1

INTRODUCTION


Organizational study is the systematic departmental study and careful application of
knowledge about how people as individuals and as groups act within organizations.
Organizational study encompasses the study of organizations from multiple viewpoints,
methods, and levels of analysis. For this the study has been carried out in a production
industry.
This project deals with the Organization study conducted in DC Books. Kottayam.
The DC Books came into existence in 1974, and has its Head Office based in Kottayam. The
DC Books has 33 units in Kerala. Due to time constraints, the study was limited to the
Kottayam division.
The Organizational Study was conducted at DC Books, Kottayam. This study helped
me to understand the functions, structure, policies and different procedures of the
organization. The main objective of this study was to identify the functions of various
divisions in the organization and also to gain knowledge about the organizational atmosphere
and to find the importance of this industry in the society.
















2

1.1 SCOPE OF THE STUDY
The organization study carried out at DC Books mainly focuses on the major
functional departments and its functioning.
The study helps to familiarize with the organization.
The study also provides a chance to know about the practical application of various
learned theories in the organization.
The study also gives importance to the welfare of workers and how can we motivate
the workers so utilizing the full potential of them for the success of the organization.
The study provides a chance to interact with workers, officers, departmental heads
and various authorities in the organization.






















3

1.2 OBJECTIVES OF THE STUDY

Several attributes such as the activities taking place within an organization, how its
different departments function, how these departments are interdependent etc can be studied
personally, and proves to be of immense value when an actual job is embarked upon later. It
is also essential to know how the different resources of the company, like money, material
men and machinery are managed by the officials to achieve the vision of the organization.
The objective of this study is to shed light on these aspects, to understand the functioning of
the organization, to obtain first hand experience of a managerial job environment and to
interact with the people who manage and ensure the smooth running of the organization.
The main objectives of the study are:
1. To study the overall performance of DC BOOKS.
2. To undertake the departmental study of the organization.
3. To study and analyse organizational structure and the working of various functional
departments of the organization.
4. To acquire a clear cut view about the product and production process.
5. Functioning and day to day activities of the organization.
6. To compare and contract theoretical knowledge with the actual practice.
7. To make a SWOT analysis about the organization.
8. To study the relationship between the workers, managers and the top authority.














4

DURATION OF PROJECT
The study was for a period of one month.
First week
The first week was spent in the production department and financial department where the
trainee collected information about the various production and financial details.
Second week
In the second week, the study was concentrated on collecting data from the Marketing and
Publication department.
Third week
During the third week, the trainee visited and collected data from the following departments.
a)Administrative
b)Human Resource
Fourth week
During the last week, the trainee reviewed the documents and spent time for the preparation
of report.

5


1.3 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems. It may
be understood as a science of studying how research is done systematically. In it researcher
studies the various steps that one generally adopts in studying research problem along with
the logic behind them. It is necessary for the researcher to know not only the research
methods or techniques, but also the methodology.

SOURCES OF DATA

PRIMARY DATA
Primary data are those which are collected fresh and for the first time and these
happen to be original in character. This data is mainly collected through observation
and interview.
A close observation of the various activities helps to have a fresh idea about the
same, which could in turn serve as an outline for detailed study. Direct interaction or
talk with concerned people, to have a better understanding of the various functions of
their respective areas of work.
SECONDARY DATA
Secondary data are those which are already been collected and which have already
undergone statistical processes. The information from past records, which are kept in
the library of DC Books and certain journals exclusively meant for the new
employees during their probation period etc formed the secondary data of the study.

1.4 LIMITATIONS OF THE STUDY
The study was limited to the experience, exposure on knowledge of the researcher.
Due to the business of key personnel, the researcher has limited the study to a selected
group of workers.
The respondents bias, also have affected the information and hesitation in revealing
certain fact also was an obstacle in giving furnished details.



6

INDUSTRY PROFILE

2.1 INTERNATIONAL SCENARIO

The US commercial printing industry includes about 35,000 companies with $100
billion annual revenue. Large companies include RR Donnelley and Canadian printer
Quebecor World. The majority of commercial printers are small or midsized businesses that
operate one production plant, employ fewer than 20, and have annual revenue under $5
million. Despite continuing consolidation, the industry is highly fragmented: the largest 50
companies account for about 30 percent of the market.
The commercial printing industry includes printing on apparel and textile
products, paper, metal, glass and plastics; it also includes typesetting, plate making and book
binding. The industry doesnt include book or newspaper publishing.

COMPETITIVE LANDSCAPE
Demand is driven by advertising and product needs of business customers.
The profitability of individual companies is closely linked to effective sales operations. Large
companies have scale advantages in buying materials like paper and ink, serving large
customers with regional or national needs, and making efficient use of expensive presses.
Small companies can compete effectively by offering better local services in a specific
product category. Annual revenue per employee averages about $160,000.
Digital technology has changed and competitive landscape of the commercial printing
market. Prices for digital colour pages are falling below offset printing prices and companies
that fall behind in the shift to digital printing are at risk, especially in the pre-media portion of
printing.

PRODUCTS, OPERATIONS& TECHNOLOGY
Commercial printers produce magazines, phone books, labels, advertising, brochures,
catalogs, newspaper inserts, direct mail marketing pieces, corporate report and other financial
printing, training manuals, promotional materials and business forms. Most commercial
printers offer four distinct services: design and other prepress service; actual printing;
finishing ( include folding, cutting and binding); and fulfillment, which includes packing,
storing and shipping(often on a just- in-time basis). Other services can include packaging,
database management, web design, CD services, training and consulting.
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A typical commercial printing has different presses and binding equipment available to
work on various types of job. The main printing process used is offset lithography, using
either individual sheet (sheet-fed presses) or continuous rolls of paper (web presses). Sheet
fed print up to 16 pages of letter-sized product (a 16 page signature) at a time.

