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Sharekhan company which was established on 8, feb,2000. Sharekhan named on the SSKI
company. The site of the sharekhan company also launched on Feb,2000. Sharekhan is an
online website portal for online trading, investments and stock marketing. The company
was founded in February 2000 by entrepreneur Shripal largest stock broker portal and has
its branches in 575 cities in India. In 2016, Sharekhan has been bought by French bank
"BNP PARIBAS". It also has international presence through its branches in the UAE and
Oman. Sharekhan offers services like portfolio management, trade execution in equities,
futures & options, commodities, and distribution of mutual funds, insurance and structured
products. These services are backed by quality investment advice from an experienced
research team which offers investment and trading ideas based on fundamental and
commodities, mutual funds, IPOs and much more. Sharekhan is a member of the Bombay
Stock Exchange, the National Stock Exchange and the country’s two leading commodity
exchanges, the NCDEX and MCX. Sharekhan is also registered as a depository participant
with National Securities Depository and Central Depository Services. Sharekhan has set
executable application that emulates a broker terminal besides providing information and
tools relevant to day traders. Its second initiative, First Step, is targeted at empowering the
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first-time investors. Sharekhan has also set its global footprint through the “India First”
participate and benefit from the huge investment opportunities in India. Sharekhan offers
its customers a wide range of equity related services including trade execution on BSE,
NSE, Derivatives, Depository services, Online Trading, Investment Advice, Mutual Funds,
Online IPO's etc. Sharekhan’s ground network includes over 588 centers in 148 cities in
management team that has invested cores of rupees into a world class Infrastructure that
provides their clients with real time service & 24/7 access to all information and products.
Our flagship Sharekhan Professional Network offers real-time prices, detailed data and
news, intelligent analytics, and electronic trading capabilities, right at their finger-tips. This
gaining popularity. Till now most of the customers were working with offline but in metro
cities Online Share Trading is preferred because no one has much time to go to market and
work with offline. So online share trading come in picture. In Online Share Trading
investors invest their money in stock market through the internet. They do not want to go
to a broker. Today companies provided all information on a company website or make their
own software. Investors buy or sell their securities in a few seconds by clicking a mouse.
Online Share Trading is beneficiary for customer as well as company because in online
customers have not take much pain for investing money in a market. All process is done
etc through Internet. Investors get this information online. These reports help investors for
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investment in securities. Online Share Trading is very less time consuming and expensive.
So Online share Trading is much better than offline share trading. Online Share Trading is
safer and faster alternative to the offline Share Trading as it offer freedom from delays,
thefts and paperwork. So Online Share Trading is quick, convenient and efficient. The
Parent Organization of Sharekhan is SSKI group it also comprises institutional broking and
corporate Finance. While the institutional broking division caters to the largest domestic
and foreign institutional investors, telecom and media. SSKI holds a sizeable portion of the
As the forerunner of investment research in the Indian market, we provide the best research
coverage amongst broking houses in India. Our research team is rated as one of the best in
the country. Voted four times as the Top Domestic Brokerage House by Asia-money
Survey. SSKI is consistently ranked amongst the top domestic brokerage houses in India.
Sharekhan company has got three awards like Awaaz award from CNBC Channel in 2004,
Best Preferred Brokerage House award from CNBC Channel in 2005, Awaaz award in
2006. Free Depository A/C, Secure order by voice Tool Dial-n-Trade, Instant cash
transformation, Multiple banking option, Automated portfolio to keep track of the value of
your actual purchases, 24 x 7 voice tool access to your trading account, Special personal
inbox for order and trade confirmations, Online customer service via web chat, anything
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1.2 Objectives
a) Academic Objectives
entity.
ii. To Work in corporate and Gain knowledge of real business environment and their
corporate culture.
iv. To Develop the skills of technical report writing through data collection, data
b) Operational Objectives
ii. To sell the three D-mat account in the market for developing the target achieving skills.
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1.3 SOURCE OF DATA COLLECTION
I collected data from sharekhan staff where I had done my internship. I have collected data
from my mentor and other employees of sharekhan. Data collected by the direct
communication with the assistant manager (Amit Garg) and employees of the company.
Method used such as direct communication with the supervisor, opinion of different
employees, informal talk with the employees etc. were used collection of data. Some
On the other hand, are those, which have already been passed through statistical process. The
secondary data was obtained from the company’s own records and documents. Secondary data
was collected from the registers, manuals and various other sources. And there are other
1. Annual Report
2. Official website
3. Internet
4. Journals
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1.4 PROFILE OF THE ORGANISATION
The intern has been completed his internship in the share khan company which is located in
sec-8 Rohini, Delhi. Share Khan Company is a retail broking company. This was established in
feb,2000. Share Khan Company is leading by city venture of brokerage house based on SSKI
(Shantilal, Shevantilal, kantilal, ishwarlal). Share Khan Company has 1800 share shops in 550
cities across in India. From 331 shares shops out of 1800 and cities 137 cities out of 550 cities
have the ground network Centre’s like Mumbai, Bangalore , Kolkata, Delhi, Nagpur etc. share
khan company has 750 relationship managers who maintain the relationship from the clients and
try to understand the problems of clients and solve it by give better and valuable advices and try
to satisfying their clients, Share Khan Company is a retail broking company which provides the
online services to their clients 24 hours and 7 week. Share Khan Company provides different type
of products related to stock market like: equity trading, derivatives, commodity market, currency
market, and future and option etc. The content-rich and research oriented portal has stood out
among its contemporaries because of its steadfast dedication to offering customers best-of-breed
technology and superior market information. The objective has been to let customers make
informed decisions and to simplify the process of investing in stocks. On April 17, 2002 Sharekhan
launched speed trade, a net-based executable application that emulated the broker terminals along
with host of other information relevant to the day traders. This was for the first time that a net-
based trading station of this caliber was offered to the traders. In the last six months Speed Trade
has become a de facto standard for the Day Trading community over the net.
