Summer Internship Training

at
AMPERE ELECTRIC VEHICLES PVT LIMITED

Submitted by
Mr. P.Mahendran

098001123040

Under the Guidance of

Mr. G.Ramu

In partial fulfillment of the requirements of Anna University – Coimbatore for

the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT
SRI KRISHNA COLLEGE OF ENGINEERING AND TECHNOLOGY,
COIMBATORE

August 2010
 Sri Krishna College of Engineering and
Technology Coimbatore.
School of Management

BONAFIDE CERTIFICATE

This is a bonafide certified of practical record work done by

Mr. P.Mahendran, Register No: 098001123040 for Summer Internship

Training AMPERE ELECTRIC VEHICLES PRIVATE LIMITED of the

Fourth Trimester of MASTER OF BUSINESS ADMINISTRATION during

August - 2010.

Director/HOD

Submitted for the Practical Examination held on_____________

Faculty Guide Internal

Examiner

Place: Coimbatore
Date:
 ACKNOWLEDGEMENT

I thank the Almighty for the courage and confidence given to me to carry out this
Project.

I am thankful to Dr.S.SUBRAMANIAM, Principal, Sri Krishna College of Engg &

Tech for the facilities that aid us in pursuing our course and project.

I acknowledge with a sense of gratitude my sincere thanks to

Mr.A.RAMANATHAN, Director - School of Management for giving us the opportunity to
undertake a project of this nature with the department.

I am much obliged to the Internal guide Mr. Ramu, Senior Lecturer, School of
Management for providing me needed ideas and concepts in the relevant fields.

I express my sincere thanks to the Company guide Mr. Kumar HR-Manager,

AMPERE ELECTRIC VEHICLES PVT LTD for providing his valuable guidance for the
completion of this project. I also extend my sincere thanks to Mr. Mr.Srineevas, Marketing
Manager of AMPL.

I extend my special thanks to all staff members of the company helped me for
successful completion of the project.

I owe my affectionate thanks to my beloved parents, who have endured to raise me to

this level of education, my brothers who provided technical assistance and my friends for the
constant help towards the successful completion of the project on time.
SI. NO TABLE OF CONTENTS PAGE
1.INTRODUCTION TO ELECTRIC BIKES
1 2
1.1.   ABOUT INTERNSHIP
2 9
1.2.   OBJECTIVES
3 10
2.     COMPANY PROFILE
4 12
2.1.   OVERVIEW OF THE COMPANY
5 12
2.2.   ABOUT THE COMPANY
6 14
2.3.   ABOUT PRODUCTS
7 18
2.4. COMPETITORS
8 23
2.5.   ORGANISATIONAL STRUCTURE
9 25
3. FUNCTIONAL DEPARTMENT
10 27
3.1.   PRODUCTION DEPARTMENT
11 27

12 4. MARKETING DEPARMENT 42

4.1. SEGMENTATION, TARGETING, AND POSITIONING

13 42
4.2 INSTITUTIONAL SALES
14  44
4.3 SALES OF ELECTRIC VEHICLES:
15 47
5. SWOT ANALYSIS
16 48
6. HUMAN RESOURCE DEPARTMENT
17 50
 CHAPTER I

INTRODUCTION TO INDUSTRY
1. INTRODUCTION TO ELECTRIC BIKES
People have many misconceptions about the concept of electric bikes and their
capabilities. This post aims at reviewing some of the pros of using electric bikes and we hope
that some of the doubts, myths and misconceptions about electric bikes and its usage are
cleared after going through this post.

Although there are a number of electric bikes in the market, each with its own unique
features, yet most electric bikes are widely divided into two categories- peddle initiated and
throttle initiated. This demarcation is done primarily on the basis of the way power is initiated
in the bike. There are some other bikes which have a small electric motor, assisting the rider
while peddling. Such bikes are not totally automated, but are more of a hybrid variety and are
useful in helping the rider save some time under urgent conditions.

Throttle propelled electric bikes are more like motor bike running of gas. They do not
have peddles at all and the power is initiated using a battery and a switch to start the ignition.
Such bikes are ridden using a throttle, just like a normal motor bike running on gas. Such
bikes are good for local commuting and you would need to ensure that the battery is fully
charged before you venture out. The speed and the pickup are not as good as a bike running
on gas, but running these bikes costs virtually nothing and they are environmentally much
cleaner- so go on, take a ride and decide for you.

ABOUT AMPERE ELECTRIC VEHICLES

Globally, EVs (Electric Vehicles) or BOVs (Battery Operated Vehicles) has become
the most popular alternative to the conventional petrol vehicles.

With minimal operational and maintenance cost it addresses the ever growing need of
man to save money on their daily transportation expense. EV’s running cost is @ 10% of that
of a comparative petrol vehicle and the maintenance cost is only @ 30% of that of a petrol
vehicle (excluding the battery replacement cost)

Various governments are actively looking at supporting these vehicles through

various considerate measures, which increases the attraction for these pollution-free vehicles.
The EV Industry
Growing technological advancements in batteries, motors and electronic controllers
have positioned this industry as one of the fastest growing industries in the world.

Customer Satisfaction
Ampere works towards a lifelong enduring relationship with the customer and not a
onetime sales affair relationship. With its sincerity in maintaining the quality of the products
and that of the after-sales service, Ampere aims to win the trust of the customers and thereby
their loyalty.

Ampere’s management philosophy is continuous measurable improvement in quality

and service. Ampere is aware that this would be an on-going process and has put in place a
Quality Process Framework which enables the organization to grow with a culture of
excellence. Ampere’s attitude, behaviour, processes, working methodologies, delivery
capabilities, quality initiatives are all focused towards customer satisfaction.

Ampere Infrastructure
Ampere has its state of the art assembly line in its manufacturing facility at Sulur,
Coimbatore, Tamil Nadu, and India. Plans are underway for establishing a second factory in
Tamil Nadu.

Search for new knowledge

In its never-ending search for value, it works towards acquiring newer knowledge for
enhancing the products, methodology, and market-reach and customer satisfaction.

Ampere has its Research & Development Centre at Singapore and India, and is
constantly engaged in advanced R&D in Electric Mobility to bring about innovation and
continuous advancement in the quality of its products to international standards.

Ampere Team
The Ampere team is a proper mix of members with experience, education and
industry specific knowledge, with excellent exposure to the Electric Vehicle technology,
particularly in the area of research and development with proven management capability
track record.
Taking wings
Ampere’s dynamic and agile team with an enlarged vision and focused mission is all
set to be a dominant player of the Electric Vehicles Industry in India and expand its wings
into the global export markets.

ELECTRIC BIKE OPERATIONS

Bike operations
The bike is driven by the electric motor, which is powered by a rechargeable battery,
which is kept on the vehicle itself.

Major components
An electric vehicle is equipped with parts like motor, controller, battery, and
accelerator.

Battery
The function of the battery in a vehicle is to store and supply electricity. When the
vehicle is used, the battery‘s stored electrical energy depletes. This discharged battery can be
recharged using the normal household with the help of a charger. At present ,electric bikes
use various forms of re-chargeable batteries like Lead-acid batteries, Nickel- metal hydride
batteries, lithium Lon batteries , etc.

Charger
Charger is the device used to charge the batteries for supplementing the electric
energy. Charging is a simple procedure wherein the charger converts the supply current for
AC to DC Store power in the battery

Controller
The motor controller is the brain of the electric vehicle. This is the control centre of
the electrical system, which controls the electric bikes motor energy management and signals
management.
Accelerator
The accelerator is an electronic sensor accelerator. On usage, it passes electric signal
through the wire. Depending upon the input strength of the signal from the accelerator the
controller determines and sends the required drive current to the hub motor. The drives
strength varies based on the input from the accelerator allowing the user to increase or
decrease the speed.

