University of Punjab Gujranwala Campus

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University of Punjab Gujranwala Campus

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UNIVERSITY OF THE PUNJAB

GUJRANWALA CAMPUS

SUPERVISED BY:

Ms. AADILA HUSSAIN

SIGNATURE_____________________________

PRESENTED BY:

GROUP FERIES PROGAMMERS

IQRA MUSHTAQ TAHIRA MARIAM SABA QAYYUM MAHUM SHEHBAZ TAJWER FATIMA SARA BANO ISHRAT NAZ
University of Punjab Gujranwala Campus

MT11049 MT 11005 MT 11111 MT 11040 MT 11048 MT 11120 MT 11044

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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.

We are grateful to our respected teacher Mam Aadila Hussain who has guided us in each and every step of this project. Indeed, without her kind guidance we may not be able to even start this project. May ALLAH give her the reward which she deserves.

In the end, we are thankful to all our teachers and have a lot of prayers for them who give us the knowledge and make us able to complete our project. Here our special thanks for Mam Aadila Hussain whose supervision guided us to complete our project.

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DEDICATION

We dedicate our project to our respected TEACHER MAM AADILA HUSSAIN who taught and hold our hands on every step of our project.
University of Punjab Gujranwala Campus

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EXECUTIVE SUMMARY

Super Asia is the manufacturing company and named as a heavy industry of Gujranwala in Pakistan. It is located at GT. Road GUJRANWALA.

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, Faisalabad 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 god owns. 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 the last, we give the conclusion about this project on Super Asia. At the end of this report I gave the references of all the data and information which I have included in this report. University of Punjab Gujranwala Campus Page 6

TABLE OF CONTENTS
Introduction History of Industry in World . History of Industry in Pakistan .. History of Organization . Information about the Organization .. Vision, Mission . Products / Services . Organizational structure . Concerned department information Skills used and acquired .. Product life cycle Conclusion .. References ...

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SUPER ASIA
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, Bangladesh, 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 Hajji Mohammad Yusuf while Managing Director University of Punjab Gujranwala Campus Page 8

Hajji 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.

Hajji 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 Yusuf 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 Hajji Muhammad Yusuf is equally paying his attention towards religious affairs and social work. He has constructed a Mosque; Main 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 SUPER ASIA:

Super Asia is family owned business. It was founded approximately 30 years ago as a privately held factory of washing machines. The founder of factory was Mr. Hajji Muhammad Din (Late). He made his idea a reality by being the first local manufacturer of washing machines in Pakistan. With the advent of Super Asia Group in 80s became the era that changed lifestyles of generations to come. Super Asia has the honor of producing first of its kind complete plastic body washing machine in Pakistan. Another hallmark in quality products is introducing the double action washing technology through side and center Plaster. Super Asia also work on the lines, caters-to-all and thus has introduced products of different values in the market with the latest technology. We are the market leader in washing machine since 1975 and strive to replicate our strengths in our other products and businesses, thus offering our best across the region. Hajji 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 University of Punjab Gujranwala Campus

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International Markets. It will not be out of place to mention the services of Mr. Faisal Afzal, Mr. Abdul Razaq, Mr. Sohail Yusuf 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. The main campus of factory with its five departments is situated near Chun Da Qila GT Road Gujranwala. The mission of Super Asia is to setup a business model with modern and latest technology products that are geared to encompass needs of our customers, while strictly adhering to the high quality standards. Provide a dynamic, responsive organization that ensures a rapid response to opportunity and competition. The factory carefully managed its production to ensure growth in both national and international market. Super Asias products are very famous both in Pakistan and worldwide. During the 1980-90s, Super Asia devoted its resources and develops a huge factory and other businesses to make its place in the competitive environment of Pakistan. Super Asia has acquired a reputation as a home appliances manufacturer holds a leading position in the field of home appliances; they have also started other businesses like polythene sheets and CNG stations. They are trying to develop their organizational culture just like multinational companies. There are many outlets of Super Asia all over the Pakistan which sold their products direct to final users. The best-known are household products, sold worldwide under their brand name in many countries of the world. With many sales locations in Pakistan and huge exports, Super Asia is present on all of the world's major markets. The company employs approx. 700 people. 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, and Exhaust Fans. Major Milestones of Super Asia Group is as under: 1975: Super Asia produced its first ever Washing Machine in Pakistan. 1981: Introduced Air Cooler in the market. University of Punjab Gujranwala Campus Page 10

