Bibliography

One stop shopper

Intricate hand carved
Pulsating
Glossary
Jargons
Sophistication, rot- resistant
Viability, aura, contentment ,exquisite design,formaldehyde-free , bottlenecks, veniors , tefting, carving
Contemporary furniture
Executive Summary:

About of National Furnishers:

National Furnishers has been established since 1970, with the aim of manufacturing exceptional quality furniture and is now regarded as an image of excellence.
We offer a wide choice of hand-carved and straight-line furniture in Sheesham (Rosewood) and Walnut wood for both household and commercial use. Other wood
types are also shape/trimmed according to the requirement of design and structure.
National Furnishers is a recognized brand that is rooted in Pakistan but has a global reach. In our markets we have become a design authority that adopts a modern
attitude and indulges in the latest innovations. With high-quality manufacturing ranking highest in our aims, National Furnishers is a destination for the one-stop
shopper. The journey of success that started four decades ago has today become a symbol of the economic and social development of Pakistan. The
manufacturing of both intricate hand-carved and sleek straight line wooden furniture has now led us to being market leaders in this time and age.
We are most proud of our highly skilled and talented staff, which runs our full-service Design Centre. Among these, we have a team of 600 dedicated craftsmen
who have helped us to serve our customers within and across borders and helped us to manufacture high-quality furniture on our 16000 sq. m production area. At
National Furnishers, we get our design inspirations by traveling the world and customizing according to the needs of our clients under the dynamic guidance of our
brilliant and skilled specialists. The wage system and other package system contribute to the high firm retention rate. It is excellent for all businesses. National
Furnishers has no system of favouritism or nepotism.
The executive management of National Furnishers is constantly on the lookout for worldwide innovation and development, as we believe in staying updated with
the modern technologies for continuous improvement.
Our state-of-the-art production house is equipped with latest machines brought in from Germany, Italy and China to ensure the quality and delivery of our finest
made wooden furniture. It is this dedication to uncompromising quality that has led to the unparalleled faith in our consumers and the national and international
recognition we have gained. We now proudly claim that our international acclaim has led us to introduce our signature pieces of designer home accessories,
including. Soft Furnishing, Lamps and Linen. At National Furnishers, we want to add as much value to our products as possible to give people the best quality home
furniture, and want to try to maintaining our reputation as the best producers in Pakistan and spreading worldwide.
Our showrooms are built in major cities of Pakistan like Faisalabad , Lahore, Islamabad, Karachi and Gujrat create a pulsating and relaxing atmosphere with bold
functional design and elegant touch

History of national Furnishers:

Foundation:
From the very beginning, elegance and Passion have always been the first choice for National Furnishers. Basic idea of national Furnishers was of Sufi Nazar
Muhammad and was started by Sufi Nazar Muhammad (late) in 1970 and carried on by his son, Amjad Farooq towards prosperity. Now the younger generation,
Luqman Amjad and Rizwan Amjad have entered in the business with the vision to transform National Furnishers in a brand of quality. It is a private limited
company (Pvt) Ltd and its Head office is in Gujrat ( Farooq abad,G.T. Road Gujrat Pakistan (50700)). Over the years, it has developed from a small factory at the
side of the town into a big industry. By the Grace of Allah Almighty, today our products are considered as symbol of Quality in Pakistan.
The First milestone:
The company achieved its first milestone in 1980 by constructing an outlet in Gujrat. Sufi Nazar Muhammad invested a handsome amount over the area as his aim was to provide
ease to his employees and worker so that they work in full of healthy environment and provide benchmark design to the customers.

Biggest Furniture Manufacturer Unit of its time:

The company was determined as the largest Furniture Manufacturer in Pakistan in 1990. As it was 16000 square meter production area

The First Branch Lahore:

Successfully launched the first branch in Lahore in 2000 at Shahrah-e- Nazaria Pakistan, Johar Town (54000).
Faisalabad Branch:

After successful business in Lahore and usage demand of customer, we expanded further into Faisalabad Market In 2008 in Dobourj plaza , kohinoor City ( 38000).

Complete Home Furnishing:

We introduced the very first time a one-stop-solution for home decor in 2010. “All in one for a home that you need”

Islamabad Branch:

After huge success further Expansion of business took place in Islamabad in June 2013 at Main G.T Road. DHA (44000)

Production Unit Enhancement:

The production unit escalated to double its size capable of catering all kind of domestic and corporate orders in 2014.

Technological Advancement:

High-Tech Machines were introduced In 2016 with state-of-the-art techniques from Germany, Italy and China.

Manufacturing Lines Of National Furnishers:

The constant inclusion of new furniture styles that are popular outside has greatly expanded Pakistan’s legacy of wood carving. Furniture producers
stay up to date on the most recent design kits. The rapidly expanding furniture business hopes to create a system that combines its legacy with
contemporary functional requirements, as well as a sense of the material’s quality and aesthetic values. National Furnishers categories itself into three
different lines by keeping in view the customers requirements, need of hour, quality and future.
Modern line
The first is modern line that Renowned for its elegant design and practicability, our Modern Furniture line has been influenced by cultures from around
the world. At National Furnishers, we have perfected the art of combining viability and sophistication in making contemporary furniture to adorn your
home. Our modern furniture has been noted for its strength, convenience, and durability. This line, being light-weight yet enduring, conjures a feeling
of stylishness and comfort when added to a room. We pride in producing unique and quality modem furniture pieces so that a sense of class and high
taste exudes the minute you enter.
Modern line formations is categorized into these various classes of furniture which are as follows.

Bedroom

The most private corner of your home, the bedroom, is a reflection of your personal style and taste. Our modern furniture for your room is designed to save space, yet appeal to
the senses and ensure that you have the comfort you need for your most cherished moments of peace.

Dinning

Enjoying a family meal together is one of the greatest joys of life. Our Modern Dining Room furniture creates a pulsating and relaxing atmosphere, with bold functional designs
and multi-functional accessories. Our modern dining sets have moved away from the conventional designs, bringing you a refreshingly new and elegant touch in the room where
stories are told and laughter is the music set to the mood.

