Internship Report

Super Asia Industries Gujranwala

Submitted By:

Name: Abu Sufiyan

Roll No: BB17061
Session: 2017-2021
Submitted To:
Mr. Haris Khan
Department of Business Administration
University of the Punjab Gujranwala Campus
Authority Letter from University:

2
Internship Letter:

3
 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 my respected teacher Management who has guided me in each

and every step of this project. Indeed, without her kind guidance I may not be able to
even start this project. May ALLAH give her the reward which she deserves. I am also
grateful to all those members who are related to Super Asia MDS Ltd.

Despite of the most hectic schedule, Sir. Mustajab (manager Marketing) helped
me so much. I'm really grateful to you Sir for 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 master’s degree. Here I have
special thanks for Sir Haris Khan whose supervision guided me to complete my final
project.

Abu Sufiyan

4
 DEDICATION

“I dedicate my projects efforts to my PARENTS and respected

TEACHERS who taught and hold my hands on every step of my life.
 EXECUTIVE SUMMARY

I have currently in 8th semester in BBA from University of the Punjab 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 did the internship in Super Asia G.T Road Gujranwala. Super Asia is
the manufacturing company and named as a heavy industry of Gujranwala in Pakistan.

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 makes the inventions 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.

Like all heavy industries Super Asia also have defined their visions and missions, it has its
values and objectives which the company has to achieve. It has its branches in big cities of
Pakistan like Gujranwala, Lahore, Karachi, Hyderabad, Multan, Faislabad and Rawalpindi. In
Gujranwala the branch is situated in a very large area and has a large number of departments
like manufacturing department, assembling department, tool shop, packing department and
gowdowns. The offices for the management are separately situated in separate building. Finance
department, human resources department, marketing department, purchase and sales
departments are working in Super Asia.
In chapter number 2, I did the different analysis of the industry like the SWOT analysis and
PEST analysis. In SWOT analysis I have analyzed that how the weaknesses of the Super Asia
can be overcome by using the strengths of the company. And how Super Asia can save itself
from available opportunities. Super Asia have large number of weaknesses like low usage of
modern and advanced machinery, very low advertisement budget, there is over staff in the
management etc. these are some of the weaknesses of the company but management can
overcome these weaknesses by its strengths. In some areas company have the strengths like it is
situated in the market, have a trust of customers. Super Asia is facing a big threat of its
competitors. The company is affected by the political power and government, economy and due
to the new and advanced technology. I also did the PEST analysis which is political, economic,
social and technological analysis.
Then in the third chapter of my internship report, I included my internship experience. I did the
internship in the marketing department of Super Asia and got a lot of knowledge from my boss.
My concerned department was marketing department whose manager was Sir Mustajab; he was
a very skilled and knowledgeable person and had a lot of knowledge and experience of
marketing. There was some sales person in the staff who was responsible for the orders and
delivery of the products. All the decisions related to marketing and sales were taken by the
marketing manager who was answerable to the general manager. My duties during the
internship were assisting the marketing manager and do the survey of market about the sales of
products of Super Asia. I did two surveys about the sales; one was sales of washing machines of
Super Asia comparatively sales of other companies and the other was the sales of AC, air
coolers, geysers and microwave oven of Super Asia comparatively other companies products.
The things required for the marketing jobs are to look active, inspired personality and strong
communication powers, and I learned some that how to communicate with the customers in the
market. I want to become a marketing guru and the things required for becoming marketing
gurus were available in the staff of the Super Asia.
In the fourth chapter of my final project are the analyses which are related to the marketing.
This is the work which I did by myself; first analysis which I did is related to the marketing
strategies that which one strategy is applicable in the Super Asia. The second analysis is the
Boston Consulting Group analysis. In this analysis I determine that from the four stages of BCG
in which stage the products of Super Asia lie. And the last analysis is the product life cycle. All
the products passed from all the stages of the life cycle, the products when produced are
introduced in the market then their sales improved with the passage of time and the time comes
when their sales reaches at maximum level. After some time the recession start and their sales
start decreasing. These are three analyses which I did in this chapter.
In the last, I give the conclusion about this final project and my internship in Super Asia. What
are the things which I learned from this internship report and what are the skills and strategies
which I should implement in my life and personality so that I can achieve my goals and
objectives? At the end of this report, I gave the references of all the data and information which
I have included in this report. The references are given in APA format.
 TABLE OF CONTENTS

