An industrial visit report On

INDEX
Sr. No.
1 2 3 4 5 6 7 8 9

CONTENTS
Introduction to Sherkhan Marketing Department Finance Department Human Resource Department Operations Department SWOT Analysis Suggestions & Recommendations Conclusion Bibliography

PAGE NO.

Introduction to Sharekhan
Sharekhan is an equities focused organization tracing its lineage to SSKI, a veteran equities solutions company with over 8 decades of experience in the Indian stock markets. If you experience our language, presentation style, content or for that matter the online trading facility, youll find a common thread; one that helps you make informed decisions and simplifies investing in stocks. The common thread of empowerment is what Sharekhan is all about. Sharekhan is also about focus. Sharekhan does not claim expertise in too many things. Sharekhans expertise lies in stocks and thats what he talks about with authority. So when he says that investing in stocks should not be confused with trading in stocks or a portfolio-based strategy is better than betting on a single horse, it is something that is spoken with years of focused learning and experience in the stock markets. And these beliefs are reflected in everything Sharekhan does for you! To sum up, Sharekhan brings to you a user-friendly online trading facility, coupled with a wealth of content that will help you stalk the right shares.

Those of you who feel comfortable dealing with a human being and would rather visit a brick-and-mortar outlet than talk to a PC, youd be glad to know that Sharekhan offers you the facility to visit (or talk to) any of our share shops across the country. In fact Sharekhan runs Indias largest chain of share shops with over hundred outlets in more than 80 cities! Whats a share shop? How do you locate a share shop in your city? To find the answers of these questions, you must visit Sharekhan. In other words Sharekhan is a company that provides you an outstanding trading facility with a wide variety of products and acts as an investment consultant to manage your portfolio and secure a high rate of return on your investments in the securities market. Basically, the company is a market leader in providing broking services and has a top turnover in trading and the high turnover makes it the no. 1 in the market. The main difference is the services that they provide to the investors who really need it. the services are discussed in more detail in the marketing activities. The clients are managed with a friendly corporate culture to give him more benefited investment ideas and motivate him whenever he needs. The company is providing as many tips to the clients for more and more trading ideas and the manager helps each client to concentrate on a few scripts so that he can manage the profit/lose.

In short, Sharekhan is currently having a good position in the market with the highest no of transactions and also the highest turnover (buying & selling) in India and a leader in providing better services to the investors. Sharekhan, Indias leading stock broker is the retail arm of SSKI, and offers you depository services and trade execution facilities for equities, derivatives and commodities backed with investment advice tempered by decades of broking experience. A research and analysis team is constantly working to track performance and trends. Thats why Sharekhan has the trading products which are having one of the highest success rate in the industry. Sharekhan is having 180 share shops in 90 cities, the largest chain of retail share shops in India is of Sharekhan. In future, Sharekhan is planning to enter in Mutual funds, Insurance sector and banking sector to expand beyond the market currently covered by it. And it has started MFs on priority basis but wants to grow in it.

Mission Statement

To provide the best Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele. Continuous up-gradation with changing technology, while maintaining human values. Respond to progressive globalization and achieving international standards. Efficiency and effectiveness built on ethical practices.

Core Values

Customer Satisfaction through Providing quality service effectively and efficiently Smile, it enhances your face value is a service quality stressed on

Periodic Customer Service Audits Maximization of Stakeholder value Success through Teamwork, Integrity and People

Branch Head (Mr. Narendra Tanna) Assistant Manager (Mr. Vimal Rajyaguru)

Back Office

Marketing Officer (Mr. Bhavesh Madhak)

Accounts

DP

Marketing Department
The main aim or marketing activities at Sharekhan is that the customer should get enough guidance to joint the company and how he can get the best service than any other stockbroker. There is an officer for handling the marketing activities followed by two executives and it is not limited to them but the other people are also having some responsibilities to increase the no. of clients and retain them by providing them the services needed by them. There are many services those are designed such that the specific target segments of the customers are covered and the products are positioned in the minds of customers as the best one in India. The services are as given below: Sharekhan is Indias leading national network of stockbroking outlets. It is having the largest retail distribution chain in India. Sharekhan is not only a share-broking firm, but it avails of various services and other financial products to its clients.