Motor
Many Electric bikes use wheel hub DC motors, which are of Brushless DC hub motor
type driving the front wheel or the rear wheel. The size of the motor varies with the power of
the bike such as 250w or 500w or 800w. Motors are rated in terms of voltage and output
power watts.
Normally, there are two categories

 Brush DC motors (BDC) and

 Brush less DC motor (BLDC)

Ampere Vehicle bikes come with the brush less DC motors as they have the
advantages of high efficiency, energy saving, long lasting little or no maintenance and low
noise

FUNCTIONS OF ELECTRIC BIKES

Though the shape and battery location are not the same for all electric bikes, the
droving and controlling principle are the same.

When the ON/ OFF key is switched on all the electric circuits are powered on. The
current from the battery flows to the controller, and then the controller takes control of the
bikes entire electric system and circuits.

When the accelerator is used, it sends an electric signal to the controller, which in turn
sends current to the motor.
 When the current reaches the motor and flows through the wires, a magnetic field
forms around the wire coils, making the coils rotate, and there by producing a rotary motion,
which makes the wheels rotate. This movement is used to drive the vehicle.

The speed of the vehicle is controlled by acceleration or deceleration of the

accelerator. The controller senses this process and powers the motor accordingly. The
resultant rotational movement of the wheel varies and thereby the speed of the vehicles, in
accordance with the supplied power

The work of the magnetism in the motor can be switched off by disconnecting the
electricity supply, by turning the ON/OFF key to the OFF position.

Thus an electric vehicle operates on a simple but effective mechanism, with less
number of moving or frictional parts. This enables easy mobility at a very economical
maintenance and running cost.

BENEFITS OF ELECTRIC-BIKES
Electric bikes generate both personal and global benefits. And the benefits are
multiplied when other household members use electric bikes.

Riding a bike, even an electric one, is about waving to your neighbours, talking to
people at crosswalks, enjoying your own power, coasting down the hill with a bit of wind in
your hair, paying attention to the cracks in the road, sticking your tongue out to taste the
spring rain, always being able to find a parking place, feeling like a kid.

It's a part of what the new culture is about enjoying the moments of life, the getting
there as much as the being there, the effort as much as the reward, wholeness as much as
efficiency, muscle power as much as turbo power, your community as much as your solace.

The economic benefits of electric bicycles are better, in terms of quick payback, than
insulating your home. Substituting e-bike trips for car trips saves on purchase price,
insurance, and registration fees. Beyond the purchase price, cars cost about $0.10 per mile in
fuel and parts. Some families will use an electric bike to augment their car use, while others
will find tremendous savings by living with one less car. For some folks, there's no
comparison because they don't have a license to drive and don't need one for an electric bike.

The environmental benefits include reduced pollution and reduced resource

consumption (less material, fuel, and infrastructure). Reduced CO2 emissions are most
important because scientific opinion is close to unanimous that global warming is already
happening. The average car emits one pound of CO2 for every mile driven.

Electric bicycles also allow you to reduce your risk of living in a technology-
dependent culture. Automobiles and buses may be stalled by oil embargoes, fallen bridges,
and mega-traffic jams. An electric bike, a vehicle light enough to carry short distances over
or around obstacles, is nearly immune. At the personal level, an e-bike owner is free of
license, registration, and insurance requirements.
E-bikes support a simple lifestyle. They're easy to use; they save time in two ways:

1. For errands up to a mile and on some congested commutes, e-bikes are quicker than
the Petrol bike.
2. Their low cost means you work fewer hours supporting them. The pace of life slows a
bit while riding an electric bike. Stress goes down, enjoyment of life goes up. Fun
happens!

PEOPLE CHOICE TO RIDE AN ELECTRIC BIKE

 Enjoy the feeling of riding a bicycle - except for hills, headwinds, and starting from a
stop;
 Prefer their local errands to be easy, slow paced and scenic;
 Like to save money, meet new people, and protect the environment;
 Still need convenient, point-to-point transportation after losing their driving
privileges;
 Convenient parking spots and shortcuts;
 Considered a gas-powered moped or motor scooter, but dislike the noise, smell,
starting problems and special laws;
 Deserve more fun and freedom in their lives.
WHY ELECTRIC VEHICLES?
EVs (electric vehicles) produce zero tailpipe emissions and up to 99% lower
emissions than gasoline and diesel vehicles. EVs help America reduce its dependence on oil.
Thousands of EVs are registered across the country. New battery technology gives full
function EVs ranges of 80-120 miles per charge travelling at highway speeds. An EV fits
perfectly into multi-car households; the EV for everyday travel, and a hybrid or conventional
car for extended trips. Studies have shown that 80% of commuters travel less than 40 miles
per day. How about you? Could 100 mile range and convenient refuelling at home meet your
daily driving needs? We know there is a market for EVs. Every EV produced is immediately
sold or leased! EVs are high performance vehicles and priced competitively when measured
against comparable gasoline-powered vehicles. In addition, fuel and maintenance expenses
are significantly lower for EVs. And talk about lasting value, an electric drive motor provides
as many as 1,000,000 miles of service. The initial purchase price for EVs will drop as
production volume increases. Prices always go down as volume goes up - Henry Ford knew
that long ago! In the meantime, EV owners enjoy the financial benefits of significantly lower
fuel and maintenance expenses.

EVs are a clean, efficient alternative to conventional vehicles – using technology

readily available today!
1.1. ABOUT INTERNSHIP
An internship may either be paid, unpaid or partially paid (in the form of a
stipend). Paid internships are most common in the medical, architecture science,
engineering, law, business (especially accounting and finance), technology and
advertising fields. Internships in non-profit organization such as charities and think
tanks are often unpaid, volunteer positions. Internships may be part-time or full-time;
typically they are part-time during the university year and full-time in the summer, and
they typically last 6–12 weeks, but can be shorter or longer. The act of job shadowing
may also constitute interning.

Internship positions are available from businesses, government departments, non-

profit groups and organizations. Due to strict labour laws, European internships are
mostly unpaid, although they are still popular among non-Europeans in order to gain
international exposure on one's resume and for foreign language improvement.

Internships are an excellent way to shape any career or business development goal
and the benefits available for both Interns and Businesses can be a win-win opportunity.
Like all things though, there are considerations that should be taken into account on both
sides before undertaking an Internship arrangement. We will explore the pros, cons and
benefits that await individuals and businesses when Internship opportunities exist.

I did Internship on ., Corporative office in Anna statue, and Sulur Manufacturing

unit, in Coimbatore. In this corporation I have learnt about the organisational functions
like Marketing, Production, HR, Stores, and Service. I have been learning in those
departments from 14.06.2010 to 20.07.2010.
1.2. OBJECTIVES

Objectives of the Internship are,

 To study the organizational structure
 To have a practical knowledge about the working environment
 To understand the various process and functions of the departments
 To understand the various methods of book keeping
 To know about various production process and various machines used for
production.
 CHAPTER II

OVERVIEW OF
THE ORGANISATION
2. COMPANY PROFILE

Company Name : Ampere Vehicles Pvt.Ltd.

Business Type : Import the Raw materials & Manufacturer
Founder & MD : Mrs. Hemalatha Annamalai, India.
Co-Founder & Partner : Mr. Hang Chang Chieh, Singapore.
Import From : China, Singapore & Malaysia
Product/Service : Electric Bikes, Battery Operated Bikes
Number of Employees : 101 - 500 People
Branches : Chennai, Singapore, Malaysia
Trade & Main Market : Coimbatore, Chennai, Erode, Karur, Namakkal, Trichy,
Theni, Dindigul.
Established Year : 2004 July

Our Vision
Ampere’s vision is to empower and enhance the lives of people through affordable
mobility solutions, world-wide.

