INTERNSHIP REPORT ON HERO CABLE

Nayab Gull Khan MBSE-11-03 MBA (Eve) 6th Session 2011-14

Department of Business Administration

Bahauddin Zakariya University Sahiwal Campus

PREFACE
To experience six to eight week Internship in any organization is academic requirement for MBA students, in order to get practical exposure of operations and environment in organizations. The Internship objective is to get familiarized with the ways to live in the organizational environment which is dramatically different from the educational environment it enables the students to be more confident, more knowledgeable, more responsible and above all, more committed to its work in practical field. Energy & Cable sector is one sector of the growing sector of pakistan which really contribute to the economy of Pakistan positively. So, I have decided to do my internship in Hero Cable Band Road Lahore. This Internship has enabled me to understand the practical scenario and sharpen our decision making power and utilizing the resources in an effective way also will give knowledge, how to market the peoduct infornt of the customer and how to attract the customer segment which we are going to target . In this report, I have put all of my best efforts in Internship as well as report making, to gain maximum knowledge. Despite all of my best efforts, I do believe that there is always a room for improvement in efforts of learner like me, thats why I am sharing this report to my teachers and fellows in order to improve myself as well as my report. This internship report is on my six weeks practical training in Hero Cable Industry head office in Lahore, I have tried to give brief details about the Heros history, working, functions, strategies and my leaning here.

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DEDICATION

TO MY FATHER LATE M.AJMAL KHAN WHO LOVE, AFFECTION & PRAYERS HAVE BEEN A SOURCE OF INSPIRATION AND ENCOURAGEMENT FOR ME!

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ACKNOWLEDGEMENT
First of all I am thankful to ALMIGHTY ALLAH. Who gave me the strength, patience, courage to write and complete this report, then to my friends who assisted me in this effort and we worked day & night to accomplish this report and to my parents who supported me financially and encouraged me morally. I have a debt of gratitude to all my teachers who taught me throughout my academic career. It was pleasure for me to work at Hero Cable. I am very thankful to the honorable Manager Operations and internship supervisor at Hero Cables head OfficeMr.Kashifand my internship coordinator Mr. M Munir. I learnt a lot from this training program and this would guide me a lot while selecting my career. I also know how to face the problems and how to find out the ways for their solutions. The preparation of this report was a Big task for me, so Marketing & HR Assistants supports me give me information, advice and suggestions that I needed which contributed importantly to this report.

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TABLE OF CONTENTS
TABLE OF CONTENTS Serial #
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 History of Cables Introduction Of Hero Cable Company Profile Vision Statement Mission Statement Values of Hero Cable Product Range Corporate Goals Managerial Hierarchy Decision making process The Hero Ways Departments OF HERO Marketing Mix (product ,price ,place & promotion) PEST Analysis SWOT Analysis Internship Assignments & Duties Learning as a internee Suggestion and Recommendation Reference

Content

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03 04 05 06 07 08 10 13 13 15 16 17 25 28 30 34 35 38 39

EXECUTIVE SUMMARY

Hero Cable Pvt Limited is established in 1986, 100% owned by a private owner Haji Muhammad Din now the current owner of the company is Haji Muhammad Sarver and his son Haji Muhammad Faisal. Other products launched by the company are switches, sockets, plugs, energy savers, internet cable power cables, heavy duty main Switches electric fittings. This Report is an upshot of my six week Internship in Hero cable Industry head office bund road . The main purpose of Internship was the real implementation of bookish knowledge that I have learnt during MBA. My Internship in Hero Cable has started on July O6th, 2013 and ended after 6 weeks on August 26th, 2013. During this time spam, I have moved in different departments in order to get the overview of the whole procedure of Production, Selling , Distribution, Marketing , Human resource which gave me some experience regarding Organization. After the Introduction of Hero Cable, The Hero Cable Mission and Vision Statement, Core Competencies of company and Departments are discussed, then Situational Analysis i.e. SWOT and PEST analysis is done Distribution, Marketing mix which we are having ( Product, Price, place promotion) and then my practical learning in the organization is discussed. Finally, certain Suggestions and Recommendations are also given at the end of the report.

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History of Cable

A power cable is an assembly of two or more electrical conductors, usually held together with an overall sheath of PVC for the Safety. The assembly is used for transmission of electrical power . Power cables may be installed as permanent wiring within buildings, buried in the ground, run overhead, or exposed. Flexible power cables are used for portable devices, mobile tools and machinery. The first power distribution system developed by Thomas Edison in 1882 in New York City used copper rods, wrapped in jute and placed in rigid pipes filled with a bituminous compound. Although vulcanized rubber had been patented by Charles Goodyear in 1844, it was not applied to cable insulation until the 1880s, when it was used for lighting circuits. Rubber-insulated cable was used for 11,000 volt circuits in 1897 installed for the Niagara Falls power project. Mass-impregnated paper-insulated medium voltage cables were commercially practical by 1895. During World War II several varieties of synthetic rubber and polyethylene insulation were applied to cables. Cables consist of three major components: conductors, insulation, and protective jacket. The makeup of individual cables varies according to application. The construction and material are determined by three main factors:

Working voltage, determining the thickness of the insulation. Current-carrying capacity, determining the cross-sectional size of the conductor. Environmental conditions such as temperature, water, chemical or sunlight exposure, and mechanical impact, determining the form and composition of the outer cable jacket.

