provided by VAISH COLLEGE OF ENGINEERING, ROHTAKInstitutional Repository

Acknowledgement

I would like to thank VAISH COLLEGE OF ENGINEERING, ROHTAK for

giving me the opportunity to do this internship. I would like to thank Iceberg food
ltd. for letting me do the internship at their HR Division Head office. I’d like to
thank Shamim Ehsanul Haque Sir, my internship supervisor for guiding me with
the completion of this report. I’d also like to thank Mr. Imam Rasul Mohammed,
SAVP & DCIO, and Investment Manager & Md. Forhad Rahman from Alliance
Capital Research & HR Division for keeping me under their supervision and
provide me with all the necessary information which has helped me in the
completion of this report. I would also like to thank all the officials of Alliance
Capital HR Department for allowing me to be an internee at their organization
and help with necessary information

.
 Executive Summary

During my internship I gained practical knowledge on how the human resource

division of an organization operates and coordinates its activities to ensure
smooth functioning of the organization at all levels by ensuring right numbers of
people are available at the right time to do the right job. Not only that I have also
gained insight into the working culture of the organization and observed how
Alliance Capital handles its employees with value and empowerment to ensure
they are motivated to give their best to the organization.

The report starts with an organization profile of Alliance Capital giving its
background, mission, vision, its products and services, the hierarchy and
organogram of the organization.

The next section is the comprises the project, Human Resource Management
in Alliance Capital. The project encompasses introduction to the topic,
recruitment, selection, training and development.
 Each chapter contains detailed discussion of the HR functions followed by
Organization Practice at Alliance Capital which basically conveys how things are
done in the HR Department.

The next part of the project carries out SWOT Analysis that touches upon
strengths, weakness, opportunities and threats to the organization followed by
findings and recommendation on critical factors regarding Human Resource
Management of Alliance Capital. Finally there is the conclusion followed by
references

COMPANY PROFILE

ICEBERG FOODS LIMITED

 Iceberg Foods Ltd. is a twelve years old company in the industry and they are one of the
leading company having all India rights for manufacturing & marketing packaged Drinking water
with a brand name “Kingfisher” trademark owned by famous “UB”group & “RC Cola” trademark
owned by “Royal Crown Cola” which third largest selling soft drink brand in the world with a
presence in almost all the countries of the world.

They are one of those few brands that have got ISI certification and are committed to supply
pure and hygienic water. Their packaged drinking water is manufactured under perfect hygienic
conditions as per ISI Standards and they have been consistent in supplying Quality product to all the
customers.

6
We have one of the best distribution infrastructures in the business to provide timely services
to all our vendors. Their product comes in a wide range of packages like 200ml, 250ml, 500 ml, 1ltr,
2 ltr, 5 liters, 20 liters & 600ml & 1.5 liters Soda.

Their packaged drinking water is bottled in fully automatic plant with reverse osmosis,
organization & ultra filtration process. Along with latest pesticides removal system through activated
carbon filtration process as per EU norms.

The group Mission Statement embodies these objectives :

• To assess the company’s image in view of retails, booking counter agent, and consumer. •
To list competitors operating in the market.
• To be the preferred employer wherever we operate

• To recognize the value of our human assets.

• To be the partner of choice for customers, suppliers.

• To greater information about competing company’s performance and marketing Efforts in Pune
city.
• Make recommendation about marketing efforts for promoting sales “Kingfisher” Packaged
drinking water & soda in retail & bulk segment in Pune city.
Achievements
11

• The largest selling Beer in India.

• Commands a 29% market share in the country.

• 6 bottles of Kingfisher are sold every second in India.

• Available in 52 countries across the globe.

• Won the World's best Lite Lager Award at the Stockholm Beer Festival in 1994-95. • Won the
Bronze Award at the 'Australian International Beer Awards' in the "International Packaged Beer
Section for the year 2000."
• First Prize in the International Beer Awards organised by the New Zealand Hop Marketing
Board.
• First Prize for the label work category at the Asian Grand Prix Cyrel 2000 Label award. •
Gold Medal at the World Beer Championship held in Chicago in 1997. • World's Best Lite
Lager Award at the Stockholm Beer Festival in 1995.

FUNCTIONAL AREA OF THE PROJECT

Industry type – FMCG / Food & Beverages

Functional area of working – Sales & Marketing

There are many areas of marketing to work in like Design, Advertising, Promotions,
Consumer awareness; Product awareness etc. and these all area are originated through the
MARKETING MIX which consists of 4 P’s i.e.

PRODUCT- under this decision taken are:

• The product itself (design, quality, packaging etc)

• The diversification of the existing Product

 PRICE - under this decisions taken are :

• Setting Prices

• Discounts

• Credit rulesPLACE - under this decisions taken are :

• The best way to sell the products to the customers (Channels of Distribution) •
The transport system
13
PROMOTION - under this decisions taken are:

• Advertising

• Sales Promotion

• Public Relations

CHAPTER –2 PROJECT DETAILS

 2.1 LITERATURE REVIEW

2.1.1 INTRODUCTION: WATER INDUSTRY

The tradition of bottled water and mineral water is not very old. Even in western countries the practice of bottled drinking
water started only in 1950s. Since ancient time people have used water from mineral springs, especially hot springs, for
bathing due to its supposed therapeutic value for rheumatism, arthritis, skin diseases, and various other ailments. Depending
on the temperature of the water, the location, the altitude, and the climate at the spring, it could be used to cure different
ailments.

This started the trend of using mineral water for drinking purposes in order to exploit its therapeutic value. Since mid1970s
large quantities of bottled water from mineral springs in France and other European countries began to be exported. The
concept of bottled water is relatively successful in western countries due to greater health consciousness.