(1) (2)

Offline Trading facility Online BSE and NSE executions (through BOLT, i.e. BSE Online Trading and NEAT, i.e. National Exchange Automated Trading)

(3) (4)

Free access to investment advice from Sharekhans Research team. Depository services: Demat and Remat transactions (Sharekhan is registered with NSDL, i.e. National Securities Depository Ltd., as a Depository Participant)

(5) (6) (7)

Derivatives trading, i.e. Futures and Options (through NEAT F&O) Internet based online trading. Other investment products: Mutual Funds, RBI Bonds, Insurance, etc

Online BSE and NSE Trading

Sharkhan is a registered Stock Broker with the Bombay Stock Exchange and National Stock Exchange to trade on behalf of clients. The screen-based trading is done on BOLTBSE Online Trading and NEAT National Exchange Automated Trading, terminals. There are two types of transactions executed on these terminals viz. intra-day and delivery based transactions. Intraday transactions are those, in which the squaring up of deal is done on the same day, while in delivery based transaction the squaring up of deal is done on the same day, while in delivery based transaction the squaring up is not done on the same day, but the stock is to be traded on the basis of rolling settlement i.e. T+2. The Brokerage of Intraday transaction is 0.10% single side, while brokerage on delivery based transactions is 0.50% on both side, i.e. while purchasing as well as selling.

Free Access to Investment Advice through R&D

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The Research and Development at Sharekhan is done at its Head office Mumbai. From there it forwards the relevant data and tips on particular shares and scripts at the relevant time. The R&D department Head Mr. Hemang Jani forwards all the details regarding all stocks and scripts to all the branches through internet. At the end of each trading day there is a Teleconference, through which the R&D department Head Mr. Hemang Jani talks with each Branch heads and discusses about each days closing position and shows their predictions about next days opening position. The quarries regarding stock positions and other relevant matter of the branch heads of each branch is being solved through teleconference. The various publications of Sharekhan viz. Commodities Buzz, Commodities Beat, Commodity Traders corner, Sharekhan Xclusive, etc. are being prepared by the research team of Sharekhan made up of highly experienced people from diverse field.

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Depository Participation

DEPOSITORY

ISSUER/R&T AGENT

CLEARING CORPORATION

CLEARING MEMBER

DEPOSITORY PARTICIPANT

STOCK EXCHANGE

TRADING MEMBER

INVESTOR

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Sharekhan is a registered Depository Participant (DP) with National Securities Depository Ltd. (NSDL). The participants are required to enter into an agreement with beneficial owners. It is required that separate accounts shall be opened by every participant in the name of each of the beneficial owner and the securities of each beneficial owner shall be segregated and shall not be mixed up with the securities of other beneficial owners or with the participants own securities. The participants are obliged to reconcile the records with every depository on a daily basis. Participants are required to maintain the following records for a period of five years. Records of all the transactions entered into with a depository and with a beneficial owner;

Details of security dematerialized, rematerialized on behalf of beneficial owners with whom it has entered into an agreement; Records of instructions received from beneficial owners and statements of account provided to beneficial owners; and Record of approval, notice, entry and cancellation of pledge or hypothecation as the case may be.

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Derivatives Trading
Sharekhan is a Trading Member registered with the Stock Exchange, according to the norms and Guidelines given by the SEBI. Two types of users access the NEAT F&O trading system. The Trading Members and the Clearing Members. The Trading Members (TM) has access to functions such as, order matching, order and trade management. The Clearing Member (CM) uses the trader workstation for the purpose of monitoring the trading member(s) for whom he clears the trades. Additionally, he can enter and set limits to position, which a trading member can take. Sharekhan provides the service of derivatives trading on NEAT F&O to its clients.