Cables for direct burial or for exposed installations may also include metal armor in the form of wires spiraled around the cable, or a corrugated tape wrapped around it. The armor may be made of steel or aluminum, and although connected to earth ground is not intended to carry current during normal operation. In Pakistan first company that start the business of cables or the company that is having a first mover advantage of being enter in this sector is Pakistan cable in 1947 when Pakistan came in to being after that many late enters join this category of business.

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INTRODUCTION OF HERO
HERO starts form the name of CHACHA HERA. Who first do business of scrap in Sargodha in 1970s, from scrap he shift his business toward the buying of copper and aluminum, in 1986 he join the wire and cables business. Firstly manufacturing of copper rods was started in Sargodha in 1986 and then they started manufacturing electric switches. In the starting CHACHA HERA who is the owner and founder of the company starts from very lower level from a manual handmade manufacturing with only 6 workers including his two sons and know they have three factories one is in Lahore two are in Sargodha but their major factory is Opposite Main Munshi Hospital, National AwamiKanta, Mughal Park, Band Road Lahore HERO is one of the most growing organizations, yet they never forget where they came from. Their history is a part of who we are today. Their diverse range of companies represents their rich legacy of innovation and growth. HERO is one of the leading wire manufacturers. HERO is 100% privately owned company. HERO has over 300 employees. Having had undergone an employee led buyout in 1992 it has expanded phenomenal in the past two decades by trying to come on manual to automatic machines and machine use to put double core on the wire to protect the life of the consumer of that wire and make their products attractive for the use.

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Company Profile
Name Hero Cable Industry (pvt) Ltd

Logo

Slogan

Hero the name of Quality

Established in

1986

Geographical Location

Opposite Main Munshi Hospital, National AwamiKanta, Mughal Park, Band Road Lahore

Industry

Cable & Wire

Number of Employees

300 Employees

Mode of Business

Business to Business & Business to cunsumer

Business Based

Manufacturer

Major Buyer

Nishat power plant, Pepco,

Certifications

ISO 9001-2000

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To become fast growing mega wire manufacturing Company &also to elevate

Consumer Satisfaction Nation & Worldwide.

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To strenghten the company leadership in manufactuingand marketing of wires and cables. To have a strong presence in the engineering products market while,retaining the options to participate in other profitable business ."

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VALUES OF HERO CABLES

Ethics and Integrity All our business activities transactions are carried out honestly and with fairness. We do care how results are achieved and will demonstarte honest and ethical behaviors in all our activaties. Choosing the course of highest integrity is our intent. Our People Have passionate people with intelligent and firm approach towards business. We strongly belive in the dignity and value of our people. We treat each other with respect and creat such enviroment in which individuals are fairly treated, grow and develop themselves. Innovation And Risk-Taking Success requires us to continually strive to produce breakthrough ideas that result in improved solutions and services. Innovation is the way of life at encouraged and rewarded in all aspects of our operations. Community And Society We believe that a successful business creates much bigger economic impact and value in the community. Hence sustainable business development is to be anchored in commitment to engage with key stakeholders in the community and society. Health, Safety And Environment We will manage and utilize resources and operations in such a way that the safety and health of our people, neighbors, customers, and visitors is ensured. We belive our safety health and environment responsibilities extend beyond protetion and enhancement of our own facilities. Excellence This is at the core of everything we do. The markets in which we operate are becoming increasingly competitive, giving our customers an abundance of choice. Only through being the
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HERO . It is valued,

very best, in terms of the service we offer, our products and premises, can we hope to be successful and grow. Integrity We are the leading company in Pakistan and our success depends upon trust. Our customers and society in general expect us to possess and steadfastly adhere to high moral principles and professional standards. Customer Focus We understand fully the needs of our customers and adapt our products and services to meet these. We always strive to put the satisfaction of our customers first. In our point of view customer is our king. Progressiveness We believe in the advancement of society through the adoption of enlightened working practices, innovative new products and processes and a spirit of enterprise, Such as our new product of internet cable first time in Pakistan.

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PRODUCT RANGE Cables & wires

Hero cables is four types of products in cables and wire range in which they are doing their best in terms of quality and their standards to satisfy their customer need. General Wiring For lighting & general use, Pa Cables manufactures General Wiring Cables in the range of 250/750 Volts.

