INTERNSHIP

REPORT

INSTITUTE OF ADMINISTRATIVE SCIENCES –

(IAS)
UNIVERSITY OF THE PUNJAB

Name: Ali Haider

Roll No: BS-IAS-150-S-F19

Degree Program: BS Management (Marketing Specialization)

Session: 2019-23

Internship Organization Name: Ghani Glass

Branch and Address: 39-L, Model Town Ext, Lahore.

Internship Supervisor: Muzaffar Bashir

Internship Supervisor Contact Number: +92 301 8481249

Internship Supervisor Email ID: muzaffar.bashir@ghaniglass.com

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 PREFACE

The primary aim of this internship is to acquire hands-on experience, enhance skills, and delve
into market exploration. This report serves as a comprehensive overview of Ghani Glass and
Glass Industries Limited. The internship period extended from June 28th, 2022, to August 10th,
2022.

Commencing with an introduction to Ghani Glass, the report highlights its developmental
milestones and progressive approach. After laying the foundation with the company's
introduction, I provide insights into the vision statement, mission statement, organizational
structure, general profile, diverse departments I actively participated in, recommendations,
employee, benefits offered by Ghani, and pivotal success factors of the company. Additionally,
the report encapsulates my learning journey acquired over the six-week immersion in the
company's milieu. My utmost endeavor has been directed towards fulfilling all requisites of this
internship report.

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 ACKNOWLEDGEMENT

"In the name of Allah, the Most Gracious and Merciful, the Benevolent"

Foremost, I express my profound gratitude to the Almighty Allah. His guidance has been my
constant companion through every phase of my life, endowing me with the capacity to achieve
the best and aiding me in surmounting challenges and obstacles on my journey of acquiring
professional education.

Next, I extend my heartfelt appreciation to my educators for imparting a substantial amount of

knowledge. This knowledge has equipped me to collaborate effectively with the experienced
professionals at Ghani Glass, enabling me to address their inquiries based on my existing
learning.

I am deeply indebted to my beloved parents and friends, whose prayers, affection, moral
support, and motivation have been invaluable. Their contributions were instrumental in the
preparation of this report, and without them, I could not have crafted my thoughts as I have.

Gratitude is also owed to the Ghani Glass staff, particularly their managers, for their invaluable
cooperation. Their willingness to share information and provide me with the opportunity to
amass extensive knowledge is sincerely appreciated.

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 DEDICATED TO
I wish to dedicate these achievements to my beloved parents, as they are the foundation of my
purpose. Additionally, I extend this dedication to my esteemed teachers, whose guidance and
encouragement have been instrumental in shaping me into a capable professional. I also dedicate
this internship report to the esteemed staff at Ghani Glass, who facilitated my comprehension of
the organization's operations. Their assistance has provided me with practical insights aligned
with the teachings of our esteemed institution.

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 EXECUTIVE SUMMARY
The purpose of this internship is to gain practical experience, enhance skills and to explore the
market. With a history of Ghani Group which carries over 50 years of rich experience in the local
and global markets. , Ghani Glass Limited is a company of Ghani Group; a reputed business
house of South Asia; based in Pakistan with interests in containers glass and float glass,
automobiles manufacturing/marketing and mining for silica sand, coal and rock salt. The group
carries Over 50 Years of business experience in the local and International markets, especially in
the glass sector.

I take great pride in being a member of this thriving organization, which remains committed to
conducting business in alignment with corporate principles of transparency, honesty, and
concern for both individuals and society. My aspiration has always been to be part of an
organization where I can gain a deeper understanding of the organizational dynamics and its
various facets. My internship focused on the marketing department, and I sought to glean
insights into working within a professional setting. My primary objectives were to learn, enhance
my skills, and cultivate professional growth.

During my time in the marketing department, I aimed to not only understand the operational
intricacies but also to grasp the challenges faced by both managers and staff in their roles. I was
particularly interested in observing how adept marketing managers handle these challenges.
Their strategies in overcoming difficulties intrigued me, as I believe these insights are valuable
for my own growth.

With marketing being my specialization, a significant portion of my report delves into marketing
operations, strategies, sales methodologies, and customer service. As my report concludes, I've
offered recommendations that, from my perspective, warrant attention moving forward.

Six weeks into my tenure here, I've amassed substantial experience that this company generously
offers. It's evident that this company stands as a remarkable platform for gaining practical
exposure. My internship has been instrumental in acquainting me with the workings of an
organization and proving to be an enriching learning experience.

I'm optimistic that the knowledge I've acquired will prove advantageous in my future endeavors.

