Corporate Internship Final Report (1)

GIFT University

CORPORATE INTERNSHIP REPORT

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CORPORATE INTERNSHIP REPORTINDUS PLASTIC FURNITURE

SUBMITTED TO

MR.ABID AWAN

SUBMITTED BY:REHAN MUNIR

GIFT University

Acknowledgements

Above and Beyond, all praises for Allah Almighty that has bestowed upon human being the

crown of creation and has endowed him with knowledge and wisdom and I am very thankful to

Allah Almighty, Who gave me the courage to complete this complex task. After this, I am very

thankful to the last Prophet Mohammad (PBUH) who brought us revelation and unlimited

knowledge to all mankind. Along with my ever caring and loving parents whose prayers helped

me to reach this stage of my life.

Doing the internship at INDUS Plastic Furniture have been a great honor for me. Thanks to my

teachers at the university and the executives of the respective departments who are in some way

or the other help and guide me through this journey. I had been an active part at the firm for six

weeks and got to learn a lot. My work in the Marketing/Sales department has made me study

many different aspects of the practical life. The time to time guidance given by the seniors of

each department helped me put together all I learned and implement it in an effective way.

Different issues regarding the labor, the market and the customer, were faced by and I being an

internee was given opportunities to give my best opinion for the particular issue.

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Table of Contents

1. Introduction.……………………………………………………………………….…4

2. Overview of the organization…………………………..………………...……….…5

(a) Brief history…………………………………………..………………….….……….5

(b) Nature of the organization………………….…………………………….………….6

(c) Business volume…………………………………………………………..………….6

(d) Number of employees………………………………………………………..…….…6

(i) Departments………………………………………………...……..………...…...6

(e) Product lines……………………………………………………………...…………...7

3. Organizational structure…………………………………………………..….............9

(a) Main offices…………………………………………………………..……….............9

(b) Organization Hierarchy……………………………………………………………….10

4. Marketing strategy…………………………………………………………………....11

(i) Product………………………………………………….………..…..……………11

(ii) Place…………………………………………………...…………………………..11

(iii) Price………………………………………..…………………………..………….11

(iv) Promotion …………………………………..…………………………………….12

(b) Competitors………………………………………………………………………..….12

(c) Successful products…………………………………………………….……………..13

(d) Failure product…………………………………………………………….………….14

(e) Major HR Policies and practices……………………………….………….…………14

(f) Future prospects of the organization……………………………………………..….14

5. Overview of the Department Where I Served Internship………………………....…15

6. Sales / Marketing Department……………...………………………………………...15

7. SWOT Analysis………………………………………..…………..………………….15

(i) Strengths:…………......…………………………………………………………...15

(ii) Weaknesses:………………………………………………..……………..……….15

(iii)....Opportunities:……………………………………………………………………..16

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(iv)Threats:………………………………………………………..……………….......16

(a) Critical analysis of the management patterns…………………………………..….....16

8. Responsibilities as a student Intern…………………………………………………...17

(a) Duties……………………………………………………………………………..…....17

(b) Accomplishments………………………………………………………….…...……...17

(c) New Knowledge Acquired……………………………………………………………..17

(d) Problems encountered……………………………………………………………….…17

(e) How internship experience impacts my career……………………………...….……18

9. Recommendations…………………………………………………………………......18

10.Conclusion……………………………………………………………………………..19

11.References & Sources used……………………………………………………………20

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1. Introduction:-

Plastic industry is at glance at current moment. In old times people preferred wooden furniture

chairs and tables but at current times trend have been changed, consumers have developed their

taste towards plastic appliances. Chairs, tables and other home appliances are preferred in plastic

by consumers. Many companies are working in market with the vision to serve customers. There

are almost 20 plus companies who are in business of plastic chairs, tables etc. Gujranwala is

considered to be city of SME’s and each company is manufacturing its products in Gujranwala

with exception of one or two. There is a huge competition in the market. Companies are fighting

for low cost high quality products and after sale service.

Companies are competing in market with two types of products.

Recycle Plastic Products

Pure Plastic products

Citizen Plastic Furniture is pioneer company in the industry and from the beginning is at number

one due to their high quality products and business techniques. Citizen success in the industry is

due to their production quality of recycled products whereas other companies have failed at

recycled products because it needs high attention, as matching the colors of the products which

they produced earlier is difficult task. Whereas INDUS is managing Pure products in the market

very efficiently which is also very difficult job because companies have to make payments of

raw material early. Citizen, Boss and INDUS are considered as market leaders currently.

