new leather shoes technology

A PROJECT REPORT

ON

“STRATEGIES FOR ENTERING IN SOUTH AMERICAN

COUNTRIES MARKET”

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF

‘PGDM’PROGRAM OF

SARASWATI INSTITUTE OF TECHNOLOGY AND MANAGEMENT

UNNAO

SUBMITTED TO SUBMITTED BY

Prof.Dr. MANU JOHARI LOK NATH SHUKLA

1 “STRATEGIES FOR ENTERING IN EUROPEAN MARKE”|

http://www.superhousegroup.com/index.asp


ACKNOWLEDGEMENT


ACKNOWLEDGEMENT

It is a great feeling to acknowledge all those very important people without whom this summer training project would not have been completed. At the very outset, I take the opportunity to express my gratitude and hearty thanks for those people who have directly or indirectly helped me in working with such a big corporate

house. “SUPERHOUSE LTD”.

I wish to express my sincere regards to Mr.ARPIT SIR (MERCHANDIZER) for their constant guidance and support in completion of the summer training and formulation of this research project report.

I wish to express my humble gratitude to Mr. ADNANSIR (Unit Head)

Under whom my training and project was completed. There diligent efforts,

Untiring help and cooperate in providing valuable information lead to accomplishment of this project.

Last but not the least I am thankful to all faculty members and my friends for completing this summer training report and research project well in time.

Thanking you,

LOK NATH SHUKLA




TABLE OF CONTENTS


TABLE OF CONTENTS

TITLE

1-INTRODUCTION2-OVER VIEW OF LEATHER INDUSTRY3-THE SUPERHOUSE LTD.

- The Philosophy- History - The Chairman Message- Description of Business- Corporate Body

4- COMPANY PROFILE- Vision &Mission- Product development stages- Quality- Awards and Certification- The Brands

5-RESEARCH PROCESS- Research Objective- Research Methodology- Analytical Tools Use- Limitation of Research



6-SWOT ANALYSIS- SWOT Analysis of Company

7-MARKETING MIX OF THE COMPANY

8-CONCLUSION

9-RECOMMENDATION

10- BIBLIOGRAPHY



PREFACE

As a part of PGDM curriculum summer training was undertaken with SUPERHOUSE LTD. One of the largest Shoes markets in India and also some other country.The summer training was for 6 weeks duration. The porous of the training was to have practical experience of working in marketing organization and to have exposures to various management practices in the field of marketing.

During the training (“STRATEGIES FOR ENTERING IN

EUROPEAN MARKE”) project was assigned for having practical exposure.

This report is an attempt to identify the competitive strength of Superhouse Ltd. Products with its core competitor other shoe making company’s brand like BATA, RED TAPE, & RED CHIEF.

LOK NATH SHUKLA



ABSTRACT

The project analyses the various customers who are using Allen Cooper shoes. It throws light on the status of the SUPERHOUSE Ltd., that what is the condition of their market, how they can increase their Indian share market, how they can satisfied there customer more and more. Through this project I also came to know how capable the Market Developer is in giving the retailer the required service.

This project report covers all the heads related to the Allen cooper’s shoes, it tells about the market of brand, customer segment which covers by Allen cooper’s shoes, for research basically the close ended questionnaire is used. This project is based on “STRATEGIES FOR ENTERING IN EUROPEAN MARKE”.



FRIENDLY TO ENVIRONMENT

When the leather industry enough developed,* the pollution of air and water increased and the stage reached where scientists started thinking on marking better use or sense# of material which caused pollution keeping in mind the economical factor else no industrialist would accept the change. Special emphasis has been laid on use of low waste technology with minimum possible expenditure and maximum quality production because it is natural for any industrialists to resist a change unless it is likely to give better quality production with least expenditure. Pollution is given the last priority by them where as we give it the first priority.A Superhouse Ltd. We are very much cautious about pollution. We have our own water treatment and chrome recovery plant in which we collect the drain water full of nickel, chromium and many other harmful substances our deep interest is in green and clean environment.The chrome is used in the processing of skins in which 65%is consumed during the process while 35% goes waste. The presence of chrome in the discharge water of tanneries is hazardous for public health as its excessive use can cause severe skin diseases to minimizing the danger; we have water treatment plant to purify water to its maximum possible level. We believe to contribute in sage and healthy environment. Superhouse Ltd. Company is an eco-friendly company.



*


INTRODUCTION


INTRODUCTION

Superhouse Leathers Ltd. a name to reckon with today had a modest beginning. Established in the year 1980 as a small Tannery in Unnao is today one of the largest manufacturers/exporters of Indian Sub-continent. Superhouse Group comprises of 18 manufacturing units equipped with state-of-the-art technologies and highly skilled, committed and quality conscious workforce of around 5000 individuals working as a team. The manufacturing units are located in Kanpur, Unnao, Agra and Noida with trading office in Delhi and Overseas offices in U.K. and UAE. The operations in USA and Canada would be covered by overseas office in USA coming up shortly.

The Indian Export Promotion Organisation have acknowledged the labour that has been put into shaping of a multi-product and multi-location conglomerate from a mere production unit at Unnao and have bestowed upon Superhouse numerous accolades in response. Superhouse has been getting Export Awards regularly and recently the Best Productivity Award was conferred upon the company. This has boosted the spirits and today Superhouse is eyeing an ambitious target of US $ 400 Million in the coming year.



The export sale figure for the year 2008-2009 inspite of various bottlenecks in Leather business worldwide have been excellent and the detailed break-up is as follows:-

Finished Leather Rs. 166.11 Million----neat presentation

Leather Footwear Rs. 275.10 Million

Footwear Components Rs. 194.70 Million

Leather Goods/Garments Rs. 200.00 Million

The figures show a substiantial jump over the previous year with almost equal sales in domestic market the net turnover of Superhouse group today stands at around 400 crores.

Not only business but also the environmental issues have witnessed concentrated efforts from the group. With the sole initiative of Superhouse, a common effulent treatment plant was set up in Unnao which treats the effluent from more than a dozen tanneries in and around UPSIDC, Industrial Area, Unnao, before it goes to harm the living beings. The common effluent treatment plant at Unnao which is the result of the initiative of the Superhouse group is one of its kind in Asia and has received acknowledgement and letter of Appreciation from many International bodies like UNIDO and Ministry of Environment and Forest, Government of India. The project is aided by World Bank.

Today Superhouse Group is slowly and steadily moving towards the status of a diversified conglomerate with interests not only in leather, leather products and accessories but also in areas as diverse as real estate, education and entertainment. Superhouse has recently acquired 100 acres of land near Lucknow to set up a modern manufacturing unit for frozen food exports.

Superhouse Group, is a multi- unit and multi- product conglomerate with brand leadership in the field of footwear manufacturing and exports. The



Group is well equipped with the most modern machineries and a specialized workforce and produces all types of quality leather, leather goods and textile garments that are appreciated all over the world.

A US $75 million group, Superhouse Group has 15 units, with a workforce

of over 5000 and a presence in more than 35 countries. Our commitment to quality is reaffirmed by our ISO 9002 certification. Stringent EN 345-norms make us one of the most respected manufacturers amongst importers from European countries. Being equipped with requisite infrastructure and strict adherence to high standards of quality, we are able meet CSA, ANZ & and SABS standards.

A perfect blend of highly technical, skilled and semi-skilled workforce and competent managers has helped us in carving out an enviable position for ourselves in the global market.

Nine state-of-the-art units involved in manufacturing footwear and Shoe accessories, are ably backed by our marketing offices strategically located in the USA, the UK, the UAE and Romania.

Our four modern tanneries provide us with the finest quality leather for our footwear production. To meet the exacting demand of clients we also import leather from Brazil, Italy and Columbia.

The Group has two leather goods manufacturing units including leather garments units. The Group is also engaged in the manufacturing and export of Readymade Garments and Riding Products.



In addition, we are approved vendors for global brands such as Wal-Mart, Filanto, Auchan, Andre, Shoe Fayre, Hudson Bay, HeckelSecurite, Secura and many more.

SUPERHOUSE PRIVATE LIMITED



THE PHILOSOPHY

Superhouse Leathers Ltd. a name to reckon with today had a modest beginning. Established in the year 1980 as a small Tannery in Unnao is today one of the largest manufacturers/exporters of Indian Sub-continent. Superhouse Group comprises of 18 manufacturing units equipped with state-of-the-art technologies and highly skilled, committed and quality conscious workforce of around 5000 individuals working as a team. The manufacturing units are located in Kanpur, Unnao, Agra and Noida with trading office in Delhi and Overseas offices in U.K. and UAE. The operations in USA and Canada would be covered by overseas office in USA coming up shortly.

The Indian Export Promotion Organisation have acknowledged the labour that has been put into shaping of



a multi-product and multi-location conglomerate from a mere production unit at Unnao and have bestowed upon Superhouse numerous accolades in response. Superhouse has been getting Export Awards regularly and recently the Best Productivity Award was conferred upon the company. This has boosted the spirits and today Superhouse is eyeing an ambitious target of US $ 400 Million in the coming year. The export sale figure for the year 2008-2009 inspite of various bottlenecks in Leather business worldwide have been excellent and the detailed break-up is as follows:-

Finished Leather Rs. 166.11 Million

Leather Footwear Rs. 275.10 Million

Footwear Components Rs. 194.70 Million

Leather Goods/Garments Rs. 200.00 Million

The figures show a substiantial jump over the previous year with almost equal sales in domestic market the net turnover of Superhouse group today stands at around 400 crores.

