“A DEPARTMENTAL STUDY AT POWERLAND”

Project Report
Submitted in partial fulfilment of the requirements
For the award of
The Master’s Degree in Business Administration

Submitted by
Ms. Anziya Shaikh
Roll no. 1760
MBA 2017-2019
Goa University
Department of Management Studies Taleigao Plateau, Goa

1
 DECLARATION

I hereby declare that the project report entitled “A Departmental Study at Powerland”
has been prepared by me during the period from April 19th 2018 to June 22nd 2018
under the guidance of Mr. Jeet Naik, Director of Powerland (agro tractor vehicles) pvt. Ltd
and the faculty members of Goa University MBA department.

I also declare that this project has not been submitted nor shall it be submitted in future
to any other university or institution for the award of any other degree or diploma.

Dated: 26-06-2018

Ms.Anziya Shaikh

2
 ACKNOWLEDGEMENTS

I, Ms.Anziya Shaikh, student of FYMBA Goa university, would like to take this opportunity
to express my sincere gratitude to Mr. Jeet Naik Human Resource Manager, for allowing me
to carry out my project in this company under his direction and supervision and for all the
help, advice and support he gave me during my training.

A sincere word of gratitude goes to all the employees at Powerland for taking time off their
busy schedules and answering the questions about the functioning of various departments
which was the basis for my project.

I would also like to thank my college for all the guidance and dedicated teaching, which
formed the basis for undertaking this project.

Last, but not the least, I would like to thank my family, for all the assistance and support that
they have given me to complete my project.

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Contents
INDUSTRY ANALYSIS...............................................................................................................................5

BACKGROUND........................................................................................................................................6

COMPANY PROFILE................................................................................................................................8

ABOUT THE PRODUCT............................................................................................................................9

PRODUCTS............................................................................................................................................10

PORTERS FIVE FORCES..........................................................................................................................12

SWOT ANALYSIS...................................................................................................................................14

PESTEL ANALYSIS..................................................................................................................................17

VRIN ANALYSIS.....................................................................................................................................18

RESEARCH AND METHODOLOGY..........................................................................................................19

FINANCE AND ACCOUNTS DEPARTMENT.............................................................................................20

HR DEPARTMENT.................................................................................................................................22

MARKETING DEPARTMENT..................................................................................................................25

LOGISTICS DEPARTMENT......................................................................................................................27

PRODUCTION DEPARTMENT................................................................................................................29

LEARNINGS FROM VARIOUS DEPARTMENTS........................................................................................32

RECOMMENDATIONS...........................................................................................................................33

CONCLUSION........................................................................................................................................34

REFERENCES.........................................................................................................................................35

ANNEXURES..........................................................................................................................................36

4
INDUSTRY ANALYSIS

All-terrain vehicles (ATVs) are three or more than three wheeled motorized vehicles with
large tyres that are primarily used for off road activities. All-terrain vehicles are generally
used in vineyards, ranches, farms and other agricultural work places. They include most
quad bikes, smaller side-by-sides and amphibious vehicles. In early 2000s, all-terrain
vehicles were first introduced in the U.S. for agricultural purposes then went all around the
globe. Over a decade, all-terrain vehicles have grown increasingly popular for recreational
use. The latest trend in the all-terrain vehicles market is that manufacturing companies are
forming associations to develop the market by organizing sports events. Over the years, all-
terrain vehicles have become fast and heavy for better stability. In New Zealand and
Australia, majority of them are used for agricultural activities so in India it was introduced
by Powerland in 2014. There is technological advancement, such as infotainment systems
make these vehicles more user friendly and provide entertainment while driving.  This is
forecasted to be an opportunistic avenue for the all-terrain vehicles market. Moreover,
presence of Bluetooth, GPS tracking and mobile tracking further enhances the driving
experience. Hybrid engines provide better control while riding, owing to their light weight
and ability to travel long distances due to the presence of an alternate source of energy.

