Sun Crop Group

A Success Story in Agri Business Of Pakistan

Over View

Sun Crop group established in year 2000, at D.G.Khan on a very small scale with a
sales of only 0.0375 billion in first year & now over period of 14 years sales crossed
7.81 billion in 2014 & in 2015 group is looking forward to a mile stone of 10 billion.
Sun Crop Group is a blend of versatility in Agro business from open dealer net work
to semi franchise & finally having largest Agri based franchise system in Pakistan.
Sun Crop Group comprises of five business units (companies) Total business is being
looked after through 8 Divisions, 24 Regions,296 territories and 5 International
collaborations.
All such business operation is being controlled by Sun Crop Group Head office 8-B
Industrial Estate Multan under the dynamic & visionary leader ship of Dr.
Muhammad Shafeeq.
Nature of Organization

Sun Crop Group is basically an Agro based group dealing in

 Seeds
 Pesticides
 Fertilizers
 Farm Machinery
 Services
Sun Crop is a leading Group in Pakistan that provide farmers community a wide range
of quality seeds such as Cotton, Rice, Wheat, Corn, Sunflower & Tomato, These seed
varieties are well known having good yield potential and a reasonable sales volume.

Pesticides are the back bone & foundation stone of the group, with arrange of
traditional chemicals to the state of the art cutting edge products and because of
pesticides Sun Crop Group is undoubted present in the queue of top companies of
Pakistan & looking forward to became Number One group among national companies
in 2015 with a sales of 10 billion.

Fertilizers are essential part of Agro based industry & Sun Crop Group is proudly in
leading position among national companies.

Farm machinery is a big opportunity & group is now focusing & working to grab the
share.

Services include, Field Advisory Services (FAS), After Sales Services (ASS) Tele
services though our well trained Skilled & experienced staff throughout Pakistan,
which leads toward not only growth of sales of the group but as a matter of fact help
in the prosperity of farmers and ultimately leads towards prosperous Pakistan
VISION STATEMENT

MISSION STATEMENT
We combines the power of science and technology with the human element to find
out the solution which are essential for the farm and farmer’s progress. The compamy
connects the chemistry for sustain ability to help and address farmer problems for
increasing agricultural productivity.

Group Companies

Sun Crop group consist of

 Sun Crop Pesticides.
 Green let International
 Sun Gro (Pvt) Ltd
 Sun Crop Industries Pakistan Ltd

Sun Crop Pesticides

Sun Crop pesticides is the beginning of group, established in year 2000 in a small office in
D.G.Khan with a team of only 5 sales person & achieve 0.375 billion sales in first year,
which now become a group of companies with a sales of over 7.81 billion in 2014 Up till
2004 major business was through open dealer net work in 2005 company took a major
decision & entered in franchise business & start their out lets with the name of Leader Zari
Markaz in 2015 we modify and modernize the out lets & rejuvenate, re organize, & change in
outlook & color scheme with new name Sun Crop center.
At present Sun Crop pesticides have 450 Sun Crop centers across Pakistan with a sales force
of 685 persons 120 among which are on four wheals & 565 on motor bikes.
Sun Crop pesticides have three Cost Centers called division.
 North Division - Fahim Siddiaue
 Central Division - AG Changwani
 South Division - Waqar A Shamsi

Green let International

Green let International is the 2nd company established in 2002, with the objective
  To fulfill the demand of the market
 To fill the vacuum created by the conversion of Sun Crop pesticides to
furnishes system
 Obviously to achieve extra market share for the group.
Green let is working on open dealer net work with
 600 dealer’s nationwide
 Sale team of 400 Representatives
 85 on four wheal
 315 on bikes.
Green let also have three cost centers called division
 North Division - Kaleem Ullah
 Center Division - Malik Shahid Aleem
 South Division - Shahid Soomro

Sun gro

Establish in 2012 having a team of 591 sales persons, 91 among them are on four
wheel & 500 on motor bikes.
Sun Gro is Pakistan’s largest national company with Exclusive Franchise network
named “Tahfuz” with the concept of all Agri solutions under one roof.
Sun Gro believe in demand generation through FAS & ASS to the end consumers.
Sun Gro is a fastest growing Agro franchise network a trusted name in agri
community of Pakistan
Sun Gro like other group companies have three cost centers called division

 North - Ghulam Yeasin

 Center - Nadeem Khan
 South - B.A. Mahar
 With one GM Sale & marketing G.H. Mahar & GM operation Nafees Ahmed

Sun Crop Industries (Pvt) Ltd

Established in 2012, to fulfill the requirement of fertilizer manufacturing specially

SSP (Single super phosphate)
BOP (Bio organic Phosphate) and many other brands for farmer community to cater
their Fertilizer needs.
SCIPL having small but smart team creating value for the group and also a well
reputed & trusted name in fertilizer industry

Departments
 HR
 Imports
 Finance
 Sales Accounting
 Internal Audit
 Sales
  Marketing/Tele Marketing
 Supply Chain
 Quality Control
 Training
 Security
 Bulk Sales
 R&D

R & D And Seed Division

R & D staff is based at all major cities in order to test different seed varieties in
different environmental conditions.
 Faisalabad
 Multan
 Sukkur
 Gujranwala
 Peshawar
 Sukkur
 Hyderabad
 Karachi
 D.G.Khan

Sun Crop group has three Seed research Farms.

