Dokumen - Tips Summer Internship Programme Ampere Vehicles PVT LTD Coimbatore Mahendran 9894230078
Dokumen - Tips Summer Internship Programme Ampere Vehicles PVT LTD Coimbatore Mahendran 9894230078
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AMPERE ELECTRIC VEHICLES PVT LIMITED
Submitted by
Mr. P.Mahendran
098001123040
Mr. G.Ramu
SCHOOL OF MANAGEMENT
SRI KRISHNA COLLEGE OF ENGINEERING AND TECHNOLOGY,
COIMBATORE
August 2010
Sri Krishna College of Engineering and
Technology Coimbatore.
School of Management
BONAFIDE CERTIFICATE
August - 2010.
Director/HOD
Place: Coimbatore
Date:
ACKNOWLEDGEMENT
I thank the Almighty for the courage and confidence given to me to carry out this
Project.
I am much obliged to the Internal guide Mr. Ramu, Senior Lecturer, School of
Management for providing me needed ideas and concepts in the relevant fields.
I extend my special thanks to all staff members of the company helped me for
successful completion of the project.
12 4. MARKETING DEPARMENT 42
INTRODUCTION TO INDUSTRY
1. INTRODUCTION TO ELECTRIC BIKES
People have many misconceptions about the concept of electric bikes and their
capabilities. This post aims at reviewing some of the pros of using electric bikes and we hope
that some of the doubts, myths and misconceptions about electric bikes and its usage are
cleared after going through this post.
Although there are a number of electric bikes in the market, each with its own unique
features, yet most electric bikes are widely divided into two categories- peddle initiated and
throttle initiated. This demarcation is done primarily on the basis of the way power is initiated
in the bike. There are some other bikes which have a small electric motor, assisting the rider
while peddling. Such bikes are not totally automated, but are more of a hybrid variety and are
useful in helping the rider save some time under urgent conditions.
Throttle propelled electric bikes are more like motor bike running of gas. They do not
have peddles at all and the power is initiated using a battery and a switch to start the ignition.
Such bikes are ridden using a throttle, just like a normal motor bike running on gas. Such
bikes are good for local commuting and you would need to ensure that the battery is fully
charged before you venture out. The speed and the pickup are not as good as a bike running
on gas, but running these bikes costs virtually nothing and they are environmentally much
cleaner- so go on, take a ride and decide for you.
With minimal operational and maintenance cost it addresses the ever growing need of
man to save money on their daily transportation expense. EV’s running cost is @ 10% of that
of a comparative petrol vehicle and the maintenance cost is only @ 30% of that of a petrol
vehicle (excluding the battery replacement cost)
Customer Satisfaction
Ampere works towards a lifelong enduring relationship with the customer and not a
onetime sales affair relationship. With its sincerity in maintaining the quality of the products
and that of the after-sales service, Ampere aims to win the trust of the customers and thereby
their loyalty.
Ampere Infrastructure
Ampere has its state of the art assembly line in its manufacturing facility at Sulur,
Coimbatore, Tamil Nadu, and India. Plans are underway for establishing a second factory in
Tamil Nadu.
Ampere has its Research & Development Centre at Singapore and India, and is
constantly engaged in advanced R&D in Electric Mobility to bring about innovation and
continuous advancement in the quality of its products to international standards.
Ampere Team
The Ampere team is a proper mix of members with experience, education and
industry specific knowledge, with excellent exposure to the Electric Vehicle technology,
particularly in the area of research and development with proven management capability
track record.
Taking wings
Ampere’s dynamic and agile team with an enlarged vision and focused mission is all
set to be a dominant player of the Electric Vehicles Industry in India and expand its wings
into the global export markets.
Major components
An electric vehicle is equipped with parts like motor, controller, battery, and
accelerator.
Battery
The function of the battery in a vehicle is to store and supply electricity. When the
vehicle is used, the battery‘s stored electrical energy depletes. This discharged battery can be
recharged using the normal household with the help of a charger. At present ,electric bikes
use various forms of re-chargeable batteries like Lead-acid batteries, Nickel- metal hydride
batteries, lithium Lon batteries , etc.
