Professional Documents
Culture Documents
CHAPTER-1
INTRODUCTION
The organization study undertaken as a part of the curriculum was done at
The Kerala Kerakarshaka Sahakarna Federation Ltd, (KERAFED)
Thiruvananthapuram. This study provides an opportunity to expose the
students to an industry / organization and its operational conditions.
This study also aims at having a better understanding of various
departments and its functioning.This report consists of a detailed study of
the history of the company, product profile, organizational hierarchy, various
departments and their functioning etc.
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Chapter- 2
Design of the study
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Primary data.
Primary data is obtained through observation or through direct
communication with respondents in one form or another or through
personal interview The primary data for the study obtained from:
1 .Unstructured interviews with Managers and Departmental heads,
employees
2. Direct observation
3. Questionnaires
Secondary data.
Secondary data are those which have already been collected by someone
else and which have already been passed through statistical process. The
secondary data were collected from
Company records
Journals
Text books
Annual reports
Internet etc.
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www.kerafed.com.
Period of study
The study was conducted from15 June 2009 to 25 July 2009
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Chapter---3
Industry Profile
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CHAPTER-2
INDUSTRY PROFILE
The coconut palm is one of the most valuable plants to man. In Sanskrit the
coconut palm is called kalpa vriksha, which roughly translated means Tree of
Life. In India , it provides livelihood to about 10 million people through various
activities from its cultivation to processing of its products. All the parts of the
coconut tree can be put to useful purposes- the roots, the trunk, the wood, leaves,
the blossom and all the parts of the nut.
Two major classes of coconut palm are typically recognized on the basis of
stature: tall and dwarf. The ones most commonly planted for commercial purposes
are the tall varieties, which are slow to mature and first flower six to ten years
after planting. They produce medium-to-large size nuts and have a life span of
sixty to seventy years. The dwarf varieties may have originated as a mutation of
tall types. The dwarf variety may grow to a height of twenty-five to thirty feet and
begin flower after three years, when they are only about three feet tall. Their life
span is only about thirty years.
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Production (MT)
16,300,000
14,500,000
9,500,000
3,033,830
1,950,000
1,500,000
959,000
940,000
710,000
650,000
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domestic market and is essential for reorienting and engineering the Indian
Coconut Industry cost effective and globally competitive.
The Coconut Development Board has been playing pivotal role in
promoting viable coconut based farming system, on-farm processing
and products development. The production and marketing of value
added products have started attracting commercial interest and the
situation brought rejuvenation in the sector. The market promotional
measures undertaken in pursuit of the popularization of health benefits
of coconut oil and tender coconut water have attributed a stimulating
effect on the less dependency of coconut oil driven coconut economy.
There has been a well defined network in the country to undertake the
R&D of coconut. The State Agricultural Universities, ICAR Institutes,
Agriculture/ Horticulture Departments of States/ UTs, organizations like,
NAFED, KERAFED etc. and private institutions contribute to the
pursuit of the research and development process of coconut in the
country.
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2005-2006
States
/Union AREA('000
Territories
Andhra Pradesh
Assam
Goa
Gujarat
Karnataka
Kerala
Maharashtra
Nagaland
Orissa
Tamil Nadu
Tripura
West Bengal
A & N Islands
Lakshadweep
Pondicherry
All India
Hectares)
104.0
19.1
25.3
16.4
385.4
897.8
18.0
0.9
50.8
370.6
3.3
24.9
25.5
2.7
2.1
1946.8
Production
Productivity
(Million nuts)
892.0
204.9
125.3
138.3
1209.8
6326.0
273.4
1.2
274.6
4867.1
7.0
323.5
87.1
53.0
27.9
14811.1
(Nuts/ha)
8577
10728
4953
8433
3139
7046
15189
1333
5406
13133
2121
12992
3416
19630
13286
7608
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agro-climatic conditions.
3000 years' tradition in coconut cultivation.
Premier coir manufacturing country in the world.
Producer of best grade milling copra in the world yielding high grade coconut
oil known for its aroma and flavor.