The international standards regarding bottled water are so stringent that for a particular brand of water to be certified as
bottled water, in most countries, multiple levels of approvals are required. For example, in the United States, the EPA
(Environment Protection Agency) regulates public water systems. The FDA of US has also set standards for bottled water.

16
World Bottled Water Market

 Annually consumption 189billion liter

 Estimated sales $ 200 billion
 Consumption growth 7 % per year
 Fig 2.1.1 –
Growth of Bottled Water industry in the world

Government Parameters for Water Industry

The government has laid certain parameters for the water industry. They are as follows,

1) There should be a good water table in the plant area, where extraction will be done. 2) The processed water should be
recycled through, water harvesting techniques. 3) The processes are reviewed by government agencies from time to time
and issued certification thereafter.

17

Fig: 2.1.2-
Growth in Demand in India
 2.1.2 HISTORY OF MINERAL WATER

POPULARITY OF MINERAL WATER:

The tradition of bottled water and mineral water is not very old. Even in western countries the practice of bottled drinking
water started in 1950s. The trend of having mineral water gained grounds in the market.

Since ancient time people have used water from mineral springs, especially hot springs, for bathing due to its supposed
therapeutic value for rheumatism, arthritis, skin diseases, and various other ailments. Depending on the temperature of the
water, the location, the altitude, and the climate at the spring, it can be used to cure different ailments. This started the trend of
using mineral water for drinking purpose to exploit the therapeutic value of the water. This trend started gaining momentum
in mid 1970s and since then large quantities of bottled water from mineral springs in France and other European countries are
exported every year.

18
The concept of bottled has been quite prevalent in western countries due to greater health consciousness and higher awareness
about health and hygiene. The international standards regarding bottled water are so stringent that for a particular brand of
water to be certified as bottled water it has to get approvals on four levels: federal, state, trade association and individual
company levels.

In United States, the bottled water industry is regulated on four levels: federal (by the U.S. Food and Drug Administration as
a food product), state, industry association, and individual company. EPA (Environment Protection Agency) regulates public
water systems. FDA regulates bottled water that crosses state lines.

SOME OF THE STANDARDS GOVERNING THE BOTTLED WATER INDUSTRY ARE:

 Water is classified as bottled water or drinking water, if it meets all applicable federal and state standards, is sealed in a
sanitary container and is sold for human consumption.  Bottled water cannot contain sweeteners or chemical additives
(other than flavours, extracts or essences) and must be calorie-free and sugar-free.
 Flavours, extracts and essences -- derived from spice or fruit -- can be added to bottled water, but these additions must
comprise less than one percent by weight of the final product.
 Beverages containing more than the one-percent-by-weight flavour limit are classified as soft drinks, not bottled water.
 Bottled water may be sodium-free or contain "very low" amounts of sodium.  Tap water uses Chlorine as
disinfectant bottled water uses Ozone as a disinfectant.  Bottled water should not contain chlorine.

19
2.1.3 HOW IS BOTTLED WATER DIFFERENT FROM TAP WATER?
Consistent quality and taste are two of the principal differences between bottled water and tap water. While bottled water
originates from protected sources - largely from underground aquifers and springs - tap water comes mostly from rivers and
lakes.

Another factor to consider is the distance tap water must travel and what it goes through before it reaches the tap. In
compliance with international regulations, bottled water is sealed and packaged in sanitary containers. If a bottled water
product is found to be substandard, it can be recalled. This can't happen in case of tap water.

According to regulations in the US, when bottled water is source from a community water system the product label must state
so clearly. However, if the water is subject to distillation, deionization or reverse osmosis, it can be categorized that way, and
does not have to state on its label that it is from a community water system or from a municipal source.

Processing methods such as reverse osmosis remove most chemical and microbiological contaminants.

TYPES OF BOTTLE DRINKING WATER

1. Mineral Water:
 Bottled water containing not less than 250 parts per million total dissolved solids may be labeled as mineral water. Mineral
water is distinguished from other types of bottled water by its constant level and relative proportions of mineral and trace
elements at the point of emergence from the source. No minerals can be added to this product.

2. Purified water

Water that has been produced by distillation, de-ionization, reverse osmosis or other suitable processes.

3. Spring water:

Bottled water derived from an underground formation from which water flows naturally to the surface of the earth. Spring
water must be collected only at the spring or through a borehole tapping the underground formation finding the spring.

4. Artesian Water/ Artesian Well Water

An artesian aquifer is a confined aquifer containing groundwater that will flow upwards out of a well without the need for
pumping. An aquifer provides the water for an artesian well. An aquifer is a layer of soft rock, like limestone or sandstone
that absorbs water from an inlet path. Porous stone is crushed between impermeable rocks or clay. This keeps the pressure
high, so when the water finds a hole, it overcomes gravity and goes up instead of down.

21
5. Distilled Water

Purified water is water from any source that is physically processed to remove impurities. Distilled water and deionized water
have been the most common forms of purified water, but water can also be purified by other processes including reverse
osmosis, carbon filtration, micro porous filtration, ultra filtration, ultraviolet oxidation, or electro dialysis. In recent decades, a
combination of the above processes have come into use to produce water of such high purity that its trace contaminants are
measured in parts per billion or parts per trillion. Purified water has many uses, including in science and engineering
laboratories and industries, and is produced in a range of purities.

6. Sparkling Water

A sparkling water is plain water into which carbon dioxide gas has been dissolved, and is the major and defining component
of most "soft drinks". The process of dissolving carbon dioxide gas is called carbonation. It results in the formation of
carbonic acid (which has the chemical formula H2CO3).

