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ACKNOWLEDGEMENT
This project is not my individual effort. There are many people whom I want to
thank from the bottom of my heart. There are many who contributed to best of
their efforts for the completion of this project within the stipulated time. No words
can express my gratitude towards them. To begin with, I would like to convey my
regards and loads of thanks to Prof. MANISHA KARANDIKAR, ITM Business
School, Navi Mumbai for her guidance and kind support. She has always been
there in the time of need and has always guided me to the right path. Thanks a
lot madam.
I am also thankful to Dr. Arupjyoti Choudhury, President, North-East
Foundation for Education and Research, Guwahati from the bottom of my
heart for his precious time & proper guidance in the preparation of my project. He
has always been very calm and patient while answering thousands of my
queries. Thanks a lot to you sir.
I would also like to thank two more person Prof. RICHA BHANDARI, ITM
Business School, Navi Mumbai & Prof. ROOPAM GOSAI, ITM Business
School, Navi Mumbai for providing their helping hands in the most crucial
stages of the project and answering all the queries with patience. I cannot thank
both of you enough for your co-operation and support.
Finally, I would like to thank my family & friends especially Sparsh who hasalways been there in the time of need and in all my frustration periods during the
preparation of the report. Thank youfor your cooperation in completion &
submission of the project.
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TABLE OF CONTENTS
S.NO. TOPIC PAGE NO.1
1.1
1.2
1.3
INTRODUCTION TO N.G.O.
History
Types of N.G.O s
Classification
5
6
6
8
2.0
2.1
2.2
2.3
2.4
2.5
HISTORY OF GUWAHATI
History
Demographics
Economy
Terrorism and Insurgency
Infrastructure
10
11
12
12
14
14
3.0
3.1
NORTH EAST FOUNDATION FOREDUCATION AND RESEARCHINTRODUCTION TO NEFER
16
17
4.0 OBJECTIVES OF NEFER 185.0
5.1
5.2
5.3
AREAS COVERED BY NEFER
Journalism and Mass Communication
Parliamentary Studies
Science Communication
20
22
22
23
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5.4
5.5
Peace and Conflict Studies
Human Rights Awareness
23
246.0
6.1
6.2
STUDY OF N.G.O THROUGH
MANAGEMENT PERSPECTIVES
PPM
Ethics, Leadership and Teamwork
25
25
26
7.0
7.1
7.2
7.3
7.4
HUMAN RESOURCE MGMT.
MANPOWER PLANNING
RECRUITMENT POLICIES
TRAINING
EMPLOYEE RELATION
27
27
27
27
288.0
8.1
OPERATIONS
Objectives and the operational aspect of
the N.G.O.
29
29
9.0
9.1
9.2
9.3
9.4
RESOURCE MANAGEMENT
Source of Funds
Disbursement of Funds
Surplus Funds
Plans to Increase Financial Resources
31
31
32
32
3210.
0
MARKETING with reference to Value
Chain Model
33
11. A unit of NEFER - RIJAM 40
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012.
0
12.1
12.2
Project work with NEFER : TRENDS IN
MEDIA
Film Festival
The Life Story Of Matin Luther King Jr.
43
47
49
13.
0
LEARNINGS FROM THE N.G.O 52
14.
0
SUGGESSTIONS 55
15.
0
REFERENCES 56
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1.0 INTRODUCTION TO N.G.O
Non-governmental organization (NGO) is a term that has become widely
accepted as referring to a legally constituted, non-governmental organization
created by natural or legal persons with no participation or representation of any
government. In the cases in which NGOs are funded totally or partially by
governments, the NGO maintains its non-governmental status and excludes
government representatives from membership in the organization. Unlike the
term intergovernmental organization, "non-governmental organization" is a term
in general use but is not a legal definition. In many jurisdictions these types of
organization are defined as "civil society organizations" or referred to by other
names.
The number of internationally operating NGOs is estimated at 40,000. National
numbers are even higher: Russia has 277,000 NGOs. India is estimated to have
between 1 million and 2 million NGOs.
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1.1 History
National NGOs go back to antiquity. International non-governm
organizations have a history dating back to at least 1839. Rotary, later Rotary
International, was founded in 1905. It has been estimated that by 1914 there
were 1083 NGOs. International NGOs were important in the anti-sl
movement and the movement for women's suffrage, and reached a peak at the
time of the World Disarmament Conference. However, the phrase
governmental organization" only came into popular use with the establishment of
the United Nations Organization in 1945.An N.G.O can be defined as "any
international organization that is not founded by an international treaty".
1.2 Types of NGOs
Apart from "NGO", often alternative terms are used as for example: independent
sector, volunteer sector, civil society, grassroots organizations, transnational
social movement organizations, private voluntary organizations, self-h
organizations and non-state actors (NSA's).
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Non-governmental organizations are a heterogeneous group. A long list of
acronyms has developed around the term "NGO".
These include:
CSO, short for civil society organization;
DONGO: Donor Organized NGO;
ENGO: short for environmental NGO, such as Global 2000;
GONGOs are government-operated NGOs, which may have been set up by
governments to look like NGOs in order to qualify for outside aid or promote the
interests of the government in question;
INGO stands for international NGO; Oxfam is an international NGO
QUANGOs are quasi-autonomous non-governmental organizations, such as the
International Organization for Standardization (ISO). (The ISO is actually not
purely an NGO, since its membership is by nation, and each nation
represented by what the ISO Council determines to be the 'most broadly
representative' standardization body of a nation. That body might itself be a
nongovernmental organization; for example, the United States is represented in
ISO by the American National Standards Institute, which is independent of the
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federal government. However, other countries can be represented by national
governmental agencies; this is the trend in Europe.)