Our Mission
To provide stylish, affordable and comfortable electric powered bicycles and
motorcycles as an eco-friendly alternative for personal commuting and business
transportation needs.

Our Values
We recognise the urgent need to reduce carbon emission, so as to conserve the
environment for our present and future needs. We help our clients and consumers adopt the
changes that will lead towards a sustainable lifestyle. We offer high-quality functional
products that integrate easily and effectively into our client’s lives, fulfilling their business
and personal needs.
2.1. OVERVIEW OF THE COMPANY
Ampere Vehicles Private Limited (AMPVL) designs and manufactures a wide
range of reliable, cost effective and quality Electric Vehicles (EV) for providing
economical, comfortable, stylish and well performing electric mobility solutions for all
categories of people and businesses in Asia and beyond.

AMPVL is a wholly owned subsidiary of Ampere Vehicles Pte. Ltd., Singapore.

Ampere has its state of the art vehicle assembly line in its manufacturing facility at Sulur,
Coimbatore, Tamil Nadu, India. Within a short period of time the company has
established a wide network of partners and associates all over the state.

Ampere Vehicles is named after the famous scientist Andre-Marie Ampere whose
theory became fundamental for 19th century developments in electricity and magnetism.
World over, the term “Amp” or “Ampere” is used to denote the base measuring unit of
current, in remembrance of him.

Ampere’s dynamic and agile team with an enlarged vision and focused mission is
all set to be a dominant player of the Electric Vehicles Industry in India and expanding its
wings into the global markets as well. The Ampere team is a proper mix of committed
employees with relevant experience, education and industry specific knowledge.
2.2. ABOUT THE COMPANY
Ampere Vehicles designs and manufactures reliable, cost effective and quality
Electric Vehicles (EV) providing affordable mobility for people and businesses for the
emerging markets in Asia.

Ampere Vehicles is incorporated in early 2008 in Singapore and India by Chang

Chieh Hang and Hemalatha Annamalai.

Ampere collaborates in the development and supplier partners to develop designs

suitable for India; Ampere has a prototype of a load vehicle that can carry 1 ton of load
suitable for rural India. Ampere will develop R&D Ingenuity to change and customize
products suitable for Indian roads.

Ampere is in a growing market that is currently sized at US$ 67M (Rs 300 Cr) and
will exceed $100M by 2010. Ampere will become one of the dominant players in this
market by 2010 with the best team that can deliver results in the shortest time.

Ampere Vehicles Pvt. Ltd. is a wholly owned subsidiary of Ampere Vehicles Pvt.
Ltd., Singapore. In India it is has manufacturing plant in Coimbatore, Tamil Nadu.

Though Ampere is not the first, it wants to be the best in its business area. With its
sincerity in maintaining the quality of the products and that of the after-sales service, aims
to win the trust of the customers and thereby their loyalty.

Ampere has its Research & Development Centre at Singapore, and is constantly
engaged in advanced R&D in Electric Mobility to bring about innovation and continuous
advancement in the quality of its products to international standards.

The Ampere team has a proper mix of members with deep international business
management experience, education and industry specific knowledge.
 Ampere as dynamic and nimble footed team with an enlarged vision and a focused
mission is all set to be a dominant player of the Electric Vehicles Industry in India and
expand its wings into the global export markets.
With Ampere’s range of electric-motor driven bicycles and motorbikes, you can
easily reduce your carbon footprint while commuting in comfort and style.

A revolution in personal and business transportation, these electric bicycles and

motorcycles are stylish, speedy and easy to handle. With their quiet engines and electric
motors, they are kind on the environment too, reducing noise and air pollution.

Ampere electric bikes cost as low as 10 cents a day to operate, helping you to
reduce both environmental and financial costs. Top on for an easy, stylish and affordable
way to make a positive impact on the environment today!

Aim:

 To deliver the vehicles at right time, quality and required model with zero errors
at the considerable costs.
 To achieve our Aim at the short period with our family.
 To educate our staffs to do their work with the thorough knowledge.
 To implement 5S at factory as well as our residence.
 To maintain proper record for all of our regular and modification activities.
 To attain ISO 9001 certificate as soon as possible by the above said regular
practice.
Hema Annamalai, Founder & CEO

 20+ yrs of corporate experience in Singapore and India

– Built & lead teams for software development.
 Have start up entrepreneurial experience in Singapore
& India
 Involved in development of Ampere Vehicles since last
1 to 2 years
 Computer Science Engineer from GCT, Coimbatore
with MBA from RMIT University, Australia
 Indian Citizen & Singapore permanent resident
Prof. C C Hang, Co-founder, Technology/Strategy/Funding Advisor

 After 3 years of industry experience in the Shell

petroleum company, joined the National University of
Singapore in 1977, serving in various positions
including being the Head of Electrical Engineering Dept
(1990 to 1994) and the Deputy Vice-Chancellor for
Research (1994 to 2000).
 In July 2007, CC was appointed as the Founding Head,
Division of Engineering & Technology Management,
Faculty of Engineering, National University of
Singapore (NUS).
 Currently serves as non-executive Chairman or Board
member of six high-tech companies in Singapore.
 Has PhD in Control Engineering from University of
Warwick in 1973.
 Impeccable Personality with Charisma &
Entrepreneurial Drive
 Singapore Citizen

Mr. P. Bala, Technology/Market Advisor

 20+ yrs of entrepreneurial experience in Singapore &

India
 Well known person in Semiconductor industry in
Singapore and Japan
 E & C Engineer from GCT, Coimbatore with MS from
BITS, Pilani.
 Sound DC Motor Knowledge and technology evangelist
 Speaks Japanese, Singapore Citizen
2.3. ABOUT PRODUCTS

Electric bikes are part of a wide range of Light Electric Vehicles (LEVs) that
provide convenient local transportation. Generally designed for one person and small
cargo capacity, electric bike range, speed, and cost are moderate. For most of us, the
majority of our trips are less than 10 miles - within the range of most e-bikes. Clean,
quiet, and efficient LEVs offer the advantages of an extra car without the burdens.

LEVs range in size from small electric scooters that fit under a bus seat, up to one-
person cars that use freeway HOV lanes. LEVs offer point-to-point transportation for one
person and some cargo at speeds and costs that are moderate. For most of us, half of our
errands and trips are less than 10 miles and within the range of most LEVs. Using clean,
efficient vehicles saves money and time while helping the environment and improving
our quality of life. People enjoy this technology.

Here are most LEV types. Either follow these links to in-depth introductions - or
read on for short descriptions.

 Electric Scooters
 Electric Bicycles
 Electric Tricycles (adult three wheelers)
 Electric Pedi cabs (rickshaws)
 Utility/Cargo Vehicles

In contrast to conventional cars, LEVs offer dramatically reduced energy

consumption: "In the city, roughly 80% of the total energy consumed by cars comes from
the effects of mass."

Electric Scooters
Electric scooters start with an adult-sized scooter with air-filled tires - and add a
motor and battery. Riding one feels like water skiing on a single ski. Being more agile
than bikes, scooters are more fun and adventurous. Due to a wide variety of scooters
available and the minimal legislation regarding them, their speeds and range vary
dramatically. When scooter range and speed increase, so do size and weight.

