PART- 1

INDUSTRY STUDY

1
 1.

GROWTH

&

EVOLUTION

OF THE DISPLAY EQUIPMENTS

INDUSTRY

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 AN OVERVIEW OF DISPLAY EQUIPMENTS

As we all know that there is no shortcut for success. A good deal of time,
passion & stay determination is prerequisites to be successful.

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 Each & every successful companies has a glorious history which works as
measurement and guide for future.

Display counter have been used in one form or another since at least the
18th century. Over the years, a variety of patents being granted for different designs.

Display counter is a retail display unit normally placed on a shop counter to

encourage consumer impluse purchases.

The food display counters are an important part of the food business.
The importance of showcasing the food products in an attractive manner is very
important.

They can store the food products in the desired temperature. That's why
they have become an important part of the food marketing.

In further period , display counter manufacturer had limited designs to sell

out their clients. But now they have different counter designs for specific display,
which designs according to client's need.

In recent scenario there are so many designs are available for display
counters such as..Cash display counter, Ice-cream display counter, Restaurant
display counter, Fast food display counter, Chat display counter, Sweet display
counter ETC.

This different designs are available at different price rate which is based on
design of display as per the client's need.

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 AN OVERVIEW OF

RIDDHI DISPLAY EQUIPMENTS

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 "RIDDHI DISPLAY EQUIPMENTS" company came into existence in 1985
as a result of innovative mind and dedicated efforts of Mr. Shailesh Patel.

Today, Riddhi Display is the most renowned and leading industry that
provides display cases in India, Dubai, Sri Lanka, Australia and UK.

Being the leading producer of most innovative and amazing cases that
enhances the visibility of food items, maintains its freshness, nutritional value and
store it with hygiene, Riddhi Display has become the most preferred choice of
beverage and hotel industry.

Food display cases are like soul for the business where visibility is must
and we understand this thing very well. To fulfill the requirement of such business
they are offering such a low maintenance and highly useful display cases range.

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 VISION & MISSION OF THE COMPANY

At Riddhi Display they are very well understands the need of their customers
and their thought procedure.

They believe in a phrase i.e. "Thing Displayed well are more often sold",
their customers are all those who are into business of hotel, café or bakery where an
item is sold after a customer visiting them see their items displayed in cases. Their
motto is to make attractive and customized cases as per the need of our customers
to enhance the visibility and beauty of their items so as to increase their sales.

Snacks like sweets, chat, dry-fruits, panipuri, sweet corn, namkeen, ice-cream,
cakes, pastries etc. can easily attract customers if displayed finely in their beautiful
cases.

Not only display cases but they also deals into manufacturing and sales of
various kitchen equipment and refrigerator equipment which are tailor made as per
the need of customers. Their products have a versatility in aspect of shape, slides
and size. They caters to all food courts, bakery, ice-cream parlors and hotel
industries to satisfy their 360 degree need for kitchen equipment, cases and
refrigerator.

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CORE IDEOLOGY

Core purpose,

"To enable customer's growth & innovative solution for success maximization."

CORE VALUES

Commitment,

They will be dedicated and determined to deliver, whatever we promise in time, They
will not over commit and under deliver ,They will complete what they have started
and bring it to a logical end.

Relationship for life,

They will focused for their customer's success, They will constantly be in touch with
their stake holders and give them out of the box solution, They will invest to build the
caliber of leadership and value adding.

Innovative Solution,

They will defy the conventional processes and explore the possibilities, They will
constantly break our paradigms by entering into the unknown, They will constantly
research, formulate and deliver innovative solutions by upgrading their K.A.S.H.S
(Knowledge, Attitude, Skill, Habit, Strategy) innovative solution.

Team work,

They will work as a TEAM (Together Efficiently Achieve More), They will work with
utmost brotherhood & team spirit to achieve greater organisation as well as personal
goal , They will play role of mentor for upliftment of their future resources.

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ENVISIONED FUTURE

Big Hairy Audacious Goal,

"To become a reputed organisation across the globe with turnover of 750 Cr. by
2025"

Vivid Description,

10 years down the line RDEPL (Riddhi Display Equipments PVT. LTD) will be known
as a world class company.

RDEPL will have an Automization plant.

RDEPL will launch 2 new products every year.

RDEPL will expand more production units with advanced technology.

RDEPL will expand service network PAN India level.

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 PRE & POST SALES SERVICE

Their pre & post services are the main base that is building their image as a
prominent player in the market.

THEIR QUALITY

They always try to deliver best so that we can maximize our output on each
investment.

THEIR COMMITMENT

They never believe in incomplete end. Thus, they help us until our investment is
capitalized into a valuable.

THEIR EXCELLENCE

They believe in long term relations so they never end their relations or services after
one sale.

THEIR SERVICE

They have only one goal to deliver best and earn faith of the customer.

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 2.

PRODUCT

PROFILE

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 "RIDDHI DISPLAY EQUIPMENTS" offer customized display cases for Sweet,
Bakery, Namkeen, Fast-food, Chaat, Dry-fruits, Snacks, PaniPuri, Sweet Corn, Ice-
cream and Shrikhand.