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 TABLE OF CONTENT

Chapter 1 OVERVIEW OF THE ORGANIZATION 8

Brief history 8,9
Nature of the organization 9
Vision 9
Mission 9
Core value 9
Products 9,10
Valued clients 10,11
List of main competitors 11
Chapter 2 ORGANIZATIONAL STRUCTURE 12
Organization hierarchy chart 12
Number of employees 12
Introduction of departments 13,14
Comments on organization structure 15
Chapter 3 PLAN OF INTERNSHIP PROGRAM 15
Brief introduction of branch office 15,16
Dates of Internship 16
Departments in which I got training 16
Duration of training 16
Chapter 4 TRAINING PROGRAM 16
Assignment#1 16,17
Assignment#2 17,18
Chapter 5 STRUCTURE OF MARKETING DEPARTMENT 19
Department hierarchy 19
Number of employees 19
Marketing operations 20,21

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Chapter 6 FUNCTIONS OF MARKETING DEPARTMENT 21
Segmentation strategy 21
Target market strategy 21
Product planning, development and management 21,22
Positioning strategy 22
Pricing strategy 22,23
Distribution strategy 23,24
Chapter 7 SALES DEPARTMENT 24
Sales operation 24
Sales methodologies 24,25
An overlook on the sales of previous year 25
Chapter 8 CUSTOMER SERVICES 26,27
Critical analysis 28
SWOT analysis 29,30
Conclusion 30
Recommendation 31

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Chapter: 1

OVERVIEW OF THE ORGANIZATION

Brief History:

Ghani Glass Limited operates under the umbrella of the Ghani Group, a well-regarded business
conglomerate in South Asia with its headquarters in Pakistan. The group's interests span various
sectors, including container glass and float glass production, automobile
manufacturing/marketing, and mining of resources like silica sand, coal, and rock salt. With a
robust history spanning over five decades, the Ghani Group has established itself as a reputable
player in both local and international markets, particularly within the glass industry. Within this
context, Ghani Glass Limited boasts seven state-of-the-art glass manufacturing facilities in
Pakistan, collectively producing container glass, float glass, and value-added glass, with a
combined annual capacity exceeding 1,570 tons per day (TPD).

The stringent adherence to quality control protocols, robust in-house research and development,
and a continuous drive for innovation have empowered Ghani Glass to produce a diverse array of
lightweight bottles, aligning with modern market demands. Notably, Ghani's pharmaceutical
glass container manufacturing plants were pioneers in adopting Good Manufacturing Practices
(GMP) standards, a fundamental requirement for pharmaceutical companies in the region. The
production of all glass containers strictly adheres to globally recognized manufacturing standards
and protocols for quality management, food safety, good manufacturing practices, supplier
guidelines, and environmental control. Additionally, Ghani's trailblazing efforts include the
implementation of the first-ever Class 100,000 Clean Room facility and automated shrink wrap
packaging for pharmaceutical glass containers.

The float glass manufacturing facility stands as a pioneering venture within Pakistan.
Undertaking the entire engineering, procurement, and construction process, Ghani established
and commissioned the facility in an impressive 14-month timeframe, achieving commercial
production just four days after the draw process. GGL's float plant yields high-quality glass in
thicknesses ranging from 2 mm to 19 mm, adhering to ASTM standards. Beyond clear float
glass, the facility is currently working on the development and production of green, brown, blue,
ocean blue, grey float glasses, and reflective coated variations. Ghani's commitment to quality
has effectively curtailed the need for float glass imports into Pakistan, subsequently bolstering
local opportunities and contributing to foreign exchange earnings for the country.

An unwavering dedication to quality and customer satisfaction has propelled Ghani Glass to
dominate market shares in Pakistan, with a substantial 86% share in pharmaceutical glass
containers and 73% share in food and beverage glass containers, along with a 71% share in the
float glass market. This focus on quality is further evidenced by Ghani's ability to cater to the
glass needs of more than 5,000 content customers globally, contributing significantly to billions

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in revenue. The company's global reach is demonstrated through its regular exports to over 26
countries, underscoring its stature on the international stage.

Nature of the organization:

Over the course of many years, Ghani Glass has garnered a strong reputation and positioned
itself as a frontrunner in the container glass sector within the region. Thanks to its substantial
market share, a diverse range of glass containers catering to pharmaceutical, food, and beverage
categories, and an unceasing commitment to research and development, innovation, and the
production of value-added glass, the company has effectively positioned itself as a hub for glass
solutions in the area.

Mission:
To be successful by effectively & efficiently utilizing our philosophies so that we can achieve &
maintain constantly the high standards of product quality & customer satisfaction.

Vision:
Nothing in this earth or in the heaven is hidden from ALLAH. To indulge in honesty, integrity
and self-determination, to encourage in performance and most of all to put our trust in ALLAH,
so what we may, eventually through our efforts and belief, become the leader amongst the glass
manufacturers globally.

Core values:

o Excellence
o Personal Development
o Fairness
o Diversity
o Integrity
o Teamwork

Products:
Ghani Glass is divided into two distinct business divisions, each responsible for the
manufacturing and marketing of quality glass products:

• Float Glass Division:

- Clear Glass

- Ghani Green Glass

- Ghani Brown Glass

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- Ghani Blue / Ocean Blue Glass

- Ghani Grey Glass

- Reflective Glass

• Glass Containers Division:

- Pharmaceutical Glass Containers (amber and clear)

- Beverage Glass Containers (flint and green)

- Food Glass Containers (clear)

Valued Clients:
Ghani Glass, being a multifaceted company catering to various industries, boasts a diverse
portfolio of valued clients across its pharmaceutical, float glass, and food & beverage segments.
Here are some insights into its esteemed clients within these sectors:

Pharmaceuticals:

Ghani Glass's pharmaceutical glass containers are sought after by leading pharmaceutical
companies both domestically and internationally. These clients require reliable, high-quality
glass packaging solutions to house their critical medical products. Some of Ghani Glass's valued
pharmaceutical clients may include pharmaceutical manufacturers producing a wide range of
medicines, vaccines, and healthcare products. These clients prioritize the safety, integrity, and
durability of their packaging, making Ghani Glass a dependable partner in meeting their
packaging needs.

