Project.docx

INTRODUCTION An organization is an entity where two or more persons work together to achieve a goal or a common purpose. If there is an organization, then there must be some people who work as a whole for a common purpose, so there must be defined purpose. If an organization does not have any purpose, it will not survive in the long run. To achieve the purpose using people, the processes are needed. The organization study was conducted at RUBCO Rubberized Coir Mattress Division, Poothakuzhi, Kottayam. It started its operation in November 2001. The project realized with an investment of Rs. 280 Millions. The manufacturing plant is among very few in the country to employ advanced Austrian Machinery, sourced from DOA, Austria. In countries like India, rubber is one of the main agricultural and commercial products. About 90 % of the natural rubber is produced in Kerala. So rubber has become the backbone of our economy. Due to the bad impact of globalization the overall market of rubber fall down in Kerala, that time instability in price of rubber was one of the major problem that farmers facing in the market. The farmers were not getting fair price for their effort, but this problem has come to an end since 1997, because the Kerala state rubber cooperative limited came into existence in this year on the purpose of exporting the infinite possibilities of rubber. It literally means that Kerala state rubber co-operative limited (RUBCO) has become the backbone of the rubber cultivator. Kerala state rubber co-operative Ltd, popularly known as RUBCO, is a Rs 280 cores group with strong presence in the rubber based industrial segment. RUBCO is incepted with prime objective of effectively utilizing the abundant rubber resource of Kerala. In a short span, RUBCO has successfully introduced a wide range of fast moving rubber based product. Today the RUBCO group has interest in rubber footwear, casual shoes, cycle tyres and tubes, two and three wheeler tyres, rubberized coir mattress process and rubber wood furniture, block rubber (ISBR) and pale latex crepe, apart from natural rubber trading.

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1.1

SCOPE OF STUDY The study is about the major functioning of RUBCO rubberized coir mattress division, Pampady. The study is mainly based on the details collected from each department. Each and every activities of the company is studied very carefully with the data available. The study is very beneficial to the future managers as they are put into the real life situation. A study on the entire department’s can help to improve the process and there by an overall improvement in the company’s performance can be made.

1.2 SIGNIFICANCE OF THE STUDY An organization may be considered as a productive and planned system of individual, deliberated designed and coordinated for achieving common goals effectively. Every organization is a purposeful system it is created and made functional for seeking the purpose. The formation of an organization obviously implies some 1.3

OBJECTIVE OF THE STUDY The organization study was done on behalf of the fulfilment of MBA degree. The organization study was conducted for the following purposes:  To have an understanding of the profile of Rubco Mattress Division and its various activities.  To acquire knowledge regarding the functional as well as the managerial aspects of the company.  To get familiarize with various activities of the company.  To get the feel of the actual working environment and to get acquainted with it.  To learn about the organization and maintain a good relationship with it.  To get a practical knowledge about the working of an organization.

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1.4

METHODOLOGY OF STUDY  PRIMARY DATA Data is collected by formal and informal interview and discussions with managers and officials at various levels and personal visit to plant.  SECONDARY DATA Data is collected from published and unpublished sources, official records, organizational manuals and department manuals.

PERIOD OF THE STUDY 18th April 2016 to 17th May 2016 1.5

LIMITATIONS OF THE STUDY The major limitations are: TIME LIMIT To understand an organization and its working the period of 30 days is not at all enough. So time was the most important limiting factor in the study.  LACK OF DATA Some of the data are treated as confidential and hence the researcher could not get the details of the same.  LACK OF COMPARATIVE DATA The detailed data of other companies related to the same business was not available to take comparative study.

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2.1 INDUSTRY PROFILE Rubberized coir mattress segment is a high competitive. This segment is having more than 50% of the market share in the mattress industry has more than 45 odd brands and over 200 different models. The major players in the industry are Kurl-on, Duroflex, Rubco and sunidra. The birth of rubberized coir industry is quite amusing interesting. Prior to the year 1960 people hardly had any idea of this novel and high utility product. In those days the world famous car manufactures/s Volks Wagon of Germany, were using horse hair as cushion famous material for their car seats. As their production increased from 100 cars per day to 300, there was dearth of this raw material. This necessitated a suitable alternatives tried like sail fibre, jute fibre, the coir fibre was decidedly found to be the best. This was the beginning of rubberized coir industry. The Indian rubberized coir industry is nearly four decades old. It was in 1964 that m/s Bharath Motors of Chennai established its manufacturing unit. Many other units came up during sixties itself. After nearly one decades of its introduction, government of India recognized Rubberized coir mattress as a healthy and hygienic product. Slowly many state government recognized rubberized coir as wealth from waste and advocated the use of rubberized coir mattress in various hospitals, health clinic etc. through issue of government circulars. 2.1.1 OTHER TYPES OF MATTRESS  Cotton mattress  Form mattress  Spring mattress  Air mattresses  Viscoelectic mattresses  Rubberized coir mattress  COTTON MATTRESS The cotton mattress mainly targets lower income group. This mattress is priced very low. The cotton mattress industry has a market share of 50%.

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 FORM MATTRESS Form mattress segment comes at next place after rubberized coir mattress industry. This industry is having a market share of 9 to 10 %.  SPRING MATTRESS The industry targets consumers belonging to the upper income group. The major players in spring industry are spring industry are spring well, Sealy Kurlon, etc.  AIR MATTRESSES Air mattresses are designed to relieve discomfort due to back pain or joint pain. If you are having back sore or aching joints an air mattress may accommodate to your needs perfectly.  VISCO ELASTIC MATRESSES It is a material that was first designed by and developed for NASA. The foam was used to relieve pressure on astronauts when experiencing G-force upon exiting the earth’s atmosphere.  RUBBERIZED COIR MATTRESS This segment is highly competitive. This segment is having more than 50% of the market share in the mattress industry. This industry has more than 45 odd brands and 200 different models. The major players in the industry are Kurl on, Duroflex, Sulfex, Rubco and Sunidra.

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2.1.2 WORLD SCENARIO There are mainly three major players in the mattress industry and are as follows  SEALY CORPORATION Sealy Corporation is the major mattress manufacture and it got the name form the place it started, Sealy, Texas.  KING KOIL Founded in n1988, King Koil has over a century of experience crafting high quality, affordable bedding both in united state and throughout the world.  SIMONS BEDDING COMPANY Simmons bedding company is a major manufacture of mattress and is one of the oldest companies in the United States, for over 125 years. 2.1.3 INDIAN SCENARIO The rubberized coir mattress market of India is estimated to be highly fragmented with little brand loyalty. The major players in the rubberized coir mattress industry in India are:  KURL-ON LIMITED Kurl on limited, a Manipal group company came into existence in 1962. Kurl on limited is the brand leader in the mattress industry and has acquired major market share in the branded mattress segment.  DUROFLEX Duroflex is the largest exporter of sleep and comfort products from India, started its operation in 1963. Now the company has go three manufacturing units for rubberized coir mattress.

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 CENTURY MATTRESS Century fiber plates Pvt Ltd. Started its rubberized coir plat at Hyderabad in 1988 under the brand name “CENTURY”. Centaury is the first mattress manufacturer with ISO 90012000 series and ISI certification.

2.1.4 STATE SCENARIO In India, the coir industry has developed very well especially in Kerala where they produce Retted Fiber. Green husks of coconut arte immersed in the salty backwaters for 10 to 12 months. The main player’s are-:  DUROFLEX Duroflex is the leading mattress manufacture in India which started its operation in 1963. Duroflex is the largest exporters of sleep and comfort products from India.  EASTERN SUNIDRA Eastern Mattress Pvt Ltd. Is a part of Kerala renowned business conglomerate the Eastern Group of Companies.  RUBCO Kerala state rubber Co-operative Limited was set up in the year 1997, RUBCO was incepted with prime objective of effectively utilizing the abundant rubber resource of Kerala. The Indian coir industry has a diversified structure, reflective of the broad range of raw material and value- added products involved. The industry provides at least part-time employment to an estimated 40,000 persons. At the beginning of the value chain are approximately 300fiber millers with usually less than 10 employees and an estimated 500 suppliers of coir pith, or dust. Their output is either purchase for direct export or undergoes manufacturing for twine, mats and brushes, rubberized coir and erosion control blankets are predominantly produced in larger facilities, employing more, and the demand of the product is in growth stage. So only the quality mattress industry can survive in the competitive world.

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2.1.5 FUTURE OF THE INDUSTRY Now in rubberized coir mattress industry the competition is more and more the demand of the product is in the growth stage so only quality industry can survive in the competitive world.

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2.2 COMPANY PROFILE 2.2.1 RUBCO GROUP Kerala state rubber co-operative ltd (RUBCO) was set up on June 9, 1997 with the main objective of effectively utilizing the absolutely available rubber resource of Kerala. In a short life, span this co-operative sector enterprise based at Kannur has created history in the whole co-operative movement of the state, by redefining the roles, the sector comply in bringing welfare to the people and the pace for the co-operative movement in Kerala. Since its inception, RUBCO has travelled long. Today from a single unit company started with a modest Rs.2.5 million investment made out by local co-operative societies. RUBCO has grown into Rs.7500 million conglomerates with well diversified operations and a market presents extending beyond the boundaries of Kerala. Foraying into the country’s rubber sense as a procuring agency of Kerala government RUBCO as aggressively diversified into a multi production, multi-location enterprise with a group turnover of Rs. Million. Today it enjoys 4th position in the production of natural rubber and the small states of Kerala contributes 92% of it. Rubber has become the backbone of our economy. Due to the impact of globalization the overall market of rubber fell in Kerala and the stability in of rubber was one of the major problems that the rubber farmers faced. The farmers were not getting fair price for their efforts but this problem came to an end since 1997, because the Kerala State Rubber Co-operative Limited (RUBCO) come into existence and there started. A series of possibilities for the utilization of rubber in multifurious spheres and fields. Since its inception in 1997, RUBCO has travelled a long way. It has entered into various rubber based industries like Hawaii Chappell with reputed Malaysian technology, cycle Tyresand tubes, rubberized coir mattress conventional and procured tread rubber, block rubber (SMX) pale latex crepe (plc) casual shoes etc. For last decade with a vision to become a global leader in the production of natural rubber and innovative product development, RUBCO has adopted the best and the latest process in the production. In their slogan itself they had mention that “RUBCO means RUBBER and RUBBER means RUBCO” 9

Today from a single unit company RUBCO has grown into a 280 crore conglomerate with well diversified operations. Under RUBCO group there are wide ranges of business such as: 

Foot wear



Furniture



Cycle tyre and tube.



