62181441-Eastern-OS
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Transcript of 62181441-Eastern-OS
1.INTRODUCTION
1.1 AN INTRODUCTION TO THE STUDY
EASTERN CONDIMENTS PVT LTD
Eastern curry powder is a house hold name in India with the production of
various spices and condiments from several Indian cuisines. It is also the largest exporter of
these products in customer packs and pouches to Middle East, UK, USA, Australia, Germany
and Japan. Presently the company exports 40% of its production. The company is an ISO
22000-2005 company. The company won prestigious award for out standing export
performances by spices board of India, for ten consecutive year 1997-1998 to 2007-2008.
The company has a well organized and co-ordinated organization structure and fully
computerized departments. The company ensures high quality and taste in all its products and
always tries to maintain good customer relationship.
1.2 SCOPE OF THE STUDY
The scope of the study is to familiarize with the functioning of various
departments in the organization. This study has given an opportunity to know the successful
practices implemented at Eastern Condiments.
1.3 OBJECTIVE OF THE STUDY:
1. The main objective of the study is to acquire knowledge about the organization
structure.
2. To have a practical knowledge of the application of the management theories in
corporate mainstream.
3. To profile the Spices industry and Eastern Condiments as a company.
4. To analyze issues of the company and give suggestions, if any.
1.4 METHODOLOGY:
The methodology of study describes the research procedure which primarily
refers to the methods of data collection.
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Primary Data:
The data provided here has been collected is directly by interacting with
management personalities and other employees of the organization.
Secondary Data
The data which is obtained from sources other than primary data sources. It
consists of materials like Brochures, Catalogues, Magazines, Annual Reports, other
documents from the company, Web Site of the company and other websites.
LIMITATION OF THE STUDY
As time was a major constraint, an in-depth study could not be made.
Moreover the busy schedule of the company was yet another obstacle.
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2. BUSINESS ENVIRONMENT ANALYSIS
2.1 BUSINESS ENVIRONMENT ANALYSIS
By 3000 B.C, turmeric, cardamom, pepper and mustard were cultivated in Harappa and
Mohenjo-Daro, in the Indus valley, were of occupied mixed stock somewhat larger in
structure than either the Sumerians of those communities. The bad club wheat, barley, sheep
and goats from the Iranian plateau and cotton from Southern Arabia or North East Africa but
were held back by their reliance on food water due to lack of knowledge of irrigation.
Summerian bad trade links with the Indus valley via Hindu Kush by 3000 BC and by sea
from 2500 BC thus linking the Harappa’s with both Sumerians and Egyptian, where cumin,
anise and cinnamon were used for embalming by 2500 BC.
By 1750 BC Harappa civilization had disappeared probably due to flood and tectonic shifts
and were replaced by the Aryans who invaded via the Hindu Kush by 1500 BC. The Aryans
had considerable contact with Babylon from whence the original flood legend arose be
adopted by both the Aryans and the Hebrews and several other civilization.
In Britain the term “curry” has come to mean almost any Indian dish whilst most from the
sub-continent would say it is not a word they use but if they did it would mean a meat,
vegetable or fish dish with spicy sauce and rice or bread. The earliest known recipe for meat
in spicy sauce with bread appeared on tablets found near Babylon. In Mesopotamia written in
uniform text discovered by the Sumerians and dated around 1700 BC probably as an offering
to the God Marduk.
2.2 INDUSTRY PROFILE
Spices and aromatic vegetable products were used as a flavouring or as condiments
normally refer to the derivatives from certain herbs like seeds, leaves, bark, root etc. They
were used mainly for enhancing taste of the food. The word spice is derived from the word
spices which was applied to groups of exotic foodstuffs in the middle ages.
Spice term was formerly applied also to pungent or aromatic food, as
ingredient of incense or perfume and to embalming agent. Modern trend is to limit the term to
flavouring used in food or drink. Although many spices have additional commercial uses such
as ingredients of medicine, perfumes, incense and soaps.