Speed up to 15,000 impressions per hour. Web presses print 32 pages at a time at speeds
over 40,000impressions per hour and are usually used for production runs of more than
50,000 copies.
Presses usually print in one, two, four or six colours; some presses can print eight. Digital
presses are increasing in use, especially for print runs under 5,000 pieces. Digital technology
is also becoming the norm in pre-media services and design.
Paper is the biggest individual manufacturing cost, often amounting to 25 percent of
revenues. Printing papers are often coated and are bought in sheets or rolls from distributors.
Many customers provide their own paper. Paper prices can vary significantly from year to
year. Commercial printers generally dont keep large inventories of paper as requirements
change from job to job; instead, they rely on regional distributors to provide the many
varieties and grades. Inks, films, printing plates and cleaning solvents are other major
material costs. The solvents used to clean inks off the presses can be an air quality issue.
Major press manufacturers include Heidelberg and Komori for conventional presses; and
Xerox, Hewlett-Packards Indigo, Kodaks Express and Punch Graphics Xeikon for digital.
Large ink manufacturers include Sun Chemical and Flint Group. Printing technology is
evolving rapidly. Virtually all prepress work is now done with computers. Digital presses are
still expensive, but falling in price and used mainly for smaller runs, but movement to an all-
digital printing environment is rapid. Small printers that delayed transforming to digital
technology are beginning to do so as the price falls. Digital presses also have the benefit of
added labour productivity, reducing the man-hours required for press setup.







8

BUSINESS TRENDS

Transitions to Digital Technology- Digital presses have become the norm in commercial
printing; industry growth is coming entirely from digital printing. The commercial printing
industry is shifting to faster production of smaller order quantities with more colour , the
major benefit of printing over offset and other printing methods. While digital inkjet printers
began at the small end of printers, technology is increasingly able to make digital printers
with greater capacity. Industry Consolidation-Consolidation has characterized the US
commercial printing industry since 1990s, and is ongoing due to the dramatic changes in the
market place. Industry consolidations are driven by technology shifts and companies seeking
to grow by expanding into new geographic markets through acquisitions. Most consolidation
are private companies, losing value and unable to keep up technologically, selling to another
private firms. Small family run printers are least likely to be able to afford digital printing
technology and the investment it require. Transition to Sendee Business- Commercial
printing has traditionally been a manufacturing industry. While it maintains its manufacturing
focus, its evolving into service business. Smaller printing runs, subject to customer changes,
edits and faster deadlines are becoming the norm. Almost all industry growth comes from
companies with digital printing capabilities, able to respond to smaller runs and changing
needs quickly.

Lower Cost Per Page- Advance in both digital and conventional offset printing technology
are lowering the cost per page for new printers. Info Trends projects that the decline in cost
per page will average 10% per year through 2010. As the cost of colour printing has dropped,
spot colour is starting to replace previously all black-and-white print jobs.

Digital Image Storage- Because of the increasing conversion of images to digital format
before printing, some commercial printers provide digital inventory services. Some printers
to expand services, are capitalizing on their expertise in the transfer, manipulation and
storage of digital images, especially in the front-end CAD process, Web page design, CD
production and generally in document and information management and distribution.



9

New Printing Technology- With the introduction of digital plate-making, the entire printing
process can be handling most effectively using digital technology. The traditional printing
process relies on camera and photographic film as an intermediate step in the photochemical
production of the plates used in printing. New processes can make film from digital images
without using a camera



MAJOR INTERNATIONAL PUBLISHERS

Andrews McMeel Publishing
Anova Books
Anvil Press Poetry
Barrie & Jenkins
Basic Books
Ballantine Books
Penguin Books
Charles Scribners Sons

















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2.2 INDIAN SCENARIO
Indian publishing industry consisting of books, magazines and newspaper is
estimated at Rs. 200,000 million. Of this , the book market for educational and non
educational books is worth Rs.130,000 million approximately. Publishing industry in India is
expected to grow at around 15 percent per annum to keep pace with the rising literacy rate.
The Indian book market is truly vibrant with 16,000 publishers and 30,000 bookshops
besides multi-national publishing companies like Oxford University
Press, Macmillan, Penguin,Haper Collins, Random House, Hachette, Picador, Rutledge
Harvard Business Publishing etc who along with Indian publishers, bring out around 70,000
titles per annum.

Major publishers in India
Penguin Book
Ravi Dayal publishers
Roli Books
Pentagon Press


2.3 STATE SCENARIO
Today the Malayalam book publishing industry faces a number of problems. The major
problem is the lack of sufficient capital. The cost of raw materials have gone up. Another
problem is the distribution of Malayalam books. There is a storage for sufficient outlets and
showrooms for exhibiting and selling books. When we analyze the book publishing industry
in Malayalam during the past 60 years after independence, the picture that is certain
encouraging.
The use of computer has made very fast and tremendous changes in the appearance of book.
Most of the Malayalam books are typed with the help of computers and printed by offset.
Covers are also designed by the computers. The books are more attractive because of modern
book binding system, lamination of the cover page etc.
There is also a growth in the field of promoting book fares, book clubs, pre-publication
scheme, regular publication, monthly bulletins, easy installments etc are the usual promotion
techniques. The electronic media in Malayalam are also helping the book industry.


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3.1 COMPANY PROFILE

BRIEF HISTORY
DC Books started in 1974 by Dominic Chacko Kizhakemuri [popularly known as DC, doyen
of publishing in India] is considered as one of the top five prestigious literary publishing
houses in India. It is the first ISO certified book industry in India. DC Books is considered to
have the highest pool of intellectual property /content suited for the Indian market. Strong
editorial team ensures experiments with new formations, new areas, and encourages budding
writers. Translation program of DC books is the largest in India. 90% of the authors of the
region publish their works through DC Books. DC Books publishes about 1500 books a year,
making it one of the largest literary publishers of India. DC Books corporate office is in
Kottayam, Kerala, the publishing hub of South India. DC Books publishes books in all
genres. English- English Malayalam Dictionary published by DC Books is the largest selling
bilingual dictionary in India and the second largest selling dictionary of India.
DC Books has received the maximum number of awards among the Indian publishers for
excellence from Federation of Indian Publishers, the apex body of publishers in India. DC
Books started its Middle East operations in 2009 with outlets in Dubai, Muscat, Sharjah, and
Ajman.
DC Books conducts DC International Book Fair, one of the largest international book fairs in
the region with participation from over 300 publishers of the world. This is an annual event
conducted in two of the major cities of South India as a 12 day Book Fair as well as a
Literary Festival. International authors and well known authors of India attend these events
and it is a part of the festival calendar of the respective cities. The exhibition so far has
attracted more than 2 million visitors.
The Group has also ventured into eBooks through a Group promoted Company EC Media,
the first in India with complete eco-system in digital books. The Week Magazine, (Issue
June 24, 2012) has made a special mention about DCs eBooks in 30 Life Changers from
1982-2012. It is now, one of the biggest aggregator of Indian books.
DC Media, the magazine publishing wing of DC Books publishes Education Insider, a Pan
Asian B2B Magazine for the education sector, Newsn More, a current affairs and GK
12

