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Asharaf Wood Industries
Asharaf Wood Industries
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Asharaf Wood Industries
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Asharaf Wood Industries
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  1. 1. ASHRAF WOOD INDUSTRIES 2010 - 2011 1 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S CHAPTER-1 INTRODUCTION
  2. 2. ASHRAF WOOD INDUSTRIES 2010 - 2011 2 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INTRODUCTION As an introduction into wood industry I should start with the exact meaning of the word wood, most commonly the word wood and timber uses equivalently. But there is a clear distinction between these two words. Timber commonly means a beam made of wood, or a post made of wood, or a processed wood. And Wood is a hard, fibrous tissue found in many plants. It has been used for centuries for both fuel and as a construction material for several types of living areas such as houses, known as carpentry. It is an organic material, a natural composite of cellulose fibers (which are strong in tension) embedded in a matrix of lignin which resists compression. In the strict sense wood is produced as secondary xylem in the stems of trees (and other woody plants). In a living tree it transfers water and nutrients to the leaves and other growing tissues, and has a support function, enabling woody plants to reach large sizes or to stand up for themselves. Wood may also refer to other plant materials with comparable properties, and to material engineered from wood, or wood chips or fiber. People have used wood for millennia for many purposes, primarily as a fuel or as a construction material for making houses, tools, weapons, furniture, packaging, artworks, and paper. Wood can be dated by carbon dating and in some species by dendrochronology to make inferences about when a wooden object was created. The year-to-year variation in tree-ring widths and isotopic abundances gives clues to the prevailing climate at that time. As days are going high the demand for wood is also increased, day by day buildings and structures mushroomed in the world. But not the trees. It made wood a highly demanded material in the world. From a brittle match stick to hard hockey stick,
  3. 3. ASHRAF WOOD INDUSTRIES 2010 - 2011 3 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S from a walking stick to massive pillars wood is used in everything were man sits and stands. This usage made wood a major commercial item from known ages. WOOD INDUSTRY IN INDIA India's Forest Wealth India was rich in its forest wealth having a huge land area under forests. Practically, all varieties of forest growth are found in India, ranging from tropical hardwood forests to high altitude coniferous forests and from deciduous to evergreen forests and Plantation but unfortunately the forest resources in India is depleting due to increase of population and other causes. Sound principles of forest policy, administration, timber production and conservation were introduced by an act of legislature in 1845, and ever since Indian forests are being managed on scientific and progressive lines. Large areas have abundance of some of the finest plywood timbers both for constructional and decorative plywood, Indian teak, Indian Rosewood and Padauk are world-renowned for their beauty of figure, grain and texture. Gurjan, Vellapine, Hollock and Hollong are only a few of the many Indian timbers used for making good commercial plywood’s. Such continuous depletion of the natural forest resources of the country due to various consumption of solid wood, it was felt to conserve the natural resource forest by reconstituted wood products such as Plywood, Hardboard, Particleboard and Medium Density Fiberboard (MDF) to meet the rising demand of Wood from the general consumer, Railways, Defense, Furniture, Laminate manufacturers and the builders. At the same time also it is trying to meet the wood demand by Bamboo products which is alike to wood. Instead of depending entirely on natural regeneration of forest resources the Government of India, NGO and some of our members have taken positive steps for Tree plantation on large areas in the various states with fast growing species so that
  4. 4. ASHRAF WOOD INDUSTRIES 2010 - 2011 4 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S can conserve the natural forest and meet the demand for wood and wood products of various domestic and international consumers. Wood based Panel Industry in India Wood Panel products effect considerable saving of scarce wood as compared to Solid Timber. The basic types of Wood based panels are:-  Plywood  Particleboard  Hardboard and Medium Density Fiberboard Because of their versatility in application and efficiency in wood raw material utilization the wood panel products have to a great extent replaced solid wood in both structural and non-structural uses. Plywood The history of plywood industry in India is old. It is more than 75 years that this industry was started here on a very modest scale. It was in the year 1906-07 that plywood was imported in India for the first time- valued at Rs.32 lacs. Imports rose steadily and by 1924-25 it were worth Rs.90 lacs. Tea Industry in Assam, West Bengal and Kerala was steadily developing and it was thought that plywood industry in the form of Tea Chests production mainly for export should be developed. Accordingly two plywood factories were started in Assam in 1923-24 but their development was steady and slow and not phenomenal. These were the pioneers and the resourcefulness and courage shown by them in the early stages of growth of Plywood Industry was remarkable and the industry owes gratitude to these courageous entrepreneurs. With the outbreak of Second World War, necessity of manufacturing tea chests
  5. 5. ASHRAF WOOD INDUSTRIES 2010 - 2011 5 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S locally was very much felt and Plywood Industry in form of Tea Chests Industry started on a large scale. It will not be exaggerated that Plywood Industry in India is a gift of Second World War. Now that tea chests must be produced, Forest Departments in different States started thinking in terms of finding suitable timber for manufacturing tea chests. Experiments were made at Forest Research Institute, Dehra Dun and it was found that plywood made from Indian timbers were as good as imported products and therefore advised forest entrepreneurs to set up modern factories in different States. Accordingly well-equipped factories were started in different places viz. Sitapur, Bangalore, Baliapatam, Dandeli and Coochbehar. Some of these factories suffered setbacks in the post war years, as after cessation of war the vested interests tried to sabotage this industry by trying to restart imports of tea chest. Tariff Board enquiry was held and the Government imposed a lien on the importers to purchase Indian products equivalent to the quantity allowed to be imported. Slowly and slowly, the Government imposed total ban on imports and this thoughtful action of the Government encouraged the Indian entrepreneurs to modernize their plants and invest substantial capital in this industry. After 1947-48, the industry resorted to diversification of its products and block boards, flush doors, commercial plywood, decorative plywood, marine and aircraft plywood’s, produced in Indian factories came into the market which were second to none in the world in quality and diversity of its products. Industrial Licensing is governed by the Industries (Developmental and Regulation) Act, 1951 under which the wood based industry was covered. There was no restriction of putting up plywood Mill up to 1970. The only criteria was that the applicant was required to obtain an Industrial License which was being considered by Ministry of Industry after consulting various Ministries
  6. 6. ASHRAF WOOD INDUSTRIES 2010 - 2011 6 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S including Ministry of Environment & Forests. Forest Ministry was being consulted for ascertaining sustainable raw material of Timber for a particular project; the Wood based Industry was more or less in Medium and Large scale. The Wood based Industry was under Compulsory Industrial Licensing from 1988 whether a small scale unit or a Large/Medium unit, new undertaking or substantial expansion would require Industrial License. During 1970 there was clear cut definition of Small Scale Sector and units having an investment of less than 7.5 lakhs in Plant and Equipment were covered under the definition of Small Scale Sector which would be registered with the respective State Director of Industries. At that particular stage some of the units with such investment got themselves transferred to small scale sectors. Meanwhile there were modern technology and machinery equipped plywood units coming up in different places in India like North Eastern Zone. In 1997 the Government of India totally delicensed wood based industry as a result more than 2000 small-scale units coming up. The potentialities of the industry can be judged from the many uses to which plywood can be put. Apart from tea chests plywood marine and aircraft plywood there are specific demand for the following articles from the consumers:- 1. Shuttering Plywood 2. Packaging Plywood 3. Plywood drums 4. Flush doors 5. Commercial & Decorative Plywood
  7. 7. ASHRAF WOOD INDUSTRIES 2010 - 2011 7 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S 6. Block Boards 7. Molded Plywood furniture and chair seats 8. Laminated picking sticks for cotton and jute textile industry 9. Sliced decorative veneers of walnut, teak, rosewood etc. 10.Compregnated wood veneers required for heavy chemical industry and electrified railways. To assess the overall status of plywood industry in the country the production of plywood in India given here below for 60 years from 1951 to 2011 on 10 years basis. Production of more than 2000 small scale units was not properly recorded only estimated every year. Due to Hon’ble Supreme Court Order on 12/12/1996 the 6.59 15.36 27.54 50.15 62.52 14.61 16.71 0 10 20 30 40 50 60 70 1951 1961 1971 1981 1991 2001 2011 60 YEARS PLYWOOD PRODUCTION IN METRIC TONNES
  8. 8. ASHRAF WOOD INDUSTRIES 2010 - 2011 8 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S production activities was totally suspended in Medium/Large scale unit particularly in North Eastern Region as a result the production reduced drastically from 1997 and still there is no improvement. Particle Board Particleboard is a reconstituted constructional panel particularly developed as a substitute for natural constructional wood and is made from low grade waste woods or from certain agricultural ligneous wastes. In that respect particleboard assumes one of the greatest importance in the wood panel products industry from the point of view of conservation of scarce forest resources in a country. In India the first Particleboard plant was set up in late 1950’s at Sitapur in Uttar Pradesh. There are presently about 12 Wood based and agriculture ligneous waste based Particleboard units in India. The production of particleboard is given here below for last 5 years from 2006 to 2010 in M Tones.
