1

ANAND WATER METER MFG.CO.

LIMITED

Organization Study Report Submitted in Partial fulfillment of the requirements for

The MBA (Full time) Degree of the

Kerala University of Fisheries and Ocean studies

Submitted by

RAGHUL P R

SME-2013-21-25

MBA 2013

KERALA UNIVERSITY OF FISHERIES AND OCEAN STUDIES

Panangad,Kochi-682506

JUNE 2014

2

ACKNOWLEDEMENT

First of all I place my heartfelt thanks to all my term or his blessings showered up on to complete this organization study.

I express my sincere gratitude to Mrs. Maya, Secretary of ANAND WATER METER Mfg. Ltd. for having provided me all facilities for the successful completion of my project work.

The teachers of the school of management and entrepreneurship for their indispensable support and for guiding me to the right source.

I hereby acknowledgment my indebtedness and sincere gratitude to prof. Mathew Sebastian,Associate professor, School of management and entrepreneurship,KUFOS for his timely guidance and assurance.

RAGHUL P R

3

4

DECLARATIONI hereby declare that the organization study report Organization is a record of bona fide work done by me in ‘ Anand Water Meter Mfg.’ Company Ltd.’ during the period June 2014 under the supervision of and Mathew Sebastian, Associate professor, School of management and entrepreneurship, Kerala University Of Fisheries And Ocean Studies, and that no part this report has formed the basis for award of any degree ,diploma ,associate ship, fellowship or any other similar title or recognition in any other institution.

Panangad

04-06-2014 RAGHUL P R

5

CONTENTS

CHAPTER NO PARTICULAR PAGE NO

1 Introduction1.1 objectives of the study1.2 Methodology of the study1.3 Sources of Data1.4Scope of the study1.5 Limitation of the study

2 Industry profile2.1World scenario2.2 Indian scenario

3 Company profile3.1 Organization profile3.2 Organization Structure

4 Functional Areas4.1Purchase Department4.2 Production Department4.3 Sales Department4.4 Marketing Department4.5 Finance Department4.6 Quality Assurance Department4.7 Hr Department

5 SWOT Analysis6 Finding& Suggestions

Conclusion7 Bibliography

1.INTRODUCTION

6

An organization is a social arrangement which pursues collective goals, which controls its own performance, and which has a boundary separating it from its environment .Organization is the association formed by a group of people who see that there are benefits available from working together towards some common goal .Organization studies are the study of individual and group dynamics in an organizational setting, as well as the nature of organizations themselves. Whenever people interact in organizations, many factors come in to play. Organizational studies attempt to understand and model these factors. Organizational study is essential to any MBA graduate as it helps them to connect theory with practice .Organization study refers to the study of organization as a whole and getting adequate knowledge with various departments in the organization. The study was carried out at ANAND WATER METER MFG. Co.( P)Ltd M G Road kochi . This study is based on the different aspects and dimensions of different departments of the company

Anand Water Meter Manufacturing Co. Pvt. Ltd. Manufacturer of “ ANAND ASAHI ” brand water meter , was set up at Cochi, Kerala in 1963 in collaboration with OSAKA KIKO Co. Ltd. Tokyo. The manufacturer of reputed “ASAHI” brand water meter in Japan. They are presently one of India’s leading manufacturers and supplier of water meter in India.

water meters are used to measure the volume of water used by residential and commercial building that are supplied with water by a public water supply system. Water meters can also be used at the water source, well, or throughout a water system to determine flow through a particular portion of the system. In most of the world water meters measure flow in cubic metres (m3) or litres .There are several types of water meters in common use. The choice depends on the flow measurement method, the type of end user, the required flow rates, and accuracy requirements.

ANAND ASAHI water meters are approved by the bureau of Indian standard and marked by ISO 779-1994 . The meters confirm the international standers ISO 4004(1). The meters are periodically tested and calibrated at FCRI (fluid control research institute )

Product range includes ANAND ASAHI water meters such as water meter inferential water meter ,class B, inferential single jet dry dial water meter , class B inferential multi jet dry dial water meter and many more items. The industry had

7

launched many different types of water meter and have successfully introduced multi jet dry magnetic drive class B water meter using the latest technology , backed by 50 years of experience in product development. Recently the industry also have a legacy of 50 years of experience in product development of impressive growth oriented tack record based on viable and unmatched product quality and excellent customer satisfaction .

1.1 OBJECTIVES OF THE STUDY

The main objectives of this study are to understand and get an idea about the

organization and various activities of the different departments. It also helps to get

familiar with the organization. Following are the other objectives of this study.

To Understand the Organisational Frame work and it’s functioning.

To study how the activities of the various departments are co-ordinated.

To study about strength , weakness opportunities of the company

To understand management practices followed in various areas

1.2 Methodology of the study

The success of a research depends largely on the methodology used. The

appropriate for the study. Identification of the company was selected for the

organization study, ANAND WATER METER MFG. CO. PVT. LTD

considering various factors including reputation of the firm, ease of getting

permissions, industry, location etc.