Sharekhan has always believed in investing in technology to build its business. The company has
used some of the best-known names in the IT industry like Sun Microsystems, Oracle, Microsoft,
Cambridge Technologies, NexGen, Vignette, VeriSign Financial Technologies India Ltd., Spider
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Software Pvt. Ltd. to build its trading engine and content. The Morakhia family holds a majority
stake in the company. HSBC, Intel & Carlyle are the other investors. With a legacy of more than
80 years in the stock markets, the SSKI group ventured into institutional broking and corporate
finance 18 years ago. Presently SSKI is one of the leading players in the institutional broking and
corporate finance activities. SSKI holds a sizeable portion of the market in each of these segments.
SSKI’s institutional broking arm accounts for 7% of the market for Foreign Institutional portfolio
investment and 5% of all Domestic Institutional portfolio investment in the country. It has 60
institutional clients spread over India, Far East, UK and US. Foreign Institutional Investors
generate about 65% of the organization’s revenue, with a daily turnover of over US$ 2 million.
The Corporate Finance section has a list of very prestigious clients and has many ‘firsts’ to its
credit, in terms of the size of deal, sector tapped etc. The group has placed over US$ 1 billion in
private equity deals. Some of the clients include BPL Cellular holding, Gujarat Pipavav, Essar,
Hutchison, Planet Asia and Shopper’ Stop. The portal of the share khan company is name “Trade
Tiger ” in which share khan provide all the online services to their investors for trade.
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NAME OF THE ORGANISATION SHARE KHAN LTD.
rohini, Delhi-110058
WEBSITE http:/www.sharekhan.com
E- MAIL myaccounts@sharekhan.com
CONTACT NO 022-611511111,61150000
1800227050,1800227500(toll free)
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1.4.1 NATURE OF THE ORGANISATIION
Share Khan Company is a Retail broking company and it is registered in central security
depository limited (CSDL) and national services depository limited (NSDL). Share Khan
Company also registered throw security exchange board of India (SEBI) under brokerage
legislations. Share Khan Company provides online trading services to their clients through their
software “Trade Tiger”. Share Khan Company also gives a complete range of pre-trade , trade and
post trade services on Bombay stock exchange (BSE) and national stock exchange (NSE).The
Revenue model of the Share Khan Company is service charges. Share Khan Company provides
online trading And Exchange Facility to their clients and charges for services like Rs.0.25 paisa
for per transaction. Foreign institutional investors are generating approx. 65% of the share khan
company’s revenue, from daily turnover of over the US $ 2 million and the rates among the top
20 companies along with Reliance ,Huji , Infosys etc. Share Khan Company was the winner of the
“Best Financial Websites” Award and also “business today” in January 2007 edition share khan
company awarded top domestic brokerage house four times by euro money and Asia money. Share
khan Company has also used of the best well-known names their industry, like sun microsystem.
The settlement process of the share khan company when any investors do not sell and purchase of
shares after given the orders. The time for intraday trading is T+2 days this is the time in which
investors can complete their trad, if the investors do not complete their trade than provide then
T+5 days rules but in which share khan company charges some percentage for delaying in trade
for three days, if the investors not complete the transaction during five days than next sixth days
12 pm the transaction automatically completed by the BSE and NSE on the price of which going
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Sharekhan company was launched online trading and investment site on Feb 8,2000. The name
of the site is “Trade Tiger ” and the site is provides access to qualitative transaction and content
facilities to retailer clients across the India. The site is investor understandable language, free from
Jargon , and high quality research, the registered clients on the site over 3 lacs. The number of
clients who currently doing trade on the site stands at over 7 lacs. The online trade is doing
currently accounts approx. 5 per cent of daily transaction trading in the stock market in India,
sharekhan company alone accounts approx.. 27 per cent the 5 per cent of daily trade volumes in
the online. Sharekhan Company provides different type of online products range for the investors
convenience for earning on the products like: Equity, Derivatives, future and option, Commodity
and Mutual funds etc. Sharekhan was established by Morakhia family in 1990-2000 and Morakhia
family, continues to remain the largest shareholder. It is the broking arm of the Mumbai based
SSKL (Shripal, Shewantilal, Kantilal, Iswarlal limited) Group. SSKL which is established in 1930
is the parent company of Sharekhan ltd. With a legacy of more than 80 years in the stock markets,
the SSKL group ventured into institutional broking and corporate finance over a decade ago.
Sharekhan ltd. is now having all the rights of SSKL. The company was awarded the 2005 Most
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1.5 COMPANY’S VISION & MISSION
1.5.1 VISION
a) Vision of share khan is to open more branches across India for expand their business.
b) To increase their brand position from 4th to 1st position throw providing better services to
the customers.
c) Share Khan wants to remove far from customers minds therefore they invest their money in
1.5.2 MISSION
b) Provide better information and knowledge to the individual investor so that they can take
c) To build ethical practices in the organization. e total equity solution for the entire investment
process
b) To achieve the standardization and globalization in the international market throw providing
better services.
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1.6 PRODUCTS AND SERVICES OF THE COMPANY
Product and services range includes various online and offline platform that help the clients
to move towards their respective goals and investment. Different type of products and
TYPES OF
DEMAT
ACCOUNT
ONLINE
ACCOUNT
Online exchanges facilitate faster transactions by providing online trading portals and
brokerage houses ease and flexibility. As promised by technology visionaries and forecast
groups over the last decade, the Internet has indeed opened up new avenues for conducting
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business. Stock exchanges worldwide now conduct a bulk of its business online through its
brokers and partners, a major shift from the traditional method. In developed countries, almost
all exchange transactions are conducted online. The trend has slowly picked up in India and
two of the largest exchanges, the National Stock Exchange (NSE) and the Bombay Stock
Exchange (BSE) have been conducting online trade successfully for some time now. Online
trading involves large volumes of data being transacted every day. Just as an example, at BSE
the average daily turnover in 2001-2002 (April-March) was Rs 1244.10 crores and the number
of average daily trades was Rs 5.17 lakh. Sharekhan provide two types of trading account:
This account allows the client to trade through our website www.sharekhan.com &
<http://www.sharekhan.com/>and is suitable for the retail investor who is risk-averse and hence
prefers to invest in stocks. A/C Opening charges: Rs. 49. Demat A/C free for first year and
Features:-
Online trading account for investing in Equity and Derivatives via www.sharekhan.com
<http://www.sharekhan.com/>
4. No transaction charges.
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7. Personalized market watch.
