Marketing Project

Consolidated Shipping Line Pvt Ltd
1.1 Executive Summary

This study is about the performance analysis of Consolidated Shipping Line Pvt Ltd with respect to other competitors in Cochin Port. This study covers the competitors in the Ernakulum district. The total population is 40 competitors and the sample size selected is 15 competitors. This study the mainly covers the performance factors such as Price, Service, Speed, Safety, Infrastructure, Customer Relation, Customization, Experience, Network and Reputation. With the increase in global competition and rapid progress of the IT technology, the logistics industry has become one of the most influential subjects of the 21st century. The scope and role of logistics have changed dramatically over recent years. There are different strategies that can be used as a freight forwarding company in order to withstand in the industrial competition. The major problem of the industry in Cochin port was high handling charges, less amount of customers with huge volume of competitors. As CSL, being a new comer in the industry, the company has grown tremendously within a few period and gained good reputation in the market. There is a wide scope in the field of logistics in Cochin port in the coming years.
1.2 Industry profile
Marthoma College Of Management And Technology
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Consolidated Shipping Line Pvt Ltd The term logistics has its origins in the military. From that perspective, it applies to the process of supplying a theater of war with troops, equipment, and supplies. Industries borrowed this term and have applied it to the discipline known as business logistics. The Council of Supply Chain Management Professionals (CSCMP) has defined logistics as that part of Supply Chain Management that plans, implements, and controls the efficient, effective forward and reverse flow and storage of goods, services and related information between the point of origin and the point of consumption in order to meet customers' requirements. A second, more concise definition offered by CSCMP is the management of inventory, at rest or in motion. With the increase in global competition and rapid progress of the IT technology, the logistics industry has become one of the most influential subjects of the 21st century. The scope and role of logistics have changed dramatically over recent years. In the past logistics has played a supportive role in primary functioning such as marketing and manufacturing. Now the scope of logistics has expanded beyond its traditional coverage of transportation and warehousing to include purchasing, distribution, inventory management, packaging, manufacturing, and even customer service. More importantly, logistics has dramatically evolved from a supportive role characterized as passive and cost absorbing, to a primary role and critical factor in competitive advantage. Companies experiencing growing pressure to reduce cost and provide better service can improve their logistics by outsourcing to logistics firms, an option that can improve both efficiency and effectiveness. The outsourcing institute highlighted that companies gain a 9% cost savings and a 15% increase in capacity and quality on average, through outsourcing. Logistics is considered the complete process involving planning, managing, and controlling the flow of goods and services, information, real-time data and human resources from the point of origin to the point of destination. Hardly any manufacturing or marketing activity can be achieved without the support of an effective logistical department. The logistics process consists of the process of integration of several aspects such as material handling, warehousing, information, transportation, packaging, and inventory. The primary duty of an effective logistics system is to ensure geographical repositioning of
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Consolidated Shipping Line Pvt Ltd unfinished goods, and it is concerned with the finished inventories of the organization being at the required place at the lowest possible cost. Logistics industry in India is an industry that has not achieved its much deserved attention or recognition. It is an area that is ripe with potential and yet the resources are far from complete utilizations. There is however, a huge demand for logistic services in India especially with the growth of the Indian economy along with the influx of new companies in sectors that was otherwise unknown. The purpose of logistics industry is to enable an effective transportation or timely movement of goods from one place to another. This could be for the purpose of industrial transportation or even private purposes. Different mediums of Logistics services in India There are three mediums of logistics services in India. These can be categorized in the following way: Airfreight this is a modern and the safest mode to ensure a fast delivery of goods. A chosen one by many because of the swiftness of the system there are many companies that are now even providing super fats deliveries by airways even on the same day. Land transport this is a means of logistics support that has withstood the test of time through the extensive network of roads in India. It has been the popularly used method and used especially in the shipments of heavy articles like machinery and vehicles. This is also a chosen method in case of household packers and movers. Railways this is also an age-old method of shipments and transport. Though most used in case of domestic services this is very effective in the availability of cost effective logistics support in India. Waterways an essential part of this industry this is also one of the oldest methods. Shipments and transportation of goods is done on an international basis through this way. It is apt in case of shipments of oil, highly sensitive or volatile articles like Uranium. Key players of the Logistics industry in India Among the key players of the Indian logistics industry there are certain international names along with national companies that are not only world leaders in the field but are also part Marthoma College Of Management And Technology 3|Page
Consolidated Shipping Line Pvt Ltd of the Indian industry for a long time now.
DHL a very commonly known name in the Indian logistics industry, DHL has been part of the industry for a long time now. Established in San Francisco in the 1969 DHL has grown across 220 countries with over 300,000 employees. It has built a reputation over the years as a responsible logistics support air, ocean, express freight, and overland transport, contract logistic solutions.
TNT This international brand has been a part of the Indian market also. Established at Netherlands, TNT is a reliable name in the arena of international transportation and distribution business. Spread across 200 countries it has an estimated revenue turnover of $ 3,500 billion US dollars.
AFL this is one of well-known international players in the logistics industry of India. The main areas of service by the company are in the area of logistics and warehousing along with Courier Company and custom consultant.
BLUE DART this is one of the premier companies in the field of logistics. The company has a huge network linked with the most advanced communication systems. Blue Dart handles large and oversized packages and stands for an overnight delivery of such goods.
GATI one of the pioneering companies in the field of logistics. This is one the companies that have taken several initiatives to implement modernization in the area of logistics. With a turnover of ` 576 crores this company believes in setting new standards of customer service.
DTDC this company spreads over 3700 locations within India and 240 international places. The company is a leading name in low cost shipments along with timely delivery.
ASHOK LEYLAND this is an established name in the manufacture of trailer trucks and heavy vehicles in India. It has come up with a new venture in Ashley Marthoma College Of Management And Technology 4|Page
Consolidated Shipping Line Pvt Ltd Transport Services Ltd. in the area of information exchanges and the business of freight contractors along with integrated logistics services. FIRST FLIGHT this is an Indian company that has domestic, international and many other programs of multi tracking technologies. AGARWAL PACKERS AND MOVERS this is a popular name in the field of logistics companies of India. Services like shifting, transport of cars, and all other forms of quality packing and transportation this is a name that has over the years become synonymous with quality and assurance.
Logistics Executives A logistics executive is responsible for the planning and coordination of enterprise-wide logistics management. An individual accomplishes this by creating strategic plans for carrier contract negotiations, shipment order handling, transportation network modeling, cargo and freight planning, transportation analysis, and order execution and monitoring. Logistics executives also are called logistics directors, supply chain manager, logistics manager or supply chain director. An individual in this position reports to executive management. Duties Logistics executives ensure that strategies are executed in the areas of a logistical network. They communicate company objectives and goals to line managers and key personnel in areas, divisions, or functions under the logistical structure of a company such as, manufacturing, contracting, procurement, and distribution. They create, direct, and modify procedures for the operation of these processes according to the strategy of timely distribution of goods or services to clients or consumers. They are responsible for planning and procurement of materials to maintain optimization of inventory stock levels of services and products to meet customer requirements. Job Functions and Features
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Consolidated Shipping Line Pvt Ltd Supply chain management is a concept of resource management pertaining to storage of goods, services, and information between distributors, manufacturers, and retailers to establish an order system based on consumption points or stock levels in order to meet customer requirements. Logistics executives are responsible for monitoring these trends and implementing audit controls that monitor the process of an organizations supply chain management system for maximum effectiveness. The executive must have a broad range of management and communicative skills and be able delegate authority to managers while creating a team-based environment. Work Environment A logistics executive typically has a staff of administrators, analysts, and information managers assigned to provide administrative and technical support. The individual is also responsible for satellite and field logistical development, as well as overseeing the information system process of a logistical operation. The logistics executive must also be willing to travel to meet with other executives from logistical companies and must participate in seminars, workshops, and briefings. The role of a freight forwarder is to help importers and exporters transport their goods. This explains the responsibilities and services of forwarders, and how they can help international traders. The freight forwarders core responsibilities Most freight forwarders are likely to specialize in particular service areas, modes of transport or markets. Freight forwarders are often seen as the travel agents of international trading. If you have a consignment of goods, you need to move from country A to country B, a forwarder will identify and book the best routes, modes of transport and specific carriers for you dependent on your requirements. Many transport and logistics operators also offer freight-forwarding services. Using a forwarder can cut your costs. Because they arrange for the transport of huge numbers of consignments, they can consolidate loads going to a single destination to keep freight charges down for individual traders. However, as with most business transactions,
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Consolidated Shipping Line Pvt Ltd you should compare prices from a range of suppliers to find the best level of cost and service for you. For information about deciding whether to use a freight forwarder, see the page in this guide on how to arrange your own transport or use a freight forwarder. Freight forwarders typically offer a wide range of secondary trade-related services as well as their core transport ones. These include: Customs clearance - forwarders can complete customs paperwork on your behalf, and pay any taxes or duties owed Other documentation issues - eg Bills of Lading, or any documents required by banks before payment are released. Insurance - many forwarders will be able to supply insurance services Inventory management Logistics and supply-chain management of value-added activities
Bear in mind that you will also be able to use your forwarder as a valuable source of information and advice about the international trading process. This can be particularly useful for businesses that are new to international trade. For example, you can ask a forwarder as part of your contract to help you ensure your goods are properly packaged and labeled for export. For information about export packaging, see our guide to how to label and package goods being shipped out of the UK. The Logistics Industry Globally, the logistics industry is valued at US$ 3.5 trillion. The U.S., which contributes to over 25% of the global industry value, spends close to 9% of its GDP on logistic services.