Contents
Authority Letter from University:..........................................................................................................2
Internship Letter:....................................................................................................................................3
ACKNOWLEDGMENT........................................................................................................................4
DEDICATION.......................................................................................................................................5
TABLE OF CONTENTS.......................................................................................................................9
INTRODUCTION...............................................................................................................................12
1.1- History of Industry in world:........................................................................................................13
History of Washing Machine Industry:....................................................................................................................13
History of Fans Industry:.........................................................................................................................................14
History of Air Conditioner Industry:.......................................................................................................................14
History of Geyser Industry:.....................................................................................................................................15
History of Microwave Oven Industry:.....................................................................................................................16
1.2- History of Industry in Pakistan:....................................................................................................17
1.3- History of Organization:...............................................................................................................18
Chronology of Events happened at Super Asia is as under:.....................................................................................18
1.4- Information about the Organization:............................................................................................19
VISION:...............................................................................................................................................19
“To be the market leader in every of our products, Nationally and regionally”.......................................................19
MISSION:............................................................................................................................................19
“To win the utmost satisfaction, trust and loyalty Of our valued customers”..........................................................19
PRODUCTS:........................................................................................................................................20
................................................................................................................................................................................ 20
Air Conditioner.......................................................................................................................................................21
Room Air Coolers...................................................................................................................................................21
Water Dispensers.....................................................................................................................................................21
Electric Water Coolers.............................................................................................................................................21
Gas Water Heaters...................................................................................................................................................22
1.5- ORGANIZATIONAL STRUCTURE:.........................................................................................29
Automotive and Automobiles Division:..................................................................................................................30
Insulation Sheets Division:......................................................................................................................................31
Super Asia Administration:.....................................................................................................................................31
Security Department:...............................................................................................................................................32
Store Department:....................................................................................................................................................33
CHAPTER NUMBER 2:.....................................................................................................................33
2.1- SWOT ANALYSIS:.....................................................................................................................33
Strengths:................................................................................................................................................................. 34
Weaknesses:............................................................................................................................................................35
Opportunities:..........................................................................................................................................................35
Threats:.................................................................................................................................................................... 37
2.2- PEST ANALYSIS:.......................................................................................................................37
Political Factors:......................................................................................................................................................38
Economic Factors:...................................................................................................................................................39
Social Factors:.........................................................................................................................................................40
Technological Factors:............................................................................................................................................40
CHAPTER NUMBER 3:.....................................................................................................................41
INTERNSHIP EXPERIENCE.............................................................................................................41
3.1- CONCERENED DEPARTMENT INFORMATION:.................................................................42
3.2- WORKING EXPERIENCE (DUTIES/ RESPONSIBILITIES):.................................................43
3.3- LEARNINGS/ ACHIEVEMENTS:.............................................................................................44
3.4- SKILLS USED AND ACQUIRED:.............................................................................................45
CHAPTER NUMBER 4:.....................................................................................................................46
4.1- Marketing Strategies:....................................................................................................................47
1- Customer-Centered Marketing Strategy:..........................................................................................................47
i. Market Segmentation:......................................................................................................................................48
Geographic Segmentation:......................................................................................................................................49
Demographic Segmentation:...................................................................................................................................49
Psychographic Segmentation:..................................................................................................................................49
Behavioral Segmentation:........................................................................................................................................49
ii. Target Marketing:.............................................................................................................................................50
2- Marketing Mix:................................................................................................................................................52
The Boston Consulting Group Box ("BCG Box")...................................................................................................57
4.3- PRODUCT LIFE CYCLE:...........................................................................................................59
Development Stage:.............................................................................................................................59
Introduction Stage:..................................................................................................................................................60
Product:................................................................................................................................................................... 60
Price:....................................................................................................................................................................... 60
Place:....................................................................................................................................................................... 61
Promotion:............................................................................................................................................................... 61
 Growth Stage:......................................................................................................................................61
Product:................................................................................................................................................................... 61
Price:....................................................................................................................................................................... 62
Distribution/ Place:..................................................................................................................................................62
Promotion:............................................................................................................................................................... 62
Maturity Stage:.....................................................................................................................................62
Product:................................................................................................................................................................... 63
Price:....................................................................................................................................................................... 63
Place/ Distribution:..................................................................................................................................................63
Promotion;............................................................................................................................................................... 63
Decline Stage:......................................................................................................................................63
Product:................................................................................................................................................................... 64
Price:....................................................................................................................................................................... 64
Place/ Distribution:..................................................................................................................................................64
Promotion:............................................................................................................................................................... 64
Work in HR department:......................................................................................................................65
SUPER ASIA HR:...................................................................................................................................................65
My job in the section Machine:...........................................................................................................................65
My learning experience during internship...............................................................................................................65
Skills learned:..........................................................................................................................................................65
Attitudes:................................................................................................................................................................. 66
Future prospect of the organization:....................................................................................................66
Recommendations...................................................................................................................................................66
Need recruitment process to enhance R and D cell:.................................................................................................66
Segregation of duties:..............................................................................................................................................67
CONCLUSION....................................................................................................................................68
6.2 RECOMMENDATIONS..............................................................................................................69
REFERENCES:...................................................................................................................................71
Book Reference:......................................................................................................................................................71
 CHAPTER NUMBER 1:

INTRODUCTION

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 25 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 .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, Circu-
matic 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, BanglaDash, Sri Lanka 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 and Mr. Umer Ashraf, that is looking after different departments of
Super Asia. These four young fellows with their higher education and thriving on the
experience of their seniors have produced excellent results. Apart from looking after the affairs
of factory, chairman Haji Muhammad Yousaf is equally paying his attention towards religious
affairs and social work. He has constructed a Mosque; Mian Muhammad Din Trust Hospital is
another example, where free medical treatment is being provided to factory workers, and the
needy of nearby localities.

1.1- 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
LeBaron 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.

1.2- 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 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 tke
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 slowly improve their image in the minds of the customers. There are
few cities in Pakistan like Gujranwala, Lahore, Karachi and Gujrat which are fulfilling the
demands of home applinces 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 Gujrat 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.

1.3- History of Organization:

It goes way back to 1968, when Mr. Mian Muhammad Din, the founder of Super Asia,
offered its first ever product, Washing Machine, with manufacturing facilities at a small
scale to the local community of Gujranwala, city of Punjab. It was about to change the
lifestyle of that generation and was a struggle to facilitate the end user with automated
technology. He was visionary to predict the pattern of growth in Home Appliances
Industry across Pakistan. It took more than a decade of painstaking engineering work to
build up the brand name, Super Asia, which had become the symbol of Quality,
Durability, Innovation and Economy. Today, it is a conglomerate of companies with more
than a dozen different products serving much sectors of society. The success tale spread
well over 25 years when Super Asia produced the first washing machine of Pakistan.
Later on Super Asia started producing room air coolers, gas and electric geysers. Super
Asia in order to maintain its superiority in producing public utility products has
introduced hot and cold, and only cold water dispenser. Similarly the complete range of
super Asia fans is of international standard. There are different sizes, colors in Ceiling,
Pedestal, Bracket, Circu-matic and Exhaust Fans.

Chronology of Events happened at Super Asia is as under:

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.

1.4- Information about the Organization:

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.

PRODUCTS:

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 with its large number of models

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.

Fans of all types and with large number of models

Quiet operation.
Specially designed blades.
Even air throw & Revolving grill.

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.

Water Dispensers

New & easiest way to get hot & cold drinking water with water guard.
New striking design.
Low energy consumption.
Easy to install
Attractive low price.

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.

Services:

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

Super Asia has a largest after sales service network through out the country. To take care
of customer appliances all services centers have latest tools, equipments and machineries.
We take care of our customers by remaining in contact with them so that they should not
face any type of problem.