focused magazine for students, Emerging Kerala, a magazine which focuses on the socio-
economic development of Kerala and Pachakuthira, a magazine which intervene in the socio-
political space.
Mango, Childrens Imprint of DC Books has a strong focus on Indian content. Many of the
originally developed contents of Mango have been licensed to publishers in UK and
elsewhere. Mango also works with publishers abroad on co-creating content.
Current Books, started in 1952, with over 60 years of expertise in book sales, is the sister
concern of DC Books. It is one of the top 3 retail bookstore chains in India with close to 50
retail outlets. Retail formats include destination stores, tourist bookshops, and academic
books in small, medium and large sizes. Many innovative marketing and promotional
methods successfully implemented by Current Books has inculcated reading habits among
the public. Current Books is present in every nook and corner of Kerala, the 100% literate
state of India.
DC Animation is a new venture initiated by DC Books in the area of animation and
enhanced content. It is one of the finest animators in India and has been awarded many
prestigious contracts by major companies in India.


DC BOOKS AS PUBLISHERS AND BOOK RETAILERS

As a publisher, DC Books aim to attract the best author and publishers. In Indian
sub continent, they have published the best in Malayalam and English Language. DC books
have already published more than 5000 titles in areas such as lineage, moral science,
humanities etc. it has chain of bookshops belonging to various categories like neighborhood
bookshop, tourist bookshops, last minute bookshops, airport bookshops etc.
DC together with Current Books have an extensive network of bookstores and
agencies across Kerala. This act as the major channel for the distribution of books published
elsewhere. It is also publishers and authorized dealers of many Indian and foreign
publication and reference book.

13


DICTIONARIES AND ENCYCLOPEDIA
DC Kizhakkemuri had initially envisioned DC Books as publishing house of
dictionaries and references. The first encyclopedia in Indian language is Akhila
Vijnanakosham, T.Ramalingam Pillas English-English Malayalam Dictionary. They also
brought out the multimedia version of Akhila Vijanakosham.

TRANSLATION
DC Books has done almost 1000 books translated from different Indian languages and
authors. DC had tied up with Manjul Publications, who hold the right for The Harry Potter
series in India

SUCCESSFUL FACTORS OF DC BOOKS
Management
The management techniques adopted by DC books was the important factor behind
the success of the organization. The selection of the employee is very systematic in
this organization. The selection of the management activities like planning,
organizing, staffing, directing, controlling are effectively carried out by the
organization.
Relationship with customers
DC Books maintain good relationship with their customers by offering quality
products at minimum cost. DC Book as able to create a feeling among the customers
that the organization is taking care of their needs.
Credibility
This organization has a very high credibility which leads to very high customer
loyalty. The best example of the credibility of the public is the continuous success of
the pre- publication of books. Because the public knows that the organization can
release the books in the announced date.
Innovative strategies
DC Books experimented many innovative techniques to attract the readers. Online
booking, e-books etc are some of the strategies adopted by DC Books.
14


Good Relationship with Author
DC Books maintain a good relationship with their authors. They give royalties promptly
and impartially to every author.
Distribution Network
The distribution network of Dc Books is the best among the publishing industry in
India. They have 44 branches and 55 agencies all over Kerala and also outside Kerala
DC Books as well as other too.

Vision of Sri. D.C.Kizhakkemuri
The vision of Sri. D C Kizhakkemuri is also important factor of the success. He was a
person with honesty, nobelness, straight forwardness and experience. So his vision
helps the organization to improve its goodwill.

Not only profit motive, But for mutual benefit
DC Books runs the business not only for profit alone but also looks for mutual
benefit. It is necessary to increase the reading habit of the public. They realized the
concept that selling more books with minimum price is important than selling one
with high price.










15

3.1.1 VISION AND MISSION

VISION OF DC BOOKS
DC Books is committed to quality in whatever it ventures into, be it publishing, retailing, or
the perfect service to the customer. Our vision is to make our presence felt in every corner of
the country through our stores and services, to make each of our stores a one-stop-shop for a
complete reading experience bringing the best that has ever been published in the world of
print.
We thrive in upholding the rich cultural tradition of the land thereby helping to reach out to
the people through the printed word. Our 42 stores have reached even the most remote
districts touching the lives of all sections of society. Our promotions and schemes have added
to the enrichment that our bookstores have established.
3.1.2 MISSION OF DC BOOKS
Our mission is to reach out to the maximum number of people. We hope to bring the
goodness of literature to every mans doorstep thereby making him a richer person. Current
Books has made its mark in the book retailing industry by using unique innovative processes
and is one of the first to bring technology to the retailing industry. In fact it has played a
major role in keeping the prices of Malayalam books rather low in the market making it
highly affordable to the public. Thanks to this commitment, Current Books boasts of about
80% share in book sales in the state.

DC Books is totally involved in the noble but uncovered endeavor of not only
reflecting many colored splendor of Malayalam life in the world of letters but also in the
arduous task, keeping it ever vibrant and dynamic if possible by stimulating and perhaps
inspiring culture and intellectual ethos of our country. It searches and discover new building
talents and trial blazer of the institution, the late DC Kizhakkemuri be hoping to serve the
country like a spiritual beacon, beaconing the future as we stand today on the threshold of
the new millennium.
As of today, DC Books have published around 700 titles translated in
Malayalam. This include The Bible, Upanishads, Freedom at Midnight by Dominic Lapierre
and Laricolns, Road Back Nature by Fukuoka, Love in the time of cholera by Marquis,
16

Sunstone by Octavia, Piano Teacher by Elfrtieda, My name is Red by Orhan Pamuk, Wings
of Fire by A.P.J. Abdul Kalam.
DC Books is the publisher of the largest selling bilingual Dictionary the English- English
Malayalam Dictionary by T.Ramlingam Pilli.
As a publisher belonging to a land which is part of the developing world, DC Books are in a
catch to situation when quality and pricing are taken into consideration. By perfecting
production quality of the books and making them available in such a low pricing unheard in
the industry anywhere around the world, it operates in razor thin margins.