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The earliest literary record in India on spice is the Rig Veda. (BC1500). The
story Indian spices dates back to BC 7000 years into the past during the period of gulf of
Campattu, which was discovered on the sea shores of Gujarat. Spices can improve the
palatability and the appeal of dull diets or spoiled food. Piquant flavours stimulate salivation
and promote digestion in tropical climate. On the other hand they can add sense of inner
warmth when present in cooked foods used in cold climate. In India, traditionally, spices,
formed a part of common man’s daily food.
2.2.1 GLOBAL SCENARIO
Within the past one decade, the international trade in spices has grown by
leaps and bounds. As estimated 500,000 tonnes of spices and herbs worth US $ 1500 million
are now imported globally every year. An impressive 46% of this supply comes from India.
India’s exports and spice extracts have made spectacular growth attaining over 50% of the
global market within a short span.
This remarkable achievement is a boon and a sea of change in the industry scenario.
2.2.2 INDIAN SCENARIO
India produces 2.5 million tones to 3 million tones of spices annually. India
produces spices of different categories worth around US$ 3 billion. In terms of volume, India
accounted for 46 percent and 23 percent in value of global spice trade. (Source: Spices Board
India) India accounts for 25-30 per cent of world’s pepper production, 35 per cent of ginger
and about 90 per cent of turmeric production. Because of the varying climate suitable for the
spice cultivation almost all spices are grown in this country. In almost all the 28 states and six
union territories of India, at least one spice is grown in abundance. No country in the world
produces as much variety of spices as India.
2.2.3 STATE SCENARIO
Among the Indian Federal states, Kerala tops in pepper (96 percent), Cardamom
(53 percent), Ginger (25 per cent) production in the country. Andhra Pradesh leads in Chilly
and Turmeric production in the country with 49 per cent and 57 per cent. In coriander, cumin
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and fenugreek production in the country, Rajasthan emerges as the largest producer with 63
per cent, 56 per cent and 87 per cent. The world spice trade is estimated at US$ 1.5-2 billion
in terms of value and 500,000 tonnes in terms of quantity.
2.3 INDUSTRY ANALYSIS
2.3.1 INDUSTRY KEY PLAYERS
The company has many competitors in the market because the condiments
industry it also small scale industry. So the company faces competitors mainly from three
different states like
Melam – Launched in 1992 by Dr Kurian John Melamparambil, Melam brand
products have become Household name. The Melam range is vast and includes a great variety
of preparations. The inspiration behind Melam is Padmashree Late Ms. Thangam Philip, the
world renowned food, catering and nutrition expert.
Double Horse - A visionary Shri. M. O. John, who brought about a great
revolution in the rice industry, Manjilas make about 20 varieties of rice and about 100
varieties of food products under the famous brand name DOUBLE HORSE.
3. ORGANIZATIONAL PROFILE
3.1 BACKGROUND AND HISTORY
The Eastern Group was founded by Mr. M. E. Meeran, chairman of the group,
nearly two decades ago. He started its activities as a business with a wholesale provision of
goods at Adimaly in 1969 named “Eastern trading company”. Eastern Coffee and Curry
Powder established in 1983 as a pioneer in the state to produce packed curry powders, coffee
powder and food products. Eastern Condiments was established in 1991, as an expanded
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form of Eastern Coffee and Curry Powder, and employing 150 employees as oppsed to 20
workers with the Eastern Coffee and Curry Powder.
The company exports its products to Saudi Arabia and the United Arab
Emirates for the past few years and now the company exports its products to various parts of
the world like Middle East, the U.K, the U.S.A, Australia, Germany etc.
The production at the initial period was only 100kg per day. In those days, the
process of production was enhanced from grinding to pulverizing and so the production could
also help to preserve the natural taste of the powder. As Eastern curry powder unit could not
meet the increased demand, establishment of Eastern Condiments with a production capacity
of 20 tonnes a day was a absolutely necessary. From the initial production capacity of 100kg
per day, now it produces around 78 tonnes per day.
The purity and freshness of Eastern Curry Powders made “Eastern” a house
hold name in India and abroad. Bringing high quality products every day at affordable prices
to the common man for his daily use is the ultimate goal of Eastern group of companies.
