INDIRA COLLEGE OF COMMERCE AND SCIENCE

PUNE

A PROJECT REPORT
ON

DEMAND FORCASTING FOR CONSTRUCTION EQUIPMENT

SUBMITTED TO

UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF

BACHELOR IN BUSINESS MANAGEMENT

(INTERNATIONAL BUSINESS)

SUBMITTED BY

DHARMESH DANGI
2010-2O11
 ACKNOWLEDGEMENT

Words fall insufficient to describe the efforts taken by all

the staff member & colleagues for their encouragement & willing co-
operation for the completion of this project. We would like to place our
sincere gratitude their worthy suggestions & timely co-operation.

“Defeat is not when you fall down; it is when you refuse to get up”. We
faced many difficulties during our projects tenure, right from the
requirements gathering to implementation. There were times when the
goal looked beyond reach but all difficulties were accepted as
challenge. Greater the challenges, greater were the efforts overcomes
it.

We cannot retain our self from according heartfelt thanks to our HOD
PROF. Mr. PRASHANT KALSHETTI and our PROF. Mr. ATUL FEGADE.
He has always been a valuable supports to us during various stages of
the projects. Without his guidance this projects wouldn’t have reached
this stage. He aptly can be referred as a synonym for supports &
guidance. We are also thankful to our seniors for their encouragement
& willing co-operation.

Last but not the least; we are thankful to our friends for their
innovation suggestions which helped us in completing this project.

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Sr. no. PARTICULARS Pg.no.

INDEX

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CHAPTER 1

INTRODUCTION

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ACE, Action Construction Equipment Limited is the leading mobile crane manufacturing company
in India which has progressed all along to become a professionally managed ISO 9OOI Certified

company. A Action Construction Equipment Limited

Date of Establishment 1995

Revenue 97.6654 ( USD in Millions )

Market Cap 4240.20025 ( Rs. in Millions )

Corporate Address 5th Floor ,T D I Centre,JasolaNew Delhi-110025,

Delhi
www.ace-cranes.com

Management Details Chairperson - Vijay Agarwal 

MD - Vijay Agarwal
Directors - Amar Singhal, Ashish K Bhatt, G N
Mehra, Girish Narain Mehra, K C Agarwal,
Mona Agarwal, P K Bansal, Sorab Agarwal,
Subhash C Verma, Subhash Chander Verma,
Vijay Agarwal, Vijay Kumar Singh

Business Operation Engineering - Industrial Equipments

Background Action Construction Equipment (ACE) Company

was promoted by Vijay Agarwal and his wife
Mona Agarwal. It was incorporated on January
5
 13, 1995 as a ‘Private Limited Company’ and
was converted into a ‘Public Limited Company
on October 4, 2005.

Action Construction Equipment Limited is the

leading mobile crane manufacturing company in
India, which has progressed all along to become a
professionally managed IS

Financials Total Income - Rs. 4339.88 Million ( year ending

Mar 2010) 
Net Profit - Rs. 244.401 Million ( year ending
Mar 2010)

Company Secretary Ashish K Bhatt

Bankers
Auditors Rajan Chhabra & Co

The company was formerly known as Action Construction Equipments Limited

and changed its name to Action Construction Equipment Limited in October 2005.
Action Construction Equipment Limited was founded in 1995 and is
headquartered in Faridabad, India.

Action Construction Equipment Limited engages in the manufacture and supply of

hydraulic mobile cranes, mobile tower cranes, and material handling and
construction equipment in India.

The company offers hydraulic mobile cranes for the engineering, construction, and
infrastructure industries for loading, unloading, moving, shifting, and erecting
materials; mobile/fixed tower cranes for civil construction; back hoe and wheeled
loaders for the construction and infrastructure sector for digging, moving, grading,
and loading earth and other loose aggregates.

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 Its products also comprise lorry loader cranes to lift and transport loads; forklift
trucks to lift and transport materials; and crawler cranes for use on soft ground for
plant erection and maintenance work or plant renovation.

