A REPORT ON ORGANISATION STUDY AT

LUKE EXPORT PADANTHALUMOODU

A Mini project report submitted to

MANONMANIAM SUNDARANAR UNIVERSITY

TIRUNELVELI

In partial fulfilment of requirement for the award of degree

of

BACHELOR OF BUSINESS ADMINISTRATION

(BATCH 2020-2023)

Submitted by

FEBIN.CF - 20203081201215

Under the guidance of

Prof. Nithin Shelly

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 DECLARATION

I, Febin C F, hereby declare that this report is a bonafide record of the

Organisation study done by me under the supervision of Mr. Nithin Shelly,
Malankara Catholic College Mariagiri and Mr. Madhu Vamadevan Pillai,
Manager(Operations), LUKE Export padanthalumoodu, during the academic
year (2020-2023), in partial fulfilment of the requirements for the award of the
Degree of Bachelor of Business Administration.

This work has not been undertaken or submitted elsewhere

in connection with any other academic course.

Place : Mariagiri Signature

Date: FEBIN C F

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 ACKNOWLEDGEMENT

I wish to take this opportunity to express my gratitude to each and

every one who helped me in the completion of this work. First of all I
thank God Almighty for giving me all the grace and assistance
throughout my work,

I am very Glad to express my gratitude to our principal Dr Thampi

Thanka Kumaran, MSc, PhD for his unwavering support towards the
fulfilment of the project. I would like to thank our Head of the
Department Dr Lenin John MA, MBA, MPhil, PhD.

I would like to thank my guide prof. Nithin Shelly and all other staffs
of Business Administration Department for supporting me and giving
suggestions throughout the project.

I owe my gratitude to Mr Madhu Vamadhevan Pillai, Operations

Manager LUKE Export padanthalumoodu, for his constant support
during the course of my study.

Finally, I express my gratitude to my parents and my dear friends for

their co-operation and helping hands.

FEBIN C F

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 TABLE OF CONTENTS

CHAPTER CONTENT Page No

Chapter 1 Introduction about the industry 6-7

1.2 Form of ownership 7
1.3 License & Registration 7 - 10
1.4 Organisation structure 10
1.5 Sources of Finance 11

Chapter 2 Number of Employees 13

2.2 Recruitment Process 14
2.3 Training 14 - 15
2.4 Appraisal of Employees 15

Chapter 3 Product/service offered 17 - 18

3.2 Manufacturing Process 18 - 19
3.3 Raw materials and Equipments used 19 - 21
3.4 Logo 21
3.5 Slogan 21

Chapter 4 Marketing of Products 23

4.2 Channel of Distribution 23 - 24
4.3 Advertising 24
4.4 Sales promotion & sales management 24 - 25

Chapter 5 Conclusion 27 - 28

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CHAPTER - 1

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1.1 INTRODUCTION ABOUT THE COMPANY

LUKE Export is the result of an initiative ignited by Mr Xavier Luke

Fernandez in 1995, the venture which started as a simple chilled fish exporting
plant has now expanded to be a full-fledged processing unit with state of the art
infrastructure, capable of supplying quality seafood to customers worldwide.
Luke Export has been in the field of processing and export of a variety of fish
and fishery products world over, for the last ten years.

The geographic location which is strategic in terms of sourcing raw

material, excellent infrastructure and easy access to international markets gives
the firm the edge to offer consistent quality products in time. Luke Export is
equipped with adequate technical expertise and the management of the
establishment is highly committed to the task of producing safe and wholesome
fish and fishery products free from adulteration.

Luke Export, with its head office at sakthikulangara, Kollam, Kerala, is

having its own pre-processing centre for depuration of molluscs at kollam and a
full fledged processing plant at padanthalumoodu, Kanyakumari district, Tamil
Nadu. The firm also has Live Fish handling units at kollam and an independent
frozen store at Nanguneri, Tirunelveli District, Tamil Nadu.

1.1.1 LOCATION

The processing plant is situated at Padanthalumoodu, Kanyakumari

District, Tamil Nadu – Nagercoil stretch of the National Highway-47. The
establishment is easily accessible by road and is close to the fish landing centres
of Vizhinjam, Colachel, Muttom, Kanyakumari and Tuticorin. Easy access to
the National Highway also aids the firm in transportation of raw materials from
fishing harbors like Kollam, Chennai and Rameshwaram.