Large number of farmer's co-operative societies in primary processing and
marketing.
Government agencies such as KERAFED, State Trading Corporation, Kerala
State Marketing Federation and Karnataka State Marketing Federation in
manufacturing and marketing of branded coconut oil in small packs.
Hundreds of reputed and established private firms in manufacturing and
marketing of various coconut products including branded coconut oil in small
packs.
Wide range of coconut products both edible and non-edible available for
export.
Technical know-how and trained manpower for the manufacture of various
coconut based products.
Good number of cultivars / varieties having specific nut characteristics.
Availability of research support by reputed research organizations such as
CSIR, ICAR and DRDO.
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a hair oil as it helps growth of the hair. As a massage oil it has a cooling effect
on the body. Owing to these qualities coconut oil has a potential market in the
country. Since the price of coconut oil in the international market is very
much lower than the domestic price, the quality and attractiveness of
consumer packs are important factors to compete in the world market. While
the demand for coconut oil for cooking purpose is elastic, its demand as hair
oil is inelastic.
Coconut oil is marketed in bulk as well as in packs ranging from sachets
containing 5 ml. to 15kg tins. The branded coconut oil in small packs is
mainly marketed as hair oil and body oil. There are several brands known for
their superior grade oil which have export market throughout the world. India
has unbeatable quality advantage in this sector. Refined coconut oil is also
manufactured in the country for industrial uses. Refined coconut oil is mainly
used in the manufacture of biscuits, chocolates and other confectionery items,
ice cream, pharmaceutical products and costly paints. Generally, filtered
coconut oil is used for cooking and toiletry purposes.
Virgin Coconut Oil
Virgin Coconut Oil is also made in the country from the milk extracted from
raw kernel. This is done on a small scale by the traditional method which is
now partially mechanised or on a large scale by adopting wet processing
technology. Coconut milk is fermented and then by mechanical process,
water is separated from oil. No heating or application of sunlight or dryer is
done for the process. The virgin coconut oil is free from trans fatty acid,
high in medium chain fats (MCFA) known as lauric acid, which is identical
to special group of fats found human breast milk and also rich in vitamin-E.
High quality of this oil makes it an ideal massage oil for babies and also for
skin and hair applications.
Applications
Cooking
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Manufacturing
Coconut oil is used in volume quantities for making soap and cosmetics.
Hydrogenated coconut oil is often used in non-dairy creamers, and snack
foods.
Fractionated coconut oil is used in the manufacture of essences, massage oils
and cosmetics
Coconut oil is an important component of many industrial lubricants, for example
in the cold rolling of steel strip.
Cosmetics and skin treatments
Coconut oil is excellent as a skin moisturizer and softener. Coconut oil is used for
styling hair, and cooling or soothing the head.
As a fuelTraditional use
Coconut oil is used in oil lamps.
In diesel engines
Coconut oil has been tested for use as a feedstock for biodiesel to be used as a
diesel engine fuel. In this manner it can be applied to power generators and
transport using diesel engines.
Raw coconut oil can be used as a fuel for generating electricity by remote
communities that have an abundant supply of coconuts and milling capacity,
provided diesel engines are adapted.
Coconut oil is currently used as a fuel for transport in the Philippines
Health effects
Studies have found that coconut oil can help in weight loss and poison recovery.
Antimicrobial effects
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Copra
Copra is the dried meat, or kernel, of the coconut. Copra making can be defined as the
systematic process through which the fresh meat coconut containing 50 to 55%
moisture is dried in sun or other sources of to bring down the moisture content to 5%
to 6% only.
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Yield of oil
Chucks
58% - 60%
Rotary Mills
62% - 63%
Expellers
63% - 65%
Coconut Cake
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mainly used as a cattle feed. Coconut cake contains 4-5 per cent oil which is
extracted by solvent extraction process. This oil is generally used for industrial
purpose and de-oiled cake is used to make mixed cattle feed. There are a few such
units in the country especially in Kerala.