9. Provision to enter price trigger and view the same online in market watch.
SPEED TRADE is an internet-based software application that enables you to buy and
sell in an instant. It is ideal for active traders and jobbers who transact frequently during day's
Features:-
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12. Market depth, i.e. Best 5 bids and offers, updated live for all scrips
The different type of products and services which are offered by SHAREKHAN Company.
Are as follows:-
equity &
derivatives
trading
depository
IPO services
MUTUAL online
FUNDS TRADE service
TIGER
SHARE commodities
SHOPS trading
PORTFOLIO DIAL-N-
MANAGEME TRADE
NT
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a) COMMODITIES TRADING
A commodity is those market where sell and purchase the products or materials which are
not end products. In the commodity market commodity divided into two parts: -
1.Soft commodity
2.Hard commodity
Share khan main revenue are generating from equity transactions atfter than derivative
trading. In equity market share khan provides information to their clients regarding the
c) DEPOSITORY SERVICES
d) ONLINE SERVICES
Online services mean those services which are provided by the internet. Share khan
company is providing the online services where clients can do trading online on share khan
e) MUTUAL FUNDS
A mutual fund is an investment vehicle made up of a pool of funds collected from many
investors for the purpose of investing in securities such as stocks, bonds, money market
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instruments and similar assets. Mutual funds are operated by money managers, who invest
the fund's capital and attempt to produce capital gains and income for the fund's investors.
A mutual fund's portfolio is structured and maintained to match the investment objectives
f) IPO
IPO stand for initial public offering, IPO is the part of primary market in which the
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1.7 SIZE OF THE ORGANISATION
a) In terms of manpower
Being a service oriented firm, the size of the company in terms of manpower is large
because it has so many branches in every city. There are around 20 employees in the
company working in marketing, HR and finance department all over in the rohini branch.
Most of the employees are part time workers and interns doing their graduation and post-
graduation in various streams. This type of workforce is easily available and cheap. Most
of the work done through Online , so it can be easy for new comers also.
b) In terms of turnover
corporate world. Day by day it is growing and planning to expand in other countries also.
The overall sales volume is generated from national to international level. Sharekhan on a
standalone basis booked a net profit after tax of rs.102.5 crores on a total operating income
of Rs. 440.5 croresin FY 2014 as compared with a net profit of 181.2crores on a total
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1.8 ORGANISATIONAL STRUCTURE
Sharekhan ltd. follows the line structure. It is the simplest organization structure. Following
this organizational structure most middle management levels and their functions have been
increased and they have follow hierarchy. It shows the hierarchy of employees working at
sharekhan at different levels i.e. top level, middle level and lower level. The top most position
is the position of Regional head (Mr. Amit pal Singh) every branch comes under regional.
Then branch head, assistant branch manager, sale manager, sales executives and last is trainee.
Despite the issue of the line structure the organization is benefited most of the advantages to
have so many branches and that’s why the opt customer preferences to invest and consult with
them . trainees have to report their concern team.(Tarun Shah), CEO and director of
Sharekhan, has announced his retirement, while Jaideep Arora, director of the retail-focused
brokerage, who has been with Sharekhan since it was founded in 2000, has been appointed
CEO .Cluster head of sharekhan branch in Rohini is(Hemendar Aggarwal). Sumit Gopal is the
assistant branch manager of sharekhan branch in Rohini. Raman goel is the sales manager of
sharekhan branch in Rohini. Rajeev and Vineet is the sales executive of the sharekhan branch
in Rohini. Trainee of sharekhan branch in Rohini are Yogesh and Vijay .They are appointed
as commission base.
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CEO
Branch Head
Assistant Branch
Manager
Sales
Manager
Manager
Sales
Executive
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1.9 MARKET SHARE AND POSITION OF THE COMPANY
Through the market positioning it showing the positioning of the share khan company, for that
taking three companies HDFC, MOTILAL OSWAL and SHAREKHAN COMPANY etc. And
the brand positioning of the share khan company is 4th. As on year 2014 the total market
capitalization of share khan ltd. Has Rs.86.3 Cr, where it’s other competitors such as HDFC
security Rs.507.1 Cr and Motilal Oswal has Rs.13.4 cr. & Others has 393.2 cr.
(IN CRORE)
HDFC 507.1
OTHERS 393.2
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MARKET CAPITALIZATION (IN CRORE
600
507.1
500
393.2
400
300
200
86.3
100
13.4
0
SHAREKHAN MOTILAL OSWAL HDFC OTHERS
(IN PERCENTAGE)
HDFC 50.71%
OTHERS 39.32%
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MARKET CAPITALIZATION (IN PERCENTAGE)
SHAREKHAN,
8.63%, 9% MOTILAL OSWAL,
1.34%, 1%
At present leader is Mr. Amit Garg (Assistant manager). He trained the interns and all
NAME DESIGNATION
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1.11 ORGANISATION CULTURE
Culture of the sharekhan company is very good and healthy which shows, that type of
environment in which employees doing their work effectively. if any change happens in the
sharekhan company before it takes the advice and suggestion of the employees and increase
the empowerment of the employees. The culture of the sharekhan company focus on the team
work and create a such environment in which employees work together because it is reduce
time, remove mistakes, and create good relation among the employees. For the better
organization culture sharekhan create a different type of polices and in which included
training, rewards and recognition. The Environment of the sharekhan company has
coordination between the Employers and Empolyees, In the meeting of sharekhan company
have board of directors, head of all the departments, members of shareholders, and head of the
Empolyees who presents the all employees perspective etc. throw the coordination of all and
Sharekhan Limited. Works in a very professional way, they set their targets and work
that they follow the rules and regulations set by the company and follows the particular chain
of command which makes things look more organised. The main job there was to attract more
and more customers to open Demat accounts and tell them about different schemes and areas
where they can invest their savings for getting better return. There everything is done by a
person who has a specialised knowledge about his job it actually reduces the wastage of time
and also eliminates the chance of occurring error which may create a very big problem for a
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company who actually help their investors to invest their savings in different shares of the
companies so, power centralization can only be done according to ability of the employee
People Orientation
As per Our observation, trust factor is there because each and every job there is inter-related
for that matter every employee has to trust each other. All the employees there are very keen
to learn new things and very adaptive to changes as they come to know different things every
single day related to the market and political issues.Delegation of authority there only at some
extant as work there is more complex than any other organization which makes it hard to
delegate authority to the subordinates because there is no room for errors especially when it
comes to a brokerage firm. For the better organization culture Sharekhan create a different
Team Orientation
The culture of the Sharekhan company focus on the team work and create a such environment
in which employees work together because it is reduce time, remove mistakes, and create good
relation among the employees. Each and every employee working there is pretty much clear
about his/her roles which help them to work smoothly without any hassle. Sometimes
conflicting situations arises because all the employees are inter-dependent to each other, their
work is inter-related like for example for opening a Demat account documentation process has
to be done in first place without completing it, it cannot be considered as for entering into the
excel sheet (Improper documentation may create problem to the employees working on excel
sheet. So, this kind of problem creates conflicting situation between employees.