7. Well Water

Water well is an artificial excavation or structure put down by any method such as digging, driving, boring, or drilling for the
purposes of withdrawing water from underground aquifers Well water may be drawn via an electric submersible pump or a
mechanical pump, from a source below the surface of the earth. Alternatively, it could be drawn up using containers, such as
buckets that are raised mechanically, or by hand. Although not essential, usually a storage tank with a pressure of 40-60 psi is
also added to the system, so the pump does not need to operate constantly. Wells can vary greatly in depth, water volume and
water quality. Well water typically contains more minerals in solution than surface water and may require treatment to soften
the water by removing minerals such as arsenic, iron and manganese.

MANUFACTURING PROCESS
Purification Process

Purity and safety are two major factors taken care in sourcing and processing of Kingfisher water. Underground spring is
carefully selected based on its portability and pathogen free water. Great care goes in tapping this source. Only water below
25 meters is tapped. This is to avoid any surface contamination to percolate and mix with underground water source. Area
surrounding the water collection tube at the surface is protected and kept clean.

Processing and Quality Assurance

The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the water. Ultra filtration gives
water reduction in turbidity and adds sparkle activated carbon purifier to remove color and odour in waterReverse osmosis
membrane has porosity of less than 0.01 micron the process renders water free o microorganisms and also reduces dissolved
solidsTo ensure Kingfisher packaged drinking water is held safe free from contaminations, ultraviolet treatment and
ozonisation process is carried out. Ozone is unstable trivalent oxygen, a very powerful bactericide with no side effect, as it
disintegrates into oxygen within couple of hours.Sterilization effect of ozonised water continues even after water is packaged,
thereby ensuring safety of Kingfisher up to its final packing. To ensure high quality of packing materials, components like
caps and bottles are manufactured in-house from resins of quality suppliers.Good Manufacturing Practices are stringently
followed at all times. Processing is religiously monitored at every stage. Testing source water, processing parameters,
microbial quality, packaging material integrity and finally, shelf life studies, forms an integral part of quality and safety
assurance plan.Quality checking: Quality is checked by sampling method as a batched test at every stage of beer
manufacturing even quality of bottle is also checked before actually using.
Production: 70,000 to 80,000 bottles per day.

COMPETITORS OF KINGFISHER IN INDIA

The bottled water industry effectively competes with both the water-purifiers as well as the soft drinks industry. The water
purifier industry (primarily the Aqua Guard brand of the Eureka Forbes) is credited to have done the spadework for creating
the safety and health consciousness in water consumption, and is a serious competitor in the household and institutional
consumption market, whereas the soft drinks industry is a strong competitor in the retail consumption market.

COCA COLA
 The company had entered the business in May 2000 through its extending its soda water brand, Kinley. The company has tied
up with Kothari Beverages, of Yes brand of mineral water, for manufacturing Kinley bottled water at Yes' facilities. The
brand is available in pack sizes of 500 ml, 1-litre, 1.5-litre, 2-litre, 5-litre, 20-litre and 25-litre. With the growing market,
Coca-Cola is

24
planning to scale up its bottling capacity, up from the 15 existing plants. Coca Cola has identified 10 to 15 sites for additional
plants for setting up a combination of company-owned plants, franchisee operations and contract packers.

PEPSI CO.

The company entered the bottled water business in September 1999 under the Aquafina brand. The company began by
targeting its product towards the youth with a 750-ml pack. It now retails in conventional retail pack sizes of 500-ml and 1-
litre bottles. The brand has the strong backing of a distribution channel of 60,000 outlet and the refrigerators at Pepsi’s retail
Outlets, which stock its cold drinks. Though the company is present only in selected market as of now, it has plans of
increasing share in the market by expanding its SKUs portfolio as well as its distribution reach. Sources say PepsiCo India has
been investing in additional capacity at its plants in Bangalore and Chennai for the bulk water foray.

BAILLEY

The brand is a product of Parle Agro, the company that launched Frooti (mango drink in tetra packs). Bailley is credited with
creating a new segment of 330ml SKU (the right quantity to quench the thirst of an adult!) in the market.
25
NESTLE

Multinational Nestle has already started making forays into the bottled water industry with its brand Pure Life. Nestle is a big
player in the mineral water market internationally, with brands like Perrier and San Pellegrino in its stable.

Nestle has set-up two bottling plants in Mumbai and New Delhi, to service the markets in these regions. It plans initially to
 tap only the huge market for bottled water in large cities and towns.

OXYRICH

Dhariwal Industries Ltd - Food & Beverages division has one of the most modern and comprehensive packaged drinking
water facilities spread across India. The facilities are fully integrated with in house facilities for manufacturing of Performs,
Closures/Caps and Bottle Blowing. The labels and cartons are also made in the group companies to ensure total control on
quality and processes. Oxyrich (300% more oxygen) is clear, smooth, pure water with a refreshing boost of extra Oxygen.

26
BISLERI

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly & still in
1965 by Bisleri Ltd., a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the
idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in glass
bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET
containers.

LOCAL PLAYERS IN MARKET

 Kate aqua
 Sumeru
 Saiganga
 Real aqua
 Kelvino
 Oxygen
  Oxyblue
 Aviva
 Sagar

27
Cap cost Rs 0.25
Bottle cost Rs 1.5 - Rs 2.5 Treatment cost Rs 0.1 - Rs 0.25 Label cost Rs 1.5 - Rs 0.25
Carton cost Rs 0.50
Transportation cost Rs 1.0 - 0.25 Others Rs 0.50
Total cost (excluding labour, marketing & tax) Rs 2.85 - 4.25 Selling cost Rs 10 – 12

Table 2.1.1 - Cost of producing 1 liter branded bottled drinking

water

OBJECTIVES OF THE STUDY

Primary –

• To do a comparative analysis of Kingfisher’s Packaged Drinking Water with other market players in Pune
region.

