Internship Report On Super Asia Marketing Essay

Published Date: 23 Mar 2015

I am going to complete my master's degree in Business Administration from COMSATS Institute of Science and Technology Lahore, and internship is compulsory for this degree because university has recommended the internship. Internship helps us to get the practical knowledge of the field and we get a chance to implement our knowledge which we have gotten from our sixteen years of education. We become

aware from the field and its requirements that which types of abilities we should have so that we can perform well in the field. I did the internship in Super Asia G.T Road Gujranwala. Super Asia is the manufacturing company and named as a heavy industry of Gujranwala in Pakistan.

Home appliances are very important component of our life and are necessary things in our homes, without home appliances it is very difficult to spend our lives. It was the time when people did not have the washing machines, fans, air coolers, air conditioners, microwave ovens, water coolers and heaters but time makes the inventions and necessities make the inventions. Now at this time it is very difficult to spend the life without these appliances. In Pakistan a large of industries like, Waves, Dawlance, Pel, Pak, and Nas Gas etc are providing and producing the home appliance. Super Asia is one of these industries. Super Asia is the heavy manufacturing industry of Gujranwala in Pakistan. Super Asia is producing and manufacturing a lot of home appliances like washing machines, fans, air conditioners, microwave oven, geysers and water coolers. And it has also introduced Super Asia motor cycle SA 70.

Like all heavy industries Super Asia also have defined their visions and missions, it has its values and objectives which the company has to achieve. It has its branches in big cities of Pakistan like Gujranwala, Lahore, Karachi, Hyderabad, Multan, Faislabad and Rawalpindi. In Gujranwala the branch is situated in a very large area and has a large number of departments like manufacturing department, assembling department, tool shop, packing department and gowdowns. The offices for the management are separately situated in separate building. Finance department, human resources department, marketing department, purchase and sales departments are working in Super Asia.

I did the different analysis of the industry like the SWOT analysis and PEST analysis. In SWOT analysis I have analyzed that how the weaknesses of the Super Asia can be overcome by using the strengths of the company. And how Super Asia can save itself from available opportunities. Super Asia have large number of weaknesses like low usage of modern and advanced machinery, very low advertisement budget, there is over staff in the management etc.

these are some of the weaknesses of the company but management can overcome these weaknesses by its strengths. In some areas company have the strengths like it is situated in the market, have a trust of customers. Super Asia is facing a big threat of its competitors. The company is affected by the political power and government, economy and due to the new and advanced technology. I also did the PEST analysis which is political, economic, social and technological analysis.

Then in the last of my internship report, I included my internship experience. I did the internship in the marketing department of Super Asia and got a lot of knowledge from my boss Mr.Abdul Hafeez (HR Manager) .He was a very skilled and knowledgeable person and had a lot of knowledge and experience of HRM.He was keeping the whole HR system and all the subordinates answers to him and he answers to the general manager. In marketing department whose manager was Sir Mustajab he was a very skilled and knowledgeable person and had a lot of knowledge and experience of marketing. There was some sales person in the staff who was responsible for the orders and delivery of the products. All the decisions related to marketing and sales were taken by the marketing manager who was answerable to the general manager. My duties during the internship were assisting the manager of the department I am working weather it is marketing. HRM or accounts depatment and do the survey of market about the sales of products of Super Asia. I did survey about the sales one was sales of washing machines of Super Asia comparatively sales of other companies. Also I often go to different banks with the field boys and deals with the different banks for different tasks.In marketing the things required for the marketing jobs are to look active, inspired personality and strong communication powers, and I learned some that how to communicate with the customers in the market. I want to become a marketing guru and the things required for becoming marketing gurus were available in the staff of the Super Asia.

In my final project are the analyses which are related to the marketing.First analysis which I did is related to the marketing strategies that which one strategy is applicable in the Super Asia. The analysis is the product life cycle. All the products passed from all the stages of the life cycle, the products when produced are introduced in the market then their sales improved with the passage of time and the time comes when their sales reaches at maximum level. After some time the recession start and their sales start decreasing.

In the last, I give the conclusion about this final project and my internship in Super Asia. What are the things which I learned from this internship report and what are the skills and strategies which I should implement in my life and personality so that I can achieve my goals and objectives. At the end of this report I gave the references of all the data and information which I have included in this report. The references are given in APA format.

TABLE OF CONTENTS

Introduction ……………………………………………………………………….

History of Industry in Pakistan ………………………………………………….

History of Orgnization ……………………………………………………………

Information about Orgnization ……………………………………………….....

Vision/ Mission …………………………………………………………………..

Products …………………………………………………………………………..

Orgnizational Structure ………………………………………………………….

Hirearchy of the Orgnization ……………………………………………………

Administration Department ……………………………………………………..

Human Resource Management ………………………………………………..

Accounts and Finance ……………………………………………………….....

Sales and Marketing Department ……………………………………………….

SWOT Annalysis ………………………………………………………………….

PEST Analysis …………………………………………………………………….

Internship Experience ……………………………………………………………

Working Experience (Duties / Responsibilities ) ……………………………...

Learning Achivement …………………………………………………………….

Skill Used and Aquired ……………………………………………………………

Marketing Strategies ………………………………………………………………

Product Life Cycle …………………………………………………………………

Conclusion …………………………………………………………………………

Refrences …………………………………………………………………………...