Increase in recreational activities is expected to directly translate to a rise in the demand for
all-terrain vehicles, owing to their functionality in rough terrains. Moreover, the increasing
use of these vehicles in the agricultural sector helps reduce manpower and the overall
operation cost. This another key factor projected to drive demand for the all-terrain vehicles
market.

Segmentation
This all-terrain vehicle’s (Powerland 200d) market can be segmented into:
 Agriculture
 Sports
 Forestry
 Mountains
 Military
 Others

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BACKGROUND

In order to live our best life, we tend to dream and dream often, it is important that we have a
vision of where we want to go because if we are don’t then we are left clueless. These are the
dreams that inspire us and propel us to move forward and focus on them.

One such dream that definitely inspires us is that of Mr. Narayan Naik and his dream to
become a racer. Since his childhood he was fascinated by cars and took a keen interest in
them. Naturally this ignited his dream to become a racer. but, not everyone is fortunate
enough to fulfil their dream. Being the only son, he had too many responsibilities on him for
which he had to sacrifice his passion.

Blessed with two sons, Mr Narayan Naik now knew how to fulfil his incomplete dream. As
they say sons get it from their father so was the case of Mr. Tej Naik, the younger son of Mr.
Narayan Naik. From a tender age of 3, cars captivated Mr Tej Naik.

Racing became his passion just like his father and having all the resources and support from
his father he knew he could work towards it. In order to build a Go-Kart for his son Mr
Narayan Naik travelled all the way to Germany to get needed parts and Mr. Tej now had his
own Go-Kart which would could be drove only on the Go-Kart racing tracks. At the age of 16
he went on to become the 3rd fastest Go-Kart Racer in India. And as a crowning stroke he
gained the Amaron India sponsorship.

Even though racing was his passion he knew how important education was in order to survive
in today’s world. Just like his elder brother Mr. Jeet Naik who completed his MBA in
marketing from University of Liverpool. The younger brother followed his footsteps and he
too completed his MBA in marketing from Cardiff University, Wales. Upon returning to India
he knew his life is going to change for good.

In the coming years, Mr. Narayan Naik purchased a franchise of Polaris ATV (all-terrain
vehicle) but because of its high price it didn’t work well in the Indian market. However, this
did not demotivate Mr. Narayan and his sons to move forward.

6
In the later years, the trio came up with an idea to develop something like an ATV but an
agriculture utility vehicle. This vehicle ultimately works with the features and parts of an
ATV but is a utility vehicle. Since, agriculture is spread all over India they kept it low price
and eventually it become quite popular.

However, to put this vision into reality it took them 3 years of in-depth research and numerous
visits to China before bringing it into the market.

As they say where there is a will there is a way this sets to be the perfect examples.

All they did was

First, think

Second, believe

Third, dream

And lastly dare

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COMPANY PROFILE

Powerland Agro Tractor Vehicles Pvt. Ltd. was established in the year 2014 and
launched an innovative farming utility vehicle. The company was founded by Mr.
Narayan P. Naik. The founder had a dream to make this vehicle in India for the last
decade, considering india as a agricultural hub it is considered to be the potential
market for this product. The founder along with his 2 sons Jeet and Tej Naik were set
on a journey to make this product.

In the recent years there has been a major scarcity of labour and maintaining a animal
like bull is a crucial problem in the farm sector. To overcome this difficulty in the year
2014, they launched Powerland 900d.

The companies faced many challenges first challenge was to source and develop a fuel
efficient powerful diesel engine which can meet the current emission norms. After
testing various diesel engines they had opted for an imported 800cc v-twin liquid
cooled engine with an ECU and electronic fuel governor which can give more than 20
kms per liter. With this it has cleared Bharat (Trem) S tage III A certification and the
tractor has been homologated under central motor vehicles rules (CMVR).