  9. 9. ASHRAF WOOD INDUSTRIES 2010 - 2011 9 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Hardboard and Medium Density Fiberboard (MDF) 13489 34634 63683 92728 50050 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 2006 2007 2008 2009 2010 PARTICLE BOARD PRODUCTIONLAST FIVE YEARS IN METRIC TONNES 42795 45126 81290 78414 81304 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 2006 2007 2008 2009 2010 PRODUCTION OF HARDBOARD IN METRIC TONNES Series 1
  10. 10. ASHRAF WOOD INDUSTRIES 2010 - 2011 10 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Fiberboard is a board encompassing sheet materials of widely varying diversities manufactured from refined or partially refined wood fibers or other vegetable fibers. Bonding agents and other materials may be incorporated in the manufacture to increase strength, resistance to moisture, fire or decay. The first Fiberboard (Hardboard) Industry was established in India during late 1950’s and the first Medium Density Fiberboard plant was set up in India about 20 years back. The production of Hardboard and MDF for last 5 years from 2006 to 2010 are given below:- 34593 30632 39085 43567 37146 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000 2006 2007 2008 2009 2010 PRODUCTION OF MDF IN METRIC TONNES Series 1
  11. 11. ASHRAF WOOD INDUSTRIES 2010 - 2011 11 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INDUSTRY PROFILE The ASHRAF WOOD INDUSTRIES has a factory at Perumbavoor in Kerala with an installed capacity to manufacture 2.1 million square meters of plywood (4 mm basis) and is presently manufacturing plywood of different size variety and technical specifications. The Company is also engaged in the activities of manufacturing, synthetic bags, paper, Boards and Veneers. The Company has now proposed two projects envisaging setting up two new plants for the manufacture of engineered wood products i.e. Seasoned/Seasoned-Laminated Timber and Mouldings at i) Port Blair, A&N Islands (near its existing plant) and ii) Tellcherry, Dist-Cannanore, Kerala. The company as on today is one of the leading timber Importer having several saw mills at various location. The annual capacity of timber imported is about 5000 cbm. It has been employed skilled and trained people in all the SAW MILLS to keep up and maintain the best quality of the sawn sizes. Now it is catering the needs of saw mills throughout India, supplying round timber logs and sawn timber size to retailers, Flat promoters etc., making wooden pallets, heavy packing materials etc…and so on. The company is banking with STATE BANK OF INDIA perumbavoor branch
  12. 12. ASHRAF WOOD INDUSTRIES 2010 - 2011 12 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S They are one of the leading timbers manufacture. They are supplier and importer of all kinds of wooden sizes for manufacturing of various machines, hotels, flats, making furniture etc. at reasonable prices. They sell the quality teak wood readymade wooden boxes in various sizes, beautiful designs & quality craftsmanship. All measures are taken to ensure a long life of wood fall under the definition wood preservation (timber treatment). Apart from structural wood preservation measures, there are a number of different (chemical) preservatives and processes (also known as timber treatment or lumber treatment) that can extend the life of wood, timber, wood structures or engineered wood. These generally increase the durability and resistance from being destroyed by insects or fungus. INFRASTRUCTURE A sound infrastructure is the need of any organization. Our infrastructure sprawls a vast area and is equipped with all the amenities and comprises a manufacturing unit, warehouse and a testing unit. All the departments work in synchronization with the other, so that a product manufactured is flawless. All the machines that we have are of the latest technology thus ensuring that our products are defect-free, and allows us to manufacture our range in bulk.
  13. 13. ASHRAF WOOD INDUSTRIES 2010 - 2011 13 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Some of the machines that they have in the industry are as follows:  Cutting machines  Drilling machines  Polishing machines  Lathe machines  Screw machines  Peeling machines  Seasoning machine  Chemical treatment machine ASHRAF WOOD INDUSTRIES thus is a hub of all the necessary qualities that a good successful industry should have. This industry holds the second position in Kerala wood industry.
  14. 14. ASHRAF WOOD INDUSTRIES 2010 - 2011 14 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S HISTORY OF ASHRAF WOOD INDUSTRIES In 1959 Mr. Macky was successfully doing his ―TIMBER TRADING‖ in Madras. He met a lot of profit and saw the brighter side of the business. He had a successful endeavor in this stream of the Industry.Later in the years to come by Mr. Macky planned to come to his home town .He came to THALASERRY in KERALA and he started with ―PRIEMIER TIMBER INDUSTRY‖ This industry too met a reasonable amount of profit Mr. Macky in 1970 was requested by his friend B Moidhu Haji to come to PERUMBAVOOR there again they both together with their joint effort of skill and hard work began the same business but in a form of PARTNERSHIP FIRM. IMPORTANCE OF PERUMBAVOOR  In PERUMBAVOOR the wood is available at cheaper rate with good quality  High range places are nearby PERUMBAVOOR they are IDDUKKI,MUNNAR,THEKADI,KOTTAYAM,PATHANAMTHITTA  Species of wood in MUNAR and THEKADI are silver oak. red cedar, white cedar which are very much in use in the wood industry  Perumbavoor has around one acre hanging bridge where in everyday a minimum of hundred lorries pass through this in account with the exporting and importing of wood
  15. 15. ASHRAF WOOD INDUSTRIES 2010 - 2011 15 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S This partnership firm did not take them a long way according to their expectations. Mr. Macky had a strong intention to start the same business all by himself. After some years in 1987 Mr. Macky and B Moidhu Haji they split up. Mr. Macky started his own TIMBER INDUSTRY .He had the same industry in different parts of KERALA; He saw a great success in this journey of his business. But again the storm of disappointment hit him as the FOREST DEPARTMENT made a mandatory rule that all industries who are dealing with forest materials must hold a LICENCE. Mr. Macky was in a dilemma he then came up with a brilliant idea. The various industries which he had in different parts of Kerala he registered each in his son’s name. Mr. Macky had four sons he registered in respect to each son’s name. After all the hardship and sincere effort Mr. Macky made his dream come true. He saw the peak of success in his business .Later in the years ―PRIEMIER TIMBER INDUSTRY‖ was renamed as ―ASHRAF WOOD INDUSTRIES‖ .Ashraf is the name of his elder son. After some years Mr. Macki passed away and the business was taken over by his eldest son Ashraf. Mr. Ashraf took over the business. According to his father’s expectations he did a honest work for the future endeavors of the business , even more than that. This fact can be seen as ―ASHRAF WOOD INDUSTRIES‖ has become one of the famous wood industry in KERALA This wood industry has wide varieties of wood, which serves the need of all the customers. The quality they assure is the best one. The service rendered to the clients has kept them satisfied. With a lot of hard work and a strong will power the industry reached the desire position of their heirs. Perumbavoor provides them all the basic amenities required for them for the production. The type of wood such as red cedar and white cedar are used as insulators in electric poles where in
  16. 16. ASHRAF WOOD INDUSTRIES 2010 - 2011 16 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S perumbavoor it is available easily. The availability of raw materials nearby is a boon to the industry and this boon place is PERUMBAVOOR
  17. 17. ASHRAF WOOD INDUSTRIES 2010 - 2011 17 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S CHAPTER - 2 RESEARCH DESIGN
  18. 18. ASHRAF WOOD INDUSTRIES 2010 - 2011 18 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INTRODUCTION A researcher is like an engineer who meticulously plans everything before he can start any work. An engineer proposes a blue print before he finally starts the construction of building or fabrication of a machine. As such, a research scholar is also required to prepare the plan of action for his study. The plan of action is known as ―Research Design‖ in formal language, a research design indicates a plan of action to be carried out in connection with a proposed research work. DEFINITION Research design is a purposeful scheme of action proposed to be carried out in a sequence during the process of research focusing on the management problem to be tackled. It is only a guideline for the researcher to enable him to keep track of his actions and to know whether he was moving in the right direction in order to achieve his goal. According to Clifford Woody research comprises defining and redefining problems, formulating hypotheses or suggested solution, collecting, organising and evaluating data; making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.
  19. 19. ASHRAF WOOD INDUSTRIES 2010 - 2011 19 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S TITLE OF THE STUDY ―COMPREHENSIVE STUDY ABOUT KERALA TIMBER INDUSTRY WITH A SPECIAL REFERENCE TO ASHRAF WOOD INDUSTRIES‖ STATEMENT OF PROBLEM ASHRAF wood industries in spite of being in the market for many decades and also having good quality has not been able to capitalize on its brand and create impact on the Customers and Dealers in a huge volume. Still it is manufacturing the same products which it used to do from past days. So THE COMPREHENSIVE STUDY ABOUT KERALA TIMBER INDUSTRY WITH A SPECIAL REFERENCE TO ASHRAF WOOD INDUSTRIES will help the firm to identify where it lacking and where it can shine much. The study helps to obtain suggestions for improvement of the products of this company. This study will contribute to find out the customers perception and industry’s present status so that the company can perform excellent in the days coming. OBJECTIVE OF STUDY  To know the present status of Kerala timber industry  To understand the up downs in the industry and to identify the cause for the variations  To understand the growth of the company.  To understand the customer perception towards wood products  To understand the effect of substitutes for wood  To study about the risk factor involved in timber business
  20. 20. ASHRAF WOOD INDUSTRIES 2010 - 2011 20 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S  To get information and conclusion to make complete improvement in company SCOPE OF STUDY Enables to study about the market potential of Ashraf wood industries. Enables to study about the customer preference in purchasing timber products. Emphasizes on finding out the brand popularity of Ashraf wood industry helps to picture out whether the products are satisfying the clients or what. It facilitates the assessment of the adopted marketing strategies. It gives insight for identified marketing opportunities and threats. METHODOLOGY OF STUDY Research Methodology is the most important aspect of the survey without which the researcher may not be able to obtain facts and figures from dealers. Face to face conversation backed up questionnaire check list is useful tool for the study. RESEARCH DESIGN Research Design is purely a master plan or model for the conduct of the investigation. It is a specification of procedures for collection and analyzing information required for the solution of the specific problems.