Electric Bicycles
Electric bikes and motors, when combined with a long list of bicycle options,
extend ordinary bikes into flexible and utilitarian vehicles. People amazed at the
possibilities. Electric bikes also combine well with bus and train for long-range point-to-
point transportation. For most of us, that's enough for our local errands. For some, it will
get us to work faster than driving - and without the stress.

Electric Tricycles (adult three wheelers)

For those with balance problems or other disabilities, an adult-sized trick with
motor and battery with a basket full of groceries.

Utility/Cargo Vehicles
Utility electric vehicles do the heavy lifting of carrying cargo and going off-road.

Electric Pedi-cabs (Rickshaws)

Electric Pedi-cabs are used in large cities for both transportation and sight-seeing.
They offer the same rider experience as standard Pedi-cabs but with a powerful assist for
the driver.

Products – Save ‘n’ style

Ampere comes with the widest range of models to cater to the varied range and
needs of people Ampere brings in a vibrant range of colours in each model and also
offers customer specified color combinations.

Ampere comes with the widest range of models & colours to cater to the varied
range and needs of Indian people. The present product range include,

 Youth
Ampere vehicle is specially designed for young people. These vehicles are
attractive and high speed in the electric vehicle segment i.e. max 50kmph.
  Arya
 Asva
 Aadi
 Diti
 Abhi
 Adya
 Bobo
 V60

 Students
Ampere is design the electric vehicle to the student which is light in weight and
run at an average speed of max.40kmph.
 Keya
 Twinkle
 Buddy
 Angel
 Spark

 Industrial
Ampere vehicles are also producing the electric vehicles to the industry people
which are very useful to carrying the luggage for transferring goods to one place to
another place in the organisation.
 Gaja
 Mithra
 Dosth
 Yaar
 Maha

 Customised
Ampere vehicles are also providing their vehicles for the customer’s choice which
is useful to the customer to choose their own requirement. This vehicle is can be used
as electric rickshaw or else can be used for handicapped. This goes at a speed of
35kmph max.
 Aditi
SECIFICATIONS

Battery Capacity : 60V 20Amp

Charge Time : 6 – 8 Hrs
Run Distance/Charge : 50Km
Price : ` 33,500
Model Name : Abhi
Weight (Without
Battery) : 40Kg
Weight (Battery) : 17Kg
Max. Loading : 60Kg
Max. Speed : 25Kmph
Motor Power : 250 W
Charger : AC 220V 50Hz
Battery Type : Maintenance Free
Battery Capacity : 60V 20Amp
Charge Time : 6 – 8 Hrs
Run Distance/Charge : 60Km
Price : ` 24,000

Model Name : Adya 60

Weight (Without
Battery) : 58Kg
Weight (Battery) : 35Kg
Max. Loading : 100Kg
Max. Speed : 25Kmph
Model Name : Angel
Motor Power : 250 W
Weight (With Battery): 45Kg
Charger : AC 220V 50Hz
Max. Loading : 90Kg
Battery Type : Maintenance Free
Max. Speed : 25Kmph
Motor Power : 250 W
Charger : AC 220V 50Hz
Battery Type : Maintenance Free
Battery Capacity : 36V 10Amp
Charge Time : 6 – 8 Hrs
Run Distance/Charge : 35Km
Price : ` 14,500

Model Name : V60

Weight (Without
Battery) : 65Kg
Weight (Battery) : 45Kg
Max. Loading : 100Kg
Max. Speed : 35Kmph Model Name : Diti
Motor Power : 250 W Weight (Battery) : 28Kg
Charger : AC 220V 50Hz Max. Loading : 75Kg
Battery Type : Maintenance Free Max. Speed : 35Kmph
Battery Capacity : 60V 20Amp Motor Power : 250 W
Charge Time : 6 – 8 Hrs Charger : AC 220V 50Hz
Run Distance/Charge : 50Km Battery Type : Maintenance Free
Price : ` 35,000 Battery Capacity : 60V 20Amp
Charge Time : 6 – 8 Hrs
Run Distance/Charge : 50Km
Price : ` 28,000
Model Name : BOBO Charger : AC 220V 50Hz
Weight (Without Battery Type : Maintenance Free
Battery) : 53Kg Battery Capacity : 60V 20Amp
Weight (Battery) : 28Kg Charge Time : 6 – 8 Hrs
Max. Loading : 75Kg Run Distance/Charge : 50Km
Max. Speed : 35Kmph Price : `32,500 & `32,000
Motor Power : 250 W

2.4. COMPETITORS
Apart from some of the major players like Indus – Division of Electrotherm from
Gujarat (Yo Bykes), EKO Vehicle - a Bangalore based company (EKO cosmic-I scooter
and EGO bike), Hero Ultra Motors Pvt. Ltd., (Velocitii, Maxi, etc.), TVS Motors (Scooty
Teenz Electric), AVON Cycles, KEV India, Kaisar Auto Moto, Standard Group, Atlas
Cycles, ACE Motors, SAR Group under the name of Lectrix Motors, there are regional
players. Lohia Auto Industries (LAI) has invested Rs 150 crore to manufacture electric
two and three wheelers and would be able to “roll out its power-driven two and three
wheelers in July and September respectively this year”. There is no organised body to
represent these manufacturers. According to estimates, there are about 75-80
manufacturers of e-bikes in the country.

Electrotherm (India) Ltd.

Electrotherm (India) Ltd., Ahmedabad, (ET) - a trusted name in foundry and steel
business now has forayed into electric and hybrid electric vehicles by opening up a
separate auto division – Indus Elec-Trans to manufacture electric vehicles and hybrid
electric vehicles. It currently produces hi-tech electric two wheelers under the brand
YObykes. It offers two scooterette and four models of bikes with the motor power range
200-250W. YO-smart scooter model from Indus come with a very compact dimension.
The vehicle weighs less and has a payload of 75kg. YO-smart vehicle clocks a top speed
of 25km/hr and the vehicle offers a range/charge mileage of 75km. Charge duration
required is 6 – 8 hours. YOBikes are ranged between Rs 13,999 and Rs 23,249.

It started offering e-bikes in 2005 with a manufacturing plant in Kutch district of

Gujarat with an initial capacity of 1 lakh units per annum. In 2006, the company invested
Rs. 60 crores for in-house technology development for electric vehicles and expanded the
capacity to 2.8 lakh bikes per year. Today, 80% of the product has been indigenised.

In the first year of operation, it sold about 28,000 e-bikes and has sold 35,000 e-
bikes during April to August 2007.

Acoording to an estimate, Yobykes command approximately 70% of the market in

India. In future, it plans to develop electric three wheelers, four wheelers and hybrid
electric low floor buses.

EKO vehicle
EKO vehicle a Bangalore based company offers EKO cosmic –I scooter and EGO
bike. This company has been in this business for a long time and has dealers in various
locations in India than its counterparts. Battery weighs at 28kgs and has a life of 12000 –
15000kms. The company offers a rapid charger, which will charge the bike at 10 – 15
minutes (good for Institutional consumers). Cosmic offers a variable mileage depending
on the payload. The maximum speed is 40 km/hr and Cosmic noise is less than 60decibel.
Cosmic is offered in five colours and is exported to many countries.

ACE motors
Pune based Ace motors manufacturers e-bike (electric bike) and the majority of
the components of this bike are imported from China based company Changtong E Bike
Company Ltd. The e-bikes from Ace Motors weigh almost 60kg. The bike offers a load-
carrying capacity of 100-140 kg. To cover a distance of 220 km, you need to charge the
bike for 6 - 8 hours at 220 volts. The maximum speed of the bike is 25 km/hr and is
priced at Rs 26,500.

