Organizational study on acc limited banglore

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Organization Study helps to convert the theoretical knowledge and practical
knowledge into experienced one. An organization is a social unit of people,
systematically structured and managed to meet a need or to pursue collective goals
on a continuing basis. Organizational study conducted by the School of
Management and Business Studies is a training program that helps management
students gain knowledge and practical working conditions of an organization. The
purpose of training program is to have an exposure to the real life situations
relevant to business areas and strengthen the conceptual knowledge gained from
the industry
Organization study is usually conducted in a well-structured and reputed
organization. The basic objective of conducting organization study is simply to
understand and learn the actual structure and working of each and every
department of an organization. The main purpose of the study is to observe,
analyse and interpret ate the functions and procedures of each and every
department of the selected organization.
From the study conducted in ACC Limited, Bangalore sales unit a basic idea of
functioning of various departments of the company has been got. Hence the
organization study conducted in ACC Limited, helped to a large extent to
experience the real work life situation in an organization.
ABOUT THE INDUSTRY :
Cement is one of the core industries which plays a vital role in the growth and
expansion of a nation. The demand for cement depends on the various activities in
the business, financial, real estate and infrastructure sectors of the economy.
Cement is the most preferred building material and is used worldwide for all
construction works such as housing and industrial construction as well as creation
of infrastructures like ports, roads, etc. Indian cement industry is globally
competitive because of the various cost control and continuous use of latest
technology
The Indian cement industry is extremely energy intensive and is the third largest
user of coal in the country. It is uses latest technology, which is among the best in
the world.
Being one of the basic elements for setting up strong and healthy infrastructure,
Cement plays a crucial role in economic development of any country

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INTRODUCTION :
ACC (ACC Limited) is India's foremost manufacturer of cement and concrete.
ACC's operations are spread throughout the country with 17 modern cement
factories, more than 50 Ready mix concrete plants, 21 sales offices, and several
zonal offices. It has a workforce of about 9,000 persons and a countrywide
distribution network of over 9,000 dealers.
Since its inception in 1936, the company has been a trendsetter and important
benchmark for the cement industry in many areas of cement and concrete
technology. ACC has a unique track record of innovative research, product
development and specialized consultancy services.
The company's various manufacturing units are backed by a central technology
support services centre - the only one of its kind in the Indian cement industry.
ACC has rich experience in mining, being the largest user of limestone. As the
largest cement producer in India, it is one of the biggest customers of the
domestic coal industry, of Indian Railways, and a considerable user of the
country’s road transport network services for inward and outward movement of
materials and products.
ACC has made significant contributions to the nation building process by way
of quality products, services and sharing expertise. Its commitment to
sustainable development, its high ethical standards in business dealings and its
on-going efforts in community welfare programmes have won it acclaim as a
responsible corporate citizen.
OBJECTIVES OF THE STUDY:
 To Understand the structure of the organization
 To understand the Functional Departments of the organization
 To know the plans, policies, and procedures of the organization
 To familiar with the day to day activities of the organization
 To know how the functions of the various Departments co-ordinate
 To know how sales is managed effectively

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 To understand how the firm faces tight competitions
 To know the social responsibility of the organization
 To know the various kinds of products available for the company
SCOPE OF THE STUDY
The organization study conducted in ACC Limited, Sales unit gave a basic idea of
functioning of various departments of the company. It helped to understand the
constraints and problems involved in carrying out a business successfully. The
study gave the experience of working in an organization and also helped to
understand the environment of the organization.
It helped to view and analyze the functioning of various departments and also
helped to view the decision making and implementation strategies in an
organization.
SOURCES OF INFORMATION
Primary data were collected through the personal visits and interview with the staff
and executives of various departments of ACC Limited, Sales unit. Secondary data
were received from the Annual Report and Magazines of the company and from
the website of the company.
LIMITATIONS OF THE STUDY
A detailed study was not possible because of the time constrains. However, efforts
have been made to incorporate all aspects related to ―Organization Study in ACC
Limited, Sales unit. The study is based on the information supplied and inference
that is made from the statement of experts. The techniques used for the analysis has
its own limitations and these limitations have its own effect on the report also.

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CHAPTER – 1
INDUSTRY PROFILE

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Cement is the glue that holds the concrete together, and is therefore critical for
meeting society's needs of housing and basic infrastructure such as bridges, roads,
water treatment facilities, schools and hospitals. Concrete is the second1 most
consumed material after water, with nearly three tonnes used annually for each
person on the planet.
Cement is one of the core industries which plays a vital role in the growth and
expansion of a nation. The demand for cement depends on the various activities in
the business, financial, real estate and infrastructure sectors of the economy.
Cement is the most preferred building material and is used worldwide for all
construction works such as housing and industrial construction as well as creation
of infrastructures like ports, roads, etc. Indian cement industry is globally
competitive because of the various cost control and continuous use of latest
technology
The manufacturing process of cement consists of mixing, drying and grinding of
limestone, clay and silica into a composite mass. The mixture is then heated and
burnt in a pre-heater and kiln to be cooled in an air-cooling system to form clinker,
which is the semi-finished form. This clinker is cooled by air and subsequently
ground with gypsum to form cement.
The Indian cement industry is extremely energy intensive and is the third largest
user of coal in the country. It is uses latest technology, which is among the best in
the world.
Being one of the basic elements for setting up strong and healthy infrastructure,
Cement plays a crucial role in economic development of any country. Having more
than a hundred and fifty years history, it has been used extensively in construction
of anything, from a small building to a mammoth multi purpose project.
There are three types of processes to form cement - the wet, semi-dry and dry
processes. In the wet/semi-dry process, raw material is produced by mixing
limestone and water (called slurry) and blending it with soft clay. In the dry
process technology, crushed limestone and raw materials are ground and mixed
together without the addition of water.
The dry and semi-wet processes are more fuel-efficient. The wet process requires
0.28 tonnes of coal and 110 kWh of power to manufacture one tonne of cement,
whereas the dry process requires only 0.18 tonnes of coal and 100 kWh of power.
There are different varieties of cement based on different compositions according
to specific end uses, namely, Ordinary Portland Cement, Portland Pozzolana
Cement, White Cement, Portland Blast Furnace Slag Cement and Specialised
Cement.

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The basic difference lies in the percentage of clinker used.
Ordinary Portland Cement (OPC): OPC, popularly known as grey cement, has 95
per cent clinker and 5 per cent gypsum and other materials. It accounts for 70 per
cent of the total consumption.
Portland Pozzolana Cement (PPC): PPC has 80 per cent clinker, 15 per cent
pozolona and 5 per cent gypsum and accounts for 18 per cent of the total cement
consumption. It is manufactured because it uses fly ash/burnt clay/coal waste as the
main ingredient.
White Cement: White cement is basically OPC - clinker using fuel oil (instead of
coal) with an iron oxide content below 0.4 per cent to ensure whiteness. A special
cooling technique is used in its production. It is used to enhance aesthetic value in
tiles and flooring. White cement is much more expensive than grey cement.
Portland Blast Furnace Slag Cement (PBFSC): PBFSC consists of 45 per cent
clinker, 50 per cent blast furnace slag and 5 per cent gypsum and accounts for 10
per cent of the total cement consumed. It has a heat of hydration even lower than
PPC and is generally used in the construction of dams and similar massive
constructions.
Specialised Cement: Oil Well Cement is made from clinker with special additives
to prevent any porosity.
Rapid Hardening Portland Cement: Rapid Hardening Portland Cement is similar
to OPC, except that it is ground much finer, so that on casting, the compressible
strength increases rapidly.
Water Proof Cement: Water Proof Cement is similar to OPC, with a small portion
of calcium stearate or non- saponifibale oil to impart waterproofing properties.

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CEMENT INDUSTRY IN INDIA
INTRODUCTION
The cement sector play a very crucial role in the economic development of a
nation.
Cement being the most vital as well as the most suitable building material is used
both in the construction sector as well as the infrastructure sector. The cement
industry occupies an important place in the Indian economy because of its use in
construction , its means of transportation , the use of raw material such as coal and
also the amount of power which is generated while its production .
Concrete which is formed by the use of cement and other raw materials is
the second most consumed material after water, with means nearly three tones used
annually for each person on the planet. One of the basic elements for setting up a
strong and healthy infrastructure, the cement industry plays a crucial role in the
economic development of any country.
The Indian cement industry is the second largest producer of cement in the
world after China. Cement industry in India comprises 183 large cement plants and
over 365 mini cement plants.
STRUCTURE OF INDUSTRY
The cement industry is the combination of the mini and large capacity cement
plants, where majority of the production of cement (94%) in the country is by large
plants. The defining feature of the cement industry is the location of the limestone
reserves in selected state has resulted in its evolving of the industry in the form of
clusters.
Proximity of coal deposits constitutes another important factor in cement
manufacturing. Cement being a high bulk and low value commodity, completion is
also localized because of the cost of transportation of cement of distant markets
often results in the product being uncompetitive in those markets.
At present there are seven clusters for the cement industry in India, they are as
follows :
1. SANTA (Madhya Pradesh)
2. CHANDRAPUR (North Andhra Pradesh and Maharashtra)
3. GULBARGA (North Karnataka and East AP),
4. CHANDERIA (South Rajasthan, Jawad and Neemuch in MP),
5. BILASPUR (Chhattisgarh),
6. YERRAGUNTLA (South AP),
7. NALGONDA (Central AP).

