AN ORGANISATION STUDY OF ALS TUTICORIN (P) LTD,

TUTICORIN

A PROJECT REPORT

Submitted by

ARUNA.A (REG NO: 20173101201214)

AJEESHA S J (REG NO: 20173101201208)

BINISHA JOY R (REG NO: 20173101201220)

TOBITHA FRANKLIN R (REG NO: 20173101201253)

In partial fulfilment for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Under the guidance of

Dr.M.Babima

NANJIL CATHOLIC COLLEGE OF ARTS AND SCIENCE

KALIYAKKAVILAI

MANONMANIAM SUNDARANAR UNIVERSITY

TIRUNELVELI-627012

NOVEMBER 2019
ii
Dr.M.Babima

HOD, Department of Business Administration

Nanjil Catholic College of Arts and Science

Nedumcode, Kaiyakkavilai.

CERTIFICATE

I hereby certify that the project report entitled “AN ORGANISATIONAL

STUDY OF ALS TUTICORIN(P) LTD, Tuticorin” submitted to the
Manonmaniam Sundaranar University in the fifth semester of the under
graduate degree course in business administration has never been
submitted before for the award of any other degree. This project report
represents an independent and original team work of students.

kaliyakkavilai Guide,

Date:

Dr.M.Babima.

HOD BUSINESS ADMINISTRATION Examiner

1.

2.

iii
 DECLARATION

We hereby declare that this report entitled “AN ORGANISATION STUDY OF

ALS TUTICORIN (P) LTD”, in tuticorin submitted to Manonmaniam
Sundaranar university in the fifth semester for partial fulfilment of the
degree of Bachelor of Business Administration, is a record of bonafide work
done by us under the guidance of Dr.M.Babima, Professor, NACCAS,
Kaliyakkavilai. We further declare that this report has not previously
formed the basis for the award of any titles of recognition.

ARUNA.A (REG NO: 20173101201214)

AJEESHA S J (REG NO: 20173101201208)

BINISHA JOY R (REG NO: 20173101201220)

TOBITHA FRANKLIN R (REG NO: 20173101201253)

Nanjil Catholic College of Arts and Science,

Kaliyakkavilai.

Date:

Signature of candidate

Aruna.A

Ajeesha S J

Binisha Joy R

Tobitha Franklin R

iv
 ACKNOWLEDGEMENT

First and foremost we obliged to the Almighty who showered upon us with
the blessing and gave us health and knowledge to complete this organization
study successfully.

We are grateful to Rev.Fr.M.Eckermens Michael, Secretary, Nanjil

Catholic College of Arts and Science for giving us the opportunity to undergo
this organisational study and for all facilities allocated to us for our study.

We extend our gratitude to Dr. A. Meenakshi Sundararajan, Principal,

Nanjil Catholic College of Arts and Science for the constant encouragement
and motivation to pursue our study.

We take this opportunity to express our gratitude and indebtedness to our

guide and the Head of the Department, Dr. M. Babima, Nanjil catholic
college of arts and science, Kaliyakkavilai for providing guidance, help and
suggestions for the successful completion of this organization study.

Our special acknowledgement and gratitude to Mr.David Muthuraja, HR

and Admin, ALS LOGISTICS SOLUTIONS (P) LTD, TUTICORIN, for giving us
an opportunity to do our organization study in his organization.

Aruna.A

Ajeesha S J

Binisha Joy R

Tobitha Franklin R

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 CONTENTS

CHAPTER 1: INTRODUCTION ABOUT THE COMPANY

Introduction......................................................................................... 1
Industry profile.................................................................................... 4
Company profile.................................................................................. 6
The Apollo group............................................................................... 10
Form of Ownership.............................................................................11
License or Registrations......................................................................12
Sources of Finance...............................................................................13
Organisational Structure.......................................................................14

CHAPTER 2: HUMAN RESOURCE MANAGEMENT

Manpower............................................................................................15
Recruiting process................................................................................15
Training of Employees.........................................................................20
Employee Appraisals............................................................................21

CHAPTER 3: MANUFACTURING PROCESS

Service offered......................................................................................22
Shipping process...................................................................................24
Logo and Slogan of ALS.......................................................................27

CHAPTER 4: MARKETING AND SALES PROMOTION

Marketing Overview............................................................................. 28
Marketing activities............................................................................... 28
Marketing of services............................................................................. 29
Advertising.............................................................................................. 30
Sales promotion........................................................................................ 30
Sales management.....................................................................................31

CHAPTER 5: CONCLUSION
Conclusion................................................................................................ 32

REFERENCES............................................................................................. 33

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 CHAPTER-1
INTRODUCTION ABOUT THE COMPANY

1.1 INTRODUCTION

An organisation is a social arrangement which pursues collective goals, which controls its
own performance and which has a boundary separating it from its environment.

Organisational study refers to the study of organisation as a whole and getting adequate
knowledge with various departments in the organisations. Whenever people interact in
organisations, many factor come into play. Organisational studies attempt to understand and
model these factors. Organisational study is essential to any BBA graduate as it helps them to
connect theory with practice.

The study was carried out at Apollo Logistics Solutions (P) ltd, Tuticorin. This study is
based on the different aspects and dimensions of shipping process and logistics management
and functions of different departments of the company.

1.1.1 OBJECTIVES OF STUDY

The overall objective is to conduct a study on organizational structure of Apollo

Logistics Solution (p) Ltd (ALS), Tuticorin. The following are the specific objectives of the
study.

● To understand the company profile of ALS.

● To understand the organization structure of ALS.
● To understand the functional areas of the company.
● To examine the developments of ALS.

