BHARATH Autoooo

A STUDY ON SALES AND PROMOTION IN TVS COMPANY

TABLE OF CONTENTS

EXECUTIVEY

CHAPTER-1
INTRODUCTION
1.1 Introduction About the Topic ...................................................................... 2-3
1.2 Background Information About the Topic..................................................... 3-6
1.3 Objectives of the Study............................................................................ 7-10
1.4 Scope of the Study..................................................................................... 10-12
2.CHAPTER-2
DESCRIPTION OF THE ORGANIZATION
2.1 Description of the Organisation............................................................... 12-14
2.2 History About the Organisation............................................................... 14-16
2.3 Mission And Vission................................................................................... 26-27
2.4 Structure of Organisation.......................................................................... 24-26
2.5 Products And Services Offers.................................................................. 16-24
3.CHAPTER-3
EXPERIENTIAL LEARNING
3.1 Interns Experiance in the Organisation...................................................... 27-29
3.2 Tasks undertaken And Skills Acquired by Intern..................................... 29-30
3.3 Challenges Faced And Lessons Learned.................................................... 31-34
4.CHAPTER-4
INTERNSHIP OUTCOMES AND CONCLUSION
4.1 Internship Outcomes..................................................................................... 35-38
4.2 Findings.......................................................................................................... 38-39
AES NATIONAL DEGREE COLLEGE

4.3 Recommendations, Suggestions And Conclusions..................... 39-40
CHAPER-1
INTRODUCTION
INTRODUCTION ABOUT THE TOPIC
SALES AND PROMOTION
Aditya Parts and Engineering Pvt Ltd is a dynamic and innovative company dedicated to providing
high-quality engineering solutions to its clients. In addition to its core focus on design,
manufacturing, and engineering services, Aditya Parts recognizes the critical importance of
effective sales and promotion strategies in driving business growth and building strong customer
relationships.
sales and promotion play integral roles in Aditya Parts and Engineering Pvt Ltd’s overall business
strategy. By adopting a customer-centric sales approach, emphasizing value proposition, and
implementing diverse promotion strategies, Aditya Parts effectively positions itself as a trusted
partner in providing innovative engineering solutions to its clients, driving business growth and
success.
SALES
Sales Approach
At Aditya Parts, the sales approach is characterized by a customer-centric philosophy aimed at

understanding and fulfilling the unique needs and requirements of clients. The sales team is

equipped with in-depth knowledge of the company’s products and services, enabling them to
provide tailored solutions that add value to customers’ businesses.
Key Aspects of Sales Strategy
❖ Consultative Selling
Rather than simply pushing products, the sales team adopts a consultative approach, actively
engaging with customers to identify their challenges and goals. By understanding clients’ pain
points and objectives, Aditya Parts can offer personalized recommendations and solutions that
address specific needs.
❖ Relationship Building
Building long-term relationships with customers is a priority at Aditya Parts. The sales team fosters
trust and credibility through transparent communication, reliability, and consistently delivering on
promises. This focus on relationship building not only drives repeat business but also generates
positive word-of-mouth referrals.
❖ Value Proposition
Aditya Parts emphasizes the unique value proposition of its products and services. Whether it’s
innovative design capabilities, superior quality, competitive pricing, or excellent customer support,
the sales team effectively communicates the benefits that differentiate Aditya Parts from
competitors.
❖ Promotion Strategies
In addition to traditional sales techniques, Aditya Parts employs a variety of promotion strategies
to increase brand visibility, attract new customers, and reinforce its position as a market leader in
engineering solutions.

❖ Digital Marketing
Aditya Parts leverages digital channels such as its website, social media platforms, and email
marketing to reach a wider audience and engage with potential customers. Engaging content,
informative blogs, and case studies showcase the company’s expertise and highlight its successful
projects.
❖ Trade Shows and Exhibitions
Participating in industry trade shows, exhibitions, and conferences provides Aditya Parts with
valuable opportunities to showcase its products and services, network with industry peers, and
generate leads. These events serve as platforms for demonstrating new technologies, launching
products, and building brand awareness.
❖ Collaborative Partnerships
Collaborating with complementary businesses, suppliers, or industry associations enables Aditya

Parts to expand its reach and access new markets. Joint promotional activities, co-branded
initiatives, or referral programs can mutually benefit all parties involved while amplifying the
company’s visibility.
OBJECTIVES OF THE STUDY
The objectives of studying sales and promotions in Aditya Parts and Engineering Pvt Ltd might
include
❖ Understanding Customer Behavior

Analyzing sales and promotion strategies can provide insights into customer preferences, buying
patterns, and behavior, helping the company tailor its offerings to meet customer needs more
effectively.
❖ Performance Evaluation
Assessing sales and promotion activities allows the company to evaluate the effectiveness of its
marketing efforts. This includes measuring key performance indicators such as sales revenue,
market share, customer acquisition cost, and return on investment (ROI).
❖ Identifying Market Trends
Studying sales and promotions helps in identifying emerging market trends, competitor strategies,
and consumer demands. This knowledge enables the company to stay ahead of the competition
and adapt its strategies accordingly.
❖ Optimizing Marketing Strategies
By analyzing sales and promotion data, the company can identify which marketing channels,
campaigns, and tactics are most successful in driving sales. This information can be used to
optimize marketing strategies and allocate resources more efficiently.
❖ Enhancing Customer Engagement
Effective sales and promotion strategies can help in building strong customer relationships and
increasing brand loyalty. Understanding what resonates with customers allows the company to
create more engaging and targeted marketing campaigns.
❖ Sales Forecasting
Analyzing past sales and promotion data can help in forecasting future sales trends, allowing the
company to better plan inventory levels, production schedules, and resource allocation.
Cost Management
Evaluating the cost-effectiveness of sales and promotion activities enables the company to identify
areas where costs can be reduced or reallocated to generate higher returns.
Feedback and Improvement