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TAXATION
Cement is a heavily taxed sector with both the central and the state government
levying the taxes which amount to around 30% of the selling price of the cement or
around 70%of the ex-factory price
STRUCTURE OF THE INDIAN CEMENT INDUSTRY
The structure of the industry can be viewed as fragmented, although the
concentration at the top has increased, as the top 10 players control around 73% of
market share, which was 70% during 1990-91, whereas the other 27% of market
share is distributed among 32 players. This is also confirmed by the results of
Herfindahl Index22 (HI). The HI is a measure of industry concentration equal to
the sum of the squared market shares of the firms in the industry and an indicator
of amount of competition among them.
The calculations show a very low value of Herfindahl index in the cement industry
in India, indicating a very high competition and a low market power. High level of
competition in the cement industry is a result of the low entry barriers and the
ready availability of technology.
MERGERS & ACQUISITIONS
The globalisation of Indian cement industry has also encouraged many foreign
cement manufacturers to engage themselves in agreements and deals with their
Indian counter parts to enjoy a share of pie in the rapidly growing Indian cement
market. These engagements have been primarily through various mergers and
acquisitions deals.
Some of the major M&A deals between domestic and foreign cement
manufacturers in recent years have been-
1. Lafarge India: It is a subsidiary of the Lafarge Cement Company of France.
It was established in 1999 in India with the acquisition of the Tisco and the
Raymond cement plants. Lafarge currently has four cement plants in India:
two integrated plants in the state of Chhattisgarh, one grinding station each
in Jharkhand & West Bengal. Total cement production capacity of Lafarge
in the Indian market currently stands at around 6.5 million tons. The
company produces different types cements like Portland Slag Cement,
Portland Pozzolana Cement.
2. Heidelberg Cement - Indorama Cement Ltd: In March 2006, Heidelberg
Cement Company entered into a 50:50 joint venture with the Indorama
Cement Ltd. Heidelberg Cement Company is the leading German cement
manufacturing company, which was setup in 1873. It has its operations in
various countries across the Globe. The Company has two manufacturing
units in India - a grinding plant in Mumbai and a cement terminal near
Mumbai harbour.

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3. Holcim Cement - Gujarat Ambuja Cements (GACL): Holcim Cement
entered into a strategic partnership with GACL, in 2006, to acquire 14.8% in
GACL. Currently Holcim holds around 56% stake in the company. Holcim
Cement Company is among the leading cement manufacturing and
supplying companies in the world. It is one of the major employers in the
world, having a work force of 90,000.The Holcim Cement Company has
units in excess of 70 countries all over the world.
4. Italcementi cement - Zuari Cement Limited: In 2006, Italcementi Cement
Company with the help of the Ciments Français, a subsidiary for its global
activities, entered into an agreement to acquire shareholding of Zuari
Cement Limited, through a 50:50 joint venture. Italcementi Cement is
among the largest cement manufacturing companies in the world. The
company entered the Indian market in January 2001 when it acquired 50%
of Zuari Cement plant in Andhra Pradesh in southern India.
PROFITABILITY OF CEMENT COMPANIES
To evaluate the competitiveness of firms in the Indian cement industry, the paper
measures the dispersion in the performance of all the public listed cement
manufacturing companies in India, on the basis of following parameters
- Profit Margin: It measures how much profit a company earns out of every rupee
of sales. It is calculated as PAT/Net Sales.
- Interest incidence: Interest incidence measures the burden of interest expenses on
total profits of the company. It is used to measure the cost of borrowed capital for a
company.
- Gross fixed assets turnover ratio: Gross fixed assets turnover ratio measures
how efficiently fixed assets are utilized to generate sales.
These performance indicators have been chosen, since it is possible to compare
these indicators across companies, irrespective of their size and years of operation.
COMPETITIVENESS OF FIRMS
In the overall profitability rankings, Grasim Industries Ltd, was the most profitable
company in the Indian market, followed by Ambuja Cements and ACC Ltd. Over
a period from 2000-01 to 2008-09, the profits of Grasim Industries grew at a
CAGR of 17.7%, and that of Ambuja cements increased by 14.1%. ACC Ltd and
Shree Cement Ltd saw the fastest increase in profits among the top five most
profitable cement firms in the Indian market. While the profits of ACC Ltd
increased at a CAGR of 40.5%, the profits of Shree Cement Ltd increased at a
CAGR of 49.7%.

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MAJOR DOMESTIC PLAYERS
1. Associated Cement Companies Ltd (ACCL): Associated Cement
Companies Ltd manufactures ordinary Portland cement, composite cement
and special cement and has begun offering its marketing expertise and
distribution facilities to other producers in cement and related areas. It has
fifteen manufacturing plants located throughout the country.
2. Birla Corp: Birla Corp's product portfolio includes acetylene gas, auto trim
parts, casting, cement, jute goods, yarn, calcium carbide etc. The cement
division of the company has seven plants, with an installed capacity of 57.8
lakh tonnes. The company has two plants in Madhya Pradesh, Rajasthan
and West Bengal and one in Uttar Pradesh and holds a market share of 2.8
per cent. It manufactures Ordinary Portland cement (OPC), portland
pozzolana cement, fly ash-based PPC, Low-alkali portland cement, portland
slag cement, low heat cement and sulphate resistant cement. Large
quantities of its cement are exported to Nepal and Bangladesh.
3. Century Textiles and Industries Ltd (CTIL): The product portfolio of CTIL
includes textiles, rayon, cement, pulp & paper, shipping, property & land
development, builders and floriculture. Cement is the largest division of
CTIL and contributes to over 40 per cent of the company's revenues. The
company has an installed capacity of 7.8 million tonnes. CTIL has four
plants that manufacture cement, one in Chhattisgarh, two in Madhya
Pradesh and one in Maharashtra.
4. Grasim Cement: Grasim's product profile includes viscose staple fibre
(VSF), grey cement, white cement, sponge iron, chemicals and textiles.
With the acquisition of UltraTech, L&T's cement division in early 2004,
Grasim has now become the world's seventh largest cement producer with a
combined capacity of 45.7 million tonnes. Grasim (with UltraTech) held a
market share of around 16.7 per cent in 2008-09. It has plants in Madhya
Pradesh, Chhattisgarh, Punjab, Rajasthan, Tamil Nadu and Gujarat among
others. ™ Ambuja Cements Ltd (GACL): Gujarat Ambuja Cements Ltd
was set up in 1986. In the last decade the company has grown tenfold. The
total cement capacity of the company is 18.5 million tonnes. The company
has a market share of around 10 per cent, with a strong foothold in the
northern and western markets. Gujarat Ambuja is India's largest cement
exporter and one of the most cost efficient firms.
5. India Cements: India Cements is the largest cement producer in southern
India with three plants in Tamil Nadu and four in Andhra Pradesh. The
company has a market share of 5.4 per cent.
6. Jaiprakash Associates Limited: Jaiprakash Industries, now known as
Jaiprakash Associates Limited (JAL) is part of the Jaypee Group with
businesses in civil engineering, hospitality, cement, hydropower, design
consultancy and IT.

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7. Madras Cements: Madras Cements Ltd is one of the oldest cement
companies in the southern region and is a part of the Ramco group. The
company is engaged in cement, clinker, dolomite, dry mortar mix,
limestone, ready mix cement (RMC) and units generated from windmills.
The company has three plants in Tamil Nadu, one in Andhra Pradesh and a
mini cement plant in Karnataka. It has a total capacity of 10 million tonnes
annually and holds a market share of 4 per cent.
MAIN COMPONENTS OF CEMENT
 LIMESTONE
 GYPSUM
 FLY ASH
 SAND
 IRON ORE
 CLAY
 SHALE
MAJOR PLAYERS IN INDIAN CEMENT INDUSTRY
There are a number of players prevailing in cement industry in India. However ,
there are around 17 big names that account for more than 70% of total cement
production in India
25
20
15
10
5

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OVERALL CEMENT DEMAND IN INDIA IS EXPECTED TO REACH
280MILLION BY 2015
131
146.1
159.7
174
192.8
207.1
218.8
233.3
244.3
260.9
280.2
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Milliontonnes
Axis Title
Cement demand - Historical and Projected (Base
Case)

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CHAPTER-II
COMPANY PROFILE

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2.1 ABOUT THE COMPANY
ACC (ACC Limited) is India's foremost manufacturer of cement and concrete.
ACC's operations are spread throughout the country with 17 modern cement
factories, more than 50 Ready mix concrete plants, 21 sales offices, and several
zonal offices. It has a workforce of about 9,000 persons and a countrywide
distribution network of over 9,000 dealers.
Since its inception in 1936, the company has been a trendsetter and important
benchmark for the cement industry in many areas of cement and concrete
technology. ACC has a unique track record of innovative research, product
development and specialized consultancy services.
The company's various manufacturing units are backed by a central technology
support services centre - the only one of its kind in the Indian cement industry.
ACC has rich experience in mining, being the largest user of limestone. As the
largest cement producer in India, it is one of the biggest customers of the
domestic coal industry, of Indian Railways, and a considerable user of the
country’s road transport network services for inward and outward movement of
materials and products.
responsible corporate citizen.
ACC’s brand name is synonymous with cement and enjoys a high level of
equity in the Indian market. It is the only cement company that figures in the list
of Consumer Super Brands of India
Among the first companies in India to include commitment to environmental
protection as one of its corporate objectives, the company installed sophisticated
pollution control equipment as far back as 1966, long before pollution control
laws came into existence. Today each of its cement plants has state-of-the art
pollution control equipment and devices.
ACC plants, mines and townships visibly demonstrate successful endeavours in
quarry rehabilitation, water management techniques and ‘greening’ activities.
The company actively promotes the use of alternative fuels and raw materials
and offers total solutions for waste management including testing, suggestions
for reuse, recycling and co-processing.

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ACC has taken purposeful steps in knowledge building. The company run’s
two institutes that offer professional technical courses for engineering graduates
and diploma holders which are relevant to manufacturing sectors such as
cement. The main beneficiaries are youth from remote and backward areas of
the country.
responsible corporate citizen. ACC’s brand name is synonymous with cement
and enjoys a high level of equity in the Indian market. It was the first cement
company to figure in the list of Consumer SuperBrands of India.
ACC stands out as the most unique and successful merger in Indian business
history, in which the distinct identities of the constituent companies were
melded into a new cohesive organization - one that has survived and retained its
position of leadership in industry.
In a sense, the formation of ACC represents a quest for the synergy of good
business practices, values and shared objectives. The use of the plural in ACC's
original name, The Associated Cement Companies Limited, itself indicated the
company's origins from a merger. Many years later, some stockbrokers in the
country's leading stock exchanges continued to refer to this company simply as
'The Merger'.

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2.2 OBJECTIVES OF COMPANY
1.To ensure a steady growth of business by strengthening the company’s
position in its core business of cement.
2.To maintain the high quality of the company’s products and services and
ensure it’s supplying at fair prices.
3.To ensure welfare of company’s employees.
4. To be trusted and ethical organization.
5.To strive continuously and maintain the leadership of the cement industry
through selective acquisition, modernization expansion and establishments of
a wide and efficient marketing network.
6.To ensure environmental protection and wellbeing of the community.
7.To be one of the most respected companies in India ; recognized for challenging
convention’s and delivering on our promises
2.3 POLICY OF COMPANY
ACC has an effective Quality Policy System
1. Manufacture Quality Products.
2. Customer satisfaction.
3.Continual improvement in quality.