1.1.2 SCOPE OF THE STUDY

With an increasing entry of new companies, information of newer technologies

and changing developments, the world of business is changing very rapidly in each sector. This
organization study in ALS exposes to the practical side of the business which involves trade.
This study helps to understand the history, structure, activity and the functions of the company
and its contribution to the Indian trading field. This study exposes to various departments
namely operation department, marketing department, etc.

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 1.1.3 METHODS OF DATA COLLECTION

Data required for the study is obtained through secondary sources.

Secondary data

The secondary data is collected from journals, company files and annual reports, department
manuals and website of the company.

1.1.4 SWOT ANALYSIS

SWOT analysis is a strategic tool that can help companies analyze their situation and
conditions they are faced with, summarize for their past and make a developing strategy and
plan for future life and evaluate their performance.

STRENGTHS

 Reliable suppliers – It has a strong base of reliable supplier of raw material thus
enabling the company to overcome any supply chain bottlenecks.
 High level of customer satisfaction – The Company with its dedicated customer
relationship management department has able to achieve a high level of customer
satisfaction among present customers and good brand equity among the potential
customers.
 Highly skilled workforce through successful training and learning programs –
ALS Limited is investing huge resources in training and development of its
employees resulting in a workforce that is not only highly skilled but also
motivated to achieve more.
 Strong Brand Portfolio – Over the years ALS Limited has invested in building a
strong brand portfolio. This brand portfolio can be extremely useful if the
organization wants to expand into new product categories.
 Good Returns on Capital Expenditure – ALS Limited is relatively successful at
execution of new projects and generated good returns on capital expenditure by
building new revenue streams.
 Strong Free Cash Flow – ALS Limited has strong free cash flows that provide
resources in the hand of the company to expand into new projects.

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WEAKNESS

 The Company has not being able to tackle the challenges by the new entrants in
the segment and has lost small market share in the niche categories
 Need more investment in new technologies - Given the scale of expansion and
different geographies the company is planning to expand into, ALS needs to put
more money in technology to integrate the processes across the board.
 High attrition rate in work force – Compared to other organizations in the industry
ALS has a higher attrition rate and have to spend a lot more compare to its
competitors on training and development of its employees.
 Not very good at product demand forecasting leading to higher rate of missed
opportunities compared to its competitors.
 Organization structure is only compatible with present business model thus
limiting expansion in adjacent product segments.

OPPORTUNITIES

 New customers from online channel – Over the past few years the company has
invested vast sum of money into the online platform. This investment has opened new
sales channel for ALS. In the next few years the company can leverage this
opportunity by knowing its customer better and serving their needs using big data
analytics.
 Decreasing cost of transportation because of lower shipping prices can also bring
down the cost of ALS products thus providing an opportunity to the company either to
boost its profitability or pass on the benefits to the customers to gain market share.
 Opening up of new markets because of government agreement – The adoption of new
technology standard and government free trade agreement has provided ALS Limited
an opportunity to enter a new emerging market.
 The new technology provides an opportunity to ALS to practices differentiated
pricing strategy in the new market. It will enable the firm to maintain its loyal
customers with great service and lure new customers through other value oriented
propositions.

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 THREATS

 The company can face lawsuits in various markets given - different laws and
continuous fluctuations regarding product standards in those markets.
 Shortage of skilled workforce in certain global market represents a threat to steady
growth of profits for ALS in those markets.
 Rising machinery and ground rent cost can pose a threat to the ALS profitability.
 New technologies developed by the competitor or market disruptor could be a serious
threat to the industry in medium to long term future.
 Growing strengths of local distributors also presents a threat in some markets as the
competition is paying higher margins to the local distributors.

1.1.5 LIMITATIONS OF THE STUDY

 As the study was conducted during a short period as a part of the course curriculum,
so a detailed study of all the functions in the organization could not be completed
within this period.
 The company’s authorities could not disclose matters relating to some functional
areas. Hence some areas could not be studied extensively.

1.2 INDUSTRY PROFILE

The Indian logistics sector is on a big growth tide. According to the domestic rating agency
ICRA, Indian logistics sector is expected to grow at a rate 8-10 per cent over the medium term.
This is an improvement over the compound annual growth rate (CAGR) of 7.8 per cent at
which the industry grew during the last five years. The logistics industry of India is currently
estimated to be around US$ 160 billion. With implementation of GST the sector is expected to
benefit and touch US$ 215 billion over the next two years, as per the Economic Survey 2017-
18.

The last couple of years have seen significant development for this industry which is reflected
in the global rankings. According to the Global Ranking of the World Bank's 2016 Logistics
Performance Index, India jumped to 35th rank in 2016 from 54th rank in 2014 in terms of
overall logistics performance. The report also showed that India’s logistics sector has improved

4
its performance on all the six parameters used in the ranking. This is a huge jump of 20 ranks
and clearly indicates the growth of the sector.

There is a lot of investment that the industry is attracting and as a result of the
transformations and changes led by these investments, the industry will stimulate job creation.
The experts predict that it can be the largest job creator by 2022.The sector currently provides
employment to more than 22 million people in the country. The report also emphasises that
improving the sector would result in a 10 per cent decrease in indirect cost, in turn leading to a
growth of 5-8 per cent in exports.

The Indian government has announced that it is working at the policy in order to set up new
logistics plan in the country. The intention is to devise the most cost-effective method to
transport goods by the year 2035.The policy aims at preparing a proper integrated logistics
plan. The new logistics division within the department of commerce is working on this national
integrated plan, with the objective to identify and iron out any existing bottlenecks and gaps in
the industry.

This is good news for the sector. It will also encourage tech-enabled start-ups in the logistics
sector as they will be able to provide seamless movement of goods across the country.

