RUBCO-RCM KOTTAYAM 1.1 INTRODUCTION In countries like India, rubber is one of the main agricultural and commercial products. About 90% of the natural rubber is produced in Kerala. So rubber has become the backbone of our economy. Due to the bad impact of globalization the overall market of rubber fall down in Kerala, that time instability in price of rubber was one of the major problem that farmers facing in the market. The farmers were not getting fair price for their effort, but this problem has come to an end since 1997, because the Kerala state rubber co-operative limited came into existence in this year on the purpose of exporting the infinite possibilities of rubber. In literally means that Kerala state rubber co-operative limited (RUBCO) will become the back bone of the rubber cultivator. Kerala state rubber co- operative Ltd, popularly known as RUBCO is an Rs 280crores group with a strong presence in the rubber based industrial segment. RUBCO is incepted with prime objective of effectively utilizing the abundant rubber resource of Kerala. In a short span, RUBCO has successfully introduced a wide range of fast moving rubber based product. Today the RUBCO group has interest in rubber footwear, casual shoes, cycle tyre and tubes, two and three wheeler tyre, rubberized coir mattress process and rubber wood furniture, block rubber (ISNR) and pale latex crepe, apart from natural rubber trading. 1.2. OBJECTIVE OF THE STUDY To have a general idea on the basic business operations of an organization. To understand the organization structure and various departments. To study the functioning of various departments. To do the ‗SWOT‘ analysis of the company. To do the ‗PESTEL‘ analysis. To do the ‗PORTERS FIVE FORCE‘ analysis of the company. IMK ADOOR Page 1 RUBCO-RCM KOTTAYAM 1.3. METHODOLOGY OF STUDY The data collection methods used for the organization study with the collection of Primary and Secondary data. Primary data source Primary data for the study is obtained from: Unstructured interviews with managers, departmental heads, & employees. Direct observation Secondary Data source Secondary data are collected from Annual reports Official websites Journals Books and magazines 1.4. SCOPE OF THE STUDY The study is about the major functioning of Rubco rubberized coir mattress division; Pampady. The study is mainly based on the details collected from each department. Each and every activities of the company is studied very carefully with the data available. This study is very beneficial to the future managers as they are put into the real life situations. A study on all the departments can help to improve the process and thereby an overall improvements in the company‘s performance can be made. 1.5. LIMITATIONS OF THE STUDY The Major Limitations are:- 1. When the employees are busy, they could not provide much more information. IMK ADOOR Page 2 RUBCO-RCM KOTTAYAM 2. The company does not provide information relating to the status of the Company and the data obtained are limited. 3. The study relies largely on secondary data and hence the limitation. 4. Time constraint was the one of the limitation of my study. 1.6. CHAPTERISATION Chapter 1 Includes the Introduction. Chapter 2 Includes Industry Profile. Chapter 3 Includes Company profile Chapter 4 Department Profile which includes: HR Department gives an overall view about the manpower of the company. Purchasing department gives the overall idea of procurement and consumption of materials in the company. Finance department gives an idea about the finance function of the company. Planning department gives the planning process in the company Stores department gives idea about the inventory Production department Quality Assurance department Marketing department strategies and functions Chapter 5 Environmental analysis which includes SWOT Analysis (identifies the strengths, weaknesses, opportunities, threats of the company) and PESTEL analysis. Chapter 6 Porter‘s five force analysis. Chapter 7 Findings, Suggestions and Conclusion. 2.1. INDUSTRY PROFILE IMK ADOOR Page 3 RUBCO-RCM KOTTAYAM Rubberized coir mattress segment is a high competitive. This segment is having more than 50% of the market share in the mattress industry. Rubberized coir mattress industry has more than 45 odd brands and over 200 different models. The major players in the industry are Kurl-on, Duroflex,Sulfex, Rubco and Sunidra. The birth of Rubberized Coir Industry is quite amusing and interesting. Prior to the year 1960 people hardly had any idea of this novel and high utility product. In those days the world famous car manufacturers, M/s. Volks Wagon of Germany, were using horse hair as cushion filling material for their car seats. As their production increased from 100 cars per day to 300, there was dearth of this raw material. This necessitated a suitable alternative product for rubberization and which would suit to their specifications. Of various alternatives tried like sisal fiber, jute fiber, the coir fiber was decidedly found