In addition, the company’s products consist of piling rigs for the construction of
bridges, metro rails, and ports; vibratory rollers used to compact loose soil or
asphalt for roads and highway construction; and tractors used for farming,
construction, and industrial purposes. Its products are also used in various sectors,
such as power projects, dams, coal mines, steel industry, railways, cement,
petroleum, defense, chemicals and fertilizer plants, and building construction.

The company was formerly known as Action Construction Equipments Limited

and changed its name to Action Construction Equipment Limited in October 2005.
Action Construction Equipment Limited was founded in 1995 and is
headquartered in Faridabad, India.
ACE equipment is being successfully used in many industrial sectors like infrastructure,
construction, roads, engineering industry, coal mines, chemical and fertilizer plants, power
stations, ports, heavy project engineering industry, railways, cement industry, oil industry,
defence etc. to name a few. ACE range of cranes can be adapted to satisfy a vast range of
possible applications due to their versatility.

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COMPANY PROFILE : COMPANY
HISTORY

Action Construction Equipment (ACE) Company was promoted by Vijay Agarwal

and his wife Mona Agarwal. It was incorporated on January 13, 1995 as a ‘Private
Limited Company’ and was converted into a ‘Public Limited Company on October
4, 2005.

Action Construction Equipments Limited was initially promoted by Mr. Vijay

Agarwal, Mrs. Mona Agarwal, Mr. Khem Karan Arora and Mrs. Laj Arora as
subscribers to the Memorandum. Subsequently, Mr. Khem Karan Arora and Mrs.
Laj Arora ceased to be the members of the Company and the shares were
transferred to the current promoters of the Company. The Company commenced
its activities in the year 1995 and started manufacturing Hydraulic Mobile Cranes
in 1995 under the brand name 'ACE'. Apart from the company has started
manufacturing of mobile tower cranes and loaders subsequently. ACE is the
leading mobile Crane Manufacturing Company in India that has progressed all
along to become a professionally managed ISO 9001 Certified company. The
Company's manufacturing facility is based in Industrial town of Faridabad and
now the company is in the process of setting up of its second manufacturing plant
at Dudhaula (Faridabad) for manufacturing Back Hoe Loaders and Fixed Tower
cranes up to capacity of six tons. ACE equipment is being successfully used in
many industrial sectors like infrastructure, construction, road, engineering
industry, coal mines, chemical and fertilizer plants, power stations, ports, railways,
oil Industry, defence etc. During the year 1995-96, the Company has manufactured
110 mobile cranes and for the year 2004-05, the company has manufactured 1146
equipment. In September 2006, The company is entering the capital market with
an initial public offer of 46,00,000 Equity Shares of Rs. 10/-. The company has
fixed the price of Rs. 130/- per Share.

Action Construction Equipment Limited is the leading mobile crane manufacturing

company in India, which has progressed all along to become a professionally
managed ISO 9OOI Certified company. ACE is promoted by a technocrat, assisted
by a team of experienced managers and engineers.

8
The company is more than a decade old enterprise and started with manufacturing
of Hydraulic Mobile Cranes of different capacities under the brand name of ‘ACE’
at industrial township of Faridabad. ACE equipment is being successfully used in
many industrial sectors like infrastructure, construction, roads, engineering
industry, coal mines, chemical and fertilizer plants, power stations, ports, heavy
project engineering industry, railways, cement industry, oil industry, defence etc.
to name a few. ACE range of cranes can be adapted to satisfy a vast range of
possible applications due to their versatility.

ACE products are supported by an all-India sales and service dealers network
located at all the major locations. These outlets are fully equipped to provide
genuine spare parts and services by company trained engineers. These dealership
outlets are further supported by a dedicated product support division located at
Faridabad and company offices located at Delhi, Mumbai, Chennai, Kolkatta,
Vizag, Raipur, Ranchi and Trichy. It ensures the fastest supply of spare parts and
services, which is unmatched in the industry.