Lounge

We call it the ‘nucleus’ of the home. The living room is one of the most bustling rooms in the house. We understand how important it is to reconnect with the family and entertain
guests, and our modern furniture for this room is crafted especially to radiate an aura of warmth and contentment, while at the same time being trendy and appealing.

Classic line
Classic furniture styles are forever a class apart. And these cannot be made by everyone. At National Furnishers, our passion is evident in the quality and exquisite design of our
masterpieces. For people whose tastes do not rely on merely passing trends, our Classic Furniture line fulfils their need for timeless designs and impeccable craftsmanship.
Carefully designed, with a meticulous eye for the delicate details that are part of classic furniture, our pieces are made to add dignity and magnificence to your home. Indulge
yourself in the luxury that quietly radiates from a room has been adorned with our Classic Line.

Its formations is categorized into these various classes of furniture which described as follows.

Bedroom

The bedroom is your most private sanctuary in the house. Our timeless Classic Bedroom pieces are designed to radiate an aura of majesty and luxury. From Victorian style bed sets
to dark and exotic cabinets and wardrobes, classic decor will always stand tall against the waxing and waning trends of the time.

Dining

Classic furniture in the dining room can create a stunning effect. The grand- ness of our oak wood tables and chairs and luxurious seating gives you a dining experience fit for a
king! We also create fine vintage accessories that will add to the warmth and timelessness that a classic look emanates.

Lounge

We believe the living room creates beautiful, everlasting memories with our loved ones. This is why our classic living room furniture is designed to add an eternally elegant and
graceful charm to the room that binds family and friends. Sofas, coffee tables, home theatre cabinets or futons, our classic pieces are bound to make your every moment in this
room a memorable one.

Neo classic line

‘Noble simplicity and calm grandeur’ are the words that have been used to describe the Neo classical style, that is based on straight lines and rectilinear forms. National
Furnishers has captured the essence of this cultural revolution of the 18 th century in our Neo Classical Furniture line. Elegantly simple and with principle symmetry, our pieces are
made of high-quality wood and exotic veneer. A widely held choice for intellectuals and travellers, neo classical furniture will forever remain an inspirational symbol of sober
Classicism.

Neo classic line formations is categorized into these various classes of furniture which described as follows.

Bedroom

Graceful and light, neo classic bedroom furniture is a popular choice for interior style. Also called French Style furniture, our neo classic pieces are unmistakably fashionable.
Practical and comfortable, a bedroom designed with neo classic pieces will transport you to the 18 th century revival of simpler, classier times.

Dinning

A neo classic dining room can turn a meal into an occasion. Quintessentially elegant, our meticulously carved neo classic dining furniture exudes refinement and flair. Guided by
the principle of straight lines and simplicity of this era, our pieces add innocent romance to the simple act of having dinner.

Lounge
Evoking a sense of finesse, culture, and education, a living room adorned with neo classic furniture easily casts a spell on whoever steps in, and the moment they step in. Inspired
by the ideals of Ancient Rome and Greece, the linear style of our neo classic living room furniture line is sure to captivate your senses.

ECO Friendly Environment At National Furnishers:

At National Furnishers, the types of wood used are highly renewable and they replenish themselves at a rapid rate which ultimately means that an existing tree is saved from
being cut. The use of low VOCs in our furniture ensures that our furniture isn’t emitting harmful fumes. Furthermore, our furniture is non formaldehyde which means that this
toxin is not found in the product’s core material, adhesive or finish. National Furniture thrives for excellence in the furniture development while being environment friendly at the
same time.

Services That National Furnishers Provide:

National Furnishers provide the following Services to convert the walk in’s and browsers into buyers and then making them consistent buyers, cultivating

word-of-mouth referrals and keeping a positive brand picture.

Sales
Our sales staff is well aware of the de- tails of our products to make sure that their efficiency meets our stringent standards. We also continually test our systems
and processes, allowing us to remain in the forefront of furniture manufacturing technology.
Follow ups
At National Furnishers we realize the true value of nurturing lasting relation- ships with customers, and reaping the tremendous advantages as a result. We make
sure that regular communication is maintained with our existing customers and all possible measures are taken.
After sales follow up
At National Furnishers, we are always concerned about what the customers experience at every stage in the process of selecting and purchasing furniture. Once the
sales have been made, we also undertake several after sale processes to satisfy our customers
Warranty
Giving you the best quality is a belief we never compromise on. In case, if defect is found, we will either repair or replace the defective item at its discretion
including a manufacturing or a material defect.
Free Replacement:
We uphold that our valued customers must get the very best from us, and if required National Furnishers is ready to replace any furniture to one that is suited to
your liking.
Free Repairs:
Giving you the best quality is a belief that we never compromise on. National Furnishers will repair furniture you have purchased from us, at no cost.
Interior Design
We provide you with complete designs for entire rooms, from furniture sets to accessories, curtains, and walls.
Customized Furniture
Every family is unique. Build a home that reflects your individual style, with customized furniture suited to your taste. You imagine it, we bring it to life.
Home Accessories
Accentuate the elegance of your home with our unique and timeless accessories. Whether you are looking for practical or decorative accessories, our pieces will
provide that finishing touch you were looking for.

Curtains
From grand and luxurious, to sleek and modernistic, our wide range of curtain designs and fabrics will give you the perfect look for any room, no matter what
theme it follows.
Wallpapers
Make a statement with our innovatively designed wallpapers. Add a dash of colour, texture, and personality to your home.
Artwork
Our range of bewitching artworks is suitable for every room in the house, exuding a sense of class and taste wherever they are displayed.
Mission statement:
Our mission is to develop as much value as possible for our customers to provide best quality product through reliability with the aim to appreciate consistent
improvements to techniques to provide best solutions to customer desire by the large network of outlets providing a large variety of high-quality items.
Vision statement:
Our vision is to have a global lead by providing superior quality products and continuous innovation to solve everyday people problem.
Core Values at National Furnishers:
Any organization's core values are the tenets that guide how it behaves and serve as a guide for its members and the society in which it operates. The purpose of
the core values at national Furniture is to provide the finest quality product, bring prosperity and well being to shareholders and society at large. Following are the
values at national Furnishers
Fulfil customer needs
Value for money
Developing relationships with customers and businesses
Focuses on the quality
Safety
Principal at national Furnishers :
We believe in equality and fairness
National Furnishers fulfil it’s commitments
We are creative and professionals
We believe in continuous innovation
We are customer oriented

