Current Pakistani Economy

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Marketing Management project on SuperAsia Fans

Submitted to:

Sir Waqar Ahmed

Submitted by:

Ghulam Muhammad (094532064)

Mudassar Umer (100992002)Muhammad Saqib Latif (094532105)Usman Ali (084232075)

MBA-(P) and MS-Management Sciences(Spring 2010)

University of Management and Technology Lahore

Date: 29-03-2010

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ACKNOWLEDGEMENT

First of all, We thank to Allah Almighty who blessedus with great courage to make this project. Secondly,we thank to our respected professor Sir Waqar

Ahmed who provide us this interesting opportunityto do this project. Moreover, we also thank to our

parents for their support.

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Table of Contents

Serial # Particulars Page #

1 Pakistan Economy 5-6

2 Fan industry of Pakistan 7-8

3 Super Asia Muhammad Din Sons PVT limited 9-10

4 Organizational Chart 11

5 Services 12

6 Vision and Mission 13

7 Product types, Varieties and Brands 148 Product types, Varieties and Brands of Super Asia

Fans15-18

9 Sales volumes and trends 19

10 Market Share 20

11 Growth rate 21

12 Demographic features 22

13 Life style and patterns 2314 Usage Pattern and behavior 24

15 Preference for specific benefits 25

16 Advertisement and Promotional programs 26

17 Pricing Practices 27

18 Relationship with dealers and distributors 28-29

19 SWOT Analysis 30-31

20 Conclusion and Recommendations 32

21 Reference 33

22 Graphs 34

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

political crises that include internal political disputes and low levels of foreign

investment. Between the era of 2001-2007, the poverty status in the country will

increased by 15% but the spending in the provincial capitals and federal capital

Islamabad shows the large amount of development. This creates a gap between the

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developed and underdeveloped cities of Pakistan. In the era of 2004-2007, there is a large

foreign investment came in Pakistan. Very large industry including telecommunication,

media and several other manufacturing industries launched their units in Pakistan. In that

era the GDP of Pakistan raise up to 5-8% but this growth was declined when Pakistan

faced the very critical electricity crises.

Despite electricity crises, the other major crucial element is inflation. Petrol prices and

the prices of other hoe appliances and other consumable things are going up and up

vigorously. It is jumping from 7.7% in 2007 to 20.8% in 2008, and 14.2% in 2009.

Moreover due to political instability in the country, the value of rupee is depreciating and

at this point $1 is equal to Rs.81 (approximately).

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

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

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

person became richer. The middle class is going to be end slowly. Textile sector which is

a very crucial and important constituent of GDP of the country, faces many sever crises

of electricity. Due to that matter the export of the country regarding textile is also

affected. Other long term challenges include expanding investment in education,

healthcare, and electricity production, and reducing dependence on foreign donors.

Reduction in the education and health budget and the increase in the budget of the

military and security & defense are also affecting severely the economy of the country.

Most of the people in the country face the shortage of heath and education facilities. The

unemployment rate in the country is also increasing day by day. The other major factor

that today Pakistan faced is the issue of security in the country. That issue should be

resolved in order to stabilize the economy.

These all the variables in the economy can be improved by good governance, hard work,

efficient utilization of resources, homogeneous investment in all cities of Pakistan,

encouragement of foreign investment, stabilization of home and government industry,

increase of exports, reduce the power and energy crises and reduction of foreign loans.

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Key variables:

GDP (purchasing power parity): $448.1 billion (2009 est.)GDP (official exchange rate): $166.5 billion (2009 est.)