NAFED
National agricultural cooperative marketing federation, which was organized
in 1958, represents the entire marketing structure at the national level. It was
established with the object of coordinately and promoting the marketing and
trading activities of the members in agricultural and other commodities.
Their main objectives are: To make arrangements for the supply of agricultural requirements of
its members.
To promote interstate and international trade in agricultural and other
commodities.
To render advice and technical guidance to its members.
The main aim of NAFED is to assist the marketing of cooperatives in the states to
develop their marketing business. In order to achieve this NAFED adopts various
strategies with a view to ensure better returns to the farmers. It undertakes price
support operation, buffer stocking, export and important of commodities etc to
balance production with consumption. When the government of India formulates
policies for support price in respect of certain commodities, it appoints NAFED as
its agency for procurement.
Coconut Day (2nd September)
September 2nd , of every year has been designated as coconut day as per the
decision of Asian and Pacific Coconut Community head quarters at Jakarta,
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CHAPTER 4
COMPANY PROFILE
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Introduction
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Thiruvananthapurm,
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productivity, and
to
help
farmers,
seminars
and
Sl.
no
Government of Kerala
Kerala
State
Cooperative
Agricultural
25
898
935 Nos.
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Primary agricultural
cooperative society
coconut
Processing,plant /Godown
The coconut farmers deposit their product with the respective Primary
Agricultural Cooperative Society and collect the rate of copra prevailing in
the market on that particular day. Primary Agricultural Cooperative Society
on their part check the quality of the copra and inform the KERAFED about
the procurement details. The respective mobile team officers visit the society
and collect the same after checking the quality and transactional details. This
copra is then transferred to the processing plants.
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Product Profile
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customer satisfaction.
A permanent place in the hearts of housewives, chefs and every food loving
keralites.
Not resting on the laurels, the thought process is already at work at
Kerafed.
Plans are afoot to enter into the field of producing highly demanded
coconut related products like desiccated coconut, coconut cream, bottled
tender coconut water, coconut milk and confectionery products etc. It is
hoped that the good will of KERAFED build up by high customer
satisfaction by the performance of products like Kera, can be thus employed
to conquer newer domains.
Kerafed at a glimpse
Integrated development of coconut and coconut products
Copra selection as per BIS parameters for processing
Most sophisticated processing facilities
Quality control laboratory with AGMARK guarantee
By far the largest coconut oil mill in India
Storage capacity of 2100 tones per day
A predominant share of the market in Kerala is enjoyed by Kera, the
year at economical rates.
Safeguards the interests of over 27 lakh coconut farmers in Kerala
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Chapter-5
Department Profile
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CHAPTER--5
DEPARTMENTS
FUNCTIONAL AREAS
Departmental study
Organization structure
Organization structure is the systematic arrangement of the people working
for the organization to achieve predefined goals . The structure has two
dimensions horizontal and vertical. The horizontal dimension indicates the
departments and vertical dimension indicate hierarchy.
Board of Management elected by members of the federation is headed by a
Chairman. From those members an executive committee and a Chairman are
elected. The federation has to get the approval from the board before
implementing major decision.
Managing Director appointed by the Government of Kerala is the supreme
authority of the federation, normally an outside person. Director (projects) is
at the top of the organization hierarchy among the employees of the
organization.
The departments in KERAFED are:1. Marketing Department.