Class of goods Unit Capacity(per Annum)

Licensed Installed

Actual Production

Shoe Upper Pair 10,00,000 9,12,000 2,57,774

Leather Hides Hides 14,20,000 9,00,000 3,63,120

Leather Skin Pcs. 15,00,000 13,50,000 14,30,976

Shoes Pairs 46,60,000 33,15,301 24,55,247

Leathers Products Pcs. 50,000 N.A. 85,090



Textile Garments Pcs. 11,00,000 10,80,000 7,05,414

Animal Feed Mt. 900 270 123



HISTORY OF COMPANY

Superhouse Group is a conglomeration of several companies engaged in manufacturing and export of finished leather, leather products and textile garments. The parent company, Aminsons Leather Finishers Pvt., was incorporated as private limited company on January 14, 1980. It was converted into a public limited company on December 22, 1984 and its name changed to Aminsons Limited on February 21,1989. In addition, five group companies - Super House Limited, Super Garments Limited, Sharp Leathers Limited, Super Footwear Limited and Allen Shoes Limited - were merged with Aminsons Limited in 1994, 1995 and 1996 as per the orders of the Hon’ble High Court of Judicature, Allahabad. The name of the company was changed to Superhouse Leathers Limited on March 4,1996 and finally Superhouse Limited on November10, 2006 with the approval of the Registrar of Companies, Kanpur (U.P.).



From a single tannery in the 1980’s producing finished leather, Superhouse Group has emerged as one of the largest players in the industry. We started with a commitment to excel, achieve and deliver the very best. Towards this end, we engineer, optimize and control every phase of the manufacturing process from raw material to finished products to ensure that end products are of the highest quality and also the best value for money for our clients.

The Group have four overseas companies in the UK, the U.S.A., the U.A.E. and Romania, primarily engaged in marketing and distribution of leather, leather products and textile garments.

The group has crossed an annual turnover of Rs. 4,000 million.

The Group has 15 manufacturing units located in Kanpur, Unnao, Agra and Noida



THE CHAIRMAN MASSAGE

I congratulate all of you as your company surpasses the recessionary trend wrapping the globe during 2009-10. Your company was able to register the positive export growth as against the negative growth of Indian Leather Industry during 2009-10. The profit aftertax of the company increased from Rs. 757.22 lacs during 2008-09 to Rs. 1364.88 lacs during 2009-10, thereby registering an impressive growth of 80.25%. During the current year, your company received Best Export Awards of U.RState for the years 2007-08 and 2008-09. Your company also received four National Export Awards during 2009-10. The company was placed first for exporting Non-leather Saddlery and Harness. This became possible due to the faith bestowed upon the present team of Management by you.

During the current year, the Macro-Economic trends are showing global recovery with modest pace. In the US, recovery remains constrained by high unemployment, modest income growth, lower housing wealth and tight credit. In the Euro area, economic activity is weak, though more resilient than expected in the face of the recent turbulence. The growth outlook remains clouded by concerns about the sustainability of sovereign debt in some of the Euro area economies.



However, the Emerging Market Economies are witnessing strong growth, driven by strong domestic demand, restocking of inventories and, thus far, recovering global trade. In many EMEs, especially in Asia, growth is fast approaching the trend. Robust macroeconomic fundamentals, unimpaired balance sheets of corporates and households, sound banking sector and effective fiscal and monetary stimuli contributed to a significantly faster recovery in EMEs.

The Indian Leather Industry has shown a very impressive growth during two months ending May, 2010. During the period the Export of the country reached USD 535 Million as against USD 414.01 Million during last year for the same period, thereby registering impressive growth of 29.22%.

Having regard to global recovery, the prospects of the company are also looking bright during current year. The recovery has consolidated and is becoming increasingly broad based causing concerns about capacity constraints and inflationary pressure. Keeping pace with the increasing demand of the products of the company, the company is planning to increase the production capacity coupled with maximum utilization of present capacity.

However, as your company mainly is engaged in the export of its products, the operations and profitability of the company will also depend upon the overall global recovery. Although Emerging Market Economies (EMEs) are witnessing strong growth, there are visible soft spots in Europe and the US, from where we are getting maximum orders. The decreasing trend in value of Euro is also a concern for the company. But I hope that your present team of management will be able to handle such type of critical circumstances.

I take this opportunity to express my gratitude to all our stakeholders, Board of Directors and Employees, who have reposed their trust in us and give their constant support to us.

With Best Wishes



MUKHTARULAMIN(CMD)

DESCRIPTION OF BUSINESS

Superhouse Limited is an India-based company. The company is engaged in the manufacturing and marketing of leather and leather footwear. The company operates in two segments: shoe division and tannery division. The shoes division includes manufacturing of finished leather shoes.

The tannery division includes manufacturing of finished leather from raw hides and wet blue. During the fiscal year ended March 31,2011 the company had production of 2455247 pair of footwear ,257774 pair upper shoe,363120 leather hides,1430976 leather skins, and 705414 leather garments.

The company exports its products to European country’s United Kingdom.



CORPORATE BODY

The company is managed by professionally qualified personnel with extensive experience in their respective fields. The company offers freedom of operation to its people. As a result company has been able to develop a truly dynamic set of senior level leaders and functional heads.

BOARD OF DIRECTORS

Anil Kumar Agarwal

Director (Finance)

Anil Soni DirectorDilip Kumar Dheer Director

Javed Ali Hashmi DirectorK KAgarwal Director

Kamal Agarwal DirectorMohdShadab Whole Time Director



Mukhtarul Amin CEO

Mukhtarul Amin Chairman and Managing director

N C Jain DirectorR K Agarwal Co. Secretary &Compl. OfficerR K Agarwal Secretary

ShahinaMukhtar Whole Time DirectorVinaySanan Executive Director

Zafarul Amin Joint Managing Director


VISION & MISSION


VISION AND MISSION

The last three decades have been dedicated to building strong foundations for Superhouse brick by brick: from infrastructure to technology, from solid relationships with employees to market acceptance.



Clicking of the leather

Prefab Section1. Edge trimming

2. Skiving3. Embossing

4. coluring

Splitting Size Stamping

Quality Check

We are now poised to take the next giant leap – to establish ourselves as the undisputed leader in leather products be it footwear or finished leather or leather accessories.

Retaining our leadership through growth as a consequence of customer satisfaction is of paramount important to us.

To achieve our vision, the framework for quality inputs and , processes is in place, and is constantly monitored and upgraded.

Superhouse Group aims to constantly improve the quality of its products by fulfilling its customers’ expectations

Product Development Stages1. Clicking or Cutting Process-

In this department, the top part of the shoe or the "upper" is cut. The clicking operative is given skins of leather, mostly buffalo leather but not restricted to this type of leather. Using metal strip knives, the worker cuts out pieces of various shapes that will take the form of "uppers". This operation needs a high level of skill as the expensive leather has to be wasted at the minimum level possible. Leather may also have various defects on the surface such as barbed wire scratches which needs to be avoided, so that they are not used for the uppers.The patterns for the vamp, straps and quarter (which make up the upper) of the sandal were cut out on paper and the cut outs served as a guide to cut out the patterns from the materials to be used for the upper.

This process is very essential process as 60% of the production depends on it.



Machine Used:1. Swing Arm Double Clicking Press Hydraulic Machine2. Skiving Machine3. Embossing Machine4. Splitting Machine5. Size Stamping Machine

Work Force:Total 80-90 skilled, semi-skilled and unskilled worker are used in regular bases in this department.Faults:

Proper Cutting Leather damage Poor quality Skin fault Loose leather

2. Closing or Stitching Process-Here the component pieces are sewn together by highly skilled machinists so as to produce the completed upper. The work is divided in stages. In early stages, the pieces are sewn together on the flat machine. In the later stages, when the upper is no longer flat and has become three-dimensional, the machine called post machine is used. The sewing surface of the machine is elevated on a post to enable the operative to sew the three dimensional upper. Various edge treatments are also done onto the leather for giving an attractive look to the finished upper. At this stage only, the eyelets are also inserted in order to accommodate the laces in the finished shoes.The closing process also involves attaching all the cut patterns of the upper with glue and stitching them, when the glue got dry. The upper was also lined with synthetic leather to enhance comfort and durability.



Machine Used:1. Stitching machines2. Thread burning machines

Threads Used: 3 Ply 6 Ply 9 Ply

Work Force: Total 30-40 skilled and Semi-Skilled workers are required for this process.