Key Drivers

Indian logistics industry is a sunshine sector and there are multiple factors that are driving
this sector towards growth and boom. The growth of logistics is two sided – led by demand
supply. The demand led growth is strengthened with the economic recovery and benefits from
implementation of GST. According to the rating agency ICRA, post GST implementation the
savings in terms of truck turnaround time has been approximately 18-20 per cent.

Also, the outsourcing of non-core activities like warehousing and associated activities to
integrated players is leading to strengthen the organised players, which in turn is good for the
industry in long term. The picking of industrial consumption is another driver on the demand
led growth of the logistics industry in India.

The supply led growth drivers include improvement in logistics infrastructure, integrated
logistics and birth of numerous logistics start-ups, especially tech led start-ups. According to
an industry expert, “Tech-enabled start-ups have a huge scope to grow as well drive the growth
of the sector. Not only they are attracting heavy investments, they have the potential to make

5
export procedures hassle-free by reducing unnecessary paperwork, in turn reducing delays in
delivery.”

Trends

According to the real estate consultancy CBRE’s report titled ‘2018 Asia Pacific Real Estate
Market Outlook’ Delhi-NCR, Mumbai and Bangalore dominated the warehousing space
demand with 50 per cent share. Although, the smaller cities have been on growth spurt too
with the share of Hyderabad, Chennai, Kolkata and Pune in overall transacted space went up to
49 per cent in 2017 as against 25 per cent in 2016.

Another key trend is the preference for large warehouses that allows better automation
process. According to the CBRE report, the Indian market for warehouse automation is
estimated to grow by 10-12 per cent to US$ 3.49 billion by the year 2020.

Way Forward

According to CRISIL the future for the Indian logistics industry is going to shine even
brighter. The research firm suggests the logistics industry of India which stood at Rs 6.4
trillion in FY17 will grow at a CAGR of 13 per cent over the next three years and will be at Rs
9.2 trillion by FY20.

The government of India is also taking significant steps to support the sector and boost its
growth in the times to come. The commerce and industry ministry has decided to give a one-
time funding of Rs 8 million to the sector for building up initial infrastructure and a phase-wise
support of Rs 33.9 million for four years.

Going forward, strategic investment and government initiatives to support the sector are
going to be crucial for the logistics industry in India. If the cards are played right, the sector
has the potential to create huge number of jobs for the countrymen and play a key role in
driving the economy on a high wave.

1.3 COMPANY PROFILE

1.3.1 ESTABLISHMENT AND ORIGIN

Established in 2009, Apollo LogiSolutions (ALS) is an Integrated Logistics solutions

provider and a 90% subsidiary of Apollo International Limited (AIL) .The Company provides
end to end integrated logistics services through its strong global network spread across

6
multiple locations. Led by Raaja Kanwar, ALS has emerged as a significant contributor to the
growth of AIL. With the vision of being a leading integrated logistics solutions provider with
multimodal capabilities and a wide geographical reach, ALS has achieved a strong position in
a short span of time.

ALS has combined forces with global partners for acquiring global reach, cutting
edge technology and operational excellence through best practices. This enables the company
to emerge as a comprehensive solutions provider in the fragmented logistics industry. With an
international joint venture and acquisition of an Indian logistics company in the first few years
of its establishment, ALS has the assets across the logistics supply chain to meet the needs of
its customers.

1.3.2 GROWTH OF THE COMPANY

In 2012, ALS entered into a joint venture with a leading German logistics company, FIEGE,
to form APOLLO FIEGE Integrated Logistics (AFIL). The 60:40 JV between the two
establishments, where 60% is held by ALS, was formed to provide strategic, end-to-end
logistics solutions to customers. FIEGE brings with it 140 years of industry experience and a
strong presence in 200 locations across 70 countries. The partnership has strengthened the
capabilities of ALS in Freight Forwarding, Customs Brokerage, Dry Ports Services, and
Contract Logistics Services.

In 2013, ALS acquired a Chennai based logistics company located strategically close
to the Chennai and Ennore ports. This acquisition strengthened the company’s capabilities in
handling of Export-Import Containers, Bonding of Import Cargo, Warehousing, Handling of
Hazardous and Refrigerated cargo, Handling of project/ ODC cargo, Carting services, Chassis
stuffing & de-stuffing, Export Consolidation, Transportation, Non-Bonded/ Bonded/ FTWZ
Warehousing and Contract Logistics thereby enabling customers to enjoy a competitive
advantage.

ALS marked its foray into the business of Inland Container Depots through a joint
venture with India Glycols Limited (IGL); the venture will develop, manage and operate a
Freight Terminal at Kashipur in North India.

7
 ALS also expanded its global footprint acquisition of Clarion Shipping Services LLC
– a leading UAE-based company with a presence in more than 20 countries and significant
capabilities in the areas of Freight Forwarding, Warehousing and allied businesses. This joint
venture strategically fills the gap for professional secure logistics services in India and also acts
as a bridge between Indian and global customers for end-to-end logistics solutions. In all the
above joint ventures, ALS retains a controlling interest.

1.3.3 MILESTONES

 2014 - ALS acquires controlling stake in Clarion Shipping, a Dubai based Logistics
Company.

 Acquired Controlling stake in UAE based logistics company Clarion

having presence in 20 countries.
 Entered into a majority stake Joint Venture with India Glycols to
operate Dry Port at northern region of India.
 Entered into 60:40 joint ventures with Ferrari, an Italy based Logistics
Company having experience of over 50 years in secured logistics, to
offer secured logistics solutions for high valued goods.

 2013 - ALS acquired a Chennai based Logistics company.

