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Super Asia MDS Ltd.

Muhammad Fahad Raza MBA- FINANCE Submitted in partial ul illment ! the re"uirement F!r the de#ree ! Master ! Business Administrati!n At Department ! In !rmati!n $e%hn!l!#& and Mana#ement S%ien%es 'ni(ersit& ! Edu%ati!n L!)er Mall Campus Lah!re.

DEDICA$ION

*I dedi%ate m& pr!+e%ts e !rts t! m& ,AREN$S and respe%ted $EAC-ERS )h! tau#ht and h!ld m& hands !n e(er& step ! m& li e.

AC.NO/LED0MEN$
All praises and thanks to Almighty Allah. The Lord and Creator of this universe by whose power and glory all good things are accomplished. He is also the most merciful, who best owed on me the potential, ability and an opportunity to work on this pro ect. ! am grateful to my respected teacher "iss #atima Aleem who has guided me in each and every step of this $eport. !ndeed, without her kind guidance ! may not be able to even start this !nternship $eport. "ay ALLAH give her the reward which she deserves% ! am also grateful to all those members who are related to &uper Asia "'& Ltd. 'espite of the most hectic schedule, &ir. (((((((((((((((((((((((((( )#inance "anager* helped me so much. !+m really grateful to you &ir for clarifying my concepts and making me learn from your e,perience. -hatever ! learnt from you will definitely help me in my upcoming study and the professional life ahead. Thank you so much for being so co.operative and so helpful every time. ! hope &ir ! have been up to your e,pectations. !n the end, ! am thankful to all my teachers and have a lot of prayers for them who give me the knowledge and make me able to complete my master/s degree. Here ! have special thanks for "iss #atima Aleem whose supervision guided me to complete my !nternship $eport.

"uhammad #ahad $a0a

Dedi%ati!n

$ABLE OF CON$EN$S
!ntroduction 333333333333333333333333333 History of !ndustry in -orld 3.3333333333333333333 History of !ndustry in 6akistan 3333333333333333333.. History of 8rgani0ation 3333333333333333333333. !nformation about the 8rgani0ation 33333333333333333.. 9ision, "ission 3333333333333333 333333333. 6roducts : &ervices 333333333333333333333333. 8rgani0ational structure 3333333333333333333333. &-8T analysis333333... 3333333333333333333 6<&T analysis3333333 3333333333333333333. !nternship e,perience 33333333333333333333333. Concerned department information 333333333333333333 -orking e,perience )'uties : $esponsibilities* 3333333333333. Learning : Achievements 3333333333333333333333 4 5 72 71 72 72 7; 74 27 22 25 25 2= 1>

&kills used and ac?uired 3333333333333333333333.. 17 "arketing strategies 333333333333333333333333 11 @oston consulting group 3333333333333333333333. 6roduct life cycle 3333333333333333333333333 Conclusion 333333333333333333333333333.. 22 2; ;7

$eferences 333333333333333333333333333... ;2

E1EC'$I2E S'MMAR3
! have completed my master/s degree in @usiness Administration from Aniversity of <ducation Lower "all Campus Lahore and internship is compulsory for this degree because university has recommended the internship. !nternship 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 eighteen years of education. -e become aware from the field and its re?uirements that which types of abilities we should have so that we can perform well in the field. ! did the internship in &uper Asia B.T $oad Bu ranwala. &uper Asia is the manufacturing company and named as a heavy industry of Bu ranwala in 6akistan. 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. !t 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. Cow at this time it is very difficult to spend the life without these appliances. !n 6akistan a large of industries like, -aves, 'awlance, 6ell, 6ak, and Cas Bas etc are providing and producing the home appliance. &uper Asia is one of these industries. &uper Asia is the heavy manufacturing industry of Bu ranwala in 6akistan. &uper 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 &uper Asia motor cycle &A 4>. Like all heavy industries &uper Asia also have defined their visions and missions, it has its values and ob ectives which the company has to achieve. !t has its branches in big cities of 6akistan like Bu ranwala, Lahore, Darachi, Hyderabad, "ultan, #aislabad and $awalpindi. !n Bu ranwala 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. #inance department, human resources department, marketing department, purchase and sales departments are working in &uper Asia. !n chapter number 2, ! did the different analysis of the industry like the &-8T analysis and 6<&T analysis. !n &-8T analysis ! have analy0ed that how the weaknesses of the &uper Asia can be overcome by using the strengths of the company. And how &uper Asia can save itself from available opportunities. &uper 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. !n some areas company have the strengths like it is situated in the market, have a trust of customers. &uper 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. ! also did the 6<&T analysis which is political, economic, social and technological analysis. Then in the third chapter of my internship report, ! included my internship e,perience. ! did the internship in the marketing department of &uper Asia and got a lot of knowledge from my boss. "y concerned department was marketing department whose manager was &ir "usta abF he was a very skilled and knowledgeable person and had a lot of knowledge and e,perience 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. "y duties during the internship were assisting the marketing manager and do the survey of market about the sales of products of &uper Asia. ! did two surveys about the salesF one was sales of washing machines of &uper Asia comparatively sales of other companies and the other was the sales of AC, air coolers, geysers and microwave oven of &uper Asia comparatively other companies products. The things re?uired for the marketing obs are to look active, inspired personality and strong communication powers, and ! learned some that how to communicate with the customers in the market. ! want to become a marketing guru and the things re?uired for becoming marketing gurus were available in the staff of the &uper Asia.

!n the fourth chapter of my final pro ect are the analyses which are related to the marketing. This is the work which ! did by myselfF first analysis which ! did is related to the marketing strategies that which one strategy is applicable in the &uper Asia. The second analysis is the @oston Consulting Broup analysis. !n this analysis ! determine that from the four stages of @CB in which stage the products of &uper Asia lie. And the last 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 ma,imum level. After some time the recession start and their sales start decreasing. These are three analyses which ! did in this chapter. !n the last, ! give the conclusion about this final pro ect and my internship in &uper Asia. -hat are the things which ! learned from this internship report and what are the skills and strategies which ! should implement in my life and personality so that ! can achieve my goals and ob ectives. At the end of this report ! gave the references of all the data and information which ! have included in this report. The references are given in A6A format.

C-A,$ER N'MBER 45 IN$ROD'C$ION


&uper Asia is engaged in producing top order home appliances in &outh Asia. $ecognition of its achievements in ?uality products are manifested in the form of the !&8 =>>2 certification. The success tale spread well over 2; years when &uper Asia produced the first washing machine of 6akistan. Later on &uper Asia started producing room air coolers, gas and electric geysers. Deeping in view the re?uirements and purchasing power of all the segments of the society &uper Asia has introduced different washing machines to meet their demands. &uper Asia has the honor to produce complete plastic body washing machine for the first time in 6akistan. Another hallmark in ?uality products is introducing the double action washing technology through side and center 6laster. !n 6akistan &uper Asia has not only introduced a large range of $oom Air Coolers in plastic body, but in different si0es and values as well. &uper Asia in order to maintain its superiority in producing public utility products has introduced hot and cold, and only cold water dispenser. !t was an instant success+ due to its design, effectiveness and affordable price amongst the consumers. &imilarly the complete range of super Asia fans is of international standard. There are different si0es, colors in Ceiling, 6edestal, @racket, Circu.matic and <,haust #ans. $esearch based products of &uper Asia en oyed a sense of superiority over similar products in the open market. The ob ective is, however, to offer consumers products of international ?uality at affordable price and this can be udge by the fact that they are being e,ported to &audi Arabia, 'ubai, @angla 'esh, &ri Lanka and "yanmar from the last so many years, and their demand is growing day by day. The success story of &uper Asia is due to its chairman Ha i "ohammad Gousaf while "anaging 'irector Ha i "uhammad Af0al looks after the production aspects of the factory. He has a critical approach towards the products and their prices offered by their competitors.

