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A Project Report on
Business Transition in Reliance HR Services
Submitted to
Oriental Institute of Management Studies, Vashi, New Mumbai
In partial fulfillment of the requirements for the award of the degree of
MASTER OF MANAGEMENT STUDIES
Under the Guidance of
Prof. Priya Sengupta
By
Ajesh Raj
MMS-1261
Oriental Institute of Management Studies
Vashi, New Mumbai
2012-14 Batch
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DECLARATION
I, Mr.Ajesh Rajhereby declare that this report titled Business Transition in RHRS is
a record of independent work carried out by me under the guidance and supervision of Prof. Priya
Sengupta, towards the partial fulfillment of the requirements for the M.M.S degree course
UNIVERSITY OF MUMBAI
I further declare that this project is the result of my own effort and that it has not been
submitted to any other university or institute for the award of a degree or diploma or any other
similar title of recognition.
Ajesh Raj
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ORIENTAL INSTITUTE OF MANAGEMENT
VASHI
MASTER OF MANAGEMENT STUDIES (MMS)
CERTIFICATE
This is to certify that Ajesh Raj (MMS-1261), is a bonafide student of Master of Management
Studies course of the Institute (2012-14), affiliated to University of Mumbai. Project report on
Business Transition in RHRSis prepared by him under the guidance of Prof. Priya Sengupta
in partial fulfillment of the requirements for the award of the degree of Masters of Management
Studies of University of Mumbai.
Prof. Priya Sengupta Prof. P.K.Bandgar
Internal Guide Director
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ACKNOWLEDGMENT
I, Mr.Ajesh Raj have taken efforts in this project. However, it would not have been
possible without the kind support and help of many individuals. I would like to extend my sincere
thanks to all of them.
I am highly indebted to Prof. Priya Sengupta for their guidance and constant supervision
as well as for providing information regarding the project & also for their support in completing
this project.
I would also like to express my gratitude towards my parents & members of Oriental
Institute of Management for their kind co-operation and encouragement which helped me in
completion of this project.
My thanks and appreciations also go to my colleague in developing the project and people
who have willingly helped me out with their abilities.
Ajesh Raj
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EXECUTIVE SUMMARY
The research project is a result of understanding the functionality of a leading HR company
that are providing manpower to Reliance Groups through innovation and constant hard work. This
research project represents how a leading HR company took over the Sales division of Reliance
Communication. This also highlights the struggle of RHRS while expanding their existing
business. The project highlights the various activities that place simultaneously in the HR and
Sales team of the organization.
The project also highlights how the targets are assigned to the various employees and various
other aspects of organization along with the revenue that has been generated for Reliance
Communication after the postpaid division is taken over by RHRS. With new entrant in this field
of business RHRS have struggled in the early stages of taking over the business but later on they
understood the functionality of the business and helped Reliance Communication to lead the
telecommunication market.
RHRS was also aware of the fact that there are many other competitors in the market that are
keeping track of the activities of Reliance Communication and looking for a loop hole in order to
take over Reliance Communication.
Hence, RHRS was fully responsible for the sales of postpaid business and they were
supposed to keep the top position in the industry.
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CONTENTS
______________________ _
PART A
SR. No. CONTENT Page No.
1 Industry Profile 8-10
2 Background and Inception of Company 11-12
3 Nature of The Business Carried 13
4 Vision of RHRS 13
5 Mission of RHRS 14
6 Core values of RHRS 15
7 Product & Services of RHRS 16-17
8 Area of Operations 17
9 Competitors of RHRS 19
10 McKinseys 7S Frame work 20-23
11 SWOT Analysis of RHRS 24
12 Learning Information 25-27
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PART B
SR. No. CONTENT Page No.
1 Statement of the Problem 29
2 Objective of the Study 29
3 Scope of the Study 29
4 Methodology 30
5 Limitation of the Study 30
4 Analysis and Interpretation 31-53
5 Conclusion and Recommendation 54-55
6 Bibliography 56
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Part A
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1. INDUSTRY PROFILE-TELECOMTelecommunication iscommunication at a distance by technological means, particularly
through electrical signals or electromagnetic waves. Early telecommunication technologies
included visual signals, such asbeacons,smoke signals,semaphore telegraphs,signal flags, and
opticalheliographs.Other examples of pre-modern telecommunications include audio messages
such as codeddrumbeats, lung-blown horns, and loud whistles. Electrical and electromagnetic
telecommunication technologies includetelegraph,telephone, andtele-
printer,networks,radio,microwave transmission,fiber optics,communications satellites and
theInternet.
A revolution inwireless telecommunicationsbegan in the 1900s with pioneering
developments inradiocommunicationsbyNikola Tesla andGuglielmo Marconi. Marconi won
theNobel Prize in Physics in 1909 for his efforts. Other highly notable pioneering inventors and
developers in the field of electrical and electronic telecommunications include
Charles andSamuel Morse (telegraph),Alexander Graham Bell (telephone),Edwin Armstrong,
andLee de Forest (radio), as well asJohn Logie Baird andPhilo Farnsworth (television).