Float Glass:

In the float glass sector, Ghani Glass serves clients from various industries that rely on high-
quality glass sheets for their operations. Architectural firms, construction companies, interior
designers, and automotive manufacturers are among the valued clients seeking clear and colored
float glass from Ghani. These clients use the glass for windows, facades, automotive
windshields, interior partitions, and more. The quality, consistency, and customization options
offered by Ghani Glass make it an attractive choice for industries that require precision glass
products.

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Food & Beverages:

Ghani Glass's glass containers play a pivotal role in the packaging of food and beverage products
for a range of clients. These clients span the food and beverage industry, including beverage
companies, food manufacturers, and producers of condiments and preserves. These valued
clients seek glass packaging solutions that maintain the freshness, flavor, and quality of their
products. Ghani Glass's transparent and visually appealing containers are favored by these clients
for their ability to showcase the contents while ensuring product integrity.

Competitors:
Master Tiles & Ceramic Industries limited

Holland Manufacturing and Corporation

Ducatt Glass, Ceramic & Concrete

Blasch Precision Ceramics

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Chapter: 2

ORGANIZATION STRUCTURE
Glass Mill Hierarchy chart:

Ghani Glass Limited

Number of employees:

Officers 547
Staff working 1047
Employees on contract 1126
Total 2720

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Departments:
o Marketing Department
o Purchase Department
o HR Department
o Accounts & Finance Department
o R & D Department
o IT Department
o Supply Chain Department
o Logistics

Marketing Department:

The marketing department at Ghani Glass plays a pivotal role beyond the formulation of
marketing plans; it is also tasked with devising sales strategies and managing customer-related
concerns. This department maintains direct engagement with customers, ensuring they receive
pertinent updates, while shaping sales and marketing policies in alignment with their needs.
Notably, the marketing department is geographically segmented across five cities in Pakistan,
with the intention of ensuring comprehensive coverage for customers nationwide.

Purchase Department:

This division holds accountability for overseeing the complete procurement cycle. It effectively
manages and documents procurement records for all users across various departments within
Pakistan Glass Mills. Starting from the identification of a purchase requirement, whether it's a
minor item like a ballpoint pen or a substantial component like a conveyor belt, the procurement
department meticulously maintains records of all activities conducted between these stages.
Essentially, it acts as a central coordinator, ensuring seamless collaboration among departments
and their involvement throughout the procurement process.

HR Department:

The HR department is entrusted with optimizing employee efficiency while safeguarding the
organization against potential workforce-related challenges. Its spectrum of duties encompasses
areas such as compensation and benefits, employee recruitment, terminations, and staying well-
informed about legal developments that could impact both the company and its staff. This entails
tasks like consistently sourcing top-tier personnel, facilitating a streamlined onboarding
experience, providing training, guidance, and mentorship to employees, and conducting periodic
wage assessments.

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 Accounts & Finance Department:

Serving as the nucleus of the organization, the accounts and finance department holds the pivotal
role of overseeing streamlined financial management and robust financial controls essential to
bolstering all operational endeavors. The functions of the accounts department for both the
power and appliances divisions mirror each other, encompassing responsibilities such as:

- Ensuring up-to-date financial records, inclusive of income statements and balance sheets.

- Maintaining meticulous records of daily monetary transactions.

- Compiling production maintenance reports.

- Managing remittances.

IT Department:

The IT department is dedicated to ensuring the seamless operation and connectivity of their
computer network. This department's focal points encompass three critical domains: overseeing
the company's technological framework, upholding the integrity of the infrastructure, and
ensuring the optimal functioning of the systems as a whole. For instance:

- Addressing troubleshooting and resolving computer-related issues.

- Facilitating the installation and removal of software applications.

- Safeguarding rights and managing authorizations.

Research & Development Department:

Ghani adheres to a research and development framework that tightly integrates "production-
marketing-research" and "industry-academy-research," aligning with global best practices. The
company employs integrated engineering systems that amalgamate production, R&D, design,
and equipment within the framework of engineering projects. Furthermore, a continuous
improvement system with a strong emphasis on enhancing the production site is utilized.

Supply Chain Department:

Within the Ghani Glass value-creation process, the supply chain assumes a pivotal role by
guaranteeing the timely provision of precisely the right quality of raw materials, alongside other
goods and services, to manufacturing sites. Additionally, it facilitates the efficient delivery of
finished products to customers.

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 Logistics Department:

The logistics department is entrusted with devising a strategy that enables the swift procurement
of freight services on demand, securing optimal freight rates while minimizing administrative
expenses. Our flexible transport scheduling solutions aid in curtailing transportation and
administrative costs, while also managing time slots for both inbound and outbound flows.
Moreover, the department ensures consistent visibility across transportation activities.

