PRAKASH RETAIL PRIVATE LIMITED

By
Sandeep Rayan Alva
Submitted to

SAHYADRI COLLEGE OF ENGINEERING AND MANAGEMENT

INTERNAL GUIDE EXTERNAL GUIDE

Mr.Girish Madla Benegal Nagappa Amin
Assistant Professor General Manager - HR

1
 INDEX
CHAPTER CONTENTS PAGE NO.
1 INDUSTRY PROFILE 4-9
2 COMPANY PROFILE 10-12

3 MCKENSEYS 7S FRAME WORK 13-18

FOR THE ORGANISATION
4 SWOT ANALYSIS 19-22
5 LEARNING EXPERIENCE 23-25

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 INTRODUCTION ABOUT THE INTERNSHIP

This report represents about internship study on

Prakash Retail Private Limited, Udupi for a period of 3
weeks from 12th of September till 29th September. This
internship has given us an exposure towards how the
organization works and has given me a lot of
information about the management of various
departments.This report has got some activities that
has helped to achieve some of my objectives. This has
helped me to gain skill and practical knowledge. The
internship helped me to increase my skills which is
required in the professional life.

The internship report consist of following chapters

i.e. introduction about internship, company profile.
It has also got SWOT analysis done on the
organization as well as financial statement. All
information are theoretical based which is collected
through secondary data from the organization.

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 INDUSTRY PROFILE
History
Indian Retail Industry is the fifth largest in the world. It
is one of the fastest growing industries in India. The
retail industry is generally a very dynamic, fast
changing sector. It constitutes one of the main sectors
in the economy, in terms of transactions and turnover;
as a consequence, it is a highly competitive and
sophisticated industry.
India is considered as country of shopkeepers by many
because India has over 14 million retail outlets i.e. 11
outlets per 1000 people. India is in unique position of
having the maximum number of retail outlets in
comparison to any other country in the world.
Modern retail has entered India as seen in sprawling
shopping centre skating of consumer packaged goods.
The fast moving Consumer, multi-stored malls, and
huge complex offer shopping, entertainment and food
all under one roof. The Indian population is witnessing
a significant change in its demographics. A large young
generation working population with medium age of 24
years, nuclear families in urban area, along with
increasing working women population and emerging
opportunities in the service sector are going to be the
key growth drivers of the organised retail sectors in
India.

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FMCG Industry, alternatively called as CPG (customer
packaged goods) industry primarily deals with the
production, distribution of mar Goods is those
consumable which are normally consumed by the
consumers at the regular intervals. Some of the
primary activities of the FMCG industry are selling,
marketing, financing, purchasing etc. India’s market for
FMCG is expected to more than double to $104 billion
by 2020 from the present level of $49 billion.
Companies have to be constantly monitoring the
market, to identify any new trends on a timely fashion
and, above all, they have to keep up with the
customer’s increasing expectations and changing taste.
The industry is also engaged in operations, supply
chain, production and general management, expert
says, the retail business India will charge promotionally
in the next 5 years. Globally organised retailing has
brought remarkable advantage for the consumers. The
companies find urban market more attractive due to
higher disposable income of the urban population. One
of the biggest challenges facing by the organised retail
industry in India is competition from the unorganized
sector. The competition from the unorganised sector is
formidable. Retail shops are using bar code scanners at
their check out points to gives the types of the product
their consumers are buying.
The retailing formats are undergoing rapid change. The