The world's effective capacity to exchange information through two-way
telecommunication networks grew from 281Petabytes of (optimally compressed) information in
1986, to 471 Petabytes in 1993, to 2.2 (optimally compressed)Exabyte in 2000, and to 65
(optimally compressed) Exabytes in 2007. This is the informational equivalent of two newspaper
pages per person per day in 1986, and six entire newspapers per person per day by 2007.Given
this growth, telecommunications play an increasingly important role in the world economy and
the global telecommunications industry was about a$4.7 trillion sector in 2012. The Service
revenue of the global telecommunications industry was estimated to be $1.5 trillion in 2010,
corresponding to 2.4% of the worlds gross domestic product (GDP).
Telecommunication has emerged as a key driver of economic and social development in
an increasingly knowledge intensive global scenario. The sector offers prime support services
needed for rapid growth and modernization of various sectors of the economy.
Telecommunication services in India are rapidly growing, connecting people at an expanding rate
which parallels India's expansive population. With services becoming more readily available, the
consumer demand for connection is at its highest. Till March 2013, Indias total mobile subscriber
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Beaconhttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Semaphore_linehttp://en.wikipedia.org/wiki/Signal_flaghttp://en.wikipedia.org/wiki/Heliographhttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Electrical_telegraphhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Teleprinterhttp://en.wikipedia.org/wiki/Teleprinterhttp://en.wikipedia.org/wiki/Telecommunication_networkhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Microwave_transmissionhttp://en.wikipedia.org/wiki/Fiber-optic_communicationhttp://localhost/var/www/apps/conversion/tmp/scratch_5/Project%20Report.docxhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Wireless_communicationhttp://en.wikipedia.org/wiki/Wirelesshttp://en.wikipedia.org/wiki/Radio_communicationshttp://en.wikipedia.org/wiki/Nikola_Teslahttp://en.wikipedia.org/wiki/Guglielmo_Marconihttp://en.wikipedia.org/wiki/Nobel_Prize_in_Physicshttp://en.wikipedia.org/wiki/Samuel_F.B._Morsehttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Edwin_Armstronghttp://en.wikipedia.org/wiki/Lee_de_Foresthttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/Philo_Farnsworthhttp://en.wikipedia.org/wiki/Petabyteshttp://en.wikipedia.org/wiki/Exabyteshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Exabyteshttp://en.wikipedia.org/wiki/Petabyteshttp://en.wikipedia.org/wiki/Philo_Farnsworthhttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/Lee_de_Foresthttp://en.wikipedia.org/wiki/Edwin_Armstronghttp://en.wikipedia.org/wiki/Alexander_Graham_Bellhttp://en.wikipedia.org/wiki/Samuel_F.B._Morsehttp://en.wikipedia.org/wiki/Nobel_Prize_in_Physicshttp://en.wikipedia.org/wiki/Guglielmo_Marconihttp://en.wikipedia.org/wiki/Nikola_Teslahttp://en.wikipedia.org/wiki/Radio_communicationshttp://en.wikipedia.org/wiki/Wirelesshttp://en.wikipedia.org/wiki/Wireless_communicationhttp://en.wikipedia.org/wiki/Internethttp://localhost/var/www/apps/conversion/tmp/scratch_5/Project%20Report.docxhttp://en.wikipedia.org/wiki/Fiber-optic_communicationhttp://en.wikipedia.org/wiki/Microwave_transmissionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Telecommunication_networkhttp://en.wikipedia.org/wiki/Teleprinterhttp://en.wikipedia.org/wiki/Teleprinterhttp://en.wikipedia.org/wiki/Telephonehttp://en.wikipedia.org/wiki/Electrical_telegraphhttp://en.wikipedia.org/wiki/Drum_(communication)http://en.wikipedia.org/wiki/Heliographhttp://en.wikipedia.org/wiki/Signal_flaghttp://en.wikipedia.org/wiki/Semaphore_linehttp://en.wikipedia.org/wiki/Smoke_signalhttp://en.wikipedia.org/wiki/Beaconhttp://en.wikipedia.org/wiki/Communication -
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base amounted to 867.80 million. Out of which India added 3.08 million subscribers including
CDMA and GSM subscribers. As per the data from TRAI, the mobile subscriber bases in India
have increased in an upward trend. Till February 2013 there were 861.66 million mobile users but
increased to 867.80 million till the end of March 2013. As per the data released on 31 stMay, 2013
the total number of subscribers in India was 900.05 million with 870.20 million wireless and
29.85 wire line subscribers.
The above graph highlight that the number of mobile subscribers India is increasing on a
month on month basis. The Growth rate for the month April to May was 0.34%.
Private operators hold 88.18% of the wireless market share (based on subscriber base)
where as BSNL and MTNL, the two PSU operators hold only 11.82% market share.
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2. COMPANY PROFILE
2.1 BACKGROUND & INCEPTION OF THE COMPANY
Reliance HR Services (RHRS) is a human resources company formed by the
Reliance Anil Dhirubhai Ambani Group (ADAG)in 2007. At the early stages, RHRS was
only providing manpower to ADA Group by hiring talented and capable people in order to
drive the business and bring revenue.
