ion study on freight forwarders

Report on the Organizational Study done at

AirLift(India) Pvt. Ltd.

Submitted in partial fulfillment of the requirement

Of the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

To the FISAT Business School

Submitted By,

NAVEEN JOY

Under the guidance of

Mr. Prashanth P. John

FISAT BUSINESS SCHOOL

(Affiliated to M.G. University)

1 | P a g e O r g a n i z a t i o n S t u d y

ACKNOWLEDGEMENT

I would like to acknowledge my profound sense of gratitude to the

Almighty for giving me strength and ability to successfully complete the study and make this

report on time.Mr. Prashanth P. John, my guide, FISAT BUSINESS SCHOOL, for his support

and guidance which he rendered throughout the study was instrumental in shaping the

study.

I would like to place my humble thanks and sincere gratitude to Mr. VINAY KUMAR, Board

of Directors, Airlift (India) PVT LTD for all the help he has done for this project.And I am very

much obliged to our Dean and Director Dr. P.P. PILLAI, for providing the opportunity

undertakes the study at Airlift (India) PVT LTD.Last but not least I would like to thank all the

official and employees of the company and to my parents, friends and my well wishers for

their valuable suggestions and encouragement for completing my project.

Hormis Nagar

8-06-2010 NAVEEN JOY

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DECLARATION

I hereby declare that the Organization study Report entitled A Organization Study on

Airlift(India) Pvt. Ltd. is a record of bona- fide work done by me in Airlift(India) PVT LTD,

during one month under the supervision of Mr.R Renjith,Cargo Manager, Airlift(India) PVT

LTD, and Mr. Prashanth P John, Lecturer, FISAT Business School, and that no part of this

report has formed the basis for award of any degree, diploma, associateship, fellowship or

any other similar title or recognition in any other institution.

Hormis Nagar

8-6-2010 Naveen Joy

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TABLE OF CONTENTS

1.Industrial profile 10

1.1 Introduction 10

1.2 Freight forwarding :modes of transport 11

1.2.1 Air cargo 11

1.2.2 Sea Freight 16

1.3 Historical Background 17

1.4 3pl and freight forwarders 18

1.5 factors favouring freight forwarders 20

1.6 Indian Perspective 21

1.7 Market Growth 22

1.8 Major Players 26

1.8.1 Global Players 26

1.8.2 Indian Players 29

2.Company Profile 30

2.1 Introduction 30

2.2 History and Milestones 31

2.3 At a Glance 33

2.4 Major Clients 35

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3.Organisation Structure 37

3.1 Finance and Administration 38

3.2 Marketing Department 42

3.3 Operations Department 49

4.Case Study 53

4.1 Analysis of the problem 54

4.2 SWOT Analysis 56

5. Conclusion 57

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List of Tables:Table A:INTERNATIONAL TRAFFIC CARRIED BY INDIAN CARRIERS___________13Table B:DOMESTIC TRAFFIC BY INDIAN CARRIERS_______________________14Table C:TOTAL TRAFFIC CARRIED BY INDIAN CARRIERS___________________15Table D:3pl vs Freight forwarders vs custom brokers_____________________19Table E:MAJOR PLAYERS___________________________________________26Table F:major Players in India_______________________________________29Table G:Organization at a Glance____________________________________33Table H:Major Carriers____________________________________________34Table I:Finance and Administration Structure___________________________38Table J:Ratio Analysis______________________________________________40

List of figures:

Figure 1:market growth____________________________________________24Figure 2:market forecast___________________________________________25Figure 3:Global Market Share_______________________________________27Figure 4:Organizational Structure____________________________________37Figure 5:Finance and Administration Structure__________________________38Figure 6:Marketing Structure_______________________________________42Figure 7:Air Cargo Export___________________________________________45Figure 8:Ocean Cargo Export________________________________________46Figure 9:Cargo import_____________________________________________47Figure 10:Ocean Cargo Import______________________________________48Figure 11:Operation Structure_______________________________________49Figure 12:Warehousing____________________________________________52Figure 13:common activities outsourced in India and USA_________________59

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RESEARCH METHODOLOGY:

Objective of study

To present an introductory profile of Airlift(India) Private Ltd.

To provide an industrial profile of the freight forwarding

industry- with reference to global and domestic market

To study in depth the organisation structure of Airlift( India)

Private Ltd.

To study the various functional areas in the company

Limitation of the study

This study is limited to Airlift(India) Private Ltd.

This study is presented on the basis of information and

knowledge which could be gained during the course of

organisational study at Airlift(India) Private Ltd,Cochin.

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Methodology

The methodology used in the organisation study are given as

follows:

Primary Data:

This information is collected by interviewing those who are working for the

Freight forwarding company

Secondary Data:

This data is collected from various sources such as

Internet

Books

Newspapers

Magazines and journals

Statement,audit reports and balance sheet of the company

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Introduction :

Business Globalization stimulated the need of paying closer

attention to the management of the chain providing logistics services innoded to

reduce the cost price of goods and services. The companies realized that full

attention should be paid for the competence of the company which include

manufacturing, services etc rather than concentratating in additional functions

such as transportation ,distributon of goods,storage etc.Here comes the need of

using 3rd parties ,when specialized services are required to ensure the

presentation of product of any services for the final customer.One such parties

which provide outsourcing is Freight forwarding.A freight forwarding is an

agent providing with services related to consignment on his own or clients

name. The freight forwarder can be defined as a commission agent performing

tasks such as transportation of goods,storage etc on behalf of the exporter or

importer.But ,with the expansion of trade and emergence of new means of

transport changed the role of freight forwarders.The services that freight

forwarder renders may vary from customs clearance to services up to total

transportation and distribution services.

There may be wrong assumptions that freight

forwarders are agents who earn money from the imperfection in the transport

companies.This is nothing but due to the lack of knowledge of the role of

freight forwarders in process of organizing transport services.The freight

forwarders are nothing but transport architects who takes responsibility for the

timely and quantitative delivery of the consignment.The freight forwarders

solves not only the problems of loading but also coordinates the questions

concerning overload consignments from one type of transport to another as

well.Without the help of freight forwarders ,the owner of the company has to

deal with a number of carriers which is quite a confusing process.The owner

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will find it difficult tomatch up the demands such as speed,economy,and

safety.in such cases ,the stimulation of goods flow is disrupted and results in

financial as well as other losses.Any disorder in the transport flow directly

affects the common market.Thus,by opting for freight forwarders the costs are

reduced drastically by chhosing the optimal transport route and by getting

commercial discounts for transport and insurance rates.