 2012 -Establishment of Apollo Fiege Integrated Logistics (AFIL) through Joint
Venture between ALS and FIEGE
 2009 - Apollo LogiSolutions Limited (ALS) was established.

1.3.4 VISION

"Excellence delivered by catalyzing global commerce.”

1.3.5 MISSION

"We are professional, people centric, integrated supply chain solution specialist with global
presence, driven by a strong brand lineage enabling businesses to focus on their core
activities."

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 1.3.6 GOAL

The journey of ALS towards becoming world’s largest integrated logistics solutions provider
is at the helm of constant progression. Their future course of action includes:

Developing CFS and ICD at all major ports across the country

Logistics business is driven by multimodal capabilities and supply chain efficiency

and ALS is gearing up for the future by enhancing its geographical presence as well as reach.
ALS plans to cover all major ports by setting up Container Freight Stations (CFS) at Mundra
Port, Hazira Port, Kattupalli Port.

Expansion of Panvel CFS

At Panvel CFS, out of total land of 50 Acres, expansion plans are ongoing for 33
acres. With the tremendous increase in container traffic and TEU’s, it has become critical for
the company to increase the number of ground slots as well as Warehouse area.

Our Approach

● Speculative approach towards building a strong supply chain across the globe
● Bringing technological excellence to Logistics business
● Value added service offerings
● Secure, Efficient and Timely deliveries
● Strategic growth plans to develop 8-10 Container Freight Stations/ Inland Container
depots across India and enhance capabilities through partnerships and acquisition of Logistics
companies.
More value, More Efficiency

● Expertise in Container Handling

● Project Handling Capabilities
● Owned Custom Broker License
● Dedicated staff at all major ports and airports of India
● Qualified staff for customs

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 ● “B to B” and “B to C” services offered to customers in association with Freight
Forwarding and Contract Logistics Team.

1.4 THE APOLLO GROUP

The Apollo Group is a diversified and reputed business house established in 1972. It is a
leading corporate entity with a strong foothold in multiple industry segments. The group has
come a long way and established a remarkable identity for itself within the country and
globally. Despite the wide geographical span of operations, it successfully maintains a
professionally managed environment throughout its network.

The Apollo Group has ventured into varied segments including Manufacturing of Tyres,
Integrated Logistics, Digital Cinema, Distribution and Marketing of Tyres, International
Business in Products, Equipment and Projects Manufacturing & Export of Leather Garments &
Accessories and Healthcare.

Apollo International Limited (AIL) with a heritage of over 2 decades is a constantly growing
corporate that exemplifies excellence in multiple domains. AIL had started in 1994 as part of
Apollo Group, to explore new business domains and exploit the opportunities offered by the
Indian economy in post liberalization era.

Quickly gaining recognition as ‘Global growth company’ by the World Economic forum,
AIL has been climbing one peak after the other, reaching milestones set by the leaders, in no
time. Reflecting diversity in business approach, AIL’s business verticals and group companies
are present in industries like Integrated Logistics (Apollo LogiSolutions Ltd.), Digital Cinema
(UFO Moviez), Distribution and Marketing of Tyres (Tyre Tech Global), International
Business Products, Equipment and Projects (IBD) and Leather Garments and Accessories
(Fashion Division).

Each business is headed by an experienced professional who is an Entrepreneur for the

business and at the same time, acts in partnership with the Vice Chairman and Managing
Director as well as other business leaders/ entrepreneurs for best practice implementation.

1.4.1 Apollo LogiSolutions (ALS)

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 The fast growing Apollo LogiSolutions Ltd (ALS), the logistics division of the group, is
emerging as a leading integrated logistics solutions provider in India and worldwide. In a short
span of time, the company has established two international joint ventures and acquired a
Chennai based logistics company.

1.4.2 Tyre Tech Global

Tyre Tech Global (TTG) is the Automobile Tyre Marketing & Distribution division of
Apollo International Ltd. Established in 1994, TTG has a commercial presence in more than 70
countries worldwide. Tyre Tech is recognized as a leading and preferred supplier of Tyres,
Tube, Flaps and Rims.

1.4.3 International Business Division

AIL’s International Business Division (IBD) is engaged in providing latest technology driven
products & equipment to developing countries and undertaking their infrastructural projects.

1.4.4 Fashion Division (Apollo Leather)

Fashion Division, the leather division of AIL designs and manufactures top of the line leather
garments & accessories with a vision of ‘Crafting quality leather products for the global
market’.

Displaying growth and strength, creating a place for itself in the Indian as well as overseas
business fraternity, AIL works on Apollo Group’s Founder - Mr. Onkar Kanwar’s mission of
creating ‘corporate strength and an environment conducive to growth for all’. Thus, AIL has
taken the task of building profits for the organization, the clients, the employees, the stake
holders as well as the society.

1.5 FORM OF OWNERSHIP

Raaja Kanwar is the founder of Apollo

International Limited, a part of the Apollo Group and
a rapidly growing company in itself.

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 Raaja Kanwar set the stage for the group's expansion through Apollo International Limited
(AIL) and spearheaded its venture into Integrated Logistics Business, Digital Cinema,
Distribution and Marketing of Tyres, International Business in Products, Equipment & Projects
and Manufacturing and Export of Leather Garments & Accessories.

ALS is 90% owned by Apollo International Limited (AIL) and hence it owns by Mr. Raaja
Kanwar, the chairman and managing director of AIL and the rest 10% are owned by equity
shareholders.

1.5.1 THE BOARD OF DIRECTORS

The following are the directors of Apollo Logistics Solutions (ALS) who manages the entire
group of ALS.

