Sharekhan provides various services to its clients including online and offline trading facilities for stocks, derivatives and commodities. It has over 180 share shops across India. The marketing department aims to provide guidance to clients and the best customer service. Services include online trading platforms, investment advice from research teams, depository services, and access to other financial products like mutual funds. Sharekhan has experienced growth and aims to expand further into related sectors like banking and insurance.

1. An industrial visit report
On
Prepared By
MANIYAR BHAKTI R.
(S.Y. B.B.A.)
Academic Year: - 2006-07
Roll No.: - 33
Submitted To
SAURASHTRA UNIVERSITY
College Guided By
R.P.Bhalodiya College Miss. Kyati Pandya
1

2. Preface
A thing can learn by experience cannot learn by
theory. Theory just shows direction towards our goals and
how to achieve those targets. But practical knowledge
teaches us to experience things. It may be possible that
what theory says might that what theory says might leads
to wrong decision, but if we experience that thing
practically, we will come to know that in reality such thing
happen in this way. Therefore all the time to have only
bookish knowledge is not important, but to have some
practical knowledge is also essential.
I think that, that is why university has make
compulsory to prepare project report for students who are
in B.B.A.
In this regard, I took a visit of SHERKHAN
This visit has enhanced my knowledge. I got a practical
experience in this field. I learned many new things, which
might not possible by reading various books.
Hence, I have tried to cover all aspects of this
firm and this project report includes as much information
as required.
2

3. acknowledgemen
t
This project report requires many things. I am
thankful to Saurastra University that it has implemented
such a nice practical work for the student of B.B.A.
I would like to extend my gratitude towards-
Mr.Narendra Tanna(Branch Manager)
Mr.Vimal Rajyaguru(Asst.Branch Manager)
Mr.Bhavesh Madhak(Business Development Executive)
Mr.Deepak Chauhan.
I especially thank to Mr. Dushyantsinh and Mr.
Devendra who gave me great response, warm welcome
and provided all details of SHAREKHAN.
I also thank to our project guide Mr. Niraj
Pandya who gave me support and essential information
too.
I would have to regret if I do not mention
name of my parents who are really source of my inspiration for
me. I am also thankful to Manojbhai & all my classmates, as
they helped me at any time.
3

4. declaration
I undersigned MANIYAR BHAKTI, a student
of S.Y.B.B.A. of R. P. Bhalodiya College of commerce
and management, RAJKOT. Here by Declare that the
project work, presented in this report is my own and has
been carries out under the supervision of Ms. Khayti
Pandya of R.P. Bhalodiya College, RAJKOT.
This work has not been previously submitted
to any other university for any examination.
Date: -
Place: -
Signatory of the student
4

5. INDEX
Sr. No. CONTENTS PAGE NO.
1 Introduction to Sherkhan
2 Marketing Department
3 Finance Department
4 Human Resource Department
5 Operations Department
6 SWOT Analysis
7 Suggestions & Recommendations
8 Conclusion
9 Bibliography
5

6. Introduction to Sharekhan
Sharekhan is an equities focused organization tracing its
lineage to SSKI, a veteran equities solutions company with
over 8 decades of experience in the Indian stock markets.
If you experience our language, presentation style,
content or for that matter the online trading facility, you’ll find
a common thread; one that helps you make informed decisions
and simplifies investing in stocks. The common thread of
empowerment is what Sharekhan is all about.
Sharekhan is also about focus. Sharekhan does not
claim expertise in too many things. Sharekhan’s expertise lies
in stocks and that’s what he talks about with authority. So when
he says that investing in stocks should not be confused with
trading in stocks or a portfolio-based strategy is better than
betting on a single horse, it is something that is spoken with
years of focused learning and experience in the stock markets.
And these beliefs are reflected in everything Sharekhan does
for you!
To sum up, Sharekhan brings to you a user-friendly
online trading facility, coupled with a wealth of content that
will help you stalk the right shares.
6