Introduction:

Super Asia is engaged in producing top order home appliances in South Asia. Recognition of its achievements in quality products are manifested in the form of the ISO 9002 certification. The success tale spread well over 25 years when Super Asia produced the first washing machine of Pakistan. Later on Super Asia started producing room air coolers, gas and electric geysers. Keeping in view the requirements and purchasing power of all the segments of the society Super Asia has introduced different washing machines to meet their demands. Super Asia has the honor to produce complete plastic body washing machine for the first time in Pakistan. Another hallmark in quality products is introducing the double action washing technology through side and center Plaster. In Pakistan Super Asia has not only introduced a large range of Room Air Coolers in plastic body, but in different sizes and values as well.

Super Asia in order to maintain its superiority in producing public utility products has introduced hot and cold, and only cold water dispenser. It was an instant success due to its design, effectiveness and affordable price amongst the consumers. Similarly the complete range of super Asia fans is of international standard. There are different sizes, colors in Ceiling, Pedestal, Bracket, Circu-matic and Exhaust Fans. Research based products of Super Asia enjoyed a sense of superiority over similar products in the open market. The objective is, however, to offer consumers products of international quality at affordable price and this can be judge by the fact that they are being exported to Saudi Arabia, Dubai, Bangla Desh, Sri Lanka and Myanmar from the last so many years, and their demand is growing day by day. The success story of Super Asia is due to its chairman Haji Mohammad Yousaf while Managing Director Haji Muhammad Afzal looks after the production aspects of the factory. He has a critical approach towards the products and their prices offered by their competitors.

Haji Muhammad Ashraf, Chief Executive of Super Asia has played a leading role in the marketing aspects of the products. He is fully aware of modern trends in the International Markets. It will not be out of place to mention the services of Mr. Faisal Afzal, Mr. Abdul Razaq, Mr. Sohail Yousaf and Mr. Umer Ashraf, that is looking after different departments of Super Asia. These four young fellows with their higher education and thriving on the experience of their seniors have produced excellent results. Apart from looking after the affairs of factory, chairman Haji Muhammad Yousaf is equally paying his attention towards religious affairs and social work. He has constructed a Mosque; Mian Muhammad Din Trust Hospital is another example, where free medical treatment is being provided to factory workers, and the needy of nearby localities.

History of Industry in Pakistan:

Home appliances are the necessities for living, without home appliances it is very difficult to spend our lives. It was the time when people did not have the washing machines, fans, air coolers, air conditioners, microwave ovens, water coolers and heaters but time makes the inventions and necessities make the inventions. Now at this time it is very difficult to spend the life without these appliances. A lot of companies are manufacturing these home appliances in the Pakistan like Stylo, Toyo, Asia, Nasgas, Super Asia and a large number of local companies.

Kitchen appliances were designed to make life easier when cooking and preparing food. Since the mid-1800s, people have been thinking of new and innovative ways to store food, cook food and clean up after eating food. Many of these ideas were good enough to be used by a large number of people and they are still around today. Inventors are still trying to make things easier by coming up with new products that do more things. Following is a few of the inventions that have stood the test of time and continue to be used by millions of Americans today. In Pakistan it was the 1970 after which the home appliances are started to uses to make the home life easier. No doubt before 1970 home appliances were used but only elite families were able to purchase cooking range, air conditioners and microwave oven. There were very minimum numbers of industries in Pakistan before 1970, after which very rare people started to produce the appliances at local level. At the start, some people who start this business, take a start with only one product and slowly slowly start the production of other products. Most of the companies were dealing only with one product like some with washing machines, some with fans, some with hot and cold coolers and geysers in Pakistan.

But when the producers see that the forigner companies are capturing the market and tke product line of these companies is large, the local companies decided to increase their product line. Pakistani companies start to produce the whole line of home appliances in their companies and slowly slowly improve their image in the minds of the customers. There are few cities in Pakistan like Gujranwala, Lahore, Karachi and Gujrat which are fulfilling the demands of home applinces in the market of Pakistan. There are large number of industries producing the washing machines, spinners, cooking range and ovens in Gujranwala but in fan industry Gujrat is at the top. No doubt, the foreign companies and Chinese products are the big threat for the local industry but still local companies are winning the customer minds by providing the quality in the market.

History of Organization:

It goes way back to 1968, when Mr. Mian Muhammad Din, the founder of Super Asia, offered its first ever product, Washing Machine, with manufacturing facilities at a small scale to the local community of Gujranwala, city of Punjab. It was about to change the lifestyle of that generation and was a struggle to facilitate the end user with automated technology. He was visionary to predict the pattern of growth in Home Appliances Industry across Pakistan. It took more than a decade of painstaking engineering work to build up the brand name, Super Asia, which had become the symbol of Quality, Durability, Innovation and Economy. Today, it is a conglomerate of companies with more than a dozen different products serving much sectors of society. The success tale spread well over 25 years when Super Asia produced the first washing machine of Pakistan. Later on Super Asia started producing room air coolers, gas and electric geysers. Super Asia in order to maintain its superiority in producing public utility products has introduced hot and cold, and only cold water dispenser. Similarly the complete range of super Asia fans is of international standard. There are different sizes, colors in Ceiling, Pedestal, Bracket, Circu-matic and Exhaust Fans.

Chronology of Events happened at Super Asia is as under:

1972: Super Asia produced its first ever Washing Machine in Pakistan.

1981: Introduced Air Cooler in the market.

1985: Offered Geyser in the market.

1995: Introduced Water Dispensers in the marketplace.

2003: Motorcycles launched.

2003: Insulation sheet entry in the market.

2004: Air conditioner and Microwave Oven offered.

2006: Automotive Parts presented in the market.