1.3 sources of data

Data collection Both primary sources and secondary sources were used in this

particular research. Primary Data Primary data were collected through observation,

personal interview, discussion with managers and employees of the various

8

departments of the organization. Secondary Data Secondary data were collected

through literature review which includes company’s internal records, publications,

annual reports, journal, statutory report, website (official and others) etc.

1.4scope of the study

To understand the overall functioning of Anand Water Meter

To familiarize with department functions.

To interact with company officials at various level and to have an understanding of their activity.

To understand the future plans of Anand Water Meter

1.5Limitation of the study

There were some limitations in conducting the organization study , There were

difficulties in obtaining data from executives and managers due to their busy work

schedule. An in-depth study of the company could not be carried out due to

shortage of time. 1 The reliability of data used for study is largely depends upon

the companies reports and the information given by executives. The company has

the limitation to disclose their financial details, so a detailed analysis of financial

performance of the company is not possible

2 INDUSTRY PROFILE

The electronics industry, especially meaning consumer electronics emerged in the 20th century and has now become a global industry worth billions of dollars. Contemporary society uses all manner of electronic devices built in automated or semi-automated factories operated by the industry .The Electronics industry in India took off around 1965 with an orientation towards  space and defense technologies. It was rigidly controlled and initiated by the government  and was followed by developments in consumer electronics. India is the fifth largest

9

economy in the world and has the second largest GDP among emerging economies. Owing to its large population, the potential consumer demand is almost unlimited and consequently under appropriate conditions , strong growth performance can be expected. In fact , the liberalization of the economy in 1991 has led to rapid growth. The electronics industry, in particular, is emerging as one of the most important industry in the Indian market.

The electronics industry in India dates back to the early 1960s.electronics was

initially restricted to the development and maintenance of fundamental

communication systems including radio-broadcasting, telephonic and telegraphic

communication, and augmentation of defense capabilities  . Until 1984 , the

electronic sector was primarily government owned .the late 1980s  witnessed a

rapid growth of the electronic industry due to sweeping economic changes,

resulting in the liberalization and globalization of the economy. The economic

transformation was motivated by two compelling factors-the determination to

boost the economic growth , and to accelerate the development of export oriented

industries ,Like the electronics industry .

The electronics industry has recorded very high growth in subsequent years. By

1991 , private investments-both foreign and domestic –were encouraged . the

easing of foreign investment norms , allowance of hundred percent foreign equity ,

reduction in custom tariffs , and de -licensing several consumer electronics

products attracted remarkable amount of foreign collaboration and investment. The

domestic industry also responded favorably to the politic policies of the

government. The opening of the electronics field to private sector enabled

entrepreneurs to establish industries to meet hitherto suppressed demand.

Improvements in the electronics industry have not been limited to a particular

segment, but encompass all its sectors. Strides have been made in the areas of

10

commercial electronics, software, telecommunications, instrumentation,

positioning and networking systems, and defense. The result has been a

significanttrade growth that began in the late 1990.

2.1 WORLD SCENARIO

While the population increases every year, the quantities of water available

remains prettymuch the same. All that can be done on the supply management side

to increase storage facilities and improve reticulation systems to handle the water

more efficiently. However there is a realization that a large amount of the water

supplied at great expense to the end user, literally goes down the drain without

being used for intended purpose. Water Demand Management has become the

mantra for water authorities across the globe as government comes to terms with

levels of Unaccounted for water (UFW) that can easily exceed 60%. While it is

possible to reduce the UFW level by fixing up main reticulation systems, there is

still a lot of wastage at consumer level. In most communities there seem to be little

concern for water conservation. It’s not usual to visit residential area at all levels

on the economic ladder and see water leaking from taps. Wastage at consumer

level is exacerbated by the fact that revenue collection rates for conventional

metering systemare often as low as 30%. Added to this, is the problem of water

theft, either through illegal connections to the main supply. There are two popular

approaches to manage consumption at the consumer level. First is to limit the

amount of water that the consumer can access a daily bases. This is most

commonly used in low income areas where there is a need to provide a life

sustaining quantity of water, but with only little chance of getting any payment

from the consumers. In some countries, there is an increasing demand from

communities for an uninterrupted supply to be given to all consumers and

authorities are investigating the ways of providing a constant, but a restricted flow.

11

The second approach is to manage the supply to the consumers in such a way that

the authority can ensure that the consumers pay for the water they use. This can be

done on either a pre-pay or post-pay basis. The purchase of water on credit or the

settlement of outstanding debt (for post-paid) to be as convenient and pain-free as

possible. Any attempts by manufacturer to add “smart” function to water meter has

been hampered by the meter’s finite sources of power. An electricity meter can use

as much power as it needs to perform all its functions but water meter have to

provide its own power source.

2.2 Indian Scenario

The market of water meter is very flexible and the company has got a lot of

marketing ideas to implement. The company is not really facing much competition

from Kerala market. The competition is respect to the market outside Kerala. The

company has got a good market in Kerala. Company is trying to extend out its

market to the entire South India. At present the company has branch in

Coimbatore, Tamil Nadu. The company is going to launch a new branch in their

products in Coimbatore. Company has already captured 80% of the market in

Kerala and this is company’s market share in Kerala industry.The challenge for the

water metering industry is to produce a metering system that is flexible enough to

accommodate the requirements of both water suppliers and water consumers.