Secondary –

 To study market share of Packaged Drinking Water of Kingfisher.  To know all competitive brands of
Kingfisher’s Packaged Drinking Water.  To assess the brand awareness of Kingfisher in Packaged Drinking
Water segment.
 To find out on which basis, dealers and customers, prefer buying Packaged Drinking Water.

29
 Chapter: 1

Human Recourse Practices at Alliance Capital Asset Management Ltd

1.1 Introduction
I have select the topic of this report is “Human Resource Management of Alliance Capital”. I tried
to integrate my theoretical knowledge of HR and combine it with practical examples as observed
during my internship. I have tried to cover all the major functions of Human Resource
Management- recruitment, selection, compensation and benefits, training and development and
convey my understandings of the different functions of Human Resource Management through this
project. At the end of the report I have done a SWOT Analysis on the HRM Practice of Alliance
Capital followed by discussing critical points. I have also tried to provide some recommendations
based on my knowledge followed by the conclusion which I gathered during my internship

1.2 Scope of the Report

This report has been prepared through extensive discussion with company employees. Prospectus
provided by the asset management company also helped in preparing the report. At the time of
preparing the report, I had a great opportunity to have an in depth knowledge of all the investment
activities practiced by the Alliance Capital.

1.3 Objective of the Report

There have been some objectives set forward in doing this report so that it can be determined what
tasks have to be done. The objectives of the report are: ∙ To familiarize with the Alliance Capital, its
operation and activities, management style and endeavor to realized the gap between the
theoretical knowledge with the real business world.
∙ Analyze the current performance appraisal format & compensation.
∙ Identifying inherent problems associated with the format.
∙ Propose changes mainly in the guidelines, format and management philosophy by keeping
relevance with other processes.
∙ Employee Personnel practice.
∙ Developing Employees practices.

1.4 Sources of information

All the information incorporated in this report has been collected from primary sources as well as
secondary sources.
Primary sources:
∙ Interview with assistant manager of administration & HR-In Charge ∙
Operations manager and some other employees
∙ Discussion sessions with senior officers as well
Secondary Sources:
∙ Iceberg food ltd. Annual Report
∙ Job description for each employees of Iceberg food ltd., HR Division.
 ∙ Performance appraisal format
∙ Performance appraisal guideline provided by the Human Resources division 1.5
Limitations
∙ Limitation of employment personal.
∙ Lack of practices in human resource management.
∙ Human resources department was hesitant to provide information, because of difficulty in
accessing sensitive data and information.
∙ Non-availability of some previous statistical data.
∙ The term of the internship period is brief time whereas Human Resources Division is a vast
area, after doing the regular office works from 9:30 AM to 5:30 PM it is difficult to go
through in depth within this short duration of time.
∙ The secondary source of information was not enough to complete the report. ∙
Confidentiality.

3
Chapter: 2

Organization Profile

2.1 Organization Background

Alliance Capital Asset Management Limited is an Asset Management Company in Bangladesh that
generally focuses on managing mutual funds. It was incorporated in June 2009 and later in the
same year received Letter of Intent from the Bangladesh Securities and Exchange Commission
(BSEC).
Bangladesh is an emerging market, one of the rising “Asian Tigers”. Both in terms of size and
value, the market is growing fast. ALLIANCE CAPITAL is taking position in this market to play
its role as a developer. The founder Chairman and Managing Director was Mr. Wali-ul-Maroof
Matin. He has been in capital market industry of emerging markets for 15 years.
In 2014, the new management took over this AMC under the direction of Mr. Kh. Asadul Islam as
the Managing Director & CEO of the company who has almost 20 years of experience in the
capital market of Bangladesh. After that, Alliance Capital Asset Management Limited started their
new journey of business as an asset management company under new Chairman Mr. Kamran T.
Rahman and the board members.
Alliance Capital Asset Management Limited has a dedicated and skillful team for research and
product development. Risk Management is an independent unit.

2.2 Key facts about Iceberg food ltd. Limited

Some important facts about Alliance Capital are given below:
Name of the Company Alliance Capital Asset Management Limited

Legal Form Stock Exchange Limited

Date of Commencement June, 2009

Registered Office 87 Rashed Khan Menon Road (Level-15), New Eskaton, Dhaka.
Web page www.acaml.com

Managing Director Mr.KhandakerAsadul Islam

Company Secretary Mr. SaifulAnam

Auditor SF Ahmed CA Firm

2.3 Organization Vision

Their vision statement is-
“Our vision is to establish Alliance Capital Asset Management Limited as the ultimate investment
choice in Bangladesh. We want to develop a rich pool of research tools and strategies that will
yield the best possible returns for our stakeholders and investors.”

2.4 Organization Mission

Its mission statement is-
“Our mission is to give you the best possible return for your money and secure your financial
future. We utilize only the best local talents available and comply completely with international
norms and standards at every step of the way. Every decision made is completely transparent and
undertaken with total professionalism. The interest of our stakeholders is our foremost concern.”

2.5 Goal of ALLIANCE CAPITAL

The people, products and processes of Iceberg food ltd. are associated to meet the demand of the
judicious customers. Their goal is to achieve a distinction in the sky. Their Prime Objective is to
deliver a quality that demonstrates a true reflection of our vision. This means they will give the
best possible return for unit holders. And with that they will ensure financial growth for the
organization, in the best wellbeing of their stakeholders.
2.6 The Values
∙ Customer Focus
∙ Reliability
∙ Teamwork
∙ Respect for individual
∙ Quality
∙ Responsible Citizenship

2.7 Services provide by Alliance Capital

⮚ Mutual Fund
⮚ Discretionary Portfolio Management

Mutual Fund is a mechanism for pooling the resources by issuing units to the investors and investing
funds in securities in accordance with objectives as disclosed in offer document. ALLIANCE CAPITAL
has wide experience and expertise of investment in securities primarily in equities in both these
exchanges through Mutual Funds.
There are two types of mutual fund. They are:

1. Open-Ended Mutual Fund

2. Close-Ended Mutual Fund

Open-End Mutual Fund

Alliance Capital Asset Management Limited manages the open-ended fund of MTB Unit Fund. The
holders of the shares in the Fund can resell them to the issuing Mutual Fund Company at the time. They
receive in turn the net assets value (NAV) of the shares at the time of re-sale

Closed-Ended Mutual Fund

A closed–end Fund is open for sale to investors for a specific period, after which further sales are closed.
Any further transaction for buying the units or repurchasing them, Happen in the

6
secondary markets, where closed end Funds are listed. Therefore new investors buy from the existing
investors, and existing investors can liquidate their units by selling them to other willing buyers.