Their products are trusted by many prominent restaurants, food courts, cafes,
retail shops, super market, ice-cream parlor etc. Their display cases are known due
to its superior quality, unique design, vivid shape, size and pattern, internal
temperature management and external sturdiness. They make the best for
betterment of your business.

"RIDDHI DISPLAY EQUIPMENTS" includes the designs for..

 Bakery Display Counter

 Sweet Display Counter
 Chat Display Counter
 Fast Food Display Counter
 Restaurant Display Counter
 Ice Cream Display Counter
 Cash Display Counter
 Refrigeration Equipments
 Kitchen Equipments
 SS Backside Cabinate
 Processing Equipments

They have basic FEATURES for each product to maintain their quality and
effectiveness which are..

 Resistant Against Bad Weather.

 Eye-Catchy Designs.
 Big Storage Capacity.
 Available in different sizes.
 Low Maintenance cost.
 Bear Heavy Weights.

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  Easy to clean.
 Assembled Parts Easily.

Let's see the profile of each product;

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 [A] BAKERY DISPLAY COUNTER

Bakery display counter is a necessity for all modern bakeries to offer the
best quality and fresh bakery items to customers.

This display cases helps to maintain proper temperature to store bakery

items and keep them fresh. Also, display cases plays a crucial role in attracting
customers towards the attractive display of delicacies.

This approach certainly boost sales and hence promotes growth of

business.

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 [B] SWEEET DISPLAY COUNTER

Riddhi Sweet Display counters has glass windows and sliding doors which
ease the storage of Sweets and make it convenient to maintain its cleanliness.

Their display cases has lighting in them which improves the visibility of food
items and make it more eye-catchy. This displays not only enhance the food visibility
but also improves the visual merchandizing of the store.

Also we can arrange, decorate food items as per the occasion and festivals
and increase the sales.

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 [C] CHAT DISPLAY COUNTER

Chaat display counters are heavy and quite big in size. Riddhi Display
is very well known for its Chaat display cases and is a leading player for its
production and distribution.

Their display cases are different as they are most cost effective and
available in wide variety as well.

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 [D] FAST FOOD DISPLAY COUNTER

Their Fast Food counters are simple to use, well-built and reliable to store
food for long hours as they can preserve the nutritional value of food.

This counters allows you to keep pani-puri, pizza, chaat, salads and other
snacks items in it.

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 [E] RESTAURANT DISPLAY COUNTER

For growth of business we have to keep on renovating a store to enhance

the level of services provided by a vendor.

Their Restaurant display cases are known due to its superior quality, unique
design, vivid shape, size and pattern, internal temperature management and external
sturdiness.

They make the best for betterment of your business.

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 [F] ICE CREAM DISPLAY COUNTER

Ice cream is something that is loved by everyone. People of all ages love to
eat ice cream in every season. There is such an extensive range remember of
flavors that people never get tired of trying new ones. But it is important to bear in
mind that ice cream like other foods is perishable. Temperature is a critical factor in
maintaining the taste and quality of ice cream.

Ice cream does not like changes in temperature. If it is subjected to

temperature fluctuations, it will end up losing it is silky and smooth. The ice cream
should always be kept at a low temperature so that it does not melt.

Riddhi Display counter consider this all factor and maintain the look of the
counter and quality too.

They add a perfect addition to the place if you wish to increase your sales.

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 [G] CASH DISPLAY COUNTER

Your cash counter can encourage customers to make more sales in your
store in a variety of ways. From impulse buys to anticipating customer needs,
the cash register is a great place to provide a little extra value and help generate a
little extra revenue for your business.

But you can optimize the cash counter itself to make more sales.
Interactions with customers here offer opportunities to add value to the shopping
experience, promote customer loyalty, and of course, to sell just a little bit more.

Riddhi Display Equipments makes different designs of cash counter

according to the particular space.

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 [H] REFRIGERATION EQUIPMENTS

Commercial and industrial refrigeration equipment are different from routine

refrigerator usage. And, according to that usage, Riddhi Display manufactures an
extensive range of refrigeration products which are suitable to store ample units for
long period without any grievance.

Their manufacturing unit is fortified with modern and latest machinery to

produce high quality commercial and industrial refrigerators. their refrigerators keeps
raw material fresh, airy and hygienic. These products are useful in hotels, canteen,
café, bakery and MNC companies.

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 Table Top Freezers:

This product is manufactured from high grade raw material which

keeps on working in various conditions favoring deterioration.

 Single And Double Door Showcase Freezers:

Using outstanding knowledge and experience in manufacturing and

exporting single and double door showcase freezers, we are able to
offer optimum quality products.

 Commercial Upright Freezer:

The specialty of this freezer is that it solves the problem of storing

fragile items for the longer period.

 Deep Freezer:

This product is applicable for ice cream industry, chemistry compound,

etc. in which you need both side cooling.

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 [I] KITCHEN EQUIPMENTS

Riddhi Display offers kitchen equipment for both industrial and commercial
usage at an affordable price.

Their kitchen equipment are flexible in a sense that it can be operated by

gas as well as electricity. Their company caters to hotels, restaurants, bakeries,
offices, cafes and MNCs. Also, Their team is into installation of kitchen equipment in
your kitchen to ease your cooking experience.