8
ABOUT THE PRODUCT

The Powerland 900d has an attractive look and rugged chassis frame accompanied by
standard features like independent suspension, all round disc brakes, switch on 4WD,
High/low ratio CVT automatic transmission, winch, 2 inch tow bar, 750kgs towing
capacity, mobile charging socket, alloy wheels and a multi functional digital
instrument cluster. With all this standard features it is one of the most advanced, fuel
efficient, 1st of its kind garden tractor in the country. Availability of additional
attachments such as PTO drive, 3 point hitch, trailer & other farm equipments make it
ideal for horticulture and floriculture.

The tractor can be also used for other activities in defence, beach patrolling, forestry &
fire fighting.At present the company is based in Verna industrial estate, Goa. At this
facility they have carried out their R&D and prototyping. Initially they imported semi
knock down kits and assemble them at this facility. It is a versatile tractor for the
Indian farmers, it’s the 1st of it's kind diesel garden tractor and is designed for India
keeping in mind it`s land with diverse soil & terrain. A versatile tractor for the Indian
farmers, it can tow, pull, plough and with options of drive it can spray, run power tools
etc. The diesel power of this vehicle has an advanced 20 hp liquid cooled engine with
ECU to meet present emission norms without compromising on power and torque. At
over 20 km per litre (fuel efficiency) its one of the most fuel efficient farm tractor in
the market and has a range of about 420 km.It's a ideal tractor for farmers to work for
long hours on difficult terrain as it has all round independent suspension and wide
comfortable seating. Also with a width of 4 ft and a pulling power of 750 kgs it can
move in orchards easily with a trailer. This type of tractor is popular as a farm vehicle
with gasoline engine in many countries and there is a huge potential to offer it to
farmers with diesel engine.

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PRODUCTS

POWERLAND 900d

A versatile tractor for the Indian farmers. The 1st of its kind diesel garden tractor
“POWERLAND" 900d is designed for India keeping in mind it`s land with diverse
soil & terrain. A versatile tractor for the Indian farmers, it can tow, pull, plough and
with options of drive it can spray, run power tools and even power homes.It has other
external equipment’s that can be selected by the buyer according to their needs. It
includes all the tools to enhance farming.

 The three Point Hitch

 Water and pesticide sprayers
 Disc Plough
 Leveller
 Cultivator
 Trailer

The three point hitch

It is used as a type of hitch for attaching ploughs and other implements to an

agricultural tractor

Sprayer

It is a extension to the vehicle; an equipment that is used to spray herbicides, pesticides

and fertilizers on agricultural crops.

Disc plough

Disc plough is used to till the soil where the crops are to be planted.

10
Leveler

It is a significant equipment that is used for farming and agriculture with a purpose to
level the land. It maximizes the utilisation of limited water resource and Levels the
land with exactitude and consistency.

Cultivator

It helps to prepare a proper seedbed for the crop.

Trailer

It is mainly used to transport the goods or materials from one place to another.

FUTURE ENDEAVORS

They have already started working on setting up our unit in coastal Maharashtra and
achieve 60% indigenization in the next 3 years. They also plan to increase our product
portfolio by rolling out two new models. In the coming years they are planning to
launch a new variant with additional features like power steering. In August 2018 they
will be launching another tractor with steering wheel and many advanced features.
They are also planning to launch a electric version of their tractor. Their aim is to
“Make in India” at a competitive price and target different markets across the globe in
the near future.

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PORTERS FIVE FORCES

Chart 1.1 : Porters Five Forces

1) Threat of New Entrants

 Low pressure
Entry barriers are relatively high
Experience is needed

2) Threats of substitutes
 Low pressure
No substitute product is available in the market

3) Bargaining power of the supplier

 High pressure
As there are very few companies that produce the raw materials required

12
4) Bargaining power of buyers
 High pressure
Less awareness about the product to the target audience.

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SWOT ANALYSIS

STRENGTH

Monopoly

The Powerland Agro Tractor Vehicle Pvt. Ltd. is the first and the only company which
has launched this product.

Skilled and committed team

All the employees appointed in this company are skilled and committed in their
respective fields.