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bigger shopping mall, exclusive brand as well as
company outlets are emerging fast. Consumers have
started caring about where they would like to shop, be
it multi brand outlet, exclusive stores or malls with
entertainment facilities. All those means that
manufacture and retails have to be that much better
demand, improved sourcing options and increasing
availability of real estate are creating the foundation
for significant growth in the organised retail sector.
The Indian retail industry is at nascent stage but it is
growingly steadily. It has emerged as one of the most
dynamic and fast placed industries with several players
entering the market.
India's strong growth fundamentals - 9 percent real
GDP growth in 2010; forecasted yearly growth of 8.7
percent through 2016; high saving and investment
rates; fast labor force growth; and increased consumer
spending make for a very favorable retail environment
and the 5th spot in the GRDI. Organized retail accounts
for 7 percent (some say it is 4%) of India's roughly $435
billion retail market and is expected to reach 20
percent by 2020. (The 2011 A.T. Kearney Global Retail
Development Index).India has a population of 1.2
billion. Around 50% (550 million) of the India’s
population is less than 25 years of age, which is nearly
twice the total population of the United States and
more than 65% of the population is below 35 years of
age. More than 30% of the world’s youth live in India.

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India’s urban population constitutes around 30%.
Retailing over Internet - India has more than 100
million internet users, out of which around half of
them are up for online purchases and the statistics is
growingevery year, says Google. Furthermore, the
Indian online retail industry would register annual
growth rate of 35 per cent to increase from current
size of Rs.2,000 crore (US$ 385 million) to Rs.7,000
crore (US$ 1.35 billion) by 2015, according to a leading
industry body.
India has a population of 1.2 billion. Around 50% (550
million) of the India’s population is less than 25 years
of age, which is nearly twice the total population of the
United States and more than 65% of the population is
below 35 years of age. More than 30% of the world’s
youth live in India.India’s urban population constitutes
around 30%.
Retailing over Internet - India has more than 100
million internet users, out of which around half of
them are up for online purchases and the statistics is
growing every year, says Google. Furthermore, the
Indian online retail industry would register annual
growth rate of 35 per cent to increase from current
size of Rs.2,000 crore (US$ 385 million) to Rs.7,000
crore (US$ 1.35 billion) by 2015, according to a leading
industry body.
Consumers have definitely acquired more freedom of
choice and this makes them less likely to retain brand
7
loyalty; especially when several substitutes, of equally
good quality, are available on the market.
Furthermore technology - the advent of internet - has
added a new dimension to the shopping experience.
Consumers can easily and fairly quickly compare
online, product specifications, price and availability
Thus, it allows them to gain information faster on the
purchase they wish to make.
Consequently, retailers have to be as creative and
innovative as possible, in order to be in the position to
supply their customers with products, that present
new and interesting features, all the time. Retailers
have to keep a close watch to demographic changes, in
order to better understand and predict consumer
behaviour.
INDUSTRY VOLUME
 Indian retail market, currently estimated around
USD 490 billion, is projected to grow at 6% to
reach USD 865 billion by 2023.
 Food and Grocery is the largest category within
the retail sector with 60% share.
 1million online retailers who sell their products
through various e-commerce portal.

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PRESENT STATUS OF THE INDUSTRY
 The current estimated value of the Indian Retail
sector is about 500 billion USD and is pegged to
reach 1.3trillion USD by 2020.
 Growth of modern trade format across Tire 1, Tire
2, Tire 3 cities.
 Higher incomes driving the purchase of essential
and non essential products.
Major players in India
 Pantaloons Retail Ltd
 Tata group
 RPG Group
 Reliance
Global level
 Wall mart joint venture with Bharathi Retail, owns
Easy Day
 British retailer TESCO
 Marks & Spencer joint venture with Trent

