Hrm project on parle agro

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HUMAN RESOURCE DEVELOPMENT PROJECT ON
PARLE AGRO PVT.LTD.


No. STUDENT’S NAME ROLL NO.
1. MUKESH MEHTA 21245
2. PURNA CHANDRA NAIK 21248
3. PETER 21268
4. PANKAJ SHARMA 21246



SUPERVISING FACULTY:-
Mr. GAURAV GILL


DATED:-
16
th
August,2013

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PROFILE OF ORGANIZATION-
Parle Products Pvt Ltd based in Mumbai, India has been India's largest manufacturer
of biscuits and confectionery, for almost 80 years. Makers of the world's largest
selling biscuit, Parle-G, and a host of other very popular brands. Its reach spans even
to the remotest villages of India. Many of the Parle products - biscuits or
confectioneries, are market leaders in their category and have won acclaim at the
Monde Selection, since 1971. With a 40% share of the total biscuit market and a
15% share of the total confectionery market in India, Parle has grown to become
a multi-million dollar company. Parle Agro is a food and beverage company based
in Mumbai, India. Parle Agro - a trusted name in the beverage industry for agro
based drinks. Parle Agro is a leading Indian Beverage Company, the only Indian
transnational giant with the past experience of having successfully launched
leading soft drink brands like 'Frooti, Appy Classic, Appy-Fizz, Bailley Packaged
Drinking Water & Confectionery brands like Mintrox and Buttercup . Parle Agro
strength is our people who have worked towards making our presence felt
throughout the country and all over the world through a strong franchisee
network and well-developed strong infrastructure. Parle Agro has its factories
located in Silvassa, Patalganga, Bhopal, Chennai, Ghaziabad and Hyderabad. At
Parle Agro, success is a habit; where greater heights are achieved through
consumer insight, sound business practices, marketing and sales innovation, with
the focus on the consumer.
'Thinking consumer, Tasting success, Always'- that is what Parle Agro is all about.

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NATURE OF ORGANIZATION-
PARLE AGRO is a trusted name in the Indian beverage industry and has been
refreshing India since more than two decades with leading brands like Frooti,
Apply Classic, ApplyFizz, Bailley, Saint Juice, LMN & recently launched Grappo
Fizz. Parle Agro Pvt., Ltd. manufactures, distributes, sells, and exports fruit drinks
in India and internationally. The company offers fruit and milk drinks, packaged
water, and apple and mango drinks in polyethylene terepthalate (PET) bottles and
containers, and tetra packs. The company also operates a health and fitness
studio for woman. The company distributes its products through franchisees.
Parle Agro Pvt., Ltd. Was founded in 1985 and is based in Mumbai, India. Parle
Agro has been a trusted name in the beverage industry providing wholesome and
healthy agro-based drink brands. It has successfully launched some of India’s
leading beverages like Frooti, Appy and N-Joi, And packaged drinking water,
Bailey, over the last two decades. In a country where health consciousness is
growing at a rapid pace, Parle Agro, with its numerous fruit-based drinks,
hasstruck a chord with the masses. It brings to the consumers the magic of
premium quality fresh fruit drinks conveniently packed and available all through
the year.
Fruit beverages are whole some, easy to digest, highly refreshing with natural
nutritional values as compared tosynthetic and aerated drinks. Parle Agro's
Frooti is India's first national mango drink. The mango segment is 95% of the
Indian fruit drink market and Frooti has 85% market share in the tetra pack
segment. Made from fresh and premium Indian mangoes, Frooti has grown to be
one of India's top 50 most trusted brands. When Parle Agro launched N-Joi with
real fruits and fresh milk, it not only launched a new healthy beverage, but also
created a whole new category in India. The milk shake claims to contain no
preservatives and is full of nutritional goodness. It's a delicious filler and an apt
quick refreshing nourishment for today's hectic stressful life.

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TYPE OF INDUSTRY AND BUSINESS -
 Foods
 Beverages
 Fast Moving Consumer Goods (FMCG)


VISION:-
To be the leaders in our business. We will stand apart from the competition by
being the first in the market to innovate.

