A PROJECT REPORT ON

SHIV SHAKTI ICE –CREAM PVT.LTD

REPORTED BY

VAYSH HEMANGI .S

CLASS

B.B.A. SEM-4

ENROLMENT NO

SUBMITTED TO

SAURASTRA UNIVERSITY

COLLEGE

SHREE MIRAMBICA GROUP OF COLLEGE

ACADMIC YEAR

2018-19

PROJECT GUIDE

PROF. PRACHI

1
 DECLARATION
This project work is prepared by Mrs. Hemangi
Vyas student of B.B.A. sem-4 Shri Mirambica College of education.
Hereby that the project report is work and been covered out under the
supervision of professor Prachi Ranpariya of Shree Mirambica Group Of
College Saurashtra University , Rajkot.

Date;

Place; Rajkot

Signature,

2
 ACKNOWLEDGEMENT

It is my great pleasure to present this report before you.

I feel in debt and I am very grateful to all those who have helped
me in getting necessary information regarding this report.

I would whole-heartedly like to thank Saurashtra University for

including this kind of activity in our syllabus. Because it given a practical
knowledge of all the theories that we have learnt till today and I truly
believe that “A person wouldn’t know swimming unless he gets into
water, likewise for knowing the market we have to get into that
practically.”

And last I would like to thank my parents who encouraged me and

helped in preparing the project and then I would thank god. I hope this
project would turn out to be a success which is a result of job.

3
 PREFACE

“The essential thing in education

Is not Doctringtaught

But the arousing of the

Mind and heart & the discipline of will”

I am the student of SHREE MIRAMBIKA GROUP OF

COLLEGE. I am thankful to all those who have encouraged me to join
the course of business administration. For management course the
practical training is its vital importance. The critical knowledge is not
enough for a management student to know the various angels of a
business unit.

Every student in B.B.A. has to undergo for industrial training

and have to prepare a general report on a unit. The main purpose of
this training program is to put all the students to the real word and get
experience of the prevailing market situation and to know how to
survive in this competitive world.

The well experienced professor at every college provides the

theoretical knowledge but for practical knowledge university had
introduced this training in B.B.A.

4
 INDEX
Sr.no Particular Pag,no

1 General information 7

History & development of unit 8

Company profile 10

Organization structure 11

Time-keeping system 12

2 Marketing department 13

Introduction to the department 14

Organization of marketing department 15

Product planning 16

Product mix process of ss 17

Marketing research 18

Market segmentation 19

Channel of distribution 21

Sales promotion 23

Sales budget 25

Advertising 26

5
3 Human resource department 27

Organization of HRD 28

Recruitment, selection and induction procedure 29

Training and management development program 33

Promotion & transfer policy 34

Grievance handling procedure 36

Wage and salary administration 37

4 Finance and accounting department 40

Introduction 41

Organization of finance and accounting department 42

Financial planning 43

Capitalization 44

Capital structure 45

Deprecation policy 46

Management of working capital 47

Financial review 48

Swot analysis 49

5 Future plans 52

6 Suggestion 54

7 Conclusion 56

8 Bibliography 58

6
 General
Information

7
 HISTORY & DEVLOPMENT OF
UNIT
SS Ice-cream is new venture of Shiv Shakti dairy farm. It is
popular in over Gujarat for their sweets.

SS dairy is working in Rajkot city from last 30 years (from 1984),

so that is well-known in sweets. They introduced different type of sweets
related to different states test to the people.

Rajkot based SS ice-cream is running in active state was registered

on 10 February 2014. Their directors are Jagdishbhai Akabri,
Mansukhbhai Akabari and Rameshbhai Vasoya. They want to give the
anything extra and good to people so, they established the SS ice-cream
in year 2014. Shiv Shakti is known as SS in its short name so we can SS
ice-cream.

Now they have s etup a most sophisticated plant with good

capacity process of delicious ice-cream. This has been undertaken mainly
to cape with the ever growing demand. They also placed parlor to sell ice-
cream and also another snacks like pizza, burger, thick sake etc. their
principals have been the complete utilization of indigoids resources for
machinery as well as raw-material. This lives in alimenting the
dependability on any impact resources.

Regularly they have made really good sweets and now also make
really healthy ice-cream. In brief we can say good lick to them in future.