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2.4 HISTORY
ACC was formed in 1936 when ten existing cement companies came together
under one umbrella in a historic merger - the country's first notable merger at a
time when the term mergers and acquisitions was not even coined.
The history of ACC spans a wide canvas beginning with the lonely struggle of
its pioneer F E Dinshaw and other Indian entrepreneurs like him who founded the
Indian cement industry. Their efforts to face competition for survival in a small
but aggressive market mingled with the stirring of a country's nationalist pride
that touched all walks of life - including trade, commerce and business.
The first success came in a move towards cooperation in the country's young
cement industry and culminated in the historic merger of ten companies to form
a cement giant. These companies belonged to four prominent business groups -
Tatas, Khataus, Killick Nixon and F E Dinshaw groups.
ACC was formally established on August 1, 1936. Sadly, F E Dinshaw, the man
recognized as the founder of ACC, died in January 1936; just months before his
dream could be realize
During 1989 As per the agreement signed on December 16th, the four loss
making plants viz., Shahabad (Karnataka), Lalani (Bihar), Kistna (AP) and
Porbandar (Gujarat), were sold and handed over to the purchases in a
phased manner between the period December 1989 and February 1990.
The Company undertook to set up a project for the use of 100% lignite
at Madukkarai Works in technical assistance with M/s. Rheinbraun
Engineering of W. Germany. The Company also assisted the plant suppliers in
commissioning and other activities preceding the take over of the management
operation and maintenance of the one million TPA cement plant at A1-Qaim.
A Memorandum of Understanding was signed with M/s. Nihon Cement
Company, Japan for offering joint services in process engineering and
productivity services, erection and construction, geological,
environment and mining etc.

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2.5 MILESTONES OF THE COMPANY
1936 Incorporation of The Associated Cement Companies Limited on
August 1, 1936.
1936 First Board Meeting of The Associated Cement Companies Limited
held at Esplanade House, Mumbai on November 10, 1936.
1937 With the transfer of the 10th company to ACC, viz. Dewarkhand
Cement Company, the formation of ACC is complete on October
23, 1937.
1939 Work begins on constructing a new building for the company's head
office based on a design of Ballardie Thompson & Mathews
adjudged winner in an all India contest. When completed, the
building - Cement House - is requisitioned by the Royal Air Force
for wartime use and vacated only in 1946.
1944 ACC’s first community development venture near Bombay
1947 India’s first entirely indigenous cement plant established at Chaibasa
in Bihar
1952 Village Welfare Scheme launched
1955 Sindri cement works used the waste product calcium carbonate
sludge from fertilizer factory at Sindri.
1956 Bulk Cement Depot established at Okhla, Delhi
1957 Technical training institute established at Kymore, Madhya Pradesh.
1957 Katni Refractories
1961 Blast furnace slag from TISCO used at the Chaibasa Unit to
manufacture Portland Slag Cement for the first time in India.

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1961 Manufacture of Accocid Cement, which resists the corrosive action
of acids and chemicals.
1961 Oilwell Cement manufactured at ACC Shahabad Cement Works in
Karnataka for cementation of oilwells upto a depth of 6,000 feet.
1961 Manufacture of Hydrophobic (waterproof) cement at ACC Khalari
Cement Works in Bihar.
1962 Manufacture of Accoproof, a waterproofing additive.
1965 ACC’s Central Research Station (CRS) established at Thane
1965 Manufacture of Portland Pozzolana Cement.
1965 Manufacture of Calundum, a High Alumina Binder; Firecrete, Low
Density Alumina Castables and High Alumina Refractory Cement.
1968 Advent of computers in ACC for data processing and designing
management information and control systems.
1968 ACC supplied and commissioned one-million-tonne iron ore
pelletising plant ordered by TISCO
1971 Manufacture of Whytheat Castables A, K, C and Cal-Al-75
1973 Take-over of The Cement Marketing Company of India (CMI)
1977 ACC receives ASSOCHAM first national award for the year 1976
instituted for outstanding performance in promoting rural and
agricultural development activities.
1978 Introduction of the energy efficient precalcinator technology for the
first time in India. Full scale commercial production based on MFC
technology at Wadi in 1979.

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1979 ACC wins international contract for operation and management of a
new one million tonne cement plant at Yanbu-Ras Biridi in Saudi
Arabia.
1982 Commissioning of the first 1 MTPA plant in the country at Wadi,
Karnataka.
1984 ACC achieves a breakthrough in import substitution by developing
and supplying a special G type of oil well cement to ONGC.
1987 ACC develops a new binder for use at sub-zero temperatures, which
is successfully used in the Indian expedition to Antarctica.
1992 Incorporation of Bulk Cement Corporation of India, a joint venture
with the Government of India.
1993 ACC starts the commercial manufacture of Ready Mixed Concrete
at Mumbai.
1995 ACC selected as Most Respected Company in India by Business
India.
1996 Damodhar Cement & Slag Ltd, Purulia, West Bengal becomes a
subsidiary of ACC
1998 Commissioning of the 0.6 MTPA cement grinding unit at Tikaria,
Uttar Pradesh.
1999 Commissioning of captive power plants at the Jamul and Kymore
plants in Madhya Pradesh.
1999 Tata group sells 7.2% of its stake in ACC to Ambuja Cement
Holdings Ltd, a subsidiary of Gujarat Ambuja Cements Ltd.
(GACL)

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2000 Tata Group sells their remaining stake in ACC to the GACL group,
who with 14.45% now emerge as the single largest shareholder of
ACC.
2001 Commissioning of the new plant of 2.6 MTPA capacity at Wadi,
Karnataka plant, the largest in the country, and among the largest
sized kilns in the world.
2002 ACC wins PHDCCI Good Corporate Citizen Award
2003 IDCOL Cement Ltd becomes a subsidiary of ACC
2004 IDCOL Cement Limited is renamed as Bargarh Cement Limited
(BCL).
2004 ACC raises US $ 100 million abroad through Foreign Currency
Convertible Bonds (FCCB’s) for US$ 60 million and Global
Depository Shares (GDS’s) for US $ 40 million. Both offerings are
listed on the London Stock Exchange.
2004 ACC named as a Consumer Superbrand by the Superbrands Council
of India, becoming the only cement company to get this status.
2004 GreenTech Safety Gold and Silver Awards awarded to Madukkarai
Cement Works and Katni Refractory Works by Greentech
Foundation for outstanding performance in Safety Management
System.
2005 ACC receives the CFBP Jamnalal Bajaj Uchit Vyavahar Puraskar
Certificate of Merit – 2004 from Council For Fair Business
Practices.
2005 Holcim group of Switzerland enters strategic alliance with Ambuja
Group by acquiring a majority stake in Ambuja Cements India Ltd.
(ACIL) which at the time held 13.8 % of the total equity shares in
ACC. Holcim simultaneously makes an open offer to ACC
shareholders, through Holdcem Cement Pvt. Limited and ACIL, to
acquire a majority shareholding in ACC. Pursuant to the open offer,

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ACIL’s shareholding in ACC increases to 34.69 % of the Equity
share capital of ACC.
2005 Commissioning of Modernisation and Expansion project at
Chaibasa in Jharkhand, replacing old wet process technology with a
new 1.2 MTPA clinkering unit, together with a captive power plant
of 15 MW.
2005 Financial accounting year of the company changed to calendar year
January-December
2006 Subsidiary companies Damodhar Cement & Slag Limited, Bargarh
Cement Limited and Tarmac (India) Limited merged with ACC
2006 ACC announces new Workplace policy for HIV/AIDS
2006 Change of name to ACC Limited with effect from September 1,
2006 from The Associated Cement Companies Limited.
2006 ACC receives Good Corporate Citizen Award 2005-06 from
Bombay Chamber of Commerce and Industry
2006 New corporate brand identity and logo adopted from October 15,
2006
2006 ACC establishes Anti Retroviral Treatment Centre for HIV/AIDS
patients at Wadi in Karnataka– the first ever such project by a
private sector company in India.
2007 ACC partners with Christian Medical College for treatment of
HIV/AIDS in Tamil Nadu
2007 Sumant Moolgaokar Technical Institute completes 50 years and
reopens with new curriculum

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2008 Ready mixed concrete business hived off to a new subsidiary called
ACC Concrete Limited.
2008 ACC Cement Technology Institute formally inaugurated at Jamul on
July 7.
2008 First Sustainable Development Report released on June 5.
2008 ACC wins CNBC-TV18 India Business Leader Award in the
category India Corporate Citizen of the year 2008
2008 Project Orchid launched to transform our Corporate Office, Cement
House into a green building.
2009 ACC received the Jamanalal Bajaj "Uchit Vyavahar Puraskar" of
Council for Fair Business Practices
2009 ACC is allotted coal blocks in Madhya Pradesh and West Bengal.
2009 ACC's new Grinding plant of capacity 1.60 million tonnes
inaugurated at Thondebhavi in Karnataka.
2009 Cement House transformed into Green building with Leadership in
Energy & Environmental Design (LEED) Gold certification from
Indian Green Building Council. First project in the country in
category major renovation of existing building.
2010 Kudithini Cement Grinding Plant inaugurated in Karnataka on
January 4, 2010 with a capacity of 1.1 MTPA of Portland Slag
Cement.
2010 ACC acquires 100 percent of the financial equity of Encore Cements
& Additives Private Limited which is a slag grinding plant in
Vishakhapatnam in coastal Andhra Pradesh. This company became
a wholly-owned subsidiary of ACC in January 2010.

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2010 ACC enters its platinum jubilee year - the first company in the
cement industry to achieve this status
2010 ACC receives FICCI Award for Outstanding Corporate Vision
Triple Impact Business Performance Social & Environmental
Action & Globalisation for 2009-10 - a unique award received for
the first time
2010 New clinkering line of capacity 7000 tonnes per day commissioned
at Chanda in Maharashtra in November 2010. Fully integrated plant
of 3.8 million tonnes per annum of cement inaugurated in January
2012.
2011 World's largest kiln installed at ACC Cement Plant, Wadi,
Karnataka with a capacity of 12,500 tonnes per day creating new
landmarks for cement industry
2011 Central Control Room Building at ACC Chanda Plant, Maharashtra
set up as a Green building, the first of its kind in an industrial
environment
2011 ACC Secretarial & Share processes received ISO 9001 – 2008
Certification
2012 ACC launches M-100 grade concrete especially designed for the
construction of high intensity towers
2012 Amalgamation of two subsidiary companies ACC Concrete and
Encore Cement & Additives with ACC Limited
2012 First cement company in India to induct use of Radio Frequency
Identification Device (RFID) and Global Positioning System (GPS)
tracking to accelerate turnaround time of trucks
2013 La Residency at Thane, a 45 year old apartment block retrofitted as
a modern hostel, received LEED Platinum certification.