Information about the Organization:

Every successful company and orgnization defines its visions and mission and makes the strategies and rules to achieve these missions and visions. To achieve these visions and missions the organizations and companies have to fulfill the objectives so that the long term visions and missions can be achieved. Same like that Super Asia also have defined its vision and mission which are quoted here.

VISION:

"To be the market leader in every of our products,

Nationally and regionally"

Our foremost aim is to think big, be the pace setter and modernizer. Since 1972, being the market leader in washing machines, we have concrete plans to replicate our best practices in every of our offerings, across the region. It is the VISION that every employee of the organization is clear about.

MISSION:

"To win the utmost satisfaction, trust and loyalty

Of our valued customers"

Super Asia uses the best prevalent tools to win and maintain the satisfaction trust and loyalty of its valued customers. Quality, Delivery and Innovation are the core elements of our philosophy. Stake holders at every level strive to maintain the status quo of the company, to deliver the best. Continues struggle with commitment is technique to accomplish this MISSION.

Products:

Super Asia offers a lot of home appliances for its valuable customers. Super Asia is a leading manufacturing company in Pakistan and is competing with foreign companies with its weapon of quality and customer satisfaction. Super Asia is the biggest home appliances producer in Gujranwala and offers leading home appliances. They offer with lot of home appliances which compete with all foreign products due to its fine quality, standards and customer satisfaction. Following are the products which Super Asia offers in the home appliances products:

Washing Machines with its large number of models

Best performance and electric economy with heavy-duty electric motors.

Double strike bars for clean, bright and extraordinary washing.

Ideal portable washers for large, medium and small families.

Maintains its performance even on low voltage.

Save time & detergent while brilliant washing.

Microwave Oven

Defrost Setting.

Painted Steel Cavity.

Push Button Door.

Painted steel cavity.

Air Conditioner

New Wall Mounted Series.

Built to the highest international standards.

Ensuring maximum efficiency, performance and reliability.

Fans of all types and with large number of models

Quiet operation.

Specially designed blades.

Even air throw & Revolving grill.

Room Air Coolers

Ultra cool air and quite performance.

For the first time in Pakistan introduce water proof pump.

An efficient and energy saver cooling system.

Water Dispensers

New & easiest way to get hot & cold drinking water with water guard.

New striking design.

Low energy consumption.

Easy to install

Attractive low price.

Electric Water Coolers

Complete plastic front.

Continue supply of cold water.

Seasonal effects and rust proof.

Completely tested.

Gas Water Heaters

Very low consumption of energy.

No chance of water leakage.

Finished with imported powder coating.

Available in various colors and sizes.

Orgnization Structure:

Super Asia is market leader in Washing Machine, Air Cooler and Geyser, till today, given the presence of numerous local and foreign brands in Pakistani Home Appliances Market. We stand for as top five in Fan industry and among the top ten manufactures of Motorcycles in Pakistan. Super Asia Spans following divisions:

Hirearchy of the Orgniztion:

Chairman

Director Finance

Director Production

Director HR

Managing Director

Chief Executive

Director Marketing

General Manager

General Manager

General Manager

General Manager

Home Appliances Division:

Super Asia Administration:

All large organisations depend on an administrative spine. Dealing with enquires, communicating messages and producing documents for the workforce are all examples of administrative tasks.

The administration department of super asia is basically deals with all of the paperwork within the company. The admin department will look for addresses and send letters to existing customers and potential clients, for example. The department will keep all of the records for the whole of the company.

The administration department and the marketing department work closely at all times. For example, if the marketing department carries out a survey with questionnaires, the administration department will collate the results for them, and then hand over the results to the relevant other departments. Also, any meetings that the marketing department wants or needs either internally, with customers or with potential clients, the administration department will sort out dates and times etc.

Also, the administration department will be responsible for sending promotional campaigns that the marketing department has devised, to customers, and the administration department will often have the first point of contact with clients and customers, before they enter the company.

It is plain to see what could cause the conflicts between the two departments. Firstly, incorrect data collation of marketing campaigns may result in bad investments which will, in turn, lead to a loss in revenue.

Also incorrect information passed from the marketing department to customers/clients about meeting times etc which could lead to bad feelings between the company and the clients. Finally, any information sent to the wrong people may lead to loss of money and bad feelings between the two departments.

Production Department:

The main role of production is to turn inputs into outputs.Outputs refer to a finished product or service and inputs are the materials that are needed to manufacture certain goods. When a business completes this process they are able to achieve customer satisfaction by producing products that are ready to be used and fit for purpose.

In Super Asia company the production function may be split into five sub-functions:

The production and planning department will set standards and targets for each section of the production process. The quantity and quality of products coming off a production line will be closely monitored.

The purchasing department of the company will be responsible for providing the materials and equipment required to keep the production process running smoothly. A vital aspect of this role is ensuring stocks arrive on time and to the right quality.

The stores department will be responsible for stocking all the necessary tools, spares, raw materials and equipment required to service the manufacturing process. Where sourcing is unreliable, buffer stocks will need to be kept and the use of computerised stock control systems helps keep stcoks at a minimal but necessary level.

The design and technical support department will be responsible for researching new products or modifications to existing ones, estimating costs for producing in different quantities and by using different methods. It will also be responsible for the design and testing of new product processes and product types, together with the development of prototypes through to the final product.

The works department will be concerned with the manufacture of products. This will include the maintenance of the production line and other necessary repairs. The works department may also have responsibility for quality control and inspection.

In super asia the production department have the following sub departments.