After sales services team consists of Engineers and highly qualified staff with
great professional approach due to this reason customer feels confident, once their
appliances being maintained. Super Asia after sale service also provides the facility to
customers of lifting their units from residence to service center and delivering them
within 48 hours.
Products:
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 with its large number of models
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.
Fans of all types and with large number of models
Quiet operation.
Specially designed blades.
Even air throw & Revolving grill.
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.
Water Dispensers
New & easiest way to get hot & cold drinking water with water guard.
New striking design.
Low energy consumption.
Easy to install
Attractive low price.
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.
Orgnization Structure:
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:
Hirearchy of the Orgniztion:
 Chairman
 Director Finance
 Director Production
 Director HR
 Managing Director
 Chief Executive
 Director Marketing
 General Manager
 General Manager
 General Manager
 General Manager
Home Appliances Division:
Super Asia Administration:
All large organisations depend on an administrative spine. Dealing with enquires, communicating messages
and producing documents for the workforce are all examples of administrative tasks.
The administration department of super asia is basically deals with all of the paperwork within the
company. The admin department will look for addresses and send letters to existing customers and
potential clients, for example. The department will keep all of the records for the whole of the company.
The administration department and the marketing department work closely at all times. For example, if the
marketing department carries out a survey with questionnaires, the administration department will collate
the results for them, and then hand over the results to the relevant other departments. Also, any meetings
that the marketing department wants or needs either internally, with customers or with potential clients, the
administration department will sort out dates and times etc.
Also, the administration department will be responsible for sending promotional campaigns that the
marketing department has devised, to customers, and the administration department will often have the first
point of contact with clients and customers, before they enter the company.
It is plain to see what could cause the conflicts between the two departments. Firstly, incorrect data
collation of marketing campaigns may result in bad investments which will, in turn, lead to a loss in
revenue.
Also incorrect information passed from the marketing department to customers/clients about meeting times
etc which could lead to bad feelings between the company and the clients. Finally, any information sent to
the wrong people may lead to loss of money and bad feelings between the two departments.
Production Department:
The main role of production is to turn inputs into outputs.Outputs refer to a finished product or service and
inputs are the materials that are needed to manufacture certain goods. When a business completes this
process they are able to achieve customer satisfaction by producing products that are ready to be used and
fit for purpose.
In Super Asia company the production function may be split into five sub-functions:
The production and planning department will set standards and targets for each section of the production
process. The quantity and quality of products coming off a production line will be closely monitored.
The purchasing department of the company will be responsible for providing the materials and equipment
required to keep the production process running smoothly. A vital aspect of this role is ensuring stocks
arrive on time and to the right quality.
The stores department will be responsible for stocking all the necessary tools, spares, raw materials and
equipment required to service the manufacturing process. Where sourcing is unreliable, buffer stocks will
need to be kept and the use of computerised stock control systems helps keep stcoks at a minimal but
necessary level.
The design and technical support department will be responsible for researching new products or
modifications to existing ones, estimating costs for producing in different quantities and by using different
methods. It will also be responsible for the design and testing of new product processes and product types,
together with the development of prototypes through to the final product.
The works department will be concerned with the manufacture of products. This will include the
maintenance of the production line and other necessary repairs. The works department may also have
responsibility for quality control and inspection.
In super asia the production department have the following sub departments.
Tool Shop
In Tool Shop Mr.Khalid Khan is the incharge of the that shop.There are new development and maintenance
of different parts of home appliances products like washing machine,room air cooler, fans, motorcycles.
There are 32 workers working in division like die casting, polishing, cutting, dryling, welding. There are
two lifts for carrying heavy machines and material to the exact position. The wages of workers are
demanded according to their work, and salaries are fixed for permanent workers. There are also some
workers who works for the daily basis system.
Molding Shop
Mr. Fareed Tabasum is the incharge of that department. It is a big department of production in which heavy
machinery is install. These machines are import from foreign and run on gas, electricity and diesel. The
plastic products of washing machine, room air cooler are manufactured here. 25000 washing machine
bodies, 18000 room air cooler bodies, are manufactured here. There are 190 workers in which 120 work
day time and 70 works for night. All production is decided by production manager. Defective material is
reprocessed. There is also one power controller plant to control power of this department. In this
department they made the different plastic parts of the washing machines, fans and other products they got
a monthly plan of their working in the department. And according to this they have to supply the parts to
the concerned departments.
Sheet Shop
Mr.kram is incharge of sheet shop.It is a very small department.In sheet shop there is a cutting of sheets by
the machines which are controlled by senior workers and some are helpers with them. After the cuttint the
sheets they sent forward to trhe concerned department.There are different machines which are use to give
bend,curve and style to the body.There are 25 workers working in this department. There are Salaries and
wages are maintained by the senior manager of production department.
Assembly Shop
Mr. Arif is the incharge of assembly department where he gave all information about assembly department.
In assembly department, there is assembling of washing machine, room air cooler, water cooler and geyser.
In assembly department, there is assembling of washing machine, room air cooler, water cooler and geyser.
1000 washing machine, 800 room air cooler, 20 water coolers are assembled on daily basis. 3 stores are
attached with assembly department in which parts of appliances are stored.In this department there are 270
workers, some workers are permanent and some are on daily wages these workers are divided into different
group.
Each group have to assigned different types of machone and room cooler models and they in a group have
to assembel them all the parts of a machne they get from the store.After assmbling and packing the
machines they sent them to godown.The payment is made only when the complete machine will b arrived
in godown.The payment will nat b made if they even made 100 machines but they are still in the assmbly
department. So for the payment copmlete machine shoud b in godown.
Fan Shop
Mr.Gazzanfar incharge of fan shop.It started in 1999 and Mr. Pervaiz Musharraf was the chief guest in
opening ceremony of fan shop. In this department there are 5 sub departments and 2 stores one of raw
material and the other for finished goods
Sub-Departments:
 Management Department
 Production Department
 Assembly Department
 Print Department
 Quality Control Department
 There are also different types of fans like
 Ceiling Fan
 Bracket Fan
 Exhaust Fan
 Pedestal Fan
 Table Fan
 These sub – departments are inter linked with each other.As it can be seen in this chart, production
process of a fan starts with following basic elements
 Fan body
 Rotor
 Copper wire
 Unbent blades
 Miscellaneous parts
All of these things are available in local as well as foreign markets and are purchased on competitive rates.
Fan Body and rotor are also produced in factory by using Roller Die Casting method. Billets are purchased
from local market to be used as raw material in this process. Now, Fan body and rotor are not stored and
are sent directly to production facility for further processing. Copper wire, blades, and other miscellaneous
parts are stored in a store room.
After this Mr. Gazzanfar told me about the working of management department that how they control the
management. They follow the ISO standards he showed me computerized working for the calculation of all
types of cost. They use Microsoft excel for the calculations. After that he gave me an assignment of cost of
goods manufactured to calculate cost of material and labor.
3 persons in management to perform all working of fan shop. Mr. Gazzanfar incharge (Incharge) Mr.
Shamim Haider (Foremen) and Mr. Asif (Supervisor).
In this department he manages all the production, that from where they collect raw material, how much
production they made, how they assemble the fan. For the production they get raw material from main
store. They purchase raw material from local vender. Thus management decided the total production
according to the demand. On daily basis they manufactured approximate 1400 ceiling fans 800 pedestal fan
and 400 bracket fan. He gave me an assignment that how we improve the efficiency of production to get
higher output. I told them to install latest technology in machines and by hiring new skilled and
experienced labor so that they can get higher output.
In print department they use two type of print method. One is powder coating and repots the other one is
spray.In quality control session, there is check and balance of each fan for the required measures, then after
these defective fans are returned to production and non-defective fans are sent for the packing as finished
goods.
Store Department
The whole process in the store starts with placing the purchase order for the imported raw material from
Japan, Holland, China and other countries.After selecting the parts they sent the samples to the quality for
checking the performance and then the payment for the material is done. After testing the material a tag is
attached to the material and then send to the stores room to be kept in different racks, which are of 20ft
height. This tag includes information about the raw material i.e. the name, followed by description of the
material i.e. its quality followed by the name of the supplier.
Then the quantity of the materials is specified, followed by the goods receipt no and the date the material
test report no and the date. With this tag there isa perforation tag, which is torn off at the time of the quality
inspection of each bag andonce the quality check is complete the quality department stamps each bag and
keeps the perforated tags for records, only then the materials are forwarded to the stores departmentto be
stacked is different shelves. This is a main store where the purchasing items are stored and they are
transferred to other departments when they need for production.
There are two types of working to manage this store first by manually and second by computerized.
Different types of vouchers are used in store such as goods receiving card (goods received locally), store
card (estimation of stored items), material issue requisition (material issued to departments). All the things
are on record by making these vouchers. There is a weekly meeting of store incharge with directors to
report with all conditions. Special Software is used for maintaining all the working of store named as
Microsoft Dynamics AX. This software makes the working very easy and efficient. I also made vouchers of
different items by manually and computerized.
Services depatment
After sale servics department incharge is Mr.salman Ali. He deals with the after sales services. To provide
customer prompt, quality and reliable services at their doorstep Super Asia has a largest after sales service
network through out the country. To take care of customer appliances all services centers have latest tools,
equipments and machineries. We take care of our customers by remaining in contact with them so that they
should not face any type of problem.