Defects found in closing process: Proper alignment of upper Stitching quality Cleanliness Labelling Attaching of components Eye letting D-ring


Marking Attachmant

Stitching

Trimming and thread burning

Quality Check


3. Upper Section:In this section the fitting of metals and eyelets in the upper part of the shoes is to be done. This is the important section in the safety shoes manufacturing process. Quality check is the important part of this section.Precautions:

1. Eyelets should be placed properly and neatly.2. On a particular place it should be marked.

Machine Used:1. Metals fitting Machines2. Eyelets Fitting Machines

Work Force:Total 10-15 skilled, semi skilled worker are used on a regular bases in this department.4. Lasting Process-This process involved correctly positioning the attached and stitched uppers on the last and then attaching the upper to the insole. To attach the insole to the upper, the inner part of the insole had to be made blunt to make for easy application of glue using the bench grinderAfter make the inner surface blunt, the insole was attached to the upper through the use of the evostick glue. The last remains in between the insole and the upper during the process. The completed uppers are molded into a shape of foot with the help of a "Last". Last is a plastic shape that simulates the foot shape. It is later removed from the finished shoe to be used further in making other shoes. Firstly, an insole to the bottom of the last is attached. It is only a temporary attachment. Sometimes, mostly when welted shoes are manufactured, the insole has a rib attached to its under edge. The



upper is stretched and molded over the last and attached to the insole rib. After the procedure completes, a "lasted shoe" is obtained. Now, the welt- a strip of leather or plastic- is sewn onto the shoe through the rib. The upper and all the surplus material is trimmed off the seam. The sole is then attached to the welt and both are stitched together. The heel is then attached which completes the making of the shoe.That was the process for heeled shoes. When a flat shoe is in the making, there are considerably fewer operations. The insoles in this case are flat and when the uppers are 'lasted', they are glued down to the surface of the inner side of the insole. The part of the upper that is glued down is then roughed with a wire brush to take off the smooth finish of the leather. This is done because rough surface absorbs glue to give a stronger bond. The soles are usually cut, finished and prepared as a separate component so that when they are glued to the lasted upper, the result is a complete and finished shoe. Soles can also be pre-molded as a separate component out of various synthetic materials and again glued to the lasted upper to complete the shoe.

Machine Used:


Counter Molding

Strobeling

LastingSteel Toe Cap1. Domestic

2. International

Toe Lasting Checking Point/ Quality Check

Chiller And Heating Process

Buffing And Removing Last

From Upper

Inspection and Quality Check


1. Counter Molding Machine

2. Strobe ling Machine3. Toe Lasting Machine4. Chiller and Heating Machine5. Buffing Machine

Work Force:Total 40-50 skilled, semi skilled worker are used on a regular bases in this department.Defects found in lasting process:

Grain problem Tongue sticker & insole sticker should be of same size Quarter & vamp attachment Strobe ling Vamp lining not loose Back height should be equal 5. Injection Process : The direct-molded process allows manufacturers to produce a

fully assembled shoe in one step. The inherent adhesive property of polyurethane is used in combination with a shoe upper in a closed mould. This process is typically used for reaction injection PU but can equally be used for TPU. Using the direct injection process, the shoe maker can adjust the color, density and hardnessof the sole and produce multi-layer soles (three colors



and densities) in one step, on a single machine. In this method the direct injection of sole on the upper portion of the shoes with the help of Desma machine from Germany as well as by pouring machine known as Gusberti Machine.

In the manufacturing process, shoe soles are direct molded onto uppers. If the bottom of the sole requires enhanced mechanical properties, a thin layer of almost compact polymer is molded in combination with a midsole to create a dual density sole which is light, comfortable and hard-wearing. In this DESMA machine 18 pairs of shoes can be prepared at a time so it contains 36 components while in Gusbarti machine there is 24 components that is it can produces 18 pairs at a time. PU that is polyurethane is formed by the reaction of Polyol and glycol. These two combines and form the PU. By the help of DESMA many combination of sole is being prepared like PU/PU, PU/TPU and PU/Rubber.

Machines Used:

1. Desma Machine


Upper Feading on Mold

Upper putting on plastic Last

Hammering the upper

Marking of upper

Silicon Spray

Putting out Dirty Material

RoughingTrimming the Extra material

Quality Check


2. Trimming Machine

Work Force:

10-15 skilled labors are required for this process.

Defects found in molding process

Bubbling in Insole Logo of the company Size of the sole is equal or not Bounding of upper Back height Proper cleats height

6. Finishing & packing- The finishing of a shoe depends on the material used for making

it. If made of leather, the sole edge and heel are trimmed and buffed to give a smooth finish. To give them an attractive finish and to ensure that the edge is waterproof, they are stained, polished and waxed. The bottom of the sole is often lightly buffed, stained and polished and different types of patterns are marked on the surface to give it a craft finished look. A "finished shoe" has now been made. Before the packing the final



inspection has been done in the Superhouse and if any shoes is found defective then it is send to that particular department for improvement. Specific defect to specific department. If the defect is small enough to be repaired then they repair the defect like roughness in the outsole they remove it. In the final inspection near about 4-5 pairs has been found per 100 pairs of shoes.

For shoe room operation, an internal sock is fitted into shoe which can be of any length- full, half or quarter. They usually have the manufacturer’s details or a brand name wherever applicable. Depending on the materials used for the uppers, they are then cleaned, polished and sprayed. Laces and any tags that might have to be attached to the shoes, such as shoe care instructions, are also attached. The shoes, at last, get packaged in boxes.

Work Force:

40-50 semi skilled and unskilled labors are required for this process.35 “STRATEGIES FOR ENTERING IN EUROPEAN MARKE”|

Insert Insocks and Light repair Polish

PackingMolding

Cleaning Rubbing and Over Rubbing

MobingTags and Labelling

Packing in box


Genuine Goodyear Welted-

Goodyear welted men's shoes are produced by a procedure that was discovered 300 years ago. These shoes are highly adaptable to any style, and are flexible, durable and comfortable.We have acquired the art of manufacturing Goodyear welted shoes from Northampton shire, which is the most renowned center of manufacturing Goodyear welted shoes in the world.Our Goodyear welted shoes are the choice of aristocracy, the rich and famous, the elite and celebrity all over the world.

Our product range include classics, riding, hunting, western, biking and safety.

Quality Standard - South America generally follows the following Standard Norms

for Safety Shoes:- ASTM F2412 AST M F2413

Identifies protection against impact Identifies protection against compression Identifies footwear designed to be Impact resistant to the top of

the foot Identifies protection against conductive hazards Identifies footwear constructed with and manufactured to have

electrical insulation properties, electrical hazard resistant Identifies footwear designed to reduce the accumulation of

excess static electricity Identifies footwear designed to be puncture resistant Line 4 shall be used when more than 3 sections of this standard

apply to any one category



Quality Standards Practiced at Superhouse

ISO-9001-2000 (International Standard) EN: 20345 : 2004 / A1: 2007 ( European Norms) AS/NZS ISO 9002:1994 (Australian and New Zealand norms) CSA-Z195-M92 (Canadian Norms) ANSI-Z41-1999 (American Norms)

International Brands

We supply to the following well-known global brands: Double Duty Allen Cooper Tuff Tusker Heckle Bulwark Stabilus Secura

Schutz Hauf HKS Progressive Safety Globex EWS



AWARDS AND ACHIVEMENTS-

Award and Recognition

2010-11

Best Overall Export Performance 2010-11 Gold Trophypresented by Council for Leather Exports.

2010-11

Best Export Performance 2010-11 for Non Leather Harness&Saddlery presented by Council for Leather Exports.

2010-11

Excellent Export Performance 2010-11 for Leather FootwearSilver Trophy Presented by Council for Leather Exports

2009-10

Best Overall Export Performance 2009-10 Gold Trophypresented by Council for Leather Exports.

2009-10

Best Export Performance 2009-10 for Leather Garmentspresented by Council for Leather Exports.

2009-10

Best Export Performance 2009-10 for Non Leather Harness&Saddlery presented by Council for Leather Exports.



2009-10

Commendable Export Performance 2009-10 for Leather Goodspresented by Council for Leather Exports.

2008-09

Commendable Export Performance 2008-09 Silver Trophy.Presented by Council for Leather Exports.

2008-09

Best Export Performance 2008-09 Non-Leather Saddlery& Harness.Presented by Council for Leather Exports.

2008-09

Commendable Export Performance 2008-09 for Finished LeatherPresented by Council for Leather Exports

2008-09

Commendable Export Performance 2008-09 for Footwear ComponentsPresented by Council for Leather Exports

2008-09

Outstanding Award State Export Award 2008-09Presented by Uttar Pradesh Government.

2007-08

Commendable Export Performance 2007-08 Silver Trophy.Presented by Council for Leather Exports.

2007-08

Best Export Performance 2007-08 Non-Leather Saddlery& Harness.Presented by Council for Leather Exports.

2007-08

Trading House Certificate.Presented by Ministry of Commerce and Industry, Government of India.

2007-08

Outstanding Award State Export Award 2007-08Presented by Uttar Pradesh Government



2007-08

First Prize State Export Award 2007-08Presented by Uttar Pradesh Government

2006-07

Best Overall Export Performance 2006-07 Gold TrophyPresented by Council for Leather Exports.

2006-07

Best Export Performance 2006-07 Non- Leather Saddlery& Harness Presented by Council for Leather Exports

2006-07

Certificate of Merit for Securing ISO 14001 Certification for Finished Leather, Shoes & Accessories Units.Presented by Council for Leather Exports.

2006-07

Certificate of Merit for Securing OHSAS 18001 Certification for Finished Leather, Shoes & Accessories Units.

2006-07

Twenty First Century Millennium Award for Outstanding Achievements in Chosen Field of Activity.Presented by International Institute of Education & Management.

Mr. Mukhtarul Amin, Chairman and Managing Director of Superhouse unanimously elected as Chairman of Council for Leather Export.

2005-06

Best Overall Export Performance 2005-2006 Gold Trophy Presented by Council For Leather Exports.

2004-05

UtkrastPuraskaar State Export Award 2004-05 Presented by NiryaatProtsaahanVibhag, Uttar Pradesh Govt.