Rubber coir mattress



Natural Rubber



Virgin Coconut oil



Panel board (treated rubber wood)



Interior furnishing



Lush Ayurvedic Product



Casual shoes



Tread Rubber



Crumb Rubber

RUBCO is the largest exporter of natural rubber in the country today. Even in the domestic market, RUBCO is a major supplier of natural rubber base company in India. Lead by the professional management team and support by the committee workforce. RUBCO is now poised to enter and high growth phase with several initiatives on the path of great expansion and diversification. 2.2.2 HISTORY Kerala state rubber co-operative ltd (RUBCO) was set up on June 9, 1997 is an ambitious project realized with an investment of 260 million. The manufacturing plants among the very few in the country to employee Austria machinery, sourced from DOAAustria is a technology leader in rubberized mattress. The manufacturing plants is among very few in the country employee advanced Australian machinery sourced from Austria. RUBCO rubberized coir mattress is scientifically designed to provide proper back support without compromising on comfort. By the virtue of their ingenious design and contribution and the unique 3-D technology. RUBCO mattress is firm without being hard and

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extremely durable. As they do not say, there are very comfortable and ensure a healthy and rest full sleep. Rubberized coir mattress are crafted from the four finest materials and finished to perfection, one of India’s most modern computer controlled machines imported from UK and USA, strict quality control is observed at every stage of production to ensure that RUBCO rubberized coir mattress always measure to the highest quality. A unique feature of the main sheeting plant is that facilitates vertical fiber orientation, a process that results in a deeper penetration of latex into the sheet, making it very elastic. This provides the mattress with uniform density throughout and an extra cushioning effect. The plant has an annual installed capacity of 4.8 million units, consisting of mattress and other rubberized coir process CAPTION: “SOUND TECHNOLOGY FOR SOUND SLEEPS” PASSION IN MOTION QUALITY Not only in product but also in every activity. TECHNOLOGY To incorporate new technology in all walks of life. VISION AND MISSION VISION To ensure a steady market with remunerative prices to rubber growers and the welfare of rubber growers particularly of small and marginal segment. To become a global leader in the growers of the natural rubber. MISSION To promote, establish, maintain and manage the business related to manufacture and sales of tyres, both radial and bias for heavy vehicle, LCV, passenger car and other four wheelers. 11

2.2.3 OBJECTIVES OF THE COMPANY  SOCIAL OBJECTIVE  COMMERCIAL OBJECTIVES SOCIAL OBJECTIVES 

To ensure a steady market with remunerative price to rubber growers for their natural rubber.



Welfare of rubber growers particularly of small and marginal segment.

COMMERCIAL OBJECTIVE  To promote, establish and manage the business related to manufacture and sales of tyres, both radial and bias for heavy vehicle, LCV, passenger cars and four wheelers.  Tyres for three wheelers and two wheelers.  Purchase and sale of rubber in any form such as latex, sheets and crumbs and laces.  Manufacturing of rubber and wood based products.

2.2.4 RUBCO RUBBERIZED COIR MATTRESS FACTORY

• Process Know-how of M/s DOA of Austria • Capacity – 6000 tons of Rubberized Coir Blocks • Employment – 200 persons • Location: Pampady, Near Kottayam, Kerala, India Rubco's rubberized coir mattress division, at Poothakuzhy near Pampady, Kottayam which started its operation in 2001, is an ambitious project realized with an investment of 260 million. The manufacturing plants among the very few in the country to employ advanced Austrian machinery, sourced from DOA-Austria a technology leader in rubberized mattress.

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Rubco's Rubberized coir mattress division is an ambitious project realized with an investment of Rs.280 Million. The manufacturing plant is among very few in the country to employ advanced Austrian Machinery, sourced from DOA, Austria. Rubco rubberized coir mattresses are scientifically designed to provide proper back support without compromising on comfort. By virtue of their ingenious design construction and the unique 3-D technology, Rubco mattresses are firm without being hard and extremely durable. As they do not sag, they are very comfortable and ensure a healthy and restful sleep. Rubco rubberized coir mattresses are crafted from the finest materials and finished to perfection in one of India's most modem manufacturing plants. The furnishing section is equipped with most modern computer controlled machines imported from U.K. and U.S.A. Strict quality control is observed at every stage of production to ensure that Rubco rubberized coir mattress always measure to the highest quality. A unique feature of the main sheeting plant is that it facilitates Vertical fiber Orientation, a Proceed that result in a deeper penetration of latex in to the sheet, making it very elastic .This provides the mattress with uniform density throughout and an extra cushioning effect. The plant has an annual installed capacity of 4.8 million units, consisting of mattress and other robberies coir products. 2.2.5 THE UNIQUE VFO ADVANTAGE Rubco rubberized coir mattresses are manufactured using the machinery as well as the technology from DOA sheet forming machine has the unique advantage of producing uniform density vertical oriented fiber sheets. Vertical Fiber Orientation (VFO) ensures extra cushioning effect and high durability in the mattresses. Further, considerable sheet thickness and densities varying; from 80 kg. /cu.m to 250 kg, /cu.m can be obtained. 2.2.6 COMFORT AND SUPPORT PERFECTLY BALANCED Rubco Rubberized Coir Mattresses are scientifically designed

to

provide

proper

back

support

without

compromising on comfort. By virtue of their ingenious design

and

construction

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and

the

unique

3-D

technology.Rubco mattresses are firm without being hard and extremely durable. As they do not sag, they are very comfortable and ensure a healthy and restful sleep. Rubco rubberized Coir Mattresses are crafted form the finest materials and finished to perfection in one of India’s most modern manufacturing plants. 2.2.7 MANUFACTURED TO GLOBAL STANDARDS Rubco’s mattress production facility is among the very few in the country to employ state-if-the-art Austrian machinery. The machinery as well as the technology is sourced from DOA of Austria. The plant has an annual installed capacity of 4.8 million units, comprising of mattresses, pillows, cushions and other rubberized coir products. The furnishing section is equipped with the most modern computer controlled machines imported from U.K. and U.S.A 2.2.8 MILESTONES OF RUBCO

9th June 1997

Registered RUBCO, Commercial operation in October in the same year

15th Oct 1997

Commenced procurement of natural Rubber, directly from farmers

28th May 1998

Foundation stone laid for Footwear Manufacturing factory and tread Rubber Manufacturing Unit at Koothuparambu, kannur, Kerala

June-Dec 1988

Started Natural rubber export

July 1998

RUBCO takes over the reins of Sreekandapuram Latex Pvt Ltd.

11 February1999

Entered in an agreement on technological collaboration for the manufacture of ultra light weight footwear with Hi-tech Setters, Malaysia.

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2nd March 1999

26th May 1999 15th June 1999 23rd June 1999

Foundation stone laid for PLC factory in Sreekandapuram Inauguration of commercial production Footwear Manufacturing unit. Floated RUBCO sales international Pvt. Ltd top professionally market the products of RUBCO Signed a significant technical collaboration agreement with Long HuatBerhad Malaysia for the processing of Rubber Wood and furniture out of that

13th Aug 1999

30th Oct 1999

RUBCO footwear hit the market

Foundation stone laid for Rubber Processing and furniture manufacturing unit, Rubberized coir mattress factory at Pampady, Kottayam

9th

Entered into an agreement with M/S Tong tieck (pvt) Ltd of Singapore to

December1999

exp 150 metric tons of rubber first time from India.

8thMarch 2000

Entered into a technical collaboration with panaswrna management and consulting service, Malaysia for manufacture of casual shoes.

6th May 2000

Foundation stone laid for casual shoe project

1st June 2001

Rubco Haut Woods Pvt. Ltd started commercial production.

16th June 2001

Inauguration of Rubberized Coir Mattress Factory

20thApril 2002

Started activities of coconut complex for the production of virgin coconut oil and ancillary products.

6th

December Started RubcoRufaas scheme.(Collection of Natural Rubber From farmers)

2002

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23rd Jan2003

Signed MOU with KokonutpacifiePty.Ltd. of Austria for the production of Virgin Coconut Oil.

2003

Signed MOU with Tripura Forest Development and Plantation Corporation Ltd. For setting up a unit for rubber wood processing and manufacturing of furniture.

2005

New Furniture Range” Home Series” introduced.

2006

Started interior design Division and become one of the largest organization for interior solution for Govt. Department

2006

Virgin Coconut Oil under the brand name “Nutri-ko” Launched

2008

Inauguration of Rubco Corporate Office at South Bazar, Kannur, Kerala.

2008

Corporation sponsored scheme from NCDC to the tune of55.76 Crores.

2009

RUBCO AyurvedicProducts.”LUSH” Launched in the market

2009

Commercial of Tread Rubber and Compound Mixing Plant.

2009

Commercial Production Started.

2013

Launching of spring mattress, named SPRING NOVA Launching of coconut oil; named natural coconut oil

2014

Inauguration of RUBCO spring mattress and RUBCO natural coconut oil.

