is a laboratories and time consuming process after separating the nuts, the husks are processed by various retting techniques generally in ponds of brackish water for (three to six months) or in back waters or lagoons. This requires 10-12 months of anaerobic ferment Fiber mats (fm) are available in stenciled or inlaid designs and any number of made to order designs .The elegant carnatic mats (vc8/c1) are a combinations of jute and coir. Green mats (BC/VC) are made of coir rope. Reversible nonbrush sinned mats (SR/SA) made with coir braids,either in single /double chain are another popular variety.Non brush mesh mats (mra/mba)are available in natural bleached and multi-co lour opinions. Hollander mats CRC [AC] have rubber effect on both sides available with woven designs .And finally, the attractive but economical road mats (bravura) made from bleach/vycome yarn, with designs that are in laid or stenciled.

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10.COIR GEO-TEX
It is a natural coir fiber, spin into coir yarn. It is then woven into coir geo textiles. It holds in lace and prevents soil erosion. Coir geo textiles are biodegradable and are well suited to the world demand for an eco friendly product. Several field experiments has established the efficiency of geo textiles, a soil erosion control slope stabilization and soil conversion. They are also used in road construction, landscaping, desert control and variety of forestry uses.

11. COIR PITH

Extraction of fiber from coconut husks the major industrial activity in the coconut growing parts of our country. After the separation of fiber 70% husks remains waste pith. The accumulation of the pith in the premises of the coir industry has become a grave problem. Most of the research efforts have been concentrated to make it as a raw material for another industrial use.

12.MISCELLANEOUS

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To those aesthetically inclined these are the ficoir products. Little trinkets in unusual designs, for unusual purposes.

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CHAPTER 5 DEPARTMENT PROFILE

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FUNCTIONAL DEPATMENTS
An organization structure refers to the machine through which management works to accomplish its objects. The organization structure should decide and group the activities of an enterprise that they contribute most effectively and efficiently to the attainment of enterprise purpose. According to LA ALLEN departmentation is the means of deciding a large and monolith organization into smaller, flexible and administrative units, It is primary concerned with the organization departmentation based on the function. On the basis of function following are the departments of the coir fed 1. Finance Department 2. Production department 3. Making Department 4. Personal Department 5. Electronic Data Processing Department

1. FINANCE DEPARTMENT
Finance is the life blood of the every business activity. It is one of the functions that every financial dealings of business on the basis of an accounting plan is revealed and is known as book keeping. The coir fed maintains the day book, cashbook, bankbook, purchase register, sales register, assets register, general ledger sundry debtor & creditor.
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The daybook maintain for recording of day to day transaction. Bankbook maintained for recording receipts of payments through Lt and by book. Cash book is used for record collection; purchase register is used for recording purchase goods only. Sales register is used for recording sales goods only. Maintenance of assets register is necessary for arriving the total assets, depreciation for the period current year, addition and deletion, year

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General ledger maintaining for recording expense and incomes. Since coir fed is following its activities through agency or showroom system. It requires maintenance of detailed separate accounts. Similarity purchase is mainly coir yarn and products from large number of socities spread all over the state, separate register is required for its purchase as well as debtor and creditor

FUNCTION S FINANCE DEPARTMENT Creating Maintaining Controlling Working capital SOURCE OF FUND
1) Issuing share and taking annual subscription or contribution from members 2) Taking loans and advances from government cooperative financial agencies, national cooperative development cooperation and other financial agencies 3) Donation, grants, subsidies, etc from state and central government recognized organization
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SHARE CAPITAL
During the year 1998-1999-rs275lakhs allowed by govt The share capital from the govt is Rs1382.90lakhs. 50lakhs rupees were obtained as share capital.

PRICE FLUCTUATION FUND

40lakhs rupees were obtained other financial assistances Rs252.86lakhs was obtained as stock liquidation and mda.

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FINANCIAL DEPARTMENT CHART

Finance Manager

Assistance Finance Manager

Junior Accountant

Senior Accountant

L D Clerk

U D Clerk

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WORKING CAPITAL
It is concerned with the management of current assets. It is an integral part of working capital management in the trade of between profitatability and risk. If the firm does not have adequate working capital i.e: it does not invest sufficient funds in Current assets it mats become illiquid and consequently may not have the ability to meet its current obligations and thus invites the risk of bankruptcy The working capitals of coir fed are obtained in the form

of loan from NABARD, state cooperative bank, district cooperative

bank etc. Share from govt and primary society also from a plant of working capital

2. PRODUCTION DEPARTMENT
Production is the conversion of raw materials into finished products. The production department in coir fed is known as RCP {Rubberized Coir Product} it gives all answer about the raw materials and finished products. The head of the department is the works manager. It has production unit and an administrator using work manager controls both the departments.