  21. 21. ASHRAF WOOD INDUSTRIES 2010 - 2011 21 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S RESEARCH INSTRUMENT Questionnaire was designed with open-end and close-end questions. The Questionnaire was designed in such a manner so as to cater to all the areas and aspects of the study. QUESTIONNAIRE The most popular research instrument for collecting data is questionnaire. The questionnaire is given to the respondents for collecting information. PERSONAL INTERVIEW: Having direct discussion with dealers to the related topic to collect the accurate data and analysis the data. RESEARCH APPROACH Survey method was adopted in order to collect the primary data required for the study. The sources of data is given below
  22. 22. ASHRAF WOOD INDUSTRIES 2010 - 2011 22 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S DATA SOURCES: 1. Primary Data Primary data is the first hand information collected for research purpose . Primary data was collected through an interview with the help of a structured questionnaire, which contained quires that were relevant to the purpose of the study as well as pertinent; industry related questions. The present study questionnaire makes use of both open ended and close ended questions. 2. Secondary Data Secondary data is the information which already exists. Secondary data is collected from journals, magazines, books, dissertations etc. The secondary data for this research was obtained from company profile, corporate magazines, corporate broachers, websites, journals etc. Various books and other published matter were also referred to for sorting, tabulating and analyzing the raw data collected. Very little research specific data was available; hence much emphasis was given to primary data. DATA ANALYSIS Simple statistical tools such as Graphs and charts are used to have a better pictorial understanding. PLAN OF ANALYSIS The collected data has been classified, tabulated, analyzed and interpreted in an organized manner. Inferences have been drawn carefully and methodically with supportive guidance to avoid discrepancies in the survey. Conclusions have drawn and suggestions have been made to the best of knowledge.
  23. 23. ASHRAF WOOD INDUSTRIES 2010 - 2011 23 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S All the work is done under the assumption that the data collected from the respondents was accurate. Throughout the survey and throughout the time the report was prepared, errors and mistakes have been made minimal despite the knowledge to the fact that with a sample size of 100, various hindrances are bound to occur. Utmost care has been taken while preparing this report to see that it can be clearly understood by the reader as well as beneficial for the company. FIELD WORK Field work is an important part of a research work for this research the researcher collected data from dealers in perumbavoor. Before filling questionnaire the researcher explained the importance of this survey after this the researcher asks questions for the respondents to collect accurate data from them. ANALYSIS After collecting the information it was transferred for analysis & interpretation of the data. The data relating to set of objectives were then classified and the findings were recorded later the data was graphically represented. Suggestions and conclusion are also drawn from the data. As the work done under the assumption that the data collected from the respondent were accurate.
  24. 24. ASHRAF WOOD INDUSTRIES 2010 - 2011 24 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S CHAPTER SCHEME The brief description of each chapter in this study is given below Chapter I : INTRODUCTION: Brief introduction about the industry and its features Chapter II: RESEARCH DESIGN: This chapter shows the research Design and Methodology. Chapter III: COMPANY PROFILE: Describes the company profile of ―Ashraf wood industry‖ Chapter IV: DATA ANALYSIS & INTERPRETATION: This chapter Describes a step by step analysis of data collection and Interpretation of the concepts formed and the results inferred. Chapter V: FINDINGS AND CONCLUSION: These chapter summaries The findings i.e. the facts that the data reveals form the survey. Chapter VI: RECOMMENDATION AND SUGGESTIONS Chapter VII: ANNEXURES, Questionnaire for Customers Chapter VIII: BIBLIOGRAPHY: Books, trade journals and web sites referred to prepare this project report.
  25. 25. ASHRAF WOOD INDUSTRIES 2010 - 2011 25 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S LIMITATIONS OF STUDY  Firstly, the sample size is comparatively smaller to make a final decision. Thus it is a barrier towards deriving perfect conclusion.  Time limit was a hurdle, which restricted the population to a limited few.  The information given by respondents may or may not be true because in some cases, respondents may be casual or busy. They may not give correct opinion while answering the questionnaire.  Study of market response for the various dealers under study is limited to only potential areas of Chennai City due to limitations of time and cost factor.  The views of respondents cannot be taken as general view of the public to conclude and prepare the project report.  Dealer’s perceptions fluctuate as per circumstances where the information of project will become invalid in due course of time.
  26. 26. ASHRAF WOOD INDUSTRIES 2010 - 2011 26 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S CHAPTER - 3 COMPANY PROFILE
  27. 27. ASHRAF WOOD INDUSTRIES 2010 - 2011 27 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S ASHRAF WOOD INDUSTRIES ASHRAF WOOD INDUSTRIES is a leading name offering qualitative timbers and logs for various industrial and domestic uses. With an industrial experience of more than six decades, they have established themselves as one of the leading manufacturers, dealers and trader of a wide variety of timber and allied products. They have a well-managed firm which successfully caters to clients based in all parts of the country. Their product range includes Sawn Timbers, heavy packing boxes, etc. Since their inception in the year 1959, they have come across a long way with the support of their skilled team of engineers, craftsmen, designers, and other staff. Their proficient team members have helped them in maintaining a steady growth and in achieving due recognition in the national market. they effectively communicate with their esteemed clients and consider valuable suggestions and feedback about timber, logs and furniture products. ASHRAF WOOD INDUSTRIES is engaged in processing a wide range of timbers and logs that are procured from the non-restricted forest areas. We make sure that only the matured logs are processed, thus resulting in good performance of the finished range. Leveraging on our deep expertise and management support, we offer our clients with the following range:
  28. 28. ASHRAF WOOD INDUSTRIES 2010 - 2011 28 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S • Sawn Timbers • Teak Round Logs • Ghana Teak Logs • Kursia Logs • Padouk Logs • Pine Logs • Kursia Logs We, ASHRAF WOOD INDUSTRIES, are a quality oriented company and all our efforts are directed towards offering clients with the best quality products. For this, we follow established quality control policies in our firm. Our procurement agents ensure that the timbers are procured from reliable sources and are processed in an efficient manner by following the standard norms set forward by the timber industry. Our modern manufacturing unit assists in developing the range as per the industry standards. We have all the machines and wood cutting equipment’s that minimize human labor and further save time, which is a prime asset for us. We have the support of a well-trained team that helps us achieve our targets on time to meet the bulk orders of clients. They are highly dedicated and work round the clock to make clients satisfied at all times.
  29. 29. ASHRAF WOOD INDUSTRIES 2010 - 2011 29 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INCEPTION In 1959 Mr. Macky was successfully doing his ―TIMBER TRADING‖ in Madras. He met a lot of profit and saw the brighter side of the business. He had a successful endeavor in this stream of the Industry.Later in the years to come by Mr. Macky planned to come to his home town .He came to THALASERRY in KERALA and he started with ―PRIEMIER TIMBER INDUSTRY‖ This industry too met a reasonable amount of profit Mr. Macky in 1970 was requested by his friend B Moidhu Haji to come to PERUMBAVOOR there again they both together with their joint effort of skill and hard work began the same business but in a form of PARTNERSHIP FIRM PRESENT BUSINESS The Company has a factory at Perumbavoor in Kerala with an installed capacity to manufacture 2.1million square meters of plywood (4 mm basis) and is presently manufacturing plywood of different size variety and technical specifications. The Company is also engaged in the activities of manufacturing, heavy packing materials, block boards, wooden rods and Veneers. The Company has now proposed two projects envisaging setting up two new plants for the manufacture of engineered wood products i.e. Seasoned/Seasoned- Laminated Timber and Moldings near its existing plant and Tellicherry, Dist- Cannanore, Kerala.
  30. 30. ASHRAF WOOD INDUSTRIES 2010 - 2011 30 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S ORGANIZATIONAL STRUCTURE KEY PERSONS AND BOARD OF DIRECTORS MANAGING DIRECTOR - ASHRAF N V DIRECTORS - HARRIS NV -MOOSA N V -SALMAN N V -HUSSINI MUBARAK
  31. 31. ASHRAF WOOD INDUSTRIES 2010 - 2011 31 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S CLIENT LIST ISRO The Indian Space Research Organization (ISRO) is the primary body for space research under the control of the Government of India, and one of the major space research organizations in the world. It was established in its modern form in 1969 as a result of coordinated efforts initiated earlier. Over the years, ISRO has conducted a variety of operations for both Indian and foreign clients. ISRO's satellite launch capability is mostly provided by indigenous launch vehicles and launch sites. In 2008, ISRO successfully launched its first lunar probe, Chandrayaan-1, while future plans include indigenous development of GSLV, manned space missions, further lunar exploration, and interplanetary probes. ISRO has several field installations as assets, and cooperates with the international community as a part of several bilateral and multilateral agreements.
  32. 32. ASHRAF WOOD INDUSTRIES 2010 - 2011 32 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S COCHIN INTERNATIONAL AIRPORT COCHIN INTERNATIONAL AIRPORT (IATA: COK, ICAO: VOCI), also known as Nedumbassery Airport and CIAL, is the largest and busiest airport in Kerala, located at NEDUMBASERRY, near KOCHI, in INDIA. For the period of Apr–Nov 2010, it was the seventh busiest airport in terms of overall passenger traffic and fourth busiest in terms of international passenger traffic. The airport is the primary base for AIR INDIA EXPRESS operations and it is a focus city for GOA AIR, INDIGO, JET AIRWAYS, JETLITE, SPICEJET and KINGFISHER AIRLINES. The airport pioneered the concept of private investment in Airport sector by incorporating it as a PUBLIC LIMITED COMPANY and it received investments from nearly 10,000 NON RESIDENT INDIANS from 30 countries. The airport handled 3.9 million passengers and had air traffic movements (ATM) of about 411 per week for the year 2009-10. The airport currently handles around 799 aircraft per week with 10,800 passengers each day. Eight domestic airlines and 16 international airlines connect Kochi with nearly 40 destinations nationally and internationally.
  33. 33. ASHRAF WOOD INDUSTRIES 2010 - 2011 33 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S SOUTHERN RAILWAY The southern railway is the earliest of the 16 zones of the Indian railways created in independent India. It was created on April 14, 1951 by merging three state railways namely madras and southern mahratta railway, the south Indian railway, and the Mysore state railway. The south Indian railway was originally created in the British colonial times as great southern India railway co. founded in Britain in 1853 and registered in 1859. Its original headquarters was in tiruchirapalli (trichy) and was registered as a company in London only in 1890 B.H.E.L Bharat Heavy Electricals Limited (BHEL) (BSE: 500103, NSE: BHEL) is one of the oldest and largest state-owned engineering and manufacturing enterprise in India in the energy-related and infrastructure sector which includes Power, Railways, Transmission and Distribution, Oil and Gas sectors and many more. It is the 12th largest power equipment manufacturer in the world. BHEL was established more than 50 years ago, ushering in the indigenous Heavy Electrical Equipment industry in India .The Company has been earning profits continuously since 1971- 72 and paying dividends since 1976-77 . 74% of the total power generated in India is produced by equipment manufactured by BHEL.