Treating the customers with commitment for quality at the right price in all products is their
formula for success.
In 1991, when Eastern Condiments was established, 100,000 Kg of sales was
registered. The company is the leading brands in India and second most popularized brand in
Kerala .The company hold 75% market share and it follows cash and carry method. The
company follows direct distribution and it has 86 routes. Now the company has 2500
employees and the last year turnover was Rs. 450 Cr. The company plans to attain the target
of Rs.1000 Cr by 2012.
3.2 VISION, MISSION, OBJECTIVES AND GOALS
VISION
Become the undisputed leader in condiments in India and also the preferred taste of
the average Indian household in 3 years.
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MISSION
To be the PREFERRED SUPPLIER:- Catering to the basic needs of the mass market
by providing products of outstanding value through the adoption of global standard and
innovative practice.
To be a PREFERRED EMPLOYER in the Industries:- By providing a challenging
work environment and also adding value to the employees through diverse exposure and
continuous education.
To be the PREFERRED BUSINESS PARTNER of all our stake holders, by providing
them with exemplary benefits.
OBJECTIVES
To provide good quality goods to the present and prospective customer so that
company can prosper more.
To have continuous availability of product of Eastern so that there shall not be any
shortage of goods in the market.
To give the customers delight that is giving more than what is expected by the
customer.
CORE VALUES
INTEGRITY : Delivery on commitment, professional and personal integrity, doing what is
promised.
RESPECT FOR OTHERS : Values Team's views, gives space for other ideas, values new
initiatives, customer orientation.
TEAM WORK : Working with the team, providing expertise when required, ability to adapt
to changing needs of business and team composition.
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LEADERSHIP : Taking initiative and ownership, ability to take team members together to
the company's goals.
INNOVATIVE THINKING : Ability to think and act beyond the obvious, achieving
excellence through varied initiatives.
3.3 PRODUCTS AND MARKETS
Eastern processes and manufacture Spices and blended spice powders. Spices are
procured from the finest plantations in Kerala, India.
DIRECT POWDERS
TURMERIC POWDER CHILLI POWDER CORIANDER POWDER BLACK PEPPER POWDER
DIRECT SEEDS
MUSTARD CUMIN BIG JEERA MEETHI
BLENDED CURRY POWDER
RASAM POWDER SAMBAR POWDER PICKLE POWDER FISH MASALA CHICKEN MASALA MEAT MASALA BIRIYANI MASALA GHARAM MASALA KABAB MASALA
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PICKLE
MANGO TENDER MANGO PICKLE GINGER GARLIC LEMON DATES PRAWN MIXED VEGETABLE
Outsourced product
Company outsource the manufacturing/procurement of the following product.
TAMARIND RICE PALADA COCONUT GINGELLY OIL
The product is tested in the laboratory prior to acceptance. The outsourced units are
inspected based on established parameters annually.
3.4 CERTIFICATIONS, AWARDS, RECOGNITIONS
The eastern group has won many prestigious awards for its outstanding performance
by Spices Board India for 12 consecutive years from 1998 to 2009-’10. Mr.M.E.Meeran,
Chairman of Eastern Group was awarded as the “Best Business Man Of The Year” by
Business Deepika (leading business journal in Kerala) in 2007-2008. He is also the award
winner of “Best Entrepreneur Of The Year” by Mangalam Publications. The company has
also won the FACT MKK NAIR MEMORIAL PRODUCTIVITY award for the year
1995-’96.
The company has got ISO 22000 and the HACCP certification. Eastern was the first
company in India to get ISO 22000 certificate. Every award has been a stepping stone for
achieving greater heights and look forward for higher goals. The foresight of the chairman is
the guiding light for the blazing track of the group.
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ISO: 22000-2005 Certificate issued by Food Cert BV Netherlands. Accredited
by RvA the first body in the world for food safety accreditation. Eastern is the first
company in India to get ISO 22000 certification in the spice sector.
HACCP - Certificate issued by Food Cert BV Netherlands. Accredited by Rv A the
first body in the world for food safety accreditation.