Requirements range from a basis of water management device that release a pre-set

amount of water on a daily or monthly bases, to a fully flexible payment solution.

The payment solution needs to ensure 100% revenue collection and reduced

administration costs by eliminating the billing cycle. At the same time, the

collection of revenue –either pre –paid or post –paid requires the meter control

system to be fraud proof and self managing, while the meter itself needs to

maintain accuracy over an extended period of operations. In addition the meter that

12

forms the heart of the system needs to contend with a hostile operating

environment. A climate that includes prolonged UV exposure and torrential rain

poses many problems. On top of this, many water authorities are only able to pump

water of variable quantity with frequent disruption to supply. The meter needs to

operate in such a way that it can handle this while maintain its accuracy

A number of meter manufacturers are now competing to provide a solution that

addresses all the shortcomings of the existing meters, as well as providing a

number of innovations that make the intelligent meter as attractive to all role-

players as the tried-and- tested smart electricity meters.

Over above this company had successfully participated and were awarded many

prestigious water meter tendors all over india and were executed to the best

satisfaction of water authorities boards etc. These includes suppliers made to delhi,

BW SSB banglore , jala nidhi project kerala , PHEM jaipur, UP JAL, NIKAM,

RANCHI , Mumbai etc.

3. COMPANY PROFILE

13

Anand Water Meter Manufacturing Co. Pvt. Ltd. Manufacturer of “ ANAND

ASAHI ” brand water meter , was set up at Cochi, Kerala in 1963 in collaboration

with OSAKA KIKO Co. Ltd. Tokyo. The manufacturer of reputed “ASAHI” brand

water meter in Japan. They are presently one of India’s leading manufacturers and

supplier of water meter in India. Last year they have completed “50 years of

excellence” in water meter industry (1963-2013). The only water meter company

in India which have achieved this rare and coveted milestone..!! ANAND

WATER METER MFG.CO.PVT.LTD Is the one of the first major concern of the

anand group ,. In 1950 there are different kinds of manufacturing units which are

underthe control of anand group ,they are

Anand wire allied industries (p) ltd

ANAND WATER METER MFG.CO.PVT.LTD

Toshiba anand lamp ltd

Anand lamp ballast mfg.co.pvt.ltd

Toshiba anand batteries ltd

Punjab anand batteries ltd

PUnjab anand water mfg.co.pvt.ltd

But due to the various reason all other industries has ben closed and the only

industry which nis under the control of anand group presently is the water

mfg.co.pvt.ltd

They have come out with different types of water meters and have successfully

introduced multi jet dry magnetic drive class B water meter using the latest

technology. Backed by 50 years experience in product development, recently they

have developed class C water meter also. They can proudly boast of a legacy of

fifty years impressive growth oriented track record on an enviable and unmatched

product quality & excellent customer satisfaction.

14

They are the pioneers in water meter manufacturing in India and is the first

company to receive ISI licensing Certificate. They are also an ISO 1900-2008

certified company. They also have certificate in environment management system

as per ISO 14001. They have manufacturing facilities at various places in India.

Their brand name is a well known brand throughout India among the users of

domestic meters. They produce and market full range of domestic type meter viz.

15mm Single and Multi jet, 20mm Single and Multi jet and 25mm Single and multi

jet types. They have an excellent R &D and Q & C department which keep a close

track of the latest product development and quality aspect revealing in the

domestic as well as international water meters and try to imbibe the same standards

at their factory too. These meters falls under 68 Protection class.

Also their sister company ‘Anand Zenner, Pvt. Ltd. Co.’In technical collaboration

with ‘Zenner Zahler’ Germany and having factory at Coimbatore, produce full

range of Woltman Bulk Meters required for Industrial/Agricultural sector under the

popular brands named “ ANAND” & “ANAND ZENNER”. The product range of

Bulk / Woltman meters include:40mm, 60mm , 80mm, 100mm, 150mm, 200mm,

250mm, 300mm.

‘ANAND & ANAND ZENNER’ brand woltman bulk meter enjoying very good

market reputation among the end users, of this prestigious segment. ‘Anand’ range

of products is known for its sturdiness and excellent quality. Both “ANAND

ASAHI”&”ANAND” brands with their stylish and sleek designs are known for its

measuring accuracy and reading precision. Both brands enjoying tremendous

goodwill and brand loyalty in the Indian market. Their prices are always

competitive and trade/ customer is fully satisfied by the value for money they pay.

The fact is that the products are properly serviced and ably supported by a very

15

efficient and dedicated sales and service team which complements the company’s

marketing and dealer’s network already existing throughout the country.

There meters are widely recognized and accepted by almost all the leading Water

works/ Public health department/ Corporation/ Municipalities/ Panchayats etc. In

India they manufacture water meters conforming to ISO 406(I) specification and

marked with ISI 779:1994with up-to-date amendments. They have successfully

passed all the leading quality& performance evaluation tests at FCR/ SITARC etc,

an NABL accredited laboratory approved by BIS. The testimony of this can be

gauged by the successful completion of 103,000 nos. Single jet 15mm- Class B

meters supplied to greater vizag.

