Super Asia is engaged in producing top order home appliances in South Asia. Recognition of its achievements in quality products are manifested in the form of the ISO 9002 certification. The success tale spread well over 25 years when Super Asia produced the first washing machine of Pakistan. Later on Super Asia started producing room air coolers, gas and electric geysers. Keeping in view the requirements and purchasing power of all the segments of the society Super Asia has introduced different washing machines to meet their demands. Super Asia has the honor to produce complete plastic body washing machine for the first time in Pakistan. Another hallmark in quality products is introducing the double action washing technology through side and center Plaster. In Pakistan Super Asia has not only introduced a large range of Room Air Coolers in plastic body, but in different sizes and values as well. Super Asia in order to maintain its superiority in producing public utility products has introduced hot and cold, and only cold water dispenser. It was an instant success' due to its design, effectiveness and affordable price amongst the consumers. Similarly the complete range of super Asia fans is of international standard. There are different sizes, colors in Ceiling, Pedestal, Bracket, Circu-matic and Exhaust Fans. Research based products of Super Asia enjoyed a sense of superiority over similar products in the open market. The objective is, however, to offer consumers products of international quality at affordable price and this can be judge by the fact that they are being exported to Saudi Arabia, Dubai, Bangla Desh, Sri Lanka and Myanmar from the last so many years, and their demand is growing day by day. The success story of Super Asia is due to its chairman Haji Mohammad Yousaf while Managing Director Haji Muhammad Afzal looks after the production aspects of the factory. He has a critical approach towards the products and their prices offered by their competitors. 8 Haji Muhammad Ashraf, Chief Executive of Super Asia has played a leading role in the marketing aspects of the products. He is fully aware of modern trends in the International Markets. It will not be out of place to mention the services of Mr. Faisal Afzal, Mr. Abdul Razaq, Mr. Sohail Yousaf and Mr. Umer Ashraf, that is looking after different departments of Super Asia. These four young fellows with their higher education and thriving on the experience of their seniors have produced excellent results. Apart from looking after the affairs of factory, chairman Haji Muhammad Yousaf is equally paying his attention towards religious affairs and social work. He has constructed a Mosque; Mian Muhammad Din Trust Hospital is another example, where free medical treatment is being provided to factory workers, and the needy of nearby localities.
1.1- History of Industry in world:
History of Washing Machine Industry: Ancient peoples cleaned their clothes by pounding them on
rocks or rubbing them with abrasive sands; and washing the dirt away in local streams. Evidence of ancient washing soap was found at Sapo Hill in Rome, where the ashes containing the fat of sacrificial animals was used as soap. The earliest washing "machine" was the scrub board invented in 1797. American, James King patented the first washing machine to use a drum in 1851, the drum made King's machine resemble a modern machine, however it was still hand powered. In 1858, Hamilton Smith patented the rotary washing machine. In 1874, William Blackstone of Indiana built a birthday present for his wife. It was a machine which removed and washed away dirt from clothes. The first washing machines designed for convenient use in the home. 9 History of Fans Industry: Fan history stretches back thousands of years. Since antiquity, fans have possessed a dual function – a status symbol and a useful ornament. In the course of their development, fans have been made of a variety of materials and have included decorative artwork. The simplest fans are leaves or flat objects, waved to produce a cooler atmosphere. These rigid or folding hand-held implements have been used for cooling, for air circulation, as a ceremonial device, and as a sartorial accessory throughout the world from ancient times. They are still widely used. The earliest known fans are called 'screen fans' or 'fixed leaf fans'. These were manipulated by hand to cool the body, to produce a breeze, and to ward off insects. Such early fans usually took the form of palm leaves. Some of the earliest known fans have come from Egyptian tombs. Early Assyria and Egypt employed slaves and servants to manipulate the fan. In Egyptian reliefs, fans were of the rigid type. Tutankhamen's tomb possessed gold fans with ostrich feathers, matching depictions on tomb walls. Longhandled, disk-shaped fans were carried by attendants in ancient times and were associated with regal and religious ceremonies. They had handles or sticks attached to a rigid leaf or to feathers. Plumage of birds was used in fans, such as those of the Egyptians and Native American Indians, which had both practical and ceremonial uses. History of Air Conditioner Industry: The idea of air conditioning started before a machine was created to produce the cooling effect desired. The first attempt at building an air conditioner was made by Dr. John Gorrie (1803-1855), an American physician, in Apalachicola, Florida. During his practice there in the 1830s, Dr. Gorrie creating an icemaking machine that essentially blew air over a bucket of ice for cooling hospital rooms
