DEDICATION

“I dedicate my efforts to my PARENTS and respected TEACHERS who taught and hold my
hands on every step of my life.
ACKNOWLEDGMENT

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 project.

I am grateful to Sir Adnan & Touseeq (Marketing Manager) who guided me in each and every
step of this project. Indeed, without their kind guidance I may not be able to even start this
project. May ALLAH give them reward. I am also grateful to all those members who are related
to Super Asia MDS Ltd.

Despite of the most hectic schedule, Sir Adnan & Touseeq helped me so much. I'm really
grateful to Sir Adnan & Touseeq clarifying my concepts and making me learn from your
experience. Whatever I 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. I
hope Sir I have been up to your expectations.

In the end, I 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 task.
EXECUTIVE SUMMARY:

I have completed my MBA (MARKETING) from University of the Sargodha (Gujranwala

Campus), and internship is compulsory for this degree because university has recommended
the internship. Internship helps us to get the practical knowledge of the field and we get a
chance to implement our knowledge which we have gotten from our sixteen years of
education. We become aware from the field and its requirements that which types of abilities
we should have so that we can perform well in the field.

I prepared this report to give complete information about management style and
working of Super Asia Muhammad Din & Sons, which is the public limited company in the
Gujranwala city.

Super Asia is engaged in producing top quality home appliances in South Asia. Gratitude of its
achievements in quality products are manifested in the form of the ISO 9002 certification.

As it is the requirement of our MBA (MARKETING) program to work as internee in some

reputed organization to get practical touch. To complete this requirement I select Super Asia. I
visit the company for twelve weeks and collect the scrupulous information about the company
and its working. As a student of MBA (MARKETING) my focus was on marketing departments as
well as sales department to get practical knowledge. Super Asia is operating in all the parts of
Pakistan and its quality products are available not only in Pakistan but also in some other
countries as well.

Although my main focus is on Marketing department, but I consider the other

departments of the company like Finance, Accounts, Production ,Purchase, Media,
departments. Super Asia is manufacturing a variety of home appliances. Super Asia captures all
segments of the market to enhance its sale. Super Asia is promoting its products through print
and electronic media.

First of all I gave a complete introduction of the organization. Next part of the report
consists of work done by me during the period of my internship at Super Asia I did two types of
research as a part of my internship. One is industry analysis and the second is on determining
the factors that can enhance the sale of Super Asia’s products. Marketing Mix which is the heart
of marketing is discussed in detail.

At the end of this report I discuss some drawbacks in the management of the company,
and then I gave some suggestions to eliminate those flaws.

Conclusions and recommendations about the report are also mentioned at the end of the report.

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

Every successful company and organization defines its visions and mission and makes the
strategies and rules to achieve these missions and visions. To achieve these visions and missions
the organizations and companies have to fulfill the objectives so that the long term visions and
missions can be achieved. Same like that Super Asia also have defined its vision and mission
which are quoted here.
 VISION
“To be the market leader in every of our products nationally and regionally”

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

MISSION
“To win the utmost satisfaction, trust and loyalty of our valued customers”

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

INTRODUCTION TO REPORT

I prepared my report on “Super Asia Muhammad Din Sons Ltd. at Gujranwala. The report
consists of a specific format.

The material in the report includes, executive summary, acknowledge, org profile introduction
to the organization, departments of the firm, management hierarchy, my area of internship and work
done by me (in which I conducted two types of researches one is the market survey, the second one is
the Determining the factors that can enhance the sale of Super Asia) the market mix includes the
product, price, place, promotion.

In order to tell the company management is also include the SWOT analysis in the report so that
they can take better decisions regarding strengths, weaknesses, opportunities and threats.

Finally the report consists of the problems faced by it and at the end I give conclusions and
recommendations on these problems faced by the company.

The complete range of products of super Asia is also mentioned in the report to make
understanding of the people about the company products.

The project is basically for fulfilling the purpose of MBA (MARKETING) requirement but it also
provides knowledge to the company, its managers and the other people related to the company.

The marketing managers are welcomed to make the improvements of this project. Specially Sir
Adnan and sir touseeq encourage and guide me in completing the project.
INTRODUCTION OF THE ORGANIZATION
Super Asia is engaged in producing top order home appliances in South Asia. Recognition of its
achievements in quality products are manifested in the form of the ISO 9002 certification. The success
tale spread well over 37 years when Super Asia produced the first washing machine of Pakistan. Later on
Super Asia started producing room air coolers, gas and electric geysers. Keeping in view the
requirements and purchasing power of all the segments of the society Super Asia has introduced
different washing machines to meet their demands. Super Asia has the honor to produce complete
plastic body washing machine for the first time in Pakistan. Another hallmark in quality products is
introducing the double action washing technology through side and center Plaster. In Pakistan Super
Asia has not only introduced a large range of Room Air Coolers in plastic body, but in different sizes and
values as well.

The saga of super Asia’s started in 1975 by Muhammad Din, who is the founder of the super
Asia’s. He made his idea a reality by being the first local manufacture of washing machine in Pakistan.
With the starting of super Asia group in 80’s became the era that the factory introduce the product and
change the lifestyles of generation to come, super Asia is the company who make or produce the first
complete plastic body of washing machine in Pakistan.

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

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

Customer care:

- To provide customer a prompt, quality and reliable services at their doorstep

Super Asia has a largest after sales service network throughout the country.
- To take care of customer appliances all service centers have latest tools,
equipment and machineries.
- After sales service team consist of Engineers (Mr. Khalid Khan and Mr. Amjad) and
highly qualified staff with great professional approach due to this reason
customer feels confident, once their appliance are being maintained.
ORGANIZATIONAL PROFILE
The name of the company is Super Asia MDS (Muhammad Din Sons) Ltd. The
company’s Head Office is located at GT road Gujranwala near Chan Da Qila.

Super Asia is engaged in producing top order home appliances in South Asia. Super Asia
is ISO 9002 certified. Super Asia is famous because of its producing first plastic body washing
machine in Gujranwala.

Haji Muhammad Ashraf is the CEO of the Super Asia Muhammad Din Sons. Ltd.