DC GROUPS OF FIRMS- DIVERSIFICATION
DC Groups of companies consist of the following different firms which are mentioned
below:
DC Books
Current Books
DC Press Ltd
DC info Tech
DC International Trading Corporation
Kairali Pusthakashala
DCB Trust
Kairali Mudralayam
DC School of Management and Technology
DC Activity Center








17

3.2 AWARDS AND ACHIEVEMENTS
The managing partner of DC Group has been honored with the following awards:
FIP award for the young publishers
FIP excellence in Book publishing award for DC Books.
FIP distinguished bookseller award for Current Books
Akshara Puraskaram for the best publisher in Kerala, by Darsana Culture center.

ACHIEVEMENTS
Brought out Akhilavinjanakosham Desk Encyclopedia DC-SROM, the first in
Indian language
Initiated the free distribution of the book Kathakalude Lokam to childrens on
World Book Day.
Published the complete works of Shakespeare in Malayalam.
Attended 26
th
Congress of International Publishers Association at Buenos Aries,
Argentina
DC Group of firms is the first ISO 9002 certified publishing house in India.
THE MAJOR CATEGORIES OF BOOKS PUBLISHED BY DC BOOKS:
Novels
Stories
Poems
Humours
Children literature
Travelogue
Art
Culture
Film
Screen play
Folk studies
History of literature
Linguistics

Science
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Technology
Medicine
Health science
Yoga
Family science
Psychology
Astrology
Cooking
Travel and tourism
Anthologies
Drama
Prose
Criticism
Essays
Studies
Bibliography
Autobiography
Memories
Caricature
World literature
Social science
Religion
Encyclopedia
Dictionaries











19

4.1 ORGANIZATION CHART
























BOARD OF DIRECTORS
MANAGING DIRECTOR
GENERAL MANAGER
ADVERTISEMENT ADMINISTRATION PUBLICATION PRODUCTION
DEPUTY GM
UNIT
ADVERTISEMENT
MANAGER
MARKETING OFFICE
MARKETING
EXECUTIVE &
ASSISTANT
MANAGER
OFFICE
CLERK
PRODUCTION
MANAGER
PRODUCTION
CONTROLLER
SUPERVISOR
S
PRINTER TECHNICIAN
CHIEF EDTIOR
SENIOR
EDITOR
ASSISTANT
EDTIOR
PUBLICATION
MANAGER
PUBLICATION
PROCESS TEAM
GENERAL ADMIN.
EXCUTIVE
&
ASSISTAN
TS
20

4.2 FINANCIAL DEPARTMENTS
























The finance department controls the overall financial transactions of the company. This
department controls the receipts and payment of each and every activity for all departments.
Finance department has to raise necessary finance, manage its funds, and prepare the finance
budget and administrative working capital.
The companys working capital is above one crore. The investment is done with the help of
SBI and ions crisis, the loans are taken from KFC. The inflow of the company is from book
publishing. The outflow are in the form of production expense like purchase of raw materials,
printing expense, publication expense like royalty to authors, purchase of books etc.
This department controls these inflows in the best manner, which is practicable to the
company.


CEO
General Manager of
Finance
Manager costing
& Budgeting
Senior Manager
Account
Treasury
Manager
Manager of
Royalty
Executive
Manager
Account
Assistants
Executive
Manager
Executive
Manager
Accountant
Assistants
Account
Assistants
Executive
Realization
Executive
Treasury
Manager
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FUNCTIONS OF FINANCIAL DEPARTMENT:
The main functions of DC books are as follows:
To keep systematic records

Accounting is done to keep a systematic record of financial transactions. In the
absence of accounting, there would have been terrific burden on human memory
which in most cases would have been impossible to bear. So the finance department
keeps systematic records

To protect business properties
Accounting provides protection to business properties from unjustified use. This is
possible to supplying the following information to the manager or others.
The amount of the proprietors fund invested in the business.
How much the business has to pay to others?
How much money the business has to recover from others?
How much the business has in the form of
Fixed asset
Cash in hand
Cash at bank
Stock of raw materials
Work in progress etc
To ascertain the operational profit and loss
Financial department ascertain the net profit earned or loss suffered on account of
carrying the business. This is done by keeping a proper record of revenues and
expense of a particular period.
To facilitate rational decision making
Financial department has taken upon itself the task of collection, analysis and
reporting of information at the required points . the required level of authority in to
facilitate rational decision making. In addition to the above mentioned works are
reported by the finance department:
Annual report containing past performance, current financial figures, profit
and loss account and other financial statements
Half yearly and quarterly reports.
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Coordination of internal and statutory audit.
Investment analysis, feasibility studies of production.
Monthly reports to top management about sales achieved, production
achieved and profit generated.
The financial manager is responsible for maintaining funds at an optional level. The
company meet working capital requirements usually by bank overdraft and other short-term.






















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4.3 HUMAN RESOURCE DEPARTMENT
















Human resource is the most important asset and backbone of
every organization. It is a fact that people are vital for the effective operations of the
organization, as human effort are the main driving force behind any organization.
Human resource is considered to be the most expensive resource of every organization.
Thus HR management is one of the most complex and challenging fields of endeavor. In DC
Books the scope of HR department of Dc is very vast. From selection to recruitment, the HR
department of Dc books is there to do all the things which are necessary for the betterment
of employees and for the growth of the organization.

THE MAIN ACTIVITIES OF HUMAN RESOURCE:
Determination of competency
Recruitment
Selection
CEO




Head personnel & hr
HR Personnel
Payroll
Welfare
General
function
Recruitment
Statutory
Training &
development
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Training and development
Performance appraisal
Wages and salary administration
Providing good working condition
Minimizing labour turn over
Employees welfare activities
4.3.1HR FUNCTIONS IN DC BOOKS
1. Recruitment
Recruitment is a linking activity that bring both together the jobs and the job-seekers.
The process of recruitment consists of the following steps:
Identifying the source of supply of adequate number and types of person.
Assessing the suitability of various resources and selecting the most
appropriate source among them.
Stimulating the prospective candidate to apply for the job.

