Final Project

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INTRODUCTION

Super Asia is engaged in producing top order home appliances in South Asia. Recognition of its

achievements in quality products are manifested in the form of the ISO 9002 certification. The success

tale spread well over 25 years when Super Asia produced the first washing machine of Pakistan. Later on

Super Asia started producing room air coolers, gas and electric geysers. Keeping in view the requirements

and purchasing power of all the segments of the society Super Asia has introduced different washing

machines to meet their demands. Super Asia has the honor to produce complete plastic body washing

machine for the first time in Pakistan. Another hallmark in quality products is introducing the double

action washing technology through side and center Plaster. In Pakistan Super Asia has not only

introduced a large range of Room Air Coolers in plastic body, but in different sizes and values as well.

Super Asia in order to maintain its superiority in producing public utility products has introduced hot and

cold, and only cold water dispenser. It was an instant success' due to its design, effectiveness and

affordable price amongst the consumers. Similarly the complete range of super Asia fans is of

international standard. There are different sizes, colors in Ceiling, Pedestal, Bracket, Circu-matic and

Exhaust Fans. Research based products of Super Asia enjoyed a sense of superiority over similar products

in the open market. The objective is, however, to offer consumers products of international quality at

affordable price and this can be judge by the fact that they are being exported to Saudi Arabia, Dubai,

Bangla Desh, Sri Lanka and Myanmar from the last so many years, and their demand is growing day by

day. The success story of Super Asia is due to its chairman Haji Mohammad Yousaf while Managing

Director Haji Muhammad Afzal looks after the production aspects of the factory. He has a critical

approach towards the products and their prices offered by their competitors.

Haji Muhammad Ashraf, Chief Executive of Super Asia has played a leading role in the marketing

aspects of the products. He is fully aware of modern trends in the International Markets. It will not be out

of place to mention the services of Mr. Faisal Afzal, Mr. Abdul Razaq, Mr. Sohail Yousaf and Mr. Umer

Ashraf, that is looking after different departments of Super Asia. These four young fellows with their

higher education and thriving on the experience of their seniors have produced excellent results. Apart

from looking after the affairs of factory, chairman Haji Muhammad Yousaf is equally paying his attention

towards religious affairs and social work. He has constructed a Mosque; Mian Muhammad Din Trust

Hospital is another example, where free medical treatment is being provided to factory workers, and the

needy of nearby localities.

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History of Organization:

The saga of Super Asia started in 1975 by Mr. Mian Muhammad Din, the founder of Super Asia.

He made his idea a reality by being the first local manufacturer of washing machines in Pakistan.

With the advent of Super Asia Group in 80’s became the era that changed lifestyles of

generations to come. Super Asia has the honor of producing first of its kind complete plastic

body washing machine in Pakistan. Super Asia work on the lines, caters-to-all and thus has

introduced products of different values in the market with the latest technology. We are the

market leader in washing machine since 1975 and strive to replicate our strengths in our other

products and businesses, thus offering our best across the region. The very First Washing

Machines in the 1975, Room Air Coolers in 1980, Gas & Electric Water Heaters in 1985, Water

Dispensers in 1995, Fans in 1998, Motorcycles and Insulation & Packing Material units in 2003,

Microwave Ovens and Air Conditioners in 2004, Automotive Parts in 2006, Three-wheeler CNG

auto-rickshaw in 2008, Hardees International Burger Chain in 2009, Gas Stove and Cooker Hood

in 2010 are some of the major milestones of Super Asia Group. Super Asia Group is striving to

be the leader in all of their products, nationally and internationally and to win the utmost

satisfaction, trust and loyalty of their much valued customers.

Chairman`s Message

I feel immensely proud to declare that Super Asia Group is a benefitting tribute to the public.

Our work force and the satisfied customers play a major part in the Super Asia’s success story.

The vision of the founder was to become a winning streak from the outset. His profound insight

into the dynamics of Home Appliance Industry continues to inspire the management of Super

Asia till date.

Despite the unstable economy of the region Super Asia has achieved commendable milestones.

Today Super Asia with its diversified range of offerings has become a trusted brand for

generations, nationally and internationally. Blend of supreme quality and technological

advancement in our products gives us an edge over our counterparts. We have faced many

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challenges in our journey to the top but it was all made easy due to our unvarying innovation and

by our untiring efforts to meet customer demands.