2003-04

Best Overall Export Performance 2003-04 Gold Trophy Presented by



Council For Leather Exports.

2003-04

First Prize State Export Award 2003-04Presented by RajyaNiryaatProtsaahanVibhag, Uttar Pradesh Govt.

2002-03

Second Prize State Export Award 2002-03 Presented by NiryaatProtsaahanVibhag, Uttar Pradesh Govt.

2001-02

Best Export Performance in Finished Leather.Presented by Council for Leather Exports.

1998-99

Commendable Export Performance during 1998-99 in Overall Exports.Presented by Council for Leather Exports.

Trophy for Best Performance among the Exporters Above US $ 5 Million during 1998-99 in Footwear Components.Presented by Council for Leather Exports.

1997-98

Certificate of Merit for Commendable Performance during 1997-98.Presented by Council for Leather Exports.

1997-98

Certificate of Merit for Commendable Performance during 1997-98 in Footwear Components.Presented by Council for Leather Exports.

1996-97

Certificate of Merit for Commendable Performance during 1996-97 in Footwear Components. Presented by Council for Leather Exports.

1995-96

Second Prize State Export Award.Presented by Uttar Pradesh Govt.



1995-96


1994-95


1991-92

Second Prize State Export Award. Presented by Uttar Pradesh Sarkar.

1991-92

State Export Award 1990-1991. Presented by Uttar Pradesh Govt. Action Award 1991 Presented to Mr. Mukhtarul Amin for Excellent Person of the year.

1988-89

First Prize state Export Award 1988-89 Presented by Uttar Pradesh Govt.

BRANDS-Our Brands - Allen Cooper

Until now, Allen Cooper had been enjoying the prestigious patronage of British and European markets. The brand has now stepped into the Indian market and is catering to the requirements of corporate and institutional customers, creating a niche image for its fashion leather products adhering to the high standards that the British have set, Allen Cooper’s range of products boasts of an array of international designs through its Italy, UK, China and India based design studios.



However, Allen Cooper has not rested on its laurels. It is acquiring the best of Indian patterns and is continuously innovating products with imagination and realism, leaving competition miles behind. Indian customers have taken very well to Allen Cooper products and the demand is growing daily among quality conscious customers demanding international class. The response has been overwhelming and Allen Cooper will soon be spreading its wings across India to cater to customers’ wishes.


RESEARCH PROCESS


Research Objective

The main objective of the study to find out the market of the goodyear welted shoes which is the product of the Superhouse ltd. .

To knows those factors which attract the most to consumer to buy goodyear welted shoes.

Finding out buying behaviour of consumers of buying goodyear welted shoes.

Tastes & preferences –what people look for in shoes while making a porches?

To know that the consumer is getting value for money or not after spending money on the purchase of goodyear welted.

To know the satisfaction level of the consumers. What company should do for increase its sale. What company should do for giving more and more consumer

satisfaction?



What is the market of goodyear welted shoes in European market.

Research Methodology

Country wise Analysis for Safety Footwear in South America

1. Argentina

2. Chile

3. Colombia

4. Uruguay



5. Ecuador

6. Guyana

7. French Guiana

Argentine Market Analysis:-

Capital = Buenos Aires

Language = Spanish, extinct, endangered

The economy of Argentina is Latin America's third-largest, with a high quality of life and GDP per CapitaLand upper middle-income economy, Argentina has a firm foundation for future growth for its market size, the levels of foreign direct investment, and percentage of high-tech exports as share of total manufactured goods.

Market Size:-

Market size includes the total concentration of the population that includes the total population growth rate. In Argentina the total labor force is 17 million that is confined basically to manufacturing,



construction, transport and defense that in turn utilizes the safety footwear.

TOTAL Population: - 41,769,726 (July 2011)Population Growth Rate: - 1.036%Total Labor Force: - 17 millionLabor force by occupation: - Manufacturing 13.1%, Construction 7.6%, Transport and communication utilities 7.8%, Public administration and defense 6.3%.



IN HOUSE PRODUCTION :-

In house Production marks the following domestic industries that deal in safety footwear.

1. INDUSTRIAS DE PASCALE S.A (C.U.I.T. 30707784292)Defensa 2361 B 1785 BPE Aldo Bonzi-La Mantaza Buenos Aires, Argentina

2.ROGUANT S.R.L(C.U.I.T.:30636316217) Bahía Blanca 2240 - Parque Industrial B1852LEH - Burzacoss - Almirante Brown BUENOS AIRES, ARGENTINA T: +54 - 11 4238-0400 Fax: 4238-0400 Email: [email protected] web: http://www.roguant.com.ar /

3. INDURA ARGENTINA S.A. (C.U.I.T.: 30643842722)RutaPanamericana North Km. 37,500 B1619ADQ - Parque Industrial Garín BUENOS AIRES, ARGENTINA Tele ph: +54 - 11 5129-5100 LíneasRotativas Fax: 5129-5124 Email: [email protected] web: http://www.indura.net/

4. JOLDEN S.A. (C.U.I.T.: 30675998112)


http://www.indura.net/%20

http://www.roguant.com.ar/%20


Tte.Gral. Juan Domingo Perón 4029 C1198AAY - Ciudad Autónoma de Buenos Aires CAPITAL FEDERAL, ARGENTINA +54 - 11 4861-0667, 4864-7242, 4865-7334 Fax: 4864-7242, 4865-7334 Email: [email protected]

5. SEGUTECNICA S.R.L. (C.U.I.T.: 33629040019)Calle Río De Janeiro Nº 2901 B1923ACM - Berisso BUENOS AIRES, ARGENTINA+54 - 221 461-7129, 461-7130, 496-2493 Fax: 464-4764, 460-1166

6. PROSEIND S.A.(C.U.I.T.: 30707009892)Italia 2235S2000GCK - Ciudad de RosarioSANTA FEARGENTINA Tele ph: Local: 0341 / Desde el Extranjero: +54 – 341Fax: 482-1502, 485-1559

7. CONARCO ALAMBRES Y SOLDADURAS(C.U.I.T.: 30558257519)Calle 18 (Ex Murature) Nº 4079B1672AWG - Villa Lynch - General San MartínBUENOS AIRESARGENTINA +54 - 11 4753-4039, 4753-4148, 4753-4535 Fax: 4752-6531, 4753-4039Email: [email protected]; [email protected]; [email protected]: http://www.conarco.com.ar/


http://www.conarco.com.ar/%20

mailto:[email protected]


8. PETRO TANK S.A. (C.U.I.T.: 33626043149)Maipú 942 - Piso 20ºC1006ACN - Ciudad Autónoma de Buenos AiresCAPITAL FEDERALARGENTINA +54 - 11 5779-4114 Fax: 5779-4114 LíneasRotativasEmail: [email protected]: http://www.petrotank.com.ar/

Economy Dependency :-

During the market research for safety footwear in Argentina, it was found that Argentine economy is based on industrial sector includes manufacturing and construction. Among Argentina’s manufactured goods are processed food, textiles, clothing, metallic and non-metallic mineral products, wood products, paper, pharmaceutical products, chemicals and petrochemical products, aluminum, steel, cars, electrical machinery and appliances, machine tools, turbines, cranes, agriculture machinery, and space and nuclear products.

Argentina is rich in natural resources with a geological and climatic situation particularly suitable for developing forestry, agriculture, mining and fisheries. It also boasts of large petroleum, gas and uranium reserves.

Construction, engineering and consultancy activities have developed to an important stage, extending to the Latin-American market and other countries.Argentina is one of the world's major agricultural producers, ranking among the top producers and, in most of the following, exporters of beef, citrus, grapes, honey,



maize, sorghum, soybeans, squash, sunflower seeds, wheat, and yerba matendustry.

Cattle-raising is also a major industry, though mostly for domestic consumption; beef, leather and dairy were 5% of total exports.

Mining is a growing industry, increasing from 2% of GDP in 1980 to nearly 4% today. The northwest and San Juan Province are the main regions of activity. Coal is mined in Santa Cruz Province. Metals and minerals mined include borate, copper, lead, magnesium, sulfur, tungsten, uranium, zinc, silver, and gold, whose production was boosted after 1997 by the Bajo de Alumbrera mine in Catamarca Province and Barrick Gold investments a decade later in San Juan. Metal ore exports soared from US$ 200 million in 1996 to US$ 1.2 billion in 2004 and to over US$ 3 billion in 2010.

GDP $447.6 billion (nominal) (27th, 2011) $716.4 billion (ppp)

GDP growth 8.8% (2011) GDP per capita $10,945(nominal) (57th, 2011)[1]

o $17,516 (PPP) (51st, 2011) GDP by sector Agriculture, forestry, and fishing- 9.7%; mining-

3.1%; manufacturing -18.9% ,construction- 5.3% commerce and tourism -13.8%; transport, communications, and utilities - 8.2%; finance, real estate and business services - 14.3%; government - 6.5%; education, health care and other- 20.2%. (2011)

Inflation (CPI) 9.5% (2011) Population below poverty line 8.3% (2011)[4] Gini coefficient 0.445 (2010)[5][6]

Currency: - The currency of Argentina is ARGENTINE PESO (ARS).