7. Those of you who feel comfortable dealing with a human
being and would rather visit a brick-and-mortar outlet than talk
to a PC, you’d be glad to know that Sharekhan offers you the
facility to visit (or talk to) any of our share shops across the
country. In fact Sharekhan runs India’s largest chain of share
shops with over hundred outlets in more than 80 cities! What’s
a share shop? How do you locate a share shop in your city?
To find the answers of these questions, you must visit
Sharekhan. In other words Sharekhan is a company that
provides you an outstanding trading facility with a wide variety
of products and acts as an investment consultant to manage
your portfolio and secure a high rate of return on your
investments in the securities market.
Basically, the company is a market leader in providing
broking services and has a top turnover in trading and the high
turnover makes it the no. 1 in the market. The main difference
is the services that they provide to the investors who really
need it. the services are discussed in more detail in the
marketing activities. The clients are managed with a friendly
corporate culture to give him more benefited investment ideas
and motivate him whenever he needs. The company is
providing as many tips to the clients for more and more trading
ideas and the manager helps each client to concentrate on a few
scripts so that he can manage the profit/lose.
7

8. In short, Sharekhan is currently having a good position in
the market with the highest no of transactions and also the
highest turnover (buying & selling) in India and a leader in
providing better services to the investors. Sharekhan, India’s
leading stock broker is the retail arm of SSKI, and offers you
depository services and trade execution facilities for equities,
derivatives and commodities backed with investment advice
tempered by decades of broking experience. A research and
analysis team is constantly working to track performance and
trends. That’s why Sharekhan has the trading products which
are having one of the highest success rate in the industry.
Sharekhan is having 180 share shops in 90 cities, the largest
chain of retail share shops in India is of Sharekhan.
In future, Sharekhan is planning to enter in Mutual funds,
Insurance sector and banking sector to expand beyond the
market currently covered by it. And it has started MFs on
priority basis but wants to grow in it.
8

9. Mission Statement
 To provide the best Customer Service and Product
Innovation tuned to diverse needs of individual and
corporate clientele.
 Continuous up-gradation with changing technology,
while maintaining human values.
 Respond to progressive globalization and achieving
international standards.
 Efficiency and effectiveness built on ethical practices.
Core Values
 Customer Satisfaction through
 Providing quality service effectively and efficiently
 “Smile, it enhances your face value” is a service
quality stressed on
 Periodic Customer Service Audits
 Maximization of Stakeholder value
 Success through Teamwork, Integrity and People
9

10. Branch Head (Mr. Narendra Tanna)
Assistant Manager (Mr. Vimal Rajyaguru)
Back Office Marketing Officer
(Mr. Bhavesh Madhak)
Accounts DP
10

11. Marketing Department
The main aim or marketing activities at Sharekhan is that
the customer should get enough guidance to joint the company
and how he can get the best service than any other stockbroker.
There is an officer for handling the marketing activities
followed by two executives and it is not limited to them but the
other people are also having some responsibilities to increase
the no. of clients and retain them by providing them the
services needed by them.
There are many services those are designed such that the
specific target segments of the customers are covered and the
products are positioned in the minds of customers as the best
one in India. The services are as given below:
Sharekhan is India’s leading national network of stock-
broking outlets. It is having the largest retail distribution chain
in India. Sharekhan is not only a share-broking firm, but it
avails of various services and other financial products to its
clients.
11

12. (1) Offline Trading facility
(2) Online BSE and NSE executions (through BOLT, i.e. BSE
Online Trading and NEAT, i.e. National Exchange
Automated Trading)
(3) Free access to investment advice from Sharekhan’s Research
team.
(4) Depository services: Demat and Remat transactions
(Sharekhan is registered with NSDL, i.e. National Securities
Depository Ltd., as a Depository Participant)
(5) Derivatives trading, i.e. Futures and Options (through NEAT
F&O)
(6) Internet based online trading.
(7) Other investment products: Mutual Funds, RBI Bonds,
Insurance, etc
12