General wiring single core cables from 1 mm2 to 10 mm2 Larger single core cables from 16mm2 to 70mm2 Multi-core cables from 1 mm2 to 10 mm2 Flexible multi-core cables from 1 mm2 to 4 mm2

These cables are manufactured in conformity with the national & international standards that provide safety and savings in electricity consumption because of the use of 99.99% pure copper, cable grade PVC, and thorough quality testing of every meter The benefits of utilizing our high quality General Wiring Cables are:

Lower electricity billing Optimum efficiency of appliances Safety to life and property Better energy utilization

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Low & Medium Voltage Cables Hero Cables manufactures Low Voltage (LV) power cables up to 3.3 kV with PVC and XLPE insulation and Medium Voltage (MV) cables up to15 kV with XLPE insulation. All these cables are subjected to rigorous in-house quality checks. LV Cables have been Type Tested by internationally recognized certifying body, KEMA Netherlands and MV Cables by HV&SC Lab PEPCO, Rawat, Islamabad Pakistan. With growing power demand in Pakistan, the use of overhead conductors for power transmission purposes has increased. Hero Cables provides high quality overhead conductors to Pakistans utility companies. These conductors are manufactured from EC grade Aluminum Rod and Copper Rod made from LME Grade A Cu cathodes with 99.99% purity. A summary of our product range for LV & MV Cables and Bare Conductors is appended below

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Auto Cables In April 2008, Hero Cables began producing cables for the automobile industry in Pakistan. These cables are used in the assembly of wire harn (eg. Toyota) and are manufactured under JIS (Japanese Industrial Standards) and JASO specifications. Other Wire & Cable Products In addition to General Wiring, LV, MV and Automobile Cables, Hero Cables also manufactures the following types of cables:

Indoor Telephone / Intercom Cables Control Cables (PVC and XLPE insulated) Screened Power and Control Cables Any special cable based on customer requirement and meeting international standard

Copper Rod In 1996 Hero Cables set up a plant to manufacture High Conductivity Oxygen Free 8mm Copper Rod. This plant was supplied by Finland and uses the upcast system of manufacturing rod. Oxygen Free Copper is particularly suited for drawing into wires. Numerous satisfied customers, particularly enamel wire manufacturers, will attest to the quality of Hero Cables Copper Rod. The raw material used is only LME registered A grade copper cathodes.

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Corporate Goals

The three pillars on which the Hero has its corporate structure are 1. Continuous improvement 2. Customers satisfaction 3. Quality of product and system

All these pillars are the pillars of quality system which the organization owns in order to satisfy its customers. Continuous improvement means the process of quality is not still at a certain point, it continuously moving towards the improvement and cant be still to some location, and the sole objective of this continuous improvement is to satisfy the customers need by giving the customer the quality products.

Management Hierarchy
Hero Cables is highly autocratic organization in which authority is in some hands that used to run the organization by utilizing their authority. Decision making is there at the top most of the organization and employees find little space to implement their own decision.

Top Management As it is a private limited company so, its shareholders is its family member and the ownership is in the hands of the chairman Haji M Sarwar. The owners son Haji Faisal is actually own the house of Chief Executive Officer and below him is the Director Mr. Haji kashif who is the brother of CEO and son of the Chairman and really very close to the CEO.

Middle Management In this level of Management there are the managers and assistant manager or in some cases there are some posting of officers who actually play a role of bridge between the top level
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management and the low level management. Middle level management is the personnel who are actually working for the organization in practical ground. As I have described earlier that it is highly autocratic organization so middle management usually dont have authority to make the decision even of their daily routine task, they have to go for the head of concerned department or towards the director. Top management usually takes strict action whenever middle management impose its authority and high plenty has to pay by that particular individual. Middle management is that part of management which always remains the victim of job insecurity and any change in the policies of top management can cause them to lose their job. Might be this is the possible reason that efficiency level as well as the motivational level at this stage of the employees remain at the edge of extinction.

First Line Management Usually in services department there exist no post of first line manager except in admin department where some clerical posts are there who are supposed to be the first line manager. In production level there exist supervisor posts including the general supervisor, quality supervisor etc. People on these posts are responsible to answer the middle management. Middle management acts as a role of bridge between the top as well as low level management. Turnover rate at this level is very small and on the average people work for the organization for 8-10 years.