Charger
Charger is the device used to charge the batteries for supplementing the electric
energy. Charging is a simple procedure wherein the charger converts the supply current for
AC to DC Store power in the battery
Controller
The motor controller is the brain of the electric vehicle. This is the control centre of
the electrical system, which controls the electric bikes motor energy management and signals
management.
Accelerator
The accelerator is an electronic sensor accelerator. On usage, it passes electric signal
through the wire. Depending upon the input strength of the signal from the accelerator the
controller determines and sends the required drive current to the hub motor. The drives
strength varies based on the input from the accelerator allowing the user to increase or
decrease the speed.
Motor
Many Electric bikes use wheel hub DC motors, which are of Brushless DC hub motor
type driving the front wheel or the rear wheel. The size of the motor varies with the power of
the bike such as 250w or 500w or 800w. Motors are rated in terms of voltage and output
power watts.
Normally, there are two categories
Ampere Vehicle bikes come with the brush less DC motors as they have the
advantages of high efficiency, energy saving, long lasting little or no maintenance and low
noise
When the ON/ OFF key is switched on all the electric circuits are powered on. The
current from the battery flows to the controller, and then the controller takes control of the
bikes entire electric system and circuits.
When the accelerator is used, it sends an electric signal to the controller, which in turn
sends current to the motor.
When the current reaches the motor and flows through the wires, a magnetic field
forms around the wire coils, making the coils rotate, and there by producing a rotary motion,
which makes the wheels rotate. This movement is used to drive the vehicle.
The work of the magnetism in the motor can be switched off by disconnecting the
electricity supply, by turning the ON/OFF key to the OFF position.
Thus an electric vehicle operates on a simple but effective mechanism, with less
number of moving or frictional parts. This enables easy mobility at a very economical
maintenance and running cost.
BENEFITS OF ELECTRIC-BIKES
Electric bikes generate both personal and global benefits. And the benefits are
multiplied when other household members use electric bikes.
Riding a bike, even an electric one, is about waving to your neighbours, talking to
people at crosswalks, enjoying your own power, coasting down the hill with a bit of wind in
your hair, paying attention to the cracks in the road, sticking your tongue out to taste the
spring rain, always being able to find a parking place, feeling like a kid.
It's a part of what the new culture is about enjoying the moments of life, the getting
there as much as the being there, the effort as much as the reward, wholeness as much as
efficiency, muscle power as much as turbo power, your community as much as your solace.
The economic benefits of electric bicycles are better, in terms of quick payback, than
insulating your home. Substituting e-bike trips for car trips saves on purchase price,
insurance, and registration fees. Beyond the purchase price, cars cost about $0.10 per mile in
fuel and parts. Some families will use an electric bike to augment their car use, while others
will find tremendous savings by living with one less car. For some folks, there's no
comparison because they don't have a license to drive and don't need one for an electric bike.
Electric bicycles also allow you to reduce your risk of living in a technology-
dependent culture. Automobiles and buses may be stalled by oil embargoes, fallen bridges,
and mega-traffic jams. An electric bike, a vehicle light enough to carry short distances over
or around obstacles, is nearly immune. At the personal level, an e-bike owner is free of
license, registration, and insurance requirements.
E-bikes support a simple lifestyle. They're easy to use; they save time in two ways:
1. For errands up to a mile and on some congested commutes, e-bikes are quicker than
the Petrol bike.
2. Their low cost means you work fewer hours supporting them. The pace of life slows a
bit while riding an electric bike. Stress goes down, enjoyment of life goes up. Fun
happens!
Internships are an excellent way to shape any career or business development goal
and the benefits available for both Interns and Businesses can be a win-win opportunity.
Like all things though, there are considerations that should be taken into account on both
sides before undertaking an Internship arrangement. We will explore the pros, cons and
benefits that await individuals and businesses when Internship opportunities exist.
OVERVIEW OF
THE ORGANISATION
2. COMPANY PROFILE
Our Vision
Ampere’s vision is to empower and enhance the lives of people through affordable
mobility solutions, world-wide.
Our Mission
To provide stylish, affordable and comfortable electric powered bicycles and
motorcycles as an eco-friendly alternative for personal commuting and business
transportation needs.
Our Values
We recognise the urgent need to reduce carbon emission, so as to conserve the
environment for our present and future needs. We help our clients and consumers adopt the
changes that will lead towards a sustainable lifestyle. We offer high-quality functional
products that integrate easily and effectively into our client’s lives, fulfilling their business
and personal needs.