The Indian Logistics Industry is presently estimated at US$ 90 billion. The industry has generated employment for 45 million people in the country in comparison with the IT and ITeS sector which employs approximately 4.3 million people. Marthoma College Of Management And Technology 7|Page
It is forecast to grow at a Compound Annual Growth Rate (CAGR) of approximately 8% over the next three to five years. Third Party Logistics (3PL) Solutions, is slated to grow at a compound annual growth rate (CAGR) of over 16% from 2007-10. Consequently, 3PL service providers are expected to corner an increased share of the Indian
Logistics pie, from 6% in FY06 to 13% in FY11, at a CAGR of 25%. The primary growth drivers of this industry are as under: Investments in the infrastructure sector amounting to US$ 350 billion: Increased efficiency and productivity of the transport system would result in lower transit times. o Streamlining of the indirect tax structure: The introduction of Value Added Tax (VAT) and the proposed introduction of a
singular Goods and Services Tax (GST) are expected to significantly reduce the number of warehouses manufacturers are required to maintain in different states, thereby resulting in a substantial increase in demand for integrated logistics solutions. o Robust trade growth Strong economic growth and liberalization have led to considerable increase in domestic and international trade volumes over the past five years. Consequently, the requirement for transportation, handling and warehousing is growing at a robust pace and is driving the demand for integrated logistics solutions. o Globalization of manufacturing systems Globalization of manufacturing systems coupled with advancements in technology are increasingly compelling companies across verticals to concentrate on their core competencies and avail the cost saving potential of outsourcing. This is expected to contribute to an increase in the need for integrated logistic solutions, which is the niche of every Third Party Logistics Service (3PL Services) provider. The industry has been valued at US$ 125 billion in 2010. (CII) A snapshot of the FDI regulations governing the industry is as under: o 100% FDI under the automatic route is permitted for logistic services except services mentioned in points ii and iii below. o FDI up to 100% subject to FIPB approval is permitted for courier services. o FDI up to 49% under the automatic route is permitted for air transport services, including air cargo services. It is pertinent to mention in this context, that Press Note 1 (2007) that is expected to be imminently notified Marthoma College Of Management And Technology 8|Page
Consolidated Shipping Line Pvt Ltd by the DIPP proposes to increase the limit of FDI on air cargo services in 74%. The industry has been at the receiving end of increasing interest from the private equity sector. The year 2007 witnessed just under US$ 1 billion in private equity investments in this industry, representing approximately 7% of total private equity investments during the year, against 3% in the previous year.
COST OF LOGISTICS A World Bank Study conducted recently says that the Indian logistics cost is one of the highest in the world. Developing countries are concerned; these costs are 6 % to 8 % of the total value of goods. In China, the cost is estimated at 10 % of total value of goods. By comparison, the cost of logistics in India is 14 % of the total value of goods. The freight costs for rail and road are quite high, for example: France 5.5 cents/km Japan 3.7 cents/km Canada 2.0 cents/km India 7.0 cents/km
The following three factors are primarily responsible for the high cost of logistics in India: Congestion cost Congestion at ports, inland and roads have rapidly increased, thus directly augmenting logistics cost and resulting in overall high inventory cost as delivery time increases.
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Consolidated Shipping Line Pvt Ltd Transaction cost Administration costs including insurance and government taxes continue to be very high. The logistics cost could rise further due to supply and demand factors. Demand and supply factors The continued rise in container traffic is leading to increased traffic congestion in the rail and roads network, as exports and imports are growing 22 % to 25 % annually. The high cost of terminal development along with relatively latest innovation in finalizing strategies result in only moderate pace in the supply chain addition. There is also lack of proper road infrastructure in the Class-B & Class-C towns. The lack of specific logistic professionals is also hampering the growth. RAIL LOGISTICS The domestic cargo container movement is still at a very initial stage in India. The road transport is mainly in the hand of highly unorganized players. Further, rising fuel prices and axel load reduction are making road transport uneconomical over a long haul. There is a movement of 30percent of exim containers by rail, and the remaining is transported by road. Until 2005, CONCOR was a sole service provider for rail transportation of containers. SEA LOGISTICS Transportation by sea is less expensive than transportation by road or railways. The secondary port development requires fewer infrastructures. Terminal development can easily be handled by private operators. Policy supporting sea transportation in the country has to take into account the following issues: a) Developing secondary gateways along with the coast; hinterland to be encouraged to use the nearest coast; developing SEZ in the immediate vicinity of these ports. b) Feeder cargo should be sent to the nearest main line port. As the cargo starts moving through the secondary ports, the volumes will increase and secondary ports will slowly graduate to become the main line ports.
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Consolidated Shipping Line Pvt Ltd c) Size and growth rate of the Indian logistics industry is varying from USD 15 billion to USD 50 billion, with 7 % to 8 % growth per annum. d) As regards the logistics service providers, quality infrastructure support is not always available on time, due to the high pace of economic development. This includes airport infrastructure, seaports, highways, and expressways. e) Cumbersome procedures lead to a lack of focus on the part of policy makers. The logistic costs in the Indian economy are higher than in other countries, due to infrastructure bottlenecks. f) The price of fuel forces the users to shift from road transport to alternative transport modes. Only a very small and limited number of logistics service providers are providing end-to-end logistics chain in a true sense. A large number of fragmented service providers aspire to cover all services. However, an integrated approach is lacking. Throughout the history of mankind wars have been won or lost through logistics strengths and capabilities. It has been argues that the American War of Independence was lost by the British since they did not have proper supply lines and relied heavily on Britain. This resulted in poorly equipped and demoralized troops. Proper supply lines were established only in 1781 by which time it was too late to have any impact on the war. Whilst Generals and Field Marshalls from the earliest times understood the importance of logistics it is only recently that organizations have come to realize the importance of managing logistics. The source of competitive advantage is found firstly in the ability of the organization to differentiate in the eyes of the customer, from its competition and secondly from operating at lower cost and hence at lower cost and greater profit. successful companies either have a productivity advantage or they have a value advantage or a combination of the two. The productivity advantage gives a lower cost profile and the value advantage gives the product or offering a differential over competitive offerings.
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Consolidated Shipping Line Pvt Ltd Productivity advantage - In any industry we will find that there is one company that is able to achieve highest sales and thereby achieve the lowest cost per unit due to economies of scale. There is substantial evidence to prove that in these cases that 'big is beautiful' when it comes to cost advantage. The experience curve has its root in the earlier concept of the learning curve. The learning curve effect was discovered in the Second World War where is seen that as the number of units produced increased every additional unit produced could be created using less time and resources. Subsequently Bruce Henderson of the Boston Consultancy Group extended this concept to state that all costs - production related or not reduced and the volume of output increased. In fact, to be more precise, the relationship exists between real unit costs and cumulative volume. Further, it is recognized that cost decline exists only for value added and not for bought in supplies. Hence, it has been accepted that one of the principle ways of improving cost advantage is through greater production and sales. However, through logistics we will demonstrate that there are multiple methods and means of improving cost efficiency through better logistics management. Value advantage - it has long been an axiom in marketing that customers do not but products they buy benefits. Put another this means that the product is not purchased for itself but for what it will deliver. The benefits may be intangible such as image or reputation. Unless the product can be differentiated in some way from the competition, it will be seen as generic and will get only commodity prices. The values of the market can only be fully realized by segmenting the market and creating distinct value segments. In other words different groups in different markets place different values to benefits. Adding value through differentiation is a powerful way of achieving a defensible advantage in the market. Competitive advantage Competitive advantage cannot be understood by looking at a firm as a whole. It stems from the many discrete activities a firm performs in designing, producing, marketing, delivering, and supporting its product. Each of these activities can contribute to a firm's relative cost
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Consolidated Shipping Line Pvt Ltd position and create a base for differentiation... the value chain disaggregates a firm into its strategically relevant activities in order to understand the behavior of costs and the existing and potential sources of differentiation. A firm gains competitive advantage by performing these strategically important activities more cheaply or better than its competitors cannot be understood by looking at a firm as a whole. It stems from the many discrete activities a firm performs in designing, producing, marketing, delivering, and supporting its product. Each of these activities can contribute to a firm's relative cost position and create a base for differentiation... the value chain disaggregates a firm into its strategically relevant activities in order to understand the behavior of costs and the existing and potential sources of differentiation. A firm gains competitive advantage by performing these strategically important activities more cheaply or better than its competitors perform. Understanding logistics management The mission of logistics management is to plan and coordinate all activities necessary to achieve desired levels of delivered service and quality at lowest possible cost. Logistics must therefore be seen as the link between the market and the company. The scope of logistics spans the organization from raw material management to delivery of the final product. Competitive Advantage = Product Excellence X Process Excellence When preparing to ship a product overseas, the exporter needs to be aware of packing, labeling, documentation, and insurance requirements. Because the goods are being shipped by unknown carriers to distant customers, the new exporter must be sure to follow all shipping requirements to help ensure that the merchandise is packed correctly so that it arrives in good condition; labeled correctly to ensure that the goods are handled properly and arrive on time and at the right place; documented correctly to meet local and foreign government requirements as well as proper collection standards; and insured against damage, loss, and pilferage and, in some cases, delay. Because of the variety of considerations involved in the physical export process, most exporters, both new and experienced, rely on an international freight forwarder to perform these services.
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Freight forwarders The international freight forwarder acts as an agent for the exporter in moving cargo to the overseas destination. These agents are familiar with the import rules and regulations of foreign countries, methods of shipping, government export regulations, and the documents connected with foreign trade. Freight forwarders can assist with an order from the start by advising the exporter of the freight costs, port charges, consular fees, cost of special documentation, and insurance costs as well as their handling fees - all of which help in preparing price quotations. Freight forwarders may also recommend the type of packing for best protecting the merchandise in transit; they can arrange to have the merchandise packed at the port or containerized. The cost for their services is a legitimate export cost that should be figured into the price charged to the customer. When the order is ready to ship, freight forwarders should be able to review the letter of credit, commercial invoices, packing list, and so on to ensure that everything is in order. They can also reserve the necessary space on board an ocean vessel, if the exporter desires. If the cargo arrives at the port of export and the exporter has not already done so, freight forwarders may make the necessary arrangements with customs brokers to ensure that the goods comply with customs export documentation regulations. In addition, they may have the goods delivered to the carrier in time for loading. They may also prepare the bill of lading and any special required documentation. After shipment, they forward all documents directly to the customer or to the paying bank if desired. Packing In packing an item for export, the shipper should be aware of the demands that exporting puts on a package. Four problems must be kept in mind when an export shipping crate is being designed: breakage, weight, moisture, and pilferage.
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Consolidated Shipping Line Pvt Ltd Most general cargo is carried in containers, but some is still shipped as breakbulk cargo. Besides the normal handling encountered in domestic transportation, a break-bulk shipment moving by ocean freight may be loaded aboard vessels in a net or by a sling, conveyor, chute, or other method, putting added strain on the package. In the ship's hold, goods may be stacked on top of one another or come into violent contact with other goods during the voyage. Overseas, handling facilities may be less sophisticated than in your country and the cargo may be dragged, pushed, rolled, or dropped during unloading, while moving through customs, or in transit to the final destination.
Moisture is a constant problem because cargo is subject to condensation even in the hold of a ship equipped with air conditioning and a dehumidifier. The cargo may also be unloaded in the rain, and some foreign ports do not have covered storage facilities. In addition, unless the cargo is adequately protected, theft and pilferage are constant threats. Since proper packing is essential in exporting, often the buyer specifies packing requirements. If the buyer does not so specify, be sure the goods are prepared with the following considerations in mind: Pack in strong containers, adequately sealed and filled when possible. To provide proper bracing in the container, regardless of size, make sure the weight is evenly distributed. Goods should be packed in oceangoing containers, if possible, or on pallets to ensure greater ease in handling. Packages and packing filler should be made of moisture-resistant material. To avoid pilferage, avoid mentioning contents or brand names on packages. In addition, strapping, seals, and shrink-wrapping are effective means of deterring theft. One popular method of shipment is the use of containers obtained from carriers or private leasing concerns. These containers vary in size, material, and construction and can accommodate most cargo, but they are best suited for standard package sizes and shapes. Some containers are no more than semi-truck trailers lifted off their wheels and placed on a vessel at the port of export. They are then transferred to another set of
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Consolidated Shipping Line Pvt Ltd wheels at the port of import for movement to an inland destination. Refrigerated and liquid bulk containers are readily available. Normally, air shipments require less heavy packing than ocean shipments, but they must still be adequately protected, especially if highly pilferable items are packed in domestic containers. In many instances, standard domestic packing is acceptable, especially if the product is durable and there is no concern for display packaging. In other instances, hightest (at least 250 pounds per square inch) cardboard or tri-wall construction boxes are more than adequate. For both ocean and air shipments, freight forwarders, and carriers can advise on the best packaging. Marine insurance companies are also available for consultation. It is recommended that a professional firm be hired to package for export if the exporter is not equipped for the task. This service is usually provided at a moderate cost. Finally, because transportation costs are determined by volume and weight, special reinforced and lightweight packing materials have been devised for exporting. Care in packing goods to minimize volume and weight while giving strength may well save money while ensuring that goods are properly packed. Labeling Specific marking and labeling is used on export shipping cartons and containers to meet shipping regulations, ensure proper handling, conceal the identity of the contents, and help receivers identify shipments. The overseas buyer usually specifies export marks that should appear on the cargo for easy identification by receivers. Many markings may be needed for shipment. Exporters need to put the following markings on cartons to be shipped: Shipper's mark. Country of origin (exporters country). Weight marking (in pounds and in kilograms). Number of packages and size of cases (in inches and centimeters). Handling marks (international pictorial symbols). Cautionary markings, such as "This Side Up" or "Use No Hooks" (in English and in the language of the country of destination). Port of entry.
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Consolidated Shipping Line Pvt Ltd Labels for hazardous materials (universal symbols adapted by the International Maritime Organization). Legibility is extremely important to prevent misunderstandings and delays in shipping. Letters are generally stenciled onto packages and containers in waterproof ink. Markings should appear on three faces of the container, preferably on the top and on the two ends or the two sides. Old markings must be completely removed. In addition to port marks, customer identification code, and indication of origin, the marks should include the package number, gross and net weights, and dimensions. If more than one package is being shipped, the total number of packages in the shipment should be included in the markings. The exporter should also include any special handling instructions on the package. It is a good idea to repeat these instructions in the language of the country of destination. Standard international shipping and handling symbols should also be used. Exporters may find that customs regulations regarding freight labeling are strictly enforced; for example, most countries require that the country of origin be clearly labeled on each imported package. Most freight forwarders and export packing specialists can supply necessary information regarding specific regulations. Documentation Exporters should seriously consider having the freight forwarder handle the formidable amount of documentation, that exporting requires; freight forwarders are specialists in this process. The following documents are commonly used in exporting; which of them are actually used in each case depends on the requirements of both our government and the government of the importing country. Commercial invoice: As in a domestic transaction, the commercial invoice is a bill for the goods from the buyer to the seller. A commercial invoice should include basic information about the transaction, including a description of the goods, the address of the shipper and seller, and the delivery and payment terms. The buyer needs the invoice to prove ownership and to arrange payment. Some governments use the commercial invoice to assess customs duties.
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Consolidated Shipping Line Pvt Ltd Bill of lading: Bills of lading are contracts between the owner of the goods and the carrier (as with domestic shipments). There are two types. A straight bill of lading is nonnegotiable. A negotiable or shipper's order bill of lading can be bought, sold, or traded while goods are in transit and is used for letter-of-credit transactions. The customer usually needs the original or a copy as proof of ownership to take possession of the goods. Consular invoice: Certain nations require a consular invoice, which is used to control and identify goods. The invoice must be purchased from the consulate of the country to which the goods are being shipped and usually must be prepared in the language of that country. Certificate of origin: Certain nations require a signed statement as to the origin of the export item. Such certificates are usually obtained through a semiofficial organization such as a local chamber of commerce. A certificate may be required even though the commercial invoice contains the information. Inspection certification: Some purchasers and countries may require a certificate of inspection attesting to the specifications of the goods shipped, usually performed by a third party. Inspection certificates are often obtained from independent testing organizations. Dock receipt and warehouse receipt: These receipts are used to transfer accountability when the export item is moved by the domestic carrier to the port of embarkation and left with the international carrier for export. Destination control statement: This statement appears on the commercial invoice, ocean or air waybill of lading, and SED to notify the carrier and all foreign parties that the item may be exported only to certain destinations. Insurance certificate: If the seller provides insurance, the insurance certificate states the type and amount of coverage. This instrument is negotiable. Export packing list: Considerably more detailed and informative than a standard domestic packing list, an export packing list itemizes the material in each individual package and indicates the type of package: box, crate, drum, carton, and so on. It shows the individual net, legal, tare, and gross weights and measurements for each package. Package markings should be shown along with the shipper's and buyer's references. The packing list should be attached to the outside of a package in a waterproof envelope marked "packing list enclosed." The list is used by the shipper or forwarding agent to determine Marthoma College Of Management And Technology 18 | P a g e
Consolidated Shipping Line Pvt Ltd (1) the total shipment weight and volume and (2) whether the correct cargo is being shipped. In addition, customs officials (both local and foreign) may use the list to check the cargo. Documentation must be precise. Slight discrepancies or omissions may prevent merchandise from being exported, result in exporting firms not being paid, or even result in the seizure of the exporter's goods by local or foreign government customs. Collection documents are subject to precise time limits and may not be honored by a bank if out of date. Much of the documentation is routine for freight forwarders or customs brokers acting on the firm's behalf, but the exporter is ultimately responsible for the accuracy of the documentation. The number of documents the exporter must deal with varies depending on the destination of the shipment. Because each country has different import regulations, the exporter must be careful to provide proper documentation. If the exporter does not rely on the services of a freight forwarder, there are several methods of obtaining information on foreign import restrictions: Foreign government embassies and consulates can often provide information on import regulations. The handling of transportation is similar for domestic orders and export orders. The export marks should be added to the standard information shown on a domestic bill of lading and should show the name of the exporting carrier and the latest allowed arrival date at the port of export. The exporter should also include instructions for the inland carrier to notify the international freight forwarder by telephone on arrival. International shipments are increasingly being made on a through bill of lading under a multimodal contract. The multimodal transport operator (frequently one of the modal carriers) takes charge of and responsibility for the entire movement from factory to the final destination. When determining the method of international shipping, the exporter may find it useful to consult with a freight forwarder. Since carriers are often used for large and bulky shipments, the exporter should reserve space on the carrier well before actual shipment date (this reservation is called the booking contract). The exporter should consider the cost of shipment, delivery schedule, and accessibility to the shipped product by the foreign buyer when determining the method of international shipping. Although air carriers are more expensive, their Marthoma College Of Management And Technology 19 | P a g e
Consolidated Shipping Line Pvt Ltd cost may be offset by lower domestic shipping costs (because they may use a local airport instead of a coastal seaport) and quicker delivery times. These factors may give the exporter an edge over other competitors, whose service to their accounts may be less timely. Before shipping, the firm should be sure to check with the foreign buyer about the destination of the goods. Buyers often wish the goods to be shipped to a free-trade zone or a free port where goods are exempt from import duties. Insurance Export shipments are usually insured against loss, damage, and delay in transit by cargo insurance. For international shipments, the carrier's liability is frequently limited by international agreements and the coverage is substantially different from domestic coverage. Arrangements for cargo insurance may be made by either the buyer or the seller, depending on the terms of sale. Exporters are advised to consult with international insurance carriers or freight forwarders for more information. Damaging weather conditions, rough handling by carriers, and other common hazards to cargo make marine insurance important protection for exporters. If the terms of sale make the firm responsible for insurance, it should either obtain its own policy or insure cargo under a freight forwarders policy for a fee. If the terms of sale make the foreign buyer responsible, the exporter should not assume (or even take the buyer's word) that adequate insurance has been obtained. If the buyer neglects to obtain coverage or obtains too little, damage to the cargo may cause a major financial loss to the exporter. The logistics department is entrusted with the responsibilities of ensuring that the entire process of logistics is maintained and developed in accordance with the goals of the business at an economical cost. The tasks of the logistics department involve storage, distribution, warehousing, movement of goods from one place to another (internally or externally), tracking and delivery of goods. It includes a complete process of planning, managing, controlling, and coordination to make sure that the goods reach the right place, at the right time, for the right cost and in a right condition. The various tasks performed by the department may be summarized as follows: 1. Ensuring all the requirements of the customers are met on time in an efficient and safe manner.
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Consolidated Shipping Line Pvt Ltd 2. To coordinate with third party logistics (3PLs). 3. To ensure that there is a safe and timely dispatch of goods. 4. To draft plans, policies and procedures for successful implementation of logistics system. 5. To ensure that the business goals of the organization are in synchronization with logistics system. 6. To create and maintain customer support. 7. To maintain coordination with vendors, service providers and transport carriers. 8. To ensure that no fraud is committed. 9. To ensure timely supply and payment of goods and reduce inventories. Besides the performance of the above tasks, the department also performs numerous other tasks, namely: The department ensures that the goods are reached on time, in a safe condition and at the right place. It also serves as an intermediary between organization, vendors, and carriers for tracking down the geographical location of the goods and thereby provides customer support. Procurement process Strategic plans are developed by the department to support development of fresh product and manufacturing flow management. This helps in bringing raw materials or semi-finished goods to the premises of the organization in a safe and proper condition at an economical cost. This also involves interactions with 3PLs. The department is also responsible for coordination with suppliers with regard to scheduling, hedging, and timely delivery. Physical distribution, this process is concerned with the movement of finished goods to reach the point of destination. The department is responsible for the selection of the best mode of transportation while delivering the goods to the place of destination. Thus, it can be rightly concluded that the logistics department does play an important role in ensuring the delivery of goods and is therefore rightly considered as an integral part of a modern-day organization
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1.3 Company profile