As a percentage of world gross domestic

product, the value of intercontinental trade has almost tripled from 5.2 percent

in 1962 to slightly more than 15 percent in 2009, and is expected to rise1. This

trend directly benefits freight forwarders as most manufacterers and suppliers

rely on them for transportation of goods. This unique positioning has allowed

forwarders to not only participate in the expansion of global freight flows but

also to control the most complex and valuable activities of these flows.As the

forwarders’ influence in the market has increased, customers,

competitors,strategic buyers and financial investors seek to better understand

how and why forwarders have been able to consistently generate superior profit

and create value over a long period of time.

1 (ForwarderMomentum, march 2008)

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1. INDUSTRY PROFILE

1.1 Introduction

With trade liberalization,the face of global supply

chain has changed considerably.Sourcing and manufacturing shifted from

countries having high labour costs to low labour costs.As the result of this

outsourcing ,the manufacturing and retailers have relied entirely on freight

forwarders to be their network manager of their intercontinental supply

chain.The customer base of a freight forwarder varies from small to big

manufacturing and retailers.

The services (ForwarderMomentum, march 2008) provided by the freight

forwarders include the following:

Transportation (intercontinental and destination delivery). Customs brokerage. Origin consolidation. Destination deconsolidation. Warehouse contract logistics services

The freight forwarders are both

competitors and customers of asset based air and container sea freight

carriers.They compete with asset based carriers for customer freight shipments

and purchase capacity from the same carriers to manufacture origin/destination

itineraries for their customers.

Most of the modern big freight

forwarding companies do not limit their activities only in broking operations

and organizing goods transport. They are involved in the process of transport

acquiring and maintaining transport equipment in both inland and international

transport. At the same time, goods owner is offered not only the services of

freight forwarding but also the sercvices of goods transport.

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In order to keep a customer, they are provided with services unusual for the

notion of traditional freight forwarding.Regarding his own employees from

transport branches, a freight forwarder sends them to customer’s company.

These ‘in-plant’ freight forwarders become effective means for supporting

freight forwarder’s relations with goods consignors and thus reduce data cycle

and improve management decisions. The largest freight forwarders may provide

a customer with a packet of logistics and freight forwarding services including

transport by different means.The global growing tendency of freight forwarding

is to provide the customer all necessary services to supply chain management.

1.2 Freight Forwarding:Modes of transport

The mode of transport is very essential in freight

forwarding or logistics business.The mode of transport is selected as per the context

demands.The modes of transport will vary according to the needs.The freight forwarding

company gives the best mode of transport meeting the need of the customer. The various

modes of transport used by the freight forwarding companies are:

AIR CARGO

SEA FREIGHT

ROAD TRANSPORT

RAIL FREIGHT

1.2.1 AIR CARGO:

Air freght or Air cargo constitutes the goods carried through Air

transport. Air transport plays a major role in international trade. More and more

goods ,particularly goods of high value, time-sensitive commodities and

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perishables are being found suitable for movement by air. It has been

estimated that goods moving by air account for about more than 20 per cent of

the world trade in terms of value. About 90 per cent of the world's air cargo

traffic is handled by air cargo agents who act not only on behalf of air shippers

but also on behalf of the airlines of whom they are approved sales agents.Air

Transport is one of the most effective tool to explore and serve world market.

The most common items carried through air are mainly of high value.they

include:

Aircraft and auto parts

Computers

Electronic and optical equipment

Pharmaceuticals

Machine tools

Precision instruments

Perishable foodstuffs

Most of the existing airlines have scheduled and chartered

carriers for transporting goods.Ground handling also plays an important role in

air cargo.Most of the airports have facilities like coolers, chilled rooms,

livestock rooms and security vaults to assist the handling of cargo.

Scope of air cargo in India:

Inspite of recurring losses of about $1.5billion during

the time of economic crisis ,Indian airline industry is showing great potential,

thanks to the steps taken by the Indian aviation industry.Eventhough, Lack of

infrastructure continues to be a roadblock for the industry, which is expected to

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touch Rs 13,300 crore by 2011-12, a growth of 20 per cent, by industry

estimates2.

Till recently,cargo

business was nit looked upon seriously as they comprises only 5-10 % of the

airlines revenue. But now, airlines are targeting cargo and have realized that it

has good scope. Airliners like Jet Airways have started floating a dedicated

cargo service by collaborating with a logistics company.The domestic and

international traffic of Indian cargo industry are as follows:

Table A:INTERNATIONAL TRAFFIC CARRIED BY INDIAN CARRIERS

Year Scheduled(tonne)

Non-Scheduled(tonne)

Total(tonne)

1999-00 100298 143 100441

2000-01 101351 2 101353

2001-02 97529 125 97645

2002-03 103729 91 103820

2003-04 97698 41 97739

2004-05 112157 0 112157

2005-06 112179 9 112188

2006-07 123694 0 123694

2007-08 142901 4 142905

2008-09 174092 0 174092

As per the given data ,the domestic cargo

sccounts for most of the air traffic with a whoopping figure of 278603 tonnes as 2 (Business Line, 2010)

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of lately.Whereas ,the traffic which accounts for international cargo is 174092

tonnes.As shown in these figures ,the potential of the Indian cargo industry is

very vast and as per the data,the air cargo industry is showing an increasing

trend and is expected to rise to gigantic levels.The total trafiic carried by air

cargo both domestic and internationally accounts for 452695 tonnes. (Business

Line, 2010).

Table B:DOMESTIC TRAFFIC BY INDIAN CARRIERS

Year Scheduled(tonne)

NonScheduled(tonne)

Total(tonne)

1999-00 158879 196 198453

2000-01 166668 118 209166

2001-02 160556 289 210409

2002-03 160556 289 210409

2003-04 197490 145 255665

2004-05 245151 402 325858

2005-06 256481 293 259774

2006-07 266421 418 266839

2007-08 302565 360 302925

2008-09 277608 995 278603

Source: (Business Line, 2010)

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From these figures,the growth in the air cargo traffic is

perfectly visible and as per the given figures the scheduled cargo accounts for

almost the whole of them.The freight forwarding companies in India accounts

for most of the scheduled cargo which is handled by the Indian air carriers.The

scheduled3 flights are the flights which operats regularly and are planned long

time before.Wheras non-scheduled4 flights refer to flights which operate

irregularly and my be planned a short time before flying. And charter flight.

