Asharaf Wood Industries

ASHRAF WOOD INDUSTRIES

2010 - 2011

1 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S

CHAPTER-1

INTRODUCTION


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INTRODUCTION

As an introduction into wood industry I should start with the exact meaning of the

word wood, most commonly the word wood and timber uses equivalently. But there

is a clear distinction between these two words. Timber commonly means a beam

made of wood, or a post made of wood, or a processed wood.

And Wood is a hard, fibrous tissue found in many plants. It has been used for

centuries for both fuel and as a construction material for several types of living

areas such as houses, known as carpentry. It is an organic material, a natural

composite of cellulose fibers (which are strong in tension) embedded in a matrix of

lignin which resists compression. In the strict sense wood is produced as secondary

xylem in the stems of trees (and other woody plants). In a living tree it transfers

water and nutrients to the leaves and other growing tissues, and has a support

function, enabling woody plants to reach large sizes or to stand up for themselves.

Wood may also refer to other plant materials with comparable properties, and to

material engineered from wood, or wood chips or fiber.

People have used wood for millennia for many purposes, primarily as a fuel or as a

construction material for making houses, tools, weapons, furniture, packaging,

artworks, and paper. Wood can be dated by carbon dating and in some species by

dendrochronology to make inferences about when a wooden object was created.

The year-to-year variation in tree-ring widths and isotopic abundances gives clues

to the prevailing climate at that time.

As days are going high the demand for wood is also increased, day by day buildings

and structures mushroomed in the world. But not the trees. It made wood a highly

demanded material in the world. From a brittle match stick to hard hockey stick,


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from a walking stick to massive pillars wood is used in everything were man sits

and stands. This usage made wood a major commercial item from known ages.

WOOD INDUSTRY IN INDIA

India's Forest Wealth

India was rich in its forest wealth having a huge land area under forests.

Practically, all varieties of forest growth are found in India, ranging from tropical

hardwood forests to high altitude coniferous forests and from deciduous to

evergreen forests and Plantation but unfortunately the forest resources in India is

depleting due to increase of population and other causes. Sound principles of forest

policy, administration, timber production and conservation were introduced by an

act of legislature in 1845, and ever since Indian forests are being managed on

scientific and progressive lines. Large areas have abundance of some of the finest

plywood timbers both for constructional and decorative plywood, Indian teak,

Indian Rosewood and Padauk are world-renowned for their beauty of figure, grain

and texture. Gurjan, Vellapine, Hollock and Hollong are only a few of the many

Indian timbers used for making good commercial plywood’s. Such continuous

depletion of the natural forest resources of the country due to various consumption

of solid wood, it was felt to conserve the natural resource forest by reconstituted

wood products such as Plywood, Hardboard, Particleboard and Medium Density

Fiberboard (MDF) to meet the rising demand of Wood from the general consumer,

Railways, Defense, Furniture, Laminate manufacturers and the builders. At the

same time also it is trying to meet the wood demand by Bamboo products which is

alike to wood.

Instead of depending entirely on natural regeneration of forest resources the

Government of India, NGO and some of our members have taken positive steps for

Tree plantation on large areas in the various states with fast growing species so that


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can conserve the natural forest and meet the demand for wood and wood products

of various domestic and international consumers.

Wood based Panel Industry in India

Wood Panel products effect considerable saving of scarce wood as compared to

Solid Timber. The basic types of Wood based panels are:-

Plywood

Particleboard

Hardboard and Medium Density Fiberboard

Because of their versatility in application and efficiency in wood raw material

utilization the wood panel products have to a great extent replaced solid wood in

both structural and non-structural uses.

Plywood

The history of plywood industry in India is old. It is more than 75 years that this

industry was started here on a very modest scale.

It was in the year 1906-07 that plywood was imported in India for the first time-

valued at Rs.32 lacs. Imports rose steadily and by 1924-25 it were worth Rs.90

lacs. Tea Industry in Assam, West Bengal and Kerala was steadily developing and

it was thought that plywood industry in the form of Tea Chests production mainly

for export should be developed. Accordingly two plywood factories were started in

Assam in 1923-24 but their development was steady and slow and not phenomenal.

These were the pioneers and the resourcefulness and courage shown by them in the

early stages of growth of Plywood Industry was remarkable and the industry owes

gratitude to these courageous entrepreneurs.

With the outbreak of Second World War, necessity of manufacturing tea chests


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locally was very much felt and Plywood Industry in form of Tea Chests Industry

started on a large scale. It will not be exaggerated that Plywood Industry in India is

a gift of Second World War. Now that tea chests must be produced, Forest

Departments in different States started thinking in terms of finding suitable timber

for manufacturing tea chests. Experiments were made at Forest Research Institute,

Dehra Dun and it was found that plywood made from Indian timbers were as good

as imported products and therefore advised forest entrepreneurs to set up modern

factories in different States. Accordingly well-equipped factories were started in

different places viz. Sitapur, Bangalore, Baliapatam, Dandeli and Coochbehar.

Some of these factories suffered setbacks in the post war years, as after cessation

of war the vested interests tried to sabotage this industry by trying to restart

imports of tea chest. Tariff Board enquiry was held and the Government imposed a

lien on the importers to purchase Indian products equivalent to the quantity

allowed to be imported. Slowly and slowly, the Government imposed total ban on

imports and this thoughtful action of the Government encouraged the Indian

entrepreneurs to modernize their plants and invest substantial capital in this

industry.

After 1947-48, the industry resorted to diversification of its products and block

boards, flush doors, commercial plywood, decorative plywood, marine and aircraft

plywood’s, produced in Indian factories came into the market which were second

to none in the world in quality and diversity of its products.

Industrial Licensing is governed by the Industries (Developmental and Regulation)

Act, 1951 under which the wood based industry was covered.

There was no restriction of putting up plywood Mill up to 1970. The only criteria

was that the applicant was required to obtain an Industrial License which was

being considered by Ministry of Industry after consulting various Ministries


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including Ministry of Environment & Forests. Forest Ministry was being consulted

for ascertaining sustainable raw material of Timber for a particular project; the

Wood based Industry was more or less in Medium and Large scale.

The Wood based Industry was under Compulsory Industrial Licensing from 1988

whether a small scale unit or a Large/Medium unit, new undertaking or substantial

expansion would require Industrial License.

During 1970 there was clear cut definition of Small Scale Sector and units having

an investment of less than 7.5 lakhs in Plant and Equipment were covered under

the definition of Small Scale Sector which would be registered with the respective

State Director of Industries. At that particular stage some of the units with such

investment got themselves transferred to small scale sectors.

Meanwhile there were modern technology and machinery equipped plywood units

coming up in different places in India like North Eastern Zone.

In 1997 the Government of India totally delicensed wood based industry as a result

more than 2000 small-scale units coming up.

The potentialities of the industry can be judged from the many uses to which

plywood can be put. Apart from tea chests plywood marine and aircraft plywood

there are specific demand for the following articles from the consumers:-

1. Shuttering Plywood

2. Packaging Plywood

3. Plywood drums

4. Flush doors

5. Commercial & Decorative Plywood


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6. Block Boards

7. Molded Plywood furniture and chair seats

8. Laminated picking sticks for cotton and jute textile industry

9. Sliced decorative veneers of walnut, teak, rosewood etc.

10. Compregnated wood veneers required for heavy chemical industry and

electrified railways.

To assess the overall status of plywood industry in the country the production of

plywood in India given here below for 60 years from 1951 to 2011 on 10 years

basis.

Production of more than 2000 small scale units was not properly recorded only

estimated every year. Due to Hon’ble Supreme Court Order on 12/12/1996 the

6.59

15.36

27.54

50.15

62.52

14.61 16.71

0

10

20

30

40

50

60

70

1951 1961 1971 1981 1991 2001 2011

60 YEARS PLYWOOD PRODUCTION IN METRIC TONNES


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production activities was totally suspended in Medium/Large scale unit particularly

in North Eastern Region as a result the production reduced drastically from 1997

and still there is no improvement.

Particle Board

Particleboard is a reconstituted constructional panel particularly developed as a

substitute for natural constructional wood and is made from low grade waste

woods or from certain agricultural ligneous wastes. In that respect particleboard

assumes one of the greatest importance in the wood panel products industry from

the point of view of conservation of scarce forest resources in a country.

In India the first Particleboard plant was set up in late 1950’s at Sitapur in Uttar

Pradesh. There are presently about 12 Wood based and agriculture ligneous waste

based Particleboard units in India.

The production of particleboard is given here below for last 5 years from 2006 to

2010 in M Tones.


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Hardboard and Medium Density Fiberboard (MDF)

13489

34634

63683

92728

50050

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

2006 2007 2008 2009 2010

PARTICLE BOARD PRODUCTIONLAST FIVE YEARS IN METRIC TONNES

42795 45126

81290 78414

81304

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

2006 2007 2008 2009 2010

PRODUCTION OF HARDBOARD IN METRIC TONNES

Series 1


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Fiberboard is a board encompassing sheet materials of widely varying diversities

manufactured from refined or partially refined wood fibers or other vegetable

fibers. Bonding agents and other materials may be incorporated in the manufacture

to increase strength, resistance to moisture, fire or decay.

The first Fiberboard (Hardboard) Industry was established in India during late

1950’s and the first Medium Density Fiberboard plant was set up in India about 20

years back.

The production of Hardboard and MDF for last 5 years from 2006 to

2010 are given below:-

34593

30632

39085

43567

37146

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

2006 2007 2008 2009 2010

PRODUCTION OF MDF IN METRIC TONNES

Series 1


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INDUSTRY PROFILE

The ASHRAF WOOD INDUSTRIES

has a factory at Perumbavoor in Kerala

with an installed capacity to

manufacture 2.1 million square meters

of plywood (4 mm basis) and is

presently manufacturing plywood of

different size variety and technical

specifications.

The Company is also engaged in the activities of manufacturing, synthetic

bags, paper, Boards and Veneers.

The Company has now proposed two projects envisaging setting up two new

plants for the manufacture of engineered wood products i.e.

Seasoned/Seasoned-Laminated Timber and Mouldings at i) Port Blair, A&N

Islands (near its existing plant) and ii) Tellcherry, Dist-Cannanore, Kerala.

The company as on today is one of the leading timber Importer having several

saw mills at various location. The annual capacity of timber imported is about

5000 cbm. It has been employed skilled and trained people in all the SAW

MILLS to keep up and maintain the best quality of the sawn sizes.

Now it is catering the needs of saw mills throughout India, supplying round

timber logs and sawn timber size to retailers, Flat promoters etc., making

wooden pallets, heavy packing materials etc…and so on. The company is

banking with STATE BANK OF INDIA perumbavoor branch


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They are one of the leading timbers manufacture. They are supplier and

importer of all kinds of wooden sizes for manufacturing of various machines,

hotels, flats, making furniture etc. at reasonable prices. They sell the quality

teak wood readymade wooden boxes in various sizes, beautiful designs & quality

craftsmanship.

All measures are taken to ensure a long life of wood fall under the definition wood

preservation (timber treatment). Apart from structural wood preservation measures,

there are a number of different (chemical) preservatives and processes (also known

as timber treatment or lumber treatment) that can extend the life of wood, timber,

wood structures or engineered wood. These generally increase the durability and

resistance from being destroyed by insects or fungus.

INFRASTRUCTURE

A sound infrastructure is the need of any organization. Our infrastructure sprawls a

vast area and is equipped with all the amenities and comprises a manufacturing unit,

warehouse and a testing unit. All the departments work in synchronization with the

other, so that a product manufactured is flawless. All the machines that we have are

of the latest technology thus ensuring that our products are defect-free, and allows

us to manufacture our range in bulk.