Studying sales and promotions provides valuable feedback that can be used to continuously
improve marketing strategies, product offerings, and overall business performance.
SCOPE OF THE STUDY
The scope of study for aditya auto products and engineering pvt ltd. Can encompass various aspects
related to its operations, industry dynamics, market trends, and strategic objectives. Here are some
potential areas of study:
❖ PRODUCT PORTFOLIO ANALYSIS
Conduct a comprehensive analysis of aditya auto products and engineering pvt ltd.’S product
portfolio, including its range of automotive components, engineering solutions, and aftermarket
products. Identify strengths, weaknesses, opportunities, and threats (SWOT analysis) within the
product lineup.
❖ MARKET RESEARCH AND ANALYSIS
Investigate market trends, consumer preferences, and competitive landscape in the automotive
industry, both domestically and internationally. Assess market demand for specific product
categories and potential growth opportunities in emerging markets.
❖ SUPPLY CHAIN MANAGEMENT
Evaluate aditya auto products and engineering pvt ltd.’S supply chain management practices,
including sourcing strategies, inventory management, logistics, and distribution channels. Identify
areas for optimization to enhance efficiency and reduce costs.
❖ QUALITY ASSURANCE AND STANDARDS COMPLIANCE

Study the company’s quality assurance processes and procedures to ensure compliance with
international standards and regulatory requirements. Assess the effectiveness of quality control
measures and recommend improvements for product quality and reliability.
❖ RESEARCH AND DEVELOPMENT (R&D)
Analyze aditya auto products and engineering pvt ltd.’S R&D initiatives, innovation strategies,
and technology adoption trends. Assess the impact of R&D investments on product development,
market competitiveness, and future growth prospects.
❖ OPERATIONAL EFFICIENCY AND PERFORMANCE
Evaluate the company’s operational performance metrics, production processes, and resource
utilization efficiency. Identify opportunities for streamlining operations, reducing waste, and
improving overall productivity.
❖ CUSTOMER SATISFACTION AND RELATIONSHIP MANAGEMENT
Measure customer satisfaction levels, gather feedback, and analyze customer preferences to
enhance product offerings and service delivery. Explore strategies for building long-term
relationships with key customers and improving customer retention.

CHAPTER 2
DESCRIPION ABOUT THE ORGANIZATION
Aditya Auto Products & Engineering (India) Private Limited
Aditya auto is a privately owned organisation with its head-quarters in bangalore; it began
as autarky auto in april 1989 founded by C. Jayaraman(managing director & C.E.O) and
established as aditya auto products in february 1999. Aditya auto serves oems and tier-one
automotive suppliers in both domestic and global markets; in addition to providing door latches,
window regulators, wiring harnesses, and engineered assemblies, aditya auto is also pushing into
new markets as a contract manufacturer. While classified as a midsize business, the company
operates a complex manufacturing and distribution network that spans six production facilities in
india plus logistic support units in india, europe, and north america.
Aditya auto’s core business is the design, development & manufacture of door & access systems,
wiring harness systems, driver control systems, integrated products for the automotive industry.
Aditya auto not only caters to the need of domestic customers but also the long list includes
international oem’s and automobile manufacturers from around the world. This list of customers

includes names like mahindra and PIAGGIO, Skoda auto, ashok leyland, tata motors, suzuki,
robert bosch, inteva products etc.
Aditya auto products and engineering pvt ltd. Stands as a beacon of excellence in the realm of
automotive manufacturing and engineering solutions. Renowned for its commitment to quality,
innovation, and customer satisfaction, aditya auto products and engineering pvt ltd. Has emerged
as a trusted partner for leading original equipment manufacturers (oems) and aftermarket
distributors alike.
Since its inception, Aditya Auto Products And Engineering Pvt Ltd. Has been on a relentless
pursuit of perfection, driven by a vision to redefine industry standards and pioneer advancements
in automotive technology. With a steadfast dedication to delivering superior products and
engineering solutions, the company has carved a niche for itself in the fiercely competitive
automotive landscape.
Headquartered in [D0DDABALLAPUR], Aditya auto products and engineering pvt ltd. Boasts
state-of-the-art manufacturing facilities equipped with cutting-edge machinery and technology.
These facilities serve as the crucible where raw materials are transformed into precision-
engineered automotive components, each bearing the hallmark of quality and reliability
synonymous with the aditya auto brand.
At the heart of Aditya auto products and engineering pvt ltd.’S success lies its unwavering
commitment to innovation and research. The company invests heavily in research and
development, fostering a culture of creativity and ingenuity that fuels the continuous improvement
of its product portfolio. From engine components to transmission parts, suspension systems to
electrical modules, aditya auto products and engineering pvt ltd. Leaves no stone unturned in its
quest to push the boundaries of automotive excellence.
But beyond its technological prowess, Aditya Auto Products And Engineering Pvt Ltd. Prides itself
on its customer-centric approach. The company places immense value on understanding the unique
needs and preferences of its clients, forging lasting partnerships built on trust, transparency, and
mutual respect. With a keen focus on customer satisfaction, Aditya Auto Products And Engineering

Pvt Ltd. Endeavors to surpass expectations at every turn, ensuring that every product that bears its
name is a testament to quality craftsmanship and unparalleled performance.
As Aditya Auto Products And Engineering Pvt Ltd. Continues to chart new horizons and conquer
new markets, its commitment to excellence remains unwavering. With a legacy of innovation, a
passion for perfection, and a vision for the future, Aditya Auto Products And Engineering Pvt Ltd.
Stands poised to shape the automotive landscape for generations to come.
The automobile industry in india is one of the largest in the world and one of the fastest growing
globally. India manufactures over 17.5 million vehicles (including 2 wheeled and 4 wheeled) and
exports about 2.33 million every year. It is the world’s second largest manufacturer of motorcycles,
with annual sales exceeding 8.5 million in 2009. India’s passenger car and commercial vehicle
manufacturing industry is the seventh largest in the world, with an annual production of more than
3.7 million units in 2010. According to recent reports, india is set to overtake brazil to become the
sixth largest passenger
BACKGROUND THE COMPANY
❖ LOCATION
The company is headquartered in [DODABALAPURA], with manufacturing facilities

strategically located to serve the automotive industry effectively.
❖ PRODUCT RANGE
Aditya Auto Products And Engineering Pvt Ltd. Offers a diverse range of automotive
components catering to various segments of the automotive industry. This includes but is not
limited to:
❖ Engine components
❖ Transmission parts
❖ Suspension and steering components