TANGO: short for technical assistance NGO;
GSO: Grassroots Support Organization
MANGO: short for market advocacy NGO
1.3 Classification
There are also numerous classifications of NGOs. The typology the World Bank
uses divides them into Operational and Advocacy:
The primary purpose of an operational NGO is the design and implementation of
development-related projects. One frequently used categorization is the division
into relief-oriented versus development-oriented organizations; they can also be
classified according to whether they stress service delivery or participation; or
whether they are religious or secular; and whether they are more public or
private-oriented. Operational NGOs can be community-based, national
international.
The primary purpose of an Advocacy NGO is to defend or promote a specific
cause. As opposed to operational project management, these organizations
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typically try to raise awareness, acceptance and knowledge by lobbying, press
work and activist events.
USAID refers to NGOs as private voluntary organizations. However many
scholars have argued that this definition is highly problematic as many NGOs are
in fact state and corporate funded and managed projects with professional staff.
NGOs exist for a variety of reasons, usually to further the political or social goals
of their members or funders. Examples include improving the state of the natural
environment, encouraging the observance of human rights, improving the
welfare of the disadvantaged, or representing a corporate agenda. However,
there are a huge number of such organizations and their goals cover a broad
range of political and philosophical positions. This can also easily be applied to
private schools and athletic organizations.
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2.0 Guwahati
Guwahati (Assamese: , previously spelled Gauhati) is a major city in
eastern India, with a population of 818,809 (2001 census). The largest city in the
North-East Region of India, it is considered by some to be the "gateway" to the
region. Dispur, the capital of the Indian state of Assam, is located within the city.
Guwahati is one of the most rapidly growing cities in India; during the past few
decades it has experienced expansion and also a steep rise in population.
According to a survey done by a UK media outlet, Guwahati is among the 100
fastest growing cities of the world, and is the 5th fastest growing among Indian
cities.
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The city is situated between the southern bank of the Brahmaputra river and the
foothills of the Shillong plateau, with LGB International Airport to the west, and
the town of Narengi to the east. The city is gradually being expanded as North
Guwahati to the northern bank of the Brahmaputra. The Guwahati Municipal
Corporation, the city's local government, administers an area of 216 km, while
the Guwahati Metropolitan Development Authority, the planning
development administers an area of 340 km.
Guwahati is a major commercial and educational center of North-East India and
is home to world class institutions such as the Indian Institute of Technology
Guwahati. The city is also a major center for cultural activities and sports in the
North Eastern region and for the administrative and political activities of Assam.
The city is also an important hub for transportation in the North East Region.
The name Guwahati is derived from two Assamese words: 'guwa' (areca nut)
and 'haat' (market place). The name used to be spelled as Gowhatty (pre-
colonial and colonial), standardized to Gauhati (colonial-British), which was then
changed to the present form in the late 1980s to conform to the local
pronunciation.
2.1 History
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View of part of Guwahati from the Sarania Hills, with the Brahmaputra river. The
peaked Kamakhya Hills are to the left, the Saraighat bridge can be seen near the
horizon, and on the right bank is North Guwahati. The Nehru stadium and the
railway station are faintly visible, right bottom.
Guwahati's myths and history go back several thousands of years. Although the
date of the city's beginning is unknown, references in the epics, puranas, and
other traditional histories, lead many to assume that it is one of the ancient cities
of Asia.
2.2 Demographics
Guwahati is one of the most rapidly growing cities in India. The city's population
grew from just two-hundred thousand in 1971 to more than five-hundred
thousand in 1991, and in the census of 2001 the city's population was found to
be 808,021. By 2011, it is estimated that Guwahati will boast more than a million
residents.
In 2001, males constituted 55 percent and females at 45 percent of Guwahati's
residents. It was found that 10 percent of the population is under 6 years of age.
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Guwahati has an average literacy rate of 78 percent, with male literacy at 81 and
female literacy at 74 percent.
2.3 Economy
As a river port, Guwahati has traditionally been an important administrative and
trading center. Separate income estimates for the city are not yet available as
city-level income estimation is not a traditional practice in India, and is not
practiced in a systematic and continual manner. However, by looking at the
agglomeration of activities and employment patterns it can be
understandable that the city contributes a lion's share of the state's income.
The major economic activities are trade and commerce, transportation and
services. Guwahati is the most important trade hub in the North Eastern Region.
It is a major wholesale distribution center, a marketing hub, and also a retail hub
of the region. The Guwahati Tea Auction Centre is one of the largest in the
world. As in other cities, 'mall culture' is slowly invading Guwahati. Manufacturing
is also an important activity, although it is not comparable to those of India's
rapidly growing industrial cities. The most important manufacturing industry in the
city is the petroleum refinery of IOCL at Noonmati. The city is contains the
headquarters or regional offices of several manufacturing and bu
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establishments, e.g. Numaligarh Refinery Limited (NRL). Guwahati is also
important for printing and publishing, as well as businesses related to electronic
and print media. During the past two decades, businesses such as real estate
development, finance, etc. have also intensified.
Tourism and recreation, education, research, cultural activities, etc. are also
slowly increasing and contributing to city's economy.
2.4 Terrorism and Insurgency
Assam conflict
There is a fair amount of ethnic and religious diversity in Guwahati, but the city
has been plagued by terrorism and insurgency in recent years.
bombings were carried out in 2008 and 2009, claiming a total of at least 96 lives
and wounding around 600 others.
Terrorist groups believed to be active in and around Guwahati and Dispur
include:
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Harkat-ul-Jihad-al-Islami (HuJI)
Karbi Longri N.C. Hills Liberation Front (KLNLF)
United Liberation Front of Asom (ULFA)
National Democratic Front of Bodoland (NDFB)
2.5 Infrastructure
Although being a medium sized city, ranking around 50th (in terms of population)
in India, the city's quality of life is comparatively higher. A recent survey (2006)
by a popular Indian magazine - Outlook (Money) ranked Guwahati 17th among
all the major and medium sized Indian cities.