Kaiser Auto Moto

After establishing a strong presence in the Chinese market, the company plans to
do the same in India as well. The company wants to sell at least 1,000 bikes in the first
year.

TVS group
 The South-based two-wheeler major TVS is also in the fray with the
announcement for the launch of its electric scooter Scooty Teenz Electric. Aimed at
teenagers and young women, the product is aimed to be positioned as a reliable but green
option for youngsters.

According to the company, the Scooty Teenz Electric has an edge over existing
models as it offers best-in-class comfort, ride quality, tradability, load carrying, fit and
finish and is fitted with the maximum power pack in its category. Its USP is ease of use
and manoeuvrability particularly for people whose daily travel is limited to around 15-25
km per day.

2.5. ORGANISATIONAL STRUCTURE

Managing Director

Advisor

General Manager

Production Finance Marketing Human

Resource
 CHAPTER III

FUNCTIONAL DEPARTMENT
3. FUNCTIONAL DEPARTMENT
I have done internship program in AMPL Coimbatore. There I have learnt the
funtions of the Production department in the Production Plant, Sulur.

Generally, Production as “a process by which goods and services are created”.

Production management deals with decision-making related to production processes so that
the resulting goods or services are produced according to specifications, in the amounts and
by the schedule demanded and at minimum cost.

Ampere Vehicles is producing Electric vehicles for childrens, students, corporates and
physically challenged people. Its designing their vehicle’s model in the Singapore Corporate
Office. It has the assembly unit in the Sulur plant in India. Ampere is assemblying their
electric vehicles depending on the market requirements. So that, for producing vehicles,
Ampere is purchasing spare parts like bolts, nuts, tires and tubes in India itself. Remaining
components like body parts and electrical components from China and Singapore. Then the
parts are to be assemblled in the production plant. After then the vehicles are to be dispatched
to the show rooms and also customers from their factory itself.
The production plant has the following function,
 Logistics
 Stores
 Assembly
 Quality Control
 Service

3.1. PRODUCTION DEPARTMENT

 Ampere is producing Electric Vehicles by using State of Art Assembly. It has the
assembly unit in Sulur, in this plant Ampere is assembling around 10 types of Electric
vehicles. Ampere is producing around 20 types of Electric Vehicles in both India and
Singapore plant.
Production function is that part of an organization, which is concerned with the
transformation of a range of inputs into the required outputs (products) having the
requisite quality level.

Production is defined as “the step-by-step conversion of one form of material into

another form through chemical or mechanical process to create or enhance the utility of
the product to the user.” Thus production is a value addition process. At each stage of
processing, there will be value addition.

Edwood Buffa defines production as ‘a process by which goods and services are
created’.

PRODUCTION SYSTEM
Ampere is assembling electric vehicles depending on their market requirements.
They purchase the components from China and Singapore and few components from
Local market. The electrical components and the body parts are imported from China and
Singapore. In India they purchase the electric motor, tires, tubes, nuts and bolts.

The production system of an organization is that part, which produces products of

an organization. It is that activity whereby resources, flowing within a defined system, are
combined and transformed in a controlled manner to add value in accordance with the
policies communicated by management. A simplified production system is shown below.

The production system has the following characteristics:

 Production is an organized activity, so every production system has an objective.

 The system transforms the various inputs to useful outputs.
 It does not operate in isolation from the other organization system.
 There exists a feedback about the activities, which is essential to control and
improve system performance.
Inputs Transformation Process Output

 Men  Product design  Product

 Material  Process planning
 Machine  Production control
 Money  Maintenance

Continuous

 Inventory
 Quality
 Cost

OBJECTIVES OF PRODUCTION MANAGEMENT

The objective of the production management is ‘to produce goods services of right
quality and quantity at the right time and right manufacturing cost’.

RIGHT QUALITY
The quality of product is established based upon the customer’s needs. The right
quality is not necessarily best quality. It is determined by the cost of the product and the
technical characteristics as suited to the specific requirements.

RIGHT QUANTITY
The manufacturing organization should produce the products in right number. If
they are produced in excess of demand the capital will block up in the form of inventory
and if the quantity is produced in short of demand, leads to shortage of products

RIGHT TIME
 Timeliness of delivery is one of the important parameter to judge the effectiveness
of production department. So, the production department has to make the optimal
utilization of input resources to achieve its objective.

RIGHT MANUFACTURING COST

Manufacturing costs are established before the product is actually manufactured.
Hence, all attempts should be made to produce the products at pre-established cost, so as
to reduce the variation between actual and the standard (pre-established) cost.

OPERATION MANAGEMENT
Managing operations can be enclosed in a frame of general management function as
shown in Figure. Operation managers are concerned with planning, organizing, and
controlling the activities which affect human behaviour through models.

Planning Organizing

Conversion Process

Controlling

PLANNING
Planning conversion system
 Operation strategies
 Forecasting
  Product and process choice
 Operation capacity
 Facility location planning
 Layout planning
Scheduling conversion system
 Scheduling system and aggregate planning
 Operations scheduling

ORGANIZING
Organizing for conversion
 Job design, production/operations standards work measurement
 Project management

CONTROLING
Material control
 Inventory control
 Material requirement planning
Management for World-Class competition
 Japanese manufacturing
 Managing for quality
 Quality analysis and control

SCOPE OF PRODUCTION AND OPERATIONS MANAGEMENT

Production and operations management concern with the conversion of inputs into
outputs by using physical resources, so as to provide the desired utilities to the customers
while meeting, the other organizational objectives of effectiveness, efficiency and
adoptability. It distinguishes itself from other functions such as personnel, marketing,
finance, etc., by its primary concern for ‘conversion by using physical resources.’
Following are the activities which are listed under production and operations management
functions:

1. Location of facilities
2. Plant layouts and material handling
 3. Product & Process design
4. Production and planning control
5. Quality control
6. Materials management
7. Maintenance management.

LOCATION OF FACILITIES
Location of facilities for operations is a long-term capacity decision which
involves a long term commitment about the geographically static factors that affect a
business organization. It is an important strategic level decision-making for an
organization. It deals with the questions such as ‘where our main operations should be
based?’

The selection of location is a key-decision as large investment is made in building

plant and machinery. An improper location of plant may lead to waste of all the
investments made in plant and machinery equipments. Hence, location of plant should be
based on the company’s expansion plan and policy, diversification plan for the products,
changing sources of raw materials and many other factors. The purpose of the location
study is to find the optimal location that will results in the greatest advantage to the
organization.

Because of these reasons the Ampere is selected Coimbatore as a location for their
assembly plant. This location is optimal location for producing their Electric Vehicles
with least cost.

PLANT LAYOUT AND MATERIAL HANDLING

Plant layout refers to the physical arrangement of facilities. It is the configuration
of departments, work centres and equipment in the conversion process. The overall
objective of the plant layout is to design a physical arrangement that meets the required
output quality and quantity most economically.

According to James Moore, “Plant layout is a plan of an optimum arrangement

of facilities including personnel, operating equipment, storage space, material handling
equipments and all other supporting services along with the design of best structure to
contain all these facilities”.

‘Material Handling’ refers to the ‘moving of materials from the store room to the
machine and from one machine to the next during the process of manufacture’. It is also
defined as the ‘art and science of moving, packing and storing of products in any form’. It
is a specialised activity for a modern manufacturing concern, with 50 to 75% of the cost
of production. This cost can be reduced by proper section, operation and maintenance of
material handling devices. Material handling devices increases the output, improves
quality, speeds up the deliveries and decreases the cost of production. Hence, material
handling is a prime consideration in the designing new plant and several existing plants.