GDP - real growth rate: 2.7% (2009 est.)GDP - per capita: $2,600 (2009 est.)Labor force: 55.88 million (2009 est.)Unemployment rate: 24% (FY05/06 est.)Investment (gross fixed): 18.1% of GDP (2009 est.)Inflation rate (consumer prices): 14.2% (2009 est.)Industrial production growth rate: -3.6% (2009 est.)Exports: $17.87 billion (2009 est.)Imports: $28.31 billion (2009 est.)Exchange rates: (PKR) per US dollar - 81.41 (2009)

Source: 2010 CIA World fact book

FAN Industry of Pakistan

Pakistan is self sufficient in Fan industry. Two types of fans are manufactured in the

country that is given below: Domestic fans (consumes up to 125 watts of energy) Industrial fans (consumes over 125 watts of energy)

Fan industry produces different types of fans with a variety of design. It is one of theindustry that is exists in the country at the time of independence (1947). In 1950, fan

industry came under the category of cottage industry because the units produced in the

industry are fall in that category. As far as the export is concerned, Pakistani fans are not

much exported in the earlier years. Fan industry is mainly working in Gujrat and

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Gujranwala. However there units are also operating in Lahore and Karachi where the

offices of these factories are located to capture the international markets customers and

direct deal with them. Besides the fan manufacturing several other units that are

producing raw materials for the manufacturing of fans are also present in these and

nearby cities. There are five large companies in Gujrat and 2 large companies in

Gujranwala that contributed to 70% sales in the fan industry not only in Pakistan but also

in other countries of the world.

Fan industry has more than 500 production units in Pakistan but the registered number of

units under PEFMA (Pakistan Electric Fans Manufacturers Association) is only 200. The

consumption of fans in Pakistan is much more and it is increasing day by day. Fan

industry is manufacturing over 7 million fans andexporting more than 2 million fans. The industry

is producing a variety of products in different

sizes and designs that includes Ceiling,

Pedestal, and Table, Table-cum-pedestal fans, Circumatic fans, Wall

bracket, exhaust fans and Propellers. The percentage table of the fan

manufacturing is given above.

Most of the raw materials used by the fan industry are directly or indirectly imported

from different countries. Some of the raw materials used in the manufacturing of a fan

are: Electric steel sheets, Aluminum, Enameled copper wire, Ball bearing and steel. The

demand of fan are increasing day by day because many people are migrating to large

cities, population of Pakistan is increased, due to hot and humid climate and the people

are becoming quality conscious. The major players in that industry are PAK Fans, GFC

fans, Royal Fans, Yonus Fans, Super Asia Fans, etc

There is an urgent need to establish a research department for innovation and to improve

designs of fans according to the requirements of international buyers. Pakistan Standard

Institute's procedure should be simplified and the latest technical laboratory should be

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set-up to test the fans. The PSI should establish its testing laboratory in the area where

industry exists and test fans on two standards i.e., at local and international. The test

report should be given in a specific period. Further, an institute for labor training should

immediately be established with the help of PEFMA Association. The other measures to

enhance the export, include organizing seminars, doing surveys of the foreign markets

that would give the idea of how to export, where to export and what to export.

Super Asia Mohammad Din Sons Private

LimitedSuper Asia is engaged in producing top order home appliances in South Asia.

Recognition of its achievements in quality products are manifested in the form of the ISO

9002 certification. The success tale spread well over 25 years when Super Asia produced

the first washing machine of Pakistan. Later on Super Asia started producing room air

coolers, gas and electric geysers.

Keeping in view the requirements and purchasing power of all the segments of the

society, Firstly Super Asia has introduced different washing machines to meet their

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demands. Washing machines are their key product. Super Asia has the honor to produce

complete plastic body washing machine for the first time in Pakistan. Another hallmark

in quality products is introducing the fans in the Gujranwala. They are one of the pioneers

in the fan manufacturing industry in Gujranwala. In Pakistan Super Asia has not only

introduced a large range of Fans, but in different sizes and values as well.

Super Asia in order to maintain its superiority in producing quality fans in the fan

industry of Pakistan, has introduced different models of fans like classic, saver, crystal,

pedestal and other types according to the customers affordability. It was an instant

success' due to its design, effectiveness and affordable price amongst the consumers. The

complete range of super Asia fans is of international standard. There are different sizes,

colours in Ceiling, Pedestal, Bracket, Circu-matic and Exhaust Fans.

Research based products of Super Asia, in the fan industry of Pakistan enjoyed a sense of

superiority over fans in the open market. The objective is, however, to offer consumers

fans of international quality at affordable price and other home appliances. This can be

judge by the fact that they are being exported to Saudi Arabia, Dubai, Bangladesh, Sri

Lanka, Sudan and Myanmar from the last so many years, and their demand is growing

day by day.