❖ Brake systems
❖ Electrical components
❖ Chassis parts
❖ Aftermarket automotive products
❖ MANUFACTURING CAPABILITIES
The company boasts state-of-the-art manufacturing facilities equipped with advanced machinery
and technology. Aditya Auto Products And Engineering Pvt Ltd. Adheres to stringent quality
control measures to ensure that all products meet the highest standards of quality and reliability.
❖ RESEARCH AND DEVELOPMENT
Innovation is at the core of Aditya Auto Products And Engineering Pvt Ltd.’s operations. The
company invests significantly in research and development to stay at the forefront of automotive
technology. This includes developing new products, improving existing ones, and implementing
efficient manufacturing processes.
❖ QUALITY ASSURANCE
Aditya Auto Products And Engineering Pvt Ltd. Places a strong emphasis on quality assurance.
The company follows international quality standards and procedures throughout the manufacturing
process to deliver products that meet or exceed customer expectations.
❖ CLIENTELE
The company serves a diverse clientele that includes original equipment manufacturers (OEMs)
in the automotive industry, aftermarket distributors, and retailers. Aditya Auto Products And
Engineering Pvt Ltd. Has built long-standing relationships with its clients by providing reliable
products and exceptional customer service.

❖ CORPORATE SOCIAL RESPONSIBILITY (CSR)
Aditya Auto Products And Engineering Pvt Ltd. Is committed to corporate social responsibility
and actively participates in initiatives aimed at benefiting the community and promoting
sustainable development.
❖ FUTURE OUTLOOK
As the automotive industry continues to evolve, Aditya Auto Products And Engineering Pvt Ltd.
Is poised to expand its product portfolio, enhance its manufacturing capabilities, and explore new
markets. The company is dedicated to maintaining its reputation as a trusted partner in the
automotive sector while pursuing growth opportunities both domestically and internationally.
OBJECTIVES OF THE COMPANY
The objectives of aditya auto products and engineering pvt ltd. Are likely to align with its
overarching mission and vision, aiming for sustainable growth, customer satisfaction, and
technological advancement within the automotive industry. Here are some potential objectives for
the company
❖ CUSTOMER SATISFACTION
Aditya auto products and engineering pvt ltd. Aims to consistently meet or exceed customer
expectations by delivering high-quality automotive components and engineering solutions on time
and within budget.
❖ QUALITY EXCELLENCE

The company strives to maintain stringent quality control measures across all stages of production
to ensure that its products adhere to international standards and surpass industry benchmarks for
reliability and performance.
❖ INNOVATION AND RESEARCH
Aditya auto products and engineering pvt ltd. Is committed to investing in research and
development initiatives to foster innovation, develop new products, enhance existing ones, and
optimize manufacturing processes.
❖ MARKET LEADERSHIP
The company aspires to strengthen its position as a market leader in the automotive component
manufacturing sector, both domestically and internationally, by offering a diverse range of high-
value products and services.
❖ OPERATIONAL EFFICIENCY
Aditya auto products and engineering pvt ltd. Seeks to optimize its operational processes and
enhance efficiency throughout the organization to maximize productivity, minimize costs, and
improve profitability.
❖ EMPLOYEE DEVELOPMENT
The company aims to nurture a culture of learning and development within its workforce,
providing opportunities for skill enhancement, career advancement, and personal growth.
HISTORY

The history of the automobile begins as early as 1769, with the creation of steam engine
automobiles capable of human transport.
In 1806, the first cars powered by an internal combustion engine running on fuel gas appeared,
which led to the introduction in 1885 of the ubiquitous modern gasoline- or petrol-fueled internal
combustion engine. Cars powered by electric power briefly appeared at the turn of the 20th century,
but largely disappeared from use until the turn of the 21st century. The need to reduce the amount
of air pollution generated by transportation has raised new interest in electric and hybrid vehicles.
The early history of the automobile can be divided into a number of eras, based On the prevalent
method of automotive propulsion during that time.The indian automobile industry seems to come
a long way since the first car that was manufactured in mumbai in 1898. The automobile sector
today is one of the key sectors of the country contributing majorly to the economy of india. It
directly and indirectly provides employment to over 10 million people in the country. The indian
automobile industry has a well-established name globally being the second largest two wheeler
market in the world, fourth largest commercial vehicle market in the world, and eleventh largest
passenger car market in the world and expected to become the third largest automobile market in
the world only behind USA and china.
The growth of the indian middleclass along with the growth of the economy over the last few years
has resulted in a host of global auto giants setting their foot inside the indian territory. Moreover,
india also provides trained work force at competitive costs making the country a manufacturing
hub for many foreign automobile companies. India proves to be a potential market as compared to
most of the other countries, which are witnessing stagnation as far as automobile industry growth,
is concerned A recent research conducted by the global consultancy firm deloitte says that at least
one indian automobile company will feature among the top six automobile companies that will
dominate the car market by 2020.
INDUSTRY PROFILE
Indian automobile export market

India is a very favorable market for small cars be it production, sales or export. Since the indian
automobile industry is the largest manufacturer of small cars companies like hyundai and nissan
motors export about 2,40,000 and 2,50,000 annually. India emerged as asia’s fourth largest
exporter of automobiles, behind japan, south korea and thailand. The indian automobile exports
registered a 22.30 percent growth in the year 2009. The growth trend was as follows: two wheelers-
32.31 percent, commercial vehicle – 19.10 percent and passenger cars grew by – 19.10 percent.
Key automobile manufactures in india
❖ Maruti udyog
❖ General motors
❖ Ford india limited
❖ Eicher motors
❖ Bajaj auto
❖ Daewoo motors india
❖ Hero motors
❖ Hindustan motors
❖ Hyundai motors india limited
❖ Royal enfield motor
❖ Telco
❖ TVS motors
❖ DC designs
Company profile
Name Aditya auto products & engineering
(India) private limited