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2. Overview of the organization

(a)Brief history

INDUS Plastic Furniture is venture of Haider Electrical Industry a professional manufacturer of

Garden Plastic chairs & tables, households and baby products. Haider electrical industry has

another venture of INDUS Washing machine which produces washers and spin dryers.

INDUS is partnership Concern established in 1998, located in small industrial Estate #1 of

Gujranwala City. Its general area covers 26,000 sq ft. with building area around 20,000 sq ft.

Management has been engaged with the washing machine manufacturing since 1970 (for a

family brand). During 2005, the year of establishment of INDUS plastic, company started its

business with futuristic vision  thoughts of modern technologies, adopting new selling

techniques. Employing educated high profile staff and skilled labor force.  Haider Electrical

Industry is also registered with Gujranwala Chamber of Commerce and Industry. INDUS is now

on the 3rd position in the ranking of top 6 Pakistani famous Plastic Furniture/Washing Machine

brands. INDUS is working with the production capacity of more than 350,000 units annually.

We also have the honor of having the world Famous round shape washing machine in our range,

specially manufactured through blow mould technology.

INDUS started its Plastic Furniture Project in April, 2005. For this, company is equipped with

most experienced, educated, professional and high profile sales, marketing and production staff.

This unit has dragged its lines in MARKET  very fast and efficiently due to high standard

moulds, quality, design and strong network. This project has more than 80,000 units’ production

capacity per month. INDUS has its own die shop where we have the capacity to make our

moulds avoiding unnecessary delay and meeting our quality standards. Washers, Dryers, Tables

moulds wear made in our own shop. Company has recently passed ISO 9001: 200 Quality

Certification Systems. Got the “Certificate of Assessment-CE” mark of CNC conformity

compliance in 2007. INDUS is the first company in the manufacturers of plastic furniture who

got the license from Pakistan Standard and Quality Control Authority “PSQCA” in 2008.

Company says that “With the support of domestic and international customers and effort of all

staff and workers, “INDUS” will gain a great brilliant tomorrow”.

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(b) Nature of the organization:

INDUS plastic furniture is a private Ltd. Co. Owned by two brothers who are acting as CEO’s of

company controlling their family business along with the INDUS Washing machine family brand

of Haider Electrical Industry.

(c) Business volume:

INDUS is performing its business activities nationally and internationally through dealers.

INDUS markets its products in these provinces of Pakistan Punjab, KPK, and Sindh and also in

Kashmir except in Baluchistan because INDUS does not have infrastructure and any dealers and

due to poor political situations there. INDUS is also dealing in Afghanistan and Iran at very low

level.

(d)Number of employees:

There are total numbers of 84 employees working in the organization and there are total of 7

departments in Company. Employees allocated in each department are as follows.

(i) Departments:

There are 7 departments working in Company. This contributes in Organization products from purchasing raw material and converting into finished products and then selling it.

Sales Department, 7 employees.

Accounts Department 8 employees.

In/Out Department (Warehouse), 13 employees.

Production Department, 30 employees.

Fitting and Packing Department, 5 employees.

Die shop, 4 employees.

Crush and Color, 10 employees.

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(e) Product lines:

INDUS plastic furniture has almost 250+ products. They are firstly classified as

Recycle products.

Pure plastic Products.

Further there precuts are categorized as consumer needs such as Office chairs, study

chairs, tables, baby or household products.

(i) Following are company’s Some Products.

Full plastic Chairs

Full plastic and Steel Plastic Tables

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Full Plastic Baby products & household

Revolving Chairs.

Steel Plastic & Study Chair

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Steel Plastic Public Sofas

Office Executive Chairs

3. Organizational structure:

(a)Main offices:

INDUS Plastic Furniture holds only one office in Gujranwala which is Company’s main office,

but it does have its warehouse in other cities to facilitate customers over there through low tariff

charges and for ease of access.

58-A, S.I.E.No.1Gujranwala Pakistan  Tel: +92-55-3850034-36  Fax: +92-55-3859915 E-Mail: [email protected] Website: www.Superindus.com

(b)Organization Hierarchy:

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As shown in above hierarchy there are two CEO’s but only one CEO takes active role in

managing company whereas all responsibilities are on Sales/Marketing manager shoulder which

means that every one reports him and he is controlling the organization.