of patients suffering from malaria and yellow fever. A close ancestor to the modern air conditioner units was first made in 1902 by an American engineer by the name of Willis Carrier. The machine at that time was called "Apparatus for Treating Air" and was built 10 for the Sackett-Wilhelms Lithographing and Publishing Co. in Brooklyn, New York. Chilled coils were used in the machine to cool air and lower humidity to 55%, although the apparatus was made with enough precision that the humidity level desired was adjustable. After the invention by Carrier, air conditioners began to bloom. They first hit the industrial buildings such as printing plants, textile mills, pharmaceutical manufacturers, and a few hospitals. The first air-conditioned home was that of Charles Gates, son of gambler John "Bet a Million" Gates, in Minneapolis in 1914. However, during the first wave of their installation, Carrier's air conditioner units were large, expensive, and dangerous due to the toxic ammonia that was used as coolant. In 1922, Carrier had two breakthroughs - he replaced the ammonia with the benign coolant dielene and added a central compressor to reduce the size of the unit. Today, air conditioners have been said to be a partial cause for the changes in the South, and for most of us who have experienced its cooling benefits in times of searing heat waves, it is an invention that is hard to live without. History of Geyser Industry: In the 1870s, Englishmen, Maughan invented the first instant water heater. Little is known about Maughan's invention; however, his invention influenced the designs of Edwin Ruud. Edwin Ruud, a Norwegian mechanical engineer was the inventor of the automatic storage water heater in 1889. Ruud immigrated to Pittsburgh where he pioneered the early development of both residential and commercial water heaters. History of Water Dispenser and Water Coolers Industry: The water fountain as we know it was first invented in the early 1906 and is credited to two men - Halsey Willard Taylor and Luther Haws. Haws patented the first drinking faucet in 1911. From those humble 11 beginnings, when water coolers used large blocks of ice to chill the water, to the selfcontained electric water cooler in 1938, there are now a plethora of models and types to fit every need. Although first "barrier-free" electric water cooler was invented in 1972 by the Haws Corporation, it wasn't until the passage of the Americans with Disabilities Act in 1990 that these accessible water coolers came into their own. Bottled water dispensers have been around since before the middle of the 20th Century. These units depend on gravity to provide the water in a free standing unit. Cooling units were added later. Today, many water coolers or dispensers include a heating element to provide hot water along with chilled water. Some are even offered in designer colors and shapes to fit into any décor. History of Microwave Oven Industry: The microwave oven did not come about as a result of
someone trying to find a better, faster way to cook. During World War II, two scientists invented the magnetron, a tube that produces microwaves. Installing magnetrons in Britain’s radar system, the microwaves were able to spot Nazi warplanes on their way to bomb the British Isles. By accident, several years later, it was discovered that microwaves also cook food. Called the Radar Range, the first microwave oven to go on the market was roughly as large and heavy as a refrigerator. The idea of using microwave energy to cook food was accidentally discovered by Percy LeBaron Spencer of the Raytheon Company when he found that radar waves had melted a candy bar in his pocket. The first Raytheon commercial microwave oven was the 1161 Radarange, which was marketed in 1954. In 1967, Amana, a division of Raytheon, introduced its domestic Radarange microwave oven, marking the beginning of the use of microwave ovens in home kitchens. Although sales were slow during the first few years, partially due to the oven’s relatively expensive price tag, the concept of quick microwave cooking had arrived. In succeeding years, Litton and a number of other 12 companies joined the countertop microwave oven market. By the end of 1971, the price of countertop units began to decrease and their capabilities were expanded.