The marketing managers – Sir Adnan and Sir touseeq.

The main products of Super Asia are:

1. Washing Machines
2. Geyser
3. Oven
4. Room Air Cooler
5. Fans
6. Water Heater

Other lines of the business are:

1. Hardees (Food Chain)

2. Motor Cycles
3. Safe line (Insulation Material)
 4. LACAS (Lahore College of Arts and Science)
5. TUK TUK rickshaw
www.superasia.com

info@superasia.com

HISTORY OF INDUSTRY IN WORLD:

History of Washing Machine Industry:

Ancient peoples cleaned their clothes by pounding them on rocks or rubbing them with
abrasive sands and washing the dirt away in local streams. Evidence of ancient washing soap was
found at Sapo Hill in Rome, where the ashes containing the fat of sacrificial animals was used as
soap. The earliest washing "machine" was the scrub board invented in 1797. American, James
King patented the first washing machine to use a drum in 1851, the drum made King's machine
resemble a modern machine, however it was still hand powered. In 1858, Hamilton Smith
patented the rotary washing machine.

In 1874, William Blackstone of Indiana built a birthday present for his wife. It was a
machine which removed and washed away dirt from clothes. The first washing machines
designed for convenient use in the home.

History of Fans Industry:

Fan history stretches back thousands of years. Since antiquity, fans have possessed a dual
function – a status symbol and a useful ornament. In 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 objects, 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 'fixed leaf fans'. These were
manipulated by hand to cool the body, to produce a breeze, and to ward off insects. Such early
fans usually took the form of palm leaves. Some of the earliest known fans have come from
Egyptian tombs. Early Assyria and Egypt employed slaves and servants to manipulate the fan. In
Egyptian 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. Plumage of birds was used in
fans, such as those of the Egyptians and Native American Indians, which had both practical and
ceremonial uses.

History of Air Conditioner Industry:

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 Dr. John Gorrie
(1803-1855), an American physician, in Apalachicola, Florida. During his practice there in the
1830s, Dr. Gorrie 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 1902 by an American engineer by the name
of Willis Carrier. The machine at that time was called "Apparatus for Treating Air" and was built
for the Sackett-Wilhelms Lithographing and Publishing Co. in Brooklyn, New York. Chilled
coils were used in the machine to cool air and lower humidity to 55%, although the apparatus
was made with enough precision that the humidity level desired was adjustable.

After the invention by Carrier, air conditioners began to bloom. They first hit the
industrial buildings such as printing plants, textile mills, pharmaceutical manufacturers, and a
few hospitals. The first air-conditioned home was that of Charles Gates, son of gambler John
"Bet a Million" Gates, in Minneapolis in 1914. However, during the first wave of their
installation, Carrier's air conditioner units were large, expensive, and dangerous due to the toxic
ammonia that was used as coolant. In 1922, Carrier had two breakthroughs - he replaced the
ammonia with the benign coolant dielene and added a central compressor to reduce the size of
the unit. Today, air conditioners have been said to be a partial cause for the changes in the South,
and for most of us who have experienced its cooling benefits in times of searing heat waves, it is
an invention that is hard to live without.

History of Geyser Industry:

 In the 1870s, Englishmen, Maughan invented the first instant water heater. Little is
known about Maughan's invention; however, his invention influenced the designs of Edwin
Ruud. Edwin Ruud, a Norwegian mechanical engineer was the inventor of the automatic storage
water heater in 1889. Ruud immigrated to Pittsburgh where he pioneered the early development
of both residential and commercial water heaters.

History of Water Dispenser and Water Coolers Industry:

The water fountain as we know it was first invented in the early 1906 and is credited to
two men - Halsey Willard Taylor and Luther Haws. Haws patented the first drinking faucet in
1911. From those humble beginnings, when water coolers used large blocks of ice to chill the
water, to the self-contained electric water cooler in 1938, there are now a plethora of models and
types to fit every need. Although first "barrier-free" electric water cooler was invented in 1972
by the Haws Corporation, it wasn't until the passage of the Americans with Disabilities Act in
1990 that these accessible water coolers came into their own.

Bottled water dispensers have been around since before the middle of the 20th 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. Some are even offered in designer colors and shapes to fit into
any décor.

History of Microwave Oven Industry:

The microwave oven did not come about as a result of someone trying to find a better,
faster way to cook. During World War II, two scientists invented the magnetron, a tube that
produces microwaves. Installing magnetrons in Britain’s radar system, the microwaves were able
to spot Nazi warplanes on their way to bomb the British Isles. By accident, several years later, it
was discovered that microwaves also cook food. Called the Radar Range, 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 Percy
LeBron Spencer of the Raytheon Company when he found that radar waves had melted a candy
bar in his pocket. The first Raytheon commercial microwave oven was the 1161 Radarange,
which was marketed in 1954. In 1967, Amana, a division of Raytheon, introduced its domestic
Radarange 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 expensive price tag, the concept of quick microwave cooking had arrived. In
succeeding years, Litton and a number of other companies joined the countertop microwave oven
market. By the end of 1971, the price of countertop units began to decrease and their capabilities
were expanded.

History of Industry in Pakistan:

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

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

But when the producers see that the foreigner companies are capturing the market and
take 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. There are large number of industries producing the washing
machines, spinners, cooking range and ovens in Gujranwala but in fan industry Gujarat is at the
top. No doubt, the foreign companies and Chinese products are the big threat for the local
industry but still local companies are winning the customer minds by providing the quality in the
market.

Chronology of Events happened at Super Asia.

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

1981: Introduced Air Cooler in the market.

1985: Offered Geyser in the market.

1995: Introduced Water Dispensers in the marketplace.

2003: Motorcycles launched.

2003: Insulation sheet entry in the market.

2004: Air conditioner and Microwave Oven offered.

2006: Automotive Parts presented in the market.

2008: Three wheeler CNG Auto Rickshaw.

2010: Gas stove and cooker hood.