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2013 ACC sets up Green Building Material Centres in Maharashtra, Uttar
Pradesh, Madhya Pradesh, and Rajasthan as one stop shops to
promote low-cost locally made green construction materials and
expertise to rural and semi-urban India.
2013 ACC wins CII-ITC Sustainability Prize, the highest honour
awarded by CII ITC for 2013, as one of India's Most Sustainable
Companies.
2013 ACC ranked as India's Most Admired Company in the cement sector
by Fortune India and Hay Group India.
2014 ACC launches its first Waste Heat Recovery System (WHRS) at
Gagal in January 2014, marking an important step in energy
conservation. The WHRS harnesses waste heat from exhaust gases
discharged in manufacturing and converts it into useful electrical
energy.
2014 ACC sets up a plant in Bardhaman, West Bengal to
manufacture EcoBricks which are eco-friendly and technically
superior fly ash based bricks to meet the emerging needs of the
construction industry in a sustainable way.

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2.6 ORGANISATION STRUCTURE
ACC’s organization structure was revised in 2006. Added thrust was given to
sustainable development with the creation of separate cells at the corporate office
and plants to coordinate activities relating to waste management, alternate fuels
and raw materials, corporate social responsibility and occupational health and
safety. All these were placed under the supervision of the Managing Director
ORGANISATION STRUCTURE
BOARD OF
DIRECTOR
BUSINESS HEAD
(NORTH)
BUSINESS HEAD
(SOUTH)
BUSINESS
HEAD(EAST)
PRODUCTION
MANAGER
FINANCE
MANAGER
HR MANAGER CS MANAGER
MARKETING
MANAGER
LOGISTICS
MANAGER
STORES
MANAGER
PROCUREMENT
MANAGER
BUSINESS
HEAD(WEST)
MANAGING
DIRECTOR
REGIONAL
HEADS

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2.6 PRODUCTS PROFILE
The company manufactures Portland cement for general construction while its
blended products, acknowledged for outstanding durability, include fly ash and
slag-based cements. Both these varieties of cement offer high quality and
special properties that defy the harshest environments. In addition to conserving
valuable mineral resources and reducing waste, these blended cements also help
cut down the emission of carbon dioxide and assist in checking global warming.
ACC is sensitive to consumer needs. When the company realized that large
construction activities would require large amounts of cement it set up the
country’s first facility for distribution of cement in bulk, as far back as 1956. To
meet the needs of other consumers it introduced cement in small 25 kilogram
bags as also jumbo bags of 1MT.
Today, of course, mechanized mega construction projects receive cement from
ACC delivered in bulk tankers – a welcome change from the conventional
cement bag. ACC was also the first company in India to introduce Ready Mix
Concrete on a commercial basis. A transit concrete mixer is now a familiar sight
in India‗s major cities. Ready Mix Concrete and Bulk Cement have enabled the
construction industry to introduce sophisticated practices for the speedy
completion of large infrastructure projects.
ACC is mainly engaged in the production of the following products—
ORDINARY PORTLAND CEMENT
Grade Cement (OPC 43 Grade)
ACC cement is the most commonly used cement in all constructions including
plain and reinforced cement concrete brick and stone Masonry, floors and
plastering. It is also used in the finishing of all types of buildings, bridges,
culverts, roads, water retaining structures etc.
This is an Ordinary Portland cement which surpasses the requirement of
IS:12269-53 Grade. It is produced from high quality clinker ground with high
purity gypsum.
It‗s 53 Grade OPC provides high strength and durability to structure and
balanced phase composition.
It is available in specially designed 50 kg bags. It surpasses BIS specifications
(IS 8112—1989 for 43 Grade OPC) on compressive strength levels.

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BLENDED CEMENT
-ash based Portland Pozzolana Cement
This is special blended cement, produced by inter-grinding higher strength
ordinary Portland cement clinker with high quality processed fly-ash based on
norms set by the company‗s R&D division. This unique, value-added product
has hydraulic binding properties not found in ordinary cements. It is available in
specially designed 50-kg bags.ACC Fly-ash based PPC is made by intergrading
high strength clinker with specially processed fly ash. This imparts a greater
degree of fineness to ACC Fly-ash based PPC Cement, improved workability
properties while mixing, and makes concrete more corrosion resistant and
impermeable. All of this makes for better longterm strength and improved
corrosion resistance and therefore, greater life for your constructions. ACC Fly-
ash based PPC is an eco-friendly cement.
In concrete made from ordinary cements, moisture reacts with calcium
bicarbonate, which leaches out of the concrete, leaving pores that reduce its
strength. ACC Fly-ash based PPC has ingredients which react with calcium
hydroxide to form CSH get, to provide additional strength, which actually
makes the concrete grow in strength over the years. It also produces less heat of
hydration and offers greater resistance to the attack of aggressive water than
normal Portland cement.
ACC Fly-ash based PPC easily replaced OPC and provides additional
advantages for practically all types of construction application-commercial,
residential,bungalows, complexes, foundation, columns, beams, slabs and RCC
jobs. It is especially recommended for mass concreting work, and where soil
conditions and the prevailing environment take heavy toll of constructions made
with ordinary cements.
Due to its inherent characteristics, ACC Fly-ash based PPC makes very
corrosion resistant concrete that is superior to concrete made with OPC. It is
more impermeable to Oxygen, CO2, chlorides etc. Leaching of alkalis is
reduced and the alkaline environment around steel is maintained.
ACC Cement is marketed in specially designed 50 kg. bags.

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PORTLAND SLAG CEMENT
This is slag-based blended cement that imparts strength and durability to all
structures. It is manufactured by blending and inter-grinding OPC clinker and
granulated slag in suitable proportions as per our norms of consistent quality.
PSC has many superior performance characteristics which give it certain extra
advantages when compared to ordinary Portland cement. It is available in
specially designed 50-kg bags.
VALUE ADDED PRODUCTS
 ACC-Super Crete - High strength concrete which offers significantly
higher strength than traditional concrete and finds applications in
structures such as columns, beams, slabs, bridges. Generally with
specified strength of above 60 MPa allowing significant reduction of
structural component sizes and therefore the amount of concrete used is
also significantly less. Hence it is economical for use in high-rise
buildings.
 ACC-Speed Crete is quick road solutions available in two variants
UTWT 24 and UTWT 8. UTWT 24 is used to build roads which can be
thrown open to traffic within 24 hours and UTWT 8 is used for road
repair works wherein roads can be opened to traffic within 8 hrs.
 ACC-Fines Crete is ready-mix mortar which is delivered in Transit mixer
at your site for application in brick masonry, wall finishing and laying
tiles.
 ACC-Imprint Crete - Unique variety which is stamped for making
surfaces decorative. It can be designed on walls, slabs, landscapes,
parking areas using concrete grades from M20 to M40 compressive
strength. The final appearance resembles natural materials like paver-
blocks, stone and wood.
 ACC-Flow Crete is self compacting concrete which is used in structures
wherein congested reinforcement is required. This reduces manpower
costs and compaction is not required.
 ACC-Jet-setcrete is designed to gain high-strength within few days, this
variety of concrete has self-levelling features. It is suitable for use in
projects which need to be completed within a short span of time. The
product can be engineered to gain desired strength at required age.
 ACC-Permecrete - Environment friendly concrete which is permeable
and hence permits seepage of water through itself, thus improving ground
water table and avoiding water logging.

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 ACC-Thermal Crete - Designed to provide thermal comfort in the
buildings. A layer of Thermocrete is usually applied over the top layer of
the roof slab to prevent external heat or cold from penetrating into the
building. It reduces energy consumption required to keep rooms at
comfortable temperature.
 ACC-Eco Crete - An environment-friendly, high performance, durable
concrete, designed to build sustainable structures and protect the
environment.
HEALTH & SAFETY : :
Occupational Health & Safety (OHS) is a vital part of ACC’s journey towards
Sustainable development. Safety Audits are being carried out in ACC since
1995 by National Safety Council based on the 5 Star Auditing System of
British Safety Council. There is a continuous effort to measure and improve
Safety Management Systems to avoid accidents.
The company have an Apex OH & S Committee headed by the Managing
Director. This committee oversees implementation of our OH & S policy Each
of our plants and manufacturing units have Professional Doctors and medical
facilities for continuous monitoring and observation of workplace hygiene and
occupational health.
The following are some OH & S initiatives at the plants:
 OH & S brochures, signage’s, posters and mailers used extensively
 Monthly Safety Gate Meetings held at all our plants.
 Safety Audit and TPM Audits carried out annually
 Safety Professionals meets twice a year to discuss and share knowledge on
Safety Statistics and implementation of safety measures at each unit.
 Safety Observation Tours (SOT) conducted weekly by all line managers
 Behavioural Safety Training programmes for workers at all plants
Incident investigations for all incidents including near misses (with potential
for injuries). The findings and recommendation are shared across the
company)

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CEMENT PLANTS OF ACC LIMITED
Here is a list of our cement plants, showing Plant-wise capacity----
PLANTS PLANTS CAPACITY (MTPA)
Bargarh 1.20
Chaibasa 0.87
Chanda 1.00
Damodhar 0.53
Gagal 4.40
Jamul 1.58
Kymore 2.20
Kudithini 1.10
Lakheri 1.50
Madukkarai 1.18
Sindri 0.91
Wadi 2.59
New Wadi Plant 3.20
Thondebhavi 1.60
Tikaria 2.31
ACC was the first recipient of ASSOCHAM’s first ever National Award for
outstanding performance in promoting rural and agricultural development
activities in 1976. Decades later, PHD Chamber of Commerce and Industry
selected ACC as winner of its Good Corporate Citizen Award for the year 2002.
Over the years, there have been many awards and felicitations for achievements
in Rural and community development, Safety, Health, Tree plantation, A
forestation, clean mining, Environment awareness and protection.