Fully furnished show room & hygienic factory to avoid

contamination & adulteration.
8
 Raw materials used for making sweets are directly brought from
the best manufacturers in their field.

All sweets are preserved in respective storage to maintain freshness

of sweets for long lasting life.

Best quality packing materials are used to preserve its taste, shape,
freshness, purity &best nutritional value for good health.

Most of the people in Rajkot & rest of Gujarat are fully satisfied
for our best quality sweets & best service for supping the sweets at their
destination all over Gujarat.

9
 Company profile

Name of the firm SS ice cream Pvt. Ltd.

Factory address Umakant udhyog nagar- 3
Near ashok garden,
Laxmi nagar main road,
Rajkot
Registered office address As above
Establishment year 2014
Phone number 8460200077
Email address [email protected]
Web side www.ssicecream.in
Name of the promoter Mr. Rameshbhai Vasoya
Mr. Jagdishbhai Akabari
Mr. Mansukhbhai Akabari
Form of organization PVT LTD
No, of employees 50
Bank Dena bank & HDFC bank
Investment Rs. 4 crore
Land 20000 sq. mt.
Built up area 814 sq. mt.
Production capacity As demanded
Major mfg. process Ice cream, choc-bar, mango dolly
Accounting system Miracle
Accounting year 2014-2015 (start in this year)
Auatiors of the company Mr. shantibhai B. sardhara
Size of org Small scale

10
ORGANIZATION STURUCTURES

Managing director

Vice president

General Manager

Production marketing personal finance

Department department department department

Production marketing personal finance

Manger manager manager manager

Engineer marketing account staff

Executive

Skill worker staff staff

11
 TIME KEEPING SYSTEM

This is money and time and tide waits for none is seen applied in the time

Our Hours

 Monday:8:00 AM - 11:0PM

 Tuesday:8:00 AM - 11:00PM

 Wednesday:8:00AM - 11:00PM

 Thursday:8:00AM - 11:00PM

 Friday:11:00AM - 11:00PM

 Saturday:11:00AM - 11:00PM

 Sunday:11:00AM - 11:00PM

12
Marketing
Department

13
 INTRODUCTION TO THE
DEPARTMENT

Marketing is so basic that it cannot be considered a separate

function. Marketing has been defined in various ways. The definition that
serves are purpose by which individuals and groups obtain what they
need and want through creating, offering and exchanging products or
value with others.

* Marketing is a total system of business, an ongoing process of:

 Discovering and translating consumer needs and desires in to products

and services.
 Creating demand for these products and services.
 Serving the consumers demand with the help of marketing channels,
and then in turn
 Expanding the market even in the face of keen competition.

“Marketing management is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational
goals.

14
 ORGANISATIONAL
O F MARKATING
DEPARTMENT

General Manager
(Sales & Marketing)


Senior Sales Manager

Area Sales Manager

Sales Executive


Sales Coordinator

It caused of the assignment of specific functions to designated

persons department with authority to have them carried out and their
accountability to management for the result obtained. It seeks to achieve
maximum effort by decentralized, where by the power of decision is
brought down as near as possible to the individual concerned.

15
 PRODUCT PLANNING
Planning is to decide in present, what to do in future? SS Co. also
develops new products and steps of product development are as under…

 Research for a new product sometimes is based on seasons & market

demand.

 Planning of product before 3-4 months in advance.

 Quality control department check the product quality.

 Product management department approves a new product.

 Product planning for promotions.

 Final label of product.

 Commercialization of new product.

16
 Product Mix of SS

Ice Frozen Food

Cream Desert Item

cups Cones

Small
Cup
Big Cup

Party
Sundaes
Packs

Novelties Bulk
Packs

Family
Packs

17
 MARKETING RESEARCH

Marketing research is the systematic collection, design, analysis and

reporting of data and finding relevant to a scientific marketing situation
facing the competition. Process and marketing research followed in ss.

 Defining the problems and research objectives.

 Developing the research plan.

 Collecting the information.

 Analyzing the information.

 Presenting the findings.

Ss Company does marketing research through his sales staff.

Sometimes Ss Company appoints marketing intelligent staff for research
in different areas.

18
 MARKET SEGMENTATION

Market Segmentation is a full larger group having similar wants.