13. Online BSE and NSE Trading
Sharkhan is a registered Stock Broker with the Bombay
Stock Exchange and National Stock Exchange to trade on
behalf of clients. The screen-based trading is done on BOLT-
BSE Online Trading and NEAT – National Exchange
Automated Trading, terminals. There are two types of
transactions executed on these terminals viz. intra-day and
delivery based transactions. Intraday transactions are those, in
which the squaring up of deal is done on the same day, while in
delivery based transaction the squaring up of deal is done on
the same day, while in delivery based transaction the squaring
up is not done on the same day, but the stock is to be traded on
the basis of rolling settlement i.e. T+2. The Brokerage of
Intraday transaction is 0.10% single side, while brokerage on
delivery based transactions is 0.50% on both side, i.e. while
purchasing as well as selling.
Free Access to Investment Advice through R&D
13

14. The Research and Development at Sharekhan is done at
its Head office Mumbai. From there it forwards the relevant
data and tips on particular shares and scripts at the relevant
time. The R&D department Head Mr. Hemang Jani forwards
all the details regarding all stocks and scripts to all the branches
through internet. At the end of each trading day there is a
Teleconference, through which the R&D department Head Mr.
Hemang Jani talks with each Branch heads and discusses about
each day’s closing position and shows their predictions about
next days opening position. The quarries regarding stock
positions and other relevant matter of the branch heads of each
branch is being solved through teleconference. The various
publications of Sharekhan viz. Commodities Buzz,
Commodities Beat, Commodity Trader’s corner, Sharekhan
Xclusive, etc. are being prepared by the research team of
Sharekhan made up of highly experienced people from diverse
field.
14

15. Depository Participation
DEPOSITORY ISSUER/R&T
AGENT
CLEARING CLEARING DEPOSITORY
CORPORATION MEMBER PARTICIPANT
STOCK TRADING
INVESTOR
EXCHANGE MEMBER
15

16. Sharekhan is a registered Depository Participant (DP)
with National Securities Depository Ltd. (NSDL). The
participants are required to enter into an agreement with
beneficial owners. It is required that separate accounts shall be
opened by every participant in the name of each of the
beneficial owner and the securities of each beneficial owner
shall be segregated and shall not be mixed up with the
securities of other beneficial owners or with the participant’s
own securities. The participants are obliged to reconcile the
records with every depository on a daily basis. Participants are
required to maintain the following records for a period of five
years.
 Records of all the transactions entered into with a
depository and with a beneficial owner;
 Details of security dematerialized, rematerialized on
behalf of beneficial owners with whom it has entered into
an agreement;
 Records of instructions received from beneficial
owners and statements of account provided to beneficial
owners; and
 Record of approval, notice, entry and cancellation of
pledge or hypothecation as the case may be.
16

17. Derivatives Trading
Sharekhan is a Trading Member registered with the Stock
Exchange, according to the norms and Guidelines given by the
SEBI. Two types of users access the NEAT F&O trading
system. The Trading Members and the Clearing Members. The
Trading Members (TM) has access to functions such as, order
matching, order and trade management. The Clearing Member
(CM) uses the trader workstation for the purpose of monitoring
the trading member(s) for whom he clears the trades.
Additionally, he can enter and set limits to position, which a
trading member can take. Sharekhan provides the service of
derivatives trading on NEAT F&O to its clients.
17

18. Commodities Trading
Sharekhan is providing the facility to trade with the
commodities through MCX (Multi-Commodity Exchange)
and NCDEX (National Commodities & Derivatives
Exchange). The commodities market in India is an emerging
market, which will become the largest market in the world
within the next 5 years, as the trends in the commodities market
shows its performance. The company also provides research
reports on daily, weekly and monthly basis for the investors in
the commodities. It is just like the futures and is having a fixed
lot of goods with the margin for each commodity and the
trading is based on the theory of futures and therefore, it is also
called Vayda Market. In short Sharekhan also provides
brokering in commodities and the brokerage charges are 0.10%
on total trade value and if carry forwarded an additional 0.02%
charge on total trade.
18

19. Online IPO
Online IPO (Initial Public Offering) is a new service
started by Sharekhan for providing the application form of any
company’s issues of just like the TCS issue can be subscribed
by filling an online form to reduce the paper work and the fund
transfer facility is also provided to the clients for transferring
the funds online. It is given on its web-site for helping the
clients who are not able to collect the forms manually and the
speed of filling and reducing the risk of misplacing of forms,
not reaching in time, etc.
19