The attentiveness of their company towards customers enabled them to

provide effective and safe kitchen solutions to their customers.

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 [J] BACKSIDE CABINATE

There are many options for cabinets available at present, Riddhi Equipments
designs according to the specific place or client's demand.

Kitchen cabinets are the built-in furniture installed in many kitchens for
storage of food, cooking equipment, and often silverware and dishes for table
service.

Appliance such as refrigerator, dishwashers, and ovens are often

integrated into kitchen cabinet.

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 3.

DEMAND DETERMINATION

OF

THE

DISPLAY EQUIPMENT INDUSTRY

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 4 C's OF MARKETING

"Riddhi Display Equipments" focuses on 4C's of Marketing which has been

replaced by 4 P's..

 Product = Customer Wants & Needs.

 Price = Cost
 Place = Convenience
 Promotion = Communication

The 4C's enables you to think in terms of your customers’ interests more
than your own. From being business-oriented, you’ll become customer-centric.

the 4 C's of marketing.

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RIDDHI DISPLAY EQUIPMENTS consider this 4 C's for marketing mix.

Clients :

RIDDHI EQUIPMENTS apply their client's need and desire for designing the
product for the customer satisfaction factor.

Cost :

Cost means you need to consider how much your customers/consumers are
willing to pay for the value of your offer .. It also depends on the type of the design
and used equipments.

Convenience :

Convenience means that you make it easy, simple, and fast for your
customers to avail of your product. You provide them everything they need to buy
from your business.

RIDDHI DISPLAY EQUIPMENTS designs the product according to client's

desire, which attracts customers to purchase the product.

Communication :

Here are some of the proven ways to benefit from interactive

communication as part of marketing mix 4c’s:

 Make your communication more personal. Deliver your personalized

communication through your customers’ preferred media or channel.
 Take advantage of the power of the search engines to reach your target
market. Make your site search-engine and user-friendly.
 Leverage on the social media to connect with your customers/consumers

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 4.

PLAYERS

IN

THE INDUSTRY

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There are competitors available who also provides best quality and also well-known
at state level:

 NAND EQUIPMENTS PVT. LTD

 LOKPAL INDUSTRIES

 INDOTECH INDUSTRIES

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 VISHVAKARMA TECHNO STEEL EQUIPMENTS

 HARIKRISHNA TECHNO (INDIA)

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 5.

DISTRIBUTION CHANNEL

IN

THE INDUSTRY

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 DEMAND DESIGN

MANUFACTUR RAW
ING MATERIAL

SUPPLY CLIENT

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 6.

KEY ISSUES

&

CURRENT TRENDS

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 KEY ISSUES

1. Failure to uphold best design tenets for food grade equipment

Wherever you are working with food, contamination is a serious risk. Any
potential disease or illness outbreak connecting back to product manufacturing or
disbursement leads to serious lawsuits, financial penalties and an immediate
collapse of the brand’s reputation.

Some of the basic tenets of best food grade equipment design include:

 Smooth, non-porous surfaces so they are easy to clean.

 All parts and areas of equipment should be easily accessible for cleaning and
maintenance.

 Permanently joined surfaces should have angles that are less than 135° should
have an internal radius of less than 1/4-inch (6 mm).

 Surface materials should be non-corrosive and non-absorbent.

 Should never involve the use of lead or lead solder.

 Only work with manufacturers that guarantee these and other best design
practices.

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2. Using lower quality steel products and replacement parts
made from lower-quality steel than the rest of the equipment

Steel is the staple “ingredient” used to construct the lion’s share of food
and beverage equipment. It’s affordable, durable, and easy to clean.

That being said, not all steel is created equal.

Low-quality steel is difficult to clean and is typically made from an amalgam of lesser
quality metals and minerals, which make it more susceptible to corrosion. Parts will
wear down and break more often and quality of product is more difficult to control.
High-quality steel lasts longer, performs better, prevents corrosion, and streamlines
cleaning and sanitation procedures – all of which improve your company’s bottom
line.

3. Low-quality welding

The difference between joints and attachments welded by a craftsman

and those by anything less are visibly discernible. They have ridges, crevices,
imperfections, and weak points that lead to contamination, corrosion, and product
failure – particularly because low-quality welding can’t withstand repeated exposure
to high temperatures without eventually falling apart.
All welds performed on commercial food and beverage parts and equipment should
be of the highest-quality so they support and uphold the integrity of the equipment
rather than detract from it.

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4. Mismatched parts (or materials) that don’t fit together as they
should

This is especially common along extended assembly lines or when

companies need a non-standard piece of equipment but make do with what they
have. While a mechanical mind is to be celebrated, mixing and matching parts and
equipment is a dangerous habit.

First, food grade equipment manufacturers are clear that equipment/parts are
to be used as directed and not any other way. Mixing-and-matching parts is
hazardous and will void all warranties as well as any responsibility the manufacturer
would have should an equipment-related failure or injury take place. Secondly,
mixing metals is a recipe for problems. Copper, brass, and other copper alloys are
susceptible to corrosion from the presence of fats. Different metals create toxic by
products when joined together, leading to corrosion and product contamination,
certain metals should never be used in food grade equipment, and so on.