Both scheduled flight and charter flight have restriction by agreement and the

local law.

Table C:TOTAL TRAFFIC CARRIED BY INDIAN CARRIERS

YearScheduled(tonne)

Non-Scheduled(tonne)

Total(tonne)

1999-00 250177 339 298894

2000-01 268019 120 310519

2001-02 258085 414 308063

2002-03 283314 597 338515

2003-04 295186 186 353404

2004-05 357308 402 438015

2005-06 368660 302 368962

2006-07 390115 418 390533

2007-08 445466 364 445830

2008-09 451700 995 452695

Source: (Business Line, 2010)

1.2.2 SEA FREIGHT:3 Operates as planned4 Chartered flights

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Shipping constitutes the principal mode of international

transport and is estimated to carry about 90 per cent of international trade in

terms of volume. Sea freight is the most cost effective way to transport cargo

raging from bulk exports to mails.Eventhough yhe goods take long time to

reach their destinations,it is still the safest and reliable means of

transportation.It is convineint for mostly for regular high bulk shipment.

Freight forwarders arrange the cheapest and quickest means as

they deal with many shipping companies and customers.

The main items transportedthrough sea are:

Coal

Oil

Furniture

Heavy Machinery

Project Equipments

The goods transported through sea are put into

regular shipping containers, which can be handled anywhere and can be

transferred directly from ships to trains for land transport. The regularization of

the industry resulted in reliability and better Sea-freight. Today the shipping

industry is well-organized and regulated, making it easy for companies to safely

transport their goods overseas.

Loss and damage costs resulting from sea cargo are very low

relative to other modes of because damage is not much of a concern with low

valued bulk products,and losses due to delays are not serious.the main concern

of mishandling occurs only at the time of loading and unloading which is to be

taken care of.

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1.3 Historical Background of freight for freight

forwarders

The freight forwarding services began in the 17 th

century when active trade development started and markets started growing

up.the expansion of operation didn’t allow businessmen to carry out all

operations and meet the requirements of necessary for process like

loading ,discharging,and storage of goods on their own.These problems were

overcomed by agents who did not had any agreement in buying and selling nor

in the transport.They were called by different names in continental European

countries varying from Authorized persons ,brokers ,agents etc.It was during

this time the need of a representative was considered at the intersection of

transport and trade.Such representative came to exist by the name ‘forwarding

arent’ in England.

It was in the beginning of 19 th century that

USAoverload carriers in international cotton trade innovated and brought up the

name ‘Freight forwarders’.The freight forwarders appeared as an inseperable

party in the contract of goods transport and used to take goods from

sender,issued direct consignment ans participated in the practical realization of

the contract for goods transport.In the ideal model,the freight forwarders should

have the complete control of the delivery of the goods up to the destinstion.The

carriers should be part of transport services for market freight forwarders.In

many countries,carriers go beyond their limits of transport activities and provide

services like goods storage,financial remittances,freight forwarding etc.

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1.4 3 rd Party Logistics and Freight Forwarders

The 3pl or 3 rd party logistics and freight

forwarders are more or less the same.Some suggest 3pl is just a fancy name for

freight forwarding (Dechter).But there are difference between the two.Freight

forwarders are more transport specific.They move the cargo from one place to

another.Wheras logistics providers move,store and process inventory.The

functions of a 3pl go beyond freight forwarding.

Since freight forwarders are specialists in

transportation,they focus on the cost and logistics of the transportation and thus

providing more cost-effective transportation.Wheras,since 3pl are generilst as

they provide services beyond forwarding, they need not necessarily be cost

effective as freight forwarders.The 3pl even depend on freight forwarders for

their forwarding needs.Head to head ,forwarders are going strong as they

dominate the international trade by controlling 90% of the international trade

(Dechter).Most of the direct carriers heavily depend on forwarders to sell their

transportation,rather than directly marketing to the customers.

The freight forwarders are the architect

of transport.Since they are specialist in that particular area,freight forwarders

carry the reputation of arranging the best and cheapest way of transporting

goods.The 3pl or third party logistics eventhough do arrange such service,they

are more expensive and are not able to keep up with the freight forwarding

campanies as they have a more generalistic5 approach in providing the logistics

solutions and freight forwarding is only a part of it.

5 Includes freight forwarding

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Table D:3pl vs Freight forwarders vs custom brokers

The figure above gives a clear idea of activities

of freight forwarders and 3pl.3pl is more likely a one stop solution for logistics

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CUSTOMS BROKER

Custom brokerage Service

FREIGHT FORWARDERS

Arcitect of transport

Books space on all transport modes

may have Warehousing and transport asset

Custodian of Cargo

Collaborates with customer and Carrier

requires IT to automate clerical functions

3PL

Generalist

Books space on all transport modes

Provides a range of value added logistics

services

collaborates with multiple supply chain

players

May depend on forwarders for transportation

Iuses IT to manage information and keep

customer informed about shipment status


and are expensive for the same reason.Due to the same Inspite of these

differences ,the services of freight forwarders and 3pl are blending together.

1.5 Factors favouring freight forwarders

There are several structural factors

in the forwarding industry that allow forwarders to generate superior financial

returns compared to air and container carriers. These include:

Control of the end-user customer.

Ability to provide better supply chain information to customers.

Flexibility of services across means and different carriers

Ability to attract and retain high quality people.

Better understanding of costs due to less complexity.

However, contrary to the above factors, there is also a

level of commitments which forwarders maintain including:

Information systems.

Facilities.

Minimum commitments with air and container carriers

Forwarders are able to take control of the end-

customer relationship as asset operating air and container carriers increasingly

rely on forwarders’ wholesaling capacity instead of direct marketing to end

customers, especially medium and small sized accounts. These carriers are

adding capacity to fulfill long term market share objectives and are not

constrained by the quarterly earnings expectations of shareholders.Te freight

forwarders are also able to give the customers with better data which will help

the latter to calculate the transportation cost which in turn is necessary for

optimizing their suplly chain requirements.