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Some of the machines that they have in the industry are as follows:

Cutting machines

Drilling machines

Polishing machines

Lathe machines

Screw machines

Peeling machines

Seasoning machine

Chemical treatment machine

ASHRAF WOOD INDUSTRIES thus is a hub of all the necessary qualities that a

good successful industry should have. This industry holds the second position in

Kerala wood industry.


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HISTORY OF ASHRAF WOOD INDUSTRIES

In 1959 Mr. Macky was successfully doing his ―TIMBER TRADING‖ in

Madras. He met a lot of profit and saw the brighter side of the business. He had a

successful endeavor in this stream of the Industry.Later in the years to come by Mr.

Macky planned to come to his home town .He came to THALASERRY in

KERALA and he started with ―PRIEMIER TIMBER INDUSTRY‖ This industry

too met a reasonable amount of profit

Mr. Macky in 1970 was requested by his friend B Moidhu Haji to come to

PERUMBAVOOR there again they both together with their joint effort of skill and

hard work began the same business but in a form of PARTNERSHIP FIRM.

IMPORTANCE OF PERUMBAVOOR

In PERUMBAVOOR the wood is available at cheaper rate with good quality

High range places are nearby PERUMBAVOOR they are

IDDUKKI,MUNNAR,THEKADI,KOTTAYAM,PATHANAMTHITTA

Species of wood in MUNAR and THEKADI are silver oak. red cedar,

white cedar which are very much in use in the wood industry

Perumbavoor has around one acre hanging bridge where in everyday a

minimum of hundred lorries pass through this in account with the exporting

and importing of wood


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This partnership firm did not take them a long way according to their expectations.

Mr. Macky had a strong intention to start the same business all by himself. After

some years in 1987 Mr. Macky and B Moidhu Haji they split up. Mr. Macky started

his own TIMBER INDUSTRY .He had the same industry in different parts of

KERALA; He saw a great success in this journey of his business. But again the

storm of disappointment hit him as the FOREST DEPARTMENT made a

mandatory rule that all industries who are dealing with forest materials must hold a

LICENCE. Mr. Macky was in a dilemma he then came up with a brilliant idea. The

various industries which he had in different parts of Kerala he registered each in his

son’s name. Mr. Macky had four sons he registered in respect to each son’s name.

After all the hardship and sincere effort Mr. Macky made his dream come true. He

saw the peak of success in his business .Later in the years ―PRIEMIER TIMBER

INDUSTRY‖ was renamed as ―ASHRAF WOOD INDUSTRIES‖ .Ashraf is the

name of his elder son. After some years Mr. Macki passed away and the business

was taken over by his eldest son Ashraf. Mr. Ashraf took over the business.

According to his father’s expectations he did a honest work for the future endeavors

of the business , even more than that. This fact can be seen as ―ASHRAF WOOD

INDUSTRIES‖ has become one of the famous wood industry in KERALA

This wood industry has wide varieties of wood, which serves the need of all the

customers. The quality they assure is the best one. The service rendered to the

clients has kept them satisfied. With a lot of hard work and a strong will power the

industry reached the desire position of their heirs. Perumbavoor provides them all

the basic amenities required for them for the production. The type of wood such as

red cedar and white cedar are used as insulators in electric poles where in


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perumbavoor it is available easily. The availability of raw materials nearby is a

boon to the industry and this boon place is PERUMBAVOOR


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CHAPTER - 2

RESEARCH DESIGN


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INTRODUCTION

A researcher is like an engineer who meticulously plans everything before he

can start any work. An engineer proposes a blue print before he finally starts the

construction of building or fabrication of a machine. As such, a research scholar is

also required to prepare the plan of action for his study. The plan of action is known

as ―Research Design‖ in formal language, a research design indicates a plan of

action to be carried out in connection with a proposed research work.

DEFINITION

Research design is a purposeful scheme of action proposed to be carried out

in a sequence during the process of research focusing on the management problem

to be tackled. It is only a guideline for the researcher to enable him to keep track of

his actions and to know whether he was moving in the right direction in order to

achieve his goal.

According to Clifford Woody research comprises defining and redefining

problems, formulating hypotheses or suggested solution, collecting, organising and

evaluating data; making deductions and reaching conclusions and at last carefully

testing the conclusions to determine whether they fit the formulating hypothesis.


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TITLE OF THE STUDY ―COMPREHENSIVE STUDY ABOUT KERALA TIMBER INDUSTRY WITH A

SPECIAL REFERENCE TO ASHRAF WOOD INDUSTRIES‖ STATEMENT OF PROBLEM

ASHRAF wood industries in spite of being in the market for many decades

and also having good quality has not been able to capitalize on its brand and create

impact on the Customers and Dealers in a huge volume. Still it is manufacturing the

same products which it used to do from past days.

So THE COMPREHENSIVE STUDY ABOUT KERALA TIMBER INDUSTRY

WITH A SPECIAL REFERENCE TO ASHRAF WOOD INDUSTRIES will help

the firm to identify where it lacking and where it can shine much.

The study helps to obtain suggestions for improvement of the products of this

company. This study will contribute to find out the customers perception and

industry’s present status so that the company can perform excellent in the days

coming.

OBJECTIVE OF STUDY

To know the present status of Kerala timber industry

To understand the up downs in the industry and to identify the cause for

the variations

To understand the growth of the company.

To understand the customer perception towards wood products

To understand the effect of substitutes for wood

To study about the risk factor involved in timber business


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To get information and conclusion to make complete

improvement in company

SCOPE OF STUDY

Enables to study about the market potential of Ashraf wood industries.

Enables to study about the customer preference in purchasing timber

products.

Emphasizes on finding out the brand popularity of Ashraf wood industry

helps to picture out whether the products are satisfying the clients or what.

It facilitates the assessment of the adopted marketing strategies. It gives

insight for identified marketing opportunities and threats.

METHODOLOGY OF STUDY

Research Methodology is the most important aspect of the survey without

which the researcher may not be able to obtain facts and figures from dealers. Face

to face conversation backed up questionnaire check list is useful tool for the study.

RESEARCH DESIGN

Research Design is purely a master plan or model for the conduct of the

investigation. It is a specification of procedures for collection and analyzing

information required for the solution of the specific problems.


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RESEARCH INSTRUMENT

Questionnaire was designed with open-end and close-end questions. The

Questionnaire was designed in such a manner so as to cater to all the areas and

aspects of the study.

QUESTIONNAIRE

The most popular research instrument for collecting data is questionnaire.

The questionnaire is given to the respondents for collecting information.

PERSONAL INTERVIEW:

Having direct discussion with dealers to the related topic to collect the accurate

data and analysis the data.

RESEARCH APPROACH

Survey method was adopted in order to collect the primary data required for the

study. The sources of data is given below


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DATA SOURCES:

1. Primary Data

Primary data is the first hand information collected for research purpose . Primary

data was collected through an interview with the help of a structured questionnaire,

which contained quires that were relevant to the purpose of the study as well as

pertinent; industry related questions. The present study questionnaire makes use of

both open ended and close ended questions.

2. Secondary Data

Secondary data is the information which already exists. Secondary data is collected

from journals, magazines, books, dissertations etc. The secondary data for this

research was obtained from company profile, corporate magazines, corporate

broachers, websites, journals etc. Various books and other published matter were

also referred to for sorting, tabulating and analyzing the raw data collected. Very

little research specific data was available; hence much emphasis was given to

primary data.

DATA ANALYSIS

Simple statistical tools such as Graphs and charts are used to have a better pictorial

understanding.

PLAN OF ANALYSIS

The collected data has been classified, tabulated, analyzed and interpreted in an

organized manner. Inferences have been drawn carefully and methodically with

supportive guidance to avoid discrepancies in the survey. Conclusions have drawn

and suggestions have been made to the best of knowledge.


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All the work is done under the assumption that the data collected from the

respondents was accurate. Throughout the survey and throughout the time the report

was prepared, errors and mistakes have been made minimal despite the knowledge

to the fact that with a sample size of 100, various hindrances are bound to occur.

Utmost care has been taken while preparing this report to see that it can be clearly

understood by the reader as well as beneficial for the company.

FIELD WORK

Field work is an important part of a research work for this research the

researcher collected data from dealers in perumbavoor. Before filling questionnaire

the researcher explained the importance of this survey after this the researcher asks

questions for the respondents to collect accurate data from them.

ANALYSIS

After collecting the information it was transferred for analysis &

interpretation of the data. The data relating to set of objectives were then classified

and the findings were recorded later the data was graphically represented.

Suggestions and conclusion are also drawn from the data. As the work done under

the assumption that the data collected from the respondent were accurate.


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CHAPTER SCHEME

The brief description of each chapter in this study is given below

Chapter I : INTRODUCTION:

Brief introduction about the industry and its features

Chapter II: RESEARCH DESIGN: This chapter shows the research

Design and Methodology.

Chapter III: COMPANY PROFILE: Describes the company profile of

―Ashraf wood industry‖

Chapter IV: DATA ANALYSIS & INTERPRETATION: This chapter

Describes a step by step analysis of data collection and

Interpretation of the concepts formed and the results inferred.

Chapter V: FINDINGS AND CONCLUSION: These chapter summaries

The findings i.e. the facts that the data reveals form the survey.

Chapter VI: RECOMMENDATION AND SUGGESTIONS

Chapter VII: ANNEXURES, Questionnaire for Customers

Chapter VIII: BIBLIOGRAPHY: Books, trade journals and web sites

referred to prepare this project report.


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LIMITATIONS OF STUDY

Firstly, the sample size is comparatively smaller to make a final decision.

Thus it is a barrier towards deriving perfect conclusion.

Time limit was a hurdle, which restricted the population to a limited few.

The information given by respondents may or may not be true because in

some cases, respondents may be casual or busy. They may not give correct

opinion while answering the questionnaire.

Study of market response for the various dealers under study is limited to

only potential areas of Chennai City due to limitations of time and cost

factor.

The views of respondents cannot be taken as general view of the public to

conclude and prepare the project report.

Dealer’s perceptions fluctuate as per circumstances where the information

of project will become invalid in due course of time.


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CHAPTER - 3 COMPANY PROFILE


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ASHRAF WOOD INDUSTRIES is a leading name offering qualitative

timbers and logs for various industrial and domestic uses. With an industrial

experience of more than six decades, they have established themselves as one of the

leading manufacturers, dealers and trader of a wide variety of timber and allied

products. They have a well-managed firm which successfully caters to clients based

in all parts of the country. Their product range includes Sawn Timbers, heavy

packing boxes, etc.

Since their inception in the year 1959, they have come across a long way with the

support of their skilled team of engineers, craftsmen, designers, and other staff.

Their proficient team members have helped them in maintaining a steady growth

and in achieving due recognition in the national market. they effectively

communicate with their esteemed clients and consider valuable suggestions and

feedback about timber, logs and furniture products.

ASHRAF WOOD INDUSTRIES is engaged in processing a wide range of timbers

and logs that are procured from the non-restricted forest areas. We make sure that

only the matured logs are processed, thus resulting in good performance of the

finished range. Leveraging on our deep expertise and management support, we offer

our clients with the following range:


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• Sawn Timbers

• Teak Round Logs

• Ghana Teak Logs

• Kursia Logs

• Padouk Logs

• Pine Logs

• Kursia Logs

We, ASHRAF WOOD INDUSTRIES, are a quality oriented company and all our

efforts are directed towards offering clients with the best quality products. For this,

we follow established quality control policies in our firm. Our procurement agents

ensure that the timbers are procured from reliable sources and are processed in an

efficient manner by following the standard norms set forward by the timber

industry.