RAW MATERIALS
These are mainly two types of raw materials namely:1. Decorticated fiber or De fiber

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2. Bristle combed fiber or Bc fiber

Decoricated fibers are shorter and thicker and darker in co lour. Bristle fiber is long and soft and lighter in co lour. Both these are used in 50-50%ratio. The raw material to coir fed is collected from pollachi and Thenkasi.

PRODUCTION PROCESS
The basic raw materials used are a raw fiber. The fiber is at first passed through spinning curling machine and made into ropes. These ropes are passed through untwisting machine and rope is UN twisted. The fiber is feed in the feeder conveyor of sheet forming machine. The thick foams are sprayed with latex. When it goes through heat chamber it gets dry. The sheets are cut into pieces according to the required length known as flees. Latex is spread on that feeds. The flees are present in hydraulic press. For pressing 120 degrees Celsius is used for pressing of inch to minutes is required. After this process vulcanizing process take place 120degree Celsius is required for this process. For 2 inches, 35minutes is required. At tame 20 mattresses can be vulcanized. After this cutting process takes place the vulcanized foam takes place. The vulcanized foam is cut into necessary item by bandsaw machine. The waste obtained from the cutting process is known as comings and they are reprocessed in waste breaker. 15% of fiber is obtained from waste breaker is added to fresh fiber which is used in the sheet forming fiber.

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The vulcanized foam which cut into necessary item by bandsaw is taken for inspection. After inspection it goes to the furnishing section. In furnishing section the foam is attached to mattress. Using latex on one side and cloth on other side

PRODUCTION PROCESS

Raw Material (Roap)

Untwisted Machine

Sheet foaming machine

Cutting Unit

Finished Products

Band saw machine

Vulcanizing Chamber

Calendar Unit

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Production Department chart

Work Manager

Production Unit

Administration Unit

Plant Engineers

Assistant Financial Manager

Clerk Mechanical Electrical Steno typist Chemist Others Quality Control Quantity Control

Machine operators

Workers

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CHEMICAL PROCESS
The main chemicals or accelerators used ZDC and ZBT. Potassium hydroxide are stabilizing agents zinc oxide is used as initiator and TQ are used as antioxidants. Rubber grade sulphur china clay etc are also used as chemicals. All this chemicals expects stabilizing agents are mixed along with water in the balmine. It has three compartments; latex is stored in an agitator with ammonia. When latex is taken for use ammonia, removed from it using chemicals knowns as VLpottasium hydroxide. The stabilized latex is then mixed with ground chemicals. This latex is used in the sheet forming machine for spraying.

QUALITY CONTROL
The products of coir fed are graded with ISI mark, for ensuring quality frequent, quality checks are required, quality control departments conducts the check which is compulsory. In the lab they conduct 5 physical standard tests and 3 chemical standard tests.

1. Density Test
To maintain the original thickness of materials

2. Intension hardness index test

To test the load bearing capacity

3. Resistant to ageing
To test the storage life

4. Resistance to flexing
Durability of products
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5. Compression test
Conduct to avoid the sagging of the product

GRADE OF MATTRESS
They can be mainly classified into three-: 1. suraj:- first quality mattress 2. chandini:- foam used is l inch thickness ordinary delux

super delux Thara :- foam used is of inch thickness

a. ordinary b. delux c. superdelux

3. MARKETING DEPARTMENT
Marketing occupies an important position in the organization of business unit marketing is centered around customer. Marketing function are not limited function of buying and selling but they include all functions necessary to satisfy the customer such as financing, storage, risk bearing and after sales service etc. this involves doing marketing research on customers, analyzing their needs and then making strategic decisions about product design, pricing promotion and distribution. Coirfed, Apexfederation of the coir cooperative societies was formed with a view to sale and market the coir products from primary societies because the primary themselves cannot sell this
45

products in the market due to intense competion and various other reasons. So the main job of marketing department is to obtain orders and dispatch the required products;. For this purpose coirfed setup four regional offices at kollam, allapuzha, Kozhikode and Kochi and about 100 showrooms all over India