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 COMPANY PROFILE
History of the company
“HARSHA” is a part of Prakash group of industries.
Prakash group of industries came to existence in 1976
at Ambalpady. As the main company concentrated
mainly on manufacture of switch boards and furniture.
Later in 1985 Prakash Retail company, a sister company
began its operations. Prakash Retail Company was
established as registered partnership firm in a year
1985, which started its operation on 1st April 1985 on
the date of its establishment. It has five partners all of
whom are brothers. This company was engaged in
production of water pumps. Later on the company
expanded its operation by engaging in production of
switch board, switch gear and electronic goods Udupi.
Harsha is a branch of Prakash Retail Company and is a
part of Prakash group of industries. The little company
which started as a Prakash electronics, is today’s one of
the most successful and popular showrooms in Udupi
with 13 outlets at various places in Karnataka. Harsha’s
main focus was to provide quality consumer durable to
the customer. In the initial days for Harsha there was a
huge demand for television and boosters. The
company fulfilled this huge demand with quality
service and good at reasonable price. Then it added
other consumer durable such as refrigerator, washing
machine, audio system and home appliances. Now
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Harsha provides all consumer durables. At the
beginning Harsha was identified as ‘Harsha house
wives dream shops’. In the decennial year of this was
to differentiate Harsha from others.
Product profile:
 Home appliances
 Kitchen Products
 Electronic Goods
 Consumer Durable Products
Major Brands
LG,Videocon,Godrej,Samsung,Onida,Philips,Usha,Hawk
ins,Prestige,Whirlpool,Bajaj,Panasonic etc.
VISION
We will be the most trusted and preferred consumer
durable retailer in India.
MISSION
We will provide great customer experience from our
world class stores offering a wide range of quality
products and services.
CORE VALUES
 Honesty
 Integrity
 Discipline
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  Commitment
 Empathy
 Respect
 Teamwork
BOARD OF DIRECTORS
Managing Director - Mr.Surya Prakash K
CEO&Director Operation - Mr.Ashok Kumar K
Director - Rajesh M
Marketing Director - Mr.Harish M
Sales Director - Mr.Suresh M
DEPARTMENTS OF THE COMPANY
On various departments/functional areas
 Sales Department
 Service Department
 Accounts Department
 Material Department
 Purchase and Distribution Department
 Personal Department
EMI services are also available in Harsha with zero rate
of intrest.

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MCKENSEYS 7S FRAME WORK FOR THE
ORGANISATION
Mckinsey’s 7s model is a tool that analyses firm’s
organizational design by looking at 7 key internal
elements: strategy, structure, systems, shared values,
style, staff and skills, in order to identify if they are
effectively aligned and allow organization to achieve its
objectives. Since the introduction, the model has been
widely used by academics and practitioners and
remains one of the most popular strategic planning
tools. The 7s factors are divided into soft areas and
hard areas i.e. soft areas are difficult to manage where
as hard areas are much easier to identify and manage.
The following hard areas are:

STRATEGY

SKILLS STRUCTURE

SHARED
VALUES

STAFF SYSTEMS

STYLE
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1. Strategy:
It’s a plan developed by a firm to achieve sustained
competitive advantage and successfully compete in the
market. In general, a sound strategy is the one that is
clearly articulated, is long term and helps to achieve
vision, mission and values of the company.
Harsha’s business strategy is based on the aggressive
price in the market with the best offers and focus on
the quality of product and services. So they mainly
focus on convincing the customers to buy the products
by implementing unique methods.
Pricing strategy
Pricing strategy is high low pricing. It runs discount
promotions frequently on their merchandise offerings.
Frequently prices are cut to promote various lines of
merchandise.
Store location strategy
In retail sector the main success factor is location. So
the Harsha is located in high streets where the cost of
the real estate may be high, it will need to sell more.
Growth strategy
Harsha’s growth strategy is that they are in the process
of expansion of business the only way to stay long and
strong in the business. They also concentrate on
overall improvement and continuous growth like
others even Harsha is growing and improving day by
day in many areas, like providing best service,
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 implementation of new plans and strategies, they are
improving overall customer experience.
Customer retention strategy
Harsha concentrated on their relationship with the
customers such as sending invitation, messages and
after sales services and they maintain continuous
touch with their customers.
Advertisement strategies
Harsha is having a brand communication through
hoardings, newspapers advertisement, radio
advertisement, paper insertions and banners
throughout the city and now they are on facebook and
twitter.
2. Structure:
Organisation requires the creation of structural
relationship among different departments and the
individual working there, for the accomplishment of
desired goals. Prakash Retail Pvt. Ltd adopted line
organisation structure for its retail outlets. In line and
staff organisation, the authority flows from top to
bottom and specialities are attached to line managers
to advise them to important matters.
3. Skills:
Are the abilities that firm’s employees perform
very well. They also include capabilities and
competences.. The skills of the staffs especially sales
associates are thorough knowledge of products,
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Affixing price tags, conveying product features and
benefits to shoppers, Demonstrating the products,
greeting customers, good communication skills and
many more.
4. Staff:
Element is concerned with what type and how many
employees an organization will need and how they are
recruited, trained, motivated and rewarded. The most
important resources in the organization are Human
Resource. They support the organization with the help
of their talent, creativity and work. Although
recruitment process is done in head office but the
retail outlet do involve in training activities like
personal development and sales training. Total
number of staff in this retail outlet is 40. Harsha has
well-qualified and experienced personnel and they
also have good command over English, Hindi and
Many local language which helps them to
communicate with customers in different languages
effectively.
5. Style:
Represents the way the company is managed by top
level managers. It deals with all the actions they take
and also considers leadership approach. It is usually
done from top level to the bottom level. Leadership
style followed by is Democratic (participative)
leadership style. As the leader shares the decision