Currency Against Dollar:-



1USD = 4.49 Argentine Peso 4.49Argentine Peso per US Dollar

(With rate as of 20-06-2012)

Chile Market Analysis:-

Capital = Santiago

Language = Spanish, Mapudungun, German, English

The economy of Chile is ranked as an upper-middle income economy by the World Bank and is one of South America's most stable and prosperous nation’s leading Latin American nations in human development, competitiveness, income per capita, globalization, economic freedom, and low perception of corruption. However, it has a high economic inequality, as measured by the Gini index.

Marketsize:-

Marketsizeincludesthe total concentration of thepopulationthatincludesthe total growthrate. In Chile the total labor forceis 7.918 millionthatisconfinedbasicallytoindustry, agriculture and services. Themainpotential of thesetwosectorsnecessitatesthe use of safety footwear.

Total population-16, 888,760(July 2011)52 “STRATEGIES FOR ENTERING IN EUROPEAN MARKE”|


Populationgrowth rate-0.836%(July 2011)Total labor force-7.918 millionLabor forcebyoccupation-Agriculture 13.2%, Industry 23%, services 63.9%

INHOUSE production :-

1. M/s TreckSanta Rosa 5220, San JoaquinSantiago, ChileTel: 562-4909910Fax: 562-4909901Email: [email protected]: www.treck.cl

2. M/s GarmendiaCarlos Fernandez 255, San JoaquinSantiago, ChileTel: 562-4229520 / 4229500Fax: 562-4699603Email: [email protected]: www.garmendia.cl

3. M/s Max Service San Ignacio 080 Santiago, Chile Tel: 562-6168861 Email: [email protected] Website: www.maxservice.cl



ECONOMIC DEPENDENCY :-

The mining sector in Chile is one of the pillars of Chilean economy. The Chilean government strongly supports foreign investment in the sector and has modified its mining industry laws and regulation to create a favorable investing environment for foreigners. Thanks to a large amount of copper resources, progressive legislation and a healthy environment, Chile has become the mining capital of the world, producing over one-third of the global copper output. Agriculture and allied sectors like forestry, logging and fishing accounts only for 4.9% of the GDP as of 2007 and employed 13.6% of the country’s labor force, Some major agriculture products of Chile includes grapes ,apple , pear ,onions, wheat, corn, oats, peaches, garlic,asparagus,beans, beef, poultry, wool, fish and timber. The main industries include copper, lithium, other minerals, foodstuffs, fish processing, iron industry, wood and wood products, transport equipment, cement and textiles.

• GDP $248.602 billion (2011, nominal) $299.786 billion (2011, PPP)

• GDP growth 6.0% (2011)• GDP per capita $14,413• GDP by sector Agriculture- 5.1%, Industry 41.8%,Services

53.1%• Inflation(cpi) 3.3% (2011, avg),4.4%(2011, end of period)• Population below poverty line 11.5%• Gini coefficient 0.494(2009)

CURRENCY:-The Currency of Chile is Chilean Peso (CLP)

1US DOLLAR = 502.32252 CHILEAN PESO



1CHILEAN PESO (CLP)=0.00199US DOLLARS


Colombia Market Analysis:-

Capital = BogotaLanguage = Spanish

Colombia has a free market economy with major commercial and investment ties to the United States.Colombia's economy has experienced rapid increase over the past three years despite a serious armed conflict. The economy continues to grow in part because of austere government budgets, focused efforts to reduce public debt levels, an export-oriented growth strategy, an improved security situation in the country, and high commodity prices.New exploration is needed to offset declining oil production. International and domestic financial analysts note with concern the growing central government deficit, which hovers at 5% of GDP. However, the government's economic policy and democratic security strategy have



engendered a growing sense of confidence in the economy, particularly within the business sector.

Market size:-

Market size includes the total concentration of the population that includes the total population growth rate. In Brazil the total labour force is 103.6 million that is confined basically to manufacturing, construction, transport and defence that in turn utilizes the safety footwear.

TOTAL Population: - 44,725,543 (July 2011 EST.) Population Growth Rate: - 1.156% (2011 EST.)Total Labour Force: - 21.27 millionLabour force by occupation: - Agriculture 18%, Industry 18.9%, Services 63.1%

In house production:-

In house production outlines the following domestic industries that deal in safety footwear.

1. Red Wing Shoes Double via a La Guardia y 60 Anillo Santa Cruz de la Sierra, 2973BoliviaT: 591-33-584-844W: www.redwingsafety.com/BoliviaE: [email protected]

2.WolverineGlobal TradingAv Pando #1261Cochabamba



Telephone: (591)4 452 9056Fax: (591)4 411 896W: www.wolverine.com

3. Calzado Alpaca los IndestructibleAvenida La Romella-El Pollo, Santa Ana LowerDosquebradas-Risaralda-ColombiaT: (57) (6) 3237777F: (57) (6) 3227735E: [email protected]: www.calzadoalpaca.com.co

4. Ci. Uniroca SACarrera 43 F no. 14-109, Medellin - ColombiaT: + 574 311 0809E: [email protected]: www.uniroca.com


Colombia is well-endowed with minerals and energy resources. It has the largest coal reserves in Latin America, and is second to Brazil in hydroelectric potential. Estimates of petroleum reserves in 1995 were 3.1 billion barrels (490,000,000 m3). It also possesses significant amounts of nickel, gold, silver, platinum, and emeralds.The Pastrana government has significantly liberalized its petroleum investment policies, leading to an increase in exploration activity. Refining capacity cannot satisfy domestic demand, so some refined products, especially gasoline, must be imported. Plans for the construction of a new refinery are under development.As of 2004, Colombia has become a net energy exporter, exporting electricity to Ecuador and developing connections to Peru, Venezuela and Panama to export to those markets as well. TheTrans-Caribbean pipeline connecting western Venezuela to



Panama through Colombia is also under construction, thanks to cooperation between presidents Álvaro Uribe of Colombia, Martín Torrijos of Panama and Hugo Chávez of Venezuela.

The most industrially diverse member of the five-nation Andean Community, Colombia has four major industrial centers—Bogota, Medellin, Cali, and Barranquilla, each located in a distinct geographical region. Colombia's industries include textiles and clothing, particularly lingerie, leather products, processed foods and beverages, paper and paper products, chemicals and petrochemicals, cement, construction, iron and steel products, and metalworking. Its diverse climate and topography permit the cultivation of a wide variety of crops. In addition, all regions yield forest products, ranging from tropical hardwoods in the hot country to pine and eucalyptus in the colder areas.

Cacao beans, sugarcane, coconuts, bananas, plantains, rice, cotton, tobacco, cassava, and most of the nation's beef cattle are produced in the hot regions from sea level to 1,000 meters elevation. The temperate regions—between 1,000 and 2,000 meters—are better suited for coffee and coca; certain flowers; maize and other vegetables; and fruits such as citrus, pears, pineapples, and tomatoes. The cooler elevations—between 2,000 and 3,000 meter—produce wheat, barley, potatoes, cold-climate vegetables, flowers, dairy cattle, and poultry.

• GDP $283.109 billion (2010 EST.) (nominal) $429.866 billion (2010 EST.) (PPP)

• GDP growth 4.4% (2010 EST.)• GDP per capita $6,220 (2010 EST.)

$9,445 (2010 EST.) (PPP)



• GDP by sector Agriculture: 9.3%; industry: 38%; services: 52.7% (2010 EST.)

• Inflation (CPI) 2.6% (2010 EST.)• Population below poverty line 46.8% (2008)• Gini coefficient 58.5 (2009)

Currency: -

The currency of Colombia is COLOMBIAN PESO (COP)

Currency Against Dollar:-1USD = 1,834.439616 COLOMBIAN PESO 1COLOMBIAN PESO=0.000545USD


Uruguay Market Analysis:-

Economy of Uruguay is characterized by an export-oriented agricultural sector, a well-educated work force, and high levels of



social spending. The economy suffered a major downturn, stemming largely from the spillover effects of the economic problems of its large neighbors, Argentina and Brazil.

Market Size:-

Market size includes the total concentration of the population that includes the total population growth rate. In Paraguay the total labour force is 1.637 million that is confined basically to manufacturing, agricultural, industry and services that in turn utilizes the safety footwear.

TOTAL Population: - 3,308,535 (July 2011 est.) Population Growth Rate: - 0.231% (2011 est.) Total Labor Force: - 1.637 millionLabor force by occupation: - Agriculture 9%, Industry 15%, Services 76%.


Uruguay has no stabilised in house production therefore it imports safety footwear mainly from America and mostly from other neighbouring countries like Argentina and Brazil.

Economy Dependency:-

Uruguay has a partially dollarized economy. As of August 2008 almost 60% of bank loans use United States dollars, but most transactions use the Uruguayan peso.Wool is a traditional product exported mainly to America, followed by the UK and India.Milk and dairy products.Conaprole, National Cooperative of Milk Producersis the main exporter of dairy products in Latin America. The area of the



country dedicated to the dairy food is located mainly in the south west.

Rice, Fine varieties are produced in the lowlands in the east of the country close to Merin Lake on the Uruguay-Brazil border. The national company Saman claims to be the main exporter in Latin America. Countries it exports to include Brazil, Iran, Peru, South Africa, Chile, Senegal, Argentina, Paraguay, Bolivia, Ecuador, USA, Canada and China.