MANAGEMENT HIERARCHY OF SUPER ASIA:

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

Home Appliances Division:

Chairman

Super Asia M. Din Sons Super Asia Trading Co. Superior Electric Private
Ltd. Ltd

 Washing Machine
 Room Air Cooler
 Geyser
 Water Cooler
 Air Conditioner
 Water Dispensers
 Microwave Oven
 Fan Division
Ceiling Fan

Bracket Fan

Exhaust Fan

Pedestal Fan
 Table Fan

Automotive and Automobiles Division:

Chairman

Super Asia Motors S. T. High-Tech Private

Private Ltd Ltd

- Motorcycles (Spare parts of)

- Rickshaw
- Motorcycles Rickshaw
 SUPER ASIA ADMINISTRATION

Chairman

Managing Chief

Director Executive

Director Director Director Director

Finance Production HR Marketing

General General General General

Manager Manager Manager Manager

 MANAGEMENT OVERALL HIERARCHY

Chairman

MD C.E/Director Director Import & Director

Production/Procure Marketing Export MIS/Accounts
ment

General Manager

Production Manager Purchase manager

Marketing Manager Sales Manager

Quality Control Manager Store Incharge

 Chief Accountant Computer Incharge

Admin/Security Manager Electrical Incharge

Research & Development Manager

 Finance Department:

General Manger

Finance Manager Accounts Manager

HR and Administration:

General Manager

Human Resources Administration

Security Department:

Security Manager

Security Staff Gate Keeper Premises Residences

 Sales and Marketing Department:

Country Manager

Dealers Sales Managers

Production Department:
 Tool Shop
 Molding Shop
 Die Maintenance Shop
 Sheet Shop
 Motor Body Shop
 Motor Winding Shop
 Assembly
 Fan Shop

Store Department:
 Store
 Procurement Store for Final Goods
DEPARTMENTS OF SUPER ASIA PVT. LTD.

MARKETING & SALES DEPARTMENT

Sales are the major part of the company. Accomplishing the task related to sales can be done by
this department. In Super Asia each product line has its own sales record section. There is one director
and three sales executives. These sales executives work under the director. The sales department has a
clerk to note down the daily sales. The clerk maintains the record of sales figures.It’s one copy is kept in
the sales department and other is sent to the account department for record keeping.

There exists a direct communication method in the company for transferring the message.
Usually the messages are sent through internal telephones or through the company memo. Different
authorities in Super Asia are controlling the different items.

Procedure
Customers give orders through phones, fax, mail or directly taken by the sales executives. The
sales department will check the database of available stock for particular products. Sales department
also check the previous record of the customers. Then the sales department informs the customers
about the availability of the product delivery.

The sales department will make the electronic receipt then it will sign or verified by the branch
manager. Accounts and Stock department will record the transaction. Recovery of payment will also
include the duty of sales department. It also include in the sales department duty to inform the
manufacturing department for further manufacturing. At the end of the day all departments makes the
report of total transaction of the entire year.

Working of Sales Department

Report Generating
 Daily base report
 Weekly report
 Trial balance (monthly report)
 Annually report

Payment Collection
It is the responsibility of the sales executives to collect the payment cheques from the dealers
 Hierarchy of Sales Department

Country Manager

Dealers Sales Managers

HUMAN RESOURCE MANAGEMENT:

The HR department is responsible for the selection of right person for the right job. Super Asia
has different departments as, Marketing and Sales, Accounts, Production and HR department and
purchase department. For different department they require the human resource of relevant
qualifications and skills.

Although there is no particular HR department under HR manager but there are five members
panel in Super Asia who acts on the behave HR department. They have established a committee in order
to select the employee. The committee consists of five members; these members are GM Malik Ayub,
Major Abdul Ghafoor, M. Faisal and concerning person from department in which the person required.

Procedure to Select HR:

In our organization when an employee resigns or he is fired the vacancy is generated. To fill out
that vacancy Super Asia need a new well qualified employee. The company gives ads in large Urdu &
English newspapers, clearly mentioning the name of post, job specifications, job qualifications and the
last date of submission of applications forms.. The applicants send their filled application forms on the
given address by post. To select the employees interviews are essential but written tests are made for
upper posts. After that the final selections are made. The whole process is transparent
 Selection Process:
There is process in the company in which job applicant are screened to ensure that the most
appropriate candidates are hired. There are also some selecting methods in the company.

Application Forms :
There is a process in the company in which application forms are submitted in the company and
further authentication is made on the forms.

Written Tests:
After the submission of application forms there held written tests in the company in which
applicants have to appear for the achievements of jobs. Written tests are usually made for the selection
of higher level jobs

Interviews :
For higher level jobs after written test interviews are taken but for the selection of lower level
employees the panel just take interviews of the employees.

Realistic Job Preview:

There is a preview of a job in the company that provides both positive and negative information
about the job of the company.

Orientation:
There is no orientation ceremony for new hiring employees because according to them it is the
extra cost and the company ignores to held such kind of activities.

But on the demand of specific department in which the employees are being hired orientation is held
but only for that specific department, not for all the organization.
 Employee Training:
There is also a process in the company in which an employee is trained for his or her specific
tasks.

Process of Training:
Super Asia has distribution offices in GUJRANWALA, LAHORE and ISLAMABAD. They can send
any worker or manager in any city. Then therelevantsupervisor train the employees.

Salary and other Benefits:

Super Asia has attractive salary packages for its employees. The salary packages are designed on
the basis of designation, qualification, expertise and responsibilities as per planned by the
company.

In benefits, bonuses are provided to the employees on the basis of their performance.

Probation period:
Probation period in Super Asia for new employees is three months.

Promotion Criteria:
All the members are promoted according to their performance.

Rent or Residence Facility:

They don’t provide any residential facility to its members.

Medical Care:
Medical allowances are included in the salary and in any serious problem there is a small
hospital of the company beside the location. The employees are treated in this hospital.

Transportation:
Super Asia provides TA, DA to its employees.

Transfer:
The company transfer the employee from one branch to another according to requirement.

Vacation Criteria:
They follow the rules and regulation according to Government of Pakistan.
PRODUCTION DEPARTMENT
The production department of Super Asia is controlled by a director. So this person is
responsible for all the activities of production department. The sub departments of production
department are as follows.