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Forwarders can be more

flexible with customers and are able to customize their services to specific

requirements because they need not have to fill planes or ships each

day.Wheras, Carriers are focused on maximizing the load factor and yield of

each flight or vessel departure and they have an incentive to encourage

customers to choose routings that is profitable for them and best for the carriers

interest ,rather than the looking the customers interest.Due to same reason the

flexibility factor is less in the case of carriers.

Freight Forwarders also have

competitive advantage in human resources. They are able to attract and retain

high quality people because of their ability to promote faster and pay well due

to higher growth and profitability. Many forwarders reward employees based on

area level profitability.This attracts more quality people to freight

forwarding .Wheras in the case of carriers,the opportunities for career

advancement is limited.Another advantage of freight forwarders over carriers is

their nature of work.Since the freight forwarding is less complicated work,they

have better understanding of the cost and effectiveness of transportation

business. Forwarders are far less complex because they focus on the basics

factors like sales,terminal operations ,procurement of transport servicesetc

1.6 Indian Perspective

The Indian freight forwarding

industry currently plagued with low demand, poor infrastructure, high costs,

government regulations etc. However, it is going to turn around on the might of

various factors like robust GDP growth, globalization, FDI in logistics and

increasing government support. The annual logistics cost in India is estimated

to be 14% of the GDP, which translates into USD 140 billion assuming the

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GDP of India to be slightly over USD 1 trillion. Out of this USD 140 billion

logistics cost,almost 99% is accounted for by the unorganized sector

approximately USD 1.5 billion, is contributed by the organized sector which is

about slightly more than 1%. Due to which,the logistics industry in India is in a

promising stage.

However, the industry is growing at a fast

pace and if India can bring down its logistics cost from 14% to 9% of the GDP ,

savings to the tune of USD 50 billion will be realized at the current GDP level,

making Indian goods more competitive in the global market. Moreover, growth

in the logistics sector would imply improved service delivery and customer

satisfaction leading to growth of export of Indian goods and potential for

creation of more job opportunities.

But there are certain problems existing within the logistics in

India. There is lack of trust and awareness among Indian shippers with regard to

outsourcing logistics.The volume of outsourcing by Indian shippers is presently

very low compared to the same for the European ,pacific and other developed

countries. The unwillingness to outsource logistics on part of Indian shippers

may be attributed to speculation about the possible benefits, perceived risk, and

losing control, of sensitive organizational information, and vested interests in

keeping logistics activities in-house.Unfortunately ,this tendency exist among

most of the Indian companies.

Indian freight forwarders also face stiff

competition from multi-national freight forwarders for international freight

movement. The multi national companies ,because of their size and operations

in many countries, are able to offer low freight rates and extend credit for long

periods. Indian freight forwarders, on the other hand, because of their smaller

size and lack of access to cheap capital, are not able to match the same.

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Moreover, clients of MNCs often want to deal with a single service provider

and especially for FOB or Free on Board specify the cargo freight forwarders,

which most of the time happen to be the multi-national freight forwarders.

Asthe result of this sort of an attitude towards the Indian freight forwarders ,

most of the international freight forwarders dominate the Indian market.

1.7 Market Growth

The growth in the global freight forwarding

market have always shown alarming growths until the later half of 2008 when

the economic slowdown hit the market.The slowdown resulted in the hindrance

to the growth of the market but the overall the company was still

growing.Eventhough the economic slowdown hits the brake in the market,it

could only slow down the growth of the overall industry.This shows the

potential of the market.

The main reason for the recovery

during the slowdown was strong growth it had during the first half of 2008.Te

growth rate for global forwarding is shown in Figure 1:market growth.as shown

in the figure,the growth rate were at alarming rates in the beginning .In 2004,the

rate of growth was 12% which showed an increasing trend to go on to 14.3% in

the year 2005.The year 2006 also gave good results as it again clocked double

digits in its growth rate to 13.4%market growth.The growth rate managed to

stay in the double digit barrier in 2007 when it showed a 10.9% growth .It was

when the economic slowdown began,a sudden depth in the growth of the global

freight forwarding business became visible.The growth rate drastically droped

to 2.9% from 10.9 in the previous year.

Eventhough the global freight forwarding

market will recover from this,the growth rate wont be in such a rate as it used to

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be.The global freight forwarding market will take at least three years to

recover.But it does not mean that there wont be any growth in the global

industry.The only concern will be that the growth will be in much reduced pace

till 2012.

2003 2004 2005 2006 2007 20080

20000

40000

60000

80000

100000

120000

140000

Global freight forwarding market size and growth

€m

Figure 1:market growth6

6 Tansport intelligence

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Figure 2:market forecast

According to the experts (transport

intelligence),the forecasted growth in the global freight forwarding industry on

2012 will be mere 1.90%,but is expected to be back in its earlier growth rates

after that.Figure 2 shows the market forecast of the global freight forwarder.

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1.8 Major Players

1.8.1 Global Players

The major global players dominating the freight

forwarding mark are given s follows:

Table E:MAJOR PLAYERS

Source:Armstrong and associates

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The global forwarding market remains highly

fragmented with top 10 accounting for just 42 percent of the market. The market

leader, DHL, controls just 8.8percent, and it doesn’t expect a miracle growth in

the coming years .The rest 58% is controlled by the remaining freight

forwarding companies which include many small ones too.Due to this

fragmentation the market has great scope for emerging companies and is

expecting to grow at a larger pace.

dhl global forwarding9%

K+N8%

DB Schenkar6%

panalpina4%

Expeditors3%

Sinotrans3%

Agility3%

UPS SCS2%

CEVA2%

DVS2%

Others58%

Global Market Share of freight forwarders

Figure 3:Global Market Share

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1.8.2 Indian Players:

Due to the market penetration,the major

share Indian market is dominated by global MNC’s which include

DHL,Schenker,K+M,UPS,Fedex etc.As mentoned earlier ,mostly the MNC’s

dominate the total market of freight forwarding in India.Other than these,the

other Players in the market includes Bluedart,Jetairways,Firstflight,Safe

Express,GATI,Aqualogistics,AirliftIndia etc.In india,the Organized players use

technology-based infrastructure, and integrated air and surface solutions in the

domestic and international markets to their advantage. Considering that huge

investments are required to set up a pan-India network, economies of scale play

a very important role.