MISSION:-
We will be the leaders in our business by ± maintaining high quality, introducing
new and innovative products, reaching every part of India, remaining customer
centric, constantly upgrading our knowledge and skills.´.To provide consumers
superior, wholesome agro based food and drink brands through which parle can
build a profitable; growth oriented organization´. Parle is a leading Indian
Food and Beverage Company, the only Indian transnational gaint with the past
exp[erience of having successfully launched leading soft drinks like
Frooti, Appy, N-Joi and Bailley´. Toady its brand portfolio consists of No.1 brands
like froti along with Appy, N-Joi and Bailley.

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FUNCTIONAL AREA :-
 Administration
 Marketing
 Purchasing
 Production
 Quality Department.


ORGANIZTIONAL STRUCTURE-
An organizational structure is a mainly hierarchical concept of subordination of
entities that collaborate and contribute to serve one common aim. Organizations
are a variant of clustered entities. An organization can be structured in many
different ways and styles, depending on their objectives and ambience. The
structure of an organization will determine the modes in which it operates and
performs. Organizational structure allows the expressed allocation of
responsibilities for different functions and processes to different entities such as
the branch, department, workgroup and individual. Individuals in an
organizational structure are normally hired under time-limited work contracts or
work orders, or under permanent employment contracts or program orders.


Motivation-

Motivation is the activation or energization of goal-orientated behavior.
Motivation is said to beintrinsic or extrinsic.

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The term is generally used for humans but, theoretically, it can also be used to
describe the causes for animal behavior as well. This article refers to human
motivation. According to various theories, motivation may be rooted in the basic
need to minimize physical pain and maximize pleasure, or it may include specific
needs such as eating and resting, or a desired object, hobby, goal, state of being,
ideal, or it may be attributed to less-apparent reasons such as altruism,
selfishness, morality, or avoiding mortality. Conceptually, motivation should not
be confused with either volition or optimism. Motivation is related to, but distinct
from, emotion.


Motivation of Channel Members-
Company strongly believes in maintaining a good relationship with the channel
members so that they are genuinely motivated to work for the company. Also if the
channel members are motivated, they can also initiate advertising & sales promotion schemes
on behalf of the company. However to keep the channel members motivated to work, the
company has to incur certain costs but the benefits of it are felt in the long run. The following
are the motivation programs run by the company.

Motivational Factors for the Distributors-
One of the main factors, which keep the distributors motivated, is the margin. Usually the
margins offered by the company are 8% & it is raised to 8.5%. Volume wise this comes out to
be a big figure since Parle’s product has a good demand in the market. However compared to
the other companies the margins are still lower since the new players in the market offer a
much higher margin.
In order to keep the Channel members motivated in the long run, Parle builds on the concept
of Trade Marketing which makes the dealers & the distributors believe that the
company products are worthy of being pushed in the market.
The company is organizing various Total Quality Management initiatives & workshops. Here
various counseling measures are undertaken by the company to improve the
overall working of the distribution network.

Motivational Factors for the Retailers-
1. Trade schemes:
These are undertaken by the company only for the hard selling items e.g. Biscuits and
Snacks etc. for these the company raises the margins by 2%, also schemes like good

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packaging in case of butter and cheese is undertaken by the company. However this is only a
short-term initiative to push the products of the company.

2. Glow boards:
The company puts up glow boards at the retailer and pays the major portion of the cost.

3. Schedule of the salesmen:
They provide the retails with this schedule so the retailers can pre estimate the
quantities of the various products needed.

4. Infrastructure facilitation:
The company facilitates the retailers to buy beautiful stalls by formulating an easy
payment program and a commitment to buy back the equipment at a reasonable price when
the value of the equipment has depreciated.

Evaluation of channel members-
 Beat plan:-
This plan is generated for the various product categories. A weekly schedule is prepared for
various markets and the retailers the turnover for each of the product is calculated for the
wholesale dealers.

 Cumulative performance:-
The performance of the dealers is
averaged out over a period of three years where a comparison is made of the present
performance vis-à-vis the previous ones.

 Target versus achievement:-
The performance and the targets are compared and therefore the gaps are identified
which help in evaluating the WD and planning for the next year as well. This is done for each of
the product category.

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CONFLICTS-

Conflict is actual or perceived opposition of needs, values and interests. A conflict
can be internal (within oneself) to individuals. Conflict as a concept can help
explain many aspects of social life such as social disagreement, conflicts of
interests, and fights between individuals, groups, or organizations. In political
terms, "conflict" can refer to wars, revolutions or other struggles, which may
involve the use of force as in the term armed conflict. Without proper social
arrangement or resolution, conflicts in social settings can result in stress or
tensions among stakeholders. When an interpersonal conflict does occur, its
effect is often broader than two individuals involved, and can affect many
associate individuals and relationships, in more or less adverse, and sometimes
even way.