C. Jayaraman (managing director &

Founder
C.E.O)
Headquarters
Bangalore, india
Industry Automotive
Products and services Auto parts and contract

manufacturing
Employees
400
100 crores($15.4 million)

Revenue
No. Of plants 4
Door latches, window regulators, wiring

Products
harnesses, and engineered assemblies
INFRASTRUCTURE DOOR & ACCESS DIVISION
This division located in the doddaballapur industrial area in bangalore, deals with the design and
manufacture of window regulators and door latches for various vehicles with customers located
across india and abroad. Under technical license with arvinmeritor, a global leader in window
regulators & door latches, sun roof and related products, this division of aditya auto has an
Agreement that provides for technical assistance and new product development. Spread over floor
area of 3450 sq m in a 6032 sq m campus, this unit has a full complement of facilities like welding
facility and manufacturing lines along with testing facilities.
❖ Wiring harness division

A 100% export oriented unit, this division located at the bommasandra industrial area in bangalore,
deals with the design and manufacture of harnesses, integrated products, lead wires and insert
molded connectors for export. This division has the distinction of being ranked thirteenth in india
and is also the only manufacturing facility to get ISO, QS & TS certifications within three years
of inception. Spread over floor area of 1750 sq m in a 4000 sq m campus, this unit has a full
complement of facilities for high quality production.
❖ Contract manufacturing division
Established in 2005, this division primarily deals with the exports of window regulator and latch
sub systems. This division also houses aditya auto’s engineering design center. Located in the
doddaballapur industrial area in bangalore, this facility addresses the demand for outsourced
manufacturing of auto components and epitomizes our competitive edge in the realm of design,
testing and prototype development
The division caters to the manufacture of products intended for oems of leading international
automobile brands and is capable of meeting specific product development requirements. Aditya
auto is a major player in the export of automotive parts to. The major products are door latch sub-
systems like retention plate & back plate sub-assemblies and window regulator sub-assemblies.
❖ Cold heading & part manufacturing
Established in 2006, this is the latest addition to the manufacturing divisions at aditya auto. Located
at
Pudukottai near trichy in tamil nadu, this division handles the cold forging, cold heading and
vertical integration tasks. Spread over an 18,000 sq feet campus, this division deals with the
manufacture of fasteners and rivets.

PRODUCTS AND SERVICES
Door & access products
➢ Window regulators
Aditya auto manufactures and supplies a wide range of window regulators, both manual and power,
to various customers across domestic and overseas markets.
❖ Cross arm
❖ Drum & cable
❖ Push pull
➢ Door latches
Door latches are among the flagship products of aditya auto. It consist of three product categories
that include
❖ Split latch (2 PC. External & internal)

❖ Compact latch
❖ Actuators including ecus
➢ Wiring harness & integrated products
Aditya auto has been a major producer of wiring harnesses since its inception; the various types of
harnesses manufactured by it are:-
❖ Wiring harnesses
❖ Integrated harnesses

❖ Electronic sub-assemblies
❖ Over moulded / insert moulded assemblies
❖ Lead wires
❖ Turnkey solutions
Aditya’s competencies across the design, development, production, testing, and validation space
for a wide range of auto components enables it to address the requirement for prototypes.
➢ Domestic
Aditya auto’s proves in manufacturing parts for various domestic and global oem’s are well known
in market; some of the domestic oem’s who rely on aditya for there equipment components are:-
❖ Maruti Udyog (Suzuki) – 800 cc car; omni, gypsy, esteem, wagon R, versa & swift
❖ Tata motors – sumo Victa gx
❖ Ashok Leyland - Iveco lcvs & trucks
❖ Eicher motors (lcvs & trucks) mahindra & mahindra – scorpio, bolero & cab king
➢ Global
Aditya also caters to the requirements of various overseas i.E. Global oem’s and tier 1 suppliers t
the automobile industry; some of which are:-
❖ Arvinmeritor lvs USA, france, poland, & china (spin off company of rockwell international
inc., USA), now known as arvinmeritor inc.
❖ Robert bosch, clayton, australia
❖ Kongsberg automotive, burton, UK
❖ KRAH – RWI, drolshagen, germany
❖ ESAB, LAXA, sweden
ORGANIZATIONAL STRUCTURE

Organization structure refers to the framework, typically hierarchical, within which an

organization assigns the lines of authority and communications, and allocates rights and duties.
Organizational structure determines the manner and extent to which roles, power, and
responsibilities are delegated, controlled, and coordinated, and how information flows between
levels of management.
A structure depends entirely on the organization's objectives and the strategy chosen to
achieve them. In a centralized structure, the decision making power is concentrated in the top layer
of the management and tight control is exercised over departments and divisions. In a decentralized
structure, the decision making power is distributed and the departments and divisions have varying
degrees of autonomy.
Elements of organization structure
There are six elements that managers need to address when they design their organization’s
structure:
❖ Work specialization
This describes the degree to which tasks in an organization are divided into separate jobs. The main
idea of this organizational design is that an entire job is not done by one individual. It is broken
down into steps, and a different person completes each step. Individual employees specialize in
doing part of an activity rather than the entire activity.
❖ Departmentalization
It is the basis by which jobs are grouped together. For instance every organization has its own
specific ways of classifying and grouping work activities.
There are five common forms of departmentalization:

❖ Functional departmentalization
It groups jobs by functions performed. It can be used in all kinds of organization; it depends on
the goals each of them wants to achieve.
❖ Product departmentalization
It group jobs by product line. \Each manager is responsible for an area within the organization
depending on his/ her expertise.
❖ Geographical departmentalization
It groups jobs on the basis of territory or geography.
❖ Process departmentalization
It groups jobs on the basis of product process flow.
❖ Customer departmentalization
It groups jobs on the basis of common customer.
TYPES OF ORGANIZATIONAL STRUCTURE
The most common organizational types may be classified as follows:
➢ The functional structure

➢ The divisional structure
➢ The matrix structure
Functional structure:

Functional structures have been extensively used large organizations; employees within the
functional structure are differentiated to perform a specialized set of tasks. For instance, the
marketing department would be staffed only with marketers responsible for the marketing of the
Company's products. This specialization leads to operational efficiencies where employees
become specialists within their own realm of expertise.
Functional structures are often characterized by a large degree of formalization, making each
function reliant on standardized ways of operating. Decision-making.
Divisional organizational structure:
A divisional structure groups an organization’s divisions according to the specific demands of

products, markets or customers. Unlike the functional organizational structure, where the different
organizational functions of the company conduct activities satisfying all customers, markets and
products, the divisional structure focuses on a higher degree of specialization within a specific
division, so that each division is given the resources, and autonomy, to swiftly react to changes in
their specific business environment. Therefore, each division often has all the necessary resources
and functions within it to satisfy the demands put on the division.