Tool Shop

In Tool Shop Mr.Khalid Khan is the incharge of the that shop.There are new development and maintenance of different parts of home appliances products like washing machine,room air cooler, fans, motorcycles. There are 32 workers working in division like die casting, polishing, cutting, dryling, welding. There are two lifts for carrying heavy machines and material to the exact position. The wages of workers are demanded according to their work, and salaries are fixed for permanent workers. There are also some workers who works for the daily basis system.

Molding Shop

Mr. Fareed Tabasum is the incharge of that department. It is a big department of production in which heavy machinery is install. These machines are import from foreign and run on gas, electricity and diesel. The plastic products of washing machine, room air cooler are manufactured here. 25000 washing machine bodies, 18000 room air cooler bodies, are manufactured here. There are 190 workers in which 120 work day time and 70 works for night. All production is decided by production manager. Defective material is reprocessed. There is also one power controller plant to control power of this department. In this department they made the different plastic parts of the washing machines, fans and other products they got a monthly plan of their working in the department. And according to this they have to supply the parts to the concerned departments.

Sheet Shop

Mr.kram is incharge of sheet shop.It is a very small department.In sheet shop there is a cutting of sheets by the machines which are controlled by senior workers and some are helpers with them. After the cuttint the sheets they sent forward to trhe concerned department.There are different machines which are use to give bend,curve and style to the body.There are 25 workers working in this department. There are Salaries and wages are maintained by the senior manager of production department.

Assembly Shop

Mr. Arif is the incharge of assembly department where he gave all information about assembly department. In assembly department, there is assembling of washing machine, room air cooler, water cooler and geyser. In assembly department, there is assembling of washing machine, room air cooler, water cooler and geyser. 1000 washing machine, 800 room air cooler, 20 water coolers are assembled on daily basis. 3 stores are attached with assembly department in which parts of appliances are stored.In this department there are 270 workers, some workers are permanent and some are on daily wages these workers are divided into different group.

Each group have to assigned different types of machone and room cooler models and they in a group have to assembel them all the parts of a machne they get from the store.After assmbling and packing the machines they sent them to godown.The payment is made only when the complete machine will b arrived in godown.The payment will nat b made if they even made 100 machines but they are still in the assmbly department. So for the payment copmlete machine shoud b in godown.

Fan Shop

Mr.Gazzanfar incharge of fan shop.It started in 1999 and Mr. Pervaiz Musharraf was the chief guest in opening ceremony of fan shop. In this department there are 5 sub departments and 2 stores one of raw material and the other for finished goods

Sub-Departments:

Management Department

Production Department

Assembly Department

Print Department

Quality Control Department

There are also different types of fans like

Ceiling Fan

Bracket Fan

Exhaust Fan

Pedestal Fan

Table Fan

These sub - departments are inter linked with each other.As it can be seen in this chart, production process of a fan starts with following basic elements

Fan body

Rotor

Copper wire

Unbent blades

Miscellaneous parts

All of these things are available in local as well as foreign markets and are purchased on competitive rates. Fan Body and rotor are also produced in factory by using Roller Die Casting method. Billets are purchased from local market to be used as raw material in this process. Now, Fan body and rotor are not stored and are sent directly to production facility for further processing. Copper wire, blades, and other miscellaneous parts are stored in a store room.

After this Mr. Gazzanfar told me about the working of management department that how they control the management. They follow the ISO standards he showed me computerized working for the calculation of all types of cost. They use Microsoft excel for the calculations. After that he gave me an assignment of cost of goods manufactured to calculate cost of material and labor.

3 persons in management to perform all working of fan shop. Mr. Gazzanfar incharge (Incharge) Mr. Shamim Haider (Foremen) and Mr. Asif (Supervisor).

In this department he manages all the production, that from where they collect raw material, how much production they made, how they assemble the fan. For the production they get raw material from main store. They purchase raw material from local vender. Thus management decided the total production according to the demand. On daily basis they manufactured approximate 1400 ceiling fans 800 pedestal fan and 400 bracket fan. He gave me an assignment that how we improve the efficiency of production to get higher output. I told them to install latest technology in machines and by hiring new skilled and experienced labor so that they can get higher output.

In print department they use two type of print method. One is powder coating and repots the other one is spray.In quality control session, there is check and balance of each fan for the required measures, then after these defective fans are returned to production and non-defective fans are sent for the packing as finished goods.

Store Department

The whole process in the store starts with placing the purchase order for the imported raw material from Japan, Holland, China and other countries.After selecting the parts they sent the samples to the quality for checking the performance and then the payment for the material is done. After testing the material a tag is attached to the material and then send to the stores room to be kept in different racks, which are of 20ft height. This tag includes information about the raw material i.e. the name, followed by description of the material i.e. its quality followed by the name of the supplier.

Then the quantity of the materials is specified, followed by the goods receipt no and the date the material test report no and the date. With this tag there isa perforation tag, which is torn off at the time of the quality inspection of each bag andonce the quality check is complete the quality department stamps each bag and keeps the perforated tags for records, only then the materials are forwarded to the stores departmentto be stacked is different shelves. This is a main store where the purchasing items are stored and they are transferred to other departments when they need for production.

There are two types of working to manage this store first by manually and second by computerized. Different types of vouchers are used in store such as goods receiving card (goods received locally), store card (estimation of stored items), material issue requisition (material issued to departments). All the things are on record by making these vouchers. There is a weekly meeting of store incharge with directors to report with all conditions. Special Software is used for maintaining all the working of store named as Microsoft Dynamics AX. This software makes the working very easy and efficient. I also made vouchers of different items by manually and computerized.