I would like to reassure all the stake holders that the management of Super Asia not only looks

ahead with a deep sense of enterprise, progressive outlook and professional attitude, but

constantly reviews, grasps and benefits from the state of the art technologies and modern

research to achieve new heights of success.

VISION:

“To be the market leader in every of our products,

Nationally and regionally”

Our foremost aim is to think big, be the pace setter and modernizer. Since 1972, being the

market leader in washing machines, we have concrete plans to replicate our best practices in

every of our offerings, across the region. It is the VISION that every employee of the

organization is clear about.

MISSION:

“To win the utmost satisfaction, trust and loyalty

Of our valued customers”

Super Asia uses the best prevalent tools to win and maintain the satisfaction trust and loyalty of

its valued customers. Quality, Delivery and Innovation are the core elements of our philosophy.

Stake holders at every level strive to maintain the status quo of the company, to deliver the best.

Continues struggle with commitment is technique to accomplish this MISSION.

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Super Asia CompaniesHome Appliance Division

Super Asia Mohammad Din Sons Limited:

It encompasses a wide range of Home Appliances ranging from Washing Machines, Spinners,

Air Conditioners, Fans, Gas and Electric Water Heaters, Water Dispensers, Electric Water

Coolers, Room Air Coolers, Microwave Ovens, Gas Stoves and Cooker Hoods.

Super Asia Trading Company:

To cater the needs of its international customers Super Asia exports its products to South Asia,

Middle East and other foreign countries.

Automobiles Division

Super Asia Motors Private Limited.

Super Asia has succeeded in providing motorcycles which are skillfully designed, keeping in

view economy, quality standards and comfort. The motorcycles are rust free with high

suspension and are shock absorber to ensure lifetime performance. SAM has also recently started

manufacturing rickshaws, (3 wheeler, 200cc 4 Stroke, CNG auto) with the name of “Tuk

Tuk”. The new and improved rickshaws from Super Asia have been brilliantly designed with

attractive color combinations, hence catering to the customary needs of the society. The

rickshaws have been designed with the element of reliability, maximum seating capacity, and are

also environment friendly.

S.T. High-Tech Private Limited.

This company is a subsidiary company of Super Asia Group that is manufacturing auto spares

parts mainly aluminum die casted parts. State of the art machinery set up has been installed for

the jobs. This unit is supplying crank cases for motorcycle engines to Super Asia Motors and

also full filling the demand of many other OEM’s in Pakistan engaged in motorcycles

assembling units.

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Insulation Sheet Division

FBW Corporation.

It provides integrated technology based insulation solutions, packing material and carpet

underlay for consultants, architects and downstream customers in construction, shoe industry,

fruit industry, and industry in general for packing etc. The aim of Super Asia is to bring quality-

insulated culture which contributes to a sustainable better environment by minimizing electricity

costs, reducing noise pollution and preventing water leakage.

Food Division

MDS Foods Private Limited  ( Hardees)MDS Foods Private Limited is an associated company of Super Asia Group and a franchisee of

CKE International (US based charbroiled burger chain) in 2009. Super Asia is to open

restaurants with the brand name of HARDEES in Pakistan, one of the world’s leading brands in

Quick Service Restaurants. Two restaurants in Lahore’s most prime areas have duly been

completed i.e. on MM Alam Road and on Thokar Niaz baig, and other restaurants in DHA and

other areas are also in pipe line. Super Asia is striving hard to bring the best from around the

world to facilitate the people of Pakistan and earn good name in the food industry like as well.

Honors’ and Achievements

Super Asia is the strategic partner of Procter & Gamble, in Pakistan. Furthermore, Super Asia

is the only local home appliances company to sponsor international matches. The Continuous

precedential win of FPPCI export trophies, world renowned certifications and awards are an

acknowledgement of the quality products, Super Asia is delivering. Special Visit of President of

Pakistan to Super Asia’s Gujranwala manufacturing facilities. Super Asia recently got the

distinction of having been honored with the Brands of the Year Award. 

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Customer Care

To provide customer a prompt, quality and reliable services at their doorstep Super Asia has a

largest after sales service network throughout the country.

To take care of customer appliances all service centers have latest tools, equipments and

machineries. 

After sales service team consist of Engineers and highly qualified staff with great professional

approach due to this reason customer feels confident, once their appliance are being maintained.

