Acknowledgement

Executive Summary
 Table of Contents
1. Introduction
Introduction to Industry
Introduction to organization
Mission and Vision
Organizational hierarchy chart
Organization Structure
2. Marketing Mix
Product
Price
Place
Promotion
3. External environmental Analysis
Political and Legal Factors
Social Factors
4. Internal Environmental Analysis
Financial Analysis
Research and Development
Management
5. SWOT Analysis
6. Workflow Process
7. Internship plan and learning
8. Recommendations/Suggestions
9. References
 Introduction

The Ceramic Industry in Pakistan is a large industry that uses ceramics in

all conceivable forms, from the flooring industry, where ceramic tiles are
known for the high-end commercial industry.

Initially, ceramics were the refractory material still used in the flooring
industry, but for high-end applications, hybrids such as silicon carbide and
silicon nitride have been developed. This ceramic has advantages over
conventional steel or other materials.

Ceramics are corrosion-resistant and heat-resistant and, of course, can

carry heavier loads better than steel. For this particular reason, ceramics
are also used in medicine by industry. Especially for bone implants and
orthopedic restorations, the ceramic material is used because it is very
hard and resistant to maintain pressure. The Ceramic Industry in Pakistan
is a large industry that uses ceramics in all conceivable forms, from the
flooring industry, where ceramic tiles are known for the high-end
commercial industry.

Initially, ceramics were the refractory material still used in the flooring
industry, but for high-end applications, hybrids such as silicon carbide and
silicon nitride have been developed. This ceramic has advantages over
conventional steel or other materials.

Ceramics are corrosion-resistant and heat-resistant and, of course, can

carry heavier loads better than steel. For this particular reason, ceramics
are also used in medicine by industry. Especially for bone implants and
orthopedic restorations, the ceramic material is used because it is very
hard and resistant to maintain pressure.
 Introduction to Organization
Orient Ceramics develops, designs and markets a complete range of
Bathroom and Sanitary products including Water Closet, Wash Basin,
Squatting Pan, Shower Trey, and is reckoned to be India's leading
company that caters to unmet need and expectation of clients about design
and quality of the products. The company was founded in 1998 and its
head office and two production units in Thangadh, Gujarat, India. Since its
foundation, the company has met with significant changes in its business
and its products. Orient Ceramics has always been geared up and intended
to embrace such changes and transform them into opportunities and
growth. The quality of a company is couched in the skill and expertise of its
leadership. For nearly 18 years, it has benefited by robust, decisive leaders
at its premises, devoted to the core principles. Our business policy is
transparent and we honestly work with it. The entity is well known for the
excellent quality of the products and their design innovation. Our company
majorly entertains exports inquiry from the customers. 

VISION AND MISSION

At Orient Ceramic, our corporate philosophy is simple - Delivering quality bathroom and
sanitary products, on time, every time ! As one of India's leading manufacturer and
exporter of Ceramic Sanitaryware, Shower Trays, Ceramic Wash Basin and Ceramic
Sink, we help clients find the right balance between stylish looks and sustainable
performance with our wide choice of products. These products are the embodiments of
excellency in their looks as well as in functions.
 Organization structure
Chain of Command
The Managers are given a set of goals for every month by the CEO which the managers have
to figure out how to complete them. These goals are made into targets and them completed
by the employees under the supervision of the Managers.
Departmentization
There are 5 main departments
1. Marketing
2. Finance
3. Manufacturing
4. HR
5. Supply chain
Centralization
The company works on a centralized system in which managers have to report to the CEO
about everything that is going on in the firm and the employees have to report to the
managers accordingly
Organization hierarchy chart
 Marketing Mix
Product
Product Name Product Category Brand Number of Variants
One piece Closet Closet ORIENT 5
Wall hung closet Closet ORIENT 3
2-piece closet Closet ORIENT 4
Water closet Closet ORIENT 4
Pedestal Wash Basin Basin ORIENT 3
Wash basin half pedestal Basin ORIENT 2
Table top basin Basin ORIENT 1
Wall hung Basin Basin ORIENT 1
Counter Basin Basin ORIENT 1
Urinal Urinal ORIENT 3
Lab Sink Sink ORIENT 2
Bathroom Accessories Accessories ORIENT 2
Designer Collection Wash basin Basin ORIENT 2
Sanitary Ware Suite Sanitary ORIENT 4
Squatting Pan Squatting ORIENT 5
Price
Product category Brand Price
Lifts(2-post) Gti 275,000Rs-350,000Rs
Lifts(2-Post) Launch 350,000Rs-500,000Rs
Lifts(4-post) launch 800,000
3-D Wheel Alignment Machine Launch 1,250,000Rs
Touchless Wheel Alignment Machine Launch 4,000,000Rs
3-D Wheel Alignment Machine Gti 900,000Rs
Wheel Balancer Gti 200,000Rs-350,000Rs
Tire Changer GTI 250,000Rs
Wheel Balancer Weights GTI 5000Rs
Battery Tester Launch 40,000Rs
Ultrasonic Injector Cleaner Launch 90,000Rs-120,000Rs
Thermal Imager Camera Launch 80,000Rs-100,000Rs
Endoscope Launch 30,000Rs-60,000Rs
A/C Service machine Launch 350,000Rs
Pilot Scan Launch 55,000Rs
Spray Paint Booth GTI 3,200,000Rs