2016

Launched Rubco Pillow TABLE No.1

2.2.9 ADMINISTRATION AND MANAGEMENT The administration and Management of the RUBCO vests in the board of directors consisting of fifteen members as follows:

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



Nine directors elected by ‘A’ class shareholders from among themselves.



Two directors elected by ‘B’ class share holders from among themselves



Four Ex-officio directors viz.



Registrar of Co-operative societies, Kerala.



Chairman of the Indian Rubber Board.



President, Kerala State Co-operative Bank Ltd.



Managing director RUBCO.

CHAIRMAN Sri. V N VASAVAN He is veteran co-operator and is holding various positions as chairman in central and state level co-operative organization. 

MANAGING DIRECTOR MR. P V HARIDASAN



GENERAL MANAGER MR. A MOHANAKRISHNAN



ADMINISTRATIVE CUM PERSONNEL OFFICER MR. AJITH KUMAR P C



PRODUCTION MANAGER MR. P K VINOD

DIRECTORS OF RUBCO GROUP 

Sri. Anoopdaviskada



Sri. Bhaskara M



Sri. Najeebmohammed H



Sri. Gopalakrishnan K C



Sri. M. Chandran



Sri. K. Manoharan



Smt. Kanjanavally P V



Smt. Sasikala P V



Smt. Seetha K R

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

Sri. Vijayadas K V



The chairman rubber board, Kottayam



The Registrar of Co-operative Societies, TVM.



The president, Kerala State Co-operative Bank, TVM.

2.2.10 STRENGTH OF WORKERS

Highly skilled workers

29

Skilled workers

24

Semi-skilled workers

43

Unskilled

113

Casual workers

41

Total

250 TABLE 2

2.2.11 PRESENT STATUS OF THE ORGANISATION RUBCO is a well diversified industrial conglomerate with a strong presence in the rubber based industrial segment. RUBCO was formed with the prime objective of utilizing largely available rubber resource of Kerala. In a short span of time RUBCO has successfully introduced a wide range of fast moving rubber based products. Today rubber group has factories of rubber foot wear, cycle tyres and tubes, rubberized rubber coir mattress and rubber coir mattress.

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2.2.12 FUTURE PLANS OF THE COMPANY The main future plans of RUBCO group are:  RUBCO TYRES INDIA (PVT) LIMITED: RUBCO in the process of setting up a project for the manufacture of tyres and tubes for two/three wheelers, passengers, cars, heavy duty trucks, and light commercial vehicle. The ground work in underway and the division will be launched in the near future. It will have production capacity of 6 million tyres and tubes annually. LOCATION: The project will be located in the proposed industrial growth centre being developed at Valiuavelicham, about 35 km from Kannur city. CAPACITY AND PRODUCT MIX: The plant will have a 2.3 million nos. of radial and baistyres per annum which 75 million would be utilized for the truck drivers, 1.5 million for light passenger’s tyres and balance would be for two or three wheelers.

 RUBCO CASUAL SHOE PROJECT :

Investment

: 96 million,

Employment

: 600 persons,

Location

: Thalassery, Kannur Dpt, Kerala

Capacity

: 1.5 million pair per annum.

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DIVISION OF RUBCO  RUBCO FOOTWEAR OR SLIPPER DIVISION RUBCO’s foot wear division manufactures a range of quality casual rubber foot wear. The plant employs sophisticated machinery and has a production capacity of 3.6 million pairs per annum. The product range includes study regulars and comfy ultra light (manufactured under the renowned Malaysian technology). Perfect blend quality, raw material and superior manufacturing methods make the RUBCO range second to none. In a short span, RUBCO has made its presence felt in fiercely competitive market on its product. This division also manufactures honey-comb rubber mats on fascinating colours. RUBCO’s footwear range presently comprises of three leading brands RUBCO classic, RUBCO rainbow and RUBCO Hawaii. Hawaii has durable flexi strap, self insoles and power grip technology, offering true value for money, RUBCO rainbow is colourful range of ultra light, casual foot wear cushioned insoles and extra soft straps. RUBCO classic is a top quality Hawaii that provides excellent wearing comfort and durability.  RUBCO CYCLE TYRES AND TUBES DIVISION:

RUBCO cycle division has already gone on stream manufacturing a range of RUBCO mattress division study, technologically superior cycle tyres and tube suitable for rough terrains and tracks. The production facility, spread over 25000sq.ft. is equipped with modern imported machinery including Taiwan made CNC mould which imparts better finish tyres. In the plant has installed capacity of 3 million tyres and tubes. Rub co’s range of cycle tyres and tube has advance features such as high on skid depth, improved wet skid resistance and traction property and more mileage and punctures resistance. High tensile, copper coated steel bed wires add durability and rim holding capacity. The entire range of cycle tyres is being exported to the United Kingdom.

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 RUBCO TYRES INDIA PVT. LTD RUBCO tyres Pvt Ltd is accompany promoted by RUBCO for manufacturing tyres and tubes for two wheelers, passenger cars and trucks in a phased manner he ground work is under way and division will be launched in the near future. It will have a production capacity of 6 million tyres and tubes annually.

 RUBCO MATTRESS DIVISION RUBCO is rubberized coir mattress division in an ambitious project realized investment of 2.6 million. The manufacturing plant is amonveay few in the country to employee advanced Austria machinery, sourced from DOA, Austria, and a technology leader in rubberized mattress. The plant has an annual installed capacity of 4.8 million units consisting of mattress and other rubberized coir products. A unique feature of the main sheeting plant is that it facilitates vertical fiber orientation a process that results in deeper penetration of latex in to sheet, making it very elastic. This provides the mattress with uniform density throughout and extra cushioned effect. Rubco manufactures a wide range of mattress catering to diverse segment of the market. The range consists of:  Dosth and Safal attractively prices mattress that combine comfort and durability.  Heaven and Hi-tech premium mattress offering un matched luxury and sleeping comfort.  Yathri a mattress ideal for hotels and tourists resorts.  Heal a mattress suited for hospitals.  Relief a mattress specially designed for orthopaedic patients.  RUBCO HAUT WOODS PVT LTD A joint venture with a long haut group berhard of Malaysia, a world leader in rubber wood furniture, this division manufacture a range of elegant furniture and quality edge-glued panels, using the eco-friendly rubber wood. Rubber wood, properly treated and processed is emerging as the ideal substitute to rain forest wood, as it offers same strength, durability and finished as the later and also helps to preserve the

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environment. The product being exported to the United Kingdom, USA, Japan and many other countries across the globe. Rub-wood, the furniture range comprises of dining tables and chairs designers wardrobes, futon, kitchen cabinets and computer office furniture available in a choice of designs and finish. The edge-glued panels, manufactures using sophisticated finger jointing technology, are easily to saw, drill bore or strain and have excellent nail holding capacity.  RUBCO SREEKANDAPURAM LATEX PVT LTD It becomes a part of RUBCO group when a loss making unit was taken over by RUBCO acquiring 65% of its share. In short span of time by sound back room operation, the unit was turn around and today posting profits. The company manufactures block rubber (ISNR) and pale latex crepe (PLC). RUBCO is the process of expanding the scope of operations of these units in line with the market trends.  RUBCO SALES INTERNATIONAL RUBCO Sales International Ltd (RSIL) is a public Ltd company promoted by the Rubco spear heads. The sales and marketing activities for RUBCO entire range of product in domestic and international market. With short span of its inception, RSIL could effectively develop a dealt competent network domestically as well as globally and undertake the success launch of the RUBCO’s products part from gathering markets information and monitoring the supply chain system this division is also responsible for nurturing and sustaining excellent customer relation. 2.2.13 COMPETITORS The mattress industry is a highly competitive industry. RUBCO is facing competition from different companies. The main competitors are:  KURL-ON It came into existence on 1962. It otherwise called Karnataka consumes product limited. Kurl-on produce rubberized coir mattress.

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 DUROFLEX Duroflex is Kerala based company and its factoring located at Alappuzha. They produce mattress and rubberized coir mattress.  SUNIDRA Sunidra otherwise called eastern mattress pvt ltd. Its manufacturing unit located at Thodupuzha. Sunidra also produces rubberized coir mattress.  COIR-ON Coir is division of M/S Harish coconut product Pvt Ltd. Started in 1979 at Pollachi, Coimbatore.  RESTOFLEX Restoflex manufacturing facility located at Karnataka. It produces rubberized coir mattress.

2.2.14 PROMOTERS Govt. of Kerala along with Indian rubber board and same district and primary cooperative bank in Kerala are the promoters of RUBCO. The govt. of Kerala holds the majority of shares. The top ten shareholders:

Government of Kerala



Rubber Board



Kottayam District Co-operative Bank



Ernakulam District Co-operative Bank



Calicut District co-operative Bank



Kannur District co-operative Bank



Thiruvananthapuram District co-operative Bank



Kollam district co-operative bank



Palakkad District co-operative bank



Thrissur District co-operative bank.

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2.3 PRODUCT PROFILE RUBCO rubberized coir mattresses are scientifically designed to provide to support without compromising on comfort. RUBCO rubberized coir mattress are available in nine varieties, such catering to specific user Samuel. The range comprises of everything from regular mattress special orthopaedic models and high and luxury varieties. They come in varying sizes and thicknesses, depending on the specific use are meant for the VFO technology is a feature common to all models.

2.3.1 MATTRESS HEAVEN MATTRESS

Its premium model that provided unmatched sleeping comfort. It is available in customized dimension and thickness in 4 inch and density of 75 kg/m3.

HEAVEN PLUS MATTRESS A luxury model. It is available in 6 inch thickness. Rebounded sheet is pasted on the base block. The layer of quitting is providing. It has 2nos. of 2 inch 90 density.

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HI-TECH MATTRESS It is high and end model. It has every good finish and luxurious. It is available in 6 inch and density of 60 kg/m3.