2. Finance Department.
3. Cooperative Development Service Department.
4. Production centres.
5. Administrative Department.
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Chapter-6
Organization chart
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Organization structure
Managing
Director
Director
Projects
Marketing
Manager
Finance
Manager
Manager
(CDS)
Administrative
Officer
Plant Manager
Senior A/C
Assistant
Manager &
Regional
Managers
Confidential
Assistant
Assistant
Manager &
Assistant
Manager (A/C)
Assistant
Manager
Packing
Confidential
Assistant /
Typist
Assistant
Manager
(Mechanical &
Production)
Accountant
Confidential
Assistant /
Typist
Cashier
Junior
manager
(Quality
Control)
Supervisor
Lab
Supervisor
(Production
Material)
Shift-in
Charge
(Filling)
Shift-in
Charge (Mill)
Supervisor
(Maintenance)
Godown
Packing /
Material
Assistant
Supervisor
(Filling)
Supervisor
(Mill)
Operator
Analyst
Workers
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Marketing Department
Marketing Department is controlled by Marketing Manager, who is assisted
by Junior Manager , three Regional Managers and Branch Managers. Below
them are the confidential assistant and clerks. For each districts in Kerala ,
there are two marketing apprentices. the marketing department strategies
and efforts helps the federation to increase the sales through the advertising,
sale offers/discounts and creating proper distributing channels. KERAFED
has it all-an aggressive marketing strategy, energetic sales team with an
insight into the future.
Structure of marketing department
Marketing Manager
Assistant Manager
Regional Managers
Confidential Assistant
Branch Managers
Functions
To find new markets.
Deciding pricing strategies.
Strengthening the agency network.
Appointment of agencies.
Forecasting the demand.
Creating awareness.
Collection of payments.
Grievance redressal of customers.
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Keeping
relevant
information
departments.
PROMOTION OF PRODUCTS
Advertisement of KERAFED products are mainly done through media and
such type of things are done by star communication. Main channel of
communication with the customers are :
1. MEDIA
2. PRINT MEDIA
News paper
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Magazines etc.
PLACE (Distribution)
Apart from private distributors, Kerala State Civil supplies corporation and
Consumer Federation has taken up distribution in the public sector . Thus
confirming the availability of Kera to consumers year round. Additionally in
Kerala itself Kerafed have around 5000 retail outlets selling Kera. Apart
from meeting the market needs in Kerala, Kera has made its presence
felt in States like Madhya Pradesh, Tamil Nadu, Andhra Pradesh and
Karnataka also. The programme to popularize the brand in cities like
Newdelhi, Banglore, Mumbai and Kolkata is already on the roll. Kerafed
had tie up with a leading retail chain in Dubai and Abu Dhabi for the two
brands ,cooking oil `Kera' and hair oil `Kera Kesh'. Exported 40 MT to
middle east in 2006-07.
Kera is currently part of the biggest retail network - CSD, Ministry of
Defence. Oilseed co-operatives like Karnataka Oil Federation (KOF), Tamil Nadu
Co-operative
Oil Growers Federation (TANCOF) and Oil Federation of Madhya Pradesh will all
soon be complementing the already existing marketing and sales channels of Kera,
in their respective States.
The marketing officials are visiting 50 outlets per day by which a consultant
rapport is kept with the retailers were fixed to stock kera. The distributors network
was revived and distributors were appointed wherever vacancies existed . In
addition , non performing distributors were replaced . all the distributors were
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Kerala market. Between 400 and 600 tonnes of `Kera' coconut cooking oil was
sold in Kerala, in pouches, every month. Kerafed expects to sell about 20 tonnes
of coconut cooking oil in the Gulf market every month. Sales creates record during
the Onam seasons.
Kera sales volume
1 liter
75%
500ml
20%
5%
Districts
Thiruvananthapuram
Kollam
Pathanamthitta
Alappuzha
Kottayam
Idukki
Ernakulam
Trichur
Palakkad
Malappuram
Kozhikode
Wayanad
Kannur
Kasargode
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coconut and copra from the producers through primary co-operatives with support
price declared from time to time by the Union Government. The direct interaction
with the farmers eliminating middlemen results in the entire benefits accrued to
the farmers and only best of raw materials then sourced goes into the making of
Kera. KERAFED gives much importance to the quality of collected copra and
therefore lending moisture meters to the PACS at a subsidy . this ensures the
quality of copra procured, even at grass root level.
CDS departments is also dealt with purchase of packing materials such as cans,
pet bottles, carry bags etc. these are purchased by inviting quotations annually. The
firms quoting lowest bid is selected.
.
Purchase policy
The whole procurement policy is aimed at giving maximum benefits to the farmers.