Our modern manufacturing unit assists in developing the range as per the industry

standards. We have all the machines and wood cutting equipment’s that minimize

human labor and further save time, which is a prime asset for us. We have the

support of a well-trained team that helps us achieve our targets on time to meet the

bulk orders of clients. They are highly dedicated and work round the clock to make

clients satisfied at all times.


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INCEPTION

In 1959 Mr. Macky was successfully doing his ―TIMBER TRADING‖ in

Madras. He met a lot of profit and saw the brighter side of the business. He had a

successful endeavor in this stream of the Industry.Later in the years to come by Mr.

Macky planned to come to his home town .He came to THALASERRY in

KERALA and he started with ―PRIEMIER TIMBER INDUSTRY‖ This industry

too met a reasonable amount of profit

Mr. Macky in 1970 was requested by his friend B Moidhu Haji to come to

PERUMBAVOOR there again they both together with their joint effort of skill and

hard work began the same business but in a form of PARTNERSHIP FIRM

PRESENT BUSINESS

The Company has a factory at Perumbavoor in Kerala with an installed capacity to

manufacture 2.1million square meters of plywood (4 mm basis) and is presently

manufacturing plywood of different size variety and technical specifications.

The Company is also engaged in the activities of manufacturing, heavy packing

materials, block boards, wooden rods and Veneers.

The Company has now proposed two projects envisaging setting up two new plants

for the manufacture of engineered wood products i.e. Seasoned/Seasoned-

Laminated Timber and Moldings near its existing plant and Tellicherry, Dist-

Cannanore, Kerala.


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ORGANIZATIONAL STRUCTURE

KEY PERSONS AND BOARD OF DIRECTORS

MANAGING DIRECTOR - ASHRAF N V

DIRECTORS - HARRIS NV

-MOOSA N V

-SALMAN N V

-HUSSINI MUBARAK


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CLIENT LIST

ISRO

The Indian Space Research Organization (ISRO) is the primary

body for space research under the control of the Government of India, and one of

the major space research organizations in the world. It was established in its modern

form in 1969 as a result of coordinated efforts initiated earlier.

Over the years, ISRO has conducted a variety of operations for both Indian and

foreign clients. ISRO's satellite launch capability is mostly provided by indigenous

launch vehicles and launch sites. In 2008, ISRO successfully launched its first lunar

probe, Chandrayaan-1, while future plans include indigenous development of

GSLV, manned space missions, further lunar exploration, and interplanetary probes.

ISRO has several field installations as assets, and cooperates with the international

community as a part of several bilateral and multilateral agreements.

http://en.wikipedia.org/wiki/Government_of_India

http://en.wikipedia.org/wiki/Launch_vehicle

http://en.wikipedia.org/wiki/Chandrayaan-1

http://en.wikipedia.org/wiki/GSLV

http://en.wikipedia.org/wiki/Indian_human_spaceflight_program


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COCHIN INTERNATIONAL AIRPORT

COCHIN INTERNATIONAL AIRPORT

(IATA: COK, ICAO: VOCI), also known

as Nedumbassery Airport and CIAL, is

the largest and busiest airport in Kerala, located at NEDUMBASERRY, near

KOCHI, in INDIA. For the period of Apr–Nov 2010, it was the seventh busiest

airport in terms of overall passenger traffic and fourth busiest in terms of

international passenger traffic. The airport is the primary base for AIR INDIA

EXPRESS operations and it is a focus city for GOA AIR, INDIGO, JET

AIRWAYS, JETLITE, SPICEJET and KINGFISHER AIRLINES.

The airport pioneered the concept of private investment in Airport sector by

incorporating it as a PUBLIC LIMITED COMPANY and it received investments

from nearly 10,000 NON RESIDENT INDIANS from 30 countries.

The airport handled 3.9 million passengers and had air traffic movements (ATM) of

about 411 per week for the year 2009-10. The airport currently handles around 799

aircraft per week with 10,800 passengers each day. Eight domestic airlines and 16

international airlines connect Kochi with nearly 40 destinations nationally and

internationally.


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SOUTHERN RAILWAY

The southern railway is the earliest of the 16 zones of the Indian railways created

in independent India. It was created on April 14, 1951 by merging three state

railways namely madras and southern mahratta railway, the south Indian railway,

and the Mysore state railway. The south Indian railway was originally created in the

British colonial times as great southern India railway co. founded in Britain in 1853

and registered in 1859. Its original headquarters was in tiruchirapalli (trichy) and

was registered as a company in London only in 1890

B.H.E.L

Bharat Heavy Electricals Limited (BHEL) (BSE: 500103, NSE: BHEL) is one of

the oldest and largest state-owned engineering and manufacturing enterprise in

India in the energy-related and infrastructure sector which includes Power,

Railways, Transmission and Distribution, Oil and Gas sectors and many more. It is

the 12th largest power equipment manufacturer in the world. BHEL was established

more than 50 years ago, ushering in the indigenous Heavy Electrical Equipment

industry in India .The Company has been earning profits continuously since 1971-

72 and paying dividends since 1976-77 . 74% of the total power generated in India

is produced by equipment manufactured by BHEL.

http://en.wikipedia.org/wiki/Indian_Railways

http://en.wikipedia.org/wiki/Madras_and_Southern_Mahratta_Railway

http://en.wikipedia.org/w/index.php?title=South_Indian_Railway&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Mysore_State_Railway&action=edit&redlink=1

http://en.wikipedia.org/wiki/Tiruchirapalli

http://en.wikipedia.org/wiki/Trichy

http://en.wikipedia.org/wiki/Bombay_Stock_Exchange

http://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500103

http://en.wikipedia.org/wiki/National_Stock_Exchange_of_India

http://www.nseindia.com/marketinfo/companyinfo/companysearch.jsp?cons=BHEL&section=7

http://en.wikipedia.org/wiki/Engineering

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Power_Generation

http://en.wikipedia.org/wiki/Railways

http://en.wikipedia.org/wiki/Electricity_distribution

http://en.wikipedia.org/wiki/Petroleum_industry

http://en.wikipedia.org/wiki/Dividend


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It is one of India's nine largest Public Sector Undertakings or PSUs, known as the

Navratnas or 'the nine jewels’. Bharat heavy Electricals Limited is the 12th largest

power EQUIPMENT producer in the world.

B.H.E.L BANGLORE

B.H.E.L THRICHI

B.H.E.L RANNIPET

B.H.E.L HYDERABAD

I T I (INDIAN TELEPHONE INDUSTRIES LIMITED)

Indian Telephone Industries Limited is a state-owned manufacturer of

telecommunications equipment in India. It was founded in 1948, and today has six

manufacturing facilities which produce a range of switching, transmission, and

access and subscriber premises equipment. It is headquartered at BANGALORE

(Bengaluru).

It produces GSM mobile equipment at its Mankapur and Rae Bareli Plants. These

two facilities supply more than nine million lines per annum to both domestic as

well as export markets. It also produces Information and Communication

Technology (ICT) equipment such as network management systems, encryption and

http://en.wikipedia.org/wiki/Public_Sector_Undertaking

http://en.wikipedia.org/wiki/Navratnas

http://en.wikipedia.org/wiki/GSM


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networking solutions for internet connectivity, and secure communications

networks and equipment for India's military

INSTRUMENTATION LTD

Instrumentation Limited, Palakkad (ILP) started its operations in collaboration with

M/s Yamatake Honeywell Co. Ltd., Japan (YH) the world renowned leader in

process control instrumentation including final control elements like control valves

etc.

In India, ILP has achieved self-reliance in the field of Instrumentation and has gone

on to earn a fair name as a leader in providing turnkey Instrumentation, not only to

the core Indian industry, but also to the overseas market.

Today, Instrumentation Ltd. plays a vital support role for a very wide spectrum of

industrial enterprises – ranging from core sector establishments such as steel,

power, cement and oil refineries to large medium and even small scale industries.


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KMML

Kerala Minerals and Metals Ltd is an integrated titanium dioxide manufacturing

public sector undertaking in Kerala, India. Its operations comprise mining, mineral

separation, synthetic rutile and pigment-production plants. Apart from producing

rutile-grade titanium dioxide pigment for various types of industries, it also

produces other products like ilmenite, rutile, zircon, sillimanite, synthetic rutile etc.

The company manufactures titanium dioxide through the chloride route. The

different grades are produced by KMML under the brand name KEMOX.

KMML has always been responsive to social and environmental causes. Some of

the initiatives taken by KMML have made a significant change to the area and its

people.

TELK

TELK, Transformers and Electricals Kerala Limited was incorporated in 1963

under an agreement with Government of Kerala, Kerala state Industrial

Development Corporation and M/s. Hitachi Limited, Japan to set up a full-fledged

unit for designing and manufacturing Extra High Voltage Electrical equipment’s in

India.

TELK set an example by venturing into the area of manufacturing high capacity

transformers in India at a time when nation relied mostly on imported equipment’s

http://en.wikipedia.org/wiki/Titanium_dioxide

http://en.wikipedia.org/wiki/Public_sector_undertakings_in_Kerala

http://en.wikipedia.org/wiki/Kerala


http://en.wikipedia.org/wiki/Mineral

http://en.wikipedia.org/wiki/Rutile

http://en.wikipedia.org/wiki/Pigment

http://en.wikipedia.org/wiki/Ilmenite

http://en.wikipedia.org/wiki/Rutile

http://en.wikipedia.org/wiki/Zircon

http://en.wikipedia.org/wiki/Sillimanite


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to meet its power transmission requirements.

Located at Angamally, near Cochin in Kerala, the first product rolled out from

TELK in 1966. Telk has established its own brand image for quality and reliability.

Since 23rd June 2009, Telk is a Joint Venture Company of Gov’t of Kerala and

NTPC Ltd.

SAINT-GOBAIN SEPR

SEPR Refractories India Limited is a Wholly Owned Subsidiary of Saint-Gobain

SEFPRO who is one of the world’s largest manufacturers of fused cast refractories

for glass furnaces. SEPR India came into being in 2002 by acquiring the fused cast

business from Carborundum Universal (CUMI), PRODUCTS

A fused cast refractory is a high–density material obtained by melting a mixture of

the purest oxides and casting them into molds to create the required shapes. Fused

cast refractory blocks are preferred by the glass industry mainly because they offer

good glass corrosion resistance at high temperatures with no glass defects.

Apart from fused cast refractories, they also manufacture Wear Resistant fused cast

materials, sintered refractories and monolithic. In view of their ability to

manufacture products with internationally acclaimed standards, we today are

preferred suppliers to leading Glass manufacturers and designers like SGG, Fives

Stein, SORG, HORN, TECO, NEG etc. They are proud to have a satisfied clientele

which spreads over South East Asia, Russia, Europe, America, and Africa etc.


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KELTRON

Keltron, Kerala State Electronics Development Corporation Limited, is a Public

sector electronics company located in Kerala, a state in India. It is headquartered at

the capital city of Kerala, Thiruvananthapuram. The company is under the direct

control of the State government of Kerala.

The registered name of the company is Kerala State Electronics Development

Corporation Limited (KSEDC Ltd). The name Keltron was coined from two words,

Kerala Electronics and when it was necessary to use a small word in Telegrams

referring to the company. Later, the same naming convention was adopted to name

two other state owned electronic companies namely Meltron (Maharashtra

Electronics) and Uptron (UP Electronics).

In its early days, the company produced DCS, PLC, electronic devices such as

televisions, radios and other consumer electronics goods. On this end, the company

was a failure to provide its quality consumer goods with competing rates and

henceits products could not compete in international market. Keltron is famous for

its automatic traffic regulation systems. In early days, Keltron traffic signals were

used in all the major metro cities of India. Currently it is mainly used in Kerala and

few neighboring states.