Summary Name Address : Consolidated Shipping Line : Consolidated Shipping Line (I) Pvt. Ltd Nethaji Nagar, Ernakulum Kochi 682020 Web site E-mail Head of the firm No. of employees Category Section Branches : www. cslindia.net : cslcok@cslindia.net : Mr. Ajai Joseph : 130 : Medium : Private : Mumbai, New Delhi, Kolkata, Coimbatore, Chennai, Bangalore, Kochi, Tirupur & Tuticorin.
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Consolidated Shipping Line Pvt Ltd Company Profile - History Anchorage Shipping, Cochin, was established in the year 1997 and has been one of the reputed Licensed Custom House Agencies in Cochin Port, Offering CHA services to various Governmental and other private business houses in Kerala. Mr. Ajai Joseph and Mrs. Shiney Blossom Joseph are the two partners of the company and Mr. B. Hariharan is the General Manager. Since then, Anchorage Shipping made a big stride in other areas of transportation business, viz. NVOCC, Sea freight consolidation, Sea-Air freight, Project Freight, Chartering and Multimodal operations. Anchorage Shipping opened up its offices at Tirupur and Tuticorin in order to provide a better service to its clientele located in these regions. In August 2002, the management unfurled the banner of Consolidated Shipping Line India Private Limited and Anchorage Shipping continues to function as a Licensed Custom House Agent (CHA) along with the airfreight activity under its IATA license.
The Company More than a decade in existence, CSL is one of the leading operators in India, owing nine offices in the major ports of India- Mumbai, New Delhi, Kolkata, Chennai, Bangalore, Cochin, Tirupur, Tuticorin and Coimbatore employing more than 200 people. The whole of India is represented through our local network covering ICDs and small towns, offering global coverage through complete logistics solutions locally and internationally. CSL has the following membership and accreditations: IATA (International Air Transport Association) FIATA (International Federation of Freight Forwarders Association) FFFAI (Federation of Freight Forwarders Association in India) CHA License (Customs House Agent) FMC (Registered Bill of Lading) ITPO (Indian Trade Promotion Organization) CSL-India is proudly rated as one among the leading NVOCCs in India offering Integrated Freight Forwarding & Logistics Solutions to an impressive clientele. Qualified with a specialized team of professionals having vast experience in shipping and other
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Consolidated Shipping Line Pvt Ltd related services CSL-India, is notably termed to be a fast growing multinational, boasting an enviable network spread across the globe. Today, possessing a fine blend of human talent and technology, CSL-India provides distinguished logistics services to leading multinationals and Indian Corporates. Sailing consistently on a steady stretch and looking ahead to explore global frontiers, all along with the sole aim of attaining the highest degree in customer satisfaction ANCHORAGE CSL has got another division known as ANCHORAGE, which has been licensed Custom House Agencies (CHA). ANCHORAGE has been one of the reputed Licensed Customs House Agencies in India, Offering CHA services to an extended clientele of exporters and importers spread across the country. ANCHORAGE also provides airfreight activity under IATA license. Hi-tech infrastructure, fully integrated IT solutions, innovative logistics services, providing top class services to its clientele; make up the Anchorage formula for continued excellence in serving customers business. ANCHORAGE provides clients with hassle-free and quick service for all their consignments from collection of document to their respective buyers. The companys outlook is to run the business on a strong corporate image with utmost transparency in their dealings and it offers fully committed to what they say.
Objectives of the company