Discretionary Portfolio Management

The art and science of making decisions about investment mix and policy, matching investments to
objectives, asset allocation for individuals and institutions, and balancing risk against performance

2.8 Strategic objectives of Alliance Capital

∙ Iceberg food ltd.’s objectives are to carry out transparent and high quality business operation
based on market mechanism within the legal and social framework spelt in their mission and
reflected in their vision.
∙ Their greatest with qualitative business as a sustainable ever growing organization and enhance
fair returns to their shareholders.
∙ They are committed to their community as a corporate citizen and contributing towards the
progress of the nation as their corporate social responsibility.
∙ Their employees are the backbone. ALLIANCE CAPITAL promote employees well being
through attractive compensation package, promoting staff morale through training,
development and career planning.
∙ ALLIANCE CAPITAL strive for fulfillment of their responsibility to the government through
paying entire range of taxes and duties and abiding the other rules.

2.9 Customer Charter

Alliance Capital seek to build long-term, sustainable beneficial relationship with all the customers
based on the service-commitments and on their underlying values of mutual respect, the pursuit of
excellence and integrity in all their dealings.
∙ Primary concern is to understand and satisfy customer’s needs and expectations. Promise to use
all means open to establish and understand these needs which are both mutually beneficial and
respect the values and principles in all aspects.

7
∙ Promise to deal quickly, courteously and accurately with all correspondence. ∙ Should
disagreement arise between customer and company they undertake to seek a speedy and equitable
solution, which takes account of the rights and obligations, both parties and is framed in the
context of a long term and enduring relationship. ∙ Believe in openness, integrity, transparency and
accountability and provide high standard of services to the valued customers.

2.10 Organogram of Alliance Capital

The Managing director heads the management team of Alliance Capital Asset Management Ltd.
Several management committees have been formed to handle and managing the operation.

8
2.11 Organizational structure of Alliance Capital
Organizational hierarchy and Designations are in ascending order:

Top Management Chairman

Board of Directors
Managing Director

Executive Level Management Vice–President / Head of Operations/ Chief Investment

Officer
Senior Assistant Vice-President
Assistant Vice-President

Mid Level Management Manager

Associate Manager
Assistant Manager

Junior Level Management Officer

Junior Officer
Trainee assistant
Probationary Officer

Chapter: 3

Overview of HR Division

3.1 Human Resources Management

Human resource management involves all management decisions and practices that directly affect
or influence the people, or human resources, who work for the organization. In modern years,
amplified concentration has been devoted to how organizations manage Human Resources. This
augmented focus comes from the comprehension that an organization’s employees facilitate an
organization to attain its goals and the management of these human resources is vital to an
organization’s success.

3.2 Functions of HR
The functions of human resource management are:
1. Staffing
2. Training and Development
3. Motivation
4. Maintenance.
By doing all these functions Human resource management complete its job.

Staffing in HRM
Activities in HRM concerned with seeking and hiring qualified employees is Staffing. A company
needs a well-defined reason for needing individuals who posses specific skills, knowledge and
abilities to specify the job. Employee referrals can produce the best applicants for two reasons.
First, current employees screen applicants before referring them. Second, current employees
believe that their reputations with the firm will be reflected in the candidates that they recommend.
Recruiting is the initial step of staffing. Recruiting is the process of locating, identifying, and
attracting capable employees. Many companies are finding new employees on the

World Wide Web. The source that is used should reflect the local labor market, the type or level of
position, and the size of the organization. Now the second step of Staffing, that is Strategic HR
planning. For that a company plans strategically. They set goals and objectives, these goals and
objectives may lead to the structural changes in the company.
Third step is Selection. This process is attracting qualified applicators and discouraging the
unqualified applicants. By this a company can get its desired employees of requirement. It has dual
focus, attempting thin out the large set of applications that arrived during the recruiting phase and
to select an applicant who will be successful on the job.
To achieve this goal, companies can use a variety of steps. The employees who are able to do all
the steps and ensure good performance they get the job. HRM must communicate a variety of
information to the applicants, such as the organization culture. Under the selection process there are
some steps:
The company can use these steps to select the employees. With this process their Staffing job is
done. The completed selection process ends the staffing functions.

Training and Development:

Training is one of the important activities of human resource management. In the training process
companies try to motivate and train the employees in a manner so that they can work more
effectively in the future. Under the training process there are some steps they are given below:
Employee Orientation: Employee orientation provides new employees with the basic
background information they need to perform their jobs satisfactorily. Companies arrange an
orientation program for the employees.
In an orientation program the employees should feel-
✔ feel welcome
✔ understand the organization in a broad sense
✔ be clear about what the firm expects in terms of work and behavior ✔
begin the process of socialization
Employee Training:
There is some process, method and techniques of employee training. A company follows the
all the steps of training to provide the employees a good look on their work.
Career Development:
The career development stage is given below
✔ Pre transition: Is simply looking for a job and preparing oneself for a career. ✔
Transition: An individual is already having a job and developing oneself for future career
 or moving to another career.
✔ Preferred area: An individual prefers a specific sector of the career. ✔
Early stage: First 1-5 years of career is called early career.
✔ Mid career: 5-20 years after the career starts.
✔ Late career: Late career starts after 20 years of job life.
✔ Retirement: And finally after completing the stages of career and individual decides to
retired.