Remarks on Organizational Structure:

The organizational structure constitutes the formal arrangement orchestrated by management to

establish connections and synchronization among individuals and groups, all aimed at attaining
the organization's objectives. Given Ghani Glass's expansive complexity, a well-directed
structure is imperative to achieve desired outcomes. Analyzing the structure, it becomes apparent
that it operates with functional departments, wherein activities are clustered based on work
similarities, such as marketing and accounting. Authority and decision-making are primarily
centralized in the upper echelons of management. Notably, decision-making is facilitated by both
permanent and ad hoc committees, comprising middle or top-level management. The structure
adheres to a chain of command, a continuous hierarchy of authority that flows from higher
organizational tiers to the lowest, distinctly outlining reporting relationships. While the structure
is formalized in alignment with private sector norms, rule implementation often hinges on the
preferences of the proprietor. Concerning the scope of control, it fluctuates across departments,
with some boasting a narrow span and others a wider span of control.

Chapter 3:

PLAN OF INTERNSHIP PROGRAM

Introduction to the Internship Branch:

My internship took place at Ghani Glass, situated at 40-L Model Town Extension in Lahore,
Pakistan. This location serves as the corporate hub of Ghani Glass and was established in 1992,
encompassing a substantial area of 3 canals. Within this office, a diverse array of eight distinct
departments operate, including Marketing, Accounts & Finance, HR, Research & Development,
IT, Supply Chain, Logistics, and Operations. Shahzad Baig heads this office, overseeing its
operations. Notably, every weekend, the office becomes a gathering point for Ghani Glass
directors, facilitating discussions about future company strategies and plans. Additionally, if any
setbacks occur, these sessions help identify the underlying reasons. Post-discussions, a family
dinner is enjoyed within these premises.

This office significantly contributes to the expansive business development of Ghani Glass. Its
various departments play synchronized roles, guided by a cooperative and dedicated staff. The
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office houses a total of 46 officers and 74 workers. My internship specifically occurred within
the Marketing and Sales Department, led by Muzaffar Bashir. Muzaffar Bashir, a remarkably
supportive and approachable individual, extended immense assistance throughout my internship
journey.

Dates of my Internship:

Starting date: 28th, June 2022

Ending date: 10th, August 2022

Department where I got internship:

Marketing Department.

Duration of Training:

The duration of my internship training program was six weeks.

Chapter: 4

TRAINING PROGRAM
In this section, it's important to note that Ghani Glass operates as a substantial industry where the
tasks carried out are of a confidential nature, demanding a high degree of responsibility from all
employees. Given this context, the company maintains a cautious approach and doesn't readily
accommodate interns to engage in their operations. However, after earnestly expressing my
interest, I was granted the opportunity to contribute within their framework under their careful
guidance.

Assignment #1:

During my tenure in the Marketing Department's research and dealer section, I engaged in
computer-based tasks.

Marketing Department's Operations:

The Marketing Department orchestrates a comprehensive spectrum of marketing endeavors,

spanning from market analysis to product sales. Certain activities are performed on a routine
schedule, such as crafting sales statements and generating marketing reports. Meanwhile,
specific tasks are undertaken in response to either internal or external management requests. This
department comprises four distinct subsections, further detailed in Chapter 5 of the report. The
holistic array of activities conducted by the marketing department encompasses:

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  Scouring various journals and newspapers for pertinent data to shape marketing
strategies.
 Assessing the demand for glass in both domestic and international markets, along with
monitoring price fluctuations.
 Crafting market reports on a quarterly and annual basis.
 Anticipating market needs and projecting future demands.
 Formulating budget projections for capacities at 70%, 80%, and 90%.
 Maintaining meticulous records of commercial glass dispatches.
 Generating daily and monthly sales statements.
 Curating a historical record of Pakistan Glass.
 Employing computerized systems to track finished materials.
 Keeping an updated database of Ghani Glass's traders and consumer dealers.

Task Assigned to Me:

In the Marketing Department, my role primarily involved utilizing MS Excel and MS Word. In
the initial week, Week #1, I engaged in a variety of tasks that ranged from data entry to
calculations. This encompassed activities like sorting and structuring data, as well as creating
tables within MS Excel. Additionally, I gained insight into the process of updating Dealer
statements. This entailed incorporating new Dealers and removing those whose association had
concluded, with this process being executed in a zone-wise manner.

Among these assignments, I particularly want to highlight an experience where I collaborated

with Mr. Mobeen, the Deputy Manager of Dealership, for a duration spanning three to four days.

Assignment #2:

I also actively participated in the Purchase Department, operating under the guidance of Mr.
Jamshaid Pasha.

Purchase Department's Operations:

As I previously mentioned, the Purchase Department shoulders the entire procurement process at
Ghani Glass, meticulously adhering to the regulations set forth by the Public Procurement
Regulatory Authority (PPRA). Around forty percent of Ghani Glass's annual procurement is
executed through tender publication in the press, while the remaining sixty percent is directly
procured. Given the department's comprehensive responsibility across the organization, it is
strategically divided into eight subsections. Among these, five specialize in procuring specific
materials, whereas the other three function as supporting units: TOC (Tender Opening Cell)
presides over the timely opening of purchase tenders, SPC (Spot Purchase Cell) handles urgent
procurement needs, and CMS (Contract Management System) manages legal aspects related to
procurement.