Matrix structure:
The matrix structure is an organizational design that groups employees by both function and
product. The organizational structure is very flat, and the structure of the matrix is differentiated
into whatever functions are needed to accomplish certain goals. Each functional worker usually
reports to the functional heads, but do not normally work directly under their supervision. Instead,
the worker is controlled by the membership of a certain project, and each functional worker usually
works under the supervision of a project manager. This way, each worker has two superiors, who
will jointly ensure the progress of the project.

VISION AND MISSON
Vision
Aditya Auto would constantly strive to live and 'excel' & meet customer expectations and shall
continue to be 'customer focused' and 'customer success' driven.
Mission
Aditya Auto is committed to building process capabilities, ensuring engineering excellence,
assuring quality and guaranteeing customer delight through sustained leadership
CHAPTER 3
EXPERIENTIAL LEARNING AND CONCLUSION OF THE COMPANY

TASKS UNDERTAKEN BY THE INTERN
DEPARTMENTAL ANALYSIS
Aditya Auto being a automotive parts manufacturing concern consists of the following
departments,
➢ Human Resource
➢ Accounts
➢ Engineering o Design o Production o Stores o Purchase Marketing
❖ Human resource
Today customers expect a higher standard of service than they did years ago. They now
choose suppliers based on the Quality of products and services that meet not just customers' needs,
but exceed their expectations.Human Resource Department has a major role to play in building
right attitudes of people to change the way of working and their work life by facilitating the
learning and practice of these principles.
Competency may be determined by comparison between the job requirements that

define what employees must do and the qualification of the employees.Human Resource
Department should promote quality culture in the organisation by improving competency levels of
employees through continual training and other actions.
• Competency
• New appointments
• Promotions
• Position classification and grading
• Salary determination
• Performance appraisal review and processing
• Conduct problems
• Performance problems
• Policy development
• Benefits
• Insurance etc.
❖ Finance
Finance is the life blood of any business. Organisation should understand the importance of finance
as a component of the strategic decision making process. SMK has a well functioning finance
department. The policy of the finance department is to ensure provisions of timely finance to
various departments, be liaison with bank, plan and analyze cash inflows and outflows,
maintaining accounting records as per the company’s Act and Quality policies
Finance and accounting department Policy
The policy of Accounting and Finance department is to ensure provision of timely finance to
various departments without any delay as per plans and to exercise financial controls and to
maintain and record all financial transactions of the organization accurately, systematically and to
provide all statutory reports and returns to concerned statutory agencies; and to provide internal
information reports on time to management for measuring organizational performance and for
decision making. The accounting is done as per the Generally Accepted Accounting Principles
prevailing in India and as per the accounting policies formulated by the organization and also as
per the accounting standards issued by the Institute of Chartered Accountants of India.
The accounting shall be done systematically by using the various processes and by classifying as
various cost centers duly approved by the management. The documents and records is classified,
written and kept in a logical order and in a manner easy for identification and retrieval up to the
stage of final accounts and for presentations to those concerned with the business. The records are
kept updated and current till previous day so that any information given is accurate, current and
useful. The records, reports and procedures will be audited internally as the management may deem

important either by internal staff or by external agency to ensure the authenticity and security of
the systems and procedures. Aditya Auto taking into consideration various constraints has
outsourced the functions of Accounts Department to an external organization.
❖ Engineering department:
Aditya Auto being a manufacturing concern Engineering Department is most significant part. The
Engineering Department is responsible for all the necessities related to product from its design &
production of product to quality control & maintenance of the machineries. Each of which is highly
essential not only for the quality of the product but it also affects the reputation and brand image
of the company as a whole.
The sub-departments under Engineering are:
Design
The design department has the main function to design parts in accordance with the customers
requirement and also improve the existing design provided by the customer so as to meet there
specifications; in some cases parts are designed according to the suitability to the existing
machinery or in other cases improve the designs quality and durability.
Production:
The production department sets standards and targets for each section of the production
process. The production department takes care of each function and process relating to the
production of the product. It also monitors the quality and quantity of the product. In Aditya Auto
the quality of the product is monitored at each stage of production rather than at the end.
• Stores:

The stores department is responsible for storing all the necessary tools, spares, raw
materials and equipment required by the manufacturing process. Where sourcing is unreliable,
buffer stocks are kept and the use of computerised stock control systems helps keep stocks at a
minimal but necessary level for unhindered production. The activities of stores is an important one.
The materials required as per Production plan are to be indented, Stored and made available. It is
also the duty of Stores Department to handle and preserve the materials to avoid breakage and
deterioration in quality.
• Purchases:
The purchase department is plays an important role. It is responsible for providing raw
material, components and equipment required to keep the production process up and running . A
vital aspect of this role is ensuring stocks arrive on time and to the right quantity and quality.
Production Process:
The Co-ordination between various departments and the functions of these departments can be best
understood by considering the following production process followed in Aditya Auto.
The process consists of the following operations;
• Incoming Inspection of raw materials

• Storage of raw materials
• Progressive banking
• First part & online inspection
• Bending & Coining operation
• First part & Online Inspection
• Final Inspection
• Packing
• Back Audit

• Layout Inspection
• Dispatch to customer
Aditya Auto starts the process of manufacturing ones the customer confirms an order i.e. customer
accepts the terms & conditions of the contract; accepts the design and gives a go-ahead on
manufacturing the product. The process is as follows.
Incoming Inspection of Raw materials:
The first step begins when the raw materials are ordered and received by the purchase department.
The purchase department is responsible to check whether all the raw materials supplied are in
accordance with order placed. If wrong materials are supplied he has to ensure that necessity steps
are taken to correst it.
Storage of raw materials:
In the next step the raw material that is stored; various variables needs to be checked before storage
can be complete like the moisture content in the storage area, materials packing condition, material
handling methodology etc ; this is taken care of by the store department.
Progressive Banking:
In this step the raw materials needs to be separated according to grade; rusting and the usage in
different processes. This is done so that it becomes easy to supply the required and correct raw
materials to the respective process without delay and in correct quantity; again this is taken care
of by the stores department.