FACTORY LAYOUT
Plant layout refers to the physical arrangement of production facilities. It is the
configuration of departments, work centres and equipment in the conversion process.

According to Moore “Plant layout is a plan of an optimum arrangements of

facilities including personal, operating equipment, storage space, material handling
equipment and all other supporting services along with the design of the best structure to
contain all these facilities.”

Ampere vehicles is also arranged their facilities to the optimum level. So, they can
save the time, money and other resources and also those uses there using their resources
effectively and efficiently.
Fig: Factory Layout
PRODUCT DESIGN
Product design deals with conversion of ideas into reality. Every business
organization has to design, develop and introduce new products as a survival and growth
strategy. Developing the new products and launching them in the market is the biggest
challenge faced by the organizations. The entire process of need identification to physical
manufactures of product involves three functions: marketing, product development, and
manufacturing. Product development translates the needs of customers given by
marketing into technical specifications and designing the various features into the product
to these specifications. Manufacturing has the responsibility of selecting the processes by
which the product can be manufactured. Product design and development provides link
between marketing, customer needs and expectations and the activities required to
manufacture the product.

PROCESS DESIGN
Process design is a macroscopic decision-making of an overall process route for
converting the raw material into finished goods. These decisions encompass the selection
of a process, choice of technology, process flow analysis and layout of the facilities.
Hence, the important decisions in process design are to analyse the workflow for
converting raw material into finished product and to select the workstation for each
included in the workflow.

VEHICLE ASSEMBLY PROCESS

Ampere vehicles private limited assembling vehicles through the following
process. They can do inspection the materials before the assembly process. Once they get
the right quality of the material then they can to move the parts to the vehicles assembly
process. After the materials are ready to assemble the sub assembly can be done before
the main assembly. Then the vehicles are assembled, they can be sent to the quality
control department. There the vehicles are checked manually. Once the vehicles do not
have any fault on it, then it is ready for the dispatch to their customers.
 Material Inspection,
Rejection, Logistics & Quality Control
Stocking

Packaging,
Material to Production
Documentation,
for Assembly
Logistics Check &

Sub Assembly Pre Shipment Check

Main Assembly Shipment & Logistics

Fig: Production process

MATERIAL FLOW
The material flow is as shown in the following figure. The material flow is the
process of the material is moving to one section to other for producing or assembling
electric vehicles.
Fig: Material Flow
PRODUCTION PLANNING AND CONTROL
Production planning and control can be defined as the process of planning the
production in advance, setting the exact route of each item, fixing the starting and
finishing dates for each item, to give production orders to shops and to follow up the
progress of products according to orders.

The principle of production planning and control lies in the statement ‘First Plan
Your Work and then Work on Your Plan’. Main functions of production planning and
control includes planning, routing, scheduling, dispatching and follow-up.

Planning is deciding in advance what to do, how to do it, when to do it and who is to do
it. Planning bridges the gap from where we are, to where we want to go. It makes it
possible for things to occur which would not otherwise happen.

Routing may be defined as the selection of path which each part of the product will
follow, which being transformed from raw material to finished products. Routing
determines the most advantageous path to be followed from department to department
and machine to machine till raw material gets its final shape.

Scheduling determines the programme for the operations. Scheduling may be defined as
‘the fixation of time and date for each operation’ as well as it determines the sequence of
operations to be followed.

Dispatching is concerned with the starting the processes. It gives necessary authority so
as to start a particular work, which has already been planned under ‘Routing’ and
‘Scheduling’. Therefore, dispatching is ‘release of orders and instruction for the starting
of production for any item in acceptance with the route sheet and schedule charts’.

The function of follow-up is to report daily the progress of work in each shop in a
prescribed proforma and to investigate the causes of deviations from the planned
performance.
QUALITY CONTROL
Quality Control (QC) may be defined as ‘a system that is used to maintain a
desired level of quality in a product or service’. It is a systematic control of various
factors that affect the quality of the product. Quality control aims at prevention of defects
at the source, relies on effective feedback system and corrective action procedure.

Quality control can also be defined as ‘that industrial management technique by

means of which product of uniform acceptable quality is manufactured’. It is the entire
collection of activities which ensures that the operation will produce the optimum quality
products at minimum cost.
The main objectives of quality control are:

 To improve the companies income by making the production more acceptable to

the customers i.e., by providing long life, greater usefulness, maintainability, etc.
 To reduce companies cost through reduction of losses due to defects.
 To achieve interchange ability of manufacture in large scale production.
 To produce optimal quality at reduced price.
 To ensure satisfaction of customers with productions or services or high quality
level, to build customer goodwill, confidence and reputation of manufacturer.
 To make inspection prompt to ensure quality control.
 To check the variation during manufacturing.

MATERIALS MANAGEMENT
Materials management is that aspect of management function which is primarily
concerned with the acquisition, control and use of materials needed and flow of goods
and services connected with the production process having some predetermined
objectives in view.
The main objectives of materials management are:

 To minimise material cost.

 To purchase, receive, transport and store materials efficiently and to reduce the
related cost.
  To cut down costs through simplification, standardisation, value analysis, import
substitution, etc.
 To trace new sources of supply and to develop cordial relations with them in order
to ensure continuous supply at reasonable rates.
 To reduce investment tied in the inventories for use in other productive purposes
and to develop high inventory turnover ratios.

MAINTENANCE MANAGEMENT
In modern industry, equipment and machinery are a very important part of the
total productive effort. Therefore, their idleness or downtime becomes are very expensive.
Hence, it is very important that the plant machinery should be properly maintained.
The main objectives of maintenance management are:

 To achieve minimum breakdown and to keep the plant in good working condition
at the lowest possible cost.
 To keep the machines and other facilities in such a condition that permits them to
be used at their optimal capacity without interruption.
 To ensure the availability of the machines, buildings and services required by
other sections of the factory for the performance of their functions at optimal
return on investment.

INVENTORY MANAGEMENT
Inventory is defined as the blocked Working Capital of an organization in the
form of materials. As this is the blocked Working Capital of organization, ideally it
should be zero. But Inventory is being maintained, to take care of fluctuations in demand
and lead time.

Inventory System is a set of policies and controls that monitors levels of

inventory and determines what levels should be maintained, when stock should be
replenished, and how large orders should be.
 Inventory management (IM) is one of the components of working capital
management. More than 60% of the working capital will normally be invested in the
inventory. There can be disadvantage in holding either too much or too little inventory in
the form of raw materials, work-in-progress & finished goods. Therefore, Inventory
management is primarily concerned with obtaining a correct balance between these two
extremes.

Optimal inventory levels come from balancing the cost of ordering with the cost
of holding inventory. The more often we order a part in small quantities, the more costly
it is in terms of purchasing, receiving and accounts payable resources. But if you order a
part less frequently in larger quantities the inventory carrying costs escalate. The optimal
level is one where the combination of total ordering costs and total inventory carrying
costs are the lowest.

Benefits of good inventory management:

 Helps to reduce purchasing and inventory costs and increases operational /
warehouse efficiency.
 Integrates purchasing and sales order processing with demand planning and helps
to reduce costs, improve cash flow and ensures to have the right stock available
during the need.
 Improves customer satisfaction by more accurate order promises. We can respond
quickly and knowledgably to customer queries.
 Provides information to efficiently manage the flow of materials, effectively
utilize people and equipment, coordinate internal activities, and communicate with
customers.
MARKETING :

'Marketing is not about providing products or services it is essentially about providing

changing benefits to the changing needs and demands of the customer’

- Philip Kotler

Marketing is the process by which companies create customer interest in products or

services. It generates the strategy that underlies sales techniques, business communication,
and business development. It is an integrated process through which companies build strong
customer relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to keep the customer, and to satisfy the
customer. With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing evolved
to meet the stasis in developing new markets caused by mature markets and overcapacities
in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift
their focus from production to the perceived needs and wants of their customers as the
means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfactions. It proposes
that in order to satisfy its organizational objectives, an organization should anticipate the
needs and wants of consumers and satisfy these more effectively than competitors

SEGMENTATION, TARGETING, AND POSITIONING :

A marketing strategy is based on expected customer behavior in a certain market. In order to
know the customer and its expected buying process of segmenting and positioning is
needed. These processes are chronological steps which are dependent on each other.

