History Of Industry In Pakistan Marketing Essay

Published Date: 23 Mar 2015

Household appliances are a very important element in our lives is necessary things in our homes, without appliances are very difficult to spend our lives. At this time is very difficult to spend life without these devices. Pakistan's large industries such as waves, Dawlance, PEL serves with the production of household appliances. Super Asia is one of those industries. Super Asia is a heavy manufacturing Industry of Gujranwala in Pakistan. Super Asia is the production and manufacture of many household appliances such as washing machines, fans, air conditioners, microwave oven, heaters and water coolers.

Like all Super Asia also have defined their visions and missions, the values ​​and objectives that the company has achieved. It has branches in major cities in Pakistan, such as Gujranwala, Lahore, Karachi, Hyderabad, Multan, Faisalabad and Rawalpindi. In Gujranwala branch is located in a very wide area, and have a large number of departments such as assembly department, tool shop, fan shop, etc. For management, such as financial management, human resource management, marketing management, purchase and sales department working in Super Asia located in a separate building.

I did a different analysis of the industry such as SWOT analysis and PEST analysis. I analyzed that how Super Asia can overcome in their weakness by using their strengths, how can Super Asia save opportunities. Some of the weaknesses in the management of the company can be overcome and turn into strengths. Super Asia faces a significant threat from competitors. I did also PEST analysis, which is the political, economic, social and technological analysis.

I included my internship experience. I did the internship in overall the company and got a lot of knowledge. My advisor in Super Asia was Mr. Abdul Hafeez (Assistant HR Manager), and he was a skilled and knowledgeable person, and had a lot of knowledge and experience of HRM. He was maintaining a HR whole and all his subordinates' answers to him and he answers to the General Manager of Super Asia. In the marketing department my advisor Mr. Mustajab Hussain had a lot of knowledge and experience of marketing. There was sales person in the staff who was responsible for the command and delivery of products. All decisions were taken related to marketing and sales by marketing manager who was also responsible to the General Manager. I did the survey for sale of washing machines of Super Asia comparatively sales of other companies. I often go to different banks with the field boys and deals with 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 that how to communicate with the customers in the market.

I also did the analysis of marketing. First analysis is what I have done is related to marketing strategies that strategies is applicable in Super Asia. Second analysis is the product life cycle. Passed all products from all stages of the life cycle, and when it produces products are introduced in the market and then it improves its sales with the passage of time and when the time comes up sales at the maximum level. After some time at the beginning of the recession and the start of declining sales.

In the last, I give a final conclusion on the project and practical training in the 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 references of all the data and information which I have included in this report. References are given in the form of APA.

Introduction:

Super Asia is involved in the production of the best home appliances in South Asia. Reflected the recognition of its achievements in the high-quality products in the form of ISO 9002 certificate. Spread a good success story for more than 25 years old when he produced the first Super Asia washing machine from Pakistan. Later Super Asia that produce heaters, air coolers room, gas and electricity. Bearing in mind the requirements of the purchasing power of all segments Super Asia has introduced washing machines to meet their demands. Super Asia has the honor for the production of plastic washing machine body for the first time in Pakistan. Another hallmark of high quality products and providing washing doubling work through technology and side Plaster Center. Super Asia not only has a wide range of room air coolers in the plastic body, but in different sizes and values ​​as well.

Super Asia in order to maintain its supremacy in the production of products of public interest and introduced hot and cold, and only cold water dispenser. It was an instant success because of its effectiveness and design at an affordable price among consumers. Similarly, the full range of Super Asia fans is at an international level. There are different sizes, and colors in the Ceiling, Pedestal, Bracket and exhaust fans.

Research based products of Super Asia has superiority over similar products in the open market. The goal is, however, to provide consumers with products of international quality at affordable prices and this can be the judge of the fact that it is being exported to Saudi Arabia, Dubai, Bangladesh and Sri Lanka from the past years and their demand is increasing day after day. Super Asia success story is because of Chairman Haji Muhammad Yusuf, managing director, Haji Muhammad Afzal sponsor production aspects of the plant. He has a critical approach towards products and prices offered by its competitors.

Haji Muhammad Ashraf, chief executive of Super Asiaplays a leading role in the marketing aspects of the products. He is fully aware of the modern trends in the international markets. It will not be out of place to mention the services of Mr. Faisal, Mr. Abdul Razzaq, Mr. Sohail Yousafand Mr. Umar Ashraf; they look after different departments in 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 and 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, Nas Gas, Super Asia and a large number of local companies.

At the start, some people who start this business, take a start with only one product and 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. All these necessities are more important for the use. The industry is becoming more wide day by day.