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Commodities Trading
Sharekhan is providing the facility to trade with the commodities through MCX (Multi-Commodity Exchange) and NCDEX (National Commodities & Derivatives Exchange). The commodities market in India is an emerging market, which will become the largest market in the world within the next 5 years, as the trends in the commodities market shows its performance. The company also provides research reports on daily, weekly and monthly basis for the investors in the commodities. It is just like the futures and is having a fixed lot of goods with the margin for each commodity and the trading is based on the theory of futures and therefore, it is also called Vayda Market. In short Sharekhan also provides brokering in commodities and the brokerage charges are 0.10% on total trade value and if carry forwarded an additional 0.02% charge on total trade.

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Online IPO
Online IPO (Initial Public Offering) is a new service started by Sharekhan for providing the application form of any companys issues of just like the TCS issue can be subscribed by filling an online form to reduce the paper work and the fund transfer facility is also provided to the clients for transferring the funds online. It is given on its web-site for helping the clients who are not able to collect the forms manually and the speed of filling and reducing the risk of misplacing of forms, not reaching in time, etc.

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Internet Based Online Trading

The Online trading facilities provided by Sharekhan is basically divided into two types of accounts, viz. Classic Account and Speed Trade and Speed Trade Plus.
(1)

Classic Account: This account allows the client to trade through the

website and is suitable for the retail investor. The online trading through Sharekhan website also comes with Dial-n-Trade service that enables you to buy and sell shares by calling our dedicated toll-free number. (2) SpeedTrade and SpeedTradePlus: SPEEDTRADE is a next-generation online trading product that brings the power of brokers terminal to the clients PC. Through SPEETTRADE PLUS the client is also allowed to trade on Derivatives. (3) Streamer: Streamer account is just for the new learners of market and is a new service offered by Sharekhan to give the view of the market online to the customers who dont have nay experiences of the stock market and it is a software provided to see the ups and downs of market with the screen on your PC. It costs Rs.2000 per quarter and there will not be any facility for trading and just you can see how trading is done on the market. The various benefits the client gets form the online trading are:
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Freedom from Paperwork: Integrated trading, bank and demat account (auto pay-in and pay-out of securities) with digital contracts removes all paperwork. Instant Credit and Transfer: Instant transfer of funds from bank accounts of clients choice to his/her Sharekhan trading account. Trade Anywhere: Enjoy the ease of trading from any part of the world in a completely secure environment. Dial n Trade: Call Sharekhan on a toll free number to place orders through sharekhans tele-brokers. Timely Advice: Make informed decisions with expert advice, investment calls and live market commentary. Real-Time Portfolio Tracking: Benefit from realtime information of your investment and current portfolio value. After-Hour Orders: The Client can place orders after the market hours, which get executed as soon as markets open.

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Marketing Mix
The marketing mix of Sharekhan is an excellent example we have seen in the industry because no other brokering organization has such products to target the investors of different minds, incomes and aims. There is an objective of satisfying the customer as to make him delighted with affordable prices and convenient services. The fourth P of the marketing mix is the best at Sharekhan in India because the total no. of share shops are widespread all over to have the maximum contacts and awareness about Sharekhan, and we can say that it has achieved that because it is having the maximum turnover than any other broker in India. The Classic, Speed Trade and Speed Trade Plus are the trading products, which are one of the bests in the market. The marketing is done based on leads generated through the web contact, tele-contact and personal contact with the customer and is a planned procedure to find out new customers. The marketing management is carried out in an excellent way at Sharekhan.

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SERVICE (Product)
Service is an act or performance that one party offers to another for sell and it is not a physical product that you can touch but it is that one can feel. It is not likely to result into the ownership of anything. A service can be a fully service or a mixture of service and physical product. The trading products of Sharekhan are such a mixture of services like DP service (managing the demat account), providing reports for investment advice etc. and thus we can define its service mix as a hybrid product mix of different physical products with accompanying services. Therefore, the two types of accounts offered by Sharekhan i.e., Offline and Online are the two main product lines in the product mix of the company. The offline a/c with Sharekhan is defined as the account having which you can trade anywhere in the share shop of Sharekhan and the online a/c is that you can trade on your PC through the software provided by Sharekhan and it also offers tele-trading in both the cases but the major difference is of the service and prices for opening an account. The product mix is as shown below:

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Sharekhan

Offline A/c.