Ha i "uhammad Ashraf, Chief <,ecutive of &uper Asia has played a leading role in the marketing aspects of the products. He is fully aware of modern trends in the !nternational "arkets. !t will not be out of place to mention the services of "r. #aisal Af0al, "r. Abdul $a0a?, "r. &ohail Gousaf and "r. Amer Ashraf, that is looking after different departments of &uper Asia. These four young fellows with their higher education and thriving on the e,perience of their seniors have produced e,cellent results. Apart from looking after the affairs of factory, chairman Ha i "uhammad Gousaf is e?ually paying his attention towards religious affairs and social work. He has constructed a "os?ueF "ian "uhammad 'in Trust Hospital is another e,ample, where free medical treatment is being provided to factory workers, and the needy of nearby localities.

4.4- -ist!r& ! Industr& in )!rld5


-ist!r& ! /ashin# Ma%hine Industr&5 Ancient peoples cleaned their clothes by pounding them on rocks or rubbing them with abrasive sandsF and washing the dirt away in local streams. <vidence of ancient washing soap was found at &apo Hill in $ome, where the ashes containing the fat of sacrificial animals was used as soap. The earliest washing HmachineH was the scrub board invented in 74=4. American, Iames Ding patented the first washing machine to use a drum in 75;7, the drum made Ding+s machine resemble a modern machine, however it was still hand powered. !n 75;5, Hamilton &mith patented the rotary washing machine. !n 7542, -illiam @lackstone of !ndiana built a birthday present for his wife. !t was a machine which removed and washed away dirt from clothes. The first washing machines designed for convenient use in the home.

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-ist!r& ! Fans Industr&5 #an history stretches back thousands of years. &ince anti?uity, fans have possessed a dual function J a status symbol and a useful ornament. !n the course of their development, fans have been made of a variety of materials and have included decorative artwork. The simplest fans are leaves or flat ob ects, waved to produce a cooler atmosphere. These rigid or folding hand.held implements have been used for cooling, for air circulation, as a ceremonial device, and as a sartorial accessory throughout the world from ancient times. They are still widely used. The earliest known fans are called +screen fans+ or +fi,ed leaf fans+. These were manipulated by hand to cool the body, to produce a bree0e, and to ward off insects. &uch early fans usually took the form of palm leaves. &ome of the earliest known fans have come from <gyptian tombs. <arly Assyria and <gypt employed slaves and servants to manipulate the fan. !n <gyptian reliefs, fans were of the rigid type. Tutankhamen+s tomb possessed gold fans with ostrich feathers, matching depictions on tomb walls. Long. handled, disk.shaped fans were carried by attendants in ancient times and were associated with regal and religious ceremonies. They had handles or sticks attached to a rigid leaf or to feathers. 6lumage of birds was used in fans, such as those of the <gyptians and Cative American !ndians, which had both practical and ceremonial uses. -ist!r& ! Air C!nditi!ner Industr&5 The idea of air conditioning started before a machine was created to produce the cooling effect desired. The first attempt at building an air conditioner was made by 'r. Iohn Borrie )75>1.75;;*, an American physician, in Apalachicola, #lorida. 'uring his practice there in the 751>s, 'r. Borrie creating an ice. making machine that essentially blew air over a bucket of ice for cooling hospital rooms of patients suffering from malaria and yellow fever. A close ancestor to the modern air conditioner units was first made in 7=>2 by an American engineer by the name of -illis Carrier. The machine at that time was called HApparatus for Treating AirH and was built

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for the &ackett.-ilhelms Lithographing and 6ublishing Co. in @rooklyn, Cew Gork. Chilled coils were used in the machine to cool air and lower humidity to ;;K, although the apparatus was made with enough precision that the humidity level desired was ad ustable. After the invention by Carrier, air conditioners began to bloom. They first hit the industrial buildings such as printing plants, te,tile mills, pharmaceutical manufacturers, and a few hospitals. The first air.conditioned home was that of Charles Bates, son of gambler Iohn H@et a "illionH Bates, in "inneapolis in 7=72. However, during the first wave of their installation, Carrier+s air conditioner units were large, e,pensive, and dangerous due to the to,ic ammonia that was used as coolant. !n 7=22, Carrier had two breakthroughs . he replaced the ammonia with the benign coolant dielene and added a central compressor to reduce the si0e of the unit. Today, air conditioners have been said to be a partial cause for the changes in the &outh, and for most of us who have e,perienced its cooling benefits in times of searing heat waves, it is an invention that is hard to live without. -ist!r& ! 0e&ser Industr&5 !n the 754>s, <nglishmen, "aughan invented the first instant water heater. Little is known about "aughan+s inventionF however, his invention influenced the designs of <dwin $uud. <dwin $uud, a Corwegian mechanical engineer was the inventor of the automatic storage water heater in 755=. $uud immigrated to 6ittsburgh where he pioneered the early development of both residential and commercial water heaters. -ist!r& ! /ater Dispenser and /ater C!!lers Industr&5 The water fountain as we know it was first invented in the early 7=>E and is credited to two men . Halsey -illard Taylor and Luther Haws. Haws patented the first drinking faucet in 7=77. #rom those humble

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beginnings, when water coolers used large blocks of ice to chill the water, to the self. contained electric water cooler in 7=15, there are now a plethora of models and types to fit every need. Although first Hbarrier.freeH electric water cooler was invented in 7=42 by the Haws Corporation, it wasn+t until the passage of the Americans with 'isabilities Act in 7==> that these accessible water coolers came into their own. @ottled water dispensers have been around since before the middle of the 2>th Century. These units depend on gravity to provide the water in a free standing unit. Cooling units were added later. Today, many water coolers or dispensers include a heating element to provide hot water along with chilled water. &ome are even offered in designer colors and shapes to fit into any dLcor. -ist!r& ! Mi%r!)a(e O(en Industr&5 The microwave oven did not come about as a result of someone trying to find a better, faster way to cook. 'uring -orld -ar !!, two scientists invented the magnetron, a tube that produces microwaves. !nstalling magnetrons in @ritain/s radar system, the microwaves were able to spot Ca0i warplanes on their way to bomb the @ritish !sles. @y accident, several years later, it was discovered that microwaves also cook food. Called the $adar $ange, the first microwave oven to go on the market was roughly as large and heavy as a refrigerator. The idea of using microwave energy to cook food was accidentally discovered by 6ercy Le@aron &pencer of the $aytheon Company when he found that radar waves had melted a candy bar in his pocket. The first $aytheon commercial microwave oven was the 77E7 $adarange, which was marketed in 7=;2. !n 7=E4, Amana, a division of $aytheon, introduced its domestic $adarange microwave oven, marking the beginning of the use of microwave ovens in home kitchens. Although sales were slow during the first few years, partially due to the oven/s relatively e,pensive price tag, the concept of ?uick microwave cooking had arrived. !n succeeding years, Litton and a number of other

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companies oined the countertop microwave oven market. @y the end of 7=47, the price of countertop units began to decrease and their capabilities were e,panded.