The organized players offer superior service toclients in

comparison to their unorganized counterparts as they provide online tracking of

cargo, warehousing facilities, etc. This has enabled organized players to gain a

larger share of the express cargo distribution industry. With extensive networks

and high service standards, organized players have captured 65% of the express

business, while unorganized or semi-organized players account for 25% of the

total market.The express7 cargo mainly deals with consignments which are

mainly documents due to price factor. However, within the domestic sector,

unorganized players offer a price advantage over organized players. As a result,

organized sector has only 45% share of the market with unorganized players

having a comparable 41% share.

The dominance of the unorganized companies is

clearly visible in the Indian market mainly due to its price .The unorganized

companies offer more flexibility in their price when compared to the big Mnc’s

operating in India.

7 Non stop cargo

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The major players in India are given in Table F.The table shows

both the Indian and domestic players in India.

Table F:major Players in India

Indian Players International

PlayersTVS logistics Exel

Safe Express DHL

CONCOR Aramex India

Dynamic Logstics SembCorp

Gati ltd Fedex

Associated RC ltd BlueDart

PRL

SERL

TCIL

There are many hindrance in the cargo business

in India mainly caused due to poor infrastructure.Due to which the that will

cause a slow pace in total freight forwarding process.

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2 . COMPANY PROFILE

2.1 Introduction

AirliftIndia came into existence in

the year 1979 by a group of individuals who were working in big international

forwarding companies with a strong desire to build up an independent

forwarding company of their own. It was to grow to such gigantic proportion in

just 7 years, to become one of the top five cargo agencies in India.Airlift India

has branches across eleven cities of India including Mumbai, Delhi, Bangalore,

Rajkot, Ahmedabad, Madras, Cochin, Pune, Vadodra ,Trivandrum and

Hyderabad .Airlift (India) Private Limited , manages ,conduts and handles every

year more than 50,000 tonnes of cargo in exports & forwards 70000 tonnes in

imports through these branches.According to one of the directors,since its

inception in 1980, Airlift (India) Private Limited has constantly grown by leaps

and bounds to justify its present high status and the esteem it commands on the

National and International fronts.Presently,

Airlift (India) Private Limited in India has

more than 1400 sq. ft. For its warehousing facilities showing maximum

utilization and yet , more that 50% of its cargo moves directly from supplier to

airline warehouses.The main features of Airlift India at a glance is given as

follows:

• A highly efficient staff of over 200 persons.

• Turnover – over 700 Millions in INR.

• A highly qualified team of personnel on the research sales and

operations panel.

• A network of professional receiving and handling agent.

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• Ancillary services of Consultancy and Distribution cost analysis.

• A decent communications network, providing immediate access to

detailed shipment date and appropriate rates throughout the world.

2.2 History And Milestones

AirliftIndia came into existence in Dec,1979

by a group of individuals who were working in big international forwarding

companies with a strong desire to build up an independent forwarding

company of their own.It started as an export air cargo agents.In the year

1980,AirliftIndia gets the approval of IATA8.

By the year 1984,AirliftIndia showed

implacable progress and were the no.3 agents in IndiaAs the plan of their

expansion,AirLIft India branches out into Break bulk cargo in the year

1985.The company started its second branch in the capital city of Delhi in

the year 1986.Success didn’t forsake the company as it was adjusted the no.2

in all India Basis in the year 1988.

It didn’t take long to declare

AirliftIndia as the no.1 agents in India by IATA.This was during the year

1990.The company started its new branches in Cochin and Pune in the year

1993 and was quoted as the landmark year by one of the directors.It had

operations in both sea and air cargo.In the year 1994,it again expanded its

branches in Vadodra.

AirLiftIndia rooted its strong presence in south

India by opening up new branches in Tiruvanathapuram and Coimbatore in

the year 1998.The new branches in Ahmedabad was added in the year

8 The Air Transport Association

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1998.As a plan to expand its business overseas,AirliftIndia opened its first

overseas branch in Los Angels,USA in the year 2001.By the year

2002,Rajkot was added to its branches.It was in the same year the only

overseas branch of AirLift India had to closed down due to management

problems.The company claims to be in the forefront of air cargo industry in

india.

AirliftIndia claims to have a special bond with

the customer that is trust.According to one of the directors, understanding

the customer requirements,finding the ideal solutionand going the extra mile

to achieve it is the reason of their success. The customers Range varies from

various industry and the list is steadily growing.

The range varies from FMCG,

Pharmaceuticals,Textile,Wine,Engineering,Plastics,Ceramics,Furniture,Che

micals,Construction,Fashion,Hospitality,Automobiles,InformationTechnolog

y,Confectionaries,Telecom,Industrial Produce etc.Air lift(India) ,due to the

nature of the materials it transport mainly ,the most of the transportation

solutios through Airlift(India) are through Air cargo.

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2.3 AT A GLANCE:

Table G:Organization at a Glance

Airlift(India) in fig:

Branches

Warehouse,offices etc

Cargo exports volume

Cargo imports Volume

12

50

50,000 tonnes

70,000 tonnes

Since airlift(India) focuss on giviving the best

transportation solution in the most cheap and effective way,the professionals in

Airlift(India) keeps tracks of every possible transportation means and aims at

delivering the best transportation means meeting the requirements of the end

customer.As a result,Airlift(India) recommends the best carriers for both air and

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sea cargo in the world.The major carriers through which the transportation

needs of Airlift(India) are satisfied are given below:

Table H:Major Carriers

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Air India

Air France

Luftansa

British Airways

KLM

Emrites

Air Cargo

CMACGM

MaerskLine

K-Line

APL

Sea Cargo


2.4 Major Clients

The clients list of AirLift (India) privte ltd varies

fromFMCG,Pharmaceuticals,Textile,Wine,Engineering,Plastics,Ceramics,Furni

ture,Chemicals,Construction,Fashion,Hospitality,Automobiles,InformationTech

nology,Confectionaries,Telecom,Industrial Produce etc.The Major clients of

Airlift(India) pvt Ltd are:

ARJUNA NATURAL EXTRACTS LTD:

Arjuna natural extracts ltd is a global manufacturer and exporter of standardized

herbal spice extracts, specialized essential oils and omega 3 fatty acids from

marine and vegetable source, in Oil and Powder forms

BATCRAFT INTERNATIONAL PVT. LTD.