Swot analysis
A crucial strategic planning technique for the National Furnishers PVT Ltd is SWOT analysis. Management to evaluate the company’s current status. It is a useful
method to assess the current Strengths (S), Weaknesses (W), Opportunities (O), and Threats (T) that National Furnishers PVT Ltd is facing in its current
competitive environment.
The National Furnishers PVT Ltd is one of the top businesses in Pakistan for its sector/industry . By carefully examining the SWOT analysis, National Furnishers
PVT Ltd keeps its leading position in the market. SWOT analysis is a highly interactive process that calls for efficient coordination between several corporate
divisions, including marketing, finance, operations, management information systems, and strategic planning.
Swot analysis of national Furnishers enable the company to identify the 2X2 matrix which involves internal strategic variable such as strength and weaknesses
and external strategic variable such as threats and opportunities.
Strength:
Biggest manufacturing unit:
National Furnishers Pvt Ltd is one of the biggest and largest furnishing and manufacturing company . It’s has large milestone in different cities like Lahore,
Karachi, Islamabad Faisalabad and Gujrat. Their biggest milestone is in Gujrat that is of 16000 square Meter due to which it was considered biggest
manufacturing unit of its time. It’s Large area of land reduce the cost of production as one of the factors of production is the land. Ease is in the environment As
employees and workers have a defined structured places where they work for company prosperity by focusing and concentrating on their work without having
any kind of disturbance. They conduct different carving, designing, sales production workshop for their employees by utilizing their piece of dynamic land.
High tech machines and equipment:
National Furnishers have their own high tech machines and equipment for designing, carvings, artworks, fabric coverings, painting and Polishing so they don’t
out source .Most of the material and production is at low cost as most of the tools and manufacturing machinery’s are their own and out source material only
when customer want something entirely different and unique in the product. Due to less production cost National Furnishers Pvt Ltd enjoy huge profit from the
market.
Good relationship with customers:
National Furnishers with its focused customer engagement department, has been able to achieve a good relationship with the customers among current buyers
and a positive brand equity among many of the potential buyers.
Own Solar system planets:
National Furnishers have their own solar system planets for the heavy voltage machines as in Pakistan their is shortage of electricity so to overcome this
problem and to have consistency in work process national Furnishers have a strength of solar system planets and also play a part for Pakistan by polishing the
country economy due to their global presence and world wide approach.
Quality wood:
National Furnishers use best quality wood for it’s furniture’s which is from Chiniot, Gujrat, Peshawar, Lahore and Karachi. National Furnishers focus and educate
people that quality matters. They use sheesham, Ash, Oak, Beech, Silk oat, Walnut Burl Veneer, Ash Burl, Wange, Maple,Zebreno and Mahogany as these woods
are strong, durable and most importantly rot- resistant.
Effective suppliers:
National Furnishers have strong base of dependable raw material suppliers which enables the business to get around any supply chain bottlenecks.
Defined target audience:
One of the strength of national Furnishers is that they target only Elite Class people which is known as cream of the market due to which their focus is specific
and they have well defined customers. As much specific your product is, less competitive companies will be their towards the customers. National Furnishers
focus on high profit from specific customer.
Excellence in finishing’s:
National Furnishers is recognize for it’s finishes as our finishes are imported from international market such as china, Italy, Denmark, Poland, Germany, Belgium
and France with high quality formulation which no other competitor have in their businesses.
Eco friendly environment:
As we all know that the world is facing shortage of healthy atmosphere and purified Oxygen day by day, due to industrial developments .So, national
Furnishers try to give it’s best to provide an ECO Friendly Environment to World, it’s Customers and their Employees. The wood kinds national Furnishers used
for manufacturing are extremely renewable and regenerate themselves quickly, which implies that the current tree is saved from being cut. Our furniture is
formaldehyde-free, thus neither the main component, the adhesive, nor the finish contain this toxic substance. National Furnishers provide quality furniture
while being environment friendly at the same time.
Fabric and interior excellence:
The fabric customization of national Furnishers is one of the best in the market of Pakistan. People prefer national Furnishers for their interior Design team as
our team of design department survey from people and do research in depth then interact and coordinate with each other about the finest interior, decor and
fabric.
Return on capital
National Furnishers Earned good returns on capital expenditure by creating new revenue streams. The company is generally successful at executing new
projects.
Employees Nourishment:
National Furnishers give duties , responsibilities to their employees and team so that their confidence increase and they preform excellent for the company.
Learning opportunity is very good at national Furnishers as newly hired employees are trained with in few days and fulfil the need of employee if occur.
Positioning and USP:
National Furnishers strategy is a lot better as there sales are excellent and have defined positioning and unique selling proposition.