Segmentation is consumer oriented marketing strategy. Market
segmentation gives the formal segmentation to the fact that wants and
desires of consumers diverse and we can orient specific category or
the segment of the market, so that supply will have the best correlation
with demand. Varied and complex buyer behavior is the root cause of
market segmentation.

Market consists of buyers and buyers differ in one or more

respects. They may differ in their wants, purchasing power,
geographical locations, buying practices. Any of these variables can
be used to segment a market.

The ice cream market is segmented in following three ways:

Basis of flavors:

Viz. Vanilla, Strawberry, Chocolate, Mango, Butter Scotch, Cesar

Pista, etc. Vanilla, Strawberry and Chocolate together account for
about 70% of the market followed by Butter Scotch and other fruit
flavors.

19
On the basis of stock keeping units /
packaging:
1. Cones.
2. Cups.
3. Sticks or Candies.
4. Take away.

On the basis of consumer Segment:

On the basis, the market is divided into four segments,

1. Impulse segment.
2. Retail.
3. Institutional / Catering.
4. Parlors.

Retail and impulse together account for 70% of this market.

20
 DISTRIBUTION CHANNEL

In the field of marketing, channels of distribution indicates the routes

of pathway through which goods and services flow or move from
producers to consumers. The route of channels of distribution includes
the manufacturer and the consumer as well as all intermediaries. These
components are linked in the channel system by one or more of the
marketing flows, such as transfer of title of ownership, physical
distribution of merchandise, transfer of title of ownership, physical
distribution of merchandise, transmission of marketing information and
the flow of money in the form of payment of prices and other dues.

The channel of distribution of SS is as follows:

Manufacture

C & F Agents

Distributors

Dealers & Retailers

Customers

21
 The above channel strategy defines the channel members. The
finished goods first go to C&F Agent is not available then the finished
goods directly go to Distributors.

HO (i.e. Ahmadabad Office) constantly watches the moments the

orders given in Dispatch Department by various C&F Agents and
Distributors.

Ss have 32 distributors and 4000 retail outlets. The network is kept

alive by large flat of refrigerated vehicles; refrigerated equipments and
retail freezers are sources from world leaders in technology, so as to
deliver quality products to the consumers, which is a commitment at ss .

Marketing Department also coordinate with Dispatch Department

to get the order from C&F Agents and Distributors, and try to see the
moments of dispatch that orders as early as possible by clubbing various
distributors in one route. And at last dealers get the goods from the
distributors.

22
 SALES PROMOTION

The sales department should co-operate with design department so

that the product designed should meet the exact requirements of the
customers and the important factors like efficiency,sturdity,low cost of
maintenance, safety for the operator ,ease of handling and good luck are
to be achieved and the sales department has to co-operate with the
production department to see that the quality is maintain and the rate of
production is according to the schedule with planning department to
prepare the sales programmed on which the entire planning will be based
,with the accounting department to bring the prices down and thereby to
increase the turn over and fix selling price. With the accounts dept. to
give complete data and with the personnel dept. to procedure the efficient
salesman.

Sales promotion is a vital bridge or a connecting line removing the

gap between personnel selling and advertising the two wings of
promotion. The sale of a product has to be promoted or encouraged
through a No. of influences at the point of purchase where retailers
and prospective customer meet face to face. Sales promotion may
stimulate boost consumer denying at the point of sale or improve
dealer effectiveness at the retail outlets.

There are various sales promotional tools such as:


Samples, coupons.

Price packs.

Premiums.

Contest.

Free trials, Price off.

23

Allowance of goods.

SS company has done all promotional activities with a view to

increase sales of products and to attract a new customer to company’s
product. Company has provided many offers such as “Buy one- Get one
free”, “Buy family pack and get attractive gift free”, etc. Company has
also done dealers promotional activities include cash discount on
purchase, display and advertisement allowances, etc.

24
 SALES BUDGET

Sales forecasting & Devising Sales Budget:

As Ice Cream is perishable good and it requires proper freezing to

maintain Proper quality, which is very costly. So sales forecasting is very
important to reduce the cost of over production and maintenance.

Ss considers following factors for forecasting the

Sales:

 Observing Market Trends.

 Past figures related to consumption pattern.
 Deciding the future strategy.