A truly professional organization, RHRS has acquired comprehensive expertise and
experience in its domain, and has thus broadened its range and repertoire of services by
launching its permanent staffing services, catering to every position from the Executive level
to the CEO level. In the process, RHRS has now established itself as a provider of end-to-end
recruitment services. They have already been entrusted with mandates for very senior
positions by a few of the Reliance ADAG constituents.
RHRS had been engaged in recruiting and developing mission-critical customer-facing
and customer-interactive manpower in sales, front-office and back-office. Today, RHRS
proudly serve almost every group constituent under Reliance Communications, Reliance
Capital, Reliance Infrastructure and Reliance Big Entertainment. RHRS is fully compliant
with all statutory government norms and policies, and is a preferred partner to all RADAG
constituents.
With its core values defined as integrity, dignity, passion, teamwork, quality-
orientation and growth for all stakeholders, RHRS has created its own unique identity in its
chosen domain. With an unwavering adherence to its core values and backed by a nationwide
team of highly qualified, skilled, motivated and committed core employees, RHRS is truly
equipped today to fulfill its vision of ENRICHING ORGANISATIONS GLOBALLY,
THROUGH INNOVATIVE HR SOLUTIONS.
Earlier, RHRS was fully involved into the permanent staffing of people for various
other group companies of RHRS but later on in 2012, September RHRS took over the sales
part of Reliance Communication where they were supposed to deliver the same result that was
earlier done by Reliance Communication.
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RELIANCE HR
SERVICES
RELIANCECAPITAL
RELIANCECOMMUNICATION
RELIANCE
ENERGY
RELIANCE
HEALTH
RELIANCE
ENTERTAINMENT
HRServices
PostpaidSales &
Marketing
RelianceHR
Services
Now, RHRS was an organization that was responsible for the postpaid sales of wireless data card,
CDMA, GSM mobile connections all over the India.
PROVIDES
MANPOWER
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2.2 NATURE OF THE BUSINESS CARRIED
Reliance HR Services is leading group of Reliance Anil Dhrubhai Ambani Group that is
providing manpower to the various other groups of Reliance ADA Group and simultaneously
handling the Postpaid Sales division of Reliance Communication all over the India. The HR
division of the organization is completely looking out to the point that Reliance ADA Group
should have the best manpower that brings in maximum revenue to the group.
The organization is also concerned with the sales division that is responsible for the overall
revenue that Reliance ADA Group will get throughout the year from its postpaid division. The
complete postpaid operation of Reliance Communication is handled by Reliance HR Services.
It involves the function of assigning monthly target to each employee and providing them
with incentives if they have achieved the target that has been assigned. At the same time RHRS is
also concerned with the customer retention, employee appraisal and training. They make sure that
the customer base keep growing for postpaid division and at the same time the employees who are
working hard to achieve it keep the appreciation for it. RHRS also take care of customer
satisfaction and make sure that all the queries of the customers are resolved at one meet.
2.3 VISION OF RHRS
Enriching Organizations, Globally, through Innovative HR Solution
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2.4 MISSION: EXCELLENCE IN COMMUNICATION ARENA
Meeting and exceeding Customer expectations with a segmented approach Establishing, re-engineering and automating Processes to make them customer centric,
efficient and effective.
Incessant offering of Products and Services that are value for money and excite customers To contribute towards community development and nation building. To be a responsible corporate citizen nurturing human values and concern for Society, the environment and above all, the people. To promote a work culture that fosters individual growth, team spirit and creativity to
overcome challenges and attain goals.
To encourage ideas, talent and value systems. To uphold the guiding principles of trust, integrity and transparency in all aspects of
interactions and dealings.
Incessant offering of Products and Services that are value for money and excite customers Building Reliance into an iconic Brand which is benchmarked by others and leads
industry in Intention to Purchase and Loyalty
Developing a professional Leadership team that inspires, nurtures talent and propagatesRCOM Values by personal example.
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RHRSCore
Values
Integrity
Dignity
Teamwork
Growth for
allShareholde
rs
QualityOrientation
Passion
2.5 CORE VALUES OF RHRS
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2.6 PRODUCTS AND SERVICES
The products that are offered by RHRS are as follows:
DATAo 1x(Slow Speed)o 3G(3rdGeneration)o HSD(High Speed Data Card)
VOICEo CDMA(Code Division Multiple Access)o GSM(Global Mobile Services)o HELLO
HR Services
Hiring manpower for Reliance Group as well for RHRS Payroll management of the employees Induction & Orientation Employee Engagement Statutory and Compliances PF withdrawal/Transfer Post joining procedures Employee appraisal Full and Final Settlement Exit formalities
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Sales Services
Post paid Sales
Handling the sales throughout the country
Raising up the sales revenue for Reliance Communication Maintaining good customer base Keeping ahead of the competitors Meeting the daily target Customer satisfaction
2.7 AREA OF OPERATION
RHRS as a group company of Reliance ADA group, it at present deals with recruitment as well as
driving the sales division of Reliance Communication and bringing revenue. RHRS operates
through their head office in Dhirubai Ambani Knowledge City (DAKC), Koperkhairne and
handles the complete function from the head office.