Currently, major products of the company include mines for Indian navy and

various parts of Rockets for Indian space research organization ISRO. The company

also produces basic electronic components such as capacitors, transistors, resistors,

diodes, PCBs on a large scale for the Indian market. It also provides services in the

field of information technology, animation, and web designing. It has recently

established a division for geo-informatics services.





http://en.wikipedia.org/wiki/Thiruvananthapuram



http://en.wikipedia.org/wiki/Television

http://en.wikipedia.org/wiki/ISRO

http://en.wikipedia.org/wiki/Capacitor

http://en.wikipedia.org/wiki/Transistor

http://en.wikipedia.org/wiki/Resistor

http://en.wikipedia.org/wiki/Diode

http://en.wikipedia.org/wiki/Printed_circuit_board

http://en.wikipedia.org/wiki/Animation

http://en.wikipedia.org/wiki/Web_designing


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COMPETITORS LIST

MM SAW MILLS, MOOVATTUPUZHA, KERALA

Adooparambu, Moovattupuzha, Phone: 485 2835506, Mobile: 974 555 0001

Pioneers in Timber industry deal with mainly hardwoods like Burma teak ,

Pyinkado , local wood etc., they supply round logs or sizes in huge quantities.

Key person: Mr.Kalamkutty, Mobile: 9745550001

UNITED TIMBER CORPORATION, Cochin, Kerala

Specialize in interior Decorative Woods: Beech, Ash, Maple,

Hard wood: Cheru Teak Mainly in Sizes and Logs

Thammanam P.O., Kochi - 682 032, Kerala

Phone: 0484 - 2331181, 2335667, Fax: 0484 - 2341793

E - Mail: [email protected]

PAULSON WOOD INDUSTRIES, COCHIN, KERALA

For Total Range of Quality Wood, Rose Wood, Teak Wood etc.

Paulson Furniture for all kinds of wood sizes, Readymade Doors, Windows,

Shutter and Frames.

Office : Phone : +91 - 484 - 3206347, Res : 0484 - 2593657, Mobile : 9447726347

Kuruppampady, Perumbavoor, Cochin - 45, Kerala, Phone : 0484 - 2526347

ROYAL WOOD CRAFT & TIMBERS,KALLAI

CALICUT, KERALA

Shop for Quality Wooden Furniture, Round Logs, Packaging cases, Cut, Sizes,

Suppliers

East Kallai, Calicut - 673003, Kerala, India


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Phone : Off : 91 - 495 - 2306226, Fax No: 0495-2306226,

E - mail : [email protected]

Contact :A.Sathyaprakash Mobile : 9847129966, Timber Merchant, East Kallai,

Calicut - 673 003

OVERSEAS TIMBERS, CALICUT, KERALA

Thani, Mavu, Silver Oak Planks & Runners Seasoned in Kallai River

Above 60" girth Logs at reasonable rates, delivery in 12 hours including sawing

Mooriyad, Calicut- 673 002, Kerala, India

Tel: 94471 21303, 91 495 2301018

Email: [email protected]

ANB DESIGNER WOOD PVT LTD, COCHIN, KERALA

Manufacturers & Exporters Furniture Cabinetry Joinery Seasoned Timber

9388615984

E - mail : [email protected]

Industrial Development Plot, Angamaly - 683573

Phone : 91 - 484 - 2627898

WESTERN INDIA PLYWOODS

It the number one plywood manufactures of the country having exports to a number

of nations, situated in thellichery cannore, Kerala


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PRODUCTS AND PRODUCTION PROCESS

The noun product is defined as a "thing produced by labor or effort"[1] or the

"result of an act or a process",[2] and stems from the verb produce, from the Latin

prōdūce(re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to

anything produced.[3] Since 1695, the word has referred to "thing or things

produced". The economic or commercial meaning of product was first used by

political economist Adam Smith.

In marketing, a product is anything that can be offered to a market that might satisfy

a want or need.[5] In retailing, products are called merchandise. In manufacturing,

products are purchased as raw materials and sold as finished goods. Commodities

are usually raw materials such as metals and agricultural products, but a commodity

can also be anything widely available in the open market. In project management,

products are the formal definition of the project deliverables that make up or

contribute to delivering the objectives of the project.

In general, product may refer to a single item or unit, a group of equivalent

products, a grouping of goods or services, or an industrial classification for the

goods or services.

A related concept is sub product, a secondary but useful result of a production

process.

Main products


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WOODEN PLANKS- A plank is a piece of timber flat, elongated and

rectangular, with parallel faces, higher or longer than wide, used in the

construction of ships, houses, bridges, etc...

Usually from sawn timber, more than 38 mm thick, and generally wider than

63 mm. If the width is less than 63 mm and the thickness less than 38 mm is

called board.

It also receives the name of board a panel of wood or other material

(composed of one piece of board or more) which is normally hung on a wall

with announcements to be read by a certain audience (for example a bulletin).

From these words derives the term for the digital bulletin board Bulletin

board System

USAGE

Ancient times planks sawn from logs were used to build bridges, walkways,

ships or houses, including flooring, coverings and furniture . They also

served as a support to form a shelf or table (for storing food, objects, etc...). It

originates in the habitat of the Neolithic house, the shepherd used them to

cure the cheese (let them dry on long planks).

The plank has been in the past, the basis of maritime transport. The planks of

wood float on the water, and they are easy to be machined, so, during many

centuries, they were used as the "primary material" in ship building, until

they have been replaced by other materials (steel, aluminum, fiberglass, etc..)

in modern times.

Wooden sizes

CHEMICAL WOODEN SIZES


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CHEMICAL WOODEN PLANKS

TREATED WOODEN PLANKS

CHEMICAL TREATED WOODEN PLANKS

SEASONED WOODEN PLANKS

This are dried wooden planks. Wood drying (also seasoning lumber or wood

seasoning) reduces the moisture content of wood before its use.

There are two main reasons for drying wood:

1. Woodworking: When wood is used as a construction material, whether as

a structural support in a building or in woodworking objects, it will absorb or

desorb moisture until it is in equilibrium with its surroundings. Equilibration

(usually drying) causes unequal shrinkage in the wood, and can cause

damage to the wood if equilibration occurs too rapidly. The equilibration

must be controlled to prevent damage to the wood.

2. Wood burning: When wood is burned, it is usually best to dry it first.

Damage from shrinkage is not a problem here, and the drying may proceed

more rapidly than in the case of drying for woodworking purposes. Moisture

affects the burning process, with un burnt hydrocarbons going up the

chimney. If a 50% wet log is burnt at high temperature, with good heat

extraction from the exhaust gas leading to a 100°C exhaust temperature,

about 5% of the energy of the log is wasted through evaporating and heating

the water vapors. With condensers, the efficiency can be further increased;

but, for the normal stove, the key to burning wet wood is to burn it very hot,

perhaps starting fire with dried wood.

For some purposes, wood is not dried at all, and is used green. Often, wood

must be in equilibrium with the air outside, as for construction wood, or the

air indoors, as for wooden furniture.


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Wood is air-dried or kiln-dried. Usually, the wood is sawn before drying, but

not always, as when the whole log is dried.

Case hardening describes lumber or timber that has been improperly kiln-

dried. If dried too quickly, wood shrinks much at the surface, compressing its

damp interior. This results in unrelieved stress. Case-hardened wood may

warp considerably and dangerously when the stress is released by sawing.

BLOCK BOARD

PLYWOOD

Plywood is a type of manufactured wood made from thin sheets of wood

(wood veneer). It is one of the most widely used wood products. It is flexible,

cheap, workable, recyclable, and can usually be locally manufactured.

Plywood is used instead of plain wood because of its resistance to cracking,

shrinkage, and twisting/warping, and its general high degree of strength.

Plywood layers (called veneers) are glued together with adjacent plies having their

grain at right angles to each other for greater strength. There are usually an odd

number of plies so that the sheet is balanced—this prevents warping. Because of the

way plywood is bonded (with grains running against one another and with an odd

number of composite parts) it is very hard to bend it perpendicular to the grain

direction.

USAGE

Variants of the basic principles of modern-day plywood manufacturing have been

used down through the ages since ancient Egyptian times. Plywood is used widely

throughout the construction industry, and is available in different thicknesses for

various purposes such as walls, floors, sheds and roofing. Valued for its strength

and versatility, plywood withstands the test of time better than any other laminate

wood product that is similar in design.


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VENEER- In woodworking, veneer refers to thin slices of wood, usually

thinner than 3 mm (1/8 inch), that are typically glued onto core panels

(typically, wood, particle board or medium-density fiberboard) to produce

flat panels such as doors, tops and panels for cabinets, parquet floors and

parts of furniture. They are also used in marquetry. Plywood consists of three

or more layers of veneer, each glued with its grain at right angles to adjacent

layers for strength. Veneer beading is a thin layer of decorative edging placed

around objects, such as jewelry boxes. Veneer is also a type of manufactured

board.

Veneer is obtained either by "peeling" the trunk of a tree or by slicing large

rectangular blocks of wood known as flitches. The appearance of the grain and

figure in wood comes from slicing through the growth rings of a tree and

depends upon the angle at which the wood is sliced. There are three main types

of veneer-making equipment used commercially:

A rotary lathe in which the wood is turned against a very sharp blade and peeled

off in one continuous or semi-continuous roll. Rotary-cut veneer is mainly used

for plywood, as the appearance is not desirable because the veneer is cut

concentric to the growth rings.

* A slicing machine in which the flitch or piece of log is raised and lowered

against the blade and slices of the log are made. This yields veneer which looks

like sawn pieces of wood, cut across the growth rings.

* A half-round lathe in which the log or piece of log can be turned and moved in

such a way to expose the most interesting parts of the grain.


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Each slicing processes gives a very distinctive type of grain, depending upon the

tree species. In any of the veneer slicing methods, when the veneer is sliced, a

distortion of the grain occurs. As it hits the wood, the knife blade creates a

"loose" side where the cells have been opened up by the blade, and a "tight"

side.

Traditionally, veneers were also sawn, but this is more wasteful of wood.

Veneering is an ancient art, dating back to the ancient Egyptians who used

veneers on their furniture and sarcophagi.

USAGE

Wood veneer is often used on common or less valuable materials to give

them a superficially attractive appearance. Other than furniture, wood veneer

is often used for cabinet remodeling. Using wood veneer on functional but

unattractive kitchen cabinets is easier and less expensive than replacing the

cabinets entirely. Wood veneer is also used for parquet floors. Wooden

products that have large surfaces may be made from wood veneer to avoid

the great costs associated with making large items entirely of solid wood.

Wood veneer can be used in craft projects. Martha Stewart created a unique

lamp shade made from wood veneer and serving trays. Wood veneer is used

on speaker coverings and luxury car interiors. Its various creative uses are

limited only by the imagination.

Wood veneer can be made from the wood of various species of trees. It is

often made from species such as cherry, oak, maple and birch, as well as rare

and exotic species such as Brazilian rosewood and eucalyptus. There are

hundreds of different types of wood veneer available. When wood veneer is


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applied properly, it gives a piece the illusion that is made entirely from the

same type of wood as the veneer.

WOODEN CORE :

It is the end product from peeling. After peeling at last the core of wood will

be remaining this is used to make the parts of block boards

WOODEN RODE

Wooden rode is made using a machine which is specifically made for

manufacturing it. It uses in heavy electrical items like transformers

TOMATO BOXES

These are boxes which are exclusively made for packing tomatoes mainly

supplied to the parts of Hassan in Karnataka, udumulpet in tamilnadu

WOODEN PALLETS

A pallet (pronounced /ˈpælɨt/) (sometimes called a skid) is a flat transport

structure that supports goods in a stable fashion while being lifted by a

forklift, pallet jack, front loader or other jacking device. A pallet is the

structural foundation of a unit load which allows handling and storage

efficiencies. Goods or shipping containers are often placed on a pallet

secured with strapping, stretch wrap or shrink wrap and shipped.