Using the above factors, experts in the sales field use their
expertise and give their opinion for the next year’s sales. Thus, ss use
Jury of Expert Executive Opinion.

25
 ADVERTISING

It is defined as any paid form of non-personal presentation and

promotion of ideas, goods and services by identified sponsor. It is
impersonal salesmanship for mass selling, a means of mass
communication.

SS Company has used many media of advertising such as press

media, which includes newspapers and magazines; outdoors advertising
that includes posters, boards and electric display, multimedia including
web site, etc.

Product boreal magazine

They have attended an exhibition in world level and in India more
than 50 times.
In product today magazine
Tender world
In industrial express
Machine tools
Local channels

The firm is spending more than 2 lakes amount in advertising.

26
 Human
Resource
Department

27
Organization HRD
HR

Manager

Executive

Supervisor

Employee

28
Recruitment, Selection and Induction procedure

Recruitment:

Recruitment is the important function of personnel

department; it is process of reaching for prospective employee and
stimulating encouraging them to apply for the job in the organization.

There are two sources of recruitment.

 Internal sources

 External sources

Internal sources means to select to the required person

29
 The Human Resource Information System (HRIS) is a software or
online solution for the data entry, data tracking, and data information
needs of the Human Resources, payroll, management, and accounting
functions within a business. It is useful for all processes that you want to
track and from which you hope to gather useful and purposeful data.

Normally packaged as a database, hundreds of companies sell

some form of HRIS and every HRIS has different capabilities.

Pick your HRIS carefully based on the capabilities you need in

your company.

The selection of an HRIS is a stressful situation as so many options

exist. Picking the options that are best for your needs at your company is
challenging. Wading through the information provided by each system is
challenging, too.

 Remember that even if your company is only a few people today, it

may have twice that many or even 10 times that many employees
in the future, so pick a system that can grow with your business.

 Another key factor that you must consider is that many HRIS are
able to accomplish only part of what you need automation to
accomplish. In these cases, you will want to make certain that the
components of any add-ons or additional systems work together
flawlessly. Again, don't take the salesperson's word about the
systems working together. Do your research.

Check also to see what kinds of training and ongoing support are
available for your staff. You should also ensure that the sales
consultant's promises about training and follow-up following the
purchase are written right into

Data such as names, titles, addresses, and salaries are a basic start.
Salary and position history, reporting structures, performance appraisal
histories, and other critical employee information

Benefits administration including enrollment, status

changes, and personal information updating. In an ideal system, you can

30
allow employees to look up and review their own information, including
vacation tracking.

Applicant tracking and resume management: When

your system is seamless, the recruiter can click a hired button and all of
the information from the applicant is transferred to the employee side of
things. This saves so much time because your data entry and paperwork
practically disappear.

If an applicant puts in his own information when applying, you can

ensure accuracy. If the offer letter is generated out of the same system as
the payroll system, the salary will match perfectly and there is no
misunderstanding.

Performance development plans: It's not just enough to have

plans, if they are recorded in a central system, then they can easily follow
the employee from position to position.

Senior leadership can run reports to see where people are and what
their individual bosses are planning in terms of succession planning for
their futures.

Training records: This is especially critical in a company where

certifications and licenses are required. In other companies, training
records may not have that level of importance, but you may still find that
having the information

31
Benefits of the Right HRIS

An effective HRIS provides information on just about anything the

company needs to track and analyze about employees, former employees,
and applicants. Your company will need to select a Human Resources
Information System and customize it to meet your needs. If your
company is on a growth path, choose a system that can grow with you.

It's fairly inexpensive to implement a basic HRIS, but make sure

whatever you implement meets your company's actual needs. Do you
want to be able to run turnover reports? Post organizational charts?

Allow managers to electronically access previous performance

appraisals? Do you want everything to have to be done through the HR
department or would you like managers to access the information
themselves?

With an appropriate HRIS, Human Resources staff enables

employees to do their own benefits updates and address changes,
thus freeing HR staff for more strategic functions. Additionally, data
necessary for employee management, knowledge development, career
growth and development, and equal treatment is facilitated.

Finally, managers can access the information they need to legally,

ethically, and effectively support the success of their reporting
employees. They can run their own reports and enter plans into the
system to help with succession.