In its endeavor to grow the business and offer quality products, the company has
entered into series of marketing tie-ups with leading foreign companies like
Autogru PM-Italy, Zoomlion-China, Maber-Italy, Tigieffe SRL-Italy, which
facilitate the availability of latest technology and machines from around the world.

ACE equipment is being successfully used in many industrial sectors like

infrastructure, construction, roads, engineering industry, coal mines, chemical and
fertilizer plants, power stations, ports, heavy project engineering industry,
railways, cement industry, oil industry, defence etc. to name a few. ACE range of
cranes can be adapted to satisfy a vast range of possible applications due to their
versatility.

In India ACE has conquered a consolidated presence in it's sector. An efficient

sales and service network and a comprehensive follow up system makes it possible
to provide, all customers with efficient distribution and service assistance that has
the priority of satisfying their real needs.

The policy of responding with speed and expertise has been rewarded over the
years by a constant growth of the company and today ACE is a leading
manufacturer of cranes in the country.
ACE has always firmly believed in the quality of it's products and product support,
ever since it's inception and this is the secret of our capacity to satisfy customers.

First rate team work and carefully targeted investment in technology and human
resources has made ACE one of the most efficient business in it's sector.
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ACE has it's central marketing office in New Delhi and workforce employed in the
sections of production, research and development, materials, marketing, after sales
assistance, finance and administration are engaged to take the company to new
horizons of success. This fact and accurate organizational structure allows
customers to promptly receive technical solutions that fully satisfy their
requirements.

ACE has always firmly believed in the quality of it's products and product support,
ever since it's inception and this is the secret of our capacity to satisfy customers.
First rate team work and carefully targeted investment in technology and human
resources has made ACE one of the most efficient business in it's sector.

The company has sold its equipment to most of the leading private and
government sector companies in India such as Reliance Industries Ltd., Mumbai,
Punj Lloyd Limited, New Delhi , ACC Limited, (M.P.) , Cimmco Birla Limited ,
Shapoorji Pallonji Co. Ltd., Mumbai, Central Coalfields Ltd., Ranchi , Western
Coalfields Ltd., Nagpur , South Eastern Coalfields Ltd., Bilaspur, Northern
Coalfields Ltd., Singrauli, S.C.C.L., Kothagudem Colleries , Jyoti Structures Ltd.,
Nasik, Express Crane Hiring Co., Baroda, Grasim Industries Limited, Dharwad,
Humphreys & Glasgow Consultants Ltd., Mumbai, Steel Products Ltd., New
Delhi, etc. Products of the company are also being exported to U.A.E., Qatar,
Sultanate of Oman, Kuwait, South Africa, Kenya, Nigeria, Mauritius, Sri Lanka,
Nepal, Bhutan, Bangladesh, Singapore and Portugal.

The company has an in-house R&D department, which has been working
consistently for improving and upgrading the existing range of products and
continuously working towards developing new products.

Product Range of the company includes:

 Hydraulic Mobile Pick-n-Move Cranes -- it include 3X, Rhino-60, 90 and

120, 12XW, 15XW,20XW
 Forklift Truck
 Loaders including Front end loaderFEL-75, Backhoe loader
 Tower cranes -- Mobile Tower Crane-2418 and 3625
 Aerial Work Platforms
 Mast Climbing Platforms / Lifts
 Lorry Loaders / Truck Mounted Cranes

Awards/Achievements

 The company has been awarded with CNBC TV18 Emerging India Award
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 in the “Infrastructure” Category for the year 2006 sponsored by ICICI Bank
and powered by CRISIL.
 ACE has been certified as an ISO 9001 company by CVI.
 In 2008 the company signed a Memorandum of Understanding with a
Chinese company