20. Internet Based Online Trading
The Online trading facilities provided by Sharekhan is
basically divided into two types of accounts, viz. Classic
Account and Speed Trade and Speed Trade Plus.
(1) Classic Account:
This account allows the client to trade through the
website and is suitable for the retail investor. The online trading
through Sharekhan website also comes with Dial-n-Trade
service that enables you to buy and sell shares by calling our
dedicated toll-free number.
(2) SpeedTrade and SpeedTradePlus:
SPEEDTRADE is a next-generation online trading
product that brings the power of broker’s terminal to the
client’s PC. Through SPEETTRADE PLUS the client is also
allowed to trade on Derivatives.
(3) Streamer:
Streamer account is just for the new learners of market
and is a new service offered by Sharekhan to give the view of
the market online to the customers who don’t have nay
experiences of the stock market and it is a software provided to
see the ups and downs of market with the screen on your PC. It
costs Rs.2000 per quarter and there will not be any facility for
trading and just you can see how trading is done on the market.
The various benefits the client gets form the online
trading are:
20

21.  Freedom from Paperwork: Integrated trading, bank
and demat account (auto pay-in and pay-out of securities)
with digital contracts removes all paperwork.
 Instant Credit and Transfer: Instant transfer of
funds from bank accounts of client’s choice to his/her
Sharekhan trading account.
 Trade Anywhere: Enjoy the ease of trading from any
part of the world in a completely secure environment.
 Dial n Trade: Call Sharekhan on a toll free number to
place orders through sharekhan’s tele-brokers.
 Timely Advice: Make informed decisions with expert
advice, investment calls and live market commentary.
 Real-Time Portfolio Tracking: Benefit from real-
time information of your investment and current portfolio
value.
 After-Hour Orders: The Client can place orders after
the market hours, which get executed as soon as markets
open.
21

22. Marketing Mix
The marketing mix of Sharekhan is an excellent example
we have seen in the industry because no other brokering
organization has such products to target the investors of
different minds, incomes and aims. There is an objective of
satisfying the customer as to make him delighted with
affordable prices and convenient services. The fourth P of the
marketing mix is the best at Sharekhan in India because the
total no. of share shops are widespread all over to have the
maximum contacts and awareness about Sharekhan, and we can
say that it has achieved that because it is having the maximum
turnover than any other broker in India. The Classic, Speed
Trade and Speed Trade Plus are the trading products, which are
one of the bests in the market.
The marketing is done based on leads generated through
the web contact, tele-contact and personal contact with the
customer and is a planned procedure to find out new customers.
The marketing management is carried out in an excellent way
at Sharekhan.
22

23. SERVICE (Product)
Service is an act or performance that one party offers to
another for sell and it is not a physical product that you can
touch but it is that one can feel. It is not likely to result into the
ownership of anything. A service can be a fully service or a
mixture of service and physical product.
The trading products of Sharekhan are such a mixture of
services like DP service (managing the demat account),
providing reports for investment advice etc. and thus we can
define its service mix as a hybrid product mix of different
physical products with accompanying services.
Therefore, the two types of accounts offered by
Sharekhan i.e., Offline and Online are the two main product
lines in the product mix of the company. The offline a/c with
Sharekhan is defined as the account having which you can trade
anywhere in the share shop of Sharekhan and the online a/c is
that you can trade on your PC through the software provided by
Sharekhan and it also offers tele-trading in both the cases but
the major difference is of the service and prices for opening an
account. The product mix is as shown below:
23

24. Sharekhan
Offline A/c. Classic A/c. Speed Trade Speed Trade Streamer
A/c. Plus A/c. A/c.
The product mix is showing the products offered by
Sharekhan to its customers and it is one type of a tree structure
diagram that shows the products of a company.
The products are actually services and are at the
completion of the second stage of Product-Life-Cycle, i.e.,
Growth and are entering into maturity stage. So there should be
some changes in the marketing strategies of the company.
24