Pakistan consists of Small and Medium Enterprises, (SMEs) and heavy industries which

form the backbone of its economy. About 60% of Pakistan's SME's are located in the

region of Export Triangle of Pakistan comprising Sialkot, Gujrat and Gujranwala. Gujrat

and Gujranwala are based upon the home appliances especially fans. PEFMA also

considers the fans of Super Asia as a quality fans. Super Asia shows the remarkable

increase in the production of its fans in the fan industry.

They are meeting the demands of their own city as well as the other cities and countries.

In the fan manufacturing industry of Pakistan, they place themselves on the 4th number

after PAK Fans, GFC fans, and Royal Fans. These three companies are situated in Gujrat.

They also take care of the economy of Pakistan and also the industry and made their

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products according to the requirements of PEFMA, international standards and meeting

local and national wide demands of the customers.

Organizational Chart

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Services

Follwoing services are provided by Super Asia Company:

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

Asia has a largest after sales service network through out the country. To take care of customer appliances all service centers have latest tools,

equipments and machineries. After sales service team consist of Engineers and highly qualified staff with great

professional approach due to this reason customer feels confident, once their

appliance are being maintained. Super Asia after sale service also provides the facility to customer of lifting their

units from residence to service center and delivering within 48 hours. Take care of our customers by remaining in contact with them so that they should

not face any type of problem.

Following are the Address of their branch offices:

Super Asia sales & service 89 temple Road Lahore. Mob:0300-8406116 Super Asia sales & service 405 Jinnah colony Faisalabad. 041-647943 Super Asia sales & service Gulf Plaza Chandni chowk near Gondal CNG Ist floor

Flat no1 Rawalpindi. 051-4843187,0321-5181000 Super Asia sales & service Ahmad park colony opposite Jamia-Saqlain road near

Khanawal road Multan. 061-770225

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VISION

To be the market leader in every of our products,

Nationally and regionally

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

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

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

employee of the organization is clear about.

MISSION

To win the utmost satisfaction, trust and loyalty

Of our valued customers

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

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

our philosophy. Stake holders at every level strive to maintain the status quo of thecompany, to deliver the best. Continues struggle with commitment is technique to

accomplish this MISSION.

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Product types, varieties and brands

PRODUCTS

Air Conditioners Fans

Washing Machines Room Coolers

Water Dispensors Geasers

Microwave Ovens

Motor Bikes

Note: Every product has different models.

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Product types, varieties of Super Asia Fans

There are four types of Fans are manufactured in Super Asia that are given below: Ceiling Pedestal Bracket

ExhaustCeiling:

Alpha Model Fan: Quiet operation Specially designed blades Wide air throw 5-speed on/off regulator Work on low voltage

Crystal Model Fan: Quiet operation Specially designed blades 5-speed on/off regulator High-grade copper wire High-grade silicon steel sheet

Fancy Model Fan: Quiet operation Specially designed blades Die cast aluminum paint 16-pole capacitor motor International standards

Grand Model Fan: Quiet operation Specially designed blades 2k stove enameled paint 5-speed on/off regulator 16-pole capacitor motor High-grade silicon steel sheet

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Jet Model Fan: Quiet operation Specially designed blades Wide air throw 5-speed on/off regulator Water proof modles available Double "Z" ball bearings

Pretty Model Fan Quiet operation Specially designed blades Wide air throw 5-speed on/off regulator High-grade copper wire High-grade silicon steel sheet

Saver Model Fan: Quiet operation Specially designed blades Wide air throw 5-speed on/off regulator Water proof modles available Double "Z" ball bearings

Turbo Model Fan: Quiet operation Specially designed blades Wide air throw

5-speed on/off regulator Water proof modles available Double "Z" ball bearings

Pedestal:

Louver Fan: Quiet operation Specially designed blades Rust and shockproof Revolving grill Remote control option

TCP Fan:

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Quiet operation Specially designed blades Rust and shockproof Revolving grill Adjustable angles

Stand Fan:

3 speed and off push button switch Available with night lamp Height adjustment with 92-112cm Die cast aluminum body Heigh grade silicon steel sheet

Pedestal Fan: Rhythm breeze function Specially designed blades Height adjustment 3-speed on/off regulator High-grade copper wire

Others:

Bracket Fan: Quiet operation Specially designed blades Wide air throw

3-speed adjustment 3 stage up and down adjustmentTable Fan:

3 speed and off push button switch Available with night lamp Die cast aluminum body Powder coated guard High grade silicon steel sheet

Circumatic Fan: Quiet operation Specially designed blades Wide air throw 360 degree oscillation International standards

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Exhaust Fans:

Plastic Exhaust Fan: Quiet operation Specially designed blades 1 or 2-way air direction Low energy consumption International standards

Plastic Exhaust Fan: Quiet operation Specially designed blades 1 or 2-way air direction Low energy consumption International standards

Metal Exhaust Fan: Quiet operation Specially designed blades Powerful air extraction Low energy consumption International standards

Sales volumes and trends

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The supervision of sales department is in the hands of sales-promotion manager.

Sometimes he reports to the directors, probably more often to the media and advertising

mangers and frequently coordinates with them, and general manager. Sales management

consists mainly of directing and controlling the details of their sales activities. Sales

promotion is chiefly concerned with devising plans for stimulating sales and methods for

putting these plans into operation. Management is mostly occupied with people;

promotion with plans and methods.

The sales of Super Asia Fans are boating up day by day. According to the marketing

Manager of Super Asia, We are meeting our target every year. They produce the fans

according to the demand of the market and also maintain the reserve in their stock during

the off season. They mainly produce the fans in the off season (winter season) and their sales are on the peak in the summer season. Their main markets are the countries of

South East Asia, north and central Africa and some countries of Europe. The sales of

Super Asia fans are given below (See graphs in appendix):

Years Ceiling Pedestal Bracket Others2006 72,000 25,000 10,000 15,0002007 82,000 38,000 12,000 12,0002008 91,000 41,000 13,000 10,0002009 93,000 43,000 13,000 8,000

Note: Figures are in units

From the above table it is shown that the sales of the ceiling fans, pedestal and bracket

fans are increasing year by year. The sales of other fans like exhaust, Circumatic, louver,

and table fans are decreasing downwards because people want the other three fans more

due to the price, quality, and durability. Moreover, the economic climate of the country

will also determine the market sales.

Market ShareThe market share of Super Asia fan is very low as compared to other fan manufacturers

in Pakistan but they are enjoying the revenues from the production of fans in the region.

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Beside the very strong competition in the market, Super Asia fans are very famous in the

large as well as small cities and towns. They think that their market share is all about

availing the market opportunity and they have a strong market opportunity for capturing

both the existing and potential customers. The fans of Super Asia are the symbol of good

quality and reliability. The pie chart shown below gives the better description of market

share of Super Asia Fans in the Pakistani market.

According to the above diagram, the market share of PAK Fans is very high. They

capture almost 50% or more the Pakistani market. Most of the target customers of the

companies are large cities. They segmentize the customers according to the sales in the

major cities and the international markets. The key indicators which show the market

share of the company are their rates (prices) and the credit policy. Other major factors are

government policies and economic factors. Exports of the Super Asia are also contributed

in boating up its market share.

Growth RateSuper Asia Private Limited Company made its marketing strategy for nationwide

operations. They have two major networks for sales one is distribution network and other

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is dealer network. According to the past year, the growth rate in the sales of the Super

Asia fans are more than 30 % and growth rate in the production is more than 35%. The

two largest factors that enhance that growth are product quality and the market approach.

Super Asia fans are not compromise on the product quality. They provide quality

products in order to sustain the existing customers and to attract the new customers.

The market approach of the company is also very good. Their strong distribution and

dealer network enhances their sales which in turn create the good impact on the

companys growth rate. Competitors and the prices of the other fans in the markets are

the major hindrances that affect the growth rate of the Super Asia but according to the

marketing manager of the company they are not compromise on quality so that their fan

sales are continued well and their growth rates are increasing day by day.