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CEO

Manager Sales/Marketing

Assistant Manager Sales

Sales Executive(4)

Manager Accounts

Accounts Staff

Production Manager

Labour

In/Out Staff

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4. Critical analysis of the theoretical concepts relating to practical experiences:

(a)Marketing strategy:

INDUS Plastic Furniture is one of the main trend setters in plastic furniture and working as a pioneer in industry continuously getting ahead in the industry due to its effective quality and reasonable prices.

INDUS marketing strategies are based on 4 P’s of marketing mix.

(i) Product:

INDUS is manufacturer of Plastic Furniture working to facilitate consumer needs by providing

wide range of products to customers with availability of many colors and different sizes. Their

products are of Both Recycle and Pure material with additional features such as high quality and

after sale service. Company also produces its products on customer demands if quantity

demanded is high.

(ii) Place:

To facilitate buyers Company have a display centre only in Gujranwala but to make it accessible

at bigger level company have sales force whose purpose are to increase sales by making deals

with dealers in markets for ease of access of customers. Company works through push strategy

by making its products available at most of shops in markets.

(iii) Price:

INDUS is providing its product at affordable and reasonable prices. Further INDUS offers 25 %

discount to its dealers and every customer. Breakage discount of 2 % is given on every recycled

product. There are further advantages given to dealers such as if they purchase on cash company

will offer them further 5% discount.

INDUS products prices are almost same compared to its competitors.

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(iv) Promotion:

Company is reaching its target market through brochures, pamphlets and billboards they are also

promoting their products through different schemes to dealers by giving them targets and if they

achieve them company will Give them things like Bike’s, Refrigerators or some special

discounts.

(b)Competitors of the organization

There are almost 15 plus companies are competing in plastic furniture market. Following are the

major Competitors

Unique Global Industries PVT LTD Citizen International Plastic Industries Chaudary Engineering Company, Toyo Group of Industries A-ONE PLASTIC INDUSTRY STYLE PLASTIC FURNITURE Al-Madina Plastic Industry: Tiger Plastic Furniture FORTUNE ENTERPRISES Unique Global Industries PVT LTD Super Asia Group APPLE STEEL & PLASTIC FURNITURE INDUSTRY Venus Plastic Furniture

Citizen plastic industries have the higher market share due to its high quality products and at

reasonable prices and posses the market leader rank. As almost all industry of plastic molding in

Pakistan is almost in Gujranwala and therefore it is really easy to judge which company is

growing and gaining market share. Whereas INDUS and Boss ranks near to each other whereas

Toyo and other companies are struggling in the market. Whereas every Company have local

competition due to higher number of local industry in Gujranwala.

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(c) Success and failure of different products

(i) Successful products

IC-502 Sofa is the most successful product of INDUS and is sold more than 15000 -18000 units

averagely on monthly basis due to following reasons.

Elegant Shape Comfortable Big Size Low Price

Overall INDUS is producing more chairs with innovative and attractive looks due to which they

are gaining competitive advantage in the market.

Metro chairs with high prices are even successful in the market due to comfortable and elegancy

and attractive colors.

(ii) Failure product

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IC-555(Pure plastic chair)

INDUS recently launched a folding chair into market, quality of product is very good and has

attractive colors but due to no marketing before launching the product it currently failed but

product have potential to succeed in market, product flaws are its small size and higher price but

with some marketing it can be successful. No other company is manufacturing this type of

product so this is also reason for failure and it needs proper marketing.

(d) Major HR Policies and practices

Company is operating its activities in an old fashioned way. One person who is manager sales

has Impact on whole organization. It’s his job to hire new employees and control other.

Company does not have any clear view of HR practices which is a big time flaw for the firm.

(e) Future prospects of the organization

Haider Electrical Industry is currently struggling in their washing machine , dryers market and

they are not planning to invest in any other portfolio they are investing in existing venture to

boom the market share of their products.

5. Overview of the Department Where I Served Internship

(a)Sales / Marketing Department:

I served my internship in Sales Marketing department of INDUS plastic furniture in six weeks

time frame. Sales Department deals with customers and dealers. Sales manager have control on

whole organization, performing the Finance and HR activities as well as marketing activities of

firm. There is total number of 7 employees working in Department. 3 employees are working in

office premises their duties include to manage the other 4 employees and other activities

including making sure of payments, products availability and dealers satisfaction.