25. Price
Prices for the trading products are as given below:
Classic Rs.750 (onetime) Demat free for 1 year
(other facilities included)
Speed Trade Rs.1000 (brokerage Online trading on your pc
deposit of with Demat free and other
3000/quarter) facilities
Speed Trade Rs.1500 (brokerage Facilities as per Speed
Plus deposit of 6000/half) Trade with F&O trading
Streamer Rs.2000/quarter Facility for viewing the
market online
25

26. Promotion
Promotional activities at Sharekhan are done by web, e-
mails and personal contact. Sharekhan is also organizing
seminars and presentations and promotes its services to the
clients. It is spending Rs.20000 per month for promotional
activities.
As explained earlier, Sharekhan is having the largest
distribution chain of retail outlets of share shops. And it can be
seen also because there are 180 share shops in 90 cities, which
gives the maximum awareness to Sharekhan. The distribution
of Sharekhan is also proved by its turnover and awareness
among the investors in the stock market.
The marketing strategies followed by Sharekhan at this
point are as given below:
 The excellent marketing mix i.e., the Product-Price-
Place-Promotion and for services additional 3Ps viz.
People, Process and Physical evidence, are managed
according to the needs of the customers and try the best
to deliver the maximum value to the customers for what
they pay a price.
 The HR and Operations are one of the best at Sharekhan
to help the customers for getting the needs fulfilled with a
family culture and atmosphere of harmony, peace and
brotherhood and it is focusing on the specific segments
like HNI, Delivery-based and Intra-day traders.
26

27. Finance Department
Like blood is the most important factor in our body,
Finance is the blood of any business. Finance is needed for all
the activities like production or services as well as their
distribution. The finance department directly influences all the
functions of the other departments. Also finance has to give
equal importance to all departments. Finance is that
administrative area or set of administrative function in an
organization may have the means to carry out its objective as
satisfactorily as possible. Sharekhan has special accounts
department for separate calculation of pay-in and pay-out of
funds according to the client’s Proft/Loss. Finance management
is done at Sharekhan is done by managing the stocks in the
demat accounts and funds in the margin & trading accounts
Finance
27

28. DP Account
s
Finance is the lifeblood of an organization to continue its
activities and the finance management at Sharekhan can be
divided into two major parts viz. DP (Depository Participation)
and Accounts management, which are shown in the figure
given above.
DP means providing the facility to the clients for
managing the stock bought/sold by them. DP covers two major
terminologies viz. settlements and the auctions which is a part
of managing demat account. Settlements as defined by SEBI
are T+2, currently and it means that the demat account of the
clients are prone to be sufficient for selling a script with no
debit at all, i.e., the account must have the sold amount of stock
to fulfill the settlement after 2 days from trade-day. Generally,
the timings are 9:30 and 3:00 as a deadline for the client and he
must provide the stock for giving a delivery to the buyer. The
chart show the total transaction between two clients:
28

29. C DP (Sharekhan) E DP (anyone) C
The chart shows the process that the request for selling
and buying passes through the DPs of the respective clients and
finally the exchanges like SKSE (Saurashtra Kutch Stock
Exchange) becomes the controlling intermediary for the
delivery of stocks and this process is done in two days.
Nowadays, as banks are becoming fast for E-Fund Transfer
(EFT) and Phone-banking is getting more popularity, SEBI is
thinking to make the financial market of India to have a
maximum speed of transactions just like the other nations in the
world and proposing for T+1 settlement scheme but the system
is not enough competent for that thing. But soon or later we
will have such a settlement system in India, as said by Mr. J. N.
Bajpai, chairman of SEBI.
29

30. The client, if not capable of providing the delivery of say,
1000 shares of SAIL then the Auctions are initiated by the
exchanges and the client has to pay for the price prevailing in
the market with 4-5% penalty. The penalty can go on maximum
to 20% more than the market price of the sold stock. Generally,
it is known as a buying auction and a same kind of auction is
for selling the stock for which the buyer was proved unable to
pay the price is carried out by exchange, known as the selling
auction. And a debit or credit note is provided in the respective
case of auction to the clients, i.e., for buying auction debit note
is given on the T+4 basis and in case of selling auction the
credit note is given on T+5 basis. There are two types of
auctions called as Internal auctions & Market auctions, the
internal auctions are defines as the auctions carried out between
the other shops of Sharekhan and market auctions are those as
explained earlier, the auction carried out in the market.
This is all about settlements but now switch to funds
management or accounts management at Sharekhan. The
accounts are different that is the margin a/c for deposits of the
client and trading a/c for which Profit/Loss are settled. The
collection of funds from the clients who had a debit balance or
made a loss are made on the next day of trading and the
payments to the profiting traders are made after two days of
trading because the cheques are received from H/O and then
pay-out is done and Pay-in is as explained that amounts to be
taken from the clients. In this way, accounts are managed but in
30