1.2- History of Industry in Pakistan:
Home appliances are the necessities for living, without home appliances it is very difficult to spend our lives. It was the time when people did not have the washing machines, fans, air coolers, air conditioners, microwave ovens, water coolers and heaters but time makes the inventions and necessities make the inventions. Now at this time it is very difficult to spend the life without these appliances. A lot of companies are manufacturing these home appliances in the Pakistan like, Stylo, Toyo, Asia, Nasgas, Super Asia and a large number of local companies. Kitchen appliances were designed to make life easier when cooking and preparing food. Since the mid-1800s, people have been thinking of new and innovative ways to store food, cook food and clean up after eating food. Many of these ideas were good enough to be used by a large number of people and they are still around today. Inventors are still trying to make things easier by coming up with new products that do more things. Following is a few of the inventions that have stood the test of time and continue to be used by millions of Americans today. In Pakistan it was the 1970 after which the home appliances are started to uses to make the home life easier. No doubt before 1970 home appliances were used but only elite families were able to purchase cooking range, air conditioners and microwave oven. There were very minimum numbers of industries in Pakistan before 1970, after which very rare people started to produce the appliances at local level. At the start, some people who start this business, take a start with only one product and slowly slowly start the production of other products. Most of the companies were dealing only with one product like some with washing machines, some with fans, some with hot and cold coolers and geysers in Pakistan.
But when the producers see that the forigner companies are capturing the market and tke product line of these companies is large, the local companies decided to increase 13 their product line. Pakistani companies start to produce the whole line of home appliances in their companies and slowly slowly improve their image in the minds of the customers. There are few cities in Pakistan like Gujranwala, Lahore, Karachi and Gujrat which are fulfilling the demands of home applinces in the market of Pakistan. There are large number of industries producing the washing machines, spinners, cooking range and ovens in Gujranwala but in fan industry Gujrat is at the top. No doubt, the foreign companies and Chinese products are the big threat for the local industry but still local companies are winning the customer minds by providing the quality in the market.
1.3- History of Organization:
It goes way back to 1968, when Mr. Mian Muhammad Din, the founder of Super Asia, offered its first ever product, Washing Machine, with manufacturing facilities at a small scale to the local community of Gujranwala, city of Punjab. It was about to change the lifestyle of that generation and was a struggle to facilitate the end user with automated technology. He was visionary to predict the pattern of growth in Home Appliances Industry across Pakistan. It took more than a decade of painstaking engineering work to build up the brand name, Super Asia, which had become the symbol of Quality, Durability, Innovation and Economy. Today, it is a conglomerate of companies with more than a dozen different products serving much sectors of society. The success tale spread well over 25 years when Super Asia produced the first washing machine of Pakistan. Later on Super Asia started producing room air coolers, gas and electric geysers. Super Asia in order to maintain its superiority in producing public utility products has introduced hot and cold, and only cold water dispenser. Similarly the complete range of super Asia fans is of international standard. There are different sizes, colors in Ceiling, Pedestal, Bracket, Circu-matic and Exhaust Fans. Chronology of Events happened at Super Asia is as under: 1972: Super Asia produced its first ever Washing Machine in Pakistan. 14 1981: Introduced Air Cooler in the market. 1985: Offered Geyser in the market. 1995: Introduced Water Dispensers in the marketplace. 2003: Motorcycles launched. 2003: Insulation sheet entry in the market. 2004: Air conditioner and Microwave Oven offered. 2006: Automotive Parts presented in the market.
1.4- Information about the Organization:
Every successful company and
organization defines its visions and mission and makes the strategies and rules to achieve these missions and visions. To achieve these visions and missions the organizations and companies have to fulfill the objectives so that the long term visions and missions can be achieved. Same like that Super Asia also have defined its vision and mission which are quoted here.
“To be the market leader in every of our products, Nationally and regionally” Our foremost aim is to think big, be the pace setter and modernizer. Since 1972, being the market leader in washing machines, we have concrete plans to replicate our best practices in every of our offerings, across the region. It is the VISION that every employee of the organization is clear about.
“To win the utmost satisfaction, trust and loyalty Of our valued customers” 15 Super Asia uses the best prevalent tools to win and maintain the satisfaction trust and loyalty of its valued customers. Quality, Delivery and Innovation are the core elements of our philosophy. Stake holders at every level strive to maintain the status quo of the company, to deliver the best. Continues struggle with commitment is technique to accomplish this MISSION.
Super Asia offers a lot of home appliances for its valuable customers. Super Asia is a leading manufacturing company in Pakistan and is competing with foreign companies with its weapon of quality and customer satisfaction. Super Asia is the biggest home appliances producer in Gujranwala and offers leading home appliances. They offer with lot of home appliances which compete with all foreign products due to its fine quality, standards and customer satisfaction. Following are the products which Super Asia offers in the home appliances products: Washing Machines with its large number of models __________________________________________ __________________________________________ _________________________________________ Best performance and electric economy with heavy-duty electric motors. Double strike bars for clean, bright and extraordinary washing. Ideal portable washers for large, medium and small families. Maintains its performance even on low voltage. Save time & detergent while brilliant washing.