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(b) Short-falls/weaknesses

SWOT Analysis

Following are strengths, weakness, opportunities and threats for the company which I personally observed at there.

Strengths: Excellent Brand Image in market.

Wide line of products manufacturer.

Quality Products of Pure raw material.

Qualified and skilled labor in the region.

Adoption of new technology

Innovative and pioneer in Some Products

Weaknesses: Weak Management System

Absence of Departments HR, research etc.

Low budget on Marketing

Opportunities: New markets, unexplored areas.

Make Advertisements

Threats: Price War by local companies.

Threats from Chinese market due to low price products of same range.

Economic Conditions of Pakistan

Political Instability

(c) Critical analysis of the management patterns, weak areas that need to be improved.

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INDUS does have high quality products but they are not much excelling in the market as they should have, there are some reasons which I observed needs to be considered which can enhance their productivity.

Manager sales controls the HR policies as well as Finance practices of the organization which is decreasing the sales level due to his workload which he said himself. It should be better for company if they develop HR and Finance department in terms of productivity.

Company do not have any good marketing activities which is a weak spot of firm they can enhance their sales by marketing their products properly.

Employees seemed not motivated towards their jobs only few numbers of employees have high citizenship behavior. Firm should train and motivate their employees.

There is lack of work-life balance, employees are demanded to do more than that is in their job description even on holidays or after office timings.

There should be research department with purpose to investigate the market before launching the product to make sure product will succeed.

6. Responsibilities as a student Internee:

(a)Duties

As an internee my duties at company were following:-

To Prepare sales orders/invoices Directly Contact with dealers To keep contact with salesmen asking them their location status, payment

recoveries, writing orders. Prepared stock reports every day. Managed social media

Coordinate with graphic designer to design broachers for the company

(b)Accomplishments

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I performed all my duties very nicely. I managed to be very punctual which manager even

praised. I tried my best to be professional from every angle.

(c) New Knowledge Acquired

The Internship at the INDUS Plastic Industry was a prestigious experience and opportunity of the

lifetime for me. During my internship period I was able to learn and implement new thing into

real life. To know the markets and dealing was again a new experience which was quite

interesting. We learned very much about the dealing of the company with the local and

international market.

(d) Problems encountered

The internship was full in the sense that I was expected it to be quite relaxed environment where

we would be allowed to do whatever we wanted to, of course within the limitation, because we

were just internee and not permanent employees, but the real experience was totally different.

We had to abide by the firm’s rules and regulations and strictly look after the timings. We

Were not allowed to come late or go early or any other relaxation was not given to us. We had to

act as we were told to with the duty to report to our senior/ executive after each step.

(e) How internship experience impacts my career

First of all it was great exposure for me to work in any professional environment Company. It

groomed my personality and also helped me building confidence. It gives me an experience so

that I can work in any marketing company with full confidence.

7. Recommendations

They should improve the structure of the organization

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HR policies must be improved.

Should make some investment on Advertisement.

The company does not pay much attention towards the HR department.

I concluded that in the organization the departments are not working satisfactory

therefore there should be a proper integration between departments.

In the organization there is lake of education therefore company should introduce

workshops to train their employees.

For selection of price and new consumers need, company must conduct survey.

Should improve their inventory system.

In their production Safety measures should be forced for employee’s safety and

company’s loss.

8. Conclusion

On the period of internship I observed we need to develop multi-tasking skills along with

dynamic personality and strong communication skills. From the entire project I have gained a lot

of practical experience of the work. I saw how the tasks are performed practically in the

organizations. I saw practical application of my theoretical knowledge. It was a great learning

experience. I conclude my experience in following points

Many concepts are cleared which was theoretically not realized.

Dealing with others in industry and realizing the environment of industry.

Maintain time by making schedules.

Punctuality and work responsibility.

Team work

As I am a student of BSc which is a proper professional study this internship assisted me a lot to

polish my professional behavior and make me work in any professional context. To conclude

book study is very important but real experience from market makes you able to show your real

abilities because here the scenario is real and you are working in the real world which is out of

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the books and you have to do real planning and forecasting for your and organizational success.

And the practical learning gives you more knowledge than theoretical knowledge.

9. References & Sources used

References

www.superindus.com

Sources:

Mr. Khurram Arshad Khawaja

(Manager)

Mr. Bilal Ahmad

(Assistant Manager)

Mr. Abrar Hussain

(Sales Executive)

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