 Manufacturing Department
 Assembling Department

Manufacturing
Manufacturing of almost all the parts is done in this department. Then these passed to the
assembling department which will make the complete product and also do the packing procedure.

We can say that the production department is headed by a director and there is a production manager
who takes the orders. Almost all the affairs of production department are settling by this manager. The
supervisors also come in this figure. The production department controls the production and also
manage the functions of controlling department.

In the manufacturing of washing machines, fans, AC, water cooler, room air cooler and geyser
the following necessary things are included.

 Plastic
 Iron
 Rubber
 Steel
 Copper
 Silver
 Packing
  Silver coupling adaptor & sheet motor

Material Requirement Plan

A computerized system for managing dependent-demand inventory, scheduling replacement
orders, and meeting demand for end items as given in the Master Production Schedule.

The production department of Super Asia make the plan for raw materials based on the
production of products they have to produce during a specific period.

Master Production Schedule

A detailed plan that states how many END ITEMS (the final product sold to the
customer) will be available for sale or distribution during specific periods. This plan is usually
made for Short time frame.

Super Asia makes the schedule for master production on monthly and annually basis.

MRP Implementation
Every Manufacturing organization faces the same daily practical problem - that
customers want products to be available in a shorter time than it takes to make them; same is
the case with Super Asia. This means that some level of planning is required.

They need to control the types and quantities of materials they purchase, plan which
products are to be produced and in what quantities and ensure that they are able to meet
current and future customer demand, all at the lowest possible cost. Making a bad decision in
any of these areas can make our company lose much. They implement MRP plan in their
organization in such fashion:

 They purchases sufficient quantities of raw material to be used in manufacturing that

would enable us to meet contracts to supply products by the agreed date.
 Have decided the best possible route for the raw material and supplies to reduce the
waste of time and money.
 Applied the exact number of labor for the production, it should neither exceed nor
shorten the required digit.
 Machinery standard and quality is up to the mark for the production.
 They have given special attention to Quality management. Raw material is accepted
only after a series of lab tests if they purchase the raw material from a new supplier.
and only the quality supplies are accepted. Otherwise Super Asia has developed
standards and specifications for the purchase of raw material and only purchase the
raw material from those suppliers that meet the standards and specification. For
continuous improvement in all operations, management has empowered employees,
so they are willing to innovate and act in an atmosphere of trust and respect and
eventually it will benefit the organization.These were the plans company made for
Material Requirement Plan.

JIT (Just-in-Time manufacturing)

It originally referred to the production of goods to meet customer demand exactly, in
time, quality and quantity, whether the `customer' is the final purchaser of the product or
another process further along the production line.

It has now come to mean producing with minimum waste. "Waste" is taken in its most
general sense and includes time and resources as well as materials. Super Asia is focusing
particularly on eliminating the waste of every type. Elements of JIT include:

Continuous improvement.

o The production set up is formed in such manner that there is quality inspection at every
production. They have a devising system to identify problems.
o They have Striving for simplicity in our production process as simpler systems may be
easier to understand, easier to manage and less likely to go wrong.
o A product oriented layout has been arranged so that it causes less time spent moving of
materials and parts.
o Quality at source system is been set up. Each worker is responsible for the quality of
their own output, and there are quality checks on each of them.
  Poka-yoke – We have tried to make `foolproof' tools, methods, jigs etc. prevent
the mistakes at any level mistakes
 Jidoka-
 Preventative maintenance-Total productive maintenance ensuring machinery
and equipment functions perfectly when it is required, and continually
improving it.

Eliminating waste

There are seven types of waste:

o Waste from overproduction.

o Waste of waiting time.
o Transportation waste.
o Processing waste.
o Inventory waste.
o Waste of motion.
o Waste from product defects.

They have tried to eliminate all these wastes to make the production system more
effective.

Good housekeeping
There is special focus on workplace cleanliness and organization.

Set-up time reduction

They have increases flexibility and reduces the set up time for the next lot.
TQM (TOTAL QUALITY MANAGEMENT)

Total Quality Management is defined as an integrated approach in delighting the customer

(both internal & external) by meeting their expectations on a continuous basis, through everyone
involved with the organization, working on continuous improvement along with proper problem solving
methodology.

For Example

Before launching and after producing the fans they passed the electric current from electric sheets to
check whether the copper is 99.99% pure. Then, before paint and after paint they run the fans for 72
hours to check the quality faults.

Implementation of TQM:-

Focus on Quality and Prevention of Problems

Quality is defined as consistently producing what the customer wants while reducing errors before and
after delivery to the customer. More importantly, however, for them, quality is not so much an outcome
as a never-ending process of continually improving the quality

Encourage the Proper Climate, Empower Employees

For continuous improvement to work, management empowers employees, so they are willing to
innovate and act in an atmosphere of trust and respect. Employees are motivated to improve service to
their customers with the climate allowing them to do so is a potent combination.
ACCOUNTS AND FINANCE DEPARTMENT.

It is one of the largest department of the company. This department is responsible for keeping
the records for keeping the records that associated with accounting for manufacturing and non-
manufacturing activities. Due to the importance of this department it is called the controlling
department of the industry. It performs large functions, so this department has one account manager,
one accountant, one cashier and one clerk.

The management of the company controls the account and finance department, so all the basic
functions of this department are managed by accounts department. The company merges the account
and finance department. These two departments perform the functions jointly.

So in this department there is one account manager, one accountant, one cashier and three clerks.

Hierarchy Chart of Account & Finance Department

General Manger

Finance Manager Accounts Manager

Functions of Accounts and Finance Department

The account department is liable for storing the records linked with accounting for
manufacturing and non-manufacturing activities.

Account department notes down all transactions in journal and at the end of the day account
department of this company enters all these transactions in the ledgers like purchasing ledger, sales
ledger, expenses ledger, cash ledger etc. ledgers and subsidiary ledger are also kept by this department
which is one of course necessary for having the management and concerned persons.

 Sales figures
  Needs for the funds
 Financial expenses
 Cost of sales
 Administration expenses
 Cash position
 Other marketing expenses
The account above are necessary for preparing the financial statement and also helpful in preparing
the financial account and to check at least the variables costs and fixed costs. For the purpose of
generating more profit, control over irrelevant expenses is a compulsory and entire ledger account may
serve the tool for this purpose.