1985: Offered Geyser in the market. 1995: Introduced Water Dispensers in the marketplace. 1998: produced fans in market. 2003: Motorcycles launched. 2003: Insulation sheet entry in the market. 2004: Air conditioner and Microwave Oven offered. 2006: Automotive Parts presented in the market. 2008:Three-wheeler CNG auto-rickshaw. 2009: Hardees International Burger Chain. 2010: Gas stove and cooker Hood.

Group Companies of Super Asia: Super Asia Group is categorized in following division: Home Appliance Division Automobiles Division Insulation Sheet Division Food Division

Home Appliance Division Super Asia Mohammad Din Sons Limited: It encompasses a wide range of Home Appliances ranging from Washing Machines, Spinners, Air Conditioners, Fans, Gas and Electric Water Heaters, Water Dispensers, Electric Water Coolers, Room Air Coolers, Microwave Ovens, Gas Stoves and Cooker Hoods. Super Asia Trading Company: To cater the needs of its international customers Super Asia exports its products to South Asia, Middle East and other foreign countries. University of Punjab Gujranwala Campus

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Automobiles Division Super Asia Motors Private Limited: Super Asia has succeeded in providing motorcycles which are skillfully designed, keeping in view economy, quality standards and comfort. SAM has also recently started manufacturing rickshaws, (3 wheeler, 200cc 4 Stroke, CNG auto) with the name of Tuk Tuk. The new and improved rickshaws from Super Asia have been brilliantly designed with attractive color combinations, hence catering to the customary needs of the society. The rickshaws have been designed with the element of reliability, maximum seating capacity, and are also environment friendly. S.T. High-Tech Private Limited: This company is a subsidiary company of Super Asia Group that is manufacturing auto spares parts mainly aluminum die casted parts. State of the art machinery set up has been installed for the jobs. This unit is supplying crank cases for motorcycle engines to Super Asia Motors and also full filling the demand of many other OEMs in Pakistan engaged in motorcycles assembling units. Insulation Sheet Division
FBW Corporation:

It provides integrated technology based insulation solutions, packing material and carpet underlay for consultants, architects and downstream customers in construction, shoe industry, fruit industry, and industry in general for packing etc. The aim of Super Asia is to bring quality-insulated culture which contributes to a sustainable better environment by minimizing electricity costs, reducing noise pollution and preventing water leakage.

Food Division MDS Foods Private Limited (Hardees): University of Punjab Gujranwala Campus

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MDS Foods Private Limited is an associated company of Super Asia Group and a franchisee of CKE International (US based charbroiled burger chain). Super Asia is to open restaurants with the brand name of HARDEES in Pakistan, one of the worlds leading brands in Quick Service Restaurants. Two restaurants in Lahores most prime areas have duly been completed i.e. on MM Alam Road and on Thokar Niaz baig, and other restaurants in DHA and other areas are also in pipe line. Super Asia is striving hard to bring the best from around the world to facilitate the people of Pakistan and earn good name in the food industry like as well.

Other 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.
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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.

PHILOSPHY: Quality, innovation in design and strong backup support systems are the core elements of Super Asia company philosophy. To attain total customer satisfaction, Super Asia works day and night to ensure that standards are met. Constant efforts to produce the best and unbounded commitment towards the company and its customers are our techniques of accomplishing companys goals.

