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INDIRA COLLEGE OF COMMERCE AND SCIENCE

PUNE

A PROJECT REPORT

ON

DEMAND FORCASTING FOR CONSTRUCTION

EQUIPMENT

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF

BACHELOR IN BUSINESS MANAGEMENT

(INTERNATIONAL BUSINESS)

SUBMITTED BY

DHARMESH DANGI

2010-2O11


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ACKNOWLEDGEMENT

Words fall insufficient to describe the efforts taken by allthe staff member & colleagues for their encouragement & willing co-

operation for the completion of this project. We would like to place our

sincere gratitude their worthy suggestions & timely co-operation.

Defeat is not when you fall down; it is when you refuse to get up. We

faced many difficulties during our projects tenure, right from the

requirements gathering to implementation. There were times when the

goal looked beyond reach but all difficulties were accepted as challenge.Greater the challenges, greater were the efforts overcomes it.

We cannot retain our self from according heartfelt thanks to our HOD

PROF. Mr. PRASHANT KALSHETTI and ourPROF. Mr. ATUL

FEGADE. He has always been a valuable supports to us during various

stages of the projects. Without his guidance this projects wouldnt have

reached this stage. He aptly can be referred as a synonym for supports &

guidance. We are also thankful to our seniors for their encouragement &willing co-operation.

Last but not the least; we are thankful to our friends for their innovationsuggestions which helped us in completing this project.


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INDEX

Sr. no. PARTICULARS Pg.no.


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CHAPTER 1

INTRODUCTION


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ACE, Action Construction Equipment Limited is the leading mobile crane manufacturing company

in India which has progressed all along to become a professionally managed ISO 9OOI Certified

company. AAction Construction Equipment Limited

Date of Establishment 1995

Revenue 97.6654 ( USD in Millions )

Market Cap 4240.20025 ( Rs. in Millions )

Corporate Address 5th Floor ,T D I Centre,JasolaNew Delhi-110025,Delhi

www.ace-cranes.com

Management Details Chairperson - Vijay Agarwal

MD - Vijay Agarwal

Directors - Amar Singhal, Ashish K Bhatt, G N

Mehra, Girish Narain Mehra, K C Agarwal,

Mona Agarwal, P K Bansal, Sorab Agarwal,

Subhash C Verma, Subhash Chander Verma,

Vijay Agarwal, Vijay Kumar Singh

Business Operation Engineering - Industrial Equipments

Background Action Construction Equipment (ACE) Company


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was promoted by Vijay Agarwal and his wife

Mona Agarwal. It was incorporated on January

13, 1995 as a Private Limited Company and

was converted into a Public Limited Company

on October4, 2005.

Action Construction Equipment Limited is the

leading mobile crane manufacturing company in

India, which has progressed all along to become a

professionally managed IS

Financials Total Income - Rs. 4339.88 Million ( year ending

Mar2010)

Net Profit - Rs. 244.401 Million ( year ending

Mar2010)

Company Secretary Ashish K Bhatt

Bankers

Auditors Rajan Chhabra & Co

The company was formerly known as Action Construction Equipments Limited

and changed its name to Action Construction Equipment Limited in October2005.

Action Construction Equipment Limited was founded in 1995 and is headquartered

in Faridabad, India.

Action Construction Equipment Limited engages in the manufacture and supply of

hydraulic mobile cranes, mobile tower cranes, and material handling and

construction equipment in India.

The company offers hydraulic mobile cranesfor the engineering, construction, and

infrastructure industries for loading, unloading, moving, shifting, and erecting

materials; mobile/fixed tower cranes for civil construction; back hoe and wheeled

loaders for the construction and infrastructure sector for digging, moving, grading,

and loading earth and other loose aggregates.


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Its products also comprise lorry loader cranes to lift and transport loads; forklift

trucks to lift and transport materials; and crawler cranes for use on soft ground for

plant erection and maintenance work or plant renovation.

In addition, the companys products consist of piling rigs for the construction ofbridges, metro rails, and ports; vibratory rollers used to compact loose soil or

asphalt for roads and highway construction; and tractors used for farming,

construction, and industrial purposes. Its products are also used in various sectors,

such as power projects, dams, coal mines, steel industry, railways, cement,

petroleum, defense, chemicals and fertilizer plants, and building construction.

The company was formerly known as Action Construction Equipments Limited

and changed its name to Action Construction Equipment Limited in October2005.

Action Construction Equipment Limited was founded in 1995 and is headquartered

in Faridabad, India.

ACE equipment is being successfully used in many industrial sectors like infrastructure,construction, roads, engineering industry, coal mines, chemical and fertilizer plants, powerstations, ports, heavy project engineering industry, railways, cement industry, oil industry,defence etc. to name a few. ACE range of cranes can be adapted to satisfy a vast range ofpossible applications due to their versatility.


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COMPANY PROFILE : COMPANY

HISTORY

Action Construction Equipment (ACE) Company was promoted by Vijay Agarwal

and his wife Mona Agarwal. It was incorporated on January 13, 1995 as a Private

Limited Company and was converted into a Public Limited Company on October

4, 2005.