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1.1.2 QUALITY POLICY

The main goal of Luke Export is to consolidate its position as one of the
leading fish and fishery products exporting company in India by providing
maximum satisfaction to customers by conforming to their requirements and to
the International standards. The management is committed to provide
continuous improvement of the quality management system to achieve this goal.

1.1.3 QUALITY OBJECTIVES

 Provide customers with good quality, safe seafood products eliminating
all food safety hazards at each and every stage.
 Train and motivate the organization members.
 Maintain product delivery competence by technical up-gradation,
employing the latest technology available.
 Measure the performance regularly and take corrective and prevention
actions wherever and whenever necessary.
 Improvement of the performance by regular management reviews.

1.2 FORM OF OWNERSHIP

Luke Export, founded by Mr Xavier Luke Fernandez, is a sole

proprietorship firm. A Sole proprietorship is owned by only one person. This is
the most common form of business ownership, easy to establish but difficult to
maintain. In a sole proprietorship the business is not a separate entity from the
owner and there are no partners to share the burden of losses.

1.3 LICENSE / REGISTRATION

A Business license is necessary permits issued by government agencies that

allow a business to run within a particular authority.

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LUKE Export is a registered business company and has licenses such as
MPEDA, EIA, Factory license, Pollution Control, FSSAI, FDA, ISO, Halal etc.

1.MPEDA

The Government of India (GoI) introduced Marine Products Export

Development Authority (MPEDA) to diversify aquaculture, promote the marine
product industry for exports, regulate exports of marine products, ensure
sustainability and quality in the production of seafood.

2.FSSAI

The Food Safety and Standards Authority of India (FSSAI) has been
created for laying down science based standards for articles of food and to
regulate their manufacture, storage, distribution, sale and import to ensure
availability of safe and wholesome food for human consumption.

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3.FDA

The FDA approves new human drugs and biological products. This
means that a company must demonstrate that its drug or biological product is
safe and effective for the intended use, and that it can manufacture the product
to federal quality standards

4.ISO

ISO certification is a seal of approval from a third party body that a

company runs to one of the international standards developed and published by
the International Organization for Standardization (ISO).

International Organization for Standardization (ISO) certification establishes

credibility and trust within consumers, stakeholders and other business partners.
ISO certification guarantees the entity meets global standards for business,
especially in trade situations.

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5.Halal

The halal certification guarantees that the food is unadulterated and is

also prepared in accordance with Islamic law. Halal status of certain food items
is important to many Muslim consumers as it ensures that the foods are
permissible, lawful and clean.

1.4 ORGANISATION STRUCTURE

PROPRIETOR

MANAGER MANAGER,
ADMINISTRATION
QA
OPERATION
MANAGER

OFFICE STAFF
TECHNOLOGISTS

SANITATION
CHASE
PROCESSING MAIN PURCHASE SUPERVISORS
SUPERVISORS OPERATOR SUPERVISORS

WORKERS
WORKERS WORKERS WORKERS

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1.5 SOURCES OF FINANCE

Sources of finance refer to where a business gets money from to fund

their business activities. The main sources of finance of Luke export are as
follows:

1. Retained Earnings

Luke Export uses the retained earnings (the amount of profit a

company has left over after paying all its expenses) from their profits and
invest the money to fund their operations. Retained earnings are better
than any other sources of finance because it is a permanent source of fund
which an organisation can avail of. It enhances the capacity of the
business to absorb unexpected losses. More over Luke Export has gained
a turnover of 61 Crores during the period 2021-22.

2. Banks

Another important source of finance for Luke Export is through

term loans from banks. Luke export utilises the short – long term loan
given by bank to meet its working capital, asset purchase etc. Term loans
are instalment loans in which the bank makes full payment to the
business. The repayment is in the form of monthly, quarterly half-yearly
or annual instalments depending upon the kind of agreement.

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CHAPTER-2

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2.1 NUMBER OF EMPLOYEES

Employees are the base of a strong and long running organisation. Luke
Export padanthalumoodu has more than 160 employees currently working them.
Employees are classified and placed under certain departments based on their
capabilities to maximise their productivity.