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Competition Orientation
Sharekhan Company is always ready for the changes and risk coming from external
environment because they keep on study the whole market situation and government policies
which are the major external factors which may cause potential damage to the company. And
they also keep on experimenting new ways to better serve their customers which make the
company more successful.They keep on adding new features to their software and more
information about the different products they are serving in Indian market on their website.For
healthy competition among the employees they pay incentives according to their targets which
Openness Orientation
Culture of the Sharekhan Company is very good and healthy which shows, that type of
environment in which employees doing their work effectively. if any change happens in the
Sharekhan company before it takes the advice and suggestion of the employees and increase
the empowerment of the employees. The Environment of the Sharekhan company has
coordination between the Employers and Employees, In the meeting of Sharekhan company
have board of directors, head of all the departments, members of shareholders, and head of
the Employees who presents the all employees perspective etc. throw the coordination of all
and considered all’s advice and suggestions take the better decision
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CHAPTER-2
A SWOT analysis means strengths, weakness, opportunity and Threats. It analysis internal
and external environment of the sharekhan company. For internal analysis, I used strength
and weakness. For external analysis, the intern has used opportunities threats.
2.1.1STRENGTHS
1. Marketing
In India stock Market, Sharekhan Company spent Their Experience Over the decades and
expertise only in stocks, what it talks about rather than in several things. So instead on
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betting on single horse it provides a basket such as different stocks or a portfolio based
strategy.
2. Services
Sharekhan Company came into the market with low price product strategy and their
services, which includes online trading, international & Domestic Broking and
customized research Reports. Sharekhan Company with their innovative product gives
3. Distribution Network
Sharekhan Company plays an important advisory role through their fundamental and
technical research skill basis. Its new initiatives to provide value added services through
4. Products
Sharekhan Company’s product line is quite flexible in the sense that there is a product for every
kind of investors. Also, all the products cover all the products offered by the other competitors
2.1.2 WEAKNESS
Now a day client’s perception is that banks are the only safe place for the concern of their
money, due to their brand image and faith of the customers in banking system.
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2. Branding
still unware about the company. Here investors expected that they get the product timely
and procedures of sales should be more simplify, but still investors having doubt on their
cash balances whether brokers come with their expertise and knowledge.
3. Customer satisfaction
As far as customer satisfaction goes Sharekhan has to tighten their stock. Many broking houses
catering to heavy investors or small segments of the market can afford to and does provide
relationship mangers for their customers who can understand the trading needs of individual
customers and advise accordingly. However, a broking house like Sharekhan which caters to the
Most of the banks due to good branding have the faith of the customers of the banking database
so they enjoy the liberty of huge data base and customer find it reliable to trade there rather than
with an unknown broker. Also like banks like HDFC Bank and ICICI Bank have the advantage
of linking the trading accounts of their customers to saving accounts .this makes trading easier
and the same time a trader withdraws exactly as much money from his account as is needed to
complete the trade. Similarly sales proceeds are credited directly to saving accounts .
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2.2 BEST PRACTICES/ USP THAT THE COMPANY
i. This software connected with internet for online trading account where client can
buy and sell share at the same time. Client can get access to its powerful online
trading tools that will help him take complete control over his investment in share
ii. Share khan providers has own software named “trade tiger”. This software is user
friendly software and various facility technical research, daily call up dates, funds
ii. It designs the services for cover the specific target customer and positioning the
iii. The excellent marketing mix strategy 4ps product, price, place, promotion and 3ps:
People, process, physical are adopted to manage the customer needs and deliver the
v. The marketing department designs the services for cover the specific target
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vi. The main goal of marketing activities to provide client satisfaction throw provide
vii. The marketing department also used their network chain which is the largest
network chain than other competition for promoting share khan company.
services.
iii. Training and development makes employee aware about all the needs and wants of
customers
iv. HRM department provided an additional Rs.10,000 for each outlet of share khan to
ii. Flexibility is related with has introduction new services and providers range to
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iv. It provides most important i.e., management function carried our national, regional
level.
i. Share Khan Company Awarded top “ Domestic brokerage house” 4 times by euro
ii. Share Khan Company also Awarded by the “best financial website award”.
Variation comes with increase or decrease in product or item in the project of sharekhan.
Sharekhan Company is client’s oriented and main goal share khan company to fulfil the all
needs and wants of the clients regarding investment. If the requirement of clients changes
then it creates variation in sharekhan products. Share khan Company has deviations in the
amendment made to the contract which changes nature of the said work. It does not matter
that what are the parameters may change during the running projects but due to change in
the industry and changes in law, rules and regulations it brings deviation in sharekhan
company.
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2.4 EXTERNAL FACTORS EFFECTING SHARE KHAN COMPANY
1. Political factor
In political scenario for stock broker firms these kinds of factors influence these
companies at a major level. Ex. Modi govt. came in India they bring their own
agenda and plans which boost the Indian economy after the congress govt. now
India is a better place for doing businessand foreign investors investing in India
which increase the growth of Indian economy and it’s also better for Sharekhan co.