Segmenting Segmenting is the process of dividing the market into segments based on
customer characteristics and needs.
The main activity segmenting consists of four sub activities. These are:
1. determining who the actual and potential customers are
2. identifying segments
3. analyzing the intensity of competitors in the market
4. selecting the attractive customer segments.
 After the most attractive segments are selected, a company should not directly start
targeting all these segments -- other important factors come into play in defining a target
market. Four sub activities form the basis for deciding on which segments will actually be
targeted.
The four sub activities within targeting are:
1. defining the abilities of the company and resources needed to enter a market
2. analyzing competitors on their resources and skills
3. considering the company’s abilities compared to the competitors' abilities
4. deciding on the actual target markets.
Targeting can only be done when segments have been defined, as these segments allow
firms to analyze the competitors in this market. When the process of targeting is ended, the
markets to target are selected, but the way to use marketing in these markets is not yet
defined. To decide on the actual marketing strategy, knowledge of the differential advantages
of each segment is needed.
When the list of target markets is made, a company might want to start on deciding on a
good marketing mix directly. But an important step before developing the marketing mix is
deciding on how to create an identity or image of the product in the mind of the customer.
Every segment is different from the others, so different customers with different ideas of
what they expect from the product. In the process of positioning the company:

1. identifies the differential advantages in each segment

2. decides on a different positioning concept for each of these segments. This process is
described at the topic positioning here different concepts of positioning are given.
The process-data model shows the concepts resulting from the different activities before
and within positioning. The model shows how the predefined concepts are the basis for the
positioning statement. The analyses done of the market, competitors and abilities of the
company are necessary to create a good positioning statement.
When the positioning statement is created, one can start on creating the marketing mix.
 Here AMPVL decided to sell electric vehicles to south part of india because large no of
educational institutes are available in south india.

1. GEOGRAPHICAL SEGMENTATION:
In southern part of india is segmented as the states and Electric Vehicles are being sold
through Future Techno Design (FTD)- Show room, Dealers and direct selling.

Southern region are

1. Tamil Nadu
2. Andhra Pradesh
3. Kerala
4. Karnataka and Pondycherry

2. DEMOGRAPHICAL SEGMENTATION:
Based on the age and gender the customers are Segmented and the school children,
ladies- house wives and elder people are target customers.
1. School Children
2. Working women and house wives
3. Elder people
 4. Nurses in Hospital use
5. Hotel staffs
PRODUCT & TARGET CUSTOMERS:

Targeted
SI No Products Customers
1 Bobo, Angel Ladies
2 Abhi School Children
3 Adya 60, Adya 48, V60 Youth
4 Diti Italian Police
5 Mitra, Mitra Plus Industrial
6 Sun Prince Male
7 Trisul Hospital

PRICING:

Pricing is the process of determining what a company will receive in exchange for its
products. Pricing factors are manufacturing cost, market place, competition, market
condition, and quality of product. Price is one of the tools in marketing tools and one of the
factor affects the selling of the product. The cost of the Electric Vehicles will be changed on
time to time. This is minor change in price.

COST OF THE VARIOUS ELECTRIS VEHICLES MODEL:

SI No Products Price
1 Angel Rs. 14,199.00
2 Abhi Rs. 24,787.00
3 Diti Rs. 30,987.00
4 Bobo Rs. 31,668.00
5 V60 Rs. 38,011.00
6 Adya60 Rs. 38,011.00
 7 Adya48 Rs. 34,053.00
8 Aditi Rs. 36,449.00
9 Mitra Plus Rs. 76,274.00
10 Trisul Rs. 22,002.00
11 Sun Prince Rs. 32,822.00

INSTITUTIONAL SALES:

Focusing the sales on the customers available in the various institution. AMPVL is focusing
their sales in various institution like Schools, Colleges, Universities, Hospitlas , Banks and
Hotels.

Institional Sales is similar as corporate sales, here products/Services/Solutions are selling to

other organisations. Its also called B2B Sells. AMPVL sell one EV to a customer for his
personel uses its B2C Selling, where as in instituional sales we sell in bulk quantities Selling
300-1000 EVs to one new opening hotel or school. Institutional Sales does not involve the
channel of dealers/distributors, its the direct sales for company to company.

Institutions are,

1. Schools
2. Colleges
3. Hospitals
4. Banks
5. Hotels and Various educational institutions.

SALES OF ELECTRIC VEHICLES:

AMPVL is selling the Electric Vehicles in three different way. They are selling the EVs
through FTDs, Dealership and Direct Selling.

MARKETING/SALES
Future Techno Design Dealership Direct Sales

FUTURE TECHNO DESIGN(FTD)- SHOW ROOM:

In AMPVL the show rooms are named as Future Techno Design (FTD). FTDs are located in
various place of south India. FTDs are monitored by the show room manager of AMPVL.
Through FTDs the Electric Vehicles are being supplied to the customers. This is one of the
easiest ways for reaching customers.

DEALERSHIP:

This is another one of the methods in selling the electric bikes to the cutomers. In dealership
the interested person of the particular location will be selected by AMPVL according to the
agreement. This person may belong to that particular location.

DIRECT SELLING:

In the direct selling AMPVL is focusing in Institutional sales. The customer available in the
institution can be easily identified as the targeted audience. The main advantage of the
institutional sales is the bulky sales. The large number of Electric Vehicles can be sold in one
institution at a time.

SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and identifying the internal and
external factors that are favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and
1970s using data from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model. Strategic Planning, has been
the subject of much research citation needed.
  Strengths: attributes of the person or company that are helpful to achieving the
objective(s).
 Weaknesses: attributes of the person or company that are harmful to achieving
the objective(s).
 Opportunities: external conditions that are helpful to achieving the
objective(s).
 Threats: external conditions which could do damage to the objective(s).
Identification of SWOTs are essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs.
STRENGTHS:

 Electric bike features

 Less fuel cost.
 No license, No Tax, No Registration, No Pollution,
 No noise pollution, Less maintenance,
 Dedicative employees and labours.
 Good management.
 Systematic Operation in marketing.
 Electric bike delivery to the customer on the time.
 Good response to customer complaints.

WEAKNESS:

 Production of the electric bike components undertaken by Ampere

outside of our country. It Increases electric bike market price.
 Electric bike is being sold in southern region in India not in north side.
 There is no charging point in common place of the cities or the villages
like Petrol bulk.
 High battery charging hour.
 No fixed price.

OPPORTUNITY:

 High demand of electric bike in India.

 Rising Petrol And Diesel cost.
  Cost of the electric bike is lower than the Petrol and Diesel Vehicles.
 Good quality of Ampere electric bike.
 Demand of electric bike in various institution.

THREATS:

 The strategies should be made to Compete with others electric bike.

 Wrong assumption and perception of electric bike.
 There is chance that the vehicles can be used other alternate fuel.
 Introduction of new technology. Electronic Bike may be introduced.