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so collected coconut is insufficient to meet the demand , it can collect from the
individual farmers also. Members societies get the market price plus Rs 40/
quintal, in addition to service charge since the coconut / copra is collected at the
plants , actual transportation cost is also paid. Kerafed has procured 9501.5MT
copra during 2006-07 and 7751MT in 2007-08(9months). In addition to copra,
Kerafed also purchased coconut from farmers directly at 4 Rs 40 paisa / coconut.
Kerafed is constantly trying to increase its copra procurement by giving more
incentives to the primary agricultural cooperative societies that procure more
copra. This will motivate other societies to boost up their copra procurement.
The copra procurement guidelines are issued time to time , to which
concerned officers act accordingly. The finished goods reaches the consumers
through distributors appointed in districts and cities.
COMPETITORS
The main competitors of KERAFED in the state are KPL SHUDHI, THEJAS,
KLF NIRMAL etc .Parachute is the main market leader in the Indian branded
coconut oil industry. The main players in the Indian market are SHALIMAR,
COCO CARE, TATA products etc.
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FINANCE DEPARTMENT
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FINANCE DEPARTMENT
A well managed financial department is the strength of a good business enterprise .
In Kerafed , finance department is headed by finance manager responsible for all
the financial transaction, procurement and allocation of funds are the major
function of finance department.
The main sources of funds of Kerafed are;1) Share capital contribution of government of Kerala.
2) share capital contribution by cooperative institutions.
3) Loans from NCDC, cooperative banks and government of Kerala.
4) Grants and subsidies.
These funds are employed for the procurement of copra, marketing expenses
and administrative expenses etc.
Structure of finance department
Finance manager
Assistant manager(accounts)
Senior Accountant
Staffs
Accountants
Cashier
The major functions of the finance department are; Accounting.
Auditing.
-
Internal Auditing.
Statutory Auditing.
Government Auditing.
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Information management
Budgeting
The various sections working with the finance department are ;
Budgeting
Commercial Accounts
Bill Passing
Establishment
Cash
Works
One of the primary functions of the finance department is maintaining the books
of accounts .in this process extensive use of computers are employed for the
purpose of feasibility and accuracy. The trial balance is prepared on this basis of
the various ledger folios and other transaction details and then profit and loss
account and balance sheet is prepared based on trail balance.
Budgeting is one of the other vital activities undertaken by this department. The
budgeting process involves prediction of future sales and the preparation of
estimates based on that sales. Data such as future sales are provided by the
marketing department on the basis of past sales details and current market
conditions. The future production , labour, cash and other resource requirements
are detailed in the budget. The budgeting is an all important task and no margin of
error is expected in this activity.
The process of internal auditing is conducted by cooperative wing auditor assisted
by the finance department and statutory audit by an professional chartered
accountant. The finance department of Kerafed conducts inspection of concerned
transactions details of primary cooperative societies.
The salary of an employee consists of basic pay, increment, dearness allowance,
city compensation allowance which is paid monthly to employees. The payroll
will be prepared one day before the disbursement , enabling the employee to see
different allocations before he accepts the salary . The mode of payment is through
bank or cash counters according to the employees wish. The cash section deals
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ADMINISTRATIVE /H R DEPARTMENT
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ADMINISTRATIVE / H R DEPARTMENT
In KERAFED Administrative department is responsible for general as well as
personnel administration. Administrative officer is the head of the department .In
KERAFED administrative department is just like the H.R department commonly
seen in other organization.
The functions of administrative department includes;1) General as well as personnel administration.
2) Administrative functions , includes attendance monitoring , recording and
controlling absenteeism etc.
3) Other functions like providing canteen services, ESI , Provident fund ,
accident benefits.
4) Keeping and maintaining confidential report of each employees for the
purposes like promotion , fringe benefits , training etc.
5) Maintaining the relationship with workers and organization.
6) To provide sufficient and adequate training to employees when any
technological changes are introduced.
Employee profile
Category
Number of employees
Permanent employees
95
Deputation
Contract
12
147
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Recruitment
Employees are recruited through
1.The Kerala State Public Service Commission.
