University of Education

Lower Mall Campus, Lahore

Department Of Economics and Business Administration

Internship Report

Super Asia Agri (Pvt) Limited.

A REPORT SUBMITTED TO THE DEPARTMENT OF ECONOMICS AND

BUSINESS ADMINISTRATION, UNIVERSITY OF EDUCATION, LOWER MALL
CAMPUS, LAHORE IN THE PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (3.5 YEARS)

Submitted By:

MBA-F15-68

Muhammad Uzair

2015-2019

3rd December

1
 University of Education

Lower Mall Campus, Lahore

Department Of Economics and Business Administration

LETTER OF UNDERTAKING

This internship report was submitted by Muhammad Uzair S/o Muhammad Junaid Roll
No. MBA-F15-68 for the partial fulfillment of the requirements for the degree
MBA (3.5 years)
Session (2015-2019)
with specialization in
MARKETING
and is hereby accepted by the evaluation committee.

Internship Supervisor ________________________

Principal ________________________

2
3
 ACKNOWLEDGEMENT

All praises are for Allah Almighty that has bestowed upon human being the crown of creation
and has endowed him with knowledge and wisdom. After Allah, the last Prophet Mohammad
(PBUH) Who brought for us revelation and unlimited knowledge and civilized the barbarian
human being.
I am very thank full to Allah Almighty who gave me the courage to complete this complex task
and to my ever caring and loving parents whose prayers helped me to reach this stage of my life.
Besides, there are many people who supported me in formulation of this report and without the
support of them I could never be able to complete this report successfully. In this respect I am
very thank full to Mr. Kamran Rasool (Marketing Manager), Mr. Ch Amjad (Admin head & In
charge Internship) and the qualified staff members of Super Asia Agri Gujranwala who
cooperated with me with their guidance at each step of my internship. They have provided me a
lot of important information and knowledge about the marketing & Admin operations in a very
short period of time.

4
 EXECUTIVE SUMMARY
Internship is the integral and basic requirement of all the business study programmers in all of
the business study institutes as it is necessary and basic requirement of the MBA degree of
University of Education . Because it is the practical implication of the theoretical knowledge
which we have taught in our business subjects to gain further knowledge and experience about
professional business activities. It equips us with the necessary knowledge, skills and values of
business culture which are basic requirement of the business professional and which also helps
new graduates to perform professionally as they get first step in their practical professional life.
For this reason I was placed at Super Asia Agri G.T road where I have done my six weeks
internship. During my internship time I have gained a lot of knowledge about operations under
the supervision and guidance of my Internship Supervisor. During my whole time I was moved
in different departments of the company and was thoroughly briefed about the procedures of all
the marketing & admin operations by the concerned staff. My internship report contains all the
knowledge which I have learnt there. Dear readers this report is prepared in very simple, easy
and understandable way so that common and ordinary readers who do not have marketing related
knowledge can also take benefit from this report. I hope my report will give you easy and deep
overlook of all the marketing & admin operations to the readers.
Super Asia Agri is a private limited company providing melamine powder as a product to the
customers under the charge and ownership of Super Asia group under the leadership of His
Highness Sohail Yousaf. Company is engaged in corporate and retail production.
Super Asia Agri is the 3rd biggest private limited company in Pakistan with different outlets and
the one and only melamine powder producer in Gujranwala . The company is owned and
operated by the Super Asia Group.
Super Asia Agri is growing very impressively and making profits which growing higher day by
day with the slogan of “‫ ”اعتبار ہر نسل کا‬making the wishes of people come true through the
philosophy of transferring concepts to reality. Company is providing its product to customers
with the help of his qualified human work force of 250, who is very energetic and humble
towards customers which is beneficial for the company.
This report includes the introduction of company, Introduction and history of Super Asia , the
strategies, policies which they have implemented, about departments, product and complete
overlook on the performance of the company with SWOT analysis of the company, PEST
Analysis of Super Asia Agri, ratio analysis ,some recommendations and suggestions with a full
conclusion of the Super Asia Agri’s internship report and Annexes as well.

5
There is also an analysis which is related to the marketing. This is the work which I did by
myself; first analysis which I did is related to the marketing strategies that which one strategy is
applicable in the Super Asia. The second analysis is analysis of marketing functions strategies.
In this analysis I found the strategies that Super Asia Agri is using. And I have also done the
financial analysis of the super Asia that took a lot of effort, As balance sheet of the organizations
is the confidential information , So took real effort to take balance sheet. I have done financial
analysis and ratio analysis for the years 2017 and 2018. These analysis provides the financial
status of the company and market standing.
Super Asia Agri product portfolio includes only one product which is melamine powder of
innovative melamine crockery and dinner ware according to the needs and wants of the
customers which are providing benefits to customers as well as adding profits to the company.
company’s growth graph is showing upward, positive and continuous trends and its profit
percentage is increasing every year. Last but not the least, this report almost includes each and
every aspect about Super Asia Agri which is very helpful for every reader.

6
 Table Of Contents

Introduction To The Industry ................................................................................................... 11

History Of The Industry: ...................................................................................................... 11
Industry In Pakistan:............................................................................................................. 11
Organization Overview ............................................................................................................ 13
Brief History:........................................................................................................................ 13
Mission: ................................................................................................................................ 14
Vision: .................................................................................................................................. 14
Introduction of Super Asia Agri (Pvt) Limited: ................................................................... 15
Corporate objective: ............................................................................................................. 15
Market standing: ................................................................................................................... 15
Policy Of The Organization: ................................................................................................ 16
Competitors Of Super Asia Agri: ......................................................................................... 16
Business Volume: ................................................................................................................. 16
Product Line: ........................................................................................................................ 16
Organizational Structure .......................................................................................................... 17
Hierarchy Chart: ................................................................................................................... 17
Number Of Employee: ......................................................................................................... 18
Main office: .......................................................................................................................... 18
Brief Introduction Of All The Departments: ........................................................................ 18
Finance Department: ............................................................ Error! Bookmark not defined.
Marketing Department: ........................................................................................................ 19
HR Department: ................................................................................................................... 19
Production Department: ....................................................................................................... 20
Admin Department: .............................................................................................................. 21
Comments On Organizational Structure: ............................................................................. 22
The Board of Directors: .................................................................................................... 22
The Top Management:...................................................................................................... 22
The middle management, supervisors and the employees: .............................................. 22
Plan Of The Internship ............................................................................................................. 23
Introduction Of Office:......................................................................................................... 23
Starting And Ending Dates Of The Internship: .................................................................... 23
Department In Which Got Training: .................................................................................... 23
Training Program ..................................................................................................................... 24
Department’s Worked In: ..................................................................................................... 24
Marketing And Administration ........................................................................................ 24