First Part &Online inspection:
The next step is inspection this step checks the instruments for any calibration errors and rectifies
or replaces them as and when possible.
Bending & coining operation
Bending and coining operation deals with the actual manufacturing wherein the raw materials are
prepared and used in production of the product with required specification.
Final Inspection:
This inspection is done so as to confirm that the machine tools and press used are calibrated and
there exists no errors in them after production. If an error is found it is rectified or the machine is
replaced.
Packing:
At this stage the products which are manufactured are checked for defects and defective parts or
products are rejected and the good ones are packed.
Back Audit and layout Inspection:
Back Audit & layout inspection is done so as to check and recheck the machine tools and presses
used and recalibrate them or replace them according to the requirement.
Dispatch to customers:
The finished goods after packing are checked after which these packed goods are dispatched to the
respective customers.

SKILLS IN THE ORGANISATION
Interning at Adithya Parts and Engineering Pvt Ltd offers a valuable opportunity for students
to acquire a range of skills that are highly relevant to the engineering industry. Here are some of
the key skills that interns can expect to gain during their time at Adithya Parts
❖ Technical Skills
Interns will have the chance to develop and enhance their technical skills in areas such as
CAD/CAM design, prototyping, manufacturing processes, quality control, and data analysis. They
may also gain proficiency in using specialized software and tools relevant to their field of work.
❖ Problem-solving Abilities
Working on real-world engineering projects exposes interns to various challenges and problems
that require creative and analytical thinking to solve. They’ll learn how to approach complex
problems, identify root causes, and develop effective solutions under the guidance of experienced
engineers.
❖ Project Management
Interns will gain insight into project management processes, including task prioritization, resource
allocation, scheduling, and budget management. They’ll learn how to work effectively within
project teams, meet deadlines, and deliver results in a fast-paced environment.
❖ Communication Skills
Interns will have numerous opportunities to hone their communication skills by interacting with
team members, clients, and suppliers. They’ll learn how to convey technical information clearly
and effectively, both verbally and in writing, and how to collaborate efficiently in a professional
setting.

❖ Attention to Detail
Precision and accuracy are essential in engineering work, and interns will develop a keen attention
to detail as they participate in tasks such as design verification, quality control inspections, and
data analysis. They’ll learn the importance of thoroughness and accuracy in all aspects of their
work.
❖ Adaptability and Flexibility
Engineering projects often require flexibility and the ability to adapt to changing circumstances
or requirements. Interns will learn how to be adaptable, resourceful, and open to new ideas as they
navigate different project phases and challenges.
❖ Professionalism and Work Ethic
Interns will develop professionalism and a strong work ethic through their exposure to real-world
work environments and expectations. They’ll learn the importance of reliability, accountability,
and integrity in their roles, setting them up for success in their future careers.
CHALLENGES FACED
❖ Limited Experience
Interns may lack hands-on experience in the field, making it challenging to quickly adapt to the
demands of the job.
❖ Technical Skills Gap

They may face difficulties in applying theoretical knowledge to real-world projects or tasks due
to a gap in technical skills.
❖ Integration into the Team
Adjusting to the company culture and working effectively within a team can be challenging,
especially if the intern is new to the professional environment.
❖ Meeting Expectations
Interns may feel pressure to meet or exceed expectations set by supervisors or mentors, leading to
stress or anxiety.
❖ Time Management
Balancing coursework (if applicable) with internship responsibilities can be challenging,

especially if the workload is heavy or deadlines are tight.
❖ Feedback and Evaluation
Interns may struggle with receiving constructive feedback and using it to improve their
performance.
❖ Communication Barriers
Language barriers or difficulty in expressing ideas clearly can hinder effective communication
with colleagues and supervisors.

LESSONS LEARNED
❖ Practical Application of Skills
They learn how theoretical knowledge applies in real-world engineering and manufacturing
scenarios, gaining practical skills that complement their academic learning.
❖ Industry Dynamics
Understanding the dynamics of the engineering and manufacturing industry, including market
trends, competition, and customer demands, provides valuable insights into the business side of
the field.
❖ Teamwork and Collaboration
Working within a team teaches interns the importance of collaboration, effective communication,
and coordination to achieve common goals.
❖ Problem-Solving Skills
Interns encounter various challenges and learn to solve problems creatively and efficiently, often
under tight deadlines or resource constraints.
❖ Professional Etiquette
Interns pick up professional etiquette, such as workplace norms, email communication, meeting
protocols, and interacting with supervisors and colleagues.
❖ Adaptability and Flexibility
Adapting to changing project requirements, unexpected obstacles, and new technologies helps
interns develop flexibility and adaptability in their approach to work.
❖ Time Management
Balancing multiple tasks and deadlines improves interns’ time management skills, teaching them
to prioritize tasks effectively and work efficiently.
CHAPTER 4
INTERNSHIP OUTCOMES AND CONCLUSION
OUTCOMES OF THE INTERNSHIP
SWOT Analysis
A scan of the internal and external environment is an important part of the strategic planning
process. Environmental factors internal to the firm usually can be classified as strengths (S) or
weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats
(T). Such an analysis of the strategic environment is referred to as a SWOT analysis.
The SWOT analysis provides information that is helpful in matching the firm's resources and
capabilities to the competitive environment in which it operates. As such, it is instrumental in
strategy formulation and selection. The following diagram shows how a SWOT analysis fits into
an environmental scan.