Action Construction Equipments Limited was initially promoted by Mr. Vijay

Agarwal, Mrs. Mona Agarwal, Mr. Khem Karan Arora and Mrs. Laj Arora as

subscribers to the Memorandum. Subsequently, Mr. Khem Karan Arora and Mrs.

Laj Arora ceased to be the members of the Company and the shares were

transferred to the current promoters of the Company. The Company commenced its

activities in the year1995 and started manufacturing Hydraulic Mobile Cranes in

1995 under the brand name 'ACE'. Apart from the company has started

manufacturing of mobile tower cranes and loaders subsequently. ACE is the

leading mobile Crane Manufacturing Company in India that has progressed allalong to become a professionally managed ISO 9001 Certified company. The

Company's manufacturing facility is based in Industrial town of Faridabad and now

the company is in the process of setting up of its second manufacturing plant at

Dudhaula (Faridabad) for manufacturing Back Hoe Loaders and Fixed Tower

cranes up to capacity of six tons. ACE equipment is being successfully used in

many industrial sectors like infrastructure, construction, road, engineering industry,

coal mines, chemical and fertilizer plants, power stations, ports, railways, oil

Industry, defence etc. During the year1995-96, the Company has manufactured

110 mobile cranes and for the year2004-05, the company has manufactured 1146

equipment. In September2006, The company is entering the capital market with aninitial public offer of46,00,000 Equity Shares of Rs. 10/-. The company has fixed

the price of Rs. 130/- per Share.

Action Construction Equipment Limited is the leading mobile crane manufacturing

company in India, which has progressed all along to become a professionally


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managed ISO 9OOI Certified company. ACE is promoted by a technocrat, assisted

by a team of experienced managers and engineers.

The company is more than a decade old enterprise and started with manufacturing

of Hydraulic Mobile Cranes of different capacities under the brand name of ACEat industrial township of Faridabad. ACE equipment is being successfully used in

many industrial sectors like infrastructure, construction, roads, engineering

industry, coal mines, chemical and fertilizer plants, power stations, ports, heavy

project engineering industry, railways, cement industry, oil industry, defence etc.

to name a few. ACE range of cranes can be adapted to satisfy a vast range of

possible applications due to their versatility.

ACE products are supported by an all-India sales and service dealers network

located at all the major locations. These outlets are fully equipped to provide

genuine spare parts and services by company trained engineers. These dealershipoutlets are further supported by a dedicated product support division located at

Faridabad and company offices located at Delhi, Mumbai, Chennai, Kolkatta,

Vizag, Raipur, Ranchi and Trichy. It ensures the fastest supply of spare parts and

services, which is unmatched in the industry.

In its endeavor to grow the business and offer quality products, the company has

entered into series of marketing tie-ups with leading foreign companies like

Autogru PM-Italy, Zoomlion-China, Maber-Italy, Tigieffe SRL-Italy, which

facilitate the availability of latest technology and machines from around the world.

ACE equipment is being successfully used in many industrial sectors like

infrastructure, construction, roads, engineering industry, coal mines, chemical and

fertilizer plants, power stations, ports, heavy project engineering industry,

railways, cement industry, oil industry, defence etc. to name a few. ACE range of

cranes can be adapted to satisfy a vast range of possible applications due to their

versatility.

In India ACE has conquered a consolidated presence in it's sector. An efficient

sales and service network and a comprehensive follow up system makes it possibleto provide, all customers with efficient distribution and service assistance that has

the priority of satisfying their real needs.

The policy of responding with speed and expertise has been rewarded over the

years by a constant growth of the company and today ACE is a leading

manufacturer of cranes in the country.


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ACE has always firmly believed in the quality of it's products and product support,

ever since it's inception and this is the secret of our capacity to satisfy customers.

First rate team work and carefully targeted investment in technology and human

resources has made ACE one of the most efficient business in it's sector.ACE has it's central marketing office in New Delhi and workforce employed in the

sections of production, research and development, materials, marketing, after sales

assistance, finance and administration are engaged to take the company to new

horizons of success. This fact and accurate organizational structure allows

customers to promptly receive technical solutions that fully satisfy their

requirements.

ACE has always firmly believed in the quality of it's products and product support,

ever since it's inception and this is the secret of our capacity to satisfy customers.

First rate team work and carefully targeted investment in technology and humanresources has made ACE one of the most efficient business in it's sector.

The company has sold its equipment to most of the leading private and government

sector companies in India such as Reliance Industries Ltd., Mumbai, Punj Lloyd

Limited, New Delhi , ACC Limited, (M.P.) , Cimmco Birla Limited , Shapoorji

Pallonji Co. Ltd., Mumbai, Central Coalfields Ltd., Ranchi , Western Coalfields

Ltd., Nagpur , South Eastern Coalfields Ltd., Bilaspur, Northern Coalfields Ltd.,

Singrauli, S.C.C.L., Kothagudem Colleries , Jyoti Structures Ltd., Nasik, Express

Crane Hiring Co., Baroda, Grasim Industries Limited, Dharwad, Humphreys &Glasgow Consultants Ltd., Mumbai, Steel Products Ltd., New Delhi, etc. Products

of the company are also being exported to U.A.E., Qatar, Sultanate of Oman,

Kuwait, South Africa, Kenya, Nigeria, Mauritius, Sri Lanka, Nepal, Bhutan,

Bangladesh, Singapore and Portugal.