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 CURRENT TRENDS

Current Trends in KITCHEN EQUIPMENTS,

A. Smart Kitchen

Technology has entered the kitchen in full force and not just in the form of fancy
gadgets and appliances. Today, you can have a kitchen with technology integrated
into every function and appliance–from the faucets to the fridge to the lighting. This is
what we call a smart kitchen.

Smart kitchens are an evolving aspect of design. In fact, a lot of kitchens today
are built smart from the ground up. For older kitchens, sensors, smart gadgets and
other devices can be added to for convenience to the homeowner.

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 Easy add-ons are motion sense-equipped kitchen faucets that can sense the
presence of hands underneath and will come on automatically or try a one-touch
feature. Refrigerators that can alert you when your groceries items are running
low or a coffee maker programmed to have your coffee ready when you wake up.

There is also a gadget that monitors your eggs, telling you which ones are
almost going bad. Do not forget to update your lighting system–allowing you to
control all the lights from your smart phone or tablet.

Technology integrated kitchens are becoming more popular as homeowners

experiment with novel technologies. This is one of the biggest trends going into
2018.

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B. Effective storage solution cabinetry

One of the biggest annoyances with kitchen cabinetry is the unnecessary waste
of space. The way the basic shelves and drawers are structured leaves a lot of
wasted space. Worst of all, available space is often too small for some of your larger
things or the opposite: it’s too wide and does not give you a way to properly and
efficiently organize the space.

One of the foundations to a functional kitchen is kitchen storage. If it is

inadequate or ineffective, you will be faced with endless frustrations and challenges.
To counter these storage challenges, homeowners are starting to look for better
storage solutions within the cabinetry. These can include: appliances garages for
small appliance, drawer dividers for cutlery & utensils, pull-outs for spices, tray
dividers, roll-out trays and caddies for pots & pans; as well as wastebasket cabinets
for garbage and recyclables and/or deep drawers. These will make it easier to store
foods, drinks and small appliances.

2018 will also see a range of new kitchen storage options throughout the whole
kitchen–focused on making daily lives more effortless and making cooking fun.

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Current Trends in DISPLAY COUNTERS,

A. Curved Sweet Display Counter

B. Cake Display counter

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 7.

PESTEL

ANALYSIS

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 INTRODUCTION

What is PESTEL Analysis ?

POLITICAL

ECONOMIC

SOCIAL

TECHNOLOGICAL

ENVIRONMENT

LEGAL

"PESTEL is an important tool used for market and environmental analysis and
to support strategic decision making."

PESTEL is a strategic framework for understanding external influences on a

business.

There are many macro-environment factors that Affect strategic planning: New
laws, tax changes, trade barriers, demographic change.

Macro-environment factors includes all the factors that influence an

organization, but are out of its direct control.

Macro-environment factors tend to have a long term impact.

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 PESTEL stands for "Political, Economic, Social, Technological, Legal and
Environmental" and is used for business and strategic planning, marketing planning,
organizational change, business and product development and research reports.
By understanding these external environments, organizations can maximize the
opportunities and minimize the threats to the organization. PESTEL analysis answers
following questions..

Political - What are the political factors that are likely to affect the business?
Economic - What are the economic factors that will affect the business?
Sociological - What cultural aspects likely to affect the business?
Technological - What technological changes that may affect the business?
Legal - What current and impending legislation that will affect the business?
Environmental- What are the environmental considerations that may affect the
business?

The details for the same as under-

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 A. Political Factor

Political factors relates to the pressures and opportunities brought by political

institutions and to what degree the government policies impact the business.

 Government policies

 Government term & change

 Trading policies

 Funding, grants, initiatives

 Wars, terrorism, conflicts

 Elections & Political trends

 Internal political issues

 Inter country relationship

 Corruption

'"Riddhi Display Equipments" affected by this factor as....

In India, the only provider of 304 stainless steel is "JINDAL STEEL & POWER". so
government makes policies according to their policy. Eventually, it affect the
company as higher expenses of purchasing of raw material.

As government changes the taxation rates, it must affect the product's cost.

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 B. Economic Factor

Economic factors relates to economic policies, economic structures and to what

degree the economy impacts the business.

 Local Economy

 Taxation

 Inflation

 interest

 Economy trends

 Seasonality issues

 Industry growth

 Import/export ratios

 International Trade

 International exchange rates

Government makes policies for different industries, which also affect "Riddhi
Display Equipments" as they also have to follow the policies.

For example- government applied the GST (Goods & Service Tax) for product
or services so they also have to include GST in their each product.

"Riddhi Display Equipments" sales product internationally too, they also have to
follow international trading policies.

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 C. Social Factor

Social factors relates to the cultural aspects, attitudes, beliefs, that will affect
the demand for a company's products and how the business operates.

 Demographics

 Media views of the industry

 Work Ethics

 Brand, Company, Technology Image

 Life Trends

 Consumer Attitudes & Opinions

 Consumer Buying Patterns

 Advertisement & Publicity

In the market, there are so many traders are available who provide same
product with lower price, which attracts the customers.

The RDEPL affected by this factor because they focuses on best quality and
best services even after selling the product ,which have higher price than other.