2.3.2 HIGH-TECH PILLOW UP MATTRESS It is a superior quantity mattress, matching the world standards. It is available in 7 inch and 2 nos. of 2 inch/rubberized coir bonded together. RENOVA It is a premium model mattress having 6 and 3.5 inch thickness and of 90kg/m3.

DOSTH MATTRESS It has an economy model that is offers true value for money, its available 3 and 4 inch thickness and density of 75kg/m3

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SAFAL MATTRESS It has regular that combines comfort on durability. The layer of quitting is provided. It is available in 3 inch and 4 inch thickness and density of 75kg/m3. YATHRI MATTRESS An elegant mattress meant for hotels, tourist’s resorts etc. yathri combines superior sleeping comfort with perfect beak support, enabling a relaxed, healthy sleep. It is available in 5 and 3.5 inch and density of 90kg/m3. HEAL MATTRESS It has a quality product suitable for use in hospitals. It’s available in 2, 3 and 4 inch thickness and density of 75 kg/m3. RELIEF MATTRESS A specific mattress scientifically designed for orthopaedic patients. It’s available in 4 inch thickness and density of 35 kg/m3. TRAVELER It is a perfect travel companion. It is foldable. It is available in 51 mm thickness and density of 60kg/m3. DREAM 50:50 Newly introduced economy model available in three inch and 4 inch thickness. HEAVEN PLUS ULTRA Knited fabric, Gorvaluated form-1.5 inch, Re bonded form-2 inch, Bare block-2 inch, P v form-2 inch. SLEEP ON (ECONOMY MODEL) P v form 10 mm, Bare bench-1.5inch, P v form 10 mm

26

TWIN LIT -5 INCH HIGH-TECH NATURAL-8 INCH SPRING NOVA Nova gold, Nova silver, Nova diamond, Nova platinum

2.3.3 SOFT TOUCH PILLOW HIGHLIGHTS  Siliconised sanitized fiber.  Non allergic and refluffable  Luxury softness and washable. 2.3.4 STRUCTURE OF SALES NETWORK

RUBCO

MANUFACTURER

DISTRIBUTOR

RETAILER

CUSTOMER

27

ORGANIZATION STRUCTURE ORGANIZATON STRUCTURE OF RUBCO RCM Ltd

Organization structure is the structure of the relationship among positions and the jobs created for the purpose of accomplishing the objectives of the enterprise. It represents the pattern of the relationships among the components of an organisation. They are 

The form of structure



The function to be performed



The human aspect This pattern of relationship governs duties and activities of persons ho are

dependent upon each other for accomplishing the objectives of the enterprises. An organization structure should be designed to clarify who is to do what tasks and who is responsible for what results, to remove obstacles to performance caused by confusion and uncertainty of assignment, and to furnish decision making and communications network reflecting and supporting enterprise objectives. The company’s organizational structure is diagrammatically represented by an organization chart the diagram representative of the hierarchy of an organization’s personnel. The organization charts shows the line of responsibility between the various departments of the company.

28

ORGANIZATION CHART RUBCO RCM DIVISION Managing Director

Audit General Manager

Accounts Officer

Accountant

A.P.O Administration , Fire & Safety & Security

Assistant

Plant Engineer (Electrical)

Quality Technical & In Charge, Product Development

Purchase Officer

Store Keeper

Steno JR. Clerk

Assistant

Production manager

Machine Diploma Holder

JR. Clerk

Production Planning

QS

QS

Electrician

Dispatch S.S.O SIC

Electrical Diploma Holder

SIC

SIC

SIC

Mechanics 2 Each/ Shift

Electrician Electrician Electrician

Assistant Supervisors 7 Nos FigureNo 29

(Leave reserve)

(Leave reserve)

QS

QS

30

DEPARTMENT PROFILE The organization process of determining how activities are to be grouped is called departments. Departmentalization is a method of activities to facilitate the accomplishment of organization objectives. The department show the horizontal differentiates in an organization.

4.1.1 MAIN DEPARTMENTS

1. ADMINISTRATION CUM PERSONAL DEPARTMENT

2. FINANCE AND ACCOUNT DEPARTMENT a. STORE DEPARTMENT b. PURCHASE DEPARTMENT

3. PRODUCTION DEPARTMENT a. PRODUCTION (MAIN PLANT) b. PRODUCTION (FURNISHING) c. PRODUCTION DEVELOPPMENT d. PRODUCTION PLANNING AND CONTROLLING

4. LAB AND QUALITY DEPARTMENT

5. ENGINEERING DEPARTMENT

6. MARKETING DEPARTMENT

4.2.1 ADMINISTRATION CUM PERSONAL DEPARTMENT HUMAN RESOURCE MANAGEMENT (HRM) HRM is the process of acquiring, training, appraising, compensating employees and attending to their labour relations, health and safety and fairness concern. In other words HRM is the people concerned dimension in management. Since every organization is made up of

31

People, acquiring their services, developing skills, motivating them to the higher level performance and ensuring that they continue to maintain commitment to the organization are essential to achieve organizational objectives. This is true regardless of the type of the organization, government, business, education, health, recreation and social action.

4.2.2 STRUCTURE OF HR DEPARTMENT

ADMINISTRATION CUM PERSONAL DEPARTMENT(APO)

APO

STENOGRAPHER

TIME OFFICER

JUNIOR CLERK

SECURITY WING

Figure No. 3

4.2.3

THE MAIN FUNCTIONS ARE

 Conducting job analysis  Planning labour needs and recruiting candidates  Selecting job candidates  Conducting orientation and training programme for new employees  Managing wages and salaries  Providing incentives and benefits  Appraising the performance  Communication with employee (interviewing, counselling, discipline etc)  Training and developing managers  Building employee commitment

32

RECEPTION

Human resource is the greatest of all resources. RCM division has the total strength of employees and staff of Rubco RCM factory is 218, out of which permanent alone will come up to 147. It is a high to manage this large resource. For that efficient functioning of administrative cum Personnel department needs special mention. The department comes under administrative cum personnel officer.

4.2.4 RESPONSIBILITIES OF HR MANAGER  The HR manager is responsible for manpower planning, recruitment, selection, training, compensation package, performance appraisal and harmonious industrial relation in RUBCO RCM.  HR manager formulate HRD policies and interpretation of different labour laws.

The Functions of Administrative cum personnel department can be divided in two heads:  ADMINISTRATIVE FUNCTION  PERSONNEL FUNCTIONS

ADMINISTRATIVE FUNCTION  Laisoning with government and local bodies.  Correspondence with various government and non-government organization. All the internal and external mail, letter and, memo, registered items handle by this department.  Security- A well equipped security forced is provided for safeguarding everything inside the factory complex.  Monitoring the daily inward and outward dispatch

PERSONNEL FUNCTION  MANPOWER PLANNING The main objective of man power planning in Rubco RCM division o To ensure optimum use to human resources employed o To determine further recruitment level

33

o To forecast further skill recruitments that will serve as a basis for training and development programmers. 

MAN POWER PLANNING PROCESS Following are the steps involved in manpower planning at Rubco RCM division o Analysis of current system o Forecasting the time of the plan o Reconciliation of action plans

4.2.5 RECRUITMENT Recruitment is the process of searching right persons and stimulating them to apply for job in the organization. Rubco RCM division follows a centralized system of recruitment at head office level. Only recruitment of causal workers in directly done by RCM division in itself.

4.2.6 SELECTION In Rubco RCM division selection of employees are done at two levels at the workers level and at managerial level. The workmen are divided into 3 levels based on their skills. They are: 

Skilled workers



Semi skilled workers



Un skilled workers

4.2.7 INDUCTION The main function process at Rubco RCM is to make the worker understand the relevance of his or her in the overall organization set up, apart from the general orientation program concerning all aspects of the company operation given by personal department specific induction programme are also conducted depending upon necessity.

34

4.2.8 EMPLOYEE REMUNERATION AND COMPENSATION At Rubco RCM the employee are remunerated well considering its year of inception was just 3 years back. The average wage of permanent workers is more than 150 per day allowance. The wage is given on a monthly basis. The employee compensation for accidents happening in the factory as also handled by personnel department.

4.2.9 TRAINING AND DEVELOPMENT Training is a learning activity, which is directed towards the acquisition of specific knowledge and skill for the purpose of an occupation or task. Development is considered as any learning activity, which is concerned more with career growth than immediate performance. The training officers of concerned programs include both internal as well as external training personnel. External agencies include personnel from worker educational centre as well as from professional training agencies. Internal training includes both in-house training and on-the job training .The development programmes for top manager are done by head office which is mostly external.

4.2.10 EVALUATION OF TRAINING PROGRAMME Evaluation is done to determine whether or not the objectives and content of the training courses are consistent with the aim and current needs of the company and whether these objectives being reached in the most effective and economical manner. Evaluation of training is conducted through internal assessment; evaluation is based on measuring the performance of employees before and after the training periods.

4.2.11 PERFORMANCE APPRAISAL Performance appraisal is a systematic and objective way of judging the relative worth or ability of an employee in performing his job. The performance appraisal in RCM division of Rubco is normally conducted for:  Identifying employees for further increment in salary or position  Determining training needs for further improvement in performance  Motivating employees by indicating their performance levels

35

4.2.12 INTERNAL ASSESSMENT DATA CARD RUBCO RUBBERISED COIR MATRESS DIVISION KOTTAYAM INTERNAL ASSESSMENT DATA CARD EMPLOYEES NAME: Item No.