Services depatment

After sale servics department incharge is Mr.salman Ali. He deals with the after sales services. To provide customer prompt, quality and reliable services at their doorstep Super Asia has a largest after sales service network through out the country. To take care of customer appliances all services centers have latest tools, equipments and machineries. We take care of our customers by remaining in contact with them so that they should not face any type of problem.

After sales services team consists of Engineers and highly qualified staff with great professional approach due to this reason customer feels confident, once their appliances being maintained. Super Asia after sale service also provides the facility to customers of lifting their units from residence to service center and delivering them within 48 hours.He told me the whole process of how they check and controls the comlaints from their costomers.They have three different types of warrenties that they provide to the customers. He have 25 employees working under him.They have different codes on each of the parts and they are hidden only their employees see them by a machine. He controls all the Gujranwala area and also the other branches mamagers related to after dales services reports to him reports to him. Mr.Salman Ali directly reports to the director Mr. Afzal.

Purchase department

Mr. Ansar Ahmad is the manager of purchase department. He has 2 assistant managers and 4 field boys. Mr. Ansar directly reports to the 3 directors Mr. Faisal, Mr. Umer and Mr. Afzal. They got a monthly production plan from sales and marketing department that plan goes to the production department, they told to the store that we need raw material then the store department check the raw material and if they have a shortage of material they then told to the purchase department. So now purchase department have to buy the required material locally and also mostly they import the raw material from china and other countries. Locally they have 3 to 4 vendors of each item.

When the terms and conditions like price, rate, grade and quality have been decided they refer the parts to the quality department for checking and performance of parts they purchase the material. Mr. Ansar deals with the new vendor party but the assistant manager deals with the regular parties. They made payment by cash, cheque and by pay order. The purchases mostly on credit basis. All the payments made by the account office on 25th of each month by the request of purchase department. Mr. Ansar also get a daily plan of different things and the field boys deals with that things and that is mostly purchased on cash.

Export Department

Mr. Zaheer is the export manager and deals with the all kinds of exports. He has been here since 12 years. Super asia exports their goods to Sodan, Africa and Gulf countries. Export products are following

Fans

Washing Machines

Room Air Cooler

Auto Rikshaw

Motorcycles

Some times they export goods by parts like auto rikshaw but mostly assembeld like washing machine or room air cooler. There is no custom duty they have to be paid. There are no warrenties in export countries but they only provide parts to the dealers as required. So the dealers deal itself with the customer related to claims. Their highly profitable products are fans and room air cooler mostly in Gulf and Africa region. As the order is concerned they get orderd according to the season.The communication stratgy is through internet and telephone. Export marketing is also deals by export manager. There is two types of marketing one is through e-marketing, adds on web sites, emails and telephones.The second one they arrange exibition on different countries to get the share of market. They do exibits in Gulf and Africa region but now they are planning to arrange the exibition in china also. Mr. Zaheer Ahmad directly reports to the director Mr.Afzal Akram.

In documentation they have made the following

Commercial Invoice

Packing List

Form

Clearance of Custom

Clearance of Port

Issue of Bill of Lading

After the above documents is arranged then the documentation process completes. As for as the testing of documents is concerned the chamber of commerce have to check the documents and give a clearance, because of this they get the rebate on different products like on fan they get 1.72% rebate and on washing machine 1.41% rebate. For the whole process they used Karachi sea port for the clearance of shipment.

The main competitor in international market is China. Super asia cannot compete china properly but in Room air cooler Super Asia have an edge on china because they did not made the room air cooler instead they made big cooler used in big factories and sheds.

All the payments have to be made by the accont department on the request of export manager. Every country have its own different certification (safety measures) required and they have complete all the certification. For example in Kuwait there is KASO. In Africa there is SABS and so on. Because these are electrical products so that's the main reason they required safety measures.

Import Department:

Mr.Sharjeel Aslam is the manager of imports office since last 15 years. Super Asia imports 50% of raw material and assembeld goods from China and also from Japan, Korea, Sigapore and Malaysia.They import almost all the raw material of washing machines and other products from china and other countries, like coper wire, plastic dana, ball bearing gear and timer etc. They also import total assembeld goods from china like AC, Microwave, Instant water gyser and Water dispenser. In here they just change the packging and print the logo of the company. Also motor bikes parts are import and just assembeld here, only few of parts purchased locally and some made in the compny.

The custom duty on each of the product is different. Sale Tax rate is 16%. And Income tax rate is 5%. They have a Free Trade Agreement (FTA) certificate so it waves off the duty by 3 to 4 %. If they import total assembeld goods then its duty is high. For exmple in water dispenser they have to pay 25% and if they import in parts and assembeld here then the duty will be 15%. In Koria (FTA) raw material duty is 10%. And in China FTA raw material duty is 6.5% and so on for other countries.

In trade like AC, Water dispense and Instant water gyser they have 3 to 4 parties. Before making the agreement they check their price, style and model and then they select the party for trade. But in raw material they do not have a specific party like in case of AC and other products they purchased raw material from open market where they can get low price and better quality parts. They also have to mention the grade and quality on each of the product.

In documentation process they negotiate with the party related to its product and the terms and conditions made which include price, rate, quality and way of transmition.Then the company issue performa invoice, then they open Letter of Credit (LC) in the bank,and the process of documentation will be complete. Mr. Sharjeel Aslam directly reports to the director Mr. Afzal Akram. When the store department need any thing for production they inform the import office 90 days before, because the shipment process takes 60 to 72 days.All the payments made by the accounts department as the request of Mr. Sharjeel Aslam.