Classic A/c.

Speed Trade A/c.

Speed Trade Plus A/c.

Streamer A/c.

The product mix is showing the products offered by Sharekhan to its customers and it is one type of a tree structure diagram that shows the products of a company. The products are actually services and are at the completion of the second stage of Product-Life-Cycle, i.e., Growth and are entering into maturity stage. So there should be some changes in the marketing strategies of the company.

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Price
Prices for the trading products are as given below: Classic Speed Trade Rs.750 (onetime) Rs.1000 deposit Speed Plus Streamer Demat free for 1 year (other facilities included) (brokerage Online trading on your pc of with Demat free and other

3000/quarter) facilities Trade Rs.1500 (brokerage Facilities as per Speed deposit of 6000/half) Rs.2000/quarter Trade with F&O trading Facility for viewing the market online

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Promotion
Promotional activities at Sharekhan are done by web, emails and personal contact. Sharekhan is also organizing seminars and presentations and promotes its services to the clients. It is spending Rs.20000 per month for promotional activities. As explained earlier, Sharekhan is having the largest distribution chain of retail outlets of share shops. And it can be seen also because there are 180 share shops in 90 cities, which gives the maximum awareness to Sharekhan. The distribution of Sharekhan is also proved by its turnover and awareness among the investors in the stock market. The marketing strategies followed by Sharekhan at this point are as given below:

The excellent marketing mix i.e., the Product-PricePlace-Promotion and for services additional 3Ps viz. People, Process and Physical evidence, are managed according to the needs of the customers and try the best to deliver the maximum value to the customers for what they pay a price. The HR and Operations are one of the best at Sharekhan to help the customers for getting the needs fulfilled with a family culture and atmosphere of harmony, peace and brotherhood and it is focusing on the specific segments like HNI, Delivery-based and Intra-day traders.
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Finance Department
Like blood is the most important factor in our body, Finance is the blood of any business. Finance is needed for all the activities like production or services as well as their distribution. The finance department directly influences all the functions of the other departments. Also finance has to give equal importance to all departments. Finance is that administrative area or set of administrative function in an organization may have the means to carry out its objective as satisfactorily as possible. Sharekhan has special accounts department for separate calculation of pay-in and pay-out of funds according to the clients Proft/Loss. Finance management is done at Sharekhan is done by managing the stocks in the demat accounts and funds in the margin & trading accounts

Finance
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DP

Accounts

Finance is the lifeblood of an organization to continue its activities and the finance management at Sharekhan can be divided into two major parts viz. DP (Depository Participation) and Accounts management, which are shown in the figure given above. DP means providing the facility to the clients for managing the stock bought/sold by them. DP covers two major terminologies viz. settlements and the auctions which is a part of managing demat account. Settlements as defined by SEBI are T+2, currently and it means that the demat account of the clients are prone to be sufficient for selling a script with no debit at all, i.e., the account must have the sold amount of stock to fulfill the settlement after 2 days from trade-day. Generally, the timings are 9:30 and 3:00 as a deadline for the client and he must provide the stock for giving a delivery to the buyer. The chart show the total transaction between two clients:

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DP (Sharekhan)

DP (anyone)

The chart shows the process that the request for selling and buying passes through the DPs of the respective clients and finally the exchanges like SKSE (Saurashtra Kutch Stock Exchange) becomes the controlling intermediary for the delivery of stocks and this process is done in two days. Nowadays, as banks are becoming fast for E-Fund Transfer (EFT) and Phone-banking is getting more popularity, SEBI is thinking to make the financial market of India to have a maximum speed of transactions just like the other nations in the world and proposing for T+1 settlement scheme but the system is not enough competent for that thing. But soon or later we will have such a settlement system in India, as said by Mr. J. N. Bajpai, chairman of SEBI.