1

Description

Ass

Ass

Ass

Ass

Ass

Ass

1

2

3

4

5

6

ATTENDANCE

2

ATTITUDE

3

PUNCTUALLY

4

WORKAWARENESS

5

CO-OPERATION

6

HOUSE KEEPING

7

INITIATIVE

8

DEPARTMENT:

MARK OBTAINED

Total mark Grade RATERS NAME:

DATE:

REMARKS: VERIFIED BY

APPROVED BY

H R MANAGER

GENERAL MANAGER 36

Total

Table No. 3

4.2.13 WELFARE OF EMPLOYEES  All employees in the organization are covered under the employee’s state insurance scheme  Festival advances are given to the employees on the occasion of notified festivals.  Annual bonus/incentives are paid to the employees as per the company rule  Drinking water  Latrines and urinals  Canteen  Transportation 4.2.14 HEALTH AND SAFETY Company is very much aware of the safety needs of the worker. Rubco RCM division has a very good safety policy in which it was envisaged to make it an accidents and the worker working over there are given extra training and proper caution boards displayed at accident prone areas. First aid facilities are provided in the factory for all employees. Health is wealth for employees as well as for managers. Rubco RCM division has done enough measures to ensure mental as well as physical health of employees. Precautions are taken to avoid dust in factory complex. 4.2.15 INDUSTRIAL RELATION Administrative cum personnel department looks after the key area of union and management relationship. The department has set in place on effective system to speedy sort out any difference and disputes. The department gives updated reports on the lab or situation to the head office time to time. 4.2.16 EMPLOYEE RETENTION Most of the employees are young who are gaining experience at Rubco. So after going enough experience they may opt for other companies. So in order to retain them and build loyalty towards the organization. Administrative cum personnel department has drawn clear cut plan and are working towards the plan by implementing it on a step by step basis.

 ABSENTEEISM Absenteeism rate in Rubco RCM is normal only. More than 940 attendances are maintained. Management has initiated many steps as the absenteeism is coming down.

37

 GRIEVANCE REDRESSAL A very good grievance redressal system is in place in the factory. An employee’s has full freedom to take up any grievance with his immediate supervisor, who tries to solve it to the extent possible 

WORK COMMITTEE The factory has 9 member work committee constituted under the provision of

industrial disputes act 19947. It is working smoothly. Workers welfare as well as health measures are generally revised in work committee.  TRADE UNION The trade union in Rubco RCM division is Rubco employees union. In the factory there exists a good and healthy relationship between management and trade union. The union is lead by C.I.T.U.

4.3 4.3.1

FINANCE AND ACCOUNT DEPARTMENT FINANCE MANAGEMENT Finance management also referred to as corporate finance managerial finance emerged as a district field of study at the 20th century. Finance theory in general rest on the premise that the goal of department should be maximize the wealth of share holders.

4.3.2 FINANCIAL MANAGEMENT DEPARTMENT Finance refers to the application of skill or care in the manipulation in the use and control of money. The finance in the modern business world is the life blood of the business economy. We can’t image a business without finance because it is a central point of business activities. 4.3.3 STRUCTURE OF FINANCE DEPARTMENT FINANCEMANAGER

ACCOUNTANT

STORE KEEPER

PURCHASE OFFICER

Jr. CLERK

Jr. CLERK

Jr. CLERK

38

FIGURE No.4

4.3.4 FINANCIAL FUNCTIONS 

Passing and settlement of all miscellaneous advances



Perform all woks connected with insurance coverage of fixed asset



Keeping personal files of employs relating salary computation annual increment



Prepare profitability trends reports and wages analysis



Quarterly and yearly financial report preparation



Making bank statement



Preparation, assisting and co-ordination of all workers connected with finalization of account



Make internal and external purpose

4.3.5 RESPONSIBILITIES OF FINANCIAL MANAGER 

Financial planning



Raising of necessary funds



Controlling the use of funds



Disposition of funds



Tax planning



Book keeping and accounting



Internal audit



Profit planning

4.3.6

FUTURE GOALS OF FINANCE DEPARTMENT 

To improve the technology by introducing financial information system



To increase profit



To reduce and control the cost



Maximizing share holders wealth



Planning profit in the area pricing cost, volume of output and firms selection of product line

 4.3.7

To hire optimum credit maximizing the value of firm CREDIT CONTROL FUNCTION A trade credit arises when a company sells its product or services on credit and does

not receive cash immediately. A company grants credit to protect its sales from the competitions and to attract the potential customers to buy its product at favourable terms. 39

Credit period allowed is 60 days. It can be extended to 180 days. The collection of credit will be Handled over to factory manager. The company will give creditors on further extension of one month legal action will be taken against the person or company. If the company has submitted the cheque or person for the credit due and the cheque has bounced or dishonoured the company can sue take legal action against the person or company. 4.3.8

PLANNING OF FUNDS Planning of funds in a creditful estimate made by the manager about the total fund required. This is the estimation done by observation over the physical activities of the company.

4.3.9 ALLOCATING OF FUNDS Providing at the funds to proper place at proper time is also an important task to be done by financial manager studies the cash requirement of each department and then funds are distributed. 4.3.10 RECORDING OF TRANSACTION Each and every transaction that takes place in the company has to be record properly for the purpose of having better control over funds. All the transaction are recorded in journal and then posted to the ledgers. 4.3.11 CASH CONTROL The cost is controlled in raw material and reduction to expenses as there is limitation of utilization of funds. The company will always have a comparison of budget and actual. 4.3.12 BANKERS OF RUBCO 

District Co-operative Bank



State Bank of Travancore

4.3.13 STRUCTURE OF FINANCE DEPARTMENT Management information system It is complete information system that provides flexible and speedy access to accurate data. A set of computer based system and procedure implemented to help managers in their crucial job making. The actual process involved effected data, organizing data discrimination of data and storage of data. It focuses on accessory data and takes the uses into confidence.

40

4.3.14 CAPITAL BUDGETING Capital budgeting is done at the beginning of the year itself. The requirement of capital will be specified clearly for the approval during the budgeted year. If any other requirement of capital is faced then proper justification has to be made. If the requirement is seen as on important one then approve of the capital is suctioned. 4.3.15 CASH MANAGEMENT SYSTEM Cash management system is one of the key areas in any business. Apart from the fact it is the most liquid current asset can be reduced cash is the common denominator to which all current assets can be reduced because that other major liquid asset receivable and inventory get eventually converted into cash. 4.3.16 CREDIT CONTROL FUNCTION A trade credit arises when a company sells its products or services on credit end does not receive cash immediately.

A company grew to credit to protect its sales from the

competitors and to attract the potential customers to but its products at favourable terms. Credit period allowed is 60 days o 90 days of can be extended to 180 days. The collection of credit will be handling over to factory manager. The company will give the creditors on further extension of one another legal action will be taken against the person or company if the company has submitted the cheque or promissory for the credit due and the cheque has bonded or dishoured the company can sue or take legal action against person or company. Trade creditor’s receivable when the company is extended to collect in the near future. 4.3.17 STOCK IN STORES Store department is an auxiliary department of financial department.

The major

purpose of this department is to receive raw material from suppliers to different department and here after verify the bill or invoice to ensure of incoming material and confirm the quality and value its purchase order. 4.3.18 INVENTORY MANAGEMENT Management of inventory means an optimum investment in inventories. It should neither be too to block the funds unnecessarily. The inventory management includes the following aspects. 

Size of inventory-maximum level and minimum level.



Establishment – Timing schedule procedure and lot of size for new orders.



Ascertaining minimum safety level



Co-operating sales, production and inventory policies. 41



Providing proper storage facilities.



Arranging the receipts and disbursement.

4.3.19 STORE DEPARTMENT Store department is an auxiliary department. It functions under account officer.

STRUCTURE OF STORE DEPARTMENT

STORE DEPARTMENT

STORE KEEPER

STORE CLERK

SEMI SKILLED LABOUR

FIGURE No.5

4.3.20 FUNCTIONS OF STORE DEPARTMENT 

Receipt of incoming material.



Efficient and orderly record keeping of all materials in storage



Stores of material in safe and conventional location



Issue of material against written authority



Timely intimation to proper authorities regarding out of stock conditions.



Prevention of damages, losses and unauthorized uses etc



Rejected materials management



Sales return management



Maintenance of account

Material documents of this department are produced in coordination with the production department. Monthly check and other periodical checks are done to certify the actual inventory value in quantities. There is a separate section for rejected 42

products. Such products are inspected before and after by the quality control department. Such products are sold out as separate sale items.

4.3.21 CLASSIFICATIONS OF MATERIALS RAW MATERIALS 

Latex



Coir



Chemicals



Cloths



Fabrics

GENERAL ENGINEERING MATERIALS 

Electrical items



Mechanical items



Capital item tool etc

STATIONERY ITEMS AND FURNITURE 

Furniture



Paper



Bill book

4.3.22 PURCHASE DEPARTMENTS This is the department which purchases the required raw materials for the production of mattress. So this department can be said as the backbone of Rubio. The store keeper verifies the materials and if it goes beyond the minimum level, h will inform it to the accounts officer and he will pass on the information to the general manager. The general manager then does further action to buy the required raw materials. The main function of purchasing department is to ensure uninterrupted flow of production 4.3.23 STRUCTURE OF PURCHASE DEPARTMENT PURCHASE OFFICER

JR. CLERK

JR. CLERK

FIGURE No. 6 43

4.3.24 PURCHASE FUNCTIONS  SOURCE IDENTIFICATION Source identification involves the identification of suppliers from which purchase are to be made.  SOURCE SELECTION Source selection involves selecting the best supplier from different suppliers, which is based on desired quality, quantity, price, service etc.  VENDOR RATING This responsibility lies with Rubco head office. Vendor rating is done on the basis of product, price of the materials and the reports from the production department in the case of latex or chemicals.  RECEIPT OF MATERIAL Materials are collected by the receipt store and the details will be given to the section for inspection. Number of items passed, rejected and the reason for rejection if any will specified. Receipts store will then prepare materials receipt report and then sent it to the concerned sections i.e., purchase and accounts. The original will be retained by the receipt store. 4.3.25 CLASSIFICATION OF MATERIALS The materials used in Rubco RCM division are broadly classified as:  RAW MATERIALS: Latex, coir rubber chemicals, cloths and qualified fabrics, PU forms and threads.  GENERAL ENGINEERING ITEMS: Electrical items, Mechanical items, spare parts and capital item tools. 