  34. 34. ASHRAF WOOD INDUSTRIES 2010 - 2011 34 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S It is one of India's nine largest Public Sector Undertakings or PSUs, known as the Navratnas or 'the nine jewels’. Bharat heavy Electricals Limited is the 12th largest power EQUIPMENT producer in the world.  B.H.E.L BANGLORE  B.H.E.L THRICHI  B.H.E.L RANNIPET  B.H.E.L HYDERABAD I T I (INDIAN TELEPHONE INDUSTRIES LIMITED) Indian Telephone Industries Limited is a state-owned manufacturer of telecommunications equipment in India. It was founded in 1948, and today has six manufacturing facilities which produce a range of switching, transmission, and access and subscriber premises equipment. It is headquartered at BANGALORE (Bengaluru). It produces GSM mobile equipment at its Mankapur and Rae Bareli Plants. These two facilities supply more than nine million lines per annum to both domestic as well as export markets. It also produces Information and Communication Technology (ICT) equipment such as network management systems, encryption and
  35. 35. ASHRAF WOOD INDUSTRIES 2010 - 2011 35 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S networking solutions for internet connectivity, and secure communications networks and equipment for India's military INSTRUMENTATION LTD Instrumentation Limited, Palakkad (ILP) started its operations in collaboration with M/s Yamatake Honeywell Co. Ltd., Japan (YH) the world renowned leader in process control instrumentation including final control elements like control valves etc. In India, ILP has achieved self-reliance in the field of Instrumentation and has gone on to earn a fair name as a leader in providing turnkey Instrumentation, not only to the core Indian industry, but also to the overseas market. Today, Instrumentation Ltd. plays a vital support role for a very wide spectrum of industrial enterprises – ranging from core sector establishments such as steel, power, cement and oil refineries to large medium and even small scale industries.
  36. 36. ASHRAF WOOD INDUSTRIES 2010 - 2011 36 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S KMML Kerala Minerals and Metals Ltd is an integrated titanium dioxide manufacturing public sector undertaking in Kerala, India. Its operations comprise mining, mineral separation, synthetic rutile and pigment-production plants. Apart from producing rutile-grade titanium dioxide pigment for various types of industries, it also produces other products like ilmenite, rutile, zircon, sillimanite, synthetic rutile etc. The company manufactures titanium dioxide through the chloride route. The different grades are produced by KMML under the brand name KEMOX. KMML has always been responsive to social and environmental causes. Some of the initiatives taken by KMML have made a significant change to the area and its people. TELK TELK, Transformers and Electricals Kerala Limited was incorporated in 1963 under an agreement with Government of Kerala, Kerala state Industrial Development Corporation and M/s. Hitachi Limited, Japan to set up a full-fledged unit for designing and manufacturing Extra High Voltage Electrical equipment’s in India. TELK set an example by venturing into the area of manufacturing high capacity transformers in India at a time when nation relied mostly on imported equipment’s
  37. 37. ASHRAF WOOD INDUSTRIES 2010 - 2011 37 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S to meet its power transmission requirements. Located at Angamally, near Cochin in Kerala, the first product rolled out from TELK in 1966. Telk has established its own brand image for quality and reliability. Since 23rd June 2009, Telk is a Joint Venture Company of Gov’t of Kerala and NTPC Ltd. SAINT-GOBAIN SEPR SEPR Refractories India Limited is a Wholly Owned Subsidiary of Saint-Gobain SEFPRO who is one of the world’s largest manufacturers of fused cast refractories for glass furnaces. SEPR India came into being in 2002 by acquiring the fused cast business from Carborundum Universal (CUMI), PRODUCTS A fused cast refractory is a high–density material obtained by melting a mixture of the purest oxides and casting them into molds to create the required shapes. Fused cast refractory blocks are preferred by the glass industry mainly because they offer good glass corrosion resistance at high temperatures with no glass defects. Apart from fused cast refractories, they also manufacture Wear Resistant fused cast materials, sintered refractories and monolithic. In view of their ability to manufacture products with internationally acclaimed standards, we today are preferred suppliers to leading Glass manufacturers and designers like SGG, Fives Stein, SORG, HORN, TECO, NEG etc. They are proud to have a satisfied clientele which spreads over South East Asia, Russia, Europe, America, and Africa etc.
  38. 38. ASHRAF WOOD INDUSTRIES 2010 - 2011 38 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S KELTRON Keltron, Kerala State Electronics Development Corporation Limited, is a Public sector electronics company located in Kerala, a state in India. It is headquartered at the capital city of Kerala, Thiruvananthapuram. The company is under the direct control of the State government of Kerala. The registered name of the company is Kerala State Electronics Development Corporation Limited (KSEDC Ltd). The name Keltron was coined from two words, Kerala Electronics and when it was necessary to use a small word in Telegrams referring to the company. Later, the same naming convention was adopted to name two other state owned electronic companies namely Meltron (Maharashtra Electronics) and Uptron (UP Electronics). In its early days, the company produced DCS, PLC, electronic devices such as televisions, radios and other consumer electronics goods. On this end, the company was a failure to provide its quality consumer goods with competing rates and henceits products could not compete in international market. Keltron is famous for its automatic traffic regulation systems. In early days, Keltron traffic signals were used in all the major metro cities of India. Currently it is mainly used in Kerala and few neighboring states. Currently, major products of the company include mines for Indian navy and various parts of Rockets for Indian space research organization ISRO. The company also produces basic electronic components such as capacitors, transistors, resistors, diodes, PCBs on a large scale for the Indian market. It also provides services in the field of information technology, animation, and web designing. It has recently established a division for geo-informatics services.
  39. 39. ASHRAF WOOD INDUSTRIES 2010 - 2011 39 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S COMPETITORS LIST MM SAW MILLS, MOOVATTUPUZHA, KERALA Adooparambu, Moovattupuzha, Phone: 485 2835506, Mobile: 974 555 0001 Pioneers in Timber industry deal with mainly hardwoods like Burma teak , Pyinkado , local wood etc., they supply round logs or sizes in huge quantities. Key person: Mr.Kalamkutty, Mobile: 9745550001 UNITED TIMBER CORPORATION, Cochin, Kerala Specialize in interior Decorative Woods: Beech, Ash, Maple, Hard wood: Cheru Teak Mainly in Sizes and Logs Thammanam P.O., Kochi - 682 032, Kerala Phone: 0484 - 2331181, 2335667, Fax: 0484 - 2341793 E - Mail: utcn@rediffmail.com PAULSON WOOD INDUSTRIES, COCHIN, KERALA For Total Range of Quality Wood, Rose Wood, Teak Wood etc. Paulson Furniture for all kinds of wood sizes, Readymade Doors, Windows, Shutter and Frames. Office : Phone : +91 - 484 - 3206347, Res : 0484 - 2593657, Mobile : 9447726347 Kuruppampady, Perumbavoor, Cochin - 45, Kerala, Phone : 0484 - 2526347 ROYAL WOOD CRAFT & TIMBERS,KALLAI CALICUT, KERALA Shop for Quality Wooden Furniture, Round Logs, Packaging cases, Cut, Sizes, Suppliers East Kallai, Calicut - 673003, Kerala, India
  40. 40. ASHRAF WOOD INDUSTRIES 2010 - 2011 40 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Phone : Off : 91 - 495 - 2306226, Fax No: 0495-2306226, E - mail : royalwoodcraftandtimbers@yahoo.com Contact :A.Sathyaprakash Mobile : 9847129966, Timber Merchant, East Kallai, Calicut - 673 003 OVERSEAS TIMBERS, CALICUT, KERALA Thani, Mavu, Silver Oak Planks & Runners Seasoned in Kallai River Above 60" girth Logs at reasonable rates, delivery in 12 hours including sawing Mooriyad, Calicut- 673 002, Kerala, India Tel: 94471 21303, 91 495 2301018 Email: overseastimber@yahoo.com ANB DESIGNER WOOD PVT LTD, COCHIN, KERALA Manufacturers & Exporters Furniture Cabinetry Joinery Seasoned Timber 9388615984 E - mail : anbwood@satyam.net.in Industrial Development Plot, Angamaly - 683573 Phone : 91 - 484 - 2627898 WESTERN INDIA PLYWOODS It the number one plywood manufactures of the country having exports to a number of nations, situated in thellichery cannore, Kerala
  41. 41. ASHRAF WOOD INDUSTRIES 2010 - 2011 41 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S PRODUCTS AND PRODUCTION PROCESS The noun product is defined as a "thing produced by labor or effort"[1] or the "result of an act or a process",[2] and stems from the verb produce, from the Latin prōdūce(re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to anything produced.[3] Since 1695, the word has referred to "thing or things produced". The economic or commercial meaning of product was first used by political economist Adam Smith. In marketing, a product is anything that can be offered to a market that might satisfy a want or need.[5] In retailing, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but a commodity can also be anything widely available in the open market. In project management, products are the formal definition of the project deliverables that make up or contribute to delivering the objectives of the project. In general, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services. A related concept is sub product, a secondary but useful result of a production process. Main products
  42. 42. ASHRAF WOOD INDUSTRIES 2010 - 2011 42 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S  WOODEN PLANKS- A plank is a piece of timber flat, elongated and rectangular, with parallel faces, higher or longer than wide, used in the construction of ships, houses, bridges, etc... Usually from sawn timber, more than 38 mm thick, and generally wider than 63 mm. If the width is less than 63 mm and the thickness less than 38 mm is called board. It also receives the name of board a panel of wood or other material (composed of one piece of board or more) which is normally hung on a wall with announcements to be read by a certain audience (for example a bulletin). From these words derives the term for the digital bulletin board Bulletin board System USAGE Ancient times planks sawn from logs were used to build bridges, walkways, ships or houses, including flooring, coverings and furniture . They also served as a support to form a shelf or table (for storing food, objects, etc...). It originates in the habitat of the Neolithic house, the shepherd used them to cure the cheese (let them dry on long planks). The plank has been in the past, the basis of maritime transport. The planks of wood float on the water, and they are easy to be machined, so, during many centuries, they were used as the "primary material" in ship building, until they have been replaced by other materials (steel, aluminum, fiberglass, etc..) in modern times. Wooden sizes  CHEMICAL WOODEN SIZES
  43. 43. ASHRAF WOOD INDUSTRIES 2010 - 2011 43 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S  CHEMICAL WOODEN PLANKS  TREATED WOODEN PLANKS  CHEMICAL TREATED WOODEN PLANKS  SEASONED WOODEN PLANKS This are dried wooden planks. Wood drying (also seasoning lumber or wood seasoning) reduces the moisture content of wood before its use. There are two main reasons for drying wood: 1. Woodworking: When wood is used as a construction material, whether as a structural support in a building or in woodworking objects, it will absorb or desorb moisture until it is in equilibrium with its surroundings. Equilibration (usually drying) causes unequal shrinkage in the wood, and can cause damage to the wood if equilibration occurs too rapidly. The equilibration must be controlled to prevent damage to the wood. 2. Wood burning: When wood is burned, it is usually best to dry it first. Damage from shrinkage is not a problem here, and the drying may proceed more rapidly than in the case of drying for woodworking purposes. Moisture affects the burning process, with un burnt hydrocarbons going up the chimney. If a 50% wet log is burnt at high temperature, with good heat extraction from the exhaust gas leading to a 100°C exhaust temperature, about 5% of the energy of the log is wasted through evaporating and heating the water vapors. With condensers, the efficiency can be further increased; but, for the normal stove, the key to burning wet wood is to burn it very hot, perhaps starting fire with dried wood. For some purposes, wood is not dried at all, and is used green. Often, wood must be in equilibrium with the air outside, as for construction wood, or the air indoors, as for wooden furniture.