4.6- -ist!r& ! Industr& in ,a7istan5


Home appliances are the necessities for living, without home appliances it is very difficult to spend our lives. !t 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. Cow 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 6akistan like, &tylo, Toyo, Asia, Casgas, &uper Asia and a large number of local companies. .it%hen applian%es were designed to make life easier when cooking and preparing food. &ince the mid.75>>s, people have been thinking of new and innovative ways to store food, cook food and clean up after eating food. "any of these ideas were good enough to be used by a large number of people and they are still around today. !nventors are still trying to make things easier by coming up with new products that do more things. #ollowing is a few of the inventions that have stood the test of time and continue to be used by millions of Americans today. !n 6akistan it was the 7=4> after which the home appliances are started to uses to make the home life easier. Co doubt before 7=4> 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 6akistan before 7=4>, 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. "ost 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 6akistan. @ut 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

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their product line. 6akistani 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 6akistan like Bu ranwala, Lahore, Darachi and Bu rat which are fulfilling the demands of home applinces in the market of 6akistan. There are large number of industries producing the washing machines, spinners, cooking range and ovens in Bu ranwala but in fan industry Bu rat is at the top. Co 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 ?uality in the market.

4.8- -ist!r& ! Or#anizati!n5


!t goes way back to 7=E5, when "r. "ian "uhammad 'in, the founder of &uper Asia, offered its first ever product, -ashing "achine, with manufacturing facilities at a small scale to the local community of Bu ranwala, city of 6un ab. !t 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 !ndustry across 6akistan. !t took more than a decade of painstaking engineering work to build up the brand name, &uper Asia, which had become the symbol of Muality, 'urability, !nnovation and <conomy. Today, it is a conglomerate of companies with more than a do0en different products serving much sectors of society. The success tale spread well over 2; years when &uper Asia produced the first washing machine of 6akistan. Later on &uper Asia started producing room air coolers, gas and electric geysers. &uper Asia in order to maintain its superiority in producing public utility products has introduced hot and cold, and only cold water dispenser. &imilarly the complete range of super Asia fans is of international standard. There are different si0es, colors in Ceiling, 6edestal, @racket, Circu.matic and <,haust #ans. Chr!n!l!#& ! E(ents happened at Super Asia is as under5 7=42N &uper Asia produced its first ever -ashing "achine in 6akistan.

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7=57N !ntroduced Air Cooler in the market. 7=5;N 8ffered Beyser in the market. 7==;N !ntroduced -ater 'ispensers in the marketplace. 2>>1N "otorcycles launched. 2>>1N !nsulation sheet entry in the market. 2>>2N Air conditioner and "icrowave 8ven offered. 2>>EN Automotive 6arts presented in the market.

Contact Us

For general information and queries on the Super Asia Group please contact us via Mail Address: info@superasiagroup.com

Our Head Offices are located at: Address: SUPER AS A GR!UP G.". Road# Gu$ran%ala# Pa&istan. Phone: Fax: UAN: '()*++*,)-)./0*+ '()*++*,)-0)1. 000*11*22*((

4.9- In !rmati!n ab!ut the Or#anizati!n5


<very successful company and organi0ation defines its visions and mission and makes the strategies and rules to achieve these missions and visions. To achieve these visions and missions the organi0ations and companies have to fulfill the ob ectives so that the long term visions and missions can be achieved. &ame like that &uper Asia also have defined its vision and mission which are ?uoted here.

2ISION5
7E

*$! be the mar7et leader in e(er& ! !ur pr!du%ts: Nati!nall& and re#i!nall&; 8ur foremost aim is to think big, be the pace setter and moderni0er. &ince 7=42, being the market leader in washing machines, we have concrete plans to replicate our best practices in every of our offerings, across the region. !t is the 9!&!8C that every employee of the organi0ation is clear about.

MISSION5
*$! )in the utm!st satis a%ti!n: trust and l!&alt& O !ur (alued %ust!mers; &uper Asia uses the best prevalent tools to win and maintain the satisfaction trust and loyalty of its valued customers. Muality, 'elivery and !nnovation are the core elements of our philosophy. &take holders at every level strive to maintain the status ?uo of the company, to deliver the best. Continues struggle with commitment is techni?ue to accomplish this "!&&!8C.

,ROD'C$S5
&uper Asia offers a lot of home appliances for its valuable customers. &uper Asia is a leading manufacturing company in 6akistan and is competing with foreign companies with its weapon of ?uality and customer satisfaction. &uper Asia is the biggest home appliances producer in Bu ranwala and offers leading home appliances. They offer with lot of home appliances which compete with all foreign products due to its fine ?uality, standards and customer satisfaction. #ollowing are the products which &uper Asia offers in the home appliances productsN

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/ashin# Ma%hines with its large number of models

@est performance and electric economy with heavy.duty electric motors. 'ouble strike bars for clean, bright and e,traordinary washing. !deal portable washers for large, medium and small families. "aintains its performance even on low voltage. &ave time O detergent while brilliant washing.

Mi%r!)a(e O(en

'efrost &etting. 6ainted &teel Cavity. 6ush @utton 'oor. 6ainted steel cavity.

Air C!nditi!ner Cew -all "ounted &eries. @uilt to the highest international standards. <nsuring ma,imum efficiency, performance and reliability.

Fans of all types and with large number of models Muiet operation. &pecially designed blades. <ven air throw O $evolving grill.

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R!!m Air C!!lers Altra cool air and ?uite performance. #or the first time in 6akistan introduce water proof pump. An efficient and energy saver cooling system. /ater Dispensers Cew O easiest way to get hot O cold drinking water with water guard. Cew striking design. Low energy consumption. <asy to install Attractive low price. Ele%tri% /ater C!!lers Complete plastic front. Continue supply of cold water. &easonal effects and rust proof. Completely tested.

0as /ater -eaters 9ery low consumption of energy. Co chance of water leakage. #inished with imported powder coating. SER2ICES5 Available in various colors and si0es. To provide customer prompt, ?uality and reliable services at their doorstep &uper Asia has a largest after sales service network through out the country. To take care of customer appliances all services centers have latest tools, e?uipments and machineries. -e 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 <ngineers and highly ?ualified staff with great professional approach due to this reason customer feels confident, once their appliances being maintained. &uper Asia after sale service also provides the facility to

7=

customers of lifting their units from residence to service center and delivering them within 25 hours.