16
making abilities with the group members it will help in
promoting the interests of the group members.
Participative leader achieves better results in building
a Team-oriented, fun culture.
6. Shared Values:
They are the norms or standards that guide the
employee/employer behaviour in the organization. In
this company the employees should have following
core values
 Honesty
 Integrity
 Discipline
 Commitment
 Transparency
 Empathy
 Respect
 Team work
 Innovation
The customer is greeted in a friendly manner by sales
staff when he enters the store. Customer is not ignored
by the sales staff. Sales person respects the customer
as well as his doubts. He clarifies the doubts of
customer. Sales person is committed to work
efficiently in order to reach his target.

7. Systems:
Are the processes and procedure of the company,
which reveal business daily activities and how decisions
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are made. It should be the main focus for managers
during organizational change.
Standard Operating Procedures
Harsha follows SOP to get the job done. Each
department like Visual Merchandise, Sales, Inventory
Management, commercial, HR and others has its own
SOPs. The staffs should get the work done as per
SOPs.
The company also follows ERP (Enterprise Resource
planning) system. They have public distribution
system. . In this company employees and employers
will have automated attendance access system to
track the employee’s attendance.

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 SWOT ANALYSIS
Swot analysis is a tool commonly used to plan for
future activities to maximise their positive impact on
an individual or organisation. The aim of swot analysis
is to guide and design effective strategies for the
future.

STRENGTH WEAKNESS
SWOT
ANALYSIS
THREATS OPPORTUNITIES

STRENGHTHS
a) Wide market:
It has the economically well-developed wide market. It
is located at the heart of the market area.
b) Goodwill:
The company has a good reputation in society through
good quality and service. It is known for the fast
delivery of goods as much as possible. Harsha meets
needs and expectations of its customers by providing
quick, prompt, efficient, reliable and cost effective
services.
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c) Trained manpower:
The companies also require a lot of trained manpower
within their fold. Harsha has well qualified and
experienced personnel and they have also good
command over English, Hindi and many social
languages which helps them to communicate with
customers and different languages effectively.
d)Workers:
The company’s main strengths is workers who take the
responsibilities and duties in good manner.
e)Facilities:
Harsha enjoys the benefits of good transport and
warehousing facilities and it also enjoys emergency,
fire fighting facilities and medical facilities nearby.
f)Economies scale:
This is the volume driven and thrives on economies of
scale. The infrastructure and technology have to be set
up irrespective of the amount of business becomes
profitable only after a few years when there is a sizable
customer base.
g) Good relationship:
The company at all levels is actively participated on the
organisation with good relationship and coordination.
They were not going to strike and lockout in the
company. If any problem arrives in between the
management and employees, both they discuss and
solve the problem.
h)Attractive brand names and its punch line, “Harsha”.