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CHAPTER-III
DEPARTMENTAL ANALYSIS

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3.1 CUSTOMER SERVICE DEPARTMENT (CSS):
ACC is essentially a people’s brand of cement with more than 80 per cent of sales
made through an extensive dealer network that covers every state in India. Its
customer base represents the masses of India - individual homebuilders in small
towns, rural and semi-urban India.
ACC LIMITED has a well-structured customer service department which looks
into serving the various needs of the customer thereby keeping a strong
relationship with the customers.
Going beyond the supply of cement, ACC Help services offer to share knowledge
about the process of home building and correct procedures of product usage.
Their Regional Offices have Customer Services Cells manned by qualified Civil
Engineers who interact with customers to assess their needs and problems, offer
advice before and after sales including educating users and customers on correct
usage of cement and concrete and good construction practices.
OBJECTIVE OF CUSTOMER SERVICE DEPARTMENT:
The main objective of the customer service department is to understand the various
problems which is faced by their customer, home builders and engineers and trying
to provide the best remedy available for them .

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DEPARTMENT STRUCTURE
AO BLS CSI – Area office Bangalore Customer Service Incharge
AO MYSR CSI – Area office Mysore Customer Service Incharge
AO MLORE CSI – Area office Mangalore Customer Service Incharge
CSE – Customer Service Executive
SU CSS
AO BLR CSI
CSE
CSI
CSI
AO MYSR CSI
CSE
CSI
CSI
AO MLORE CSI
CSE
CSI
CSI
CHEIF MANAGER
customer support
MANAGER

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ACC reaches out to its customers, home builders and engineers in the following
ways:
 ACC Help Centres: For personal guidance on the right construction
practices.
The first of its kind in India, the ACC Help Center, provides basic
information and guidance to customers on construction practices and various
home building-related procedures - such as pre-construction worries on
stamp duty, selection of architects and appropriate service providers,
estimating budgets. Issues from purchasing land, budgeting to choice of
material and planning of the construction process are elaborated, step-by-
step. Tutorials, conveniently scheduled in the evenings, guide the customer,
through the relevant stages of house construction. The center distributes
specially designed booklets on each stage of building one’s “Dream House”.
These publications are available in English, Hindi and major regional
languages.
 ACC Help Literature: Easy-to-understand construction guides.
The ACC Help Center distributes specially designed booklets on each stage
of building one’s "Dream House". These publications are available in
English, Hindi and major regional languages.
 ACC Help Vans : Mobile help services. Our engineers in vans assist you at
your site
Mobile touring vans to visit construction sites to educate users and masons
at site and provide certain specialized services like supervision during slab
casting on demand.
 www.acchelp.in : an interactive website for all your construction related
questions
This is an interactive website, designed primarily for the individual house
builder and the small consumer. The site provides downloads and online
inputs on a host of topics like estimation, budgeting, selecting architects and
easy-to-build home-plans for different plot sizes.

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WAYS OF UNDERSTANDING CUSTOMERS:
1. Regular Interactions
The company has a regular practice of interacting with customers and end-
users as well as members of their distribution channels such as dealers, sub-
dealers and retailers. Through these interactions they use to build
relationships and seek to educate customers about cement, common
complaints and pit-falls in usage and other aspects of construction.
2. Surveys
Market surveys are organized at regular intervals to ascertain perceptions
about ACC’S brand image, marketing and distribution procedures, their
sales force, channel management and relationships with customers, dealers
and influencers. A brand equity study carried out by a well-known market
research firm of global repute indicated that ACC is the most preferred and
recommended brand of cement in India. The brand stood way ahead of all
other competitors in this comparative analysis.
3. Interactive Websites (www.acchelp.in)
In the last few years, a host of new customer services were introduced to
assist customers in selected cities and towns. These include an interactive
website for solving out all construction related quarries of customers. Most
were devised for individual home builders who constitute a large group of
our end-users. An interactive website was launched primarily for the benefit
of small retail consumers and home builders. The site provides online inputs
on a host of useful topics related to home building and is proving to be quite
popular. The website- www.askacc.com is visited by about 10,000 persons
from different parts of the country.
4. ACC Help Centres
A unique new service was the establishment of ACC Help Centres in several
cities to provide basic information and guidance to customers on various
home building-related procedures such as pr-construction worries on stamp
duty, selection of architects and appropriate service providers, estimating
budgers. Issues from purchasing land, budgeting to choice of material and
planning of the construction process are elaborated, step-by-step. Tutorials,
conveniently scheduled in the evenings, guide the customer, through the
relevant stages of house stage of building one’s ―Dream House‖.

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5. Complaint Handling
Customer service personnel are responsible to attend to customer
complaints. There is a formal system in place for handling customer
complaints at all sales offices. These systems and documentation are
regularly inspected by representatives of the Bureau of Indian Standards.
The regional head is personally responsible to resolve individual complaints
to their just and logical end. Commercial complaints are resolved at the local
level while complaints related to application failures and quality are
promptly referred to the head and quality in charge at the supplying cement
plant as well as to the quality department at the corporate office.
CS ACTIVITIES /COMPLAINTS / CONVERSIONS
 MASON MEETS / COUNTER MEET :
Acc limited conducts frequent meet with the masons of various sites, this is
to done to ensure that the proper mixing of the cement is taken place, or the
cement used is efficiently utilized so as to get the best outcome from it .
 MASON TRAINNIG PROGRAMME :
This is an on-site programme. During this programme the mason are trained
accordingly with regard to how the cement s to be mixed, what is the exact
proportion of the sand, water and cement used for the mixing purpose
 Dealer training programme :
Acc limited conduct dealers training programme under the name of “utsav “.
 Contractor meet
 Customer Meet
 Mobile Branding :
Mobile branding is done on the bases of various clusters, for this the whole
of Bangalore is divided into 4 clusters - North, South, East, West
Each cluster is headed by a Cso (Customer Service Officer)
Mobile branding in ACC Limited is known under the name of
“Ashvamedha”
The following are the special activities under Mobile branding
• Ashvamedha Campaign
• Construction ka Doctor
• Rural Fest
• Redemption of Concrete Club Point

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The outcome of Ashvamedha is as follows:
• To keep influencer motivated.
• Increase ACC Share of Wallet.
• Brand equity improvement.
• Brand awareness/recall.
• Channel brand awareness.
• Ashvamedha was taken to all the major Dealers/Retailers of North an
West Clusters of Bangalore.
• Customers and influencers where invited to Dealers shop and meeting was
conducted in Ashvamedha.
 Engineers meet
 Architects meet
 Influences programme
This programmes consist of family get together / plant visit
 Site storming :
Site storming refers to the process in all the site of a certain cluster is
administered or rather looked upon by a CSO. This is usually done twice a
month.
 Market storming :
This is done once in a quarter is 4 times in a year .
 Good site construction Practices
This consist of all those practices which should be followed by constructor
so as to reduce the wastage and so as to properly use the product
This is taken place either in sites or in the form of trainings programmes

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3.2 FINANCE DEPARTMENT
Finance is referred to as the life blood of a business. Fiancé is required for both the
construction of a business as well as during closure.
Being a cement company huge amounts of investment is required for the company
The brand ACC enjoys a high level of equity in the Indian market. ACC‗s brand
equity was found to be the strongest among its key competitors. This brand enjoys
among the highest level of equity in the global cement market.
ACC is a brand with meaning not just to customers but to other stakeholders such
as shareholders, employees and vendors. The name invokes an assurance of quality
and trust.
ACC has registered consistent improvement in its financial and overall economic
performance. The company’s operations are aligned to maximize shareholders
value. Organic growth is preferred as it is faster and enables overall economies of
scale.
Thus this shows that ACC has well designed Finance Department which deals with
economic and income and expenditure related activities of the company.

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CHEIF
FINANCIAL
OFFICER
TAXIATION
OFFICER
ACCOUNTS
PAYABLE
OFFICER
ACCOUNTS
RECEIVABLE
OFFICER
FINANCIAL
MANAGER
ASSISTANT
FINACIAL
MANAGER

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FUNCTIONS OF FINANCIAL MANAGER
 To Prepare the Budget
It is duty of finance department of company to make the budget before actual
providing money to any department. It will be helpful to fulfill each department
with minimum cost. Finance department can take the past records from respective
department. It will be useful for making better budget.
 Financial Management
In this function finance department gets money from capital market at very low
risk and cost. Finance department analyzes all the resources of funds and create a
good financial structure of company. In this structure, finance department analyze
whether it will decrease the overall cost of capital on Average basis or not.
 Management of Investments of Company
After making financial structure, finance department invests debenture holders and
shareholders money in best projects for getting highest return on investment. For
this finance department has to take investment decision. These investment
decisions can be taken with the help of capital budgeting and investment analysis
techniques.
 Management of Taxes
Management of taxes is also the function of finance or finance department. Taxes
may be direct or indirect. Finance department continue watches the amendments
and updates in tax laws and also create good corporate relation with government by
paying return of corporate tax on the time.
 Management of Financial Risks
Finance department takes many measures for managing the financial risks of
company. For reducing loss of fund due to happening liquidity, solvency or
financial disaster, finance department makes a good plan and also takes the help of
debt collectors, insurance companies and other rating agencies for reducing
financial risk.
 Merger or Acquisition decisions
For creating good brand in the market, financial department works with marketing
department and both takes the steps of merge and acquisition action. Main aim of
merge or acquisition is to reduce competition and spread on brand in the market.
Finance department provides the money for takeover any other firm for estimating
its long run return.