KEY EXECUTIVES
S.No Name Designation

1 Vijay Agarwal Chairman

2 Ashish K Bhatt Company Secretary

3 Subhash C Verma Independent Director

4 G N Mehra Independent Director

5 Amar Singhal Independent Director

6 K C Agarwal Independent Director

7 Mona Agarwal Whole Time Director

8 Sorab Agarwal Whole Time Director

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 Clientele

Reliance Industries Ltd., Mumbai

PunjLloydLimited,NewDelhi
ACC Limited, (M.P.)
CimmcoBirlaLimited
ShapoorjiPallonjiCo.Ltd.,Mumbai
OswalChemicalFertilizersLtd.,NewDelhi
GannonDunkerley&Co.Ltd.,Calcutta
KECInternationalLtd.,Jaipur
GammonIndiaLtd.,Mumbai
PSL Holdings, Mumbai
AE(I)Ltd.,NewDelhi
PrakashIndustries,NewDelhi
PetronCivilEngineeringLtd.,Mumbai
PetronEngg.ConstnLtd.,Mumbai
IndureLimited,NewDelhi
Dodsal Limited, Mumbai
CentralCoalfieldsLtd.,Ranchi
WesternCoalfieldsLtd.,Nagpur
SouthEasternCoalfieldsLtd.,Bilaspur
NorthernCoalfieldsLtd.,Singrauli
S.C.C.L.,KothagudemColleries
PunjabStateElectricityBoard,Ropar
PunjabStateElectricityBoard,Patiala
RajasthanStateElectricityBoard,Jaipur
C.P.R.I.,Bhopal
COFMOW,NewDelhi
OrdnanceFactory,Ambernath
NHPC,Faridabad
ChennaiPortTrust,Chennai
SouthEasternRailway,Bhubaneshwar
SouthernRailway,Chennai
U.P.StateBridgeCorporationLtd.,Lucknow
NTPCLtd.,Dadri
BurnsStandard,Burnpur
DepartmentofIrrigation,Roorkee
MinistryofDefence,NewDelhi
DelhiJalBoard
P.W.D.,Rishikesh
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HaryanaVidyutPrasanNigamLtd.,Panchkula
MPEB,Korba
MPEB,Sarni
NepalIrrigationSectorProject,Nepal
IndianOilCorporationLtd.,Vadodara
BHEL,CalcuttaandNagpur
NALCO,Angul
ParadipPortTrust
NTPC,Vindhyachal
RichardsonCruddas
GujratIndustriesPowerCo.
VikramSarabhaiSpaceCentre
MangaloreRefineryandPetrochemicalsLtd.
HaryanaStateSuppliesandDisposal
SouthCentralRailway
IntegralCoachFactory,Chennai
AirportAuthorityofIndia,
Mumbai
MunicipalCorporation,Hyderabad
IndianpetrochemicalCorp.Ltd.,Nagothane
BridgeandRoof,Calcutta
A.A.I.,Chennai
NTPC,Vizag
GujratElectricityBoard,Baroda
NuclearPower,Kota
NTPC,Rihand
DGQA
IFFCO
BSNL
BBMB
IISCO
ECL
Numaligarh Refinery

PRODUCT

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 Sales  Sales
Product Name Year Month % of STO
Quantity Value(Rs.Million)

2010 03 2828.00 2947.44 67.32

Cranes

2010 03 2562.00 787.90 18.00

Tractor

Material Handling/Construction
2010 03 537.00 535.86 12.24
Equipment & Others

2010 03 0.00 107.14 2.45

Excise Duty

The Industry spans a range of products and

services
• Products and spare parts constitute the bulk
of the industry
• Services segment is still nascent and presents
good opportunities for growth
• The unorganised sector contributes about 15%
by
value, though the majority of players belong
here
Construction & Material Handling Equipment
(2004)
14
Source: CII-KPMG Report on Indian
Infrastructure, KPMG
n Products n Spare Parts n Unorganised
Sector
n Services n

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