7
 Marketing.......................................................................................................................... 24
Administration .................................................................................................................. 25
Working Experience (Duties/ Responsibilities): .................................................................. 27
Structure Of Concerned Department ....................................................................................... 28
Marketing ............................................................................................................................ 28
Administration...................................................................................................................... 28
Marketing Department Hierarchy: ........................................................................................... 28
Number Of Employee’s Under Marketing Department: ...................................................... 28
Administration Department Hierarchy: ................................................................................... 29
Number Of Employee’s Under Administration: .................................................................. 29
Marketing Function .................................................................................................................. 30
Product: ................................................................................................................................ 30
Price:..................................................................................................................................... 31
Place: .................................................................................................................................... 31
Promotion: ............................................................................................................................ 32
Human Resource Management Functions ............................................................................... 32
Employee Recruitment And Selection: ................................................................................ 32
Training And Development:................................................................................................. 32
Performance Management: .................................................................................................. 33
Compensation Policy: .......................................................................................................... 34
Financial Analysis Of Super Asia Agri ................................................................................... 35
Analysis of financial statement: ........................................................................................... 35
Objectives Of Financial Statement Analysis:....................................................................... 35
Financial Ratio Analysis: ..................................................................................................... 35
Balance Sheet: ...................................................................................................................... 36
Balance Sheet ....................................................................................................................... 36
Profit and loss Account ........................................................................................................ 38
Financial Ratios ....................................................................................................................... 46
Total Assets Turnover: ......................................................................................................... 46
Return on Investment: .......................................................................................................... 46
Return on Deposits: .............................................................................................................. 47
Fixed Assets Turnover: ........................................................................................................ 47
Current Ratio: ....................................................................................................................... 48
Dividend Payout Ratio: ........................................................................................................ 48
Debt Equity Ratio: ................................................................................................................ 49
Ratio Analysis .......................................................................................................................... 50
Profitability Ratios: .............................................................................................................. 50

8
 Net Profit Margin: ............................................................................................................ 50
Return on Total Assets (ROTA): ...................................................................................... 50
Return on Equity:.............................................................................................................. 51
Return on Total Assets (ROTA): ...................................................................................... 51
Efficiency Ratios .................................................................................................................. 52
Investment to Total Assets Ratio (ITA): .......................................................................... 52
Deposits to Total Liabilities: ............................................................................................ 52
Capital Adequacy Ratios ...................................................................................................... 53
Equity to deposits ratio: .................................................................................................... 53
Equity to Assets Ratio: ..................................................................................................... 53
Regulatory Ratios ................................................................................................................. 54
Cash to Deposit Ratio: ...................................................................................................... 54
Advances to Deposits Ratio:............................................................................................. 54
Critical Analysis....................................................................................................................... 55
Analysis of Marketing Functions Of Super Asia Agri ......................................................... 55
Analysis Of Micro Environment: ......................................................................................... 55
Analysis Of Macro Environment: ........................................................................................ 57
Industry Analysis: ................................................................................................................ 59
Forecasting Demand:............................................................................................................ 60
Customers Analysis: ............................................................................................................. 60
Competitors Analysis: .......................................................................................................... 60
Segmenting-targeting-positioning(STP): ............................................................................. 60
Market Segmentation:....................................................................................................... 61
Geographic Segmentation: ............................................................................................... 61
Demographic Segmentation: ............................................................................................ 61
Psychographic Segmentation:........................................................................................... 61
Behavioral Segmentation:................................................................................................. 61
Target Marketing: ................................................................................................................. 62
Market Positioning: .............................................................................................................. 62
Marketing Mix Strategies: .................................................................................................... 63
SWOT Analysis ....................................................................................................................... 65
Strengths: .............................................................................................................................. 65
Weaknesses: ......................................................................................................................... 65
Opportunities: ....................................................................................................................... 66
Threats: ................................................................................................................................. 66
Conclusion ............................................................................................................................... 67
Recommendations .................................................................................................................... 68

9
References & Sources .............................................................................................................. 69

10
 Introduction To The Industry
History Of The Industry:
Composed of nitrogen, carbon and hydrogen, the compound was
invented in the 1830s by a German scientist and came into fashion as a material used to make
plastics and laminates in the late 1930s. When combined with formaldehyde and exposed to
extreme heat, melamine creates a moldable material that, when cooled, is virtually unbreakable
and dishwasher-safe.
Designer Russel Wright and the St. Louis-based company Branchell, among others, developed
molded dinnerware out of melamine, known as Melmac, designing sets under names like "Flair",
"Fortiflex" and "Color-Flyte." Throughout the 1950s, as Americans started buying processed
foods and washing machines, clamoring for anything that conveyed "modern," colorful
melamine bowls and plates became mainstays in kitchens across the country. Unfortunately,
Melmac tableware was prone to scratches and stains and so the dishes fell out of favor by the
1970s, as more resilient household plastics were phased in and families returned to ceramic,
china and glass-made dishes. In the past decade or so, Melmac has become popular again, and
new designers using the material for retro-themed household items.
But as melamine experienced a resurgence in American kitchens, the material in powdered form
has also come into use by certain unscrupulous food companies as a cheap and abundant filler
substance for products ranging from livestock feed to pet food and now, apparently, to baby
formula. In some tests used to determine nutritional value of a foodstuff, melamine shows up as
a protein so manufacturers can use the compound to make their products appear more nutritious.
Industry In Pakistan:
As the melamine crockery is cheap in price, so it has become more
famous than other crockery wares. Now a days melamine crockery is made on a very large scale
all over the world and Pakistan as well, as compare to others crockery wares. Before melamine
powder was imported from other countries as the material was not produced in Pakistan.
Melamine powder was firstly made by wah Nobel in Pakistan that was established in 1962 in
Rawalpindi, at that time and till 2007 that was the only manufacturer of melamine powder in
Pakistan, After that in 2007 another factory came into the existence named as super compound
in Karachi. There were only two manufacturer of melamine powder in Pakistan till 2015. In 2015
Super Asia Agri was formed in Gujranwala as a manufacturer of melamine powder by Super
Asia Group. It is 3rd manufacturer of melamine powder in Pakistan, And facilitating the
Gujranwala and its surrounding cities like Sialkot and Lahore melamine crockery manufacturers.

11
12
 Organization Overview
Brief History:

Super Asia Group was founded in 1975 by Mian Muhammad Din at a very
small level. Today, it is a conglomerate of companies with diversified range of businesses mainly
Home Appliances, Automobiles, Melamine Powder, Insulation and Packing Materials and Fast
Food Burger Chain of “Hardees” (a brand name of CKE Int. USA), serving every sector of
society.
The Group has become synonymous with Quality, Innovation, and Customer Satisfaction. The
company has a strong market share as its Washing Machines, Room Air Coolers, Gas & Electric
Water Heaters and Fans are ranked amongst the top manufactures of the country.
The brand name “Super Asia” is a Well Recognized, respected and trusted, not only across
Pakistan but in numerous other countries across the globe where its products are being exported.
The Group is also significantly contributing to the social Well Being of the society. Mian
Muhammad Din Trust Hospital and Gujranwala Liver Foundation are examples.
At the of incorporation in 1975 the company was making washing machines only, after that in
1990 company started making plastic body washing machines, after that the company started
making air cooler in 1992, in 1994 they also started making gas and electric water heaters, while
in 1995 they introduced the water dispenser. The timeline continues and the group keep
introducing Fans, Motorcycle, Microwave Oven , Insulation sheet and packing material , Air
conditioner, Tuk Tuk CNG Rikshaw.
In 2010, MDS Foods Private Limited is an associated company of Super Asia Group and a
franchisee of CKE international (US based charbroiled burger chain).MDS Foods is operating
restaurants with the brand name of HARDEES International Burger Chain in Pakistan, one of
the world’s leading brands in Quick Service Restaurants.
In 2015 TGS (the global store) was formed by the Super Asia Group and they also radicalizes
the Super Asia Agri as the 3rd manufacturer of melamine powder in Pakistan.