2.1. OVERVIEW OF THE COMPANY
Ampere Vehicles Private Limited (AMPVL) designs and manufactures a wide
range of reliable, cost effective and quality Electric Vehicles (EV) for providing
economical, comfortable, stylish and well performing electric mobility solutions for all
categories of people and businesses in Asia and beyond.
Ampere Vehicles is named after the famous scientist Andre-Marie Ampere whose
theory became fundamental for 19th century developments in electricity and magnetism.
World over, the term “Amp” or “Ampere” is used to denote the base measuring unit of
current, in remembrance of him.
Ampere’s dynamic and agile team with an enlarged vision and focused mission is
all set to be a dominant player of the Electric Vehicles Industry in India and expanding its
wings into the global markets as well. The Ampere team is a proper mix of committed
employees with relevant experience, education and industry specific knowledge.
2.2. ABOUT THE COMPANY
Ampere Vehicles designs and manufactures reliable, cost effective and quality
Electric Vehicles (EV) providing affordable mobility for people and businesses for the
emerging markets in Asia.
Ampere is in a growing market that is currently sized at US$ 67M (Rs 300 Cr) and
will exceed $100M by 2010. Ampere will become one of the dominant players in this
market by 2010 with the best team that can deliver results in the shortest time.
Ampere Vehicles Pvt. Ltd. is a wholly owned subsidiary of Ampere Vehicles Pvt.
Ltd., Singapore. In India it is has manufacturing plant in Coimbatore, Tamil Nadu.
Though Ampere is not the first, it wants to be the best in its business area. With its
sincerity in maintaining the quality of the products and that of the after-sales service, aims
to win the trust of the customers and thereby their loyalty.
Ampere has its Research & Development Centre at Singapore, and is constantly
engaged in advanced R&D in Electric Mobility to bring about innovation and continuous
advancement in the quality of its products to international standards.
The Ampere team has a proper mix of members with deep international business
management experience, education and industry specific knowledge.
Ampere as dynamic and nimble footed team with an enlarged vision and a focused
mission is all set to be a dominant player of the Electric Vehicles Industry in India and
expand its wings into the global export markets.
With Ampere’s range of electric-motor driven bicycles and motorbikes, you can
easily reduce your carbon footprint while commuting in comfort and style.
Ampere electric bikes cost as low as 10 cents a day to operate, helping you to
reduce both environmental and financial costs. Top on for an easy, stylish and affordable
way to make a positive impact on the environment today!
Aim:
To deliver the vehicles at right time, quality and required model with zero errors
at the considerable costs.
To achieve our Aim at the short period with our family.
To educate our staffs to do their work with the thorough knowledge.
To implement 5S at factory as well as our residence.
To maintain proper record for all of our regular and modification activities.
To attain ISO 9001 certificate as soon as possible by the above said regular
practice.
Hema Annamalai, Founder & CEO
Electric bikes are part of a wide range of Light Electric Vehicles (LEVs) that
provide convenient local transportation. Generally designed for one person and small
cargo capacity, electric bike range, speed, and cost are moderate. For most of us, the
majority of our trips are less than 10 miles - within the range of most e-bikes. Clean,
quiet, and efficient LEVs offer the advantages of an extra car without the burdens.
LEVs range in size from small electric scooters that fit under a bus seat, up to one-
person cars that use freeway HOV lanes. LEVs offer point-to-point transportation for one
person and some cargo at speeds and costs that are moderate. For most of us, half of our
errands and trips are less than 10 miles and within the range of most LEVs. Using clean,
efficient vehicles saves money and time while helping the environment and improving
our quality of life. People enjoy this technology.
Here are most LEV types. Either follow these links to in-depth introductions - or
read on for short descriptions.
Electric Scooters
Electric Bicycles
Electric Tricycles (adult three wheelers)
Electric Pedi cabs (rickshaws)
Utility/Cargo Vehicles
Electric Scooters
Electric scooters start with an adult-sized scooter with air-filled tires - and add a
motor and battery. Riding one feels like water skiing on a single ski. Being more agile
than bikes, scooters are more fun and adventurous. Due to a wide variety of scooters
available and the minimal legislation regarding them, their speeds and range vary
dramatically. When scooter range and speed increase, so do size and weight.