4.<- OR0ANI=A$IONAL S$R'C$'RE5


&uper Asia is market leader in -ashing "achine, Air Cooler and Beyser, till today, given the presence of numerous local and foreign brands in 6akistani Home Appliances "arket. -e stand for as top five in #an industry and among the top ten manufactures of "otorcycles in 6akistan. &uper Asia &pans following divisionsN -!me Applian%es Di(isi!n5

Chairman

&uper Asia ". 'in &ons Ltd.

&uper Asia Trading Co.

&uperior <lectric 6rivate Ltd

-ashing "achine $oom Air Cooler Beyser -ater Cooler Air Conditioner -ater 'ispensers "icrowave 8ven #an 'ivision Ceiling #an @racket #an 2>

<,haust #an 6edestal #an Table #an Aut!m!ti(es and Aut!m!biles Di(isi!n5

Chairman

&uper Asia "otors 6rivate Ltd

&. T. High.Tech 6rivate Ltd

. . .

"otorcycles $ickshaw $ickshaw .

&pare parts of "otorcycles

Insulati!n Sheets Di(isi!n5 !nsulation &heets

Super Asia Administrati!n5

Chairman "anaging 'irector 'irector #inance


Beneral "anager

Chief <,ecutive 'irector H$ Beneral "anager 'irector "arketing Beneral "anager

'irector 6roduction Beneral "anager

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Finan%e Department5 Beneral "anger

#inance "anager

Accounts "anager

-R and Administrati!n5 Beneral "anager

Human $esources

Administration

. .

Time Deeping &alaries O -ages

. . . . . . .

Canteen Hospital Cleaning @uilding "aintained Area "aintained Legal Cases Trade "ark

Se%urit& Department5

&ecurity "anager

&ecurity &taff

Bate Deeper

6remises

$esidences

Sales and Mar7etin# Department5

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Country "anager

'ealers

&ales "anagers

,r!du%ti!n Department5 Tool &hop "olding &hop 'ie "aintenance &hop &heet &hop "otor @ody &hop "otor -inding &hop Assembly #an &hop

St!re Department5 &tore 6rocurement &tore for #inal Boods

C-A,$ER N'MBER 65 COM,AN3 ANAL3SIS


!n chapter number two of my final pro ect of internship ! have done the analysis of &uper Asia. Here ! did two type of analysisF first one is &-8T analysis in which ! e,amined the strengths, weakness, opportunities and threats faced by &uper Asia. And second analysis in this chapter is 6<&T analysis which is about politics, economic, social and technological changes. #irst ! did first &-8T analysis and then 6<&T analysis. 21

6.4- S/O$ ANAL3SIS5


&-8T stands for strengths, weaknesses, opportunities and threats. This is the analysis related to the strengths which &uper Asia proudly have, weakness of &uper Asia, opportunities which &uper 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. ! will individually e,amine the strengths, weaknesses, opportunities and the threats faced by &uper Asia here. Stren#ths5 The company has built up goodwill in the market of 6akistan, from a very long time. The company has the largest market share throughout the country in the -ashing "achine industry. @rand name of &uper 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 -ashing "achine, &pinners, Air Conditioners, #ans, Beysers, -ater 'ispensers, $oom Air Coolers, "icrowave 8ven and Cooking $ange. &uper Asia is also the strategic partner of 6rocter O Bamble. The strategies of &uper Asia are like 6rocter O Bamble. Continuous achievement of #66C! e,ports Trophy. &uper Asia is e,porting its products to various regions across the globe mainly markets like Africa, "iddle <ast and Asia. The company is having a number of old employees who are committed and loyal with the company.

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&uper 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 "erit Trophy 2>>2.2>>; of #ederation of 6akistan Chamber of Commerce O !ndustry presented by Beneral 6eres "usharraf to the Chief <,ecutive of &uper Asia. The company also has won the "erit Trophy 2>>;.2>>E of #ederation of 6akistan Chamber of Commerce O !ndustry presented &haukat A0i0 )6rime minister of the time* to the "anaging 'irector of &uper Asia. /ea7nesses5 Technical labor of the company has the negative views about the management of &uper 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 &uper Asia is very short comparatively other brands in the market. "ost 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 e,perienced people does not come for the ob in company. The management staff do not have direct link with their dealers )sellers of &uper Asia/s products*. The complaints department does not provide the proper services to the customers of the company.

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The company has not developed the proper promotional strategies for international markets. 'ealers of the company complaints for the low profit margin in &uper Asia/ products. Opp!rtunities5 'ue to Bovernment policy of low e,port duty, &uper Asia has opportunities to increase their e,ports. 'ue 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 #ans like their -ashing "achines. As the company is financially very strong, so it can use electronic and print media to increase their sales. They should invest in the &@As like Air Conditioner and "icrowave 8ven which have low market share and very low growth rate. &uper Asia should appear in the international industrial e,hibition. !t is a big opportunity for the company to create the awareness of its brand in the international markets.

$hreats5 Chinese Technology is the very big threat to &uper Asia. .8ther competitors of &uper Asia are offering the same products at relatively lower prices. A large number of new incoming companies are increasing the competition in the market.

2E

&tylo -ashing "achine Company is investing a heavy budget in the promotion of their products. Current 6ower O <lectricity crises are very big hurdle for the manufacturing unit of the company. 'ue to the shortage of electricity the company may be unable to meet the orders. The complaints in some particular &@As, like "otorcycles is a big threat to the brand name of the company.

6.6- ,ES$ ANAL3SIS5


A scan of the e,ternal macro environment in which the firm operates can be e,pressed in the following factorsF 7. 6olitical 2. <conomic 1. &ocial 2. Technological 6<&T analysis is used to describe a framework for the analysis of these macro environment factors. A 6<&T analysis fits into an overall environment scan as shown in following diagram

<nvironmental scan

"acro environment

"icro environment

6<&T ACALG&!& 24

,!liti%al Fa%t!rs5

6akistani government is somehow stable in these days and focusing on the foreign trade. &uper Asia is taking advantage of this move by government and is trying to increase their e,ports. Bovernment 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 &ocial &ecurity 8rdinance. &uper Asia is also providing its employees the benefits of social security. Bovernment has allowed the 6uffery 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 e,clusive 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 E>>>:P but &uper Asia is not following that policy as other companies in the area are also not following it. All the ta, related policies are being followed by &uper Asia. The company also publishes its annual reports as are compulsory to publish by the government. E%!n!mi% Fa%t!rs5 &uper 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. 25

The company offers a variety of products for different classes of customers. #or e,ample, good ?uality and a bit e,pensive products for higher class and cheaper products for middle and lower class customers. &ome &@As like washing machine and fans are at their boom while others like motorcycle, oven, AC, etc are at their growth stage. !t never happened that any one of &uper Asia/s product went into its recession stage. The prices of products of &uper Asia are higher than products of its competitors but still &uper Asia has the largest market share due to the ?uality of its products. The e,change rate of the company is high due to which the customers have the confidence on &uper Asia.