THE PRESENT SYSTEM OF RECRUITMENT IN DC BOOKS:

There are two main sources to supply the required manpower- internal and external.
Internal sources refer to the present labour force of an organization. External source refers
to the recruitment of candidates from outside the organization. DC books allows the
internal source only if, skilled persons are available in the organization. If he is able to
perform the required vacancy then they promote him to the post. In this manner they fit
most of vacancies and for the remaining vacancies they go for external source.
The main sources are:
Advertisement
Advertisement is the best method of recruiting skilled workers and persons for hire.
Advertisement in newspaper and journal are the convenient method for recruiting
people.
Transfer

Transfer refers to the shifting of an employee from one job to another job or from
one branch to another without any change in the responsibility or compensation.
It arise when situation demands.
Employee exchange
25

Whenever a need arise, DC book approaches employment exchange for suitable
persons.
2. SELECTION PROCESS
Selection is the process of carefully screening the application for a job and to choose the most
suitable person. It is a negative process because a large number of candidates have to be
rejected to identify the suitable applicant.
The selection process adopted by DC books is as follows:
In DC books the selection of employees are totally independent and there is no involvement
of any political leaders or any other persons. This organization follows the basic principles of
selection i.e., the right person for the right job and is purely based on academic and personnel
skills.
The HR department will first scrutinize all the application received in order to take the best
from all. Only those applications will be taken which fulfill the requirement of the post.
Preliminary interview
This interview is usually helps to eliminating the unqualified applicants, during
preliminary interview the employer tries to find out whether the candidate is physically
and mentally fit for the job.
Blank application
The blank application forms are the best way to getting information about the candidate. It
contain informations like name, date of birth, qualification, experience etc.
Employment test
This is help to judging the applicant suitability for this job.
Interview
An interview is a face to face communication to evaluate the candidate. It is conducted to
know more about candidate and to get information about the job. In DC books interview
is most common one their ability to communicate, presence of mind, expressions etc. are
judged through the interview.
Checking reference
Medical examination
Before joining the organization, a medical fitness certificate has to be produced. So a
qualified medical expert is appointed by the organization to verify whether the candidate
is physically fit or not.
Final selection
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After a candidate has cleared all the hurdles in the selection procedure. Is formally
appointed by issuing him a appointment letter.
3. TRAINING
DC books offer training for newly appointed candidates before join their job. They first give
a orientation for two or three days in various departments on concerned matters. In their
probationary period, they will be assigned with various duties as decided by the management
from time to time. Because of this, employees in the organization are capable for handling
each and every official duty in various departments of the organization and this will help
them to have a clear idea about the overall functioning of the organization.
DC books also recruits fresh graduates as trainees and this training period is 3 months with a
normal stipend. After the successful completion of the training the trainee are offered a
certificate and outstanding trainee will be absorbed by the organization.
4. SALARIES AND BENEFITS
DC books have 8 hour working day from 9:00am to 5:30pm. The organization follows a
salary system. The employee salary is at the range of Rs.7000 to Rs. 12000 and for trainees
its from Rs. 750 onwards. In addition to salary, the organization offers provident funds,
ESI, gratuity, group insurance and bonus is given in festival season. Employees are having
a total 36 days holiday per year of which 12 days are compulsory and the remaining the 24
days can be surrender. In DC Books 10% basic salary shall be given as house rent
allowance.
5. EMPLOYEE RELATIONSHIP AND WORKING CONDITION
DC Books follows a family culture among the employees. In order to keep the hierarchy, they
are manager, assistant manager, clerk etc, but they function in a more informal way. They
work together fo accomplishment of the objectives.
DC Books is providing a good working condition for their employees. The office building is
equipped with a first aid box, separate cabin for the employees, computer etc.
6. EMPLOYEE TURNOVER
The employee turnover is very low in this organization. Only one or two persons may resign
per year because of personal reasons or getting any government job.
7.EMPLOYEE WELFARE MEASURES
The employee are also interested with their welfare programs. The welfare programs adopted
by DC Books are:
Bonus
27

Leave entitlement
Festival allowance
Salary advance
Compensation for overtime works.
Travelling allowance
Refreshment allowance
Pleasure trips
Kudumbamela
Housing loan
Education assistance to children of employees
Transfer
Discount in price of its publication





















28

4.4 ADMINISTRATION DEPARTMENT


















Administration department provides smooth functioning of every activities of an
organization. It arranges all the facilities for the appointed employees of an organization. Its
functions are strictly based on its policies known as administration policies. It coordinates
the orientation programs and also the functions of all the departments in the organization.

4.4.1 FUNCTIONS OF THE ADMINISTRATION DEPARTMENT
To plan, coordinate and implement the administration policy.
The main function of the administration department of DC books is planning the
functions and facilitating arrangements for the departments and coordinating the
programmes. It implements the administration policies to each program of an
organization.

CEO
HEAD OF
ADMINISTRATION
Guest
house
Property

General
Administration
legal Front
Office
Event
Manage
ment
CEOS
office
Technicians
Drivers
Security
Executives &
Assistance
CEOS
Secretary
PA of CEO
29

The periodical review of all the departments
Administration department of DC books conduct the periodical review of all
departments yearly. It analyses the overall functions and programmes of the
department. So it helps to improve the functions of the organization.
Legal settlement
The administration department settles the legal process of DC books, it perform the
court settlement, agreements, license, contract, renewals utilization with Government
& non-government bodies including municipalities, Corporations etc
Discipline process
It looks after the grievances reprisals so that the discipline is maintained and it stands
for inter departmental coordination.
Admission process
The admission process is conducted by the administration department of Dc books.
The proper documentation of admission process of the DCSMAT and printing school
are held by this department. It formulates the advertisement strategies of DCSMAT.
Health concerned activities
The administration department of DC books concern the hygienic and healthy
environment in the organization.
Issued ID cards
This department issues the ID cards and visiting cards to the employees and
members of the DC books .It takes initiation of the payment such as the electricity
charges, telephone charges etc. of an organization.