STATIONARY ITEMS AND FURNITURE: Office equipments, papers & bill books, cleaning products.

4.3.26 PURCHASE PROCEDURE  REQUISITION The power of approving material requisitions is with Rubco headquarters.  PURCHASE PROPOSAL After purchase requisition has been approved by the head office, the order is placed. 44

 PURCHASE ORDER After fixing the right supplier, purchase order is prepared and placed with proposed party. The order rate, quantity, delivery schedule and terms of payment will be mentioned.  VENDOR RATING The responsibility lies with the Rubco head office. Vendor rating is done on the basis of product, price of the material and reports from the production department in case of latex or chemicals.  RECEIPT OF MATERIALS Materials are collected by the receipt store and the details will be given to the section for inspection. Number of items passed and reason for rejection if any will be specified. Receipts store will then prepared materials receipt report to be send to the concerned section i.e., purchase and accounts. Original copy will be retained by the receipt store.

4.4

PRODUCTION DEPARTMENT RUBCO RCM decision has progressively recorded high productivity and profitability. Production department is equipped with managers and supervisors. It is the largest functional department in RUBCO RCM division. The whole production department comes under factory manager.

4.4.1 STRUCTURE OF PRODUCTION DEPARTMENT

PRODUCTION MANAGER

PRODUCTION MAIN PLANT

PRODUCTION FURNISHING

PRODUCTION PLANNING CONTROL FigureNo. 7 45

PRODUCT DEVELOPMENT

4.4.2 RAW MATERIALS USED The main raw materials used for the production of bare mattress are 

Latex and chemical



Curled coir

The chemical used with latex are 

Sulphur



Zine oxide



zmbT



ZDC



Dispersal F



China clay



B-rods



TDQ

4.4.3 FINAL PRODUCT FROM THIS DEPARTMENT The final product from this department is bare rectangular shaped rubberized coir block. Rubberized coir is resilient and because of resiliency of the curled fiber. The purpose of rubber latex is to bond the resilient coir fibers together and impart shape of the product. 4.4.4 NUMBERS OF WORKERS OF THIS DEPARTMENT The skilled worker at this department comes to 33. There are 46 semi skilled and 35 unskilled workers. Casual workers will come to 42. Temporary workers are 12 in number. The production process of Rubco RCM division consists of following stages: PRODUCTIONS (MAIN PLANT)  PROCESSING OF COIR Coir is one of the major raw material for the rubberized coir mattress, which is purchased as bundles (140 bundles=1 load). This purchased bundle may contain moisture in them. To eliminate this moisture content it is kept in coir drier machine and by using steam from boiler it is heated for three days, where specified temperature is maintained. 46

 PROCESSING OF LATEX (COMPOUNDING SECTION) The raw latex processing consists of two steps: o CERAMIC BALL MILLING Ceramic ball milling is a process in which chemical required for the compounding is grinded with ceramic balls to make it dispersion. There is 3 ceramic ball milling machine of Rubco RCM factory. o COMPOUNDING In this stage the above made chemical dispersion is mixed with latex stirrer machines. Sufficient quantity of stabilizers also added in to the above mixture at this stage.

4.4.5 SHEET FORMING STAGE The production of rubberized fiber sheets are done by the computer controlled sheet forming machine. The 7 crores investment machine generally called DOA is imported from Austria. This section has units under it. o Untwisted unit o Distributor and first spraying section o Drier and second spraying section o Cutting table

4.4.6 PRESSING STAGE The sheet formed from DOA machine are pilled up and progressed in a continuous roller press to get the desired weight. Then these sheets and the hand sprayed in a spraying booth with compounded latex these progressed parts are kept in a hydraulic hot press to active the required dimensional stability.

47

 VULCANIZING STAGE The pressed pads are then loaded in a trolley and further processed in a Vulcanize to give the desired resilience to the product.

 TRIMMING After vulcanizing the bare blocks are cut in machine called band saw to form rectangular bed like a block of desired length and width.  FINAL INSPECTION After final inspection and checking this bare block are given the furnishing department for further processing.

Here completely dried and tempered rope are fed in to the untwisted unit were the ropes are opened up to make it coir fibers and curled coir fibers are thrown by a ‘cyclone’ in to a feeding conveyor.

Fifers are opened further with air from compressors and supplied to a sheet former. The sheet former takes the fiber over and pragmatically produces sheet with partly vertical finer orientation adjustable width and surface weight.

The sheet is sprayed with compounded latex from the top in the automatic spraying section called spraying gun. The sheet is then dried in its passage through the tunnel drier. After drying on its first passage through the tunnel drier.

After drying in its first passage, the sheet is automatically turned over and sprayed with compounded latex on the other side. After the final drying the sheets are cut to the required size in automatic cutting machine.

48

4.4.7 STRUCTURE OF THE PRODUCTION PLANT PRODUCTION DEPARTMENT

COIR ROPES

CENEX AND DESLUDGED LATEX

COMPOUNDING COIR DRIER (LATEX, MIXED WITH CHEMICAL)

UNTWISTING MACHINE

PRE-PRESS

SHEETING PLANT

PILLING AND WEIGHING

HOT PRESS

SURFACE SPRAYING

CONVEYER DRIER

CUTTING MACHINE

VULCANIZER

INSPECTION TRIMMING

SENDING TO FURNISHING DEPARTMENT

DISPATCH

FIGURE No. 8 49

QUALITY CONTROL

4.4.8 PRODUCTION (FURNISHING) Furnishing Department comes under factory manager. At furnishing department ‘bare’ mattress from production-plant is brought to furnishing department and it is fabricated with Rexene and clothes and packed and made ready for dispatch. The major machinery in furnishing department is all imported one. Furnishing department works as per the daily work order given by planning department. According to work order only labour is deployed every day.

4.4.9 FUNCTIONS OF FURNISHING DEPARTMENT  Furnishing at different model of mattress, cushion and pillows as per the set standards.  Find inspection of mattress, cushion, pillow and other bedding accessories.  Labeling, packing and dispatching mattress and cushion.  Preparation of furnishing material.  Dispatch of mattress, cushion and pillows as per planning department instructions.  Reworking of rejected mattress after referring the condition.

4.4.10 FURNISHING PROCESS STEPS  Adding  Feeding  Stitching  Quality checking and inspection  Labelling  Corner cutting 4.4.11 MAJOR MACHINES USED IN FURNISHING DEPARTMENT  Outline machine  Border stitching machine  Tape edge machine  Corner cutting machine  Sewing machine  Fabric cutting machine  Handle stitching machine 50

4.4.12 CONSUMABLES REQUIRED FOR FURNISHING DEPARTMENT  Quilted fabrics  PU forms  Clothes  Threads  Expanded poly ethylene sheets  Threads  Labels  Polyethylene covers  Tapes 4.4.13 LABELS FIXED ON THE MATTRESS  ISI sticker  Brand name  MRP sticker  Quality CHEK sticker 4.4.14 STRUCTURE OF FURNISHING DEPARTMENT SHIFT IN CHARGE

PRODUCTION SUPERVISOR

HIGHLY SKILLED WORKERS

SKILLED WORKERS

PRODUCTION SUPERVISOR

UNSKILLED WORKERS

FIGURE No.9

51

PRODUCTION SUPERVISOR

SEMI SKILLEDWORKERS

4.4.15 PRODUCT DEVELOPMENTS The product development carried out is concerned with the identification of the most economically feasible method for applying the principles through research. It involves design, redesign, and fabrication of new or modified products and testing it to find its usefulness. Product development essentially involves developing product to suit customer’s needs and conditions. The purpose is to ensure that it meets the requirement and quality standard. This is applicable to all product modification of the existing company.

4.4.16 PRODUCTION PLANNING AND CONTROL It is done on the basis of specification or orders placed by RUBCO Sales International and based on domestic order placed by authorized distributors. The required quantity and quality is specified through production planning and the production is done according to this planning. Operations planning involve the organization of an overall manufacturing operating system to produce a product.

4.5

LABS AND QUANTITY CONTROL DEPARTMENT Rubco’s products have domestic and international acceptance due its stringent quality maintenance. A well equipped lab functions at Rubco RCM division to assure the quality maintenance and quality control of mattresses produced here. This department comes directly under factory manager. The adoption of quality management system should be a strategic decision of an organization. The design and implementation of an organization’s quality management system is influenced by varying needs, particularly the objectives the products provide to sustain and win product’s acceptability in the market.

4.5.1 THE FUNCTIONS OF LAB AND QUALITY ASSURANCE DEPARTMENT They are classified into two:  Quality assurance function  Laboratory function 52

4.5.2 QUALITY ASSURANCE FUNCTIONS 

Strive to achieve international quality standards to the products through various quality inspection methods.



Ensure the quality online process of production



Supervise the production process at various stages to make sure that quality policy of Rubco is strictly maintained throughout the manufacturing process



Ensure the quality of finished products



Assure quality of contract material



Assure quality of packing and sealing



Assure quality of transport



Carry out research and development activities with product development department.

4.5.3 LABORATORY FUNCTIONS OF LABS AND QUALITY ASSURANCE DEPARTMENT 

Testing of material this include testing and analysis work of raw materials like latex and coir, furnishing materials like cloth, PU foam cotton, blanket, threat etc and finished product.