S!%ial Fa%t!rs5

The salaries and wages of the workers and management are not satisfactory so the income distribution factor is not satisfactory. &uper Asia is funding many CB8s and welfare organi0ations in the whole country. &uper 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 Q"ian "uhammad 'in "emorial Trust HospitalR 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. $e%hn!l!#i%al Fa%t!rs5

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The company is having a computeri0ed lath machine which helps in reducing labor cost and time needed to produce a dye. 'ue to technological improvements many items are available at lower prices from China and &uper 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. 'ifferent software are being used in every department for advertisement, employee data base, payroll and for the maintenance of accounts.

C-A,$ER N'MBER 85 IN$ERNS-I, E1,ERIENCE

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! have been working in &uper Asia "'& Ltd as an internee for E weeks. The reason for choosing this company for internship e,perience was that it is one of the biggest companies in our city. Although other companies and banks also offer the facility of internship for "@A students but ! decided to work in &uper Asia for its reputation and its friendly environment. Although an internee is not a permanent employee of the company but can get a lot of knowledge and skills in this very short period and so did !. ! took it as opportunity for me and my career and tried to ac?uire as many skills as ! could. The management and other staff of my department have been very cooperative and guided me throughout my internship period. They treated me like the employee of the company and took my full time to work in the company for me to get used to of working in an organi0ation. !t was for the first time in my life when ! felt that there are some practical and reasonable assignments in front of me and ! tried to accomplish each and every task with full of my responsibilities and capabilities

8.4- CONCERENED DE,AR$MEN$ INFORMA$ION5


! did my "@A in marketing so it was necessary to do the internship in the marketing department. 'ue to this reason ! decided to select the marketing department of &uper Asia. !n this company each department is governed by director, so marketing director was the head of the marketing department. Ander director the marketing manager "r. "usta ab Hussain was managing the marketing department. Ha i "uhammad Ashraf chief e,ecutive 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. "r. &ohail Gousaf is the director of the marketing department and "r. "usta ab 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. &alesmen have to analy0e the market by survey and find their position in the market.

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"arketing 'irector

"arketing "anager

Assistants

&alesmen

&alesmen of the company have to capture the dealers in the market, and the salesmen are also responsible for the recovery of the payments. #irst they take the orders and then these orders are delivered to the production department. 6roduction 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.

8.6- /OR.IN0 E1,ERIENCE >D'$IES? RES,ONSIBILI$IES@5


'uring the internship in &uper Asia some duties and responsibilities were assigned to me and ! have to complete these tasks with my full attention and responsibilities. Here ! am giving some little bit detail of these duties and responsibilitiesN "y primary duty was to assist my boss who was the marketing manager "r. "usta ab Hussain. !t was also assigned to me to go with the salesmen to deal with the company/s e,isting and new dealers. "y boss gave me an assignment to do the market survey on the sales of washing machines and ! did that task with my full attention. The second task was to do the same survey on the sales of air conditioner, microwave oven, fans, air coolers and geyser and ! complete this assignment with my full responsibility. 12

"r. "usta ab Hussain my boss demands the reports of these surveys from me. And ! accomplished these report and present to him. "y boss also consults with me about the latest marketing and sales strategies and asked me for the modification in these strategies. 'uring my internship period, ! visited the market with the company/s salesmen four times. 'uring my visits ! deal with the customers and attract the new customers for the company.

8.8- LEARNIN0S? AC-IE2EMEN$S5


The main purpose of internship is to get a practical e,perience in the market and to get some practical knowledge. Asually the period of internship is short but we can learn a lot from this period. This was first time in my life when ! was doing some reasonable and practical tasks. A lot of learning and achievements ! have gotten from the marketing staff likeN #irst thing ! learnt from this short period of ob is punctuality. ! learnt from this how to be in time in the company. The second thing is dressing, professional dressing matters a lot. @y seeing my seniors and colleagues ! start to copy them in dressing. !t was a big achievement for me, that ! learn how to do the work in team and group of people. -orking in the team should be learnt. Communication with the customers and get their minds is very difficult task, but in the company ! visit the market four times and learnt how to communicate with the customers and how to get the new customers. How to sit in professional people, how to look, how to talk and how to work is also learning for me. ! learnt from the organi0ation that how to accomplish the tasks and the assignments which were assigned to me.

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!t was first time in my life to work whole day in the company with full responsibility, to go in time and to off in time. ! learnt how to implement my "@A knowledge on this ob. ! learnt what the practical implementation of the book knowledge is. ! learnt how to present the present the products to customers and how to e,plain the characteristics of the product.

8.9- S.ILLS 'SED AND ACA'IRED5


To do any type of ob a number of skills and abilities are necessary and when this ob is professional then a man should perfect and have a lot of skills and abilities to perform any type of the task. !n the finance field a man should have the ability to making and analy0e any type of the account, can operate "icrosoft office, long term writing capacity and proper dressing etc. and in human resources field a man should be in proper dressing, well presentation power, can handle the workers and punctual. &ame like these ! did the ob in the marketing department and following are some of the skills needed and ac?uiredN The first and necessary skill for the marketing ob is the communication power. The communication power should be very strong. Ability to enforce and agree the customer to purchase our product by presenting the characteristics of the product. A marketing officer should have the strong presentation power, so that he can present any topic against his e,ecutives. The ability to perform "icrosoft power point so that one can make the slides of one/s presentation. &kills to operate new latest marketing and selling strategies to increase the sales of the company. The ability to convince the company/s dealers and new customers for the company.

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The ability to make the commercials and advertisement for the products of the company. The ability to make the conversation and bargaining with the customers.

C-A,$ER N'MBER 95 MAR.E$IN0 ANAL3SIS

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!n the chapter number four of my final pro ect, ! have included the marketing analysis, in this analysis ! e,amined that which of the marketing strategies &uper Asia is using to ma,imi0e the sales of the company, the second analysis in this chapter is @oston Consulting Broup analysis and in this analysis it is determined that in which stage the different products of &uper Asia lies, this analysis is called the @oston Consulting Broup. !n 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. 6roduct life cycle shows the all stages of sales from its production to the decline of the product. <very product when produced passes from different stages of the sales, sometimes its sales is going to increase and sometimes its sales starts decreasing. &ometimes its sales are at the boom position and sometimes theses are going to decline. Here ! am doing these three analysis related to the sales of &uper Asia one by one.