30

4.5 MARKETING DEPARTMENT


























CEO
Head marketing
Sales
Promotions
Store promotions
SMS promotions
Online promotions
Category &
merchandising
(Malayalam &
own products)
Sourcing &
merchandising
(English & other
products)
Category 1
Category 2
Category 3
Pre publication &
schemes
On text books
(CBSE)
Category 1 Category 3
Category 2
31

Marketing means buying and selling of goods and services between buyers and the sellers.
The process of marketing begins till the right from production of goods till the consumption
of goods. This department controls all sales and promotional activities and helps to make
decisions on re-publication, number of copies to be produced etc.
Main activities of Marketing Department include:
Control and coordination for branch activities
Screening of applicants foe agency and franchisee
Get feedback from all branches
Implementation of promotional activities
Conducting exhibition and book release function
Advertisement
MARKETING FUNCTIONS OF DC BOOKS
Price, quality & quantity
Prices of books published by DC books are very low as compared with books
published by others. They are making a nominal profit. They focus in selling more
number of books instead of selling few copies with greater price. In addition to this they
provide discount for their club members, institutions etc from face value of the book.
In publication, DC books maintain a high quality paper for their books. Covers
printing etc are the main marketing technique adopted by them. They make attractive
cover design even with experimental efforts like applying 2000 designs for the first
2000 copies O. V Vijayanas Thalamurrakkal.
Potential buyers and market demand of the product
Book club members, libraries, individual customers and educational institutions
are the main potential buyers of this publication. They are giving attractive discount for
their books to create demand for their products. The book fair named as Pustaka
chanda arranged in public stadiums of major towns attract the ordinary people to
purchase books.

DISTRIBUTION CHANNELS
DC books mainly following the distribution channel methods are:
Delivery to branches/agencies
The books are distributed to its branches and agencies by the vehicles of DC Books. DC
Books have 33branches and 55 agencies spread all over Kerala. Classification of
32

branches and agencies based on their location and intent from branches of common
region are delivered at one. The customer can purchase books from the branches or
agencies near to their place.

Mail ordering
The customer can directly order the books or current books by mail. They can order
books in two ways through postal order and e-mail.
In postal ordering the customer can send money order by demand draft to the office
and the books can be received through postal service.
The customer can purchase books through e-mail service and payment is made by
sending DD
CUSTOMER SATISFRACTION
Customer satisfaction is the important factor for any product. DC books have 33 branches
and 55 agencies. These enable the customers to get books in their home town. DC books
conduct pustaka chanda and this enable the customers buy books in reduced price with
greater selection.
MARKETING STRATEGIES
Marketing books is much more difficult than marketing any other consumer goods. So it is
necessary to adopt some attractive strategies to create a demand from the customers. The
primary strategy of DC books is to create credibility among the public. It includes
establishing and expanding a customer base, which is mutually beneficial for both the
organization as well as the customers. Up to a great extend the organization has achieve
through quality production, minimum and affordable price and support from the reader etc.
The supply strategies of DC books are various discount schemes and policies.
MAJOR COMPETIORES
Pen Book
Mathrubuhmi books
Olive publications
Hritham books


33

4.6 SALES DEPARTMENT



















Sales department of Dc books control the day-to-day sales operations. The sales department
ensures the customer relationship in a well manner. Customers are the main ttarget of every
organization. Books maintain a good relation with their customers by offering high quality
product at minimum cost. DC books was able to create a feeling among the customersthat
the organization was taking care of their needs. Also in the branch of DC books ,Current
Books, customers are treated well.
FUNCTIONS OF SALES DEPARTMENT
provide quality books at the need of the customer
Ensure customer relationship
Ensuring the availability of fast moving books at branches
Monitoring pre-publication activities
Offers the special schemes.

CEO
General Manager(Sales
& Bookshop MGT)
Pre- publication Branch Administration Bookshop manager
34

PROMOTION DEPARTMENT

Promotion department is under the control of sales department. It control all the
promotional activities.

PROMOTION ACTIVITIES
Sales promotional activities can be defined as any steps that are taken for the purpose of
obtaining increase in sales. Often this term refers especially to selling efforts that are
designed to supplement personnel selling.
Sales promotion is the plus ingredient in marketing mix. Like other organization ,DC
books also has some promotional activities to increase market share. The major
promotional activities allowed by the organization are:
Book fair
One of the promotional activities of DC books is book fair. Each branch has to
conduct two book fairs every year. This will be help for the branches to achieve its
target and the organization to achieve a wider publicity.
Advertisement
The advertisements are given in newspaper, magazine and television.
Advertisement for various schemes, pre-publications and other special offer are
done from time to time in various Medias.
Discussions
DC books conduct panel discussions for both selected persons and others. This
discussion helps to bring out, new trends in the publishing world. It also serves as a
form of feedback.
Bulletins
DC books and Current books published bulletins in every month and it reaching
50,000 subscribers absolutely at free of cost. This bulletin contains all information
about the new arrivals, schemes,pre-publications etc.
Sponsorship
DC books sponsors seminar which are conducted by the institutions, associations
and libraries etc. This sponsorship is done for the publicity of DC books


35

Book release functions
For their major and prestigious publications, they conduct book release functions.
This will give more publicity to those books as well as to their organizations.
Special offers
DC Books and current books also give special offers to libraries and institutions.
These offers are decided by the organization at the head office and will be informed
to the branches and agencies through internet circulars.
Sales agents
For increasing the sales, DC Books and current books appoint sales agents in
various branches. Sales agents are also provided with discounts for the purchase of
books.
Websites
DC books has its own website in the internet with the address www.dcbook.com.
This help the customers to know more about DC books offers, pre-publication
books etc.

















36

4.7 PUBLICATION DEPARTMENT






















Publication department has the most prominent place in an organization. This department
does receiving, analyzing and processing of manuscript. The decision making is done in
publication committee meeting, which will be held on every Thursday. In this meeting they
will put forward the new manuscript for getting approval. Then the approved manuscripts
are handover to the corresponding editor for editing and correction and after the final
correction they are passed to the production department for DTP.
Publication department is in charge of giving Title Setting, Cover Design, and ISBN
number to each book. The International Standard Book Number is a unique numeric book
identifier based upon the 9- digit standard book Numbering Code created by Gordon Foster.