The city provides competitive residential and working environments with beautiful
landscapes, pleasant climate, modern shopping areas, modern apartments and
bungalows, and considerably good social infrastructure.
Yet infrastructure in the city still requires extensive attention, which can increase
and revolutionize the city's reputation, investment environment, and overall
growth pattern. Major investments in infrastructure are being planned in the city,
covering many aspects of the utilities and transportation infrastructures, with
financial assistance from the Asian Development Bank (ADB). Guwahati is to
also to receive substantial city development funds from JNNURM (Jawaharlal
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Nehru National Urban Renewal Mission) - the Government of India's recently
conceived comission for urban development, and a development plan for the city
has been recently finalized. The city suffers from the lack of sufficient utilities for
the development of infrastructure. The existing water supply syst
inadequate, depending largely on ground water resources (higher water level). It
also lacks a comprehensive underground sewage system. Septic tanks at
individual houses are popular. The storm drainage system is comparatively
good, although many areas experience water logging due to heavy rainfall in the
monsoon season. Extensive soil erosion from the hills and clogging of the
drainage system is frequent and expensive for the city. Solid waste is being
managed by the local authority with private partners. It lacks modern equipment,
methods and practices.
3.0 North East Foundation for Education and Research
an N.G.O
NAME OF THE ORGANIZATION : North East Foundation for E
and Research
REGISTRATION NO. :
REGD. ADDRESS :
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District Kamrup,State - Assam
ADDRESS OF CORRESPONDENCE: House No 18, B.N. Das Lane, Ambari,
Guwahati - 781001, Assam
AREA OF OPERATION : The wh
and the rest of North East region
of India
CHAIRMAN
PRESIDENT
SECRETARY
TREASURER
NO. OF PERMANENT MEMBERS : 10
3.1 An Introduction to North East Foundation for
Education and Research (NEFER)
North East Foundation for Education and Research (NEFER) is registered as a
Non-Governmental Organization (NGO) under the Registration
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KAM/240/N/257 and was started in 2002-03. It has in all 10 permanent
members. The N.G.O was an initiative of a visionary personality Dr. Debaprasad
Baruah who has been a former Vice Chancellor, Gauhati University. Since its
inception the organization is continuously working in a number of projects in
educational field particularly journalism and creating awareness in the society in
various other sectors by taking up various projects and programs in field of
parliamentary studies, mass communication, science communication, peace and
conflict studies & human rights, in and around Guwahati and north-east as a
whole which has helped and guided the organization to make an impact on the
society at large.
The particular field of education has been picked up by NEFER because the
region in which NEFER is situated i.e North-East is lagging far behind in terms of
educational opportunities, avenues and infrastructure. That is why the promoters
of the organisation who are all related to the field of educational in this part of the
country have taken up the cause of education.
The different activities include
Conducting Diploma & Certificate course in Journalism &
Communication.
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Celebration of International Human Rights Day every year by organizing
day long seminars and functions.
Organizes Seminars from time to time on different sensitive issues
concerning the north-east and the latest developments in media.
Conducts workshops from time to time in association with American
Centre ,Kolkata
Organizes film festivals with American Centre, Kolkata.
Worked as evaluating agency of the project: Use of Folk Media for
Science and Communication. The project was sponsored by Department
of Science and Technology, Govt. of India.
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NEFER also conducts 6 month certification course on S
Communication by the Department of Science and Technology, Govt. of
India.
Conducting Intensive coaching for competitive examination viz., ACS since
2000.
Conducting electrical Wiremen training funded by Assam Mino
Development & Financial Corporation Ltd., since 2000.
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4.0 OBJECTIVES OF THE N.G.O
The main objectives of the N.G.O are
To aid, establish, takeover or collaborate with any institution, school,
college, university, association for physical, mental, spiritual,
educational development, uplift of intelligence and skills or its
development and undertake all such activities as similar institutions are
normally legally allowed to do.
To undertake, sponsor, support, organize, aid or otherwise associate
with activities for promotion of educational, mental, spiritual and
physical development, upliftment and excellence of adults and children
of all ages without any distinction of caste, creed or religion and in the
interest of mankind in general.
To aid, propagate, impart and adopt any audio-visual methods for
solving the problems of crime, drug abuse, socially delinquent and
aberrant trends and help in the inculcation of such behaviour as would
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bring happiness in the society without making distinction on the basis of
social and economic status, caste, creed or religion of the beneficiaries.
To establish any home or institution or society for the welfare of victims
of natural calamities and/or to provide food and shelter to any nearby
person or persons from time to time.
To aid or establish any institution or adopt means for imparting,
promotion of any art, science or any other field of education and to
carry out, aid, sponsor and facilitate experiment, research and
development in any or all streams of knowledge, art, science and
practices.
To undertake the compilation, printing, and publication of books,
magazines in any kind of media.
To institute, award honours, titles, medals, prizes for educational
excellence attainment research and competition and also in competition
of physical games, social achievement and to award scholarships to the
needy and deserving persons.
To render help, arrange for and encourage and promote celebrations of
national, cultural and social and other festivals as conducive to the
objectives of the N.G.O
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To do any other act or thing which is ancillary to the achievement and
promotion of any of the foregoing objectives.
To initiate, maintain, aid, sponsor, organize, programmes, institutions
for alleviation of poverty, unemployment and also work for socio-
economic development of the people in general.
5.0 AREAS COVERED BY NEFER
5.1 Journalism and Mass Communication
RIJAM (Regional Institute of Journalism and Mass Communication)a
unit of NEFER is a full time institute in journalism offering full time as
well as distance learning course in journalism and
communication.
5.2 Parliamentary Studies
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Parliamentary Studies exists to promote effective policy making and
good governance through better interaction between Parliament and
other stakeholders in society. In order to achieve this NEFER organizes
a range of conferences, workshops and seminars for different target
groups that address current public policy issues in the India and on the
international stage. These provide a forum for policy discussion, debate
and networking. NEFER also run a range of seminars that give people
with the essential skills a chance to know the world of Parliament and
Government, and to develop and implement public policy
effectively.