2. Economic growth
Higher economic growth or better prospects for growth will help firms be more
profitable because there will be more demand for goods and services. This will help
Lower interest rates. Lower interest rates can make shares more attractive for two
reasons. Lower interest rates help boost economic growth making firms more
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profitable. Also lower interest rates make shares relatively more attractive than
saving money in a bank or holding bonds. If bond yields fall, it may encourage
Stability. Stock markets dislike shocks that could threaten economic stability and
future growth. Therefore, they will tend to fall on news of terrorist attacks or spikes
in the price of oil. They will also dislike political instability which may make it
On the basis of above factors that comes under economic parameter, these factors
can cause major problems to Sharekhan limited because investors want to invest
their money in that company only which is growing on a continual basis and if they
finds the company’s position stable in the market then more and more investors
3. Social factor
background and of different age groups which can create problem for the company
to deal with them individually. So, company conduct different programs to sort out
these kinds of problem and it provide full health facilities to their employees to
make sure they are physically and mentally fit for the job. And also conduct
4. Technological factors
Plays an important role for the firms like Sharekhan Limited because these firms
needs software that shows continuous market watch and the same time prices of
shares of different companies and at the same time which shows the company’s
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performance chart to their investors. Software like this needs timely up gradation
according to the investors need and the technology used by competitors in the
which it claims is the best software in the market and they provide this software to
their customers free of cost which gives them a competitive advantage in the
market.
5. Environmental factors
Posses great problem for the company and it needs proper solution. Sharekhan
Limited. provide good working environment to their employees and also help the
6. Legal factors
Sharekhan Limited. completes its legal obligations responsively thats why it’s
The brokerage applicable shall be as agreed upon from time to time. In case of any
modification in the brokerage rate, the client shall confirm the same as required by
Sharekhan. Sharekhan does not charge brokerage more than the maximum
brokerage permissible as per the rules and regulations and bye laws of the
Exchanges/SEBI.
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2.5.1OPPORTUNITIES
1. Improving Technology
India is a developing country where technology changing day to day which is indicate that
the sharekhan company has a chance to keep improve their technology to make its advance
2. Ever-Increasing Market
Now a day’s people get more educated and professional they are aware the stock market
and wants to learn it. They are interested in investing in stock market and earn more money.
Sharekhan company has the opportunity in to grab those investors. Sharekhan company
has been dynamics enough to move with the times and capture the opportunities that the
3. Education level
In India the education literacy rate increase year to year means people get more educate
and professional with the understanding of the stock market is also increasing and a lot of
retail investors are sleeping in the markets which are being shown by increasing volumes,
transactions and indices. So it is the opportunity for the sharekhan company to attract those
customers.
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2.5.2THREATS
1. New Competitors
In the stock broking industries have a lot of competitors like: ICICI, HDFC , Motilal oswal
and Kotak etc. These are creating a lot of competition for large players like share khan
company and they are creating lots of confusion in the minds of the clients about the services
Stock market’s all transaction became online and electronically after the dematerialization.
Online trading is totally based on the technology which is quite complex. It’s become the
threats because unless until uneducated people cannot use it. It is working properly it is good
Stringent Economic policies by government and RBI is one of the threats for the Sharekhan
company. Sharekhan company has to follow and apply stringent policies in their
organisaton.
Entry of new competitors and foreign finance firms in India market is giving direct
competition to sharekhan company that’s why entry of foreign companies in Indian market
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CHAPTER – 3
A. DATA COLLECTION
Data for the project is from both primary and secondary sources of data collection are as
follows:-
a) PRIMARY DATA:
This method includes the data collected from the personal interaction with authorized
b) SECONDARY DATA:
ii. The brochures and material provided by Share Khan Securities limited.
iii. The data collected from the magazines of the NSE, economic times, etc.
iv. Various books relating to the investments, capital markets and other related topics.
from the recruitment process where share khan company calls the application for hiring
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human resources. In the process sharekhan company follow two ways first is internal and
another is external. After the deciding the source of recruitment company selected the
human resources on the different parameters like: Knowledge, communication skills and
mental thinking etc. After the selection of human resource the sharekhan company gives
the introduction and aware the human resource from the companies rule, regulation,
process and environments etc. human resource is the main important part of the sharekhan
company because without human a company cannot survive. The human resources is
helping the sharekhan company to achieve the company goals. Filling the vacancies y the
head office in the Mumbai through written exam and interview for all the branches
vacancies and the recruitment is also done by the branches itself and the selection is
The two methods are as follow of recruitment by sharekhan company. They are as follow:-
the references.
ii) Internal job posting: If the sharekhan company have any vacancies than it first
b) External – sharekhan company also focus on the externals various methods of the
i. Online portal: Sharekhan company also used the online portal for recruitment
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ii. Advertisement: Sharkhan company gives advertisement for recruitment in
iii. Campus recruitment: Sharekhan company also recruitment done from the
Job Analysis
Sourcing
Screening
Lateral Thinking
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Training
After they recruit new employees send to training & Development (T&D) Department of the
sharekhan company which is covered under human resource department (HRD). Specific Job
Training is provided in the head office and the person has to keep in touch with concerned
department at head office on internet because employees has to solve many conflicts arising
in the investor’s mind and have to update information regarding the rules, procedures and any
new facilities or policies to resolve the problems of the clients. Through the T&D program
makes employee aware related all the activities and job within the department where the
Sharekhan company gives the various different types of training to their employees for
building their skills and aware their employees about all the different activities related to their
a) Soft skill training – Sharekhan company aware to their employees throw different
b) Process training – Sharekhan company also given to their employees related to process
training like :-
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Performance Appraisal and Recognition system.
Sharekhan company provided that kind of environment in the work place to their employees
where employees had helpful to each other through better coordination. Sharekhan company
used for their employees performance appraisal is 360 degree appraisal where the employee
evaluated by top management, subordinate and lower management etc. Sharekhan company
also provided an additional Rs.10000 for each share shops of sharekhan company for motivate
their employees.
