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INDUSTRIAL TRAINING REPORT

NAME :SumeetGarg

CLASS : BBA IIIrd YEAR

ROLL NO. 98

GUIDE : PROF. Anthony Rose


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PROJECT REPORT

ON

STUDY OF BEST PRACTICES IN

SALES AND MARKETING

AT SINATE ILLUMINATION PVT.LTD.

Submitted in partial fulfilment of the requirement for the

Award of degree in Bachelor Of Business

Administration(BBA)

Bharati Vidyapeeth Deemed University, pune

UNDER THE SUPERVISION OF SUBMITTED BY

Prof. Anthony Rose SumeetGarg

ROLL NO.98

BBA -3rd

yr (FINANCE)

SESSION: 2011-2012


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(Accredited By NAAC With A Grade)

BHARATI VIDYAPEETH DEEMED UNIVERSITY, PUNE

INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP DEVELOPMENT,

Paud Road,Erandawane, Pune

CERTIFICATE

This is to certify that Mr/Ms/..is a bonafide student ofBachelor of Business Administration(BBA) Programme of the University in this

Institute for the year...................................................................

As a part the University curriculum, the student has completed the project report

titled..................

............................................................

The project report is prepared by the student under the guidance of

Prof ..

Prof.Anthony Rose Prof. M.S Yadav Dr. Mahesh V. Shitole

(Guide) (Programme coordinator) (Director)

Date..

Place.


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TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO.

STUDENT DECLARATION 5

ACKNOWLEDGEMENT 6INTRODUCTION 7

CHAPTER NO. 1 ORGANIZATION PROFILE 9

CHAPTER NO. 2 ORGANISATION STRUCTURE 21

CHAPTER NO.3 BUSINESS PROCESS 22

CHAPTER NO.4 DISTRIBUTION CHANNEL 24

CHAPTER NO.5 ENVIRONMENTAL SCAN 28

CHAPTER NO.6 COMPETITORS ANALYSIS 30

CHAPTER NO.7 STRATEGY ADOPTED BY

BUSINESS

32

CHAPTER NO.8 CORPORATE GOVERNANCE 36

CONCLUSION 38


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DECLARATION

I VINAY PANDEY hereby declare that this project report is the record of authenticwork carried out by me during the period from 10

thDec 2011 To 09jan. 2012 and

has not been submitted earlier to any university or institute for the award of any

degree/diploma etc.

SIGN OF STUDENT


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ACKNOWLEDGEMENT

This project has been an honest and dedicated to make the analysis on sales and

marketing as authentic as it could. And I earnestly hope that it provides useful and

workable information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished

organization people who shared with me their experience and helped me in

completion of my work.

I express my sincere thanks to my project guides and my institute faculty for

guiding me.

Lastly I am grateful to my parents who been my mentors and motivation. I am

also thankful to all my batch mates who have been directly or indirectly involved

in successful completion of this project.


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INTRODUCTION

Market is the place where buyers and sellers meets together and come into atransaction, but for selling the goods and services only the buyers and sellers are

not enough for selling and buying the goods and services we need marketing

knowledge (marketing essential like 4ps of marketing etc.)

Now days, Marketing is the backbone of every field, marketing skills and

knowledge is required everywhere and in every dam field for selling and

promoting their goods and services.

Earlier it was said that Buyers beware and now Seller beware.

This statement state that Customer is the king pin of the market. And for

satisfaction of the customer marketing is required and the deep knowledge and

research is required for checking the customer Needs, Want and Demand, and

their willingness to spend money.

Customer satisfaction become more important than anything in the market for

surviving in long run.

DEMAND:

Demand refers to the quantity of a commodity that a consumer is willing to buy at

a given price at a given period of time.

What I did?

During my semester break from college I interned for the marketing and selling

department in Senate IlluminationPvt. Ltd.

I must admit that I knew very little about the marketing department however,

what I did learn from my experience how to support the market condition.


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How I did?

During my internship I learned consumer relationship and how to provide utmost

satisfaction to them. I achieved perfection dealing with marketing strategies and

how to take the business and its assets toward innovative direction and also to

cope up with difficult situation of today marketing era.

What I learned?

Demand of the customer and the best way to fulfil them. Customer satisfaction. Sales service and after sales service. Winning the customer.