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Within this framework, the Purchase Department undertakes a range of activities throughout the
procurement process:

 Assigning a case number to each purchase case.

 Formulating and obtaining management approval for tender documentation.
 Conducting the opening of tenders at specified dates and times.
 Ensuring meticulous observation of key aspects during tender opening sessions.
 Crafting purchase proposals in alignment with the chairman's approval.
 Ultimately issuing Material Receiving Vouchers (MRV) to suppliers upon successful
procurement.
Task Assigned to Me:

Objective:

My task involved creating a preliminary version of a purchase proposal. This was to be done by
comprehensively reviewing the procurement file for the item: copy printer, code: 020000030.

Assignment:
The following terms required thorough analysis for the development of the purchase proposal:

Intend: This entails a structured compilation of items, encompassing detailed specifications for
each item along with the estimated value or amount intended for procurement.

Intender: This refers to the department responsible for generating the intend after receiving
material requisitions from user departments.

Bids: These represent proposals put forth by various companies or suppliers.

Mode of Procurement: This pertains to the method chosen for procurement, which can either
involve issuing tenders in the press or direct procurement in cases of urgency.

LPP (Last Purchase Price): This signifies the price at which the item was last procured.

Quoted Price/CTP (Current Target Price): This stands for the current price of the item.

TEC (Technical Evaluation Committee): This committee assesses the supplier-offered item
specifications against the desired specifications.

Chapter # 5

STRUCTURE OF MARKETING DEPARTMENT

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Department hierarchy:

Number of employees:

Total no. of employees in marketing department in this office are 9.

Marketing Operations:

Dealership:

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The inaugural function within the marketing department is managed by the dealership section,
which oversees the dealership process. Given that Ghani Glass engages with registered clients,
those aspiring to become clients are required to formalize a dealership contract with Ghani Glass
for onward procedures. The assignment of dealership to customers entails a comprehensive
assessment, involving rigorous scrutiny of security measures, evaluation of credibility, past
performance analysis, and verification of income tax records. Clients seeking further information
can connect with the customer service section within the marketing department.

Data Coordination:

The Data Coordination Cell assumes the responsibility of maintaining a comprehensive record of
both customers and saleable materials (products). Its primary function revolves around aligning
internal data with external elements, particularly customer demands and production figures. This
amalgamation of information serves as the foundation for crafting a monthly marketing plan.
Facilitating this process is an extensive computer-based system that plays a pivotal role in
orchestrating data coordination.

Research:

The Research section stands as an exceptionally dynamic segment within the marketing
department. Its continuous engagement is imperative to procure the most up-to-date insights
encompassing raw material demand, supply dynamics, and product prices. This necessitates
constant coordination with international markets, local markets, and the various zonal offices of
Ghani Glass. The timely announcement of price alterations rests within the purview of the
Research section's overseer.

Furthermore, the Research section dedicates substantial efforts to perusing diverse business
publications. This aids in compiling comprehensive reports that delve into the evolving patterns
and trends within the market. Subsequently, these reports are presented to the management for
discussions and strategic considerations.

Customer service and sale:

The Customer Service segment serves as the cornerstone of the marketing department. It
assumes pivotal responsibilities, encompassing direct interactions with customers, addressing
grievances, and offering insights to management for customer-centric matters. Moreover, it plays
a significant role in sales-related affairs, ranging from formulating sales policies to scrutinizing
fluctuations in sales volume over specific timeframes.

Within this domain, four distinct subsections are housed, each dedicated to a separate product
line. These subsections meticulously maintain sales records for their respective products. The
Sales section, operating under the Customer Service umbrella, shoulders the crucial task of

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devising immediate sales plans. This necessitates a constant analysis of sales records, conducted
on a daily and timely basis. In pursuit of this, active coordination with all zonal offices of Ghani
Glass is a requisite component.

Chapter # 6

FUNCTIONS OF THE MARKETING DEPARTMENT

Before going to define different functions /strategies that Ghani Glass adopted to manufacture,
market and sale its products it will be beneficial to know what the marketing strategy is.
Marketing strategy is the marketing logic by which the business unit hopes to achieve its
marketing objectives. Ghani glass deals with some common strategies in manufacturing and
marketing its products. One more thing which is better to enlighten here is that making strategy
is not only the responsibility of marketing department. Data here in this section is collected
from some other departments also which are public relation, R & D.

Following are some marketing strategies of Ghani glass:

Segmentation Strategy:

Regardless of an organization's size, nature (government or private), or type of product or

service, it's often unfeasible to cater to every potential customer globally. With this in mind,
organizations opt to divide the vast market into distinct buyer groups characterized by varying
needs, traits, or behaviors, potentially necessitating separate products or services. Market
segmentation is achieved through diverse variables, such as geographic, psychographic,
demographic, and behavioral attributes.

Ghani Glass has strategically adopted a geographical segmentation strategy to optimize its
operations. The company has established its presence across multiple locations in Pakistan,
encompassing cities like Karachi, Islamabad, Lahore, Peshawar, and Gujranwala. The essence of
this segmentation is to ensure comprehensive nationwide coverage for its clientele.