When the producers see that the foreigner companies are capturing the market and the 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 improve their image in the minds of the customers. There are few cities in Pakistan like Gujranwala, Lahore, Karachi and Gujarat which are fulfilling the demands of home appliances in the market of Pakistan.

History of Organization:

It goes all the way back to 1968, when Mr. Mian Muhammad Din, the founder of Super Asia, has offered its first products, washing machine, with manufacturing facilities on a small scale for the local community of Gujranwala, Punjab city. It took more than ten years of hard work to build a brand name, Super Asia, which has become a symbol of quality and innovation, durability and economy. Today, the companies have more than a dozen different products serving many sectors of society. It spread a good success story for more than 25 years old when he produced the first Super Asia washing machine from Pakistan. Later Super Asia produces different appliances in order to maintain its supremacy in the production of public interest. Similarly, the full range of Super Asia fans is at an international level. There are different sizes, and colors in the ceiling, pedestal, bracket and exhaust fans.

The chronology of events in Super Asia is as follows:

1975: Washing Machine

1980: Room Air Coolers

1985: Gas & Electric Water Heaters in,

1995: Water Dispensers

1998: Fans

2003: Motorcycles and Insulation & Packing Material units

2004: Microwave Ovens and Air Conditioners

2006: Automotive Parts

2008: Three-wheeler CNG auto-rickshaw

2009: Hardees International Burger Chain

2010: Gas Stove and Cooker Hood

Information about the Organization:

Every successful company and organization defines vision, mission and makes strategies and rules to achieve these missions and visions. To achieve these visions and missions organizations and companies have to achieve the objectives so that they can achieve long-term visions and missions. Super Asia also has set its vision and mission.

Vision:

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

Nationally and regionally"

Our foremostis to thinkbig, andIputthe speed andremade. Since 1972, being the market leaderinwashingmachines, we have concrete planstoreplicatethebestpracticeswehaveinallofourofferings, throughout the region. It is the visionthat every employeein the organizationis clearabout.

Mission:

"To win the utmost satisfaction, trust and loyalty

Of our valued customers"

Super Asia uses the best prevalent means to win and maintain the trust and loyalty of its customer's satisfaction. Quality, delivery and innovation are key elements in our philosophy. Stakeholders at all levels strive to maintain the status of the company, to provide the best. Continues to struggle with commitment is a technique to achieve this task.

Products:

Super Asia offers plenty of home appliances to its valuable customers. Super Asia is a leading manufacturing company in Pakistan and competes with foreign companies with his weapon of quality and customer satisfaction. Super Asia is the largest producer of household appliances in Gujranwala, and provides leading housewares. It provides with a lot of home appliances that are competing with all the foreign products because of its fine quality, standards and customer satisfaction. The following are products that offer Super Asia in home appliances products:

Washing Machine:240

Pakistan's 1st ever plastic washing machine

Save detergent & time due to use of amazing double action

Washes more clothes due to large wash tub

Washer & dryer in one

Low energy consumption

Prime quality electrical steel sheet

Fans:

Specially designed blades

Adjustable angles cf8

3-speed on/off switch

High grade copper wire

Remote control option240

Powder coated guard

Better air throws

Durable and lasting

Microwave oven:

Glass turnablep_18

Painted steel cavity

Cooking end signal

Push button door

Defrost setting

Child safety lock

Quick cooking

Air Conditioner:

Mounted new series wallp_09

Power of Cooling

Maximum efficiency, performance and reliability

Easy Cleaned Panel

Stylish Design

Room Air Cooler:

An efficient and energy saver cooling systemp_22

Complete plastic body

Very cold air and good performance

2 way auto air swing covers more area

Ideal for shops, small stores

Most suitable for large open, halls and lounges

Ensures long lasting performance due to use of good quality material

Water Dispenser:p_29

New attractive design

Low energy consumption

Easy Installation

Hot & Clod Water

Fresh & healthy water

Convenience of getting hot & cold water 24 hours a day

Electric Water Cooler:

Complete plastic front.p_26

Completely tested

New Striking Design

Stainless steel body

Seasonal effects and rust proof

Easy to install

Equally suitable for all seasons and all places

Gas Water Heater:

Very low consumption of energyp_14

No chance of water leakage.

Finished with imported powder coating

Available in various colors and sizes

Color does not scrape for years

Rust resistant steel sheet

Low consumption of gas through control of automatic thermostat

Organizational Structure:

Super Asiaisamarket leader in thewashing machine, room air coolerandGas water heater, even today, because of themany brandsofdomesticandforeigninvestorsinthe Pakistani marketAppliances. Following is the organogram of the company.