Approximately, 80,000 new houses are built in Pakistan and averagely 4 fans are

purchased for each house. This means that 3.2 million fans are required for Pakistani

customers. Super Asia is struggling hard to maintain their growth rate in the production

and sales of their fans so that they can increase their share in that number of fans but the

major industry in Gujrat will take the lead in the run of Growth rate. According to the

marketing manager of the company, if the government stabilizes the prices of raw

material, makes the tax rates more flexible on both imports and exports then the growth

rate of Super Asia Fans will increased more. Moreover they also increase the number of

labors, specialized staff and technology to increase the growth rate of the fans.

Demographic FeaturesCustomers wants and needs are changes with the time. So with the passage of time, a

company also changes their products. Same is the case with Super Asia Company. The

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fans of super Asia company changes with time to time and they introduce the new and

attractive models for their customers. Demographically they design their fans with

innovative styles and colour combination so that the person from every age group will

like their fans. If we consider about men and women, women are more conscious and

involved in the buying of fans. They are going to the shop and like the fans according to

their own choice. For that reason the company made the colour combination in the fans

that are liked by the women.

In the case of youngsters and married people, their choice is all about the same. Both of

them can afford the saver model and the pretty model. The educated person when came to

buy the fan he negotiates with the dealers and distributors about the quality and features.

He also claim that features. He first research about the features of the fan and then he will purchase the fan. Saver, Deluxe and Alpha model is purchased by the most of the

educated person because he wants the price and quality both. The income level is also

very crucial element in the customer buying process. All the social classes, educated and

uneducated persons buy the fan according to their choice but they also keep in mind their

income level. Super Asia manufactures the fans by keeping in mind that factor. The most

famous fan that have low price and good quality and more and more customers buy it, is

a saver model.

Middle class are the main target of the Super Asia fans and many of their fans are

manufactured on the basis of these target customers. Some high price fans are also

manufactured to target the elite class but these are in nominal amount. Caste system in

Pakistan has not a strong impact on the purchasing of the fans. It is somewhat replaced by

the income level. The last but not the least, the family size will have a great impact in the

sale of the fan. Most of the families having huge family size buy the saver and alpha

model but the small families buy both saver and pretty model.

Life Style and PatternsSuper Asia made its fan by also considering the factor of life style and patterns. In

todays world when the people became more sophisticated and educated. Their lifestyle

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and patterns of living changed. In earlier times, people prefer the fan with heavy weights

but now people want the light weight fans with good colour combination. So the

company manufactures various types of fans so that it will need the demands and choice

of every customer. Heavy weight fans are also manufactured by the company to target

these types of customers but they are in a negligible amount.

When company made its fan, in the designing phase they consider the life style and the

pattern of living in the manufacturing process. People in the large cities prefer both the

luxurious (pretty, alpha, turbo fans) and economical fans (saver fans). But in the small

cities, towns and villages people prefer more the economical fans. The advertisement of

the fans is also made according to the lifestyle and usage pattern of the customers. Super

Asia Fans are liked by every type of personality. This means that companys variousmodels of the fans are liked by the people according to their own personality.

Usage Pattern and BehaviorSuper Asia divides its markets on two variables on the usage pattern. These are given

below:

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1. Customers who used more fans

2. Customer who used less fans.

Karachi, Lahore, Islamabad, Faisalabad, Multan, Sialkot, Gujrat, Gujranwala, Rawalpindi

and Islamabad are the cities in which Super Asia fans are used more. The strategy of the

company in launching its fans is approximately the same for every key area. They remain

in contact with the both type of users by the postal, telephonic and internet resources.

Highly usage customers prefer the light weight fans like Saver, alpha, and turbo model

because they do not want to change the fan again and again. They buy the fan for the time

of 5 to 6 years. Lightly usage customers bought the fans just for a decoration piece in

their drawing rooms, bed room and TV launch. They rely on Air conditioners and use the

fans just for the sake of the spreading of the cool air in the air room.