Experienced top level management

The Major heads of the department, i.e. the chairman, the director, or the head of the
department have high experience in their respective fields.

Product availability

The product is manufactured and will be available for sales throughout the year.

Quality products

The final product produced has been checked by experts and made sure that all the
errors are corrected.

Friendly environment

The working environment in the company is very friendly, the employees are well
informed and well aware about their respective jobs.

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WEAKNESS

Awareness about the product

This Company has been started recently and Powerland 900d is first of its kind in the
country, hence less people have knowledge about this product.

High initial investment cost

The initial cost invested in making of this product is very high.

Less number of products and services

The Company has started with only one product. They haven’t manufactured a range
of products for the customers to choose from.

OPPORTUNITIES

Unrestricted operating hours

The working hours of the employees aren’t restricted to a particular schedule.

Targets diverse range of users

The product has many additional features that makes the product compatible for a
wide range of users to use it.

Product line and services extension

A new range of products could be manufactured and more additional equipment’s

could be added to make it more compatible.

Emerging market and expansion abroad

Being the first of its kind, the product can find its place in markets all over the country
and also abroad.

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Rapid technological growth

Advancement in technology will enhance the product quality, features and sales.

THREATS

Limited buyers

The number of buyers is limited and the use of such a product hasn’t started as yet.

External changes

The growth of the product is partially depended by the rules by the government, which
may or may not be an obstacle for the Company’s growth.

Exchange rate fluctuation

Some raw materials that are imported from other countries, might differ in prices due
to the constant change in the currency value of each country.

New entrants

Any new company planning to emerge with similar kind of product could be another
threat to the Company.

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PESTEL ANALYSIS

Political factors influencing the Industry

 Government laid stress on mechanization of agriculture to boost production. Therefore

the agriculture sector has started getting financial assistance, which is boosting the
demand of agriculture oriented products.
 The Government policies on Indian automobile industry have been framed in order to
aid the expansion of the automobiles sector in India.

Economical Factor Influencing the Industry

 Exchange rates fix the Company’s overseas investment, imports and export supply
price.

Social factors influencing the Industry

 Considering India has a hub of agriculture, Powerland has targeted the high end
farmers for their product

Technological factors influencing the Industry

 Low fuel consumption vehicles are the primary concern to customers which is
satisfied by this product
 Vehicles working on renewable energy are the demand of present

Environmental factors influencing the Industry

 Companies has followed environmental laws for setting the plant and making the
product.
 Manufacturing of CNG fueled or dual fueled engines can reduce co2 emissions
considerably.

Legal factors influencing the Industry

 Legal factors such as collaboration with the government e.g schemes like jai bharat jai
kissan

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VRIN ANALYSIS

Valuable

 Skilled human resources : Powerland has skilled human resource which helps it to
function efficiently
 Unique design: Powerland has a unique patented design and it is one of its kind in the
world
 Brand image: Powerland’s brand image drives value and is important for managing an
impressive market presence.
 Research and development: it helps Powerland to continuously innovate and respond
to changing market situations.

Rare

 Unique design: Powerland has a unique patented design and it is one of its kind in the
world

Imitability

 Skilled human resources –it is difficult to imitate the competitive advantage generated
by skilled human resources. A high expenditure is involved in hiring and paying
skilled professionals for training purposes.
 Unique design: Powerland has a unique patented design and it is one of its kind in the
world
 Brand image: Not possible to imitate

Non substitutable

 Tractor – It can be substituted by a tractor as tractor has already captured minds as a

farmer utility vehicle

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RESEARCH AND METHODOLOGY

Title

A Departmental study at Powerland

Objective of the Study

To study how the different departments function

Limitations of the study

1. Interaction with the Employees was limited due to their busy schedule.
2. The information collected is mainly primary data from the head of departments and
the accuracy is subject to the responses received.