Batcraft International manufactures modern cricket bats

POLYHEDRON.

Polyhedron is a company focusing on development, manufacture and

marketing of nutraceutical products.

SHAHI EXPORTS PVT. LTD.

SHAHI Exports Pvt. Ltd. is engaged in the manufacture and export of

readymade garments in the International market

SYMEGA SAVOURY TECHNOLOGY PVT. LTD.

Symega are specialists in plant derived natural product

STERIPHARM.

It manufactures Medical, Laboratory And Scientific Equipment

CIPLA LTD

Cipla, is a prominent Indian Pharmasuetical company

SHAH SAFARI

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design, manufacture, market and distribute trend-setting young men’s

sportswear.

SARJU INTERNATIONAL

It specializes in manufacturing High quality Branded Fashion Apparels

for the International market

B.SORABJI

They are involved in the activities of Manufacturing & Trading

EAST AND WEST HANDICRAFTS PVT.LTD

Manufactures and Exporting of Readymade Garment

ALOK TEXTILES

Fully integrated textile company and are amongst India’s largest textile

manufacturers

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3 ORANIZATION STRUCTURE

Figure 4:Organizational Structure

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MANAGING DIRECTOR

BOARD OF DIRECTORS

FINANCE &ADMINISTRATION

MANAGER

Accountant

Clerks

Marketing Department

ExportsManager

Manager{ Perishable}

Manager {General

}

AirFreight

Sea Freight

ImportsManager

Overseas Coordinat

orPacific

Overseas CoordinatorMiddle East

Overseas Coordinat

orEurope

Customer service Manager

OPERATIONS MANAGER

Cargo Manager

Counter Supervisor

CounterStaff

Workers


3.1 Finance and Administration:

The structure of Finance and Administration department of the

company is shown below:

Table I:Finance and Administration Structure

Figure 5:Finance and Administration Structure

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Finance and Administration Manager

Senior Accountant

Accountant

Clerical Staff


The Finance and Administration

Department is responsible for overseeing the budgeting, control and expenditure

of the company.It is also responsible for all issues concerning manpower

development, management and administration.

The main functions of the finance and administration department are:

a) Preparation of Balance Sheet

b) Preparation of Payroll

c) Preparation of cash flow reports

d) Preparation of audit reports

e) Advising the management on legal matters

f) Man power selection and allocation

g) Administrating property security

h) Checking the employee needs

i) Overseeing the requirements of equipments in all branches

The finance and administration manager heads the

finance and administration manager. The main objective of the Finance

Manager is to manage funds in such a way so as to ensure their optimum

utilization and their procurement in a manner that the risk, cost and

control considerations are properly balanced.His functions include

forecasting and estimating the requirements of funds which include both

long range and short range planning.he also plays an important role in

carrying out negotiations with the various financial institutions, banks

and public depositors for raising funds on favourable terms.

The Senior accountant comes under the

hierarchy of finance and administration manager.Senior manager is

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responsible for supervising all the book keeping and other related

things.The auditors report is presented to the financial and administration

manager by the senior accountant ,the latter forwards the same to the the

shareholders.The senior accountant also interprets and analyze the present

accounts and prepares financial and statistical data so as to provide

recomemdations to the financial manager. Under the Senior accountant

comes the accountant.The accountant is responsible for the higher

function of designing where necessary, improving or modifying the

system of accounts. Accountant supervise and coordinates the work of the

book keeper, staff, writes up more important private and impersonal

accounts and prepares the annual profit and loss accounts and balance

sheet.

Ratio Analysis 9

Table J:Ratio Analysis

YEAR Equity to Total Funds Ratio

Debt Equity Ratio

Fixed Assets to Long Term Funds Ratio

Current Ratio

2006- 2007 .219 .73 .043 1.54

2007- 2008 .213 .92 .039 .162

2008- 2009 0.257 1.017 .037 1.99

9 Equity to total funds ratio = Equity share capital + Pref. share capital + Reserves and surplus – Accumulated losses / Debt + Equity

Debt Equity Ratio = Debt / Equity

Fixed Assets to long term funds ratio = Fixed Assets / Long term funds

Current Assets = Current Assets / Current Liabilities

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Equity to total funds ratio indicates the long term solvency mode

of financing extent of own funds used in operation. It can be noticed that

from the year 06-07 the long term solvency of the firm has decreased

from .219 to .213 in 07-08. And there after their firm showed an increase

to .257 in 08-09.Debt Equity ratio indicates the relationship between debt

and equity. It can be seen that in 06-07 the debt equity ratio was .73 and

there after of the firm showed a slight increase to .92 in 07-08 and to

1.017 in 08-09. it indicates a better solvency position.

Long term fund ratio means the sum

of shareholders fund and debt funds. It shows the proportion of fixed

asset financed by long term funds. It indicates the financing approach

followed by the firm. It can be understood from the table that the firm is

showing a decreasing trend from 06-07 which was at .043 to .039 in 07-

08 and .037 in 08-09 .Current Asset TO ratio indicates the firm’s ability

to pay of its short term liabilities. Initially the ratio was 1.54 which was

decreased to .163 in 07-08 and later it was recovered to 1.99.

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3.2Marketing Department

The marketing in

the case of Airlift(India) freight forwarding company is mostly based on

the trust and giving the cheapest and effective solution to the

transportation of cargo for the company.Airlift(India) pvt ltd marketing is

mainly based on their performance and the consistant clients have the

share the same ,according to one of the directors.The basic structure of

the marketing department in Airlift(India) lt is given as follows:

Figure 6:Marketing Structure

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Marketing DepartmentExports

Manager

Manager {Perishable}

Sea Freight

Air cargo

Manager {General}

Imports ManagerOverseas Coordinator

[Pacific]

OverseasCoordinator

[Middle east]

Overseas Coordinator[Europe]

Customer Service Manager


As shown in the above

structure,the marketing department has two divisions ie;exports and imports

division.The Export division is headed by exports manager and takes care of the

exports cargo.The hierarchy follows under the exports manager as manager

[perishable] and manager[general].The manager[general] takes care of matters

concerning general cargo or non perishable cargo.in the case of perishable

components,they are taken as air cargo due to their nature.And for the same

reason,the manager[perishable] need only be concerened with air cargo.