Target Market Strategy:

After identifying numerous segments, an organization must decide which segments to pursue in a
given market. This entails assessing each segment's attractiveness and potential to deliver
superior customer value and profits. Given that Ghani Glass also engages with unregistered
customers, the company targets the segment that aligns with the prerequisites for registration or
dealership. This approach lies within the spectrum of concentrated (highly focused) and
undifferentiated (broadly inclusive) marketing, as the company operates across diverse
geographical regions but solely with registered customers.

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Product, planning, development and management strategy:

A product constitutes what a customer invests in and subsequently fulfills their needs. Therefore,
it's imperative that it embodies the features sought by the customer. Ghani Glass diligently
attends to its customers' demands in this regard. Nevertheless, delving into production planning
appears more appropriate than discussing product planning and development, due to its
alignment with the department's nomenclature where this planning is executed – the Production
Planning and Control (PP&C) department.

The PP&C department orchestrates and oversees the holistic production process at Ghani Glass.
It furnishes a monthly production schedule to each production unit, meticulously tailored to meet
prevailing demand. Given Ghani Glass's diversity, each product possesses distinct gradations and
sizes, necessitating precise planning to accommodate these specific attributes. Across all
production stages, from raw material to the final product, unwavering emphasis is placed on
quality. To ensure this, products undergo testing at intermediate and final stages within the
engineering laboratory.

Main and by-products inherently adhere to fundamental features; hence, no explicit product
development takes place. However, the PP&C department assumes the role of production
oversight. It adeptly navigates production volumes based on grade-specific demand, facilitating
an increase in production for in-demand product grades while adjusting it downwards for those
with lower demand.

Positioning strategy:

Positioning strategy involves orchestrating a product's placement in a distinct, favorable, and

unique position in the perceptions of target customers, vis-à-vis competing products. The
strategic positioning significantly informs the implementation of effective strategies, pivotal in
achieving overarching business objectives. In simpler terms, the essence of positioning revolves
around harmonizing something valuable with pre-existing prospects' perceptions and leveraging
this alignment.

As the foremost and sole glass industry of such prominence, Ghani Glass occupies a
commendable standing within Pakistan's glass industry. This distinct positioning is rooted in the
minds of its target customers, having established a credible and invaluable association with its
products.

Pricing Strategy:

Within the business spectrum, pricing is the sole contributor to revenue generation. Therefore,
establishing prices for products requires meticulous deliberation to ensure business success.
Fluctuations in pricing, whether upwards or downwards, bear the potential to inflict substantial
losses. Ghani Glass predominantly adheres to a market-based pricing strategy, necessitating

22
vigilance over international and local market rates. However, this isn't the sole determinant of
pricing. Several other factors are also taken into account, including:

 Market dynamics
 Customer reception
 Safeguarding against imports
 Landed cost of imported materials
 Production capacity and quality spectrum

A committee responsible for price determination or adjustments is composed of the following

members:

1. Chairman

2. Director Corporate Planning

3. Director Finance

4. Director Marketing

Given Ghani Glass's expansive and multifaceted nature, it must remain attuned to unforeseen
changes in the aforementioned elements, promptly adapting prices as necessary to avert
unpredicted losses. Each product's dimensions dictate a fixed price, eschewing any consumer
discounts. However, a commission of 1.5% from the total contract is extended to trader dealers.
By-products, in contrast, incur no production costs and are thus entirely market-driven in terms
of pricing, serving as a source of pure profit for Ghani Glass.

Distribution Strategy:

Distribution pertains to ensuring product accessibility for customers. Organizations may opt for
diverse channel members to facilitate proximity between their products and customers. These
channel members, undoubtedly, contribute value to producers through negotiation, promotion,
and information dissemination. However, certain organizations bypass intermediaries entirely
and directly vend their products to customers.

Ghani Glass employs a hybrid distribution strategy, embracing both these approaches. The
company sells its products both directly to end consumers and to traders, who subsequently
distribute them to the ultimate consumers. Consequently, Ghani Glass's distribution channels
encompass both simplicity and complexity, a dual perspective that mirrors its strategic approach.

Ghani glass Consumer

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 Ghani glass Trader Consumer

Chapter # 7

SALES DEPARTMENT
Sales Operations:

To facilitate the profitable and rational sale of Pakistan steel products, the sales
department/section operates in accordance with the directives and guidelines established by the
marketing department. The following operations fall under its purview:

• Formulating monthly sales plans that align with ongoing sales trends.
• Addressing unforeseen situations by devising immediate sales plans, including preparing for
supplementary production if necessary.
• Regularly assessing and modifying sales policies as needed.
• Investigating reasons behind low sales periods and gathering market feedback.
• Coordinating activities with all zonal offices of Ghani Glass.
• Analyzing the daily and monthly dispatches.
• Scrutinizing the product-wise quantities of Delivery Orders (DO) and the corresponding
remaining balances.
 Make the production according to demand.
Sales Methodologies:

In pursuit of accomplishing organizational objectives through targeted sales, a comprehensive

sales policy serves as the cornerstone, offering guiding principles for the sales methodologies
employed. Ghani Glass Products' sales policy is meticulously developed, characterized by
thorough consideration of customer demand, prevailing market conditions, and lessons from past
experiences and achievements. This policy embodies the strengths derived from previous sales
strategies and underscores the adeptness of policy creators. The Sales Policy is shaped with the
intent to:

• Establish a streamlined procedure.