Electric Bicycles
Electric bikes and motors, when combined with a long list of bicycle options,
extend ordinary bikes into flexible and utilitarian vehicles. People amazed at the
possibilities. Electric bikes also combine well with bus and train for long-range point-to-
point transportation. For most of us, that's enough for our local errands. For some, it will
get us to work faster than driving - and without the stress.
Utility/Cargo Vehicles
Utility electric vehicles do the heavy lifting of carrying cargo and going off-road.
Ampere comes with the widest range of models & colours to cater to the varied
range and needs of Indian people. The present product range include,
Youth
Ampere vehicle is specially designed for young people. These vehicles are
attractive and high speed in the electric vehicle segment i.e. max 50kmph.
Arya
Asva
Aadi
Diti
Abhi
Adya
Bobo
V60
Students
Ampere is design the electric vehicle to the student which is light in weight and
run at an average speed of max.40kmph.
Keya
Twinkle
Buddy
Angel
Spark
Industrial
Ampere vehicles are also producing the electric vehicles to the industry people
which are very useful to carrying the luggage for transferring goods to one place to
another place in the organisation.
Gaja
Mithra
Dosth
Yaar
Maha
Customised
Ampere vehicles are also providing their vehicles for the customer’s choice which
is useful to the customer to choose their own requirement. This vehicle is can be used
as electric rickshaw or else can be used for handicapped. This goes at a speed of
35kmph max.
Aditi
SECIFICATIONS
2.4. COMPETITORS
Apart from some of the major players like Indus – Division of Electrotherm from
Gujarat (Yo Bykes), EKO Vehicle - a Bangalore based company (EKO cosmic-I scooter
and EGO bike), Hero Ultra Motors Pvt. Ltd., (Velocitii, Maxi, etc.), TVS Motors (Scooty
Teenz Electric), AVON Cycles, KEV India, Kaisar Auto Moto, Standard Group, Atlas
Cycles, ACE Motors, SAR Group under the name of Lectrix Motors, there are regional
players. Lohia Auto Industries (LAI) has invested Rs 150 crore to manufacture electric
two and three wheelers and would be able to “roll out its power-driven two and three
wheelers in July and September respectively this year”. There is no organised body to
represent these manufacturers. According to estimates, there are about 75-80
manufacturers of e-bikes in the country.
In the first year of operation, it sold about 28,000 e-bikes and has sold 35,000 e-
bikes during April to August 2007.
EKO vehicle
EKO vehicle a Bangalore based company offers EKO cosmic –I scooter and EGO
bike. This company has been in this business for a long time and has dealers in various
locations in India than its counterparts. Battery weighs at 28kgs and has a life of 12000 –
15000kms. The company offers a rapid charger, which will charge the bike at 10 – 15
minutes (good for Institutional consumers). Cosmic offers a variable mileage depending
on the payload. The maximum speed is 40 km/hr and Cosmic noise is less than 60decibel.
Cosmic is offered in five colours and is exported to many countries.
ACE motors
Pune based Ace motors manufacturers e-bike (electric bike) and the majority of
the components of this bike are imported from China based company Changtong E Bike
Company Ltd. The e-bikes from Ace Motors weigh almost 60kg. The bike offers a load-
carrying capacity of 100-140 kg. To cover a distance of 220 km, you need to charge the
bike for 6 - 8 hours at 220 volts. The maximum speed of the bike is 25 km/hr and is
priced at Rs 26,500.
TVS group
The South-based two-wheeler major TVS is also in the fray with the
announcement for the launch of its electric scooter Scooty Teenz Electric. Aimed at
teenagers and young women, the product is aimed to be positioned as a reliable but green
option for youngsters.
According to the company, the Scooty Teenz Electric has an edge over existing
models as it offers best-in-class comfort, ride quality, tradability, load carrying, fit and
finish and is fitted with the maximum power pack in its category. Its USP is ease of use
and manoeuvrability particularly for people whose daily travel is limited to around 15-25
km per day.
Managing Director
Advisor
General Manager
FUNCTIONAL DEPARTMENT
3. FUNCTIONAL DEPARTMENT
I have done internship program in AMPL Coimbatore. There I have learnt the
funtions of the Production department in the Production Plant, Sulur.