Mission To offer practical, cost effective and innovative freight management solutions through our ambitious team that comprises of our staff, management and network partners. Vision
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Consolidated Shipping Line Pvt Ltd To be recognized as a quality operator in the global logistics arena by offering total logistics solutions to meet our customer demands and work towards improving industry standards, customer satisfaction, stable growth and profitability. The world is getting smaller day by day because people are travelling more often and bringing home various culture, practice, material, cuisine etc and what is made in Cologne is found in Beijing easily. Logistics has a big role in the technical advancement and bringing the world closer. As a freight forwarder CSL is aware of the fact that more and more customers are looking for a multi-dimensional service provider who could provide everything under one roof and it is essential to be highly competitive to succeed and work on innovative ideas, invest in systems, technology and equipments as an ongoing process.CSL burn their passion for ambitious goal and take pride in all the achievements. Sometimes not knowing your inability can work towards your advantage. Just like the humming birds, due to their nonexistent aerodynamic build they cannot fly technically. However, these birds fly because they do not know physics. You try things harder only if you believe you can. CSL tries hard with a creative mind to maximize benefits for their customers and partners. India has a reputation for its rich culture, tradition, hospitality, character and a huge potential as a market. Operating from India CSL offers all this and more. CSL considers staff and their customers as our biggest assets and a good interaction between them will lead to success. Every employee of CSL is aware of the set goals and the perfect blend of youth and experience combined will position them as modern service provider. CSL has a portfolio of exciting services in stock for you. More than a decade in existence, CSL is one of the leading operators in India, owning eight offices in the major port cities of India Mumbai, New Delhi, Chennai, Kolkata, Kochi, Tirupur, Tuticorin and Coimbatore employing more than 100 people. The whole of India is represented through their local network covering ICDs and small cities. Offering global coverage through an extensive network of agents and alliances CSL provides complete logistics solutions locally and internationally. CSL Values
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Attitude: CSL value enthusiasm, warmth and positive attitude which are essential components to be successful in a service industry. Integrity: CSL believe in conducting the business with the highest level of integrity during interactions and dealings with people, customers and business partners. Leadership: CSL strongly believe that the strength of their company is in the quality of their people, as such, their management style is effective leadership practiced by example. Ownership: CSL support the sense of ownership and leadership in people by accepting the responsibility and accountability through decision making and creativity processes without compromising on their values. Partnership: CSL starts relationship with their customers, suppliers and people based on winning a long term partnership and they put sincere efforts to maintain the relationship that goes on and on. Team Spirit: CSL strives to create and sustain a conducive working environment for their staff and across the board through listening, debating, helping, sharing and participating as one team. CSL Networks The reputation is determined by the quality and efficiency of operations. Mission can be accomplished only through local and international agency partners. CSL has an ongoing philosophy to develop strategic alliances and strengthening its network by carefully choosing reputable organizations through a detailed screening process to ensure that they share their drive, ethics and vision to succeed. Today, CSL have excellent resources in all the key areas of their business so as to provide with the ideal logistics services. Having secured the right partnerships in the major trade
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Consolidated Shipping Line Pvt Ltd areas like Europe, South Asia, Middle East and Africa, we continue to work towards building more relationships, thus making CSL a truly global operator.
Company Structure The company is spearheaded by the Chairman, Mr. Ajai Joseph, who brings with him a wealth of quality industry experience and exposure within the trade locally and internationally. Operating in India the biggest challenge is to bring people with different cultural background, language and mindset under one umbrella to work on a common goal. At CSL with regular training program and close interaction with the employees and the management it's done effectively and every employee is aware of the common goal, mission and vision. CSL believe in people's strengths and we invest in them in many forms to enhance their skills and knowledge. With qualified experts from root to branch, the companies organizational structure boasts of a longstanding experience in freight management, market awareness, customer handling and finance management, with a strong team handpicked to provide the best to the customers and associates.
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Organizational Chart
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1.4 Product Profile