Weakness:
High Turnover ratio:
As compared to other organizations in the industry of production and manufacturing national Furnishers Pvt Ltd has more attrition rate, employee turnover
ratio is high so national Furnishers need to invest much more as compared to other organizations in development and sustainability of the employees.
High price:
There is a gap that all the products that national Furnishers make is for elite class and due to which Competitors can foothold in the industry. The price range of
it’s furniture and other accessories is very high.
Problem in cultural adaptation:
In Pakistan even national Furnishers ranks among the top businesses in its sector, it has experienced trouble adapting its current culture to other product
segments
Less information technology approach:
National Furnishers is lacking in information technology and is far away from the Original World Advancement in Information Technology. They are using the
old mattered. They need to invest and pay more attention to the technical aspects. National Furnishers is lacking in Gaining trust of people for online buying.
Company need to work on their social media handling and should promote them for customer service and online buying ,they also need to promote and
educate people about their website and tell the people that they can buy furniture even from their online website and need to build customer trust. To fulfil the
vision of the company, National Furnishers need to invest more in IT sector as present investment in not enough and should focus over innovations of
technology as it gives the size of expansion and variety of geographies to the company for which it’s planning to enter.
Cultural barriers:
Cultural barriers are present which create difficulties to foothold and sustain the international market. National Furnishers don’t have up-to-date and efficient
labours according to international market so they face a bit difficulty in completing the international market.
Less employee communication :
Employees at national Furnishers are bit introvert they don’t communicate and share knowledge with other employees due to which teams couldn’t work
effectively.
Monopolistic decision making:
All significant decisions are made at the higher level of management, which minimises employee input. They frequently clash due to the concentrated
environment. Staff members that are unmotivated is another result. The monolithic strategic planning also makes the workforce believe that the corporation is
not engaging them because they cannot partake in making decisions regarding their own work.
Less incentives to employees:
There are very less incentives for the employees .Incentives increase the productivity and encourage the employees to fulfill the company goals .The rate of
incentive to employees is 0.1% in interior Design project and 0.9% in sale of furniture and accessories .Less incentives demotivate the employees and their
involvement become less on the other hand upper level management enjoy most of the incentives.
Opportunities:
Consistent free cash flow:
Opportunities to engage in related product segments arise from consistent free cash flow. With greater cash on hand, the business can invest in both new
product categories and technological advancements. This will provide National Furnishers Company new opportunities in other product areas.
New Taxation laws:
The new tax law may have a big effect on how businesses are conducted and provide new opportunities for established companies like National furnishers to
boost their profitability.
Adopting information technology:
By adoption advance information technology national Furnishers have the opportunity to retain more customers and increase profitability all over the world by
developing trust on online buying and communication. Due to the previous some years of effort, focus and investment in to social media marketing and digital
platforms national Furnishers has attained new sales channels. National furnishers may take advantage of this potential in the coming years by getting to know
its customers better and meeting their demands with the help of big data analytics.
Opportunity of new markets due to government approvals:
A chance to penetrate a new emerging market has been presented to national Furnishers Pvt Ltd By the use of new technology standards and government free
trade negotiations. Government approvals will provide the opportunity of opening of new markets.
Benchmark finishing’s:
National furnishers is best in finishing’s and nobody competes with them, and we can Utilize the opportunity by making our brand more prominent and unique
on the basis of finishing’s by using some Technological changes so that we can entertain huge profit on these basic and provide an increase to Pakistan economy
Development.
Collectives decision making:
If National Furnishers strive on collective decision making and give importance to their employees ideas and engage them in working Process strategies then
employees work for the best interest of organization by doing a detailed research on maximize organization profitability and this will provide organization the
opportunity to fulfil customer values and requirements.

Threats:
Government instability:
The biggest threat to national Furnishers is government instability. As no one in the Pakistan government did his full tenure, every government come and make
plans according to his own strategies. The Change of plans and strategies in furniture industry can cause a drastic tension for national Furnishers.
Natural disasters:
Nowadays unfortunately Pakistan is facing natural disaster in name of floods which have spoiled Most of the forest and imported tree gardens. This think have
upset the whole production system of furniture and related accessories. The national Furnishers is suffering from shortage of wood due to this mishap other
competitor counties can take advantage and try to take market lead in the world.
Energy crisis’s :
The energy crisis in Pakistan can create a big problem for national Furnishers as their manufacturing and production plants are operate through electricity.
Heavy machinery’s for cutting, shaping, tefting, carving and venior pressing are required for this manufacturing process which consumes a lot of voltages that
even solar system planets can’t fulfil the voltage needs .The energy crisis and policy miscalculations of Pakistan create a unavoidable failure in the energy and
economic sector of Pakistan. This creates a huge problem for Pakistan furniture industry that it can’t be efficient in projects delivery so they face downsizing
and their international sustainability get stuck.
Inflation rate increase:
In Pakistan the inflation rate is increasing daily which makes the people more conscious and sensitive about price and people are switching to the valuable and
reasonable products and are cutting of the luxury items. As national Furnishers is dealing with luxury furniture with high price so it’s a big threat for their
company. Competitor will try to imitate their product with less price and will dominate in the market.
Turnover ratio of employees:
National Furnishers turnover ratio is high because of less involvement of employees in decision making and low wages. Employees move towards other
organizations which provide them values and then implement their expertise in those organization and work for their prosperity , due to which other
organizations will get dominance in the market and become competitors of our organization. It’s the biggest threat for national Furnishers. While on the other
hand, National Furnishers will face work flow disturbance which can create problem for the entire organizational hierarchy. National Furnishers will face
shortage of employees and their manufacturing process may stop, National Furnishers will go toward downsizing and they will need to due recruitment which
needs a lot of time and concentration.
High transportation price:
The confrontation between Ukraine and Russia will result in high gas and oil prices throughout the world, which will raise the cost of transportation and
ultimately raise the cost of raw materials due to which organization cost of production increase and profitability will be low.
Local distributor are threat :
Since the industry is paying local distributors bigger margins ,the growing power of Native distributors also poses a challenge in some markets.
Marketing strategies
A marketing strategy outlines your company’s objectives, including your target market’s characteristics and intended methods of contact. It is your strategy and
the roadmap for the marketing activities you will carry out over the ensuing months and years to expand your company. The market strategy of national
Furnishers involve the following factors:
Product:
National Furnishers is one of the largest organization which provide furniture, furnishing, interior Designing and service likes sale, after sales follow up,
warranty, free replacement, free repair. National Furnishers manufacture and produce furniture like beds, sofa, chair, table, dining, desk, home bar shelf’s,
dressers, cupboard with help of wood like sheesham, Ash, Oak, Beech, Silk oat, Walnut Burl, pas. Depending upon three different lines: classic line furniture ,
Neo classic line furniture and modern line furniture. It also produce side accessories for decor like lamps, cushions, vase ,pot, curtains, wallpapers, artwork to
enhance the interior. Finishing’s is the speciality of national Furnishers. It provide finishing’s like Lacquer, Matt, Deco (paint), leafing and high gloss finishing.
Place:
National Furnishers is doing business to business(B2B) and business to customer (B2C) both at the same time. So it place it’s furniture, raw materials , finishing
and service to both businesses and customer. National furnishers has a world wide approach. It place it’s product in the home country and international market
as well. It has different outlets in Pakistan. It’s head office of outlets is in Gujrat and have other outlets in Lahore, Karachi, Islamabad and Faisalabad. National
Furnishers have placed their product and service to my business organization like:

 Pearl Continental Hotel Lahore

 Dynasty Hotel
 Gloria Jeans Gujrat
 Gym Khana Gujrat
 Marjan Hotel
 Circle Club
 Avari Hotel Lahore
 Park Plaza Hotel
 GHQ E & C Complex
 Interloop Faisalabad
 Meikong
 Camp Office COAS Rawalpindi
 ATS Headquarter Kharian
 FFC
 Jamia Masjid Al-Farooq
  Gloria Jeans Coffee’s Lounge
 Avari Hotel Lahore
 PTI Office Sialkot
 Saleem Fabric Head Office Lahore
 Haroon Real Estate Karachi
 Avari Express
 Highland hotel
 Uncle Tetsu
 Indigo Heights Hotel
Picture of some of the project is in given below :¶¶¶¶¶¶¶¶¶¶¶¶¶¶¶
In international market the customers place their orders from online website and social media accounts. Customer communicate with national Furnishers Pvt
Ltd via technological hub and place orders. International customer mostly buy modern line furniture from national Furnishers. Due to economic
underdevelopment they seek national Furnishers product cheap. USA and German people are consistent customer of national Furnishers.

Promotion:
The main target market of national Furnishers is elite class people of Pakistan and international market who are in business of hotels, restaurants and the
people who want to fully design their offices, society and house. National furnishers promote their business through the following:
World of mouth
National furnishers has been established since 1970 which is a huge time period to cultivate a name in the market, create link with different organization and
Make good relationship with customers. it has 52 years of existence. They are well-known company in Pakistan as well as at international level . So, their
biggest marketing strategy is word of mouth. Potential Customers of national Furnishers promote their product by referring their families members, friend and
business partner to national Furnishers . Some are of the links of executive employees due to which national Furnishers products and services are promote. The
links and references of national Furnishers help them to increase their customers and promotion.

Social media:
National Furnishers reach their customers where their audience invest most of their time. They have Instagram, Facebook, Pinterest , YouTube, LinkedIn and
Twitter accounts for their customers where there customer can communicate and engage with them. For millennials customer they have Instagram account
where they actively do their promotional activities. They show the national Furnishers cultures by presenting any celebration ad functions held at national
Furnishers. For Old Age people they have Facebook page and for the people who are involve in decor they have Pinterest. Where they post beautiful picture of
their furniture their details and also share short clips of their work process, their team skills, and furniture designs. They actively participate on twitter, they let
their audience know about the news and events of the company. National Furnishers also promote their product and service through website .Their website
contains all the necessary information related to every aspect of the company. The website contains detail information about national furnishers , list of
projects and furniture lines that any of their clients or potential consumer can view before reaching them out. They use social media marketing to connect their
business with those that share their ideas. Goal of National Furniture’s social media platform is engagement, not sales. Their goal is to build a network on social
media of individuals who have a passion for furniture.
Links of social media accounts and website is given below:¶¶¶¶¶¶¶¶
Expo Centre :
Expo centres offer one of the best venues for companies to advertise their goods to other companies and nations so that more people and audiences are aware
of their existence. The National Furnishers company also makes use of this chance by presenting their goods at the expo. The officials of national furnishers
attend several expos across the world where they present their products using brochures and samples, like General Manager Mr. Amir Hamza and the Board of
Directors, Amjad Farooq, Luqman Amjad, and Rizwan Amjad.
Picture of their promotion at expo is given below:¶¶¶¶¶¶¶¶
Price :
National furnishers speaks and provide the quality that matters. It’s produce the furniture with finest quality wood which is from famous wood manufacturing
cities of Pakistan and their finishing’s are from international market that are not available to any other furniture manufacturing company in Pakistan. National
Furnishers is much confident about their finishing’s that they are not damageable and if then they provide free Repairs and warranties to maintain the customer
value. It’s target Audience is elite class people who is the cream of market which provide them more benefits as compare to the local customer. They don’t
target every customers to gain the market share. They play as a niche market. By keeping these aspects in view National Furnishers is doing value- based pricing
and premium pricing . National furnishers set the high prices according to their target customer as their customers think that their furniture, finishing’s and
service are worthy. They feel that they’re purchasing a brand not a furniture. National Furnishers pricing is premium as they have unique features and
competitive advantage over other rivals.
National Furnishers sales Employee use push and pull strategies while dealing with a customer.
Business process analysis:
National Furnishers is project based and customer base company . National Furnishers have various departments in which employee work for the best interest
of organization such as Account and finance , sales , marketing ,human Resource , manufacturing and production, IT , design, Customer service and each of them
operate according to their own set of rules and regulations.
HR Department:
HR department in national Furnishers is involved in different types of human resource development and human Resource development activities. Here are the
activities of HR department in national Furnishers
• Recruitment
• Employee welfare
• Retiring and Termination Benefits
• Rewards and Punishments
• Training and Development,
• Performance Appraisals
• Compensation
Objectives of HR Department:
• To help the organization for reaching its goals.
• To develop and maintain a quality of working
•To communicate and implement HR policies.
• To increase employee’ s job satisfaction and motivation.
• To employ the skills and abilities of the workforce efficiently.
Account department :
The team of national Furnishers department is consist of 50 plus people who work under the supervision of manager of account department Mr Maqbool
Haroon . it’s accounting department is responsible for financial inflows, fund outflow, cash inflow, record keeping, data entry, keeping of previous and current
liabilities, directors expenses and day to day reporting . Budgeting is at director level in national Furnishers. Directors decide what will be the financial
targets ,what will be the revenue , where and how many expenses will be allocate. To some extent director discuss about budgeting with account manager and
general managers. The accounting team makes sure that workers are paid on time and that suppliers are paid according to the contract.
Design department:
Design department play a vital role in Furniture designing, manufacturing and placement. This department of national Furnishers have a large team of designer,
CAD operators, BD operators. Design department is link with every department. Sales department can’t sell any product without having a detail knowledge
about the Design department. Account and manufacturing department have close relations with design department. All the design measure are taken under the
management of Mr Hissan Bashir. Design department do different surveys that what people think about furniture and which kind of furniture they want for
their livings. After surveying they research and develop design of furniture that how they could serve to the market as best problem solution after this they
interact with CAD operators and finalize the design then director meeting conduct in which directors pass the designs and then the design go to the
manufacturing department.
Manufacturing department:
Manufacturing department of national Furnishers is in 1600 square meter of area where all the manufacturing take place. This department has more then 600
workers who cut, Bend ,Molds, laminate, and assemble the woods and form a structure of furniture then apply finishing’s to the structure and attach the fabric
and then send the final product to different outlets of National Furnishers.
Sales department:
Presenting, promoting, and selling goods and services to current and potential clients using persuasive arguments is the responsibility of the sales department.
National furnishers provide different incentive to the sales person so that they devote their self for company prosperity and sell maximum furniture to the
customers. Handling sales issues and making relationship with customers is also the duty of sales department. All the sales and after sales activities are perform
under the supervision of Assistant Sales manager Mr Ali Jahangir.