Sr. No Name of Directors Designation

1. Mr. Raaja Kanwar Chairman & Managing Director
2. Mr. Samarnath Jha Director & CEO
3. Mr. Jan Fiege Nominee Director
4. Mr. Vivek Bharati Independent Director
5. Dr. Manoj Kumar Independent Director
6. Mr. Anil Kumar Gupta Independent Director
7. Mr. Ahmed Ali Mohamed Abdelaziz Al Sarkal Director
8. Mr. Vikasdeep Gupta Nominee Director
9. Mr. Soo Chee Chan Director

1.6 LICENSE OR REGISTRATION

LICENSE

1. Shop and Establishment License

2. Factories License
3. Trade License
4. Customs office License
5. Clearing and Forwarding License
6. Fire license

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7. Weighment Certificate/ weigh bridge License
8. C-TPAT License ( Customs Trade Partnership Against Terrorism)
9. Customs Certifications
10. ISO certified

REGISTRATIONS

1. Contract Act
2. GST
3. PAN CARD (company)
4. Sales Tax Act
5. Corporation Tax Act
6. Factories Act
7. EPF Act
8. ESI Act
9. Companies Act
10. Shop and Establishment Act

1.7 SOURCES OF FINANCE

(a) GROUND RENT- The sources of finance for ALS is the ground rent charged for
placing the container. The Ground rent is not applicable always and is free of cost
for some days and the charges are made when the container is placed beyond that
period.

(b) EQUIPMENT CHARGES- The equipment are used so as to carry the containers
or to move them from one place to another or to carry them from the truck to
storage. Some of such equipments are reach takers, cranes, FLT etc. The
equipment charges are charged based upon the rate fixed for the appropriate
equipment. ABOUT US

1.8 ORGANISATIONAL CHART OF ALS TUTUCORIN

The various departments include HR and admin department, Business development /

marketing department, Finance / Accounts department, IT department and Operations
department.

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14
 CHAPTER II

HUMAN RESOURCE MANAGEMENT

2.1 MANPOWER

The manpower of all ALS logistics solutions of India includes approximately 1500
employees.

The ALS Tuticorin has 40 on-route staff and 167 contract workers for operations.

2.1.1 DETAILED TABLE OF THE CONTRACT WORKERS

Field No of employees

Operators and helpers 28

Security 16

House-keeping 14

Surveyor 9

Loading and unloading 40

Drivers 10

Total 167

2.2 RECRUITING PROCESS OF ALS

Recruitment is a process of finding and attracting the potential resources for filling up the
vacant positions in an organization. It sources the candidates with the abilities and attitude,
which are required for achieving the objectives of an organization.

1. Identifying Vacancy

The first and foremost process of recruitment plan is identifying the vacancy. This process
begins with receiving the requisition for recruitments from different department of the
organization to the HR Department, which contains −

15
 ● Number of posts to be filled
● Number of positions
● Duties and responsibilities to be performed
● Qualification and experience required

When a vacancy is identified, it the responsibility of the admin manager to ascertain whether
the position is required or not, permanent or temporary, full-time or part-time, etc. These
parameters are evaluated before commencing recruitment.

2. Job Analysis

Job analysis is a process of identifying, analyzing, and determining the duties,

responsibilities, skills, abilities, and work environment of a specific job. These factors help in
identifying what a job demands and what an employee must possess in performing a job
productively.

Job analysis helps in understanding what tasks are important and how to perform them. Its
purpose is to establish and document the job relatedness of employment procedures such as
selection, training, compensation, and performance appraisal.

The following steps are important in analyzing a job −

● Recording and collecting job information

● Accuracy in checking the job information
● Generating job description based on the information
● Determining the knowledge and skills, which are required for the job

The immediate products of job analysis are job descriptions and job specifications.

Job Description

Job description is an important document, which is descriptive in nature and contains the
final statement of the job analysis. This description is very important for a successful
recruitment process.

Job description provides information about the scope of job roles, responsibilities and the
positioning of the job in the organization. And this data gives the employer and the
organization a clear idea of what an employee must do to meet the requirement of his job
responsibilities.

16
 Job description is generated for fulfilling the following processes −

● Classification and ranking of jobs

● Placing and orientation of new resources
● Promotions and transfers
● Describing the career path
● Future development of work standards

A job description provides information on the following elements −

● Job Title / Job Identification / Organization Position

● Job Location
● Summary of Job
● Job Duties
● Machines, Materials and Equipment
● Process of Supervision
● Working Conditions
● Health Hazards

Job Specification

Job specification focuses on the specifications of the candidate, whom the HR team is going
to hire. The first step in job specification is preparing the list of all jobs in the organization and
its locations. The second step is to generate the information of each job.

This information about each job in an organization is as follows −

● Physical specifications
● Mental specifications
● Physical features
● Emotional specifications
● Behavioural specifications

A job specification document provides information on the following elements −

● Qualification
● Experiences
● Training and development
● Skills requirements

17
 ● Work responsibilities
● Emotional characteristics
● Planning of career

3. Job Evaluation

Job evaluation is a comparative process of analyzing, assessing, and determining the relative
value/worth of a job in relation to the other jobs in an organization.

The main objective of job evaluation is to analyze and determine which job commands how
much pay. There are several methods such as job grading, job classifications, job ranking, etc.,
which are involved in job evaluation. Job evaluation forms the basis for salary and wage
negotiations.