1.5- ORGANIZATIONAL STRUCTURE:

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:
 Chairman

Super Asia M. Din Sons Ltd. Super Asia Trading Co. Superior Electric Private 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 Private Ltd S. T. High-Tech Private Ltd

 - Motorcycles Spare parts of
- Rickshaw - Motorcycles
- Rickshaw

Insulation Sheets Division:

 Insulation Sheets

Super Asia Administration:

Chairman

Mana ging Director Chief Executi ve

Director Finance Director Production Director HR Director Marketing

General Manager General Manager General Manager General Manager

Finance Department:

General Manger

Finance Manager Accounts Manager

HR and Administration:
 General Manager

Human Resources Administration

- Time Keeping - Canteen

- Salaries & Wages- Hospital
- Cleaning
- Building Maintained
- Area Maintained
- Legal Cases
- Trade Mark

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

CHAPTER NUMBER 2:

COMPANY ANALYSIS

In chapter number two of my final project of internship I have done the analysis
of Super Asia. Here I did two type of analysis; first one is SWOT analysis in which I
examined the strengths, weakness, opportunities and threats faced by Super Asia. And
second analysis in this chapter is PEST analysis which is about politics, economic, social
and technological changes. First I did first SWOT analysis and then PEST analysis.

2.1- SWOT ANALYSIS:

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:

o The company has built up goodwill in the market of Pakistan, from a very long
time.
o The company has the largest market share throughout the country in the Washing
Machine industry.
o Brand name of Super Asia is known to almost every person in the country and is
very famous in home appliances industry.
o 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 Cooking Range.
o Super Asia is also the strategic partner of Procter & Gamble. The strategies of
Super Asia are like Procter & Gamble.
o Continuous achievement of FPPCI exports Trophy.
o Super Asia is exporting its products to various regions across the globe mainly
markets like Africa, Middle East and Asia.
o The company is having a number of old employees who are committed and loyal
with the company.
o 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.
o A large number of models are available in the range of every product of the
company.
o 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.
 o 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
anexperienced 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.

2.2- PEST ANALYSIS:

 A scan of the external macro environment in which the firm operates can
be expressed in the following factors;

1. Political
2. Economic
3. Social
4. Technological

PEST analysis is used to describe a framework for the analysis of these macro
environment factors.
A PEST analysis fits into an overall environment scan as shown in following diagram

Environmental scan

Macro environment Micro environment

PEST ANALYSIS

Political Factors:

 Pakistani government is somehow stable in these days and focusing on the foreign
trade. Super Asia is taking advantage of this move by government and is trying to
increase their exports.
 Government is providing opportunities to the companies to provide benefits like
old-age benefits, disability benefits, pension, etc. These benefits are to be
 provided by every company under the supervision of Social Security Ordinance.
Super Asia is also providing its employees the benefits of social security.
 Government has allowed the Puffery statements in advertisement but there should be
truth in selling and deception statements are not allowed.
 The company has a trade mark and a trade name that gives the company an
exclusive right by the government policies to use it and enter into contracts and
dealings through its registered trade name.
 The company is bound to follow the workers safety regulations as laid down by
the workers safety act.
 As the policy of government the minimum wage that should be given to a worker is
6000/= but Super Asia is not following that policy as other companies in the
area are also not following it.
 All the tax related policies are being followed by Super Asia.
 The company also publishes its annual reports as are compulsory to publish by the
government.

Economic Factors:

 Super Asia plays an important role for economic growth by contributing to the
economy of the country.
 The cost of production includes wages of workers, salaries to the staff, purchases,
utilities, carriage inward and outward, etc.
 The company offers a variety of products for different classes of customers. For
example, good quality and a bit expensive products for higher class and cheaper
products for middle and lower class customers.
 Some SBUs like washing machine and fans are at their boom while others like
motorcycle, oven, AC, etc are at their growth stage. It never happened that any
one of Super Asia’s product went into its recession stage.
 The prices of products of Super Asia are higher than products of its competitors
but still Super Asia has the largest market share due to the quality of its products.
  The exchange rate of the company is high due to which the customers have the
confidence on Super Asia.

Social Factors:

 The salaries and wages of the workers and management are not satisfactory so the
income distribution factor is not satisfactory.
 Super Asia is funding many NGOs and welfare organizations in the whole
country.
 Super Asia has the honor of being the first and only local home appliances
company to sponsor an international cricket series.
 The company is running a hospital “Mian Muhammad Din Memorial Trust
Hospital” for the welfare of its employees as well as the people of the near
vicinities.
 The company is providing various types of home appliances which are helping in
improving the life style of the people.
 The company is providing models in a variety of fashion which can be used
differently at different places.

Technological Factors:

 The company is having a computerized lath machine which helps in reducing

labor cost and time needed to produce a dye.
 Due to technological improvements many items are available at lower prices from
China and Super Asia is taking full benefit from it.
 The manufacturing department also has different types of dyes for different
models or shapes of washing machine and fan.
 A tool shop also operates within the factory premises, which manufactures its own
tools to be used in production.
  Latest technology is being used by the company for motorcycle engine and air
conditioner machinery.
 The company is also thinking of introducing a new swap machine that would note
the attendance of each employee when one will swap his card into it. This
machine will also provide the management with the statements showing the late
minutes of each employee and the leaves in the month.
 The company has provided the computers to the staff members to eliminate the
cost of stationery and to save the time.
 Different software are being used in every department for advertisement,
employee data base, payroll and for the maintenance of accounts.