  44. 44. ASHRAF WOOD INDUSTRIES 2010 - 2011 44 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Wood is air-dried or kiln-dried. Usually, the wood is sawn before drying, but not always, as when the whole log is dried. Case hardening describes lumber or timber that has been improperly kiln- dried. If dried too quickly, wood shrinks much at the surface, compressing its damp interior. This results in unrelieved stress. Case-hardened wood may warp considerably and dangerously when the stress is released by sawing.  BLOCK BOARD  PLYWOOD Plywood is a type of manufactured wood made from thin sheets of wood (wood veneer). It is one of the most widely used wood products. It is flexible, cheap, workable, recyclable, and can usually be locally manufactured. Plywood is used instead of plain wood because of its resistance to cracking, shrinkage, and twisting/warping, and its general high degree of strength. Plywood layers (called veneers) are glued together with adjacent plies having their grain at right angles to each other for greater strength. There are usually an odd number of plies so that the sheet is balanced—this prevents warping. Because of the way plywood is bonded (with grains running against one another and with an odd number of composite parts) it is very hard to bend it perpendicular to the grain direction. USAGE Variants of the basic principles of modern-day plywood manufacturing have been used down through the ages since ancient Egyptian times. Plywood is used widely throughout the construction industry, and is available in different thicknesses for various purposes such as walls, floors, sheds and roofing. Valued for its strength and versatility, plywood withstands the test of time better than any other laminate wood product that is similar in design.
  45. 45. ASHRAF WOOD INDUSTRIES 2010 - 2011 45 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S  VENEER- In woodworking, veneer refers to thin slices of wood, usually thinner than 3 mm (1/8 inch), that are typically glued onto core panels (typically, wood, particle board or medium-density fiberboard) to produce flat panels such as doors, tops and panels for cabinets, parquet floors and parts of furniture. They are also used in marquetry. Plywood consists of three or more layers of veneer, each glued with its grain at right angles to adjacent layers for strength. Veneer beading is a thin layer of decorative edging placed around objects, such as jewelry boxes. Veneer is also a type of manufactured board. Veneer is obtained either by "peeling" the trunk of a tree or by slicing large rectangular blocks of wood known as flitches. The appearance of the grain and figure in wood comes from slicing through the growth rings of a tree and depends upon the angle at which the wood is sliced. There are three main types of veneer-making equipment used commercially: A rotary lathe in which the wood is turned against a very sharp blade and peeled off in one continuous or semi-continuous roll. Rotary-cut veneer is mainly used for plywood, as the appearance is not desirable because the veneer is cut concentric to the growth rings. * A slicing machine in which the flitch or piece of log is raised and lowered against the blade and slices of the log are made. This yields veneer which looks like sawn pieces of wood, cut across the growth rings. * A half-round lathe in which the log or piece of log can be turned and moved in such a way to expose the most interesting parts of the grain.
  46. 46. ASHRAF WOOD INDUSTRIES 2010 - 2011 46 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Each slicing processes gives a very distinctive type of grain, depending upon the tree species. In any of the veneer slicing methods, when the veneer is sliced, a distortion of the grain occurs. As it hits the wood, the knife blade creates a "loose" side where the cells have been opened up by the blade, and a "tight" side. Traditionally, veneers were also sawn, but this is more wasteful of wood. Veneering is an ancient art, dating back to the ancient Egyptians who used veneers on their furniture and sarcophagi. USAGE Wood veneer is often used on common or less valuable materials to give them a superficially attractive appearance. Other than furniture, wood veneer is often used for cabinet remodeling. Using wood veneer on functional but unattractive kitchen cabinets is easier and less expensive than replacing the cabinets entirely. Wood veneer is also used for parquet floors. Wooden products that have large surfaces may be made from wood veneer to avoid the great costs associated with making large items entirely of solid wood. Wood veneer can be used in craft projects. Martha Stewart created a unique lamp shade made from wood veneer and serving trays. Wood veneer is used on speaker coverings and luxury car interiors. Its various creative uses are limited only by the imagination. Wood veneer can be made from the wood of various species of trees. It is often made from species such as cherry, oak, maple and birch, as well as rare and exotic species such as Brazilian rosewood and eucalyptus. There are hundreds of different types of wood veneer available. When wood veneer is
  47. 47. ASHRAF WOOD INDUSTRIES 2010 - 2011 47 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S applied properly, it gives a piece the illusion that is made entirely from the same type of wood as the veneer.  WOODEN CORE : It is the end product from peeling. After peeling at last the core of wood will be remaining this is used to make the parts of block boards  WOODEN RODE Wooden rode is made using a machine which is specifically made for manufacturing it. It uses in heavy electrical items like transformers  TOMATO BOXES These are boxes which are exclusively made for packing tomatoes mainly supplied to the parts of Hassan in Karnataka, udumulpet in tamilnadu  WOODEN PALLETS A pallet (pronounced /ˈpælɨt/) (sometimes called a skid) is a flat transport structure that supports goods in a stable fashion while being lifted by a forklift, pallet jack, front loader or other jacking device. A pallet is the structural foundation of a unit load which allows handling and storage efficiencies. Goods or shipping containers are often placed on a pallet secured with strapping, stretch wrap or shrink wrap and shipped. While most pallets are wooden, pallets also are made of plastic, metal, and paper. Each material has advantages and disadvantages relative to the others. (See the sections "Phytosanitary compliance" and "Materials used" below.) USAGE Building Material
  48. 48. ASHRAF WOOD INDUSTRIES 2010 - 2011 48 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S The ones that are no longer in use for transporting goods tend to get left by the wayside. However, these abandoned pallets can be put to good use as a building material. Many people have used them for framing small structures like wood sheds, playhouses, tree houses, or tool sheds. Since pallets are built to be sturdy, they can make an excellent building material. Landscape Mulch You can use the ones that have outlived their usefulness as a transport structure can still be useful in other areas. Grinding down old wooden pallets to turn into landscape mulch is a common practice. Mulch is a protective cover placed over the soil in agriculture or gardening, usually to help modify the effects of the natural climate. Common materials for mulch include pine needles, rubber, plastic, and organic material like shredded wood, which is where a recycled wooden pallet would be useful.  Packing case materials: used by courier, airline ,shipping forwarding  Heavy packing cases : used by heavy electrical company
  49. 49. ASHRAF WOOD INDUSTRIES 2010 - 2011 49 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Subsidiary products  Saw dust- Sawdust is composed of fine particles of wood. It is a by- product of cutting lumber with a saw, hence its name. It can present a hazard in manufacturing industries, especially in terms of its flammability. USAGE Sawdust has a variety of practical uses, including serving as a mulch, as an alternative to clay cat litter, as a fuel, or for the manufacture of particleboard. Until the advent of refrigeration, it was often used in icehouses to keep ice frozen during the summer. It has been used in artistic displays, and as scatter. It is also sometimes used to soak up liquid spills, allowing the spill to be easily collected or swept aside. It is used to make Cutler's resin. Mixed with water and frozen, it forms pykrete, a slow-melting, much stronger form of ice Animal Bedding Similar to landscape mulch, shredded pallets can be put to good use as animal bedding. Many pet owners provide bedding for animals by using shredded organic material like hay, straw, sawdust, shredded newspaper, cardboard, or wood. Recycled wooden pallets that have been shredded are perfect for this use.