Wheras in the case of Manager [general],he/she has to

deal with both air cargo and sea cargo.The exporter contacts the company

regardin the information regarding the cargo.The freght forwarding company

deals with the documentation part which include the airwaybill10 and the carrier

is selected meeting the requirements of the exporter.The company is responsible

to bring in the best and cheapest deal for the .

In exporting of goods,there are mainly two ways:

Fob(freight on board)

Cif(cost,insurance and freight)

In the case of fob,the freight charges is

payed by the consignee. Depending on specific usage, it may stand for Free On

Board or Freight On Board, with similar but distinct implications. FOB

specifies which party pays for which shipment and loading costs, and/or where

responsibility for the goods is transferred. The last distinction is important for

determining liability for goods lost or damaged in transit from the seller to the

buyer.Free on board means that the buyer has to bear all costs and risks of loss

10 Documents concerning te consignee and consigner

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of or damage to the goods from that point. The FOB clears the exporter with

the goods for export after cargo is on board.The consigee11 is to responsible for

all the costs occurred after the cargo is loaded on board.

Wheras in the case of cif(cost,insurance and freight),the

consigner12 is responsible for all the payments.The exporter must pay all the

cost necessary for the cargo to reach the required destination.The risk and

damage occurring to the cargo is transferred from the exporter to the

consignee.The exporter is also responsible for payment of insurance of the

cargo to be transferred.

The procedure in Air Cargo expoting is given in Figure 7.the

exporter gives the details of the cargo to the Airlift(India) pvt ltd. who works

out the documentation including the airwaybill which specifies the detils of the

cargo and the consignee and consigner.

The company deals with the Indian customes to

clear the cargo giving the necessary data and documentation needed for them

and the cargo is put on board .Once the cargo reaches its destination ,the

overseas agent with which the Airlift(India) has association withrecevies the

cargo and after checking the cargo sttus is made to reach the consignee.

In the case of exporting of cargo through sea

mode,the procedure is almost the same .The only difference lies is the mode

of transport for the crgo is through sea carriers.

11 Person receving goods12 Person sending the goods

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Figure 7:Air Cargo Export

The preocedure in Ocean cargo export is given in Figure 8.As shown in the figure ,the overall process for exporting remains the same in se ans air cargo.The cargo hanled by sea mostly doesn’t del with perishable items wheras the othe one does.

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Figure 8:Ocean Cargo Export

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Wheras in the import manager deals with

the matters regarding importing of the cargo.As shown in the organization

hierarchy,the Overseas agents and customer service manager comes under

import manager.Mostly the Import cargo in Airlift India is based on air

cargo.Since most of their clients interested in importing are related to

drugs,medicines and other perishable materials,the 90% of the imports are done

through air only.The various procedures which goes through the impoting cargo

through air are given as follows:

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Figure 9:Cargo import

There are mainly three overseas coordinater for the

imports division of Airlift(India) pvt ltd .They are each for the Pacific,Europe

and Middle east.The main duties of the overseas coordinater include

communicating with the overseas agents with whom they have a tie up with and

ensure an healthy relationship with their respective overseas agent

abroad.Whearas the customer service manager deals with the consignee and the

make ensure the safety of the imported cargo Eventhough there occurs limited

amount of imports through sea,the importing through sea does occur in Airlift

(India).before the import,the overseas coordinater is contacted by the respective

overseas agents giving information about the cargo and the customs clearance

and other documentation in India are tken care by the company.

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Figure 10:Ocean Cargo Import

3.3 Operations Department The basic structure of the operation department in

Airlift(India) is given as follows:

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Figure 11:Operation Structure

Operating transportation and freight

forwarding assets requires expertise in a wide range of areas, including asset

acquisition, aircraft and vessel operations, terminal operations, maintenance and

overhaul, labor management, fuel purchasing and regulatory affairs. This wide

range of disciplines also requires lots of expertise in multiple functional silos,

most of which are internally focused and not facing the customer. The

operations department in Airlift(India) is headed by a cargo manager who has

the clear cut idea of the different transportation means and maintenance of the

cargo.The operation assistant is present to assist the cargo manager in the

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OperationsDepartment

Cargo Manager

Counter Supervisor

Counter Staff


operation procedures angives the updates about the various cargo handled by

the company.

The cargo manager gets reports by the divisional cargo

manager regarding the imports and exports in the particular area.The daily

works of cargo department varies from documentation of cargo to supervision

of cargo.The daily works of cargo department in one the branches of

Airlift(India) in Cochin is as shown is sequence as follows:

Daily works on cargo department in Cochin branch:

1) Issuing of carting order on export cargo

2) weighing of export cargo

3) Booking cargo for agent

4) Allocation for the flight

5) Supervision of cargo loading

6) On arrival of flight meet and collect input documents

7) As per docement confirm cargo received

8) supervision of loading to filght

9) prepare cargo manifest

The operation department is also responsible for

the customs clearance and other documentation procedures needed for the

transportation process.There are mainly three types of documentations in freight

forwarding:

Bill of Lading

Freight Bill

Freight Claims

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Bill of Lading is the key contract on which freight moves.It

is the legal contract for the movement of designated freight with reasonable

dispatch to a specified destination,arriving damage free.The main three

purposes of bill of lading are:

It serves as a receipt of goods.

It serves as a contract of carriage.

It serves as a documentary evidence of title.

Wheras ,Freight Bill contain information bout the

freight charges.In addition to this ,it contains much of the same information of

bill of lading such as origin and destination,quantity ,product and the persons

involved.The freight Claims deals with the claims made against the carrier.

Now ,for the purpose of transportation of

goods,there exist airwaybill dealing with the nature if transportation.There are

mainly two types of airwaybill:

MAWB (Master Airway bill)

HAWB (House Airway bill)

In the case of MAWB or Master airwaybill,the

shipments are sent on the direct basis.Wheras in the cse of HAWB or House

Airwaybill,the shipments are sent on a consolidation basis whereby grouping

together various clients consignments under one MAWB being issued by the

company.