to be the best. This was the beginning of Rubberized Coir Industry. The Indian Rubberized Coir Industry is nearly four decades old. It was in 1964 that M/s. Bharat Motors of Chennai established its manufacturing unit. Many other units came up during sixties itself. After nearly one decade of its introduction, Government of India recognized Rubberized coir mattress as a healthy and hygienic product. Slowly many State Governments recognized rubberized coir as ―wealth from waste‖ and advocated the use of rubberized coir mattresses in various hospitals, health clinics etc. through issue of Government circulars. Other types of mattresses are: Cotton mattress Form mattress Spring mattress COTTON MATTRESS The cotton mattress mainly targets lower income group. This mattress is priced very low. The cotton mattress industry has a market share of 50%. FORM MATTRESS IMK ADOOR Page 4 RUBCO-RCM KOTTAYAM Form mattress segment comes at next place after rubberized coir mattress industry. This industry is having a market share of 9 to 10 % this industry mainly target customer belonging to upper income and upper middle income group. The major players in form industry are MM form, sleep well SPRING MATTRESS The industry targets consumers belonging to the upper income group. The major players in spring industry are Spring well, Sealy Kurl-On, etc. GROWTH DURING LAST 4 DECADES From a handful of manufacturers, during early 60s this product got some market recognition in early 70s. In the next 3 decades over one hundred manufacturers have entered rubberized coir field. Today rubberized coir products are increasingly used in many industries notably in transport industry like railways and buses, packaging industry (Pharmaceuticals, heavy engineering, electronics etc),hospitals, theatres and auditorium. The basic raw material for Rubberized Coir industry is the brown coir fiber and the natural latex rubber. Over the last decade, the brown coir sector has registered a tremendous growth. WORLD SCENARIO There are mainly three major players in the mattress industry and are as follows:- 1. Sealy Corporation Sealy Corporation is the major mattress manufacturer and it got the name from the place it started, Sealy, Texas. 2. King Koil Founded in1988, King Koil has over a century of experience crafting high- quality, affordable bedding both in United States and throughout the world. 3. Simmons Bedding Company Simmons Bedding Company is a major manufacturer of mattresses and is one of the oldest companies in the United States, for over 125 years. INDIAN SCENARIO IMK ADOOR Page 5 RUBCO-RCM KOTTAYAM The rubberized coir mattress market of India is estimated to be highly fragmented with little brand loyalty. The major players in the rubberized coir mattress industry in India are: 1. Kurlon Limited Kurlon Limited, a Manipal group company came into existence in 1962. Kurlon limited is the brand leader in the mattress industry and has acquired major market share in the branded mattress segment. 2. Duroflex Duroflex is the largest exporter of sleep and comfort products from India, started its operations in 1963.Now the company has got three manufacturing units for rubberized coir mattress 3. Century Mattress Century Fiber Plates pvt. Ltd. Started its rubberized coir plant at Hyderabad in 1988 under the brand name ―CENTUARY‖. Centaury is the first mattress manufacturer with ISO 9001-2000 series and ISI certification. STATE SCENARIO In India, the coir industry has developed very well especially in Kerala where they produce ‗Retted Fiber‘.Green husks of coconut are immersed in the salty backwaters for 10 to 12 months. The main players in rubberized coir mattress industry are:- 1. Duroflex Duroflex is the leading mattress manufacturer in India which started its operations in 1963. Duroflex is the largest exporter of sleep and comfort products from India. 2.Eastern Sunidra Eastern Mattresses Pvt Ltd. is a part of Kerala‘s renowned business conglomerate the Eastern Group Of Companies. 3. Rubco IMK ADOOR Page 6 RUBCO-RCM KOTTAYAM Kerala State Rubber Co-operative Limited (RUBCO) was set up in the year 1997. RUBCO was incepted with prime objective of effectively utilizing the abundant rubber resource of Kerala. The Indian coir industry has a diversified structure, reflective of the broad range of raw materials and value-added products involved. The industry provides at least part-time employment to an estimated 40,000 persons. At the beginning of the value chain are approximately 300 fibers millers with usually less than 10 employees and an estimated 500 suppliers of coir pith, or dust. Their output is either purchased for direct export or undergoes manufacturing for twine, mats and brushes, rubberized coir mattresses and pots, geo textiles and pith products. Products, which are technically more demanding or better, suited for mass production, such as high –end twine, brushes, rubberized coir and erosion control blankets are predominantly produced in larger facilities, employing more persons.