Human Resource and Management

Mr. Hafeez is the HR manager in the in Super Asia.Super Asia is an ownership firm so there is not much complicated and complex HRM system.There are 1800 to 1900 employees working in the super asia.In the HRM department.

Mr.Zubair (Country Manager)

Mr.Abdul Hafeez (HR Manager Gujranwala)

Mr.Bilal Danish (HR Asisstant Manager)

Mr. Umer Akram (HR coordinator)

HR Manager

Asssit HR manger

Administration

Time Keeping Canteen

Salaries & Wages Hospital

Cleaning

Building Maintained

Area Maintained

Mr.Hafeez told me that we examine only three things that are following

Hireing and elimination

Performance of the employees

Employees benefits

Also in Super asia they gave them some additional departmennts that is also run by the HR manager these are canteen, security, hospital and building maintenance.They also have to look after them and the incharges of these departments also reports to the HR manager.

MR. Hafeez explained me about the whole procedure of employee hireing, performance and their benefits. As for the purpose of hireing of the candidates they have a one proper system to which they first decide need of employees for a particular job, then they made a job description then after that they have a APPROVAL FORM. Approval form is basically use for the hireing of the new employees in the company.This form is approved by the HR manager Mr.Hafeez then the new candidates for the required job apply. The HR asisstant manager Mr. Bilal Danish has to examine the documents of the candidates as their qualification, experience and their background status.They took the interview of the candidates according to the nature of the jobs.

After selecting the candidate they have an ENROLLMENT FORM. That form contains the total information of the employees.Then this form sends to the TIME OFFICE, where they have to note the date of joining of the employee,they also assinged a particular code for the employee in the time office.The salary of the employee is decided by the incharge of that particular department.After that procedure is done then the whole record related to the employee enters in to the computer software along with the code.

As for the performance of the employees the HR manager have to demand for the performance report of that particular employee to the manager of that department.The department manager have to check the performance of the employees and have to make an report and sends to the HR manager.Where they further analysis the performance of the employee and acccording to this report they make decions about the increasing of salary and some other employee benefits they have to give to the employee.The performance of the employees is checked twice in a year.

Benefits:

In Super Asia there are different types of benefits provided to the employees.In which there is an old age benefits (Pension fund). Other one is the social security card. This card is prepared after the three months from date of joining.There is also accomodation facility provided to the employees. Moreover they provide trasportation facility to the employees.They provides the cars of the top level management of the company.

Employees are paid salary twice a month. Also facility of advance payment of salary is available.Not a single leave allowed to the workers.The probation period at Super Asia MDS is three months.Insurance facility is not provided to the employees.Social Security Fund is maintained for the benefit of employeesPension facility is not available for employees.they have insured all their factory like

Building

Machinery

List of all machines

Detail of damage to machines

Work executed by machines

Store of Finished Goods

Photo copy of store ledger

Sales tax return of last two months

Auditors' report

Daily production stock ledger

Accounts and Finance Department:

Mr.Shahid Iqbal Chana is the finance manager of super asia.Heis working here in last 16 years. Shahid iqbal is responisible for entire finance department. Each and every transaction related to cash or bank is responsible for Finance Manager because he the head of the Finance Department. The following is the hirearchy of the accounts and finance department.

Mr.Shahid Iqbal (Finance Manager)

Mr.Mubasher Yasin (AssistantManager)

Mr.Ghulam Mustafa (Accountant)

Mr.Zain Butt (Accountant)

Mr.Bilal Arif (Data entry Operator)

General Manger

Finance Manager

Accounts Manager

Mr.Shahid Iqbal have to do the following duties while performing their job

Preparation of Financial Statements like Profit and loss

Accounts and Balance sheets

Consult finance matters with General manager

Approve factory expenses

Approve of salary to labor

Anticipation of fund (i.e. capitalisation)

Acquisition of fund(i.e. Raising of funds)

Allocation of fund(i.e. investment decision)

Assessment of fund(i.e. evaluation of financial activities)

Mr.Mubashar Yasin have to perform following things and all the things related to below have been approved by assistant accounts manager.

Issuing Company cheques for factory affairs(expenses)

Monthly arranging payments of vendors, through company account cheques/Wada purchi.

Making inquirie s about the on line receipts/deposits and debits of cheques issued.

Filing of Directors files and Finance related files.

Maintaining update DGRCC payments record.

Casual posting of vouchers.

Arranging bank and journal vouchers, and delivering it to cashier at the end of day.

Translating bank, journal vouchers into Urdu.

Drafting letters and getting it typed in the computer.

Assisting Manager Finance, for allocation of daily expenses, project payments and issuing trhe cheques accordingly.

Issuing ION Advised cheques on company accounts and self accounts.

Mr.Ghulam Mustafa have to do the following things during his job

Posting of receipts and payment vouchers

Posting of bank journal vouchers

Maintaining all branches petty records

Posting it to relevant branches edgers

Sales and Marketing Department:

Mr. Mustajab Hussain was managing the marketing department. Haji Muhammad Ashraf chief executive of the company has played a leading role in the marketing aspects of the products, he is fully aware of the international modern marketing trends. Mr. Sohail Yousaf is the director of the marketing department and Mr. Mustajab Hussain is the marketing manager. And a team consisting of the assistants and the sales men is working under the marketing manager. As sales department is also considered under the marketing department so the sales related issues are also handled by the marketing director and manager. Salesmen have to analyze the market by survey and find their position in the market.

Marketing Director

Marketing Manager

Assistants

Salesmen

Salesmen of the company have to capture the dealers in the market, and the salesmen are also responsible for the recovery of the payments. First they take the orders and then these orders are delivered to the production department. Production department provide the items of order to the carriage department and after the delivery of goods the salesmen go for the recovery of the payment. The main task of the salesmen is to get the new dealers in the market.

