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SREENIVASA INSTITUTE OF TECHNOLIGY AND MANAGEMENT STUDIES
(SITAMS)
(AUTONOMOUS)
DEPARTMENT OF MBA
CERTIFICATE
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ACKNOWLEDGEMENT
I wish to express my sincere thanks to Dr. P. Ramesh Kumar, Ph.D., MISTE, FIE,
Principal, SITAMS for providing the opportunity to take up this mini project.
I express my sincere gratitude to Dr .J.V. Balasubramanian, MBA, Ph. D, HOD,
Department of MBA.SITAMS, for providing the opportunity to do this project.
I express my sincere gratitude to my guide. Dr .C.JYOTHSNA, MBA, Ph.D.
Assistant professor for his valuable guidance, and encouragement bestowed up on me in the
preparation pf this synopsis.
I sincerely express my gratitude to technical and non-technical staff of for making my
synopsis gets complete successfully.
I sincerely express my thanks to all my family members and friends, who help to
complete this synopsis successfully.
DATE: G.JAVEED
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COMPANY ANLYSIS OF THE AMARAJA BATTERIES LTD
CHAPTER-I
1. Industrial profile
2. Company profile
3. Introduction about the company
4. History and origin
5. Vision and Mission
CHAPTER-II
1. Objectives of the study
2. Scope of the study
3. Limitations of the study
CHAPTER-III
1. Research Methodology
CHAPTER-IV
1. Analysis
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Industrial Profile
Abstract:
The Battery industry in india, which is worth Rs. 1600 cr, has a market size of 2000 million
units. The industry is dominated by dry carbon cell batteries and the demand to a large extent is
from the rural areas. The industry focus highlights the classification of the battery market and the
product portfolios of the domestic chinese products being available and the market for
rechargeable batteries growing at a rapid pace, Which have affected the industry players.
Description
The demand for batteries, which has been fuelled by increase in the usage of small
pocket radios and high-powered cameras, has improved dramatically. The shift, in the nature of
demand (from D size batteries to pencil size batteries) has also brought in a drastic change in the
demand pattern.
Eveready industries lead the Indian dry carbon cell market with over 40% market share. Though
Eveready is a strong national player, Nippo has a prominent presence in the southern region.
Novino, on the other Hand, has a strong presence in certain pockets in the northern region, while
BPL, a new entrant, has also managed to garner sizeable market share.
The alkaline battery market only account for 5% of the total market .This is because the alkaline
battery costs twice as much as a traditional zinc carbon battery. The higher pricing is due to the
relatively higher cost of production. Contrary to the global trend the higher price of alkaline
battery has dampened the markets growth in india. Alkaline batteries in developed countries
account for more than 70% of the battery market. The alkaline segment in India is dominated by
the global brands.Duracell and energizer.
Keywords
Marketing master mind magazine, battery industry alkaline batteries, carbon cell batterieds,
Eveready industries, Indian battery industry, battery market Chinese products, global brands,
Agricultural production, Consumer products, Electronic gadgets, urban markets.
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AMARARAJA COMPANY ANALYS
COMPANY PROFILE
Amara Raja Batteries Limited (ARBL), is a member company of Amara Raja group
which comprises the following other companies.
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HISTORY OF THE COMPANY
The company has the clear cut policy of direct selling without any
intermediate. So they have set up six branches and are operated by
corporate operations office located in Chennai. The company has virtual
monopoly in higher A.H. (Amp Hour) rating market its product VRLA.
It is also having the facility for industrial and automotive batteries.
Amara Raja is a 5 ‘S’ company and its aim is to improve the work place environment by
using 5 ’S’ technique which is:
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1. SEIRI - Sort Out.
4. SEIKETSU - Standardization
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They propose to accomplish
this by
Higher productivity
Lesser accidents
Mission
Vision
Will be a dominant player in providing integrated solutions in
conversion and management of electrical power by leveraging
sustainable technologies
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Collaborators
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launched high performance UPS battery – KOMBAT & Aaron Hi-life
automotive batteries that are the products of the collaborative batteries
efforts of engineers at Johnson Controls Inc. and Amara Raja.
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ARBL
Capacity
The actual installed capacity of IBD is 4Lakh cells per annum and
utilization capacity is reached to 3, 25,000 cells per annum.