Chairman

Chief Executive

General Manager

General Manager

Managing Director

General Manager

General Manager

Director Production

Director Finance

Director HR

Director Marketing

Production Department:

The primary role of the production is to convert the inputs to outputs. Outputs refer to the final product or service and inputs are the materials needed to manufacture goods and products.

Super Asia production department has different sub-departments:

Following are the description for those departments.

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. Umar 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, chaque 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 gets a daily plan of different things and the field boy deals with that things and that is mostly purchased on cash.

Tool Shop:

Mr.Khalid Khan is the incharge of tool 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, drilling, and 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 work for the daily basis system.

Molding Shop:

Mr. Fareed Tabasum is the incharge of molding shop. There are heavy machinery in this department which 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.Ikram is incharge of sheet shop.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 cutting the sheets they sent forward to the concerned department.There are different machines which are used to give bend,curve and style to the body.There are 25 workers working in this department.

Store Department:

Mr. Mukhtar is the incharge of store department. 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.

Assembly Shop:

Mr. Arif is the incharge of assembly department. 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 has to assigned different types of machine and room cooler models and they in a group have to assemble them all the parts of a machine they get from the store.After assembling and packing the machines they sent them to godown.The payment is made only when the complete machine will be arrived in godown.The payment will not be made if they even made 100 machines but they are still in the assembly department. So for the payment complete machine should be in godown.

Fan Shop:

  Mr.Gazzanfar is the incharge of fan shop.In 1999 Mr. Pervez Musharraf was the chief guest at the opening ceremony of the fan shop. In this section there are 5 sub departments which are manufacturing different types of along with 2 stores, one of the raw materials and other one for finished goods.

There are also different types of fans like

•Ceilingfan

• Bracket fan

• Exhaust fan

• Pedestal fan

• Table fan

Sub Department:

• Management Division

• Production Department

• Assembly Department

• Print Department

• Quality Control Department

These sub departments are inter linked with each other.

3 persons in management to perform all working of fan shop.

Mr. Gazzanfar (Incharge)

Mr. Shamim Haider (Foremen)

Mr. Asif Ahmed (Supervisor).

They follow ISO standards. They are using Microsoft Excel for accounts. They manage 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.

In Print department they use two type of print method. One is powder coating and the other one is spray paint.

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.

Services Departments:

Mr. Waqas Ayub is the incharge of services department. He deals with the after-sales service. Super Asia has the largest after sales service network throughout the country to provide with all best of its services. They take care of customers so that they should not face any kind of problems.

After-sales service team consists of engineers and highly qualified staff with a great professional approach as a result of this reason customer feel confidence, once is retained their hardware. Super Asia after-sales service also provides facilities for clients raise their units from residence to the service center and delivered within 48 hours. They verify and control complaints of customers. They offer three different types of warranties. They have 25 employees working for services.They have different symbols on each of the parts and they are hidden only employees by machine vision. They control all the branches from Gujranwala Head Office.

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 Sudan, Africa and Gulf countries. Export products are following

Fans

Washing Machines

Room Air Cooler

Auto Rickshaw

Motorcycles

Sometimes they export goods by parts like auto rickshaw but mostly assembled like washing machine or room air cooler. There is no custom duty they have to be paid. There are no warranties 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 ordered according to the season. The communication strategy is through internet and telephone. Export marketing is also deals by export manager. There are two types of marketing one is through e-marketing, ads on web sites, emails and telephones. The second one they arrange exhibition on different countries to get the share of market. They do exhibits in Gulf and Africa region but now they are planning to arrange the exhibition 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 are 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 account 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 assembled goods from China and also from Japan, Korea, Singapore and Malaysia. They import almost all the raw material of washing machines and other products from china and other countries, like copper wire, plastic Dana, ball bearing gear and timer etc. They also import total assembled goods from china like AC, Microwave, Instant water geyser and Water dispenser. In here they just change the packaging and print the logo of the company. Also motor bikes parts are import and just assembled here, only few of parts purchased locally and some made in the company.

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 assembled goods then its duty is high. For example in water dispenser they have to pay 25% and if they import in parts and assembled here then the duty will be 15%. In Korea (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 geyser 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 needs anything 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 Management:

Mr. Abdul Hafeez is the assistant HR manager in the 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 (HR Manager )

Mr. Abdul Hafeez (Assistant HR Manager)

Mr. Umar Akram (HR coordinator)

They examine only three things that are following

Hiring and elimination

Performance of the employees

Employees benefits

Also in Super Asia there are some additional departmentsrun by the HR manager these are canteen, security, and hospital and building maintenance.They also have to look after them and the incharge of these departments also reports to the HR manager.