The Business process of Furnishers Pvt Ltd in basically divided into two part .First part would be all the activities performed by the suppliers to provide national
Furnishers with its best quality wood and these suppliers does not have a separate business other than providing wood to national Furnishers . Due to this
reason the business process of national furnishers starts from the point that the wood cutter provide best quality and different varieties of woods to the
organizations which includes abides, ash, sheesham walnut and beech, walnut, Black Oak, Zebreno, maplze. It’s has the following phases:
Educate the supplier:
National Furnishers first of all educate the supplier that what kind of wood they need to effectively produce good quality furniture. What will be the
size ,length, Width, weight and depth of the woods.
Cutting of wood:
Lumberman cut the wood into piece according to the instructions of the national Furnishers.
Packing and dispatch of wood:
Supplier check the wait and size of every lumber and check that the wood is free from defect and then workers pack the number of lumbers ordered by the
organization and then dispatch it to manufacturing units of national furnishers.
The second step start when the raw materials is delivered to the organizations. The raw materials then undergo from several wood working processes.
Cutting into final shapes:
The raw material is then cut into final shapes that are provided by our design experts with the help of pantograph machine. Machines scan the design and Then
our experts make sure that it trace the wood in properly as it’s a mechanical connection coupled in a parallelogram-based way so that moving one pen while
tracing an image causes the second pen to move in exactly the same way. After tracing raw material cut into final shapes.
Veneer pressing:
Worker apply veneer pressing machines to make veneers by pressing wood . These veneers are attached to a base material, typically a manufactured board. The
veneer press applies consistent pressure to your material so that it presses flat.
Coupling
Final piece are then coupled. A coupling is a mechanical component that joins two shafts at their ends in order to convey power. Couplings are mostly used to
connect small pairs of rotating machinery while allowing for some degree of end movement, misalignment, or both.
Carving:
After coupling, the designs are carved on the wood structure. Using tools to sculpt anything out of a substance by scraping away chunks of that material is
known as carving. Expert hired by the national Furnishers for carving use tools such as axe, knife, blade in one hand and a chisel in both hand, or one hand on a
stone and the other on a hammer to carve wooden figures or to creatively decorate wooden objects.
Assembling :
After coupling , all the components that have been carved are now assemble together to make a final product. Tools that national Furnishers use for assembly
their separate pieces include a battery-operated screwdriver, an electric drill, a variety of blades and small hammer.
Finishing’s:
Once the product is assembled the very next step is applying finishing’s on the product in dust free environment. National Furnishers is recognize for it’s
finishing’s and polishing. Different finishing is applied on different furniture according to the instructions of the CAD operators. Finishing’s that national
Furnishers use for their furniture is leafing, Matt, Deco( paint), high gloss finishing, walnut finishing, Lacquer and Oil Finish.
Fabric :
When the finishing and polishing become dry different fabric are then embed into furniture. National Furnishers don’t import fabric from other industries they
have their over fabric department which product good quality fabric for the company. National Furnishers mostly use leather, acetate, hemp, silk, polyester,
polypropylene, acrylic, rayon, and nylon.
Tufting :
After applying fabric tufting is applied by workers on the fabric if it’s the requirement of the design. It’s not the necessary step.
Display to outlet:
Once the whole set of furniture is ready then it is carefully dispatch towards different outlets where design manager check the details and then educate sales
department about the product that which wood, fabric and finishing is applied to the furniture.
Selling:
When the customer visit the outlets or communicate through website sales department describe the details of product to the customer and try to make a sell
and If customer show interest then sales employee generate a receipt of the order. All the record keeping of sales is on software of national Furnishers.
Receipt picture is in ancestors :¶¶¶¶¶¶¶¶¶¶¶
Sales data portal picture is in ancestors:¶Major expansion and improvement programs have been carried out to meet over increasing Local and international
demand . National Furnishers believe you need creation. Each piece means something to national Furnishers . We turn trees into modern furnishings.
Competitive strategy:
The nature of the company is very high and it has number of competitors as well. As national Furnishers is working in native and international market
so it has competitor in both native land and in international region. The main competitors of national Furnishers are:

 Malta Office Chairs and More (MOCAM)

 N.M furniture
 Charag din furniture Lahore
 Home factree furniture
 Malik furniture
 Gourmet furniture
 URBAN DÉCOR Home & Office Furniture

As the number of competition is very high so national Furnishers is taking measures to be at the top. Its biggest competitor is N.M furniture.
The competitive strategy followed by national furniture are as follows:

National furnishers is providing its customers “ quality that matters” a finest piece of furniture that would make its customers addicted to it. They have
finest quality of woods and finishing which make them supervisor from other furniture manufacturing company by using these quality material they can
sustain the competitive edge in the market .Total quality experience is another term strongly followed by national furniture which puts pressure on the
fact that each customer that come to national Furnishers will experience finest atmosphere of organization culture and leaves the organizations with
full satisfaction that he has experienced a brand The experience of the customers at national Furnishers starts from the location and accessibility of its
outlets; due to this reason they are always established at a prime location so that they would have that accessibility factor on point.

Another competitive strategy that national Furnishers follow is that they always Keep their Customers in Mind and produce furniture according to their
tastes. At National Furnishers, the customer is king, so whatever he said is true. If either they make side table or king-sized beds, they routinely poll
their most important customers to learn what they think and to obtain feedback on their goods or customer service.

