Fatima Degree College of Business Administration Keshwapur, Hubli-580023 (Affiliated to Karnataka University Dharwad)

A project report on Organizational Study at Birla Tyres, Hubli A project report submitted in partial fulfillment of the Requirement for the Awards of degree

BACHELOR OF BUSINESS ADMINISTRATION

During the academic year 2011-2012

Submitted By Pavan Goutam Savane 4th Semester Reg No: 10n12016

Company guide Honraj H

Faculty Guide Prof. Shwetha Matti 1

Fatima College of Business Administration

Declaration
I, Pavan Goutam Savane hereby declare that this project entitled Organization Study has been prepared by me under the valuable guidance and Supervision of Ms. Shweta Matti Faculty Member, FATIMA COLLEGE OF BBA Hubli. In partial fulfillment of the requirements for the award of the bachelors Degree in Business Administration during the academic year 2011-2012. I also declare that this project report has not been submitted to any other university for the award of any other degree,fellowship,associateship or any other similar title.

Countersigned:Faculty Guide Ms. Shwetha Matti Date: Place: Hubli Submitted by Pavan Savane

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ACKNOWLEDGEMENT
The project of such magnitude cannot be accomplished without the assistance and co-operation of several people. Exchange of ideas generates a new object to work in a better way. So, whenever a person is helped and co-operation by others, his heart is bound to pay gratitude and is not merely formalities but an expression of deep sense of gratitude and cumulative appreciation. Now first and foremost, I feel highly obliged to Mr.H.N.Honarajappa, District Manager: BIRLA Tyres Ltd. Hubli who got me placed for project training, which had sent materials, according to my topic for execution in order to perform the work for preparing this dissertation. I would like to mention something special about my internal guide Miss.Shwetha Matti, lecturer Fatima College of Business Administration, Hubli, and making acknowledgement that without her kind co-operation, attention, wise guidance and a regular feedback from me, my mission would not have been fulfilled its milestone. I have not the desired word power to express my heartiest gratitude regards reverence and indebtedness to her. I also acknowledge with a deep sense of reverence, my gratitude towards of my parents and member of my family, who has always supported me morally as well as economically.

Pavan Goutam Savane

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PREFACE
As it is said ............"The theory without practice is lame and practice without theory is blind." obviously the theory and practice are two facts of same coin, or in other way theory and practices complementary and supplementary to each other. And of course these two embody the real knowledge based on the principle of coming by doing or in pursuit of knowledge these two have become part and parcel. Here, the practical during summer vacation is of prime to the Faculty of Management for the purpose of evolution of (4th Semester) examination assists the paper in order to complete in B.B.A. course of the academic curriculum. It was done by me in organization of BIRLA Tyres Ltd., Hubli. The report has been written for main of marketing as well as the consumer, Marketing is the lifeblood of any organization to run fast. So marketing starts right from the time of production. The whole study has been done to a particular area i.e. Hubli. Simplicity is the main feature of this report from beginning to end so that even a non-marketing man can take advantage of it. My observation in BIRLA Tyres Ltd. was to treat main, who are the main Factor of Production among man, machine, materials, money manufacturing technology with respect and dignity. It has been endeavor of BIRLA to strive for open channel communication to keep the bellow member a breast with organization values cultural system, philosophy and procedures. Reviews are being done time to time to make the organization good at all fronts and where building an established carrier is felt with pretty pride.

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CONTENTS Certificate Acknowledgement Preface

Topics
Chapter 01. Introduction to the study 1.1 Objectives of the Study 1.2 Scope of the Study 1.3 Limitations of the study 1.4 Methodology of the study

Chapter 02.

Introduction to the Organization 2.1 History of the Organizaation 2.2 Product Profile 2.3 Competitors of the Organization

Chapter 03.

Organizational Structure of BIRLA Tyres Ltd. at Hubli.

Chapter 04.

Departmentation

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Chapter 05.

Data Analysis and Interpretation

Chapter 06.