COMPANY ANALYSIS

In my final project of internship I have done the analysis of Super Asia. Here I did two type of analysis; first one is SWOT analysis in which I examined the strengths, weakness, opportunities and threats faced by Super Asia. And second analysis in this chapter is PEST analysis which is about politics, economic, social and technological changes. First I did first SWOT analysis and then PEST analysis.

SWOT Analysis

SWOT stands for strengths, weaknesses, opportunities and threats. This is the analysis related to the strengths which Super Asia proudly have, weakness of Super Asia, opportunities which Super Asia can avail to prevent from the threats faced to the company and the weaknesses of the company. The reason to do this analysis is to find out that, what are the strengths of the company which can overcome the weaknesses of the company and to determine the opportunities which can company avail to prevent the threats to the company. I will individually examine the strengths, weaknesses, opportunities and the threats faced by Super Asia here.

Strengths:

The company has built up goodwill in the market of Pakistan, from a very long time.

The company has the largest market share throughout the country in the Washing Machine industry.

Brand name of Super Asia is known to almost every person in the country and is very famous in home appliances industry.

The company deals in all sorts of home appliances, like Washing Machine, Spinners, Air Conditioners, Fans, Geysers, Water Dispensers, Room Air Coolers, Microwave Oven and Cooking Range.

Super Asia is also the strategic partner of Procter & Gamble. The strategies of Super Asia are like Procter & Gamble.

Continuous achievement of FPPCI exports Trophy.

Super Asia is exporting its products to various regions across the globe mainly markets like Africa, Middle East and Asia.

The company is having a number of old employees who are committed and loyal with the company.

Super Asia retains its employees by offering benefits like old age benefits, disability benefits, disease benefits, medical facilities in the company hospital and advance pay etc.

A large number of models are available in the range of every product of the company.

The company has won the Merit Trophy 2004-2005 of Federation of Pakistan Chamber of Commerce & Industry presented by General Peres Musharraf to the Chief Executive of Super Asia.

The company also has won the Merit Trophy 2005-2006 of Federation of Pakistan Chamber of Commerce & Industry presented Shaukat Aziz (Prime minister of the time) to the Managing Director of Super Asia.

Weaknesses:

Technical labor of the company has the negative views about the management of Super Asia.

There is shortage of skilled labor in the company due to which the company has to face a large of competition.

The advertisement budget of Super Asia is very short comparatively other brands in the market.

Most of the managerial staff is not well educated.

There is also a very weak point in the management which is overstaffing. There is overstaffing in the management.

The salaries of management staff are very low due to which the well educated and experienced people does not come for the job in company.

The management staff do not have direct link with their dealers (sellers of Super Asia's products).

The complaints department does not provide the proper services to the customers of the company.

The company has not developed the proper promotional strategies for international markets.

Dealers of the company complaints for the low profit margin in Super Asia' products.

Opportunities:

Due to Government policy of low export duty, Super Asia has opportunities to increase their exports.

Due to the strong financial position of the company, the management can use the latest technology in their products.

They can use the brand name in the international market to increase their sales of Fans like their Washing Machines.

As the company is financially very strong, so it can use electronic and print media to increase their sales.

They should invest in the SBUs like Air Conditioner and Microwave Oven which have low market share and very low growth rate.

Super Asia should appear in the international industrial exhibition. It is a big opportunity for the company to create the awareness of its brand in the international markets.

Threats:

Chinese Technology is the very big threat to Super Asia.

.Other competitors of Super Asia are offering the same products at relatively lower prices.

A large number of new incoming companies are increasing the competition in the market.

Stylo Washing Machine Company is investing a heavy budget in the promotion of their products.

Current Power & Electricity crises are very big hurdle for the manufacturing unit of the company. Due to the shortage of electricity the company may be unable to meet the orders.

The complaints in some particular SBUs, like Motorcycles is a big threat to the brand name of the company.

Pest Analysis:

A scan of the external macro environment in which the firm operates can be expressed in the following factors;

Political

Economic

Social

Technological

PEST analysis is used to describe a framework for the analysis of these macro environment factors. A PEST analysis fits into an overall environment scan as shown in following diagram

Environmental scan

Macro environment

Micro environment

PEST ANALYSIS

Political Factors:

Pakistani government is somehow stable in these days and focusing on the foreign trade. Super Asia is taking advantage of this move by government and is trying to increase their exports.

Government is providing opportunities to the companies to provide benefits like old-age benefits, disability benefits, pension, etc. These benefits are to be provided by every company under the supervision of Social Security Ordinance. Super Asia is also providing its employees the benefits of social security.

Government has allowed the Puffery statements in advertisement but there should be truth in selling and deception statements are not allowed.

The company has a trade mark and a trade name that gives the company an exclusive right by the government policies to use it and enter into contracts and dealings through its registered trade name.

The company is bound to follow the workers safety regulations as laid down by the workers safety act.

As the policy of government the minimum wage that should be given to a worker is 6000/= but Super Asia is not following that policy as other companies in the area are also not following it.

All the tax related policies are being followed by Super Asia.

The company also publishes its annual reports as are compulsory to publish by the government.

Economic Factors:

Super Asia plays an important role for economic growth by contributing to the economy of the country.

The cost of production includes wages of workers, salaries to the staff, purchases, utilities, carriage inward and outward, etc.

The company offers a variety of products for different classes of customers. For example, good quality and a bit expensive products for higher class and cheaper products for middle and lower class customers.