Defrost Setting. Painted Steel Cavity. Push Button Door. Painted steel cavity. Air Conditioner New Wall Mounted Series. Built to the highest international standards. Ensuring maximum efficiency, performance and reliability. Fans of all types and with large number of models Quiet operation. Specially designed blades. Even air throw & Revolving grill. Room Air Coolers Ultra cool air and quite performance. For the first time in Pakistan introduce water proof pump. An efficient and energy saver cooling system. Water Dispensers New & easiest way to get hot & cold drinking water with water guard. New striking design. Low energy consumption. Easy to install Attractive low price. 17 Electric Water Coolers Complete plastic front. Continue supply of cold water. Seasonal effects and rust proof. Completely tested.
To provide customer prompt, quality and reliable services at their doorstep Super Asia has a largest after sales service network through out the country. To take care of customer appliances all services centers have latest tools, equipments and machineries. We take care of our customers by remaining in contact with them so that they should not face any type of problem. After sales services team consists of Engineers and highly qualified staff with great professional approach due to this reason customer feels confident, once their appliances being maintained. Super Asia after sale service also provides the facility to customers of lifting their units from residence to service center and delivering them
within 48 hours.
1.5- ORGANIZATIONAL STRUCTURE:
Super Asia is market leader in Washing Machine, Air Cooler and Geyser, till today, given the presence of numerous local and foreign brands in Pakistani Home Appliances Market. We stand for as top five in Fan industry and among the top ten manufactures of Motorcycles in Pakistan. Super Asia Administration: Finance Department: HR and Administration: Chairman Director Finance Director Production Director HR Managing Director Chief Executive Director Marketing General Manager General Manager General Manager General Manager General Manger Finance Manager Accounts Manager 20 - Time Keeping - Canteen - Salaries & Wages - Hospital - Cleaning - Building Maintained - Area Maintained - Legal Cases - Trade Mark
In chapter number two of my final project of internship I have done the analysis of Super Asia. Here I did two type of analysis; first one is SWOT analysis in which I examined the strengths, weakness, opportunities and threats faced by Super Asia. And second analysis in this chapter is PEST analysis which is about politics, economic, social and technological changes. First I did first SWOT analysis and then PEST analysis.
2.1- SWOT ANALYSIS:
SWOT stands for strengths, weaknesses, opportunities and threats. This is the analysis related to the strengths which Super Asia proudly have, weakness of Super Asia, opportunities which Super Asia can avail to prevent from the threats faced to the company and the weaknesses of the company. The reason to do this analysis is to find out that, what are the strengths of the company which can overcome 22 the weaknesses of the company and to determine the opportunities which can company avail to prevent the threats to the company. I will individually examine the strengths, weaknesses, opportunities and the threats faced by Super Asia here. Strengths: The company has built up goodwill in the market of Pakistan, from a very long time.
The company has the largest market share throughout the country in the Washing Machine industry. Brand name of Super Asia is known to almost every person in the country and is very famous in home appliances industry. The company deals in all sorts of home appliances, like Washing Machine, Spinners, Air Conditioners, Fans, Geysers, Water Dispensers, Room Air Coolers, Microwave Oven and Cooking Range. Super Asia is also the strategic partner of Procter & Gamble. The strategies of Super Asia are like Procter & Gamble. Continuous achievement of FPPCI exports Trophy. Super Asia is exporting its products to various regions across the globe mainly markets like Africa, Middle East and Asia. The company is having a number of old employees who are committed and loyal with the company. Super Asia retains its employees by offering benefits like old age benefits, disability benefits, disease benefits, medical facilities in the company hospital and advance pay etc. A large number of models are available in the range of every product of the company. The company has won the Merit Trophy 2004-2005 of Federation of Pakistan Chamber of Commerce & Industry presented by General Peres Musharraf to the Chief Executive of Super Asia. 23 The company also has won the Merit Trophy 2005-2006 of Federation of Pakistan Chamber of Commerce & Industry presented Shaukat Aziz (Prime minister of the time) to the Managing Director of Super Asia. Weaknesses: Technical labor of the company has the negative views about the management of Super Asia. There is shortage of skilled labor in the company due to which the company has to face a large of competition. The advertisement budget of Super Asia is very short comparatively other brands in the market. Most of the managerial staff is not well educated. There is also a very weak point in the management which is overstaffing. There is overstaffing in the management. The salaries of management staff are very low due to which the well educated and experienced people does not come for the job in company.