GOAL OF MARKETING DEPARTMENTS

1. Develops production and sales strategy 2. assists the promotional activities 3. preparing the marketing information upper management to make decision 4. profit maximization in the short term and long term 5. achieving a particular market share 6. keeping competition out or keeping it under check

MARKETING MIX
Marketing mix is the set of tools that firm uses that to pursue in marketing objectives in the target market. M.C.CARTHY classified these tools into four broad groups that be called the four Ps of marketing products, price, place, promotion.

1. Product
Coirfed is the apex federation of six hundred primary coir cooperative societies. Coirfed is engaged in the marketing of coir yarn, coir doormats, matting which is purchased from the primary socities and in manufacturing and marketing of rubberized coir
46

products like mattress, pillows, cushions etc. the business operations of coirfed are through four regional office and hundred showrooms with head office at allapuzha. The coir product of coirfed follow coir board standard. To ensure quality it has double inspection. Internal inspection and final product inspection.

2. price
The pricing policy followed by coirfed is costplus pricing. This method of pricing is based on simple arithmetic adding a fixed percentage to post unit.

3. promotion
The promotions measured used by coirfed are personal selling coupons advertisng etc.

A. personal selling
It gives right products to right consumers. It is the most effective and the most costly form of promotion. It has the advantages of personal contact.

B. coupons
It is a certificate that entitle the customer to a specified having on the purchase of a specified product

C. advertisement
It is a paid form of non personal presentation or promotion of ideas, goods or services by a identified sponsor. In the present day

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marketing, advertising has become an in separable parts of the business marketing activities. Advertising is directed towards customers. Advertisement help to create an image and repution of the product. In coirfed advertisement are given through television, radio, printing, media such as newspapers, journals etc during the rebate sales.

4. PLACE
Distribution channels are system of economic institution through which a producer of goods, deliver them into the hands of their uses In coirfed the distribution of rubberized coir product is by direct retailing through its showrooms. Retailing includes all activities incidental to selling to the ultimate consumers. Coifed has its 50 own showrooms 48 agency showrooms and 2 mobile showrooms. Mattress, cushions and pillows are manufactured by coirfed in its rcp unit and sell it through its showrooms. These are the 4 regional offices both buying and selling take places. These are 108 retail outlets for coirfed.

For rubberized coir products

MANUFACTERS -> RETAILER CONSUMERS

For coir yarn and coir door mats.

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PRIMARY SOCITIES-COIRFED-RETAILERSCONSUMERS MARKETING STRATEGY

Marketing strategy outlines the manner in which the marketing mix is used to attract and satisfy the largest market to accomplish the organizational objectives The marketing strategy used by coirfed is penetration marketing strategy. It offers low introductory price to speed up its sales and therefore widening the market base. Low price is used as a major tool for rapid penetration of a mass market and is posed on a long tem view point.

COMPETITORS
Allepey Company Aspin Wall Good acre Madhavan incorpation

The main competitors in the field of rubberized coir products are duroflex, kurlon EXPORT{98-99}
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COIR YARN EXHIBHITION

: - Rs28.84 LAKH

COIR PRODUCTS: - Rs2.97LAKH

In the reporting year 98-99 coirfed participate in exhibhition at 23 places including the cities like TVM, EKM, KZH. Sales of coir products for Rs39.37lakhs were made at these exhibhition

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MARKETING DEPARTMENT CHART

Marketing Manager

Deputy Marketing Manager

Deputy Marketing (Products)

Quality Control Officers

Regional Officers

Showroom

Senior Superintendent

Junior Superintendent

Senior Assistant

U D Clerk

L D Clerk

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PERSONNEL DEPARTMENT
The latest asset of any organization is the human being. The growth and development of the organization depends on the grooming of the personnel there. The functions of human resources starts at selection and recruitment goes through induction and training through the hole earner till super agnation. The HR function includes welfare, industrial relation and being a party to the trade union negotiation. Today human resources management is identified as significant function of management and the need to integrate it into the main stream decision making activities within many organizations need to be over emphasized.