CHAPTER NUMBER 3:

INTERNSHIP EXPERIENCE

I have been working in Super Asia MDS Ltd as an internee for 6 weeks. The
reason for choosing this company for internship experience was that it is one of the
biggest companies in our city. Although other companies and banks also offer the facility
of internship for MBA students but I decided to work in Super Asia for its reputation and
its friendly environment. Although an internee is not a permanent employee of the
company but can get a lot of knowledge and skills in this very short period and so did I.
 I took it as opportunity for me and my career and tried to acquire as many skills as
I could. The management and other staff of my department have been very cooperative
and guided me throughout my internship period. They treated me like the employee of the
company and took my full time to work in the company for me to get used to of working
in an organization. It was for the first time in my life when I felt that there are some
practical and reasonable assignments in front of me and I tried to accomplish each and
every task with full of my responsibilities and capabilities

3.1- CONCERENED DEPARTMENT INFORMATION:

I did my MBA in
marketing so it was necessary to do the internship in the marketing department. Due to
this reason I decided to select the marketing department of Super Asia. In this company
each department is governed by director, so marketing director was the head of the
marketing department. Under director the marketing manager Mr. Mustajab Hussain was
managing the marketing department. Haji Muhammad Ashraf chief executive of the
company has played a leading role in the marketing aspects of the products, he is fully
aware of the international modern marketing trends. Mr. Sohail Yousaf is the director of
the marketing department and Mr. Mustajab Hussain is the marketing manager. And a
team consisting of the assistants and the sales men is working under the marketing
manager. As sales department is also considered under the marketing department so the
sales related issues are also handled by the marketing director and manager. Salesmen
have to analyze the market by survey and find their position in the market.

Marketing Director

Marketing Manager

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

3.2- WORKING EXPERIENCE (DUTIES/ RESPONSIBILITIES):

During the
internship in Super Asia some duties and responsibilities were assigned to me and I have
to complete these tasks with my full attention and responsibilities. Here I am giving some
little bit detail of these duties and responsibilities:

 My primary duty was to assist my boss who was the marketing manager Mr.
Mustajab Hussain.
 It was also assigned to me to go with the salesmen to deal with the company’s
existing and new dealers.
 My boss gave me an assignment to do the market survey on the sales of washing
machines and I did that task with my full attention.
 The second task was to do the same survey on the sales of air conditioner,
microwave oven, fans, air coolers and geyser and I complete this assignment with
my full responsibility.
 Mr. Mustajab Hussain my boss demands the reports of these surveys from me.
And I accomplished these report and present to him.
 My boss also consults with me about the latest marketing and sales strategies and
asked me for the modification in these strategies.
  During my internship period, I visited the market with the company’s salesmen
four times. During my visits I deal with the customers and attract the new
customers for the company.

3.3- LEARNINGS/ ACHIEVEMENTS:

The main purpose of internship is to get a

practical experience in the market and to get some practical knowledge. Usually the
period of internship is short but we can learn a lot from this period. This was first time in
my life when I was doing some reasonable and practical tasks. A lot of learning and
achievements I have gotten from the marketing staff like:

 First thing I learnt from this short period of job is punctuality. I learnt from this
how to be in time in the company.
 The second thing is dressing, professional dressing matters a lot. By seeing my
seniors and colleagues I start to copy them in dressing.
 It was a big achievement for me, that I learn how to do the work in team and
group of people. Working in the team should be learnt..
 Communication with the customers and get their minds is very difficult task, but in
the company I visit the market four times and learnt how to communicate with
the customers and how to get the new customers.
 How to sit in professional people, how to look, how to talk and how to work is
also learning for me.
 I learnt from the organization that how to accomplish the tasks and the
assignments which were assigned to me.
 It was first time in my life to work whole day in the company with full
responsibility, to go in time and to off in time.
 I learnt how to implement my MBA knowledge on this job. I learnt what the
practical implementation of the book knowledge is.
  I learnt how to present the present the products to customers and how to explain
the characteristics of the product.

3.4- SKILLS USED AND ACQUIRED:

To do any type of job a number of skills

and abilities are necessary and when this job is professional then a man should perfect
and have a lot of skills and abilities to perform any type of the task. In the finance field a
man should have the ability to making and analyze any type of the account, can operate
Microsoft office, long term writing capacity and proper dressing etc. and in human
resources field a man should be in proper dressing, well presentation power, can handle
the workers and punctual. Same like these I did the job in the marketing department and
following are some of the skills needed and acquired:

 The first and necessary skill for the marketing job is the communication power.
The communication power should be very strong.
 Ability to enforce and agree the customer to purchase our product by presenting
the characteristics of the product.
 A marketing officer should have the strong presentation power, so that he can
present any topic against his executives.
 The ability to perform Microsoft power point so that one can make the slides of
one’s presentation.
 Skills to operate new latest marketing and selling strategies to increase the sales of
the company.
 The ability to convince the company’s dealers and new customers for the
company.
 The ability to make the commercials and advertisement for the products of the
company.
 The ability to make the conversation and bargaining with the customers
CHAPTER NUMBER 4:

MARKETING ANALYSIS

In the chapter number four of my final project, I have included the marketing
analysis, in this analysis I examined that which of the marketing strategies Super Asia is
using to maximize the sales of the company, the second analysis in this chapter is Boston
Consulting Group analysis and in this analysis it is determined that in which stage the
different products of Super Asia lies, this analysis is called the Boston Consulting Group.
In this analysis stage of every product is determined and these stages are related to the
sales position of that product. The third analysis in this chapter is product life cycle.
Product life cycle shows the all stages of sales from its production to the decline of the
product. Every product when produced passes from different stages of the sales,
sometimes its sales is going to increase and sometimes its sales starts decreasing.
Sometimes its sales are at the boom position and sometimes theses are going to decline.

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

4.1- Marketing Strategies:

The marketing logic by which the business unit hopes to

achieve its marketing objectives. The strategic plans define the company’s overall
mission and objectives. Marketing’s role and activities summarize the major activities
involved in managing marketing strategy and the marketing mix. Next comes, marketing
strategy-the marketing logic by which the company hopes to achieve these profitable
relationships. Through market segmentation, targeting and the positioning, Super Asia
decides which customers it will serve and how. It defines the total market, then divides it
into smaller segments, and focuses on serving and satisfying customers in these
segments. Two things come under the head of marketing strategies:

1- Customer-Centered Marketing Strategy

2- Marketing Mix

1- Customer-Centered Marketing Strategy:

In today’s competitive marketplace,
companies’ needs to customer centered. They must win customers from competitors, then
keep and grow them by delivering greater value. But before it can satisfy customers, a
company must first understand their needs and wants. Thus, sound marketing requires a
careful customer’s analysis.
 Super Asia knows that it cannot profitably serve all consumers in a given market-
at least not all customers in the same way. There are too many kinds of customers with
too many different kinds of needs. And most companies are in a position to serve some
segments better than others. So Super Asia has divide up the total market, choose the best
segments and design strategies for profitably serving chosen segments. This process
involves three steps, which are:

i. Market Segmentation
ii. Target Marketing
iii. Market Positioning

Now these are explained individually here:

i. Market Segmentation:

Dividing a market into distinct groups of buyers who have

distinct needs, characteristics, or behavior and who might require separate products and
marketing mix. Rather than Super Asia offers the same marketing mix to vastly different
customers, market segmentation makes it possible for Super Asia to tailor the marketing
mix for specific target market, thus better satisfying the customer needs. Not all elements
of marketing mix are necessarily changed from one segment to the next. For example, in
some cases only the promotional campaigns would differ.