Some SBUs like washing machine and fans are at their boom while others like motorcycle, oven, AC, etc are at their growth stage. It never happened that any one of Super Asia's product went into its recession stage.

The prices of products of Super Asia are higher than products of its competitors but still Super Asia has the largest market share due to the quality of its products.

The exchange rate of the company is high due to which the customers have the confidence on Super Asia.

Social Factors:

The salaries and wages of the workers and management are not satisfactory so the income distribution factor is not satisfactory.

Super Asia is funding many NGOs and welfare organizations in the whole country.

Super Asia has the honor of being the first and only local home appliances company to sponsor an international cricket series.

The company is running a hospital "Mian Muhammad Din Memorial Trust Hospital" for the welfare of its employees as well as the people of the near vicinities.

The company is providing various types of home appliances which are helping in improving the life style of the people.

The company is providing models in a variety of fashion which can be used differently at different places.

Technological Factors:

The company is having a computerized lath machine which helps in reducing labor cost and time needed to produce a dye.

Due to technological improvements many items are available at lower prices from China and Super Asia is taking full benefit from it.

The manufacturing department also has different types of dyes for different models or shapes of washing machine and fan.

A tool shop also operates within the factory premises, which manufactures its own tools to be used in production.

Latest technology is being used by the company for motorcycle engine and air conditioner machinery.

The company is also thinking of introducing a new swap machine that would note the attendance of each employee when one will swap his card into it. This machine will also provide the management with the statements showing the late minutes of each employee and the leaves in the month.

The company has provided the computers to the staff members to eliminate the cost of stationery and to save the time.

Different software are being used in every department for advertisement, employee data base, payroll and for the maintenance of accounts.

MARKETING ANALYSIS

In my final project, I have included the marketing analysis, in this analysis I examined that which of the marketing strategies Super Asia is using to maximize the sales of the company, the second analysis in this chapter is Boston Consulting Group analysis and in this analysis it is determined that in which stage the different products of Super Asia lies, this analysis is called the Boston Consulting Group. In this analysis stage of every product is determined and these stages are related to the sales position of that product. The third analysis in this chapter is product life cycle. Product life cycle shows the all stages of sales from its production to the decline of the product. Every product when produced passes from different stages of the sales, sometimes its sales is going to increase and sometimes its sales starts decreasing. Sometimes its sales are at the boom position and sometimes theses are going to decline.

Here I am doing these three analysis related to the sales of Super Asia one by one.

Marketing Strategies:

The marketing logic by which the business unit hopes to achieve its marketing objectives. The strategic plans define the company's overall mission and objectives. Marketing's role and activities summarize the major activities involved in managing marketing strategy and the marketing mix. Next comes, marketing strategy-the marketing logic by which the company hopes to achieve these profitable relationships. Through market segmentation, targeting and the positioning, Super Asia decides which customers it will serve and how. It defines the total market, then divides it into smaller segments, and focuses on serving and satisfying customers in these segments. Two things come under the head of marketing strategies:

Customer-Centered Marketing Strategy

Marketing Mix

1- Customer-Centered Marketing Strategy:

In today's competitive marketplace, companies' needs to customer centered. They must win customers from competitors, then keep and grow them by delivering greater value. But before it can satisfy customers, a company must first understand their needs and wants. Thus, sound marketing requires a careful customer's analysis.

Super Asia knows that it cannot profitably serve all consumers in a given market-at least not all customers in the same way. There are too many kinds of customers with too many different kinds of needs. And most companies are in a position to serve some segments better than others. So Super Asia has divide up the total market, choose the best segments and design strategies for profitably serving chosen segments. This process involves three steps, which are:

Market Segmentation

Target Marketing

Market Positioning

Now these are explained individually here:

Market Segmentation:

Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products and marketing mix. Rather than Super Asia offers the same marketing mix to vastly different customers, market segmentation makes it possible for Super Asia to tailor the marketing mix for specific target market, thus better satisfying the customer needs. Not all elements of marketing mix are necessarily changed from one segment to the next. For example, in some cases only the promotional campaigns would differ.

A market segment should be:

Measurable

Accessible by communication and distribution channels

Different in its response to a marketing mix

Durable (Not changing too quickly)

Substantial enough to be profitable

Super Asia has segmented by various bases, and industrial markets are segmented somewhat differently from consumer markets. A basis for segmentation is a factor that varies among groups within a market, but that is consistent within groups. Super Asia has segmented the market on the following bases:

Geographic Segmentation:

Geographically Super Asia segmented the world market as that, the company normally focuses on the Pakistani market for whole of its products. Pakistani market is the target segment of Super Asia. They make the segments of the whole world market and then decide to focus on one segment which is the Pakistani market.

Demographic Segmentation:

Super Asia divides the market for different products on different way. There are lot of segments of market on the bases of demography, like; on the bases of gender, age, education, occupation, income and family status. Super Asia has to choose the different segments for their different products. For every product of the company there is different segment.

Psychographic Segmentation:

On the bases of psychology the company has made the segment on the bases of lifestyle, values and attitude. There is different level of products for different status people. This segmentation based on the lifestyle and family status.

Behavioral Segmentation:

This segment of the company is based on the usage rate, brand loyalty, price sensitivity and benefits of the product.

Target Marketing:

Target marketing involves breaking a market into segments and then concentrating your marketing efforts on one or more key segments. Target marketing can be the key to a small business's success. The beauty of target marketing is that it makes the promotion, pricing and distribution of your products and/or services easier and more cost-effective. Tar