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Decision Making Process

As the organization is highly bureaucratic in its structure and organization culture is also autocratic. Command and control of the organization is in few hands and these few hands are responsible for the decision making and rest of the organization is the follower who used to follow the orders imposed by the top management. In centralization decision making, some time when the thing is to make quick decision than it acts affectively while when in some cases the failure of the decision very serious result. Decision making process in Hero started from the CEO and director which are called the competent authority in the HR manual. After getting the consensus from the director, CEO issues the order to the concerned head of department. Head of department in some causes study the feasibility of the decision (this happens in few cases) if the decision is feasible than HOD put forward this decision to concerned managers or assistant managers and they implement the decisions and later on the results are being compared that it give rise to the acquired results or not. Here the one of the major role is also the unit manager or admin manger which on actual is responsible for the whole unit. It is more responsible for the administrative problems in the organization rather than the decision making. As it is highly bureaucratic organization thats why decision making power is in few hands, from the head of department, the decisions got implemented to the concerned managers and assistant manager from where it proceed further to the implementation on real grounds. There is a larger gap exist between the decision making body and the implementation of the decisions thats why most of the decisions of management dont get the success as it should or you may say that the policies in Hero cannot implemented with its real soul rather than it got impose on the employees thats why it does not lead to the required results. In few cases it leads to the negative phenomenon. In few cases it has also some positive aspect as there is centralization of command so the implementation of decision is not a big problem and people agitate fewer as compared to those in which there are decentralized decision making bodies. Beside this management can make a quick response to the external forces and this may lead to the flexible decisions.
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THE HERO WAY PEOPLE

Creative & positive Business driven Committed Fun loving

CULTURE Buzzing with energy Innovative Diversity Trust & respect Fun at work

LEADERSHIP

Empowering Trusting Decision maker Young at heart

Career Opportunities Learning Opportunities Self-Career Management Open &Fast Communication

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DEPARTMENTS OF HERO

The departments which are of strategic importance for Hero cable are Human Resource Department Marketing Department Finance Department Quality Assurance department Production, Planning and Control Department All these departments are of strategic importance and work cross functionally, the working of one department affect the working of the other department and in this way the whole corporation work. On broadly basis the Hero Cables has been divided on two grounds i.e. services departments and production department. While in production department, there are further lists of department which are usually there to support the production of the organization. In production wing the production planning and control department which is responsible for planning of the production and the raw material as well. Quality assurance department is also there to ensure the quality of copper and other Raw material. Purchase department is there to ensure to provide the accessories for the production. In this way, the whole corporation work. In my further discussion I will briefly explain all of these departments.

Human Resource Department

Hero Cables is one of the leading manufacturing units in Punjab that has a large number of employees. Keeping in view the present trend in the field of Management as well as the requirement of the quality certification organization Hero separately developed its human resource department which was working under admin department earlier. The Management at Hero believes that it is very important for every organization to develop a world class Human Resource department to harness the skills and knowledge of their people to achieve excellence in product, procedures and quality systems.

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The Human Resource Department has been formed at the end of 2012 to accomplish standards at every level. The department is providing support to top level management in recruitment, selection, compensation as well as in the field of Training and Development. The functions which Human Resource departments currently perform are

Recruitment & Selection Compensation Management Training and Development Performance Appraisal

As the major time period I have passed in Hero was in human resource department so I have a lot of knowledge about this particular department of the company and in this report will give you a more detail look of this department as compared to the other departments. In broader view human resource department has not most modern practices which support this department in order to get its real objective. Management usually took this department as an expense and cost on the organization. In order to cope with this expense department, a lot of other responsibilities have also been allocated to this department which is actually not the responsibility of this department but the incumbents of HRD must be obeyed. For example a HR manager has nothing to do with payroll but at Hero HRD and pay roll work cross functionally and provide support to the pay roll department as to decrease the burden from the payroll department. Human Resource Department Philosophy Hero Group has formed HR department lastyears so as to provide a sound and competitive human capital. They believe that their HR would provide a core competency through training and development of new and untrained employees in a more efficient way. Human Resource departmenthas been developed to deal with the intellectual capital, emotional capital as well as the social capital.

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Intellectual Capital Intellectual capital means to develop the specialized knowledge and skills in the employees by keeping in view the future needs of the organization. Emotional Capital Training the employees particularly at managerial level for developing the future leadership in which the characteristics like self-confidence, ambitious and courageous workforce need to be develop. Social Capital HR department core philosophy is to develop such a workforce which has a long term relationship with the organization. Hero believes on life time employment policy thats why it awards benefit on the job as well as after the job i.e. retirement benefits.

HR Objectives Following are the objectives of Human Resource Department to accomplish its goals and to achieve core competency. Committed and Dedicated workforce Training and Development Compliance with Labor Laws Record Bank for future Hiring

Functions of Human Resource Department Human Resource department at Hero Cables (pvt) Ltd Perform about all the important functions regarding the human resource. Usually the best of the practices are being used in the Hero regarding the Human Resource. The major functions which are being performed in the Hero group are

Recruitment
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Selection Training and Development Performance appraisal Retaining and Rewarding

Marketing Department
Marketing need to see "the whole process" from product innovation through consumer satisfaction. This requires logical thought processes such as problem solving, decision-making, and resource management. It is a critical need for Marketing at Hero, which has strong business background, yet it also stays focused on fashion or other products that undergo continuous change in the consumer-driven market.