The Services CSL tries doing tomorrows job just like CSL have delivered shipment in Australia tomorrow. All the staffs are well trained and committed to doing things now and that is the essence of the success in building satisfied customers beyond their expectation. CSL combine product Knowledge and market experience to bring service efficiency and cost effective freight solution through various activities. Customer Service CSL offers tailor-made solution to suit every customers requirement. Trained and qualified customer service teams are willing to answer to the queries, and provide with the product and service expertise relevant to the customers business. Groupage NVOCC An NVOCC is a common carrier that holds itself out to the public to provide ocean transportation, issues its own house bills of lading or equivalent document, but does not operate the vessels by which ocean transportation is provided. Companies may obtain both licenses and may act in both capacities even on the same shipment. Projects and procurement CSL India undertakes a Hydropower project from Shanghai to Siurikhola in Nepal. Supply Chain Management Supply chain management (SCM) is the management of a network of interconnected businesses involved Air Freight and Sea Freight Marthoma College Of Management And Technology 29 | P a g e in the ultimate provision of product and service packages required by end customers
Consolidated Shipping Line Pvt Ltd Cargo airlines (or airfreight carriers, and derivatives of these names)
are airlines dedicated to the transport of cargo. Larger cargo airlines tend to use new or recently built aircraft to carry their freight, but many use older aircraft, like the Boeing 707, Boeing 727, Douglas DC-8, DC10, MD-11, Boeing 747, and the Ilyushin Il-76. Sea freight: Cargo (or freight) is goods or produce transported, generally for commercial gain, by ship Warehousing and Distribution Cross Trade Sea-Air multimodal Operation Customs Clearance (CHA): Customs clearance is a profession that involves the 'clearing' of goods through customs barriers for importers and exporters (usually businesses). This involves the preparation of documents and/or electronic submissions, the calculation, (and usually the payment) on behalf of the client of taxes, duties and excises, Land Transportation Local & International Removals and facilitating communication between the importer/exporter and governmental authorities.
Value Added Services Quick and courteous multilingual staff, handling every customer under the same benchmark and commitment. Free consultancy and survey for all shipping needs. Booking, Rate request and industry news on CSL website. Facilitation for understanding international freight norms. In house customs clearance(CHA) Central accounting system enabling the partners to reconcile accounts through one window. State of the art Shipping and Logistics software which operates on a stable and accounting functions that generates various reports including consignment tracking and tracing.
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1.5 DEPARTMENTS
Finance Department
The Finance & Accounts Division is headed by Mr. Varghese a veteran in his field. He has succeeded in streamlining and improving the efficiency of this department. The accounts personnel control and monitor the all accounts dealings at branch level to ensure smooth and error free handling of transactions. Mr. Varghese is also credited with the achievement of the Company's ISO certification. There are four accountants in the cooperate office and for each department there is an accountant to look after the daily transactions and accounts. The funding system is centralized. Accounts are decentralized but the finance is centralized. The main role of the finance department, Fund transfer Monthly auditing Consolidation of audit yearly Maintaining the books of records (double entry). The company mainly prepares two types of budgets, sales budget, and financial budget. The profit and loss accounts and balance sheet shows that the company is able to meet the target.
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Fig 1.1- Turnover for the last three year
Human Resource Department The Personnel Department is known as the backbone of an organization. The other name of Personnel Department is Human Resource Department. The efficiency of an industry or an organization depends upon the potential of the workers. To get the most potential worker inside the organization, the Personnel Department has to strive hard, because, they are assigned to do the task of employing the right person at right time for the right job. The HR Department at Corporate is a single point contact for all employee related queries/issues/records. The department ensures that all of policies, laws, rules are implemented in a uniform manner at every branch. The division is headed by Ms. Annie Jacob, who is well qualified and experienced in the all the nuances of employee relations. She runs the department with efficiency, authority & is talented at organizing various functions for the company. Ms. Sruthi assists her by in her duties. There are so many key functions of the Personnel Department. They are as follows, with respect to this organization.
MANPOWER PLANNING: -
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Consolidated Shipping Line Pvt Ltd This is the most valuable duty that that has been assigned to the HR Department or the Personnel Department. The Personnel Manager is a man who should fill with the tactic of filling the gaps. The HR Manager should supply an adequate amount of employees to all level of Departments inside in an organization.
RECRUITING THE POTENTIAL ASSETS TO THE FIRM
This means the main duty of HR manager is to recruit people who have the right content with them in all sense. If they will not do it, the whole organization has to suffer a lot. This process has great significance therefore. Recruitment Process
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Chart 1.2- Recruitment Process Advertisement Advertisements in CSL is mainly done in Shipping Times or else getting the informations from career ID
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Consolidated Shipping Line Pvt Ltd Recruitment Here in CSL the first procedure for recruitment is to shortlist the CV received. As the HR department is located at the corporate office, interview for the other branches are done through telephone. For different departments the department does the main interview and for the final placement the recommended candidates are send to the HR department. Training & Induction
The company gives the fresh employee two weeks of induction program with various other departments to have a home feel in the origination. The company is flexible with people intending to change the department.
Salary and Benefits
CSL provides all the staffs with a good salary package and other monetary and nonmonetary benefits. The benefits other than the salary includes,
Mobile bills Fuel reimbursement P.F arrangement Leave encashment who have completed one year Mediclaim for the whole family Accident compensation Gratuity policy for staffs Festival advance for all employees Marthoma College Of Management And Technology 35 | P a g e
Consolidated Shipping Line Pvt Ltd Employee wedding gift
All leaves are calculated for a calendar year starting January to December. The leave entitled to a confirmed employee of CSL-India is as follows, Casual Leave
Sick Leave Privilege Leave Maternity Leave In addition to leaves mentioned above, the company will observe 15 National and Festival Holidays in a calendar year. Performance Appraisal Every company at the end of the financial year goes through a review of how the business has fared in the past year and thus assesses and plan the following year accordingly. The employee Performance Appraisal System aims at achieving a similar goal as far as man power is concerned. It is intended to give a fair chance for both the appraiser and the appraised to bring their views together, sort out any clarifications, and plan the year ahead for better result. CSL India holds employee appraisals in the month of March every year. It assess the performance of every employee, plans and sets objective for the coming year and recognizes and reward performers and help others to set goals to achieve the same SALES DEPARTMENT The sales of department of Kochi branch is been handled by Mrs. Rina Chandran. There are two other staffs to support the overall performance of sales department. The sales department has the most important role in the logistics department. The existence of the company entirely depends upon the sales department. A logistics executive is responsible for the planning and coordination of enterprise-wide logistics management. An individual accomplishes this by creating strategic plans for carrier contract negotiations, shipment
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Consolidated Shipping Line Pvt Ltd order handling, transportation network modeling, cargo and freight planning, transportation analysis, and order execution and monitoring. Logistics executives also are called logistics directors, supply chain manager, logistics manager or supply chain director. An individual in this position reports to executive management.
Logistics executives ensure that strategies are executed in the areas of a logistical network. They communicate company objectives and goals to line managers and key personnel in areas, divisions or functions under the logistical structure of a company such as, manufacturing, contracting, procurement and distribution. They create, direct and modify procedures for the operation of these processes according to the strategy of timely distribution of goods or services to clients or consumers. They are responsible for planning and procurement of materials to maintain optimization of inventory stock levels of services and products to meet customer requirements. Supply chain management is a concept of resource management pertaining to storage of goods, services, and information between distributors, manufacturers, and retailers to establish an order system based on consumption points or stock levels in order to meet customer requirements.
DEPARTMENTAL CHART OF SALES
Chart 1.3- Sales departmental chart
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Consolidated Shipping Line Pvt Ltd Logistics executives are responsible for monitoring these trends and implementing audit controls that monitor the process of an organizations supply chain management system for maximum effectiveness. The executive must have a broad range of management and communicative skills and be able delegate authority to managers while creating a team-based environment. BPO CSL's BPO division is equipped with well-trained and committed staff who provide high quality and regular service. The consistent support from European counterparts over the years is a befitting testimonial of steady and swift service. Right now, the company is outsourcing an Italian based company work. The BPO department consists of four wellexperienced staffs. IT The IT division is the backbone of CSL. The department administers and maintains all IT activity ensuring cost effectiveness and standardization. They tackle all IT issues promptly and professionally. The IT department of CSL cooperate office maintains and operates the other CSL branches around India. The IT department consists of highly qualified and wellexperienced IT professionals having work experience over 10 years in the same field. The IT department contains one IT manager and two other staffs as network administrator and the other as IT executive. The company has its own logistics software known as VISION. The software supports the operational department and other departments to do their job with much ease and effectiveness. Oracle 11-i version is used as its back end. For other uses such as accounting and finance commonly used software Tally is used. IT department has its own huge roles and responsibilities. The main responsibility of IT department is trouble shooting the remote desktops of different CSL branches and anything related to IT. For remote branches, CSL has given annual maintenance contracts to different companies in case of hardware problem.
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Consolidated Shipping Line Pvt Ltd Regarding the backups, VISION is centralized in its cooperate office. The tally dump files are loaded to the corporate, daily basis. Data backups are stored once in three month.
DEPARTMENTAL CHART OF IT
Chart 1.4- IT departmental Chart Highlights of New Software