This department has also do the task of cash control. The cash generated from the sales will also be
recorded in this department. Any transaction that takes place it will be recorded in this department.
This department is also linked with other departments for better functioning of account and provides
accurate results. The reason behind is that any activity is performed in any other department that will
have a direct or indirect relations with the accounts department it may be financial or any other.

This department is liable for maintaining and collecting data and prepare financial statements i.e.
balance sheet, income statement, profit and loss account and statement of change in financial position.

PURCHASE DEPARTMENT
A purchase department is very important in any company ’ s working. The purchase department
is controlled by the director. So in this department there is one director one manager purchase and two
purchase executives. All the purchases concerning this department are done by the manager purchase
with the concern director.

The importance of purchase department can easily be understood by this that it provides all raw
materials and other requirements for the industry.

Functions of Purchase Department

The company purchases raw materials from different companies. The company purchases raw materials
on credit basis and sometimes payments are made at the spot depending upon the demand of suppliers.
The purpose of purchase department is to purchase the raw material and to locate the sources of supply
and to select the best and most reliable sources.
The purchase department also remains aware of the price of the material and quality of various grades
available in the market. It negotiate with the purchase contractors, arrange for the delivery data and
follow up the purchase order to see that the goods are received at the date wanted. It maintains the
necessary cards of bids received at the date, prices quote and orders for the entire year and exact date
for delivery is arranged.

The company purchases the following raw materials

 Steel sheets
 Iron and steel pieces
 Cables, rotors and paint
 Cooper wire
 Aluminum

Policies for Purchase Department

Direct Purchase
All the purchases are made by the purchase officer. The company hires a purchase
manager for the procurement of raw materials used in production. Hence no middleman or
third party is included for purchases.

Selection of Venders
Selection of venders is made by keeping the following factors.

 Reputation of the vender

 Financial position of the vender
 Venders working strength
Multiple Suppliers
The company does not purchase the raw material from a single supplier instead Super
Asia has about 90 suppliers from whom the company purchases the raw material to reduce the
burden of the suppliers and avoid from risk.
SUPER ASIA’S MARKETING MIX STRATEGY

In modern business almost every company first of all seeks and analyzes opportunities for its
growth and selects the target markets and prepares a mix to satisfy that target groups while considering
the controllable and uncontrollable factors for itself. Super Asia is involved in manufacturing and
importing a variety of products. To promote and enhance the sales the company is promoting their
products at all levels.

Marketing is so common that it cannot be considered a separate function. It is the whole business
seen from the point of view of its final results that is from consumer’s point of view.

The combination of four elements Products, Pricing, Distribution system and promotional
activities that constitute the core of an organization marketing system is known as Marketing Mix. The
four inputs are known as 4 P’s of the marketing system.

Marketing Mix consists of

1. Products
2. Price
3. Place (Distribution)
4. Promotion

Marketing is the business function that identifies current unfulfilled needs and wants defines and
measures their magnitude, determines which target markets the organization can best survive and serve
and decide on the products, services and programs to serve these markets. Thus the marketing serves
these markets. In this way marketing is a link between a society’s needs and its pattern of industrial
response.
 Marketing is too much important for the survival of business in this world. Strategic marketing
and tactics help executives to strengthen their position in the field. It provides material to strengthen the
company for marketing, organization and strategies and implementation.

Super Asia has adopted the marketing because it is the whole function seen from consumer point
of view. It helps us in strategic planning and in marketing management process.

Product

According to Philip Kotler “Many people think that a product is a tangible offering, but a product
can be more than that. A product can be anything that is offered to the market to satisfy the needs and
wants. Product that are marketed include physical goods, services, experiences, events, place, properties,
organization, information and ideas”.

Super Asia is famous for its large product category in home appliances. Super Asia is Pakistan’s
pioneer company in manufacturing washing machine. Now Super Asia is providing a range of home
appliances for its domestic and international customers.

Different product of company:

 Washing Machine
 Air Cooler
 Water Cooler
 Room Air Cooler
 Microwave Oven
 Water Heater
 Fans

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

 Best performance and electric economy with heavy-duty

electric motors.
 Double strike bars for clean, bright and extraordinary washing.
 Ideal portable washers for large, medium and small families.
 Maintains its performance even on low voltage.
 Save time & detergent while brilliant washing.

Microwave Oven

 Defrost Setting.
 Painted Steel Cavity.
 Push Button Door.
 Painted steel cavity.
Air Conditioner

 New Wall Mounted Series.

 Built to the highest international standards.
 Ensuring maximum efficiency, performance and
reliability.
 Quiet operation.
 Even air throw & Revolving grill.

Fans

 Quiet operation.
 Specially designed blades.
 Even air throw & Revolving grill.
 New Wall Mounted Series.
 Built to the highest international standards.
Room Air Coolers

 Ultra-cool air and quite performance.

 For the first time in Pakistan introduce water proof pump.
 An efficient and energy saver cooling system.
 New Wall Mounted Series.
 Built to the highest international standards.

Water Dispensers

 New & easiest way to get hot & cold drinking water with water guard.
 New striking design.
 Complete plastic front.
 Continue supply of cold water.
 Seasonal effects and rust proof
 Low energy consumption.
Electric Water Coolers

 Complete plastic front.

 Continue supply of cold water.
 Seasonal effects and rust proof.
 Completely tested.

Gas Water Heaters

 Very low consumption of energy.

 No chance of water leakage.
 Finished with imported powder coating.
 Available in various colors and sizes.
Price

Price strategy depends on the organization, s pricing objectives (survival, maximum current
profit, maximum current revenue, maximum sales growth, maximum marketing skimming, product
quality leadership and others). As we see in the product head that Super Asia is manufacturing a large
range of products. So the price of every model is different as the demand, quality and leadership.. In most
models the prices are decided on the nature of competition, demand and cost of production.

Once a product is manufactured its price can be determined. The nature of pricing and its
importance to the buyer can be made adjusting that price to meet unique circumstances in the market
place.