National Furnishers Manufacturer use their Quality Suppliers as a competitive strategy. It’s a time taking process which require a lot of efforts to find
right supplier but they don’t go for first and lowest price wholesalers. Their supplier are in Gujrat, Chiniot, Faisalabad, sahiwal, okara and in Karachi.
The wood, metal, components and polymers they use is of excellent quality as their supplier are sincere to them. This thing leads them towards
durability and comfortability in furniture industry. Their supplier provide them material at time due to which they have a competitive edge that they fulfil
the projects on time, which give plenty of thought to the competitor.

National Furnishers focus on the elite class people which is the cream of market and provide solutions to them and enjoy profitability at large. They are
portraying a clear picture that their target audience is superior class people. National Furnishers use this concept for competitive advantage. People
get attracted to national Furnishers because they provide best solutions and quality product which are long lasting and durable.

National Furnishers provide three Production lines classic line, modern line and Neo classic line due to which they are covering every tradition and
culture design in national and international market. Covering every customers mind-set is their passion due to which they leads in the market. They
have every design of furniture for every mind of customer. Due to their lines National Furnishers has become one stop shop where you get furniture
and accessories of all design according to your need.
Another competitive strategy of national Furnishers is that they care for their employees more than other firms. They don’t exhibit any extra pressure
to their employees. They have a cafeteria for employees where they can refresh themselves and communicate with each other. National Furnishers
provide system of enterprise resource management It enables effective communication among staff members, enables engineers, technicians, and
designers to easily share ideas, and enables the recording of all client communications. When the companies Care and ease their employees like this
employee also payback with honesty and trust.

National Furnishers consistently introduces minor changes to organisations. These Small Changes Can Have a Big Impact as these small change
bring improvement in structure of the organizations . By utilising the appropriate process management technologies National furnishers can make
minor adjustments to the entire production chain. They took these minor adjustment on the demand of customer to their product process.

National Furnishers is operating since 1970 and have created positive relationship and links with different customer and businesses which create a
positive positioning loop in customer mind and customer give value to national Furnishers Furniture.

Organization chart:

A company’s functions, teams, and personnel are outlined hierarchically in an organisational structure. Organizational structures outline the duties of
employees, who they answer to, and how corporate decisions are made. Your organisational structure must at the very least incorporate fundamental
hierarchies and staff titles. Below is the organogram of National Furnishers Pvt Ltd Company.
The CEO of the
company is Mr
Amjad Farooq
who is at the top
level
management
and deals with
the company
overall decision
making etc. It’s a
sole
proprietorship
business so
CEO is the boss
here and
whatever he
says is the rule.
Then comes the
chairman of the
organizations Mr
Ahmed Farooq
who operates
the overall
organization
then comes
managing director, Mr Ahmed Farooq is also a managing director as he has the some rights and responsibilities and is a whole time director of the
company. Every department perform and report to the managing director. National furnishers has several department to mitigate the size and
complexity of the organizations. The functions of the National Furnishers Pvt Ltd Company is divided into human Resource , finance, design,
production , marketing and sales department. In human Resource department training of groups and requirements teams works under the
management of human Resource manager Mr. Ameer Hamza .In finance department budgeting is at director level but to some extent they involve
finance manager and general manager. The supporting manager account is responsible to provide information about previous expense report to the
managing director. All the data entry, record keeping, funds inflow and outflow, previous and current liabilities, day to day reporting is in the
supervision of account manager Mr. Maqbool Haroon. In design department Mr. Hissan Bashir deal with all the designing decision. CAD operators and
BD operators are responsible to report to the head of design department Mr Hissan Bashir . In production department all the production planning,
production and maintenance is controlled by the production manager Mr. Shahid Safdar. In marketing and sales department All the responsibilities of
selling, how and where to sell is managed by marketing head Mr. Yamen , general Sales Manager Mr. Ameer Hamza and assistant Sales manager
Mr. Ali Jahangir.

Learning as a student intern:

Duties:

While working as an intern at national Furnishers I perform various task in different department which were assigned as duties to me by general
manager and Intern Coordinator.

Observing day to day activities of organization:

My everyday duty at national Furnishers was that i have to observe all the task that are performed by manager, employees and workers . I need to pay
attention on every employee and manger tasks so that i can learn what and how they are working and for what purpose they are performing those
tasks. I have to write my opinions on the task they are performing and then submit it to internship coordinator.

Attend meetings and take minutes:

One task was to take permit from general manager and Intern Coordinator to attend meetings, then attend the meeting on time and observe what they
are talking about and what strategies they are making to increase the effectiveness and productivity of the organizations, take notes and after the
meeting finished i have to make minutes of the meetings and submit the copy of minutes to both internship coordinator and general manager.

Social media handling:

On of my duty was to handle national Furnishers social media accounts where i had to make daily posts on accounts like Facebook, Pinterest,
Instagram and had to respond to all the controversy that were made against national furnishers. Also had to clear the queries of clients on social
media

Deal customer:

Another duty that i performed as intern at national Furnishers was “Dealing Customer” with the engagement and supervision of sales staff and have to
observe and write what customer is thinking and what are the possible solutions to them. While dealing customer my duty was also to tell them a brief
about which furniture piece or accessory they were interested in.

Working On SAFASHA ERP SYSTEM:

My responsibility was to enter data about products that are being sold by the organization in which i have to enter the descriptions of the of the
products, Pictures of the product , how many set are being purchased, Price of each set, total price of all the sets, total tag value , special discounts
and final prices in SAFASHA ERP software.