Municipal Corporation (GVMC), VIZAG, under JNNURM scheme within the

stipulated timeperiod. They have also undertaken many notable sub-contract work

of leadng infrastructure contractors like ARSEN & TOUBRO Ltd, SINGAN

Project Ltd, Vishwa Infrastructures & Services Ltd etc. They had also recently

completedan order of 15000 Multi jet meters 15mm- Class B type to Municipal

Corporation, Public health division, Chandigarh (MCPH). Presently they are in the

process of supplying 25000 water meters in Kerala under Japan aided drinking

water project (JICA).

Over and above this, company has successfully participated and was awarded

many prestigious water meter tenders all over India and was executed to the best

satisfaction of water authorities/ boards etc.These include supplies made to: Delhi

Jal Board, BWSSB- Bangalore, Jalanidhi Project Kerala, PHED- Jaipur, UP Jal

Nigam, DW& S Urban circle,Ranchi, Muncipalcorporation of Brihan Mumbai to

name a few.

16

The manufacturing / assembling capacity of this company is 15,000 meters per

month (all types). They also offers one year guarantee for all water meters against

all manufacturing defects as per the conditions stipulated in the warranty card.

Competitors they faces are Kranthi; Chambal; Aristo.

SBUs or Strategic Business Unit are;

Single Jet Water Meter

15mm class B Single Jet Dry Dial Water Meter(SJDDWM)

15mmclassB SJDDWM, Special quality

32mm & 40 mm class B ,SJDDWM

15mm class C ,SJDDWM

Multi Jet Water Meter

15mm class B Multi Jet Dry Dial Water Meter(MJDDWM)

20mm& 25mm class B , MJDDWM

15mm class C MJDDWM

Woltman Bulk Type Class B MJDDWM

3.1 Organizational Profile

Name :- ANAND WATER METER MFG. CO. (P) LTD.

17

Nature of business : - Manufacturer

Founder :- Mr. C.L. Anand

Email address :- anandcok@giasmd01.vsnl.net.in

Major markets :-Indian subcontinent

Work address :-Palluruthy Industrial Area , Water Land Road ,

Cochin –682006

Registered address :-Anand House, LVII/1463, M.G.Road, C.L.Anand

Lane,P.B.No:1002, Ernakulam, Cochin:-6882011,

Kerala, India.

Foundation stone lay by:-Shri K.A. Damodara Menon (minister for industries),

Kerala on 13-4-1962

Year of Establishment :- 1963

Inaugurated By :- Shri . C. Subramaniam (Minister for steel & heavy

industries Govt of India)

Chairman :- Neelam Anand

CEO :- Joseph Vadakkan

Auditors :- Varma & Varma

Bankers :- Punjab National Bank

18

Anand Water Meter Mfg. Co. Pvt. Ltd. have a Line Organization structure.

Authority flows in a direct line from superiors to subordinates. The ‘one-man one-

boss’ principle is strictly applied. Managers have full authority in their own areas

of operations and are responsible for final result. Similarly each subordinate is

directly responsible for the performance of assigned duties. If the subordinates fail

to carry out reasonable orders or directives, the superior has to take disciplinary

action. Thus, authority flows upwards throughout the organization.

COMPENSATION- forms such as bonuses, commissions and profit-sharing plans

are incentives designed to encourage employees to produce results beyond normal

expectation. BENEFITS such as insurance, medical, recreational, retirement

(provident fund, gratuity and pension), educational facilities etc. are provided for

employees. Their aim is to, motivate workers to do well;

ORGANIZATIONAL STRUCTURE

19

CEO

Overall management of the company

Approves the quality policy and objective

Identifies and provides resources

20

Review quality management system

MARKETING MANAGER

In charge of all activities related to marketing and customer

Responsible for review approval of orders

Tender processing

Complaints redresser

Analysis of customer feedback including complaints

SALES EXECUTIVE

Promotion of sales including institutional sales

Liaisons with concerned authorities

ACCOUNTS MANAGER MARKETING

Accounting function related to sales activity

ACCOUNTS EXECUTIVE MARKETING

Assisting accounts manager

Marketing for accounts function related to marketing

WORKS MANAGER

Plans and executes production

Responsible for production

Responsible for storing of raw materials

PRODUCTIONS ENGINEER

Responsible for day-to-day production

Maintenance of plant and machinery

STORES MANAGER

Responsible for stores (products)

21

Maintain records of stores

Responsible for dispatching of products

PURCHASE-IN-CHARGE

Responsible for raw materials purchasing

Maintain records of purchase orders

QUALITY ENGINEER

Responsible for inspection and testing

Control of all laboratory equipment

Responsible for product identification and traceability

Responsible for inspection and test status

SECTION SUPERVISOR

Responsible for day-to-day functioning of the allocated sections

Assigning duty to individual workmen

4. FUNCTIONAL AREAS

4.1 PURCHASE DEPARTMENT

The main function of purchase department is to purchase the raw materials for the

production processes. The main functions of the purchase manager are toPurchase

manager receives material requisition for raw materials, components, consumable

items and items that are required for repair/ maintenance etc from the workshop

production department .And to Follow up the dispatch and delivery by suppliers

and take delivery items purchased and forward it to factory and the departments.