Price is the value that that is expressed in term of rupee in economic theory. Price is that factor which is
very sensitive and largely effected by environmental pressure such as slump in demand recession,
competitors actions, it the core of business activities as it provides inflow to the company sufficiently
above than its cost, if determined accordingly:

Price is affected by various factors like objective changes over marketing objectives. In case of
Super Asia when the products are to be priced instructions are given to the sales manager to conduct a
thorough survey of the prices of competitor, s products in the country.

Super Asia set prices that satisfy customers and dealers. The main objective of the company is to
earn maximum profit to produce more quality products in order to maintain the share of market.

Super Asia changes its price according to the market situation. So it makes the policies which are
suitable to the situation. Sometime they analyze the competitor’s prices.

“Price is anything which is paid against any goods or services”

Pricing strategy is very crucial for any organization. Through which they set the price of the products.
The price is set after looking forward all the related cost functions. There are three main types of pricing
strategies which any organization can use.
METHODS OF DETERMINING THE PRICES

1) Market skimming
2) Market Penetration Pricing
3) Cost Plus Pricing Method

1) Market skimming

In this the price is set for the products which are produced for special group of consumer that are
quality and prestige conscious, they are ready to pay high prices. Super Asia uses the marketing skimming
prices in the products which are unique, seasonal and for the high income class such as oven and geyser
etc. The reason of this strategy is that, the upper class people are prestige conscious. In this way they pay
the price whatever it is.

Market Based Prices

In this strategy the prices are set according to the prices set by the competitor in the market.

For making this strategy the organization has to get information from the market, customers and demand.
Mostly this strategy is used in those products whose demand is high.

2) Market Penetration Pricing

When Super Asia going to launch a new product then market penetration is used. In this strategy
the price of the product is set at low price than the competitors to the entire in the market. This strategy is
used when Super Asia have to penetrate the in the market.

3) Cost Plus Method Pricing

In most of its products Super Asia use cost plus method pricing. In this price the profit of the company is
included in the selling price as cost + profit = selling price, As the range of products of Super Asia is
very large so the company set the prices of different products by using the different methods as mentioned
above.
 PRICE LIST OF DIFFERENT PRODUCTS:

Prices Range
Sr. Brands Name
From (Rs.) To (Rs.)

1
Washing Machine 6000 28500

2
Spinner 7900 10000

3
Oven 6400 9900

4
Air Conditioner 29500 42000

5
Fans 2000 15000

6
Geysers 7300 19600

7
Air Cooler 9000 16500

8
Motorcycles 45500 45500

9
Water Cooler 26400 32500

10
Water Dispenser 12600 13100
Place (Distribution)

The distribution of the consumer products begin with the producers and ends with the ultimate
consumer. Even before a product is ready for its market, management has to determine what methods
and routs will be used for its distribution. The physical distributor activities required to support the
movement of goods.

The products of Super Asia are manufactured in Gujranwala. The Super Asia has branch offices
in Gujranwala, Lahore, Rawalpindi, Faisalabad, Multan and Karachi. In all these branch offices the
company has its own warehouses and complete staff under branch manager.

From these branch offices the company distribute the products to its dealers. In these cities and
surrounded areas Super Asia has dealer, s network and from these dealers the products of Super Asia
are reached to the ultimate consumers.

Super Asia give benefits and incentives to the dealers through sales promotion schemes. The
dealers who touch a particular sales level incentives are given to them according to their efforts.

PROMOTIONAL MIX

Promotion is one of the most important weapons of marketing mix. So it is said that people
cannot buy your products if they have never heard of it. The sales manager, s job is to tell target
customers that the right product is available at the right place, at the right time and at the right price.
Due to limited budget and resources the company cannot arrange a proper communication process with
its customers.

A promotional mix specifies how much attention to pay to each of the four subcategories,
and how much money to budget for each. A promotional plan can have a wide range of
objectives, including: sales increases, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of a corporate image.

Following are the parts of Promotional Mix.

  Advertising
 Personal Selling
 Sales Promotion
 Public Relation

Advertising

Advertising is a form of communication used to help sell products and services. Typically it
communicates a message including the name of the product or service and how that product or service
could potentially benefit the consumer. However, Advertising does typically attempt to persuade
potential customers to purchase or to consume more of a particular brand of product or service.

Advertisement of Super Asia on T.V is very rare, because T.V is the most suitable but expensive
medium for commercials for an organization, s growth. Super Asia advertise its products on T.V, ARY and
GEO according to the budget allocate for advertising.

Super Asia use print media and billboards for advertisement. In print media

the company advertise its products in express news, Dawn, Khabrain etc.

Personal Selling

A process of helping and persuading one or more prospects to purchase a good or service
or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales
meetings, sales training and incentive programs for intermediary salespeople, samples, and
telemarketing. Can be face-to-face or via telephone.

Personal selling is not used by Super Asia because the company has a specific
distribution channel and distribute its products to the ultimate users by its dealers.
Sales Promotion

Promotion involves disseminating information about a product, product line, brand, or company.
It is one of the four key aspects of the marketing mix.

When Super Asia launch the products the research and development department give us maximum
information about the psyche, purchasing power, buying behavior and the attitude of the customers.
From those information the company take the decision about the policies which would be help full in
increasing the sale of products. To increase the sale the company have set following strategies.

 Discount
 Bonus
 Lottery system
 Coupons

The sales promotion also consists of calendars, posters, pamphlets etc.

Publicity

Public relations (PR) is the practice of managing the flow of information between an
organization and its publics. Public relations gains an organization or individual exposure to their
audiences using topics of public interest and news items that do not require direct payment.
Because public relations places exposure in credible third-party outlets, it offers a third-party
legitimacy that advertising does not have. Common activities include speaking at conferences,
working with the press, and employee communication.

PR can be used to build rapport with employees, customers, investors, voters, or the general
public.

Super Asia is focusing on the factors which are very helpful in increasing the relationship with
the people. The company is taking the different steps for this purpose. The company is establishing the
following programs for enhancing the relationship with the public.