13
Mission:

Our foremost aim is to setup a business

model with modern and latest
technology products that are geared to
encompass needs of our customers,
while strictly adhering to the high
quality standards. Provide a dynamic,
responsive organization that ensures a
rapid response to opportunity and
competition

Vision:

Our vision is to establish the character of

Super Asia as a people-focused, market-
driven company that is organized around
its customers, associates and markets. By
understanding trends in society and
obtaining deep insight into issues
confronting people in their daily lives, we
ensure that people’s needs remain at
heart of everything we do.

14
Introduction of Super Asia Agri (Pvt) Limited:

Super Asia Agri was incorporated on

October 1st, 2015 as a private limited company under the Companies Ordinance 1984 by Super
Asia Group. Its operations commenced from November 6th, 2015. The company is engaged in
the production of melamine powder. The company is currently operating in Gujranwala, with
the registered office Address 25-Z commercial phase III D.H.A Lahore.
Since its incorporation as the new identity , the management of the company has implemented
strategies and policies to carve a distinct position for the company in the market place.
This facilitates our commitment to a culture of innovation and seeks out synergies with customer
and products providers to ensure uninterrupted products to its customers. We perceive the
requirements of our customers and match them with quality products.

Corporate objective:

To create an efficient system of

production in Pakistan to Gain
high profits and, Expanding its
network across the Pakistan.

Market standing:
Super Asia Agri is the 3rd manufacturer of melamine powder in Pakistan
and is 2nd producer in Punjab, and one and only producer in Gujranwala. It has no competitor
in Gujranwala, Because Super Compound is located in Karachi, Sindh Province, While Wah
Nobel is located in Rawalpindi, Punjab province.
So it is the only producer of melamine powder in Gujranwala having no competitor covering
almost all the market of Gujranwala and its surrounding cities as well.

15
Policy Of The Organization:
The governing body’s accountabilities, attendance, codes of
conduct, commitments, conflict of interest, decision making, governance values, leadership,
roles and responsibilities, and a range of related cultural matters.
They also include policies on the governing body’s relationship with the top manager and staff,
its nation and community members, its financial commitments and its ethics. policies on
complaints procedures, diversity and harassment, employment, HR and managing staff. The top
manager initially develops and oversees these policies, but the governing body will also be
involved and finally approve them, often at its meetings when discussing communication with
members, dispute resolution and cultural leave issues.
Competitors Of Super Asia Agri:
Super Asia has been recently formed as there were only
two companies, Wah Nobel and Super Compound who were making the melamine powder
till 2015 but in 2015 they got Super Asia Agri as a new competitor.
Wah Nobel is located in Rawalpindi while Super Compound is located in Karachi. As they are
located in different cities across the Pakistan, so basically they don’t have competitor in their
cities but they got the competitor across distance in Gujranwala. As there is no competitor of
Super Asia Agri in Gujranwala but it has Wah Nobel and Super Compound as a competitor
across the Pakistan.
Business Volume:
Super Asia Group has a business volume in billions. As Super Asia Agri
is the part of Super Asia Group, If we separately see the business volume of Super Asia Agri it
has the business volume of 800 million PKR, which is very huge if we see, because it is newly
established. Its business volume will be increasing in future, because of its progress.
Product Line:
As I have written in introduction of the company that it is being operated by the
Super Asia Group, Super Asia Group has many products which they are manufacturing like
washing machines, air cooler, air conditioner, bikes , rikshaws and have multi range of six
different brands of different products including gas heaters and home appliances.
But in case of Super Asia Agri it is producing melamine powder only, as a product, so it has
only one product which is melamine powder.

16
 Organizational Structure
Hierarchy Chart:

Chairman

Director Director

Genral
Manager

Finance Production Marketing Admin

HR Manager
Manager Manager Manager Manager

Assit.
Accounts Assit. HR Dealers & Assitanat
Production
Manager Manager Sales Mnager Admin
Manager

17
Number Of Employee:
It’s been three years that Super Asia Agri has been formed. It has
small level as compare to Wah Nobel and Super Compound, since these companies are working
from a long time. Super Asia Agri has work force of 250 employees, including all the employee
who are energetic and humble. While on the other hand Super Asia Group has over 800
workforce overall, including Super Asia Agri workforce number becomes 1050 employees.
Main office:
Super Asia Agri is located in the hub of industrial city, Gujranwala.
Brief Introduction Of All The Departments:
There are five basic departments in Super
Asia Agri (Pvt) Ltd.

Financ
e

Market
HR Super Asia ing
Agri
Deparmen
ts

Product
Admin
ion

➢ Finance Department:
Mr. Shafaqat Ali is managing the Finance department, He is the
finance manager and a team consisting of the assistants and the accounts considered under the
finance department so the accounts related issues are also handled by the director and finance
manager. Assistants have to look after the accounts and financial issues. So keeping these
issues in view they have to manage records of the money what they are expenditure and seeing
are they getting profits or losses to see where they are standing. Finance departments works
also includes managing the budgets, and making salaries as well.

18
 Genral Manager

Finance Manager Accounts Manager

➢ Marketing Department:
In this company each department is governed by director, so
director was the head of the marketing department. Under director the marketing manager Mr.
Kamran Rasool was managing the marketing department. Mr. Kamran Rasool is the marketing
manager, manager. As sales department is also sales men is working under the marketing
department and a team consisting of the assistants and the marketing considered under the
marketing department so the sales related issues are also handled by the marketing director and
manager. Sales men have to analyze the market by survey and find their position in the market.
Although this department works as a backbone of the organization, so MR. Kamran Rasool is
aware of market trends, so managing their dealers and customer, and managed to have good
relations with their customers, that’s why making Super Asia Agri to make progress day by day.

Marketing Manager

Dealers Sales Manager

➢ HR Department:
As each department is governed by the director, so director was the head
of HR department. Mr. Sajid Hussain is managing the HR department under the director. Mr.
Taimor Yousaf was the director. HR department works under the director and is responsible for
the time keeping , salaries and wages. It also includes the duties like recruitment and selection
workforce planning, HR development, conducting training sessions, risk management. So the
team consisting of assistants and HR manager doing these duties in a responsible manner.

19
HR department plays a vital role in the selection and recruitment of employees as they check the
persons mentally that he will be enthusiastic for work and will be beneficial for the organization.
The company has regular setup to organize the work activates for the purpose qualified and
experienced individuals are given opportunity in Super Asia Agri.

Genral Manager

HR Manager

➢ Production Department:
Production department is responsible for the production or
manufacturing of the products, making of melamine powder according to the need and wants of
the customers. Quality of the products is also managed by the production department by the help
of their assistants and higher management.
Production department is producing the fifty thousand bags of melamine powder monthly,
meeting the demand of the customers in an efficient way, making 1666 bags daily. Which is the
constant demand and have to be fulfill daily.

Production Manager

Assistant's Epmloyee

20
Production department is being managed by Mr. Muhammad Laik who have a great experience
in production from Super Asia Group. He is controlling all the production department with the
help of his assistants and workers, because of his good relationship with the lower management
and workers, the company is able to fulfill the demand of its customers. Which is fifty thousand
bags of melamine powder monthly.
Production department contains on the following:
• Tool Shop
• Molding Shop
• Die Maintenance Shop
and many more.