 Multan
 Lahore
 D.G.Khan
Sun Crop group is working in collaboration with international companies for various
crops.
 Hybrid Maize - Egyptian & Chinese Companies
 Hybrid Rice - Chinese Companies
  Cotton - Local
 Sunflower - South Africa

Promising Seed Varieties are

Rice Bakhtawar 121
Diamand 121
CottonLeader 1 & 3
Tahafuz 1 & 3
Maize Diamand 2031
Bakhtawar 2031
Tomato Richman

Sun Crop Group is now working with a leading Chinese group for the production of
hybrid rice seed in Pakistan and this is the first ever project in private sector that can
change the fate of country & help in saving millions of dollars in import bill

Bulk Sales
Sun Crop Group is a leading bulk supplier of products to a large no of small
companies of Pakistan and having a sales of over two billions per anum and being
supervised by single handed Mr. Muhammad Ali Zafar ,a major contributor in sales
growth & also play role in cash flow of group.

Supply Chain
In today’s world timely supply is the key to success & Sun Crop Group is focusing
on this very keenly.
Prompt supply is the specialty of Sun Crop Group and this is possible through our
country wide ware houses right from Hyderabad upto Peshawar where a minimum
level of inventory is being maintained on daily basis

Quality Assurance
Quality is our strength No compromise on quality and it is being done by a state of the
art quality control lab fully equipped with latest equipment & well trained, skilled
staff
QC lab make it sure to manufacture, formulate and packing of product as per
international standards & operate as per SOP of Group.

Manufacturing & Formulation

SCG has all basic plants of latest & state of the art technology. To run a pesticide
group successfully a variety of plants required. SCG has all required facilities.
 Liquid formulation plant having capacity of 18,000 lit/day.
 Powder formulation plant having capacity of 20 tons/day.
 Granules formulation plant having capacity of 120 ton per day.
 SSP fertilizer plant having capacity of 100 tons/day.

Sales Accounting/Audit/Finance

SCG has well established nationwide interlinked Sales Accounting system. All
transactions are through banks, Sales team collect payments & deposit using various
instruments of banks like, CC,DD, on line transfers etc, raise PR & Send it to sales
account & sales accounts raise the invoice which is then forwarded to supply chain &
supply chain immediately deliver the product to the customers.

Audit branch make it sure that all sales is being done as per company policy
Finance department is primarily mend to arrange finances for various projects,
responsible for cash flow tracking, taxation, imports etc.

IT department, not the less sales accounting which is centrally linked & controlled by
H.O is responsibility of IT department. They also look after mail server & group
website maintenance.
 Sales & Marketing Department

The largest department of the group undoubtedly the cash cow of the group.
Responsible for target achievement of the group maintain & enhance the cash flow.
Dealer’s / Franchisee management is the core responsibility in order to achieve high
volumes of sales

Product Lines

Major Segments
 Seeds
 Fertilizers
 Insecticides
 Herbicides
 Fungicides
Seeds
Seeds varieties

Quality seed of high yielding varieties, eg., (Rice) Bakhtawar, Diamand 121 (Corn)
Bakhtawar, Diamand 2031, Sunflower Wheat seed & cotton.

Fertilizer
Macro & Micro fertilizer available with the group, from SSP 18%, DAP BOP, Urea
Phosphate, Ammonium Nitrate & also have a large range of Micronutrients

Insecticides

A wide range of product is available from traditional chemicals to the new

Chemisties, which covers almost all crops, their pests and are considered as proven
solutions

Herbicides

Unique & specialized products for corn weeds in KPK & SWL area with market
leading positions also have herbicides for all crops & all weeds.

Services

Sun Crop group believe in farmer education to help them to become self-sufficient for
diagnosing & selecting products/solutions at their own.