9.4- Mar7etin# Strate#ies5


The marketing logic by which the business unit hopes to achieve its marketing ob ectives. The strategic plans define the company/s overall mission and ob ectives. "arketing/s role and activities summari0e the ma or activities involved in managing marketing strategy and the marketing mi,. Ce,t comes, marketing strategy.the marketing logic by which the company hopes to achieve these profitable relationships. Through market segmentation, targeting and the positioning, &uper Asia decides which customers it will serve and how. !t 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 strategiesN 7. Customer.Centered "arketing &trategy 2. "arketing "i, 4- Cust!mer-Centered Mar7etin# Strate#&5

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!n today/s competitive marketplace, companies/ needs to customer centered. They must win customers from competitors, then keep and grow them by delivering greater value. @ut before it can satisfy customers, a company must first understand their needs and wants. Thus, sound marketing re?uires a careful customer/s analysis. &uper 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. &o &uper 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 areN i. ii. iii. "arket &egmentation Target "arketing "arket 6ositioning

Cow these are e,plained individually hereN i. Mar7et Se#mentati!n5 'ividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might re?uire separate products and marketing mi,. $ather than &uper Asia offers the same marketing mi, to vastly different customers, market segmentation makes it possible for &uper Asia to tailor the marketing mi, for specific target market, thus better satisfying the customer needs. Cot all elements of marketing mi, are necessarily changed from one segment to the ne,t. #or e,ample, in some cases only the promotional campaigns would differ. A market segment should beN

14

"easurable Accessible by communication and distribution channels 'ifferent in its response to a marketing mi, 'urable )Cot changing too ?uickly* &ubstantial enough to be profitable &uper 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. &uper Asia has segmented the market on the following basesN 0e!#raphi% Se#mentati!n5 Beographically &uper Asia segmented the world market as that, the company normally focuses on the 6akistani market for whole of its products. 6akistani market is the target segment of &uper Asia. They make the segments of the whole world market and then decide to focus on one segment which is the 6akistani market. Dem!#raphi% Se#mentati!n5 &uper Asia divides the market for different products on different way. There are lot of segments of market on the bases of demography, likeF on the bases of gender, age, education, occupation, income and family status. &uper Asia has to choose the different segments for their different products. #or every product of the company there is different segment. ,s&%h!#raphi% Se#mentati!n5

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8n 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. Beha(i!ral Se#mentati!n5 This segment of the company is based on the usage rate, brand loyalty, price sensitivity and benefits of the product. ii. $ar#et Mar7etin#5 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. Target marketing provides a focus to all of your marketing activities. -hen &uper Asia has defined the market segments, it can enter one or more segments of a given market. There are different market segment for the different products of &uper Asia, and the company target individually on the different segment of the different products. Here ! am showing the target market for different products of the companyN /ashin# Ma%hine: Spinners and O(en5 &uper Asia can make the promotional strategy for whole of the market, but in the advertisement and promotional strategies the company focuses on the housewives and women. &o in these &@As the target market of the company is the housewives and the women. And there are different models of these products for the different status people and having different lifestyles. The company makes the promotional strategy for the whole market of 6akistan.

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Air C!nditi!ner: Fans: 0e&sers and Air C!!lers5 !n this range of the &@As the company/s target market are families of different status and lifestyle. Here the company makes the promotional strategies for whole of the family because these products are used by whole of the family members. "ainly the promotional strategies for these products are made for the urban areas.

M!t!r%&%les5 This product is only used by the men, so in this range of the product the company/s target market are men of the 6akistan. &o they make the advertisement to attract only the men. iii. Mar7et ,!siti!nin#5 Arranging for a product to occupy a clear, distinctive and desirable place relative to the competing products in the minds of the target consumers. 6ositioning is a perceptual location. !t+s where your product or service fits into the marketplace. <ffective positioning puts you first in line in the minds of potential customers. 6ositioning is a powerful tool that allows you to create an image. And image is the outward representation of being who you want to be, doing what you want to do, and having what you want to have. 6ositioning yourself can lead to personal fulfillment. @eing positioned by someone else restricts your choices and limits your opportunities. That+s why it+s so important for &uper Asia to transform their passion into a market position. !f the company doesn/t define its product or service, a competitor will do it for you. &o the company/s position in the market place evolves from the defining characteristics of their product. The primary elements of positioning for &uper Asia areN

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,ri%in#N The prices of the company are somewhat high due to which the people are converting to buy the competitors products. !t is necessary for getting the positioning in the minds of the consumers to set the lower prices of the products than competitor/s products. Aualit&N Muality of the products matters a lot. !f your product is satisfying the consumer ?uality wise then it is possible to get the higher sales. &ome of the &uper Asia/s products are ?uality wise very well due to which they earn a lot of the revenue for the company. The ?uality of -ashing "achines of &uper Asia is very satisfying to the customers due to which this &@A get very large revenue for the company. Ser(i%eN They provide customer services due to which the consumers of home appliances purchase their products. The company provide after sale services which is a key factor of the large sales of &uper Asia. Distributi!nN the products of the company are available all over the country because it is important that the products should be available to all the consumers. There are more than 7;>> dealers of the company all over the country providing the products of &uper Asia/s products to the consumers. ,a%7a#in#N The beautiful packaging of the products attracts the consumers to buy the products. Here the company is also strong because their packaging is very well.

6- Mar7etin# MiB5 The marketing mi, is a combination of marketing tools that are used to satisfy customers and company ob ectives. Consumers often call the marketing mi,

27

Hthe offering.H &uper Asia/s marketing mi, also depends on these procedures. Gour offer is controlled by the following variables often referred to as the four 6s in marketing: 6roduct 6rice 6lace 6romotion

,ROD'C$

,RICE

MAR.E$IN0 MI1

,LACE

,ROMO$ION

,r!du%t5 The product is physical product or service offered to the consumers. !n the case of physical product, it also refers to any services or conveniences that are part of

22

the offering. 6roduct decisions include the aspects, such as function, appearances, packaging, service and warranty etc. All the products of &uper Asia are the physical products, the company does not deal any service, but provide the after sales service repair services and home delivery services etc. the products decisions include the following factorsN 9ariety Muality 'esign #eatures @rand Came 6ackaging &ervices And &uper Asia have included all these factors in their products, such as there is a lot of variety in every product of the company, some of the products are ?uality wise very good, design and packaging of the products are very attractive and have different feature. The brand name of &uper Asia is known to almost every person in the country and the company also provide after sale services, free repair services and home delivery services. ,ri%e5 6rice is the amount of money consumer has to pay to obtain the product. 6ricing decision should take into account profit margins and the probable pricing responses of the competitors. 6ricing not only include the pricing list, but also discounts, financing and other options such as leasing. !n the pricing strategy &uper Asia have included following thingsN

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List 6rice 'iscounts Allowances 6ayment 6eriod Credit Terms &uper Asia has provided a list price of all its products to all of its dealers and

asked them to provide the discounts to all the customers. The company gives different types of the allowances to all of its dealers and consumers like, pri0es, discounts schemes etc. The company also deals with its dealers on the credit bases. ,la%e5 6lace includes company activities that make the product available to the target consumers. 6lace decisions are those associated with the channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical and facilitating functions. 'istributions decisions include market coverage, channel member selection, logistics and levels of service. #ollowing things have included by &uper Asia in the 6laces strategiesN Channels Coverage Assortments Locations !nventory Transportation &uper Asia uses its personal conveyance for the distribution of the products to place of selling. And these points of selling are approachable to all the consumers. Like Bu ranwala there is proper electronics and home appliances market which is at the 22

assessable place. !n other cities these points of selling are easily approachable to all the customers. And the company provides a large inventory to all its dealers so that consumers can not face the difficulty of un.availability. ,r!m!ti!n5 6romotion means activities that communicate the merits of the product and persuade target consumers to buy it. 6romotions decisions are those related to communicating and selling to potential consumers. &ince these costs can be large in proportion to the product price, a break.even analysis should be performed when making promotion decisions, it is useful to know the value of consumer in order to determine whether additional customers are worth the cost of ac?uiring them. &uper Asia has taken the following steps for the promotional strategiesN Advertising 6ersonal &elling &ales 6romotion 6ublic $elation The budget for advertisement is low for the company products which is great threat for the company due to which the competitors are getting the advantage. &uper Asia also does the promotion in some public welfare works. Company is funding to various CB8s and welfare organi0ations.

