INDUSTRY IMMERSION PROJECT

At

TV Sundaram Iyengar & Sons Private Limited

By

ASWIN RAJA.T
18MBA061

Under the guidance of

B.Poongodi, B.sc (Agri), MBA, M.Phil., Ph.D., Dip. Agribusiness (Israel)

Assistant professor (II)

MASTER OF BUSINESS ADMINISTRATION

Kumaraguru College of Technology

(An autonomous institution affiliated to Anna University, Chennai)

Coimbatore - 641 049

December 2018

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BONAFIDE CERTIFICATE

This to certify that this INTERNSHIP AT “TV Sundaram & sons private limited” is the bonafide
work of Mr.T.ASWIN RAJA(18MBA061) who carried out the project under my supervision.
Certified further, that to the best of my knowledge the work reported herein does not
form part of any other project report or dissertation on the basis of which a degree or award
was conferred on an earlier occasion on this or any other candidate.

Faculty guide Head of Department

Dr.B.Poongodi Dr.V.R.Nedunchezhian
Assistant Professor (II)-KCTBS Professor - KCTBS

Softcopy Submitted for the Project Viva-Voice examination held on

Internal Examiner I Internal Examiner II

(Signature with date) (Signature with date)

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ACKNOWLEDGEMENT

I express my sincere and heart-felt gratitude to our Late Arutchelvar

Dr.N.Mahalingam and the Management of Kumaraguru College of Technology
Business School, for their direction.

I record my indebtedness with happiness to our Head of Department,

Dr.V.R.Nedunchezhian, and KCTBS for the guidance and sustained encouragement for the
successful completion of this project.

I wish to express my deep sense of gratitude to my Project Guide B.Poongodi, B.sc (Agri),
MBA, M.Phil., Ph.D., Dip. Agribusiness , Assistant Professor in Marketing Management,
KCT-Business School, for his guidance and moral support throughout the project
duration from its inception to completion and for making the project a success.

I thank A.SORUBAN VICTOR (HR) of TV Sundaram and son’s private limited for his
valuable guidance and motivation to complete the internship successfully.

I also extend my gratitude to all the faculty members and my beloved parents for
their moral support in helping me for successful completion of this project.

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CONTEXT
1. INTRODUCTION -06
2. INDUSTRY PROFILE -07
2.1 Contribution to economy.
2.2 Competitors.
2.3 Recent trends in Industry.
2.4 Challenges for industry.
2.5 Market Size.
3. COMPANY PROFILE -08
3.1 History
3.2 Founder
3.3 Vision
3.4 mission
3.5 core values
3.6 product and services
3.7 financial performance
3.8 challenges for company
3.9 Market and Market share -10
4. OVERVIEW OF FUNCTIONS -10
4.1 Overview
4.2 Organisation chart -11
4.3 SWOT Analysis -12
OVERVIEW OF DEPARTMENTS
5. HUMAN RESOURCE MANAGEMENT -13
5.1 Role of HR Manager
5.2 Recruitment
5.3 selection

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5.4 Training and Development
5.5 Working Hours
5.6 Incentives
5.7 Welfare Benefits
6. SERVICE MARKETING -15
6.1 Roles of sales person
6.2 Products and Product policies
6.3 Advertising policies and procedures
6.4 sales promotion activities
6.5 Marketing Research Activities
7. Service Operations -17
7.1 Receiving and Processing Orders
7.2 Service Procedures
7.3 Inventory management
8. Systems -19
8.1 Systems and Processes
8.2 Softwares Used

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“T V Sundram Iyengar & Sons Private Limited”

1) INTRODUCTION:

The company I visited for Industry Immersion project was “TV Sundram
Iyengar & Sons Private Limited. The company is based on service oriented. They working
under the project “PRISM” Publisher’s Resource for Industry Sales and Marketing Excellence
of ashok Leyland. It works as a franchise for ashok Leyland heavy duty vehicles service centre
and sale. It has its own mission, vision policy. There is two types of business running under
that organisation .The primary business is service oriented where the heavy duty vehicles like
truck and bus are repaired and serviced and the secondary business is selling of parts which is
said to be as “Lay parts” by a organisation .Here the parts from ashok Leyland are directly
purchased and then they sell to local small scale industries and work stations, there is also a
division called as “value parts store” here they sell servicing parts for heavy vehicles. In
addition, they also sell the scraps from service and maintenance like oil waste, plastic waste
etc. Apart from the departments of the organization, there are few facilities like Customers
lounge, Drivers waiting lounge, canteen and parking there is no separate department for
Finance, and instead they manage the financial activities by HR & Admin operations. The
company is located in Coimbatore to Salem highways near Avinashi.