5.3 Science Communication
NEFER in association with Department of Science and Technology, Govt. Of
India has taken up the cause of imparting knowledge to the people the use of
science in daily life through various campaigns organized in rural areas. The
message is given in the form of plays known as Bhauna, which is a popular
variant of theatre in rural Assam. The result is that people come to know about
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how to use science in daily life to their advantage and as it always is, learning
done with entertainment is easy to remember.
5.4 Peace and Conflict Studies
North East being one of the sensitive areas of the country
provides a great scope for Peace and Conflict Studies where you
can learn about why were the insurgency groups formed and with
what objectives and how diverted they are at the moment from the
original objectives. Peace is one of the most desired and sought
after object in the world at present and in northeast it is not any
different. NEFER organizes workshops for various target groups to
keep them equipped with the recent scenarios.
5.5 Human Rights Awareness
The doctrine of human rights aims to identify the necessary positive
and negative prerequisites for a "universal" minimal standard of justice,
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tolerance and human dignity that can be considered the public moral
norms owed by and to individuals by the mere virtue of their humanity.
Such prerequisites can exist as shared norms of actual
moralities, as justified moral norms or moral rights supported by strong
reasons, as legal rights at a national level, or as a legal right within
international law. NEFER has already organized many conferences in
this regard and many more are to come. Celebration of HUMAN
RIGHTS DAY is an annual event of NEFER.
6.0 STUDY OF SOME OF THE MANAGEMENT ASPECTS
IN AN N.G.O
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6.1 STRUCTURE AND HEIRARCHY OF EMPLOYEES:
6.2 ETHICS, LEADERSHIP STYLE AND TEAM WORK
27
Chairman
President
Office StaffField Staff
Public Relation
Finance
Human Resource
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After having being a part of the N.G.O what was clear about the style of
leadership was that the style of leadership adopted in the N.G.O is Participative
Leadership Style. All the members are made a part of the decision by the leader
by inviting participation from the members and taking a collective decision.This
way all the members feel a sense of belonging towards the organisation and
work whole heartedly for whatever work comes up.
After assessing all the pros and cons about the activities required in the field of
work a team is formed. This team is taught the importance of team work and how
a team can help complete a piece of work with minimum effort and maximum
efficiency. They are then given some group activity to perform so that the team
gels well. For field activities as soon as a team is formed a team leader is elected
by general voting of the team members and also by seeing the behavior and
attitude of an individual towards the work or by selection through some activities.
This team leader is given the activity chart and is made responsible to complete
all the activities in time. He is also supposed to divide responsibilities among his
team members without any partiality and according to the capabilities of an
individual. Then after the formation of team and team leader a session is taken
up to make the team aware about work ethics. They are also told as how these
ethics are important for every organization to succeed and achieve their goals.
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7.0 HUMAN RESOURCE MANAGEMENT
7.1 MANPOWER PLANNING: After taking up a project a proper manpower
planning is done to see as how many members are enough for the proper
functioning of the project. Basically for a project 4 to 6 members are required.
7.2 RECRUITMENT POLICIES: There is no specific procedure for the
recruitment policy in place inside the organization. Sometimes for newspaper
advertisements are given but they are not very regular. The reason for this
irregularity is the shortage of funds in the hands of the organization. As the
organization gets funds only through grants and donations and is dependent on
its main feeder RIJAM (Regional Institute of Journalism and
Communication) the organization has to hire employees accordingly.
7.3 TRAINING:The N.G.O provides training by letting the volunteers know
about each and every aspect of the field work and then throw them straight into
the field work.
However for the office staff there is arrangement for training sessions from time
to time organized by the promoters of the N.G.O through their networks. The
George Telegraph Training Institute, Guwahati has been associated in providing
training for the office staff
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7.4 EMPLOYEE RELATION: Goodemployee - employer relations lays a
strong foundation for the effective working of an organisation. Responsibility of
employee grievance handling in the organisation is altogether of the head of the
organisation. Dr. Arupjyoti Choudhury is the sole person responsib
employee complaints etc. Being the sole person handling employee complaints
therefore the process is fast and effective as well. He ensures that discipline is
maintained in the organisation and justice is given to all the employees. The
overall employee employer relation in the N.G.O is very cordial and it shows in
the friendly environment in the organisation.
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8.0 OPERATIONS
8.1 OBJECTIVE AND THE OPERATIONAL ASPECT OF THE N.G.O:
North East Foundation For Education and Research has picked up the particular
field to work in Education for the sole reason because this region is lagging far
behind in terms of educational opportunities avenues and infrastructure. That is
why the promoters of the organisation who are related to the field of education in
this part of the country have taken up the cause of education.
NEFER in order to attain its objective
Operates an a unit under it, known as Regional Institute for Journalism
And Mass Communication (RIJAM), the oldest in the region to give the
youngster in the north - east a platform from which they can achieve
greater heights.
Organize Seminars and workshops on different educational topics for
different schools, colleges as well as for its unit RIJAM.
Organizes workshops on Parliamentary Studies in high schools and
colleges.
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Organizes campaigns as a part of their process in spreading awareness
on Science Communication in different backward areas in the north-east
villages.
Promoting Peace & Conflict Studies to make people of north-east
particularly the student fraternity aware of the situation in the north-east to
take their stand against terrorism and promote peace in the region.
Creation of awareness on Human Rights among the people of north east
especially in the rural areas.
The N.G.O. carries out its operation with the grants, donations and the
funds it gets from its feeding unit RIJAM and it ties up with schools,
colleges, and local authorities to carry out its activities so that it can attain
the objectives set by the organisation. Over the years NEFER has built a
strong bond with American Centre, Kolkata and has carried out numerous
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workshops, seminars and awareness programmes in association with
them.