Completely centralized Data centre. Centralized web based software "Vision" which can be accessed from anywhere at any time.
24 / 7 Power backup facility. High speed leased Line connectivity to the central server.
DOCUMENTATION AND OPERATIONS DEPARTMENT
When preparing to ship a product overseas, the exporter needs to be aware of packing, labeling, documentation, and insurance requirements. Because the goods are being shipped
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Consolidated Shipping Line Pvt Ltd by unknown carriers to distant customers, the new exporter must be sure to follow all shipping requirements to help ensure that the merchandise is o packed correctly so that it arrives in good condition; o labeled correctly to ensure that the goods are handled properly and arrive on time and at the right place;
o documented correctly to meet local and foreign government requirements as well as proper collection standards; and o insured against damage, loss, and pilferage and, in some cases, delay. Because of the variety of considerations involved in the physical export process, most exporters, both new and experienced, rely on an international freight forwarder to perform these services. Exporters should seriously consider having the freight forwarder handle the formidable amount of documentation, that exporting requires; freight forwarders are specialists in this process. The following documents are commonly used in exporting; which of them are actually used in each case depends on the requirements of both our government and the government of the importing country. Commercial invoice. As in a domestic transaction, the commercial invoice is a bill for the goods from the buyer to the seller. A commercial invoice should include basic information about the transaction, including a description of the goods, the address of the shipper and seller, and the delivery and payment terms. The buyer needs the invoice to prove ownership and to arrange payment. Some governments use the commercial invoice to assess customs duties. Bill of lading. Bills of lading are contracts between the owner of the goods and the carrier (as with domestic shipments). There are two types. A straight bill of lading is nonnegotiable. A negotiable or shipper's order bill of lading can be bought, sold, or traded while goods are in transit and is used for letter-of-credit transactions. The customer usually needs the original or a copy as proof of ownership to take possession of the goods.
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Consular invoice. Certain nations require a consular invoice, which is used to control and identify goods. The invoice must be purchased from the consulate of the country to which the goods are being shipped and usually must be prepared in the language of that country.
Certificate of origin. Certain nations require a signed statement as to the origin of the export item. Such certificates are usually obtained through a semiofficial organization such as a local chamber of commerce. A certificate may be required even though the commercial invoice contains the information. Inspection certification. Some purchasers and countries may require a certificate of inspection attesting to the specifications of the goods shipped, usually performed by a third party. Inspection certificates are often obtained from independent testing organizations. Dock receipt and warehouse receipt. These receipts are used to transfer accountability when the export item is moved by the domestic carrier to the port of embarkation and left with the international carrier for export. Destination control statement. This statement appears on the commercial invoice, ocean or air waybill of lading, and SED to notify the carrier and all foreign parties that the item may be exported only to certain destinations. Insurance certificate. If the seller provides insurance, the insurance certificate states the type and amount of coverage. This instrument is negotiable. Export packing list. Considerably more detailed and informative than a standard domestic packing list, an export packing list itemizes the material in each individual package and indicates the type of package: box, crate, drum, carton, and so on. It shows the individual net, legal, tare, and gross weights and measurements for each package. Package markings should be shown along with the shipper's and buyer's references. The packing list should be
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Consolidated Shipping Line Pvt Ltd attached to the outside of a package in a waterproof envelope marked "packing list enclosed."
The list is used by the shipper or forwarding agent to determine (1) The total shipment weight and volume and (2) Whether the correct cargo is being shipped. In addition, customs officials (both local and foreign) may use the list to check the cargo.
Documentation must be precise. Slight discrepancies or omissions may prevent merchandise from being exported, result in exporting firms not getting paid, or even result in the seizure of the exporter's goods by local or foreign government customs. Collection documents are subject to precise time limits and may not be honored by a bank if out of date. Much of the documentation is routine for freight forwarders or customs brokers acting on the firm's behalf, but the exporter is ultimately responsible for the accuracy of the documentation. The number of documents the exporter must deal with varies depending on the destination of the shipment. Because each country has different import regulations, the exporter must be careful to provide proper documentation. If the exporter does not rely on the services of a freight forwarder, there are several methods of obtaining information on foreign import restrictions
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2.1 TOPIC OF THE STUDY

Performance analysis of CSL in respect with the competitors Performance analysis involves gathering formal and informal data to help company define and achieve their goals. Performance analysis uncovers several perspectives on a problem or opportunity, determining any and all drivers towards or barriers to successful performance, and proposing a solution system based on what is discovered. The topic covers the performance of the company with comparing to other competitors. The logistics industry is a vast area with huge number of competitors with different strategies and ideas. The new comers in the field may lack infrastructure, experience, and reputation. The performance analysis helps the company to identify the positive and negatives or strength or weakness. Performance analysis reveals certain strategies and ideas, which can be adopted in the company to move to the heights of success.
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2.2 REVIEW OF LITERATURE

Performance analysis involves gathering formal and informal data to help customers and sponsors define and achieve their goals. Performance analysis uncovers several perspectives on a problem or opportunity, determining any and all drivers towards or barriers to successful performance, and proposing a solution system based on what is discovered. Definition Performance analysis is the front end of the front end. It is what we do to figure out what to do. Some synonyms are planning, scoping, auditing, and diagnostics. As a part of performance analysis, the analyst may do the following works, Interviewing a sponsor Reading the annual report Chatting at lunch with a group of customer service representatives or competitors Reading the organization's policy on customer service, focusing particularly on the recognition and incentive aspects Listening to audiotapes associates with customer service complaints Leading a focus group with supervisors Interviewing some randomly drawn representatives Reading an article in a professional journal on the subject of customer service performance improvement Chatting at the supermarket with somebody who is a competitor or customer, who wants to tell you about her experience with customer service We distinguish three basic steps in the performance analysis process: Marthoma College Of Management And Technology 44 | P a g e
Consolidated Shipping Line Pvt Ltd Data collection, data transformation, and data visualization. Data collection is the process by which data about program performance are obtained from an executing program. Data are normally collected in a file, either during or after execution, although in some situations it may be presented to the user in real time. Three basic data collection techniques can be distinguished: Profiles, record the amount of time spent in different parts of a program. This information, though minimal, is often invaluable for highlighting performance problems. Profiles typically are gathered automatically. Counters, record either frequencies of events or cumulative times. The insertion of counters may require some programmer intervention. Event traces, record each occurrence of various specified events, thus typically producing a large amount of data. Traces can be produced either automatically or with programmer intervention. The raw data produced by profiles, counters, or traces are rarely in the form required to answer performance questions. Hence, data goal of reducing total transformations are applied, often with the data volume. Transformations can be used to determine mean
values or other higher-order statistics or to extract profile and counter data from traces. For example, a profile recording the time spent in each subroutine on each processor might be transformed to determine the mean time spent in each subroutine on each processor, and the standard deviation from this mean. Similarly, a trace can be processed to produce a histogram giving the distribution of message sizes. Each of the various performance tools described in subsequent sections incorporates some set of built-in transformations; more specialized transformation can also be coded by the programmer. Parallel performance data are inherently multidimensional, consisting of execution times, communication costs, and so on, for multiple program components, on different processors, and for different problem sizes. Although data reduction techniques can be used in some situations to compress performance data to scalar values, it is often necessary to be able to explore the raw multidimensional data. As is well known in computational science and engineering, this process can benefit enormously from the use of data visualization techniques. Both conventional and more specialized display techniques can be applied to performance data.
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Consolidated Shipping Line Pvt Ltd As we shall see, a wide variety of data collection, transformation, and visualization tools are available. When selecting a tool for a particular task, the following issues should be considered: 1. Accuracy: In general, performance data obtained using sampling techniques are less accurate than data obtained by using counters or timers. In the case of timers, the accuracy of the clock must be taken into account. 2. Simplicity: The best tools in many circumstances are those that collect data automatically, with little or no programmer intervention, and that provide convenient analysis capabilities. 3. Flexibility: A flexible tool can be extended easily to collect additional performance data or to provide different views of the same data. Flexibility and simplicity are often opposing requirements. 4. Intrusiveness: Unless a computer provides hardware support, performance data collection inevitably introduces some overhead. We need to be aware of this overhead and account for it when analyzing data. 5. Abstraction: A good performance tool allows data to be examined at a level of abstraction appropriate for the programming model of the parallel program. For example, when analyzing an execution trace from a message-passing program, we probably wish to see individual messages, particularly if they can be related to send and receive statements in the source program. However, this presentation is probably not appropriate when studying a data-parallel program, even if compilation generates a message-passing program. Instead, we would like to see communication costs related to data-parallel program statements.
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2.2
NEED FOR THE STUDY
The study is mainly on the performance analysis of Consolidated Shipping Line with respect to competitors. It helps to know the current position of the company in the market with respect to few of its competitors. The study mainly helps to know the resent trends and opportunity in the logistics industry as well as to find out certain innovative strategies, which can be adopted in the logistics for better improvement and development of the company. The study gives the opportunity to know the main areas of business done by the competitors as well as the area, which the company can work upon.
2.3 SCOPE OF THE STUDY

The study was done during the 62 days starting December 1st at Consolidated Shipping Line India Pvt Ltd Cochin. The study covered the Ernakulum district. The study gives an idea about the strength weakness opportunities, threat, and help to understand the areas to be developed and concentrated. The study is useful to the extent that the company can try to increase the sales by better pricing strategies and regular follow up with the existing customers.
2.4 Objective of the study

The objective of the study was to analyze the performance of CSL with respect to the competitors. Primary objective To analyze the performance of CSL with respect to the competitors. Secondary objective

