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Golden Pumps (PVT) Ltd Golden pumps are manufacturing their products since around 60 years. The company is producing industrial, domestic as well as agricultural pumps products. Its product list includes centrifugal pumps, mono-block pumps, vertical deep well turbine pumps, non-clogging pumps, multistage pumps, electric motors, electric induction motors and diesel engines etc. Golden Electric (Induction) Motor This is an induction motor because the rotor gets the power through electromagnetic induction. It is also called as AC motor. The speed of this kind of motors can also be controlled. Exhibit: 1. Value Chain Analysis In this process the firm finds out the supporting activities and the core activities related to the adding value in the final product. Then the firm analyses these activities to lower the costs and creating uniqueness. There are two main activities of value chain analysis: Core Activities These are the activities through which the firm is able to add value to its final product. Exhibit: 2 Supporting Activities: These activities add value to support the product indirectly. 1. Core Activities: 1.1 Inbound Logistics Motor casing in is out source from foundry. Foundry is located in Gujranwala near kangniwala bypass. Where the raw material is melt in a furnace and convert into motor casing. 99.9% pure copper wire that import from Pakistan Cable and other vendors. World's finest pre-greased ball bearings import from Sweden manufacturer named as SKF. Fan is also brought from their own foundry i-e that is the separate molding unit. Electric silicon steel sheet is imported from Japan. Nuts and other small complementary parts of induction motor are outsourcing.

1.2 Operations: Exhibit: 3 a) Raw Material Motor casing in is out source from foundry. Where the raw material is melt in a furnace and convert into motor casing. b) Material testing: The Ferro Lab is used to check out the composition of Grey Cast Iron. Secondly Casting is checked by visual inspection.

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c) Shot blasting: Here the shots of small diameter are forced on the casting to produce surface finish. d) Grinding Process In this process the chips and burrs are removed from casting. e) Red Oxide: In this process a layer of red oxide is coated over the surface to prevent rusting. f) Machine Shop: After the raw material testing the casted iron parts like casing, shaft are machined through CNC machine, in this department the drill and tapping processes are performed. g) Press Shop: The imported silicon steel electric sheets are brought to the cutting process to make specific shape according to the requirement of the induction motors. h) Assembling In the assembly department the following components are combined to manufacture induction motor. Casing Bearing and bearing cups Cooling fans and fan covers Rotor Shaft Stator Coiled Copper wire Connecting plates and covers Nut Bolts i) Paint Shop: In this department further grinding and protein filling is done and the product goes for the undercoating process and the final paint is painted after drying. j) Packing: In the packing process stickers and name plates are placed on the final products (Induction Motor).

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1.3 Outbound Logistics: The Company transfers its final product to its warehouses and the outlets situated in the different cities, the company has its own transporting vehicles to transport the products into the warehouses. The wholesalers and retailers can buy the product from the outlets as well as from the ware houses depending upon the quantity they want to buy. The company has 150-200 dealers in all over the country. 1.4 Marketing and sales: The Golden pump target to the domestic, industrial and the agricultural customers. The company is using billboards for their advertisements and the TV advertisements are at very low rate. The company attends the industrial exhibitions as well. As the induction motor is a requirement in almost every sector so the word of mouth is working a beneficial part in the advertising and building brand recall. 1.5 Services: After sale services for the industrial induction motors are given in the factory, and the domestic end users have to contact with the dealers. 2. Supporting Activities: 2.1 Infrastructure The culture of the Golden Pumps Company is very friendly. The CEO of the company is Abdul Rauf mughal. After the CEO the directors control the different operations of the company. The directors include Khurram Rauf, Farooq Rauf and Ahmed Rauf. After the directors the department heads control the departmental actives. 2.2 Human Resource Management There is no proper human resource management system. Thats why there is no special reward and appraisal system for employees. There is no proper procedure for recruitment and selection. 2.3 Technology Management Currently they are following conventional methods and technology to manufacture the products. But they are also converting their traditional technology to the advance technology. In the advance technology they are adopting some CNC machines. They are also doing process reengineering to eliminate wastages.

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2.4 Procurement They are procuring following parts to manufacture the induction motors. Bearing, copper, silicon steel sheets, nuts bolt.

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Exhibit: 1

Exhibit: 2

Inbound Logistics Motor casing (foundry) 99.9% pure copper wire (Pakistan Cable) World's finest pre-greased ball bearings(SKF) Fan Electric silicon steel sheet

Operations Material testing Shot blasting Grinding Process Red Oxide Machine Shop Assembling Paint Shop Packing

Outbound Logistics Finished goods transfer to warehouse Own transport Dealers contact directly to the factory

Marketing & Sales Billboards TV Advertisement Industrial Exibition Word Of Mouth

Services Contact directly to factory End consumer contact with dealers

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Exhibit: 3

Raw Material

Shot blasting

Grinding Process

Red Oxide

Machine Shop

Packing

Paint Shop

Assembling Casing Bearing & bearing cups Cooling fans and fan covers Rotor Shaft Stator Coiled Copper wire Connecting plates and covers Nut Bolts

Press Shop