B. Marketing
Sharekhan company’s main objectives have the better satisfying their clients for than any
brokerage company. For provided better services to their clients sharekhan company
segmented the market on the trading basis. Sharekhan company provided different type of the
product to their client convenience like: equity trading, Commodity trading, currency trading,
derivatives trading and mutual funds etc. Sharekhan company have the highest network of
broking outlets. It is having the largest retail distribution chain in India. Sharekhan is also
provided different financial and client services, not only a share-broking firm.
Marketing Mix
The marketing mix means using different types of tools for promoting the product and services.
In which also used the better communication of tools of marketing mix to attract more and
more clients. Sharekhan company also used marketing mix techniques for covering more
market in India. Sharekhan company also used marketing mix technique for covering more
market in India. This objective of satisfying the customer as to make him delighted with
affordable prices and convenient services. Sharekhan using fourth P’s, for the promotion of
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the marketing mix. It is the best way to attract more clients in India. Sharekhan have achieved
that because it is having the maximum turnover than any other brokerage in India. Sharekhan
company provided different type of accounts like: the classic account, speed trade account plus
and speed trade account etc. which are one of the bests in the market. The marketing
management department of the sharekhan company is doing in the best way because they
a) Product
Sharekhan Ltd is engaged in providing trading facility in equity cash, derivatives (NSE, BSE),
currency futures (NSE and MCX), Commodity Trading (MCX & NCDEX), portfolio management
services and distribution of third Party Products like mutual funds, IPOs & personal loans.
1. Sharekhan Equity Trading: Sharekhan is registered member of NSE and BSE, you can
trade in Equity Cash and Equity Derivatives with Sharekhan using online or offline
(branch / sub brokers) network. ShareKhan equity research team is there for you to give
daily research report, weekly research report, latest market updates and news and intra-
trade in commodity future with Sharekhan using online or offline (branch / sub brokers)
network. Sharekhan broking commodity research team is there for you to provide daily
commodity research report, weekly commodity research report, commodity news and
more.
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3. Sharekhan First Step Account: For beginner in stock market, this account will give you
step by step guide how to trade in stock market, guidance and easy to understand
research reports. With First Step account client will get features like Streaming quotes,
multiple watch-lists, integrated banking, demat and digital contracts, instant credit and
transfer, real-time portfolio tracking with price alerts and of course, the assurance of
secure transactions. This account is only for the new customers not for the existing
customers.
4. Sharekhan Classic Account: With this 100% online trading account from Sharekhan,
client will get live analysis before, during & after-market hours. From daily intra-day
calls to long-term stock recommendations, you will get timely advice with well-defined
profit targets. Top picks research basket will give you quick investment option from
research team.
Sharekhan portfolio management services, the funds of the Client will be managed by
underlines maximizing the risk adjusted returns depending on the client's risk tolerance.
In order to achieve the same, a disciplined investment approach with adequate risk
controls has been adopted. Investment in PMS service is done on basis of fundamental
research, technical research, arbitrage strategy [Buying the underlying stock and
Selling the futures, which bring the investments in relatively low risk assets], model
portfolio. The investments will be generally made in Equities and its derivatives,
money market instruments and in Mutual Funds. No particular sector forms more than
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20% of the client’s portfolio. Sharekhan PMS provide Discretionary Services as well
as Non-Discretionary/Advisory Services -
a. Discretionary Services - Under these services, the choice and the timing of the
own investments. The Portfolio Manager is responsible for providing advice and
providing research, investment guidance and trade execution at the Client's request.
6. Sharekhan Mutual Fund Service: With Sharekhan you can invest in major mutual
funds. Sharekhan Mutual fund service helps you to diversify your portfolio. Sharekhan
Mutual Fund research service is available for you for free of cost.
7. Sharekhan IPO Investment: With Sharekhan you can invest in IPOs. Sharekhan IPO
investment service is paperless and available online. Sharekhan IPO Flash research
service is available for you to take better decision before applying IPO.
with CDSL. You can avail Demat service with Sharekhan to get fast and paper less
transaction.
b) Promotional policies
Sharekhan has adopted several promotional activities to increase its brand awareness. It is
one of the most visible and Recognized brands in the Indian market since its inception.
The company emphasizes on personal contact so that it can serve better by maintaining
direct contact. Sharekhan has adopted several campaigns for advertising and it is mainly
done through social media platforms like e-mails and web dealings. It has also taken help
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of print media via newspapers to gain further penetration in the market. In order to increase
its brand visibility, it organizes presentations and seminars that give it maximum exposure.
i. Advertising
Sharekhan company used advertising for capturing the target market, therefore sharekhan
company provide Rs. 2000 per month per branch. Sharekhan company also used different type
of sources for promoting their product through pamphlets, magazines, newspaper and banners
In Direct marketing sharekhan company executive reach to the door to door of the clients for
providing the information related to stock market and aware the clients from the sharekhan
brand. This technique is very popular in the market. First of all sharekhan company executive
fixed appointment with the clients and then meet the clients and give demo and all information
c) Pricing
Finance is an integral part of any business that has a direct impact on all its operations.
Sharekhan has an accounts department for calculating payout and pay-in of funds and is
dependent on profit/loss of client portfolio. The company has targeted investors from both
rural and urban sector as its potential customers. It offers maximum value to its clients so
as to keep them happy. Sharekhan faces stiff competition from several rival companies and
has adopted a competitive pricing policy to gain a competitive advantage over its
competitors. It has levied reasonable rates so as to increase its client base because
affordable rates will gain larger volumes and will ultimately lead to greater gains.
Brokerage on the delivery-based transaction is levied at .50% on both sides for selling and
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purchasing and .10% single side on intra-day transactions. Brokerage charges for
commodities are .10% of its trade value and if carried forward then extra .02% on the total
trade.
Classic account Rs. 750(1st time)+Rs. 1000 Demat free for 1year (other
facilities included)
facilities
Speed trade plus Rs. 1500(brokerage deposit Facilities as per speed trade
market online
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d) Place
Sharekhan has its presence in India with its headquarters base at Mumbai in Maharashtra.