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The functions of the accounting and finance department in any business can get a
little confusing. Entrepreneurs tend think and move quickly, so ensuring the
accounting department is stable is pivotal in the growth of your business.
 Providing management information.
Managers require ongoing financial information to enable them to make better
decisions. For example, they will want information about how much it costs to
produce a particular product or service, in order to assess how much to produce
and whether it might be more worthwhile to switch to making an alternative
product.
 Management of wages.
The wages section of the finance department will be responsible for calculating the
wages and salaries of employees and organising the collection of income tax and
national insurance for the Inland Revenue.
 Raising of finance.
The finance department will also be responsible for the technical details of how a
business raises finance e.g. through loans, and the repayment of interest on that
finance. In addition it will supervise the payment of dividends to shareholders.
Duties of a Tax Officer
A tax officer hires, reviews and directs the work of staff tax accountants who keep
financial records and prepare tax schedules, returns and related financial reports.
They might also oversee the work of auditors, compliance specialists and tax
planners.
The tax officers must stay current of all government tax regulations at the federal,
state and local levels and adjust corporate strategies accordingly to maintain
compliance.
Tax management professionals typically use budget and accounting software, 10-
key machines and tax manuals.
They analyze budgets, participate in financial audits and could prepare tax reports
to present to executive management and corporate investors

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ACCOUNTS PAYABLE OFFICER :
An accounts payable officer or clerk is generally responsible for processing
invoices and issuing payments
FUNCTIONS OF ACCOUNTS PAYABLE OFFICER :
 Review and verify invoices and check requests
 Sort, code and match invoices
 Set invoices up for payment
 Enter and upload invoices into system
 Track expenses and process expense reports
 Prepare and process electronic transfers and payments
 Prepare and perform check runs
 Post transactions to journals, ledgers and other records
 Reconcile accounts payable transactions
 Prepare analysis of accounts
 Monitor accounts to ensure payments are up to date
 Research and resolve invoice discrepancies and issues
 Maintain vendor files
 Correspond with vendors and respond to inquiries
 Produce monthly reports
 Assist with month end closing
 Provide supporting documentation for audits

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Accounts Receivable Officer Functions :
 Prepare bills and invoices for sales or services rendered. These payment
requests list information such as a description of the product or service, the
date of the transaction, the price, fees or shipping charges, and discounts
applied.
 Collect on accounts by sending bill reminders and communicating with
customers via phone, email, fax or mail. At large companies, you may
coordinate with the collections department or a third-party collection agency
for severely delinquent accounts.
 Record payments by entering them into a ledger or accounting software. In
general, you must include the date paid, amount, method of payment and
any balance due.
 Prepare cash and check payments for bank deposit. This usually requires
totaling and recording the deposit amounts, filling out deposit slips, and
bundling the funds and slips. You may also be responsible for making
deposits at the bank.
 Reconcile the accounts receivable ledger to ensure that all payments are
accounted for and properly posted. Research any discrepancies by checking
bills, invoices, sales receipts and bank deposit records. You may perform
this duty daily, weekly or monthly.
 Generate monthly, quarterly or annual financial statements and reports
detailing paid and unpaid invoices and other accounts receivable activity.
Reports typically list active accounts, the status of the accounts and
collection costs.

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FINANCIAL PERFORMANCE OF ACC LTD
According to unaudited results of quarter 2, ACC Ltd has registered a net profit of
Rs.13141crores for the quarter ended June 30, 2015. This is substantially lower
than that of the same quarter last year when the company made a net profit of
Rs.24102 crores. Total income of the firm has been Rs. 291621 crores for the
quarter ended June 30, 2015 and RS.24102 crores which was posted during the
same quarter one year back.

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3.3 MARKETING DEPARTMENT
ACC’’s brand name is synonymous with cement and enjoys a high level of equity
in the Indian market. ACC’s brand name is maintained and developed by a well-
designed marketing team. A range of ACC’s cement s and blended cements is
marketed through a network of 19 Sales Units, 54 Area Offices, and 194
warehouses. This is backed by a countrywide network of over 9000 dealer who, in
turn, are assisted by their sub-dealers.
ACC‗s marketing; sales and distribution processes are industry standards.
Although we take immense pride in having supplied some of India’s most admired
projects, ACC id essentially a people’s brand of cement with more than 80 per cent
of sales, made through an extensive dealer network that covers every state in India.
Its customer base represents the masses of India- individual homebuilders in small
towns, rural and semi-urban India. ACC cement enjoys an image of assuring
consistency and of high quality backed by in- house research and expertise.
ACC manufactures the various kinds of Portland cement for general construction
and special applications. In addition to this, ACC offers two value added products
namely, Bulk Cement and Ready Mix Concrete.
POLICY
The following is the policy of marketing department of ACC on the basis of which
they carry out their functions—
||Brand Building through Services‖”

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VICE
PRESIDENT
REGIONAL HEAD EAST
•BRANCH MANAGER
•SALES MANAGER
•SALES OFFICER
•KOLKATA ,DEHRADUN ,RANCHI
REGIONAL HEAD SOUTH
•BRANCH MANAGER
•SALES MANAGER
•SALES OFFICER
•BANGALORE ,COCHIN
REGIONAL HEAD NORTH
•BRANCH MANAGER
•SALES MANAGER
•SALES OFFICER
•NEW DELHI ,LUCKNOW, KANPUR
REGIONAL HEAD WEST
•BRANCH MANAGER
•SALES MANAGER
•SALES OFFICER
•MUMBAI , PUNE , BHOPAL

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SUPPLY CHAIN MANAGEMENT
ACC is proud of its large supply chain management by an energetic sales force
from an extensive spread of sales offices spanning India, a countrywide network
of highly motivated channel partners comprising more than 9000 dedicated dealers
complemented by a chain of retailers. They supply ACC cements by rail and road
from ACC’s cement plants supported by efficient authorized road transport
contractors who assure express delivery. Warehouses in intermediary location
ensure uninterrupted supply to remotely located customers.
ACC Concrete has more than 40 Ready Mixed Concrete plants in the major cities
of India which supply fresh concrete to their customers‗ doorsteps through their
own fleet of transit mixers. ACC’s Bulk Cement terminal at Kalamboli, near
Mumbai caters to the requirements of Mumbai and its environs, through its own
dedicated fleet of bulkers and site storage facilities.
The challenge before the company’s supply chain is to ensure uninterrupted supply
of high quality cement and concrete backed by efficient logistics and
transportation.
The sales office at Cochin handles the logistics and transportation from Tamil
Nadu and Karnataka. In Kerala ACC has 25 warehouses and 30 sub go downs
ADVERTISEMENT ACTIVITIES
ACC has two levels of advertisement team to manage and perform the
advertisement activities.
-National team
-State level sales unit team
The national team in cooperate office - Mumbai looks over the large scale
advertisement activities, all India level. i.e., in television, radio, newspaper and
other mass media. The sales unit in states looks over the advertisement activities
such as local outdoor advertisement, building bus shelters, wall printing, and local
television channels and radio.

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PAYMENT AND COLLECTION METHODS
ACC adopts 100% e-payment methods in paying and receiving money in its
business activities. RTG and Fund transfer are the two main methods adopted for
financial transactions. ACC does not use demand draft or cheque for financial
transactions. ACC has direct contact in financial transaction only with its Premium
dealers and Authorized dealers.
MARKETING INTELLIGENCE
ACC uses Retail Marketing Information System (RIMS) for its marketing
activities. There is one marketing intelligence officer for every district to prepare
and analyse the daily sales report.ACC is costly cement. Its well marketed because
of its customer quality and brand image.
SALES PROMOTION
ACC has adopted several sales promotion programs for its dealers. ―ACC
Lakshya‖ is one among them. It’s a loyalty program for the premium dealers and
authorized dealers. The dealers get points into their accounts as they purchase
cement from ACC Limited. At the end the dealers can redeem points for bikes,
laptops, handy cams etc. After a fixed period of time every dealer obtains some
belts and thus they can add more points to their account.
ACC is also providing several incentive schemes for dealers as they perform
financial transactions towards ACC at the earliest.
MARKETING MODEL

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3.4 LOGISTICS DEPARTMENT
ACC have strong and well build logistic team. All the transportation related
matters are handled by this team. The freight charges are paid by the company
itself to the dealers. The logistic department also manages the go down and stores.
The main function of the logistics department is to reduce the logistic cost. The
minimum quantity of per order is 1500KT (100 Packets/Nos.) There are two types
of freight:
 PRIMARY FREIGHT – From plant to ware house
 SECONDARY FREIGHT – From ware house to dealer
Logistics is considered to be the complete process involving planning, managing
and controlling the flow of goods and services, information, real-time data and
human resources from the point of origin to the point of destination. There is
hardly any manufacturing or marketing activity that can be achieved without the
support of an effective logistical department.
The logistics process consists of the process of integration of several aspects such
as material handling, warehousing, information, transportation, packaging and
inventory. The primary duty of an effective logistics system is to ensure
geographical repositioning of unfinished goods, and it is also concerned with the
finished inventories of the organization being at the required place at the lowest
possible cost.

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LOGISTICS HEAD
PLANT
MANAGER
PLANTS UNITS
MANAGER
REGIONAL
LOGISTICS
SALES UNIT
LOGISTICS
SALES UNIT
MANAGER
A.O 1
A.O 2
A.O 3
LOGISTICS
MANAGER
ASSISANT
LOGISTICS
MANAGER

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The logistics department is entrusted with the responsibilities of ensuring that the
entire process of logistics is maintained and developed in accordance with the goals
of the business at an economical cost. The tasks of the logistics department involve
storage, distribution, warehousing, movement of goods from one place to another
(internally or externally), tracking and delivery of goods. It includes a complete
process of planning, managing, controlling and coordination to make sure that the
goods reach the right place, at the right time, for the right cost and in a right
condition.
FUNCTION PERFORMED BY LOGISTICS DEPARTMENT:
 Ensuring all the requirements of the customers are met on time in an efficient
and safe manner.
 To coordinate with third party logistics (3PLs).
 To ensure that there is a safe and timely dispatch of goods.
 To draft plans, policies and procedures for successful implementation of
logistics system.
 To ensure that the business goals of the organization are in synchronization
with logistics system.
 To create and maintain customer support.
 To maintain coordination with vendors, service providers and transport
carriers.
 To ensure that no fraud is committed.
 To ensure timely supply and payment of goods and reduce inventories.
The department also performs numerous other tasks, namely:
Customer service:
The management process the department ensures that the goods are reached on time,
in a safe condition and at the right place.
It also serves as a middleman between organization, vendors and carriers for tracking
down the geographical location of the goods and thereby provide customer support.
Procurement process:
Strategic plans are developed by the department to support development of fresh
product and manufacturing flow management. This helps in bringing raw materials
or semi-finished goods to the premises of the organization in a safe and proper
condition at an economical cost. This also involves interactions with 3PLs. The
department is also responsible for coordination with suppliers with regard to
scheduling, hedging and timely delivery.