As part of the work RHRS also take participation in CSR activities that is must for everyorganization. The partner division of RHRS names NIS SPARTA is into training and
development programs for Reliance employees and make sure that the employees are kept well
trained according to the changing business needs.
RHRS basically concentrated more into recruitment and sales division of Reliance group.
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The below image show the operating offices in India:
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2.8 COMPETITORS OF RHRS
From recruitment point of view RHRS is not facing any competition from any one because RHRS
is the only division in the Reliance group who is providing man power to various other groups
under ADAG.
For sales division there are many competitors for RHRS like Bharti Airtel, Vodafone, Idea etc.
Some of the players in this competition are as follows:
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3. MCKINSEYS 7S FRAME WORK
3.1 STRUCTURE
The company has a well defined organizational structure that consists of Sales as well as HR
verticals that help the organization to work in smooth way. The CEO of Reliance HR Services is
Mr.Amitava Ghosh. The sales verticals of RHRS are divided into three main divisions i.e. Direct
Sales Team (DST), Corporate Wireless Group (CWG) and Reliance Outlets (ROR).
The DST is headed by Mr.Surojit Daw. The CWG vertical is headed by Mr. Shubankar Bhattacharya. And the ROR vertical is headed by Mr. Abhijit Bose.
Reliance HR Services falls a top-down approach where the decisions are taken at the top
level and then it is implied at all the levels of organization. Being a HR and Sales company
Reliance HR Services have shown the hard work and passion in doing the work on time and
always kept ahead of their competitors. The Customer Service sections of Reliance HR
Services are shown below:
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The various verticals in Reliance HR Services:
3.2 STRATEGY
Since RHRS was a new entrant in the Sales division so they were suppose to keep thesales going when they handled the division.
RHRS concentrated to keep the customer base high by providing them world class serviceat their best level.
As an HR organization they continued to provide manpower to other group companies ofADA Group.
Government policies regarding to HR and Sales division are assessed on a continues basis.
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3.3 SKILLS
The top level of RHRS is very much educated as well as trained in their respectivebusiness division from HR to Sales.
With high level of market knowledge and understanding they were key players in thecompany.
The employees hired by RHRS is highly experienced and well educated. They provided time to time training and development programs to their employees in
order to keep pace with the industry and with the competitors.
They launched various plans for the High End Customers who were valuable. They implemented Kaizen technique where they kept growing and improving themselves
in every field at a steady speed.
3.4 STYLE
The Management team in RHRS makes sure that employee feel relaxed and happy while
they are working in RHRS. The HR team conducts weekend entertainment programs that make
the employees feel relaxed from their work schedule. An employee will be not be productive if he
strive to attain the goal/target. RHRS feels that employees should be treated well and it gives
respect to the thought and ideas of employees and if they find it valuable they apply the same.
3.5 SYSTEM
Reliance HR Services uses manual work to carry out the recruitment process but in the
sales division they use daily MIS reports to track the daily sales and target that has been assigned
by the respective vertical managers. They are planning to implement SAP to the entire system of
RHRS.
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3.6 STAFF
The staffs of Reliance HR Services are very much helpful and co-operative in the way of
working and other aspects of business. RHRS keep their staff motivated by awards for the
performance in the respective division. The employees at the Reliance Web Store are given sales
incentive for their performance in terms of sales that they have done during a particular month.
They give awards to the best sales employees during each month.
3.7 SHARED VALUES
RHRS keep the following values in their mind while carrying out the work.
To provide excellent man-power to Reliance Group. Hard work and dignity in achieving the target. Good service to customers Retaining the customers Increase in profit Simplicity in work done
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STRENGTH
Good Marketing & Sales Employee
Talented HR Team
Hardworking Employees
Good Advertising
Celebrity Brand AmbassadorsAbility to Attract customers with various
plans
WEAKNESS
Lack of Automated System
Improper Database Handling
Delay In Document Processing
Price Competition
Untapped rural MArket
OPPORTUNITYFast Expanding cellular market
Latest and low cost technology
Untapped market
THREATS
New entrant's low pricing offering
Saturation point in basic telephony service
Mobile number portability
SWOT
Analysis
4. SWOT ANALYSIS OF RHRS
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Customer Loyalty-Retention
Customer loyalty and customer retention is the ultimate goal. You want your customer to
continue to purchase, rent, or be serviced by your company, and you want them to spread the
word to other equipment buyers.
Retaining existing customers is far cheaper than acquiring new ones. Loyal customers
create a positive feedback loop the more revenue you generate from a customer, the more
funds your company can invest in marketing, new lines, technology, customer events, etc.
Ultimately, these investments will help your companys sales efforts.
How do you win new customers, gain their loyalty, and turn them into advocates when the
whole world is circling like a pack of wolves around your customers? You and everyone in your
company have to earn it.
Everyones in Sales
Every person who works for your company is a salesperson even if they arent
responsible for selling or renting equipment.