We take care of our customers by remaining in contact with them so that they should not face

any type of problem.

Following are the Address of our Customer Care Centers:

 Sub-Offices:

LAHORE Customer Care Centers

89-Temple Road, Lahore.

Tel:  042-36373192 

RAWALPINDI Customer Care Centers

B-Block, 1341 Satellite Town, Near Kali Tanki Stop, Rawalpindi.

Tel:  051-4429837

Corporate Social ResponsibilityThe Group is a playing a vital role in social sector of Pakistan. Mian Muhammad Din Trust

Hospital (the hospital provides free medical treatment to factory workers, and the needy of

nearby localities.) Gujranwala liver foundation (which is actively contributing towards the

needy and affected from the Hepatitis and liver diseases) is some of the examples. Company is

working in endless ways for the welfare of the society.  Company also contributes in the

education sector by giving scholarships to students from different schools and universities

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FAISALABAD Customer Care Centers

P-68 Main Jhang Road, Near PSO Petrol Pump, Shadab Colony, Faisalabad.

Tel:  041-2654655

MULTAN Customer Care Centers

Ahmad Park Colony, Opp. Jamia Saqlain Road, Near Khanewal Road, Multan.

Tel:  061-8128172

HYDERABAD Customer Care Centers

House No. 29-A, Unit No.9, Near Wapda Hospital, Latifabad, Hyderabad.

Tel:  022-2909488

KARACHI Customer Care Centers

Saddiqe Godom, Near National Bank, City Station, Karachi.

Tel:  021-32478016 , 32477221

Our Head Office is located at:

SUPER ASIA MUHAMMAD DIN SONS LIMITED.

G.T. ROAD, GUJRANWALA, PAKISTAN.

TEL:   +92-55-4272801-5

FAX:   +92-55-4271238

UAN:   111-33-66-99

MAIL:   [email protected]

WEB:   www.superasia.biz

PRODUCTS:

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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. Super Asia is also the Automotives and Automobiles producer in

Gujranwala and offers leading Automotives and Automobiles. Following are the products

which Super Asia offered:

Home Appliances :

•Washing Machine

•Room Air Cooler 

•Geyser 

•Water Cooler 

•Air Conditioner 

•Water Dispensers

•Microwave Oven

•Fan Division:

Ceiling Fan

Bracket Fan

Exhaust Fan

Pedestal Fan

Table Fan

Automotives and Automobiles:

Motorcycles

(Super Asia SA 70)

Rickshaw

Spare parts of :

Chairman

Director Finance Director Production Director HR

Managing Director Chief Executive

Director Marketing

General Manager General Manager General Manager General Manager

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Rickshaw

Motorcycles

SERVICES:

 To provide customer prompt, quality and reliable services at their door step Super Asia has a

largest after sales service network throughout 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.

ORGANIZATIONAL STRUCTURE:

Super Asia is market leader in Washing Machine, Air Cooler and Geyser, till today, given the

presence of numerous local and foreign brands in Pakistani Home Appliances Market. We

stand for as top five in Fan industry and among the top ten manufactures of Motorcycles in

Pakistan. Super Asia Spans following divisions:

Super Asia Administration:

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Home Appliances Division:

Washing Machine

Room Air Cooler

Geyser

Water Cooler

Air Conditioner

Water Dispensers

Microwave Oven

Fan Division

Ceiling Fan

Bracket Fan

Exhaust Fan

Pedestal Fan

Table Fan

Automotives and Automobiles Division:

Chairman

Chairman

Super Asia Motors Private Ltd

S. T. High-Tech Private Ltd

General Manger

Finance Manager Accounts Manager

General Manager

Human Resources Administration

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- Motorcycles Spare parts of

- Rickshaw - Motorcycles

- Rickshaw

Insulation Sheets Division:

Insulation Sheets

Finance Department:

HR and Administration:

- Time Keeping - Canteen

- Salaries & Wages - Hospital

- Cleaning

Country Manager

Dealers Sales Managers

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- Building Maintained

- Area Maintained

- Legal Cases

- Trade Mark

Security Department:

Sales and Marketing Department:

Production Department:

Tool Shop

Molding Shop

Die Maintenance Shop

Sheet Shop

Motor Body Shop

Security ManagerSecurity StaffGate KeeperPremisesResidences

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Motor Winding Shop

Assembly

Fan Shop

Store Department:

Store

Procurement Store for Final Goods

COMPANY ANALYSISIn our final project. We have done the analysis of Super Asia. Here we did two type of

analysis; first one is SWOT analysis in which we examined the strengths, weakness,

opportunities and threats faced by Super Asia. And second analysis is PEST analysis which is

about politics, economic, social and technological changes. First we did first SWOT analysis

and then PEST analysis.