SWOT Analysis Framework
STRENGTHS
❖ Desing validation process

Desing validation process refers to ensuring the design meets the form and functional requirements
specified in the statement of requirement for a product, by means of physical testing is commonly
referred to as design validation.
❖ Simultaneous Engineering
A way of simultaneously designing products, and the processes for manufacturing those products, through the
use of cross functional teams to assure manufacturability and to reduce cycle time.

❖ Lean manufacturing
Aditya Auto has applied the concept of Lean Manufacturing in production wherein as mentioned earlier
the quality of the product is checked at each stage rather than at the end; thus minimizing errors and
improving quality.
WEAKNESSES
❖ Raw Material Input
Though most of the Aditya Auto is automated or semi-automated many of the raw-materials are manually
introduced into the machinery, because of the vaiation in the amount of input required in various machinery.
But such manual input not only consumes time but also can be hazardous to the workers.
❖ Lack of full Fledged IT department
Lack of facility in the IT department was one of the major weekness found in Aditya Auto. Though there is an
intranet facility available in the company, it was found to be inefficient.
OPPORTUNITIES
❖ Increasing Exports
The figure shown below states increase in the export of automotive parts in the past two decades. Size and Export
of India Auto Component Industry (In US $ billion) India being a labour intensive country several international and
foreign companies are looking towards India and other Asian countries for cheap and reliable auto-parts, hence
the exports would tend to grow substantially. Only few automotive parts manufacturers cater to the ever
increasing need of foreign companies . Though Aditya Auto has several international clients,its major source of
income remains from that of the local players
❖ Foreign Investments
Over the past decades there has been an increase in FDI in the automotive sector, lots of foreign players are
looking for a company with latest technology where in it can invest. Aditya Auto can use this opportunity to

update its technology and grow. Thus giving competition to several multinational automotive parts
manufacturers which have entered Indian markets.
Threats
❖ Multinational Companies
With liberalisation privatization and globalization many of the MNC’s have entered the Indian market, which
has high finalcial backing and with latest technology which can easily cut the cost of there products and can give
a mojor competition for many local players like Aditya Auto Products.
❖ Increase in Raw Material Prices
Due to scarce in the resources available prices of raw materials like steel have been increasing over few years
causing a major concern to the producers, which has effected the company with increase in the cost of
production and decrease in the profit margins.
❖ Access to World-class Technology and Quality Practices
Though Aditya Auto products has good technology and an ISO certificate one, but it is not something which can
be referred to as on par with multinational companies. Aditya Auto doesn’t have access to the existing and ever
changing world-class technologies, this restriction has made it difficult for Aditya Auto to compete with
multinationals with there high-class technology.
❖ Remaining cost competitive
Cost is the major factor which determines the competitiveness of the company. Its been a challenge to the Aditya
Auto to be cost competitive against the multinational companies which has backed itself with high-class
technology and huge financial support..
FINDINGS

❖ Market Research
Understanding customer needs and market trends is crucial for effective sales and promotion.
Aditya Parts and Engineering Pvt Ltd may conduct market research to identify target customers,
assess competitors, and gather insights to inform their sales and promotion strategies.
❖ Product Positioning
The company may focus on positioning its products or services effectively in the market. This
involves highlighting unique features or benefits to differentiate from competitors and appeal to
the target audience.
❖ Advertising and Marketing
Aditya Parts and Engineering Pvt Ltd may utilize various advertising channels such as print,
online, social media, and television to promote their products or services. Digital marketing
techniques like search engine optimization (SEO), social media marketing, email marketing, and
content marketing can also be effective.
❖ Sales Promotions
This could include discounts, special offers, or loyalty programs to incentivize customers to
make purchases. Sales promotions can be targeted towards specific products, seasons, or events
to boost sales.
❖ Partnerships and Collaborations
Collaborating with other businesses or industry influencers can help expand reach and
credibility. For example, Aditya Parts and Engineering Pvt Ltd might partner with distributors,
retailers, or complementary businesses to increase sales.
❖ Customer Relationship Management (CRM)
Building and maintaining strong relationships with customers is essential for repeat business and
word-of-mouth referrals. Aditya Parts and Engineering Pvt Ltd may invest in CRM systems to
track interactions, personalize communications, and provide excellent customer service.
❖ Trade Shows and Events
Participating in trade shows, industry events, and exhibitions can provide opportunities to
showcase products, network with potential customers, and generate leads.
SUGGESTIONS

❖ Diversification of Product Range
Consider expanding the product range to cater to a broader market segment or address emerging
industry needs. This could involve introducing new products, accessories, or complementary
services.
❖ Enhanced Marketing Strategy
Invest in a comprehensive marketing strategy that includes a mix of traditional and digital
channels. Focus on targeted advertising, social media engagement, and content marketing to
increase brand visibility and attract new customers.
❖ Customer Service Excellence

Prioritize excellent customer service to build strong relationships and foster loyalty. Implement
training programs for staff to ensure they provide knowledgeable and responsive support to
customers.
❖ Efficient Supply Chain Management
Streamline the supply chain processes to reduce costs, minimize lead times, and improve overall
efficiency. This could involve optimizing inventory management, negotiating better deals with
suppliers, or implementing automation technologies.
❖ Investment in Research and Development
Allocate resources towards research and development to innovate new products, improve
existing ones, or enhance manufacturing processes. Staying ahead of technological
advancements can give Aditya Parts a competitive edge in the market.
❖ Expansion into New Markets

Explore opportunities for geographical expansion or entering new market segments. Conduct
thorough market research to identify viable opportunities and develop tailored strategies for
market entry and expansion.
❖ Monitoring and Feedback Mechanisms