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i)Better after sales service
For Harsha customers are their first priority. So after
sales services like safer delivery of product, installation
is their top most priority. Harsha provides best delivery
service of products to their customer’s home and safe
sound.
WEAKNESS
a) High rent
High rent for the showroom. Some of the retail outlets
of Prakash Retail Private Limited are rented ones. As a
result the expenditure of the company will increase.
b) Lack of space:
Lack of space for the future expansion, as it is located
in business street, the beauty of the showroom is
spoiled by dusts and noise produced by vehicles.
c) High advertisement cost:
Advertisements require more costs.
d) Services provided to the customer only in cities and
not in rural areas.
OPPORTUNITIES
a) Opening new branches
As a company’s background is strong it does not have
to face any problems to market its product. It is
planning to open a new branches outside Karnataka.
This can enable it to have a better growth.
b) Available of labour
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Availability of labour at lowest cost.
c) Promotional activities
Create the demand for the product through investing
more in product promotional activities. So that it can
increase sales.
d) Prakash Retail private Ltd Adding new technologies
and advanced products to its product line.
THREATS
a) Competion
Harsha faces the problem of competition from newly
emerging consumer durable stores. The main
competitor of Prakash Retail private Ltd are Pai
International, Big Bazar, Girias etc.
b) Government regulation:
There is also threat to some extent in case of new
government regulations particularly due to political
instability and change of policies.
c) Economy slowdown:
The being driven by general economic scenario there is
always the threat or it is affected by the slowdown in
the economy.
d) New technology:
The company also need to be constantly in touch with
the latest technology to help that provides the best
service.

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 LEARNING EXPERIENCE
The learning experience gained during the internship
training was very much practical oriented. Learning
experience at Harsha for a month gave a greater
opportunity to learn and understand the organization
and how they perform their jobs.
The visit to the Branch Manager was very helpful as
because it helped to get information on company
profile. Branch Manager briefed about the chairman
and the company history and thereafter the current
affairs of the company. He also briefed about the head
office and the 14 branches. From the day one, there
was politeness from the employee’s right from the
floor to the administrative office.
Various functional departments of the Harsha helped
me to know how each departments operate in the
store. It gave a lot of insights about their work culture,
ethics, relation between employee and employer, how
well they balance their work with their personal life.
As the weeks passed, learned about the sales process
of the store. During sales process, came to know Sales
persons treats the customer very nicely. Taking quick
initiative is a kind of leadership quality, in the
Showroom whenever a customer visits the employees
take first initiative to approach the customer. A sales
person in Harsha adopts the different strategies to deal
with the different temperaments of the customers,
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because some customers may have bad temper. Some
customers understand the demo of the product very
quickly but some of them not understand very quickly
so at that movement sales person must have a
patience to explain again and again about the product.
There was a need to conduct a study on customer
satisfaction level at the retail outlet by individually
seeking feedback from customer. Their satisfaction
level is analysed. So the opportunity was given was
design the questionnaire for the same.
It helped to develop professional work habits and gave
a better understanding of professional cultures. The
amount of dedication and professionalism in the
employees working at Harsha motivated and helped to
acquire skills about the chosen career.
The employees who get hired are given on the job
training so that they can be confident enough when
they deal with the customers. In the showroom the
Managers and the employees are provided with good
facilities to relax like pantries and other benefits. They
together celebrate every occasion without any
discrimination. The other members shared one or the
other information in the absence of guide. As the
showroom is opened on all days all the sales executives
are not supposed to take leave together on a particular
day. The employees are given different days to take
week off so that there won’t be any problems for the
company in reaching the targeted profit. The sales
24
executives are the biggest assets for the company
without which the company cannot earn profits and
reach their goals. This internship helped to be more
confident, honest and taking initiatives in life.

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