The Human Resource Information System (HRIS) is a software or

online solution for the data entry, data tracking, and data information
needs of the Human Resources, payroll, management, and accounting
functions within a business.

Normally packaged as a database, hundreds of companies sell

some form of HRIS and every HRIS has different capabilities.

32
 TRAINING & DEVLOPMENT

TRAINING:

Training is the organized procedure by which people learn

knowledge or skill for a definite purpose.

In this modern era, training is very important. In SS Ice-creams,

there is also modern type of machines which follows modern
technology. Many workers don’t know to use them. So, they teach them
how to use machineries.

DEVELOPMENT:
Development is an organized and planned process and program of
training and growth by which individual manager or executive at each
level of management hierarchy gains and applies knowledge, skills,
insight and attitudes to manage workers and the organizations effectively.

In SS Group of Co. HR coordinates the training. Sometimes staff is

send outside the company for training purpose or experts are called up to
give training to the employees. Company also gives training to their
workers according to the job. Generally, training for 7 days is given to
workers.

33
 PROMOTION DEMOTION
&
TRANSFER POLICY

PROMOTION:

Promotion is the advancement of an employee to better job – better

in terms of responsibility, more prestige or status, greater skill, higher
grade & salary and increased privileges, etc.

SS Co. also gives promotion on the basis of all over performance

basis. Company also considers merit basis and seniority basis. Top level
management gives promotion.

34
DEMOTION:

Demotion has been define as the assignment of an individual to a

job of lower rank and pay usually involving lower level of difficulty and
responsibility. In other words, demotion refers to the lowering down of
the status, salary & responsibility of an employee.

SS Co. gives demotion when any employee is not able to do his work
by any reason.

TRANSFER:

Transfer refers to changes in jobs that involve little or no change in

status, responsibility and pay.

SS Co. does transfer to their employee. Employees are transferred

from one shift to another shift, as per the requirement.

35
 GRIEVANCES HANDLING
PROCEDURE

Grievance is difficult to define, personnel experts SS have

attempted to distinguish dissatisfaction, complaint and grievances.
Generally speaking, dissatisfaction to any staff or filling of discontent,
whether it is unexpressed or explicitly expressed. A dissatisfaction which
is orally made known as complaint becomes a grievance when this
dissatisfaction, which is usually related to work is brought to the notice of
management.

A complain by an employee and claiming unfair treatment.

In all the companies grievances always exist irrespective of size

and unit. In some employee have complaints against employees. The
grievances may be real or imaginary valid or invalid.

In SS, there is specific grievance handling procedure. Whenever,

there is any grievance, the employees meet first to the supervisor and if
not solved then employees meet to the concerning department head and
management tries to solve the grievance by considering the acceptable
demand of the employees and the workers also keep

36
 WAGES & SALARY
ADMINISTRATION

Wage and salary administration is necessarily the application of a

systematic approach to the problem of ensuring that the employees are
paid in a logical, equitable and fair manner.

Its basic purpose is to maintain and establish wage and salary

structure. Its secondary objective is to establish equitable labor cost
structure. It is concerned with financial aspects of needs, motivation and
rewards.

SS Co. gives wage and salary to the workers according to their

work and ability. In this company, wages and salary are given monthly to
the workers. Sometimes, company gives wages on the basis of contract to
the workers.

Salary to the clerical, administrative and professional employees is

paid on the 1st of every month. In SS, till now there is no child labor. The
average eages provided to labor is Rs. 2400 per month.

37
Security and the HRMS Solution:
Of critical concern when embracing web-based HRMS systems is
security, especially with respect to safeguarding company data and
employee privacy.

When selecting an HRMS solution, be sure that it utilizes a secure

transmission method such as Secured Sockets Layer (SSL) for encrypting
data as it flows over the public Internet.

Next, make sure that the password policy for the application
adheres to your own internal procedures. You wouldn’t want your HR
Administrator to use a password that can be easily guessed. This can be
easily overlooked but would enable a security breach that would
jeopardize the privacy of your company’s data. Make sure the application
includes rules to prevent any unauthorized access.

Finally, you really should have buy-in from your own IT leadership
team by integrating them into the evaluation process with potential
vendors in terms of security policies, data access, and backup and
recovery procedures.