9.6- BOS$ON COS'L$IN0 0RO', ANAL3SIS5


The business portfolio is the collection of businesses and products that make up the company. &o in &uper Asia every product is the business portfolio for the company. The best business portfolio is one that fits the company+s strengths and helps e,ploit the most attractive opportunities.

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The company mustN )7* Analy0e its current business portfolio and decide which businesses should receive more or less investment, foe e,ample in &uper Asia some of the business portfolio need more investment like Air Conditioner, "icrowave 8ven and some business portfolios like -ashing "achines need less investment. )2* 'evelop growth strategies for adding new products and businesses to the portfolio, while at the same time deciding when products and businesses should no longer be retained. &uper Asia has made the strategy for growth and adding new productsF like !nsulation &heet. Meth!ds ! ,!rt !li! ,lannin#N The two best.known portfolio planning methods are from the @oston Consulting Broup )the sub ect of this revision note* and by Beneral <lectric:&hell. !n each method, the first step is to identify the various &trategic @usiness Anits )H&@A+sH* in a company portfolio. An &@A )&trategic @usiness Anit* is a unit of the company that has a separate mission and ob ectives and that can be planned independently from the other businesses. An &@A can be a company division, a product line or even individual brands . it all depends on how the company is organi0ed. !n &uper Asia every of their &@A has separate mission and ob ectives and the management makes the individually planning for every of their &@A. &o we can say that there are 7> &@As of &uper Asia. $he B!st!n C!nsultin# 0r!up B!B >CBC0 B!BC@

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Asing the @CB @o, )an e,ample is illustrated above* a company classifies all its &@A+s according to two dimensionsN On the horizontal axis: relative market share . this serves as a measure of &@A strength in the market On the vertical axis: market growth rate . this provides a measure of market attractiveness @y dividing the matri, into four areas, four types of &@A can be distinguishedN Stars - &tars are high growth businesses or products competing in markets where they are relatively strong compared with the competition. 8ften they need heavy investment to sustain their growth. <ventually their growth will slow and, assuming they maintain their relative market share, will become cash cows. Here the motorcycle and fans of &uper Asia best fit because their growth is high but they still need high investment to sustain their growth. Cash C!)s . Cash cows are low.growth businesses or products with a relatively high market share. These are mature, successful businesses with relatively little need for investment. They need to be managed for continued profit . so that they continue to generate the strong cash flows that the company needs for its &tars. -ashing "achines of

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&uper Asia comes under this head because they are earning a lot for the company and need very low investment. Auesti!n mar7s . Muestion marks are businesses or products with low market share but which operate in higher growth markets. This suggests that they have potential, but may re?uire substantial investment in order to grow market share at the e,pense of more powerful competitors. "anagement have to think hard about H?uestion marksH . which ones should they invest in% -hich ones should they allow to fail or shrink% -ater 'ispensers, Beyser, $oom Air Cooler and &afe Lines have very low market share but they operate in higher market growth. &uper Asia should think about the -ater 'ispenser, Beyser, $oom Air Cooler and the !nsulation &heet because they can earn a lot for the company, if investment is made in these business portfolios. D!#s . Ansurprisingly, the term HdogsH refers to businesses or products that have low relative share in unattractive, low.growth markets. 'ogs may generate enough cash to break.even, but they are rarely, if ever, worth investing in. Air Conditioners and "icrowave 8ven of &uper Asia are at this stage.

9.8- ,ROD'C$ LIFE C3CLE5


A product/s life cycle can be divided into several stages characteri0ed by the revenue generated by the product. !f a curve is drawn showing product revenue over time, it may take one of many different shapes, an e,ample of which is shown belowN

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De(el!pment Sta#e5
The life cycle concept may apply to a brand or to a category of the product. !ts duration may be as short as a few months for a fad items or a century or more for product categories. 6roduct development is the incubation stage of the product life cycle. There are no sales and the firm prepares to introduce the product. As the product progresses through its life cycle, changes in the market mi, usually are ac?uired in order to ad ust to evolving challenges and opportunities. Intr!du%ti!n Sta#e5 -hen the product is introduced, sales will be low until customers become aware of the product and its benefits. &ome firms may announce their product before it is introduced, but such announcement also alert the competitors and remove the element of surprise. And &uper Asia also uses this strategy that 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. Advertising costs are typically high during this stage in order to rapidly increase the customer awareness of the product and to target to the early adopters. -hen &uper Asia was introducing its "otorcycle they were advertising a large. 'uring the introductory stage the firm is likely to incur additional costs associated with the initial distribution of the product. These higher costs

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coupled with a low sales volume usually make the introduction stage a period of negative profits. 'uring the introduction stage, the primary goal is to establish a market and build primary demand for the product class. The following are some of the marketing mi, implication of the introduction stageN ,r!du%t5 At this stage one or few products which are differentiated are introduced. &afe Line of &uper Asia is at this stage. And somewhat "otorcycle is also at this stage. ,ri%e5 Asually at this level the prices are high to cover the cost of the product. @ut sometimes low prices are set for the penetration in the market and gain the high market share. &uper Asia usually uses the penetration strategy at this stage so that they can attain the high market share. Here the prices of &afe Line of the company are high.

,la%e5 'istribution is selective at this stage and scattered as the firm commences implementation of the distribution plan. ,r!m!ti!n5 &uper Asia set a heavy budget at the introduction stage of the product for its advertisement. At this stage heavy advertisement is necessary.

0r!)th Sta#e5
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!t is the stage of the product life cycle in which a product/s sales start climbing ?uickly. !t is a period of rapid revenue growth, sales increases as more customers become aware of the product and its benefit and its additional market segments are targeted. 8nce 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. The marketing team may e,pand the distribution at this point. "otorcycle and 8vens of &uper Asia are at this stage because their sales are increasing. -hen the competitors enter the market, often during the later part of the growth stage, there may be price competition and increased promotional costs in order to convince the consumers that the firm/s product is better than that of the competition. 'uring the growth stage, the goal is to gain consumer preference and increase sales, the marketing mi, may be modified as followsN ,r!du%t5 Cew product features and packaging optionsF improvement of product ?uality. "otorcycle, #ans, -ater 'ispensers and Air Coolers are at the growth stage. Their sales are improving. ,ri%e5 "aintained at the high level if demand is high, or reduced to capture additional customers. Here the company reduced the prices so that more customers can attract towards &uper Asia. Distributi!n? ,la%e5 'istribution becomes more intensiveF trade discounts are minimal if resellers show a strong interest in the product. The company is providing more inventory to its distributors. ,r!m!ti!n5

;7

!ncrease advertising to build brand preferences. The management is making strong promotional strategies for "otorcycles, #ans, -ater 'ispensers and Air Coolers.