To recommend certain suggestion to improve in the industry. To find out the opportunities in different fields. To find out the areas to be developed.
2.5 Limitations of the study
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Consolidated Shipping Line Pvt Ltd The study is limited to the Ernakulum districts. Although there are large number of competitors, it was difficult to get the data from each and every competitors .Among 40 companies approached it was only possible to interview 15 Competitors in the time allotted for the study. Busy schedules of the competitors were another limitation for getting relevant informations. The method of data collection as well as sampling has its inherent limitations, which may also be present in the study. The errors due to respondent bias exist in the study.
Research Methodology
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Consolidated Shipping Line Pvt Ltd The project was conducted to analyze the performance of CSL with respect to the competitors. The methodology adopted in this study is as follows. SOURCES OF DATA The study required the collection of both primary and secondary data. PRIMARY DATA Primary data was collected by using a structured questionnaire from the competitors in Willington Island, Ernakulum districts. Discussions with the external guide also served as a useful source for obtaining data for planning the study. SECONDARY DATA Secondary data was collected from brochures, catalogues, leaflets and other material published by the company. Magazines and the internet also provided lots of information TARGET AUDIENCE: The primary data was collected from the competitors of Consolidated Shipping Line. There are about more than 40 competitors throughout Ernakulum districts, which constitute the sampling unit. SAMPLE SIZE AND AREAS COVERED Out of total population of competitors of consolidated shipping line, a sample size of 15 competitors was chosen for the study. The competitor survey was done within Ernakulum districts mainly from Willington Island.
SAMPLING METHOD The list of all the competitors were obtained by the help of the company as well as from the internet. The sampling method adopted was convenience sampling
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ANALYSIS OF DATA The data collected were classified and tabulated based on various factors. To analyze the tabulated data the researcher used percentage analysis. Tables and charts have been used for presenting the findings.
1) Size of the company How do you rate the size of your company?
Sl.No
Size
No:s
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1 2 3 4
very small Small Medium large
0 0 9 6
Table 4.1- Size of Company
Chart 4.1- Size of Company
Interpretation Size of the company is one of the important factors to determine the performance. From the data, collected 60 % of the company rated them as medium and 40% rated them as Large Company. It was noticed that a long year of experience and networks around the world has a major part to do with the growth of the company. At present there are companies which
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Consolidated Shipping Line Pvt Ltd has a more than 150 years of experience in the field of logistics, such as maersk , Kinship, Kuehne+Nagel, Albatross etc.
2) Do you own or operate any of the following,
Sl.No Particulars 1 2 3 4 5 6 7 8 9 Containers Trailers Trucks/Vans Rail wagons Tractor units Fork Lifts Cranes Vessels Warehouse
Yes 5 3 3 2 1 3 1 2 7
No 10 12 12 13 14 12 14 13 8
Table 4.2- Do you own or operate any of the following infrastructures.
The question gives us a clear picture that how many percentage of the company own or operate the following such as trucks, trailers, containers ect.
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Chart 4.2- Infrastructure Interpretation Most of the companies do not operate the above mentioned facilities. Only MNC such as Mearsk, Kuehne+Nagel and few of them have the facilities of container, trailers, vessels ect, but some of the other has warehouse facility. Warehousing is an important factor in Logistics. The above graph shows that among all the facilities warehousing is an important factor
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Consolidated Shipping Line Pvt Ltd 3) Do you agree with these statement regarding your sales department, a) Pricing Pricing represents one of the most critical and complex issues in global marketing due to economic financial and mathematical implications. Price is the only one marketing mix element that generates revenue. To be a loyal customer pricing plays a major role in logistics industry. To survive in the competitive industry the companies have to push for the most competitive pricing. Pushing for most competitive prices You always push for the most competitive prices.
Sl.No.
Particulars
No:s
1 2 3 4 5
Strongly agree Agree Neutral Disagree Strongly Disagree
11 3 0 1 0
Table 4.3- Pushing for most competitive prices
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Chart 4.3-Competitive prices Interpretation It is very important to push for most competitive price. The profit of a company always depends upon the sales that have made and to get a customer it is very important to be flexible with the pricing. About 73% of the companies have stated that it is important to adopt the competitive pricing strategy. CSL also strongly agrees with the statement of the sales department that CSL always push for the most competitive prices.
bb
You offer several alternatives for your shipments.
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Consolidated Shipping Line Pvt Ltd Several alternatives for shipment To get a customer in the competitive industry is very tough and losing an customer is very easy. Therefore, it is very important to pay attention towards the alternatives of shipment. Reliability is one of the major factors in the logistics field. You lose customers if the cargo is not reached at the proper destination within the same and exact time and date of delivery. Even though rarely the case of shipment alternatives may take place, companies should be very conscious regarding the departure and arrival of cargo.
Sl.No.
Particulars
No:s
1 2 3 4 5
3 11 0 1 0
Table 4.4- Alternatives for shipment
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Chart 4.4- Alternatives for shipment Interpretation Most of the companies have stated that they have to be conscious about providing alternative solution for the shipment of cargo. 73% has agreed on the statement that the company offers several alternatives for the customers shipment. CSL also agrees the statement of the shipment. Only 20% have strong agreement and & 7% do not agree with the statement. So it can be interpreted that there should be several alternatives for your shipment. bb Your quotations are clear and easy to calculate.
Clarity in the Quotation The clarity in the dealing and calculations is also another important factor to be considered in the freight forwarding.
Sl.No. Particulars No:s
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1 2 3 4 5
8 7 0 0 0
Table 4.5- Clarity in the Quotation As every business is concerned the quotations should be easy to understand and calculate.
Chart 4.5- Clarity in the Quotation
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Interpretation Almost every company has agreed to the statement regarding the clarity in the quotation. 53% of the company has strongly agreed and 47% of the company has agreed to the statement. CSL also agrees to the statement that the quotation of CSL is clear and easy to understand. So it can be interpreted that the clarity in the quotation is very essential in dealings.
bb
You always keep your customers informed about unexpected charges.
Unexpected Charges Logistics is an area, which deals with foreign exchange and foreign relations with clients, customers, and agents. It is not always same in case of exchange rates and other political policies. There are chances of change in prices so it is important that the customers should be updated with the changes and fluctuations in the charges.
You always keep your customers informed about unexpected charges
Sl.No.
Particulars
No:s
1 2 3
Strongly agree Agree Neutral
7 7 0
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4 5
Disagree Strongly Disagree Table 4.6-Unexpected charges
1 0
The table shows that it is important to inform the customers regarding the unexpected charges.
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Consolidated Shipping Line Pvt Ltd Chart 4.6 -Unexpected charges Interpretation Loyalty of the customers also depends upon the pricing. So an company should be updated with the recent changes in the charges and the exchange rate fluctuations. 47% have agreed and 46% has strongly agreed to the statement of unexpected charge only 7% has not agreed to the statement. CSL also agrees with the statement that the customers should be informed about the unexpected charges.
4) Type(s) of goods handled Logistics covers almost every type of products. There are classifications of products based on the nature some are categorized into hazardous product which are taken much more seriousness in handling. Some of the freight forwarders only concentrate on a few products such as choir, and tea. The question what type of products do you generally handled, the competitors have their own different answers. What industry type(s) of goods do you generally handle?
Sl.No 1 2 3 4 5 6 7 8 9 10 Particulars No:s 2 5 9 6 2 5 3 2 6 3
Automotive Forest paper and Pulp Industrial Machinery & equipment Chemical Computer hardware & software Perishable Construction Drugs/Pharmaceutical Electronic related Products Energy & utilities
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11 12 13 14
Agricultural Products Foodstuffs Minerals & fertilizers Textile