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 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 longtime.

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, Spinnes,

Air Conditioners, Fans, Geysers, Water Dispensers, Room Air Coolers, Microwave

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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.

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 over staffing. 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.

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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 start aegis 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.

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. Due to

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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.

PEST ANALYSIS:A scan of the external macro environment in which the firm operates can be expressed in the

following factors;

1. Political

2. Economic

3. Social

4. Technological

PEST analysis is used to describe a framework for the analysis of these macro environment

factors

Political Factors:Pakistani government is somehow stable in these days and focusing on the foreign trade.

Super Asia is taking advantage of this move by government and is trying to increase their

exports.

Government is providing opportunities to the companies to provide benefits like old-age

benefits, disability benefits, pension, etc. Super Asia is also providing its employees

the benefits of social security.

Government has allowed the Puffery statements in advertisement but there should be truth in

selling and deception statements are not allowed.

The company has a trade mark and a trade name that gives the company an exclusive right by

the government policies to use it and enter into contracts and dealings through its registered

trade name.

The company is bound to follow the workers safety regulations as laid down by the workers

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safety act.

As the policy of government the minimum wage that should be given to a worker is 10000/=

but Super Asia is not following that policy as other companies in the area are also not

following it.

All the tax related policies are being followed by Super Asia.

The company also publishes its annual reports as are compulsory to publish by the

government.

Economic Factors:Super Asia plays an important role for economic growth by contributing to the economy

of the country.

The cost of production includes wages of workers, salaries to the staff, purchases, utilities,

carriage inward and outward, etc.

The company offers a variety of products for different classes of customers. For example,

good quality and a bit expensive products for higher class and cheaper products for middle

and lower class customers.

Some SBUs like washing machine and fans are at their boom while others like motorcycle,

oven, AC, etc are at their growth stage. It never happened that anyone of Super Asia’s product

went into its recession stage.

The prices of products of Super Asia are higher than products of its competitors but still

Super Asia has the largest market share due to the quality of its products.

The exchange rate of the company is high due to which the customers have the confidence

on Super Asia.

* Pakistan Economy:

Pakistan is an under developed country. It has suffered from very economical and political cri

ses that include internal political disputes and low levels of foreigninvestment. Between the er

a of 2001-2007, the poverty status in the country will increased by 15% but the spending in

the provincial capitals and federal capital Islamabad shows the large amount of development.

This creates a gap between the developed and underdeveloped cities of Pakistan. In the era of

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2004-2007, there is a large foreign investment came in Pakistan. Very large industry

including telecommunication, media and several other manufacturing industries launched

their units in Pakistan. In that era the GDP of Pakistan raise up to 5-8% but this growth was

declined when Pakistan faced the very critical electricity crises. Despite electricity crises, the

other major crucial element is inflation. Petrol prices and the prices of other home appliances

and other consumable things are going up and up vigorously. It is jumping from 7.7% in 2007

to 20.8% in 2008, and 14.2% in 2009. Moreover due to political instability in the country, the

value of rupee is depreciating and at this point $1 is equal to Rs.98 (approximately).The

government of Pakistan now taking the loan from the International Monetary Fund to stabilize

the economy and reduce the budget deficit of the country but this loan caused the burden on

the local people of Pakistan. The poor person became poorer and the rich person became

richer. The middle class is going to be end slowly. Textile sector which is a very crucial and

important constituent of GDP of the country, faces many sever crises of electricity.

Social Factors:The salaries and wages of the workers and management are not satisfactory so the income

distribution factor is not satisfactory.

Super Asia is funding many NGOs and welfare organizations in the whole country.

Super Asia has the honor of being the first and only local home appliances company to

sponsor an international cricket series.

The company is running a hospital “Mian Muhammad Din Memorial Trust Hospital” for the

welfare of its employees as well as the people of the near vicinities.

The company is providing various types of home appliances which are helping in improving

the life style of the people.

