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/Overview

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.

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.
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:

Home Appliances Division:

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
Automotives 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

Managing Director Chief Executive

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:

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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
External/Internal Assessment:

IFE MATRIX
Strengths Weights Scores Weighted
Score
The company has built up goodwill in the market of Pakistan, from a 0.02 3 0.06
very longtime.
The company has the largest market share throughout the country in 0.01 4 0.04
the Washing Machine industry and now striving to maintain and
increase its share in Fan industry as well.
Brand name of Super Asia is known to almost every person in the 0.02 2 0.04
country and is very famous in home appliances industry.
The company deals in all sorts of home appliances, like Washing 0.01 4 0.04
Machine,Spinners, Air Conditioners, Fans, Geysers, Water
Dispensers, Room Air Coolers,Microwave Oven and Cooking Range.
Super Asia has launch the food chain with the famous food chain in 0.04 3 0.12
America
Continuous achievement of FPPCI exports Trophy. 0.02 2 0.04
Super Asia is exporting its products to various regions across the 0.06 4 0.24
globe mainlymarkets like Africa, Middle East and Asia.
The company is having a number of old employees who are 0.05 2 0.1
committed and loyalwith the company.
Super Asia offering benefits like medical facilities in the company 0.05 2 0.1
hospital and advance pay etc.
A large number of models are available in the range of every product 0.04 3 0.12
especially fans.

Weaknesses
Technical labor of the company has the negative views about the 0.05 1 0.05
management of Super Asia.
There is shortage of skilled labor in the company due to which the 0.1 3 0.3
company has to face a large of competition.
The advertisement budget of Super Asia is very short comparatively 0.1 4 0.4
other brands in the market.
Most of the managerial staff is not well educated. 0.05 3 0.15
There is also a very weak point in the management which is 0.08 3 0.24
overstaffing. There is overstaffing in the management.
The salaries of management staff are very low due to which the well 0.02 4 0.08
educated and experienced people does not come for the job in
company.
The management staff do not have direct link with their dealers 0.08 2 0.16
(sellers of Super Asia’s products).
The complaints department does not provide the proper services to 0.08 4 0.32
the customers of the company.
The company has not developed the proper promotional strategies 0.1 2 0.2
for international markets.
Dealers of the company complaints for the low profit margin in 0.02 2 0.04
Super Asia’ products.

TOTAL 1   2.84

EFE MATRIX
Opportunities Weights Scores Weighted
Score
Due to Government policy of low export duty, Super Asia has 0.05 3 0.15
opportunities to increase their exports.
Due to the strong financial position of the company, the 0.08 4 0.32
management can use the latest technology in their products.
They can use the brand name in the international market to 0.05 3 0.15
increase their sales of Fans like their Washing Machines.
As the company is financially very strong, so it can use electronic 0.15 4 0.6
and print media to increase their sales.
They should invest in the SBUs like Air Conditioner and Microwave 0.1 3 0.3
Oven which have low market share and very low growth rate.
Super Asia should appear in the international industrial exhibition. It 0.05 2 0.1
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. 0.1 4 0.4
Other competitors of Super Asia are offering the same products at 0.08 4 0.32
relatively lower prices.
A large number of new incoming companies are increasing the 0.1 3 0.3
competition in the market.
Dawlance Washing Machine Company is investing a heavy budget in 0.08 3 0.24
the promotion of their products.
Current Power & Electricity crises are very big hurdle for the 0.1 4 0.4
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 0.06 2 0.12
threat to the brand name of the company.

TOTAL 1   3.4

CPM
SWOT

Strengths Weaknesses

Opportunities S-O W-O

Forward integration into the Increasing training for new and
middle eastern countries old employees
through opening retail outlets

Threats S-T W-T

Import Chinese technological Offer good financial
equipment and implement at remuneration packages to
the production unit. attract experienced and qualifies
candidates for employment
Strategy Selection

Identify whether your company has a competitive advantage or disadvantage in its primary industry.
What are the distinctive competencies of your company?

How differentiated are the products/ services of your company? What is the basis of their differentiation
appeal?