3.5 STRATEGIC PLANS AND FUTURE PROGRAMMES
The future plans of the company include modernization of existing unit to improve
quality and to meet the modern market requirement.
Establishing branches in neighboring state to promote Eastern products.
Establishment of export oriented production unit for selected high demanded item.
Computerization of entire business.
Establishment of new processing and value addition units.
Strengthening of quality control and food testing laboratory.
Promote agricultural cultivation and conservation within and outside Kerala.
Purchase of raw materials raised by farmers through Eastern agents spread all over the
state through an effective buy back arrangement to encourage all plant cultivation by farmers.
4. ORGANIZATIONAL STRUCTURE
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5. FUNCTIONAL ANALYSIS
5.1 HUMAN RESOURCE AND ADMINISTRATION DEPARTMENT
STRUCTURE :
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FUNCTIONS :
RECRUITMENT
Recruitment is the process of filling the vacancies in an organization. It is the first
steps in selection process.
-
In Eastern, direct recruitment method is used frequently for recruitment .The firm places job
advertisement in Malayalam and English newspapers. And in TV, media and tries to attract as
much as calibre people from the outside.
The company also have internal recruitment for filling the post by efficient and skilled
workers from the rank , promotion and panchayat have preferred local candidates who
belongs to surroundings.
SELECTION
In Eastern, the selection process is only through direct interviews. Employees are
transferred to the different departments on the basis of their skills.
TRAINING AND DEVELOPMENT FOR EMPLOYEES
Senior manager HR and Administration shall be assigned to facilitate or coordinate
training facilities to enter organization as per the requirement of each requirement. All
personal shall be aware of their role and responsibilities in protecting product from
contamination or deterioration.
TRAINING NEED ANALYSIS
Training can be evaluated at any of three stages; Input, Throughput, Output.
The following training need has been identified based on the competency requirements for
ensuring the food safety conditions of the jobs assigned to the staffs for the year 2009-2010.
Training required to:
Fire and safety
Legal update
Communication skill
ISO documentation
Leadership development
Pollution control
HR concept & welfare
DESIGNING TRAINING PROGRAMME
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Training summary
Training feedback
Identification of training need
Training effectiveness analysis report
Training calendar
ASSESSMENT OF TRAINING EFFECTIVENESS
Periodic assessment of the training programme shall be carried out as well as the
routine supervision and checks to ensure that the procedures of food safety are being
practiced. The concerned HOD’s or in the case of workers; immediate supervisors will be
responsible for measuring the effectiveness of training according to the form by any of the
methods:
Personal/group interview
Questionnaire method
Feedback form in events or practices
Submission of report
INDUCTION AND ORIENTATION
Planned introduction of employees to their jobs, co-workers, and the organization.
Orientation also called introduction is designed to provide a new employee with the
information he/she needs to function comfortably and effectively in the organization.
TYPES OF ORIENTATION
Formal
Informal
Individual
Collective
PERFORMANCE APPRAISAL SYSTEM
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Eastern is following a special type of system for appraising the workers that is the
Key Result Area. Here the performance of individual employees is evaluated by his
immediate superior officers. The officers will evaluate the employee’s performance on the
basis of result produced by them and give a report to the board for a particular period of time.
If the board is satisfied he\she will forward it to the top level management by recommending
on incentive\ promotion.
WAGES AND SALARY
The wage payments are made into two systems:
PIECE RATE SYSTEM
Under piece rate system of payment, wages are paid on time production goes
up when wages are paid according to piece rate system. This mode of payment prevails on the
packing section.
SALARY SYSTEM
This mode of payment is applicable for the rest of the workers which also
includes the loading and unloading workers.
LABOUR WELFARE FACILITIES
The company provides a lot of non-monitory benefits to their employees. Some of
them are as follows:
1. Transportation
Transportation is provided to the employees to different destination points @ a
subsidized rate.
2. Canteen facilities
All the employees are given free food at Eastern
3. Personal Protective Equipments.
Personal protective equipments like head wears; aprons and uniforms are provided to
the worker.
4. Medical Insurance.
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The employees are provided with medi-claim policy, which gives free medical
insurance to the employee and his/her family.