Implement systems to regularly monitor customer feedback, market trends, and performance
metrics. Use this data to make informed decisions, identify areas for improvement, and adapt
strategies accordingly.
By implementing these suggestions, Aditya Parts and Engineering Pvt Ltd can strengthen its
position in the market, drive growth, and achieve long-term success.
CONCLUSION
My internship experience at Aditya Parts and Engineering Pvt Ltd has been immensely
rewarding, providing valuable insights into the dynamic world of sales and promotions within
the engineering industry. Over the course of [duration], I have had the opportunity to immerse
myself in various aspects of sales and promotional activities, contributing to both strategic
initiatives and day-to-day operations.
Throughout the internship, I gained a deeper understanding of the importance of market research,
customer segmentation, and product positioning in driving sales effectiveness. Working
alongside seasoned professionals, I had the chance to apply theoretical knowledge to real-world
scenarios, honing my analytical skills and decision-making abilities.
One of the highlights of my internship was actively participating in the development and
execution of marketing campaigns, where I learned to leverage digital platforms, such as social
media and email marketing, to engage with target audiences effectively. Collaborating with
cross-functional teams allowed me to appreciate the significance of teamwork and
communication in achieving shared goals.
Moreover, my internship at Aditya Parts and Engineering Pvt Ltd provided me with hands-on
experience in customer relationship management (CRM), reinforcing the importance of building
strong and lasting connections with clients. By actively engaging with customers, addressing
their inquiries, and resolving concerns, I witnessed firsthand the impact of exceptional customer
service on brand loyalty and reputation.
In addition to technical skills, the internship offered ample opportunities for personal growth and
professional development. From time management to adaptability, I acquired valuable soft skills
that are essential for success in any professional setting. Furthermore, receiving constructive
feedback from mentors and supervisors helped me identify areas for improvement and chart a
path for continuous learning and growth.

As I conclude my internship journey at Aditya Parts and Engineering Pvt Ltd, I am grateful for the
guidance, support, and mentorship provided by the entire team. The experiences and lessons
learned during this internship will undoubtedly serve as a solid foundation as I embark on the next
phase of my career journey. I am excited to apply the knowledge and skills gained to future
endeavors, contributing positively to the organizations I am a part of.
In closing, I extend my heartfelt appreciation to Aditya Parts and Engineering Pvt Ltd for offering
me this invaluable opportunity for professional development. I look forward to staying connected
and contributing to the company’s success in any capacity possible
BIBLIOGRAPHY
BOOKS
SI No Author TITLE Publisher
1 Fred R. David Strategic Management Pearson Education
- Concepts and Cases
2 Philip Kotler Principles of Marketing Pearson/PH
3 Prasanna Financial Management TataMe Graw Hili

Chandra
❖ Aditya Auto Parts & Engineering (PVT) India Limited
❖ Company Library
❖ www.adityaautoparts.com
❖ https://www.adityaauto.com/

❖ https://www.adityaac.com/
❖ https://demo.adityaautoaccessories.com/
❖ https://www.glassdoor.co.in/Reviews/Aditya-Auto-Products-and-Engineering-
Bangalore-Reviews-EI_IE518610.0,36_IL.37,46_IM1091.htm

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A STUDY ON SALES AND PROMOTION IN TVS COMPANY

1.1 Introduction About the Topic ...................................................................... 2-3

1.2 Background Information About the Topic..................................................... 3-6

1.3 Objectives of the Study............................................................................ 7-10

1.4 Scope of the Study..................................................................................... 10-12

2.1 Description of the Organisation............................................................... 12-14

2.2 History About the Organisation............................................................... 14-16

2.3 Mission And Vission................................................................................... 26-27

2.4 Structure of Organisation.......................................................................... 24-26

2.5 Products And Services Offers.................................................................. 16-24

3.1 Interns Experiance in the Organisation...................................................... 27-29

3.2 Tasks undertaken And Skills Acquired by Intern..................................... 29-30

3.3 Challenges Faced And Lessons Learned.................................................... 31-34

4.1 Internship Outcomes..................................................................................... 35-38

4.2 Findings.......................................................................................................... 38-39

AES NATIONAL DEGREE COLLEGE

4.3 Recommendations, Suggestions And Conclusions..................... 39-40

INTRODUCTION ABOUT THE TOPIC

SALES AND PROMOTION

At Aditya Parts, the sales approach is characterized by a customer-centric philosophy aimed at

AES NATIONAL DEGREE COLLEGE

Key Aspects of Sales Strategy

AES NATIONAL DEGREE COLLEGE

❖ Trade Shows and Exhibitions

Collaborating with complementary businesses, suppliers, or industry associations enables Aditya

OBJECTIVES OF THE STUDY

❖ Understanding Customer Behavior

AES NATIONAL DEGREE COLLEGE

❖ Identifying Market Trends

❖ Optimizing Marketing Strategies

❖ Enhancing Customer Engagement

Feedback and Improvement

AES NATIONAL DEGREE COLLEGE

SCOPE OF THE STUDY

❖ PRODUCT PORTFOLIO ANALYSIS

❖ MARKET RESEARCH AND ANALYSIS

❖ SUPPLY CHAIN MANAGEMENT

❖ QUALITY ASSURANCE AND STANDARDS COMPLIANCE

AES NATIONAL DEGREE COLLEGE

❖ RESEARCH AND DEVELOPMENT (R&D)

❖ OPERATIONAL EFFICIENCY AND PERFORMANCE

❖ CUSTOMER SATISFACTION AND RELATIONSHIP MANAGEMENT

AES NATIONAL DEGREE COLLEGE

Aditya Auto Products & Engineering (India) Private Limited

AES NATIONAL DEGREE COLLEGE

AES NATIONAL DEGREE COLLEGE

BACKGROUND THE COMPANY

The company is headquartered in [DODABALAPURA], with manufacturing facilities

AES NATIONAL DEGREE COLLEGE

❖ RESEARCH AND DEVELOPMENT

AES NATIONAL DEGREE COLLEGE

❖ CORPORATE SOCIAL RESPONSIBILITY (CSR)

OBJECTIVES OF THE COMPANY

AES NATIONAL DEGREE COLLEGE

❖ INNOVATION AND RESEARCH

AES NATIONAL DEGREE COLLEGE

Indian automobile export market

AES NATIONAL DEGREE COLLEGE

Key automobile manufactures in india