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ORGANIZATIONAL STRUCTURE

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FINANCE AND ACCOUNTS DEPARTMENT

Departmental Structure

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  Chart No. 3.1 Departmental Structure Finance And Accounts Department

Process Flowchart

Maintenance of Approval of Bills

Cash and Bank

Processing of Clearing of Payments

Salaries
Chart No. 3.1(A) Process Flowchart of Finance And Accounts Department

Description of Activities

1) Assistant Accountant

a. Maintenance of cash accounts and bank accounts

b. Maintenance of debtors (bills receivable)Maintenance of creditors (bills payable)

21
c. Doing payments according to the due date

d. Processing of salaries through bank accounts in the first week of every month

e. Doing payments through cash only for small amounts and big amounts to be paid
off through cheques

2) Accountant

a. Goes through all the data and information provided be the assistant accountant

b. Cross check the data according to the details provided

c. Re-checks the reports submitted by the assistant account

3) Director

a. Checks all the reports on a regular basis as he needs to know and be aware of the
costs and further financial requirements.

22
HR DEPARTMENT

Departmental Structure

Chairman

HR

Recruiter Supervisor

Guard

 Chart No. 3.2 Departmental structure of HR department

23
 Guard keeps proper
check

REPORT TO

Recruiter: Supervisor:
Creates job listings, conducts Keeps a track of entry and exit of
interviews people

REPORT TO

HR Manager:
Handles high level decisions

REPORT TO

Chairman:
Looks up for proper functioning overall.

Chart No. 3.2 (A) Process Flowchart of HR Department

Description of Activities.

1) Chairman

a. Looks after the statutory compliances of the employees like factories Act, Labour
Welfare Fund, Minimum Wages Act.

24
b. Continuously works on employee motivation and overall welfare and individual career
growth of the employees.

c. Looks after shifting of goods, raw materials, purchase materials etc.

2) HR Manager

a. Mainly looks after the overall hygiene maintenance and cleanliness quotient in all the
departments and changing rooms etc.

b. Does the salary processing every month to all the employees

c. Maintains the employee database files

3) Recruiter

a. Plays an important role in recruitment process

b. Does Man power planning/worker distribution to various departments on a day to day

basis

c. Maintains the leave records and attendance records (time management) of the
employees

4) Supervisor

a. Takes signatures of the employees on the attendance sheet against their names as they
enter.

b. Maintains records with the visitor.

c. Keeps track of the guard

d. Takes signature of the employees on their names at the times of their exit

5) Guard

a. Takes rounds in the company premises and keeps a check on the entire vicinity of the
company.

b. Report all the happenings to the supervisor

25
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MARKETING DEPARTMENT

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Chart No. 3.3 Departmental structure of Marketing Department

Chart No. 3.3(A) Process Flowchart of Marketing Department

26
REPORTS TO

REPORTS TO
Description of activities

1) Marketing Manager

a. Typically has the responsibility of deciding the marketing strategy for the company.

b. Decides marketing budgets

c. Checks the advertisements.

2) Assistant manager

a. Decides form of marketing

b. Creates marketing messages.

c. Carrying out marketing campaigns and programs to reach the target audience of the
company

3) Marketing Researcher

a. Find the target audience

b. Find information about the target audience

c. Conducts survey

4) Creative Officer

a. Creates the unique image of the organization

b. Creates graphics and web designing for the company

c. Works on the form of advertisement chosen by the assistant marketing manager.

27
h
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LOGISTICS DEPARTMENT

Chart No.3.4 Departmental structure of Logistics department

28
 Chart No.3.4 (A) Process flowchart of Logistics department

Description of activities

1) Chairman

a. Rechecks the reports submitted by the director.

b. Crosschecks in-case he finds any confusion.

c. Checks all the reports on a regular basis as he needs to know and be aware of the
import and export growth or decline as it will indicate the profit or loss.

2) Director

a. Ordering of raw materials

b. Receiving and stock checking of the raw materials received from the licensed
companies.

c. Exporting or dispatching the goods only after the quality control gives consent.

d. Releasing of finished goods

29
 e. Forwarding the bills (credits or debts) to the finance department.

f. Proper surveillance of the goods being imported and exported.