Customers are constantly evaluating your company. Anytime your customer has contact
with someone in your company for any reason, its imperative that care and concern are
demonstrated. Everyone on your staff must use the customer contact point to work hard to
develop a strong relationship with the customer being served.
Importance of Target Achievement
As a Sales organization the company should make sure that they meet the target that has
been set for them in order to stay ahead of the competition. Because lack of target achievement
will make the competitor to cross over you because they may have achieved target better than
you. So RHRS was always more dedicated to achieve the target that has been assigned to them on
time so that they stay ahead of the competition.
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Importance of SAP/ERP
Since RHRS was into sourcing and recruiting manpower earlier so they were not in the
need of any automated programs that keep them up to date and well organized. But as the
business transformed heavily into sales there is a need for the same. Since there are much
information that needs to be made available to many manager and many employees of the
organization at a constant interval of time hence it is important to have an automated system that
will help RHRS to overcome this problem.
Sales-Service Excellence
Establishing and sustaining a Sales-Service Excellence Culture can be a powerful
weapon against your competition. In a Sales-Service Excellence Culture, everyone who works at
your company consistently seeks out every opportunity to build strong relationships, exceed
customer expectations, and provide a great experience before, during, and after the sale.
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Part-B
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1. GENERAL INTRODUCTION
1.1 STATEMENT OF THE PROBLE
To understand how a leading HR organization of Reliance Group expanded their businessand took over the sales part of the business.
To understand the problems faced by RHRS while expanding their business to a newmarket of sales of post paid business and becoming the channel partner of Reliance
Communication.
1.2 OBJECTIVE OF THE STUDY
To understand the work that is been carried out in HR part of RHRS. To understand the work that is been carried out in Sales part of RHRS. To understand the impact that RHRS have made in the sale of postpaid business.
1.3 SCOPE OF THE STUDY
To analyze the work carried out in HR and Sales division. To understand the problems faced by HR Organization while transforming into a Sales
company.
To understand the value of customer for an organization that is doing sales. To understand sales target given to the employees of RHRS to drive the business. To understand the incentive payout procedure.
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1.4 METHODOLOGY
The project is carried out in five phases:
To understand RHRS as an HR Organization that was earlier providing man-power toall the groups of ADA Groups.
To understand the difficulties that RHRS faced during the time of business transition. To understand the various works that is carried out as part of sales division. To understand the impact that RHRS have made on Reliance Communication with
respect to Customer Base.
To understand overall business expansion done by RHRS in postpaid business.
1.5 LIMITATIONS OF THE STUDY
The study mainly focus on the sales and little bit on HR point of view therefore theother areas within the organization are not been analyzed.
The study is only limited to the postpaid sales of Reliance Communication. Due to lack of time the accuracy in the data and understanding of functionality is not
accurate.
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1.6 ANALYSIS AND INTERPRETATION
PART 1: RELIANCE HR SERVICES AS HR ORGANIZATION
Reliance HR Services is a group company of Reliance ADA Group that was formed in 2007
by Anil Ambani. The main aim to come up with this type of organization was to provide
manpower to various other groups of Reliance in order to make the Organization the top. Other
aspect was to have their own HR organization that will be dealing with providing manpower as a
result Reliance doesnt have to consult any other firm or consultancy in order to get the required
man power along with the skill and knowledge of that industry whether it is telecommunication,
finanace, mutual funds, power or digital.
So, RHRS was there to fulfill the need of Reliance ADA Group in terms of providing man
power.
Rakesh Malvia is the HR Head for RHRS who has a corporate knowledge of more than 15
years in HR related activities from recruitment to employee recognition programs etc.
Paramita Chatterjee is the HR Manager is also a talented manager with good corporate
knowledge in HR. She had earlier worked in ICICI bank as HR Head and has provided excellent
result.
The HR team in RHRS is very much dedicated towards their work and takes care of all the
activities that take place in RHRS from HR point of view
The employee is the most valuable asset of an organization and keeping employees happy will
lead to growth and success for organization. RHRS takes care of the employee from the time the
employee comes onboard to till the time the employee leaves the organization. The employees in
RHRS is treated with great respect and the loyalty is also shown by the employees towards RHRS
in the form of dedications towards work and brining more revenue every month, quarter and year.
The success of RHRS at present is because of the strong employee base that they have and the
care given by RHRS to their employees in return. The employee before joining in RHRS is just a
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candidate or an employee of any other company/organization. RHRS never treat any employee
with partiality and gives equal importance to each and every employee of it. This can be seen
during the training period that we have carried out in RHRS and observed the corporate life of
RHRS in terms of employee satisfaction and employee retention.
Now further the project report will contains the various stages that a candidate goes through
during the time from selection to on boarding of the candidate followed by post joining activities
along with induction.
The Life Cycle of an Employee:
Recruitment
Selection
Offer ToCandidate
Joining and
On-Boarding
Post Joining
Activities
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SALARYSTRUCTURE
DIRECT SALESTEAM
75% Fixed
25% Variable
RECRUITER-TA 100% Fixed
CUSTOMERSERVICE
RETAIL SERVICEENABLEMENT
60% Fixed
40% Variable
COLLECTION &RETENTION
75% Fixed
25% Variable
Stage 1: Recruitment
This stage starts with the recruiter sourcing the candidates through various sources like job
portals, campus drive, employee referral etc and lining up the candidate for an interview with the
respective manager as per the slot available. The lining up is done by calling up each candidate by
going through their resume.