How vertically integrated is your company? How diversified is your company? If your company is
diversified, is it pursuing a related diversification or unrelated diversification strategy, or a mix of two?

What generic business level strategy is your company pursuing to attain, maintain and further its
distinctive competencies and competitive advantage?
Porter five forces model

Super Asia has lost its competitive edge when it comes to other brands. We will discuss in the light of
the Porter’s Five Forces Model. These five forces are following:

 The risk of new entry by potential competitors

 Rivalry among established firms
 The bargaining power of the buyer
 The bargaining power of the supplier
 The threat of substitute products

RIVALRY AMONG ESTABLISHED FIRMS

The direct competitors of Super Asia are Dawlance, Waves, LG, and Haier etc. Dawlance is market leader
in the home appliances and PEL is still on second number. But in window room air conditioner (WRAC)
the PEL is market leader. The indirect competitors for Super Asia in this industry are Samsung, Orient,
Mitsubishi, Sabro, Nobel and others Chinese brands available in the market. The Super Asia has no big
threat from all these companies.

RISK OF NEW ENTRY BY POTENTIAL COMPETITORS:

High Investments.

Threat for new entrants is high in this industry, partly due to the fact that this industry is a lucrative
industry and is very attractive for foreign companies. But in order to really make a mark in this industry,
you need to have strong investment and funding. For this matter, Super Asia is at risk of the influx of
foreign investments in this sector.

Foreign Brands.

Foreign brands like LG, Sony, Samsung, Mitsubishi and Haier etc. are a big threat for Super Asia. The
quality and brand image of foreign brands is high as compared to Super Asia. Foreign brands have
captured the market of split AC and television.

THE BARGAINING POWER OF THE BUYERS

Company’s buyers are the people who ultimately purchase and consume its products. If there are so
many brands and products available in the market at different prices, the bargaining power of the
buyers will be high because they have many alternatives, they can demand to lower the prices. On the
other hand if there are few brands or companies in the market, then the buyers will be in a weak
position to bargain. As a result, the company can raise its prices and earn greater profits. If we see the
Pakistani industry the bargaining power of the buyers is very high because a variety of products are
available in the market at different prices. So the buyers can choose the product according to his
requirements.
THE BARGAINING POWER OF THE SUPPLIERS:

Suppliers can be viewed as a threat when they are in few numbers in the market. In that case, the
suppliers are able to force up the price of inputs. The after effects of that can result in the reduction in
the quality of inputs. If the suppliers of Super Asia Company are weak then company will force the
suppliers to reduce the prices of input and demand for higher quality. If the suppliers are selling the
products that have very few substitutes and are differentiated from others, then the suppliers are
always in good bargaining position. That is why Superasia is doing vertical integration and producing
their own raw materials for finished goods as well like motors, casing, PVC and pipes, plastic, metal,
wiring, knobs etc.

THREAT OF SUBSTITUE PRODUCTS

The market is really concentrated with many different brands producing same products. Therefore it is
very easy to find a substitute for a product in the market under different brand names. All of these
brands operate in the market producing almost identical products but with different qualities and prices.
The easy entry to this market has allowed the Chinese companies to enter into the market and start
selling their product at affordable prices. These competitors like Haier, LG, Sony, Samsung, Mitsubishi,
Changong Ruba etc. have made a place in the market and floated their products making an overlap of
products. There is a lot of choice between the brands and therefore this has divided the market share
amongst different companies making Superasia less profitable and with less market share.
SPACE Matrix

(1,1.67)
1.6

1
 BCG Matrix

STARS QUESTION MARKS

FANS GEYSER
MOTOR CYCLES DISPENSERS

CASH COWS DOGS

WASHING MACHINES MICROWAVE

1 0.5 0

+20

In order to analyze the market share of the products of Super Asia we made the
0 BCG (Boston Consulting Group matrix). The detail of this matrix is given below:

Market
growth rate Stars

-20 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
IE Matrix

IFE
Grand Strategy
Strategy Control and Evaluation
Recommendations