Ownership of assets:
Previously the company used to give the products on lease to the retailers, when
the company wanted the stuff back; the retailer disagreed to comply and created
issues of ownership.


Stocking issues:
The company doesn’t want the retailers to stock the competing brand in the
company leased stall, which at times s hard to manage as retailers tend to do it
often.

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Replacement of products:
The deterioration in the product calls for fail in replacement by the company this
major issue of vertical conflict.

Credit policy:
Compared to the market, the company’s credit period is less that specially incase
of institutional sales is very important.

Packaging:
The channel members for easy storing demand a better quality of packaging.

Replenishment:
The replenishment of the stocks is not prompt in case of Parle cheese Biscuit and
all hard selling items.

Margins:
The Company provides least margins to all the channel members.
For e.g. the retailer’s margin in case of butter is 8% as compared to Britannia 12%

Co-operation among channel members-

Parle quality circles:
The members of the local channel meet together every month to share issues and
the achievements of the channel members. This is an ongoing activity facilitated
by the company offices in different locations; this enables the channel members
to learn together and reduces the horizontal conflicts among the WDs.

Pilot salesmen scheme:
To reduce the financial burden of the distributors this scheme is run whereby half
the cost of the salesmen is born by the company and the rest half by the
distributor.

Scheduling of sales:
The WD’s provides Schedule of the distributor’s sales men to the retailers so that
the retailers can plan out and place the orders in advance.

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Agreement defining rights:
The Company makes the distributors sign an agreement where the areas of
operation for each of the distributors are defined, therefore avoiding any conflict
amongst the distributors regarding their areas of operation.

Ownership of assets:
Previously the company used to give the products on lease to the retailers, when
the company wanted the stuff back; the retailer disagreed to comply and created
issues of ownership.

Stocking issues:
The company doesn’t want the retailers to stock the competing brand in the
company leased stall, which at times s hard to manage as retailers tend to do it
often.

Replacement of products:
The deterioration in the product calls for fail in replacement by the company this
major issue of vertical conflict.

Credit policy:
Compared to the market, the company’s credit period is less that specially incase
of institutional sales is very important.

Packaging:
The channel members for easy storing demand a better quality of packaging.

Replenishment:
The replenishment of the stocks is not prompt in case of Parle cheese Biscuit and
all hard selling items.

Margins:
The Company provides least margins to all the channel members.
For e.g. the retailer’s margin in case of butter is 8% as compared to Britannia’s12%.

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LEADERSHIP-
Leadership has been described as the "process of social influence in which one
person can enlist the aid and support of others in the accomplishment of a
common task. "Definitions more inclusive of followers have also emerged. Alan
Keith stated that, "Leadership is ultimately about creating a way for people to
contribute to making something extraordinary.

LEADERSIP IN PARLE AGRO BASED COMPANY-
 Parle Agro is one of the most trusted names in the Indian beverage,
packaged drinking water, and confectionery industry.
 It has leading brands like Frooti, Appy, AppyFizz and Bailey.
 As a pioneer, Parle Agro is the first to introduce fruit drink in a Tetra Pak,
apple nectar and PET bottles in India

How was the transition planned out?

 Even though if you have many ideas, come out with only one idea.

 Interacting with a lot of departments, understanding the fundamentals of
theorganization²how we work, what is the culture, etc.

 The Company had just sold their soft-drink brand to Coca-Cola. Because of
this, the company could bring in a lot of changes and it was easier since
there was an entirely new team coming in.

 The Company spent a lot of time recruiting a good team.

 It was very important for the company to earn respect, and create an
identity of its own. Therefore, top executives worked at different
levels²ground level to the top.

 More than just the fact that it brings in more humility, it also allows one to
understand the ground realities before you start dreaming of things, which
are completely impossible and might not be good or lucrative for the
business.

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 Even the top level executives did spend time in studying the absolute micro
level things, and not just looking into it from the point of view of providing
direction or leadership alone.