But RDEPL gives surety about their qualitative product, which satisfy the
customer's need.

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 D. Technological Factor

Technological factors relates to the technological aspects, innovations, barriers

and incentives, and to what degree these impact the business.

 Research & Innovation

 Competitor Technology Development

 Technology Legislation

 Maturity of Technology

 Emerging Technologies.

The RDEPL also applies latest technologies for the manufacturing of the
product.

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 E. Environmental Factor

Environmental factors relates to the ecological and environmental aspects that

will affect the demand for a company's products and how that business operates.

 Environmental regulations

 Ecological regulations

 Sustainability

 Impact of adverse weather

The company provide the product according to customer's need , but customer
also have to follow the assumptions of the specific product.

As global warming is increasing day by day, it's affect the product's criteria.

For example- Hot display counter will keep food hot, but if there is rainy
environment in summer season then the food quality may decreases.

There are also certain criteria for the product usage, such as it should be in
certain place at certain temperature,

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 F. Legal Factor

Legal factors relates to the laws, regulation and legislation that will affect the
way the business operates.

 Current legislation

 Future legislation

 International legislation

 Employment law

 Consumer Protection

 Health & Safety regulations

 Tax regulations

 Competitive regulations

 Industry-specific regulations

Government drafts various policies for different industries, it also affect the
company. such as- manufacturing plant need to follow certain rules to maintain
pollution.

Such as if manufacturing plant is generating pollution, then company need to

plant trees around the company so that, it can reduce the effect of pollution.

RDEPL may affected by legal policies of government which directly affect the
company's profit.

For example- GST, Demonetisation.

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 8.

FINANCIAL ANALYSIS

OF

DISPLAY COUTER EQUIPMENTS

50
 INTRODUCTION

"Financial is the blood of the business." The existences of human life is not
possible without the circulation of blood. In the same way, existences of business
unit is not possible without finance. Business cannot be started without adequate
finance, it means finance is like a foundation stone of each business.

Financial analysis is performed by professionals who prepare reports using

ratios that make use of information taken from financial statement and other reports.
These report are usually presented to top management as one of their bases in
making business decisions.

MEANING

Financial Analysis refers to an assessment of the viability, stability, and

profitability of the business, sub-business or a project.

DEFINITION

Financial analysis is the process of evaluating businesses, projects, budgets,

and other finance related entities to determine their performance and suitability.
Typically, financial analysis is used to analyze whether an entity is stable, solvent,
liquid or profitable enough to warrant a monetary investment.

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 PAYMENTS OF WAGES & SALARY AT RDEPL

(per month)

Workers 5000per unskilled worker

Trained workers 8000 per skilled worker

Employees 12000 per Employee

Managers (4) 18000 per Manager

Experts (3) 20000 per Head

Executives (2) 30000 per Executive

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 9.

INDUSTRY ANALYSIS : MICHEL PORTER'S

FIVE FORCE MODEL

53
 INTRODUCTION

Porter’s five forces models an analysis tool that uses five industry forces to
determine the intensity of competition in an industry and its profitability level.

Five forces model was created by Michel Porter in 1979 to understand how five
key competitive forces are affecting an industry. The five forces identified are:

PORTER'S FIVE FORCE MODEL;

54
 These forces determine an industry structure and the level of competition in
that industry. The stronger competitive forces in the industry are the less profitable it
is. An industry with low barriers to enter, having few buyers and suppliers but many
substitute products and competitors will be seen as very competitive and thus, not so
attractive due to its low profitability.

It is every strategist’s job to evaluate company’s competitive position in the

industry and to identify what strengths or weakness can be exploited to strengthen
that position. The tool is very useful in formulating firm’s strategy as it reveals how
powerful each of the five key forces is in a particular industry.

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 THREAT OF NEW ENTRANTS

This force determines how easy it is to enter in a particular industry. If an

industry is profitable and there are few barriers to enter, rivalry soon intensifies.
When more organizations compete for the same market share, profits start to fall. It
is essential for existing organizations to create high barriers to enter to deter new
entrants. Threat of new entrants is high when:

 Low amount of capital is required to enter a market.

 Existing companies can do little to retaliate.
 Existing firms do not possess patents, trademarks or do not have established
brand reputation.
 There is no government regulation;
 Customer switching costs are low
 There is low customer loyalty;
 Products are nearly identical;
 Economies of scale can be easily achieved.

There are so many businessman are available in the market who just on profit
only. They attract customers with lower price.

For RDEPL it may be threat, but in future customer can recognise the product
quality and service of the organisation , Eventually customer must go for the best. so
they don't take it as a threat.

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 BARGAINING POWER OF SUPPLIERS

Strong bargaining power allows suppliers to sell higher priced or low quality raw
materials to their buyers. This directly affects the buying firms’ profits because it has
to pay more for materials. Suppliers have strong bargaining power when:

 There are few suppliers but many buyers.

 Suppliers are large and threaten to forward integrate.

 Few substitute raw materials exist.

 Suppliers hold scarce resources.

 Cost of switching raw materials is especially high.

The bargaining power of suppliers is also described as the market of inputs.