FUNCTIONS OF PERSONNEL DEPARTMENTS

To maintain man power requirements To ensure statutory complaints of pf esi, epf, etc. To claim salary, wages, and ta To maintain the attendance and punctuality of employees. To attend all legal matters relating to organization

WORKING HOURS
1. workers:- 9:30am to 5:30pm 2. office ;-10:00am to5:00pm One hour break from 1pm to 2pm

RECRUITMENT
Recruitment is mainly by psc and other sources are board of directors. Interview, employment, exchange, deputation from govt, promotion etc.
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TRAINING AND DEVELOPMENT

Coir board intimidated certain training programmes for the employees and the officers.

MANPOWER
The employees of coirfed include permanent, temporary, probationary, casual apprentice, part time probationary, part timr and substitute. The attendance of employees is recorded through the punching system.

PROMOTION
Promotion of employees is based on the seniority, suitability for the post skill and efficency of workers.

PAYMENTS
All regular employees are given monthly payments and those on contract basis are given consolidated payments, workers are given wages or piece rate mostly, monthly and weekly

ANNUAL LEAVE
Casual leave is 20 and 20days half pay leave and earned leave 1/11

TRADE UNION
The main trade union of coirfed as INTUC, ANTUC, ALL INDIA SHOWROOM EMPLOYEES UNON, CITU, RCP EMPLOYEES.
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PROVIDENT FUND AND ESI

The PF available is 12%of basic + DA. Those employees who have a salary upto 6500 enjoy esi facility 175% is the contribution of employees and 4.75% is the management contribution. Medical reimbursement is provided for employees who have a salary above 6500 BONUS &Incentives Workers bonus is fixed by CIRO .ASPER ciro 20& is given as bonus and 8&is given as ex-gratia.It is given as 3 instalments. 1st instalment is in onam second in chrismas and final settlement is in Vishnu. Staff bonus is based on govt guide line 8.33%is given as bonus balance 11.67% is the given as Ex gratia.Festival allowances of Rs 4000is given asper the decision of board.

PERSONNEL DEPARTMENT CHART

Personnel Manager

Senior Superintend

Junior Superintend

Senior Assistant

U D Clerk

L D Clerk

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CHAPTER 6 SWOT ANALYSIS

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SWOT ANALYSIS Swot means strength, weakness, opportunity, threat. STRENGTH

High reputation of the firm The products manufactured by coir fed of good quality. The products are unique one in nature. Skilled laboures. Coir fed provides a number of welfare measures to its employees. Govt assistance for finance. Coir fed has successfully implemented coir geo-textiles which is environment friendly

WEAKNESS

Advertisement publicity is poor

Less number of own go down opportunity.

OPPORTUNITY

Opportunity for the future growth

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THREAT
High competition Shortage of adequate defibering units in the state. Stiff competition from exporters. Threat of stopping rebate by central government

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CHAPTER 7 FINDINGS, SUGGESTIONS AND CONCLUSION

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FINDINGS

The coir exports of the country show a consistent rise overcome

There was a consistent increase in exports of coir products from India

Imports of raw materials of the company show an increasing treand through out years

The major coir exports from India were made to east European countries

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SUGGESTIONS
o The phase of modernization of different sectors of coir industry helps to overcome most of the problems faced o Training forms an integral part of modernization process, keeping in this inview coir board has to organize training in the use or adoption of new methods production employing new devices o Establishment of raw materials bank capable of stocking and supplying quality items like coir yarn, coir fiber etc of reasonable price to small scale manufactures o Research and development efforts have to be geared up to improve the global prospect of the company
o New products should be developed in order to

achieve competitive advantage o An effective mission and vision statement must be prepared

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o Job enlargement for all departments

o Improving safety measures, utilization of factory

premises o Bring out effective computer system

o Various promotional activities should be adopted

for increasing the sales prospects in the international market

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CONCLUSION
Coir industry is one of the most important agro-based employment oriented traditional industries in India. Coir industry contributes a major share in the world market. This study reveals that coir products have a great orientation in the world market. The organization study of co-operative coir marketing federation has been beneficial for me in all aspects. It help me to familiarizes with the practical side of an organizational function. It provides me an overall idea about Finance, personnel, Marketing and production departments of an organization.

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BIBILOGRAPHY
1. Fundamental of business organizations and Managements By. YK BHUSHAN 2. Marketing Management PHILLP KOTLER

3. Website 4. Annual Report

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