To balance security with accessibility and scalability, you should

discuss your integration needs with potential solutions providers as well.
Skew toward vendors with open database platforms (ODBC compliant),
such as Oracle or Microsoft SQL Server, as opposed to proprietary or
mainframe systems. This will offer the most flexibility, particularly when
you require integration with other applications as an immediate need or in
the future as your company grows.

While employee access to a wide range of HR lifecycle services is

helpful in streamlining HR processes, it is extremely important to choose
a web-based HRMS platform that is easy to use. Employees are less
likely to embrace these services if they are too complex. Keep it simple.

Regardless of industry or size, an HRMS platform can help small

and medium-sized businesses achieve unprecedented levels of efficiency
and productivity and can offer your organization the tools and services to
stay competitive

The majority of the employee population has internet access at

home. Employee self-service provides huge potential to save time and

38
money. A good self-service system will guide employees smoothly
through entering information about themselves and their dependents.

Does the HR information technology system provide a means of

checks and balances? In addition to enabling HR to approve transactions,
many HR information technology systems also provide capabilities for
HR to serve as the gatekeeper in auditing carrier billings to make sure
they agree with the data in the system.

The need for HR information technology systems is increasing.

With HR staff finding a vast array of options in HR information
technology systems, it is increasingly important to analyze and weigh all
options available.

According to SS, HRD plays a major role in conducting specialized

training programs, encouraging innovative ideas, inoculating willingness
to accept change and rewarding out this with an incentive package. They
believe that their plants are most valuable assets who have made SS what
it is today, and it is they who will take them for beyond the horizon, the
days to come.

39
FINANCE AND
ACCOUNTING
DEPARTMENT

40
 INTRODUCTION

Financial Management is an integral part of overall management. It

is not totally dependent area. It draws heavily on related disciplines and
fields of study such as economics, accounting, marketing, production and
quantitative methods.

The term “nature” as applied finance refers to its relationships with

closely related fields of economics and objectives. In the early years of its
evolution it was treated synonymously with the raising of funds. Now in
addition to it is procurement of funds, efficient use of resources is
universally recognized

41
 ORGANISATIONAL
OF FINANCE AND ACCOUNTING
DEPARTMENT

Finance is the foremost requirement of any firm, finance decision

constitutes one of the critical and key decisions of any department. The
duty of General Manager is to handle accounts and overall co-ordination
of finance department. All major decisions are taken by Managing
Director. Plans are made by General Manager and it is approved by
Managing Director. Managing Director is responsible for any kind of the
result to the Directors of the Company.

42
 FINANCIAL PLANNING

Finance is an important function of business. The application of

planning to the function is financial planning. It involves the policies,
determination of objectives and procedure relating to the finance
function. Financial planning is an important function of a financial
manager whether a business is big or small this function has to be
performed. It is necessary to do financial planning for an existing as well
as new business.
A financial plan is a statement estimating the amount of capital and
determining its compensation and another important aspect of financial
plan is to determine the pattern of financing.
Before raising finance it is essential to make estimates for long term as
well as short tern financial needs.
 Long term financing is generally needed for fixed capital
requirement i.e. purchase of fixed assets.
 Short term finance is generally needed for working capital
requirement i.e. marketable securities, debtors, etc.

In ss, the financial planning is done for long tern or short term
financial requirements. Financial planning is necessary to reduce the cost
of finance and all the long term and short term finances is raised through
family funds and overdrafts. The requirement of all the long term is also
fulfilled through bank as and when needed.

43
 CAPITALISATION

The term capitalization refers to the process of determining the plans

if financing. It includes not merely the determination of the quantities of
finance required for a company but also the decision about the quality of
financing. Capitalization includes following aspects:

 Estimating the total amount of capital to be raised.

 Determining the types of securities to be issued.
 Determining the composition or proportion of the various securities
to be issued.

Capitalization comprises of a company’s ownership capital, which

includes capital stock and surplus in whatever form it may appears and
borrowed capital which consists of bonds or similar evidence of long
term debt. In SS, the capitalization includes both the aspects i.e. short
term as well as long term.

44
 CAPITAL STRUCTURE

In order to run and manage a Company, funds are needed right

from the promotional stage up to end. Finance plays an important role in
company’s life. If funds are inadequate, business suffers. It is therefore
necessary that correct estimate of current and the future need of capital be
made to have an optimum capital structure, which shall help the
organization to run its work smoothly and without any stress. Estimation
of capital requirements is necessary, but the formation of capital structure
is important.

