ORGANISATIONAL STUDY AT MOTHER DAIRY

ANIL KUMAR .N 11NPCMA006

INTRODUCTION
Organization is a process of combining work in which individuals and groups have to perform with facilities necessary for its execution so that they provide the best channels for efficient, systematic, positive and coordinated application of the available effort. SCOPE OF THE STUDY The study helps to get an overall idea regarding the various departments in the organization and overall functions of organization. This organization study mainly focuses on organizational setup, overall performance, departmental performance etc. Apart from this, To get a practical vision of the organization apart from the theory which have been learned in the class To understand the actual working condition To get in touch with the industrial and organizational environment.

OBJECTIVE OF THE STUDY

To familiarize with the organizational functions. To understand the organizational structure. To study the structure and functions of various departments. To get a clear view of day-to-day functioning of the Industrial establishment.

DATA COLLECTION METHOD Primary Data : By observing the various departments and interacting with various employees in the organization. Secondary Data :Company Manual ,Management Book , Internet. LIMITATIONS OF THE STUDY Because of official secrecy the managers of the company are not ready to give certain data. Time is not sufficient to interact much with the senior managers as they were always busy with their works.

INDUSTRY PROFILE
In 1965, National Dairy Development Board (NDDB) was set up with the objective of meeting the demand of milk, especially in urban areas, as well as developing the rural economy through the enhancement of the milk production of the country. The Operation Flood was undertaken after the National dairy development board formed in 1965. It was decided that milk co-operative formed in ANAND would be followed across the country. In June 1974, an integrated project was launched in Karnataka to restructure and reorganize the dairy industry to the co-operative principle and to lay foundation for a new direction in Dairy Development project was initiated in 1975. The Anand pattern has been accepted as a model Dr.V.V.Kurien, is Regarded as the Father of White Revolution. The main objective of the white revolution was to provide quality milk to the nation and upgrade the living standard of the rural people. In June 1974, an integrated project was launched in Karnataka to restructure and reorganize the dairy industry to the co-operative principle and to lay foundation for a new direction in Dairy Development project was initiated in 1975

GROWTH
The estimated production capacity in India is 60 million tons in 1992-93. The value of the annual output of its dairy industry is Rs 3, 00,000 million, to consolidate the gains of dairy achieved in the state of Karnataka and with a view of to efficiency chill, process and market ever developing and increasing milk procurement with an almost emphasis on the quality and in the process conserve the socio economic interests of rural milk producers. The govt. of Karnataka through KMF has proposed to undertake the several projects with financial and technical support of NDDB for which an MOU was signed between govt. of Karnataka and NDDB on 10th Nov 2004.

COMPANY PROFILE
1. Name of the organization : MOTHER DAIRY [A unit of Karnataka co- operative Producers federation ltd]

2. Address of the organization : Unit Mother Dairy, G.K.V.K.Post, Yelahanka, Bangalore 560064 Website: www. kmfnandini.coop 3. Constitution 4. Year of establishment 5. Trade name 6. Proposed product B utter & Ice cream. 7. Capacity 8. Land covered : Wholly owned by the public sector undertaken : 7 12 1984 : NANDINI : Manufacturing milk and milk product such as Ghee, Skim Milk Powder, Curd ,

: 4.00 lakhs liters per day.

: 28.09 acres at Yelahanka. Rs. 10.61 corers.

9. Total investment of project :

VISION, MISSION
VISION MISSION

Quality assurance from cow to

consumer. To vanish the scarcity of mille To fulfill the objectives of the white

Procuring the raw milk from the local

farmers at a fair price. Pasteurization and homogenizing of the procured raw milk.

milk.
To strengthen the living standards of rural people. Product diversity. Avoiding post-harvest losses.

Producing other milk products.

Transporting the pasteurized milk in various quantities from processing plant to the urban areas.

Supply milk to the consumer at a

reasonable rate. Developing good infrastructure facilities.

PRODUCTS PROFILE & ITS COMPITITORS

SERIAL. NO. 1 2 3 4 5 6 7 8 9 10 11

NAME OF COMPETITOR Heritage Jersey Dodal dairy farm Ltd Aroghya Niligiris dairy farm Ltd KCA- Milk Chennai sara enterprise Swastika dairy Shivashakthi Vamshi Amulya Shruthi

AREA OF PROCUREMENT Chatters Tamilnadu Bangalore Bangalore Erode Jolarpet, Tamilnadu Madanapally Bangalore krishnagiri Banglore Bangalore

12

Thirumala

Bangalore

ORGANISATIONAL STRUCTURE

FUNCTIONAL DEPARTMENTS
Production department Quality control department Packing and dispatch department Engineering department Stores section Security department Administration department Finance department Marketing department MIS department Purchase department

SWOT ANALYSIS
STRENGHTS Market Leader NANDINI is trusted household brand name. All the products produced from the milk processing are converted into another finished product. Highly satisfied consumer. It has good infrastructure. Its main strength is companys man power. WEAKNESSES Lack of flexibility in deciding about its operation. No replacement policy, resulting in safe indenting by agents. Inter Union Competition in some place. Lack of specialization in top level management. As it is government organization, employee productivity is less.

OPPORTUNITIES Because of logical location mother dairy has perennial supplies of milk to Tamilnadu and Kerala. At much better price than any other milk unions price obtained in Karnataka. Institutional markets, bakeries, hotels, etc., are not fully tapped and these can be captured preferably by direct marketing. Since mother dairy is recruiting its labor from both permanent and contact basis, it has an opportunity to meet production as per fluctuating demand.

THREATS Increasing competitions through new entrants. Diversification of major companies like TATA, ITC, Reliance into milk markets in future. As mother dairy is owned by Karnataka government, change in policies of the government affects the mother dairy. Change in technology.

FINANCIAL ANALYSIS
INTERPRETATION
Company is shrinking its assets and liabilities by reducing its investments and repayments its part of secured loans. Its good sign that companys profit level is good henceforth the reserves and surplus of the company is increased drastically by the way of retained earnings. Repayment of debt is reduces the companys interest burden. The company further purchases a part of fixed assets which stabilizes the assets section. The reserves and surplus leads high elevation in cash and bank balances that is good indication of companys liquidity position.

FINDINGS AND SUGGESTIONS

FINDINGS
Mother dairy has learnt it hard way and has been continuously striving to compete with competitors and has been successful. Mother dairy is being showing consistent growth prospective. It has centralized many functions that help of a better control and coordinate. Company continuously strives for achieving total quality management. The company is hiring experienced people as well as non- experienced people. .The company employee wants to develop in their career by getting higher position in the company with new innovative ideas.

SUGGESTIONS
Very important of all is the marketing department function that is has to do good advertisement and build brand awareness in the market. Job rotation, job enlargement and job enrichment needs to be done frequently which would motivate an employee to do better. It must formulate high quality policies to compete with their competitors. In order to survive and to be leader mother dairy needs to come out with new products continuously and increase its product line. Recruitment and selection policy should be more transparent The recruiting process has to be modified.

CONCLUSION
This study has given as insight in understanding the various attributes of the products as well as the other factors which influences the buyer behavior of business markets for effective formulation of marketing strategies with respect to product, promotion and placement because the advertisement and sales promotional, strategies are very important for any product to become popular and push the sales up.

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