1. Purchase Department – In purchase department there are five

employees working for the organisation. These Employees are responsible for
procuring the goods, raw materials and providing services required to operate
the organisation effectively.

2. Processing Department – In the processing department there are 100

to 150 employees working for the organisation. The change in number of
employees depends on the Season. These employees follow a uniquely designed
methodology to process marine foods for ensuring that natural taste is always
maintained.

3. Marketing & Export Documentation - There are 4 employees

working in the marketing and export documentation department of the
organisation. The role of these employees is critical as the export documentation
is required for goods leaving one country for another to ensure a variety of
things. Export documentation keeps those who export within the bounds of
export compliance.

4. Accounts – In Luke Export padanthalumoodu , 5 employees handle

accounting related jobs in the organisation. The accounting department keeps
track of how money moves in and out of a business or company.

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2.2 RECRUITMENT PROCESS

There are two different types of recruitment methods Luke Export use to attract
the best staff.

1. DIRECT ADVERTISING

Luke Export places job advertisements on their careers site, social media
and industrial publications, which is an excellent way to find lot of
applicants. It also gives exposure to branding and boosts the company’s
reputation.

2. NEWS PAPERS

Luke Export advertises their vacant jobs in newspapers, which allows

them to target a more specific geographic location and audience. This
allows them to hire more experienced and local candidates, which is
helpful when looking for someone with local knowledge.

2.3 TRAINING

For an organisation to be successful training and development of

employees is a critical factor. Employee training and development programs are
essential to the success of business worldwide. Not only do these programs
offer opportunities for staff to improve their skills, but also for employers to
enhance employee productivity and improve company culture.

The main goal of M/s Luke Export is to consolidate its position as one of
the leading fish and fishery products exporting company in India by providing
maximum satisfaction to customers by conforming to their requirements and to
the International standards. The management is committed to provide
continuous improvement of the quality management system to achieve this goal,

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However to attain this goal they must provide their employees with proper
training and development programs.

Luke Export uses the most classical approach to train their employees, on
the job training. New employees often receive training as a part of the on
boarding process; the lessons often are easier to digest once employees are
familiar with the organisation and their own roles. On the job training is a
practical approach for acquiring new competencies and skills needed for a job in
a real working environment. By providing training at the workplace, the
employees will have a clear understanding about the process as wells as their
roles.

2.4 APPRAISAL OF EMPLOYEES

Performance appraisal is a process for evaluating and documenting how

well an employee is carrying out on his/her job. Performance appraisals are
based on the employee’s progress against goals set once a year with his or her
manager.

In Luke Export, the performance of the employees is generally evaluated

through continuous interaction between the employee and his manager,
continuous setting of goals and achieving them. For employees in the technical
areas the evaluation concentrates on technical more than any other aspect of
performance on the job. They are judged on the skills they possess and the
activity they complete.

The employees who work in Luke Export also appraise their own
performance. Here, they identify their own strengths and weaknesses and try to
strengthen their knowledge and skills. They also use co-workers as the evaluator
for a particular employee. This type of appraisal helps assess whether an
individual works well with teams and contributes to their share of work.

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CHAPTER-3

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3.1 PRODUCTS OFFERED

1. FROZEN SQUID

Products include Whole squid, Whole cleaned squid, squid tubes, squid
tubes & tentacles, squid rings etc. packed as 3x4 Kg blocks and 6x2 Kg blocs.

2. FROZEN CUTTLEFISH

Products includes Whole cuttlefish, whole cleaned cuttlefish, cuttlefish

cones, cuttlefish fillets etc. Packed as 3x4 Kg blocs and 6x2 Kg blocs.

3. FROZEN OCTOPUS

Products include whole octopus, whole gutted, Eye and Beak off
Octopus. Packed as 3x4 Kg blocs and 6x2 Kg blocs.

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4. FROZEN SHRIMPS

Products include Head on shrimps, Headless shrimps, Tail on shrimps,

peeled and deveined shrimps, peeled and un deveined shrimps. Packed as 6x1.8
Kg blocs and 10x1 Kg.