MR. Hafeez explained me about the whole procedure of employee hiring, performance and their benefits. As for the purpose of hiring 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 an APPROVAL FORM. Approval form is basically use for the hiring 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 assistant 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 assigned 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 has 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 send to the HR manager where they further analysis the performance of the employee and according to this report they make decisions 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 their employees including:

Old Age Benefits (Pension Fund)

Social Security Card (prepared after three months from the date of joining)

Housing facility to employees

Transportation facility to employees

Provides car to senior manager of the company

Pay salaries twice a month to employees

Accounts and Finance:

Mr.Shahid Iqbal Channa is the Chief Financial Officer of Super Asia.He is working in Super Asia in the past 16 years. Shahid Iqbal is responsible to manage the entire financial affairs. All transactions relating to cash or bank responsible for managing the financial affairs of that head of the Finance department. The following is the hierarchy of the accounts and finance department

Mr.Shahid Iqbal (Finance Manager)

Mr. Mubashar Yasin (AssistantManager)

Mr. Ghulam Mustafa (Accounts Manager)

Mr.Zain Butt (AssistantManager)

Mr.Bilal Arif (Data entry Operator)

General Manger

Finance Manager

Accounts Manager

Mr. Shahid Iqbal has to do the following tasks while performing his job.

The preparation of financial statements, such as profit and loss.

Accounts and balance sheets.

Consult financial matters with the General Manager.

Approve factory expenses.

Approval of the salary to labour.

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

Allocation of fund(i.e. investment decision)

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

Mr. Ghulam Mustafa has to perform the following things and all things below have been approved by the assistant accounts manager.

Issuing chaque for factory affairs (expenses)

Arrange monthly payments from vendors through company account.

Make inquiries about online receipts / deposits.

Filling of Directors files and finance related files.

Casual posting of vouchers.

Arranging banks and journal vouchers, and handed over to the cashier at the end of the day.

Drafting letters and get it typed into the computer.

Assisting Manager Finance, for allocation of daily expenses, project payments and issuing the chaques accordingly.

Issuing chaques on the accounts of the company and self-accounts.

The data entry operator does the following things during his job.

Posting of receipts and payment vouchers.

Posting of bank journal vouchers.

Maintain all branches petty cash.

Posting it to relevant branches ledgers.

Sales and Marketing:

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, and he was fully aware of the international modern marketing trends. Mr. Sohail Yusuf is the Director of Sales and Marketing department. The team consists of assistants and salesmen and operates under the marketing manager. Sales department also consider under marketing department so that it is also dealing with issues related sales by marketing manager and director. Salesmen have to analyze the market by survey and find their position in the market.

Marketing Director

Marketing Manager

Assistants

Salesmen

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

Company Analysis:

In my final report I did two types of analysis of Super Asia. First is SWOT analysis which includes the strengths, weakness, opportunities and threats faced by Super Asia. Second is PEST analysis which is about political, economic, social and technological changes.

SWOT Analysis:

SWOT stands for strengths and opportunities, weaknesses and threats. By analyzing the strengths of the company and the way how get over from the weaknesses and identify opportunities that can benefit the company to prevent threats to the company. And will be examined individually strengths, weaknesses, opportunities and threats faced by Super Asia.

Strengths:

Company was built in good faith in the Pakistan market.

The company is having large part of market share all over the country in the washing machine industry.

Super Asia is a well-known brand name and is very famous in the home appliance industry.

The company deals in all kinds of home appliances, such as washing machine, spinners, and air conditioners, fans, heaters, water dispensers, room air coolers, microwave oven, cooking range.

Super Asia is also a strategic partner for Procter & Gamble

Super Asia exports its products to various regions around the world such as markets mainly Africa and the Middle East and Asia.

Company is having a number of employees who are committed to the old loyalty with the company.

Super Asia retains employees by offering benefits such as aging benefits, disability benefits and sickness benefits, and medical facilities in the hospital and the company paid in advance etc.

There are a large number of models available in each of the company's products.

The company has won the prestigious award for the period 2004-2005 Federation of Pakistan Chambers of Commerce and Industry presented by General Pervez Musharraf to the Chief Executive Officer of Super Asia.

The company has won the Merit Cup 2005-2006 Federation of Pakistan Chambers of Commerce and Industry gave by Shaukat Aziz (Prime Minister at the time) to the Director General for Super Asia.

Weaknesses:

The company has to face a big competition because of unskilled labour and technological changes.

Advertising budget is a very short in Super Asia relative to other brands in the market.

Not most of the administrative staff is well educated.

There is also a very weak point in the management of surplus labor. There are a large number of workers in management.