PROCEDURES FOLLOWED IN THE PURCHASE DEPARTEMENT

To receive requisition for the materials , order level

Verify the prices of the products from the concerned suppliers

22

On the receipt of the materials, verify IGR received from the factory along

with the supplier’s bill and regarding rates, quality of the product, quality

and transportation charges.

To post the bill in the purchase register.

Forward the original and IGR to accounts dep. for making the payments.

Forward the duplicate copy of the bill to the factory.

Prepare evaluation chart periodical wise.

4.2 PRODUCTION DEPARTMENT

Production is the functional area responsible for turning inputs into finished

outputs through a series of production processes. The Production Manager is

responsible for making sure that raw materials are provided and made into finished

goods effectively. He or she must make sure that work is carried out smoothly, and

must supervise procedures for making work more efficient and more enjoyable.

The production unit of ANAND WATER METER MANUFACTURING

COMPANY PRIVATE LIMITED is situated in the Industrial area,

PALLURUTHY, Cochin. The company has set up an ancillary production unit at

SIDCO industrial estate, Coimbatore and a third production unit in the year 2006 at

Solan district ,BADDI, Himachal Pradesh.

The head of the production department is the work manager or the plant manager.

The work manager is assisted by the store manager and the section supervisors.

The production unit of anand water meter consists of around 40 workers.

performance appraisal is the responsibility of production supervisor. A target is

fixed and production is carried to achieve the target

23

The production is involved in the process of making the water meters. The process

is done after getting the order from the plant manager. The plant manager is

responsible to give orders to the workers for starting their processes.

The production department of ANAND WATER METER is mainly divided into 7

sections. They are Raw materials store, Component section, Machine section, , ,

Plastic section , Assembly section , Packing section

Raw Materials Store

The purchase manager purchases the raw materials from various places and from

various sources. Usually the raw material is purchased from Coimbatore and then it

is bought to plant gate. At the plant gate, the plant manager ensures the quality of

the raw materials. If the raw materials are up to the quality mark, the plant manager

will give approval, and then the materials are placed in the store. The purchase

manager will purchase the items and then carry forward to the factory and other

department.

There is a store to keep all the purchased components.Usually there will be four or

five suppliers of the raw materials. The company selects the best according to the

raw materials and the price. Then only the company will start taking orders and

give orders to the suppliers for the specified quantity for the specified materials.

The purchased material will not directly go to the production units. After the

inspection of supervisor, only it will be taken to component store room.

The main items which are stored in store room are Gear, Upper chamber , Inner

Case ,Impeller , Dial, Dial Glass , Washer ,Regulator, Set Screw , Meter Body,

Registration Box

Component section

24

This is the another section in the plant where components are placed. The

components and the items purchased by the manager are transferred to the

component section and it will be sorted in accordance with the requirement of the

products to be produced. Function carried out in the section are Dail assembling,

impeller assembly , impeller assembly ,inner case facing, upper chamber fuel

fixing , drilling and facing ,pivot making

Machine section

machine used for various purpose are turret lathe machine ,engine lathe machine,

drilling machine, trading machine regulators and hyrdraulic pressure testing

meshine for finding out leakage. The factory has got a good system to test the

pressure of the water meter in order to check wheather the system is good and

adequate to meet the requirements. The factory is running with a variety of

machines which are imported.

Plastic section

Mainly four types of plastic material are manufactured in this section. They are

center gear , winzer and meiki the third and last section in the initial processing

unit is molding unit . it is important and carefully done because a minor mistake

in plastic materials should result in stoppage of working of water meter

Assembling section

There are near 8 workers in this section , in here the accuracy of the meter is tested.

After assembling the product goes for testing . after testing the acurecy and actual

flow rate , the product is approved. Defective meters will sent to assembly section

again and repair .

Packing section

25

The work done in the packing section are as follows

Sealing and finishing

Painting

Packaging

Visual testing

Storing of finished meters

Total production 2012-2013

The production during the year was 22531 water meter as agaist 8095 during the

previous year

4.3 SALES DEPARTMENT

The sale coordinator coordinates the sales activity of the various branches and the

head office. He monitors the sales activity and timely dispatches of the goods. He

also monitors the payment position from the customer, and the dealers and the

distributors appointed by the company.

SALES ACTIVITY

The main sales promotion activity is done through the dealer network i.e., the

dealer who is appointed by the company in various parts of the state of Kerala.