31. case if the client is unable to pay, the deposit from the margin
a/c is cut down to the payments and in case if a client is having
a credit balance in F&O trading though he had a debit balance
in cash-NSE & BSE trading, a JV request is sent to H/O for
totaling the three balances. The main aim for accounts
management is that the clients must have a credit or no debit on
the next day.
The DP services provided by Sharekhan are falling under
the regulation of NSDL (National Securities Depository
Limited) and CDSL (Central Depository Services Limited),
organizations governed by SEBI to regulate the depository
services in the interest of the investors. So, the financial market
in India is governed by Ministry of finance under which two
major bodies viz. SEBI & RBI are covered and under RBI the
banks and other financial institutions are covered while SEBI
covers the exchanges, NSDL & CDSL and the whole DP
service providers with the brokers to the investors.
In this way we have gained a meaningful knowledge
about India’s financial market and its structure from this
training at Sharekan. In this way, the finance function is carried
out at Sharekhan by following the guidelines given by SEBI.
And the company is a private limited one with its own policies
for disclosing its financial statements.
31

32. Human Resource
Department
Human resource is the crucial resource that a company
can use to grow with the work of the employees. HRM
activities at Sharekhan start form induction to the specific job
training and are done by H/O at Mumbai. H/O takes a written
test and selection interview for filling up vacancies in branches
but the recruitment is done by the branch itself and the
selection is performed by H/O from the screened applicants.
Any new recruit is firstly inducted to the company and
sent to T & D department that is covered under HRD and T &
D programmes makes employees aware about all the
activities/jobs within the department he/she is to be recruited.
Suppose if, I would be recruited for finance department then
the finance related employees are known to me wit their work
profiles, that is, what they really do?
Then the specific job training is provided at H/O and the
person has to keep in touch with the concerned department at
H/O on internet because he/she has t solve many conflicts
arising in the investor’s mind and to have an up-to-date
information regarding the procedures and any new facilities or
policies to resolve the problems of the clients. It is a must for
32

33. each employee because the employee is the people by whom
the company gets its customers and retains them.
HRP (Human Resource Planning), HRIS (Human
Resource Information System), Recruitment & Selection,
Career planning and development, Assessment & development
of employees for Performance appraisal, etc. activities of
managing the HR at Sharekhan is maintained in a way to meet
the requirements.
The corporate culture at Sharekhan is maintained in such
a way that the people are helpful to each other and eager to get
the work done as soon as possible with a co-operative thinking.
An additional Rs.10000 is provided for each outlet of
Sharekhan to motivate its employees by performance appraisal
and also the heads of each departments and branches has to go
through a 3606 performance appraisal for maintaining the
consistency in growth of the company.
In the end we can say that the human resource of
Sharekhan is a best managed and used for the continuous
growth and development of the company for its future plans to
be achieved time-to-time.
33

34. Operations Department
Inputs
There are many inputs to the production & operations
viz., land & buildings, machinery & equipments, furniture &
fixtures, employees, technology, capital (invested by promoters
& deposited by the customers) and the most important input,
i.e., management functions carried out at national, regional and
branch level in Sharekhan.
Conversion Process
The main aim of it is to make profit with customer
satisfaction. The conversion of inputs works as the Sharekhan
earn brokerage from the customers. The profits are generated
from getting a higher return on the invested amount of money
than the amount payable to the customers. The process is
facilitated by a centralized computer system in which the data
is stored and recovered for the whole INDIA and it is having
the CPU at the H/O in Mumbai, Sharekhan is regulating the
brokerage rates all over India by keep watch on each
transaction done from the branch office. The data of a customer
will be stored in the central computer and all facilities such as
bills, credit/debit reports etc. are provided by that computer to
all customers on-line on the internet.
34