Table 4.7 (a)-Types of goods handled
10 12 5 10
Chart 4.7 (a)- Industry type(s) of goods do you generally handle by competitors
Interpretation
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Consolidated Shipping Line Pvt Ltd During the survey, it was found that foodstuffs, textile, and agricultural products have a huge demand in the export as 15%, 13% and 13% respectively, and then comes the industrial machinery and equipment as 11%. The lowest movement takes place in the area of automotive and drugs/Pharmaceutics.
Industrial goods that CSL handles, Sl.No Partic ulars Percentage 1 Automotive 2 Forest paper and Pulp 3 Industrial Machinery & equipment 4 Chemical 5 Computer hardware & software 6 Perishable 7 Construction 8 Drugs/Pharmaceutical 9 Electronic related Products 10 Energy & utilities 11 Agricultural Products 12 Foodstuffs 13 Minerals & fertilizers 14 Textile 15 Other Table 4.7 (b)- Industrial goods that CSL handles 10 20 30 0 0 0 9 0 8 0 0 10 0 8 5
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Chart 4.7(b)- Industrial goods that CSL handles Interpretation CSL generally handles goods as mentioned above, such as automotive, Forest paper and pulp, Industrial machinery and equipments, computer hardware & software and perishables. As from the above mentioned chat4.7 (a) we can predict that there is a huge
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Consolidated Shipping Line Pvt Ltd opportunity in goods such as food stuffs and agricultural products. It would be good if CSL gives and focuses on those kinds of goods which the local market is good for. Kerala is famous for the agricultural products such as Choir, rubber, coconut etc. so there is a good scope in such kind of field.
5) In what all aspects do you feel that you are far better than your competitors, Important Aspects in logistics, Each and every company has got their own strategies and ideas. It is very important to be in first in each and every aspect. There are different types of aspects, which a company should be aware of. Among them pricing, service and network are some of the important aspects. The question to the competitors was, in what all aspects do you feel that you are far from your competitors, and the options where pricing, service, network, reputation, customer relation, customization, experience, infrastructure, speed, and safety. The main and important question to identify the competitive advantage of the other company was this question. Some of the companies were good at pricing and some others at networks. Experience and other aspects also have their own importance. Most of the company gave first priority to the pricing, service, and customer relation.
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Chart4.8 (a)- Important aspect in logistics (first priority)
a) First priority that most of the company feel they are better with respect to other competitors, Among the 15 companies, nine companies said that they are better at pricing as compared to their competitors; five said that they are good at their service and one company gave priority to the customer relation.
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Chart 4.8(b)- Important aspect in logistics (second priority) b) Second priority that most of the company feel they are better with respect to other competitors,
Among the 15 companies, three companies emphasized on pricing, customer relation, and network and six companies gave importance to the service to the service. From the two priorities first and second, it is clear that pricing, services and customer relation are the major area, which a company has to be focused upon. c) What all aspects the competitors feel that they are far better than their other competitors,
Sl.No 1 2 3
Particulars Safety Services Pricing
No:s 5 15 13
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Consolidated Shipping Line Pvt Ltd 4 5 6 7 8 9 10 Customer relation Networks Speed Experience Reputation Infrastructure Customization 11 12 7 8 7 6 2
Table 4.8- Aspects that company feels far better than the competitors do. Combined altogether 5 companies were for safety, all the 15 for service, 13 for pricing, 11 for customer relation, 12 for network, 7 for speed, 8 for experience, 7for reputation, 6 for infrastructure and 2 for customization.
Important Aspects (Consolidated) - Competitors
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Chart4.9- Important aspects in logistics (consolidated-competitors)
The chart explains the main important aspects that the 15 companies give and feel that they are better in. the graph covers a huge area across, service, pricing, customer relation, and networks. The same aspects are also given the first and second priority in the chart 4.8 (a) and 4.8 (b).
d) In what all aspects CSL feels that CSL is far better than its competitors (priority wise) are, Marthoma College Of Management And Technology 69 | P a g e
Sl.No
Particulars 1 Safety 2 Services 3 Pricing 4 Customer relation 5 Networks 6 Speed 7 Experience 8 Reputation 9 Infrastructure
Ranks 10 4 7 2 3 8 9 5 1 6
10 Customization
Table 4.9- Aspects that CSL is far better than its competitors CSL responded to the same question as, the company feels they have a good infrastructure, which means a good facility in each and every branches which enhances their workers to work well in the company, second is the customer relation, without which a company does not survive. The company has a good customer relation. The third importance the company gives and fells they are better in is the network. CSL covers nine branches all around India and has got many tie ups with different logistics company al around the world. The forth aspect CSL is better of its
competitors is the service. CSL gives a good service to its customers which makes them customer satisfied and loyal.
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Consolidated Shipping Line Pvt Ltd Reputation in the local market and all over the nation also plays an important role in the field of logistics fifth factor that the company is good as compared to its competitor is the reputation. Then customization, pricing, speed, experience and safety come as priority. Aspects that CSL feels better than competitors do
Chart 4.10- Aspects that CSL feels better than Competitors do A graph was drawn from the informations received from CSL, by giving points to each ranks. Rank 1 was given 15 points rank 2 with 13.5 and so on till rank 10 with 1.5. Interpretation By comparing the two charts 4.9 and chart 4.10 we can see that CSL is good at all the other three important aspects service, customer relation and network but not doing well in the pricing strategy. The company has got a good infrastructre and reputation in the market, so CSL should take its advantage and make changes in the prising straegy. the company can adopt many pricing strategies to attract the customers and should be flexible enough in its pricing. 6) Main areas of business and trading, The study also covered the main areas of business and trade for all the 15 companies.
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Sl:N o Freight Forw arders E x p o r t 1 MB 70 2 so uthern shipping services 00 1 3 sevenseas 10 4 jo hn keells 40 5 TLP L 85 6 Sum i Shippin g 85 7 Star A sia 80 8 Sw ift Freight 5 9 W o rldW ide Lo gistics 50 10 Kin Ship 35 11 M earsk Line 50 12 A lbatro ss 43 13 J eena& Co m pany 20 14 Ku ehn e+N agel 40 15 To tal Transpo rt System 20 16 CSL 5
F Cm p o r t F CEL p o r t L CI L p o r t L C Lir tr a n s p o r t I L x m A
20 0 80 55 15 7 20 35 0 50 50 43 10 30 0 37 5 0 2.5 5 0 5 0 40 50 5 0 4 10 5 45 12 5 0 2.5 0 0 3 0 20 0 10 0 0 10 5 15 8 0 0 5 0 0 0 0 0 0 0 0 10 50 20 20 38
Table4.10- Main areas of business and trade
FCL - an abbreviation for "Full Container Load". The term used to describe ocean freight, when the shipper has the exclusive right to use a lot of multi-modal ocean cargo container. It is most cost-effective to charter a 40-foot container that is suitable for most goods. FCL usually turns out to be the best choice to optimize your import or export operations by ocean, making it more effective. LCL - an LCL container has more than one company's goods in it, so it's more expensive to ship because the freight company has to do more work. Many companies will not ship things LCL--they'll wait until they've got enough orders to fill a 20-foot container, and then fulfill them all at once.
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Chart 4.11- Main areas of business Most of the companies concentrate on export FCL and less on air transport, but CSL has about 38% of its business and trade by air transportation.
Interpretation CSL has majority of its business through airfreight, which has a more competitive advantage.
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Consolidated Shipping Line Pvt Ltd 7) Percentage of Traffic to/from or within the following area, USA, Middle East, Europe, Far East, Mediterranean, and Africa. The forwarders have the traffic mainly based on certain seasons and market demand,
co n tin e n ts S l:N o U S A M id d le E a sutr o p eF a r E a M t e d it e r r a A eraic a E s nf n f re igh t f o rw a rd e rs 1 MB 10 5 60 10 0 15 2 S o u t h e r n s h ip p in g s e r2 5 e s 1 5 v ic 50 0 0 10 3 se ve n s 5 5 5 80 0 5 4 j o h n k e e l ls 0 25 25 20 0 30 5 T LP L 0 10 10 80 0 0 6 S u m i S h ip p i n g 10 10 70 5 5 0 7 S t a r A s ia 0 60 0 20 20 0 8 S w if t F r e ig h t 10 20 40 30 0 0 9 W o r ld W id e L o g is t i c s 0 50 2 0 0 0 1 0 K in S h ip 50 10 40 0 0 0 1 1 M e a r s k L in e 1 6 .6 1 6 .6 1 6 .6 1 6 . 6 1 6 .6 1 6 .6 1 2 A lb a t r o s s 25 70 5 0 0 0 13 Jeena& Co m pany 10 30 30 10 10 10 1 4 K u e h n e +N a g e l 10 0 60 5 20 5 1 5 T o ta l Tra n sp o rt Syste m5 1 20 30 20 10 5

Table 4.11- Percentage of Traffic to/from or within the following continents of competitors
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Chart4.12-Traffic to/from of competitors
From the table and graph it is clear that the major traffic of goods are exported and imported from Europe and then from Middle East, far East, USA, Africa and Mediterranean respectively.
Traffic to/from of CSL through the continents,
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Consolidated Shipping Line Pvt Ltd The question advice the percentage of traffic to/from within the following area helps us to identify the continent, which has a wider scope and chance to get maximum number of regular customers.
Sl.No 1 2 3 4 5 6
Continents USA Middle East Europe Far East Mediterranean Africa
Percentage 7 7 0 82 0 4
Table4.12- Traffic to/from of CSL through the continents
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Chart 4.13- Traffic to/from of CSL Interpretation The majority of export is done to the Far East countries. By comparing the chart 10.12, we can see that there is a huge opportunity in the European and Middle East countries. CSL can concentrate on the companies, which entirely depend upon the European and Middle East products.
8) Innovative ideas that can be adopted in Logistics,
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Consolidated Shipping Line Pvt Ltd The response to the question, do you have any innovative idea, which can be implemented in logistics for further development, was helpful to get certain information. Most of the company suggested that, 1) Concentrated on door to door rather than port to port delivery of goods and cargo. 2) Concentrate on local road transportation, which would indeed help the company during recession. 3) Facilitation of good warehousing helps a freight forwarder, in their progress and to step ahead in the industry. 4) CFS- Container Freight Station, it is space taken for lease or rent, which is under customs.
5.1 SWOT ANALYSIS
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Consolidated Shipping Line Pvt Ltd SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning has been the subject of much research. A SWOT analysis must first start with defining a desired end state or objective. Strengths: characteristics of the business or team that give it an advantage over others in the industry. Weaknesses: are characteristics that place the firm at a disadvantage relative to others. Opportunities: external chances to make greater sales or profits in the environment. Threats: external elements in the environment that could cause trouble for the business.
Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable, a different objective must be selected and the process repeated.
SWOT ANALYSIS
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Consolidated Shipping Line Pvt Ltd Strength Qualified and well trained employees. Good infrastructure. Nine branches all around India. Good reputation in the local market. Weakness Does not have own branches outside India. Does not have permanent customers. Opportunity Cochin is a good platform for the company in the coming year as a result of Vallarppadam project. Amongst all major Indian ports, Cochin is the closest to the International East West Shipping routes. This geo-strategic location of Cochin gives it a distinct advantage. Cochin port is connected to its hinterland enlarging to the state of Kerala ,South Tamil Nadu and South Karnataka by National Highways NH 47(Kanyakumari-Salem), NH49 (Cochin-Madurai) and NH17(CochinMumbai) .Indian Railway Network provides seamless connectivity to South and Central India. The National Waterway NW3 provides connectivity to the South Kerala. The port has an international airport in its proximity. The network of railways roads, waterways, and airways has created good accessibility to the port.
Threat High port handling charges
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Consolidated Shipping Line Pvt Ltd Huge number of competitors Major Players in the field such as Mearsk line, DHL, ZIM, Kin shipping etc.
5.2 Findings
As a new comer, CSL is doing very well in the logistics industry. The company has got dedicated employees, working more than 10 years of experience. Good infrastructure facility in the company. No branch outside India. Huge competition in the local market, even during dull market season. Great opportunities in exporting to Middle East and European countries. Very few permanent customers. Company feels that they are not much good in pricing as compared to the competitors. Good opportunities in industries, such as agricultural and textiles. No much importance has been given for advertisements. No warehouse facility. High handling charges in port.
5.3. Suggestions:
There should be regular follow up with customers enquiring the exports or imports. Marthoma College Of Management And Technology 81 | P a g e
Consolidated Shipping Line Pvt Ltd CSL should focus to gain regular customers by providing seasonal discounts or other attractive offers. Branch outside India would help the company to gain sales as well as reputation. Advertisements can be improved and should be given importance. Some discounts can be given to the customer also during season, to attract them and to be a regular permanent customer. CSL can think of adopting CSF- Container Freight Station. Importance should be given more to door to door than port-to-port. CSL can concentrate on local market or road transportation.
5.4. Conclusion
Logistic field is an area with wide scope for growth and with high competition. As a new comer in the field, CSL has done a great job with the help of the effective, hardworking, and devoted team to reach the heights of success with a limited period.
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As every customer stress on quality and consider all the aspects of a product and service before accepting or rejecting it, the company should give more attention not only to maintain it highly competitive but also to each and every aspects. The company has a good infrastructure as its strength and almost equal to all the aspects of its competitor. The company has to concentrate only on the pricing strategies, until CSL feels they are quite good in the pricing strategy.
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Consolidated Shipping Line Pvt Ltd

1.1 Executive Summary

1.2 Industry profile

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1.3 Company profile

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Objectives of the company

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1.4 Product Profile

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Fig 1.1- Turnover for the last three year

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RECRUITING THE POTENTIAL ASSETS TO THE FIRM

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Salary and Benefits

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DEPARTMENTAL CHART OF SALES

Chart 1.3- Sales departmental chart

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Chart 1.4- IT departmental Chart Highlights of New Software

DOCUMENTATION AND OPERATIONS DEPARTMENT

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2.1 TOPIC OF THE STUDY

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2.2 REVIEW OF LITERATURE