The company is providing models in a variety of fashion which can be used differently at

different places.

Technological Factors:The company is having a computerized lath machine which helps in reducing labor cost and

time needed to produce a dye.

Due to technological improvements many items are available at lower prices from China and

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Super Asia is taking full benefit from it.

The manufacturing department also has different types of dyes for differentmodels or shapes

of washing machine and fan.

A tool shop also operates within the factory premises, which manufactures its own tools to be

used in production.

Latest technology is being used by the company for motorcycle engine and air conditioner

machinery.

The company is also thinking of introducing a new swap machine that would note the

attendance of each employee when one will swap his card into it. This machine will also

provide the management with the statements showing the late minutes of each employee and

the leaves in the month.

The company has provided the computers to the staff members to eliminate the cost of

stationery and to save the time.

Different software are being used in every department for advertisement, employee data base,

payroll and for the maintenance of accounts.

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Competitors Sonex

Majestic

Pell

Haier

Dalawance

Waves

Orient

Mitsubishi

Atlas Honda

DYL Motorcycle

Suzuki Motorcycle

Tez Raftar Rickshaw

Suppliers

Ching kang (PVT) LTD, China

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Plaza Matel Industry, Gujranwala

Culture

Usually culture reflects the vision of the founders. This is very important part of our project.

The culture is in place however this organizations working. The actions of top management

also have a major impact on the culture of this organization. And employees learn the culture

when management takes the serious actions of breaking rules. We have visited the super Asia

company and know it has creating and innovative cultures. Now due to innovative culture in

that organization it earns a well reputation in Pakistan because it is innovative culture and

with the passage of time according to wants and need of the customers they develop the

culture of organization and get the success in the market. With the passage of time they are

producing the products concerned the latest technology and to the other organization it is

difficult to compete with this organization because they are quality conscious and no

compromises on quality and people ready to pay more amount but wants good quality so they

are focusing on people demands. They charged full price from customers as well keep

satisfied to customer. By innovations they are increasing their products as we discussed above

first of all they starting to produce washing machines In 1975and then they tried to replicate

experience in their other products like in after that they started to make air cooler, water

dispensers, micro wave ovens, air conditioner, automotives, Hardees foods, three wheel CNG

rickshaws these are all given above in details. This all chain was continuing due to this

innovative culture and them wants to replicate this culture in all products and get success. It

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gets a very much reputation in market due to this culture and it is very encouraging culture of

organization and risk taking.

It would be characterized by following:

Challenges and involvement:Employees are motivated, involved and committed to long term goals and success of

organization

Freedom:Employees are independently defined their works, discretions, and take initiative in their

activities day to day

Risk taking:Mangers have ambiguity, uncertainty and employees rewarding for taking the risk.

Debates:The employees can exchange their opinion and ideas among peers.

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Strategies:The marketing logic by which the business unit hopes to achieve its marketing objectives. The

strategic plans define the company’s overall mission and objectives. Marketing’s role and

activities summarize the major activities involved in managing marketing strategy and the

marketing mix. Next comes, marketing strategy-the marketing logic by which the company

hopes to achieve these profitable relationships. Through market segmentation, targeting and

the positioning, Super Asia decides which customers it will serve and how. It defines the total

market, then divides it into smaller segments, and focuses on serving and satisfying customers

in these segments. Two things come under the head of marketing strategies:

Customer-Centered Marketing Strategy

Marketing Mix

1-Customer-Centered Marketing Strategy:

In today’s competitive marketplace, companies’ needs to customer centered. They must win

customers from competitors, then keep and grow them by delivering greater value. But before

it can satisfy customers, a company must first understand their needs and wants. Thus, sound

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marketing requires a careful customer’s analysis.

Super Asia knows that it cannot profitably serve all consumers in a given market-at least not

all customers in the same way. There are too many kinds of customers with too many

different kinds of needs. And most companies are in a position to serve some segments better

than others. So Super Asia has divide up the total market, choose the best segments and

design strategies for profitably serving chosen segments. This process involves three steps,

which are:

Market Segmentation

Target Marketing

Market Positioning

Now these are explained individually here:

Market Segmentation:

Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or

behavior and who might require separate products and marketing mix. Rather than Super Asia

offers the same marketing mix to vastly different customers, market segmentation makes it

possible for Super Asia to tailor the marketing mix for specific target market, thus better

satisfying the customer needs. Not all elements of marketing mix are necessarily changed

from one segment to the next. For example, in some cases only the promotional campaigns

would differ.