5. Pension Scheme.
The scheme has been formulated for those employees who have retired from their job.
6. Annual Medical Check- up.
The employees are provided with free annual medical check-up
7. Tours and Picnics.
Tours and Picnics are conducting once in a year which increases the motivation and
initiatives of the employees.
PAYROLL PROCESSING
In eastern, payroll processing is done by the process of Book Recording
GRIEVANCES REDRESSAL
Generally, grievances mean any factors involving wages, hours of work or
condition of work environment. In Eastern, all work as a family and all workers are free to
make know his superior, if he has any grievances. The company has kept some persons in the
company itself where the employees can directly com and tell his problems in any case and it
will slowly reach the management. For this, the company also conducts some training
programmes and meetings where the employees can speak about any problem he has in the
company.
FOOD SAFETY OBJECTIVES OF HR DEPARTMENT
To provide at least 12 hrs training to every employee yearly about food safety..
To ensure provide induction training new employees within two weeks from date
of joining
WOMEN EMPOWERMENT:
-
Eastern Condiments gives preference for women as their workers. Around
80% of workers are women.
FINANCE AND ACCOUNTING DEPARTMENT
STRUCTURE :
-
The total number of workers working under finance department is 22. The
software used in accounting system is Orion system developed by ICICI INFOTECH. The
company planning to imply INITIAL PUBLIC OFFERINGS (IPO). The prominent bank of
the company is Federal bank, Adimali. The department makes monthly ledgers checking for
expenses control.
A/C RECEIVABLE & PAYABLE
The company also have credit sales and purchase. They gives bills to their
debtors and receive bills from creditors for credit dealings. The bills are transferred to cash
within short period.
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INVESTMENTS
The company invest in FDI last year on the basis of IRR.
SOURCES OF FUND
The main sources of fund from sales, and overdraft from bank
TAX PAYMENT
A separate department working under finance department called Tax
Department. Tax payment through e-filling in 15 th day of every month. There are 50-60
crores will pay for sales tax by the company.
FRINGE BENEFITS GIVEN TO EMPLOYEES
GRATUITY
BONUS (11%)
PROVIDENT FUND (12%)
NET PROFIT & GROSS PROFIT
The profit for the year ended 31st march 2009 is 48 crore turnover in last year 20,028.25 Lakhs- Gross profit
Profit After Tax is 591.79 Lakhs
WORKING CAPITAL MANAGEMENT
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Working capital managed by the company by using overdraft from bank. The company is dealing with the federal bank.
PRODUCTION DEPARTMENT
STRUCTURE :
-
LOADING AND UNLOADING
Loading and unloading of raw materials are done by workers in Eastern itself.
SCHEDULING
By analyzing the demand based on the sales for past three months, they will schedule the raw
materials, working time, number of workers needed, and product quantity.
INVENTORY MANAGEMENT
As the final product is a food material, the company didn’t manage inventory. They will sell
whatever they produced.
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RESEARCH AND DEVELOPMENT
Research and development wing has doing researches about how to improve taste and the
quality of the products.
AVOIDANCE OF ACCIDENTS
For safety conditions, the company sets a safety measure known us C C P: Critical Control
Point. The company pays more attention on most dangerous zones which havs a wide
possibility of hazards.
SAFETY MEASURES
Workers should wear aprons, masks, caps while working in the production department. The
company takes necessary steps for preventing fire and natural hazards.
MACHINERY MAINTAINANCE
The company maintains a separate department called MAINTAINANCE DEPARTMENT for
the maintenance of machinery, automobiles, electrical etc. There are nine workers working
under this department. The machineries are being checked in every week. The company is
maintaining entire spare parts for the machineries, so that if any machinery is break down,
they can replace it immediately.
PRODUCT STANDARDS
Eastern is the first company in India and the second company in Asia got ISO 22000
Certification.
Eastern got ISO Certification in the year 2000-20005.The Organization shall ensure the
following basic requirements for the implementation of ISO 2200.
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The food safety hazards that may be reasonable expected to occur i relation to
products within the scope of the system are identified, evaluated and controlled in
such a manner that the products of the organisation do not directly or indirectly harm
the consumers.