Suppliers of raw materials, components, labour, and services (such as expertise) to
the firm can be a source of power over the firm when there are few substitutes.

If you are making biscuits and there is only one person who sells flour, you
have no alternative but to buy it from them. Suppliers may refuse to work with the
firm or charge excessively high prices for unique resources.

RDEPL uses 304 stainless steel for the displays & kitchen equipment
manufacturing. for that India have only one Supplier who supplies 304 stainless
steel and that is JINDAL STEEL & POWER. As JINDAL decides the raw material
price, company have to pay accordingly, because they do not have any other option.

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 BARGAINNG POWER OF BUYERS

Buyers have the power to demand lower price or higher product quality from
industry producers when their bargaining power is strong. Lower price means lower
revenues for the producer, while higher quality products usually raise production
costs. Both scenarios result in lower profits for producers. Buyers exert strong
bargaining power when:

 Buying in large quantities or control many access points to the final customer

 Only few buyers exist

 Switching costs to other supplier are low

 They threaten to backward integrate

 There are many substitutes

 Buyers are price sensitive.

The bargaining power of customers is also described as the market of outputs:

the ability of customers to put the firm under pressure, which also affects the
customer's sensitivity to price changes. Firms can take measures to reduce buyer
power, such as implementing a loyalty program. Buyers' power is high if buyers have
many alternatives. It is low if they have few choices.

RDEPL faces this factor many times, customer wants best product quality with
lower price which is not possible for the company. But they try to convince the
customer to purchase the product with providing best service even after selling too.

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 THREAT OF SUBSTITUTES

This force is especially threatening when buyers can easily find substitute
products with attractive prices or better quality and when buyers can switch from one
product or service to another with little cost.

For example, to switch from coffee to tea doesn’t cost anything, unlike
switching from car to bicycle.

A substitute product uses a different technology to try to solve the same

economic need.

Examples of substitutes are meat, poultry, and fish; landlines and cellular
telephones; airlines, automobiles, trains, and ships; beer and wine; and so on.

For example, tap water is a substitute for Coke, but Pepsi is a product that
uses the same technology to compete head-to-head with Coke, so it is not a
substitute.

Now a days, larger organisations are keeping their displays at stores for
marketing and attracting customers, which is substitute for the RDEPL.

For example- Cadbury is providing their display counter and refrigerator to the
consumer or seller. it decreases the sales of other display counters and refrigerators.

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 RIVALRY AMONG EXISTING COMPETITORES

This force is the major determinant on how competitive and profitable an

industry is. In competitive industry, firms have to compete aggressively for a market
share, which results in low profits. Rivalry among competitors is intense when:

 There are many competitors;

 Exit barriers are high;

 Industry of growth is slow or negative;

 Products are not differentiated and can be easily substituted;

 Competitors are of equal size;

 Low customer loyalty.

For most industries the intensity of competitive rivalry is the major determinant
of the competitiveness of the industry. Having an understanding of industry rivals is
vital to successfully market a product. Positioning pertains to how the public
perceives a product and distinguishes it from competitors.

A business must be aware of its competitors marketing strategy and pricing

and also be reactive to any changes made.

RDEPL have rivals with the best quality products, but they satisfy the
customer's need and provide them best service. They work for customer's demand.
they design the product as their customer wants.They also gives the information to
the customers about the product's assumptions and proper usage.

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 10.

FUTURE

OUTLOOK

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 Future outlook means to plan for a future for the growth of an organisation.
Planning is key to any business throughout its existence. Every successful business
regularly reviews its business plan to ensure it continues to meet its needs. It's
sensible to review current performance on a regular basis and identify the most likely
strategies for growth.

Future outlook must include following terms,

The marketing aims and objectives,

For example, how many new customers you want to gain and the anticipated size of
your customer base at the end of the period.

Operational information

Such as where your business is based, who your suppliers are and the premises and
equipment needed.

Financial information

Including profit and loss forecasts, cash flow forecasts, sales forecasts and audited
accounts.

Every entrepreneur needs to plan for future to attain pre-determined goals for
his business. Therefore formulation and implementation of future plans of the
business is the indispensable function for any entrepreneur. Therefore we realize
more conscious and have planned the future course of our business.

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 PART- 2

COMPANY STUDY

63
 11.

COMPANY PROFILE

64
Name of the company Riddhi Display Equipments Pvt. LTD.

Address of the unit Rajkot Gondal National Highway-27,

Tal.: Gondal, Dist.: Rajkot,

Bhojapra- 360311. (Gujarat)

Phone no. +91- 8460072799

Email Address info@riddhidisplay.com

Website www.riddhidisplay.com

Establishment year 1985

Size of the unit Small scale

Form of organisation Private limited

Promoter Mr. Shailesh patel

Products Display counter, kitchen equipments, Food processing

Equipment, Product for refrigeration.

Brand Name RIDDHI

Working hours 9:00am to 7:00pm

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Weekly off Sunday

No. of Employees 95

Banker HDFC bank

Accounting year 1st April to 31st march

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 12.