Details of Walk-Ins:

I was responsible to write the number of walk-in’s who visited the outlets in a day and to write their name and contact number so that sales staff
contact them Later and motivates them to buy furniture and other accessories .it was also my duties at national Furnishers outlet to write that how
many walk-ins become mature customer.
New knowledge acquired:

Supply chain management:

By connecting with national Furnishers I have learned about national Furnishers supply chain management it’s starts from how national Furnishers
acquire raw materials from their supplier, who are their supplier and from which cities they import raw materials. Their supplier are highly paid so that
they provide the finest quality of material to national Furnishers. National Furnishers give order to their supplier and then supplier cut down wood into
defined shapes , then pack and dispatch wood towards national Furnishers. Then comes the working Process and this process start by cut the wood
into final Shapes. All the processes of their production follow coupling, assembling and identification rules . Then finishing and polishing are applied
after this the leather and fabric coverings are purchased as raw material from selected providers and attach to the pieces of furniture according to the
designs, color scheme provided by professional designer, once the furniture is ready worker test it and then dispatch to different outlets of national
Furnishers where professional check either the designs, structure Fabric and colour scheme is according to their requirements or not and then provide
final yes to sales department that this piece of furniture can be sold and educate them about the uniqueness of the pieces. When people select any
piece for themselves sale staff punch the order and generate a receipt to customer in with all the details are mentioned and also record entry and
details in the software. Once the payment is done outlets dispatch the furniture and accessories to the customers location and provide free service of
placement.

Types of woods

By engaging with national Furnishers I come to know about different kinds of wood that are use for manufacturing furniture with which I was not
familiar before . Some of them are Ash,oak, Sheesham, Maple, walnut, Zebreno and silk oak etc. I also learned that which wood is use for what type of
furniture and how much wood is use in manufacturing different types of furniture piece. Beds at national Furnishers is not All to all of wood, the
structure of bed is of wood and back of the bed is of boards . The board they use is made of Medium-density fibreboard (MDF) sheets and High-
density fibreboard (HDF) sheets. Side tables, dinning, sofas and cupboard is also not all to all of wood only chairs are made of the all to all wood at
national Furnishers and all over the world.

Type of finishing’s and Polishes:

I learned about different finishing and polishing that national Furnishers use for it’s furniture and these finishes are of highest quality as they are
imported from mostly from china, Italy, Denmark Poland and Germany. Finishing’s they use for their furniture is Matt, Deco (paint), leafing and high
glass.

Learned about organizational structure:

I learned why organizational structure is important for an organization .Organizational structures are essential for firms because they support the
implementation of effective decision-making procedures. Businesses can make better decisions more quickly by giving specialised jobs to lower-level
staff. By working in this company I become educated about organizational structure of National Furnishers. It’s a sole proprietorship business that is
run by Mr Amjad Farooq who is CEO of the company

Learned organization culture of National Furnishers

organization culture is most important during my internship in National Furnishers. I observe how senior managers and executives come from there
offices and interact with the department manager and also communicate with employees and ask how working is going and what emended should be
made to increase the profitability and efficiency of the company. They treat their employees as a family. They believe that they are strong when they
trust each other. This strengthen the employees engagement which leads to the productivity.

SAFASHA ERP SYSTEM:

I was not familiar with the term Enterprise Resource Planning (ERP) system when i work in the organizations as an intern i come to now that ERP
software are used by the enterprises to manage routine business operations like accounting, purchasing, project management, supply chain
management and many more. National Furnishers have buy the subscription of SAFASHA ERP SYSTEM. Working on this system was very new thing
for me because i have never work on digital system and do day to day business operations for any organization before. But by engaging with this
system and Under the observation of sales manager i learned how to work on this system. Some of my working on this system is as follows:

time management

Time management is very important for every employee in the organizations. Due to time management skills employee will have less stress,
their productivity will high and have plenty of opportunity. At national Furnishers i learned this skill because management always give me
tasks and ask to fulfil them when in time

Customer handling :

By engaging in sales department of national furnishers i get the opportunity to learn how to deal with customers and how to grab the
customers. I learned that We need to be confident whatever we are saying to our customer and should remember one thing while dealing
with customers that nobody knows more then you about your product. I learned when to apply push and when to apply pull strategy while
dealing with the customer.

communication skills:

Another thing that I have learned as intern is communication skills . I observe that employees and higher management at National
Furnishers try to listen what other say and then give any opinion and is always trying to learn something new. I adopt the strategy to listen
first and also communicate and have detail discussion with different department employees and managers due to which my knowledge
about organizations increase and I feel confident to speak and communicate.

Issues Faced By Me At The Organization As An Intern:

Lack of experience is the major problem I have to deal with during my internship. The sales process calls for the utilisation of numerous
methods and a wealth of knowledge that goes beyond years of expertise. The second obstacle I must overcome is my lengthy workweek. I
work six days a week, and my only day off is Friday. Additionally, I would have to work longer than my scheduled hours if there were more
customers. My inability to manage some consumers is the third problem I must overcome. Dealing with some consumers is particularly
challenging since they have various attitudes.

Accomplished:

The learning and skills I acquired while working as an intern at national Furnishers are my major accomplishments. I’ve developed a variety
of transferable talents through my work experience which involves:

I get a chance to visit the work Processing area where all the processing of furniture and other Accessories take place and learn how wood
come to the manufacturing house and what measures are taken to develop a final piece it is a big achievement for me to learn this whole
process. I also get aware that what wood types is good for which line of furniture and learn about the finishing's, polishing, fabric, tufting of
furniture.

A comprehensive awareness of product lines and target markets, including seasonal variations.

I have accomplished excellent communication skills and interpersonal skills while working at national Furnishers.

I can enter data of product that are being sold by organization at a digital software SAFASHA ERP that i learned from assistant Sales
manager of national Furnishers and it’s a big accomplishment for me to learn about this software.

It was my accomplishment to get a chance to attend meetings of general managers and assistant mangers with employees in which i learn
how and what they talk about organization and what strategies they make for internal organization productivity. i also get a chance to
create minute of the meetings in which i explain comprehensively my learning about the meetings.

I get a chance to attain time management skill at national Furnishers by working under pressure and time limitations.

Social media handling at national Furnishers was also an achievement for me as i learned how to manage and deal social media accounts
for organization by posting daily Pictures on accounts like Facebook, Pinterest, Instagram, clearing all the queries of audience and respond
to all the controversy again the organizations on social media.

Physically meeting with CEO of national furnishers Pvt Ltd was also an excellent achievement for me as an intern.
National Furnishers appreciated me as an intern and general manager told me that i am workaholic , passionate and consistent. They also
told me that i am always welcome to national Furnishers and can work as an employee for National Furnishers after my bachelor’s. It was a
biggest accomplishment for me.

Problem encounter

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