Management staffs salaries are very low due to the well-educated and experienced do not come to work in the company.

The management staff do not have direct link with their dealers

Complaints department does not provide appropriate services to customers of the company.

Company has not put appropriate promotional strategies for international markets.

Traders of company complaints for the low profit margin in products.

Opportunities:

Due to the government's policy of low export duties, Super Asia has opportunities to increase its exports.

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

Company can use the brand name in the international market to increase sales of Fans.

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

Company should appear in International Industrial Exhibition. It's a great opportunity for the company to create brand awareness in the global markets.

Threats:

Chinese technology is a very big threat to Super Asia.

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

There are a large number of new companies set to increase competition in the market.

STYLO Washing Machine Company invests heavy budget in promoting their products.

Current energy crisis and electricity is a very big obstacle to the company's manufacturing unit. Due to lack of electricity the company may not be able to meet the demand.

PESTL Analysis:

PESTL analysis stands for "Political, Economic, Social, Technological and Legal analysis" PESTL analysis are used to describe a framework for analyzing these macro environmental factors.

A PESTL analysis fits into an environmental scan as shown in diagram.

Environmental Scan

Macro Environment

Micro Environment

Pestl Analysis

Political factors:

As there is no duty on the exports so Super Asia is trying to enhance the exports in the international trade.

Super Asia offers its employees with social security benefits under the supervision of the Social Security Act which are old age benefit, retirement benefit.

The cost of manufacturing is very high due to the electricity rates and other overheads.

The government decided to increase the minimum wage rate of workers from Rs.6000 to Rs. 7000 which increase the cost of production and inflation. It is heard that it will be increased more in future

Economic factors:

Super Asia has important part in the economy of country.

Cost of production includes wage salaries, and workers to staff, purchasing, facilities, and internal and external transport.

The company gives different types of products for categories of customers. For example, good quality products and a bit expensive for a higher degree and cheaper products to the lower class customers.

Product prices of Super Asia are higher than its competitor's products but still have a Super Asia's largest market share because of the quality of its products.

Exchange rate of the company is high because of the clients that have the confidence in Super Asia.

Social factors:

Wages and salaries of workers and management are not satisfactory and therefore the factor income distribution is not satisfactory.

Super Asia has honor of being the first local company just to take care of home appliance chain international cricket.

The company giving a medical facility in the form of "Mian Mohammad Din Memorial Trust Hospital.

The company provides various types of home appliances that help in improving the lifestyle of the people.

Company is to provide models in a variety of costumes that can be used differently in different places.

Technological factors:

Company is having large number of computerized machine that helps in reducing the cost of the work and the time.

Due to technological improvements many of the items are available at its good quality.

Manufacturing department has also different types of dyes for producing different models or shapes of products.

Tool shop also working inside the factory premises, which manufactures tools that will be used in its own production.

The company provided computers for employees to spend on stationery costs and save time.

Different software is being used in different departments for handling and controlling on the Accounts and Stores.

Legal Factors:

Consumer laws are designed to protect customers against unfair practices such as misleading descriptions of the product.

Competition laws are aimed at protecting the Super Asia against mistreatment by other competitors.

All relevant tax policies are being followed by Super Asia mainly for imports of the products

The company owns the trademark and brand name that gives the company the exclusive right by government policies on the use and enters into contracts and transactions through its trade name registrar.

The company is committed to follow the safety regulations of workers as provided for under the law of the safety of workers.

Marketing Analysis:

In my final project, I have included marketing analysis, in this analysis I examined that which marketing strategies Super Asia is currently using to maximize the sales of the company, and second analysis is the product life cycle. Product life cycle shows all stages of the sales of its production to the decline of the product. Every product when produced is passed through the different stages of product life cycle, and sometimes sales is going to increase and sometimes begins to decline. Sometimes sales are in the position of prosperity and sometimes these are going to decline.

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

Marketing Strategies:

The role of marketing activities sum up the main activities involved in managing marketing strategy and marketing mix. The company hopes to achieve these profitable relationships through strategic management which includes market segmentation, targeting and the positioning. Super Asia chooses which consumers it will assist and in what way. It defines the total marketplace, and then distributes it into smaller segments, and emphases on helping and filling consumers in these segments. Two things come under the head of marketing strategies:

Customer-Oriented Marketing Strategy

Marketing Mix

Customer-Oriented Marketing Strategy:

In today's competitive market, the needs of companies focused on the customer. They must win customers from competitors, maintain them and then grow them by providing greater value. But before you can satisfy customers, we must first understand their needs and desires. Thus sound marketing requires a careful analysis of the customer.