Super Asia company is focus on both lightly the heavily usage customers because both

types of customers provides them good feedback about their fan in order to improve it.

The reason for the heavily usage of Super Asia fans is of the product quality and

durability.

Several behavioral patterns are also kept in mind while designing and selling a fan.

Company conducts the survey though the dealers because this the good channel for

receiving the feedback from the customers. Super Asia think that the customers purchase

their fans according to their attitudes, beliefs, benefits associated with the fans,

involvement to the design and satisfaction about the fan. Whenever, any customer comes

to purchase the fan they made decision on the shop by either the motivation of any other

customer or get satisfied from the features of the fan. Moreover there is a factor of brand

loyalty in the minds of the customers so that the sale of their fans increases. So by

keeping these all above behavioral patterns company design its fans and launch more and

more models in order satisfy the customers and capture more markets.

Preference for specific benefitsCustomers buy products not only with their features but also for their perceived benefits

that the product delivers. According to the marketing department of the company, the

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main purpose of their product is to provide quality and durability to its customers. They

are also concerned with the appearance and packaging of their products. According to

their view, their product should not only work accurately but it must look beautiful when

placed in the house or in the shop.

Mainly the customers are buying the fans of Super Asia for the factor of good quality. In

the long run, the fans of the company, saves the money, and cost of the company.

However the companys fans are little bit costly but they provide quality in their fans.

People who purchase their fans feel ease of using their products in the long run.

Moreover they provide after sale services in every city where their distributors and

dealers are available.

The benefits which are perceived by the customers about their fan that is really different,

better and unique as compared to their competitors are:

Basic quality of their products New designs Innovation in the product. Durability Low costs After sales services

Advertisement and Promotional programs

In Super Asia Company Private Limited there is a separate marketing department which

performs all the essential marketing functions that are suitable for the company. In the

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marketing department there are 25-30 employees are working. There is a fixed budget for

the marketing activities in the company. From the total budget the marketing department

consumes the 2.5% to 3.5% of the budget. Super Asia Company spend on advertisement

for remain in the market relative to their competitors. The biggest selling points of the

company are Lahore, Karachi, Rawalpindi, Faisalabad, Peshawar etc, but this also

depends upon the per capita income of the people living in that city. The company

conveys their goodwill, past experiences and quality with their fans when give an

advertisement of the fans. There is no fixed number of advertisements both on print and

electronic media. When ever the company wants it launch the advertisement. This

decision is based upon the budget of the company. It mostly depends upon the season. If

there is the season of the fan then the advertisement runs but after the season they will

drag the advertisement and launch the new one for their next seasonal product.

According to the marketing department of the company, it is strongly important that a

beautiful model displays their fan in the advertisement because the people get very

satisfaction when they see that a popular model uses their fan. So, it is an encouraging

tool for promoting their sales of the fan. The company also performs the international

marketing by giving their advertisements in the international channels like HBO, Star

World, Filmax etc and the internationally watched Pakistani channels like ARY Digital

network, GEO TV network etc.

The promotional tools which are used by the company for the marketing are:

Advertisement including print, electronic and internet etc, brouchers, exhibition

attendance and bill Boards etc. moreover the loyal customers of the company also do

publicity of Super Asia Fans.

Pricing practicesPricing in the Super Asia for fan is done by the fan manufacturing unit. The quality

control officers and the persons in the manufacturing unit conduct a meeting with the

board of directors to set the prices of the fans and also for the raw material purchased. In

setting price, Super Asia has following things kept in mind:

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List price Discount price Allowances

Payment period Credit terms

Super Asia provides all the list prices of fans to its dealers and asks them to provide the

discounts to the customers. The company provides different types of allowances like

prizes and lucky draws but these are not frequent. The company also deals with the

dealers on credit basis. Super Asia keeps the price of the fan relative to its competitors in

order to sustain the market but didnt compromise in the cost. In order to reduce the price,

the company first checks the quality status. If there is a possibility of good quality in thelow price then it reduce the price. Fan manufacturing industry also has a significant

impact of the price of the fans. The costs of the raw material also have the significant

effect on the prices of the fans. The costing methods used to set the price of the fan in the

company are: Standard Costing Process costing

Relationship with dealers and distributors

Super Asia Company has a very strong relationship with it dealers, and distributors.