"With a population of only three million, Uruguay has rapidly become Latin America's outsourcing hub. In partnership with one of India's largest technology consulting firms, engineers in Montevideo work while their counterparts in Mumbai sleep." - The New York Times, Sep 22, 2006

Banking has traditionally been one of the strongest service export sectors in the country. Uruguay was once dubbed "the Switzerland of America", mainly for its banking sector and stability. The largest bank in Uruguay is Banco Republican, or BROU, which is state-owned; another important state bank is the BHU. Almost 20 private banks, most of them branches of international banks, operate in the country (Banco Santander, ABN AMRO, and Citibank, among others). There are also a myriad of brokers and financial-services bureaus, among them Ficus Capital, GalfinSociedad de Bolsa, Europe Sociedad de Bolsa, DaríoCukier, GBU, Hordeñana&AsociadosSociedad de Bolsa, etc. Uruguay has fully recovered from the financial crisis that caused a run on its banks.

The state in Uruguay has an important role in the economy, Uruguay resisted the trend of privatization in Utilities and state owned enterprises in the region. Several Referendums supported the state being in control of the most important utilities and energy companies. Some of the companies have a full monopoly warranted by law (like landline telephony, water), others compete freely with private operators (Insurance, mobile telephony, Banks). Most of them are



dominant in the local market. There is strong debate in the Uruguayan society about their role, and future. Some of them made a contribution to the Uruguay state treasury.

• GDP $47.8 billion (2010 EST.)• GDP growth 8.5% (2010 EST.)• GDP per capita $13,600 (2010 est.)• GDP by sector agriculture: 9.3%; industry: 22.8%;

services: 67.9% (2010 EST.)• Inflation (CPI) 6.8% (2010 EST.)• Population Below poverty line 10.7% (2009)• Gini coefficient 45.2 (2006)

Currency: -

The currency of Uruguay is URUGUAYAN PESO (UYU)

Currency Against Dollar:-

1USD = 21.129630 URUGUAYAN PESO 1URUGUAYAN PESO =0.049106 USD

(With rate as of 29-06-2012)Ecuador Market Analysis:-



Capital = QuitoLanguage = Spanish,Quechua

The economy of Ecuador is based mostly on exports of bananas, oil, shrimp, gold, other primary agricultural products and money transfers from nearly a million Ecuadorian emigrants employed abroad.Ecuadorians often describe the country as a series of "micro-environments" and economic-cultural regions that are reflected in the country's cultural and geographic diversity of coastal fishing and trade (with Guayaquil as a port), highland Quichua-speaking peoples (with Quito as a center, and the Amazon or jungle region, with several indigenous populations continually facing intrusions by "colonos" (colonists) seeking to use land for farming including palm oil, or for oil and resource exploitation.

Market Size:-

Market size includes the total concentration of the population that includes the total population growth rate. In Venezuela the total



laborforce is 4.59 million that is confined basically to manufacturing, construction, petroleum and mining that in turn utilizes the safety footwear.

TOTAL Population: -15,007,343 (July 2011 EST.) Population Growth Rate: - 1.443% (2011 EST.)Total Labor Force: - 4.59 millionLabor force by occupation: - Agriculture 8.3%, Industry 21.2%, Services 70.4%.


Ecuador economy is mainly influenced by America and there is no recognised unit for in house production and thus it mainly focuses on imports.


The main industries of Ecuador are petroleum, food processing, textiles, wood products, chemicals. The completion of the second Transandean Oil Pipeline (OCP in Spanish) in 2003 will enable Ecuador to expand oil exports. The OCP will double Ecuador's oil transport capacity, but Ecuador will need to attract additional foreign investment to realize the full economic potential of the added capacity.

The industrial sector has had enormous difficulty to emerge significantly. The industrial sector's main problem is the deficit of energy, which the current government has tackled with the improvement of performance on existing hydro plants, and the creation of new ones. Such projects currently include negotiation of the Coca-Coda hydroplant.Incentives of financing, tributary incentives, tariffs, and others will be implemented, that is intended to benefit areas of tourism, foods process, renewable and alternative energies,



bioenergies, pharmaceutical and chemical products, biochemical and environmental biomedicine, services, automotive metallurgical industry, footwear, and automotive parts and pieces, among others.

• GDP $114.7 billion (PPP) (2010 EST.)• GDP growth +2.4% (2010)• GDP per capita $7,800 (2010 EST.)• GDP by sector agriculture: 6.8%; industry:

32.7%; services: 60.3% (2009 EST.)• Inflation (CPI) 3.6% (2010 EST.)• Population below poverty line ▼ 32.1% (2010)• Gini coefficient ▼ 47.9 (2009)

Currency: -

The currency of Ecuador is ECUADORIAN SURCE (ECS)

Currency against Dollar:-

1USD = 24,950.000000ECUADORIAN SURCE1 ECUADORIAN SURCE =0.000040USD


Guyana Market Analysis:-



Capital = Georgetown

Language = English (official)Spanish, Portuguese, Guyanese Creole.

With a per capita gross domestic product of only $4,700 in 2006, Guyana is one of the poorest countries in the Western Hemisphere. This is evident from the contrast between poor slum areas and elite residential areas with imperious mansions, often built within a few miles of one another.

Market Size:-

Market size includes the total concentration of the population that includes the total population growth rate. In Venezuela the total labor force is 333,900 that is confined basically to Agriculture, Hunting and commerce that in turn utilizes the safety footwear.

TOTAL Population: - 744,768 (July 2011 EST.) 66 “STRATEGIES FOR ENTERING IN EUROPEAN MARKE”|


Population Growth Rate: - 0.44% (2011 EST.)Total Labor Force: - 333,900Labor force by occupation: - agriculture, hunting and forestry 30.2%, commerce 16%, manufacturing 11%


Guyana is one of the smallest country in South America with little population thus there is no proper market concentration for safety footwear as there is no recognized in house production that could meet the demand and supply for safety footwear necessities.


Agriculture and mining are Guyana's most important economic activities, with sugar, bauxite, rice, and gold accounting for 70–75 percent of export earnings.Other exports include timber, diamonds, garments, rum, and pharmaceuticals. The value of these other exports is increasing.

Since 1986, Guyana has received its entire wheat supply from the United States on concessional terms under a PL 480 Food for Peace programme. It is now supplied on a grant basis. The Guyanese currency generated by the sale of the wheat is used for purposes agreed upon by the U.S. and Guyana Governments. As with many developing countries, Guyana is heavily indebted. Reduction of the debt burden has been one of the present administration's top priorities.

Guyana's extremely high debt burden to foreign creditors has meant limited availability of foreign exchange and reduced capacity to import necessary raw materials, spare parts, and equipment, thereby further reducing production. The increase in global fuel costs also



contributed to the country's decline in production and growing trade deficit. The decline of production has increased unemployment. Although no reliable statistics exist, combined unemployment and underemployment are estimated at about 30%.

The foreign exchange market was fully liberalized in 1991, and currency is now freely traded without restriction. The rate is subject to change on a daily basis, but the Guyana dollar has depreciated 17.6% from 1998 to 2000 and may depreciate further pending the stability of the post-election period.Guyana is a member of the WTO.

• GDP $4,877 billion (2009 EST.)• GDP growth 2.3% (2009 EST.)• GDP per capita $6,477 (2009 EST.)• GDP by sector agriculture: 24.5%; industry: 23.6%;

services: 51.9% (2009 EST.)• Inflation (CPI) 5.2% (2009 EST.)• Gini coefficient 43.2 (1999)

Currency: -

The currency of Guyana is GUYANESE DOLLAR.


1USD = 20,379.04 GUYANESE DOLLAR1 GUYANESE DOLLAR = 0.4907USD

(With rate as of 29-06-2012)French Guyana Market Analysis:-



Capital = Cayenne

Language = French (official)

Guianese Creole, Chinese, Wayans

French Guiana is an overseas region of France, consisting of a single overseas department located on the northern Atlantic coast of South America. It has borders with two nations: Brazil to the east and south, and Suriname to the west. Its 83,534 km2 (32,253 sq mi) have a very low population density of less than 3 /km2 (7.8 /sq mi), with half of its 236,250 people in 2011 living in the metropolitan area of Cayenne, its capital.

Market Size:-

Market size includes the total concentration of the population that includes the total population growth rate. In Venezuela the total labor force is 58,800 that is confined basically to mining, petroleum and mining that in turn utilizes the safety footwear.

TOTAL Population: - 229, 0000Population Growth Rate: - 1.493%Total Labor Force: - 58,800 Labor force by occupation: - : services, government, and commerce 60.6%, industry 21.2%, and agriculture 18.2%




French Guyana comes under the South American continent but is ruled by Frances govt.There economy is mainly influenced by France as it is considered as the overseas region of France. There are no any manufacturing industries that could trigger the in house production of safety footwear.


The economy of French Guiana is tied closely to that of France through subsidies and imports. The French space center at Kourou, fishing and forestry are the most important economic activities. The large reserves of tropical hardwoods, not fully exploited, support an expanding sawmill industry which provides sawn logs for export. Cultivation of crops is limited to the coastal area, where the population is largely concentrated; rice and manioc are the major crops. French Guiana is heavily dependent on imports of food and energy. Unemployment is a serious problem, particularly among younger workers.