Ampere Vehicles is producing Electric vehicles for childrens, students, corporates and
physically challenged people. Its designing their vehicle’s model in the Singapore Corporate
Office. It has the assembly unit in the Sulur plant in India. Ampere is assemblying their
electric vehicles depending on the market requirements. So that, for producing vehicles,
Ampere is purchasing spare parts like bolts, nuts, tires and tubes in India itself. Remaining
components like body parts and electrical components from China and Singapore. Then the
parts are to be assemblled in the production plant. After then the vehicles are to be dispatched
to the show rooms and also customers from their factory itself.
The production plant has the following function,
Logistics
Stores
Assembly
Quality Control
Service
Edwood Buffa defines production as ‘a process by which goods and services are
created’.
PRODUCTION SYSTEM
Ampere is assembling electric vehicles depending on their market requirements.
They purchase the components from China and Singapore and few components from
Local market. The electrical components and the body parts are imported from China and
Singapore. In India they purchase the electric motor, tires, tubes, nuts and bolts.
Continuous
Inventory
Quality
Cost
RIGHT QUALITY
The quality of product is established based upon the customer’s needs. The right
quality is not necessarily best quality. It is determined by the cost of the product and the
technical characteristics as suited to the specific requirements.
RIGHT QUANTITY
The manufacturing organization should produce the products in right number. If
they are produced in excess of demand the capital will block up in the form of inventory
and if the quantity is produced in short of demand, leads to shortage of products
RIGHT TIME
Timeliness of delivery is one of the important parameter to judge the effectiveness
of production department. So, the production department has to make the optimal
utilization of input resources to achieve its objective.
OPERATION MANAGEMENT
Managing operations can be enclosed in a frame of general management function as
shown in Figure. Operation managers are concerned with planning, organizing, and
controlling the activities which affect human behaviour through models.
Planning Organizing
Conversion Process
Controlling
PLANNING
Planning conversion system
Operation strategies
Forecasting
Product and process choice
Operation capacity
Facility location planning
Layout planning
Scheduling conversion system
Scheduling system and aggregate planning
Operations scheduling
ORGANIZING
Organizing for conversion
Job design, production/operations standards work measurement
Project management
CONTROLING
Material control
Inventory control
Material requirement planning
Management for World-Class competition
Japanese manufacturing
Managing for quality
Quality analysis and control
1. Location of facilities
2. Plant layouts and material handling
3. Product & Process design
4. Production and planning control
5. Quality control
6. Materials management
7. Maintenance management.
LOCATION OF FACILITIES
Location of facilities for operations is a long-term capacity decision which
involves a long term commitment about the geographically static factors that affect a
business organization. It is an important strategic level decision-making for an
organization. It deals with the questions such as ‘where our main operations should be
based?’
Because of these reasons the Ampere is selected Coimbatore as a location for their
assembly plant. This location is optimal location for producing their Electric Vehicles
with least cost.
‘Material Handling’ refers to the ‘moving of materials from the store room to the
machine and from one machine to the next during the process of manufacture’. It is also
defined as the ‘art and science of moving, packing and storing of products in any form’. It
is a specialised activity for a modern manufacturing concern, with 50 to 75% of the cost
of production. This cost can be reduced by proper section, operation and maintenance of
material handling devices. Material handling devices increases the output, improves
quality, speeds up the deliveries and decreases the cost of production. Hence, material
handling is a prime consideration in the designing new plant and several existing plants.
FACTORY LAYOUT
Plant layout refers to the physical arrangement of production facilities. It is the
configuration of departments, work centres and equipment in the conversion process.
Ampere vehicles is also arranged their facilities to the optimum level. So, they can
save the time, money and other resources and also those uses there using their resources
effectively and efficiently.
Fig: Factory Layout
PRODUCT DESIGN
Product design deals with conversion of ideas into reality. Every business
organization has to design, develop and introduce new products as a survival and growth
strategy. Developing the new products and launching them in the market is the biggest
challenge faced by the organizations. The entire process of need identification to physical
manufactures of product involves three functions: marketing, product development, and
manufacturing. Product development translates the needs of customers given by
marketing into technical specifications and designing the various features into the product
to these specifications. Manufacturing has the responsibility of selecting the processes by
which the product can be manufactured. Product design and development provides link
between marketing, customer needs and expectations and the activities required to
manufacture the product.