Objectives Here, the marketing department is mainly divided into accounts buyers. This shows that there is individual or a team of marketing, who takes care of a specific buyer or account. Marketing serves the following purposes at Hero:

Gateway It acts as a bridge between buyer and the company for communication. The success or failure of getting customer as well as successfully deliver the product information depends upon the Marketing department.

Negotiation Marketer must have a negotiating power on the price to convince his buyers on specific price to lessen the chances of loss.

Sampling Marketer must send the sample to his buyers for confirmation and satisfaction. At this stage, Sampling is also done to avoid loss.
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Information Management As marketer has direct contact with his buyers so the buyers have to give information about their products requirements and if there is any problem then marketer will get feedback from his buyers in return. Implementation It is the responsibility of marketer to prepare the presentation of the product according to the requirement of buyer.

Quality Assurance Department

The purpose of quality assurance department is to provide the customers with quality, satisfactory and reliable testing services. The strategy is built for quality oriented system. To achieve high quality standards, management is continuously investing in up gradation of skills, system and testing equipment. It also believes in training and team work for successful implementation of high quality standards. The slogan is also related to quality. At Hero, quality is first priority for getting customers satisfaction. It is cornerstone of the success today and tomorrow.

Quality Assurance The proactive quality assurance system at Hero aims to get it right the first time by rectifying any discrepancies during the course of the process. All the steps involved during production are documented with continuous feedback into the production process allowing it to develop further.

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Quality is a combination of Skills, System & Equipment so and continuously investment in training our personnel, revising & improving our processes and systems and upgrading our testing equipments. Quality checks are made at every stage of the manufacturing process starting from raw fiber to delivery of final product.

Finance Department
Finance Department at Hero Cables (pvt) Ltd. is an active body of the organization having responsibility not only to provide the financial information about the company but also facilitate the worker in financial services internally in the organization. It works cross functionally in the organization with different departments. It also provides the up to date information regarding the financial position as well as a complete review of revenue and expenditures of the company. As Hero is a private entity, so providing record of their financial assets is not obligatory on it.

Functions of the Department

o Maintenance of books of accounts and preparation of financial statements for the company so that to be reviewed by the internal auditor of the company. o Coordination and facilitation for Business planning and budgeting function in the company and periodic reporting to the management and to the Board. o Policy & operations related coordination with Management as well as with the banks to ensure smooth working o Maintenance of employees accounts/ investments and execution of payments and receipts. o Maintenance of accounts relating to loans taken by the employees or by the management on behalf of the company by the bank.

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Production planning and control (PPC)

Production Planning and Control (PPC) is the nervous system of the organization and its basic task is to receive information from the merchandising department and link it to the production. It involves the Pre-Production Analysis to ensure quality and reproducibility. Monitoring is done for the whole production process and in this we check out the planning implementation. In this Quality Plan specification, quality, width, weight, length are mentioned.

PPC has two further branches 1. Material Resource Planning 2. Production Planning and Monitoring

1-Material resource planning Material Resource Planning is done for the material procurement, like copper and pvc. It is basically done to analyze that how much is needed, what is needed, when is needed, what is the cost of the material and how to acquire the resources.

2-Production planning It includes the planning like the cable procurement Plan (we can also call it as the Master Plan). Backward Production Planning is done and this Production Time Line involves whens and whats of the production. Date Wise Plans are made from work order to delivery. Purchase
Department

Every aspect of organization for the manufacturing of the product like parts of machineries that can be available locally, cutters and screwier etc. have to be purchased locally from the local markets. These are usually the general items, involve local purchase for the purchase of machines machinery that is not available in the local market, other will be import from outside the country.

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Store Plan Store plan comes from the Store and purchase Requisition; it comes from the warehouse. Buyer provides purchase Order and according to this the store department make plan. It is made for one or more than one supplier only at one time. Demand of the supplier is mentioned in the purchase order. These documents are used all over department. Responsibilities of Purchase department Purchase department is of primary importance in the organization, it fulfill and manage the resources for the organization and ensure smooth functioning. It has the following responsibilities. Procure all goods and services required by the company. Determine the most appropriate and effective method of acquisition for each request for purchase Assure that best value in all procurements is obtained as authorized under Handbook of Operating Procedures. Verify sufficiency of departmental funds for purchases Conduct all formal communications with vendors regarding purchases Provide assistance on procurement matters to all departments.

Working of Purchase department Manager from the entire departments can send request to procurement department by using the affective control of top level of management because the said purchase is the profit of company when company purchases with low rate at same quality the company will get its profit out of the production. After a suitable purchase, the material has been allocated to the required department.