Industries: construction, shrimp processing, forestry products, rum, gold miningGDP: real exchange rates - US$3.52 billion (in 2006)GDP - real growth rate: 6.4% (in 2006)

Currency: -

The currency of Venezuela is FRENCH FRANC (FRF )


1USD = 0.192416 FRENCH FRANC 1FRENCH FRANC = 5.285923 USD




MAJOR PLAYERS FOR SAFETY FOOTWEAR IN SOUTH AMERICA

The major brands playing a pivotal role in South America for safety footwear are as follows:

1. RED WING SHOE: - ( Work is our work)

This Company deals with the safety as the top priority of the workers. Their footwear meets or exceeds global standards for safety. So whether one is outfitting restaurant workers in Raleigh or oil rig workers in the middle of the Black Sea, Red Wing can tailor a safety work wear program that meets one’s need. Being one of the pioneer’s in safety footwear, it not only operates or is confined to South America but conquers other regions like North America, Caribbean,CentralAmerica.Europe,MiddleEast,Africa,Asia and South Pacific etc including other countries.

Excellence is a standard which transcends the test of time. For over a century Red Wing purpose-built footwear has been at the spearhead of innovation in the standard of excellence for work boots. Their products consistently perform in environments spanning from the Mideast oil fields to the Midwest corn fields. Red Wing boots protect workers in more than one hundred countries across the world, an accomplishment built by years of hard work, endurance and the promise to never compromise on our quality.A testament to that promise can be found in Heritage collection which is made up of footwear that represents the American ideals of prosperous work and excellence. All the styles in the Heritage collection are designed and built just as they were fifty, sixty and even over eighty years ago and



are all made using premium Red Wing Shoe Company leather from our very own S.B. Foot Tannery. They are handcrafted to the specifications which made each style timeless when they were first introduced.

Red Wing products are proven to perform and outlast. Behind each pair of shoes exists over a century of experience. So whether one is buying footwear, garments or accessories, rest assured that the Red Wing logo stands for a standard in excellence like no other.

Additional Red Wing Shoe Company footwear:

Irish Setter(The Hunt Never Ends)Hunting and Fishing

Footwear

Vasque( Ready. Set. Roam.)

Hiking and Trail Running Footwear

2. Wolverine :- (Your Community. Your Connections)

125 YEARS OF EXPERIENCE

Since 1883, generations of American workers have come to depend on Wolverine boots for comfort and durability. Today, Wolverine


http://www.vasque.com/

http://www.irishsetterboots.com/


continues to deliver on its promise with an extensive range of premium products including boots, shoes, apparel and gear.

AN AMERICAN ICON

Established in Rockford, Michigan, Wolverine made the original boots that helped build the railroads, erect skyscrapers, and expand highways across this great country. A historic mile marker for the brand took place in 1914, when Wolverine introduced a footwear line called the 1000 Mile Boot, setting the standard for durable footwear.

LIMITATION OF THE RESEARCHFOLLOWING WERE THE MAJOR LIMITATION OF THE PROJECT,

This research has covered only Europeancountries.

This research is only for the goodyear welted shoes, not for any other product.

Consumers of goodyear welted shoes brand and also of other brand was not taking interest in giving answer.

Less consumers of the brand.

Less awareness about this brand in the people was another main problem.

Superhouse’s only 10% business in the country the export 90% in other countrys.




SWOT ANALY

SISOF

SHOES


SWOT Analysis of South American Market:-

Strength of the brand -

• High Growth of mining and petroleum industries • Production of goodyear welted Footwear is minimum

than required• Liberalization and Globalization of the existing market

potential

Weakness of the brand-

• Currency fluctuation• Stringent govt norms and regulation• Indulgence with Chinese market• Price is very high far from the middle class segment.• Less brand awareness among the consumers.

Opportunities-

• Growth of the concerned Safety sector• Use of e-commerce in direct marketing• Untapping of the market through the current Superhouse

product lineThreats for the brands–

• High competition from Chinese safety product • Language barrier• Improving quality to adapt the stricter international

standards.• No strong political relation between India and South

America



MARKETING MIX OF THE COMPANY76 “STRATEGIES FOR ENTERING IN EUROPEAN MARKE”|

MARKETING MIX


PRODUCT-The list of product which made by the Superhouse ltd. are-

Finished leather

Upper shoes

Full shoes

Leather garments

Leather accessories

Price fixation-The exporter as per the market condition ,some times to beat the competition quotes less price then the market.

The price is quoted on the basis of FOB(free on board) or CIF (cost insurance freight) depend upon the terms of negotiation.

If the dealing is through the agent then the price includes the agent’s commission.

Now the total agreement is depend upon the mutual understanding of parties.

Sometimes both the parties bear the excess price and sometimes only the exporter has to bear the prices.

PLACE –



In tannery marketing, the buyer and seller sometimes both moves towards each other. For that is if a buyer need buffalo hide for its product the he will move towards the Asian countries on the India. Because here the quality of buffalo is good. In second hand, the seller offer buyer to purchase finished leather through the help of internet and by other method like letter, direct dealing, fairs etc.

PROMOTION-

The Superhouse ltd. participated in trade fair and exhibition as a part of promotional strategy. The company conducts fair in every nick and corner of the world. So the consumer base of the company mainly comes out with the promotional activities by these fairs. The company conduct fairs in foreign countries as well as the domestic country also.




CONCLUSION


CONCLUSION-After doing this research I came to know that in India there is less consumer of “Allen copper”. Even it is giving great competition to its competitors. Still because of the higher price the profit is very less.

With an area of about 17,840,000 square kilometre and a population estimated at more than 371,090,000 South American countries have experienced significant economic growth. However, because of histories of high inflation in nearly all South American countries, interest rates remain high and investment remains low.South America has a rapidly developing economy. With many industries and a flourishing trade and import-export market, it is fast becoming an economy with considerable size.

From Superhouse viewpoint, South America is a flourishing business continent. In order to initiate a business with South America there dwells a lot of opportunities as the existing prices of the respective In house production for safety footwear are increasing as well as Chinese products are their biggest rivals that’s why South America focuses on imports of safety footwear and also ponders for the new import partners.

As far as history is concerned Indian products had always occupied a distinguishing image in international market. Indian products are always reliable and have a peculiar brand image. For enhancing a business, Superhouse could interact with the existing manufacturer of safety footwear and also can establish their own distributor channels.

Apart from being the favorable point of business initiation there also exists certain cons for Superhouse as America and China proves to be the biggest hurdles for Superhouse. For China the



competition in price terms at the root level is enhanced at a certain limit but it becomes intense as the it emerges out at the superior product level. Thus Superhouse gives the tougher competition to China being the most identified business tycoon in India. Another barrier being the import duty and to overcome this the market is getting globalised day to day and the political relations are on also merging up for better future prospects which in turn help to glorify the business strength. Language is also one of the important factors for a business as it is the medium through which on can communicate in their best terms thus Superhouse needs to develop certain skills regarding the language (Spanish being the official language).

There are many trade blocks in South America and MERCOUSAR is one of the colossal block through which Superhouse may consult for business in an effective and efficient manner.

While doing the project it was concluded that the South America is a growing economical potential market for Superhouse to approach for business purpose and it should settle the best cordial business relations.



RecommendationsRunning a business is like riding on a roller coaster. Although it is fun and exciting, there will be times when you‘ll be scared and feel powerless. During the bad times there isn’t much you can do, other than to keep on pushing forward. Thus the seed of business lies in its practical implementation.

To make business imperishable for the present and the generations yet to come the following are the guideline that booms out the business.

Export Credit Guarantee Corporation (ecgc):-

ECGC is a company wholly owned by the government of India that provides export credit insurance support to Indian exporter and is controlled by the ministry of commerce.

Functions of ECGC:-

Provides a range of credit risk insurance covers to exporters against loss in export of goods and services.

Offers guarantee to banks and financial institutions to enable exporters to obtain better facilities from them.

Provides Overseas Investment Insurance to Indian companies investing in joint venture abroad in the form of equity or loan.

How ECGC Does helps exporters?

Offers insurance protections to exporters against payment risks. Provides guidance in export related activities. Makes available information on different countries with its own

credit ratings Makes it easy to obtain export finance from banks/financial

institutions. Assists exporters in recovering bad debts.



Provides information on credit worthiness of overseas buyers.

Superhouse has link up with ECGC that provides various benefits through MBEP Policy i.e. Multi Buyer Exposure Policy.MBEP is an exposure based policy highly effective for exporters making large number of shipments during a month and to different buyers. With the help of this policy, commercial and political risks on the buyers and on the countries will be covered by ECGC, with minimum paper works, which saves time of Superhouse.

Free trade agreement (FTA)

FTAs have proved to be one of the best ways to open up foreign markets to exporters. Trade agreements reduce barriers to Superhouse and protect interests and enhance the rule of law in FTA partner country. The reduction of trade barriers and a creation of a more stable and transparent trading and investment environment make it easier and cheaper for companies to export their products and services to trading partner markets.

All of the South American countries are indulged in FTA with United States. The trade relations between South America and United States are very much fruitful with minimum business complexities due to free trade relations. These relations in turn help to reduce the import duties and trade barriers. Some of the South American countries like Brazil, Chile, Columbia, Peru, and Argentina have liberal and flexible trade relations with China. There also exists a barter form system between the countries for e.g. Argentina is a maximum producer of soya and that is exchanged for various products including safety footwear with China.