I undergone a period of 7 days in T V Sundram Iyengar & Sons Private

Limited for Industry Immersion Project, where I spent 4 days for studying the function of
Service, Service Marketing, HR & Admin and Systems departments. And the other 3 days were
spent for PARTS WAREHOUSE and VALUEPARTS Stores within the organization. The
report represents and depicts the functions of various departments and the challenges faced by
both employees and managers of the organization.

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2) INDUSTRY PROFILE:

2.1) Contribution to economy:

T V sundram Iynengar and sons is a private service oriented

company here they contributes services like repairing heavy utility vehicle and replacing parts
and whole selling ashok Leyland parts to local small scale industries.

2.2) Competitors:

As it is a service based company .the major competitors in Tamilnadu are

 TATA HEAVY MOTOR SERVICES.

 EICHER TRUCK SERVICES.
 BHARATH SERVICES PVT LTD.

2.3) Recent trends in industry:

Since there is no upgradation of technology to diagnose the accurate

underlying problems in truck and the major business is based on the selling of ashok leyland
parts.so there is no recent trends followed by this industry.so they following the traditional
method in industry.

2.4) Challenges for the industry:

The major challenges for this industries is to

identifying the accurate problem of the truck .since there is no sensors and modern equipment
to identify the problems underlying in the truck .they using the traditional method to servicing
and maintaining the trucks. The machines are manual and most of the services done by the
manpower so the identification of problem is a main challenge.

2.5) MARKET SIZE:

As there is no clear data of market size for servicing automobiles in

India. But then the service marketing lead mentioned HUV (Heavy utility vehicle) and HCV
(Heavy commercial vehicles) servicing market size is 35% where the other 65% is for servicing
companies for commercial automobiles and medium scale servicing workshops.

3) Company profile:

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3.1) HISTORY:

Established in 1911, T V Sundram Iyengar & Sons Private Limited (TVS

Sons) is the holding company of a large number of entities in the TVS Group. The company is
one of the larger dealers for Medium and Heavy Commercial Vehicles (M&HCVs), passenger
vehicles in India and also acts as key distributor of automotive spare parts and components.
The TVS Group is a diversified business conglomerate in South India with interests in the
automotive, auto ancillary and financial service industries. Since inception, the Company
continues to be closely held and managed by the family members of Late T V Sundram Iyengar.

3.2) FOUNDER:

Thirukkurungudi Vengaram Sundram Iyengar (22 March 1877-28 April 1955).

3.4) VISION:

Be among the top Indian corporations acknowledged nationally and internationally

for

 Excellence in quality of its products.

 Excellence in customer focus and service.

3.5) MISSION:

Be a leader in the business of commercial vehicles exceeding in technology,

quality and value to customer fully supported by customer service of the highest order and
meeting national and international safety environment and safety standards.

3.5) Core values:

Some core values followed by this organisation are,

 Service Orientation
 Employee satisfaction
 Motivation and Teamwork
 Customer Satisfaction
 Integrity
 Building Trust.

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3.6) PRODUCT AND SERVICES:

 TV Sundaram Iyengar pvt ltd .It is associated with ashok Leyland

ever since the manufacturing sets its base in India.
 TVS is the corporate dealer for Ashok Leyland for its intermediate
commercial vehicles and heavy commercial vehicle.
 VALUEPARTS and LEYPARTS are the major product from
ashok Leyland is directly purchased and sell by the TVS.
 Spare parts replacement, diagnosing the problem in vehicle and
rectifying, water washing HUV/ICV vehicles are the service
provided by TVS to all ashok Leyland HUV/ICV and also third
party vehicles.