There is a dealer convention every year launched in the company so that the dealers and

distributors from all over the Pakistan interact with each other and also from the

company. Moreover, company remains in contact with dealer via phone, postal and

internet resources. The company gives the feedback forms to all the dealers for their

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SWOT AnalysisStrengths:

The company has built up goodwill in the market of Pakistan, from a very longtime.

The company has the largest market share throughout the country in the Washing

Machine industry and now striving to maintain and increase its share in Fan

industry as well.

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

very famous in home appliances industry. The company deals in all sorts of home appliances, like Washing Machine,

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

Microwave Oven and Cooking Range. Super Asia has launch the food chain with the famous food chain in America Continuous achievement of FPPCI exports Trophy. Super Asia is exporting its products to various regions across the globe mainly

markets like Africa, Middle East and Asia. The company is having a number of old employees who are committed and loyal

with the company. Super Asia offering benefits like medical facilities in the company hospital and

advance pay etc. A large number of models are available in the range of every product especially

fans.

Weaknesses:

Technical labor and management of the company has the negative views about the

salaries and wages. Shortage of skilled labor in the company due to large competition. Low advertisement budget Most of the managerial staff is not well educated. 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. Same promotional strategies for international markets

Opportunities:

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Super Asia has opportunities to increase their exports of fans in order to increase

the market share. Introduce the latest technology in their products and in manufacturing units. More budget can be allocated on electronic and print media for advertisement to

increase their sales. Exhibit their products in international exhibitions.

Threats:

Chinese Technology can decrease the sales of fans and other products Lower prices of competitors products. Current Power & Electricity crises are very big hurdle for the manufacturing unit

of the company. Due to the shortage of electricity the company may be unable to

meet the orders. Market demand is very seasonal. Retention of key staff critical. Possible negative publicity.

ConclusionMarketing Function is labeled as the back bone of a company. If not properly done, it can

cause disruptions and deterioration in other functions as well as overall efficiency of the

organization. In Super Asia Fans, the marketing functions are done properly. The

marketing department is doing his job well. It is also make its marketing strategies and

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fans by keeping in mind the demographic, life styles, usage and other benefits perceived

by the customers. With better quality people executing the companys marketing

operations the marketing department can create a competitive advantage for the company.

Recommendations The allocation of the budget to marketing department is insufficient. The

company allocates 2.5% to 3.5% of their total budget to their marketing

department. Increasing marketing budget will boost up the sales. The increased

amount of sold units will cause a reduction in per unit fixed cost resulting in

better price competitiveness.

There is no sales force training programs. Sales force training programs must be

introduced on continuous basis so that sales force has understanding with the

latest developments especially with the customers.

Companys different schemes must be conveyed to the targeted customers so that

to increase the share in market.

Enter in the new markets for the sale of the fans and other products.

Reference http://www.theodora.com/wfbcurrent/pakistan/pakistan_economy.html

http://www.jang.com.pk/thenews/investors/may2003/if.htm

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http://www.theodora.com/wfbcurrent/pakistan/pakistan_economy.htmlhttp://www.jang.com.pk/thenews/investors/may2003/if.htmhttp://www.theodora.com/wfbcurrent/pakistan/pakistan_economy.htmlhttp://www.jang.com.pk/thenews/investors/may2003/if.htm


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Ceiling Fan s ales

40,000

60,000

80,000

100,000

U n i t s

Series1

Pedes tal Fan sales

20,000

30,000

40,000

50,000

U n i t s

Series1

Bracket Fan sales

6,000

8,000

10,000

12,000

14,000

U n i t s

Series1

Other Fan sales

6,0008,000

10,00012,00014,00016,000

U n i t s

Series1

http://www.superasia.biz/aboutus.html

Graphs
http://www.superasia.biz/aboutus.htmlhttp://www.superasia.biz/aboutus.html

Date post:	10-Apr-2018
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