5. FROZEN LOBSTERS & BAIGAI

Products include Whole lobsters, Lobster tails, products include baigai

whole. Lobsters are packed as 10 kg and Baigais are packed as 6x2 Kg.

3.2 MANUFACTURING PROCESS

In Luke Export the purchased raw materials are brought to the factory in
iced condition in insulated vehicles and pre-processed there. Luke Export
follows a uniquely designed methodology to process marine foods for ensuring
that natural taste is always maintained.

The very first step starts with the washing and cleaning of the raw
material as soon as it reaches the factory. This is followed by quality testing and
precise weighing. After that the product is transferred to the processing hall.
Their team maintains immense attention right from the receiving of raw
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material to the delivery of finished products thus always succeeding in
maintaining international standards.

After the fishes were processed, they start off with packing the goods.
The packaging and packing size varies according to the product. After the
packing is done, next step is labelling and storing the products. While labelling
the products, other than details such as name of products and brand, they
include all the details that a customer need to know to influence their buying
decision.

Once the product is labelled and stored, the company will export the
products to other countries through various ports. The Export ports include:
Trivandrum Airport, Tuticorin Seaport, Chennai Airport, Kochi Sea port, Kochi
Airport. The countries to which the products are exported include: Spain, USA,
Taiwan, Thailand, Maldives, Hong Kong and China.

3.3 RAW MATERIALS & EQUIPMENTS USED

Raw materials are the input goods or inventory that a company needs to
manufacture its products. Luke Export uses sea-based raw materials to make
finished goods. Raw materials are purchased from all over the Indian peninsular
region ranging from Gujarat Coast to Visakhapatnam. They also import material
unavailable in India from countries like China, Chile and New Zealand.
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 Luke Export has their own fleet of insulated and refrigerated trucks to
transport raw materials. from the landing centres to transportation of finished
goods. In case of shipments, they have house stuffing facilities where the
containers are brought to the store and products are loaded into the pre-cooled
containers so that temperature abuse is avoided. Their pre-processing facilities,
thus ensuring the freshness of the material.

Luke Export’s processing unit has the following facilities:

FACILITY CAPACITY No’s Total Capacity

Blast freezers 15 MT 2 30 MT/ day
Contact Freezers 6 MT 2 12 MT/ day
IQF Machine 8 MT 1 16 MT/ day

The In-house Frozen Storage at Padanthalumoodu is having a capacity of

1000 tonnes. The independent frozen store at Nanguneri, Tamilnadu, located
close to Tuticorin port, is having a capacity of 3000 tonnes.

Although they have their own transformer and dedicated power line, in the
remote incident of a power failure, they have power back up by solar power
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plants as well as diesel generators which would ensure the smooth functioning
of the frozen stores.

3.4 LOGO

3.5 SLOGAN

“The Seafood goes on”

Sea food has , from ancient times, been an integral part of the diet of man.
It has been a source of top quality protein, Proteins are the building blocks of
life and seafood has abundant of it. Studies has proven that seafood plays an
important part in the growth of human foetus. Its low in saturated fat and high in
omega 3 and essential fatty acids. Its a best source of Vitamin A and D which in
turn is essential for brain development. It is also rich in minerals like zinc,
iodine and selenium.

Luke Export work round the clock to get the best seafood to customer’s
table ensuring its freshness and quality. Their dedicated staff backed by the
modern scientific processing techniques ensure that the best catch is brought to
the table.

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CHAPTER-4

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4.1 MARKETING OF PRODUCTS

Luke Export markets their products through marketing Agencies. There

are many Indian as well as International Agencies who works on a commission
basis, marketing their products. Most of the Indian agents are concentrated in
Kochi, Mumbai areas.

A marketing agency is a service provider for measures concerning the

marketing mix: communication, price, product, and sales. They assist
companies with the planning, design, and execution phases of their marketing
activities. Full service agencies take on all three of these phases.

Marketing agencies are often considered to be the same as advertising

agencies. These latter, however, focus entirely on communicative campaign
aspects, such as ads, TV spots, online advertising, and so on.

4.2 CHANNEL OF DISTRIBUTION

The sole objective of production of any commodity is to help the goods

reach the ultimate consumers. In the era of modem large scale production and
specialization it is not possible for the producer to fulfil this work in all
circumstances. The size of market has become quite large. Therefore, Luke
Export has to face numerous difficulties if they undertake the distribution works
themselves.