A market segment should be:

Measurable

Accessible by communication and distribution channels

Different in its response to a marketing mix

Durable (Not changing too quickly)

Substantial enough to be profitable

Super Asia has segmented by various bases, and industrial markets are segmented somewhat

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differently from consumer markets. A basis for segmentation is a factor that varies among

groups within a market, but that is consistent within groups. Super Asia has segmented the

market on the following bases:

Geographic Segmentation:

Geographically Super Asia segmented the world market as that, the company normally

focuses on the Pakistani market for whole of its products. Pakistani market is the target

segment of Super Asia. They make the segments of the whole world market and then decide

to focus on one segment which is the Pakistani market.

Demographic Segmentation:

Super Asia divides the market for different products on different way. There are lot of

segments of market on the bases of demography, like; on the bases of gender, age, education,

occupation, income and family status. Super Asia has to choose the different segments for

their different products. For every product of the company there is different segment.

Psychographic Segmentation:

On the bases of psychology the company has made the segment on the bases of lifestyle,

values and attitude. There is different level of products for different status people. This

segmentation based on the lifestyle and family status.

Behavioral Segmentation:

This segment of the company is based on the usage rate, brand loyalty, price sensitivity and

benefits of the product.

Target Marketing:

Target marketing involves breaking a market into segments and then concentrating your

marketing efforts on one or more key segments. Target marketing can be the key to a small

business’s success. The beauty of target marketing is that it makes the promotion, pricing and

distribution of your products and/or services easier and more cost-effective. Target marketing

provides a focus to all of your marketing activities. When Super Asia has defined the market

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segments, it can enter one or more segments of a given market.

There are different market segment for the different products of Super Asia, and the company

target individually on the different segment of the different products. Here I am showing the

target market for different products of the company:

Washing Machine, Spinners and Oven:

Super Asia can make the promotional strategy for whole of the market, but in the

advertisement and promotional strategies the company focuses on the housewives and

women. So in these SBUs the target market of the company is the housewives and the

women. And there are different models of these products for the different status people and

having different lifestyles. The company makes the promotional strategy for the whole market

of Pakistan.

Air Conditioner, Fans, Geysers and Air Coolers:

In this range of the SBUs the company’s target market are families of different status and

lifestyle. Here the company makes the promotional strategies for whole of the family because

these products are used by whole of the family members. Mainly the promotional strategies

for these products are made for the urban areas.

Motorcycles:

This product is only used by the men, so in this range of the product the company’s target

market are men of the Pakistan. So they make the advertisement to attract only the men.

Market Positioning:

Arranging for a product to occupy a clear, distinctive and desirable place relative to the

competing products in the minds of the target consumers. Positioning is a perceptual location.

It's where your product or service fits into the marketplace. Effective positioning puts you

first in line in the minds of potential customers. Positioning is a powerful tool that allows you

to create an image. And image is the outward representation of being who you want to be,

doing what you want to do, and having what you want to have. Positioning yourself can lead

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to personal fulfillment. Being positioned by someone else restricts your choices and limits

your opportunities.

That's why it's so important for Super Asia to transform their passion into a market position.

If the company doesn’t define its product or service, a competitor will do it for you. So the

company’s position in the market place evolves from the defining characteristics of their

product. The primary elements of positioning for Super Asia are:

Pricing: The prices of the company are somewhat high due to which the people are

converting to buy the competitors products. It is necessary for getting the positioning in the

minds of the consumers to set the lower prices of the products than competitor’s products.

Quality: Quality of the products matters a lot. If your product is satisfying the consumer

quality wise then it is possible to get the higher sales. Some of the Super Asia’s products are

quality wise very well due to which they earn a lot of the revenue for the company. The

quality of Washing Machines of Super Asia is very satisfying to the customers due to which

this SBU get very large revenue for the company.

Service: They provide customer services due to which the consumers of home appliances

purchase their products. The company provide after sale services which is a key factor of the

large sales of Super Asia.

Distribution: the products of the company are available all over the country because it is

important that the products should be available to all the consumers. There are more than

1500 dealers of the company all over the country providing the products of Super Asia’s

products to the consumers.