 Arrange the music concerts

  Arrangement of seminar

SWOT Analysis

A SWOT Analysis is a strategic planning tool used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business venture or in any
other situation of an organization or individual requiring a decision in pursuit of an objective. It
involves monitoring the marketing environment internal and external to an organization or
individual. The technique is credited to Albert Humphrey, who led a research project at Stanford
University in the 1960s and 1970s using data from the Fortune 500 companies.

Performing the SWOT Analysis

SWOT Analysis is part of the Harvard Policy Model, which has been developed as the
part of the business policy courses taught at the Harvard Business School since 1920s.

“The main weaknesses of the Harvard Model are that it does not draw attention to
strategic issues or offer specific advice on how to develop strategies, except to note that effective
strategies will build on strengths, how to take advantage of opportunities, and how to overcome
or minimize weaknesses and threats”. The cited weakness can easily be remedied by basing the
SWOT analysis on the agreed upon objective, as explained directly below.

If SWOT analysis does not start with defining a desired end state or objective, it runs the risk of
being useless. A SWOT analysis may be incorporated into the strategic planning model. An
example of a strategic planning technique that incorporates an objective driven SWOT analysis
is SCAN analysis. Strategic planning, including SWOT and SCAN analysis, has been the subject
of much research.
If a clear objective has been identified, SWOT analysis can be used to help in the pursuit of that
objective. In this case, SWOT are:

Strength: Attribute of the organization that is helpful to achieving the objective.

Weaknesses: Attributes of the organization that are harmful to achieving the objectives.
Opportunities: External conditions that are helpful to achieving the objectives.
Threats: External conditions that are harmful to achieving the objective.

Correct identification of SWOT is essential because subsequent steps in the process of

planning for achievement of the selected objective are to be derived from the SWOT.

First, the decision makers have to determine whether the objective is attainable, given the
SWOT. If the objective is not attainable a different objective must be selected and the process
repeated.

If, on the other hand, the objective seems attainable, the SWOT are used as inputs to the
creative generation of possible strategies, by asking and answering the following four questions:

1. How can we use each Strength ?

2. How can we stop each Weakness ?
3. How can we exploit each Opportunity ?
4. How can we defend each Threat ?

Ideally a cross functional team or a task force that represents a broad range of
perspectives should carry out the SWOT analysis. For example, a SWOT team may include an
accountant, a salesperson, an executive manager, an engineer, and an ombudsman.
Internal and External Factors

The aim of any SWOT analysis is to identify the key internal and external factors that are
important to achieving the objective of the organization or individual. SWOT analysis groups
key pieces of information into two main categories:

Internal Factors: The Strengths and the Weaknesses internal to the organization.

External Factors: the Opportunities and the Threats presented by the external environment.

The internal factors may be viewed as strengths or weaknesses depending upon their
impact on the organization’s objectives. They may represent the strengths with respect to one
objective and weaknesses for another objective. The factors may include all of the 4 P’s as well
as personnel, finance, manufacturing capabilities, and so on.

The external factors may include macroeconomic matters, technological change,

legislation, sociocultural changes as well as changes in the marketplace or competitive position.
The results are often presented in the form of a matrix.

It should be noted that SWOT analysis is just one method of categorization and has its
own weaknesses. For example it may tend to persuade companies to compile lists rather than
think about what is really important in achieving the objectives. It also presents the resulting lists
uncritically and without clear prioritization so that, for example, weak opportunities may appear
to balance strong threats.

It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of
individual SWOT will be revealed by the value of the strategies it generates. A SWOT item that
produces valuable strategies is important. A SWOT item that generates no strategies is not
important.

SWOT Analysis of Super Asia

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

Strengths:

 The company has built up goodwill in the market of Pakistan, from a very long time.
 The company has the largest market share throughout the country in the Washing
Machine industry.
 Brand name of Super Asia is known to almost every person in the country and is very
famous in home appliances industry.
 The company deals in all sorts of home appliances, like Washing Machine, Spinners, Air
Conditioners, Fans, Geysers, Water Dispensers, Room Air Coolers, Microwave Oven and
CookingRange.
 Super Asia is also the strategic partner of Procter & Gamble. The strategies of Super Asia
are like Procter & Gamble.
 Continuous achievement of FPPCI exports Trophy.
 Super Asia is exporting its products to various regions across the globe mainly markets
like Africa, Middle East and Asia.
  The company is having a number of old employees who are committed and loyal with the
company.
 Super Asia retains its employees by offering benefits like old age benefits, disability
benefits, disease benefits, medical facilities in the company hospital and advance pay etc.
 A large number of models are available in the range of every product of the company.
 The company has won the Merit Trophy 2004-2005 of Federation of Pakistan Chamber
of Commerce & Industry presented by General Peres Musharraf to the Chief Executive of
Super Asia.
 The company also has won the Merit Trophy 2005-2006 of Federation of Pakistan
Chamber of Commerce & Industry presented Shaukat Aziz (Prime minister of the time)
to the Managing Director of Super Asia.

Weaknesses:

 Technical labor of the company has the negative views about the management of Super
Asia.
 There is shortage of skilled labor in the company due to which the company has to face a
large of competition.
 The advertisement budget of Super Asia is very short comparatively other brands in the
market.
 Most of the managerial staff is not well educated.
 There is also a very weak point in the management which is overstaffing. There is
overstaffing in the management.
 The salaries of management staff are very low due to which the well-educated and
experienced people does not come for the job in company.
 The management staff do not have direct link with their dealers (sellers of Super Asia’s
products).
 The complaints department does not provide the proper services to the customers of the
company.
  The company has not developed the proper promotional strategies for international
markets.
 Dealers of the company complaints for the low profit margin in Super Asia’ products.

Opportunities:

 Due to Government policy of low export duty, Super Asia has opportunities to increase
their exports.
 Due to the strong financial position of the company, the management can use the latest
technology in their products.
 They can use the brand name in the international market to increase their sales of Fans
like their Washing Machines.
 As the company is financially very strong, so it can use electronic and print media to
increase their sales.
 They should invest in the SBUs like Air Conditioner and Microwave Oven which have
low market share and very low growth rate.
 Super Asia should appear in the international industrial exhibition. It is a big opportunity
for the company to create the awareness of its brand in the international markets.
Threats:

 Chinese Technology is the very big threat to Super Asia.