While most pallets are wooden, pallets also are made of plastic, metal, and

paper. Each material has advantages and disadvantages relative to the others.

(See the sections "Phytosanitary compliance" and "Materials used" below.)

USAGE

Building Material


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The ones that are no longer in use for transporting goods tend to get left by

the wayside. However, these abandoned pallets can be put to good use as a

building material.

Many people have used them for framing small structures like wood sheds,

playhouses, tree houses, or tool sheds. Since pallets are built to be sturdy,

they can make an excellent building material.

Landscape Mulch

You can use the ones that have outlived their usefulness as a transport

structure can still be useful in other areas. Grinding down old wooden pallets

to turn into landscape mulch is a common practice.

Mulch is a protective cover placed over the soil in agriculture or gardening,

usually to help modify the effects of the natural climate. Common materials

for mulch include pine needles, rubber, plastic, and organic material like

shredded wood, which is where a recycled wooden pallet would be useful.

Packing case materials: used by courier, airline ,shipping forwarding

Heavy packing cases : used by heavy electrical company


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Subsidiary products

Saw dust- Sawdust is composed of fine particles of wood. It is a by-

product of cutting lumber with a saw, hence its name. It can present a

hazard in manufacturing industries, especially in terms of its

flammability.

USAGE

Sawdust has a variety of practical uses, including serving as a mulch,

as an alternative to clay cat litter, as a fuel, or for the manufacture of

particleboard. Until the advent of refrigeration, it was often used in

icehouses to keep ice frozen during the summer. It has been used in

artistic displays, and as scatter. It is also sometimes used to soak up

liquid spills, allowing the spill to be easily collected or swept aside. It

is used to make Cutler's resin. Mixed with water and frozen, it forms

pykrete, a slow-melting, much stronger form of ice

Animal Bedding

Similar to landscape mulch, shredded pallets can be put to good use as animal

bedding. Many pet owners provide bedding for animals by using shredded

organic material like hay, straw, sawdust, shredded newspaper, cardboard, or

wood. Recycled wooden pallets that have been shredded are perfect for this

use.


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Sports

Old ones can be a great material for use in different sports. In paint-balling,

these old ones can be used as barricades or structures. They can also be used

in skateboarding to build something called a "manual pad" which

skateboarders use to practice their moves.

As you can see, they can be used for much more than just the transportation

of goods. Recycling and reusing old pallets can be helpful to both you and

the environment. Hopefully you know have a better and more knowledgeable

understanding after reading this article.

Fire wood- Firewood is any wood-like material that is gathered and used

for fuel. Generally, firewood is not highly processed and is in some sort of

recognizable log or branch form.

Firewood is a renewable resource. However, demand for this fuel can

outpace its ability to regenerate on local and regional level. For example in

some places in the world and through history, the demand has led to

desertification. Good forestry practices and improvements in devices that

use firewood can improve the local wood supplies.

Short core- these are the end product from veneer manufacturing which are

not in a specific size


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PRICE

Economist defines price as the exchange value of a product or service always

expressed in money. To the consumer the price is an agreement between seller and

buyer concerning what each is to receive; price is the mechanism or device for

translating into quantitative terms (Rupees and Paisa) the perceived value of the

product to the customer at a point of time. The buyer is interested in the "price" of

the whole "package" consisting of the physical product plus bundle of expectations

or satisfactions. The consumer has numerous expectations such as accessories,

after-sale-service, replacement parts, technical guidance, extra services, credit and

many other benefits. Thus price must be equal to the total amount of benefits

(physical, economic, social and psychological benefits). Any change in the price

will also bring about alterations in the satisfaction side of the equation. To the

ultimate consumer, the price he pays for a product or service represents a sacrifice

of purchasing power, prices paid by resellers are also sacrifices. Price is the only

objective criteria (although an imperfect measuring rod) for the consumer for

comparing alternative items and making the final choice. To the consumers price is

a product disfeatures, i.e. a feature of which he disapproves. However, to the seller

price is a source of revenue and main determinant of profit to the seller is a product

feature most welcome.

Pricing is equivalent to the total product offering. This offering includes a brand

name, a package, product benefits, after sale service, delivery, credit and so on.

From the marketer's point of view, the price also covers the total market offering,

i.e. the consumer is also purchasing the information through advertising sales

promotion and personal selling and distribution method that has been adopted. The

consumer gets these vales and also covers their costs. We can now define price as


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the money vale of a product or service agreed upon in a market transaction, we have

a kind of price equation, where;

MONEY (PRICE) = BUNDLE OF EXPECTATIONS OR SATISFACTIONS.

Include in the bundle of expectations may be physical product plus other attributes.

Such as delivery, installation, credit, return privileges, after-sales servicing and so

on. Besides being the amount you charge customers for your products, price

involves management policies on discounts, allowances, credit terms, payment

periods, transit payments, etc. Concerning wood industry the price will be

determined by considering the factors like

Type of wood

Type of product

Process of manufacture

Design

Durability

Demand

Availability of raw material

Work cost


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PLACE

Place is where the product is made available, it is also called as distribution mix. It

decides whether goods are to be marketed through wholesalers, retailers, own

branches, agents, or middlemen. While taking the decision about place the marketer

should consider a lot of factors, like product related, production related, sales,

market etc…

Here in the context of Ashraf wood industries the place of operation is put up in

perumbavoor, which is said to be the timber city of Kerala, where a lot of timber

industries are been situated. There are some certain reasons behind the decision of

ashraf wood industries to decide perumbavoor as its place of operation. The resons

are as follows

Availability of raw material: Perumbavoor is very near to high range places like

Munnar, Iduki etc..., which are ear marked for timbers, as raw material is available

in the very near area it helps in drastic cost reduction. Selection of the tree for the

purpose of production is a very important matter regarding the timber industries and

as the availability of raw material increases it will in turn help the industry to grow

in terms of quality.

Nearness to the market: the accessibility to market is important factor in deciding

the operation of business as business plant or operation area is near it in turn helps

in reducing the cost of operation as well as reduces the risk in transportation

Availability of labor: The availability of labour plays a great role in every

industry they are the greatest asset to the industry.The labour must be obtained at a

reasonable cost and more important the labourers must have the ample knowledge

of the respective work they are performing in the industry.The labourers act as a

back bone in the industry if there is a little deviation in the quality of their work,the


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number of laborers needed is lesser than the amount they have it will have a direct

effect on the quality of the products produced by the industry

Transportation facility-Transportation is the foremost thing that every industry

must have. The quality of transportation should be the best. Transportation of

materials, if they are to be delicately transported to the required destination

without effecting it by the changes in the climate. Such transportation could be done

only if the industry provides the right transportation facility. Good transportation

facility also reduced the cost.

Other facilities-With all the requirements filled in the place mix there are some

facilities which comes as a subsidy for all the other things like banking, safety

consideration etc…

PROMOTION

Specific combination of promotional methods such as print or broadcast

advertising, direct marketing, personal selling, point of sale display, merchandising,

etc., used for one product or a family of products is basically called as promotion

In business and marketing, ―trade‖ refers to the relationship between manufacturers

and retailers. Trade Promotion refers to marketing activities that are executed in

retail between these two partners. Trade Promotion is a marketing technique aimed

at increasing demand for products based on special pricing, display fixtures,

demonstrations, value-added bonuses, no-obligation gifts, and more.

Trade Promotions can offer several benefits to businesses; trade promotions can

help companies differentiate their products from the competition. Companies can


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utilize Trade Promotions to increase product visibility and brand awareness with

consumers. Trade Promotions can also increase a product’s consumption rate, or the

average quantity of a product used by consumers in a given time period.

Furthermore, effective Trade Promotions can enlarge a product’s market segment

penetration, or the product’s total sales in proportion to the category’s competition.

Moreover, companies use Trade Promotions to improve distribution of their

products in market and strengthen relationships with retailers. Lastly, Trade

Promotions can be leveraged to introduce new product launches into market.

Following are the methods utilized by ashraf wood industries for

promoting their product

Print ads

It is a fact that, among people color full images and texts have a greater impact in

their minds and will remain in their memory for a long time, keeping this fact in

mind the Ashraf wood industry have designed unique print ads as one of the method

of promotion

Notices

One method of notice is publication in a local newspaper. Public notice can also be

given in other ways, including radio, television, and on the Internet. Some

governments required publication in a newspaper, though there have been attempts

among some politicians to eliminate the expense of publication by switching to

electronic forms of notification

News paper

A newspaper is a regularly scheduled publication containing news, information, and

advertising, usually printed on relatively inexpensive, low-grade paper such as


2010 - 2011


newsprint. By 2007 there were 6580 daily newspapers in the world selling 395

million copies a day. The worldwide recession of 2008, combined with the rapid

growth of web-based alternatives, caused a serious decline in advertising and

circulation, as many papers closed or sharply retrenched operations.[1]

General-interest newspapers typically publish stories on local and national political

events and personalities, crime, business, entertainment, society and sports. Most

traditional papers also feature an editorial page containing editorials written by an

editor and columns that express the personal opinions of writers. Other features

include display and classified advertising, comics, television listings, tender notices

and inserts from local merchants.

personnel selling

Ashraf wood industries appoint a team of personals to approach various existing

clients and the prospective clients and conduct seminars, camps, presentations etc...

And deliver them the detailed information about the products,Industry, and the

negotiations. This kind of promotional programs helps in increasing the quants of

order from existing customers as well as to create new customers


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PROCESS

Process refers to that sequence of action in which manufacturing takes place. In

timber manufacturing the process start from identifying the proper tree for

manufacturing, cutting and till making it as finished product

1. LOGGING

Logging is the felling, skidding, on-site processing, and loading of trees or logs

onto trucks. In forestry, the term logging is sometimes used in a narrow sense

concerning the logistics of moving wood from the stump to somewhere outside

the forest, usually a saw mill or a lumber yard. However, in common usage, the

term may be used to indicate a range of forestry or silviculture activities. For

example the practice of the removal of valuable trees from the forest has been

called selective logging, sometimes confused with selection cut.

Illegal logging refers to what in forestry might be called timber theft.

In common usage what is sometimes called clear-cut logging is not is necessarily

considered a type of logging but a harvest or silviculture method and is simply

called clear-cutting or block cutting. In the forest products industry logging

companies may be referred to as logging contractors.

Logging usually refers to above-ground forestry logging. Submerged forests exist

on land that has been flooded by damming to create reservoirs. Such trees are

logged using underwater logging or by the lowering of the reservoirs in question.

Ootsa Lake and Williston Lake in British Columbia, Canada, are notable

examples where timber recovery has been needed to remove inundated forests.


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CLEAR-CUTTING

Clear-cutting, or clear-felling, is a harvest method that removes essentially all

the standing trees in a selected area. Depending on management objectives, a

clear-cut may or may not have reserve trees left to attain goals other than

regeneration, including wildlife habitat management, mitigation of potential

erosion or water quality concerns. Silviculture objectives for clear-cutting, (for

example, healthy regeneration of new trees on the site) and a focus on forestry

distinguish it from deforestation.

METHODS OF LOGGING

LOGGING METHODS:-

Tree-length logging

Trees are felled and then delimbed and topped at the stump. The log is then

transported to the landing, where it is bucked and loaded on a truck. This

leaves the slash (and the nutrients it contains) in the cut area where it must

be further treated if wild land fires are of concern.