Another activity of the marketing manager is to appoint new dealers in a new area

of interest or territory. He must enhance the sales of a particular area or the sales in

the existing area or territory. The company also has a procedure to sell the product

26

through traders. He has the power to appoint new dealers in a particular area and

enhance the sales activity through the existing dealers in that territory

TERMS AND CONDITIONS OF SUPPLY

The price indicated in the price list is for Cochin (Kerala). Freight will be charged

extra. The products are warranted for12 months from the date of supply against

manufacturing defects only if conditions stipulated in the guarantee card &

installation procedures. As per ISI are followed strictly.If the water meter are

found defective within 12 months of purchase and is not tampered , it may be

returned for free repair along with bill copy and warrantee card

AFTER SALES SERVICES

The company provides after sales service for their products. This is done under

strict control of the marketing manager and executives coming under him. The

company provides replacement of their products if it is under guarantee as

mentioned in the guarantee card. In this case, the dealer will send the product back

to the company. On the other hand, if the product is not under guarantee or without

guarantee, the company will charge a nominal fine for repair and maintenance of

the products.

Sales 2012-2013

The sales turn over of the company for the year was Rs 250.79 lakh as against Rs

254.49 lakh in the previous year. the company could sell only 44634 water meters

as against 45523 in the last year

4.4 MARKETING DEPARTMENT

27

The marketing department has overall responsibility for growing revenue,

increasing market share and contributing to company growth and profitability. In a

small business, the marketing department may just be one person, or it may include

a marketing director or manager plus marketing executives responsible for

functions such as advertising, publications or events.

Here the company is following a two-tier strategy for effective functioning of the

marketing activity. They are:

Project sale

Dealer network

PROJECT SALE

Project sale is a system, which is followed by the company from the start of its

operations. The company introduced this system after getting the approval from the

government. Actually a tie-up with Kerala state water authority. The company has

a tie-up with the government of Kerala with respect to marketing of ‘ASAHI’

water meter.

The project sale was introduced in connections with the government’s water supply

schemes like “JALADHARA” and “JALANIDHI”. As the government of Kerala

implemented these projects effectively, it directly helped the water meter industry

to grow and generate profit also. JALANIDHI is a World Bank aided community

based rural project. Kerala Rural Water Supply and Sanitation Agency is

responsible for implementing the project in the state with community development

and technical support of NGO’s / GPAT.

DEALER NETWORK

28

Dealer network is a system, which is followed almost in every company. This is a

system by which the company appoints dealers according to the area and the

market viability for the water meters. In effect of marketing activity of the dealer

network is quite difficult. At first, the sales coordinator has to contact the dealers

and elicit information regarding the number of water meters needed. The

salescoordinator is convinced about the number of water needed and if the

marketing manager gives approval for the supply of water meters. Then the sales

coordinator will send a sales note to the factory and the dispatch team will arrange

the receipt and dispatch the goods. The sales coordinator will make arrangement

for the payment from the dealers and it shall be made by the cheques and the

demand drafts or the dealers can make it by paying directly to the companies

account by A/C payee cheque.

BRAND PROMOTION

The company has a wide range of brand promotion within and outside Kerala. The

marketing manager is the person who performs the functions of the promotion of

the marketing activity and generates awareness about the bands among the general

public and among the usual and also the new customers in a new area.

The company usually implements this function by arranging engineer meeting

according to the markets conditions from time to time. They also arrange plumbers

meet and meet the prominent plumbers working under different state water board

and generate awareness about their brand and that helps to reduce the information

gap that exist between the customers and the company.

MARKETING NATURE

29

The main duty of the company’s marketing force is to conduct engineers

meeting and plumbers meeting whenever there is a need to enhance their

marketing activity.

The purpose of conducting these types of meeting is to augment and

promote the brand awareness among the major customers through the main

plumbers in the state water boards and engineers in those departments.

There will be a campaigning program me to be conducted in every three

months to generate awareness of the brand to the customers and to utilize

that opportunity to clear the marketing channel.

A team of marketing executives headed by the marketing manager will

conduct the campaigning program.

The company provides time to time offers to the dealers in the dealer

network and to their and consumer etc.

COMPETITORS

The company faces competition with respect to quality and price. The company

handles quality problem through their loyal customer and by the enhancing timely

after sales services. Competition with respect to quality is actually from within the

state. Major competition faced by the company is with respect to the price. The

company faces price competition mainly from north India. The problem is under

the consideration of the board. The main competitor is KRANTHI.

.

MARKETING CAMPAIGNS

The programs of the marketing campaigns include the following:-

30

Giving importance to the advertisements in print as well as in visual media

like magazines, newspapers etc.

Advertisements through various agencies who are promoting the products

smooth flow.

Gifts coupons are provided to the dealers in the company’s dealer’s network

for those who achieve the target and beyond the target.

Exchange offers are provided to customers for their existing water meter at a

discount.

DEALERSHIP CRITERIA

The company follows a system of vast dealer network for their product in a

particular area or territory. The criterion for giving dealership is the coverage of

the area and the numbers of plumbers under the control by the applicant. Dealers

are appointed taking into consideration whether a particular area has got a

specified number of dealers already appointed by the company.The company’s

policy is to appoint at least 4 or 5 dealers in a particular area.

4.5 FINANCE DEPARTMENT

finance department will be responsible for all the day to day transactional

accounting for the business.  This will include the tracking of all transactions and

the management of any government reporting. The finance department is also

responsible for management of the organization’s cashflow and ensuring there are

enough funds available to meet the day to day payments. Looking forward, the

finance department will work with managers to prepare the organization’s budgets

31

and forecasts, and to report back on the progress against these throughout the year. 