The operations department is also responsible for the storage of

the cargo if necessary.The company deals with mostly perishable items and

most the air ports have facilities to or cold storage to store these

components.Since most of the consignments are received at the time of the

delivery,there is hardly the need of storing for a long period of time.Eventhough

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,if the situation demands the company has a good warehousing facilities all

over India to meet the needs of the customer if needed.The Figure 12 shows the

warehousing module of the company:

Figure 12:Warehousing

4 .CASE STUDY: From its

existence,Airlift(India) pvt ltd has been showing considerable growth and

managed to strengthen its roots in the country by opening various branches all

across the country including cities like

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Delhi,Mumbai,Banglore,Ahmedabad,Rajkot,Chennai,Pune,Cochin,Vadodara,tir

uvanathapuram,Hyderabad etc. Inspired by the alarming growth and the

increasing customers,the directorial board of Airlift(India) pvt ltd decided to

extend its business to the international stage.The expansion of the branch would

give the company more brand value and increase the revenue of the

company.The expansion will also reduce the dependency of the home market of

the company.

As the part of the expansion

plans,the board meeting was called upon to decide the location to open its

branch overseas.The decision was finally made to open its first branch in Los

Angels,USA in the year 2001 where the company thought is worth investing as

they deal a lot of freight shipments through their fellow forwarders in Los

Angels.

They roped in a group

of professionals who were working in other private companies in USA and were

dealing with the Airlift(India) ltd in their shipments in the pacific region to

work for the Los Angels branch of AirLift(India) pvt Ltd.The company started

of by recommending the former clients(who dealt with fellow forwarding

companies in USA) to utilise the services of the new office of Airlift(India)pvt

ltd.The branch in Los Angels failed to perform with the expectations of the

companies and was forced to close down within an year of its functioning.The

directorial branch at the head office found it difficult to manage the branch

overseas and had to cope up myriad issues involving the management of the Los

Angels branch.The same affected the performance of the branch in the Los

Angels and the first and only overseas branch of the company ceased to exist in

2002.

4.1 Analysis of the problem

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The case identified in the

the concerened organisation deals with failure of the expansion of the

company’s branch overseas.The company eventhough started with great

enthusiasm in the start ,it failed to carry forward the momentum forward.The

company managed to get great individuals at the start who are great at getting

the things going but lost their motivation once the company went beyond the

start up phase.The main reason for the collapse of the overseas branch in Los

Angels was the lack of control of the branch from the head office perspective

which is located in Mumbai.The head office of Airlift(India) pvt ltd eventhough

had followed successful management strategies in the regional branches ,it

failed to keep in track with the changing developments in the Los Angels

branch.

The company

communication with the overseas branch located in Los Angels was limited and

this lead to certain management problems occurring in the Los Angels

branch.One of the main mantra behind the success of an organisation is the

communication between the branches and departments ,failing to do so will

result in disastrous results.The lack of communication between the branch at

Los Angels and the head office created a distinction among the employees at

Los Angels from the company and for the same reason the head office wasn’t

able to succusfully heed to the opinions of the management team in the Los

Angels branch.

This lack of communication lead

to distrust among the employees of the overseas branch and the head office.The

management problems gave rise to decrease in the office assignments receiving

in the Los Angels branch which in turn lead to causing financial debts in the

Los Angels branch.The branch in Los Angels let alone meet the company’s

expectations , failed to deal with rising financial debts in their branch.As this

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continued , the directors of board in the head office decided to hold a meeting

which decided to shut down the companies first overseas branch in Los Angels

by the latter half of 2002.

4.2 SWOT Analysis

Strengths

Quality and reliability.

Superior performance vs competitors in terms of delivery.

Experience of staff.

Delivery capability

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A network of professional receiving and handling agent.

Management is committed and confident.

Weakness

Freshers training not practised

Stiff Competion from MNC’s

Failure to manage overseas branch

Opportunities

Potential Domestic and International Market

Could extend to overseas

Growth in freight forwarding market

Threats

Competion from other forwarding companies

Offerring competitive price to customers

Conclusion:

The study at Airlift(india) pvt Ltd reveals the

imporatance of the freight forwarding in the trade.The marketing of

Airlift(India) pvt Ltd is mainly based on trust and keepin a good healthy

realationship with the existing customer.They takes responsibility of the given

consignment and supplies transport companies with large flows of goods. As a

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result, confinement and time of transport services without consignment is

noticeably shortened. In such a way,the participation of skilled freight

forwarders in the process of organizing the transportation of goods do not

increase expenses for transport service for the customer but reduces costs due to

the choice of the optimal transport route and commercial discounts for transport

and insurance rates.

The freight forwarding industry will continue

to benefit from growth in trade in the recent years.A need for an integrated

approach to logistic chain has been already recognised in theory and practice.

Multinational firms in the industry or retail sector i.e. show an increasing

demand for complex transport and logistics service.The emergence of new

technologies causes a deep change in the relationships along the logistic chain .

The transport and logistics provider are urging to attain the services of the new

developments in IT sector to provide better and cheap services and to oust out

their competitors.

FINDINGS:

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From the organisation study conducted Airlift(India) Pvt Ltd

,certain trends in the Indian scenario was noticed.My findings from the study is

summarized below:

Most of the Indian companies use the freight forwarding or logistics

providers purely for the inbound and outbound transportation and also for

the custom clearance.Hardly any of the customers in Airlift(India) ltd are

keen in utilising the warehousing facilities provided to them.

Upon enquiring with some of the Indian companies who use the services

of such providers ,the reasons for not utilising the outsourcing were that

they were concerned about the capabilities of the freight forwarders and

also mentioned about the poor infrastructure of the forwarders in india.

Upon detailed inquiry,the Indian companies who outsource their

transportation needs was found to be only 55% of the whole when

compared to 71% in the US (Sahay).Most of the Indian companies are not

opting to it because they have still doubt in the capabilities of the

provider.

Also,those who opt for them,mostly confine the services to custom

clearance and transport.

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Figure 13:common activities outsourced in India and USA

Bibliography

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