Outlets:
Distributors
1. lahore
2. Islamabad
3. Karachi

Online Channel
1. Website
2. Facebook Page
3. YouTube Channel

Promotion

Advertising Broadcast, print, internet, mobile

Sales Promotion Discount, displays, demonstrations
Personal Selling Trade shows, Incentive program
Public Relations Local Exhibitions, sponsorships, events, web pages
Direct and Digital Marketing Mobile Marketing, social media, Web Marketing, TV shows
External Analysis
Political

Legal

Economical

Technological
Internal Analysis

Financial Analysis

1. Ratios
a. Current Ratio

Current Assets/Current \Liabilities

3,500,0000/1,000,0000

3.5

b. Acid Test Ratio

Acid Test=Cash +Marketable Securities+A/R
Current Liabilities

10,000,000+8,000,000+5,000,000

1,000,000

2.3

c. Working Capital
Working Capital = Current Assets - Current Liabilities 
3,500,0000-1,000,0000
2,500,0000
d. Gross Profit Margin
Gross Profit Margin=Net Sales/Net Sales − COGS
25,000,000/25,000,000-13,000,000
2.0

e. Return on Assets Ratios

Return on Assets=Total Assets/Net Income
33,000,0000/25,000,0000

1.32

2. Horizontal Analysis
Formula= (Amount in Comparison Year - Amount in Base year)
Amount in Base year

3. Vertical Analysis

Formula=Individual Item / Base Amount *100

 HR resource Analysis

a. Training and developments

Training programs are being conducted on monthly basis, technological trainings are being given
by internationally hired engineers while corporate and legal trainings are being conducted by
corporate lawyers, who handle the legal system. The marketing department continues to learn
online as new ways of digital marketing surface each day.

b. Amount Training and developments

100 USD on Technological, Legal and corporate training costs Rs10,000per month and the
courses cost 60 USD per month.
c. Number of Training and developments conducted

2 Technological training workshops per month, weekly development meetings with lawyers and 2-
month courses for marketing team.

Planning and Management

1. Whether the Firm has Vision and Mission?

The firm does have vision and mission statements and their operations are a clear indication
that they plan to grow in other cities of Punjab and then move towards the other provinces
of country while also moving towards exporting to other countries.

2. Whether the company has company objects?

The Objects of company are to manufacture, import and sell the best products and provide
the best customer support.

3. Number of meetings conducted?

Weekly meetings conducted on each Thursday with the managers and managers conduct
meetings with employees on Mondays and Fridays.
 SWOT Analysis

SWOT ANALYSIS
A SWOT analysis is a useful tool for evaluating the business by zooming in on its strengths,
weaknesses, opportunities available, and potential threats. Consider the following:

 Strengths –What strengths does the company have now and how will these strengths
evolve moving forward?

 Weaknesses –What are the deficiencies in the services? Which areas of the business
should be improved first?

 Opportunities –How can the business leverage partnerships and new innovations to
grow the business? Which other segments of the industry would the company consider
entering in future?

 Threats –Are there external factors (controllable and uncontrollable) that could
potentially stifle cash flow or business growth?

STRENGTHS WEAKNESSES
 Market Leader  Local Customer Support
 Brand Exclusive  Less Influence in Sindh
 Accredited  Research
 Strong brand Image  Weak Traditional
 Online Customer Support Marketing

SWOT
OPPORTUNITIES THREATS
 HR Department  Tariffs
 Assembling  Political Instability
 Online Application  Rupee Depreciation
 Export  International Business
 Brand Sponsorships
Conditions
 International Exhibitions
 Petrol prices
Workflow Process
 Internship Plan and Learning

Internship Plan

My internship lasted for 8 weeks, in which I worked in 3 departments i.e

1. Finance (4 weeks)
2. Marketing (2 weeks)
3. Manufacturing (2 weeks)

I worked from Monday-Friday, 8:00 am-5:00 pm.

Learning

My major portion as an internee was to learn about import of goods. My time in finance allowed me
to work with bank Habib metro which was used by the firm to carry out is Letter of credits, bank
Contracts as well as also manage the sale account.

Letter of credit was my first task as it is the longest task of the firm and continued throughout my
internship