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Marketing Mix (4Ps) of Hero

Marketing mix is the term tends to define the four things on which the whole marketing campaign of the company revolves around. The four necessary components of marketing mix are product, price, promotion and placement. Product The major customers are business customer, however the manufacturing product fall into the category of Consumer Products. Consumer products are those products that are purchased for personal use. Hero cables are durable due to their high quality copper used for manufacturing the wire. Hero offers a reasonable price, good quality. And most of the advertisement is done through print media, telemarketing, and personal contact.

Core Product Core products are those products on which the business is actually based upon. In core products which Hero offer is usually the finished product includes the copper rod, single core wires, internet wires, double core wires etc Augmented Product Augmented products are those which are offered by a company to its customers by developing some enhancement or some value addition. In case of Hero, the augmented product which is being offered by the hero is its apparel products includes equipment for institutions like Heavy duty cable of Pepco and Nishat. Price Pricing of a product matters a lot whenever we are going to sale a product, in this highly competitive environment pricing matters a lot and the sale volume as well as the success or failure of a product all depends on the pricing. Hero is practicing the Pricing Strategies to attract the new buyers and to retain its major buyers.

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The company adopted the Market Penetration Pricing Strategy in the introductory stage of product life cycle for both the copper rods and the cable. Following strategies have been adopted in the growth stage of Fabric.

Product Line Pricing

Due to Different Product ranges as each different design and material Cost.

Product Bundle Pricing Optional-Product Pricing

For the major buyers to retain them For additional features

Discounts The company also offers discounts if the payments of bills has been made earlier or in other situation, volume purchase is in bulk. Broadly speaking company is currently offering two types of discounts. Early payment of Bills Volume Purchases

Cash Discount If the buyer pays the Bill within 10 days then he would be given a cash discount of 5 percent on each item. This discount reduces bad debts and credits collections.

Quantity Discount Shalimar offers 15 percent discount on each unit if the order exceeds 1000 meter.

Promotion Company is using the push as well as the pull strategy in order to attract its target customers. Usually internet is the major source of promoting its products beside this other modern techniques are also widely used by the company in order to selling of its products.

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Target Market The target market of Hero is the Major bigger buyers of country that use the product in their business for getting profit. To get connected with its target customer the company has use personal relation and personal sailing and distributors and whole saller.

Major Buyers Heros buyers are very discerning and vigilant to the quality of the end product as well as the services provided. Its association with renowned brand names speaks volumes of the product and services they offer. As Hero (pvt) Ltd. is offering a variety of products so the targets buyer are also different depending on the market in which they are offering. Placement Heros has adopted the Vertical Marketing system, in which Shalimar, the wholesalers and the retailers are acting as a unified system. Heros sells its some specified Products to the wholesalers for further sale. Later, these wholesalers sell the products to the retailers in bulk quantity. Some wholesalers have contracted with the retailers and the others are cooperating with each other. Sometime Physical distribution of product is required, for this purpose Hero has its own delivery coaches and a proper system, with the help of these coaches in Lahore andSargodha, local orders are being delivered by Heros own delivery system while locally and atnational goods are being transported through mass transit system which can be some truck andrailway.

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PEST ANALYSIS
PEST analysis stands for Political, Economic, Social and Technological analysis and describes a framework of macro level environmental factors used in the environmental scanning components of strategic management. It is useful strategic tool for understanding market growth or decline, business position, potential and direction of operations

Political Factors
Political situation of the country is not stable, but this thing is not directly influence the spending pattern of the customers. Due to no stability of government & political, company long term plan and policies are disturbed because every coming government comes with its own agenda of taxation policies and etc. In Pakistan import and export policy change this also effect the working condition of company.

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Economic Factors
In Pakistan inflation rate is increasing rapidly, this thing badly affects the purchasing power of the consumer. Exchange rates are changing on daily basis which also causes a major factor for the profits and expenses of the company.

Social Factors
The social pattern are changing in the country, as the world is becoming a global village, and mutually share and accept pattern. People are becoming more attractive towards the branded product. Social factors like population growth rate, career attitudes and emphasis on safety also affect the working of an organization, company also affects from these factors. As its products are famous among clients so it keeps good relations with its customers. It is also give benefits to the retiring workers. And focus seriously on employee relations and organizational development.

Technological Factors
Hero Cable offices equipped with latest hardware and softwares to connect nationwide. It is spending a huge amount in Research & Development Department. High technology is the basic requirement of Cable industry. The companies that are using latest technology have some cost benefits over the companies which are not using high technology.