Super Asia knows that it cannot be profitable to all consumers in the specified market, at slightest not all consumers in the same way there are many types of consumers with different types of needs. Super Asia has to divide the total market, and choose the best strategies to get the maximum profit. This process includes three steps:

Market Segmentation

Target Marketing

Market Positioning

Market Segmentation:

Dividing the market into distinct groups of buyers who have different needs, and characteristics, or behavior which may require separate products and the marketing mix. Super Asia offers the same marketing mix for different customers to a large extent, and market segmentation makes it possible to adjust the marketing mix for an exact target market, and better fulfill the wants of customers.

Super Asia has segmented by several sources and industrial markets are segmented slightly different from consumer markets. A source for segmentation is a factor that varies between groups within a market, but that is reliable inside groups. Super Asia has segmented the marketplace on the mentioned bases:

Geographic Segmentation:

Geographically Super Asia segmented the world marketplace as that, the company usually emphases on the Pakistani market for its products. Pakistani market is the target market of Super Asia. They mark the divisions of the whole world market and then decide to emphasis on one segment which is the Pakistani marketplace.

Demographic Segmentation:

Super Asia distributes the market for different products on altered way. There are proportion of divisions of marketplace on the sources of demography like on the cores of sex, stage, education, profession, pay and domestic status. Super Asia has to select the changed segments for their different products. On behalf of every product of the business around is changed segment.

Psychographic Segmentation:

On the bases of psychology the company has complete the segment on the bases of routine, values and boldness. There is different level of goods for different position publics. This division based on the routine and household status.

Target Marketing:

Target marketing contains breaking a market into segments and then involved your marketing fights on one or more essential segments. Target marketing can be important to a small business success. The attraction of target market is that it makes the promotion, evaluation and delivery of your products and services easier and more efficient. Target marketing offers a focus to all of your marketing activities.

There are different market segment for the different products of Super Asia, and the company target separately on the different segment of the different products. Here I am viewing the target market for different products of the business.

Washing Machine and Microwave Oven:

Super Asia can make the advertising strategy for entire of the market, but in the commercial and advertising strategies the company focuses on the housewives and women. So in these units the target market of the corporation is the housewives.

Air Conditioner, Fans, Geysers and Air Coolers:

The company target market relations are of different position and lifestyle. Here the company makes the advertising strategies for whole of the family because these products are used by whole of the family members. Mostly the advertising strategies for these products are made for the city areas.

Market positioning:

Arranging for a product to occupy a clear, distinctive and desirable place relative to the competing products in the minds of the target consumers. Effectivepositioningputsyouinthefirstlinein the minds ofpotentialcustomers. Positioningisapowerfultoolthatallowsyoutocreateanimage. The image is the outward representationfor beingwhoyou want to be, dowhatyouwantto do. Positioning can leadyou toself-realization.

This is why it is very importantforSuper Asiato converttheirpassionin the position ofthemarket. Ifthecompanydoes not defineitsproductsor services, andcompetitorwilldosoon your behalf. Sothecompany's positionin the marketevolves fromcharacteristicsoftheir product.

The primary essentials of positioning for Super Asia are:

Pricing:

The values of the business are somewhat high due to which the people are adapting to buy the rivals' products. It is essential for receiving the positioning in the thoughts of the customers to fix the inferior prices of the products than rival's products.

Quality:

Quality of the products problems a lot. If your product is filling the customer superiority then it is likely to obtain the greater sales. Some of the Super Asia's goods are worth wise very well due to which they make a lot of the income for the firm. The value of Washing Machines of Super Asia is very filling to the consumers.

Service:

They offer consumer facilities due to which the customers of home use buying their products. The firm offer after sale services which is a main issue of the huge sales of Super Asia.

Distribution:

The products of the company are offered all over the country because products should be offered to all the customers. Around 1500 sellers of the company all over the state giving the products of Super Asia's to the customers.

Packaging:

The attractive packaging of the products interests the customers to buy the products. Here the firm is also solid as their packaging is very fine.

Marketing mix:

Marketing mix is ​​a mixture of marketing tools that are used to fulfill consumers and the firm's aims. Super Asia's marketing mix also depends on these procedures. Your proposal is organized by the following variables often referred to as the four Ps in marketing:

Product

Price

Place

Promotion

PRODUCT

PRICE

PLACE

PROMOTION

MARKETING

MIX

Product:

The product is physical product or service presented to the customers. Product judgments include the features, such as meaning, presences, packaging, service and guarantee etc.

All the products of Super Asia are the somatic products, the firm does not pact any service, but offer the after sales service and home supply services etc. the products results include the following features:

Variety

Quality

Design

Features

Brand Name

Packaging

Services

Super Asia have comprised all these features in their products, such as there is a lot of diversity in each product of the firm, some of the products are quality sensible very good, design and packaging of the products are very beautiful. The trademark name of Super Asia is known to nearly every person in the country.