CEO
Chief Editors
Print
Library Digital print

Manager pre-press &
digital book
coordination
Complimentary
library
Research library
Right management
Senior
associate
editor
Associat
e editor
Manager of
publication
process
Publication
process
team
Senior
assistant
editor
Assistant
editor
Editorial team
37


PUBLICATION PROCESS























1
Manuscript
Preliminary Editorial Report
Publication Committee
Provisional approval
Manuscript review report
Title plan
Publication committee Manuscript final approval
Author requirement collection form
Information for database & contract
Scheduling
Editing

Work order come Job Card
Production
Final Title Plan &
Pricing
Review of Media Recommendation Request Form
Review Request Form
Title Details
Type setting
Cover designing
Illustration
Cover design Checklist
Barcode order Form
( for Reprint Only)
Author communication
Manuscript register
Manuscript identification
Acknowledgement
Author communication
38

1. Author requirement shall be captured as per the Format. It has to be captured along with
the acceptance letter.
2. Print order should accompany the following:
Stage 1 Release of print order
Manuscript
Typeset Matter
Photos
Illustration
Stage 2 Layout Stage
Cover Design
Title Page
Stage 3 Immediately after second proof correction
Index
Exemptions


PUBLICATION REGISTER LIST
Publication Register
Print Order Register
Accepted work register
Agreement Register
ISBN Register
Publication Committee Minute Register
Translator Register









39

4.8 PRODUCTION DEPARTMENT

















The production department is the nucleus of any organization engaged in conversion
of raw materials into finished products. The major function of this department
consists of collection of approved manuscript, which was forwarded by the
publication department. Finally the manuscript goes to the hands of production
supervisor for pricing the books.




CEO
General Manager
Production controller

Plant manager
Binding supervisor
External Binders
External binding
machine operators
Shift Supervisor
Technician
Machine
operators
Printer

Case makers
40

FUNCTIONS OF PRODUCTION DEPARTMENT
Vendor selection
For the selection of a supplier should be approved by the Quality Assurance. For this
purpose QA does a sample analysis of the material.
Vendor rating
Rating of vendor is done on the basis of quality of raw material and service provided by
them. These are the key performance indicators.
Procurement
The high quality paper for graphics is mainly bought from Hindustan Newspaper,
Vellore. The paper for newsprint is taken either from HNL or imported from Russia. The
ink which is bought from Mumbai is used for printing.
Inventory management
Stock keeping department does the inventory management. When it reaches the buffer
stock, they will place the mew order for fresh stock. Only raw materials are imported.
The finished goods are dispatched after printing..
Other functions
Supervisor and control the production operation.
To check and maintain the quality of production
To reduce the wastage of raw materials in production process.
To carry out timely maintenance on machine.
To give better training for employees.
To ensure prompt delivery by co-coordinating with marketing department.
Machine use
Komori heat set system 18: it is for art paper printing
Oshiba heat set system18: it is also for art paper printing
Polygraph flow line machine: it is a type of binding machine and is used for
stitching three-side trimming and counting.
CTP machine


41

PRODUCTION PROCESS
Pre-press activity
Press activity

Pre press activity
Manuscript is send to DTP section for page making
Matter comparing
Photo scanning- for colour separation i.e. four colour are mainly used ; they are cyan,
magenta, yellow, black.
Page lay-out
Film processing
Plate making by plate making section
Plate is directly fixed into machine
Press activity
Printing
Sheet fed printing
Binding
Cutting











42

PRODUCTION PROCESS
























Manuscript
Approval committee
First proof reading
First correction
Page layout/ book
design
Final proof reading
Final correction &
final check up
Cost
CTP plate making
Printing
Binding
Final product
43

4.9 PURCHASE DEPARTMENT



















Purchase department is responsible for the procurement, storage and issuing materials for
production. The office provide information regarding the requirements of materials for
production to ensure uninterrupted supply at minimum cost.
The purchase department plays a vital role in the organization .it handles the purchase of
raw materials, publicity materials and miscellaneous things. It is the duty of this department to
verify the items they received with the invoice.

CEO
Head of stores &
purchase
Raw
materials
General
books
purchase
Capital
purchase
Academic
purchase
Head of Ware
house
Manager
finished goods
Manager raw
materials
Manager
distribution center
Malayalam CB
store
General
English
book store
Academic book
store
44

Objectives of the purchase department

The main objectives of the purchase department of DC books are as follows

To make continuous availability of materials so that there may be
uninterrupted flow of materials for production.

To make purchase competitively and closely at the most economical prices.

To make purchases in reasonable quantities to keep investment in materials at
minimum.

To make good supplier relationship, this will ensure the best terms of supply
of materials.

To adopt most advantageous methods of purchase to ensure smooth delivery
of materials from suppliers.

To serve as an information center on the materials knowledge relating
to price, sources of supply,mode and delivery etc.

To purchase proper quality of materials to have minimum possible wastage of
materials and loss in production.

To develop alternative sources of supply so that materials may be purchased
from those sources if a particular supplier fails to supply the materials.

FUNCTIONS OF PURCHASING DEPARTMENT

Following are the functions of purchase department.

What to purchase?

When to purchase?

From where to purchase?

How much to purchase?

At which price to purchase?




45

This questions are the main functions of this department. To perform these functions
effectively the purchase department follows the following procedure.

PURCHASE PROCEDURE IN DC BOOKS


Purchase requisition: - It is a written request sent to inform the purchase
department about the need for materials surplus. Materials requisition from
will be filled and given to purchase department.The particulars are entered in
to the store register and purchase register.

Purchase enquiry:- It is the process of sending in the prescribed enquiry
quoting the quality,item rate and unit.After checking whether the required
specifications are met or not the purchase departments invite quotations.

Receiving quotations : -Enquiry is sent and quotations are invited from
vendors.The purchase department maintains the list of the suppliers and their
address. The received quotations are sent to respective sections. After
verifying whether the required specifications are met or not the quotations
may be accepted or rejected.

Purchase order: - Once the quotation is accepted the purchase department
sends the purchase order.

Receiving materials: -when the goods orders are delivered the store will issue
the goods received note (GRN). The vendor will compare the bill with
purchase order and GRN and forward to the accounts department.