9.0 RESOURCE MANAGEMENT
Funds are very crucial for successful operation of an N.G.O. Effective
financial management is to be done within the organisation so that the
funds are utilized in a proper way. Following is the manner in which
NEFER manages its resources -
9.1 Source of Funds: There are basically 4 types of sources of fund for
NEFER i.e Feed from RIJAM, International Aid, Private Donations and
Local Banks.
The North East Foundation for Research and Education (NEFER) is the
umbrella institution and has a unit under it namely Regional Institute for
Journalism and Mass Communication (RIJAM) which is its main feeder.
Moreover the long association with American Centre, Kolkata provides
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NEFER with the luxury of taking aids from time to time for various projects
and American Centre has always been supportive to the organisation. Also
NEFER bids for tenders in projects having scope of work related with their
objectives, whenever government floats tender in the market.
Then there are private donations which are always welcomed.
Sometimes when the disbursement of funds takes place in installments, it
very difficult to maintain funds from there. So NEFER takes help of loans
from local banks to maintain the cash level in the organization. These
loans are for a short period of time and as soon as the funds are disbursed
the loans are repaid back. Raising loans is not so easy for an upcoming
N.G.O. and it gets its loan sanctioned mostly only when the project is a
part of a government initiative.
9.2 Disbursement of Funds:
After the allocation of funds takes place the organization prepares an
activity chart which specifies the name of activities, approved budget for
each activity and the money spent for each activity.
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9.3 Surplus Funds: Since NEFER is not a profit making organisation
the surplus in case if any is used in other welfare activities or returned
back to the source.
9.4 Plans to increase financial resources: There are no specific
plans to increase the financial resources of the organization since this is a local
N.G.O and hence there are not much chances of raising money from local
resources.
10.0 MARKETING
Marketing plays an important role in the successful working of an N.G.O. Reason
for this is because it is very difficult to carry activities without the funds and
marketing is regarded as a very important tool in gathering funds by bringing in
awareness about the organisation through various promotional activities an
N.G.O. will be able to collect funds for itself.
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However in the case of NEFER we have seen that NEFER is not into marketing.
It believes in creating awareness about itself to the general public by the
activities it does or through the word of mouth of the RIJAM students. Hence
there is a lot of work that can be done in the area of marketing. Let us have a
look at the overall working of NEFER with reference to Michael Porters VALUE
CHAIN MODEL.
The value chain is a systematic approach to examining the development of
competitive advantage. It was created by M. E. Porter in his book, Competitive
Advantage (1980). The chain consists of a series of activities that create and
build value. They culminate in the total value delivered by an organization. The
'margin' depicted in the diagram is the same as added value. The organization is
split into 'primary activities' and 'support activities.
Porters Value Chain
36
Inboun
d
Logisti
cs
Operatio
ns
Outboun
d
Logistics
Marketi
ng
&
Sales
Servic
e
M
a
r
g
i
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Primary Activities:
Inbound Logistics
Here goods are received from a company's suppliers. They are stored until they
are needed on the production/assembly line. Goods are moved around the
organization.
IN CASE OF NEFER: NEFER provides service to the society by organizing
various workshops and seminars and awareness programmes. It operates a full
time Journalism Institute and various activities that it runs along with it require
funds. Fund procurement is the basic activity that can be described in INBOUND
LOGISTICS. Private Donations, Feed from RIJAM, International Aid, Govt.
Grants and Loans from Local Banks provide the inbound logistics.
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Firm Infrastructure
HR Management
Technology
Develo ment
Procurement
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Operations
This is where goods are manufactured or assembled. Individual operations could
include room service in a hotel, packing of books/videos/games by an online
retailer, or the final tune for a new car's engine.
IN CASE OF NEFER: Operations in NEFER include looking after the smooth
running of RIJAM, making activity chart, allocating funds for different activities
and preparing budgets for the different activities.
Outbound Logistics
The goods are now finished, and they need to be sent along the supply chain to
wholesalers, retailers or the final consumer.
IN CASE OF NEFER: Carrying out the various seminars, workshops,
campaigns smoothly and delivering to the target beneficiaries. Going to field of
action or the venue and carrying out the activities. Looking after the organisation
of the events from scratch till the end.
Marketing and Sales
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In true customer orientated fashion, at this stage the organization prepares the
offering to meet the needs of targeted customers. This area focuses strongly
upon marketing communications and the promotions mix.
IN CASE OF NEFER: Not much work is done in the field of marketing by
the N.G.O. and a lot of scope for improvement is there to work upon.
Service
This includes all areas of service such as installation, after-sales service,
complaints handling, training and so on.
IN CASE OF NEFER:NEFER through its association with different agencies,
schools and colleges organizes campaigns in spreading awareness on different
issues. Their job is not done after the completion of the seminar, but the N.G.O.
should try to find out what impact it has created after the workshops and
seminars have been organized.
Support Activities
Procurement
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This function is responsible for all purchasing of goods, services and materials.
The aim is to secure the lowest possible price for purchases of the highest
possible quality.
IN CASE OF NEFER: The materials used for day to day activities in the
organisation, the materials used in the events organized by the N.G.O. are
procured with minimum cost and so that they can be utilized for maximum
output.
Technology Development
Technology is an important source of competitive advantage. Companies need
to innovate to reduce costs and to protect and sustain competitive advantage.
This could include production technology, Internet marketing activities, lean
manufacturing, Customer Relationship Management (CRM), and many other
technological developments.
IN CASE OF NEFER: The N.G.O doesnt possess enough funds for such
luxuries but it could be worked upon if funds are available at disposal of the
N.G.O. at large.
Human Resource Management (HRM)
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Employees are an expensive and vital resource. An organization would manage
recruitment and selection, training and development, and rewards
remuneration. The mission and objectives of the organization would be driving
force behind the HRM strategy.