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The client, if not capable of providing the delivery of say, 1000 shares of SAIL then the Auctions are initiated by the exchanges and the client has to pay for the price prevailing in the market with 4-5% penalty. The penalty can go on maximum to 20% more than the market price of the sold stock. Generally, it is known as a buying auction and a same kind of auction is for selling the stock for which the buyer was proved unable to pay the price is carried out by exchange, known as the selling auction. And a debit or credit note is provided in the respective case of auction to the clients, i.e., for buying auction debit note is given on the T+4 basis and in case of selling auction the credit note is given on T+5 basis. There are two types of auctions called as Internal auctions & Market auctions, the internal auctions are defines as the auctions carried out between the other shops of Sharekhan and market auctions are those as explained earlier, the auction carried out in the market. This is all about settlements but now switch to funds management or accounts management at Sharekhan. The accounts are different that is the margin a/c for deposits of the client and trading a/c for which Profit/Loss are settled. The collection of funds from the clients who had a debit balance or made a loss are made on the next day of trading and the payments to the profiting traders are made after two days of trading because the cheques are received from H/O and then pay-out is done and Pay-in is as explained that amounts to be taken from the clients. In this way, accounts are managed but in
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case if the client is unable to pay, the deposit from the margin a/c is cut down to the payments and in case if a client is having a credit balance in F&O trading though he had a debit balance in cash-NSE & BSE trading, a JV request is sent to H/O for totaling the three balances. The main aim for accounts management is that the clients must have a credit or no debit on the next day. The DP services provided by Sharekhan are falling under the regulation of NSDL (National Securities Depository Limited) and CDSL (Central Depository Services Limited), organizations governed by SEBI to regulate the depository services in the interest of the investors. So, the financial market in India is governed by Ministry of finance under which two major bodies viz. SEBI & RBI are covered and under RBI the banks and other financial institutions are covered while SEBI covers the exchanges, NSDL & CDSL and the whole DP service providers with the brokers to the investors. In this way we have gained a meaningful knowledge about Indias financial market and its structure from this training at Sharekan. In this way, the finance function is carried out at Sharekhan by following the guidelines given by SEBI. And the company is a private limited one with its own policies for disclosing its financial statements.

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Human Department

Resource

Human resource is the crucial resource that a company can use to grow with the work of the employees. HRM activities at Sharekhan start form induction to the specific job training and are done by H/O at Mumbai. H/O takes a written test and selection interview for filling up vacancies in branches but the recruitment is done by the branch itself and the selection is performed by H/O from the screened applicants. Any new recruit is firstly inducted to the company and sent to T & D department that is covered under HRD and T & D programmes makes employees aware about all the activities/jobs within the department he/she is to be recruited. Suppose if, I would be recruited for finance department then the finance related employees are known to me wit their work profiles, that is, what they really do? Then the specific job training is provided at H/O and the person has to keep in touch with the concerned department at H/O on internet because he/she has t solve many conflicts arising in the investors mind and to have an up-to-date information regarding the procedures and any new facilities or policies to resolve the problems of the clients. It is a must for
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each employee because the employee is the people by whom the company gets its customers and retains them. HRP (Human Resource Planning), HRIS (Human Resource Information System), Recruitment & Selection, Career planning and development, Assessment & development of employees for Performance appraisal, etc. activities of managing the HR at Sharekhan is maintained in a way to meet the requirements. The corporate culture at Sharekhan is maintained in such a way that the people are helpful to each other and eager to get the work done as soon as possible with a co-operative thinking. An additional Rs.10000 is provided for each outlet of Sharekhan to motivate its employees by performance appraisal and also the heads of each departments and branches has to go through a 3606 performance appraisal for maintaining the consistency in growth of the company. In the end we can say that the human resource of Sharekhan is a best managed and used for the continuous growth and development of the company for its future plans to be achieved time-to-time.

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Operations Department
Inputs
There are many inputs to the production & operations viz., land & buildings, machinery & equipments, furniture & fixtures, employees, technology, capital (invested by promoters & deposited by the customers) and the most important input, i.e., management functions carried out at national, regional and branch level in Sharekhan.

