INTRODUCTIONSuper 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 ISO9002 certification. The success tale spread well over 25 years when Super Asia producedthe first washing machine of Pakistan. Later on Super Asia started producing room aircoolers, gas and electric geysers. Keeping in view the requirements and purchasing powerof all the segments of the society Super Asia has introduced different washing machinesto meet their demands. Super Asia has the honor to produce complete plastic bodywashing machine for the first time in Pakistan. Another hallmark in quality products isintroducing the double action washing technology through side and center Plaster. InPakistan Super Asia has not only introduced a large range of Room Air Coolers in plasticbody, but in different sizes and values as well.Super Asia in order to maintain its superiority in producing public utility productshas introduced hot and cold, and only cold water dispenser. It was an instant success' dueto its design, effectiveness and affordable price amongst the consumers. Similarly thecomplete range of super Asia fans is of international standard. There are different sizes,colors in Ceiling, Pedestal, Bracket, Circu-matic and Exhaust Fans. Research basedproducts of Super Asia enjoyed a sense of superiority over similar products in the openmarket. The objective is, however, to offer consumers products of international quality ataffordable price and this can be judge by the fact that they are being exported to SaudiArabia, Dubai, Bangla Desh, Sri Lanka and Myanmar from the last so many years, andtheir demand is growing day by day. The success story of Super Asia is due to itschairman Haji Mohammad Yousaf while Managing Director Haji Muhammad Afzallooks after the production aspects of the factory. He has a critical approach towards theproducts and their prices offered by their competitors.

8Haji Muhammad Ashraf, Chief Executive of Super Asia has played a leading rolein the marketing aspects of the products. He is fully aware of modern trends in theInternational Markets. It will not be out of place to mention the services of Mr. FaisalAfzal, Mr. Abdul Razaq, Mr. Sohail Yousaf and Mr. Umer Ashraf, that is looking afterdifferent departments of Super Asia. These four young fellows with their highereducation and thriving on the experience of their seniors have produced excellent results.Apart from looking after the affairs of factory, chairman Haji Muhammad Yousaf isequally paying his attention towards religious affairs and social work. He has constructeda Mosque; Mian Muhammad Din Trust Hospital is another example, where free medicaltreatment is being provided to factory workers, and the needy of nearby localities.1.1- History of Industry in world:History of Washing Machine Industry:Ancient peoples cleaned their clothes by pounding them onrocks or rubbing them with abrasive sands; and washing the dirt away in local streams.Evidence of ancient washing soap was found at Sapo Hill in Rome, where the ashescontaining the fat of sacrificial animals was used as soap. The earliest washing "machine"was the scrub board invented in 1797. American, James King patented the first washingmachine to use a drum in 1851, the drum made King's machine resemble a modernmachine, however it was still hand powered. In 1858, Hamilton Smith patented the rotarywashing machine.In 1874, William Blackstone of Indiana built a birthday present for his wife. Itwas a machine which removed and washed away dirt from clothes. The first washingmachines designed for convenient use in the home.9History of Fans Industry:Fan history stretches back thousands of years. Since antiquity, fans havepossessed a dual function – a status symbol and a useful ornament. In the course of their

development, fans have been made of a variety of materials and have included decorativeartwork. The simplest fans are leaves or flat objects, waved to produce a cooleratmosphere. These rigid or folding hand-held implements have been used for cooling, forair circulation, as a ceremonial device, and as a sartorial accessory throughout the worldfrom ancient times. They are still widely used.The earliest known fans are called 'screen fans' or 'fixed leaf fans'. These weremanipulated by hand to cool the body, to produce a breeze, and to ward off insects. Suchearly fans usually took the form of palm leaves. Some of the earliest known fans havecome from Egyptian tombs. Early Assyria and Egypt employed slaves and servants tomanipulate the fan. In Egyptian reliefs, fans were of the rigid type. Tutankhamen's tombpossessed gold fans with ostrich feathers, matching depictions on tomb walls. Longhandled,disk-shaped fans were carried by attendants in ancient times and were associatedwith regal and religious ceremonies. They had handles or sticks attached to a rigid leaf orto feathers. Plumage of birds was used in fans, such as those of the Egyptians and NativeAmerican Indians, which had both practical and ceremonial uses.History of Air Conditioner Industry:The idea of air conditioning started before a machine wascreated to produce the cooling effect desired. The first attempt at building an airconditioner was made by Dr. John Gorrie (1803-1855), an American physician, inApalachicola, Florida. During his practice there in the 1830s, Dr. Gorrie creating an icemakingmachine that essentially blew air over a bucket of ice for cooling hospital roomsof patients suffering from malaria and yellow fever. A close ancestor to the modern airconditioner units was first made in 1902 by an American engineer by the name of WillisCarrier. The machine at that time was called "Apparatus for Treating Air" and was built10