Stage 2: Selection
The selection stage is carried out with the managers taking the interview of the shortlisted
candidates who was called up for interview. The interviewer is aware of the requirement so he
makes sure that the candidate is well worked with all the aspects of the area that he is going to
work in RHRS or any other group. The selection process ends with selecting the well talented
candidates from the bulk. Later, the recruiter calls up the selected candidates and inform them
about their selection and ask for the documents for further process. The documents are forwarded
to the Operations Team who takes care of the salary part of the employee. The team prepares
salary structure of candidate and sends it for approval to the HR Manager.
The salary structure in RHRS varies according to the designation. The picture below
highlights the same:
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CANDIDATE NAMEDesignation
Location
Years of Exp
Ph No.
Joining Date
Component Monthly Annual Component Monthly Annual %Increase
Basic 8750 105000
HRA 4375 52500
Conveyance 800 9600
Medical Allowance 175 2100
Spl. Allowance 1729 20752Children Edu. Allowance 200 2400
GROSS 16029 192352
Employer contribution PF 1050 12600
Employer contribution to ESIC 0 0
Gratuity 421 5048
STATUTORY BENEFITS 1471 17648
Fix 18685 224220 Fixed CTC 17500 210000
Variable 0 0 Variable Pay 11667 140000
CTC 18685 224220 TOTAL CTC 29167 350000 56%
Employee PF dedcution 1050 12600
Employee Esic Deduction 0 0
Prof Tax 0 0
DEDUCTIONS 1050 12600
Net 18000 216000 NET SALARY 14979 179752 -17%
Net Salary with Variable 26646 319752
Month Gross Ded. Net Incentive
May-13 18685 716 17969 6420
Apr-13 18685 651 18034 8670
Mar-13 18685 651 18034 14003
Current Salary Proposed Salary (60%&40%)
Vivek ShuklaRetail Service Manager
Aligarh
4.5 years
8449436868
A sample salary fitment sheet is shown below:
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Stage 3: Offer to Candidate
The next stage is where the HR team offers the salary to the candidate by calling up the candidate
and explaining him the full salary component like the COST TO COMPANY that RHRS is
offering to him along with the deduction that will be done. After the acceptance of the candidate
on the salary offered the recruiter drops a congratulatory mail to the candidate along with the
Offer Letter mentioning the Date of Joining.
Stage 4: Joining and On-Boarding
The next stage is joining and on-boarding of the candidate where the candidate becomes an
employee of Reliance ADA Group. On the day of joining the recruiter makes sure that the
employee gets the entry pass into the campus and all the other arrangements are done. The
recruiter calls the candidate and helps him by giving him directions at each step of joining. The
candidate is welcomed by the HR Manager along with the entire HR team and handover the
joining kit that contains the letter from his manager, HR Head along with the vision and mission
documents of RHRS.
The employee is taken through the entire campus as part of the Induction and later on through
DAKC Induction.
Stage 5: Post Joining Activities
After the joining of the candidate takes place the post joining activities take place where the
employee is provided with their ID cards, work space, desktop/laptop, e-maid id etc.
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PHASE 2: DIFFICULTIES FACE BY RHRS IN TRANSITION
Since RHRS was an organization that was completely into the business of recruitment ofman power for other group companies of ADA, they faced many difficulties while they
transformed their business into postpaid sales.
They were not having sales knowledge that is necessary in order to drive the business andstay ahead of the competition.
They were lacking in the man power that they needed in order to drive the postpaidbusiness.
They were supposed to provide man power at the same time to various other groups at thetime of transition.
They were now supposed to recruit employees with excellent knowledge and experiencein the field of telecommunication.
They were also supposed to make a plan of actions like a new entrant in the industry. They strived hard to attain the same and worked very sincerely to convert into sales.
PHASE 3: WORK CARRIED OUT IN SALES DIVISION
Sales life cycle
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Introduction
Customer Approach ( Identify) Convince Sales
Growth
Satisfy Customer Loyal Customer(Reference) Proper Bill Pay
Maturity
Service Issue Competitors Benefit
Decline
Switch Over Convert Postpaid To Prepaid
Sales life cycle is very similar to product life cycle like introduction, growth, maturity and decline
but it also include several other aspect which are directly related to customer satisfaction and
customer delight. As we are talking about postpaid connection where proper billing and
continuous usage of that service is required so it is important to retain when it reaches on maturity
stage by provide them some extra benefit and some other offers too.
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Day to Day Business Performance Report Process
At the end of every day a business performance report is to be made with the help of daily
updated postpaid data and monthly dump data. It is the report which tells us about the daily
achievement for the business and deviation comparison with that of last month business.