Price:

Price is the amount of money consumer has to pay to obtain the product. Pricing decision should take into account profit margins. Pricing not only include the pricing list, but also includes discounts, financing, and allowances.

Super Asia has providing a list price of all its products to all of its sellers and asked them to provide the deductions to all the consumers. The firm gives different types of the payments to all of its sellers and customers alike, prizes, discounts systems etc. The company also builds relations with their dealers on the credit bases.

Place:

Place contains firm actions that make the product obtainable to the target customers. Place results are those related with the networks of delivery that serve as the means for getting the product to the target consumers.

Super Asia uses its personal transport for the delivery of the products to place of delivery. And these points of selling are friendly to all the customers. Like Gujranwala there is proper electronics and home appliances market which is at the measurable residence.

Promotion:

Promotion means events that connect the qualities of the product and convince target customers to buy it. Advancements decisions are those linked to collaborating and selling to possible customers. It is valuable to know the value of customer in order to control whether extra consumers are value the price of getting them. Super Asia has taken the subsequent steps for the advertising strategies:

Advertising

Personal Selling

Sales Promotion

Public Relation

The budget for advertisement is low for the firm products which is great danger for the firm due to which the rivals are getting the benefit. Super Asia also does the advertising in some public well-being works

Research Questionnaire:

During my internship period in Super Asia I had done the quantitative research on Super Asia washing machine. I made a questionnaire in which I added some question for the comparison of other brands. After filling out the questionnaire from the dealers of Super Asia I made a conclusion report. Following is the questionnaire and the conclusion report.

Questionnaire:

This questionnaire is meant for data collection for a research about washing machine of Super Asia. I request you to answer the following question. The choices are given below. You can answer them by tick. You are welcome to given comments on it as well.

Shop:

Name:

Address:

Contact No:

How long you have been dealing with Super Asia washing machine?

2-4 years 4-6 years 6-8 years More than 8 years

25% 12.5% 25% 37.5%

How do you state your experience with Super Asia washing machine in comparison with Dawlance and Haier?

Excellent Good Fair Bad

37.5% 37.5% 25% 0%

How do you find our product (washing machine) in terms of performance?

Excellent Good Fair Bad

50% 25% 25% 0%

Do you think the price of Super Asia washing machine is satisfactory as with Dawlance and Haier?

Yes No

75% 25%

Do you think the Style, Design as product appearance is attractive to capture customer attention?

Yes No Not enough

12.5% 25% 62.5%

Would you like to see any change or improvement in washing machine?

Yes No

75% 25%

What do you think that Super Asia washing machine is reliable?

Yes No

100% 0%

Is washing machine fulfilling all those requirements as they said?

Yes No Not enough

87.5% 0% 12.5%

Is the price of washing machine as per with the quality delivered?

Yes No

75% 25%

Would you like to purchase our product in future as more to Dawlance and Haier?

Yes No

100% 0%

How much the sales volume of Super Asia washing machine as to other brand?

More Less Equal

87.5% 0% 12.5%

Which brand is strong competitor of Super Asia in washing machine?

Dawlance LG Haier

12.5% 0% 87.5%

Super Asia take new and unique steps to boast their sale of washing machine?

Yes No Not now

62.5% 37.5% 0%

How confident are you that Super Asia will gain additional market share in industry in coming year?

Confident Very Confident Somewhat confident

37.5% 37.5% 25%

Should Super Asia introduce eco-friendly washing machine such as Haier introduced?

Yes No

87.5% 12.5%

Is Super Asia provides after sale services?

Yes No

87.5% 12.5%

Conclusion on Research:

In response of the project you gave us. We make an appropriate research and comparison questionnaire. In which we make the comparison of Super Asia washing machine with other brands. In questionnaire we mentioned 16 questions. These questions are more appropriate and best to find the correct market position of Super Asia washing machine.

We gave the questionnaires to different dealers and from that we get results about washing machine. On the bases of these results we conclude that

The quality of product is little bit reduced such from 2011.

The services in which after sale services has been reducing.

The benefits and discounts Super Asia not much provide to dealers.

Some said that the price of Super Asia washing machine is more than the other brands.

The product is reliable.