FUNCTIONAL DEPARTMENT

67
PRODUCTION DEPARTMENT

HR DEPARTMENT

FINANCIAL DEPARTMENT

MARKETING DEPARTMENT

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 A. PRODUCTION DEPARTMENT

Introduction

Production department plays a vital role in any type of manufacturing

company. It is the most important department and as well as base of the company.
Production department is that which engaged in conversion of production of raw
material for all the products. Analyzing and separation different from the same
material may produce many types of products. Here, all assistant manager follow the
decision of manager.

Production is the process of transformation of raw material into finished goods.

It is the utilization of the human as well as natural resources in order to produce
goods and services to satisfied human needs means customers and that is why fulfill
business objectives.

Production management is called upon to develop and established the

enterprise day in and day out. Production management assures the accomplishment
of twin organization goals i.e. satisfactory and productivity mainly through the
function of production planning , production control , quality control and inventory
control.

Production means creation of utilities and entails the procurement and

utilization of factors of production which includes manpower , material , buildings and
equipments.

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 STRUCTURE OF PRODUCTION DEPARTMENT

PRODUCTION
MANAGER

PURCHASE
INCHARGE

STORAGE
INCHARGE

PLANT
MANAGER

ASSEMBLY PRODUCT
MAIN
SHOP DESIGNER SHOP
INCHARGE SUPERVISION SUPERVISION

OPERATOR OPERATOR
& HELPER &HELPER

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 RAW MATERIAL

The raw materials are the important components of the production process.
The production of any product is not possible without raw materials. It acts like body
parts of a person when the raw materials are collected then only production is
possible.

NAME OF RAW MATERIALS

S.S Sheet

Tuffan glass

Granite

Wheel

Bummer

Compressor

Led

Tube light

Refrigerator

Cooling oil

Fan

Heater

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 SOURCES OF RAW MATERIAL

Availability of raw material

 Steel are available from Mumbai.

 Refrigerator are available from Rajkot.

Name of suppliers

 JINDAL STEEL & POWER

 KRISHNA REFRIGERATOR

 KRITEE REFRIGERATOR

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 PRODUCTION PROCESS

R
Cutting

REFRIGERATION
Bending

SYSTEM
Welding

Finishing

Assembly

Washing

Glass fitting

Testing

Cleaning

Packing
GLASS BENDING

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 CUTTING

Cutting is also known as shearing. It is a process which cuts stock without the
formation of chips or the use of burning or melting. In strict technical terms, the
process of "shearing" involves the use of straight cutting blades.

BENDING

A press brake also known as a brake press, It is machine tool for bending sheet
and plate material, most commonly sheet metal.

It forms predetermined bends by clamping the work piece between a machine

punch and die.

Typically, two C- frames from the sides of the press brake, connected to a table
at the bottom and on a moveable at the top. The bottom tool is mounted on the table
with the top tool mounted on the upper beam.

WELDING

In arc welding a metal rod is used as one electrode. During the welding
operation, this metal electrode is melted by the heat of the arc, and is fused with the
base metal, thus forming a solid union after the metal has been cooled. The welding
operation is started by adjusting the machine to the correct amperage which is
determined by the size of the rod to be used.

ARC welding process uses the intense heat of an electric arc between a non-
consumable tungsten electrode and the material to be welded. The TIG process
lends itself ably to the fusion welding of aluminium alloy, nickel-base alloys, copper-
base alloys, carbon steel and low-alloy steel.

Spot welding is employed to join overlapping strips, sheets or plates of metal at

samll areas.

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 GLASS WELDING

Glass should be washed and cleaned properly before kept in furnace.

Electricity and gas (L.P.G) uses in furnace.

Keep the glass on the top side of the die.

Keep the smooth cotton and powder over the glass.

All glasses are being heated at same temperature.

Maximum 3 glasses can be hold in furnace.

Bending of the glasses is being made at different degree of temperature.

Temperature majoring sensor.

Cylinders are being used under glass bending.

FINISHING

This work is complete by grinding machine. Grinding machine is divided into

cylindrical and internal grinding types.

In such machine the work piece is carried on canter or in a chuck and rotated
on the grinding wheel.

At the completion of every single traverse of the table, the grinding wheel is
shifted transversely by an amount equal to the cutting depth.

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 REFRIGERATION SYSTEM

Refrigeration system can be classified as non-cyclic and cyclic.

In non-cyclic refrigeration cooling is accomplished by melting ice or by

subliming dry ice.

Solid carbon dioxide has no liquid phase at normal atmospheric pressure and
sublimes directly from the solid to vapor phase at a temperature of 78.5 C and is
effective for maintaining products at low temperatures during sublimation.

In cyclic refrigeration, the heat is removed from a low temperature space of

source and rejected to high temperature sink with the help of external work and its
inverse the thermodynamic power cycle.

In power cycle, heat is supplied from a high temperature source to the engine.

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 B. HUMAN RESOURCE MANAGEMENT

INTRODUCTION

Human Resource Management (HRM) is a relatively new approach to

managing people in any organisation. People are considered as the key resources
in this approach. It is concerned with the people dimension of an organisation.

Since an organisation is body of people their acquisition , development of

skills, motivation, ensuring maintenance of their level of commitment are all
significant activity.

HRM is responsible for maintaining good human relations in the organisation. It

is also concerned with development of individuals and achieving the common goal of
an organisation.