OTAF Report or Activation Report
This is the report were we find actual business held in the last month and on that basis we can
take corrective action. This report is prepared on the cluster basis by doing this it make it clear
that what exactly the business is and which cluster is doing good and bad. Under this report
productivity also find on OTAF data and voice with that of OTAF head count.
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Purpose of the Report
To find productivity on the basis of activation of voice and data Cluster wise performance To calculate TV positive % To eliminate deviation Actual business held with positive response
OTAF Report Process
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ABMS WISE PERFORMANCE REPORT
This report is made to check the performance of the ABM and their DST/TL and SA/SE To make proper tracking of DST/TL and SA/SE It helps to eliminate the confusion of people under ABMS who are handling one or more
cluster
Help to make proper variablesProfit And Loss Report
Profit and Loss report is one of the very important reports for the business to analyze it and
interpret about the wrong thing happened in the business. It is the report which helps us todetermine the loss in the circle or cluster. It contains several aspects to determine like business
category (CDMA/GSM), target incentive count and payout, LDSA incentive count and payout,
number of DST and TL and their CTC etc. On the mentioned parameters should analyze.
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Process of P&L Report
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This P&L report not only helps to analyses profit and loss of circle or cluster but also help to
focus on about the plans with rental range. This plan includes 1X, 3G, All shares, Combo etc. It
helps to analyze what we are earning and what we are spending and on which circle or cluster we
are spending more than to earn.
Scope of P&L report
Circle and Cluster wise Profit and Loss Sales of products under different plan range Information on revenue generated and compensation given Performance of different clusters or circles Loss making clusters or circles High and low selling plans Plan count and eligible for CDMA and GSM
By analyzing the report necessary steps can be taken to enhance or boost the business. It helps us
to focus on the product range and plan which is not doing business in the market or which is
Under-performing. This report share to high level management people which further do some
business study and try to fill those gaps.
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PHASE 4: THE IMPACT OF RHRS ON CUSTOMER BASE
1. Customer Base: Reliance HR Services took over the postpaid sales business from Reliance
Communication during the mid 2012. The number of customers that the Reliance Communication
has till 31st May, 2013 is 124898961 which comprise 14.35% of market share at present. The
below figure represent the customer base that Reliance Communication have acquired till June,
2013.
Findings:
Till now RHRS have 4525200 numbers of customers with them. The market share has
shown a variation because of the transition that took place in RHRS. The numbers have shown a
slight variation during the quarter July-Sept 2012 and in Oct-Dec 2012. One of the reason for this
change in the number of customers was the business transition that took place in RHRS and the
other reasons may be the new entrant that have came in like Uninor who offered less price
subscription plans to the customers and customers left Reliance Communication.
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2. Percentage Change in Customer Base
The below figure highlight the same:
Findings
The figure shows that the number of customers of Reliance Communication has dropped from
13% to 12% at the time of transition time. From April- 2012 to December-2012 the because of the
changes that took place during the handover of business from Reliance Communication to RHRS.
This resulted in a sudden cutomer loss to Reliance Communication.
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3. Percentage Change in Market Share
The below figure highlight the market share of Reliance Communication that have seen a trend
over the last 2 years.
Findings
The graph shows due to the loss that has happened during the April to December 2012 Reliance
Communication has lost their grip in the market. From 16.5% market share they have dropped to
14.35% of market share till May, 2013. This shows that the business transition have impacted the
business.
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The above graph also highlights the same fact that the Reliance Communication has lost its
market share by 10% during the period July-Sept 2012.
But later on in the quarter Oct-Dec 2012 Reliance Communication gained 1% market share.
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The secondary data collected from the various financial reports of Reliance
Communication for the quarter April-June 2011 to April-June 2013 is been shown below:
The above table highlights the number of postpaid customers that Reliance
Communication have gained and loosed during the quarters.
The table shows that the number of customer base of Reliance Communications in the
postpaid division have shown a decrease during the quarter July- September 2012. This was due
to the transition that was taking place in Reliance Communication. The number of customer base
has declines from 4638022 to 4045477 which indicate a decrease of 13%.
Similarly, the number got even more reduced during the next quarter where the number
went down to 3556957. This also decreased the customer base by another 12%.
Quarter From To
April-June 2011 4071556 4297955
July-Sept 2011 4297955 4412616
Oct-Dec 2011 4412616 4502368
Jan-March 2012 4502616 4591371
April-June 2012 4591371 4638022
July-Sept 2012 4638022 4045477
Oct-Dec 2012 4045477 3556957
Jan-March 2013 4384500 4551000
Apr-June 2013 4551000 4525200
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Quarter % Customer Base IncreaseApril-June 2011 6%
July-Sept 2011 3%
Oct-Dec 2011 2%
Jan-March 2012 2%
April-June 2012 1%
July-Sept 2012 -13%
Oct-Dec 2012 -12%
Jan-March 2013 4%
Apr-June 2013 -1%
The below table highlights the percentage increase and decrease in the number of postpaid
customers.
From the above table it is clearly visible that the customer base has reduced by 13%
during the quarter Jul-Sept 2012 and by 12% during the quarter Oct-Dec 2012. Later on in the
next quarter RHRS improved the figure by showing a increase in customer base by 4% which is
very less as compared to the loss that has happened earlier.