➢ Admin Department:

Departmental heads constitute this level of management at Super

Asia Agri. They are directly responsible for planning and controlling the activities of officers.
Finally the employees whose activities are controlled according to the necessary objectives. So
Admin department is managed by Mr. Ch Amjad who is the head of admin department and
having a team of assistants and workers they are doing duties of :
• Hospital
• Cleaning
• Building Maintained
• Area Maintained
• Legal Cases
• Trade Mark
• Loading of bags and unloading of raw material and others.

Admin Manager

Assistant's Workers

21
Comments On Organizational Structure:
Management means the administration
and the governing body that is concerning the whole organization. All the decision and
strategies are been proposed and evaluated the management of the organization. At Super
Asia, the management is beautiful strong and there is lot centralization in the whole
network of the company. The management at Super Asia has been divided into 3 major
parts.
I. Board of Directors,
II. The Top management,
III. Group of middle managers, supervisors and the employees.
The Board of Directors:
The upper most part of the management is the Board of Directors
or the Executives. The Board of Directors are responsible for the first phase of the
management process, i-e, planning. So, all the decisions and the strategies are being
proposed and implemented under the instructions and the supervision of the board of directors
or the executives. Also the policies and the overall objectives of the company are being proposed
at this level of the organization.
The Top Management:
The top management involves the managers and the chief managers
of the company including the operations managers as well. The major responsibilities include
the strategy formulating for the company and supervising the whole staff at the company. They
define and interpret the objectives and vision and then formulate policies for their completion.
The middle management, supervisors and the employees:
Departmental heads
constitute this level of management at Super Asia Agri. They are directly responsible for
planning and controlling the activities of officers. Finally the employees whose activities are
controlled according to the necessary objectives.

22
 Plan Of The Internship
Introduction Of Office:
Super Asia Agri is very renowned because of its name it can easily
be found on the globe. 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. It is
located at main G.T road, Gujranwala. There is warehouse along with the factory where I worked
covering three to four canals of land and having a large storage. Admin and Marketing
departments work there.
Starting And Ending Dates Of The Internship:
I started my internship on 3rd
September, 2018 and ended on 15th October 2018. I have been working in Super Asia Agri Ltd
as an internee for 6 weeks. The reason for choosing this company for internship experience was
that it is one of the biggest companies in our city. Although other companies and banks also offer
the facility of internship for MBA students but I decided to work in Super Asia Agri for its
reputation and its friendly environment. Although an Internee is not a permanent employee of
the company but can get a lot of knowledge and skills in this very short period and so did I.
Department In Which Got Training:
I did my MBA in marketing so it was necessary to
do the internship in the marketing department. Due to this reason I decided to select the
marketing department of Super Asia Agri. The company also sent me in Administration
department. In this company each department is governed by director, so marketing director was
the head of the marketing department. Under director the marketing manager Mr. Kamran Rasool
was managing the marketing department. Mr. Sohail Yousaf chief executive of the company
has played a leading role in the marketing aspects of the products, he is fully aware of the
international modern marketing trends. Mr. Kamran Rasool is the marketing manager, manager.
As sales department is also sales men is working under the And a team consisting of the assistants
and the marketing considered under the marketing department so the sales related issues are also
handled by the marketing director and manager. Sales men have to analyze the market by survey
and find their position in the market.

23
 Training Program
Department’s Worked In:
1. Marketing
2. Administration
➢ Marketing:
In this company each department is governed by director, so director was the
head of the marketing department. Under director the marketing manager Mr. Kamran Rasool
was managing the marketing department. Mr. Kamran Rasool is the marketing manager,
manager. As sales department is also sales men is working under the marketing department and
a team consisting of the assistants and the marketing considered under the marketing department
so the sales related issues are also handled by the marketing director and manager. Sales men
have to analyze the market by survey and find their position in the market. Although this
department works as a backbone of the organization, So Mr. Kamran Rasool is aware of market
trends, so managing their dealers and customer, and managed to have good relations with their
customers, that’s why making Super Asia Agri to make progress day by day.
Salesmen of the company have to capture the dealers in the market, and the salesmen are also
responsible for the recovery of the payments. First they take the orders and then these orders are
delivered to the production department. Production department provide the items of order to the
carriage department and after the delivery of goods the salesmen go for the recovery of the
payment. The main task of the salesmen is to get the new dealers in the market.
As the company makes raw material for melamine crockery manufacturer, they don’t advertise
for melamine powder as its advertising is difficult as compared to other products while on the
other hand Super Asia advertise all its products except melamine powder.
So the salesmen in Super Asia Agri do marketing In two ways :
I. Direct marketing
II. Indirect marketing
Direct marketing means generating demand through man to man and direct selling. They go to
different manufacturer and ask them for the product and other way is going to the manufacturers
and convincing them to purchase. They use referrals also for the selling of the product.

24
➢ Administration:
Administrative Assistant duties and responsibilities include providing
administrative support to ensure efficient operation of the office. Supports managers and employees
through a variety of tasks related to organization and communication. Responsible for confidential
and time sensitive material. Familiar with a variety of the field's concepts, practices and procedures.
Ability to effectively communicate via phone and email ensuring that all Administrative Assistant
duties are completed accurately and delivered with high quality and in a timely manner. May direct
and lead the work of others. Rely on experience and judgment to plan and accomplish goals and a
wide degree of creativity and latitude is expected. Typically reports to a manager or head of a
unit/department.
Departmental heads constitute this level of management at Super Asia Agri. They are directly
responsible for planning and controlling the activities of officers. Finally the employees whose
activities are controlled according to the necessary objectives. So Admin department is managed
by Mr. Ch Amjad who is the head of admin department and having a team of assistants and
workers they are doing duties as following.
• Answer and direct phone calls
• Organize and schedule meetings and appointments
• Maintain contact lists
• Produce and distribute correspondence memos, letters, faxes and forms
• Assist in the preparation of regularly scheduled reports
• Develop and maintain a filing system
• Order office supplies
• Book travel arrangements
• Submit and reconcile expense reports
• Provide general support to visitors
• Provide information by answering questions and requests
• Take dictation
• Research and creates presentations
• Generate reports
• Handle multiple projects
• Prepare and monitor invoices
• Develop administrative staff by providing information, educational opportunities and
experiential growth opportunities

25
• Ensure operation of equipment by completing preventive maintenance requirements; calling
for repairs; maintaining equipment inventories; evaluating new equipment and techniques
• Maintain supplies inventory by checking stock to determine inventory level; anticipating
needed supplies; placing and expediting orders for supplies; verifying receipt of supplies
• Carry out administrative duties such as filing, typing, copying, binding, scanning etc.
• Organize travel arrangements for senior managers
• Write letters and emails on behalf of other office staff
• Book conference calls, rooms, taxis, couriers, hotels etc.
• Cover the reception desk when required
• Maintain computer and manual filing systems
• Handle sensitive information in a confidential manner
• Take accurate minutes of meetings
• Coordinate office procedures
• Reply to email, telephone or face to face enquiries
• Develop and update administrative systems to make them more efficient
• Resolve administrative problems
• Receive, sort and distribute the mail
• Answer telephone calls and pass them on
• Manage staff appointments
• Oversee and supervise the work of junior staff
• Maintain up-to-date employee holiday records
• Coordinate repairs to office equipment
• Greet and assist visitors to the office
• Photocopy and print out documents on behalf of other colleagues

26
Working Experience (Duties/ Responsibilities):

During the internship in Super Asia

Agri some duties and responsibilities were assigned to me and I have to complete these tasks
with my full attention and responsibilities, and I did my tasks and operations with full attention
and responsibility. Here I am giving some little bit detail of these duties and responsibilities:
• My primary duty was to assist my boss who was the marketing manager Mr. Kamran
Rasool.
• It was also assigned to me to go with the salesmen to deal with the company’s existing
and new dealers.
• My boss gave me an assignment to do the market survey on the sales of melamine powder
and I did that task with my full attention.
• Mr. Kamran Rasool my boss demanded the reports of these surveys from me, And I
accomplished these report and present to him.
• My boss also consults with me about the latest marketing and sales strategies and asked
me for the modification in these strategies.
• During my internship period, I visited the market for a month with the company’s
salesmen during my internship period. During my visits I deal with the customers and
attract the new customers for the company.
• I assisted the admin staff in loading and unloading of material.
• I answered the calls from admin desk a week.
• I also supervised the cleaning workers to make sure the cleaning.