35. The conversion process is also facilitated by some
adjustments to the inputs and then the random fluctuations are
also handled in the process and lastly the monitoring of the
process is done and a feedback is given to do the adjustments
for the process as indicated in the figure given.
Outputs
Outputs are those services generated by Sharekhan with
the help of the inputs and using the conversion process. These
services are as listed in the figure above.
Table Sharekhan
Consumer Retail Channels Financial Complain
Services brokering advisory resolvance
Services
Corporate Capital Nationwide Depository Others
Broker markets electronic participant
advisor data
transfer
Operations Strategy at Sharekhan
35

36. Operations strategies are implemented in Sharekhan as
shown in the chart given above and the main points of
consideration are Efficiency, Dependability, Quality and
Flexibility.
The points demand a facility mission that is made up of
process, capacity, facilities, vertical integration, and
infrastructure facilities provided to get the desired outputs as
per the plan.
The main aim of the operations strategy at Sharekhan is
that the efficiency of the organization and high level of it is
desired outputs with low costs, i.e., productivity with
effectiveness. Quality should be high and consistent in
delivering services; Flexibility is related with fast introduction
of new services and providing a wide range to select an option
to the customer. This is facilitated by the process of operations,
capacity/ability of the organization, competitive advantages,
vertical integration and the infrastructure created by the firm.
Sharekhan plans the strategies to get a working plan from
it and the planning is done from top-to-bottom level, i.e.,
36