Communicate appropriate information through the food chain regarding safety issues
related to its products.
Communicate information concerning development, implementation and updating of
food safety
MARKETING DEPARTMENT
STRUCTURE :
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MARKETING FUNCTIONS
Developing marketing strategies
Capturing marketing insights
Connecting with dealers & consumers
Building strong brand image
Delivering value to customers
PRODUCT DISTRIBUTION CHANNELS
Factory fresh outlets
Whole sellers
Retailers
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MARKETING STRATEGY
Company follows push and pull strategy in the case of marketing.
Merchandise strategy is also followed.
TARGET ACHIVEMENT METHODS
Increments and spif are given based on the performance of the sales executives
MARKETING PRODUCT LINE
Spice powders
Pickles & pickle powders
Rice flower
Tea & coffee
CUSTOMER BENEFICIAL & SATISFACTION IDENTIFICATION METHODS
Yearly conducting dealers meet
Customer satisfaction details collected from dealers
IDENTIFICATION OF CUSTOMER EXPECTATION
Through SMRI – Professional survey team
Through dealers
CUSTOMER ORDER RECEIVE AND FOLLOW UP
The orders receive from dealers in weekly once.
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MARKETING TOOLS & TECHNIQUES
The various sales techniques consist of:-
1. Route Sales
2. Factory Fresh Outlet
3. Inter Company Sales
4. Export Sales
DEMAND ANALYSIS
The average percentage of three constitutive months plus 5 % of the average sales.
METHODS OF OVERCOMING COMPETITORS
There is no stiff competition faced by the company, that’s 70% market share belongs
to companies product. The total number of competitors of local market is 187.
MARKET SEGMENTS
The company’s product mainly segmented on the basis of geographical, cultural and
customer features.
ADVERTISEMENT & SALES PROMOTION
NEWS PAPER
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TELEVISION
DISCOUNT
PRODUCT PUBLICITY
Mainly through advertisement
CUSTOMER RELATIONSHIP MANAGEMENT
Eastern products are already branded. The company give more importance to quality
of the products, so the products already have regular customers.
PRODUCT SELLING PROCESS
The sales executive for each route gives the order to be dispatched to each sales depot.
He also takes care of the billing and cash transactions. After making a sale, a sales invoice is
made and the summary is given to the cash department. The sales assistant places the order to
different shops.
After the delivery of goods, the vans return and by verifying the order form, the stock is
checked. The accounts are maintained on a weekly basis. The company has around 40000
retailers. Mainly, cash transactions are undertaken and credit facilities is entitled to only
around 200 parties.
On every Monday following the production week, the products are distributed from the
group’s sales depot to every retailer by company’s own vehicles. A string of vans carrying
freshly powdered spices is a common sight on the mountains. This is one of the important
advertisement techniques of the company. The advertisements through these vehicles have no
additional cost. There are hundreds of vehicles carrying freshly powdered spices distributing
the various products across the state. It gives maximum publicity and advertisement to the
company and the brand.
A meeting of the sales executives are held every week after they return from their
different routes. Here, every aspect of the weekly sales will be discussed and any problems
arising can be brought to the notice of the management.
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By direct distribution the company has achieved a lot of benefits. Some of them are as
follows;
They can deal with the wholesalers and retailers directly at their door step.
The company can contact the dealers and traders continuously and evaluate the
business.
The company can avoid the role of intermediaries in the distribution of the
product. It helps to avoid unnecessary commission, brokerage and other related
expenses.
The company can maintain a good relationship with the wholesalers and retailers.
The company’s own vehicles undergoing distribution aids to give an important
mode of advertisement in addition to the other media advertisements. This incurs
no additional cost.
Eastern Condiments has entered into World market in the recent years. In India it is
capturing both urban and rural markets. In Kerala it is the market leader with more than 60%
market share to almost all its products. In Tamil Nadu and Karnataka the company holds a
20% share and it is gaining strength. It is also to be noted that 50% of the market is still using
homemade products, 50% of the market is still untapped. So there is lots of growth potential
for the company.