27
 Structure Of Concerned Department
1. Marketing

2. Administration

Marketing Department Hierarchy:

General
Manager

Marketing
Manager

Assistant
Marketing Sales Departmnt Salesmen
Manager

➢ Number Of Employee’s Under Marketing Department:

It consists of twenty
persons. One is marketing manager , there were three assistants of marketing manager including
the marketing manager, while the rest persons were salesmen. Two assistants are also looking
the sales and other marketing operations as well. Sales department is also controlled by the
marketing department, so it is a sub department, there are ten to twelve persons.
As I have already told that Salesmen of the company have to capture the dealers in the market,
and the salesmen are also responsible for the recovery of the payments. First they take the orders
and then these orders are delivered to the production department. Production department provide
the items of order to the carriage department and after the delivery of goods the salesmen go for
the recovery of the payment. The main task of the salesmen is to get the new dealers in the
market. The marketing team collectively provide choice by offering variety and through
innovation and encourage responsible consumption, as this is central to consumers continuing
to enjoy our brands.

28
Administration Department Hierarchy:

Admin Manager

Assistant's Workers

➢ Number Of Employee’s Under Administration:

Administrative Assistant duties

and responsibilities include providing administrative support to ensure efficient operation of the
office. Supports managers and employees through a variety of tasks related to organization and
communication. Responsible for confidential and time sensitive material. Familiar with a variety of
the field's concepts, practices and procedures. There are fifteen employee’s under the
Administration who were working there one is the head of the department while two are
assistants and rest of the employee’s are workers who do cleaning.

But on the other hand company is trying to create a more innovative culture by pushing toward
de-centralization. organization is proud of its brands. They and are valued for their functional
benefits.

29
 Functioning Of Department’s
Marketing Function:
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 marketing mix also depends on these procedures. Your offer is controlled
by the following variables often referred to as the four Ps in marketing:
I. Product
II. Price
III. Place
IV. Promotion

Price Place

Product Promotion
Marketing
Mix

1. 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 and service 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:
• Variety
• Quality

30
 • Brand Name
• Packaging
• Services
And Super Asia Agri have included all these factors in their products. The brand name of Super
Asia is known to almost every person in the country and the company also provide delivery
services.
2. 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 Agri have included following things:
• List Price
• Discounts
• Allowances
• Payment Period
• Credit Terms
Super Asia Agri 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.
3. Place:
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 Agri in the Places strategies:
• Channels
• Coverage
• Locations
• Inventory
• Transportation

31
Super Asia Agri 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.
4. 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 Agri has taken the following steps for the promotional
strategies:
• Personal Selling
• Public Relation
Super Asia also does the promotion in some public welfare works. Company is funding to
various NGOs and welfare organizations.
Human Resource Management Functions
➢ Employee Recruitment And Selection:
Super Asia Agri has a centralized system of
management, that’s why recruitment of the employees is done by the HR department. The HR
department posts jobs at different job websites like ROZEE.PK , JOBEE.PK and BAYT.COM.
They also post jobs on their social media pages like Facebook, Instagram etc. Number Of
applicants apply and a pool of candidate is generated, after that short listed candidates are called
for interview who are fulfilling the job criteria. Then candidates having a little bit experience or
capable are selected for the job.
➢ Training And Development:
After hiring of the employees in Super Asia Agri next step
is training of unskilled employees or who didn’t have experience but on the other hand
experienced employee also need training because they are new , so they are being introduced
with the job duties and what they have to in the job, in training. Hence for achieving a level of
excellence, company has to invest in updating the skills of its employees.

32
Training and development process is an organizational activity aimed at improving the
performance of the individuals and groups of employees in the organizational settings. It is an
organized activity for increasing the knowledge and skills of the employees. It involves
systematic procedures for transferring technical and management skills to the employees.
Training process is an important activity both for the organization as well as for the employees.
Skills acquired by the employees through training are assets for the organization.

➢ Performance Management:
It is a process by which managers and employees work
together to plan, monitor and review an employee's work objectives and overall contribution to
the organization. Performance of the employees is mandatory for organizational growth. It
should be constant. Super Asia Do the following things for performance management:
• Develop clear job descriptions using an employee recruitment plan that identifies the
selection team.
• Recruit potential employees and select the most qualified to participate in interviews
onsite.
• Conduct interviews to narrow down your pool of candidates.
• Select appropriate people using a comprehensive employee selection process to identify
the most qualified candidate who has the best cultural fit and job fit that you need.
• Welcome the new employee to your organization.

33
 • Negotiate requirements and accomplishment-based performance standards, outcomes,
and measures between the employee and his or her new manager.
• Provide ongoing education and training as needed.
• Provide promotional/career development opportunities including lateral
moves, transfers, and job shadowing for staff.
• Assist with exit interviews to understand WHY valued employees leave the organization.
➢ Compensation Policy:
Super Asia Agri strives to be the best financial institution in
which its employees can work and its member-owners can do business. Everything Super Asia
Agri does is for the benefit of its people. Its member owners, employees and community. Super
Asia Agri demonstrates this commitment through its history as a pioneer leader in the
cooperative credit union movement, and the credit union values its employees and volunteers
and their contributions to its member-owners’ financial success.
As an employer Super Asia Agri believes that it is in the best interest of both the organization
and its employees to fairly compensate its workforce for the value of the work provided. It is
Super Asia Agri’s intention to use a compensation system that will determine the current market
value of a position based on the skills, knowledge and behaviors required of a fully competent
incumbent.

34
 Financial Analysis Of Super Asia Agri (PVT) Limited
Financial analysis is the investigation and interpretation of financial statements and related
financial reports. Trained and certified accountants usually complete this type of analysis. The
role of a financial analyst is to use computer software, standard ratios, and other proven
calculations to analyze account activity and identify areas of strength and weakness.”
Analysis of financial statement:
Refers to the examination of the statements for the
purpose of acquiring additional information regarding the activities of the business. The users
of the financial information often find analysis desirable for the interpretation of the firm’s
activities. Note: The financial statement to be used for the purpose of analysis should be the
audited ones. The audited financial statements give the analyst the auditor’s statement as to
whether the records represent a fair view of the company’s affairs.
Objectives Of Financial Statement Analysis:
The overall objective of financial
statement analysis is the examination of a firm’s financial position and returns in relation to
risk. This must be done with a view to forecasting the firm’s future prospective.
Financial Ratio Analysis:
Financial ratio analysis is a valuable tool for your small business.
First, you have to learn to calculate the ratios and understand what they mean. They are a
comparative tool of analysis for liquidity, profitability, debt, and asset management. These are
the major categories of financial ratio analysis.
You need to have industry ratios and/or time series data from your own firm for a basis of
comparison. Then, you can compare the ratios for your firm to the ratios of other firms in your
industry and other quarters or years of data for your firm.
If you do an accurate financial ratio analysis using comparative data, you can learn a lot about
the financial position of your firm and make necessary financial adjustments to enhance your
performance.