4. Recruitment Strategy

The development of a recruitment strategy is a long process, but having a right strategy is
mandatory to attract the right candidates. The steps involved in developing a recruitment
strategy include −

● Setting up a board team

● Analyzing HR strategy
● Collection of available data
● Analyzing the collected data
● Setting the recruitment strategy

5. Searching the Right Candidates

Searching is the process of recruitment where the resources are sourced depending upon the
requirement of the job. After the recruitment strategy is done, the searching of candidates will
be initialized. Searching involves attracting the job seekers to the vacancies. The sources are
broadly divided into two categories: Internal Sources and External Sources.

Internal Sources

Internal sources of recruitment refer to hiring employees within the organization through −

● Promotions
● Transfers

18
 ● Former Employees
● Internal Advertisements (Job Posting)
● Employee Referrals
● Previous Applicants

External Sources

External sources of recruitment refer to hiring employees outside the organization through −

● Direct Recruitment
● Employment Exchanges
● Employment Agencies
● Advertisements
● Professional Associations
● Campus Recruitment
● Word of Mouth

6. Screening / Shortlisting

Screening starts after completion of the process of sourcing the candidates. Screening is the
process of filtering the applications of the candidates for further selection process.

Screening is an integral part of recruitment process that helps in removing unqualified or

irrelevant candidates, which were received through sourcing. The screening process of
recruitment consists of three steps −

a) Reviewing of Resumes and Cover Letters

Reviewing is the first step of screening candidates. In this process, the resumes of the
candidates are reviewed and checked for the candidates’ education, work experience, and
overall background matching the requirement of the job

While reviewing the resumes, an HR executive must keep the following points in mind, to
ensure better screening of the potential candidates −

● Reason for change of job

● Longevity with each organization
● Long gaps in employment
● Job-hopping

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 ● Lack of career progression

b) Identifying the top candidates

Identifying the top candidates is the final step of screening the resumes/candidates. In this
process, the cream/top layer of resumes is shortlisted, which makes it easy for the hiring
manager to take a decision. This process has the following three outcomes −

● Shortlisting 5 to 10 resumes for review by the hiring managers.

● Providing insights and recommendations to the hiring manager.
● Helps the hiring managers to take a decision in hiring the right candidate.

7. Evaluation and Control

Evaluation and control is the last stage in the process of recruitment. In this process, the
effectiveness and the validity of the process and methods are assessed. Recruitment is a costly
process, hence it is important that the performance of the recruitment process is thoroughly
evaluated.

2.3 TRAINING OF EMPLOYEES

Classroom Training

Classroom training is ideally suited to employees who do not have any previous experience in
logistics. This gives the employee the chance to learn the basics of logistics, such as how the
supply chain is structured and works or how distribution methods are selected. The purpose of
classroom training is to make a logistics employee familiar with the practices and terminology
of logistics.

Social Learning

Social learning is commonly defined as learning from others by observing, imitating and
modelling their behaviour. Social learning can be a very intentional workplace training method
too.

It can be very effective, because employees are pushed beyond the boundaries of their daily
roles, acquiring new perspectives and problem-solving skills.

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 Soft skills development training

Soft skills are personal attributes that enable employees to interact effectively and
harmoniously with other people in the workplace, including co-workers, management and
customers.

Soft skills trainings are useful for new and existing employees of all levels and are an
extremely effective way to build an efficient, respectful and collaborative culture – ultimately
affecting the bottom line.

2.4 TYPES OF APPRAISALS IN ALS

Traditional

In a traditional appraisal, the manager sits down with an employee and discusses performance
for the previous performance period, usually a single year. The discussion is based on the
manager's observations of the employee's abilities and performance of tasks as noted in a job
description. The performance is rated, with the ratings tied to salary percentage increases.

Self-Appraisal

The self-appraisal is used in the performance appraisal process to encourage staff members
to take responsibility for their own performance by assessing their own achievements or
failures and promoting self-management of goals. It also prepares employees to discuss these
points with their manager.

Employee-Initiated Reviews

In an employee-initiated review system, employees are informed that they can ask for a
review from their manager. It can be used to promote an attitude of self-management among
workers.

360-Degree Feedback

360-degree feedback in the performance appraisal process refers to feedback on an

employee's performance being provided by the manager, different people or departments an
employee interacts with (peer evaluation), external customers, and the employee himself. This
type of feedback includes employee-generated feedback on management performance (also
known as upward appraisals).

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 CHAPTER-III

MANUFACTURING PROCESS

3.1 SERVICE OFFERED BY ALS

Transportation of goods locally or across international borders is one of the key determinants
of a successful supply chain. It is always difficult, or rather strenuous and stressful to acquire
your goods and transport them on your own. Besides being difficult, it may also be very
expensive. Thus to help people and serve them in this regard many organisations like ALS are
providing service for the people in the following ways:

i. Providing independent services such as warehousing

Before the goods are moved to the desired destination, ALS always ensures that they are
stored safely and securely. When the goods need to be transported across international borders,
the ALS will ensure that the goods are housed properly before the transportation date. They
will also play a vital role of loading and off-loading of goods from the supplier premises and
the buyer’s premises respectively.

ii. Customs clearance in case of international sourcing

If you acquire goods from other countries, then the goods must be cleared for export and
import. ALS always offer customs clearance services for the goods they transport across
borders. They will take care of the export duty at the port of the exporting country and pay the
import duty at the port of the importing country. They also generate documents to show the
legality of the transport process and the goods in transit.

iii. Packing

Before goods are transported from one place to another, they need to be packed first. ALS
will play a major role of packing your goods safely before they are transported. They always
pack the goods in different safety packages to ensure that the goods arrive in good condition.

iv. Loading and offloading

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 Well, goods can never move from one place to another if they are not loaded on a
transportation system. After packing the goods, ALS will see into it that they load the goods on
the available sources of transport ready for transportation. When the goods reach the required
destination, they unload the goods at the premises of the buyer. This will save the buyer from
incurring loading and offloading costs in case he or she hired other people to do the job.

v. Transportation of goods

ALS main role is to move the goods from their original place to the desired destination. They
always perform this service with the aid of the owner of the goods, who normally gives them
appropriate directions. It plays a very vital role in ensuring the safe and faster transportation of
goods within and across national boundaries.