IN CASE OF NEFER: The HRM in NEFER is a strong point for the
organisation as Dr. Arupjyoti Choudhury is at the helm of the things and is
respected by the staff and the staff is well looked after by Dr. Choudhury.
People at the N.G.O. seemed happy with their jobs.
Firm Infrastructure
This activity includes and is driven by corporate or strategic planning. It includes
the Management Information System (MIS), and other mechanisms for planning
and control such as the accounting department.
IN CASE OF NEFER: The planning for all the activities is done by Dr.
Debaprasad Baruah who along with Dr. Choudhury is at the thick of the
things at the N.G.O. Also the maintenance of day to day accounts is the
work of Mr. Subhash Goswami. All the activities are recorded in PCs but
MIS is missing.
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By studying the value chain of the N.G.O that I have worked with i.e
NEFER, we come to understand the weak linkages are MARKETING and
Technology Development.
The most important aspect that would propel an Ngo to great heights is
marketing. The N.G.O. should try to increase its marketing activities by
using traditional marketing techniques like pamphlets and newspapers if it
cannot afford to access the modern marketing mediums such as websites,
advertisements etc. Lack of fund play an important role in hampering the
progress of the N.G.O. Involving celebrities in organizing events can be
used as a marketing tool. Marketing can be used to attract human and
capital resources for the N.G.O. Taking the help of corporate for the cause
of betterment of the society can be another way to market the Ngo.
Teaming up with schools and colleges would make them reach out to the
public at large. Printing calendars with N.G.O mission could be an option to
reach the common mass.
A unit of NEFER Regional Institute of Journalism And Mass
Communication (RIJAM)
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The modern world has come to recognize communication as an essential
component for catalyzing national development and social change. From printing
to film technology and from high definition TV to super-highway technology,
communication infrastructure has witnessed major breakthroughs in the present
times. The developed world has already reaped benefits of these developments
by producing batches of communicators well versed in enjoying the benefits of
communication revolutions. With the massive expansion of communication
infrastructure in our country, India too have felt the pressing need to have
communicators and journalists trained in the latest state of the art technology for
its effective use. In view of all these developments, India has witnessed a sudden
surge in the growth of teaching centre for Journalism and Mass Communication.
The necessity of better exploitation of the communication media is more acute
and urgent for the north east part of the country.
RIJAM is the fall out of the intense realization on the part of the people of the
North-East to participate in the communication revolution that has swept across
the world. To cater to the growing need of communication education, a total new
concept of professional education in communication has been introduced by
RIJAM, under the umbrella of NEFER. This has not only facilitated the students
of Assam but has also opened new vistas for learning pr
communication skill to the North East.
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The Institute has been fashioned as a professional media centre with a strong
autonomous character. It offers a variety of services relating to education,
training, production as well as research in the areas related to journalism and
mass communication. Its autonomous character is framed in the model of an
institution strongly committed to the development of critical awareness of the
society, the media and its values through a professional approach in the back
ground of its social and cultural milieu. It intends to provide a directorial thrust to
journalism and mass communication with specific relation to the common people
so that the media could be utilized as an instrument of national development and
international understanding.
NEFER had arranged for the visit by the following resources persons time and
again:
Dr. Debo Prasad Barooah, formerly VC, Guwahati University & HoD Deptt.
of Journalism & Mass Communication.
Mr. Shekhar Gupta, Editor, Indian Express.
Mr. Mark Tully, former BBC Correspondent in India.
Dr. Janet Steele, Professor Media Studies, Washington University.
Ms. Susan Shultz, Director, American Centre, Kolkata.
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Sjt. Kanaksen Deka, President Axom Sahitya Sabha & Editor, Dainik
Agradoot.
Mr. Buddhadev Dasgupta, Eminent Film Personality.
Mr. Sanjoy Hazarika, Centre for North East Policy Studies, New Delhi.
Mr. Subir Bhowmick, Correspondent BBC.
Ms. Mrinal Pandey, Senior Journalist.
Dr. Birinchi Kumar Medhi, HoD Deptt. of Anthropology, Gu
University.
Dr. Amarjyoti Choudhury, HoD Deptt. of Electronics, Tezpur University.
Mr. Shankha Deep Choudhury, Correspondent, Los Angeles Times.
Organizational Structure of RIJAM
Advisory Panel: Offers valuable advice for the smooth functioning of the
institute.
Executive Council: Headed by the Chairman, its the supreme policy making
body of the institute.
Academic Council: Governs the academic matters.
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At the management level there is the position of the Chairman held by Jahnu
Baruah winner of National Award, and Director Dr. Arupjyoti Choudhury to look
after the day to day administrative and academic activities of the Institute.
PROJECT WORK WITH NEFER - 3 Day Workshop on TRENDS IN
MEDIA organized in association with American Centre,Kolkata
Plan of action :
Pre-event
Formation of coordination committee.
Approach for local sponsorship.
Deciding upon the schedule.
Arranging for the minimum no. of participants.
During the event
Proper functioning of the workshop.
Ensuring proper accomodation and meals of the resource persons.
Results
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A successful workshop organized very smoothly.One of the students,
Manashi Phukan, participating the 3 day workshop on Trends in Media has
been nominated for a U.S. visit from May-June.
Actual Work
A 3 day workshop for the journalism students was scheduled to be organized.
For organizing the workshop the following was done for the smooth running of
the affairs:
1. A coordinating committee was formed which included members from
NEFER as well as the sponsors of the workshop, American Centre,
Kolkata. The committee consisted of chairman Dr. Arupjyoti Choudhury
who was responsible for coordinating and communicating the flow and
process of organizing the workshop, a secretariat which included a
coordinator designated by the chairman, a secretary and support staff.