A market segment should be:

 Measurable
 Accessible by communication and distribution channels
 Different in its response to a marketing mix
 Durable (Not changing too quickly)
 Substantial enough to be profitable
 Super Asia has segmented by various bases, and industrial markets are segmented
somewhat differently from consumer markets. A basis for segmentation is a factor that
varies among groups within a market, but that is consistent within groups. Super Asia has
segmented the market on the following bases:

Geographic Segmentation:

Geographically Super Asia segmented the world market as

that, the company normally focuses on the Pakistani market for whole of its products.
Pakistani market is the target segment of Super Asia. They make the segments of the
whole world market and then decide to focus on one segment which is the Pakistani
market.

Demographic Segmentation:

Super Asia divides the market for different products on

different way. There are lot of segments of market on the bases of demography, like; on
the bases of gender, age, education, occupation, income and family status. Super Asia has
to choose the different segments for their different products. For every product of the
company there is different segment.

Psychographic Segmentation:

On the bases of psychology the company has made the

segment on the bases of lifestyle, values and attitude. There is different level of products
for different status people. This segmentation based on the lifestyle and family status.

Behavioral Segmentation:
 This segment of the company is based on the usage rate,
brand loyalty, price sensitivity and benefits of the product.

ii. Target Marketing:

Target marketing involves breaking a market into segments

and then concentrating your marketing efforts on one or more key segments. Target
marketing can be the key to a small business’s success. The beauty of target marketing is
that it makes the promotion, pricing and distribution of your products and/or services
easier and more cost-effective. Target marketing provides a focus to all of your marketing
activities. When Super Asia has defined the market segments, it can enter one or more
segments of a given market.

There are different market segment for the different products of Super Asia, and
the company target individually on the different segment of the different products. Here I
am showing the target market for different products of the company:

Washing Machine, Spinners and Oven:

Super Asia can make the promotional strategy

for whole of the market, but in the advertisement and promotional strategies the company
focuses on the housewives and women. So in these SBUs the target market of the
company is the housewives and the women. And there are different models of these
products for the different status people and having different lifestyles. The company
makes the promotional strategy for the whole market of Pakistan.

Air Conditioner, Fans, Geysers and Air Coolers:

In this range of the SBUs the

company’s target market are families of different status and lifestyle. Here the company
makes the promotional strategies for whole of the family because these products are used
by whole of the family members. Mainly the promotional strategies for these products are
made for the urban areas.

Motorcycles:

This product is only used by the men, so in this range of the product the
company’s target market are men of the Pakistan. So they make the advertisement to
attract only the men.

iii. Market Positioning:

Arranging for a product to occupy a clear, distinctive and

desirable place relative to the competing products in the minds of the target consumers.
Positioning is a perceptual location. It's where your product or service fits into the
marketplace. Effective positioning puts you first in line in the minds of potential
customers. Positioning is a powerful tool that allows you to create an image. And image
is the outward representation of being who you want to be, doing what you want to do,
and having what you want to have. Positioning yourself can lead to personal fulfillment.
Being positioned by someone else restricts your choices and limits your opportunities.

That's why it's so important for Super Asia to transform their passion into a
market position. If the company doesn’t define its product or service, a competitor will do
it for you. So the company’s position in the market place evolves from the defining
characteristics of their product. The primary elements of positioning for Super Asia are:

Pricing: The prices of the company are somewhat high due to which the people are
converting to buy the competitors products. It is necessary for getting the positioning in
the minds of the consumers to set the lower prices of the products than competitor’s
products.
Quality: Quality of the products matters a lot. If your product is satisfying the consumer
quality wise then it is possible to get the higher sales. Some of the Super Asia’s products
are quality wise very well due to which they earn a lot of the revenue for the company.
The quality of Washing Machines of Super Asia is very satisfying to the customers due to
which this SBU get very large revenue for the company.

Service: They provide customer services due to which the consumers of home appliances
purchase their products. The company provide after sale services which is a key factor of
the large sales of Super Asia.

Distribution: the products of the company are available all over the country because it is
important that the products should be available to all the consumers. There are more than
1500 dealers of the company all over the country providing the products of Super Asia’s
products to the consumers.

Packaging: The beautiful packaging of the products attracts the consumers to buy the
products. Here the company is also strong because their packaging is very well.

2- Marketing Mix:

The marketing mix is a combination of marketing tools that are used

to satisfy customers and company objectives. Consumers often call the marketing mix
"the offering." Super Asia’s marketing mix also depends on these procedures. Your offer
is controlled by the following variables often referred to as the four Ps in marketing:

 Product
 Price
 Place
  Promotion

PRODUCT PRICE

MARKETING
MIX

PLACE PROMOTION

 Product:

The product is physical product or service offered to the consumers. In

the case of physical product, it also refers to any services or conveniences that are part of
the offering. Product decisions include the aspects, such as function, appearances,
packaging, service and warranty etc.

All the products of Super Asia are the physical products, the company does not
deal any service, but provide the after sales service repair services and home delivery
services etc. the products decisions include the following factors:
  Variety
 Quality
 Design
 Features
 Brand Name
 Packaging
 Services

And Super Asia have included all these factors in their products, such as
there is a lot of variety in every product of the company, some of the products are quality
wise very good, design and packaging of the products are very attractive and have
different feature. The brand name of Super Asia is known to almost every person in the
country and the company also provide after sale services, free repair services and home
delivery services.

 Price:

Price is the amount of money consumer has to pay to obtain the product.
Pricing decision should take into account profit margins and the probable pricing
responses of the competitors. Pricing not only include the pricing list, but also discounts,
financing and other options such as leasing. In the pricing strategy Super Asia have
included following things:

 List Price
 Discounts
 Allowances
 Payment Period
 Credit Terms
 Super Asia has provided a list price of all its products to all of its dealers and
asked them to provide the discounts to all the customers. The company gives different
types of the allowances to all of its dealers and consumers like, prizes, discounts schemes
etc. The company also deals with its dealers on the credit bases.

 Place:

Place includes company activities that make the product available to the
target consumers. Place decisions are those associated with the channels of distribution
that serve as the means for getting the product to the target customers. The distribution
system performs transactional, logistical and facilitating functions. Distributions
decisions include market coverage, channel member selection, logistics and levels of
service. Following things have included by Super Asia in the Places strategies:

 Channels
 Coverage
 Assortments
 Locations
 Inventory
 Transportation

Super Asia uses its personal conveyance for the distribution of the products to
place of selling. And these points of selling are approachable to all the consumers. Like
Gujranwala there is proper electronics and home appliances market which is at the
assessable place. In other cities these points of selling are easily approachable to all the
customers. And the company provides a large inventory to all its dealers so that
consumers can not face the difficulty of un-availability.