Conclusions & Suggestions Questionnaire Bibliography

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Chapter 1
Introduction to the study. 1.1 Objectives of the Study 1.2 Scope of the study 1.3 Methodology of the study 1.4 Limitations of the study.

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Introduction to the Study

As a part of academic curriculums in partial fulfillment of "Bachelor of Business Administration" the trainee has done this internship project in the organizational division of BIRLA TYRES LTD. Hubli. The introduction as well as completion of the study is Organizational study for BIRLA L.C.V. & S.C.V Tyres, at Hubli. The study centered to take strategic decisions in support of BIRLA TYRES in the aspect of organization. The main scope of this study is to ascertain various aspects of the organization. The method includes regular product information to the buyers, creating a brand position in the market and taking measures to make the brand remain in its position, the financial postion overall the complete organization as a whole.

1.1 Objective of the Study

1. To study the organisations Structure. 2. To study how the various departments are formed. 3. To Study each and every department of the organisation in detail. 4. To study the financial performance of the organisation. 5. To determine the problems at Birla Tyres, Hubli.

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1.2 Scope of the study

The scope of the study is limited to the organizations structure of the Birla tyres.

1.3 Methodology and Data collection

Methodology adopted both primary and secondary data are used to prepare this project report. .Data Collection:

Primary methods
Observation method Personal interview method Oral questionnaire method

Secondary methods
Broucher of Birla Tyres.

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1.4 Limitations of the study

Time was a major limiting factor

Lack of co-operation from various departments due to their work load. The information provided by the company was assumed to be authentic.

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Chapter 2

INTRODUCTION TO THE ORGANIZATION 2.1 History of the Organization. 2.2 Product Profile. 2.3 Competitors of the Organization.

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INTRODUCTION TO THE ORGANIZATION 2.1 History of the Organization

BIRLA Tyres straddles the Indian tyre industry much like the Greek Sun God BIRLA's four horsedrawn chariot races across the vast expanse of the sky, symbolising the creation of light, hence knowledge and truth. And like the Greek charioteer, BIRLA Tyres has stood the test of time on the four pillars of vision, integrity, quality and sheer determination. The history of BIRLA Tyres dates back to 1974 when it was incorporated as a company in Cochin, Kerala through the purchase of a licence from the Ruby Rubber Works. Cochin by Mr. Mathew T. Marattukalam, Jacob Thomas and his associates. In 1976, the company was taken over by Dr. Raunaq Singh. BIRLA's first manufacturing facility (often referred to as the 'mother plant') is in Perambra, Cochin where production commenced in 1977 with an installed capacity of 420,000 each of tyres and tubes. The first 20 years of the company's existence were not easy. Those were times when licences and quotas ruled the world of manufacturing in a market dominated by multinational companies with access to technology and machinery and deep pockets. Therefore, soon after its inception, due to the huge investments required, BIRLA wiped out its net worth and became a BIFR company during the Emergency years. However, BIRLA Tyres was returned to its owners during the Janata Government. BIRLA then used to make the entire gamut of tyres required for scooters, bicycles, trucks and cars. However, the then core team, led by Onkar Singh Kanwar, realized that to make an impact in the market and become financially viable it had to become a dominant player in the commercial vehicles segment. At the time, Modi Tyres had an overwhelming market share and reputation. Extensive on-ground research by the team allowed it to understand the areas in which BIRLA could make an impact. The philosophy then was 'one product fits all', where regardless of the kind of usage, the tyres truckers fitted on their vehicles were the same. Team BIRLA decided to known as the 'overload'