Maturit& Sta#e5
The stage in the product life cycle in which sales growth slows or level off, it is the most profitable stage while sales continue to increase in this stage, they do so at a slower pace. @ecause brand awareness is strong, advertising e,penditure will be reduced. Competition may result in decrease market share and prices. &uper Asia/s -ashing "achines and &pinners are at the maturity stage and earning a lot of profit for the company and their advertisement cost is also very low. The competing products may be very similar at this point, increasing the difficulty of differentiating the product. There are lot of companies in the market, domestic and foreigners. The company is placing effort into encouraging competitor/s customers to switch, increasing usage per customers and converting the non.users into customers. &ales promotion may be effort to encourage retailers to give the product more shelf space over competing products. 'uring the maturity stage, the primary goal is to maintain market share and e,tend the product life cycle. "arketing mi, decision may includeN

,r!du%t5 "odifications are made and features are added in order to differentiate the product from competing products that may have been introduced. The -ashing "achines and &pinners of the company are at maturity stage. ,ri%e5 6ossible price reductions in response to competition while avoiding a price war. &uper Asia has set the prices of -ashing "achines and &pinners at fare place. ,la%e? Distributi!n5 ;2

Cew distribution channels and incentives to resellers in order to avoid losing shelf space. The company is distributing their products in a large and making the new dealers in the market. ,r!m!ti!nD <mphasis on differentiation and building of brand loyalty. !ncentives to get the competitors/ customers to switch. The company is advertising a lot to attract the customers towards their products.

De%line Sta#e5
The product life cycle stage in which a product/s sales decline and market becomes saturated. The product becomes technologically obsolete or customer taste changes. !f the product has developed brand loyalty, the profitability may be maintained longer. &uch as the -ashing "achines of &uper Asia is making the profits a longer. Anit cost may increase with the declining production volumes and eventually no more profits can be made. 'uring decline phase, the firm generally has three optionsN "aintain the product in hopes that competitors will e,it, reduce costs and find new uses of for the product. Harvest it, reducing making support and coasting along until no profit can be made. 'iscontinue the product when no more profit can be made or there is successor product. The marketing mi, may be modified as followsN ,r!du%t5 The number of products in product line may be reduced. Air Conditioners and 8ven of the company are at decline position. ,ri%e5 ;1

6rices may be lowered to li?uidate the inventory of discontinued products. 6rices may be maintained for continued products serving a niche market. The company has lowered the prices of Air Conditioners and 8vens to make some share in the market. ,la%e? Distributi!n5 'istribution become more selective, channels that no longer are profitable are phased out. The distributions of these products of the company are very low. ,r!m!ti!n5 <,penditures are lower and aimed at reinforcing the brand image for continued products. The company is making lower advertising for these products but they should enhance the budget of these products to increase the market share.

C-A,$ER N'MBER <5 CONCL'SION


8rgani0ations e,ist when two or more people work towards achieving common goals. An organi0ation can never be better than the people it hires. Hence we have to get the best to be the best because the performance of the employees reflects the company/s image and standing in the market. 8ut of the three "/s i.e. "an, "oney O "achine, probably the human dimension is of the utmost importance. Hiring employees is not the sole ob ective rather the primary goal is to devise a tool that can help the organi0ation attract, maintain, retain and motivate them enough to give their best to the organi0ation. Training and development is ;2

therefore the first step towards success. @etter the ?uality of the employees better the performance of the company. An organi0ation/s ability to meet the training and development challenges provides an opportunity to make significant contribution to the company. -ith better ?uality people e,ecuting the company/s operations the H$ department can create a competitive advantage for the company. Here in the end ! want to sum up my report of internship in &uper Asia in few words. Again ! would like to say thanks to &uper Asia and it all employees for providing such supportive environment of learning. ! must say that my E weeks internship e,perience in &uper Asia was a great learning time and ! believe that it will be very helpful for me in future career.

'uring my internship in &uper Asia ! had chance to practically use my knowledge and skills which ! have gained during my study as well as ! gained and e,perienced different new skills on the ob. !t also helped to learn about the manufacturing sector working in 6akistan, its procedures and products and services. Here in the report ! have tried my best to give very informative and useful details regarding my internship in &uper Asia and ! believe that by reading this one would agree with me that gaining practical e,perience of what we learn in books is as important and useful as any other thing. ! was fortunate enough to secure a position as an internee here and thereby able to do an in depth analysis of the working environment of this company from the inside and of the e,ternal environment

E.6 RECOMMENDA$IONS
! have reali0ed that &uper Asia is performing very well since sits inception. !t is ?uite difficult to give suggestion to improve the working conditions of &uper Asia "'& Ltd. As we know that nothing is perfect, there is always a room for improvement, so ! have found during my internship can be made up taking into account the following suggestions. ;;

&uper Asia is also offering motorcycle with its brand name but during my internship period ! came to know that there are a lot of complaints the company is facing from its motorcycle department. &o the organi0ation must improve the ?uality of its motorcycle in order to maintain its goodwill.

The organi0ation is also in process of computeri0ing its records which is good sign but it is going on with small progress. Computeri0ation must be done on early basis. This will help in increasing efficiency of work done, customer/s satisfaction decreases the stationary cost and resultantly it will increase profits.

!n past &uper Asia "'& Limited has always being suffered from bad Bovernment policies. Bovernment intervention should avoid completely.

<mployees Training programmer must be introduced on continuous basis so that <mployees have understanding with the latest developments especially with the customers.

&uper Asia should introduced incentive plans for employees on regular basis so that if employees may work whole heartedly for the welfare of their organi0ation. -hile giving incentives ?ualification, work, e,perience, hard work and such other factors must be considered.

"ismanagement of resources must be avoided as much as possible as it decreases profit but also discourage hard worker and honest employees.

#resh graduates must be recruited. As the combination of <,perienced and fresh can produce better results and it will improve the efficiency of management.

;E

Company/s different schemes must be conveyed to the targeted customers so that to increase the share in market.

"anagement by ob ectives needs to be introduced immediately. !t will help improve the functioning of the organi0ation and will lead to greater participation and the workers and subordinates will be encouraged.

REFERENCES5
httpN::www.superasia.bi0:about Boogle website manufacturing information $etrieved on 'ecember 1>, 2>>5, en.wikipedia.org:wiki:manufacturing Boogle website methods of preparing report $etrieved on 'ecember 1>, 2>>5, www.pro ects.e,.ac.uk:$'avies:arian: httpN::www.?uickmba.com:marketing:market.segmentation: httpN::www.netmba.com:marketing:product:lifecycle: httpN::tutor2u.net:business:strategy:bcg(bo,.htm ;4

B!!7 Re eren%e5 6hilip Dotler, Principles of Marketing, 6rentice .Hall, 7=5>. Bary Armstrong oined as co.author in 7=5=

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