CAPITULO 3: ANÁLISIS DETALLADO SOBRE EL ESTADO ACTUAL DE LA GESTIÓN
3.6 Documento visión
DEPARTMENT STRUCTURE
GENERAL MANAGER
North India is the main market of KAL. In 3 wheeler industry KAL has only 1 % market share.KAL mainly produce 3 wheeler chassis and send it to the godown I north India. Then it is supplied to the dealers as per their demand. The dealers make the body for the vehicle as the customer demands and sells the product. The dealers will get a significant amount in body building.It can be up to 1.4 lakh. This is because different people have different interest and they use this vehicle for different purposes. In kerala KAL cannot compete because there are a lot of manufacturers who gives super-finished goods to the customers. KAL is sharpening the edge to get in to the market. An another reason that the north Indian customers buy the product is that its performance. It have a good mileage and high power that it can run in any conditions of road.KAL is producing fully built vehicles as per demand.
Marketing means making available products suitable for sales. The efficient making department is the corner stone for success for every organization. In KAL marketing department is under the control of GM (marketing). The activities of this department are directly reported to the MD. This department identifies the customers, interact with them and find out their needs and thus figure out the
ACCOUNT OFFICER
SENIOR ENGINEER
ASSISTANT SALES EXECUTIVE
CLERICAL STAFF
Marketing management is a pre-requisite for the successful Operation of any business enterprise. Marketing management shall be responsible for the after service activities of the company. The marketing department shall maintain a register showing details of the warranty claims against each vehicle. Marketing determines the needs of the customer and sets out the pattern of production of goods and service necessary to satisfy their needs.
Quality
objective:- Extend awareness about MX400 vehicle among all dealers.
Locate more dealer outlets in Karnataka and Tamil nude.
Appoint dealers in the unrepresented areas in the northern states.
Making available vehicle according to demand of the customers.
Function:- The marketing department ensures that the company’s products are marketing to various outlets, taking in to consideration the demand for various types of vehicles at the various outlets.
Appointment of dealers
Dispatch of vehicles
Preparation of sales and dispatch plan
Collecting feedback information of the product.
Termination of dealers
Advertisement and sales promotion
Transportation management
Contract review
Procurement and sales of spare parts
Warranty settlement
Free service coupon settlement
Customer complaints
Pre-delivery inspection and provide free service at dealer point
Acceptance of order for special purpose products
Procedure for contract amendment
To co-ordinate the function of material production and sales department.
4 P’S OF MARKETING:-
PRODUCT:-KAL produces mainly 3 wheeler auto rickshaws of diesel as well as petrol versions.
At present it is mainly concentrating on the diesel version under the brand name
“KAL”.
1) Kerala GL 400 V2 electric start chassis- Rs 76,000 2) Kerala GL 400 V2 rope start chassis – Rs 74,000
3) Kerala GL 400 V2 MX 400 electric start chassis- Rs 83,000 4) Kerala GL 400 V2 rope start - Rs 77,000
New products
1)
Self start (340cc) petrol engine [CNG]2)
Self start (340cc) gas engineOther products: KAL manufactures rocket components for ISRO from 1990. It worths up to Rs 50,00000. It has started manufacturing coir spinning machine and it has become successful. more and more machines are supposed to be manufactured in KAL.
PRICE:-KAL follows cost plus pricing strategy in which the margin is included for its products. It also considers the price of competitor’s vehicles while fixing price.
Market price of its products is kept comparatively lower than the competitor’s model.
Before making the crucial pricing policy KAL conducts forecasting for its products mainly by
Feedback from dealers
Conducts market survey
Compare the sales of competitors similar products.
Company also conducts market research with the help of some external agencies
The various products of KAL having different price in various locations and the detailed market price list of the various products are given below
PLACE:-The marketing of vehicles is done through dealers and agents. PLACE:-The main market of the products of KAL is north India. The main markets include Haryana, Uttaranjal, Punjab, Rajasthan, Uttar Pradesh, and Gujarat. Here are also small markets in Kerala and tamilnadu.
Exports:- a major portion of annual production is exported. KAL earning through foreign exports in last financial year were. Its major destinations include Bangladesh,
KAL has signed a memorandum for the export of 1500 diesel 3 wheeler vehicles with meders Liberty Techo Company and it was one of the biggest orders received by the company. The last time export worths $ 1600.
Dealers are selected on the basis of show room facilities, service and man power etc.
Company gets in to contract with dealers for a minimum of 2 years. Company has liaison officers at Delhi to co-ordinate the north Indian operations. The main dealers in Kerala are marikar and Kerala state agro industries.
PROMOTION:-KAL Mainly uses customer promotion and trade promotion techniques to enhance sales. Main sales promotion techniques are:
Company participates in auto shows
Advertisement in local channels
Gifts in all seasons
Incentives to dealers making maximum sales
6 free services are given at crossing 500,1000,2000,3500,4500 and 5250 kms
Warranty of spare parts. The warranty is for a period of 6 month from the date of purchase or crossing 5000 km which ever is earlier
Sales incentives to the dealers as sales promotion Sales In Last 9 years
No Year Sales
Total number of 3 wheelers sold out til now is : 1,20,000 vehicles.
Competitors:- Bajaj auto ltd
Piaggio auto
Atul auto industry
Sitarn auto industry
STATE NUMBERS
Haryana 12
Punjab 10
Rajasthan 15
Uttar Pradesh 8
Dealers are given special incentives on achieving the more target and on selling more product. Dealers are given special offers to keep a good relationship with them. KAL provides all the support both technically and in management level. But nowadays there are no high sales.
Special orders: sometimes KAL receives special order from Travancore dewaswom board. KAL manufacture special purpose tippers for them.
Other activities:.
3.5 FINANCE DEPARTMENT
DEPARTMENTAL STRUCTURE
Seven persons are enough to start a public limited company.a company is started by contributing money. The capital of KAL is contributed by Government of kerala when
ACCOUNT OFFICER
ASSISTANT
ACCOUNTANT
ASSISTANT ACCOUNTANT
CLERICAL STAFF
ASSISTANT MANAGER (FINANCE)