It has one of the strongest IT infrastructures that include a large network of branches spread
across several parts of India. Its Pan-India presence consists of 1,500 outlets in nearly 450
cities that serve estimated, 950,000 customers. Sharekhan has a capable, trained and
experienced workforce that enables the smooth running of its organization. It has extended
its presence to international markets in Oman and UAE also. Over the years, sharekhan
ltd. has expanded its operations domestically as well as internationally. The headquarter of
Sharekhan ltd. In Mumbai. Sharekhan continues to hold a strong position in the retail
broking space with a network of 200 own branches and 2000 franchisee servicing more
In the phase of globalization, the changing customer preferences and choices has lead to a
challenge of retaining potential customers for a long period of time, thus organizations
now a day go for a systematic CRM program. The strategies adopted by major consulting
firms like Sharekhan. were studied to understand current CRM System and Services
provided from the company and its effect on Customer Needs, Satisfaction Level, their
response and emotions. Also, the objective of this study to analyze existing customer
satisfaction as those customers are the key sources to new customers with respect to the
performance, sales efforts and sales service. As these companies are the most preferred
portfolio managers in share market by the investors in India in aspect of turnover, it is clear
that it has very strong Customer Relationship Management System and perfect people to
handle it properly for the benefit of customers and firm as well. Sharekhan provides
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personal relationship manager to its customer. work of relationship manager in Sharekhan
Ltd. Is as follow-
vi. To Maintaining regular relations with clients therefore sharekhan company retain them
Sharekhan company organized different types of seminars and presentation across the
country from time to time in order to educate investors in various subjects related to the
stock, derivatives and commodities markets. These exclusive seminars are organized by
Sharekhan for its online trading customers for free. These seminars will equip and customer
to take an investment decision. It is also doing for first step customers who have never
D. BRAND MANAGEMENT
and their customers and constituents. Brand managers may try to control the brand image,
Brand managers create strategies to convert a suspect to prospects, prospect to buyer, buyer
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E. FINANCE
securities in the d-mat accounts and funds in the margin & trading accounts. 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 important to 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 pat-out
is done by managing the stocks in the Demat accounts and funds in the margin & trading
account
F. Operations
Operational process
i. The input used in the sharekhan company for the operation process like land and
ii. transformation process of the sharekhan company where transform the inputs. Here
sharekhan company generates the income after the services and products like
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iii. Output means the final product and services which are generating after the
services and final products like classic account, speed trade account and speed trade
Inputs
a) As it is a service sector company the inputs are mainly the server, software through
which trading takes place. The software name “Trade Tiger” is used for trading.
followed. Blue Dart Express, a courier service which is delivering the documents
related to login id and password which is known as “Welcome Kit” given to the
INPUTS
1.Human OUTPUT
The
resource
Transformation 1. Services
2.Facilities & Process
Location
3.Technology
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G. Information Technology
Sharekhan company using online portal for information technology for providing all
information and details about the stock market on the websites software portal the name of
the portal of sharekhan company is trade tiger. Internet is vast technology which connected
from the large distance. Internet is worldwide, self-governed network connecting other
several smaller network and millions of computers and persons, to mega sources of
information. After the dematerialization by NSDL and CSDL all work done through the
online and electronically way. Sharekhan company use IT in that manner to provide all the
i. A single platform for multiple exchange BSE & NSE (cash and F & O), MCX,
iii. Multiple charts with tick by tick intraday and end of day charting powered with various
studies.
iv. Graph studies include average, band bollinger, know sure things, MACD etc.
v. Apply studies such as vertical, horizontal, trend, retracement and free lines.
vi. User can save his own defined screen as well as graph template that is saving the
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B & C. DATA PRESENTATION AND ANALYSIS
2015 1006
2016 1823
Interpretation: Profit after Tax of 2016 is Rs 1823 that indicates the profits of the
sharekhan company increased by Rs 817 cr. during the year 2015 to 2016 .
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3.3 LIQUIDITY RATIO
Liquidity ratios which shows the company’s Liquidity position means how fast a company
can convert its security into cash, for example : current ratio, Quick ratio, cash ratio etc.
CURRENT RATIO
1.6 1.52
1.4
1.14
1.2
1
0.8
0.6
0.4
0.2
0
2015 2016
Interpretation: Current ratio of 2016 is 1.52 it shows that current asset is over current
liabilities. 2016 Current Ratio indicates that a firm may have a high level of liquidity and
less chance of a cash squeeze & Current Ratio increased from 2015 to 2016. The Figure
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no.3.15 which shows the current ratio of the 2015 to 2016 is 1.14 to 1.52 it increases from
2015 to 2016 which is showing that current assets increased and current liabilities
Current ratio = Total current assets divided by total current liabilities (total current
QUICK RATIO
1.1 1.075
1.05
1
0.95
0.897
0.9
0.85
0.8
2015 2016
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Interpretation: 2016 Quick ratio is 1.075 it shows that quick asset is over than total current
liabilities. The Figure no.3.16 which shows the quick ratio of the 2015 to 2016 is 0.897 to
1.075. Quick ratio is increasing by 0.178 which is showing that incremental in the Quick
assets of the sharekhan company. The quick ratio of 1.075 of 2016 indicates that the
company can cover 100% of current liabilities by using its current assets and still they will
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CASH RATIO
0.82
0.8
0.8
0.78
0.76
0.74 0.73
0.72
0.7
0.68
2015 2016
Interpretation: The 2016 cash ratio 0.8, which suggests that the firm can only cover 80%
of its current liabilities with its cash and short-term marketable securities. The figure
no.3.17 Shows the Cash Ratio of year 2015 to 2016 is 0.73 and 0.80. which is increase by
Cash ratio = Cash & Bank plus marketable security divided by total current liabilities (cash
Leverage ratio which shows the levered position of the company and effects of it on the
capital structure of the company like: debt equity ratio and total debt ratio.
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3.5.1 DEBT EQUITY RATIO
Debt equity ratio of the share khan company from 2015 to 2016
0.3
0.2
0.1
0
2015 2016
Interpretation: A 2016 ratio of 0.353 indicates that the firm able to settle their all debt &
still left with shareholder fund for future events. The figure no.3.21 which shows the debt
equity ratio of sharekhan company year 2015 is 0.433 and year 2016 is 0.353 and it is
decreasing debt by 0.08. This means that shareholder fund of the sharekhan company
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Debt Equity Ratio = Total long term debts divided by shareholder fund (Total long term
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Interpretation: Total Debt Ratio of 2016 is 5.94 that means Sharekhan have ability to pay
off its liabilities with its assets. The figure No. 3.22 which shows the total debt ratio from
year 2015 is 5.63 and year 2016 is 5.94 and it is increased total assets by 0.31.