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segment and produce tyres which could withstand the extra load the vehicles were made to carry, while providing drivers with the crucial safety net. It was a tyre called the Hercules which was the first of its kind. Later, products like Amar, Loadstar and XT-7, XT-9 and XT-9 Gold were introduced, products still enjoy consumer validation. In fact, XT-9 is the only tyre in India to have sold more than one crore units, providing the superiority of the product. In later years, there have been many such first in BIRLA's cap. Apart from enjoying the distinction of being the first tyre company to segment the market on the basis of load and mileage requirements, it has been the first to introduce packaging for car tyres and tubes and also the very first Indian company to introduce farm radial tyres. n other innovative moves, BIRLA is the first tyre company to run customer loyalty and awareness programmes to enable them to derive optimal benefits from their BIRLA farm tyres, and also the first to launch exclusive rural retail stores 'BIRLA Tyre World' for truck tyres. BIRLA tyres Ltd. has another first to its credit being the first Tyre Manufacturing Company Worldwide to be certified for B7799 given for information security of IT systems. Another landmark has been the successful implementation of SAP across the organisation for better results and productivity.

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"People deliver innovation Innovations deliver success A few of the differences our people made"

First

Indian tyre company to launch exclusive branded outlets -- BIRLA Tyre World -- for

truck tyres First First First First First First First Indian tyre company to segment the market on the basis of load and mileage requirements Indian tyre company to introduce packaging for car and two-wheeler tyres and tubes Indian tyre company to run a customer loyalty programme Indian tyre company to introduce radial tyres for the farm category tyre company in India to obtain ISO Certification for all its operations Indian tyre company to produce H, V and W-speed rated tubeless tyres Indian tyre company to run HIV-AIDS awareness and prevention clinics for the

trucking community. First city. First First 1975 1975 Indian tyre company to execute an overseas acquisition Indian tyre company to reach a revenue of over US$ 1 billion Inception Registered as a company Indian tyre company to support the creation of an Emergency Medical Service in an Indian

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1977 1991 1995 1996 2000 2000

First plant commissioned in Perambra (Cochin, Kerala) Second plant commissioned in Limda (Baroda, Gujarat ) Acquired Premier Tyres in Kalamassery (Cochin, Kerala) Exclusive tubes plant commissioned in Ranjangaon (Pune, Maharashtra) Exclusive radial capacity established in Limda Established BIRLA Tyres Health Care Clinic for HIV-AIDS awareness and prevention in Sanjay Gandhi Transport Nagar, Delhi

2003 2004 2004 2005 2006 2006 2006 2006 2006 2006 2007 2007 2007

Expansion of passenger car radial capacity to 6,600 tyres/day Production of India s first H-speed rated tubeless passenger car radial tyres Support in setting up India s first Emergency Medical Service in Baroda , Gujarat BIRLA Tyres Health Care Clinics in Udaipur in Rajasthan and Kanpur in Uttar Pradesh Expansion of passenger car radial capacity to 10,000 tyres/day Expansion of passenger car range to include 4x4 and all-terrain tyres Acquired Dunlop Tyres International in South Africa and Zimbabwe Opening of BIRLA Tyres Health Care Clinic in Ukkadam, Tamil Nadu Launch of DuraTread, treading material and solutions Launch of Indias first range of ultra-high performance V and W-speed rated tyres Launch of Regal truck and bus radial tyres Launch of DuraTyre, retreaded tyres from BIRLA Launch of the BIRLA Tennis Initiative and Mission 2018

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The Future
At BIRLA Tyres, they believe in being in control of their destiny. They set ambitious targets and believe in stretching themselves to outperform them. Therefore, the leadership position in the Indian market notwithstanding, BIRLA is now set to look overseas for new challenges. Nearly all initiatives being taken at this point in time are geared to fuel this ambition. At home and abroad, BIRLA is looking to not only consolidate its leadership position in various segments through newer, high technology products but also through consistent organic and inorganic growth opportunities, in tyres and allied products. Becoming a leader in the passenger car tyre segment is a priority as is the export of passenger car radials. If the company continues to grow at the current pace, BIRLA expected to reach the US$1 billion mark in less than five years. Continuous focus on cost control and operating efficiency remains the hallmark of the company. Adding to all this is the fact that radialisation in India is throwing up fresh opportunities, as is the boom in road infrastructure and the completion of the Golden Quadrilateral and the North-SouthEast-West corridor. Therefore the future is optimistic with promises of a virtuous cycle of growth. BIRLA has three tyre manufacturing facilities and one unit for the production of tubes and flaps in four locations based in West and South India. BIRLA endeavour has been to have the widest spread of sales and regional offices, along with stock points at locations which allow for maximum customer reach and efficient supply chain management. BIRLA dealer or business partners are also chosen with great care. BIRLAs products are sold through a combination of outlets ranging from exclusive dealerships to multi-brand and branded retail outlets. The continuous upgradation of dealer knowledge is in BIRLAs interest and therefore their training is undertaken by the company. With a dedicated field sales, technical and commercial force of 600, we feel that we are best positioned to meet the customer specific needs.