PRODUCTION DEPARTMENT

Chairman

Director

Painter Technician Engineer Fabricator

Assistant Assistant

Chart No. 3.5 Departmental structure of Production department

30
ehckDispaFnlquEgSovTrtiBdyPtLIm
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Chart No. 3.5 (A) Process Flowchart of Production department

31
 Description of Activities

1) Director

a. Does the planning of activities on weekly or monthly basis.

b. Does the checking of raw materials

2) Engineer

a. Designing the model of the product.

b. Does the testing of the products.

c. Notes all the defects of the products and reports it to the technician.

d. Does the final quality check before dispatching the product.

3) Fabricator

a. Import all the components to be assembled.

b. Makes the fabricated mounting medium for the components to be assembled as

instructed by the technician.

4) Technician

a. Does the local assembly of all the components

b. Solves the issues in the product reported by the engineer.

5) Painter

a. Paints and does the finishing of the product

32
LEARNINGS FROM VARIOUS DEPARTMENTS

Through the study of finance and accounts department i learnt how the financial
matters are dealt with at different stages in the organization. I also learnt that the
processing methods of the various debtors and creditors, salaries of the
employees and the method to maintain cash accounts and bank accounts. This
department is responsible of taking care of all clearance and receivable bills and
processing of salaries.

Through the study of the HR department i have observed that this department is
very complex and requires a lot of planning and critical levels of decision
making. Every employee at each level in this department plays a very crucial
role. This department is very important as the main distribution of the
employees to each department is maintained from the hr department.

Through the study of the marketing department i have learnt that it constantly
works on adapting the changing market conditions and evolving new ideas. This
department is behind creating brand image of the company. This department
focuses on maximising the sales of their product and reaching their target
audience.

Through the study of logistics department i learnt in detail as to how the export
and import process is carried out. The most crucial thing about this department
is the process of export as the officer cannot give approval for the export of
goods until and unless he has got proper consent from the quality control
engineer. Also, he cannot accept any order for export until and unless he has
made sure that the amount of products required is available. The export part is
very crucial as it requires proper quality check etc before assigning or releasing
the finished goods.

33
RECOMMENDATIONS

1. They should market their product in exhibitions, Auto-expo etc as these platforms are
considered to be the advertising platforms of the present era.
2. They can promote their vehicle as a multi utilty vehicle i.e. In the ATV sector instead
of farming utility tractor.
3. They should install CCTV’s in their security area and the Backyard.
4. They should provide better canteen facilities to their employees i.e. Having a spacious
sitting, Television etc
5. They should expand their online presence.

34
CONCLUSION

The study conducted at Powerland which is a manufacturer of farming utility vehicle in

India, helped in getting a wider outlook about the business environment and managing an
organization. It was a departmental study i.e. 5 functional departments through which the
whole company functions. The company has a good working environment and cordinal
relational is maintained between all the departments for the smooth functioning and
achievement of the organizational goal.

From this internship, My complete study of all the departments has made me aware about
how all the departments coordinate with each other and also how all the departments
function and how they are connected to each other. I have also encountered that practical
knowledge is very necessary in any field.

During this period I was able to relate the theoretical part to the practical. I have given
recommendations at the end which I found to be a problem during the tenure. This project
as a whole as proved to be extremely informative and things learnt during this period
would help a lot in the future. It was a great learning experience.

35
REFERENCES

https://www.cartoq.com/this-is-indias-only-road-legal-atv/

http://www.powerlandatv.com/

https://evoindia.com/powerland-900d-4x4-review/

http://www.topgear.com/india/bike-galleries/review-powerland-900d/itemid-50

36
ANNEXURES

Founders of Powerland

Launch event of Powerland 200d

37
Farming utility tractor with extension

38
Leveller

Trailer

39
 Sprayer

Cultivator

The Three Point Hitch

40
Disc Plough

41