EXPORT DEPARTMENT
Exporting of products are done under a separate department in the company. 60% of the total
production are exported to various countries. 90 % of goods are exported to gulf countries
and 10% to Australia, UK etc. Pickles are exported in bottles and chilli and chilli powder in
boxes.
Every year, an average of 40 % growth in exporting are acquired by the company.
Money transaction is in dollars and exporting is by the way of direct exporting
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IT DEPARTMENT
STRUCTURE :
-
SYSTEM ANALYSIS & DESIGN
The centralized software that is ERP ORION is developed by ICICI INFOTECH. And
other three softwares that is - ECPL software for accounting department, another home
developed software is fuel management software, It is used in the workshop of eastern pump
management
FRONTEND & BACKEND TOOLS
frontend-devoloper
Backend-oracle
IDENTIFICATION OF ERROR
Full centralized scanning from the corporate office.
SYSTEM PROTECTION
MS fore friend Antivirus used for system protection.
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7. ORGANIZATIONAL ANALYSIS
7.1 SWOT ANALYSIS
STRENGTH
It is the largest exporter of spice powder in consumer pack from India that export
mainly to Middle East, USA, UK, Australia, and 60% of its products and has
presence in 10 countries.
Award for outstanding export performance by spice board India for 13 consecutive
years (1997-98 to 2009-10)
Direct sales company owns vehicles under going distributive aids to give an important
mode of advertisement.
Fully computerized dept so easy handling of transaction and documents.
Ensures high quality in all products through modern lab facility.
Company has HACCP, ISO 9001 2000, and 22000 certification. First company in
India and second company in Asia to get ISO 22000.
In Kerala, Eastern is the market leader with more than 70% market to almost all its
products.
About 80% of the workers are women. The company make more concentration on
women empowerment
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WEAKNESS
Company doesn’t maintain public relation department separately.
Lack of research in marketing level.
Location of factory is not suitable for easy transportation.
While bearing the name Eastern, the consumers are having only the image of curry
powder and they are not aware of other product.
Consumers are not aware about the ISO certificate. Company not paying much
attention making consumers aware of ISO 22000.
OPPORTUNITIES
Attract foreign investment for further development.
Participation in International exhibitions and food fest.
Extend product line (instant gravy mix) like other rivals.
Extent market to other countries also.
Tap SHG's for pickles in local markets
Starting of exclusive showrooms in different parts of state.
Starting a spices garden it gives two opportunities :
Can be used for research activities.
Can be promoted as a tourist centre
Enter the Organic Farming as a Niche Market.
THREATS
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High competition in local national export market.
Each year hundreds of new curry powder companies are rising in whole market.
Upcoming retailers and their product.
Unexpected climate change.
Appreciation in money value.
Change in consumer attitudes and preferences.
7. CONCLUSIONS
The study conducted at Eastern Condiments Pvt. Ltd., which is one of the
pioneer in Condiment industry and the market leader in variety of packaged curry powders in
South India. It was a general study regarding all functions and aspects of Eastern Condiments
Pvt. Ltd., and giving more importance to Human Resource, Marketing, Finance, Production,
and Export & E.D.P. It is found that a cordial relationship is maintained between all
departments for the smooth functioning and achievement of the organizational goal of
maintaining the market leadership and company’s image. Eastern has achieved these enviable
heights mainly due to the hard work and commitment of quality besides bringing a good
product at right prices to the consumers.
The study was helpful in the understandinf of how the company identifies the
right taste of the consumers and how it became the leading brand in south India and largest
exporter of spice powders in consumer pack from India. I was also able to understand some
of the opportunities and threats of the company. In the organization study the researcher had
gone through a detailed study on the implementation of ISO 22000 Certification.
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8. BIBLIOGRAPHY
• Philip Kotler Kevin Lane Koter . Marketing Management, 12"' Edition,New
Delhi, Prentice Hall of lndia Pvt Ltd, 2005.
V.S.P Rao. “Human Resource Management Text and Cases.” Second Edition, New
Delhi, Prentice Hall of lndia Pvt Ltd,2009
Websites
www.eastern.in
www.google.com
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