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Transcript of 07PGDMHR32_DSCL

Project Report on Summer Internship at

Fenesta Building SystemsA Division of DCM Shriram Consolidated Ltd.

Submitted By

Shruti Fotedar Student, International Management InstituteSubmitted On: On July 10, 2008 Company Address: Sector 32, Plot no 52, Gurgaon.

Project Title Role Descriptions and Competency mapping (Behavioural and Functional) for all key positions at Fenesta Building Systems, based on the Anderson format for Job Descriptions. Facilitating the process of setting Key Result Areas for key positions across all the units in the company.



I would like to express my deep gratitude to Mr. Sandeep Mathur, Business Head, Fenesta Building Systems, for granting me an opportunity to work on an extremely interesting project at Fenesta Building Systems, which has been a great learning experience for me. I also express my heartfelt gratitude to every single member of Team Fenesta, who patiently and kindly, spared time out of their busy work schedule, to acquaint me with the business processes at Fenesta, and helped me gather all relevant data for my Project. A special word of thanks to Ms. Sukriti Suman, Executive HR for her invaluable moral support and guidance throughout the project. A note of thanks to the entire Fenesta Family, for everything that I will be taking home from the warmly enriching experience of the past two months.

(Shruti Fotedar)


CONTENTSS.NO1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Executive Summary Organization Description Core Team and Business Team of DSCL Core Values and Beliefs SWOT Analysis Introduction Project Objectives Methodology Some key functions/ processes at Fenesta Job Descriptions 5.1 What is a Job Description? 5.2 Sample Job Descriptions of the key positions at Fenesta as per The modified Arthur Anderson Format 11. Key Result Areas (KRAs) 6.1 Definition and Methodology of setting KRAs 12. Competency Mapping for Key Positions at Fenesta building Systems (as per prescribed Arthur Anderson Competency Model) Behavioral and Functional Competencies Conclusion59 56

Particulars5 6 10 11 13 15 16 17 19 37

Pg No.




Observations/ Recommendations Key Learnings

Annexure 9.1 Job Descriptions of the key positions at Fenesta 9.2 Some KRA templates: Commercials, Sales 9.3 Competency Mapping of key positions at Fenesta 9.4 Organization Chart 9.5 Transcripts of Interviews.


Executive Summary

At Fenesta Building systems (a division of DCM Sriram Consolidated Limited), there existed no documented Job Descriptions. I was therefore assigned the task of documenting the job descriptions, which would facilitate the training, recruitment processes as well as the performance management systems in the organization. Alongside, since there was a KRA drive on in the organization, I was asked by the Business Head to assist in the process, especially since I was working on the Job Descriptions already, and the understanding of the tasks, duties and the responsibilities of a job form the foundation for designing KRAs. I was also required to identify Behavioral and Functional competencies required for the performance of the different roles in the organization, and map/ fit them on the Anderson Model, prescribed by Arthur Anderson in a study of the businesses of DSCL, a few years ago. Since these tasks were interrelated, I worked on all three alongside each other. The methodology followed by me consisted of data collection by conducting interviews, observing processes and position holders at work, perusal of important official documents such as Standard Operating Procedures and Checklists. The project gave me a deep insight into the processes and functions of a sales oriented business. I also gained an understanding of the various HR processes of documenting job Descriptions., and also of the interlinking between the Job Roles and Responsibilities and the Performance Management Systems in the organization.


Organization DescriptionDCM Sriram Consolidated Ltd. is a major player in Agri Businesses (Fertilisers, Sugar, Seeds, Agri Retailing), Chemicals, Plastics (PVC Resin & Compounding), Cement and Energy Services. It is headed by Mr. Ajay S. Shriram, Chairman & Senior Managing Director and Mr. Vikram S. Shriram, Vice Chairman & Managing Director, along with a team of highly qualified professionals.

