Internship Report On Super Asia Marketing Essay

I am going to complete my master’s degree in Business Administration from COMSATS Institute of Science and Technology Lahore, 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, Pel, 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.

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 last 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 Mr.Abdul Hafeez (HR Manager) .He was a very skilled and knowledgeable person and had a lot of knowledge and experience of HRM.He was keeping the whole HR system and all the subordinates answers to him and he answers to the general manager. In 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 manager of the department I am working weather it is marketing. HRM or accounts depatment and do the survey of market about the sales of products of Super Asia. I did survey about the sales one was sales of washing machines of Super Asia comparatively sales of other companies. Also I often go to different banks with the field boys and deals with the different banks for different tasks.In marketing 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 my final project are the analyses which are related to the marketing.First analysis which I did is related to the marketing strategies that which one strategy is applicable in the Super Asia. The 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.

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

Introduction ……………………………………………………………………….

History of Industry in Pakistan ………………………………………………….

History of Orgnization ……………………………………………………………

Information about Orgnization …………………………………………………..

Vision/ Mission …………………………………………………………………..

Products …………………………………………………………………………..

Orgnizational Structure ………………………………………………………….

Hirearchy of the Orgnization ……………………………………………………

Administration Department ……………………………………………………..

Human Resource Management ………………………………………………..

Accounts and Finance …………………………………………………………..

Sales and Marketing Department ……………………………………………….

SWOT Annalysis ………………………………………………………………….

PEST Analysis …………………………………………………………………….

Internship Experience ……………………………………………………………

Working Experience (Duties / Responsibilities ) ………………………………

Learning Achivement …………………………………………………………….

Skill Used and Aquired ……………………………………………………………

Marketing Strategies ………………………………………………………………

Product Life Cycle …………………………………………………………………

Conclusion …………………………………………………………………………

Refrences ……………………………………………………………………………

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, Bangla Desh, 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.

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 forigner 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.

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.

Information about the Organization:

Every successful company and orgnization 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.

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.

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