 Promotion:
 Promotion means activities that communicate the merits of the product
and persuade target consumers to buy it. Promotions decisions are those related to
communicating and selling to potential consumers. Since these costs can be large in
proportion to the product price, a break-even analysis should be performed when making
promotion decisions, it is useful to know the value of consumer in order to determine
whether additional customers are worth the cost of acquiring them. Super Asia has taken
the following steps for the promotional strategies:

 Advertising
 Personal Selling
 Sales Promotion
 Public Relation

The budget for advertisement is low for the company products which is great
threat for the company due to which the competitors are getting the advantage. Super
Asia also does the promotion in some public welfare works. Company is funding to
various NGOs and welfare organizations.

4.2- BOSTON COSULTING GROUP ANALYSIS:

The business portfolio is

the collection of businesses and products that make up the company. So in Super Asia
every product is the business portfolio for the company. The best business portfolio is
one that fits the company's strengths and helps exploit the most attractive opportunities.

The company must:

(1) Analyze its current business portfolio and decide which businesses should receive
more or less investment, foe example in Super Asia some of the business portfolio need
more investment like Air Conditioner, Microwave Oven and some business portfolios
like Washing Machines need less investment.
(2) Develop growth strategies for adding new products and businesses to the portfolio,
while at the same time deciding when products and businesses should no longer be
retained. Super Asia has made the strategy for growth and adding new products; like
Insulation Sheet.

Methods of Portfolio Planning:

The two best-known portfolio planning methods are from

the Boston Consulting Group (the subject of this revision note) and by General
Electric/Shell. In each method, the first step is to identify the various Strategic Business
Units ("SBU's") in a company portfolio. An SBU (Strategic Business Unit) is a unit of the
company that has a separate mission and objectives and that can be planned
independently from the other businesses. An SBU can be a company division, a product
line or even individual brands - it all depends on how the company is organized. In Super
Asia every of their SBU has separate mission and objectives and the management makes
the individually planning for every of their SBU. So we can say that there are 10 SBUs of
Super Asia.

The Boston Consulting Group Box ("BCG Box")

Using the BCG Box (an example is illustrated above) a company classifies all its SBU's
according to two dimensions:

On the horizontal axis: relative market share - this serves as a measure of SBU strength
in the market
On the vertical axis: market growth rate - this provides a measure of market
attractiveness
By dividing the matrix into four areas, four types of SBU can be distinguished:
Stars - Stars are high growth businesses or products competing in markets where they are
relatively strong compared with the competition. Often they need heavy investment to
sustain their growth. Eventually their growth will slow and, assuming they maintain their
relative market share, will become cash cows. Here the motorcycle and fans of Super
Asia best fit because their growth is high but they still need high investment to sustain
their growth.

Cash Cows - Cash cows are low-growth businesses or products with a relatively high
market share. These are mature, successful businesses with relatively little need for
investment. They need to be managed for continued profit - so that they continue to
generate the strong cash flows that the company needs for its Stars. Washing Machines of
Super Asia comes under this head because they are earning a lot for the company and
need very low investment.

Question marks - Question marks are businesses or products with low market share but
which operate in higher growth markets. This suggests that they have potential, but may
require substantial investment in order to grow market share at the expense of more
powerful competitors. Management have to think hard about "question marks" - which
ones should they invest in? Which ones should they allow to fail or shrink? Water
Dispensers, Geyser, Room Air Cooler and Safe Lines have very low market share but
they operate in higher market growth. Super Asia should think about the Water
Dispenser, Geyser, Room Air Cooler and the Insulation Sheet because they can earn a lot
for the company, if investment is made in these business portfolios.
Dogs - Unsurprisingly, the term "dogs" refers to businesses or products that have low
relative share in unattractive, low-growth markets. Dogs may generate enough cash to
break-even, but they are rarely, if ever, worth investing in. Air Conditioners and
Microwave Oven of Super Asia are at this stage.

4.3- PRODUCT LIFE CYCLE:

A product’s life cycle can be divided into several

stages characterized by the revenue generated by the product. If a curve is drawn showing
product revenue over time, it may take one of many different shapes, an example of
which is shown below:

Development Stage:

The life cycle concept may apply to a brand or to a category of

the product. Its duration may be as short as a few months for a fad items or a century or
more for product categories. Product development is the incubation stage of the product
life cycle. There are no sales and the firm prepares to introduce the product. As the
product progresses through its life cycle, changes in the market mix usually are acquired
in order to adjust to evolving challenges and opportunities.
Introduction Stage:
When the product is introduced, sales will be low until customers
become aware of the product and its benefits. Some firms may announce their product
before it is introduced, but such announcement also alert the competitors and remove the
element of surprise. And Super Asia also uses this strategy that they announce the
product before the introduction and their view about this thing is that customers become
aware of the product before its introduction in the market. Advertising costs are typically
high during this stage in order to rapidly increase the customer awareness of the product
and to target to the early adopters. When Super Asia was introducing its Motorcycle they
were advertising a large. During the introductory stage the firm is likely to incur
additional costs associated with the initial distribution of the product. These higher costs
coupled with a low sales volume usually make the introduction stage a period of negative
profits.

During the introduction stage, the primary goal is to establish a market and build
primary demand for the product class. The following are some of the marketing mix
implication of the introduction stage:

Product:

At this stage one or few products which are differentiated are introduced. Safe
Line of Super Asia is at this stage. And somewhat Motorcycle is also at this stage.

Price:

Usually at this level the prices are high to cover the cost of the product. But
sometimes low prices are set for the penetration in the market and gain the high market
share. Super Asia usually uses the penetration strategy at this stage so that they can attain
the high market share. Here the prices of Safe Line of the company are high.
 Place:

Distribution is selective at this stage and scattered as the firm commences

implementation of the distribution plan.

Promotion:

Super Asia set a heavy budget at the introduction stage of the product for its
advertisement. At this stage heavy advertisement is necessary.

Growth Stage:

It is the stage of the product life cycle in which a product’s sales start climbing quickly. It
is a period of rapid revenue growth, sales increases as more customers become aware of
the product and its benefit and its additional market segments are targeted. Once the
product has been proven a success and customers being asking for it, sales will increase
further as more retailers become interested in carrying it. The marketing team may
expand the distribution at this point. Motorcycle and Ovens of Super Asia are at this stage
because their sales are increasing. When the competitors enter the market, often during
the later part of the growth stage, there may be price competition and increased
promotional costs in order to convince the consumers that the firm’s product is better than
that of the competition.

During the growth stage, the goal is to gain consumer preference and increase
sales, the marketing mix may be modified as follows:

Product:
New product features and packaging options; improvement of product quality.
Motorcycle, Fans, Water Dispensers and Air Coolers are at the growth stage. Their sales
are improving.
Price:
Maintained at the high level if demand is high, or reduced to capture additional
customers. Here the company reduced the prices so that more customers can attract towards
Super Asia.