PROCESS DESIGN
Process design is a macroscopic decision-making of an overall process route for
converting the raw material into finished goods. These decisions encompass the selection
of a process, choice of technology, process flow analysis and layout of the facilities.
Hence, the important decisions in process design are to analyse the workflow for
converting raw material into finished product and to select the workstation for each
included in the workflow.
Packaging,
Material to Production
Documentation,
for Assembly
Logistics Check &
MATERIAL FLOW
The material flow is as shown in the following figure. The material flow is the
process of the material is moving to one section to other for producing or assembling
electric vehicles.
Fig: Material Flow
PRODUCTION PLANNING AND CONTROL
Production planning and control can be defined as the process of planning the
production in advance, setting the exact route of each item, fixing the starting and
finishing dates for each item, to give production orders to shops and to follow up the
progress of products according to orders.
The principle of production planning and control lies in the statement ‘First Plan
Your Work and then Work on Your Plan’. Main functions of production planning and
control includes planning, routing, scheduling, dispatching and follow-up.
Planning is deciding in advance what to do, how to do it, when to do it and who is to do
it. Planning bridges the gap from where we are, to where we want to go. It makes it
possible for things to occur which would not otherwise happen.
Routing may be defined as the selection of path which each part of the product will
follow, which being transformed from raw material to finished products. Routing
determines the most advantageous path to be followed from department to department
and machine to machine till raw material gets its final shape.
Scheduling determines the programme for the operations. Scheduling may be defined as
‘the fixation of time and date for each operation’ as well as it determines the sequence of
operations to be followed.
Dispatching is concerned with the starting the processes. It gives necessary authority so
as to start a particular work, which has already been planned under ‘Routing’ and
‘Scheduling’. Therefore, dispatching is ‘release of orders and instruction for the starting
of production for any item in acceptance with the route sheet and schedule charts’.
The function of follow-up is to report daily the progress of work in each shop in a
prescribed proforma and to investigate the causes of deviations from the planned
performance.
QUALITY CONTROL
Quality Control (QC) may be defined as ‘a system that is used to maintain a
desired level of quality in a product or service’. It is a systematic control of various
factors that affect the quality of the product. Quality control aims at prevention of defects
at the source, relies on effective feedback system and corrective action procedure.
MATERIALS MANAGEMENT
Materials management is that aspect of management function which is primarily
concerned with the acquisition, control and use of materials needed and flow of goods
and services connected with the production process having some predetermined
objectives in view.
The main objectives of materials management are:
MAINTENANCE MANAGEMENT
In modern industry, equipment and machinery are a very important part of the
total productive effort. Therefore, their idleness or downtime becomes are very expensive.
Hence, it is very important that the plant machinery should be properly maintained.
The main objectives of maintenance management are:
To achieve minimum breakdown and to keep the plant in good working condition
at the lowest possible cost.
To keep the machines and other facilities in such a condition that permits them to
be used at their optimal capacity without interruption.
To ensure the availability of the machines, buildings and services required by
other sections of the factory for the performance of their functions at optimal
return on investment.
INVENTORY MANAGEMENT
Inventory is defined as the blocked Working Capital of an organization in the
form of materials. As this is the blocked Working Capital of organization, ideally it
should be zero. But Inventory is being maintained, to take care of fluctuations in demand
and lead time.
Optimal inventory levels come from balancing the cost of ordering with the cost
of holding inventory. The more often we order a part in small quantities, the more costly
it is in terms of purchasing, receiving and accounts payable resources. But if you order a
part less frequently in larger quantities the inventory carrying costs escalate. The optimal
level is one where the combination of total ordering costs and total inventory carrying
costs are the lowest.
- Philip Kotler
Segmenting Segmenting is the process of dividing the market into segments based on
customer characteristics and needs.
The main activity segmenting consists of four sub activities. These are:
1. determining who the actual and potential customers are
2. identifying segments
3. analyzing the intensity of competitors in the market
4. selecting the attractive customer segments.
After the most attractive segments are selected, a company should not directly start
targeting all these segments -- other important factors come into play in defining a target
market. Four sub activities form the basis for deciding on which segments will actually be
targeted.