3.7) Financial Performance:

As per the reports from AGM (Annual General Meeting)

meeting which was held on 29th September of 2018, the total paid-up capital is Rs.11.44cr.
TVS also secured loans in the amount of 727.00cr.

3.8) challenges for company:

 Difficult to identifying the underlying problem in

vehicles due to lack of upgradation in technology.
 Outstanding service abilities
 Ambition to grow the service business
 Time and situation management from suppliers and
end to end customers
 Long term customer commitment; non reporting
customer with outstanding credit based on the type of
product.
 Capability to inverts huge amount on service
infrastructure to match ashok Leyland standard.

3.9) MARKET AND MARKET SHARE:

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In tamilnadu the market contains few major
player like EICHER, TATA, and BHARATH, where the TV Sundram and sons private limited
leads among all market shares. Where the share rate of TVS has 45% and Eicher with 30% and
Baharat and other companies share remaining 25% of the market. This data is not precise data,
it is an approximate data.

4) OVERVIEW OF FUNCTIONS

4.1 OVERVIEW

T V Sundram Iyengar & Sons Private Limited operates as an automobile

dealership and distribution company in India and internationally. It engages in the distribution
of commercial vehicles, multi utility and sports utility vehicles, passenger cars, construction
equipment, and two wheelers and three wheelers; and automobile spare parts and components
for trucks and cars, tractors, earthmoving equipment, gensets, and IC engines. The company
also provides logistics solutions, including warehousing, distribution, transportation, and in
plant logistics support for automobile OEMs, auto parts suppliers, and buyers; and engages in
car dealership business.

T V Sundram Iyengar & Sons Private Limited company which I visited was a
dealer of Ashok Leyland insisted by the project of PRISM. The company provides service to
ICV (Intermediate Commercial Vehicles) and HCV (Heavy Commercial Vehicles) along with
sales of Leyparts to retailers around Coimbatore region. The company mainly has four
departments. They are as follows:

 HR Operations & Admin Department

 Operations / Service Department
 Service Marketing Department
 Systems Department

The company also has other departments included in Operations which are ETP (Effluent
Treatment Plant) plant, Inventory management, Tools management, Safety management, Tools
Management, Unit assembly, Engine assembly and Machine Shop.

Other miscellaneous sectors of the company are waste management, employee canteen,
driver/customer lounge, employee/customer parking.

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4.2.ORGANIZATIONCHART

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The front office of the company comprises of HR Operations & Admin department along with
Systems Department and service advisors. These Service advisors act as a spokesman between
administration, customers and technical advisors. Also, the DMS operators take care of systems
with the data of vehicles, billing, customer, suppliers and other details. In addition, there is one
person for Service marketing who looks after sales activities and manages servicing
promotions. There is one Work Manager who is the branch head and manages the operations
of the organization.

The service station section of the company comprises of six mechanic teams
which are supervised by technical advisors. Here, the technical advisors act as spokesman
between customers and the mechanic team employees. Each team consists of five members
who reports the issue to the supervisors.

4.3) SWOT ANALYSIS

STRENGTH WEAKNESS OPPURTURNITY THREAT

1. Availability of 1. Difficulty in 1. Scope of market for 1. No initiative to

spare parts and identification of HCV vehicles are introduce and
technical manpower complaint by lack of wide open and can implement latest
for all variant knowledge and easily penetrate when trends and technology
ICV/HCV Vehicles. technology to any new customer which in turn gives
diagnosis the comes to play. pathway for
2. Excels in trust and problem. international
value creation to competitors like
customers by Eicher to penetrate the
providing good market technically
service with fewer and economically.
prices.

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OVERVIEW OF DEPARTMENTS

5) HUMAN RESOURCE MANAGEMENT:

HR manager plays a major role in this

organisation. Here they set strategies and develop policies, standards, system and process that
strategies in a whole range of areas. As there is no separate financial department and only one
cashier section in that organisation. So HR taking care for financial administration.

5.1) Role of HR Manager:

 Human resource workforce analysis.