 .Other competitors of Super Asia are offering the same products at relatively lower
prices.
 A large number of new incoming companies are increasing the competition in the market.
 Stylo Washing Machine Company is investing a heavy budget in the promotion of their
products.
 Current Power & Electricity crises are very big hurdle for the manufacturing unit of the
company. Due to the shortage of electricity the company may be unable to meet the
orders.
 The complaints in some particular SBUs, like Motorcycles is a big threat to the brand
name of the company.
RECOMMENDATIONS

 In past Super Asia MDS Limited has always being suffered from bad Government
policies. Government intervention should avoid completely.

 I have realized that Super Asia is performing very well since its inception. It is quite
difficult to give suggestion to improve the working conditions of Super Asia MDS Ltd.
As we know that nothing is perfect, there is always a room for improvement, so I have
found during my internship can be made up taking into account the following
suggestions.

 Super Asia is also offering motorcycle with its brand name but during my internship
period I came to know that there are a lot of complaints the company is facing from its
motorcycle department. So the organization must improve the quality of its motorcycle in
order to maintain its goodwill.

 The organization is also in process of computerizing its records which is good sign but it
is going on with small progress. Computerization 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.

 Employees Training programmer must be introduced on continuous basis so that

Employees have understanding with the latest developments especially with the
customers.

 Super Asia should introduced incentive plans for employees on regular basis so that if
employees may work whole heartedly for the welfare of their organization. While giving
incentives qualification, work, experience, hard work and such other factors must be
considered.

 Mismanagement of resources must be avoided as much as possible as it decreases profit

but also discourage hard worker and honest employees.
 Fresh graduates must be recruited. As the combination of Experienced and fresh can
produce better results and it will improve the efficiency of management.

 Company’s different schemes must be conveyed to the targeted customers so that to

increase the share in market.

 Management by objectives needs to be introduced immediately. It will help improve the

functioning of the organization and will lead to greater participation and the workers and
subordinates will be encouraged.

 In company the departments are not working satisfactory therefore there should be a
proper integration between all departments.

 The organization is short term oriented and therefore, long term strategies should be
adopted.

 They should cooperate with researchers especially students.

 Management style should be participative rather than doctorial.

 Up to date promotional strategies should be adopted (print and electronic media).

 For selection of price and new consumers need, company must conduct survey.

 Proper integration between departments through MIS.

CONCLUSION

Being an Internee of super Asia, I conclude from this research that the brand image of
super Asia is very good in the eyes of customers. And also the company have more strong
market nationally and geographically. Ratio analysis tell about the performance of the company
also shows the different aspects of the company regarding customers, investors, stockholders etc.
Customers prefer the products of super Asia because of its brand image. The company provides
the quality to its customers especially in the washing machines the main product of super Asia.
The not provide quality in other products and the stock or inventory at dealers shop is in shortage
form.

So I recommend super Asia to improve the quality of other products and also provides
incentives and profit margin to dealers to improve its sale. And also provide the incentives and
bonuses to their internal employees.

Organizations exist when two or more people work towards achieving some specific
goals. An organization 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.

Out of the three M’s i.e. Man, Money & Machine, probably the human dimension is of
the utmost importance. Hiring employees is not the sole objective rather the primary goal is to
devise a tool that can help the organization attract, maintain, retain and motivate them enough to
give their best to the organization. Training and development is therefore the first step towards
success. Better the quality of the employees better the performance of the company.
 An organization’s ability to meet the training and development challenges provides an
opportunity to make significant contribution to the company. With better quality people
executing the company’s operations the HR department can create a competitive advantage for
the company. Here in the end I want to sum up my report of internship in Super Asia in few
words. Again I would like to say thanks to Super Asia and it all employees for providing such
supportive environment of learning. I must say that my 6 weeks internship experience in Super
Asia was a great learning time and I believe that it will be very helpful for me in future career.

During my internship in Super Asia I had chance to practically use my knowledge and
skills which I have gained during my study as well as I gained and experienced different new
skills on the job. It also helped to learn about the manufacturing sector working in Pakistan, its
procedures and products and services.

Here in the report I have tried my best to give very informative and useful details
regarding my internship in Super Asia and I believe that by reading this one would agree with
me that gaining practical experience of what we learn in books is as important and useful as any
other thing. I 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
external environment.
SUMMARY

The internship basically relates to the Ratio Analysis of the Super Asia Pvt. Ltd.
Somehow the report also includes the marketing mix and promotional mix. The project starts
from introduction of Super Asia that make others able to understand the company, its
working,and its major products. Then the importance of Report is defined.Then the history of
Super Asia is also given. Next step is Research Design that present Data Collection Methods,
Population, Sample Size& Limitations etc. after this data analysis is done to get results. A short
summary, conclusion & recommendation is given in the last to interpret the results.

Being an Internee of super Asia, I conclude from this research that the brand image of
super Asia is very good in the eyes of customers. And also the company have more strong
market nationally and geographically. Ratio analysis tell about the performance of the company
also shows the different aspects of the company regarding customers, investors, stockholders etc.
Customers prefer the products of super Asia because of its brand image. The company provides
the quality to its customers especially in the washing machines the main product of super Asia.
The not provide quality in other products and the stock or inventory at dealers shop is in shortage
form.

So I recommend super Asia to improve the quality of other products and also provides
incentives and profit margin to dealers to improve its sale. And also provide the incentives and
bonuses to their internal employees.
Problem Identification

 Company is not practicing latest HR practices.

 Less awareness of company’ market share
 Not satisfactory security measures.
 Not much efficient computer base accounting software.
 Lack of new marketing trends and practices.
 Very low involvement of sales department in pricing strategies.
 Employees are not satisfied with their management.
 No predefined marketing budget strategy.
 No flexibility in rules.
 In the company there is lack of proper HR department.
 Rules are very strict (especially timing).
 Not sufficient promotional campaigns.
 Not well educated marketing staff.
 Employees remain in stress about work load especially the marketing staff.
 No cooperation among employees.
 Not well organized POP (point of purchase ).
 Working of junior employee with senior is not satisfactory and no one has concern with
it.