Fenesta Building Systems, a business unit of DSCL, is India's first ever windowsolutions provider, specializing in the design, manufacture, installation and service of precision-engineered made-to-order UPVC window systems. Headquartered in Gurgaon (Haryana), Fenesta has established a strong marketing and service presence in the National Capital Region, Bangalore, Chennai, Hyderabad, Mumbai and Pune. The total employee strength of Fenesta is 540 employees. The extrusion plant in Kota and fabrication units in Bhiwadi, Mumbai and Bangalore are equipped with state-of-the-art machines and tools. The fourth fabrication unit will open shortly in Hyderabad. Fenesta's production capacity exceeds 120,000 windows a year. British standards (BS7412 and BS 7413) govern Fenesta's quality standards. The extrusion plant in Kota and the fabrication unit in Bangalore are ISO 9001 certified by BVQI. In the present competitive office environment, both the employer and the employees are concerned about the rising level of noise and air pollution in the busy commercial hubs of metropolitan cities that ultimately lead to their ears and souls. They are also in search of aesthetically planned work places that not only add to their comfort in one or more ways but also in turn lead to enhanced productivity. To address these concerns, Fenesta Building Systems (FBS), a Division of Rs.3,000 crores DCM Shriram Consolidated Ltd (DSCL), introduced a wide range of Fenesta uPVC (unplasticised Poly Vinyl Chloride) windows and doors especially designed for the lifestyle and health conscious office population in the country. The new state of the art Fenesta range is designed and developed by FBS purely in India. The new range is adding both comfort and ambience to the modern office atmosphere, which is primarily being dominated by the rising MNC culture in the country. The new Fenesta range of uPVC windows is priced in the range of Rs. 450 to Rs. 600 per sq.ft. A recently launched new range of Fenesta Windows have been precision engineered to counter wind loads of upto 3000 Pa (249 Km/hr). This new system is made unique by a special Hurricane Bar to resist heavy winds and a Rain Track that drains rainwater6

outside thereby effectively preventing it from seeping indoors. The new range offers latest styles like Slider-Casement combinations and Tilt & Turn windows. The steel reinforced Fenesta UPVC windows and door systems were first launched in India in 2003 in marketing and technical collaboration with HW Plastics (Spectus Window Systems), UK, a pioneer and market leader having significant presence in US and Eastern Europe. HW Plastics is the pioneer and market leader in UK for UPVC doors and window systems. It is part of the 650 million Heywood Williams Group and has its presence in UK, Europe & parts of Asia. The collaboration covers product development, extrusion, fabrication and supply chain management. This partnership fosters DSCL's extensive knowledge in PVC resin and application, specific compounds and HW Plastics strength as a leading window manufacturer.

Strategic intentThe strategic intent of the company is to provide high quality product and turnkey solutions for the consumer. The first fabrication unit was set up at Bhiwadi, Rajasthan. The company has also set up fabrication units in other parts of the country. An extrusion plant at Kota, Rajasthan in early 2004 has conferred the strengths of a backward integrated process, and strictly adheres to international quality standards. A service driven organisation, DSCL building products endeavour to provide customised solutions, continuous innovations and commitment to the consumer. When vinyl (main component of UPVC) was developed, the scientists were oblivious of the fact that their invention would come to play a vital role in our daily lives-helping make products like UPVC doors/ windows that are simply superior. They were initially launched in Germany and UK between 1960 and 1980, marking the beginning of a new era in the housing and construction segment. Later, the trend spread to France, Italy and the USA and soon caught up with other parts of the world like Middle East, Brazil and China. The world market of steel reinforced UPVC windows and door systems is two-thirds of the total market. Fenesta is committed to continuously evolving its product range to meet the changing needs of the Indian consumers. Fenesta has set up sales offices in 10 locations across India(Gurgaon, Chandigarh, Hyderabad, Chennai, Coimbatore, Pune, Mumbai, Bangalore and Kochi, Kolkata) and fabrication facilities at Bhiwadi, Mumbai, Bangalore, Hyderabad and Chennai with a collective investment of over Rs. 60 crore. Over the next few years, Fenesta plans to widen its national footprint and also cover newer territories across Middle East.


The product is priced in the range of Rs 350-600 per sq.ft. The division has a good Market presence in Jaipur, Delhi, Lucknow, Pune, Cochin, Mumbai, Bangalore etc. Salient features Of the Product The new system has an international look and feel and provides an exciting array of features for all segments of work places that not only make them economical but also viable. Some of these features are: Unlike Aluminum, UPVC is a non-conductor; it does not transmit heat. This, in turn,

saves energy. In addition, Fenestas triple sealing system does not allow cold air to escape or warm air to enter. Result: Reduced air-conditioning bi