2.By deputation from other department.
3.Through direct recruitment by the board.
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Trade Unions
Trade unions are voluntary organization of employees or employers
formed to protect and promote their interests through collective action
.their presence is felt in all activities of an organization.
In Kerafed there are two trade unions for employees ;
1) Kerafed staff association .
2) Kerafed employees organization .
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PRODUCTION PLANT
The production department function of Kerafed is to manage the production and
to produce the product according to the demand. Production department
undertakes the process of transformation of copra into oil and oil cake. A series of
processing is used to convert copra into oil. The machine and equipments in
Kerafed is installed in straight line basis. The capacity of the plant is 200MTPD
(Metric Tonnes per Day).
The raw material copra is send to the plant by carriage. when it
enters the factory gate it is send to the weight bridge for checking the weight and
then it is send to the Godown and unloaded. The Quality department reaches there
and do the physical inspection, takes samples of copra to test whether the copra is
rubbery of fungus affected and also test the moisture content of copra . Based on
the standard prescribed by Kerafed , if all the things are right then it is accepted
for processing.
The production department of Kerafed has the following three division.
Storage division.
Manufacturing Process.
Packing and filling unit.
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Plant Manager
Assistant Manager
(Mechanical &
Production)
Junior Manager
(Quality Control)
Supervisor
(Production
Material)
Shift-in
Charge
(Filling)
Shift-in
Charge
(Mill)
Supervisor
(Maintena
nce)
Supervisor
Lab
Godown/
Packing /
Spares
Assistant
Supervisor
(Filling)
Supervisor
(Mill)
Operator
Analyst
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Storage Division.
The storage capacity of Godown is 6000tonnes. The gigantic size of the
Godown is not proportion with the amount of copra procured. Thus almost
50% of the Godown capacity is unutilized. The storage division follows FIFO
method of issuing. for processing.
The pros and cons due to this method are;
The copra that comes first goes out first. Thus no accumulation of old
stock is allowed and there by no wastage as a result of decay or low
quality.
The effect of current market price is not at all considered in FIFO
method because the stock assed now may have been purchased at a very
early time with different market price and so it will be difficult to fix
the sales price.
The Godown section is headed by an officer in charge whose office is
situated inside the Godown. He maintains the records pertaining the intake
of copra and also transfer of copra to the manufacturing division. copra to
be transferred to the manufacturing division is done through conveyors
whose base starts from within the Godown. There
are nearly100
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64%
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Oilcake
Loss
4%
CUTTER
Oil
OIL TANK
CRUSHING UNIT
EXPELLER
(Stage -1)
Oil
EXPELLER
(Stage -2)
Oil cake
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PACKING
AND
FILLING
UNIT
The oil complex at karunagapally houses State-of the art facilities for
extraction,
processing
and
packing
of
coconut
oil
under
extremely hygienic conditions. Packing And Filling Unit is highly mechanized and
here oil is usually packed in different packs ie ; from 6ml sachets to 15 kg tins. As
per the demand the packing division takes oil from the storage tanks and uses it for
filling into sachets, pouches and bottles .
Strict quality specifications are followed in terms of material used as packing
material
The raw materials used for these packing are of virgin / food grade,
Number
Double
Tin/ Can
Quality Check process in this unit is undertaken under two levels, increase
of the oil quality and also the quality of the packing material . Before any oil is
used for packing the Quality Control lab technically checks that the lot of oil on
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undertaken. The price of the product varies frequently and on that basis the
machine is adjusted to print the existing price. In the packing unit manual
weighing is also conducted after the oil is packed to ensure 100% accuracy.
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adulteration tests are not required at Kerafed because kera is its product. As
it has no profit motivation , question does not occur.
The oil content of oil cake obtained as a by-product is also tested.
Usually shelf life of any coconut oil is 6 months but kera oil has a shelf life of 1
year which speaks of the high standards of quality maintained.