3.2 PARTIES INVOLVED IN SHIPPING LOGISTICS SERVICE

Shipping is an integral and critical part of international trade. The success of an international
trade transaction is more dependent on how one manages the entire shipping process.

1. Importer: Importer is the buyer. He identifies the need for a product (goods) at a specific
location, searches for the best supplier - globally, and places an order for purchase.

2. Exporter: Exporter is the seller. He manufactures or procures the products required by the
buyer.

3. Banks: Banks play multiple roles in international trade. They act as financiers, negotiators
of the trade contract, and custodians of the goods/documents.

4. Insurance Company: Insurance is a crucial part of the shipping process. Insurance

companies help cover the risks involved in transportation.

5. Freight Forwarders: Freight forwarders are agents who coordinate with the other
participants in the shipping process on behalf of the importer/exporter.

6. CHA: Customs House Agents assist the exporters and importers in getting clearance from
custom authorities.

7. Shipping Company: The Company that owns the carrier (ship) that carries the goods from
port of loading to port of destination.

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 8. Customs: In any international trade, custom authorities of at least two countries - country
of export and country of import are involved. The customs authorities provide clearance for the
goods to leave the country of export and enter the country of import.

9. Port Authorities: Like the customs, port authorities of at least two countries are involved
in the shipping process. The port authorities in the exporting country provide clearance for the
goods to be loaded on the ship. The port authorities in the importing country provide clearance
for the goods to enter the country of import.

10. Intermodal Transport Providers: Rail/road transport providers are also an important
part of the shipping process. They facilitate the movement of goods from factory/warehouse to
port of loading and the movement of goods from port of destination to the final destination.

3.3 The shipping process

There are five physical and two documentation steps, which must take place in the shipping
process for every single shipment moving from shipper to consignee in international trade. As
each step has costs associated, it is important to agree between the parties who are responsible
for which part, before the shipment takes place.

a. Export Haulage

The transfer of the goods from the shipper’s premises to the forwarder’s origin warehouse is
called export haulage. It is typically by means of truck or a combination of truck and train, and
typically takes from a few hours to weeks, depending on distance and geography.

b. Export Customs Clearance

Export customs clearance is required by authorities in the country of origin for registration of
cargo leaving the country. The export customs clearance is performed by a licensed customs
house broker, and requires submission of a declaration detailing the cargo and supporting
documents. The supporting documents differ from country to country, but the freight forwarder
will inform exactly which documents are required. For export customs clearance, it would
normally be the shipper who would either use the forwarder selected for the international
transportation or nominate a customs house broker directly.

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 c. Origin Handling

Origin handling comprises a number of activities performed by the freight forwarder or his
agent. It starts with cargo receiving where the cargo is unloaded from the truck it arrives on
and put in a staging area where it is counted and inspected. The cargo is validated against the
booking details and the forwarder’s cargo receipt is issued to the shipper documenting that the
cargo has been received for shipping.

d. Ocean Freight

A shipping line performs the ocean freight under a contract of carriage with the freight
forwarder. The container could be shipped on multiple vessels with transhipments in different
ports. The house bill of lading issued by the freight forwarder might state the vessel and
voyage the cargo is intended to load on.

The shipping line charges the ocean freight and relevant surcharges directly to the freight
forwarder. The freight forwarder then breaks up the cost and charge freight and surcharges in
relevant proportions to customers with cargo in the container

e. Import Customs Clearance

Authorities in the destination country require import customs clearance for all cargo moving
into the country. It is a declaration of type of goods and value which is used for registration
and levying any duty payments. The import customs clearance is the process of preparing and
submitting the declaration and the required documentation to customs authorities. It is the duty
levied on the goods imported, normally paid directly by the consignee to the relevant customs
or tax authorities.

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 The import customs clearance process can usually start before the cargo arrives at the
destination, and needs to be completed before the cargo enters the country. Cargo is considered
as entering the country when it crosses the border and leaves a customs bonded area.

A freight forwarder, his agent or a nominated customs house broker is able to perform the
import customs clearance, as long as they hold a valid license. The party performing the import
customs clearance would need to receive all the required documents to initiate the process.
Normally the process can be initiated with scanned copies of the documents, but some
authorities do require originals before they are able to complete the process.

f. Destination Handling

Destination handling comprises a number of activities performed at the destination office of

the freight forwarder. It starts with receiving documents from the freight forwarder’s office or
agent at origin, checking the documents and submitting the original carrier bill of lading to the
shipping line. Then the container is collected at the port and brought to the destination
warehouse where it is un-stuffed and the cargo is inspected and sorted either for onwards
transportation or collection by the consignee.

It is always the freight forwarder or the agent of the freight forwarder who is responsible for
carrying out the destination handling. The reason is that it has to be the party, which the
shipping container is consigned to, as he is the only one who can collect the container from the
port.

g. Import Haulage

The transfer of the cargo from the import warehouse to the consignee address and the cargo’s
final destination is referred to as import haulage. It would usually be by truck or a combination
of truck and train, and can take from a few hours to many days, depending on the distance and
the geography.

Import haulage can either be performed by the freight forwarder anyway handling the
international ocean freight or by a local trucking company. Alternatively, the consignee might

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decide to collect the cargo himself or herself directly at the destination warehouse and save the
cost of import haulage.