Full-tree logging

Trees and plants are felled and transported to the roadside with top and

limbs intact. The trees are then delimbed, topped, and bucked at the

landing. This method requires that slash be treated at the landing. In areas

with access to cogeneration facilities, the slash can be chipped and used for

the production of clean electricity or heat. Full-tree harvesting also refers

to utilization of the entire tree including branches and tops. This technique

removes both nutrients and soil cover from the site and so can be harmful

http://en.wikipedia.org/wiki/Delimbing

http://en.wikipedia.org/wiki/Log_bucking

http://en.wikipedia.org/wiki/Slash_%28logging%29

http://en.wikipedia.org/wiki/Woodchipping


2010 - 2011


to the long term health of the area if no further action is taken, however,

depending on the species, many of the limbs are often broken off in

handling so the end result may not be as different from tree-length logging

as it might seem.

Cut-to-length logging

Cut-to-length logging is the process of felling, delimbing, bucking and

sorting (pulpwood, saw log, etc.) at the stump area, leaving limbs and tops

in the forest. Harvesters fell the tree, delimb and buck it, and place the

resulting logs in bunks to be brought to the landing by a skidder or

forwarder. This method is usable for smaller timber on ground flat enough

that forwarders can operate, but does not work well on steep slopes.

Springboards

Loggers cut a springboard notch into which they insert the springboard,

which is then used as a platform, allowing the logger to stand above

obstructions/snow or to cut higher-up where the trunk is narrower.

Transporting logs

Felled logs are then generally transported to a saw mill to be cut into

timber, a paper mill for paper pulp, or for other purposes like fence posts.

Log transportation can be challenging and costly since trees are often far

from navigable roads. Road building and maintenance may be restricted in

National Forests or other wilderness areas since it can cause erosion in

riparian zones. When felled logs sit adjacent to a road, heavy machinery

http://en.wikipedia.org/wiki/Cut-to-length_logging

http://en.wikipedia.org/wiki/Harvester_%28forestry%29

http://en.wikipedia.org/wiki/Skidder

http://en.wikipedia.org/wiki/Forwarder

http://en.wikipedia.org/wiki/Timber

http://en.wikipedia.org/wiki/Wood_pulp

http://en.wikipedia.org/wiki/Road_building

http://en.wikipedia.org/wiki/United_States_National_Forest

http://en.wikipedia.org/wiki/Riparian_zone


2010 - 2011


may simply lift logs onto trucks. Many methods exist to transport felled

logs lying away from roads. Cable logging involves a yarder which pulls

one or several logs along the ground to platform where a truck is waiting.

When the terrain is too uneven to pull logs on the ground, a skyline can lift

logs off the ground vertically, similar to a ski lift. Heavy-lift helicopters

may be used when cable logging is not allowed due to environmental

concerns or when roads are lacking. Helicopters are the most expensive

form of log transport. Less mainstream forms of log transport, or methods

used previously include horses, oxen, or balloon logging. In context of

Ashraf wood industries the logs are mainly transported using trucks, the

logs are carried to truck with the help of cranes and elephants

Safety considerations

Computerized log cutting with heavy machinery increases capital costs but

also improved yield and productivity, as well as improving personnel

safety.

Logging is a dangerous occupation. In the United States, it has consistently

been one of the most hazardous industries. In 2008, the logging industry

employed 86,000 workers, and accounted for 93 deaths. This resulted in a

fatality rate of 108.1 deaths per 100,000 workers that year. This rate is over

30 times higher than the overall fatality rate. Loggers work with heavy,

moving weights and the use of tools such as chainsaws and heavy

equipment on uneven and sometimes unstable terrain. Loggers also deal

with severe environmental conditions, such as inclement weather and

severe heat or cold. An injured logger is often far from professional

emergency treatment.

http://en.wikipedia.org/wiki/Cable_logging

http://en.wikipedia.org/wiki/Yarder

http://en.wikipedia.org/wiki/Skyline_logging

http://en.wikipedia.org/wiki/Ski_lift


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Traditionally, the cry of "Timber!" developed as a warning alerting fellow

workers in an area that a tree is being felled, so they should be alert to

avoid being struck. The term "widow maker" for timber that is neither

standing nor fallen to the ground demonstrates another emphasis on

situational awareness as a safety principle.

The risks experienced in logging operations can be somewhat reduced,

where conditions permit, by the use of mechanical tree harvesters, skidders

and forwarders.

2. BOILING

After passing inspection and gross cutting the logs passed to steaming or boiling

process for number of hours on large vats. The period being depended on the

size of logs and species of timber being utilized. Such treatments serve a number

of purposes and ensure that the log is of consistent moisture throughout it

softens the smooth tissues of timber to enable the manufacturer to peel a smooth

veneer and it reduces the likelihood of splitting and tearing of the veneer during

the peeling operation.

Boilers used are

Thermo plant boiler

Lancashire boiler

Sand dust boiler

FCP boiler

JAEC boiler

http://en.wikipedia.org/wiki/Situation_awareness


2010 - 2011


3. PEELING

On leaving the steaming vat or pond, the logs are stripped of their bark and sawn to

pre-determined length before peeling. Thus operation is carried out in a grant lathe

or peeler, the lathe rotates the logs against the knife which runs the fill length of the

log and continues ribbon of veneer is thus produced.

The various types of peelers used are:

2700MM WOOD PEELING MACHINE

Feature of 2700MM Wood Peeling Machine:

Spindle Veneer rotary lathe is a device, which is

able to rotary cut the straightened logs or wood core

into veneer. It has two fixed Roller and a moved one

WOOD DEBARKER, WOOD DEBARKING MACHINE, LOG

DEBARKER, WOOD PEELING MACHINE

1. Specification: 1 JXDW-1

2. Capacity: 8-9 t/h

3. Size 8000*1400*1700mm

4. Motor: 11kw

5. Debarking rate : >95%

6. Length of the wood: < 6m Diameter: 20-500mm

7. Weight: 3t 2 JXDW-2

8. Capacity: 10-11 t/...

http://www.tradeindia.com/fp568140/2700mm-Wood-Peeling-Machine.html

http://www.tradeindia.com/selloffer/2480388/Wood-debarker-wood-debarking-machine-log-debarker-wood-peeling-machine.html

http://www.tradeindia.com/selloffer/2480388/Wood-debarker-wood-debarking-machine-log-debarker-wood-peeling-machine.html


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PEELING KNIFE GRINDING MACHINE

These high qualities Peeling Knife Grinding

Machine are made from very high quality raw

material which ensures hassle free work

performance at its user end. This Peeling Knife

Grinding Machine widely finds its applications in

various industrial sectors.

Zhengzhou Yonghua Machine Manufacture Co., Ltd.

Tree peeling machine

Tree Peeling Machine is mainly used to remove the

skin of logs so that they can be ready for further

processing in paper making industry. Out wood

peeling machine has very stable performance and

earns a great reputation for our company both locally and abroad

Tree Peeling Machine Application: suitable for new cutting softwood and some

hardwood for peeling treatment can be completed part of the frozen material, the

dry wood of peeling treatment.

4. CLIPPING

As veneer is peeled it is either carried on to conveyers or wound on to spindles .It

then fed through automatic clippers which cut the veneer to pre- determined widths

http://www.tradeindia.com/fp550331/Peeling-Knife-Grinding-Machine.html


2010 - 2011


or through manually operated clippers which renders the strips of veneer with large

defected unsuitable for the manufacture of plywood.

5. DRYING OR SEASONING WOOD

Wood drying (also seasoning lumber or wood seasoning) reduces the moisture

content of wood before its use.

There are two main reasons for drying wood:

1. Woodworking: When wood is used as a construction material, whether as a

structural support in a building or in woodworking objects, it will absorb or

desorb moisture until it is in equilibrium with its surroundings. Equilibration

(usually drying) causes unequal shrinkage in the wood, and can cause damage to

the wood if equilibration occurs too rapidly. The equilibration must be

controlled to prevent damage to the wood.

2. Wood burning: When wood is burned, it is usually best to dry it first.

Damage from shrinkage is not a problem here, and the drying may proceed more

rapidly than in the case of drying for woodworking purposes. Moisture affects

the burning process, with un burnt hydrocarbons going up the chimney. If a 50%

wet log is burnt at high temperature, with good heat extraction from the exhaust

gas leading to a 100°C exhaust temperature, about 5% of the energy of the log is

wasted through evaporating and heating the water vapors. With condensers, the

efficiency can be further increased; but, for the normal stove, the key to burning

wet wood is to burn it very hot, perhaps starting fire with dried wood.


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For some purposes, wood is not dried at all, and is used green. Often, wood must

be in equilibrium with the air outside, as for construction wood, or the air

indoors, as for wooden furniture.

Wood is air-dried or kiln-dried. Usually, the wood is sawn before drying, but not

always, as when the whole log is dried.

Case hardening describes lumber or timber that has been improperly kiln-dried.

If dried too quickly, wood shrinks much at the surface, compressing its damp

interior. This results in unrelieved stress. Case-hardened wood may warp

considerably and dangerously when the stress is released by sawing.

6. GRADING OF VENEERS

The dried veneers are graded for face, backend core qualities. Each veneer must

be carefully handled and if necessary returned from clippers for the removal of

the split which occurs during drying and other defects which has been over

loaded during earlier inspections. Alternatively veneers showing defects may be

repaired using tapes used to repair splits.

7. EDGING AND JOINING

The narrower width of dried veneers are joined in to the standard widths

required for the particular size of board being manufactured .face and back

veneers may consist of full width but edge joints are permissible.

8. GLUEING AND ASSEMBLY

The prepared veneers are passed to the gluing sector where the glue is applied on

individual veneers build up to the requisites sandwich. Core veneers are passed


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through automatic liquid glue spreaders which regulate the spread of glue,

another important factor in the manufacturing process.

Since too much glue can result in defective boards and laid with grains at the

right angle to the and back veneers are glued it right angles to their neighbors

until the requisite number of veneers of the thickness are pressed and obtained.

9. PRESSING

The assembled veneers are now ready for pressing thus operation is carried out

in large hydraulic press incorporating multiple heated platters between which the

packs are loaded by automatic hander. Platens temperature, moisture control,

pressure, and time are all digitally controlled to suite the particular batch being

passed

10. TRIMMING

Trimming is done to cut off unwanted extra lines to give perfect shape by using

trimming machine

11. SANDING

Sanding is done by sending plywood’s through machines to make trimmed

plywood smooth.

12. FINAL PRODUCT

The final product the plywood has completed its process and stored in ordinary

room temperature


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PHYSICAL EVIDENCE

"This is evidence that does not forget. It is not confused by the excitement of the

moment. It is not absent because human witnesses are, it is factual evidence,

physical evidence cannot be wrong, it cannot perjure itself...only its interpretation

can err."

-Paul L. Kirk, 1974.

In the context of business, physical evidence represents all those tangible things

which help business in its operation, like its machineries, men, material etc...

Following are the physical evidence of Ashraf wood industries

Machineries

Timber yard

Employees

Building

Land vehicles

Trucks

Elephants

Business card

Letter head

Bill invoices

All these things directly or indirectly help them in the operation of business

and it is always physical evidence that proves the companies genuineness and

strength in the public environment.


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WHY ASHRAF WOOD INDUSTRIES

They strive hard to be at the top in the market and

for this they offer quality products to their clients.

Their range is manufactured using best quality

raw material and is widely appreciated for their

termite resistance, durability and dimensional

stability. As a result of all these features, they

have become the priority of their clients.

THE BEST OF ASHRAF WOOD INDUSTRIES

Top class warehouse-In this industry the ware house is with the top quality of

facilities with well-equipped storage compartment this enriches the quality of the

products. They have the scientific storage methods to protect the wood from

getting spoilt from the variation in weather

EXCELLENT MANUFACTURING UNIT

The industry have excellent manufacturing unit with the well-equipped

manufacturing process. The manufacturing unit is been carried out with

strict investigation on each and every process with regular check of the

accuracy level. When the manufacturing unit can contribute with their


2010 - 2011


excellent performance the final output the products manufactured meet to

the requirements of the customers

STATE-OF-THE-ART INFRASTRUCTURE

The infrastructure art of ASHRAF WOOD INDUSTRIES is marvelous.