This information can be used to plan staffing levels, asset purchases and

expansions and cash needs, before they become necessary. 

For the assistance an impressed account is kept to deal with the petty expenses .

the head office provide this facility to the plant manager .finance refers to the

application of skills in the manipulation in the use and control of money . the

finance in the modern business world is the life blood of the business economy .

we cannot imagine a business with out finance because it is the central point at all

business activities. The Software here used is tally.

Financial functions

Quarterly and yearly financial report making

Making bank statements

Ensure that there are adequate funds available to aquire the resources

needed in the organization

Ensure costs are controlled

Ensure adequate cash flow

Establish and control profitability levels

Functions of accounts department

Maintenance of books by data entry

Preparation of financial statement

Sales register

Cash and bank books

Preparation of annual report

Drawing monthly trail balance

32

Keeping personal file of employees relating to salary computation and

annual increment

Bank reconciliation

The Working Results Of The Company For The Current Year 2012-2013 Are As

Under:

CURRENT YEAR

2012-2013

(Rs. In Lacs)

PREVIOUS YEAR

2011-2012

(Rs. In lacs)

Sales Turnover 250.79 254.49

Profit/Loss before Interest

and Depreciation

18.93 (5.14)

LESS: Interest 14.48 10.14

Profit/Loss before

Depreciation

4.45 (15.28)

LESS: Depreciation 4.29 5.60

Net Profit/Loss .16 (20.88)

ANAND WATER METER MANUFACTURING COMPANY PVT.LTD.

BALANCE SHEET AS AT 31ST MARCH ,2013

33

Particular Note

No:

As

at31.03.2013

Rupees

As at

31.03.2012

Rupees

1 EQUITY AND

LIABILITIES

Share holders’ fund

a. Share Capital 2 4,999,800 4,999,800

b. Reserve and

Surplus

c.other long term liabilities

3

4

(15,513395)

3757258

(15529206)

3694758

CURRENT

LIABILITIES

a. Short-term

Borrowings

5 24069,206 24,069,214

b. Trade Payables 6 958357 2237147

c. Other Current

Liabilities

7 12378919 11076346

d. Short-term Provisions 8 1559719 2227844

TOTAL 32,209864 32775903

2 ASSETS

Non-Currents Assets

a. Fixed assets

Tangible assets 9 2564150 2721362

b. Non-Current

Investment

10 1,230,409 1,230,409

c. Long-term Loans and

Advances

11 314573 316070

d. Other Non-Current

Assets

Current Assets

a. Inventories 12 10112414 7214857

b. Trade Receivables 13 1908023 3477373

c. Cash and Cash 14 13859262 15207140

34

QUALITY ASSURANCE DEPARTMENT

In manufacturing, quality control or quality assurance is a set of measures

taken to ensure that defective products or services are not produced, and that the

designmeets performance requirements. It includes the regulation of the quality of

raw materials, assemblies, products and components; services related to

production; and management, production, and inspection processes.

Department policy

The policy of the QAD department is to ensure quality by adopting high

standard of testing with respect to pharmaceutical standards. ISO standards in

house specification and to develop the implement system for imposing quality as

per quality objectives of the company. The firm has a well equipped QAD at the

factory assuring the quality of finished goods as well as raw materials.

Functional areas of QAD

Quality control Quality assurance

Quality control: This section deals with final inspection of goods i.e. whether the

finished goods passed or failed the quality checks.

Quality Assurance:Anand Water Meter Mfg.Companyhas implemented QMS

considering all aspects of personnel inputs, apt technology and machinery for

35

various operations. Functions such as NPD, production engineering, purchase and

stores, QAD, production, maintenance, HRD and marketing are smooth

functioning.

HUMEN RESOURCE DEPARTMENT

Organizations have proclaimed their human resources to be their "most valued

asset”. Human capital is a critical factor in promoting competitiveness as

it provides the required knowledge, skills and capabilities for developing

competitive strategies. The role of the human resource function is to deliver the

human competencies i.e. the internal capability required to achieve the

organization’s objectives.

DUTIES AND RESPONSIBILITIES

Head of the Department

Recruitment of executives/managerial categories as authorized by the

management.

Administration of performance appraisal awarding increments,

performance rewards, promotion and grievance redresses of employees.

Planning, organizing and conducting training as per the training plan

and policy.

Initiating organizational development activities to bring the manpower in

line with the management vision.

Executive HRD

Responsible for generating all the MIS reports

36

Preparation of appointment orders and other office orders.

Coordinating with placement consultant and other internal and external

customers of HRD department as and when needed.

Assisting HOD (HRD) in day to day functions.

RECRUITMENT

Recruitment means searching for and obtaining potential candidates

insufficient numbers and quality so that the organization can select the most

appropriate people to fill its job needs. The two main aims of recruitment are the

attraction and retention of the interest of suitable applicants, and the projection of a

positive image of organization to those who comes to contact with it.

Purpose 

To ensure that the organization has adequate competencies in all

functional areas to meet its objective and goals. The sources of

recruitment are:

Notification press or advertisement

Campus interviews

Natural transfer and promotion

Reference by consultancy or professional bodies  Employee referrals

Procedure

Recruitment is one of the most important activities of HRD.