Distribution/ Place:
Distribution becomes more intensive; trade discounts are minimal if
resellers show a strong interest in the product. The company is providing more inventory to its
distributors.

Promotion:
Increase advertising to build brand preferences. The management is making
strong promotional strategies for Motorcycles, Fans, Water Dispensers and Air Coolers.

Maturity Stage:

The stage in the product life cycle in which sales growth slows o
level off, it is the most profitable stage while sales continue to increase in this stage, they do so
at a slower pace. Because brand awareness is strong, advertising expenditure will be reduced.
Competition may result in decrease market share and prices. Super Asia’s Washing Machines
and Spinners are at the maturity stage and earning a lot of profit for the company and their
advertisement cost is also very low. The competing products may be very similar at this point,
increasing the difficulty of differentiating the product. There are lot of companies in the market,
domestic and foreigners. The company is placing effort into encouraging competitor’s
customers to switch, increasing usage per customers and converting the non-users into
customers. Sales promotion may be effort to encourage retailers to give the product more shelf
space over competing products.
During the maturity stage, the primary goal is to maintain market share and extend the product
life cycle. Marketing mix decision may include:
Product:
Modifications are made and features are added in order to differentiate the
product from competing products that may have been introduced. The Washing Machines and
Spinners of the company are at maturity stage.

Price:

Possible price reductions in response to competition while avoiding a price war.

Super Asia has set the prices of Washing Machines and Spinners at fare place.

Place/ Distribution:

New distribution channels and incentives to resellers in order to avoid losing shelf space. The
company is distributing their products in a large and making the new dealers in the market.

Promotion;

Emphasis on differentiation and building of brand loyalty. Incentives to get the competitors’
customers to switch. The company is advertising a lot to attract the customers towards their
products.

Decline Stage:

The product life cycle stage in which a product’s sales decline and market becomes saturated.
The product becomes technologically obsolete or customer taste changes. If the product has
developed brand loyalty, the profitability may be maintained longer. Such as the Washing
Machines of Super Asia is making the profits a longer. Unit cost may increase with the
declining production volumes and eventually no more profits can be made.
During decline phase, the firm generally has three options:
 Maintain the product in hopes that competitors will exit, reduce costs and find new uses
of for the product.
Harvest it, reducing making support and coasting along until no profit can be made.
Discontinue the product when no more profit can be made or there is successor product.
The marketing mix may be modified as follows:

Product:
The number of products in product line may be reduced. Air Conditioners and
Oven of the company are at decline position.

Price:
Prices may be lowered to liquidate the inventory of discontinued products. Prices
may be maintained for continued products serving a niche market. The company has lowered
the prices of Air Conditioners and Ovens to make some share in the market.

Place/ Distribution:
Distribution become more selective, channels that no longer are
profitable are phased out. The distributions of these products of the company are very low.
Promotion:
Expenditures are lower and aimed at reinforcing the brand image for continued products. The
company is making lower advertising for these products but they should enhance the budget of
these products to increase the market share.
 Work in HR department: 
SUPER ASIA HR: 

SUPER ASIA documents all their employee's manual and computerized biodata and reviews
their academic and professional history. I also record interns' data manually in my internship
period. 
My job in the section Machine: 

I worked on translating book articles into Urdu and adding some book-related information for a
better understanding of the e-library computer association worksheet section to provide members
with the new management work content. The Technology portion of SUPER ASIA is being
developed. 

My learning experience during internship: 

I will explain briefly the knowledge gained and learned as a result of my training experience and I
have gained a tremendous amount of knowledge about customer service and I have realized the
great communication ability which is the fundamental prerequisite to serve customer with great
service. 

I learnt about SUPER ASIA software posting info. In the SUPER ASIA program I also
learned about change of address, endorsement, new account opening process etc. 
Skills learned: 

• Improving social skills and gaining confidence as I built up personal 

relationships. 

• Strengthened communication and teamwork capabilities. 

• I know from consumers coping with meeting the demands concerned.

 • Internship helps me develop entrepreneurial skills and learn the ethics of work. 

• I learned multi-task skills and improved many communication skills as well as I

became self-confident and touchy. 
Attitudes: 

• I learn practically about the partnership and teamwork. 

• Most challenging task 

• The most challenging task is to understand different clients’s behaviors attitude and
perceptions. 
Objectives: 
To reduce the communication gap between Super Asia’s members and government officials by acting as a
bridge between two sides. 
To make sure that the latest development\ changes in the govt. polices trade enquire, business
opportunities, international fairs and exhibitions, technological development around the world are available
to the members through Super Asia. 
The Gujranwala chamber of commerce and industry will not only provide information to the members but
will also arrange training course, workshops, seminars on various technical, technological regulatory,
taxation and management aspects of business. 
To develop a good image of our members at the national and international level so as to boost their
business activities. 
To establish, implement and maintain training programs within the organization for the better performance
of our employees so as to serve the members in an effective and efficient manners.

Future prospect of the organization: 

In this section I am briefly describing the Gujranwala chamber of commerce and

industry SUPER ASIA’s future projects and plans: 
 • Dry port development in the town of Gujranwala. 

• Limited industrial estate established no. 4 and 5. 

• Encouraging exports. 

• The market treatment. 

• Harbor airport. 

Recommendations: 
Since performing SUPER ASIA’s SWOT, I am able to recommend the factors that are certain if
SUPER ASIA management should apply these factors correctly, the vulnerability and risk are
transformed into strength and opportunities. 
Need recruitment process to enhance R and D cell: 

As few members of staff operate the R and D cell, their contract and compliance jobs are
delayed for some time. Therefore, to improve the staff members to achieve the optimal point for
income maximization is a desperate need. 

Segregation of duties: 

I recommend segregation duties to SUPER ASIA management an only one person can do one
job and he is a superior or supervisor to inspect his work. In SUPER ASIA the accountant is not
appropriate for both accountant and cashier. To prevent fraud, there should be separate
individual for every massage. 
CHAPTER NUMBER 5:
CONCLUSION

Organizations exist when two or more people work towards achieving common
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

6.2 RECOMMENDATIONS

 I have realized that Super Asia is performing very well since sits 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.

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

 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.
REFERENCES:

http://www.superasia.biz/about
Google website manufacturing information Retrieved on December 30, 2008,
en.wikipedia.org/wiki/manufacturing
Google website methods of preparing report Retrieved on December 30, 2008,
www.projects.ex.ac.uk/RDavies/arian/

http://www.quickmba.com/marketing/market-segmentation/
http://www.netmba.com/marketing/product/lifecycle/
http://tutor2u.net/business/strategy/bcg_box.htm
Book Reference:
Philip Kotler, Principles of Marketing, Prentice -Hall, 1980. Gary Armstrong joined as
co-author in 1989