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ORGANISATIONAL STRUCTURE IN HRM

GENERAL MANAGER

HUMAN
RESOURCE
MANAGER

EMPLOYEE

LABOUR

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 NUMBER OF EMPLOYEES

Employee classification No. of employees

Research & quality control staff 10

Engineers & IT 30

Skilled 30

Semi-skilled 24

Consultant 1

WORKING TIME OF THE COMPANY

RDEPL 's Day shift time is 9:00am to 7:00pm and Night shift time is 7:00pm to
12:00pm.

They also keeps holiday in a week which is on Sunday.

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 Facility to Employees

Employee's benefits & services are also known as non-monetary salary. This is
one kind of compensation, which is given to the employees for the encouragement
and stimulation in their work.

Now a days, companies are improving the efficiency of employees by

facilitating them...

(1) Housing facility

(2) Travelling facility

(3) Bonus

Recruitment & Selection

In RDEPL, this work is being done by the manager of HR department. For the
recruitment, they select the internal source and if it is not possible then they go for
external source for taking the interviews.

Then they collect the resume of candidates and analyze it. The selected
resume is being called for the telephonic interview in which they check out the
communication skill, job profile ETC. Then they call few selected employees for the
personal interview and analyze the person's skills and etiquettes. Finally they recruit
the person who is perfect for the specific post.

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 PROMOTION & TRANSFER

PROMOTION

Promotion means to give higher authority and responsibility for appraising the work.
In promotion, there is a chance to have promotion with transfer.

In RDEPL, promotion takes place through the observation of the employees or

workers work , presence, experience, behaviour, job knowledge, communication
skill, interpersonal skill, learning ability.

TRANSFER

Transfer refers changes in job assignment. It may involve promotion or demotion or

no change in terms of responsibility and status.

In RDEPL, there are no chance of transfer in different place because they have only
one unit. so transfers are possible from department to department.

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 TRAINING & DEVELOPMENT

Training is the process of providing proper and perfect guidance of the job.
Training is the act of increasing the knowledge and skill of employees for doing the
particular job. All type of job require some type of training for their efficient
performance thus establishing a sound training program is a necessity for every
organisation.

There are two types training,

(1) On job training

(2) Off job training

In RDEPL, they provide on job training. Training has been given by the trainer
in joining period of the employee or worker so that they can know the efficiency of
the candidate.

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 C. FINANCIAL DEPARTMENT

Introduction

Business concern needs finance to meet their requirements in the economic

world. Any kind of business activity depends on the finance. Hence, it is called as
lifeblood of business organisation. Whether the business firm is large or small, they
need finance to fulfill future goals of an organisation.

The business firm need finance for capital , investments, funds etc. Each term
have different meaning and usage but the main aim is to earn more profit. The entire
business activities are directly or indirectly working for the profit.

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ORGANISATIONAL STRUCTURE OF FINANCE DEPARTMENT

DIRECTOR OF
FINANCIAL

MANAGER OF
FINANCE
SERVICE

ACCOUNTING ADMINISTRATIVE
ACCOUNTANT
CLERK ASSISTANT

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 D. MARKETING DEPARTMENT

Introduction

Marketing is the process of planning and executing the conception, pricing,

promotion and distribution of ideas, goods, and services to create exchanges that
satisfy individuals and organisational goals.

The marketing concept was born out of the awareness that a business should
start with wants and end with the satisfaction of those wants. The concept puts the
consumer at both the beginning & the end of the business cycle.

85
ORGANISATIONAL STRUCTURE OF MARKETING DEPARTMENT

MARKETING
EXECUTIVE
GENERAL MARKETING
MANAGER MANAGER
MARKETING
EXECUTIVE

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 13.

SWOT ANALYSIS

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 • Wide range of design,
• Direct relation with customer,
Strength • Good management,
• High quality product,
• Financially sound.

• Premium price,
• Focus on only one department,
Weakness • Transportation cost.

• Diversification,
• Integration (Forward, backward)
Opportunity

• Competitors,
• Government policy.
Threat

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 14.

CONCLUSION

89
 SPECIALITIES OF RDEPL

CHAT, FAST FOOD & RESTAURANT DISPLAY

Food display cases are like soul for the business where visibility is must and
they understand this thing very well. To fulfill the requirement of such business they
are offering such a low maintenance and highly useful display cases range.

CAREER AT RDEPL

Riddhi Display Equipment promises to offer a bright career full of golden

opportunities. the best professionals of their industry will take care of your training
and overall development to sharpen your skills. Beside this, valuable guidance from
their experienced mentors will encourage your strive to grow and flourish. At RDEPL,
you will step into a work culture enriched by values like commitment and customer
pleasure. Thus, while working at RIDDHI you will not only grow in financial terms but
will also become able to quickly climb the corporate hierarchy.

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 BIBLIOGRAPHY

I have referred following websites for the comprehensive understanding collection of

information for various concept,

 www.riddhidisplay.com
 https://sebringdesignbuild.com/top-trends-in-kitchen-design
 https://www.professionalacademy.com
 https://blog.oxfordcollegeofmarketing.com
 https://www.business-to-you.com

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