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Physical distribution:
This process is concerned with the movement of finished goods to reach the point of
destination. The department is responsible for the selection of the best mode of
transportation while delivering the goods to the place of destination.
STOCK KEEPING BY LOGISTICS DEPARTMENT
SAFETY STOCK:
Safety stock (also called buffer stock) is a term used by logisticians to describe a
level of extra stock that is maintained to mitigate risk of stock outs (shortfall in raw
material or packaging) due to uncertainties in supply and demand.
According to ACC LIMITED the level of extra stock which is maintained to
mitigate the risk of stock outs is 500 tonnes
MINIMUM STOCK:
Minimum stock is a term used by logistician’s to describe the minimum level of
stock which is to be maintained by the company to as to maintain estimated
amount of time from the beginning of production, through the time of transit, to the
point at which the product is either "on the shelf" or in the hands of the customer
who ordered it.
In the case of ACC LIMITED the minimum stock to be maintained by the logistics
department is 5-6 days stock.
MAXIMUM STOCK:
The maximum stock level is the quantity of material above which the stock of an
item should not normally be allowed to go.
ACC LIMITED consist of many warehouses with different capacities, some having
a capacity of up to 2000 tons. So depending on the size of the warehouse the
maximum stock keeps on changing.

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3.5 MI DEPARTMENT
MI department or Market Information department is one of the most important
department of the organization. The main duty of this department is to gather
information regarding the various market conditions and the strategies the
competitors are going to take in order to overcome the company so that the
company can formulate better plans so that they are able to retain their customers.
CMIO - Chief Market information officer
IO – information officer
SALES
UNIT HEAD
IO IO IO
MI dept CMIO

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CHIEF INFORMATION OFFICER:
Chief information officer (CIO), is a job title commonly given to the most senior
executive in an enterprise responsible for the information technology and computer
systems that support enterprise goals. Generally, the CIO reports to the chief
executive officer, chief operating officer or chief financial officer.
ROLES AND RESPONSIBILITIES:
The Chief Information Officer of an organization is responsible for a number of
roles.
Firstly and most importantly, the CIO must fulfil the role of business leader.
As a CIO must make executive decisions regarding things such as the purchase of
IT equipment from suppliers or the creation of new systems, they are therefore
responsible to lead and direct the workforce of their specific organization.
In addition, the CIO is ‘required to have strong organizational skills’. This is
particularly relevant for a Chief Information Officer of an organization, who must
balance roles in order to gain a competitive advantage and keep the best interests
of the organization’s employees. CIOs also have the responsibility of recruiting, so
it is important that they take on the best employees to complete the jobs the
company needs fulfilling.
CIOs are directly required to map out both the ICT strategy and ICT policy of an
organization. The ICT strategy covers future proofing, procurement and the
external and internal standards laid out by an organization.
The CIO must write up the ICT policy, detailing how ICT is utilized and applied.
Both are needed for the protection of the organization in the short and long term
and the process of strategizing for the future

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RISKS INVOLVED
As the CIO has a large number of responsibilities such as provision of finance,
recruitment of professionals and development of policy and strategy, the risks are
consequently vast. CIOs carry out a large number of roles and therefore the chance
of failure is very high. In this way, any CIO must be knowledgeable about the
industry so they can adapt and reduce the chance of error.
USE OF INFORMATION TECHNOLOGY BY CIO:
Information technology and its systems have become so important that the CIO has
come to be viewed in many organizations as a key contributor in
formulating strategic goals for an organization. The prominence of the CIO
position has greatly risen as information, and the information technology that
drives it, has become an increasingly important part of the modern organization.
Many CIOs are adding additional c-level titles to reflect the growing importance of
technology in successfully running companies; this trend is referred to as the CIO-
plus. The CIO may be a member of the executive committee of an organization,
and/or may often be required to engage at board level depending on the nature of
the organization and its operating structure and governance environment. No
specific qualifications are intrinsic of the CIO position, though the typical
candidate may have expertise in a number of technological fields - computer
science, software engineering, or information systems. Many candidates
have Master of Business Administration or Master of Science in
Management degrees. More recently CIOs' leadership capabilities, business
acumen and strategic perspectives have taken precedence over technical skills. It is
now quite common for CIOs to be appointed from the business side of the
organization, especially if they have project management skills.
A CIO is involved with driving the analysis and re-engineering of existing business
processes, identifying and developing the capability to use new tools, reshaping the
enterprise's physical infrastructure and network access, and with identifying and
exploiting the enterprise's knowledge resources. Many CIOs head the enterprise's
efforts to integrate the Internet into both its long-term strategy and its immediate
business plans. CIO's are often tasked with either driving or heading up crucial IT
projects which are essential to the strategic and operational objectives of an
organization. A good example of this would be the implementation of
an Enterprise Resource Planning (ERP) system which typically has wide-ranging
implications for most organizations.

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Another way that the CIO role is changing is an increased focus on service
management. As SaaS, IaaS, BPO and other more flexible value delivery
techniques are brought into organizations the CIO usually functions as a 3rd party
manager for the organization. In essence, a CIO in the modern organization is
required to possess business skills and the ability to relate to the organization as a
whole, as opposed to being a technological expert with limited functional business
expertise. The CIO position is as much about anticipating trends in the market
place with regard to technology as it is about ensuring that the business navigates
these trends through expert guidance and proper strategic IT planning that is
aligned to the corporate strategy of the organization.

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3.6 SALES DEPARTMENT:
Its an extension of the marketing apparatus or an independent entity, sales and
marketing must operate in tandem. The cooperative, coordinated undertaking of
sales and marketing functions ensures the realization of optimal revenue from
customers or clients
Sales department is one of the important department of the organization. The main
function of a sales department is to effect sales. It is concerned with the transfer of
ownership or merchandize on terms satisfactory to both the buyer and seller. This
has to be done at the lowest possible cost.
The basic objective is the achievement of profit through service. A sales
department consists of persons working together with a view to market the
products manufactured by the organization itself.
It is necessary to market the product from the stage when the product has left the
manufacturing or purchasing department, as the case maybe.
The result of the sales effort would naturally depend also on the effort of the other
operations and departments such as research, advertising, finance and credit.

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DEPARTMENTAL STRUCTURE:
A U BLR – AREA UNDER BANGLORE DO – DISTRICT OFFICER
A U BLR (R) - AREA UNDER BANGLORE RURAL
A U MYSR – AREA UNDER MYSORE
AU MLRE – AREA UNDER MANGLORE
SALES
HEAD
A U BLR
DO
DO
DO
A U BLR (R)
DO
DO
DO
A U MYSR
DO
DO
DO
AU MLRE
DO
DO
DO
MEDIUM
BUYER
BLR CITY

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DUTIES:
 The main duty of this department is to maintain the sales of the company by
keeping constant contact with the dealers by making them meet their monthly
targets
 Every dealer / authorized retailer has a monthly target which is kept by the
sales department and it is their duty to make sure that the target is being met
FLOW OF GOODS 1:
AR – AUTHORIZED RETAILER
AUTHORIZED RETAILER (AR):
A retailer or manufacturer who is authorized to sell directly to the consumer and in
order to become and authorized retailer one will need to be appointed by the
manufacturer or distributor.
In the case of ACC LIMITED, in order to become an AR the person has to deposit
an amount of 20000 with the company.
WHOLE
SELLER
AR
SUB
DEALER
SUB
DEALER
DEALER

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LAKSHYA SCHEME:
Every Authorized Retailer is brought under the scheme of “LAKSHYA” under
which the retailed is availed in the form of points, where 1 point = 5 rupees.
The AR is given the facility to redeem the points got with an item equivalent to the
points got.
For example:
If an authorised retailer got a 5000 points in his lakshya scheme, then he could
purchase an item of cost 5*5000= 25000 from the lakshya site which would be
shipped to his address.
TOUR SCHEMES:
The another incentive which is given to the Authorised Retailer is the availability
of tours both National and International. As per the achievement of the targets
which is set by the company the authorised retailer is give as an incentive various
tour schemes. The tour schemes can be either domestic travel as well as
international travel too.

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FLOW OF GOODS 2 :
PLANT
DEALER
SUB DEALER SUB DEALER
SUB DEALER
DEALER
CUSTOMER
DEALER
SMALL
DEALER
SUB DEALER SUB DEALER
SUB DEALER
DEALER WAREHOUSE

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3.7 ADMIN DEPARTMENT :
Office administration is a set of day-to-day activities related to financial planning,
billing and recordkeeping, personnel, and physical distribution and logistics, within
an organisation. An employee that undertakes these activities is commonly called
an office administrator or office manager.
DEPARTMENTAL STRUCTURE:
OFFICE
ADMINISTRATION
CLERKS CLERKS CLERKS
ADMINISTRATIVE
ASSISTANTS

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MAIN DUTIES OF ADMINISTRATIVE ASSISTANTS:
Duties include fielding telephone calls, receiving and directing visitors, word
processing, creating spreadsheets and presentations, and filing. Extensive software
skills are required, as well as Internet research abilities and strong communication
skills.
MAIN RESPONSIBILITIES OF ADMINISTRATIVE ASSISTANTS:
 Data Processing
Both administrative and human resources assistants are responsible for
updating records in the computer system. This involves organizing written
records and accurately typing the information into the computer system.
Human resources assistants may process and regularly update personnel,
payroll and job applicant records. Administrative assistants input and update
different types of records, based upon the business or department in which
they work. This may include client, sales or medical records. Administrative
and human resources assistants are also often in charge of generating
monthly or annual reports or spreadsheets using the information they've
entered into the system.
 File Maintenance
Administrative and human resources assistants are responsible for
maintaining the office files. They must file, label, organize and respond to
requests for files from their supervisors or other departments.
Administrative assistants often maintain general office files including client,
accounting and contract files. Human resources assistants must maintain
employee, applicant and payroll files in addition to the general office files.
Since most of these files contain confidential information, human resources
assistants are also responsible for developing and following the proper
procedures to keep these files secure.
 Communications
Administrative and human resources assistants are responsible for
communicating with clients, outside vendors and staff members on behalf of
their employer. They greet customers, answer the phone, take messages and
set up meetings. Human resources assistants may also assist their
supervisors by setting up job interviews, screening applicants,
corresponding with applicants, verifying references and training new
employees on company policies. Both administrative and human resources
assistants may also be responsible for training and supervising other office
clerks or receptionists working within their department.

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 Clerical
Human resources and administrative assistants assist their immediate
supervisors by carrying out basic clerical tasks such as typing
correspondence, sending out emails and faxes, making copies and sorting
the mail. They may also be in charge of the office equipment and supplies,
including keeping inventory of office supplies and ensuring that office
machines are kept in working order. Human resources assistants may handle
additional clerical responsibilities such as keeping employee attendance
records, printing and sorting payroll checks and preparing recruiting
materials.