Conversion Process
The main aim of it is to make profit with customer satisfaction. The conversion of inputs works as the Sharekhan earn brokerage from the customers. The profits are generated from getting a higher return on the invested amount of money than the amount payable to the customers. The process is facilitated by a centralized computer system in which the data is stored and recovered for the whole INDIA and it is having the CPU at the H/O in Mumbai, Sharekhan is regulating the brokerage rates all over India by keep watch on each transaction done from the branch office. The data of a customer will be stored in the central computer and all facilities such as bills, credit/debit reports etc. are provided by that computer to all customers on-line on the internet.
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The conversion process is also facilitated by some adjustments to the inputs and then the random fluctuations are also handled in the process and lastly the monitoring of the process is done and a feedback is given to do the adjustments for the process as indicated in the figure given. Outputs Outputs are those services generated by Sharekhan with the help of the inputs and using the conversion process. These services are as listed in the figure above. Table Sharekhan Consumer Retail Services Corporate Broker brokering Capital markets advisor Nationwide electronic data transfer

Channels

Financial advisory Services Depository participant

Complain resolvance Others

Operations Strategy at Sharekhan

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Operations strategies are implemented in Sharekhan as shown in the chart given above and the main points of consideration are Efficiency, Dependability, Quality and Flexibility. The points demand a facility mission that is made up of process, capacity, facilities, vertical integration, and infrastructure facilities provided to get the desired outputs as per the plan. The main aim of the operations strategy at Sharekhan is that the efficiency of the organization and high level of it is desired outputs with low costs, i.e., productivity with effectiveness. Quality should be high and consistent in delivering services; Flexibility is related with fast introduction of new services and providing a wide range to select an option to the customer. This is facilitated by the process of operations, capacity/ability of the organization, competitive advantages, vertical integration and the infrastructure created by the firm.

Sharekhan plans the strategies to get a working plan from it and the planning is done from top-to-bottom level, i.e.,
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national level, regional level, divisional level and the branch level planning is carried out by the managers. In this way, the Operations are managed with the best efforts in a direction that is to facilitate future plans by achieving success in time and create milestones in the industry by driving the company with excellence.

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SWOT ANALYSIS
During this training at Sharekhan, we had come to know the Strengths Weaknesses Opportunities Threats for the company and it is very useful for a company to analyze them. Therefore, the SWOT analysis is presented here and the suggestions for maintaining strengths and removing weaknesses are explained. Strengths: Well-maintained infrastructure. Dedicated, Intelligent and Loyal staff. On-line Trading products. Lowest brokerage and other charges w.r.t. competitors. The best investment advice correct up to 70-90% through dedicated research and reports.

Wide product range to enable the clients to choose the best alternative. One of the best DPs in India. A positive image in the existing clients.

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Weaknesses: Less awareness in the market. Time consuming process for account opening, resolving the problems of the customers, etc.

Service quality is not maintained accordingly how they are promoted. Opportunities: Large primary market to sit as a book runner for the other companies just like Kotak Securities Ltd. that runs the books of share holdings for many companies. Slope transactions. of stock market towards delivery based

Large potential market for delivery and intra-day transactions. Open interest of the people to enter in stock market for investing. Attract the customers who are dissatisfied with other brokers & DPs. An indirect opportunity generated by the market from its bullishness.

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Threats: Decreasing rates of brokerage in the market. Increasing competition against other brokers & DPs. Poor marketing activities for making the company known among the customers.

A threat of loosing clients for any kind of weakness of the company. Indirect threat from instable stock market, i.e., low/no profit of Sharekhans clients would lead them to go for other broker/DP.

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Suggestions and Recommendations

The suggested marketing & operations strategies to be followed by Sharekhan at this point are as given below: The modification of marketing mix i.e., the ProductPrice-Place-Promotion and for services additional 3Ps viz. People, Process and Physical evidence, according to the needs of the customers and deliver the maximum value to the customers for what they pay a price i.e., improve old products.