The company has an in-house R&D department, which has been working

consistently for improving and upgrading the existing range of products and

continuously working towards developing new products.

Product Range of the company includes:

y Hydraulic Mobile Pick-n-Move Cranes -- it include 3X, Rhino-60, 90 and

120, 12XW, 15XW,20XW

y Forklift Truck

y Loaders including Front end loaderFEL-75, Backhoe loader

y Tower cranes -- Mobile Tower Crane-2418 and 3625

y Aerial Work Platforms


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y Mast Climbing Platforms / Lifts

y Lorry Loaders / Truck Mounted Cranes

Awards/Achievements

y The company has been awarded with CNBC TV18 Emerging India Award

in the Infrastructure Category for the year2006 sponsored by ICICI Bank

and powered by CRISIL.

y ACE has been certified as an ISO 9001 company by CVI.

y In 2008 the company signed a Memorandum of Understanding with a

Chinese company

KEYEXECUTIVES

S.No Name Designation

1 Vijay Agarwal Chairman

2 Ashish K Bhatt Company Secretary

3 Subhash C Verma Independent Director

4 G N Mehra Independent Director

5 Amar Singhal Independent Director

6 K C Agarwal Independent Director

7 Mona Agarwal Whole Time Director

8 Sorab Agarwal Whole Time Director


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Clientele

Reliance Industries Ltd., MumbaiPunjLloydLimited,NewDelhi

ACC Limited, (M.P.)CimmcoBirlaLimitedShapoorjiPallonjiCo.Ltd.,MumbaiOswalChemicalFertilizersLtd.,NewDelhiGannonDunkerley&Co.Ltd.,CalcuttaKECInternationalLtd.,JaipurGammonIndiaLtd.,MumbaiPSL Holdings, MumbaiAE(I)Ltd.,NewDelhiPrakashIndustries,NewDelhiPetronCivilEngineeringLtd.,MumbaiPetronEngg.ConstnLtd.,MumbaiIndureLimited,NewDelhiDodsal Limited, MumbaiCentralCoalfieldsLtd.,RanchiWesternCoalfieldsLtd.,NagpurSouthEasternCoalfieldsLtd.,BilaspurNorthernCoalfieldsLtd.,SingrauliS.C.C.L.,KothagudemColleries

PunjabStateElectricityBoard,RoparPunjabStateElectricityBoard,PatialaRajasthanStateElectricityBoard,JaipurC.P.R.I.,BhopalCOFMOW,NewDelhiOrdnanceFactory,AmbernathNHPC,FaridabadChennaiPortTrust,ChennaiSouthEasternRailway,BhubaneshwarSouthernRailway,ChennaiU.P.StateBridgeCorporationLtd.,LucknowNTPCLtd.,DadriBurnsStandard,BurnpurDepartmentofIrrigation,RoorkeeMinistryofDefence,NewDelhiDelhiJalBoardP.W.D.,Rishikesh


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HaryanaVidyutPrasanNigamLtd.,PanchkulaMPEB,KorbaMPEB,SarniNepalIrrigationSectorProject,Nepal

IndianOilCorporationLtd.,VadodaraBHEL,CalcuttaandNagpurNALCO,AngulParadipPortTrustNTPC,VindhyachalRichardsonCruddasGujratIndustriesPowerCo.VikramSarabhaiSpaceCentreMangaloreRefineryandPetrochemicalsLtd.HaryanaStateSuppliesandDisposalSouthCentralRailwayIntegralCoachFactory,ChennaiAirportAuthorityofIndia,MumbaiMunicipalCorporation,HyderabadIndianpetrochemicalCorp.Ltd.,NagothaneBridgeandRoof,CalcuttaA.A.I.,ChennaiNTPC,Vizag

GujratElectricityBoard,BarodaNuclearPower,KotaNTPC,RihandDGQAIFFCOBSNLBBMBIISCOECLNumaligarh Refinery


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PRODUCT

Product Name Year MonthSales

Quantity

Sales

Value(Rs.Million)% of STO

Cranes2010 03 2828.00 2947.44 67.32

Tractor2010 03 2562.00 787.90 18.00

Material Handling/Construction

Equipment & Others

2010 03 537.00 535.86 12.24

Excise Duty2010 03 0.00 107.14 2.45

The Industry spans a range of products and

services

Products and spare parts constitute the bulk

of the industry

Services segment is still nascent and presents

good opportunities for growth

The unorganised sector contributes about 15%

by

value, though the majority of players belong

here

Construction & Material Handling Equipment

(2004)


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Source: CII-KPMG Report on Indian

Infrastructure, KPMG

n Products n Spare Parts n Unorganised

Sector

n Services n

Documents

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