TEAMWORK –


Teamwork is defined in Webster’s New World Dictionary as
"a joint action by a group of people, in which each person subordinates his or her
individual interests and opinions to the unity and efficiency of the group.
"This does not mean that the individual is no longer important; however, it does
mean that effective and efficient teamwork goes beyond individual
accomplishments. The most effective teamwork is produced when all the
individuals involved harmonize their contributions and work towards a common
goal.

 In a bid to accelerate employee performance, Parle Agro Ltd has embarked
on a strategic counseling programme.

 To enhance the contribution of employees towards business, the company
has also deployed a human resource (HR) initiative termed shop adoption.

 These are some of the new approaches that we have adopted to motivate
employees to increase their output.

 In fact, these are a departure from the conventional initiatives of
merely bestowing monetary increments and rewards to sustain the
performance and motivation levels of employees.

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 Further, the management affirms that the moves are based on the
understanding that the performance aspect of the personality is directly
linked with other human aspects of the individual that go beyond mere
monetary rewards.

 The company is conducting a programme termed µregular visits by
psychologists.

 The company’s endeavor here is to conduct compulsory interface between
team members and qualified psychologists with the entire initiative being
taken up by their HR department.

 Accordingly, each member is exposed to the psychologist to whom they can
narrate experiences from their personal and professional lives and ask
for remedies in the event of a problem.

 A confidential report is then given to the HR department about every team
member consisting of the personality type of the employees and the
specific factors that would optimize their performance.

 Such interventions also enable the company to extend the self aspect of a
human being to the work that has been assigned to them, so as to create a
sense of ownership in whatever the person does.

 A HR concept µshop adoption, where the attempt is to directly integrate
people management with business enhancement conceived.

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Decision making-

We all make decisions of varying importance every day, so the idea that decision
making can be a rather sophisticated art may at first seem strange. However,
studies have shown that most people are much poorer at decision making than
they think. An understanding of what decision making involves, together with a
few effective techniques, will help produce better decisions.
Kinds of Decisions:-
There are several basic kinds of decisions
1. Decisions whether
This is the yes/no, either/or decision that must be made before we proceed with
the selection of an alternative. Should I buy a new TV? Should I travel this
summer? Decisions whether are made by weighing reasons pro and con. The PMI
technique discussed in the next chapter is ideal for this kind of decision.
It is important to be aware of having made a decision whether, since too often we
assume that decision making begins with the identification of alternatives,
assuming that the decision to choose one has already been made.

2.Decisions which
These decisions involve a choice of one or more alternatives from among a set of
possibilities, the choice being based on how well each alternative measures up to
a set of predefined criteria.

3.Contingent decisions
These are decisions that have been made but put on hold until some condition is
met.
For example, I have decided to buy that car if I can get it for the right price; I have
decided to write that article if I can work the necessary time for it into my

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schedule OR even, We'll take the route through the valley if we can control the
ridge and if we detect no enemy activity to the north.

Decision making in Parle-agro-
Like any other company Parle-agro has very proficient members of team who
successfully taking part of all decision making process. As we know that Prakash
Chauhan is the chairman and founder of Parle-agro, but now the whole business
is running by her three daughters. currently Ms. Nadia Chauhan , director of
Parle-agro running the whole business with the two younger sisters. Despite of
having such a big market share in FMCG , Parle-agro not even interested to go
into the public. Initially Parle-agro has entered into the market with PARLE-G
biscuits it was the biggest success in INDIAN FMCG market .since then Parle-agro
has never turn it back. Only reason behind this success is its good planning and
right decision. As we know a good decision maker can make their triumph
sustainable. And this what Parle- agro has did in past and they are still doing.

These are the various decisions which makes parle-agro a company of nation:-
1.) Launching India’s first beverage Frooti´.
2.) Appy and appy fizz .
3.) Drinking water bailley .
4.) In confectionaries mintrox and éclairs specially éclairs it was a huge success
recorded in confectionary segment .
5.) In snacks they have recently launched HIPPO´ and this also doing very good
business.
6.) And they have very newly launched an organic 100% pure fruit juice saint
juice´.
These are the various products which shows what kind of team Parle-agro has,
because whatever they have launched in any circumstances they have succeeded
and gained consumers loyalty.