The capital structure is made up of debt and equity securities and

refers to permanent financing of a firm. It is composed of long term
debts, preference share capital, and shareholders fund.

Capital structure of SS as on 31.03.2007

Particulars Amt (Lacs)

 Share Capital 359.5

 Reserves and Surplus 980.5
 Secured Loans 1525
 Unsecured Loans 383.5

45
 DEPRECIATION POLICY

Depreciation is an expense item. It is charged on fixed assets.

Fixed assets are those which are of material value, meant for resale and
having fairly long life and are used in the business.

Methods of depreciation are as follows:

 Straight line method.

 Diminishing balance method.
 Annuity method.
 Depreciation fund method.
 Insurance policy method.
 Depletion method.
 Machine hour rate method.

In SS depreciation is on Fixed Assets is provided on Straight Line

Method.

46
 MANGAMENT OF WORKING
CAPITAL

Capital required for a business can be classified under two main

categories.
1. Fixed Capital.
2. Working Capital.

The concept of working capital is further divided into two broad

parts they are…
Gross Working Capital.
Net Working Capital.

Gross Working Capital =Total Current Assets

Total Current Assets= 2702.4(Rs in Lacs)

Total Current Liabilities= 1097.7 (Rs. In Lacs)

Net Working Capital= Current Assets – Total Current Liabilities

= 2702.4 – 1097.7 (Rs. In Lacs)

= 1604.7 Lacs

47
 FINANCIAL REVIEW
In spite of staff competition, particularly in Ice Cream Industry, SS
Company’s TOTAL SALES at the end of the financial year 2006-2007 is
Rs. 6167 Lacs earned during previous year is Rs. 4929.8 Lacs.

Company has earned the Gross Profit of Rs. 404.17 Lacs before
depreciation and financial expenses during the year ended on 31 st March
2005 as compared to 424.25 Lacs earned during the previous year.

Net Profit is Rs. 31.8 Lacs during the year ended on 31 st March,
2005 as compared to Rs 55.35 Lacs earned during the last year.

48
 SWOT
ANALYSIS

49
 SWOT ANALYSIS

Strengths
 Strong market in Gujarat.
 No. 2 in Gujarat
 Varieties of Ice Creams
 Experience of more than 60 years

Weakness

 Less use of advertising medium

 Lack of Professionalism
 Prices are somewhat high as compared to Amul.

50
 Opportunities

 Ability to increase production due to installation of new technology

 To sell their Ice Creams in other states

Threats

 Increasing number of competitors

 Increasing demand of Amul

51
FUTURE
PLANS

52
 FUTURE PLANS

Ss is adopting a consumer oriented strategy as far as the price

factor is concerned, where in the priority was on passing more and more
benefits to ultimate consumers. All the benefits accruing out of
economies of scale were passed to consumers in the form of value for
money offers like “Buy one get one free”.

The overall broad strategy of increasing the consumption was

supported by appropriate promotion and market support. The selection of
media and communication strategy was done with an objective of
achieving the broad objective growth by growing the market.

53
SUGGESTION

54
 SUGGESTION

After going through practical training In SS for making the analytical

report of a company, I would like to conclude some suggestions in order
to achieve the targets and to make its consumers brand loyal.

 To decrease the cost of production in order to compete the

competitors.

 To improve the channels of distribution so that consumers gets the

best taste.

 Less sales promotional tools should be used, as too much of sales

promotion adversely affects the reputation of company.

 More marketing research is required in order to know the taste of

consumers.

55
CONCLUSION

56
 CONCLUSION

After visiting ss, it seems that Ice Cream is the King of Gujarat. I
felt glad of being a part of it. The visit to such a huge and reputed
industry has improved my practical knowledge of working in industry
and its various departments.

Ss is an industry that is very well equipped by the latest technology

and efficient human resource.

I wish them very best luck for future.

57
 BIBLIOGRAPHY

www.ssicecream.in

BOOKS:

 Human resource management – Dessler varkkey

 Marketing management-Philip Kotler
 Finance management-Khan & Jain

Principle of management-L. M. Prasad

58
Thank
You

59