  50. 50. ASHRAF WOOD INDUSTRIES 2010 - 2011 50 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Sports Old ones can be a great material for use in different sports. In paint-balling, these old ones can be used as barricades or structures. They can also be used in skateboarding to build something called a "manual pad" which skateboarders use to practice their moves. As you can see, they can be used for much more than just the transportation of goods. Recycling and reusing old pallets can be helpful to both you and the environment. Hopefully you know have a better and more knowledgeable understanding after reading this article.  Fire wood- Firewood is any wood-like material that is gathered and used for fuel. Generally, firewood is not highly processed and is in some sort of recognizable log or branch form. Firewood is a renewable resource. However, demand for this fuel can outpace its ability to regenerate on local and regional level. For example in some places in the world and through history, the demand has led to desertification. Good forestry practices and improvements in devices that use firewood can improve the local wood supplies.  Short core- these are the end product from veneer manufacturing which are not in a specific size
  51. 51. ASHRAF WOOD INDUSTRIES 2010 - 2011 51 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S PRICE Economist defines price as the exchange value of a product or service always expressed in money. To the consumer the price is an agreement between seller and buyer concerning what each is to receive; price is the mechanism or device for translating into quantitative terms (Rupees and Paisa) the perceived value of the product to the customer at a point of time. The buyer is interested in the "price" of the whole "package" consisting of the physical product plus bundle of expectations or satisfactions. The consumer has numerous expectations such as accessories, after-sale-service, replacement parts, technical guidance, extra services, credit and many other benefits. Thus price must be equal to the total amount of benefits (physical, economic, social and psychological benefits). Any change in the price will also bring about alterations in the satisfaction side of the equation. To the ultimate consumer, the price he pays for a product or service represents a sacrifice of purchasing power, prices paid by resellers are also sacrifices. Price is the only objective criteria (although an imperfect measuring rod) for the consumer for comparing alternative items and making the final choice. To the consumers price is a product disfeatures, i.e. a feature of which he disapproves. However, to the seller price is a source of revenue and main determinant of profit to the seller is a product feature most welcome. Pricing is equivalent to the total product offering. This offering includes a brand name, a package, product benefits, after sale service, delivery, credit and so on. From the marketer's point of view, the price also covers the total market offering, i.e. the consumer is also purchasing the information through advertising sales promotion and personal selling and distribution method that has been adopted. The consumer gets these vales and also covers their costs. We can now define price as
  52. 52. ASHRAF WOOD INDUSTRIES 2010 - 2011 52 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S the money vale of a product or service agreed upon in a market transaction, we have a kind of price equation, where; MONEY (PRICE) = BUNDLE OF EXPECTATIONS OR SATISFACTIONS. Include in the bundle of expectations may be physical product plus other attributes. Such as delivery, installation, credit, return privileges, after-sales servicing and so on. Besides being the amount you charge customers for your products, price involves management policies on discounts, allowances, credit terms, payment periods, transit payments, etc. Concerning wood industry the price will be determined by considering the factors like  Type of wood  Type of product  Process of manufacture  Design  Durability  Demand  Availability of raw material  Work cost
  53. 53. ASHRAF WOOD INDUSTRIES 2010 - 2011 53 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S PLACE Place is where the product is made available, it is also called as distribution mix. It decides whether goods are to be marketed through wholesalers, retailers, own branches, agents, or middlemen. While taking the decision about place the marketer should consider a lot of factors, like product related, production related, sales, market etc… Here in the context of Ashraf wood industries the place of operation is put up in perumbavoor, which is said to be the timber city of Kerala, where a lot of timber industries are been situated. There are some certain reasons behind the decision of ashraf wood industries to decide perumbavoor as its place of operation. The resons are as follows Availability of raw material: Perumbavoor is very near to high range places like Munnar, Iduki etc..., which are ear marked for timbers, as raw material is available in the very near area it helps in drastic cost reduction. Selection of the tree for the purpose of production is a very important matter regarding the timber industries and as the availability of raw material increases it will in turn help the industry to grow in terms of quality. Nearness to the market: the accessibility to market is important factor in deciding the operation of business as business plant or operation area is near it in turn helps in reducing the cost of operation as well as reduces the risk in transportation Availability of labor: The availability of labour plays a great role in every industry they are the greatest asset to the industry.The labour must be obtained at a reasonable cost and more important the labourers must have the ample knowledge of the respective work they are performing in the industry.The labourers act as a back bone in the industry if there is a little deviation in the quality of their work,the
  54. 54. ASHRAF WOOD INDUSTRIES 2010 - 2011 54 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S number of laborers needed is lesser than the amount they have it will have a direct effect on the quality of the products produced by the industry Transportation facility-Transportation is the foremost thing that every industry must have. The quality of transportation should be the best. Transportation of materials, if they are to be delicately transported to the required destination without effecting it by the changes in the climate. Such transportation could be done only if the industry provides the right transportation facility. Good transportation facility also reduced the cost. Other facilities-With all the requirements filled in the place mix there are some facilities which comes as a subsidy for all the other things like banking, safety consideration etc… PROMOTION Specific combination of promotional methods such as print or broadcast advertising, direct marketing, personal selling, point of sale display, merchandising, etc., used for one product or a family of products is basically called as promotion In business and marketing, ―trade‖ refers to the relationship between manufacturers and retailers. Trade Promotion refers to marketing activities that are executed in retail between these two partners. Trade Promotion is a marketing technique aimed at increasing demand for products based on special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more. Trade Promotions can offer several benefits to businesses; trade promotions can help companies differentiate their products from the competition. Companies can
  55. 55. ASHRAF WOOD INDUSTRIES 2010 - 2011 55 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S utilize Trade Promotions to increase product visibility and brand awareness with consumers. Trade Promotions can also increase a product’s consumption rate, or the average quantity of a product used by consumers in a given time period. Furthermore, effective Trade Promotions can enlarge a product’s market segment penetration, or the product’s total sales in proportion to the category’s competition. Moreover, companies use Trade Promotions to improve distribution of their products in market and strengthen relationships with retailers. Lastly, Trade Promotions can be leveraged to introduce new product launches into market. Following are the methods utilized by ashraf wood industries for promoting their product Print ads It is a fact that, among people color full images and texts have a greater impact in their minds and will remain in their memory for a long time, keeping this fact in mind the Ashraf wood industry have designed unique print ads as one of the method of promotion Notices One method of notice is publication in a local newspaper. Public notice can also be given in other ways, including radio, television, and on the Internet. Some governments required publication in a newspaper, though there have been attempts among some politicians to eliminate the expense of publication by switching to electronic forms of notification News paper A newspaper is a regularly scheduled publication containing news, information, and advertising, usually printed on relatively inexpensive, low-grade paper such as
  56. 56. ASHRAF WOOD INDUSTRIES 2010 - 2011 56 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S newsprint. By 2007 there were 6580 daily newspapers in the world selling 395 million copies a day. The worldwide recession of 2008, combined with the rapid growth of web-based alternatives, caused a serious decline in advertising and circulation, as many papers closed or sharply retrenched operations.[1] General-interest newspapers typically publish stories on local and national political events and personalities, crime, business, entertainment, society and sports. Most traditional papers also feature an editorial page containing editorials written by an editor and columns that express the personal opinions of writers. Other features include display and classified advertising, comics, television listings, tender notices and inserts from local merchants. personnel selling Ashraf wood industries appoint a team of personals to approach various existing clients and the prospective clients and conduct seminars, camps, presentations etc... And deliver them the detailed information about the products,Industry, and the negotiations. This kind of promotional programs helps in increasing the quants of order from existing customers as well as to create new customers
  57. 57. ASHRAF WOOD INDUSTRIES 2010 - 2011 57 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S PROCESS Process refers to that sequence of action in which manufacturing takes place. In timber manufacturing the process start from identifying the proper tree for manufacturing, cutting and till making it as finished product 1. LOGGING Logging is the felling, skidding, on-site processing, and loading of trees or logs onto trucks. In forestry, the term logging is sometimes used in a narrow sense concerning the logistics of moving wood from the stump to somewhere outside the forest, usually a saw mill or a lumber yard. However, in common usage, the term may be used to indicate a range of forestry or silviculture activities. For example the practice of the removal of valuable trees from the forest has been called selective logging, sometimes confused with selection cut. Illegal logging refers to what in forestry might be called timber theft. In common usage what is sometimes called clear-cut logging is not is necessarily considered a type of logging but a harvest or silviculture method and is simply called clear-cutting or block cutting. In the forest products industry logging companies may be referred to as logging contractors. Logging usually refers to above-ground forestry logging. Submerged forests exist on land that has been flooded by damming to create reservoirs. Such trees are logged using underwater logging or by the lowering of the reservoirs in question. Ootsa Lake and Williston Lake in British Columbia, Canada, are notable examples where timber recovery has been needed to remove inundated forests.