Some decision making strategies-
As you know, there are often many solutions to a given problem, and the decision
maker 's task is to choose one of them. The task of choosing can be as simple or
as complex as the importance of the decision warrants, and the number and
quality of alternatives can also be adjusted according to importance, time,
resources and so on. There are several strategies used for choosing. Among them
are the following:

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1. Optimizing :-
This is the strategy of choosing the best possible solution to the
problem,discovering as many alternatives as possible and choosing the very best.
How thoroughlyoptimizing can be done is dependent on
A. importance of the problem
B. time available for solving it
C. cost involved with alternative solutions
D. availability of resources, knowledge
E. personal psychology, values Note that the collection of complete information
and the consideration of all alternatives is seldom possible for most major
decisions, so that limitations must be placed on alternatives.

2. Satisfying :-
In this strategy, the first satisfactory alternative is chosen rather than the best
alternative. If you are very hungry, you might choose to stop at the first decent
looking restaurant in the next town rather than attempting to choose the best
restaurant from among all (the optimizing strategy). The word satisfying was
coined by combining satisfactory and sufficient. Many small decisions, such as
where to park, what to drink, which pen to use, which tie to wear, and so on, the
satisfying strategy is perfect.

3. Maxima :-
This stands for "maximize the maximums. "This strategy focuses on evaluating
and then choosing the alternatives based on their maximum possible payoff. This
is sometimes described as the strategy of the optimist, because favorable
outcomes and high potentials are the areas of concern. It is a good strategy for
use when risk taking is most acceptable, when the go-for-broke philosophy is
reigning freely

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TRAINING-

The term training refers to the acquisition of knowledge, skills, and competencies
as a result of the teaching of vocational or practical skills and knowledge that
relate to specific useful competencies. It forms the core of apprenticeships and
provides the backbone of content at institutes of technology . In addition to
the basic training required for a trade, occupation or profession, observers of the
labor-market.
Who recognize today the need to continue training beyond initial qualifications:
to maintain, upgrade and update skills throughout working life. People within
many professions and occupations may refer to this sort of training as
professional development.

PARLE AGRO Streamlined Its Marketing Strategy with ABBYY Data
Capture Technology-
ABBYY technology and NETSPIDER end-to-end solution helped PARLE AGRO, a
leading food and beverage company, to conduct market research among its
retailers across the country and measure its products availability and visibility.

Challenge:-
The survey responses that arrived from retailers across the country in the form of
paper documents had to be classified and processed. Those documents contained
a great deal of hand-written information that could be illegible and difficult to
read. The ultimate goal was to process all 200,000 forms in not more than 15
days. To solve the problem, Parle Agro turned to NETSPIDER® INDIA, an end-to-

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end solution provider and experienced ABBYY partner in India, who introduced
ABBYY’s award-winning data capture technology to tackle the challenge.

Project:-
The starting point of the project was to design and print the EDS census form.
NETSPIDER®INDIA supported the process: the layout was ready within two days
after the pretesting of the form. Then the printed blank forms were sent to the
retailers across India. After all the completed surveys were received, the forms
were scanned diligently to store each document in electronic format and process
with ABBYY Form Reader software, which uses powerful data capture technology.
This intelligent solution automatically classifies and processes the survey forms,
accurately locating and extracting the required data. The high quality recognition
technologies allow ABBYY Form Reader to extract printed text (OCR) and hand-
written text in block letters (ICR). Finally NETSPIDER® INDIA customized the
output data format to meet all user requirements.

Benefits and results:-
NETSPIDER® INDIA provided a complete and cost-effective solution that reduced
time and number of staff who were previously involved in preprocessing market
surveys. The Canon scanner used in the process was able to scan 200,000 forms in
10 days with only two employees required to do the job. Parle Agro obtained
comprehensive feedback from retailers across India, which was classified and
processed in a single stream. Data capture automation with the help of ABBYY
software significantly reduced the cost of information entry. The elimination of
manual entry cut down the number of people involved from 15 to only 5.

Thanks to ABBYY data capture software and efficient support and guidance
from NETSPIDER® INDIA, Parle Agro streamlined its business processes, which led
to a considerable increase in the overall company performance and reinforced its
image among its clients. Their efforts have complemented the ever-changing face
of India, positioning the company as the undisputable leader in its business
sector.
And after this analysis they made several changes:-

 Parle focus to institutional sales

 Parle-agro launched a new Appy packaging.