Effluent treatment plant THE EFFLUENT TREATMENT FUNCTIONS ALSO COMES UNDER LAB o Testing of sub-contract material. o Testing of packing and sealing department o Customer relations management HERE LAB WORKS IN TANDEM WITH MARKETING o Vendor analysis

4.5.4 EFFLUENT TREATMENT PLANT At the effluent treatment plant rubber and latex is separated from the effluents and this water is used for irrigation purpose in the garden at Rubco RCM factory compound.

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4.5.5 PERSONNEL IN LAB Only shift-in-charge (lab & Q.A) quality supervisor lab and a clerk are the permanent staff. The rest of lab technicians, lab assistants etc. are all temporary employees. Shift-in-charge (lab Q.A.) is at freedom to appointment these technicians and assistants according to the need.

4.5.6 QUALITY TEST FOR RAW MATERIALS  TEST FOR COIR o MOISTURE CONTENT TEST The purchase-curled coir may contain moisture from atmosphere. To detect this moisture content test is carried out. The permitted level of moisture in coir is 5 % or below.  TEST FOR LATEX To measure whether the quality of purchased latex meets with the specific standards following tests are conducted: o Dry rubber content test o Total solids test o Test for ammonia o Volatile fatty acid content test o Mechanical stability test

4.5.7 QUALITY CONTROL PROCEDURE To maintain the quality policy of RUBCO and assure the quality of bare mattress block as well as raw material, various quality control procedures and test are adopted in the lab. They are:  TEST FOR MATTRESS The block rubberized bare are subjected to the following tests o INDENTATION HARDNESS TEST This test is conducted using indentation hardness apparatus. A 10 cm x 10 cm sample block is taken from the bare mattress and this block is compressed to 40% of its original thickness by applying a load of 500 gm per minute. 54

o FLEXING TEST This test is done to check the internal hardness of bare mattress. The bare mattress block is kept in flexing apparatus and subjected to 250000 times of flexing to check the hardness.  COMPRESSION TEST This test is done to check the hardness of bare mattress. It is kept in for 22 hours. 3 hours after the release of the load reading is noted from the compression test apparatus, under following condition. At atmospheric conditions In hot air oven (700C)  AGEING TEST This test is done to the durability performance of the mattress.  PH TEST PH test is conducted to analyze the durability performance of the mattress.  SULPHATE TEST To estimate the sulphate contents the extract of rubberized coir sheet.

4.5.8 STRUCTURE OF QUALITY ASSURANCE DEPARTMENT

SHIFT IN CHARGE

QUALITY SUPERVISOR

PRODUCTION SUPERVISOR

WORKERS

WORKERS

FIGURE No.10

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4.6

ENGINEERING DEPARTMENT FUNCTIONS OF ENGINEERING DEPARTMENT

4.7



Instrumentation



Electrical maintenance



Maintenance and utility



Boiler unit maintenance

MARKETING DEPARTMENT Marketing is the foremost function that gives the management hopes for their integrated task through making profits. It is a social and managerial process by which making profits. It is a social and managerial process by which individuals and groups obtain what they need want through creating and exchanging products and value with others. Marketing of RUBCO mattress is done by RUBCO Sales International Ltd (RSIL) at H.O. Kannur. Rubco sales International Ltd. (RSIL) is a public limited company promoted by Rubco to spear head the sales and marketing activities for Rubco’s entire range of products in the domestic and international markets. Within a short span of its inception RSIL could effectively develop a competent network domestically as well as globally and undertaken the successful launch of Rubco’s product.

4.7.1 MARKETING STRATEGIES Rubco mattress has attained wide market coverage in Kerala the short period of it being established. Now Kerala market is dominated by Rubco mattress industry. The effective marketing strategy that they have adopted is the reason behind this explosive growth of Rubco. Expansion of existing market into other geographical areas, i.e., now Rubco is the market leader in Kerala mattress industry and they are about to expand their market all over South India in order to attain their target turnover.

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4.7.2 FUNCTIONS OF RSIL



Gather more information



Monitoring of supply chain system



Nurturing and sustaining excellent customer relation



Helps to achieve product innovation and modifications by way of conducting marketing R&D and consumer survey.



Through better and effective distribution network expansion as well maintains it ensures improved product availability to reduced cost.



To help the production units to better and improve the quality of the product.

RSIL is a separate department to spear head the marketing activities of Rubberized Coir Mattress product at its factory in Pampady. The sales personnel of Rubco Marketing Dept. (RCSM) include two Jr. Sales Officer and 6 Sales executives. In the highly competitive sector of rubberized coir mattresses where there are almost 120 odd as well as half a dozen organized sector players exist; the marketing department (RCM) had done an excellent job in making the Rubco almost a market leader in the state within a short span of 3 year.

Rubco mattress has also entered Tamil Nadu with setting up of distribution channel in Chennai ad Erode. With the aggressive market expansion plans and the domestic sales turnover of Rubco Rubberized Coir mattresses are all poised to double.

As Rubco has entered into export deal with some of the European Union nations and the shipment already flagged off, the current year’s sales figures may even go up further.

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4.7.3 ORGANIZATION STRUCTURE OF RSIL

CHAIRMAN

MANAGING DIRECTOR

GENERAL MANAGER

COMPANY SECRETARY

ADMINISTRATIVE OFFICER OF RSIL

MARKET SALES

MANAGER (RCM)

ACCOUNT OFFICER OF RSIL

RSIL

MARKETING SALE

MANAGER (F&P)

ADVERTISEMENT SALES

MANAGER (F&C)

AREA MANAGER

JUNIOR SALES OFFICER

SALES EXECUTIVES

FIGURE No.11

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COST ACCOUNTANT

PROMOTION DEPARTMENT

4.7.4 NEW MARKETING INITIATIVES The marketing initiating other than maker expansion include the function of new innovative product like –Budget mattress, Foldable mattress, Mattress protector, Hi-tech pillow top mattress with 7 inch thickness, cross pillow, latex pillow. 4.7.5 PRICING The price denotes the volume of a product or service expressed in money. Rubco’s pricing strategy on its mattress is largely competitive. Rubco charges the price as per Duroflex price. 4.7.6 THE PRICE POLICY OF RUBCO RCM ASLO INCLUDE The price quoted is inclusive of transportation charges. The margin for distributor is 11 % on transfer price and margin for retailer in 20% on MRP in Kerala 25% on MRP in Tamil Nadu. The retailers are at freedom to sell below MRP. 4.7.7 PROMOTIONS To win the battle of competition every manufactures has to choose a number of promotion tools which can be classified as advertising, publicity and sales promotion. 4.7.8 ADVERTISING The advertisement of Rubco rubberized mattress is done through moabozell communications Ltd, Eranakulam, an advertising agency. The budget of advertising is more than 10% of the expected sales of the financial year. 4.7.9 PACKING Packing of the product plays vital role in the success or failure of a product packing strongly affects the purchase decision. Packing is the covering given to a product for protecting it on the plastic covering of Rubco mattress contains information regarding its unique 3-D technology. 4.7.10 EXPORT It is not a function of marketing department at Kannur. This function is done by RCM factory Pampady itself. This year Rubco has starting of its mattress to some European Union country. Rubco RCM division also receives enquiries for Sri Lanka, 59

UAE and another Middle East centre. As Rubco RCM decision strictly follows its quality policy and product satisfaction of the customer the export opportunities are plenty. As for exports ISO certification is preferred. Rubco RCM division is all set to take ISO 9001 certification shortly.

4.7.11 STRUCTURE OF SALES NETWORK RUBCO (MANUFACTURER)

DISTRIBUTOR

RETAILER

CUSTOMER FIGURE No.12

4.7.12 RESONSIBILITIES OF KEY PERSONNEL MARKETING MANAGER Under general supervision from MD, organize effective marketing network and also export product from the factory.

KEY RESPONSIBILITIES INCLUDES 

Identify potential export market and establishes liaison and co-ordinates sales.



Negotiates and enters into sales contracts with customers. Preparation, review and finalization of quotations and enders on approval from M.D.



Collect market intelligence and develops effectives ales promotions techniques, including product promotion and advertising pricing.



Develops an aggrieve marketing strategy to survive and progress under competitive environment.



Liaisons with production manager for changes in production schedules depending on market demands.



Prepares periodical performance appraisal of employees in the department. 60

4.7.13 ASSSISTANT MARKETING OFFICIER Under direct supervision from marketing management, co-ordinate and manage supply chain actives.

KEY RESPONSIBILITIES INCLUDES 

Collect purchase orders from sales offices / distributors in written from.



Coordinates with store for dispatch of finished products.



Arrange vehicles on approval of rates of marketing manager.



Preparation of deliver note and invoices.



Inform account for depositing cheques received from distributors.

4.7.14 SALES EXECUTIVES Under general supervision from marketing manager, organizes effective marketing and selling network of product from the factory.

KEY RESPONSIBILITIES INCLUDES 

To identify and establish marketing network.



To gather market feedback on product quality and competitors activities.

4.7.15 SUMMARIZED PLANS 2013-2014 

Primary sales projection – Domestic RCM: Rs 7200 lakhs and Domestic Spring: Rs 600 Lakh.



Sales promotion activities: Rs 780 lakh. (Budget utilization based on actual turnover achieved).

4.7.16 SPECIAL FOCUS 

Premium Verities + Spring mattress



Institution ‘/ bulk sales.



Exclusive outlets – RBCO mattresses world.



Distribution network aggressive and massive expansion lan outside Kerala.



High focus – Tamilnadu, Karnataka, Andhra Pradesh, Maharashtra and Goa. 61

4.7.17 NEW MARKETS 

RUBCO’s products are introduced or launching in the following southern and western sales.



Tamil Nadu + Pondicherry



Karnataka



Andhra Pradesh



Maharashtra



Active plans are on to enter New Delhi / Gujarat states on survey.