The next quarter has again shown a decrease of 1% in the number of customers.
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Quarter From(%) To(%)
April-June 2011 16.8 16.9
July-Sept 2011 16.9 16.9
Oct-Dec 2011 16.9 16.9
Jan-March 2012 16.9 16.7
April-June 2012 16.7 16.6
July-Sept 2012 16.6 14.9
Oct-Dec 2012 14.9 15.0
Jan-March 2013 15.0 14.3
Quarter %Increase
April-June 2011 1%
July-Sept 2011 0%
Oct-Dec 2011 0%
Jan-March 2012 -1%
April-June 2012 -1%
July-Sept 2012 -10%
Oct-Dec 2012 1%
Jan-March 2013 -5%
The loss of customers has made its impact on the market share of Reliance Communication
compared to the other competitors like Airtel, Idea, Vodafone ect.
The below table shows the percentage change in the market share.
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Hypothesis Test
To the test the hypothesis Paired t-test were applied.
The level of significance is 0.05 percent.
(Figures in lakhs)
The table above shows the customer base during the year 2011-12 and during the year 2012-13.
This shows that after the postpaid business was took over by Reliance HR Services whether the
customer base has increased or decreased.
To test the same Paired t-test is been applied with 0.05 percent of level of significance.
Months Year 2011-12(X) Year 2012-13(Y)
April 40.71 45.91
May 41.67 45.95
June 42.97 46.38
July 42.97 46.38
August 43.58 42.25
September 44.12 40.45
October 44.12 40.45November 44.45 37.81
December 45.02 35.56
January 45.02 35.56
February 45.43 36.10
March 45.91 37.06
April 45.51 45.25
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t-Test: Paired Two Sample for Means
Year 2011-12 Year 2012-13
Mean 43.96 41.16230769
Variance 2.4013 19.6069859
Observations 13 13
Pearson Correlation -0.728575862
Hypothesized Mean Difference 0
df 12
t Stat 1.782997847
P(T
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Recommendations are as follows:
Importance should be given to employees suggestions while in a team meeting. Involve employee in decision making, so that they also feel that they are part of the
organization.
Proper training and induction programs should be incorporated for the new employees. Apart from work, employees should also participate in CSR activities within the
organization.
Incorporate SAP so that the manual work gets minimum and all the data can be fetchedeasily at any point of time.
Recruitment process should have a proper check of all documents, prior employment,criminal check and medical examination.
Employees at the Reliance Web stores should be trained about the new gadgets, new tariffplans and should be well worse with their communication skills.
A proper weekly audit should be done at the Reliance Web Stores to make sure that theemployees working at the store are productive for RHRS.
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BIBLIOGRAPHY
www.google.com
www.relianceadagroup.com
www.wikipedia.com
http://www.rcom.co.in/Rcom/aboutus/ir/pdf/RCOM-AR-2011-12-Full-Final.pdfa
http://www.rcom.co.in/Rcom/aboutus/ir/ir_financials.html
http://www.rcom.co.in/Rcom/aboutus/ir/ir_pressrelease.html
http://www.trai.gov.in/News.aspx
http://www.trai.gov.in/NewsDetails.aspx?NEW_ACT_ID=947&pg=0
http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-May13(60).pdf
http://www.google.com/http://www.google.com/http://www.relianceadagroup.com/http://www.relianceadagroup.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.rcom.co.in/Rcom/aboutus/ir/pdf/RCOM-AR-2011-12-Full-Final.pdfahttp://www.rcom.co.in/Rcom/aboutus/ir/pdf/RCOM-AR-2011-12-Full-Final.pdfahttp://www.rcom.co.in/Rcom/aboutus/ir/ir_financials.htmlhttp://www.rcom.co.in/Rcom/aboutus/ir/ir_financials.htmlhttp://www.rcom.co.in/Rcom/aboutus/ir/ir_pressrelease.htmlhttp://www.rcom.co.in/Rcom/aboutus/ir/ir_pressrelease.htmlhttp://www.trai.gov.in/News.aspxhttp://www.trai.gov.in/News.aspxhttp://www.trai.gov.in/NewsDetails.aspx?NEW_ACT_ID=947&pg=0http://www.trai.gov.in/NewsDetails.aspx?NEW_ACT_ID=947&pg=0http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-May13(60).pdfhttp://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-May13(60).pdfhttp://www.trai.gov.in/WriteReadData/WhatsNew/Documents/PR-TSD-May13(60).pdfhttp://www.trai.gov.in/NewsDetails.aspx?NEW_ACT_ID=947&pg=0http://www.trai.gov.in/News.aspxhttp://www.rcom.co.in/Rcom/aboutus/ir/ir_pressrelease.htmlhttp://www.rcom.co.in/Rcom/aboutus/ir/ir_financials.htmlhttp://www.rcom.co.in/Rcom/aboutus/ir/pdf/RCOM-AR-2011-12-Full-Final.pdfahttp://www.wikipedia.com/http://www.relianceadagroup.com/http://www.google.com/
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