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Research and Development for BIRLA Tyres

The state-of-the-art Research & Development Centre had its birth at Perambra, Cochin and later on, it has grown to a substantial height and stature at its present location at Limda, Baroda. From the hour of inception, its goal has been to foster development and promote the evolution of new technologies in the field of Tyre Science & Technology. Recently company has tie ups with IITs & IIMs for Rubber Technologies. All the activities of the centre are extensively supported by a series of highly sophisticated equipment, which help the research scientists develop products as per customers specific requirements. The company has the facilities and expertise for: Development of compounds for improved performance Raw material development Analytical research Reverse engineering Advanced design using CAD FEA modeling of tyres Simulation testing of the designed product Product validity & reliability studies

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The different activities of the centre are being executed by a pool of specialists from the arena of Polymer Science, Rubber Technology, Inorganic & Organic Chemistry, Textile Technology, Physics and Mathematics. Through a synergistic blend of knowledge, experience and hard work, this multidisciplinary team of scientists are devoted to lead the 20rganization towards an outstanding level of success. Currently, the centre is aiming for further growth and is exploring unchartered areas of research in the field of Tyre Technology that will provide BIRLA Tyres the edge in todays ultra-competitive global market scenario.

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A THEORETICAL ASPECT OF BRAND IMAGE WITH RESPECT TO PRICE LEADERSHIP.

A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality. The key objective is to create a relationship of trust. The brand, and "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies". In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding".

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2.2 Product Profile

Delivers premium mileage with enhanced comfort Excellent traction in both wet and dry conditions Strong steel belts stabilise tread for high mileage

Ideal for moderate load applications Excellent traction for both on/off-road applications Stro steel belt with flexible sidewall for longer tyre life

Reinforced radial construction for long life Light truck construction for moderate loads Good traction on highway terrain

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High mileage in normal load applications Coolrrunning tyre ensures long life and more retreads.

Extra deep tread with cooler running for high mileaendurance Supecut-resistant tread compound ensures smooth wear and high casing value.

Superior cut-resistant tread compound ensures long llife and maximum casing value Stro casing for high loads and multiple retreads

Unique design provides extra power and endu rance to cuts and cracks Reinf casing for high retredability and high mileage Provi excellent road grip and traction

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Loadstar Super Key Features : Load capability Cut Resistance Low failures Casing Value

Loadstar Super Gold Key Features : Load capability Cut Resistance Low failures Casing Value

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Load & Mileage Technology XT-7 Key Features : Durable/Mileage Load carrying capacity. Less down time XT-7 Haulug Cut resistance Key Features : Casing value Durable/Mileage
MRF

CEAT

Load carrying capacity. Less down time Cut resistance

BRIDGESTONE

2.3 Competitors of the Organization

DUNLOP

List of competitors

J.K.Tyre OTHERS

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GOODYEAR BIRLA

Chapter 3 Organizational Structure of Birla Tyres and Departmenatation.

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Departmentation at Birla Tyres Hubli Manufacturing Department.

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Marketing Department.
Marketing management at Birla Tyres deals with the marketing techniques and management of the resources available. The functions of marketing department are as follows. Market Analysis and forecasting i.e., marketing research. Product development and design Advertising and sales promotion. Influencing the demand design etc Method of payment and credit Service distribution after sales, service etc.

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Marketing Department at Birla tyre involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4P's (the marketing mix). A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.