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ANALYSIS SWOT ANALYSIS The overall evaluation of company Strength, Weakness, Opportunities and Threats are called SWOT Analysis. 5.1

STRENGTH 

Rubco mattress division has lot of product variety and price range.



In the company there exists a cordial relationship between employees and top management and among dealers and distributors.



Through effective marketing Rubco products could have acquired wide market acceptance to customer.

Preference within a short period of being time

established. 

Style of leadership that company following is leadership through dedication and coordination. That encourages employees of the organization to work towards their organizational goals.



The strength of the company lies with the quality of their products, wide range of products capable to challenge variable environment condition, goodwill and customer service, technical advices marketing intelligence, wide network and interaction with customers.

5.2



Effective material management system is one of their strength.



Good financial management system that exist in the organization.

WEAKNESS 

Rubco is newly established company, most of the employees are fresher’s and therefore the company has to conduct training programs to improve their skill. So large volume of productive time is consumed to make enable these inexperience workers to familiarize with their work procedures to be followed.



High price compared to their competitors.



Rubco plans to expand their market in overall south India, but transportation from Kerala to other market will be a big burden they are facing in the market when comparing to their competitors they can easily supply goods into market demand because they are having manufacturing plant in other state. 63

5.3 OPPORTUNITIES 

The company has introduced lot of product verity in to the market therefore customers having lot of alternatives to make their own decision.



Rubco RCM division is not yet fully tapped their 100% utilization of existing machine capacity so opportunities lies there. The factory can undertake new projects regarding project diversification.



Opportunity of identifying the regions where introducing more and more quality products so that strecture can with stands the different regional environment.



Rubco mattress faring high level competition in the market, but their products having higher demand in the market, it is because of the quality policy that they are adopting in their production process.



Rubco Rubberized coir mattress planning to be entering in to foreign market.

5.4

THREATS



Rubco RCM division division is very high regional and domestic competition from other companies like Kurl-on, Duroflex and Sunidra mattress



Competition in the market is increasing day by day because of lot of unauthorized companies in the market. They are products of low quality at less price and attracting same customers. This major threat company facing in the market.



Each and every company facing threats in the market because customers requirement are changing day by day.



Changing in the environmental factors can make influence in the market.



Fluctuating price of raw materials



Lack of raw materials.



Increasing competitions



Taste of customers varies.



Product differentiation



For the past several years company is facing severe competition.



Rubco ensure high quality product due to which the price of the products is comparatively high compared to its competitors. So there is possibilities that customer can switch to its competitors.

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PORTERS FIVE FACTOR ANALYSIS The five-factor model of porter is an outside in business unit strategy tool that is used make an analysis of the attractiveness of an industry structure. The competitive forces analysis is made by the identification of fundamental competitive forces threat of the entry of new competitors Profitable markets that yield high return will attract new firms. This result in many new entrants, which eventually will decrease profitability for all firms in the industry. Unless the entry of new firms can be blocked by incumbents, the abnormal profit rate will trend towards zero (perfect competition) The existence of barriers to entry (patent, rights etc).The most attractive segment is one in which entry barriers are high and exit barriers are low. Few new firms can enter and non- performing firms can exist easily.



Economics of product differences.



Brand equity.



Switching costs or sunk costs



Capital requirement.



Access to distribution.



Customer loyalty to established brands



Absolute cost.



Industry profitability; the more profitable the industry the more attractive it will be to new competitors.

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Pictorial Depiction of Porters Five Factor Analysis

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Threat of substitute product or services The existence of product outside of the realm of the common product boundaries increases the propensity of customer to switch to alternatives.



Buyer propensity to substitute.



Buyer switching costs.



Perceived level of product differentiation.



Quality depreciation.



Number of substitute products available in market.



Ease of substitution. Information- based product are more prone to substitution, as online product can easily replace material product

Bargaining power of customers (buyers) The bargaining power of customer is also described as the market of outputs: the ability of customers to put the firm under pressure, which also affects the customers sensitivity to price changes.



Buyer information availability.



Buyer price sensitivity.



Differential advantage (uniqueness) of industry product.



Buyer volume.



Ability to backward integrate.



Degree of dependency upon existing channels of distribution.



Buyer volume.

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Bargaining power of suppliers The bargaining power of suppliers is also described as the market of inputs. Suppliers of raw materials, components, labour, and services to the firm can be a source of power over the firm, when there are few substitutes. Supplies may refuse to work with firm or e.g. charge excessively high prices for unique resources. 

Strength of distribution channel.



Employee solidarity.



Presence of substitute inputs.



Suppliers switching costs relative to firm switching costs



Degree of differentiation of inputs.



Impact of inputs on cost or differentiation.



Supplier concentration to firm concentration ratio.

Inventory of competitive rivalry For most industries, the intensity of competitive rivalry is the major determinant of the competitiveness of industry. 1. Sustainable competitive advantage through innovation. 2. Competition between online and offline companies. 3. Level of advertise expense. 4. Powerful competitive strategy. Competitive rivalry is likely to be based on dimension such as price, quality and innovation. Technological advances protect companies from competition. This applies to products and services. Companies that are successful with introduction new technology are able to charge higher price and achieve higher profits, until competitors imitate them. Porter’s Five Factor Analysis of Rubco Following are Porter’s Five Factor Analysis of Rubco

Threat of New Entrants 68

Since the beginning of their manufacturing unit, they have a lot of representative offices, indicating substantial growth. The demand in this sector is likely to outstretch the supply position. New competitors are not likely to adversity effect. The fortunes of rubco in the coming decades. Threat of Substitute Substitute product or servicing are these that apparently are different but satisfy the same of customer needs. In porter’s model substitute product refers to the product of another firm.

Bargaining Power of Customers With the entry of new manufactures, the choices before the customer vary to counter this, the company may have to think of spreading their dealer network to unrepresented areas and be watchful about the new comers. It has to keep a good relationship with it’s customers, the quality of products developed should with customer’s expectations and price of the product should be attractive. Bargaining Power of Suppliers Purchases are made and service obtained through a process of open tendering. This way the company is able to obtain the most competitive race in the market and the other terms and conditions. Intensity of Competitive Rivalry The intensity is more competitive through innovations cost reduction assurance, customer relation etc.

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FINDINGS AND SUGGESTIONS 6.1 FINDINGS 

Rubco is manufacturing eco-friendly products, making sure that it does not cause any kind of harm to the society. This has created is subsequent effect regarding the goodwill of the company.



Presence of good industrial relations with local unions and there is greater cooperation between management and employees.



As a result of efficient monitoring and quality control of every stage of production wastages and rejections are brought down.



Wage system is fair in RUBCO



Labour turnover is very low



Workers health and safety are given prime importance.



A good co-ordination exists between different departments.



In RUBCO RCM division there exists an opportunity to diversity the product line. There is provision to manufacture other rubberized coir products rather than mattresses, like cushions and furniture upholstery.

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6.2 SUGGESTIONS Considerably within a short period of time being established RUBCO division has earned the reputation of being a leading manufacturer of rubberized coir mattress by virtue of an enviable manufacturing infrastructure. As a result of efficient monitoring and quality control at every stages of production, wastages and rejection are brought down. Whatever be the orders, whatever be the risk, whatever be the RUBCO RCM division will live up to the expectation of the people by providing a wide range of mattress and other rubberized coir products, catering to diverse segment of the market, enforcing strict quality measures and standards for its products. We can see RUBCO as non competent leader in the field of rubberized coir mattress in the near future itself. Based on the study conducted the following suggestions are made:  RUBCO has to tap their 100% utilization of existing machine capacity in order to tap market demand.  RUBCO has to adopt a strategy that would result in lowering the production and distribution cost.  If the customers will be able make the orders online, the company will be able to increase the sales, mainly abroad.  The company has to engage in production of variety products. It has to add new product line thus widening its product min i.e. cushions and furniture upholstery.  The company has to make strengthen their supply chain in other states, in order to tap the target market.

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CONCLUSION The rubberized coir mattress industry has a great market in India. There are number of mattress manufacturers in the market who are struggling hard to make an impact in the mind of customers. Branded and unbranded mattresses are there in the market, unbranded ones are concentrated on the local market. They are mainly giving attention to provide customized product, who cannot afford to buy branded mattress at comparatively high price. At present, mattress market has become one of the most competitive markets in India, which spend huge amounts of money for advertisement and other promotional activity. Rupco is a major player in this industry. The internship study is helped to make a valuable conclusion through the analysis of different functional department of the Rubco. Presently it is ranked at the top with consideration to quality. The core competencies of the organization can be listed as below:  Professional Management  Effective Leadership  Cordial relationship between employees and top level management  The company has well established network in industry with sound manufacturing and marketing experience.  The company has adequate resources available for expansion.

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BIBLOGAPHY 1.

Chary, S.N., Production and Operations Management, New Delhi, Tata Megraw Hills Publishing Company Limited, 1997

2.

Dessler, Human Resource Management, New Delhi, Prentice- Hall of India Private Limited, 2003

3.

KOTHARI, C.R., Research Methodology, New Delhi, New Age International (P) Limited, 2004

4.

Kotler, Philip, Marketing Management, New Delhi, Prentice-Hall of India Private Limited, 2004

5.

Robbins, Stephen, Fundamentals of Human Resources Management, New Delhi, Wiley India Pvt. Ltd, 2005

6.

Sarma, A.M., Industrial Relations, Mumbai, Himalaya Publishing House, 2007

7.

AswathappaK, “ Human Resource and Personnel Management” 2nd Edition-New Delhi, 2004

8.

Shashi.K.Gupta and RoshyJoshy, “Human Resource Management”, Kalyani Publishers, 2002

WEBSITES  http://www.rubcogroup.com/products/mattress  http://www.rubcomattress.com/products/mattress  http://www.rubcoindustry.com/products/mattress

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