 Human resource workforce data management.
 Training and development
 Compensation, reward, benefits allotment.
 Organisational development.
 Industrial and employee relations.

5.2) RECRUITMENT:

The Head of the department decides the job specification such as

education, experience, skillsets, etc. the same will be mentioned in the form and
communicated to HR. HR shall review the PRF and send to business head for approval.
Based on the approval HR shall look for suitable candidate through any of the following
methods.

a) Ads in newspaper/ portal.

b) Reference through employees.
c) Existing database of resumes.

5.3) Selection:

Resumes received from various sources are scrutinized by HR executive. After

screening the resumes are forwarded to the concerned department for further screening and
identified those candidates are called for the interview. Interview is done by the HR mostly
direct interview held to select the candidates for mechanical works. And for technical

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candidates there is a technical round where it would be in the form of practical and written test
to select the candidates.

5.4) TRAINING AND DEVELOPMENT:

Training and development are taken by the experts

and the duration of programs can be in a week or months. From this training employees get
opportunity to learn some new ideas and work with full confidence. The training program held
after the induction program.

If the new type of updates are to be done in work station

then the whole set of employees are given the respective training and development program in
that area.

5.5) WORKING HOURS:

Employees are not forced to work more than 8 hours a day.

There is shift based work. Three shift per day and Overtime for the operators are credited
in compensatory off. Shift timings:
 First shift (8.30am _ 4.30pm).
 Second shift (4.30pm_12.30am).
 Third shift (9am_5pm).

5.6) INCENTIVES:

The incentives are given to the employees based on the working performance
and the personal behaviour. Working performance is measured by continuous supervision on
employee based on machine handling, time taken to diagnose the problem underlying in heavy
vehicles etc. incentives are mostly given in the form of cash with their monthly salary. If the
performance given by one employee is more and effective with less error then he/she can be
appreciated with the incentives. Other than that the employee is given with the incentive based
on their personal behaviour and the way behave to other in the working place.

5.7) WELFARE BENEFITS:

Some of the welfare benefits offered to the employees are

 Food facilities
 Separate Parking lot for employees

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 Medical camp
 Providing insurance policy for workers.

6) SERVICE MARKETING

6.1) ROLES OF SALESPERSON

T V Sundram Iyengar & Sons Private Limited is a company whose

major operating function is service. Thus, there is only one service marketing sales person in
the company. The roles of the sales person of TVS are as follows:

 To report the customer turnover of retailers and service customers to the Works
Manager.
 To perform direct marketing of services whenever a new retailer comes to the
market region.
 To report and associate with other salesperson from other branches in review
meeting.
 To conduct sales campaign activities in public places to improve the sales and
promote sales.

6.2) PRODUCTS AND PRODUCT POLICIES

1. VALUEPARTS: Spare parts from Ashok Leyland and other third party companies
for servicing vehicles of all variant automobile companies.

For value parts from Ashok Leyland, there is 40% discount offered to service
customers and the value parts from other third party companies includes 15% discount
offers. The discount only depends upon the type of spare part which is most commonly
used in servicing vehicles. Those spare parts which are rarely used are sold for actual
price.

2. Leyparts: Exclusive products from Ashok Leyland which are stored in PARTS
WAREHOUSE (Inventory Sector/Management of TVS) for sales to retailers.

Ashok Leyland’s Leyparts have limited policies for some products since there
are flammable, defect oriented. The policies are as follows.

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 Products like Oil filters cannot be returned once purchased from the
PARTS WAREHOUSE and there are no discounts.
 Clutches are expensive and product returned from retailers for reasons
like defects has to be faced by Ashok Leyland and give a notice period
for replacement.
 Other components and products of Leyparts have 60% discount offers
from Ashok Leyland because most of the products are manufactured by
Ashok Leyland.

6.3) ADVERTISING POLICIES AND PROCEDURES

When it comes to advertising the Leyparts and services, policies change with
respect to time, team and situations. The main reason for the unstable policy in advertisements
is non-reporting customers who are new retailers and one time single owner vehicle people.
Customer behaviour plays an important role where, feedbacks are to be collected at the right
time and responded with change in policies or pricing.