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SWOT Analysis

Strengths
The internal Strength of the company which its own in the form of human resource, technology, innovation, customization and brand name can be a major reason for its success in this highly competitive environment. Strong and Prominent Provincial Image Hero Cables (pvt) Ltd is a well known and a well established company in the Cable and wire product sector. Hero has set up different contacts with the provincial buyers over the years and this clearly is strength for this company. That it is not easy for a company to come and straight away make a reputation and gain immediate attention of the buyers or customers, it takes time and Hero has taken a long time to make itself a stronger company by adopting successfully retained its old customers but has also grabbed the attention of other prominent brands.

Latest Technology This is a very vital aspect of Heros success in the products. They are using the latest machinery and equipments in their production. The wire coder unit is well equipped with latest technology equipments from USA, Germany and India thus making Hero a strong hub for quality product making.

Competitive Workforce Hero is fortunate to have experienced and well qualified employees in all of its production and service departments. Production departments have hired well experienced staff that is specialized in their work. For example the technical manger and production manager have experience of over five years which not only make them specialize in their work but also make them loyal to the company.

Variety of Products To compete in national Market by retaining their potential customers, Hero is producing a wide range of products for the customer such as single core double core wires and cables.
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Creativity and Innovation Hero understands and realizes that the door to success lies in the new ideas so for this purpose they have always encouraged creativity and innovation by adopting the scientific management system. Research and Development for every unit was also established to promote innovation through continuous improvement. Other Strengths ISO Certified Company Diversified environment

Weaknesses
There are some fields in which company is lacking behind in this highly competitive environment. The weaknesses of the company are Production capacity The production capacity of Hero is lower than the production capacity of some competitors. The major reason is the limited production area and less storage space. Lack of Training and Development Training and development is an important aspect of an employees dail y working. At times, in Hero the new employees are not given the proper training. For example, the new staff at Accounts and finance department was not given the required and proper training for the usage of accounting software. Boredom Office Environment The employees have not been provided with the latest and upgraded system to work with. They have to work with the obsolete equipments which not only decrease their work efficiency but also frustrate them. In this way, they spend too much time on small tasks and waste their energy in worthless tasks.
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Lack of Culture of Intrinsic Reward One of the biggest flaws that employees complain about is that their efforts are not being appreciated and rewarded. This is the most depressing thing about the organization that lower downs the morale of the employees. It has been observed that the employees are given tasks one by one but they are not being recognized for this. The bosses do not spare them for some time neither have a talk with them regarding the completion of their tasks. Other Weaknesses Lack of team work Lack of continuity of Policies Too much Specialized Jobs

Opportunities Hero and other organization like Hero has a lot of opportunities, if it properly utilizes these opportunities than it will be the top most organization.

New Emerging Buyers Hero gives opportunity to those people especially who have the ability to work individually. The organizational culture in Hero is based upon individuality that has made the employees to work in their own direction by not involving in group tasks.

So, the people who work with full honesty and commitment can achieve greater levels of success and appreciation.

Bright Local Market Hero is currently working in the country. So hero has bright opportunity to change People trends towards their brand. There are very successful brands which are currently working at local level. In these local textile brands are Pakistan Cable Punjab Cables Fast Cables
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Threats Beside these opportunities which Hero and other organization working in Pakistan have, they have also face a lot of threats while working in the Pakistan.

Non-supportive government There have always been risks involved in the textile sector of Pakistan and so hero has to face the same threats. Changing Government policies and inflation in the country is creating problems in the production of garment. Hero has to put out itself from every crisis without any Government help. Even in the power crisis the Government is not providing any favor to run their business. The company has to arrange private energy sources to keep themselves alive in the near future which would cost them a lot.

Growing Competition Due to huge completion, there has become a price war between the big and small competitors. The Cable industries are focusing more on succession planning to get success in future. They are investing in the Research and Development sectors to cut down the costs and to produce a high quality product.

Political uncertainties The political situation of the country is quite unstable this causes to lose the confidence of the investors. Local as well as foreign investor hesitates to invest in the country. Beside this political situation of the country, changing in the government causes a lot of problems like Late deliveries Higher lead time Instability of Political policies Changes in taxes

These few and many other political threats are faced by the Cable industries all over the country and getting affected of Shalimar is a natural phenomenon.

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INTERNSHIP ASSIGNMENTS& DUTIES

My Internship duration was from 06 July, 2013 to 26 August, 2013.During my internship at hero Cables I had worked for Human Resource Department and Marketing Department. I was assigned different assignment and duties in these two departments. The detail of assignment and duties as follow: My supervisor was Mr.Kashif (AM HR), in the first week he assigned me to learn the culture of Hero cable. He also gives me orientation. This orientation is necessary for every person who joins the Hero cable. It is about the safety purpose and tells the rule & regulation followed by the employee. In the 2nd week my supervisor asked me to join the HR Dept in which they tell us about a) Hiring b) Promotions c) Reassignment d) Position classification and grading e) Salary determination f) Professional appraisal g) Policy development h) Worker compensation In the 3rd week I was given a project. It is about the safety purpose. To complete the enrolment of employee their safety documents missing in their file I calling them and getting their signature on safety documents and check their files if any other document is missing, I asked to provide me in order to complete their file. In the 4th and 5thand 6th week I join their marketing dept. where I visit 18 cities for marketing and Order taking.