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1.ORGANISATION PROFILE

bout SENATE ILLUMINATION

Senate illumination Lighting Consultancy Ltd is a specialist lighting design

consultancy originally formed byAMREEK SERAWAT. The company principally

carries out lighting design work, within the INDIA (maharashtra&delhi) for a wide

variety of clients who require a lighting designer / consultant to deal with the

lighting requirements associated with their project. The company has the

experience and knowledge to be able to produce lighting designs solutions that

meet the appropriate relevant adoptable lighting standards. Alternatively specific

lighting design solutions can be produced for private areas that are not going to be

adopted by the local council (Private Cable networks are normally designed for this

type of work too).

SENATE ILLUMINATION Lighting Consultancy is an established company who has

formed excellent working relations with many Local Authorities around the

Southeast and generally across the INDIA. Many of these relationships have been

formed by making contact with the local councils prior to commencing lighting

design work on schemes in their areas. This gives the council the confidence that

the specific lighting scheme will be delivered to their specification and also gives

the council a single point of contact should the specification need to be amended

at any point.

They have carried out work for many different Local Authorities, Land Developers,

Property Developers, Consultants and Architectural Practices who require the

expertise offered by a Lighting Design Consultant. We use the latest computer

design techniques available, which include AutoCAD 2010, Lighting Reality,

Philips Calculux, and Urbis Turbolight. All our street lighting designs are

prepared on AutoCAD plans on a border of the clients choice, the plans have three

dimensional masking applied to show the actual effect buildings will have on the


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distribution of modern exterior lighting equipment. The consultancy has an ever

expanding list of satisfied customers, who we not only continue to work with, but

continue to develop excellent business relations with.

What they can offer...??

They produce comprehensive lighting design packages that are tailored specifically

to meet the individual needs of each of our clients, including taking our lighting

design though the appropriate local planning approval process. We can offer

Designers and Consultants who have been involved in the lighting industry for over

20 years and have experience in most disciplines within the lighting industry

around the india.

Our extensive range of street lighting design services are delivered to a number of

different types of businesses including Housing Developers, Property/Land

Developers, Local Authorities to Civil Engineering Consultants,

Architects and Landscape Architects. Senate illumination lighting consultancy

can provide you with a complete solution from lighting of private areas to lighting

adoptable section 38, 106 and 278 works. Our expertise allows us to produce

extensive project designs reports which include but are not limited to: -

AutoCAD layout Road and Area Lighting calculations Cover sheet Cable network and feeder pillar details Equipment schedule and numbering Standard detail drawings Liaison with the adoptable highway authority Electrical Cable Calculations and Proposed Ducting layouts Schematic Drawings Environmental Impact Assessments


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Our business is Customer Satisfaction so lighting design packages are tailored to

individual needs, we can provide more or less detail depending on your

requirements. We can also carry out bespoke pieces of design work from

floodlighting architecture or statues to producing lighting layouts to grounds of

private houses.

We also specialise in undertaking various levels of on site work, which can range

from lighting level readings, asset management inspections, inventory collection

(including collating) and adoption inspection regimes.

Senate illumination Lighting Consultancy also has a vast experience in project

management and site supervision of street lighting maintenance within various

local authorities. We can provide experienced engineers that can manage

programmes of works from the feasibility design stage right through to the site

supervision and installation process. We also have experience in the design

handover process so we can provide As Built design packages tailored to your

requirements.

TYPE OF COMPANYSENATE ILLUMINATION is a private registered organization under the company

act. 1956 and also fulfilling the all other legal formalities.

PRODUCT PROFILE

Residential lighting : Flos Architectural Flos Soft Architectural LedsC4 Occhio Beby


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Corporate lighting : Regent Flos architectural Philips

Hospitality lighting : Martin lights LedsC4 Simes Flos soft architectural

GOAL

The company helps its customers to select best items, which sell quickly topromote both a higher inventory turn and better margins.

Customer service and satisfaction is a cornerstone of the business.

VISIONIn a world where complexity increasingly touches every aspect of our daily

live,we will lead in bringing sense and simplicity to people.

MISSION"Improve the quality of peoples lives through timely introduction of

meaningful innovations."


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Location501-Senate House,

Above Axis Bank, F.Plot No-543,

Main Sinhgad Rd, Jaydevnagar,Parvati, Pune-411030, India

Telefax: +91 20 24250240

WebSite:www.senateillumination.com

Number of employeesSenate Illumination is pune based leading lighting And Energy Consulting Firm

with total Manstrenght of25 employees deals with world class leading lighting

productmanufacturing like Philips, Regeant, LED4C, Ohcio, Flosetc.