PLAN OF INTERNSHIP PROGRAM

Where I did my Internship:
I complete my internship at Head office of Sun Crop Group, which is situated at 8 –
Industrial estate Multan. Industrial estate is well known because of Pesticide industry.
Almost all major companies and groups have their major installations at this location.
Some of them are Syngenta , Bayer Crop Sciences , FMC ,Arysta Life Sciences ,
JBL , Ali Akber Enterprizes , 4 Brothers, Allah Din group , Solex Chemicals and Aziz
group. More over Cotton & textile units , Suzuki showrooms and gourmet are other
big companies at this location.
STARTING AND ENDING DATES OF INTERNSHIP.
1.7.2015 -15.8.2015

NAME OF DEPARTMENTS WHERE I spend my tenure /

DURATION OF Internship:
Human Resource Department , Supply Chain department, Sales Accounting
Department, Production Department, IT Department & Quality control lab.
The duration of my internship was 6 weeks.

ORIENTATION PROGRAM
A detailed orientation done at Sun Crop Group head office By Manger Business &
Training Mr. Kaleem Ullah

Human Resource DEPARTMENT:

I have worked primarily in human resource department which is the back bone of the
company. HR department in Sun Crop Group is working very efficiently and they
believe in smart working rather hard working & it also reflects from their number of
personal in this department only three staff members including HR manager is the
total strength of this department.
HR manger is promoted from bottom so he knows all the core issues and suggest
immediate remedies.
Prime policy of HR department is to solve the problems of staff at urgent and
immediate basis. During my stay I observed that no file remain pending in the office
at day end.
Main function of HR department is to generate & transfer salaries, Expenses of team
reimbursement, keeping record of leaves, vehicle files maintenance, Medical bills,
telephone bills tracking, issuance of appointment letters, record keeping of belonging
issued to various staff member ( Assest management ) and finally maintenance of
personal files.
 Work/Assignments done by me during Internship
During my stay as internee at Sun Crop Group I spend two to three days in various
departments in order to understand the working and on ground issues and their
remedies. These departments are;
 Supply Chain department
 Sales Accounting Department
 Production Department
 IT Department
 Quality control lab
In all above mentioned departments briefing of job description of staff was given in a
briefing session by nominee of the department, followed by detailed guest tour of
whole department where I used to serve very initial level assignments like filing, time
keeping, phone representative.
I spend my remaining tenure in human resource department under kind supervision of
HR manager Mr. Muzaffar Ali who give me proper guidance in all respects. During
my stay at HR department I perform various assignments on day to day basis assigned
by HR manager

Record keeping of in ward & out ward mails.

 Leave record maintenance of all staff of group manually & in software.
 Vehicle record updating
 Arranging/coordination for the survey of accidental cases of vehicles from the
field.
 Coordination with audit department for the reimbursement of expenses of field
team.
 Monthly cell phone bills monitoring / coordination and keep all cell nos of staff
( head office & field staff ) operational to provide hassle free services.
 Salary of temporary staff of production department and field staff on the basis of
salary requests received from departmental / divisional heads
 I also used to help different employees in their work as per requirement / assigned
by the HR manager
  My work timings were from 9am to 5pm, six days in a week.
SWOT Analysis

“SWOT analysis is situational which includes strengths, weaknesses, opportunities and

threats that affect organizational performance.”

In SWOT analysis the best strategies accomplish an organization’s mission by:

1. Exploiting an organizations opportunities and strength.

2. Neutralizing it threats.

3. Avoiding or correcting its weakness.

STRENGTH:

 Group is enjoying a peak of image in the market

 Group has a complete range of all basic infrastructure required.
 Major bulk supplier to the small distributors
 Provide formulation / packing facility to these small distributors who are an excellent
source of advertisement and image building of Group.
 Self-financed & self-sufficient in funds availability & not dependent on banks or
external forces of the market.
 Extend credit to the market which turns into high profit margins for the group
 Quality is the major strength of the group.
 Customer’s reliability on the group is at its peak.
 Covering almost all over Pakistan & all customer types through versatility in
business.
 Highly motivated team with most experienced, skilled, motivated, self-driven middle
& top management.
 High paid organization in terms of salaries, bonuses and sales incentives.
 Timely supply & availability is the key factor in success of the group which is
complimented & appreciated not only by customers but also competitors.
 Sales accounting system is one of the best in industry.
 Customers can ask at any time their ledgers / account statement.
 Periodically company send ledgers to the customers for accounts reconciliation which
results in confidence building of customers on the group.
 WEAKNESS:

 Staffing issue at some places company is over staff and some other staff is too low
which effect efficiency of the organization.
 Due to facilities given to other small distributors sometimes they become major
competitors for the group in the market
 As company is group is extending heavy credit to the customer which may become
serious if not recovered.
 Upfront Salary packages are the hindrance in new joining of staff.
 Lower staff is not much skilled
 No roll of HR in hiring / firing of staff
 GMs/ BMs/ departmental heads are responsible for the new recruitment which
sometimes results in bad selection which ultimately effects the group cost /
profitability / image

OPPORTUNITY:

 Sun Crop group compete its competitors by extended ceredit to the market dealers. So
in such a way it plays an important role as financer for the market .
 R & D department is working at its full capacity to explore new and latest chemistries
that are required to meet the upcoming problems in agriculture.
 Main stream staff is regularly being engaged in staff training on job coaching to
enhance the capability of the staff.
 Group is looking into the new world through entering into the new markets of
agriculture in order to reduce the fix cost and to ensure maximum profits with the
need satisfaction of end user community & the channel partners.
 Farm machinery is the next destination of the Group.
 Fertilizer is the main chunk of the market and as a leading group now it is the time to
grab the opportunity and few new products in fertilizer range like Urea Phosphat, Bio
Organic Phosphat & ammonium sulphate are few examples.
  Seed is also a big market in agriculture and all other things applied if seed grows so
keeping in mind group signed an agreement with a Chinese group for the production
of hybrid rice seed in Pakistan and a pilot project is in progress I south division.

THREAT:

 Internal competition among the group companies is a big threat for the group.
 Education level of field staff is not upto the standard.
 Hiring / Firing is only done by the GMs/BMs, no role of HR except file work.

 Sun Crop group is facing a strong competition by its competitors, as they are
struggling their best to grab the market share.
 Low ever prices of the commodity products like Rice, Wheat, Cotton, Maize, Potato
and Sugar cane crush the market and badly effect the cash flow for all players of the
market, which results in unhealthy norms & strategies to enhance the cash flow by the
competitors.
 High prices of Sun Crop group may become a big threat.
 Strictness in sales policies and not extending the dates can also damage the cash flows
which turns into low sales.
 Large teams, fix cost, large inventory may also be a threat.

CONCLUSION

Sun Crop Group is established In year 2000 at DGKhan from a scratch and in 14 years of
time now it’s a large group of Pakistan with over sales of 7.81 billions and aiming for 10
billions in 2015 and is strong candidate of leader of the market among national companies/
groups.

RECOMMENDATONS
Cost Centers/ Division
All divisions are independent in their decisions like staff hiring, trainings, sales policies etc,
which may be a hinderence in sales growth I suggest there must be a uniform policy for staff
hiring and sales policies.

Professional Training

Sun Crop Group is spending a huge amount on staff trainings mainly through external
trainers but that doesn’t pay back to the group because of
 Heterogeneous groups ( no basic qualification is mandatory employees are Matric to
technical education and also have MBAs)
 No follow up
 No or very low intensity of internal trainings
It is recommended to establish an internal training department, with urdu slides regular
follow ups and finally on the job coaching by middle management.

Delegation of Authority

Although cost centers / divisions are independent in their decisions but this delegation must
be transferred to middle management in order to take quick decisions with in parameters
given by the senior management.

Performance Appraisal

During Internship I felt that there is no or very less appraisal of any ones performance. There
is a format for annual appraisal but the contents and features of that appraisal format are not
communicated to the staff and once in a blue moon GM/Bm does it at his own. It must be in a
systematic way that staff must be informed the parameter on which their performance will be
judged, staff and manager should sign the what to do sheet, and there must be a road map to
evaluate periodically and on the basis of that appraisal increments and other benefits may be
given.

Basic Policies
Sun Crop Group is providing its staff with a minimum level of medical coverage that
applicable only if someone admit in hospital and not on outdoor. It is recommended to
enhance its limit and also coverage.
Provident Fund, LFA, Gratuity, old age benefits etc are not covered by the group. It is
recommended to formulate a comprehensive policy to cover all such benefits in order to
motivate the team which in return will increase the retention of staff.
Life insurance is also need to address.
Leave policy is not clear it is the discretion of manager that when & where leaves can be
approved. It is recommended to have a uniform policy that also include leave encashment if
needed.

Need of Qualified Staff

There is a need to set a minimum qualification criteria to boost up the standard of staff.
Service Book / Rules
No such book let is available that has to be given to newly hired staff along with their
appointment letter. It is recommended that such book must be developed at urgent.
Orientation
This is observed no orientation program is available for new hiring. Management take it
granted that all new people know all about the market. Which some time cause serious
damage. It is recommended that it must be mandatory for all newly hired staff an orientation
of at least three days at Divisional level to make new staff familiar with the culture of the
company, policies, product knowledge and also the rules and regulations of the group.
Job Description
I felt during my stay that no one knows exactly his job description. It is recommended that a
clear self-explanatory easy to understand and realistic job description for each level must
be developed and it has to give to all new & old employees in order to make them clear
in what to do and what not to do. And finally all rewards and punishments must be on the
basis appraisal according to the job description.
Reference and Sources Used
Mainly by Mr. Kaleem ullah Manger Business & Training during his orientation session and
also telephonically with him .
Mr. Muzaffar Ali HR manager
Web Sites.
www.Sun Cropgroup.com