Recruiting the right person for the right job ensures better productivity and lesser

hassles. Recruitment will be done on the basis of manpower budget. Manpower

37

budget for a financial year will be prepared by HOD (HRD) at the time of

preparation of business plan of the organization.

HOD (HRD) will consult the divisional head and the budget and

planning department for preparation of manpower budget. HOD should forward

the number of requisitions and initiate the process of recruitment if the position is

budgeted. If it is not special approval from the management should be obtained.

Recruitment will be done through internal database, recruitment agencies,

advertisement etc. After short listing the candidates, an interview panel will be

determined and they will conduct the interview. Interview panel contains subject

expert, department head, HR representative

and divisional head. HRD dept will send the interview details along with names,

proposed salary and responsibility to the MD through ED for the comments or

approvals. The appointment order will be prepared and issued based on this. On

resignation an exit interview is conducted by the HOD (HRD).

TRAINING

  Training is very important for learning and development. HR department

should plan, organize and conducting training programs as per the training plan,

policy and needs.

Purposes

Identify the training needs.

Upgrade knowledge and skills.

Build up a line of competent confident people and to prepare them for more

responsible jobs.

38

Procedure

Training is done based on the identified training needs by the reporting

officer and by the associates. Training is done through administering psychometric

tests. Training calendar is prepared on the basis of the identified training needs and

cultural needs of the organization. The training calendar depicts the training plan

for the year. Based on this a monthly calendar is prepared.

SWOT ANALYSIS

A scan of the internal and external environment is an important part of the

strategic planning process. Environmental factors internal to the firm usually can

be classified as Strength or Weakness and those external to the firm can be

classified as Opportunities or Threats. Such an analysis of the strategic

environment is referred to as a SWOT Analysis. The Overall evaluation of

company’s strength, weakness, opportunities and threats is called as SWOT

analysis. It can do so by using a form which is called marketing memo or an

outside consultant can be hired. but it is always better that then companies do their

own SWOT analysis and accept their weakness and threats and review the

marketing, financial, and organizational competencies and rates each factor as a

single strength, minor strength, neutral factor ,minor weakness and major

weakness.

39

Clearly, the business does not have to correct all its weakness nor should it

focus about its strengths. The big question is whether the business should limits

itself to those where it possess the required strength or should it explore better

opportunities might have to acquire or develop certain strengths.

Sometimes a business does poorly not because its departments lack the

required strength but because they do not work together as a team. Every year the

company asks each department to rate its own weakness and those of other

department with which it interacts. Once each department’s weakness are

identified, work can be undertaken to correct them.

STRENGHT

Experienced and qualified employees.

High production capacity of company

The main strength of the company is that it has got 80%

of the market share.

% of quality assurance.

Effective support of top management.

Good& Well developed infrastructure facility.

Wide network of dealers all over the state.

High demand of the product.

Brand name is more popular

They provide after sales service

The required machines are also manufactured by the

same.

40

Low level of wastage.

The raw materials are reusable.

WEAKNESS

Take more time consumption for checking the quality

of materials as well as product

Speed of the production is less

Without human resources can’t do any process

No updated machines

The company facing more competition from other

competitors because of the quality of their products

Poor advertisement.

Facility of transportation not up to the level

There is no credit facility

Sometime Scarcity of main raw materials

Lesser chance of promotion

Lack of modern technology

OPPORTUNITIES

The product help to reduce and encourage conservation of

water .In future it is widely applicable.

It help to all water distributors to identify the quantity of

water allotted to anywhere. Specially Govt water authorities

etc. It will help to increase the demand of the product.

The company become the leader in the water meter industry

because of the quality of the products.

41

Emerging and untapped market

Liberal policy

Industry with tremendous scope of technology.

THREATS

The balancing of demand and supply is complicated.

The industry is dynamic one

High competition in the industry

Slow economic growth

The company must introduce more promotional

strategies to attract new customers

CONCLUSION

Anand Water meter Manufacturing Co. Pvt. Ltd. Manufacturing of “ANAND

ASASHI” brand water meter, was set up at cochin, Kerala in 1963 in collaboration

WITH OSAKA KIKO Co, Ltd. Tokiyo. The company’s strategy for growth

envisages further expansion of capacity, modernization of processes, adherence to

strict quality assurance protocols and a drive to boost efficiency in manufacturing.

The company has also got a wide variety of machines that are imported and it also

play a very huge role in the production process. In this organization each

departments coordinates themselves to attain the common objectives of the

organization.

42

BIBLIOGRAPHY

BOOKS

1. Aswathappa K. 1999, Human Resource & Personnel

Management,Newdelhi,

Tata McGraw – Hill Publishing Co.

Ltd.

2. Kothari C.R. 2004,Research Methodology Methods & Techniques,

Newdelhi, 

43

New Age International

Publishers.

3. Kotler Philip 2002,Marketing Management, Newdelhi,

Prentice – Hall of India Pvt.

Ltd.,

WEBSITES

www.wikipedia.com

www.anandwatermeter.com

Company’s manual