35
Balance Sheet:
The balance sheet is based on the equation:
Assets = Liabilities + Owners' equity
It indicates everything the company owns (assets), everything the company owes to creditors
(liabilities) and the value of the ownership stake in the company (shareholders' equity, or capital).
The balance sheet date is the ending date of the period or year, and is a continuation of the
amounts recorded since the inception of the company or organization. The balance sheet is a
"snapshot" of the financial position of the company at the balance sheet date and shows the
accumulated balance of the accounts. Assets and liabilities are separated between current and
long-term, where current items are those items, which will be realized or paid, within one year
of the balance sheet date. Typical current assets are cash, prepaid expenses, accounts receivable
and inventory.
Balance Sheet As At 30 June 2018:

36
37
Profit and loss Account As At 30 June 2018:

38
Notes To The Account:

39
40
41
42
43
44
Fix Asset Schedule:

45
 Financial Ratios
➢ Total Assets Turnover:
This ratio measures that how much sale is generated by the total
assets of the organization. This is calculated by the given formula,
Total Assets Turnover = Total Income/Average Total Assets
Year 2018 2017

TAT 0.46% 0.18%

Interpretation:
This ratio should be high which is best for the business but, Super Asia Agri’s
total assets turnover showing a mixed trend of increase and decrease. In 2018 it is high at as
compare to 2017.
➢ Return on Investment:
This ratio is calculated by dividing Op profit by the average of
using assets as shown by the formula,
Return on Investment = Op Profit/Average Operating Assets
Year 2018 2017

ROI not done 0.324% 0.47%

Interpretation:
The answer of this ratio should be high or should be shown a positive
increasing trend for best and favorable results. Super Asia Agri’s ROI showing a decreasing
trend with lowest in 2018.

46
➢ Return on Deposits:
This ratio measures the return on deposits by the total deposits of
the organization obtained by dividing net income after taxes to total deposits as shown by the
formula,
Return on Deposits = Net Income After Tax/Total Deposits
Year 2018 2017

ROD not done 0.276% 0.432%

Interpretation:
As this ratio shows the total return which business receive from the total
deposits, so it should be high which will be best for the business but it is showing a continuous
decreasing trend.
Which isn’t good.
➢ Fixed Assets Turnover:
This ratio measures the efficiency of using fixed assets in
generating income or turnover. It is the ratio of annual sales to total fixed assets as given by the
formula,
Fixed Assets Turnover = Annual Sales or Total Income/Total Fixed Assets
Year 2018 2017

FAT 0.80% 0.75%

Interpretation:
The result of this ratio should always be high for favorable business
environment because High ratio shows that business is investing more efficiently and effectively
in fixed assets for generating turnover.

47
➢ Current Ratio:
Current ratio show the liquidity position of the business that whether
business can fulfill its obligation or not. It is the ratio of current assets to current liabilities as,
Current Ratio = Current Assets/ Current Liabilities

Year 2018 2017

CR 1.80% 1.70%

Interpretation:
The current ratio should be in reasonable range. It should not be too high or
too low, both conditions are not favorable. In this case of Super Asia Agri’s, it is showing a low
trend which is favorable for the company.
➢ Dividend Payout Ratio:
This ratio tells about the relationship between earnings and
dividend that whether earnings are rise dividend payments or not. It is calculated by dividing
dividend per share to earnings per share (EPS) as shown by the given formula,
Dividend Payout Ratio = Dividend per share/EPS
Year 2018 2017

DPR 25.61% 25.78%

Interpretation:
Usually higher dividend payout ratio is favorable and it is high for Bank
Alfalah in 2017 which is favorable.

48
➢ Debt Equity Ratio:
This ratio tells about the financial leverage of the organization that
what proportion of debt and what proportion of equity is being used by the organization for
financing its available assets. It is calculated by dividing long term debt to total capitalization as
shown by the given formula,
Debt Equity Ratio = Long Term Debt/ Total Capitalization
Year 2018 2017

DER 25.93% 14.02%

Interpretation:
A higher value of debt equity ratio is much best for the business as its high
value tells about the efficiency of the business to using its available debt for financing. Super
Asia Agri’s debt equity ratio increased as compare to 2017 it is increased in 2018 from 14.02%
in 2017 to 25.93% in 2018.

49
 Ratio Analysis
Profitability Ratios:
These ratios measure the organization ability to earn an more profit and
is consists of the following ratios from which we can assess the profitability of the business.
➢ Net Profit Margin:
This ratio show about the organization profit after deducting the all
expenses, loss and tax. A increasing profit margin ratio show a higher margin profit and lower
risk for the organization and vice versa. It is calculated by the formula,

Year 2018 2017

Net Profit Margin 10.36% 13.86%

Interpretation:
It is showing a mixed trend from 2017 to 2018 but indicating a lowering trend
which is not better for the business. It is indicating a high risk and low margin profit for business.
➢ Return on Total Assets (ROTA):
This ratio tells about the percentage of net
profit/earnings which business is attaining by using its total available assets. It is calculated by
dividing net profit to total assets as shown by the given formula
Return on Total Assets = Net Profit/Total Assets
Year 2018 2017

ROTA 0.33% 0.23%

Interpretation:
Increasing ROTA is favorable for the business which shows better use of
assets by the business for generating profits. Super Asia Agri’s ROTA is showing a increasing
trend. Which is good for the company.

50
➢ Return on Equity:
This ratio shows a relationship between net income after taxes and
shareholder’s equity, and measures the efficiency of the organization of generating profits by
using shareholder’s equity. It is calculated by dividing net income after taxes to shareholder’s
equity as shown by the given formula,

Year 2018 2017

ROE 0.29% 0.40%

➢ Return on Total Assets (ROTA):

This ratio tells about the percentage of net
profit/earnings which business is attaining by using its total available assets. It is calculated by
dividing net profit to total assets as shown by the given formula,
Return on Total Assets = Net Profit/Total Assets
Year 2018 2017

ROTA 0.33% 0.23%

Interpretation:
Higher ROTA is favorable for the business which indicates better use of
assets by the business for generating profits. Super Asia Agri’s ROTA is showing a increasing
trend. Which is good for the company.

51
Efficiency Ratios:
These ratios tells about the good use of the assets and liabilities of the
business which is calculated by the following ratios,
➢ Investment to Total Assets Ratio (ITA):
This ratio tells about the percentage of
investment to assets calculated by dividing investment to assets as shown by the following
formula
Investment to Total Assets Ratio = Investment/Assets
Year 2018 2017

ITA 1.41% 2.13%

Interpretation:
This ratio should be in high figures for favorable results of the business. Super
Asia Agri’s ITA is showing a mixed trend of increasing and decreasing over the past years. In
2017 it is high at as compare to 2018. which isn’t favorable.
➢ Deposits to Total Liabilities:
It is calculated by dividing total deposits to total liabilities
as shown by the given formula,
Deposits to Total Liabilities = Total Deposits/Total Liabilities
Year 2018 2017

DTL 0.02% 0.22%

Interpretation:
It is showing a mixed trend of increase and decrease over past five years. As
it is decreased in 2018 which is not favorable.