The secretariat was responsible for providing all the necessary secretarial
and administrative services to the resource persons and the participants.
The committee also included a working group to generate baseline
information.
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2. Local bodies like The George Telegraph Training Institute
approached for sponsorship.
3. The coordinating committee then decided on the workshops objectives,
schedule and defined the expected outputs.
The following schedule was then arrived upon:
Thursday, Janaury 21,2010
11:00 a.m. 12:00 Noon: Inaugural Ceremony.
(11:00 a.m. 11:05 a.m.: Welcome Address: Dr. Arup Jyoti Choudhury,
Director, RIJAM
11: 05 a.m. 11: 10 a.m.: Remarks by Mr. Snehashish Sur, Sr.
Correspondent, Doordarshan, Kolkata
11:10 a.m. 11: 45 a.m.: Inaugural Remarks by Mr. Chad P. Cummins,
Director, American Center, Kolkata, followed by Q & A with Students.
11:45 a.m. 12:00 Noon: Lamp Lighting and Vote of Thanks.
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12:00 Noon 12:30 p.m.: Opportunities of Studying Journalism & Mass
Communication in the U.S.: Presentation by Ms. Sohini Das,
Program Coordinator, United States-India Educational Founda
(USIEF), Kolkata.
12:30 p.m. -- 01:30 p.m.: Lunch Break
01:30 p.m. 03:30 p.m.: Working Session I: Narrative Journalism: Writing
Stories for Newspapers in the Television and Internet Era.
Friday, January 22, 2010
10:00 a.m. 12:30 p.m.: Working Session II: Reporting Conflicts: Ethical,
Legal and Logistical Issues
12:30 p.m. 01:30 p.m.: Lunch Break
01:30 p.m. 03:30 p.m.: Working Session III: Net Journalism: Writing
Stories for the internet journals.
Saturday, January 23, 2010
10:00 a.m. 12:30 p.m.: Working Session IV: One-on-One: The Art of
Interviewing Important Personalities on Television
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12:30 p.m. 01:30 p.m.: Lunch Break
01:30 p.m. 03:00 p.m.: Working Session IV Continued.
03:00 p.m. 03:30 p.m.: Valedictory Session: Distribution of Certificates.
Besides this a few other things which had to be looked into with great
detail and precision were:
Participants: Around 75 students from different journalism institutes were
required to be present in the minimum for the event to take place.
Therefore the onus of gathering the students lied on the shoulders of
NEFER.
Equipment & Materials: Necessary equipments like projector, slides,
microphone etc and materials like pads, pencils, pens etc were required to
be ready and in place.
Meals: Accommodation of the resource persons and proper meals during
the workshop for participants and organizing people had to be ensured.
POST WORKSHOP RESULTS
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One of the students, Manashi Phukan, participating in the 3 day workshop on
Trends in Media has been nominated for a U.S. visit from May-June. She will be
visiting Universities and Media Institutes in U.S under the program,
New Media Uses. The American Centre will bear the full expenses of the visit
to the U.S.
FILM FESTIVAL
As January 15th was the Birth Anniversary of the legendary African Civil Rights
movement leader Dr. Martin Luther King Jr. (Although it is generally celebrated in
the U.S. on the third Monday of January every year).Since the American Centre
were screening the small film-package in the same week, they loosely connected
it with the American Civil Rights Movement as a theme. So, we would like to
show the following films, which are not only excellent films, but it
enlightened the Guwahati audience (particularly the students) a little bit about the
Movement, its complexities and some of its leaders.
Following were the movies that were showed in the Film Festival
MALCOLM X (1992)
Director: Spike Lee
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Synopsis: Bio-picture of the second most important leader of the Black
American civil rights movement, based on his autobiography. A remarkable
journey from being a drug hustler to one of the most respected figures in the
history of civil rights movement.
MISSISSIPPI BURNING (1988)
Director:Alan Parker
Synopsis: Two FBI agents with wildly different styles arrive in Mississippi to
investigate the disappearance of some civil rights activists. What they discover is
a community divided on deep racial distrust, and a local adm
shamelessly supporting the "white supremacists".
In The Heat of the Night (1967)
Director: Norman Jewson
Synopsis: In the Heat of the Nightis a 1967 film based on the John Ballnovel
published in 1965, which tells the story of an African-Americanpolice detective
from Philadelphia who becomes involved in a murder investigation in a racist
small town in Mississippi.
ALI (2001)
Director: Michael Mann
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http://en.wikipedia.org/wiki/1967_in_filmhttp://en.wikipedia.org/wiki/John_Ball_(American_author)http://en.wikipedia.org/wiki/In_the_Heat_of_the_Night_(novel)http://en.wikipedia.org/wiki/African-Americanhttp://en.wikipedia.org/wiki/Police_detectivehttp://en.wikipedia.org/wiki/Philadelphiahttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Mississippihttp://en.wikipedia.org/wiki/1967_in_filmhttp://en.wikipedia.org/wiki/John_Ball_(American_author)http://en.wikipedia.org/wiki/In_the_Heat_of_the_Night_(novel)http://en.wikipedia.org/wiki/African-Americanhttp://en.wikipedia.org/wiki/Police_detectivehttp://en.wikipedia.org/wiki/Philadelphiahttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Mississippi8/7/2019 An Introduction to North East Foundation for Education and Research
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Synopsis: The film tells the story ofboxingiconMuhammad Ali (Will Smith) from
1964 to 1974 featuring his capture of the heavyweight title from Sonny Liston, his
conversion to Islam, criticism of the Vietnam War, banishment from boxing, his
return to fight Joe Frazierin 1971, and, lastly, his reclaiming the title from George
Foreman in the Rumble in the Jungle fight of 1974. The movie also discusses the
great social and political upheaval in theUnited States following the
assassinations ofMalcolm X and Martin Luther King, Jr.
The Life Story of Martin Luther King Jr.