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Marketing Strategies at Birla Tyres Ltd adopt

Monitoring the Market A thorough Research Execution in the perfect condition Strategy with expertise advice and suggestions.

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Marketing Department.

Marketing analyst

Marketing Researcher

Marketing Manager

Marketing Operator

Marketing Assistant

Marketing Assistant

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Finance Department.
The Finance Department at Birla Tyres intends to provide a timely, accurate, and cost efficient manner by utilizing quality employees, technological advances, and generally accepted principles while fulfilling legal responsibilities. The various functions of Finance department at Birla Tyres are as follows:Budget Preparation Budget Administration Cost Allocation Accounts Payable Payrolls Fringe Benefits Grants Administration Monitoring service providers Billing

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Finance Department

Finance Manager

Accounts Manager

Assistant Finance manager

Assistants

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Human resource Department

The Human Resource Department deals with management of people within the organisation. There are a number of responsibilities that come with this title. First of all, the Department is responsible for hiring members of staff; this will involve attracting employees, keeping them in their positions and ensuring that they perform to expectation. Besides, the Human Resource Department also clarifies and sets day to day goals for the organization. The various Functions of Human resource Department at Birla Tyres are as follows:Human resource or manpower planning. Recruitment, selection and placement of personnel Training and development of employees Appraisal of performance of employees. Taking corrective steps such as transfer from one job to another Remuneration of employees Social security and welfare of employees. Setting general and specific management policy for organizational relationship. Collective bargaisning, contract negotiation and grievance handling. Staffing the organization. Developing and maintaining motivation for workers by providing incentives. Reviewing and auditing manpower management in the organization

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Human resource (HR) department deals with wide range of activities from strategic planning level to the day to day operations level. Therefore defining roles and responsibilities of HR manager is a quite complex task but some of the functions carried are summarized below. Involvement in the strategic planning process HR manager gets involved in the strategic planning process of the organization and identifies HR as a core competency of the organization. When HR is assumed as a core competency HR becomes a competitive advantage for the organization and HR manager is responsible of developing the HR of organizations to bring the stated competitve advantage to the organization. Forecasting the labour requirement The HR manager holds the responsibility of forecasting the labour requirement of the organization in the future based on the future level of sales/production level of the organization. The labour forecast may identify the need for need for hiring or firing employees. Recruitment Once the labour forecast is done organization can identify the need for more labour in the organization if the existing workforce is not sufficient to handle the future workload. In such a situation HR manager has to recruit new potential candidates to fill the vacancies. Recruitment is the process of creating a pool of potential candidates who can be employed to fill the vacancies. Selection Selection is the process by which the most suitable candidate is selected from the recruited pool of candidates. Selection is done by carrying out various types of tests and interviews. HR department/manager is responsible of selecting the most suitable employees to fill existing vacancies. Induction Induction is the process by which new employees are made familiarized with the organizational environment. Once the employees are selected they need to be introduced to other staff of the organization and they should be given necessary guidelines about the organizational culture and the procedures.

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Training Once the employees are done with the induction they become an employee of the organization but the skills they possess may not be adequate to carry out required tasks. The need for training arises when the there is a gap between expected level of skills and the current level of skills of an employee. If a there is a training need HR department has to design training programs and execute them. Motivation HR manager is responsible of motivating employees to carry out their duties of a timely and accurate basis. Performance Appraisal This is where the employees performance are evaluated based on expected level and the actual level of the performance. HR department needs to design performance appraisal systems to appraise the employee performance on a fairly manner. Rewarding employees Once the employee performance evaluation is done HR department needs to design good employee rewarding packages to reward well performing employees. These rewards could be of monetary or non monetary in nature. Managing Carrier Growth of employees/Promotions HR department is responsible of managing the carrier growth of employees where they needs to promoted in the carrier ladder if they are suitable to fill existing vacancies in high ranks of the organizational structure.