PLANT MANAGER
JUNIOR MANAGER (QC)
SUPERVISOR LAB
ANALYST
4
2.0
0.8
0.8
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COMPETITIVE
STRUCTURE
OF
INDUSTRIES
(PORTERS FIVE FORCES MODEL)
POTENTIAL
ENTRANTS
Entry Barriers
Bargaining
Bargaining
Power
SUPPLIER
S
Power
RIVALRY AMONG
EXISTING FIRMS
Constraints
On Pricing
BUYERS
SUBSTITUTES
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Standardization
and
switching Costs.
4. Diverse Competitors
5. Fixed or Storage Costs.
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Unauthorized products
2.
Category Killers
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SWOT ANALYSIS
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CHAPER-5
SWOT ANALYSIS
Strength
1. Brand name Kera has a strong brand image.
2. Quality of products.
3. Most modern machinery for oil extraction .
4. Plants have adequate production capacity.
5. Strong network of primary co-operative societies in the state.
6. Product diversification is possible
Weakness
1. Policy formulation and decision making are much affected by
government interference and this result in delay of decision making
and implementation.
2. Use of coconut oil, edible oil is much less in North India. So the
market expansion on northern region restricted.
3. Many times Kerafed is forced to procure copra at a price greater than
the market price, as per the direction of Nafed.
4.
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Opportunity
1. A large portion of the rural population in Kerala is still using the
coconut oil obtained from the country chucks (not the brand oil) so
there is a huge market potential for brand coconut oil in the segment.
2. Advertisement and promotional activities the market can be
expanded to other states.
3. Primary
agricultural
co-operative
societies
and
co-operative
Threat
1. Unfiltered coconut oil obtained from country chucks are available
in market at low price.
2. There are some arguments that coconut oil as edible oil cause
health problems.
3. Heavy competition from private companies.
4. Liberal import policies of Government lead to cheaper substitutes
for coconut oil.
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CHAPTER-6
SUMMARY OF FINDINGS:
1) The federation itself and the brand kera have a good reputation among
the keralite consumers.
2) Lack of professionalism in an age of competition.
3) The two oil mills manned and managed by the federation in
Karunagappally in Kollam district and Naduvannur in Kozhikode were
not utilizing the installed capacity of copra crushing operation.
4) Quality specifications of a global standard are adhered to by KERAFED
stringently at all stages of production. Still the federation has not tried
for ISO certification.
5) The procurement of copra as per the recommendations of NAFED has
made the federation to collect and store copra at a price higher than the
market price. This resulted in loss.
6) KERAFED gives maximum benefits to the coconut farmers and
at the same time provides high quality value added products to the
consumers.
7) KERAFED facing stiff competition in the market.
8) Little efforts for product diversification and expansion.
9) Not much concentration on exporting.
10)
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SUGGESTIONS
1. The federation should start measures to get the ISO certification.
2. The marketing efforts should be increased especially advertisement
and sales.
3. Vigorous drive in raw material procurement besides full utilization of
the copra crushing units.
4. Developing and marketing more Value added products from coconut oil is
needed. Studies had proved coconut oils potential in the field of Cosmetics
and skin treatments , as a fuel for generating electricity, as a feedstock for
biodiesel , in the treatment of fungal infections etc.
5. Give more attention on export market.
6.
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CONCLUSION
The study has covered The Kerala Kerakarshaka Sahakarna Federation
Ltd, (KERAFED) Thiruvananthapuram functions, its organizational
structure, the various departments of KERAFED, manufacturing of kera oil
etc its marketing activities and the quality control techniques adopted,
promotional aspects and other
gives maximum benefits to the coconut cultivators and at the same time
provides high quality value added products to the consumers. KERAFED is
committed to setting high quality standards and maintaining them. The
brand kera enjoys good reputation in all markets. It continues to play a
dominant role as cooking oil in the Kerala market .While concluding my
project I express my faithful thanks to our respected teachers who have
helped us from beginning to the end of my project work . I also extend my
thanks to the entire staff of KERAFED and hope KERA conquers new
markets.
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BIBLIOGRAPHY
Journals
Annual Reports
Company records
WWW. Kerafed.com
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