• Enhance sales performance.
• Operate with a strong commercial focus.
• Maximize productivity and profitability.
• Efficiently address customer-centric activities in a prompt and effective manner.

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An overlook of sales of Ghani glass in previous year:

Following is the graph showing the sales pattern in Ghani glass from FY 2012 to FY 2019. The
figures of sales is in million.

The fall in revenue during FY14 was because the company faced competition in the local
industry. However, it must be noted that the decline was only about 2 percent year on year.
Despite the decrease in top-line, the company was able to increase gross margins by undertaking
Cost Reduction Programs (CRPs). This can be seen by cost of production declining as a
percentage of revenue from about 78 percent in FY13 to 76 percent in FY14. The cost increase in
other areas was offset by income earned from profit share of associate of Rs 158 million in FY14
compared to Rs 41 million in FY13.

Chapter # 8

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 CUSTOMER SERVICES
Recognizing the paramount significance of customers in the realm of marketing, the essentiality
of nurturing and sustaining customer relations has taken precedence over other business
functions. Customers serve as the lifeblood of organizations, warranting considerable efforts to
cultivate and uphold favorable associations with them. This reality underscores that
organizational success hinges on adept customer management through robust systems, methods,
and empathetic customer service.

Customer service is arguably the most substantial offering a business can extend beyond its
spectrum of functions, encompassing everything from production to sales. It has become a
universal pursuit for most organizations. Customer service within an organization can be defined
as the allocation of resources and effort to augment the value that buyers derive from their
purchases and the entire purchasing process.

Within the private sector, customer service holds paramount importance, fostering a customer-
centric orientation. The approach entails diligent listening to customer grievances, their
subsequent resolution, and the continual exploration of avenues for enhanced service delivery.
Even in the public sector, strides are being taken towards improving customer service.

Ghani Glass, while not boasting an exhaustive customer service department, demonstrates a
commitment to customer care. The establishment of Zonal Sales Offices across various Pakistani
cities exemplifies this dedication. These offices cater to customers from different locales,
ensuring no customer is left underserved. Realizing this need, the initiative to enhance coverage
and customer service through zonal offices was undertaken. All ZSOs remain seamlessly
integrated with the main marketing department at the central branch, maintaining a
comprehensive database of customers for ongoing operations and updates.

Ghani Glass nurtures strong customer relationships through direct interaction, promptly
addressing customer calls and disseminating pertinent business updates. Any alterations in
business policies or pricing are diligently communicated to customers through multiple channels.
The incorporation of such updates on the Ghani Glass website further reinforces transparency
and engagement. These proactive measures serve the purpose of keeping customers informed
and fostering a sense of partnership within the business.

Customer retention, the practice of nurturing customers over a prolonged period by consistently
meeting and surpassing their needs and expectations, stands as a pivotal strategy for any
organization. This practice not only enhances a business's reputation but also serves as a
testament to customer satisfaction and the promise of sustained sales growth.
Customer complaints handling process:

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Ghani Glass stands committed to promptly addressing customer grievances, especially those
related to product quality. Instances of quality complaints are swiftly attended to by customer
service representatives. A concerted effort is made to resolve quality-related issues within a span
of fifteen days, reflecting the company's dedication to ensuring customer satisfaction.

Customers are afforded the convenience of registering complaints at any of the zonal offices or
directly at the marketing department located at the main office. For the sake of authenticity and
ease of processing, written complaints are preferred. These written accounts of grievances hold
credibility and facilitate streamlined handling. Upon receipt of a complaint, the concerned
department undertakes a rigorous evaluation and resolution process, with an emphasis on prompt
action. If the complaint is found to lack validity, it is redirected to the marketing department,
wherein customer service representatives assume the responsibility of alleviating the customer's
concerns.

While complaints may cast a negative light, they can serve as valuable feedback mechanisms for
marketers. These instances often spotlight areas where a segment of the marketing operation has
faltered—often pertaining to quality, a pivotal organizational standard. Regardless of the reason,
astute marketers seek a comprehensive understanding of the root cause to enact remedial
measures.

Swift processing of complaints is imperative, as unchecked grievances can tarnish the

organization's reputation externally. Such issues should not be disregarded; instead, they should
be treated with diligence and resolved meticulously. By attending to complaints professionally,
both complainants and the organization's internal staff witness the organization's commitment to
efficient resolution.

Ghani Glass upholds its commitment to customer satisfaction by diligently addressing

complaints, striving to reach timely solutions while considering both constructive and adverse
feedback.

CRITICAL ANALYSIS

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The practical observations I made during my internship have provided a distinct perspective on
critical issues, particularly in comparison to the theoretical knowledge I acquired throughout my
degree program, with a specific focus on marketing.

While Ghani Glass undoubtedly holds a leading position in the Pakistani glass industry, there are
areas where improvement is possible. The significant influence of the government has
contributed to an ineffective communication process. A communication gap exists between top-
level management and employees, impacting the flow of information. Motivation among
employees for enhanced performance is lacking, and there are instances where innovative ideas
are discouraged rather than embraced.