Martin Luther King, Jr., (January 15, 1929-April 4, 1968) was born Michael
Luther King, Jr., but later had his name changed to Martin. His grandfather
began the family's long tenure as pastors of the Ebenezer Baptist Church in
Atlanta, serving from 1914 to 1931; his father has served from then until the
present, and from 1960 until his death Martin Luther acted as co-pastor. Martin
Luther attended segregated public schools in Georgia, graduating from high
school at the age of fifteen; he received the B. A. degree in 1948 from
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Morehouse College, a distinguished Negro institution of Atlanta from which both
his father and grandfather had graduated. After three years of theological study
at Crozer Theological Seminary in Pennsylvania where he was elected president
of a predominantly white senior class, he was awarded the B.D. in 1951. With a
fellowship won at Crozer, he enrolled in graduate studies at Boston University,
completing his residence for the doctorate in 1953 and receiving the degree in
1955. In Boston he met and married Coretta Scott, a young woman of
uncommon intellectual and artistic attainments. Two sons and two daughters
were born into the family.
In 1954, Martin Luther King became pastor of the Dexter Avenue Baptist Church
in Montgomery, Alabama. Always a strong worker for civil rights for members of
his race, King was, by this time, a member of the executive committee of the
National Association for the Advancement of Colored People, the leading
organization of its kind in the nation. He was ready, then, early in December,
1955, to accept the leadership of the first great Negro nonviolent demonstration
of contemporary times in the United States, the bus boycott described by Gunnar
Jahn in his presentation speech in honor of the laureate. The boycott lasted 382
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days. On December 21, 1956, after the Supreme Court of the United States had
declared unconstitutional the laws requiring segregation on buses, Negroes and
whites rode the buses as equals. During these days of boycott, King was
arrested, his home was bombed, he was subjected to personal abuse, but at the
same time he emerged as a Negro leader of the first rank.
In 1957 he was elected president of the Southern Christian Leadership
Conference, an organization formed to provide new leadership for the now
burgeoning civil rights movement. The ideals for this organization he took from
Christianity; its operational techniques from Gandhi. In the eleven-year period
between 1957 and 1968, King traveled over six million miles and spoke over
twenty-five hundred times, appearing wherever there was injustice, protest, and
action; and meanwhile he wrote five books as well as numerous articles. In these
years, he led a massive protest in Birmingham, Alabama, that caught the
attention of the entire world, providing what he called a coalition of conscience.
and inspiring his "Letter from a Birmingham Jail", a manifesto of the Negro
revolution; he planned the drives in Alabama for the registration of Negroes as
voters; he directed the peaceful march on Washington, D.C., of 250,000 people
to whom he delivered his address, "l Have a Dream", he conferred with President
John F. Kennedy and campaigned for President Lyndon B. Johnson; he was
arrested upwards of twenty times and assaulted at least four times; he was
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awarded five honorary degrees; was named Man of the Year by Time magazine
in 1963; and became not only the symbolic leader of American blacks but also a
world figure.
At the age of thirty-five, Martin Luther King, Jr., was the youngest man to have
received the Nobel Peace Prize. When notified of his selection, he announced
that he would turn over the prize money of $54,123 to the furtherance of the civil
rights movement.
On the evening of April 4, 1968, while standing on the balcony of his motel room
in Memphis, Tennessee, where he was to lead a protest march in sympathy with
striking garbage workers of that city, he was assassinated.
LEARNINGS
The learning from my NGO project are as follows:
NGO help communities transform themselves through impro
knowledge, Skill and Services.
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NGO can be in the field of education as well.
The will and passion of the people alone can run an NGO. However,
insufficient funds, which are a reality for most NGOs, prove to be the
biggest challenge and at times, break the will of many.
NGOs, like business organizations, are organized in their own right.
However, the degree of this depends on the size of the NGO.
Generally, marketing is associated with marketing and selling of goods and
services. NGOs are a classic example of marketing an idea/cause.
The organizational atmosphere in an NGO is not as rigid and formal as in
a business organization. Since all the people together ru
establishment, they are encouraged to interact and connect on a personal
level too.
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When you are trying to work for a good cause you tend to get more in
return than you give.
SUGGESSTIONS
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Some of the suggestions from our side were :
Raise funds from prominent business organisations/tie up with other
NGOs
Distribute pamphlets inside newspapers creating awareness, subject
to sponsorship
Rope in celebrity in campaigns and workshops and even ask them
to be part of the NGO
Use of Innovative Marketing Strategies
Tie ups with Educational Magazines (an option -Jigyas) for Students
Spread awareness about the benefits of yoga among students at
different levels.
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Non Commercial marketing depends on the type, mission and goals of an
organisation. Marketing a non-profit organisation takes the need for being
innovative and strategic in identifying ways and avenues to market it. It is also
important for N.G.Os to not only satisfy their target groups but also the donors
need. N.G.Os depends upon traditional methods to market itself. N.G.Os must
learn better ways to devise new methods to market themselves, like associating
with Academic Institutes and using the potential of students as volunteers. They
can rope in celebrities who are likely to take part in the campaigns that they
organize. More marketing would lead to more awareness about the Ngo and the
more popular it gets the more number of people would like to work for them and
easy it would be to arrange for funds for the N.G.O. This is an area where
NEFER needs to work upon so that it becomes easy for NEFER to bring about
the change it is striving to achieve.
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REFERENCES
www.google.com
http://www.marketingteacher.com/Lessons/lesson_value_chain.htm
www.wikipedia.org
www.parlicentre.org
http://www.google.com/http://www.marketingteacher.com/Lessons/lesson_value_chain.htmhttp://www.wikipedia.org/http://www.parlicentre.org/http://www.google.com/http://www.marketingteacher.com/Lessons/lesson_value_chain.htmhttp://www.wikipedia.org/http://www.parlicentre.org/