Besides, in the age of specialization it is not justified on the part of a

single organisation to entertain both productions as well as distribution work.
Thus Luke Export has to take help of many distribution channels to transfer the
goods to the ultimate consumers. In other words, many different distribution
channels are needed between producers and consumers for effective distribution
of products.

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 Luke Export with the help of marketing agencies distributes their
products to the importer in the foreign countries like: Spain, USA, Taiwan,
Thailand, Maldives, Hong Kong and china.

4.3 ADVERTISING

A good advertisement makes interest in consumers, makes consumers

aware of the product and makes desire to purchase. The products of Luke
Export are purchased repeatedly because of its good quality and market
availability.

Luke Export has built trust in their Brand name and credibility by
offering quality products on a continuous basis at an internationally competitive
price and adhering to delivering schedules. Through goodwill advertising, the
story-telling side of their brand and their content created for the sole purpose of
building a relationship with the customers, they advertise their products on an
excellent level.

4.4 SALES PROMOTION & SALES MANAGEMENT

Sales promotion refers to the short-term incentives to encourage sale of

particular product or service. It consists of incentive tools, mostly short-term
designed to stimulate quicker and greater purchase of products or services by
consumers.

PURPOSE OF SALES PROMOTION

Sales promotion tools vary in their specific objectives.

They may be used to attract new customers and to increase the repurchase rates
of occupational users. Sales promotion usually targets brand switchers because
non-users and users of other brand do not always notice a promotion. Sales

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promotion is thus also seen as a tool for breaking down loyalty to other
products.

METHOD USED BY LUKE EXPORT

PRICE REDUCTION

A price reduction allows customers to buy the products at a lower price for a
specific period of time. A price reduction may take the form of a sale or an in-
store event like an unadvertised special on certain items. A price reduction may
also use to take attention away from a competitor.

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CHAPTER-5

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5.1 CONCLUSION

M/s LUKE Export is the result of an initiative ignited by Mr Xavier Luke

Fernandez in 1995, the venture which started as a simple chilled fish exporting
plant has now expanded to be a full-fledged processing unit with state of the art
infrastructure, capable of supplying quality seafood to customers worldwide.

The processing plant is situated at Padanthalumoodu, Kanyakumari

District, Tamil Nadu – Nagercoil stretch of the National Highway-47. The
establishment is easily accessible by road and is close to the fish landing centres
of Vizhinjam, Colachel, Muttom, Kanyakumari and Tuticorin. Easy access to
the National Highway also aids the firm in transportation of raw materials from
fishing harbors like Kollam, Chennai and Rameshwaram.

LUKE Export is a registered business company and have licenses such as

MPEDA, EIA, Factory license, Pollution Control, FSSAI, FDA, ISO, Halal etc.
They get their funds from their retained earnings and term loans from the banks.
As of now, there are more than 160 employees working under them, these
employees are classified and placed under certain departments based on their
capabilities, to maximise their productivity.

Employees are recruited through Direct advertisements via social media

or Company websites etc. and News paper Advertisements. New employees
often receive training as a part of the on boarding process. On the job training is
given to the employees as it is a practical approach for acquiring new
competencies and skills needed for a job in a real working environment. By
providing training at the workplace, the employees will have a clear
understanding about the process as wells as their roles.

Luke Export offers products such as Frozen Squid, Frozen Cuttle Fish, Frozen
Octopus, Frozen Shrimps, Frozen Lobster and Baigai and they market these
products through marketing Agencies. There are many Indian as well as
Page | 27
International Agencies who works on a commission basis, marketing their
products. Most of the Indian agents are concentrated in Kochi, Mumbai areas.

Luke Export with the help of marketing agencies distributes their

products to the importer in the foreign countries like: Spain, USA, Taiwan,
Thailand, Maldives, Hong Kong and china. Luke Export has built trust in their
Brand name and credibility by offering quality products on a continuous basis at
an internationally competitive price and adhering to delivering schedules.

Luke Export, by being in the field of processing and export of fish

and fishery products has earned their own place in the market by providing
Quality products worldwide.

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