37. national level, regional level, divisional level and the branch
level planning is carried out by the managers.
In this way, the Operations are managed with the best
efforts in a direction that is to facilitate future plans by
achieving success in time and create milestones in the industry
by driving the company with excellence.
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38. SWOT ANALYSIS
During this training at Sharekhan, we had come to know
the Strengths – Weaknesses – Opportunities – Threats for the
company and it is very useful for a company to analyze them.
Therefore, the SWOT analysis is presented here and the
suggestions for maintaining strengths and removing
weaknesses are explained.
Strengths:
 Well-maintained infrastructure.
 Dedicated, Intelligent and Loyal staff.
 On-line Trading products.
 Lowest brokerage and other charges w.r.t. competitors.
 The best investment advice correct up to 70-90% through
dedicated research and reports.
 Wide product range to enable the clients to choose the
best alternative.
 One of the best DPs in India.
 A positive image in the existing clients.
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39. Weaknesses:
 Less awareness in the market.
 Time consuming process for account opening, resolving
the problems of the customers, etc.
 Service quality is not maintained accordingly how they
are promoted.
Opportunities:
 Large primary market to sit as a book runner for the other
companies just like Kotak Securities Ltd. that runs the
books of share holdings for many companies.
 Slope of stock market towards delivery based
transactions.
 Large potential market for delivery and intra-day
transactions.
 Open interest of the people to enter in stock market for
investing.
 Attract the customers who are dissatisfied with other
brokers & DPs.
 An indirect opportunity generated by the market from its
bullishness.
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40. Threats:
 Decreasing rates of brokerage in the market.
 Increasing competition against other brokers & DPs.
 Poor marketing activities for making the company known
among the customers.
 A threat of loosing clients for any kind of weakness of
the company.
 Indirect threat from instable stock market, i.e., low/no
profit of Sharekhan’s clients would lead them to go for
other broker/DP.
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41. Suggestions and Recommendations
The suggested marketing & operations strategies to be
followed by Sharekhan at this point are as given below:
 The modification of marketing mix i.e., the Product-
Price-Place-Promotion and for services additional 3Ps
viz. People, Process and Physical evidence, according to
the needs of the customers and deliver the maximum
value to the customers for what they pay a price i.e.,
improve old products.
 The competitors are trying to get customers with better
services than Sharekhan viz., account opening process
time, low deposits with greater exposure for trading,
more focus on delivery-traders, etc. so Sharekhan must
take care with developing fighter products to retain old
customers and gain new customers with competitive
prices and services.
 There are more customers waiting for the right kind of a
company and Sharekhan can get that segment of
customers by using the research reports like, “Investment
pattern of the investors” as attached with this report. By
finding the right needs of the clientele, the company can
develop new products suited to the specific customers.
 For controlling the operations of the company it is
recommended that the employees should be motivated for
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42. work and they should have a feeling of satisfaction for
working in Sharekhan, so that the investors get maximum
service and satisfaction.
 The next is to improve the service quality as we have
studied in marketing that there are five gaps in delivering
services to customers and Sharekhan needs to fill up
those gaps, as listed below:
(1) The gap between company’s perception about the
needs of customers and the expectations of the
same.
(2) The gap between company’s perception and the
implemented service quality specification plan.
(3) The gap between service quality specification plan
and how it is delivered to the customers.
(4) The gap between delivered service and the external
communications done with the customers to
promote it.
(5) The gap between how customers perceive the
service and the expected service that is made by
WOM (word of mouth) communications, past
experience and the comparison among all
companies offering it.
Sharekhan needs to fill up these gaps, which are
traditionally identified by Berry, Zeith and Parchuraman to
improve the quality of the services offered by a company.
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43. To attract more investors many factor can be suggested,
but we cannot apply all of them. So, some suggestions are
given here for gaining more business for the investment
Company.
 First of all, the company has to make good image in the
minds of investors, so they can feel safe and reliable to
invest in that company.
 The companies that have dealing with stock market must
give proper knowledge to the investors and if any new
information is coming then it must be communicated with
the investors.
 The share trading company must have strong R&D
department so they can give more accurate tips and
investment ideas to attract them.
 To increase the knowledge of the investors the company
must have to do some commercial fair or any other
promotional activity, so that the investors who don’t
know about it can be aware and inspire for investing in
the stock market with Sharekhan.
Recommendations for Derivatives
Derivatives can be a very effective tool to take advantage
of a raising and failing and range bound underlying.
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44. The following points may be kept in mind while trading
in derivative products:
 Choose a month that allows enough time for the
anticipated move in the underlying.
 In-the-money calls are initially more responsive to
underlying price changes that out-of-the-money calls.
 Choose a strike price level that offers a good
risk/reward ratio given the expected price movement.
 Watch for Bid/Ask price offered for Spot, Future, &
Options simultaneously.
 Liquidity of products involved.
 Transaction costs.
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45. CONCLUSION
Now, to conclude the project there are few points in the
investment pattern of investor of Rajkot city, which can be
quoted and cited as below.
 First of all most of the investor are very sensitive about
safety of their investment. They want more safety and
reliability. Current trend and easy access is not affected
the investor as much as safety and reliability.
 Then after we can conclude that Bank and Insurance
sector have very good scope for gaining more business
due to more safety and reliability.
 Most of the earning people invest their income up to
different level in any sector, so investment company have
also very much scope of gaining business.
 Mutual fund, Bond is also gain popularity since few
years. So, they can also make business more if they are
well reputed and reliable.
 Equity market has also popularity among investors due to
higher return, but due to uncertainty and lack of proper
knowledge investors do not invest in that sector.
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46.  But investors who have proper knowledge and
willingness to take risk up to some extent are easily
invested in Equity market. One of the reasons to invest in
equity market is liquidity and change in government
policy.
 Bank’s interest rate is also decrease since last few years
so, investors move towards other sector like mutual fund,
bond, equity market and others like land, gold, building
etc….
 So, final conclusion on part is that investors of Rajkot
city invest their money with the balance of safety,
reliability and return on investment.
 The last point to say that the conclusion of the summer
training project report is that if a company is really
interested in growing its business then it has to give an
attention to the customer’s needs, their potential and the
main thing what type of product/service they want. It is
because to stay in this competitive market is as difficult
as to climb up the Mt. Everest.
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47. BIBLIOGRAPHY
 www.sharkhan.com
 www.stocks-investing.com
 www.investopedia.com
 www.nsdl.co.in
 Sharekhan Tutorial
 Financial Management by S. N. Maheshwari
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