China being more proficient in selling safety footwear at the lowest selling price is a grandeur competitor of



Superhouse and due to FTA with China; Superhouse faces tough competition to capture the market in terms of price. As far as quality is concerned Superhouse produces the best quality safety shoes in every aspects and due to globalization there exists a great opportunity to enhance FTA in the near future thus occupying a more reliable place in both quantity and quality terms. Geographically both China and U.S are nearby to South America than India thus mobility of business becomes easy.

Hedging

Hedging is the process of managing the risk of price changes in physical material by offsetting that risk in the future market. Hedging can vary in complexity from a relatively simply activity, through to a highly complex strategies, including the use of option. The ability to hedge means that industry can decide on the amount of risk it is prepared to accept. It may wish to eliminate the risk entirely and can generally do so quickly and easily.

Hedging is a two step process gain or loss in the cash position due to changes in price level will be countered by changes in the value of a future position. If there is a fall in price, the loss in the cash market position will be countered by a gain in future position.

How hedging is done

In this type of transaction, the hedger tries to fix the price at a certain level with a objective of insuring certainty in the cost of production or revenue of sale.

The futures market also has substantial participation by speculator who takes position based on the price movement and bet upon it. Also, there are arbitrageurs who use this market to pocket



profits whenever there are inefficiencies in the prices. However, they ensure that the prices of spot and future remains correlated.

Due to fluctuate nature of dollar, Superhouse must consider hedging in business transaction as it may minimize the risk to certain limit thus enhancing the business growth.

Import Duty

A tax collected on imports and some exports by the customs authorities of a country. This tax is used to raise state revenue. It is based on the value of goods called ad valorem duty or the weight, dimensions, or other criteria of the item such as its size. Also referred to as customs duty, tariff, import tax and import tariff.

1. Argentina’s Import Duty

Argentina and its MERCOSUR partners established the MERCOSUR common external tariff (CET) on January 1, 1995. The CET ranges from zero to thirty present, and until recently averaged 17 present. Since January 1, 1998, as a temporary measure until December 31, 2000, Argentina and its MERCOSUR partners implemented a 3 present tariff increase that affects all imports into Argentina, except those from Uruguay, Paraguay and Brazil (i.e. 14% + 3% of additional import duty). Tariff lines with zero present duty, capital goods, and telecommunication and computing services are exempted. As of January 2001, the CET has been reduced to 2.5 present, and there are expectations that it will be reduced to 1.5 percent by 2002.the Argentine Government introduced minimum import prices on several products covered by specific HS codes.

2. Chile’s Import Duty

Imports are subject to the same 18 percent Value Added Tax (VAT) as are domestic goods. Chilean customs valuation uses the normal value



of merchandise, without special discounts, plus freight and insurance (CIF). Use goods are valued by the customs service according to the current new value of similar merchandise, discounting ten percent per year of use, up to a 70-percent discount.

3. Ecuador’s Import Duty

Ecuador accounts for an average of about 25% of the import duty on the Personal Protective Equipment required for shipment to other countries.

4. Colombia’s Import Duty

Import duties are quoted ad valorem on the CIF value of shipments. All duties (with few exceptions) have been consolidated into four tariff levels as follows: a) 5 present for raw materials, intermediate and capital goods not produced in Colombia; b) 10 and 15 percent for goods in the above categories but with domestic production registered in Colombia; c) 20 percent for finished consumer goods; and d) some exceptions to these general rules, such as import duties for automobiles vehicles, which remain at the level of 35 percent and 40 percent, and some agricultural products which fall under a variable import duty system (price band). It is estimated that the Colombian tariffs weighted average fluctuates between 11 percent and 13.5 percent.

All imports must be registered with the Colombian Ministry of Foreign Trade in the form of a specific application known as "Registro de Importación".

EXPORT Documentation

When preparing for Export Documentation, the exporter needs to be aware of packing, labeling, documentation, and insurance requirements. Because the goods are being shipped by unknown



carriers to distant customers, the new exporter must be sure to follow all shipping requirements to help ensure that the merchandise is packed correctly so that it arrives in good condition;

Labeled correctly to ensure that the goods are handled properly and arrive on time and at the right place; documented correctly to meet local and foreign government requirements as well as proper collection standards; and Insured against damage, loss, and pilferage and, in some cases, delay.

Because of the variety of considerations involved in the physical Export Documentation, most exporters, both new and experienced, rely on an international freight forwarder to perform these services.

DOCUMENTATION

Exporters should seriously consider having the freight forwarder handle the formidable amount of documentation that exporting requires; freight forwarders are specialists in this process. The following documents are commonly used in exporting; which of them are actually used in each case depends on the requirements of both our government and the government of the importing country.

Commercial invoice. As in a domestic transaction, the commercial invoice is a bill for the goods from the buyer to the seller. A commercial invoice should include basic information about the transaction, including a description of the goods, the address of the shipper and seller, and the delivery and payment terms. The buyer needs the invoice to prove ownership and to arrange payment. Some governments use the commercial invoice to assess customs duties.



Bill of lading. Bills of lading are contracts between the owner of the goods and the carrier (as with domestic shipments). There are two types. A straight bill of lading is nonnegotiable. A negotiable or shipper's order bill of lading can be bought, sold, or traded while goods are in transit and is used for letter-of-credit transactions. The customer usually needs the original or a copy as proof of ownership to take possession of the goods.

Consular invoice. Certain nations require a consular invoice, which is used to control and identify goods. The invoice must be purchased from the consulate of the country to which the goods are being shipped and usually must be prepared in the language of that country.

Certificate of origin. Certain nations require a signed statement as to the origin of the export item. Such certificates are usually obtained through a semiofficial organization such as a local chamber of commerce. A certificate may be required even though the commercial invoice contains the information.

Inspection certification. Some purchasers and countries may require a certificate of inspection attesting to the specifications of the goods shipped, usually performed by a third party. Inspection certificates are often obtained from independent testing organizations.

Dock receipt and warehouse receipt. These receipts are used to transfer accountability when the export item is moved by the domestic carrier to the port of embarkation and left with the international carrier for export.

Destination control statement. This statement appears on the commercial invoice, ocean or air waybill of lading, and SED to



notify the carrier and all foreign parties that the item may be exported only to certain destinations.

Insurance certificate. If the seller provides insurance, the insurance certificate states the type and amount of coverage. This instrument is negotiable.

Export packing list. An export packing list itemizes the material in each individual package and indicates the type of package: box, crate, drum, carton, and so on. It shows the individual net, legal, tare, and gross weights and measurements for each package. Package markings should be shown along with the shipper's and buyer's references. The packing list should be attached to the outside of a package in a waterproof envelope marked "packing list enclosed." The list is used by the shipper or forwarding agent to determine (1) the total shipment weight and volume and (2) whether the correct cargo is being shipped. In addition, customs officials (both local and foreign) may use the list to check the cargo. Documentation must be precise. Slight discrepancies or omissions may prevent merchandise from being exported, result in exporting firms not getting paid, or even result in the seizure of the exporter's goods by local or foreign government customs. Collection documents are subject to precise time limits and may not be honored by a bank if out of date. Much of the documentation is routine for freight forwarders or customs brokers acting on the firm's behalf, but the exporter is ultimately responsible for the accuracy of the documentation. The number of documents the exporter must deal with varies depending on the destination of the shipment. Because each country has different import regulations, the exporter must be careful to provide proper documentation. If the exporter does not rely on the services of a freight forwarder,



there are several methods of obtaining information on foreign import restrictions: Foreign government embassies and consulates can often provide information on import regulations.

Documents requiredcertain documentation takes place while exporting from India. Special documents may be required depending on the type of product or destination. Certain export products may require a quality control inspection certificate from the Export Inspection Agency. Some food and pharmaceutical product may require a health or sanitary certificate for export. Shipping Bill/ Bill of Export is the main document required by the Customs Authority for allowing shipment. Usually the Shipping Bill is of four types and the major distinction lies with regard to the goods being subject to certain conditions which are mentioned below:

Export duty Free of duty Entitlement of duty drawback Entitlement of credit of duty under DEPB Scheme Re-export of imported goods

The following are the documents required for the processing of the Shipping Bill:

GR forms (in duplicate) for shipment to all the countries. 4 copies of the packing list mentioning the contents, quantity,

gross and net weight of each package. 4 copies of invoices which contains all relevant particulars like

number of packages, quantity, unit rate, total f.o.b./ c.i.f. value, correct & full description of goods etc.

Contract, L/C, Purchase Order of the overseas buyer. AR4 (both original and duplicate) and invoice. Inspection/ Examination Certificate.

The formats presented for the Shipping Bill are as given below:



White Shipping Bill in triplicate for export of duty free of goods. Green Shipping Bill in quadruplicate for the export of goods

which are under claim for duty drawback. Yellow Shipping Bill in triplicate for the export of dutiable goods. Blue Shipping Bill in 7 copies for exports under the DEPB

scheme.

Note: - For the goods which are cleared by Land Customs, Bill of Export (also of 4 types - white, green, yellow & pink) is required instead of Shipping Bill.




BIBLIOGRAPHY


BIBLIOGRAPHY-

BOOKSAUTHORS

1.Marketing management Philip Kotler2.Marketing research J.K. Sharma3.Research methodology C. R. Kothari

WEBSITES-

www.google.com

www.wikipedia.com

www.superhousegroup.com

www.allencopper.com

www.dlfafair.com ,

www.dltafair.com


http://www.allencopper.com/

http://www.superhousegroup.com/

http://www.wikipedia.com/

http://www.google.com/



THANKYOU


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