Good work environment is very necessary for the employees to give their

hundred percentage for the work and this is been provided by ASHRAF

WOOD INDUSTRIES. The interiors of the industry looks elegant and

impressive which add on to the best quality of the industry

SKILLED CRAFTSMEN

A ―skilled craftsmen‖ usually refers to someone in the trade professions the

men and women in the industry. From the people who lay the foundations to

the roofers. And everyone in between, are experts with considerable

experience and training in their craft or trade. In ASHRAF WOOD

INDUSTRIES these skilled craftsmen are found they build a variety of high

quality items that are functional, decorative or both at the same time

CUSTOMIZATION FACILITY

Satisfaction among the customers plays a greater role in the growth of a

company, the facility to design and manufacture according to the demand of

respective customer is the motto of Ashraf wood industries, and only because

of that the supreme companies like BHEL, ISRO etc… are their main clients


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SWOT ANALYSIS

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. The technique is credited to Albert

Humphrey, who led a convention at Stanford

University in the 1960s and 1970s using data

from Fortune 500 companies.

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.

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.

http://en.wikipedia.org/wiki/Strategic_planning

http://en.wikipedia.org/wiki/Project

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Albert_S_Humphrey

http://en.wikipedia.org/wiki/Albert_S_Humphrey

http://en.wikipedia.org/wiki/Fortune_500


2010 - 2011


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.

A brief SWOT analysis of Ashraf wood industry is as follows

Strengths

Skilled crafts man

More than fifty years of experience

Five separate license

Unique seasoning and chemical treatment machine

No hurdles of organizational hierarchy

Nearness to raw material

Nearness to Cochin and Tuticorin port

Weakness

Lack of availability of raw material

Lack of availability of labor

Lack of technological advancement

Lack of professional management people

Lack of proper marketing team

No product diversity

Bad infrastructure of Kerala


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Opportunities

No opportunity for newcomers

Upcoming Vallarpadam container project

Booming construction industry

Booming exports

Transformation of Perumbavoor to a timber zone

Lack of substitutes for timber

Threats

Unexpected climate changes

Power failure

Frequent strikes and harthals

Political bureaucracy

Emergence of synthetic wood, and other substitutes


2010 - 2011


CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION


2010 - 2011


Graph 1

Table of customers

This table shows the detail of the customer weather they are government

undertaking or non-government

Particulars Respondents Percentage

Government 68 68

Non-government 32 32

ANALYSIS

This table shows the details of customers , whether they are a government company

or non-government company, here Ashraf wood industry have a 68% of

government companies as its client band this will help them to secure their position

in the market. The government companies’ credit bills also help them to raise a

huge amount of money from banks

government 68%

non government 32%

CLIENT DATA


2010 - 2011


INFERENCE

It is inferred that Ashraf wood industries have a major share of clients from

government undertakings this gives the assurance of payments and also adds to the

goodwill of the company. And always dealing with Government Company is safer

for the firms operation but the problem is that political situation of India which is

heaped up by the hurdles of bureaucracy and red tappism


2010 - 2011


Graph 2

Table of government undertakings


CENTRAL 56 56

STATE 44 44%

ANALYSIS

This graph shows the details of the government undertaking customers by filtering

them into the heads of central and state government. Always central government

has large scale of operation comparing with state government. Here Ashraf wood

industry have a slight majority of central government companies as clients but that

will never help in getting the advantage of the same


2010 - 2011


INFERANCE

It can be easily inferred from the graph that the Ashraf wood industries have

average mixture of state and central undertakings. It is neither a boon nor Bain for

the company but always having a major share at central government will help the

company in gaining superiority in position.

CENTRAL 56%

STATE 44%


2010 - 2011


Graph 3

Table showing the nongovernment undertakings consume from Ashraf wood

industry


Companies 30 30%

Small firms 38 38

House hold users 32 32

ANALYSIS

This table shows the details of non-government companies, by dividing them in to

the heads like private companies, small firms and house hold users, private

company here are those companies which are incorporated under the companies act

of 1956, for example SAINT GOBAN GLASESS PRIVATE LIMITED and small

firms refers to small scale industry which varies from match box manufacturers to

ancillary industry


2010 - 2011


INFERANCE

It is inferred from the pictorial representation of table no 3 that out of 32% of

non-government undertaking 38% of customers are small scale industries that is a

12.16% of total customers are small scale industries, it is followed by house old

users with 32 % of non-government customers it constitutes 10.2% of total

customers and the last is private companies with 30% of non-government

undertakings it nearly constitutes 9.6% of total customers

COMPANIES 30%

SMALL FIRMS 38%

HOUSE HOLD USERS 32%

COMPANIES

SMALL FIRMS

HOUSE HOLD USERS


2010 - 2011


Graph 4

Table showing the various types of customers

ANALYSIS

This graph shows the analysis of the combination of various industries, firms

companies which are the customers of Ashraf wood industries in this central

government companies leads the position with 38.08% and it makes the companies

operation much safer. The state goes with29.08% in the total share of customers

private owned company have much better position with 18%.But in the total the

PARTICULARS

NO.OF.RESPONDENT

S

PERCENTAGE

central 56 38.08

State 44 29.92

Companies 30 9.16

Small firms 32 10.02

House hold users 38 12.16


2010 - 2011


house old users have twelve percentage of share. The analysis is done by comparing

the first, second and third graphs showing the details of customer.

INFERANCE

It is inferred from the graph that the major customer of Ashraf wood industry are

central government companies the private owned companies are comparatively

very less in number as Ashraf wood industry specifically helps the central

government companies for customizing their product

38.08 29.92 9.6 12.16 10.24 0

5

10

15

20

25

30

35

40

CENTRAL STATE COMPANIES SMALL FIRMS HOUSE HOLDUSERS


2010 - 2011


Graph 5

Source of knowledge of clients

ANALYSIS

The source of knowledge that the clients receive about the industry through

different Medias are taken into account and the above graph is done. The ASHRAF

WOOD INDUSTRIES have selected some of the sources to create awareness about

their industry among the clients. Word of mouth is the one through which

maximum awareness is been done among the clients it goes to 27%,the next is the

cheapest means of communication the newspapers they go with 23% ,notices by

20%,internet 18% and the remaining is done by print ads 12%

PARTICULARS

NO.OF.RESPONDENTS

PERCENTAGE

News paper 23

23%

Print ads 12

12%

Internet 18

18%

Notices 20

20%

Word of mouth 27 27%


2010 - 2011


INFERANCE

It is inferred that the maximum awareness is been done through word of mouth.

This is because the ASHRAF WOOD INDUSTRIES conduct meetings and

seminars frequently about their products and other details to the clients and such

awareness in such a stream of industry reap a lot of benefits of attracting more

clients as this word of mouth is more effective than the other means of

communication

23 12 18 20 27 0

5

10

15

20

25

30

news paper print ads internet notices word of mouth


2010 - 2011


Graph 6

Graph showing convenience of customers

Particulars No of respondents Percentage

Very much

convenient

34 34

Much

convenient

22 22

Convenient

27 27

Not convenient

17 17

ANALYSIS

This is a analysis which is been made taken into account the customers perception

on Ashraf wood industry. It speaks about how much convenient they are with the

dealings with the industry and the above graph is made. The maximum respondents

go with very much convenient in the dealings with the industry it goes with 34%,

convenient with 27%, much convenient 22% and the remaining is not convenient

with 17%


2010 - 2011


INFERANCE

It is inferred that the dealings of ASHRAF WOOD INDUSTRIES is very much

satisfied .This shows the transparency they have for their customers and how much

satisfied they are with the industry. The maximum respondents go with very much

convenient with the industry its speaks the value of the industry what their

maintaining among their dealers

0

5

10

15

20

25

30

35

very muchconvinient

much convinient convenient not convinient

34

22

27

17


2010 - 2011


Graph 7

Table showing about the payment delay


On the spot

19 19

One week

24 24

One month

21 21

Above one

month

36 36

Analysis

This table analysis the payment mode undertaken by Ashraf wood industry. The

duration of payment has a greater impact for sustaining customers .In Ashraf wood

industry according to the survey made the maximum payment period is done

above one month.36% of the respondents go with this. The second period of

payment is within one week it goes for 24%.Then the 21% does the payment by one

month. The remaining 19% does the payment on the spot


2010 - 2011


INFERANCE

The period of payment given by the company’s to the customers matters a lot to the

company in relation for sustaining the potential customers. According to the

survey made of Ashraf wood industry the maximum payment is done above one

month .When such duration of time is given to the customers it is a boon to the

company since they can keep the bill in credit and discount it through banks which

in turn help them to reduce their tax liability

0

10

20

30

40

on the spot one week one month above month

19

24 21

36

on the spot one week one month above month


2010 - 2011


Graph no 8

Table showing market potential of Ashraf wood industry


Ashraf wood

industries

27 27

Western India

plywood

32 32

United wood

industries

14 14

others

27 27

Analysis

The analysis of the above table is the position where Ashraf wood industries stands

in the market of wood industries. The western India plywood occupies 32% of the

wood industries, then it goes with Ashraf wood industries it occupies 27%.Then the

next position is taken over by united wood industries that’s 14% and the others 27%


2010 - 2011


INFERANCE

From this above graph it can be inferred that Western India plywood holds

the first position in the market of wood industry .Then the next position is taken

over by Ashraf wood industry, the industry has to yet to make a good research and

try to cover the loop holes and try to lead the market. This can be done by strict and

a detail survey

0

5

10

15

20

25

30

35

ashraf wood industry westeern india plywood united wood industries others


2010 - 2011


Graph no 9

Table showing Availability of substitute for wood


No other 72 72

aluminum 8 8

plastic 18 18

Synthetic wood 4 4

ANALYSIS

There exists substitute for almost all the materials when their scarce or out of stock

and thus exists substitute for wood and the above graph shows the respondants

how do they prefer these substitute materials for wood,72% agree with the fact that

there is no substitute for wood,18% substitute it with plastic,8% with aluminum and

the remaining 4% with synthetic wood. Synthetic wood is a mixture of 50% saw

dust with chalk and chemicals subjected to heavy pressure


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INFERANCE

Originality has its value always and will obtain the perfect result. The same can be

analyzed by the above graph. There is no substitute for wood, if so it has its own

limitations and maximum people don’t go for it. By the above survey people have

come with the conclusion they opt only for the pure wood and no other substitute

product

0

10

20

30

40

50

60

70

80

no other aluminium plastic synthetic wood

Re

spo

nd

en

ts

Substitutes

Substitutes for wood

no other

aluminium

plastic

synthetic wood


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Graph no 10

Table showing how customers prefer a company


Availability of products

27 27%

Price

20 20%

Accessibility 12 12%

Quality

36 36%

Credit availability

5 5%

ANALYSIS

The attitude of the customers on what grounds do they prefer a specific industry

for their products is been taken into consideration and the above graph is done.The

maximum customers go with quality of the products and prefer that industry.36%

respondents go with good quality. Then 27% is with the availability of the

product,20% depend on the reasonable price they prefer,12% on the accessibility of

the product how easily they can reach with minimum risk of transportation and the

last is 5% of the credit availability that the respective industries provide for their

customers


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INFERANCE

It is inferred that the customers first preference when selecting a industry for their

need ,is they go with the best quality producing industry,the other factors such as

price,accessibility ,credit availibilty etc are the secondary factors.