The four sub activities within targeting are:
1. defining the abilities of the company and resources needed to enter a market
2. analyzing competitors on their resources and skills
3. considering the company’s abilities compared to the competitors' abilities
4. deciding on the actual target markets.
Targeting can only be done when segments have been defined, as these segments allow
firms to analyze the competitors in this market. When the process of targeting is ended, the
markets to target are selected, but the way to use marketing in these markets is not yet
defined. To decide on the actual marketing strategy, knowledge of the differential advantages
of each segment is needed.
When the list of target markets is made, a company might want to start on deciding on a
good marketing mix directly. But an important step before developing the marketing mix is
deciding on how to create an identity or image of the product in the mind of the customer.
Every segment is different from the others, so different customers with different ideas of
what they expect from the product. In the process of positioning the company:
1. GEOGRAPHICAL SEGMENTATION:
In southern part of india is segmented as the states and Electric Vehicles are being sold
through Future Techno Design (FTD)- Show room, Dealers and direct selling.
1. Tamil Nadu
2. Andhra Pradesh
3. Kerala
4. Karnataka and Pondycherry
2. DEMOGRAPHICAL SEGMENTATION:
Based on the age and gender the customers are Segmented and the school children,
ladies- house wives and elder people are target customers.
1. School Children
2. Working women and house wives
3. Elder people
4. Nurses in Hospital use
5. Hotel staffs
PRODUCT & TARGET CUSTOMERS:
Targeted
SI No Products Customers
1 Bobo, Angel Ladies
2 Abhi School Children
3 Adya 60, Adya 48, V60 Youth
4 Diti Italian Police
5 Mitra, Mitra Plus Industrial
6 Sun Prince Male
7 Trisul Hospital
PRICING:
Pricing is the process of determining what a company will receive in exchange for its
products. Pricing factors are manufacturing cost, market place, competition, market
condition, and quality of product. Price is one of the tools in marketing tools and one of the
factor affects the selling of the product. The cost of the Electric Vehicles will be changed on
time to time. This is minor change in price.
SI No Products Price
1 Angel Rs. 14,199.00
2 Abhi Rs. 24,787.00
3 Diti Rs. 30,987.00
4 Bobo Rs. 31,668.00
5 V60 Rs. 38,011.00
6 Adya60 Rs. 38,011.00
7 Adya48 Rs. 34,053.00
8 Aditi Rs. 36,449.00
9 Mitra Plus Rs. 76,274.00
10 Trisul Rs. 22,002.00
11 Sun Prince Rs. 32,822.00
INSTITUTIONAL SALES:
Focusing the sales on the customers available in the various institution. AMPVL is focusing
their sales in various institution like Schools, Colleges, Universities, Hospitlas , Banks and
Hotels.
Institutions are,
1. Schools
2. Colleges
3. Hospitals
4. Banks
5. Hotels and Various educational institutions.
AMPVL is selling the Electric Vehicles in three different way. They are selling the EVs
through FTDs, Dealership and Direct Selling.
MARKETING/SALES
Future Techno Design Dealership Direct Sales
In AMPVL the show rooms are named as Future Techno Design (FTD). FTDs are located in
various place of south India. FTDs are monitored by the show room manager of AMPVL.
Through FTDs the Electric Vehicles are being supplied to the customers. This is one of the
easiest ways for reaching customers.
DEALERSHIP:
This is another one of the methods in selling the electric bikes to the cutomers. In dealership
the interested person of the particular location will be selected by AMPVL according to the
agreement. This person may belong to that particular location.
DIRECT SELLING:
In the direct selling AMPVL is focusing in Institutional sales. The customer available in the
institution can be easily identified as the targeted audience. The main advantage of the
institutional sales is the bulky sales. The large number of Electric Vehicles can be sold in one
institution at a time.
SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and identifying the internal and
external factors that are favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and
1970s using data from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model. Strategic Planning, has been
the subject of much research citation needed.
Strengths: attributes of the person or company that are helpful to achieving the
objective(s).
Weaknesses: attributes of the person or company that are harmful to achieving
the objective(s).
Opportunities: external conditions that are helpful to achieving the
objective(s).
Threats: external conditions which could do damage to the objective(s).
Identification of SWOTs are essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs.