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Human resource Department

HR Manager

HR Assistant Manager

HR Assistant Manager

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MARKET SHARE OF AS PER FITTMENT SURVEY

Company Name BIRLA MRF J.K. Ceat Birla Other Total

Fitted Tyres 200 98 35 19 18 30 400

% Share 50% 24.50% 8.75% 5% 4.50% 7.50% 100%

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Chapter 4 Interpretation and data analysis

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Interpretation and Data Analyses

Due to rapid changes in Technology, Competitor and Consumer preferences a company can not to stick solely with its existing products and services. Customers want the new and improved product that comes about competitor. A company may obtain new product development in company's own research and development. To serve this purpose "BIRLA Tyres" has Research and development department which develops new products as per the demand of the market. To improvise this products or services they collects information from the research person about their competitors products. BIRLA Tyres is the largest tyre manufacturing company in India. It provides good tyres to their customers. My extensive survey is based on questionnaire having closed ended questions given by the organization "BIRLA Tyres". During conducting survey views of the customers who have heavy motor vehicle presently. The sample size was 65 from the Vehicle owner, and large number of fitment survey. Main view was given to know the satisfaction/dissatisfaction of the customer who are presently using Tyres from their existing company as well as what is their main expectation from BIRLA Tyres.

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Chapter 5

Conclusion & Suggestions References Appendices

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Conclusion & Suggestions Conclusion

BIRLA tyre is the market leader in the LCV&SCV segment followed by MRF, J.K., Birls, Ceat. BIRLA Tyres brand XT-7 and Amar are market leader at Hubli Urban and Rural Area. XT-7 is Lug tyres and Amar RIB tyres, Most of the customers are satisfied with the performance of both tyres. Appox 70% customers have positive and 30% customers have negative attitude in support of preference of BIRLA tyre at Hubli. Customer's awareness level is better at Hubli area. BIRLA tyres is the first tyre company which has launched new scheme to solve the claim within 2 days. Most of the customers are unsatisfied with this scheme. Because dealers do not provide them this type of facility at their disposal.

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Suggestions:The suggestions from the consumers to the tyre company are following.

Some consumer are unsatisfied with the price because competitors product price are less than BIRLA, So company should pay attention in their mind on price. Company should provide more mileage of tyres because overloading has been imposed by the government. Company should provide credit facility because customer demands this type

of facility.

The problem of BIRLA consumers are lack of adequate promotional schemes. Dealers don't provide adequate information in the support of the BIRLA brands. They see their margin of profit alone. Some schemes should be provided by company. It is good technique for sales promotions.

Company should give special attention after sales service of their customers.

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REFERENCES

Magazines and Company Reports Business World Magazine Business India Magazine Advertising Marketing www.BIRLAtyres.com

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Questionnaire

(1) (2)

Name of respondent: ...................................................................... Address : .............................................................................................. ..............................................................................................................

(3) (4)

Contact No. : ....................................................................................... How many vehicle you have (LCV/SCV) ? (a) (d) 1 4 (b) (e) 2 above 4 (c) 3

(5)

Which Brand of tyres you use in Lug Pattern ? (a) (d) BIRLA Ceat (b) (e) MRF Birla (c) (f) J.K. Others

(6) (a) (d) (7) a)

Which Brand you use in Rib Pattern ? BIRLA Ceat (b) (e) MRF Birla (c) J.K.

In case of BIRLA, rank the following according to priority :Mileage ............................ 46

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b) c) d) e) (8) a) c) (9)

Price Quality

............................ ............................

Retread ability......................... Claim Settlement ..................... In case other brand what is the co region for choosing other brand ................................... b) ...................................... .......................................

....................................... d)

Have you heard 2 days "Claim Settlement" by BIRLA. (a) Yes (b) No

(10) Your Purchase on : a) Cash b) Credit c) Both

(11) Does Company's Dealer help in choosing the Brand as per your requirement? (a) Yes (b) No

(12) In case of not using BIRLA Brand reason for it. a) Accustomed to One product b) Dont Like c) Any other reason 47 Fatima College of Business Administration