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LEARNING AS AN INTERNEE
As an internee of Hero cable, was a great experience for me which not only provided me an opportunity to observe difference between theory and practice. This experience also broadened my vision and confidence. This was a great learning opportunity for me. Duties and New Knowledge Acquired The work that I used to perform in routine and the things that I learned and were new for me include the following; How to get order As I worked in HR Department so there I learn that how to facilitate every person of the organization because sometimes due to their problems people have very harsh attitude but in each case HR Departments deals them humbly and politely and try to solve their problems as quick as possible. I learn complete process of recruitment and selection procedures of Hero cable. It consists of the following steps; I. Test (aptitude) II. Interviews III. Medical evaluation IV. Reference & background check V. Offer VI. Placement I practically observed and learned all the steps of selection procedure. I took aptitude (IQ) test in my presence. I sent the employees for medical evaluation. Educational documents and pre employments forms of employees are sent to HRSI for reference and background verification. After the results of medical evaluation and referencecheck the person is provided an offer letter for the job and when he accepts the offer and signs his joining report he is placed at his designation.
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Hero cable gives the highest importance to safe operations and safe work practices. It encourages on &off the job safety, environment and health awareness among its employees and their families. For ensuring safety, Safety meeting is arranged on weekly basis. In the meeting all those incidents are discussed that are safety related issues. If any activity takes place in plant premises that is or can be a safety related

Issue is reported as IR (incident report) and is communicated to all the employees. Strict action is taken against a person if his IR is reported for more than two times.

Self-management Punctuality

Limitations during Internship

As an internee in Hero, I have to face a number of difficulties which create hurdles for my learning as an internee in this organization. Some of the constraints which may limit my study are

Time Constraints Due to short period of time, it was difficult to go for the in-depth analysis of each and every department of Hero Cable (pvt) Ltd.

Field of Study As my field of specialization is marketing, so my focus was on the Marketing department rather than all the departments of the organization but I have compensated this issue by visiting these departments and getting the required information for my report.

Data Secrecy Hero is a Private Limited Company, which does not allow sharing and transferring its private data. Due to unavailability of Annual Report, the financial analysis could not be carried out and the companys important documents could not be available. All forms and documents are attached here are just specimen which are very close to the original one but these are not original due to the data secrecy issue.
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Communication Barriers As there is autocratic culture of Hero Cable (pvt) Ltd. and the management here is very bossy and there is a communication gap exist between the management and the rest of the employees, this communication gap also create hindrance for me to getting the data from top management.

The Effect of Internship on my Future Career Flexibility in work environment matters a lot; I have learnt it while I was doing my internship in Hero Cable (pvt) Ltd. The office environment is always remain intensive and the individual have to manage it accordingly in the office, in case of failure he will be no more at the job; this is in the ethics of the work environment and all these ethics become more exhaustive when you are in the human resource department and have to deal with all type of employees. You have to prove yourself a calm and pleasant personality.

As I was not the responsible person for that office and in actual was acting as an observer or a learner. So, I learn that behavior by observing the people in the Marketing department that what type of personalities you have to face daily and you have to manage it accordingly. Might be if without this internship I go somewhere in the market, I may commit thousand of such mistakes and employees get curse on me but after observing all that the job of Marketing manager is very sensitive and a certain image of Market has been cultivated in my mind, now whenever I will go to some market I can perform well and I am cent percent sure that without this internship I cant do that effectively as I can do after that.

This internship proves better for me in two way, on one side it help to develop a personality in me which exactly match the person of Marketing department and secondly it help to strengthen my decision about the specialization in Marketing as my personality exactly match the nature of job.

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SUGGESTIONS AND RECOMMENDATIONS

Hero cable should focus on the more fast speed and more efficiency of technology use and bar coding system Hero cable should have check on the performance of the distributor, because sometimes this negligence has led to huge problems in the delivery of many products in some areas of the city The company should explore the market potential in a way, so that it can utilize its full capacity in order to gain economies of scale in the production. They must focus on their own Marketing team, rather than outsourcing for sales of new product. Hero cable must focus on additional technological help providing to wire quality and provide education facilities, professional trainings and using of newly coming technology.

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REFERENCES
Www.Wikipeidia.com www.cablesstar.com www.Pakistancable.com www.Herogroup.com.pk Haji M. Sarwar (Director Hero Cable pvt Ltd) Haji M. Faisal (Chief Executive Officer ) Mr.Kashif (Marketing Manager Shalimar) Employees and Other Staff members of Hero Cables pvt Ltd

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