Another noteworthy observation about the workforce at Ghani Glass is the mismatch between
roles and individuals. Qualified engineers are often found in management roles, while IT
professionals are engaged in manual tasks within marketing and personnel departments.

In today's world, remarkable strides in communication technology have been made, and
organizations are quick to adopt these advancements to remain relevant in the ever-changing
landscape. However, I noticed that Ghani Glass lags in adopting such communication services.
Several departments lack internet facilities, and much of the paperwork is still executed
manually, placing additional burdens on employees.

While many organizations invest substantial time and effort in customer needs analysis and
subsequent strategic development, I identified deficiencies in Ghani Glass's planning,
development, and maintenance of marketing strategies. Innovation in products is absent, and
promotional strategies are minimal, with only tender advertising being used for procurement and
sales.

Customer service emerges as a weak aspect within Ghani Glass. While other organizations
actively pursue new customer acquisition, I observed a reliance solely on existing customers,
neglecting strategies to attract new ones.

The organization has encountered escalating losses in recent years, attributed partly to frequent
changes in top-level management in response to shifting political dynamics. External
management interventions by the government have been utilized to address these challenges;
however, these managers often lack an in-depth understanding of the organization's intricacies,
impeding effective crisis management and resolution.

SWOT ANALYSIS

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Strengths:

Strong Local Presence: Ghani Glass has a well-established and recognized brand presence
within the Pakistani market.
Wide Product Range: They offer a diverse portfolio of glass products, catering to various
industries such as construction, packaging, and automotive.
Local Manufacturing: Operating within Pakistan allows them to reduce import costs and cater
to domestic demand effectively.
Experience and Reputation: Ghani Glass has accumulated years of experience in the Pakistani
glass industry, contributing to their credibility and expertise.
Employment Generation: The company’s plays a role in providing job opportunities,
contributing to the local economy.

Weaknesses:

Energy Costs: The energy-intensive glass manufacturing process might make the company
vulnerable to fluctuations in energy prices.
Infrastructure Challenges: Inconsistent infrastructure and logistics could impact their
distribution network and supply chain efficiency.
Environmental Regulations: Stricter environmental regulations could pose challenges for their
manufacturing practices and waste disposal.

Opportunities:

Infrastructure Development: As Pakistan invests in infrastructure projects, there could be an

increased demand for construction-related glass products.
Urbanization and Housing: The growing urban population could drive demand for residential
and commercial construction, benefiting Ghani Glass.
Sustainable Practices: Embracing eco-friendly manufacturing practices can align with the
increasing global focus on sustainability.
Export Potential: The Company can explore exporting their products to neighboring countries
and beyond.

Threats:

Economic Volatility: Economic fluctuations and uncertainties in Pakistan can impact consumer
spending and industrial growth.
Competition: Domestic and international competitors could challenge their market share by
offering similar products.
Raw Material Costs: Fluctuations in the prices of raw materials, such as sand and soda ash, can
affect production costs.
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Technological Changes: Failure to adopt new technologies could make them less competitive in
terms of efficiency and product quality.

CONCLUSION
Over the past many years, Ghani Glass has earned its repute and has registered its brand as the
leader in the container glass industry in the region. Enjoying largest market share, extensive glass
containers range in pharmaceutical, food and beverage categories and incessant R&D, innovation
and provision of value added glass manufacturing, fulfilling customized demands of local and
international customers, Ghani Glass has emerged as a glass supermarket in the region. It is also
working for the social welfare and has been started many supportive programs and recreational
activities for its workers. Ghani glass give relief to their Under Ghani Social Welfare & Family
Support Program Ghani Glass Limited installed First Aid Points in the glass markets nationwide
to provide first aid facility to the labor in glass markets who involve in handling & processing of
glass in case of minor injuries. Total 111 points installed in all major, medium & small glass
markets of Pakistan. Medicines in the installed boxes refill after every two months. Labor in the
glass markets appreciated this initiative.
No one can refuse of its contribution in government funds since its birth as the largest industry. It has
still potential of increasing profitability. But unfortunately because of some wrong policies from top
management side, it has now become without valuable assets. The need of today is that to plan and
put right guidelines so that this mega industry can get back its former position and survive once
again in changing environment of the world.

RECOMMENDATION

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  Minimize Government Influence: It is advisable to reduce government influence to allow
top management to formulate independent policies that prioritize the country's and the
organization's best interests.

 Enhance Dealership System: While the dealership system is effective in preventing bias
and black marketing, there is room for improvement. Consider implementing a stringent
security check for unregistered customers to boost sales while maintaining security.

 Optimize Production Capacity: Increasing production capacity to its full potential should
be a priority. This step would enable better management of demand by aligning it with
increased production.

 Efficient Raw Material Sourcing: Exploring options to source raw materials from within
Pakistan can potentially lead to reduced import duties and overall costs.

 Adopt Modern Communication Technology: Embrace new communication technologies

to streamline processes. Reducing paperwork and embracing digital communication
methods can enhance efficiency.

 Upgrade Technological Infrastructure: Invest in new machinery and technology to

replace outdated equipment. This step will improve production efficiency and product
quality.

By implementing these recommendations, Ghani Glass can enhance its operations, better manage
customer relations, and position itself more competitively in the industry.

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