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3.8 SMX/ CUSTOMER EXCELLENCE :
As the name suggest, the main duty of this organisation is to maintain and retain
the companies’ customers.
Customers being the kings of the market, they should be handled with care before
and after the purchase of the commodity in order to retain them.
Customer service excellence will give a competitive advantage so as the need to
survive in a tough and increasingly uncertain business climate. In today’s
customer-oriented business environment, "people skills" are critical for personal
and organizational success. How one handle their customers can directly affect
their individual goals as well as their team’s and company’s performance.
DEPARTMENTAL STRUCTURE :
CE HEAD
ASSSTANTS
DO DO
DO
ASSISTANTS
DO
DO
DO
ASSISTANTS
DO
DO
DO
CE COACH

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DUTIES OF CE COACH:
 ESTABLISHMENT OF NEW SCHEMES:
The main duty of the CE coach is the formation of new schemes for the
organization.
 SETTING UP OF TRACKERS:
Trackers refers to the use of various coloured dots such as red, yellow and
green.
Red tracker:
This tracker means that the performance level of an scheme is less than
60 % and the chance of it becoming a success is very less.
Yellow tracker:
This tracker means that the performance level of a scheme is up to 70% and
there is a scope for improvement.
Green tracker:
This tracker means that the performance level of a scheme is more than 90%
and the success rate is very high.

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CHAPTER-IV
SWOT ANALYSIS

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SWOT Analysis is under taken to understand the firm‗s external and internal
environments. Hence SWOT Analysis helps to identify the internal strengths and
weakness of ACC and also the external opportunities and threats for ACC.
The following are the details of SWOT Analysis conducted in the context of ACC
Limited –
STRENGTH
ACC’s brand name is synonymous with cement and concrete. The trademark ACC
on 50 kilogram bags of Ordinary Portland Cements (45 and 53 grad), Blended
cements (Fly ash and slag based) and some special purpose cements offers
customers an assurance of dependable and consistent quality.
The following are the strengths of ACC Limited:
 EFFICIENT WORKFORCE :
ACC LIMITED has a strong, efficient and a dedicated workforce of around
10,000 employees.
 MOST VALUED BRAND :
ACC is one of the most valued brand as it receives awards from various
areas of their working consequently since inception of the organization.
 BRAND OF PEOPLE :
The brand ACC enjoys a high level of equity in the Indian market. ACC is a
brand with meaning not just to customers but to other stake holders such as
share holders, employees and vendors. The name invokes an assurance of
quality and trust.
 VAST NETWORK AND UNINTERRUPTED SUPPLY CHAIN :
ACC has a large supply chain managed by an energetic sales force from
an extensive spread of sales offices spanning India, Countrywide network
of highly channel partners comprising more than 9000 dedicated dealers
complimented by a chain of retailers.
 LEGACY :
ACC LIMITED has been into operations since last 80 years. With such a
huge background of being there in the cement industry for the last 80
years the customer have thereby built a strong trust and brand value
power for the company, this acts as a huge merit for the company with
comparison with the other companies in the market

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 QUALITY ASSURING PRODUCTS AND TRUST :
ACC promotes the use of blended cements which are environment
friendly and acknowledged for their superior and unmatched durability as
compared to ordinary cements
 ENVIRONMENTAL FRIENDLYINESS
ACC LIMITED has taken into consideration various measures for the
protection of the environment and towards the society as part of their
corporate social responsibility (CSR). The company have received the
Golden Peacock Environmental Management award for the various
environmental measures taken by them. They have also received Green
Manufacturing award and many other rewards for the various CSR
programmes taken by them.
 VAST RESOURCES :
The vast resources which is backed by a loyal and dedicated workforce
helped ACC to prove itself as an expert in the management of change.
 MANUFACTURING EXCELLENCE :
ACC strive to retain their position as India‗s foremost manufacturer
of cement and concretes with a countrywide bouquet of 60 modern
cement factories.

WEAKNESS
ACC is a brand which enjoys a high level equity in the Indian market.
Despite being the largest cement producer in the country, the company
possess certain weakness. They are as follows :
 LACK OF PROMOTIONAL ACTIVITIES :
The competitors are doing much promotional activity rather than ACC
Limited that’s why it facing more problems in selling of product in the
market.

 PRICE SENSITITVITY :
ACC has the highest sensitivity to cement prices and its fragmented capacity
results in not being able to influence the price in any significant manner. Even
in Karnataka, despite having the highest market share ACC cement is priced
lower than ultra tech cement.

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
 AWARENESS PROGRAMS FOR CUSTOMERS :
ACC Lack’s awareness programs for consumers, this drastically effects the
company sales, as the customers are not aware about the superior quality raw
materials which are used for the production of cement .
 PRICE FOLLOWER :
ACC is a price follower despite being the largest cement manufacturer in the
country. It’s sensitivity to prices ensures that it can never lower prices to gain
market share without hurting itself more than the competitor.


 Lower Cost – the impact is not visible :
The decrease in the cost of production does not show much impact in
ACC’s cost structure. This is basically due to the high power and fuel cost.
The fuel use in ACC plants is basically coal and hence the cost spend on
power and fuel is inevitable. As a result of high cost of power and fuel, the
decrease in cost from any source is not visible in the cost structure.
OPPORTUNITIES

 COMMERCIAL STRUCTURE AND CORPORATE PROJECTS :
With most industries like textiles, chemicals and plastics, ferrous and non-
ferrous metals and non-metallic and mineral products operating at close to
full capacity, large investment in capacity expansions across sectors is
likely to boost cement demand. Strong off take is also expected from select
segments such as commercial complexes and multiplexes in important
centres such as Bangalore, Hyderabad and Ahmedabad.
 ROAD CONSTRUCTION WILL BOOST DEMAND : 
The Government has set the target of constructing 20 km. of national
highways on daily basis and to trigger these changes projects have been
undertaken via public private partnerships (PPPs). The Finance Ministry
increases the allotment of road transport to Rs. 19,894 crore against the
previous Rs. 17,520 crore for 2010-11. In an attempt to revise and enlarge the
railway network, the ministry has also allocated Rs. 16,752 crore while
presenting the union budget.

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 HOUSING SECTOR BOOM :
Higher demand and greater affordability due to lower interest rates and tax
breaks is expected to trigger an unprecedented housing boom. The housing
finance industry has estimated a latent demand of 33 million houses and
forecasts a growth of 50 per cent per annum till 2010.
With the housing sector accounting for 50 per cent of the current cement
demand, this boom is expected to propel even higher cement demand.
 HUGE GOVT EXPENTIURE IN INFRASTRUCTURE :
With the rising in government expenditure for the various infrastructural
development helps in the the huge boost of the cement demand as cement
forms the base of all infrastructural development .
 RISING POPULATION :
Rising population works as a catalyst for housing boom. As the population of
a country increases it leads to the construction of more infrastructural
facilities such as homes , roads and other facilities to meet the population
demand .
This leads to a positive effect towards the various cement companies such as
ACC limited which is India’s biggest manufacture of cement .
 LOW PER CAPITA CONSUMPTION :
INDIA being a developing company has a Low per capita consumption of
176kg when compared to a developed country having a per capita
consumption of 256kg. This leads to the more utilisation of cement for the
infrastructural facilities of a country in order to become a developed country.
THREATS

 COAL CESS :
Introduction of cess on coal in the recent budget is proving to be having a
multiplier effect across board in terms of cost rise. Cement companies claims
that production cost will have to rise because of this.
 INCREASE IN COMPETITION :
The international players in cement industries are entering in the domestic
cement market of the country, as a result of which the domestic players like
ACC etc. are facing tough competition and price war situation.
 RISING INPUT COST OF MATERIAL :
Rising input cost of material like limestone, gypsum, and mart Due to high
duty and high mining cost adversely effects the cost of cement production for
the cement companies.

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 CURRENCY RISKS :
India being the 2nd
most producer of cement in the world, most of the cement
produced is exported to other countries. The change in the monetary value of
Indian currency adversely effects the cement as the cost of exporting increases
 NEW ENTRANT THREATS :
New entrant marks a huge threat due to high potential market. Cement being
a highly potential market and a market which provides huge profit , it leads to
an inflow of new market players who provides goods at a much lower price
this effects the company advisably.
 IMPORT DUTY :
Gypsum being one of the main components for the production of cement. It
is imported, due to low quality of gypsum in India, which impact on price of
production by paying the import duty.

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CHAPTER-V
FINDINGS , CONCLUSION
AND SUGGESTIONS

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5.1FINDINGS:
The first factor to be considered is there is a lot of procedures involved in the entire
working of the sales unit.
The second factor is that the employees are given a lot of opportunities by their
superior management so that all their views are also taken into consideration
One of the main reasons for Acc Limited becoming India’s biggest manufacture of
cement is all the views of the employees are taken into account this not only
motivates the employees into bring of new ideas but also improves their decision
making capacity .

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5.2 CONCLUSION:
From the above study conducted in ACC Limited Sales unit , the departmental
structure and functioning of ACC Limited and its other plants become clear to a
large extend. The factors related to the functioning of each department and of the
organization as a whole become clear from the study conducted in ACC Limited.
From the above study the theoretical knowledge has become the experienced one.
It helped to understand and learn the actual structure and working of each and
every department of an organization. It also helped to observe and analyze closely
the function and procedure of each and every department of the organization.
The study also revealed the facts related to the changing environment of the
cement industry and its impact on the brands like ACC. It also revealed the facts
related to the opportunities and threats of cement industry of the country. It also
represented the sustainable development in the Indian cement industry and the
impact of growth of Indian cement industry on the economic growth of the
country.
Thus from the above study the gap between the theoretical study and practical
study has been filled up. It provided an essence of experience in the pool of
theoretical knowledge

78 | P a g e
5.3 SUGGESTIONS:
 There is a need in improving the maintenance system existing in the
company
 The delay in the checking system can be minimised by automating the
system
 Improvement could be bought in the work atmosphere so that may increase
the productivity results
 Due to large and expanded operations , the company should always keep a
check on its working capital ,so that day to day production can continue
without any hindrance and financial obstacles

79 | P a g e
5.4 BIBILOGRAPHY :
 ACC LIMITED , http://www.acclimited.com
 ACC HELP CENTRE , http://www.acchelp.com
 GOOGLE SEARCH , http://www.google.com
 CEMENT MANUFACTURERS ASSOCIATION SITES
 ANNUAL REPORTS OF ACC LIMITED.

Organizational study on acc limited banglore

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