Some of the advertising procedures that TVS follows are given below.

 Pluck cards in public places.

 Posters inside the front office and around the service station.

Here, initially requisitions are made by TVS to Ashok Leyland for such advertisements and
only if Ashok Leyland approves, posters and pluck cards are provided. Reports are to be
submitted regarding statistics of sales, customer turnover in market region for requesting
advertisements.

6.4) SALES PROMOTION ACTIVITIES

The Salesperson of TVS conducts sales promotion activity by stalls in petrol

bunks. Stalls are active around 5 days where a technical advisor accompanies Salesperson to
perform demo for some products from Leyparts to the public.

In case of intermediate sales promotion, the salesperson conducts an activity

called “Workshop on Wheels” in public places where the people are crowded.

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6.5) MARKETING RESEARCH ACTIVITIES

TVS conducts review meeting every month where all the salesperson reports
and discuss about sales to sales manager.

7) SERVICE OPERATIONS

7.1) RECEIVING AND PROCESSING ORDERS

The activities of receiving and processing orders are carried out by both DMS
(Document Management System) operators and Service advisors. Initially, the queries are
noted in a document and after diagnosis, the service advisor sets a technical advisor and his
team to do service to the vehicle.

7.2) SERVICE PROCEDURES

 A five member team is assigned to perform service to the particular vehicle,

where the process is balanced by control engineering. In control engineering,
the labours perform the work within the line of control. Even tools and
equipment’s are in control over a place with yellow lines around it.
 The company has a separate unit for both engine and assembly, where issues
respective to engines are taken separate care with equipment.
 The service station is the platform where the vehicles are diagnosed and
serviced. The company has 35 counters where 10 counters are for ICV
(Intermediate Commercial Vehicles) and the other 25 counters for HCV (Heavy
Commercial Vehicles).
 The spare parts for servicing are provided by the VALUEPARTS Store which
is located near to the service stations.
(NOTE: The parts from VALUEPARTS are only for servicing or replacement
and is not for sales)

7.3) INVENTORY MANAGEMENT

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TVS has a separate outlet inside the campus for inventory management. Since
TVS is the dealer of Ashok Leyland, the inventory management is used as a PARTS
WAREHOUSE. It consists of Leyparts from Ashok Leyland. The flow process which is carried
out in inventory management is depicted below.

PRODUCTION

DEALER
(ASHOK LEYLAND)

DISTRIBUTOR
(TVS)

RETAIL SHOPS

END CUSTOMERS

Here, the Leyparts are produced by Ashok Leyland and other third party producers like
Fleekgaurd. Also the regular customers; that are the retail shops who purchase Leyparts are SI
Automobiles, Dhanam Motors and Bhagavathi Motors.

8. SYSTEMS
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8.1 SYSTEMS AND PROCESSES

The data which TVS deals are Customer details like name of customer and
vehicle, Value parts identity number, Leyparts identity number and label number which is
stored in Parts Warehouse, data of employees and finance. These data are limited to each
department by modules of same software.

For instance the data of HR Operations & Admin cannot be viewed or accessed
by other department employees. TVS uses DMS (Document Management System) operators
to operate systems to store and process data. Steps followed by DMS operator in the process
are as follows:

 First, the operator stores the details of customer or retailer and their queries or
orders.
 Once the Service advisor councils the customer, the required service procedures
are processed in a quotation with discounts.
 After the service, billing and settling cash, the details are integrated from each
department in a single file.
 Also, it is the duty of operators to attend calls from customers and also call to
customers after service to get instant feedbacks.

8.2 SOFTWARES USED

 SAP (BBM SAP)

9) LEARNING FROM THE VISIT:

 Learned about the complete process of service with end to end procedures.
 Learned about the functions of organisation departments.
 Learned about the HR & ADMIN Management in HUV service centre
 Learned about the complete operation management in service centre
 Learned about the Inventory parts management and marketing

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ANNUXURE:

COMPANY FRONT VIEW

INVENTORY FOR VALUEPARTS

LEY PARTS INVENTORY

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CONCLUSION:

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