Packaging: The beautiful packaging of the products attracts the consumers to buy the

products. Here the company is also strong because their packaging is very well.

2- Marketing Mix:

The marketing mix is a combination of marketing tools that are used to satisfy customers and

company objectives. Consumers often call the marketing mix "the offering." Super Asia’s

PRODUCT PRICE

PLACE PROMOTION

MARKETING MIX

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marketing mix also depends on these procedures. Your offer is controlled by the following

variables often referred to as the four Ps in marketing:

Product

Price

Place

Promotion

Product:

The product is physical product or service offered to the consumers. In the case of physical

product, it also refers to any services or conveniences that are part of the offering. Product

decisions include the aspects, such as function, appearances, packaging, service and warranty

etc.

All the products of Super Asia are the physical products, the company does not deal any

service, but provide the after sales service repair services and home delivery services etc. the

products decisions include the following factors:

P a g e | 29

Variety

Quality

Design

Features

Brand Name

Packaging

Services

And Super Asia have included all these factors in their products, such as there is a lot of

variety in every product of the company, some of the products are quality wise very good,

design and packaging of the products are very attractive and have different feature. The brand

name of Super Asia is known to almost every person in the country and the company also

provide after sale services, free repair services and home delivery services.

Price:

Price is the amount of money consumer has to pay to obtain the product. Pricing decision

should take into account profit margins and the probable pricing responses of the competitors.

Pricing not only include the pricing list, but also discounts, financing and other options such

as leasing. In the pricing strategy Super Asia have included following things:

List Price

Discounts

Allowances

Payment Period

Credit Terms

Super Asia has provided a list price of all its products to all of its dealers and asked them to

provide the discounts to all the customers. The company gives different types of the

allowances to all of its dealers and consumers like, prizes, discounts schemes etc. The

company also deals with its dealers on the credit bases.

Place:

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Place includes company activities that make the product available to the target consumers.

Place decisions are those associated with the channels of distribution that serve as the means

for getting the product to the target customers. The distribution system performs transactional,

logistical and facilitating functions. Distributions decisions include market coverage, channel

member selection, logistics and levels of service. Following things have included by Super

Asia in the Places strategies:

Channels

Coverage

Assortments

Locations

Inventory

Transportation

Super Asia uses its personal conveyance for the distribution of the products to place of

selling. And these points of selling are approachable to all the consumers. Like Gujranwala

there is proper electronics and home appliances market which is at the assessable place. In

other cities these points of selling are easily approachable to all the customers. And the

company provides a large inventory to all its dealers so that consumers can not face the

difficulty of un-availability.

Promotion:

Promotion means activities that communicate the merits of the product and persuade target

consumers to buy it. Promotions decisions are those related to communicating and selling to

potential consumers. Since these costs can be large in proportion to the product price, a break-

even analysis should be performed when making promotion decisions, it is useful to know the

value of consumer in order to determine whether additional customers are worth the cost of

acquiring them. Super Asia has taken the following steps for the promotional strategies:

Advertising

Personal Selling

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Sales Promotion

Public Relation

The budget for advertisement is low for the company products which is great threat for the

company due to which the competitors are getting the advantage. Super Asia also does the

promotion in some public welfare works. Company is funding to various NGOs and welfare

organizations.

RECOMMENDATIONS•We have realized that Super Asia is performing very well since its 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 we

have found during our project can be made up taking into account the following

suggestions.

•Super Asia is also offering motorcycle with its brand name but during my project period we

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.

•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

•Fresh graduates must be recruited. As the combination of Experienced and fresh can produce

P a g e | 32

better results and it will improve the efficiency of management.

•Company’s different schemes must be conveyed to the targeted customers so that to increase

the share in market.

REFERENCES:

http://www.superasia.biz/about

Google website manufacturing information Retrieved on December 30, 2008,

en.wikipedia.org/wiki/manufacturing

Google website methods of preparing report Retrieved on December 30, 2008,

www.projects.ex.ac.uk/RDavies/arian/

http://www.quickmba.com/marketing/market-segmentation/

http://www.netmba.com/marketing/product/lifecycle/

http://tutor2u.net/business/strategy/bcg_box.htm

Book Reference:

Philip Kotler, Principles of Marketing, Prentice -Hall, 1980. Gary Armstrong joined as co-author

in 1989