Total Debt Ratio = total debt is divide by the total assets (total debt/total assets).
Interpretation
The proprietary ratio establishes the relationship between shareholders funds to total assets.
It determines the long-term solvency of the firm. This ratio indicates the extent to which
the assets of the company can be lost without affecting the interest of the company. There
is no increase in the capital from the year2015. The share holder’s funds include capital
and reserves and surplus. The reserves and surplus is increased due to the increase in
balance in profit and loss account, which is caused by the increase of income from services.
Total assets, includes fixed and current assets. The fixed assets are reduced because of the
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YEAR NET PROFIT AFTER TAX TOTAL REVENUE NET PROFIT RATIO
25.00%
21.88%
20.00%
15.00%
10.00%
5.00%
0.00%
2015 2016
Interpretation: Net Profit Ratio of 2016 is 27.90% that suggests that for every 1 of revenue
generated by the sharekhan, 0.2790 is created for the shareholders. The figure no.3.24
which shows the net profit of the sharekhan company from year 2015 is 21.88% and year
2016 is 6.02%. This means that the revenue of sharekhan company increased and other
Net profit ratio = Net profit after tax is divided by the net revenue and multiply by hundred.
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CHAPTER – 4
4.1 FINDINGS
I find out some different type of facts related to the sharekhan company and stock exchange
different channel of marketing with the aim of adding value to the organization
4.1.2 Sharekhan company brand is the top 4th brand position in brokerage retail
companies in India.
4.1.3 In HR practice, all need of employees are fulfill by the company like compensation,
good working condition etc from which employees are satisfied by the HR policies.
4.1.4 Different programmes like reward and recognition are done to motivate as well as
4.1.5 IT at Sharekhan company who got the online trading of the stock market product
India.
4.1.6 Sharekhan company is providing the software for online trading which is “trade
tiger” and all the transactions are doing on this software for dealing in stock market.
4.1.7 Finance practice in sharekhan company is the charges for services for sharekhan
company are 0.25 paisa per transaction. It is the lower brokerage charges than other
brokerage firm.
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4.1.8 Strength of sharekhan company is Wide range of innovative financial
products, Intensive research on all industry sectors, Strong I.T infrastructure, Have
one of the largest network of branches across country, Pan-India presence with over
4.1.10 Opportunities of sharekhan company is. Growing rural market, Earning Urban
audience.
4.1.12 Competitors of sharekhan company is Reliance Capital, India bulls, Angel Broking
etc.
4.1.13 Sharekhan company have 1800 share shop in 550 cities in across India for providing
the better services and satisfying their clients which are more than 11,00,000.
4.1.14 Sharekhan company is providing a mutual fund facility to the customers where they
can invest their money and earn profit. Sharekhan company is providing the two
ways of investing in mutual funds first one SIP and another one is lump sum.
4.1.15 In India people are not well educated and aware of the stock market, therefore they
fear to invest their money in stock market because they think that returns of stock
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4.2 LESSON LEARNT
After completion, the internship in sharekhan I have learnt and aware from stock market
and its fundamental and terminologies. Before going to the internship in sharekhan
company I have not enough knowledge about share market but after completion of the
internship in sharekhan company I got the enough knowledge about the sharekhan policy,
4.2.1 Corporate world is a place of discipline and everybody working there maintains a
cordial relationship.
4.2.2 Authority and Responsibility is well disseminated and no one cross there, stipulated
limits.
4.2.3 Every employee is trying to achieve his/her target so that the company can achieve
4.2.4 The leaders of the organization are dedicated and the team members are motivated
by the leaders.
4.2.5 For poor performance punishment is obvious but with proper mentorship.
4.2.6 Personally, I have learnt how to deal the share-market in a proper manner with
minimal loss.
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4.3 SUGGESTIONS
After interpretation and analysis, I am giving certain suggestions to the company which I
1. MORE BRANCHES
Need to open more branches to be a topper in market Because it has alow distribution
network.
2. LESS TIME
They should try to make some arrangements to reduce account openingtime by verifying
3. LINK-BANK A/Cs
Need to tie up with major banks like SBI, Allahabad Bank, Bank of Baroda etc.5.
5. CUSTOMER SATISFACTION
The company should focus on the customer satisfaction not on just taking moneyfrom
their pocket.
6. CONTROLLED BRANCHES
The company would have to make some arrangements to control the branches andmake
standardized procedures for all of them for their better control and performance appraisal.
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4.4 CONCLUSION
The strategy adopted by me in completion of this project help me a lot till now in making
comparison between share market and mutual funds. From the analysis, we can say that if
there is more risk there is more return and we can say that share market is totally dependent
on the risk taken by the investors in investing in shares. And in mutual funds there is less
risk as the money of investors invested in different sectors so it can divide the risk in
different portfolio adopted by mutual funds companies. At last I can say that money
invested in this rise and fall market it is better to invest in mutual funds for those investors
who are risk adverse and for those who are risk taker it is better for them to invest in share
market. We can also say that in share market customers is decision maker while in mutual
funds investors is totally dependent on assets management company, investors do not have
achieving my target helped me a lot. This strategy helped me in knowing the customer
reaction towards share market, customer’s attitude towards share broking firms and in this
I helped how to interact with the customers which is beneficial for me in future.
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REFERENCES\BIBLIOGRAPHY
Text books: -
3) Chhabra, T.N. (2005). Human Resource Management: Concept and Issues. Model
Town, Delhi : Gagan Kapur For Dhanpati Rai & Co. (P) Ltd..
(Singapore) Pte.Ltd..
Website :-
1) http://www.sharekhan.com/home.aspx
2) http://www.moneycontrol.com
3) http://en.m.wikipedia.org/wiki/sharekhan
4) http://www.mca.gov.in/mcafoportal/log
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