52
Capital Adequacy Ratios:
➢ Equity to deposits ratio:
This is the ratio of total shareholder’s equity to total deposits
and is calculated by the following formula,
Equity to deposits ratio = Total Shareholder’s Equity/Total Deposits
Year 2018 2017

ED 6.75% 6.47%

Interpretation:
It is showing an average high trend over the past years which is favorable.
➢ Equity to Assets Ratio:
This is the ratio of total shareholder’s equity to total assets and
is calculated by the following formula,
Equity to Assets Ratio =Total Shareholder’s Equity/Total Assets
Year 2018 2017

ETA 0.61% 1.84%

Interpretation:
It is showing an decreasing trend except in 2017 increased trend. Which isn’t good for the
business.

53
Regulatory Ratios:

➢ Cash to Deposit Ratio:

This ratio tells about the percentage of cash available as compare
to the deposits. It is calculated by dividing cash on hand and with other banks to total deposits
as indicates by the given formula,
Cash to Deposit Ratio = Cash on hand and with other Banks/ Total Deposits
Year 2018 2017

CTD 0.04% 3.30%

Interpretation:
As this ratio tells about the liquidity status of the company. It is showing an
decreasing trend. Which isn’t favorable.
➢ Advances to Deposits Ratio:
This is the ratio of advances to deposits which shows the
percentage of advances as compare to deposits and is calculated by the given formula,
Advances to Deposits Ratio = Advances/Deposits
Year 2018 2017

AD 12.57% 11.10%

Interpretation:
This ratio tells about the status and measure of the level for advancing loans.
It is showing an increasing trend, which shows that company is not advancing loans as much.

54
 Critical Analysis Of Marketing Functions
➢ Analysis Of Micro Environment:
Normally the micro environment does not affect all
the companies in an industry in the same way, because the size, capacity, capability and
strategies are different. For example, the raw material suppliers like Super Asia Agri is giving
more concessions to large sized companies. However, they may not give the same concessions
to small companies. Factors of micro environment of business are as follows:
1. Competitors
2. Customers
3. Suppliers
4. Public
5. marketing intermediaries
6. workers and their union
1. Competitors:
The competitive environment Of Super Asia Agri consists of certain basic
things which every firm has to take note of. No company, howsoever large it may be, enjoys
monopoly like Super Asia Agri is a monopoly firm in Gujranwala. In the original business world
a company encounters various forms of competition.
2. Customers:
Every business purposes , that is to create a customer. Super Asia Agri aim to
earn profit through serving the customer demand. It now thinks more in terms of profitable sale
rather than more sales volume for its sake. Today marketing of a firm begins and also ends with
the customers. Now a days, a business firm to be successful, must find customers for its products.
This is the reason the customers thus constitute the most important element in the micro
environment of business. Products sales depend mainly on the degree of consumer satisfaction.
3. Suppliers:
Regarding the suppliers, Super Asia Agri can think of availing the required
material or labor according to its manufacturing program. It can adopt such a purchase policy
which gives bargaining power to the organization. The development in the supplier’s
environment has a substantial impact on the operations of the company. In recent trends company
can lower their supply cost and increase their product quality.

55
4. Public:
A public is any group that has an actual or potential interest in or impact on a
company’s ability to achieve its objectives. The environmentalists, consumer protection groups,
media persons and local people are some of the well-known examples of publics. The company
duty is to satisfy the people at large along with competitors and the consumers. It is an exercise
which has a larger impact on the well-being of the company for tomorrow’s stay and growth.
Company is creating goodwill among public, help to get a favorable response for a company.
5. Marketing Intermediaries:
Market intermediaries are either individuals or business
houses who come to the aid of the company in promoting, selling and distributing the goods to
the ultimate consumers. They are Middlemen (wholesalers, retailers and agents), distributing
agencies, market service agencies and financial institutions. Super Asia Agri’s agents and
distribution agencies help to reach the product to the consumer.
Super Asia Agri take into active consideration, the following aspects:
(i). The company has also to constantly review the performance of both middlemen and others
helping its efforts periodically. If necessary, it may take recourse to replacement of those who
no longer perform at the expected level.
(ii). Middlemen come into being to help overcome the discrepancies in quantities place, time,
assortment and possession that would otherwise exist in a given condition.
(iii). It is advantageous and also efficient to work through the established Marketing channels
instead of creating one and thus going for experiments.
6. Workers and Their Union:
The labor gets more importance. He is also one of the
pillars of the company. The organized labors is highly secured their position compare to
unorganized workers So, the workers now prefer to join labor unions which invariably resort to
collective bargaining and thereby makes them less vulnerable to employer’s exploitation.
On the other hand, Trade Unions are a major component of a modern business. Trade Union of
workers is an organization formed by workers to protect their interests, improve their working
conditions etc.
From the point of view of the company, industrial relation is more important to improve the
company, otherwise conflict between labor and management leads to Sick Unit.

56
➢ Analysis Of Macro Environment:
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 macroenvironment
factors.

1. Political Environment:
• Pakistani government is focusing on the foreign trade. Super Asia Agri is taking
advantage of this move by government and is trying to do their exports.
• Government is providing opportunities to the companies to provide benefits like old-age
benefits, disability benefits, pension, etc. These benefits are to be provided by every
company under the supervision of Social Security Ordinance. Super Asia Agri is also
providing its employees the benefits of social security.
• 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 safety act.
• As the policy of government the minimum wage that should be given to a worker is
8000/= but Super Asia Agri 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 Agri.

2. Economic Factors:
• Super Asia Agri 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.

57
 • 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.
• The exchange rate of the company is high due to which the customers have the
confidence on Super Asia.
3. Social Factors:
• The salaries and wages of the workers and management are not satisfactory so the income
distribution factor is not satisfactory.
• Super Asia Agri is funding many NGOs and welfare organizations in the whole country.
• 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 models in a variety of fashion which can be used differently
at different places.
4. 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 Super Asia Agri is taking full benefit from it.
• A tool shop also operates within the factory premises, which manufactures its own tools
to be used in production.
• 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.

58
➢ Industry Analysis:
Industry analysis involves the following factors:
1. Intensity of industry rivalry:
The number of participants in the industry and their
respective market shares are a direct representation of the competitiveness of the industry, So
there are two participants in the industry one is Wah Nobel and other one is super compound and
the last and the least Super Asia Agri. These are directly affected by all the factors mentioned
above. High exit costs like high fixed assets, government restrictions, labor unions, etc. also
make the competitors fight the battle a little harder.
2. Threat of potential entrants:
This indicates the ease with which new firms can enter the
market of a particular industry. If it is easy to enter an industry, companies face the constant risk
of new competitors. If the entry is difficult, company enjoys little competitive advantage reaps
the benefits for a longer period. Also, under difficult entry circumstances, company face a
constant set of competitors.
3. Bargaining power of suppliers:
This refers to the bargaining power of suppliers. If the
industry relies on a small number of suppliers, they enjoy a considerable amount of bargaining
power. This can affect small businesses because it directly influences the quality and the price
of the final product.
4. Bargaining power of buyers:
The complete opposite happens when the bargaining
power lies with the customers. If consumers/buyers enjoy market power, they are in a position
to negotiate lower prices, better quality or additional services and discounts. But in this industry
consumer don’t have buying power because there is only one company in Gujranwala who is
making melamine powder. One is on Karachi and other one is in Rawalpindi.
5. Threat of substitute goods/services:
The industry is always competing with another
industry in producing a similar substitute product. Hence, all firms in an industry have potential
competitors from other industries. This takes a toll on their profitability because they are unable
to charge exorbitant prices. But in this industry there are various substitute of crockery but they
are expensive , So the threat of substitute has decreased until a new substitute comes.