The competitors are trying to get customers with better services than Sharekhan viz., account opening process time, low deposits with greater exposure for trading, more focus on deliverytraders, etc. so Sharekhan must take care with developing fighter products to retain old customers and gain new customers with competitive prices and services. There are more customers waiting for the right kind of a company and Sharekhan can get that segment of customers by using the research reports like, Investment pattern of the investors as attached with this report. By finding the right needs of the clientele, the company can develop new products suited to the specific customers. For controlling the operations of the company it is recommended that the employees should be motivated for work and they should have a feeling of satisfaction for working in Sharekhan, so that the investors get maximum service and satisfaction.
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The next is to improve the service quality as we have studied in marketing that there are five gaps in delivering services to customers and Sharekhan needs to fill up those gaps, as listed below: (1) same. (2) (3) (4) The gap between companys perception and The gap between service quality specification The gap between delivered service and the the implemented service quality specification plan. plan and how it is delivered to the customers. external communications done with the customers to promote it. (5) The gap between how customers perceive the service and the expected service that is made by WOM (word of mouth) communications, past experience and the comparison among all companies offering it. Sharekhan needs to fill up these gaps, which are traditionally identified by Berry, Zeith and Parchuraman to improve the quality of the services offered by a company. To attract more investors many factor can be suggested, but we cannot apply all of them. So, some suggestions are given here for gaining more business for the investment Company.
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The gap between companys perception about

the needs of customers and the expectations of the

First of all, the company has to make good image in the minds of investors, so they can feel safe and reliable to invest in that company. The companies that have dealing with stock market must give proper knowledge to the investors and if any new information is coming then it must be communicated with the investors. The share trading company must have strong R&D department so they can give more accurate tips and investment ideas to attract them. To increase the knowledge of the investors the company must have to do some commercial fair or any other promotional activity, so that the investors who dont know about it can be aware and inspire for investing in the stock market with Sharekhan.

Recommendations for Derivatives Derivatives can be a very effective tool to take advantage of a raising and failing and range bound underlying. The following points may be kept in mind while trading in derivative products:

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Choose a month that allows enough time for the anticipated move in the underlying. In-the-money calls are initially more responsive to underlying price changes that out-of-the-money calls. Choose a strike price level that offers a good risk/reward ratio given the expected price movement. Watch for Bid/Ask price offered for Spot, Future, & Options simultaneously. Liquidity of products involved. Transaction costs.

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CONCLUSION
Now, to conclude the project there are few points in the investment pattern of investor of Rajkot city, which can be quoted and cited as below. First of all most of the investor are very sensitive about safety of their investment. They want more safety and reliability. Current trend and easy access is not affected the investor as much as safety and reliability. Then after we can conclude that Bank and Insurance sector have very good scope for gaining more business due to more safety and reliability. Most of the earning people invest their income up to different level in any sector, so investment company have also very much scope of gaining business. Mutual fund, Bond is also gain popularity since few years. So, they can also make business more if they are well reputed and reliable. Equity market has also popularity among investors due to higher return, but due to uncertainty and lack of proper knowledge investors do not invest in that sector.
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But

investors

who

have

proper

knowledge

and

willingness to take risk up to some extent are easily invested in Equity market. One of the reasons to invest in equity market is liquidity and change in government policy. Banks interest rate is also decrease since last few years so, investors move towards other sector like mutual fund, bond, equity market and others like land, gold, building etc. So, final conclusion on part is that investors of Rajkot city invest their money with the balance of safety, reliability and return on investment. The last point to say that the conclusion of the summer training project report is that if a company is really interested in growing its business then it has to give an attention to the customers needs, their potential and the main thing what type of product/service they want. It is because to stay in this competitive market is as difficult as to climb up the Mt. Everest.

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BIBLIOGRAPHY

www.sharkhan.com www.stocks-investing.com www.investopedia.com www.nsdl.co.in Sharekhan Tutorial Financial Management by S. N. Maheshwari

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