Motivation in HRM

Motivation is to inspire people to work, individuals in such as to produce best results. It is the
willingness to exert high level of effort towards organizational goals, conditioned by the efforts
and ability to satisfy some individual needs.
An important part of the retention of staff, reducing staff turnover and minimizing absenteeism at
work is ensuring that staff are properly motivated. The wage should be increased, the facilities
should be insured and social security should be confirmed. These are the types of common
motivational ways.
Staff motivation is the cornerstone of open, flexible and caring management culture, which the
Government aims to establish through HRM.
To put it into practice, “open” means not only to listen to staff suggestions and opinions, but also
to empower staff, accept their constructive criticisms and use their suggestions. To be “flexible”,
we may need to change the traditional ways of doing things. As far as staff motivation is
concerned, the biggest challenge perhaps is to stop focusing on problems and the guilty party
(police behavior) and start looking for those responsible for things gone right (coach behavior).
“Caring” calls for a human leader who would give emotional support to individuals and at the
same time attend to the overall emotional needs of team members – which include treating them all
in a fair and impartial manner.
Today’s employees want a respect that can be seen as involvedness in decision that will affect
them. Listening to the employees is a way of Motivation. All the motivation functions focus on one
primary goal, to have some competent and adapted employees with up-to-date skills, knowledge
and abilities, exerting high energy levels.

Maintenance of employees
To maintain the employees of a company must look after the employee
 Health and Safety:
For employees health and safety there HR policy need to be very clear to all staff so that
they feel safe to work here. They can put their attention and productivity properly towards
the task.

Communication:

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The communication between the employees and top level management should be clear
and transparent. There should no gap between top level management and low level
management.
Employee’s relation:
Employees should be committed to their companies and the companies also should
understand the needs and wants of the employees. In some companies employees and
labors create labor union for better relationship among the workers and employees.

Chapter: 4

HRM of Alliance Capital

During my internship i was mainly assign in HR department. Alliance Capital Asset Management
Ltd Limited always determine what jobs need to be done, and how many and types of workers will
be required.
So, establishing the structure of the asset management company assists in determining the skills,
knowledge and abilities of job holders. To ensure appropriate personnel are available to meet the
requirements set during the strategic planning process. It believes that the quality work comes from
quality workers who are well motivated and ready to take challenge to provide better service.

4.1 Units in HR division:

There are three units in Human Resource Division of Alliance Capital- ✔ HR
Staffing
✔ HR Operation
✔ Training & Development.

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4.1.1 HR Staffing:
The staffing process- putting the right people in the right positions at the right times- is one of the
most critical tasks any organization faces. The quality of the work performed can be only as high
as the capabilities of the people performing it.
Three officers are working in HR staffing unit. They perform the following activities i.
Recruitment
ii. Selection
iii. Leave Management
iv. Personal Profile Management
Recruitment:
Recruitment is the process by which a firm finds its employees, are perhaps the most
critical tasks any organization faces. Without the right people, no firm can function
effectively. For a recruitment program to be successful, managers should

cooperate with the human resources staff to define needs and predict vacancies. This
recruiting may be done by internal or external.
Types of Recruitment:
There are two types of recruitment in this organization. They are:
1. Internal Recruitment
2. External Recruitment.

✔ For Internal Recruitment:

The principal methods are-
▪ Job posting
▪ Use of computerized skills inventories
▪ Referrals from other departments
✔ For External Recruitment:
Organizations rely on-
▪ Advertisements
▪ Public or private placement agencies
▪ Field recruiting
▪ Including campus recruiting
Point of Recruitment:
There are two level of recruitment.
▪ Entry level
▪ Lateral entry (Recruitment of experienced person)
* Entry level:
 There are two entry-level post for recruiting fresh graduates and postgraduates. These
are:
1. Probationary officer Level
2. Trainee Assistant Officer (TAO) Level
⮚ Probationary Officer:
Probationary officers are confirmed as officer after successful completion of one year
probation period. Probationary Officers are recruited throw completive written exam that is
taken by IBA. After taking exam top scorers are invited to appear the

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interview of management committee. After appearing the interview they have to face an
interview in front of Board of Directors.
For recruiting Probationary Officers advertisement are given in daily newspaper and web
site also. Only online applications are acceptable for Probationary Officers (PO). They
have to apply throw bdjobs.com. bdjobs supplies the database of CVs or resume to
Alliance Capital. HR team then short lists the resume of the candidates. Only short listed
candidates are invited for appearing the written exam. Short-listing criteria’s are given in
the circulars. There are some subjects, which are preferred for short listing.
These subjects are:
▪ MBA (Major in Accounting, Finance, Marketing, HRM, MIS etc.) ▪
English
▪ Statistics
▪ Economics
▪ Mathematics
▪ CSE
▪ Development studies

⮚ Trainee Assistant Officer (TAO) Level:

TAOs are confirmed as assistant officer (AO). TAOs are recruiting from walking CVs.
Usually, one written exam is managed by the management has taken for recruiting TAOs
followed by one Viva.
* Lateral entry (recruitment of experienced person):
There are recruitments for experienced in asset management or brokerage sector,
which is called lateral entry. Length of services, job responsibilities, revolutionary
background etc. is taken into consideration for the lateral entry.