Turnover

15 crore p.a. (approx.)
http://www.senateillumination.com/http://www.senateillumination.com/http://www.senateillumination.com/http://www.senateillumination.com/


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2. ORGANIZATIONAL STRUCTURE

Table showing basis of departmentation

Description or position in the organization Employee

Top level management 2

Middle level management 3

Lower management 20

The table above shows that in one outlet number of employee working intop level are 2, in Middle level are 3,and in lower level management are 20employees.


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3. Manufacturing / Business process

BUSINESS PROCESS

The entire business process of Senate illumination is to purchasing thegoods from the different companies like Philips, Regeant, LED4C, Ohcio,

Flos etc. according to the demand of the consumer and accordance with

prevailing market situation, and accordance with season.

They purchase all the goods into bulk at discounting rates, and selling itdirectly to the consumer and different small dealers at cheaper rate in

comparison to their competitors.

Senate illumination have different sales executives of different companiesfor assisting the consumer in their way.

Explore new Market / Segment. Manage Tele-Marketing process. Create awareness of product and services in the market place. Maximize potential prospects. Maximize visit of serious prospects in to showroom. Attending potential prospects.


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PROCESS OF SALE

Warm customer interaction. Customer emotional bonding & capturing mind share. Discount / Sales deal finalization. Order form completion. Finance Assistance.

Payment.

Documentation. Pre Delivery Inspection. . Introduction to Service Team.


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4. DISTRIBUTION CHANNELS

Only in domestic area i.ePUNEUsing different marketing strategy for promoting

o and selling their products.o Like: advertising, discount,o exchange offers etc.

Increase their sale to delhi.

DISTRIBUTION STRATEGYIn order to ensure a continuous & efficient distribution, an approximate

figure has to be arrived at for getting the initial orders & to ensure adequate

supply so that any delays or resultant losses are avoided. For this purpose, the

company adopted the consumer response hierarchy model so that, it is ensured

that all the company enters the market with a bang avoiding any problems of late

or inadequate supplies. This is highly essential to support the huge promotional

budget, since if the supplies arent at the right time, all other effort can be in vain.


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Marketing Activities Adopted By the Organization:

This organization has adopted various promotional technique for marketing of

their products.

Senate Illumination use to advertising in news paper, tv, radio, and most popular

way of advertising i.e advertising on internet.

And its also use 4ps of marketing (Price, Place, Promotion & Product.)

Market Segment:Market segmentation is the process in marketing of grouping a market (i.e.

customers) into smaller subgroups. These markets are often termed niche

markets or specialty markets. These segments are fairly homogeneous in their

attitudes about certain variables. Because of this intra-group similarity, they are

likely to respond somewhat similarly to a given marketing strategy. That is, they

are likely to have similar feeling and ideas about a marketing mix comprised of a

given product or service, sold at a given price,distributed in a certain way, and

promoted in a certain way.

The purpose of segmentation is to identify and target prime customer groups (eg

the 20% that account for 80% of your sales) so that you get the maximum return

from a limited marketing budget (the most bang for your buck).
http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Niche_marketshttp://en.wikipedia.org/wiki/Niche_marketshttp://en.wikipedia.org/w/index.php?title=Specialty_markets&action=edithttp://en.wikipedia.org/wiki/Homogeneoushttp://en.wikipedia.org/wiki/Attitude_%28psychology%29http://en.wikipedia.org/wiki/Variablehttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Product_%28business%29http://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Pricehttp://en.wikipedia.org/wiki/Distribution_%28business%29http://en.wikipedia.org/wiki/Promotion_%28marketing%29http://en.wikipedia.org/wiki/Promotion_%28marketing%29http://en.wikipedia.org/wiki/Distribution_%28business%29http://en.wikipedia.org/wiki/Pricehttp://en.wikipedia.org/wiki/Servicehttp://en.wikipedia.org/wiki/Product_%28business%29http://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_strategyhttp://en.wikipedia.org/wiki/Variablehttp://en.wikipedia.org/wiki/Attitude_%28psychology%29http://en.wikipedia.org/wiki/Homogeneoushttp://en.wikipedia.org/w/index.php?title=Specialty_markets&action=edithttp://en.wikipedia.org/wiki/Niche_marketshttp://en.wikipedia.org/wiki/Niche_marketshttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Financial_markethttp://en.wikipedia.org/wiki/Marketing


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These criteria can be summarized by the word SADAM:

S Substantial: the segment has to be large and profitable enough

AAccessible: it must be possible to reach it efficiently

DDifferential: it must respond differently to a different marketing mix

A Actionable: you must have a product for this segment

MARKET RESEARCH & INFORMATION:

Market research is discovering what people want, need, or believe. It can

also involve discovering how they act. Once that research is complete it can be

used to determine how to market your specific product. Whenever possible, try

to reduce risks at the earliest possible stage. For example you could carry out

market research early on and not wait until you are almost ready to enter the

market. If early market research reveals that your business idea has real potential,

you can use this information in planning the build-up of your business. [Ilar 1998]

For starting up a business there are a few things should be found out

through market research in order to know if your business is feasible. These are

things like:


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Market Information

Market information is making known the prices of the different

commodities in the market, the supply and the demand. Information about the

markets can be obtained in several different varieties and formats. The most basic

form of market information is the best quotation and last sale data, including the

number of shares, with respect to a particular security at a given time. [Market

research 2006]

Examples Of Market Information Questions Are:

Who are the customers?Where are they located and how can they be contacted?

What quantity and quality do they want?

What is the best time to sell?

What is the long-term or historical price data over a number of years?

What is the expected production in the country?

Is there more demand for one product or another? Etc.


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5. ENVIRONMENTAL SCAN

Environmental scanning is one component of the global environmental analysis.

Environmental monitoring, environmental forecasting and environmental

assessment complete the global environmental analysis. Environmental scanning

refers to the macro environment.The global environment refers to the macro

environment which comprises industries, markets, companies, clients and

competitors. Consequently, there exist corresponding analyses on the micro-level.

Suppliers, customers and competitors representing the micro environment of a

company are analyzed within the industry analysis.

PESTEL analysis

The six environmental factors of the PESTEL analysis are the following:

a) Political factors

Taxation Policy Trade regulations Governmental stability Unemployment Policy etc.

b)Economical factors

Inflation rate Growth in spending power Rate of people in a pensionable age Recession or Boom Customer liquidations

c)Socio-cultural

age distribution. education levels.


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income level. consumerism. population growth life expectancies Religion

d)Technological factors

Technological changes New or improved distribution channels Improved communication and knowledge transfer etc. moral factor

e)Legal factors

Unemployment law Health and safety Product safety Advertising regulations Product labelling etc.


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6. Competitors Analysis

Aaki Consumer Electronics India LimitedLighting Shops in S.P. College, PuneAdinath Electricals Lighting Shops in KasbaPeth, PuneAirconShoppeeLighting Shops in Khadki, PuneAnant IndustriesLighting Shops in Kothrud, PuneAshish EnterprisesLighting Shops in N.D.A., PuneCity LightsLighting Shops in Deccan Gymkhana, PuneD.G. PotdarLighting Shops in Bhosarigaon, PuneD.S. ElectricalsLighting Shops in Anand Nagar, PuneDass Electrical Trading Company Private LimitedLighting Shops in Pune

H.O., Pune

Dass Electrical Trading Company Private LimitedLighting Shops inPimpriChinchwad, Pune

Diplomat ElectricalsLighting Shops in ChinchwadGaon, PuneDurga Electricals Lighting Shops in PimpriChinchwad, Pune
http://yellowpages.sulekha.com/pune/home-products-services/home-accessories-decors/lightings/s-p-college/aaki-consumer-electronics-india-limited.htmhttp://yellowpages.sulekha.com/pune/decorative-lightings_pimpri-chinchwad_pune_area-listings/71.htmhttp://yellowpages.sulekha.com/pune/decorative-lightings_pimpri-chinchwad_pune_area-listings/71.htmhttp://yellowpages.sulekha.com/pune/decorative-lightings_pimpri-chinchwad_pune_area-listings/71.htmhttp://yellowpages.sulekha.com/pune/home-products-services/home-accessories-decors/lightings/s-p-college/aaki-consumer-electronics-india-limited.htmhttp://yellowpages.sulekha.com/pune/home-products-services/home-accessories-decors/lightings/s-p-college/aaki-consumer-electronics-india-limited.htm


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Findings

1. Employees are satisfied with good pay as the key motivating factor for workefficiency.

2. Employees are satisfied with salary offerings at Senate Illumination.3. Majority of employee dont have other source of income.4. Majority of employee are placed by direct appointment at Senate

Illumination .

5. Majority of employees are satisfied with employment conditions prevailingin organisation.

6. Majority of employees are satisfied with promotion and transfer policy.7. Employees are satisfied with the physical working conditions at Senate

Illumination.