If the freight forwarder is performing the import haulage, it would either be with own trucks
or by using a third party trucking company. So the consignee cannot always expect to see
representation from the freight forwarder when taking delivery of cargo at their premises.

3.4 LOGO

3.5 SLOGAN
“On time. Every Time.”

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 UNIT-1V

MARKETING AND SALES PROMOTION

4.1 MARKETING OVERVIEW

According to marketing is a process or an activity that the company or an individual does in

order to acquire new customers or maintain a relationship with existing once. It may include
advertising, making special deals or anything, that can catch customer`s attention on your
product.

In a bigger scale, marketing is a number of activities used by the companies in order to

increase their sales; this may include almost every activity where the company makes a contact
with a potential customer. The company that makes this contact is trying to use this moment to
bring out the product or service benefits in order to convince the customer to make a purchase

4.1.1 The 3 «P»s strategy of Logistics Marketing Company

Product

The product can be developed in the sense of the customer`s logistics needs, it may include
the most popular routes, transportation modes or special conditions. It is highly important to
study the market needs and come up with a product that may catch customer`s attention.

Place

The place is a component that may not come to the first place in the logistics business area,
but many customers are willing to cooperate mostly with local providers.

Promotion

Promotion is the most critical point for a logistics company nowadays. Especially for the start
up, the bright and wise promotion campaign in combination with a right service and price level
may bring not only the first customers but also a chance to find its place on the market and get
a stable market share.

4.2 MARKETING ACTIVITIES

Set of marketing activities may differ for each company; it can depend on its size, business
area, history, position on the market, competition, location, brand awareness and so on.

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 a) Cold-calling

This is one of the most used marketing activities in the world, no matter how big the
company is or how long it is on the market. They just call people up on the phone and offer
them different services.

b) Search engine optimization (SEO)

Is a tool that helps companies to be found online when someone types specific search terms
in his browser. The main target of this activity is to be a top result in any area related search.

c) Pay per Click advertisement (PPC)

Is a widely used tool that can substitute or complement SEO. Pay per click is a model that
transfers an internet user directly to the advertiser’s website for a certain commission. Usually,
pay per click results appear in the top of the search results list and are specially marked so the
user can distinguish them. Prices for this model vary from the popularity of the search words
and a number of competitors and usually set on the special auctions.

d) Lead generation

Is a process of collecting contact details of people that might be potentially interested in a

product or service so the sales team can contact them periodically and transfer them to real
customers.

e) Web site development

Nowadays, most of the people are searching for goods and services online. Moreover, it is not
only important to be the first on the search list, but it also very hard to keep the potential
customer on your website. If the person stays on it and contacts you, it means he has found that
your product or a service meets his needs. Every website has to be updated with relevant
information often as every customer wants to get the actual information on your website first.

4.3 MARKETING OF SERVICES

● ALS has extensive experience in providing marketing services to companies in the

transport, supply chain and logistics sectors.

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 ● From multi-party logistics and transport through to logistics, supply chain solutions
and technology companies, ALS is a leading provider of integrated marketing
solutions and lead generation campaigns.

● ALS has worked extensively in the supply chain solutions area providing companies
that have end-to-end operations like shipping, stevedoring, transport, logistics, bulk
handling, mining and freight operations with a complete outsourced marketing team.

● ALS understands the requirements of this sector and is able to provide strong advice
and planning to execute marketing strategies that are aligned to overall business plan.

4.4 ADVERTISING

ALS brand advertised by means of the following modes:

● Banner Ads

● Banner and Pinned Content

● Banner, Pinned Content with Editorial service

● Editorial

● Sponsored Posts (Digital advertising)

● Sponsored Weekly Email Newsletter

● Word of mouth

4.5 SALES PROMOTION

Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales. It is rarely suitable as a
method of building long-term customer loyalty.

The promotional tactics of ALS include the following:

Free Ground rent upto 7 days

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 Discounted Ground rent charges

Fast delivery of goods (within a span of time)

Point cards

No machinery charge for consecutive import / export

Gifts

Free tours in cruise for loyal customers

4.6 SALES MANAGEMENT

● ALS is faced with a big challenge to develop solutions for various shipping needs,
varying from labour to fossil fuels. This challenge extends to solving the problems of
increased labour and fuel costs due to growth in freight transportation and
consequently the increased demand of labour and fossil fuels.

● ALS includes finding solutions for the negative environmental impact of increased
consumption of fossil fuels. It is also concerned with safety and security of the
transported items.

● ALS extends to the management of fleets of vehicles used in the shipping process. By
using Global Positioning System (GPS) vehicle tracking systems it is easy to increase
the productivity of the fleets and decrease fuel consumption.

● ALS, shipping logistics management is automated to improve efficiency and

effectiveness. Typically, automation of shipping logistics management also includes
automation of warehouses.

● Follow up of customers and collecting data about their satisfactory level towards the
service provided by ALS.

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 CHAPTER V

CONCLUSION

The organisational study carried out in ALS tuticorin (P) ltd, Tuticorin was successful in
achieving specific objectives. It helps to familiarize with the organisation structure and
functioning. It also helps to familiarize with different departments in the organisation and their
functions and the whole process and operations of logistics management.

The study helped to understand how the key business processes are carried out in an
organisation and recruiting and decision making process done at various levels. The study
gave a deep knowledge on the operations involved while importing and exporting of goods.

This study helps in improving the practical knowledge in logistics management and
awareness in logistics sector.

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 REFERENCES

1) www.apollologisolutions.com

2) www.transporteca.co.uk

3) www.cogoport.com

4) www.shippingsolutions.com

5) www.worldshipping.org

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