It is inferred that the maximum preference is given for silver oak it covers the

maximum utilization.This is due to their excellent usage as they form the substitute

for oak ,its excellent for block and strip flooring etc

When there is best quality there will be good durability and also the cost incurred

on that product will be profitable

0

5

10

15

20

25

30

35

40

availabity ofproducts

Price Accessibility Quality Credit availability


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Graph no 11

Table showing Wood preference


Silver oak 38 38%

Red cedar 22 22%

rubber 31 31%

any wood 9 9%

ANALYSIS

The above graph mainly represents the preference of the customers in preferring the

type of wood depending on their need. According to the above graph the maximum

preference is for silver oak, 38% of the consumption is for this wood. The next

preference goes for rubber as it is mainly used in packing etc,it covers 31% of the

total consumption. The next position is taken by red cedar it covers 21% of total

preference, then the remaining 9% preferences is for any other wood


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INFERANCE

It is inferred that the maximum preference is given for silver oak it covers the

maximum utilization.This is due to their excellent usage some of them are they

form the substitute for oak ,its excellent for block and strip flooring etc

0

5

10

15

20

25

30

35

40

silver oak red cedar rubber any wood

percentages

silver oak

red cedar

rubber

any wood


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Graph no 12

Table showing client’s opinion about Ashraf wood industry


Costly 17 17

Trustable 42 42

Reliable 27 27

Adjustable 14 14

ANALYSIS

According to indian citizens behavior, price of a product have a great impact on the

buying behavior of the customers.Taking this into account the following table is

made ,the price of ashraf wood industry is trustable it goes with 42%.Then the

remaining customers go with 27% of reliability of the price ,17% go with the

response it is costly.And the reamainig 14% go with adjustable price of industry


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INFERANCE

From the above graph it can be inferred that most of the customers have a

trustworthy attitude towards the pricing strategy of Ashraf wood industry. They

have the trust that the prices they pay for the product are cost effective and can rely

on the quality that they pay for.

17%

42%

27%

14%

percentage

costly

trustable

reliable

adjustable


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Graph no13

Graph showing the regularity of customers in dealing with Ashraf wood

industry

particulars respondents percentage

Very regular 27 27

regular 42 42

Not regular 17 17

Not a customer 14 14

ANALYSIS

From the above graph it can be analyzed that the customers who come for their

business dealings are regular up to the level of 42%,then 27% of customers are very

regular,17% are not regular customers and the remaining 14% are not the customer


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INFERANCE

From the above graph it can be inferred that the customers are regular to Ashraf

wood industry .But they are not very regular to the industry this may be because

difficulty in accessibility of the industry due to communication gap, quality

transportation facility.

Looking from the customer point of view they have enough suppliers and they are

not relied on a particular one

0

5

10

15

20

25

30

35

40

45

very regular regular not regular not a customer

Axi

s Ti

tle

Axis Title


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Graph no 14

Table showing customer feedback about product

particulars respondents Percentage

Excellent 49 49

Good 31 31

Not bad 13 13

Not satisfied 7 7

ANALYSIS

From the above table it is to be analysed the post behavior of the customers after

purchasing the products.The maximum customers are having excellent satisfaction

level of 49%,31% are good,13% customers are having not bad attitude towards the

product and 7% are not satisfied with the product


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INFERANCE

According to the above graph it is inferred that the maximum customers are having

excellent satisfaction towards the products of Ashraf wood industry, the quality

and the durability are very good and so this would improve the sales of the industry

and in turn their profit. Regular research must be done in order to maintain their

profit level and customer satisfaction

0

1

2

3

4

5

excelent good notbad not satisfied


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Graph no 15

Table showing the accessibility power of customers

particulars respondents Percentage

Very near 32 32

near 40 40

Far 20 20

Very far 8 8

ANALYSIS

From the above graph it can be analysed that the customers are near to the industry

for 40%.And the remaining 20% are far from the industry ,8% are very far from the

industry


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INFERANCE

From the graph it can be inferred that the near customers are accessing more to the

industry but the very far customers are accessing very low to the industry this is

because the market operation of Ashraf wood industry are very weak and are not

able to access the very far customers they must adopt excellent marketing strategy

to aim the far away customers. By adopting such strategy the industry can conquer a

wider market

0

5

10

15

20

25

30

35

40

very near near far very far


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Chapter 5

SUMMARY OF

FINDINGS


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MY SUGGESTIONS

This chapter is a summary of analysis done with the help of data collected from

agents, brokers, dealers and customers and employees of clients. Most of the

required data are collected through questionnaires which supplied by hand and

through mails etc… the data’s collected through questionnaires and even through

personal consulting are sorted and compared and conclusions are made. Some of the

important findings are presented below.

The sector which consumes more timber products is government companies

and in which central government companies are the main customers

In all timber trees silver oak is highly demanded by customers followed by

red cedar and rubber wood, only half of the half customers will not mind

about the type of wood

The study shows that the customer select a company seeing the quality and

followed by the availability of the required product

The study shows that there is no other proper material to substitute wood

The study showing that western India plywood’s are ahead in customer

preference comparing with Ashraf wood industries

Most of the clients keep credit balance delay more than one month, only less

than 20 percent of customers pay on the spot


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Even though Ashraf wood industries situated in the place known as timber

zone of Kerala, nearly one fifth of its customers are not convenient with its

place,

The study shows that word of mouth is the main source of knowledge for

public to know about the company, but to note it’s not a relevant method

even though it is effective

It is inferred that the maximum awareness is been done through word of

mouth. This is because the ASHRAF WOOD INDUSTRIES conduct

meetings and seminars frequently about their products and other details to the

clients and such awareness in such a stream of industry reap a lot of benefits

of attracting more clients as this word of mouth is more effective than the

other means of communication


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Chapter 6

RECOMMENDATIONS

AND SUGGESTIONS


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THERE MUST BE RECRUITMENT OF PROFESSIONAL PERSONELS

FOR EFFECTIVE PRODUCT DEVELOPMENT AND FOR MARKET

INTELLIGENCE,

Ashraf wood industries is keeping up with the same traditional methods by

following the old proverb as it goes ―OLD IS GOLD‖ they are able to hold a

unique position in the market as well as in the minds of the customers.

When coming to the employees of Ashraf wood industries no doubt they are

doing better in their work but not the best, this is due to the lack of adequate

knowledge which can only be inculcated by professionalism

PRODUCTION OF RAW MATERIAL IN THE REGION

When the raw material is not available in the vicinity area the cost of production

increases due to the transportation and other carriage costs, and this threat is been

facing by Ashraf wood industries.

The raw materials of Ashraf wood industries are been brought down from forests

of different parts of country. This has increased the cost of production and risk as

well, even though Ashraf wood industries get its raw material from the rubber

plantations in Kerala, it constitutes only a little part of its requirement, it is

because of the high demand of rubber wood created due to the wood industries.

My suggestion for this problem

To own plantation their self, so they will get two benefit out of it

PRODUCT DIVERSITY

As it is very much necessary to adapt to changes only by which the company can

have continues growth and prosperity in the well competitive market. Ashraf

wood industries are with the constant products they had manufactured from the


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very beginning, they must come up with a lot of innovative products so they can

conquer a wider market.

This can be done by constant survey,

Surveying customers,

The customer should be constantly surveyed with reference to their needs and

wants, the industries should develop with the products which satisfy the

customers. So Ashraf wood industries should do the deep survey of the customers

and should understand for what purpose their products has been used by their

customers and should try to modify the products so the customer will be

delighted to purchase

Competitor survey,

The Ashraf wood industries should make a survey of the competitors and take a

note of the factors which makes their competitor fce ups and downs in the market

and this and factors should be taken in to consideration and act according to it so

that they could keep up their position and in the minds of the customers

EFFECTIVE UTILIZATION OF MATERIALS

In every industry the utilization of materials should be done effectively which can

be seen in the profit of the respective industries. The materials not only include

the raw materials but also the waste products which is been produced at the time

of production

The Ashraf wood industries produce a lot of waste at the time of production it

includes the materials such as saw dust, etc. this materials are not effectively

utilized this will have a lot of impact on the profit. And when there is reduction in


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the profit compared to their respective competitors it loses the position in the

market which can effect drastically on their business.

Ashraf would industry should therefor develop the practice of having genuine

methods of utilizing their materials effectively as they produce a lot of waste at

the time of production as mentioned. The industry must adapt various methods of

collecting these wastes, recycle them and use them effectively.

IMPLICATION OF INCREASED UTILISATION OF MACHINARY

In today’s world the utilization of machinery in the industries have increased as

one machinery can replace hundreds of human hands. This not only reduce the

stress and strain the workers undergo in their work schedule, but also it reduces

the cost of production ,time consumption to produce one unit of work and also

the risk faced will be minimized.

The most important needed in every work is the accuracy that has to be

maintained which plays a great role in success. The utilization of machinery in

the production increases the accuracy and this must be developed in the Ashraf

wood industry.


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CHAPTER 7

APPENDIX AND ANNEXURES


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ANNEXURES

QUESTIONNAIRE

Dear respondent,

I am Mohammed Rafeeq M A student of Al-AMEEN

INSTITUTE OF MANAGEMENT STUDIES, studying in Final year

BBM, conducting a study on kerala timber industries, I would

be obliged if you could fill the following details to the best of

your knowledge.

1. Name: __________

2. Companies name(only for business customers) : _________

3. Activity: __________

4. Place:_________

5. Are you a customer of Ashraf wood industry

Very Regular customer

Regular customer

Not a regular customer

Not a customer

6. Your firm is owned by

government,

private company

small firm

house hold user


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7. if yours is a government company it is

Central government

State government

Join

8. If yours is a private firm:

Public company

Private company

Small firms

House hold customer

9. How did you come to know about Ashraf wood industries?

News paper

Print ads

Internet

Notices

Word of mouth

10. Whether the place of Ashraf wood industry is convenient

very much convenient

Much convenient

Convenient

Not convenient


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11. How you rate the products of Ashraf wood industry:

Excellent

Good

Not bad

Not satisfied

12. How your credit period varies:

On the spot One week One month Above one month

13. which company had satisfied you the most?

Ashraf wood industries

Western India plywood

United wood industries

other

14. Will you advice any to deal with Ashraf wood industries ?

YES,

NO


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15. If you opt Ashraf wood industry’s product, what can be the reason?

Availability of products

Accessibility

Price

Quality

Credit availability

16. Your business is situated? (Only for business customers)

Very near to Ashraf wood industry

Near

Far

very far

17. If you would close the deal with Ashraf wood industry, what

can be the reason? Quality

Price

durability

credit problems


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18. which wood is being used by ashraf wood industry most

usually?

Silver oak

Red cedar

White cedar

Rubber

19. Which Wood you feel as better for packing?

Silver oak

Red cedar

Rubber

Any wood

20. Which industry can substitute your requirement other than wood?

No other

Plastic

Aluminum

Synthetic wood

21. How many suppliers do you have for a specific product?

One

two

many


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22. Ashraf Wood industry is very

Costly

Trustable

Reliable

adjustable

23. Suggestions to company

________________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________


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Chapter 8

BIBLIOGRAPHY


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BIBLIOGRAPHY

BOOKS:

Marketing Management

Philip Kotler

Consumer Behavior

Leon G. C. Schiff man

Text books for Bangalore university by Himalaya publications

Saw mill owners association (SMOA) perumbavoor publishments

WEBSITES

www.wikipedia.com

www.asiatimber.net

www.Kerala.gov.in

NEWSPAPER

Times of India

Business Times- The Strategist

Malayala manorama

MAGAZINES

Business Today


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Asharaf Wood Industries

Business

Transcript of Asharaf Wood Industries