Recommendation:

Following are the points on which Super Asia must be focus,these are

Quality

Services

Material

Product life cycle:

A product life cycle can be divided into the several stages characterized by the revenue generated by the product. If the revenue curve is plotted product appear with the passage of time, it may take one of the many different forms and example is shown below:

lifecycle

Development stage:

Life cycle concept applies to the brand or product category. Its duration may be as short as a few months or a century or more of the product categories. Product development is the development stage product life cycle. There are no sales and the company is preparing to offer the product. Product progress through its life cycle, changes in the market mix and are usually obtained in order to adapt to emerging challenges and opportunities.

Introduction Stage:

When the product is introduced, its sales will be low until customers even become aware of the product and its benefits. Some companies may announce their products before introducing it, but such announcement also alert competitorsand remove the element of surprise. Super Asia also uses this strategythat they announce the product before the introduction and their view about this thing is that customers become aware of the product before its introduction in the market.Usually high advertising costs during this phase in order to increase customer awareness of the product quickly and target to the early adopters.

Growth Stage:

It is the stage of the product life cycle in which product sales start climbing rapidly. It is a period of rapid growth, sales and revenue increased more, customers become aware of the product and its usefulness and is targeting additional segments in the market. Once the product has been proven a success and customers being asking for it, sales will increase further as more retailers become interested in carrying it.Marketing team may expand distribution at this stage. When competitors enter the market, there may be price competition and increased advertising costs in order to convince consumers that the product of the company is better than that the competition.

Maturity stage:

Stage in the product life cycle in sales growth slowed or stabilized, it is the most profitable stage while sales continue to increase at this stage, and they do so at a slower pace. Because strong brand awareness, advertising expenditure will be reduced. Competition may result in decrease market share and prices. Competing products may be very similar at this stage it more difficult to differentiate the product. Sales promotion may be an effort to encourage retailers to give more space to the product shelf on competing products.

Decline stage:

Product life cycle in which market becomes saturated and the product's sales falls. Product becomes outdated or technological changes the taste of the customers. If the product has developed brand loyalty, profitability can be maintained for a longer period. Unit cost may increase with the decline in the volume of production and no profits in the end can be made. During decline stage, the company generally has three options:

Maintain the product in hopes that competitors will exit, reduce costs and find new uses of for the product

Harvest it, reduce making support and make coasting along until no profit can be made.

Discontinue the product when no more profit can be made or there is successor product.

Competitive Strategy:

Super Asia more emphasis on competitive strategy they use cost leadership and differentiation strategy, so this is because they are more aggressive in the market. They provide free services including after sales service and claim services, home deliveryrepair and maintenance. They also upgrade technology in products, and provide unique products new and different from competitors. Super Asia want to get a position in the market by changing their products, new designs and new models by adding new technology, by giving new attractive packaging. Super Asia to get more by changing their advertising strategies.

They directly relate with the dealers even have to give them bonuses, discounts and bonuses to traders and various services for the comfort of thecustomer convenience because their competitors do not give such benefits to dealers as Super Asia do. They target the market sector by creating psychographic. In this part it targets the upper class because they have a high quality and standards that create a strong image in the mind of the customer.Because in this segment their competitors normally do not serve the needs of customers. The main competitors of Super Asia are following.

• Dawlance

• Haier

• Jumbo home Appliances

• PEL

• Orient

Duties (Experience):

During the internship period in the Super Asia my advisor also assigned me some of the duties and responsibilities that I have to perform and I have to complete the tasks given by my advisor with full my attention and responsibilities. I spend most of my time on marketing, accounts office and human resources department. In this report I am giving some details of these duties and responsibilities:

My primary duty is to assist my advisor Mr. Abdul Hafeez who was the manager of Human Resource department.

Sometimes my adviser gave me tasks to make the salaries of admin staff.

I also made the job description of data entry operator.

Mr. Mustajab Hussain head of marketing department gave me the task of doing a market survey on the sales of washing machines and did the job with full of my attention.

Ask to prepare the conclusion on that research and I completed and present it.

Also consults with me about the latest marketing and sales strategies and asked me to modify these strategies.

In accounts office Mr. Shahid Iqbal gave me to do tasks to make a partial reconciliation statements.

There was another task to do a complete reconciliation of bank accounts in the routine.

During the internship, I visited some of the banks with an officer of the company.

During my visits I deal with the bank's employees to follow different tasks.

To deposit checks and cash

To withdraw cash

To collect bank statements

To transfer the amount

For payment orders

For demand drafts

To stop bank the payment of lost chaque

To make chaque of different parties.

Also use Power accounting (accounting software) to perform the following tasks

Make vouchers of Receipts and Payments

To make purchase orders

To check the accounts payables

Accomplishments:

The main purpose of the internship is to get practical experience in the market and get some practical knowledge. Usually it was a short period internship, but we can learn a lot from this period. This was the first time in my life when I was doing some reasonable and pract