The management staff do not have direct link with their dealers (sellers of Super Asia’s products). The complaints department does not provide the proper services to the customers of the company. The company has not developed the proper promotional strategies for international markets. Dealers of the company complaints for the low profit margin in Super Asia’ products. Opportunities: Due to Government policy of low export duty, Super Asia has opportunities to increase their exports. 24 Due to the strong financial position of the company, the management can use the latest technology in their products. They can use the brand name in the international market to increase their sales of Fans like their Washing Machines. As the company is financially very strong, so it can use electronic and print media to increase their sales. They should invest in the SBUs like Air Conditioner and Microwave Oven which have low market share and very low growth rate. Super Asia should appear in the international industrial exhibition. It is a big opportunity for the company to create the awareness of its brand in the international markets. Threats: Chinese Technology is the very big threat to Super Asia. .Other competitors of Super Asia are offering the same products at relatively lower prices. A large number of new incoming companies are increasing the competition in the market. Stylo Washing Machine Company is investing a heavy budget in the promotion of their products. Current Power & Electricity crises are very big hurdle for the manufacturing unit of the company. Due to the shortage of electricity the company may be unable to meet the orders. The complaints in some particular SBUs, like Motorcycles is a big threat to the brand name of the company.
Organizations exist when two or more people work towards achieving common
goals. An organization can never be better than the people it hires. Hence we have to get the best to be the best because the performance of the employees reflects the company’s image and standing in the market. Out of the three M’s i.e. Man, Money & Machine, probably the human dimension is of the utmost importance. Hiring employees is not the sole objective rather the primary goal is to devise a tool that can help the organization attract, maintain, retain and motivate them enough to give their best to the organization. Training and development is therefore the first step towards success. Better the quality of the employees better the performance of the company. An organization’s ability to meet the training and development challenges provides an opportunity to make significant contribution to the company. With better quality people executing the company’s operations the HR department can create a competitive advantage for the company. Here in the end I want to sum up my report of internship in Super Asia in few words. Again I would like to say thanks to Super Asia and it all employees for providing such supportive environment of learning. I must say that my 6 weeks internship experience in Super Asia was a great learning time and I believe that it will be very helpful for me in future career. During my internship in Super Asia I had chance to practically use my knowledge and skills which I have gained during my study as well as I gained and experienced different new skills on the job. It also helped to learn about the manufacturing sector working in Pakistan, its procedures and products and services. Here in the report I have tried my best to give very informative and useful details regarding my internship in Super Asia and I believe that by reading this one would agree 53 with me that gaining practical experience of what we learn in books is as important and useful as any other thing. I was fortunate enough to secure a position as an internee here and thereby able to do an in depth analysis of the working environment of this company from the inside and of the external environment
I have realized that Super Asia is performing very well since sits inception. It is quite difficult to give suggestion to improve the working conditions of Super Asia MDS Ltd. As we know that nothing is perfect, there is always a room for improvement, so I have found during my internship can be made up taking into account the following suggestions. Super Asia is also offering motorcycle with its brand name but during my internship period I came to know that there are a lot of complaints the company is facing from its motorcycle department. So the organization must improve the
quality of its motorcycle in order to maintain its goodwill. The organization is also in process of computerizing its records which is good sign but it is going on with small progress. Computerization must be done on early basis. This will help in increasing efficiency of work done, customer’s satisfaction decreases the stationary cost and resultantly it will increase profits. In past Super Asia MDS Limited has always being suffered from bad Government policies. Government intervention should avoid completely. Employees Training programmer must be introduced on continuous basis so that Employees have understanding with the latest developments especially with the customers. 54 Super Asia should introduced incentive plans for employees on regular basis so that if employees may work whole heartedly for the welfare of their organization. While giving incentives qualification, work, experience, hard work and such other factors must be considered. Mismanagement of resources must be avoided as much as possible as it decreases profit but also discourage hard worker and honest employees. Fresh graduates must be recruited. As the combination of Experienced and fresh can produce better results and it will improve the efficiency of management. Company’s different schemes must be conveyed t