59
➢ Forecasting Demand:
Demand is constant due to non-stability. Whole Gujranwala and
its surrounding cities are customers of Super Asia Agri. While Gujranwala has a cottage industry.
Product is one which is melamine powder while it has different colors as per demand of
customers.
➢ Customers Analysis:
Every business purposes , that is to create a customer. Super Asia
Agri aim to earn profit through serving the customer demand. It now thinks more in terms of
profitable sale rather than more sales volume for its sake. Today marketing of a firm begins and
also ends with the customers.
Now a days, a business firm to be successful, must find customers for its products. This is the
reason the customers thus constitute the most important element in the micro environment of
business. Products sales depend mainly on the degree of consumer satisfaction. Whole
Gujranwala and its surrounding are customers of Super Asia Agri.
➢ Competitors Analysis:
The competitive environment Of Super Asia Agri consists of
certain basic things which every firm has to take note of. No company, howsoever large it may
be, enjoys monopoly like Super Asia Agri is a monopoly firm in Gujranwala. In the original
business world a company encounters various forms of competition. It has competitor across the
Pakistan one is in Karachi and other one is in Rawalpindi. So basically there isn’t not much
competition in this industry.
➢ Segmenting-targeting-positioning(STP):
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:
1. Market Segmentation.
2. Target Marketing
3. Market Positioning

60
1. 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 Agri offers the same marketing mix to vastly different
customers, market segmentation makes it possible for Super Asia Agri 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 Agri has segmented by various bases, and industrial markets are segmented
somewhat 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 Agri has
segmented the market on the following bases:
a. Geographic Segmentation:
Geographically Super Asia Agri 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 Agri. They make the segments of the whole
world market and then decide to focus on one segment which is the Pakistani market.
b. Demographic Segmentation:
Super Asia Agri divides the market 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.
c. 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.
d. Behavioral Segmentation:
This segment of the company is based on the usage rate,
brand loyalty, price sensitivity and benefits of the product

61
2. 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 Agri has defined
the market segments, it can enter one or more segments of a given market.
3. 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 images 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 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 Agri 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 Agri are:
a. 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.
b. 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.
c. Service:
They provide customer services due to which the consumer purchase their products.
The company provide delivery service for free which is a key factor of the large sales of Super
Asia Agri.
d. Distribution:
The products of the company are available all over the country because it

62
is important that the products should be available to all the consumers. There are more than1500
dealers of the company all over the country providing the products of Super Asia’s products to
the consumers.
e. 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.
➢ Marketing Mix Strategies:
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 marketing mix also depends on these procedures. Your offer is
controlled by the following variables often referred to as the four Ps in marketing:
I. Product
II. Price
III. Place
IV. Promotion
I. 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 and
service 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:
• Variety
• Quality
• Brand Name
• Packaging
And Super Asia Agri have included all these factors in their products. The brand name of Super
Asia is known to almost every person in the country and company also provide delivery services.
II. 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 Agri have included following things:

63
 • List Price
• Payment Period
• Credit Terms
Super Asia Agri 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.
III. Place:
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 Agri in the Places strategies:
• Channels
• Coverage
• Locations
• Transportation
Super Asia Agri 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.
IV. 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 Agri has taken the following steps for the promotional
strategies:
• Personal Selling
• Public Relation

64
 SWOT Analysis
SWOT analysis is a strategic planning technique used to help a organization identify strengths,
weaknesses, opportunities, and threats related to business competition or project planning.
SWOT stands for strengths, weaknesses, opportunities and threats. Strengths and Weakness are
often internal to your organization , While opportunities and threats generally relate to external
factors. For this reason SWOT is sometimes called internal-external analysis and the SWOT
matrix is called an IE matrix. This is the analysis related to the strengths which Super Asia Agri
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 did individually examine the strengths, weaknesses,
opportunities and the threats faced by Super Asia Agri here.
➢ Strengths:
i. The company has built up goodwill in the market of Pakistan, from a very longtime.
ii. Brand name of Super Asia is known to almost every person in the country and is very
famous.
iii. Super Asia is also the strategic partner of Procter & Gamble. The strategies of Super
Asia are like Procter & Gamble.
iv. The company is having a number of old employees who are committed and loyal
with the company.
v. Super Asia Agri retains its employees by offering benefits like old age benefits,
disability benefits, disease benefits, medical facilities in the company hospital and
advance pay etc.
➢ Weaknesses:
i. Technical labor of the company has the negative views about the management of
Super Asia.
ii. There is shortage of skilled labor in the company due to which the company has to
face a large of competition.
iii. The advertisement budget of Super Asia is very short comparatively other brands in
the market.
iv. Most of the managerial staff is not well educated.

65
 v. There is also a very weak point in the management which is overstaffing. There is
overstaffing in the management.
vi. 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.
vii. The management staff do not have direct link with their dealers (sellers of Super
Asia’s products).
viii. The complaints department does not provide the proper services to the customers of
the company.
ix. The company has not developed the proper promotional strategies for international
markets.
x. Dealers of the company complaints for the low profit margin in Super Asia Agri’s
product.
➢ Opportunities:
i. Due to Government policy of low export duty, Super Asia has opportunities to
increase their exports.
ii. Due to the strong financial position of the company, the management can use the
latest technology in their products.
iii. They can use the brand name in the international market to increase their sales.
iv. As the company is financially very strong, so it can use electronic and print media to
increase their sales.
v. They should invest in the SBUs.
vi. 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:
i. Chinese Technology is the very big threat to Super Asia.
ii. Other competitors of Super Asia Agri are offering the same products at relatively
lower prices.
iii. A large number of new incoming companies are increasing the competition in the
market.
iv. 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.

66
 Conclusion
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 there for 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 Agri in few words. Again
I would like to say thanks to Super Asia Agri 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 Agri 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 Agri and I believe that by reading this one would agree 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.

67
 Recommendations
❖ I have realized that Super Asia Agri is performing very well since its inception. It is quite
difficult to give suggestion to improve the working conditions of Super Asia Agri 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:
❖ 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 Agri Limited has 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 Agri should introduce 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 to the targeted customers so that to increase
the share in market.
❖ Management by objectives needs to be introduced immediately. It will help improve the
functioning of the organization and will lead to greater participation and the workers and
subordinates will be encouraged.

68
 References
I. superasiagroup.com/
II. Google website manufacturing information Retrieved on December 30, 2008,
III. en.wikipedia.org/wiki/manufacturing/
IV. Google website methods of preparing report Retrieved on December 30,2008,
V. www.projects.ex.ac.uk/RDavies/arian
VI. http://www.quickmba.com/marketing/market-segmentation/
VII. http://www.netmba.com/marketing/product/lifecycle/
VIII. http://tutor2u.net/business/strategy/bcg_box.htm/
IX. https://www.shrm.org/resourcesandtools/tools-ansamples/policies/pages/cms_
X. https://www.scribd.com/doc/13377121/

69
 Annexes
Audit report first page:

70
Balance Sheet first page:

71
Profit and Loss Account first page:

72