STRENGTHS:
WEAKNESS:
OPPORTUNITY:
THREATS:
ROLE OF HR MANAGER
The head corporate HRD is responsible for effective implementation and
maintenance of the procedures. The head corporate HRD identifies the training needs of
the department personnel based on the functional requirement updates the skill matrix and
assigns the functional responsibility to the qualified personnel equipped with necessary
skill.
HR PRACTICES
The success of any business depends as much on appropriate, effective, well-
communicated, HR and business practices as it depends on meeting the requirements of
mandated laws and regulations. In fact, good planning and the development of effective
practices make regulatory compliance much easier.
HR practices helps in increasing the productivity and quality, and to gain the
competitive advantage of a workforce strategically aligned with the organization’s goals
and objectives.
OBJECTIVE OF HR PRACTICES
The main objective of HR Practices is to differentiate the organization from its
competitors by effective and efficient HR Practices. By following this, the organization
does its whole work process. The objective of HR Practices is to increase productivity
and quality, and to gain the competitive advantage of a workforce strategically aligned
with the organization’s goals and objectives.
The HR policies of the organization have been mentioned in the HR Practices. All
the rules & regulations for the employees have been also mentioned in this. All the
welfare of the employees’ processes is also mentioned in this.
So the study of the HR Practices means basically the brief study of all HR
functions in the organization. I believe the HR Practices is a vital part of an organization,
which helps the organization to achieve the goal of the organization.
All companies are having their HR Practices but the company who is having the
best, is the most successful company among its competitors. So the company can get
success within its competitors by applying best, effective HR Practices.
RECRUITMENT
It is a process to discover the sources of manpower to meet the requirements of
the staffing schedules and to employ the effective measures for attracting that manpower
in adequate numbers to facilitate effective selection of an efficient workforce.
Edwin B.Flippo has defined it as “the process of searching for prospective
employees and stimulating them to apply for jobs in the organization”.
OBJECTIVES OF RECRUITMENT
To attract people with multi-dimensional skills and experiences that suit the
present and future organizational strategies
To infuse fresh blood at all levels of the organization
To develop an organisational culture that attracts competent people to the
company
To search for talent globally and not just within the company
To design entry pay that competes on quality but not on quantum
To anticipate and find people for positions that do not exists yet.
PROCESS
Finding out the requirement (hiring vs. exit), upcoming vacancies, kind of
employees needed.
Developing suitable techniques to attract suitable candidates.
Stimulating as many candidates as possible.
Employer’s brand
Company’s pay package
Quality of work life
Organisation culture
Career planning & growth
Company’s size
Company’s products, services
Role of trade unions
Cost of recruitment
Company’s name & fame
EXTERNAL FACTORS
Socio-economic factors
Supply & Demand factors
Employment Rate
Labour market conditions
Political, Legal, Governmental factors
SOURCES OF RECRUITMENT
INTERNAL SOURCES
Present employees
Retired employees
Dependent of present
Employee Referrals
Trade Unions
Walk-ins
Head Hunting
Mergers & Acquisitions
E-Recruitment
EXTERNAL SOURCES
Campus Recruitment
Private employment consultant
Data Banks
Casual Applicants
CHAPTER IV
TRANING EXPERENANCE IN
SPECIFIC DOMAIN
PERSONAL LEARNINGS
I have learnt about the function of the organisation in the following areas,
Logistics process
Logistics is a process of importing & exporting goods (buying & selling) i.e.
transferring (moving goods from one place to other place) goods from one country to
other. I have learnt how the organization is doing logistics process, and the methods.
Assembly process
Assembly is a process for making a product from the individual spare parts.
The small parts are assembled to make a complete product as electric vehicles. I
understood about the assembly process, how they assembling their vehicles and what
are the methods they are using to assemble the vehicles.
Store management
I have leant about the store management of Ampere vehicles private limited.
How they are managing the inventory and how they are requesting for the inventory
which is required for assembling the electric vehicles.
Quality control
The Quality of the electric vehicles is checking that quality by manually with the
skilled person.
Fabrication
The fabrication work is done when a parts has small damage which is can be repaired
by themselves, they can correct the damages.
Service department
Whenever the vehicle has fault after dispatched to the customer the can service that
vehicles. I learnt how the planning to service the vehicles.