Selection:
The critical criteria in this regard are job relatedness, reliability, and viability. For
selection of candidates following things are considered
o Appearance

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o Attitudes
o Knowledge
o Personal ability & mental ability
o Physical ability
o Qualification
o Communication skill
o Job knowledge (for lateral entry)
 Leave management:
Leave is earned by duty. Leave cannot be claimed as a matter of right, and leave
admissible under the service rule of Iceberg food ltd. may be granted by the Managing
Director or his authorized person, who may refuse leave, grant leave for a shorter period
than applied for, revoke leave of any description and recall an employee before the expiry
of the leave.
One Officer is looking after the leave matter of employees and keeping leave records.
Employees of Iceberg food ltd. are enjoying following kinds of leaves
Earned Leave: 20 days in a year as per service rule of ALLIANCE CAPITAL.

Casual Leave: 10 days in a year.

Sick Leave: 14 days in a year + conditional additional sick leave allowed by the mgt. as per service
rule of Alliance Capital.

Maternity Leave: 24 weeks for each issue up to two children.

LeaveWithout Pay 15 days once during the service life.

Paternity Leave 5 days.

Bereavement 5 days.
Leave

Study Leave: As per the rule of the organization.

Personal Profile Management: They maintain employees personal profile with hardcopy of
documents for example: CV, NID, Educational Certificates and other necessary documents.
 4.1.2 HR Operations:
HR operations unit mainly work in the area of short term and long-term benefits of the employees
of ALLIANCE CAPITAL, like salary, bonus, provident fund, gratuity, super annulations fund, etc.
∙ Monthly Salary Disbursement
∙ Preparation and disbursement of Festival Bonus and Performance Bonus ∙
Employees Final Settlement.
∙ Maintain liaison with different AMC, which are under the corporate agreement with Iceberg food
ltd. Limited.
∙ Submission of various Salary related MIS report to the Management & Regulatory bodies.
∙ Work as System Admin in HR department
∙ Assist in Appraisal Management
∙ Investment with the gratuity and PF fund
∙ Employee Tax processing, etc.

4.1.3 Training & Development:

Human Resource is the key to success of a service oriented business organization. The famous
quotes from some renowned business leaders are:
∙ Take our 20 best people and virtually we become a mediocre company. o -Bill
Gates, Chairman, Microsoft Corporation.
∙ Take my assets, leave my people and within 5 years I will have it all back. o -
Alfred Sloan, Chairman, General Motors.
The mission of Iceberg food ltd. is to be the premier financial institution in the country providing
high quality products and services backed by latest
technology and a team of highly motivated personnel to deliver Excellence in investment
banking & Asset Management Company

Steps of training program

A typical training program can be classified into 5 steps
1 Need Analysis
2 Instruction Design
3 Validation
4 Implementation
5 Evaluation and Follow-up

1. Need Analysis:
✔ Identify the specific job performance skills needed to improve performance and productivity.
✔ Analyze the skills and needs of the prospective trainees and to develop specific measurable
knowledge to perform their job.
✔ To ensure that the program will be suited to the trainees specific levels of education,
experience and skills.
✔ Use study report to develop specific measurable knowledge and performance objective
∙ Technique to identify Training Needs:
Task analysis and performance analysis are two main techniques for identifying training needs.
∙ Task analysis:
The first step in training is to determine what training, if any, is required. The main task in
assessing the training needs of new employees is to determine what the job entails and break it
down into subtasks, each of which is then taught to the new employee. So, task analysis is a
detailed study of a job to identify skills required so that an appropriate training program may be
instituted.
Task Analysis form contains six types of information-

∙ Task list
∙ How often performed
∙ Quantity, Quality Standards
∙ Performance Conditions
∙ Skills Required
∙ Where best learned

∙ Performance Analysis:
Verifying that there is a performance deficiency and determining whether that deficiency should be
rectified through training or some other means (such as transferring the employee).

2. Instructional Design:
Gather instructional objectives, methods, media, description of and sequence of content, examples,
exercise and activities.
Make sure all materials such as video scripts, leader’s guides and participant’s workbooks,
complement each other are written clearly and blend into unified training geared directly to the
stated learning objectives.
Carefully and professionally handle all program elements-whether reproduced on paper, film or
tape to guarantee and effectiveness.
3. Validation:
Introduce and validate the training program before it presented to the trainee. 4.
Implementation:
When applicable boost success of training workshop focuses on presentation knowledge and
skills in addition to training content.
5. Evaluation and Follow-Up:
Asses program success-according to
Reaction: Document the learner’s immediate reactions to the training. Learning: Use
feedback devices or pre and post tests to measure what learners have actually learned.

Behavior: Note supervisor’s reactions to learner’s performance following completion of the

training. This is one way to the degree to which learners apply new skills and knowledge to
their jobs.
Results: Determine the level of improvement in job performance and assess needed
maintenance
Setting training objective
After training needs have been analyzed, concrete and measurable training objectives should be
set. Objectives specify that what the trainee should be able to accomplish after successfully
completing the training program.
Techniques of training program:
After determine employees training needs, set training objectives and designed the program, the
training program can be implemented. Most popular training techniques are:
✔ On the job training
✔ Off the job training
⮚ On the job training:
On the job training is like having a person learns a job by actually performing it. Virtually
every employee, from mailroom clerk to company president gets some on the job training
when he or she joined the firm.
A useful step by step job instruction approach for giving a new employee on the job
training is as follows
o Preparation of learner
o Presentation of the operation
o Performance tryout
o Follow-up
On the job training has several advantages
o It is relatively inexpensive
o Trainees learn while they working
o There is no need of class-room, programmed learning devices
o Trainees learn actually doing the job
o Get quick feed-back about the correctness of their performance.