  58. 58. ASHRAF WOOD INDUSTRIES 2010 - 2011 58 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S CLEAR-CUTTING Clear-cutting, or clear-felling, is a harvest method that removes essentially all the standing trees in a selected area. Depending on management objectives, a clear-cut may or may not have reserve trees left to attain goals other than regeneration, including wildlife habitat management, mitigation of potential erosion or water quality concerns. Silviculture objectives for clear-cutting, (for example, healthy regeneration of new trees on the site) and a focus on forestry distinguish it from deforestation. METHODS OF LOGGING LOGGING METHODS:-  Tree-length logging Trees are felled and then delimbed and topped at the stump. The log is then transported to the landing, where it is bucked and loaded on a truck. This leaves the slash (and the nutrients it contains) in the cut area where it must be further treated if wild land fires are of concern.  Full-tree logging Trees and plants are felled and transported to the roadside with top and limbs intact. The trees are then delimbed, topped, and bucked at the landing. This method requires that slash be treated at the landing. In areas with access to cogeneration facilities, the slash can be chipped and used for the production of clean electricity or heat. Full-tree harvesting also refers to utilization of the entire tree including branches and tops. This technique removes both nutrients and soil cover from the site and so can be harmful
  59. 59. ASHRAF WOOD INDUSTRIES 2010 - 2011 59 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S to the long term health of the area if no further action is taken, however, depending on the species, many of the limbs are often broken off in handling so the end result may not be as different from tree-length logging as it might seem.  Cut-to-length logging Cut-to-length logging is the process of felling, delimbing, bucking and sorting (pulpwood, saw log, etc.) at the stump area, leaving limbs and tops in the forest. Harvesters fell the tree, delimb and buck it, and place the resulting logs in bunks to be brought to the landing by a skidder or forwarder. This method is usable for smaller timber on ground flat enough that forwarders can operate, but does not work well on steep slopes.  Springboards Loggers cut a springboard notch into which they insert the springboard, which is then used as a platform, allowing the logger to stand above obstructions/snow or to cut higher-up where the trunk is narrower.  Transporting logs Felled logs are then generally transported to a saw mill to be cut into timber, a paper mill for paper pulp, or for other purposes like fence posts. Log transportation can be challenging and costly since trees are often far from navigable roads. Road building and maintenance may be restricted in National Forests or other wilderness areas since it can cause erosion in riparian zones. When felled logs sit adjacent to a road, heavy machinery
  60. 60. ASHRAF WOOD INDUSTRIES 2010 - 2011 60 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S may simply lift logs onto trucks. Many methods exist to transport felled logs lying away from roads. Cable logging involves a yarder which pulls one or several logs along the ground to platform where a truck is waiting. When the terrain is too uneven to pull logs on the ground, a skyline can lift logs off the ground vertically, similar to a ski lift. Heavy-lift helicopters may be used when cable logging is not allowed due to environmental concerns or when roads are lacking. Helicopters are the most expensive form of log transport. Less mainstream forms of log transport, or methods used previously include horses, oxen, or balloon logging. In context of Ashraf wood industries the logs are mainly transported using trucks, the logs are carried to truck with the help of cranes and elephants  Safety considerations Computerized log cutting with heavy machinery increases capital costs but also improved yield and productivity, as well as improving personnel safety. Logging is a dangerous occupation. In the United States, it has consistently been one of the most hazardous industries. In 2008, the logging industry employed 86,000 workers, and accounted for 93 deaths. This resulted in a fatality rate of 108.1 deaths per 100,000 workers that year. This rate is over 30 times higher than the overall fatality rate. Loggers work with heavy, moving weights and the use of tools such as chainsaws and heavy equipment on uneven and sometimes unstable terrain. Loggers also deal with severe environmental conditions, such as inclement weather and severe heat or cold. An injured logger is often far from professional emergency treatment.
  61. 61. ASHRAF WOOD INDUSTRIES 2010 - 2011 61 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Traditionally, the cry of "Timber!" developed as a warning alerting fellow workers in an area that a tree is being felled, so they should be alert to avoid being struck. The term "widow maker" for timber that is neither standing nor fallen to the ground demonstrates another emphasis on situational awareness as a safety principle. The risks experienced in logging operations can be somewhat reduced, where conditions permit, by the use of mechanical tree harvesters, skidders and forwarders. 2. BOILING After passing inspection and gross cutting the logs passed to steaming or boiling process for number of hours on large vats. The period being depended on the size of logs and species of timber being utilized. Such treatments serve a number of purposes and ensure that the log is of consistent moisture throughout it softens the smooth tissues of timber to enable the manufacturer to peel a smooth veneer and it reduces the likelihood of splitting and tearing of the veneer during the peeling operation. Boilers used are  Thermo plant boiler  Lancashire boiler  Sand dust boiler  FCP boiler  JAEC boiler
  62. 62. ASHRAF WOOD INDUSTRIES 2010 - 2011 62 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S 3. PEELING On leaving the steaming vat or pond, the logs are stripped of their bark and sawn to pre-determined length before peeling. Thus operation is carried out in a grant lathe or peeler, the lathe rotates the logs against the knife which runs the fill length of the log and continues ribbon of veneer is thus produced. The various types of peelers used are:  2700MM WOOD PEELING MACHINE Feature of 2700MM Wood Peeling Machine: Spindle Veneer rotary lathe is a device, which is able to rotary cut the straightened logs or wood core into veneer. It has two fixed Roller and a moved one  WOOD DEBARKER, WOOD DEBARKING MACHINE, LOG DEBARKER, WOOD PEELING MACHINE 1. Specification: 1 JXDW-1 2. Capacity: 8-9 t/h 3. Size 8000*1400*1700mm 4. Motor: 11kw 5. Debarking rate : >95% 6. Length of the wood: < 6m Diameter: 20-500mm 7. Weight: 3t 2 JXDW-2 8. Capacity: 10-11 t/...
  63. 63. ASHRAF WOOD INDUSTRIES 2010 - 2011 63 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S  PEELING KNIFE GRINDING MACHINE These high qualities Peeling Knife Grinding Machine are made from very high quality raw material which ensures hassle free work performance at its user end. This Peeling Knife Grinding Machine widely finds its applications in various industrial sectors.  Zhengzhou Yonghua Machine Manufacture Co., Ltd. Tree peeling machine Tree Peeling Machine is mainly used to remove the skin of logs so that they can be ready for further processing in paper making industry. Out wood peeling machine has very stable performance and earns a great reputation for our company both locally and abroad Tree Peeling Machine Application: suitable for new cutting softwood and some hardwood for peeling treatment can be completed part of the frozen material, the dry wood of peeling treatment. 4. CLIPPING As veneer is peeled it is either carried on to conveyers or wound on to spindles .It then fed through automatic clippers which cut the veneer to pre- determined widths
  64. 64. ASHRAF WOOD INDUSTRIES 2010 - 2011 64 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S or through manually operated clippers which renders the strips of veneer with large defected unsuitable for the manufacture of plywood. 5. DRYING OR SEASONING WOOD Wood drying (also seasoning lumber or wood seasoning) reduces the moisture content of wood before its use. There are two main reasons for drying wood: 1. Woodworking: When wood is used as a construction material, whether as a structural support in a building or in woodworking objects, it will absorb or desorb moisture until it is in equilibrium with its surroundings. Equilibration (usually drying) causes unequal shrinkage in the wood, and can cause damage to the wood if equilibration occurs too rapidly. The equilibration must be controlled to prevent damage to the wood. 2. Wood burning: When wood is burned, it is usually best to dry it first. Damage from shrinkage is not a problem here, and the drying may proceed more rapidly than in the case of drying for woodworking purposes. Moisture affects the burning process, with un burnt hydrocarbons going up the chimney. If a 50% wet log is burnt at high temperature, with good heat extraction from the exhaust gas leading to a 100°C exhaust temperature, about 5% of the energy of the log is wasted through evaporating and heating the water vapors. With condensers, the efficiency can be further increased; but, for the normal stove, the key to burning wet wood is to burn it very hot, perhaps starting fire with dried wood.
  65. 65. ASHRAF WOOD INDUSTRIES 2010 - 2011 65 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S For some purposes, wood is not dried at all, and is used green. Often, wood must be in equilibrium with the air outside, as for construction wood, or the air indoors, as for wooden furniture. Wood is air-dried or kiln-dried. Usually, the wood is sawn before drying, but not always, as when the whole log is dried. Case hardening describes lumber or timber that has been improperly kiln-dried. If dried too quickly, wood shrinks much at the surface, compressing its damp interior. This results in unrelieved stress. Case-hardened wood may warp considerably and dangerously when the stress is released by sawing. 6. GRADING OF VENEERS The dried veneers are graded for face, backend core qualities. Each veneer must be carefully handled and if necessary returned from clippers for the removal of the split which occurs during drying and other defects which has been over loaded during earlier inspections. Alternatively veneers showing defects may be repaired using tapes used to repair splits. 7. EDGING AND JOINING The narrower width of dried veneers are joined in to the standard widths required for the particular size of board being manufactured .face and back veneers may consist of full width but edge joints are permissible. 8. GLUEING AND ASSEMBLY The prepared veneers are passed to the gluing sector where the glue is applied on individual veneers build up to the requisites sandwich. Core veneers are passed
  66. 66. ASHRAF WOOD INDUSTRIES 2010 - 2011 66 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S through automatic liquid glue spreaders which regulate the spread of glue, another important factor in the manufacturing process. Since too much glue can result in defective boards and laid with grains at the right angle to the and back veneers are glued it right angles to their neighbors until the requisite number of veneers of the thickness are pressed and obtained. 9. PRESSING The assembled veneers are now ready for pressing thus operation is carried out in large hydraulic press incorporating multiple heated platters between which the packs are loaded by automatic hander. Platens temperature, moisture control, pressure, and time are all digitally controlled to suite the particular batch being passed 10. TRIMMING Trimming is done to cut off unwanted extra lines to give perfect shape by using trimming machine 11. SANDING Sanding is done by sending plywood’s through machines to make trimmed plywood smooth. 12. FINAL PRODUCT The final product the plywood has completed its process and stored in ordinary room temperature
  67. 67. ASHRAF WOOD INDUSTRIES 2010 - 2011 67 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S PHYSICAL EVIDENCE "This is evidence that does not forget. It is not confused by the excitement of the moment. It is not absent because human witnesses are, it is factual evidence, physical evidence cannot be wrong, it cannot perjure itself...only its interpretation can err." -Paul L. Kirk, 1974. In the context of business, physical evidence represents all those tangible things which help business in its operation, like its machineries, men, material etc... Following are the physical evidence of Ashraf wood industries  Machineries  Timber yard  Employees  Building  Land vehicles  Trucks  Elephants  Business card  Letter head  Bill invoices All these things directly or indirectly help them in the operation of business and it is always physical evidence that proves the companies genuineness and strength in the public environment.