TYPES OF PURCHASE

Cash purchase
Local purchase
Tender
Nominated purchase
Long term contracts
Emergency purchase

Purchase committee nominated by the director will decide the most
suitable mode of purchasing out of the above after taking into consideration all
relevant factors such as nature of requirement, supplier delivering time etc.
Open tender method is through press advertisement while limited tender



46

involve sending notice and inviting tender of selected supplier.

MAJOR ELEMENTS OR RAW MATERIALS PURCHASED

Paper
Plate
Chemicals
Ink
Spare parts
Machine oils
Film

In Dc books materials purchased are classified into two classes:-

A class items includes paper, ink, plates, film, chemical and essential
accessories of the printing machine.

B class rare items include Nylon belt and machine belt
The customer forms a purchase intention after evaluating and ranking the
products or brands.Thereafter the purchase decision would be to buy the most
preferred brands. In DC Book certain materials are purchased from the
following places.

News print from HNL

Plates and chemicals from Technova

Ink from Costs of India

LIST OF DOCUMENTS OF PURCHASE DEPARTMENT.

Quality record
Purchase indent
Purchase enquiry
Comparative statement of quotation
Purchase order
Approved list of vendors
Vendor information report
Delegation of power
Vendor appraisal report
List of property brand
Purchase register




47

MAJOR ELEMENTS OR RAW MATERIALS PURCHASED

Paper

Plate

Chemicals

Ink

Spare parts

Machine oils

Film

LIST OF DOCUMENTS OF PURCHASE DEPARTMENT

Quality record

Purchase indent

Purchase enquiry

Comparative statement of quotation

Purchase order

Approved list of vendors

Vendors information report

Delegation of power

Vendor appraisal report

Purchase register










48

4.10 SYSTEM DEPARTMENT


























The major function of the system department is the maintenance of computers system of the
organization. This department more concentrated on the hardware solutions than software
development. They assist in the computerization of project, which is being implemented in
DC Books. Most of the activities are computerized in DC books.
System department provides the following facilities to the organization:
System support
Handling the complaints
Website updating
Downloading mails and delivering to respective desks
Provide the backup facilities
Networking between departments
Data security
Software installation
Hardware and software maintenance
Developing testing and implementing the required application package

CEO
MAIN SYSTEM
Manager
software
Manager
Hardware &
Networking
System
Analyst
ERP
Technician
Hardware
engineer
System
admin.
49

In DC books there are about hundred system with LAN network connections and also has
separate sections with the system facility. There are several software are implemented in the
system. They are Linux, Windows XP, ERP,MIS etc

The systems are activated with the help of Asianet and BSNL broadband connections.
Mail server and Firewall is used in this system. Security measures are updates with the
anti-virus Trend Micro. It ensures the complete security and immunity to the
systems in DC Books.
The information is safe in the systems department of the DC Books by its effective
work power and confidentiality. And hence the department stands as an inevitable
part of the DC Books.
System Details in the co operative office
Number of Servers: 7
Number of Servers: 186
Operating System:
windows
linux

Softwares:
log mein
Team Viewer
VNC Viewer
IB Expert

Database:
SQL
Microsoft Access

Internet Connectivity
Asianet
BSNL broadband
Anti-virus : Trend Micro

LIST OF REGISTERS OF SYSTEM DEPARTMENT
Daily Work Register
Complaint Register
Back Up Register
Software and Hardware Maintains Register.
50

SWOT ANALYSIS
STRENGTHS

Largest publishers and leading book store chain in India.

Follows high ethical standards.

Publishers almost all categories of books.

Highly dedicated employees.

Have royalty of premium authors in Malayalam.

Culture bound change management.

The first in the Indian book industry to get ISO certification.

A synonym for quality book publishing.

WEAKNESSES

Inadequate work force

Mainly concentrates on Malayalam titles.

Lack of professionalism in some areas.

OPPURTUNITIES

Active promotion of training and development.

Mass customization.

The initiatives to become an e-organization.

Continuous improvement process.

Branching out into several imprints like Current books, Kairali Pusthakasala etc








51


THREATS

Emergence of piratical activities.

Less marketing potential, the decreasing number of readers.

Heightened competition.

Changes in the economy.























52


FINDINGS

DC Books is one among the top ten publishers in India.

High productivity, capacity utilization and high productivity.

The organization is small and has got a simple organization structure.

Maintains good relations with authors as well as customers.

There is no union in the organization.

The Directors are the ultimate decision makers.

SUGGESTIONS

Company can reduce operating cost by reducing wastage of material during
production. For that company can use latest technologies.

As the business as growing, its better to make alternation in its organizational
Structure, in order to reduce the burden of the Directors.

The same spirit and enthusiasm of the founder and his fellow workers along with
Professionalism can help to achieve its vision. Giving more training and
awareness programs to employees would help to enhance high morale.
Improve the overtime payments.
New updated technologies should be added to existing ones.
Try to provide sufficient resources to make work easier.
Try to understand whether employees are aware of their competencies.
Do take suggestions from employees for improvement and involve them in decisions
taken concerning them.





53


CONCLUSION
Its a great fortune to get a chance to do training at DC Books, one of the leading
firms in the field of books. This training helped to understand what the company is all about
and the organization's functioning and also to assess the various aspects of Human Resource
practices undertaken by the Department of Human Resources at this prestigious institute and
also how the department functions and how the decisions taken by this department affects the
functioning of the organization as a whole.
DC Books has grown and developed in a short time and in a very effective and
efficient way. It can be seen from the reputation of the organization across the world. It
publishes only quality books and could yield a turnover of 101 crores. It has been
observed that the managers have their own responsibilities towards the development
of the company and the company strongly believes in the efficiency of its employees.
DC Books gives more importance to its development and expansion plans.
The training measures undertaken by the company provides updated knowledge for
the changing environment. All these make it clear that DC Books is highly employee
oriented.
The study revealed that the job satisfaction of employees was the key factor for the success of
any organization. DC Books stands as an evident example for this. The various IT
Application used by the organization was commendable and the SWOT analysis proved that
DC Books could easily overcome the threats with its strengths. In short, DC Books has truly
become a pioneer in the book industry.
To conclude DC Books is guideline for other companies. There
is no strike and lockout in the company. DC Books has a good organization structure
and an effective management system. The company has a good position in the book
Publishing industry.










54

BIBLIOGRAPHY


www.dcbooks.com
www.wikepedia.com