Honors and Achievements: Super Asia is the only local home appliances company to sponsor international matches. The Continuous precedential win of FPPCI export trophies, world renowned certifications and awards are an acknowledgement of the quality products, Super Asia is delivering. Special Visit of President of Pakistan to Super Asias Gujranwala manufacturing facilities. Super Asia recently got the distinction of having been honored with the Brands of the Year Award. The company has won the Merit Trophy 2004-2005 of Federation of Pakistan Chamber of Commerce & Industry presented by General Pervaiz Musharaf to the Chief Executive of Super Asia. The company also has won the Merit Trophy 2005-2006 of Federation of Pakistan Chamber of Commerce & Industry presented Shaukat Aziz (Prime minister of the time) to the Managing Director of Super Asia.

Corporate Social Responsibility: The Group is a playing a vital role in social sector of Pakistan like: University of Punjab Gujranwala Campus

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I. II. III. IV.

Main Muhammad Din Trust Hospital (the hospital provides free medical treatment to factory workers, and the needy of nearby localities.) Gujranwala liver foundation (which is actively contributing towards the needy and affected from the Hepatitis and liver diseases) is some of the examples. Company also contributes in the education sector by giving scholarships to students from different schools and universities Company is working in endless ways for the welfare of the society.

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.

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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.

Air 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.

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Electric Water Coolers

Complete plastic front. Continue supply of cold water. Seasonal effects and rust proof.

Gas Water Heaters

Very low consumption of energy. No chance of water leakage. Finished with imported powder coating.

SERVICES:
To provide customer prompt, quality and reliable services at their doorstep Super Asia has a largest after sales service network throughout the country. To take care of customer appliances all 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.

HIERARCHY:
Super Asia is market leader in Washing Machine, Air Cooler and Geyser, till today, given the presence of numerous local and foreign University of Punjab Gujranwala Campus Page 17

brands in Pakistani Home Appliances Market. We stand for as top five in Fan industry and among the top ten manufactures of Motorcycles in Pakistan. Super Asia Spans following divisions:

Home Appliances Division:

Chairman

Super Asia M. Din Sons Ltd.

Washing Machine Room Air Cooler Geyser Water Cooler Air Conditioner Water Dispensers Microwave Oven

Super Asia Trading Co.

Superior Electric Private Ltd

Fan Division Ceiling Fan Bracket Fan Exhaust Fan Pedestal Fan Table Fan

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Automotives and Automobiles Division:

Chairman

Super

Asia

Motors

S. T. High-Tech Private Ltd

Private Ltd

Motorcycles Rickshaw Rickshaw

- Spare parts of - Motorcycles

Insulation Sheets Division:

Insulation Sheets

Super Asia Administration:

Chairman

Managing Director

Chief Executive

Director Finance

Director Production

Director HR

Director Marketing

General Manager

General Manager

General Manager

General Manager

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Finance Department:

General Manger

Finance Manager

Accounts Manager

HR and Administration:

General Manager

Human Resources

Administration

Time Keeping Salaries & Wages

- Canteen Hospital Cleaning Building Maintained Area Maintained

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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

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Motor Winding Shop Assembly Fan Shop

Store Department:

Store Procurement Store for Final Goods

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 companys image and standing in the market. Out of the three Ms 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 organizations ability to meet the training and development challenges provides an opportunity to make significant contribution to the company. With better quality people executing the companys 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.

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Here in the report we have tried our best to give very informative and useful details regarding Super Asia.

RECOMMENDATIONS
I have realized that Super Asia is performing very well since its inception. It is quite difficult to give suggestion to improve the working conditions of Super Asia MDS Ltd. As we know that nothing is perfect, there is always a room for improvement.

Super Asia is also offering motorcycle with its brand name but 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, customers satisfaction decreases the stationary cost and resultantly it will increase profits.

Employees Training programmer must be introduced on continuous basis so that Employees have understanding with the latest developments especially with the customers.

Super Asia should introduced incentive plans for employees on regular basis so that if employees may work whole heartedly for the welfare of their organization. While giving

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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.

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

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