Products
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Types of VRLA batteries manufactured in IBD are
1.Power Stack
2.Combat (UPS Battery)
3.Brute
4.Genpro
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Customers
Amara Raja being the first entrant in this industry had the
privilege of pioneering VRLA technology in India. Amara Raja has
established itself as a reliable supplier of high-quality products to major
segments like Telecom, Railways and Power.
Competitors
Capacity
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company has invested Rs.45 crores. In the next phase, at an additional
cost of Rs.25 crores, production capacity will increase to 2 million units
estimated to complete around 3 years. After that ARBL will become the
single largest facility for battery manufacture in Asia.
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Products
1. Amaron Hi-Way
2. Amaron Harvest
3. Amaron Shield
4. Amaron Highlife
Customers
Competitors
Exide
Prestolite
AMCO
Amara Raja Power Systems Pvt. Ltd
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Products
1. Conventional chargers
2. Switch Mode Rectifiers[SMR]
3. Integrated Power Supply Systems (Ips).
Customers
Product Profile
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Type of VRLA batteries manufactured in the industrial battery
division
1. Power Stack
2. Kombat(UPS battery)
3. Brute
4. Genpro
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Galla Foods Pvt Ltd
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PRODUCT PROFILE
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Objectives of the study
To do the SWOT analysis of the company
To do the PEST analysis of the company
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Scope of the study
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Limitations of the study
During my entire Study of these company I tried my best to make to make
my research study and my report qualitative but during my Analysis of the
following limitation I faced;
Time period for the study is very short.
It happens some that some respondents may give wrong/biased data.
Some secondary data did not give proper response
Study only through the secondary data based.
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Research Methodology
Research Design:
Under the research design commonly using 2 types of data
collecting methods
1. Primary Data 2. Secondary Data
1. Primary data:
The data collection was carried using Questionnaire. The data
was collected through personal interview method.
2. Secondary data:
For this research work the secondary data are collected from the
previous information with the company. Apart from the SEO,
books, magazines so on.
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IV. ANALYSIS
S = Strength w = weakness
O = Opportunities T = Threats
Strengths:
1. Contains patented Silverx Alloy to give it extra-long life
2. High customer focus in all aspects from design to manufacturing to sales
3. Continuously innovating and is at par with the best batteries in the world
4. Market leader in India with in short span of a few years
5. Huge dealer network
6. Online ordering of Batteries
7. Excellent advertising and marketing through TVCs, Print media
Weaknesses:
1. Higher cost means limited margins
2. Huge competition from local and international brand means limited market
share growth
3. Not having full-fledged function inadequate infrastructure
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Opportunities:
1. Boom in automobile sales in segments
2. Customers are getting more brand sensitive and focus on quality more
then cost
3. International markets responding well to inroads by Amaron
4. High potential growth rate in construction industry
Threats:
1. Other battery manufacturers offering lower prices
2. Improvement in car technologies can lead to modification of batteries
3. Unfavourable govt polices can affect operational efficiency
4. Shortage of skilled manpower
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PEST Analysis of the company:
P = Political E = Economic
S = Social T = Technology
Political:
For every company entity it is the very primary basic think to consider that
company should start their operations according to the current situation of
particular country, political factors affect any business in many ways like for
ex few factors consider:
Government policies
Political stability or instability
Bureaucracy
Corruption
Foreign trade and tax policies
Funding grants and initiatives
Economical:
Second thing is economic before thinking about any business plan a
company needs to understand economy of targeted country, either it is healthy
and have a adequate ability to get ROI or not ,there is few factors are consider:
Economic trends
Industry growth
Seasonal factors
International exchange rates
Consumer disposable income
Raw material cost, unemployment rates, availability of credit
Social:
Another important factor is social factor, here company should align their
products or services to the social sensitivity of any country. The following
factors are considered:
Attitudes and beliefs about arrange of factors including money
Demographic and geographic factors
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Social classes
Customer service, religion, cultural taboos, health
Environmental factors
Technological:
Technology is a new life or new destiny of the universe but this is also
true that many countries are not make them up to the mark with technologies.
In this case company like known for its technological excellence should
consider technically their products are expected by the particular market or
not:
Technology and communication infrastructure
Consumer access to customers
Competitor technology and development
Technological research and innovation
Intellectual property regulations
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