  68. 68. ASHRAF WOOD INDUSTRIES 2010 - 2011 68 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S WHY ASHRAF WOOD INDUSTRIES They strive hard to be at the top in the market and for this they offer quality products to their clients. Their range is manufactured using best quality raw material and is widely appreciated for their termite resistance, durability and dimensional stability. As a result of all these features, they have become the priority of their clients. THE BEST OF ASHRAF WOOD INDUSTRIES Top class warehouse-In this industry the ware house is with the top quality of facilities with well-equipped storage compartment this enriches the quality of the products. They have the scientific storage methods to protect the wood from getting spoilt from the variation in weather  EXCELLENT MANUFACTURING UNIT The industry have excellent manufacturing unit with the well-equipped manufacturing process. The manufacturing unit is been carried out with strict investigation on each and every process with regular check of the accuracy level. When the manufacturing unit can contribute with their
  69. 69. ASHRAF WOOD INDUSTRIES 2010 - 2011 69 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S excellent performance the final output the products manufactured meet to the requirements of the customers  STATE-OF-THE-ART INFRASTRUCTURE The infrastructure art of ASHRAF WOOD INDUSTRIES is marvelous. Good work environment is very necessary for the employees to give their hundred percentage for the work and this is been provided by ASHRAF WOOD INDUSTRIES. The interiors of the industry looks elegant and impressive which add on to the best quality of the industry  SKILLED CRAFTSMEN A ―skilled craftsmen‖ usually refers to someone in the trade professions the men and women in the industry. From the people who lay the foundations to the roofers. And everyone in between, are experts with considerable experience and training in their craft or trade. In ASHRAF WOOD INDUSTRIES these skilled craftsmen are found they build a variety of high quality items that are functional, decorative or both at the same time  CUSTOMIZATION FACILITY Satisfaction among the customers plays a greater role in the growth of a company, the facility to design and manufacture according to the demand of respective customer is the motto of Ashraf wood industries, and only because of that the supreme companies like BHEL, ISRO etc… are their main clients
  70. 70. ASHRAF WOOD INDUSTRIES 2010 - 2011 70 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S 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.  Strengths: characteristics of the business or team that give it an advantage over others in the industry.  Weaknesses: are characteristics that place the firm at a disadvantage relative to others.  Opportunities: external chances to make greater sales or profits in the environment.  Threats: external elements in the environment that could cause trouble for the business.
  71. 71. ASHRAF WOOD INDUSTRIES 2010 - 2011 71 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated. A brief SWOT analysis of Ashraf wood industry is as follows Strengths  Skilled crafts man  More than fifty years of experience  Five separate license  Unique seasoning and chemical treatment machine  No hurdles of organizational hierarchy  Nearness to raw material  Nearness to Cochin and Tuticorin port Weakness  Lack of availability of raw material  Lack of availability of labor  Lack of technological advancement  Lack of professional management people  Lack of proper marketing team  No product diversity  Bad infrastructure of Kerala
  72. 72. ASHRAF WOOD INDUSTRIES 2010 - 2011 72 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Opportunities  No opportunity for newcomers  Upcoming Vallarpadam container project  Booming construction industry  Booming exports  Transformation of Perumbavoor to a timber zone  Lack of substitutes for timber Threats  Unexpected climate changes  Power failure  Frequent strikes and harthals  Political bureaucracy  Emergence of synthetic wood, and other substitutes
  73. 73. ASHRAF WOOD INDUSTRIES 2010 - 2011 73 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
  74. 74. ASHRAF WOOD INDUSTRIES 2010 - 2011 74 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Graph 1 Table of customers This table shows the detail of the customer weather they are government undertaking or non-government Particulars Respondents Percentage Government 68 68 Non-government 32 32 ANALYSIS This table shows the details of customers , whether they are a government company or non-government company, here Ashraf wood industry have a 68% of government companies as its client band this will help them to secure their position in the market. The government companies’ credit bills also help them to raise a huge amount of money from banks government 68% non government 32% CLIENT DATA
  75. 75. ASHRAF WOOD INDUSTRIES 2010 - 2011 75 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INFERENCE It is inferred that Ashraf wood industries have a major share of clients from government undertakings this gives the assurance of payments and also adds to the goodwill of the company. And always dealing with Government Company is safer for the firms operation but the problem is that political situation of India which is heaped up by the hurdles of bureaucracy and red tappism
  76. 76. ASHRAF WOOD INDUSTRIES 2010 - 2011 76 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Graph 2 Table of government undertakings Particulars Respondents Percentage CENTRAL 56 56 STATE 44 44% ANALYSIS This graph shows the details of the government undertaking customers by filtering them into the heads of central and state government. Always central government has large scale of operation comparing with state government. Here Ashraf wood industry have a slight majority of central government companies as clients but that will never help in getting the advantage of the same
  77. 77. ASHRAF WOOD INDUSTRIES 2010 - 2011 77 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INFERANCE It can be easily inferred from the graph that the Ashraf wood industries have average mixture of state and central undertakings. It is neither a boon nor Bain for the company but always having a major share at central government will help the company in gaining superiority in position. CENTRAL 56% STATE 44%
  78. 78. ASHRAF WOOD INDUSTRIES 2010 - 2011 78 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Graph 3 Table showing the nongovernment undertakings consume from Ashraf wood industry Particulars Respondents Percentage Companies 30 30% Small firms 38 38 House hold users 32 32 ANALYSIS This table shows the details of non-government companies, by dividing them in to the heads like private companies, small firms and house hold users, private company here are those companies which are incorporated under the companies act of 1956, for example SAINT GOBAN GLASESS PRIVATE LIMITED and small firms refers to small scale industry which varies from match box manufacturers to ancillary industry
  79. 79. ASHRAF WOOD INDUSTRIES 2010 - 2011 79 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INFERANCE It is inferred from the pictorial representation of table no 3 that out of 32% of non-government undertaking 38% of customers are small scale industries that is a 12.16% of total customers are small scale industries, it is followed by house old users with 32 % of non-government customers it constitutes 10.2% of total customers and the last is private companies with 30% of non-government undertakings it nearly constitutes 9.6% of total customers COMPANIES 30% SMALL FIRMS 38% HOUSE HOLD USERS 32% COMPANIES SMALL FIRMS HOUSE HOLD USERS
  80. 80. ASHRAF WOOD INDUSTRIES 2010 - 2011 80 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Graph 4 Table showing the various types of customers ANALYSIS This graph shows the analysis of the combination of various industries, firms companies which are the customers of Ashraf wood industries in this central government companies leads the position with 38.08% and it makes the companies operation much safer. The state goes with29.08% in the total share of customers private owned company have much better position with 18%.But in the total the PARTICULARS NO.OF.RESPONDENT S PERCENTAGE central 56 38.08 State 44 29.92 Companies 30 9.16 Small firms 32 10.02 House hold users 38 12.16
  81. 81. ASHRAF WOOD INDUSTRIES 2010 - 2011 81 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S house old users have twelve percentage of share. The analysis is done by comparing the first, second and third graphs showing the details of customer. INFERANCE It is inferred from the graph that the major customer of Ashraf wood industry are central government companies the private owned companies are comparatively very less in number as Ashraf wood industry specifically helps the central government companies for customizing their product 38.08 29.92 9.6 12.16 10.24 0 5 10 15 20 25 30 35 40 CENTRAL STATE COMPANIES SMALL FIRMS HOUSE HOLD USERS
  82. 82. ASHRAF WOOD INDUSTRIES 2010 - 2011 82 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Graph 5 Source of knowledge of clients ANALYSIS The source of knowledge that the clients receive about the industry through different Medias are taken into account and the above graph is done. The ASHRAF WOOD INDUSTRIES have selected some of the sources to create awareness about their industry among the clients. Word of mouth is the one through which maximum awareness is been done among the clients it goes to 27%,the next is the cheapest means of communication the newspapers they go with 23% ,notices by 20%,internet 18% and the remaining is done by print ads 12% PARTICULARS NO.OF.RESPONDENTS PERCENTAGE News paper 23 23% Print ads 12 12% Internet 18 18% Notices 20 20% Word of mouth 27 27%
  83. 83. ASHRAF WOOD INDUSTRIES 2010 - 2011 83 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INFERANCE It is inferred that the maximum awareness is been done through word of mouth. This is because the ASHRAF WOOD INDUSTRIES conduct meetings and seminars frequently about their products and other details to the clients and such awareness in such a stream of industry reap a lot of benefits of attracting more clients as this word of mouth is more effective than the other means of communication 23 12 18 20 27 0 5 10 15 20 25 30 news paper print ads internet notices word of mouth
  84. 84. ASHRAF WOOD INDUSTRIES 2010 - 2011 84 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Graph 6 Graph showing convenience of customers Particulars No of respondents Percentage Very much convenient 34 34 Much convenient 22 22 Convenient 27 27 Not convenient 17 17 ANALYSIS This is a analysis which is been made taken into account the customers perception on Ashraf wood industry. It speaks about how much convenient they are with the dealings with the industry and the above graph is made. The maximum respondents go with very much convenient in the dealings with the industry it goes with 34%, convenient with 27%, much convenient 22% and the remaining is not convenient with 17%
  85. 85. ASHRAF WOOD INDUSTRIES 2010 - 2011 85 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S INFERANCE It is inferred that the dealings of ASHRAF WOOD INDUSTRIES is very much satisfied .This shows the transparency they have for their customers and how much satisfied they are with the industry. The maximum respondents go with very much convenient with the industry its speaks the value of the industry what their maintaining among their dealers 0 5 10 15 20 25 30 35 very much convinient much convinient convenient not convinient 34 22 27 17
  86. 86. ASHRAF WOOD INDUSTRIES 2010 - 2011 86 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S Graph 7 Table showing about the payment delay Particulars Respondents Percentage On the spot 19 19 One week 24 24 One month 21 21 Above one month 36 36 Analysis This table analysis the payment mode undertaken by Ashraf wood industry. The duration of payment has a greater impact for sustaining customers .In Ashraf wood industry according to the survey made the maximum payment period is done above one month.36% of the respondents go with this. The second period of payment is within one week it goes for 24%.Then the 21% does the payment by one month. The remaining 19% does the payment on the spot

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