3.2. HUMAN RESOURCE DEPARTMENT

Human Resource department is a management function that helps the manager to

recruit, select, train, and develop members for the organization. Obviously HR
department is concerned with the people’s dimensions in the organization. The functions
and principles are applied developing, maintaining under remunerating employees in the
organization.

ROLE OF HR MANAGER
The head corporate HRD is responsible for effective implementation and
maintenance of the procedures. The head corporate HRD identifies the training needs of
the department personnel based on the functional requirement updates the skill matrix and
assigns the functional responsibility to the qualified personnel equipped with necessary
skill.

HR PRACTICES
The success of any business depends as much on appropriate, effective, well-
communicated, HR and business practices as it depends on meeting the requirements of
mandated laws and regulations. In fact, good planning and the development of effective
practices make regulatory compliance much easier.
 HR practices helps in increasing the productivity and quality, and to gain the
competitive advantage of a workforce strategically aligned with the organization’s goals
and objectives.

AVPL’s FOR HR PRACTICES

Some of the key performance indicators for Human Resources include but are
not limited to the following,

 Employees’ clarity on HR policies

 Employees’ clarity on roles, responsibilities and expectations
 Development of qualitative staff
 Number of HR issues arising for which there are no clear policies and guidelines
 Competitiveness of compensation structure relative to industry benchmark
 Usefulness and accuracy of compensation survey
 Lead time to respond to staff welfare issues
 Employees’ assessment of promotion criteria and process (clarity, fairness)
 Measurement of HR policy violation
 Average time required to fill vacancies
 Proportion of training programs resulting in productivity improvement
 Staff attrition rate
 Understanding / Clarity of the Organizational philosophy
 Outline Internal capabilities and identify gaps on skills-competencies-behavioural
aspects
 Prepare HR strategic Objectives and bring in clarity as to how the HR strategy
supports the organizational strategy
 Develop AVPL’s for each of the strategic objectives.
 Track and measure performance

Human Resources Best Practices

The best practices in the management of human resources are the ones which
optimize a workforce so that it can not only get work done, but also ensure a greater level
of efficiency, timeliness and quality as it accomplishes increases productivity overall.
 Hence the job of the best practices human resources firm is to make sure that these
benefits and pay scales meet the company’s budget while remaining attractive and
competitive enough to pull in the very best talent possible. We should know that these
figures put the company in a good light while also presenting themselves as engaging and
competitive for company’s recruitment efforts.

OBJECTIVE OF HR PRACTICES
The main objective of HR Practices is to differentiate the organization from its
competitors by effective and efficient HR Practices. By following this, the organization
does its whole work process. The objective of HR Practices is to increase productivity
and quality, and to gain the competitive advantage of a workforce strategically aligned
with the organization’s goals and objectives.

As The Transparent HR practices can reduce attrition, because-

Transparent HR practices ensure continuous business growth in every organization.

 It gives the suitable working environment to the employees.

 The success of company motivates the employees of organization to continue
relationship with it. As all the employees Perks chart has been mentioned
according to their designation in the HR practices, it helps the employees to know
what their perks charts are. So it creates a transparency.

As we know the whole function of HR department depends upon the HR Practices

of the organization. The HR management is done according to the HR Practices of the
company. Which things to be done and which things should not be done depend upon this
only. It also helps the organization to achieve the target of the organization.

The HR policies of the organization have been mentioned in the HR Practices. All
the rules & regulations for the employees have been also mentioned in this. All the
welfare of the employees’ processes is also mentioned in this.

So the study of the HR Practices means basically the brief study of all HR
functions in the organization. I believe the HR Practices is a vital part of an organization,
which helps the organization to achieve the goal of the organization.

All companies are having their HR Practices but the company who is having the
best, is the most successful company among its competitors. So the company can get
success within its competitors by applying best, effective HR Practices.

The main objective of the project is

 To understand the HR practices followed & Process of Performance Appraisal.

 To know what are the uses of HR practices for any organization.
 How these HR Practices help any organization to know its stand in the market and
to be competitive by implementing good HR Practices for their employees.
 To understand how the organization would achieve its goals by implementing
good HR Practices.
 To understand the work culture of the organization

HR function is very important in every organization. It helps the organization to

manage not only the people of the organization but to manage all the working processes
in it also. HR is management function that helps managers to recruit, select, train and
develop members for an organization. Obviously HR is concerned with the people’s
dimensions in organizations. HR refers to set of programs, functions, and activities
designed and carried out.

RECRUITMENT
It is a process to discover the sources of manpower to meet the requirements of
the staffing schedules and to employ the effective measures for attracting that manpower
in adequate numbers to facilitate effective selection of an efficient workforce.
Edwin B.Flippo has defined it as “the process of searching for prospective
employees and stimulating them to apply for jobs in the organization”.

OBJECTIVES OF RECRUITMENT
  To attract people with multi-dimensional skills and experiences that suit the
present and future organizational strategies
 To infuse fresh blood at all levels of the organization
 To develop an organisational culture that attracts competent people to the
company
 To search for talent globally and not just within the company
 To design entry pay that competes on quality but not on quantum
 To anticipate and find people for positions that do not exists yet.

PROCESS

 Finding out the requirement (hiring vs. exit), upcoming vacancies, kind of
employees needed.
 Developing suitable techniques to attract suitable candidates.
 Stimulating as many candidates as possible.

FACTORS AFFECTING RECRUITMENT

INTERNAL FACTORS

 Employer’s brand
 Company’s pay package
 Quality of work life
 Organisation culture
 Career planning & growth
 Company’s size
 Company’s products, services
 Role of trade unions
 Cost of recruitment
 Company’s name & fame
 EXTERNAL FACTORS

 Socio-economic factors
 Supply & Demand factors
 Employment Rate
 Labour market conditions
 Political, Legal, Governmental factors

SOURCES OF RECRUITMENT
INTERNAL SOURCES

 Present employees
 Retired employees
 Dependent of present
 Employee Referrals
 Trade Unions
 Walk-ins
 Head Hunting
 Mergers & Acquisitions
 E-Recruitment

EXTERNAL SOURCES

 Campus Recruitment
 Private employment consultant
 Data Banks
 Casual Applicants

It helps in translating Business Strategy into people requirements. A combination

of internal Recruitment, campus recruitment, and executive search is leveraged to meet up
to the changing needs of the organization.

In today’s rapidly changing business environment, organizations have to respond

quickly to Requirements for people. Hence, it is important to have a well-defined
recruitment policy in place, which can be executed effectively to get the best fits for the
vacant positions. Selecting the wrong candidate or rejecting the right candidate could turn
out to be costly mistakes for the organization.

CHAPTER IV

TRANING EXPERENANCE IN
SPECIFIC DOMAIN
 PERSONAL LEARNINGS
I have learnt about the function of the organisation in the following areas,
 Logistics process
Logistics is a process of importing & exporting goods (buying & selling) i.e.
transferring (moving goods from one place to other place) goods from one country to
other. I have learnt how the organization is doing logistics process, and the methods.

 Assembly process
Assembly is a process for making a product from the individual spare parts.
The small parts are assembled to make a complete product as electric vehicles. I
understood about the assembly process, how they assembling their vehicles and what
are the methods they are using to assemble the vehicles.

 Store management
I have leant about the store management of Ampere vehicles private limited.
How they are managing the inventory and how they are requesting for the inventory
which is required for assembling the electric vehicles.

 Quality control
The Quality of the electric vehicles is checking that quality by manually with the
skilled person.

 Fabrication
The fabrication work is done when a parts has small damage which is can be repaired
by themselves, they can correct the damages.
 Service department
Whenever the vehicle has fault after dispatched to the customer the can service that
vehicles. I learnt how the planning to service the vehicles.