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Training programs:
The quality of employees and their development through training and education
are major factors in determining long-term profitability of a small business. If you
hire and keep good employees, it is good policy to invest in the development of
their skills, so they can increase their productivity. Training often is considered
for new employees only. This is a mistake because ongoing training for current
employees helps them adjust to rapidly changing job requirements.

The Training Process used in the Parle Agro Company –
The model below traces the steps necessary in the training process:
 Organizational Objectives
 Needs Assessment
 Is There a Gap?
 Training Objectives
 Select the Trainees
 Select the Training Methods and Mode
 Choose a Means of Evaluating
 Administer Training
Business should have a clearly defined strategy and set of objectives that direct
and drive all the decisions made especially for training decisions.
Firms that plan their training process are more successful than those that do not.
Most business owners want to succeed, but do not engage in training designs that
promise to improve their chances of success.
The five reasons most often identified are:

1. Time -Small businesses managers find that time demands do not allow
them to train employees.

2. Getting started- Most small business managers have not practiced training
employees. The training process is unfamiliar.


3. Broad expertise- Managers tend to have broad expertise rather than the
specialized skills needed for training and development activities.

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4. Lack of trust and openness- Many managers prefer to keep information to
themselves. By doing so they keep information from subordinates and
others who could be useful in the training and development process.


5. Skepticism as to the value of the training- Some small business owners
believe the future cannot be predicted or controlled and their efforts,
therefore, are best centered on current activities i.e., making money today.

A well-conceived training program can help your firm succeed. A program
structured with the company's strategy and objectives in mind has a high
probability of improving productivity and other goals that are set in the
training mission.

INTERPERSONAL SKILLS-
Interpersonal skills are the skills that a person uses to interact with other people.
Interpersonal skills are sometimes also referred to as people skills or
communication skills. Interpersonal skills involve using skills such as active
listening and tone of voice, they include delegation and leadership. It is how well
you communicate with someone and how well you behave or carry yourself. Also
they help people further their careers. Interpersonal skills refers to mental and
communicative algorithms applied during social communications and interaction
to reach certain effects or results. Interpersonal skills are how people relate to
one another.

They give training programs to suggest the ways to improve
interpersonal skills. Someways to improve interpersonal skills are :-
 Think positively, and enter the mindset to work well with others and
maintain good relationships.
 Do not criticize others or yourself.
 Be patient guys
 Learn to listen, experts recommend listening 80% of the time and only
des not gossiping
 Have a sense of hum our appropriate to your situation. Many people
benefit from a good joke.
 Treat others and their experience with respect.

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 Praise and compliment people when they deserve it.
 When someone is telling a story, don’t interrupt or try to upstage them
with a story of your own.
 Smile even when you don’t feel like smiling.
 Be cheerful and try to make others smile.
 Look for solutions.
 Learn to appreciate, be helpful and not demotivate your team members.
Work as Team not as an individual, this will achieve better results.
 Treat your Team members and colleagues as friends and not as strangers or
subordinates.

Job Satisfaction-
Job satisfaction describes how content an individual is with his or her job. The
happier people are within their job, the more satisfied they are said to be. Job
satisfaction is not the same as motivation, although it is clearly linked. Job design
aims to enhance job satisfaction and performance, methods include job rotation,
job enlargement and job enrichment.

In Training programme the teach the seven ingredients are-
 Self-awareness
 Challenge
 Variety
 Positive attitude
 Knowing your options
 Balanced lifestyle
 A sense of purpose


ATTITUDE-
An attitude is a hypothetical construct that represents an individual degree of like
or dislike for an item. Attitudes are generally positive or negative views of a
person, place, thing, or event--this is often referred to as the attitude object.
People can also be conflicted or ambivalent toward an object, meaning that they
simultaneously possess both positive and negative attitudes toward the item in
question. Attitudes are judgments. They develop on the ABC model (affect,

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behavior, and cognition). The affective response is an emotional response that
expresses an individual degree of preference for an entity. The behavioral
intention is a verbal indication or typical behavioral tendency of an individual. The
cognitive response is a cognitive evaluation of the entity that constitutes an
individual beliefs about the object. Most attitudes are the result of either direct
experience or observational learning from the environment.

The change in attitude brought by the following factors in Pale
Agro Company are -

1. The characteristics of the change agent.

2. The method of communication or persuasion.

3. The characteristics of the person, or the group to be influenced.

4. The situational factors.