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On the job management development techniques:
On the job training is one of the most popular development methods.
Important techniques here include
o Job rotation
o Coaching/ under-study approach
o Junior boards
o Action learning

⮚ Off the job training: Alliance Capital do not provide off the job training.
 Chapter: 5

Company Analysis

5.1 SWOT Analysis:

STRENGTHS:
The strengths of a company are the most important building blocks required for growth to take
place. The following are a few of the most prevalent strengths that Alliance Capital Asset
Management Ltd has at the present time.
Recruitment: Their recruitment and selection policy is very strong. Alliance Capital recruits
talented candidates from the market through proper testing- written and interview. The written part
contains questionnaires that are of IBA standard which is a renowned education institution of our
country.
Work environment: During my stay I found the work environment very satisfactory. Everyone is
cordial and helpful and cooperative. There is less internal conflict or politics at play which is
essential for conducting a productive working environment. Transparency: For clear
communication to the employees of the HR Practice in Alliance Capital, they have a service rule
book which they give to every employee. The guide articulates important and covers all HR
Practice followed by the organization. This is very helpful both for the employees and the
employer as it removes chances of misinterpretation, bias etc.
Leave Management: They Provide a 44 days leave balance which include earn leave 20 days,
Casual leave 10 days and Medical leave 14 days. So employees have no worries regarding having
leave.
Accountable Corporate Governance is very important for the AMC: Good Corporate
Governance is an issue of vital importance to the Board and Management of Alliance Capital. The
Board of Directors, as the head level of authority, is responsible and accountable for the overall
direction and is ultimate answerable to regulatory authorities and shareholders for the activities,
strategies and performance of the company.

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The board now has 9 members, which also includes 2 independent directors. Alliance Capital
board has a formal schedule of matters especially reserved for its decision including corporate
strategy, approval of budgets and balance sheet, annual financial results, Director Appointment,
proposal for dividend, approval of major corporate transactions and credit proposals beyond the
delegated business power of the management.

Iceberg food ltd. provides online Services:

Alliance Capital is among the few AMCs in Bangladesh, which provides the online services to its
customers. By using the modern online services, where customer can purchase or repurchase an
amount of shares of unit fund under its account. This service gives customer huge flexibility.
More and more urban customers are becoming attracted to this service day by day. This online
service provides great benefit for the customers, as they do not have to face the hassle of going to
the office to know their balances. Training and development system of Alliance Capital is a
prime reason of their success:
Iceberg food ltd. gives regular training to the officer of both middle and lower levels. Again if
there is any strategy or technology change, there will be special training program arranged based
on individual needs. They arrange special training on their software also which they use in the
office to operate their system, which eventually becomes beneficial not only for the employee but
also for the organization, because if they do not know the exact procedure of carrying out work in
their system then that might affect them both the employee end into making mistake, and as a
result the reputation of the organization also might get hampered.

WEAKNESS:
Though Iceberg food ltd. is a company that has many strengths but it also has some weakness. The
followings are few of the most common weakness that Alliance Capital has at the present time:
 Inadequate human resources:
The human resources are not sufficient in terms of its service providing system. It has to maintain
a number of formalities to recruit employees.

Human Resource Planning:

There is not much Human Resource Planning at the Organization except for an annual need
assessment for required workforces
Investors lack of knowledge about Asset Management Company and Alliance
Capital:
Open ended-mutual fund is a new concept in the capital market of Bangladesh. So, it’s new to the
investors. They don’t have the idea how it works. Their concept about mutual funds is vague and
they have a very pessimistic notion on the current negative performances of the closed-end mutual
funds. The closed-end mutual funds are performing poorly for the couple of years and almost all
are trading under their face value.

Fund is still small:

Though Alliance Asset Management Ltd is managing the mutual fund of MTB but the fund size is still small.
Thus, investors have the negative idea about MTB Unit Fund. Lack of Job Analysis:
It is the important part of HR practice in an organization but not implanted in Alliance Capital which
means they are less informed about current market trends and that could lead to loss of potential
talents from their pool.

OPPORTUNITY:
In an organization opportunities are positive external environmental factors. An organization
should explore all possible opportunities available to it. These opportunities are intended to
improve the organization. By making improvements, the organization should be able to become
more competitive in the market. The following are available opportunities to Alliance Capital in
order for it to become more aggressive:
Recruitment:
Most recruitment in here is through internal recruitment, they can spread the pool of entry level
employees through campus recruitment.

Recent performance will establish stronger credibility:

The performance of Unit Fund in FY13-14 was strong. Their retained earnings hav

already provided a strong foundation for the portfolio. Because of the previous year
performances investors are getting concern about the MTB Unit Fund.
Expanded market:
As new industries are coming into the market, capital market is being large enough and long term financial
demand is being created. The open ended mutual fund is a new sector, so there are high
possibilities of growth in this sector. Open ended mutual fund is a largely untapped market, and
Alliance Capital will be able to capture a large number of institutional clients from competitors, as
well as new clients.
THREATS:
An organization’s threats are negative external factors. An organization should explore all possible
threats available to it. These threats are intended to diminish the organization. By making
improvements and proper monitoring of the threats, the organization should be able to turn more
competitive in the market. The following are threats are available to Iceberg food ltd. in order to
threaten its existence.
 Volatile economy:
The market can be volatile, and a sudden drop in prices will weaken client confidence & portfolio
performance. Rise in interest rate and events like terrorist attacks are likely to affect the economy and
the margin of leasing companies may also suffering this. The changing nature of share market also
affect the smooth operation of MTB Unit Fund.
Government Policy:
The changes of policy connected to the operation of finance companies might create an unfavorable
impact on the investment industry. The decision to withdraw the accounting practices accelerated
depreciation and extra shift depreciation has decreased the profitability of the Mutual Funds.
The Lack of Motivation of Employees:
Sometimes the lack of motivation in employees can create a threat to the organization. Employees may
be overburdened with tasks that are not their core-competencies. As a result, the quality and accuracy
of deliverables duties may fall. Employee turnover may have a negative effect on the overall
performance of organization.