8. Employees have good chemistry work group i.e. between different classesof work designation.

9. Employees are satisfied with working hour at Senate Illumination.


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7. Strategies adopted by the

organisation

Pricing strategy: Competition Based Pricing

Setting the price based upon prices of the similar competitor products.

1) Product is lasting distinctiveness from competitor's product, such as :

a) The product has low price elasticity.

b) The product has low cross elasticity.

c) The demand of the product will rise.

2) Products have parishable distinctiveness from competitor's product, assuming

the product features are medium distinctiveness.

3) Products have little distinctiveness from competitor's product. assuming that:

a) The product has high price elasticity.

b) The product has some cross elasticity.

c) No expectation that demand of the product will rise.


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Promotion strategy:A successful product or service means nothing unless the benefit of such a service

can be communicated clearly to the target market. An organisations promotional

strategy can consist of:

Advertising:Is any non personal paid form of communication using any form of mass media?

Public relations:Involves developing positive relationships with the organisation media public. The

art of good public relations is not only to obtain favorable publicity within the

media, but it is also involves being able to handle successfully negative attention.

Sales promotion:Commonly used to obtain an increase in sales short term.Could involve using

money off coupons or special offers.


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PLAN TO ACHIEVE TARGET

Induction of quality sales force.

Optimum coverage of the territory.

Segmentation and Identification of customers.

Tie up with Finance Companies.

Organize Events, Seminar, Meeting& Exhibition.

Arranging Finance

Obtain database of existing and potential customers.

Fixing Area wise / Executive wise sales target.

Planning model wise sales for the Year / Half Year / Quarter / Month.

Introducing Finance Schemes / Promotional Schemes.

Weekly / Monthly Review Meetings.

Regular follow up for converting the prospects in to sales.


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POLICY

Sufficient Skilled Man power with best in industry remunerations . Staff entertainment. Incentive scheme for sales consultants and Sales Managers . Allowances for performers. BEST SELLERMonthly Cash Award ( Apart from allowance

and incentive.) KING OF QUARTERCash Award, Memento and a letter of

o appreciation. CHAMPIONHalf Yearly recognition with Cash Award and

Certification. TOPPERYearly Bumper Award of Excellence with reciprocations

and a trip to overseas or equivalent cash award.


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8. Corporate Governanace

Corporate governance is reflection of our culture, policies, our relationship with

stake holders and our commitment to values.

SI endeavor will be to bring high level of satisfaction to customers, vendors,

investors, employees, and community - at large.

SI is aiming to become pioneer in bench marking its corporate governance

practices with the best in country.

Our corporate governance policy is based on following principles

Maintaining transparency and high degree of disclosure at all levels. Comply with the laws of the land in which we operate. Satisfy the spirit of the law and not just the letter of the law.

Rights and equitable treatment of shareholders: Organizationsshould respect the rights of shareholders and help shareholders to exercise

those rights. They can help shareholders exercise their rights by openly and

effectively communicating information and by encouraging shareholders to

participate in general meetings.

Interests of otherstakeholders: Organizations should recognize thatthey have legal, contractual, social, and market driven obligations to non-

shareholder stakeholders, including employees, investors, creditors,

suppliers, local communities, customers, and policy makers.


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Role and responsibilities of the board: The board needs sufficientrelevant skills and understanding to review and challenge management

performance. It also needs adequate size and appropriate levels of

independence and commitment

Integrity and ethical behaviour : Integrity should be a fundamentalrequirement in choosing corporate officers and board members.

Organizations should develop a code of conduct for their directors and

executives that promotes ethical and responsible decision making.

Disclosure and transparency: Organizations should clarify and makepublicly known the roles and responsibilities of board and management to

provide stakeholders with a level of accountability. They should also

implement procedures to independently verify and safeguard the integrity

of the company's financial reporting. Disclosure of material matters

concerning the organization should be timely and balanced to ensure that

all investors have access to clear, factual information.


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CONCLUSION

From the analysis i conclude that the job provides the opportunity to the

employee to the employees to exercise his/her skills at work place. Number of the

employees accepted that at times there is a considerable flexibility in co-

coordinating with work and they are satisfied with the existing inter personal

communication.

From analysis it was also observed that there is a scope for the improvement of

working condition at Senate Illumination. Salary package would hike so that it can

be in par with market rate.

Finally i would like to conclude that the employees at Senate Illumination aresatisfied with their work and organisation.

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