for the Sackett-Wilhelms Lithographing and Publishing Co. in Brooklyn, New York.Chilled coils were used in the machine to cool air and lower humidity to 55%, althoughthe apparatus was made with enough precision that the humidity level desired wasadjustable.After the invention by Carrier, air conditioners began to bloom. They first hit theindustrial buildings such as printing plants, textile mills, pharmaceutical manufacturers,and a few hospitals. The first air-conditioned home was that of Charles Gates, son ofgambler John "Bet a Million" Gates, in Minneapolis in 1914. However, during the firstwave of their installation, Carrier's air conditioner units were large, expensive, anddangerous due to the toxic ammonia that was used as coolant. In 1922, Carrier had twobreakthroughs - he replaced the ammonia with the benign coolant dielene and added acentral compressor to reduce the size of the unit. Today, air conditioners have been said tobe a partial cause for the changes in the South, and for most of us who have experiencedits cooling benefits in times of searing heat waves, it is an invention that is hard to livewithout.History of Geyser Industry:In the 1870s, Englishmen, Maughan invented the first instant waterheater. Little is known about Maughan's invention; however, his invention influenced thedesigns of Edwin Ruud. Edwin Ruud, a Norwegian mechanical engineer was theinventor of the automatic storage water heater in 1889. Ruud immigrated to Pittsburghwhere he pioneered the early development of both residential and commercial waterheaters.History of Water Dispenser and Water Coolers Industry:The water fountain as we know it wasfirst invented in the early 1906 and is credited to two men - Halsey Willard Taylor andLuther Haws. Haws patented the first drinking faucet in 1911. From those humble11

beginnings, when water coolers used large blocks of ice to chill the water, to the selfcontainedelectric water cooler in 1938, there are now a plethora of models and types tofit every need. Although first "barrier-free" electric water cooler was invented in 1972 bythe Haws Corporation, it wasn't until the passage of the Americans with Disabilities Actin 1990 that these accessible water coolers came into their own.Bottled water dispensers have been around since before the middle of the 20thCentury. These units depend on gravity to provide the water in a free standing unit.Cooling units were added later. Today, many water coolers or dispensers include aheating element to provide hot water along with chilled water. Some are even offered indesigner colors and shapes to fit into any décor.History of Microwave Oven Industry:The microwave oven did not come about as a result ofsomeone trying to find a better, faster way to cook. During World War II, two scientistsinvented the magnetron, a tube that produces microwaves. Installing magnetrons inBritain’s radar system, the microwaves were able to spot Nazi warplanes on their way tobomb the British Isles. By accident, several years later, it was discovered thatmicrowaves also cook food. Called the Radar Range, the first microwave oven to go onthe market was roughly as large and heavy as a refrigerator.The idea of using microwave energy to cook food was accidentally discovered byPercy LeBaron Spencer of the Raytheon Company when he found that radar waves hadmelted a candy bar in his pocket. The first Raytheon commercial microwave oven wasthe 1161 Radarange, which was marketed in 1954. In 1967, Amana, a division ofRaytheon, introduced its domestic Radarange microwave oven, marking the beginning ofthe use of microwave ovens in home kitchens. Although sales were slow during the firstfew years, partially due to the oven’s relatively expensive price tag, the concept of quick

microwave cooking had arrived. In succeeding years, Litton and a number of other12companies joined the countertop microwave oven market. By the end of 1971, the priceof countertop units began to decrease and their capabilities were expanded.1.2- History of Industry in Pakistan:Home appliances are the necessities for living,without home appliances it is very difficult to spend our lives. It was the time whenpeople did not have the washing machines, fans, air coolers, air conditioners, microwaveovens, water coolers and heaters but time makes the inventions and necessities make theinventions. Now at this time it is very difficult to spend the life without these appliances.A lot of companies are manufacturing these home appliances in the Pakistan like, Stylo,Toyo, Asia, Nasgas, Super Asia and a large number of local companies.Kitchen appliances were designed to make life easier when cooking and preparingfood. Since the mid-1800s, people have been thinking of new and innovative ways tostore food, cook food and clean up after eating food. Many of these ideas were goodenough to be used by a large number of people and they are still around today. Inventorsare still trying to make things easier by coming up with new products that do more things.Following is a few of the inventions that have stood the test of time and continue to beused by millions of Americans today. In Pakistan it was the 1970 after which the homeappliances are started to uses to make the home life easier. No doubt before 1970 homeappliances were used but only elite families were able to purchase cooking range, airconditioners and microwave oven. There were very minimum numbers of industries inPakistan before 1970, after which very rare people started to produce the appliances atlocal level. At the start, some people who start this business, take a start with only oneproduct and slowly slowly start the production of other products. Most of the companies

were dealing only with one product like some with washing machines, some with fans,some with hot and cold coolers and geysers in Pakistan.But when the producers see that the forigner companies are capturing the marketand tke product line of these companies is large, the local companies decided to increase13their product line. Pakistani companies start to produce the whole line of home appliancesin their companies and slowly slowly improve their image in the minds of the customers.There are few cities in Pakistan like Gujranwala, Lahore, Karachi and Gujrat which arefulfilling the demands of home applinces in the market of Pakistan. There are largenumber of industries producing the washing machines, spinners, cooking range and ovensin Gujranwala but in fan industry Gujrat is at the top. No doubt, the foreign companiesand Chinese products are the big threat for the local industry but still local companies arewinning the customer minds by providing the quality in the market.1.3- History of Organization:It goes way back to 1968, when Mr. MianMuhammad Din, the founder of Super Asia, offered its first ever product, WashingMachine, with manufacturing facilities at a small scale to the local community ofGujranwala, city of Punjab. It was about to change the lifestyle of that generation andwas a struggle to facilitate the end user with automated technology. He was visionary topredict the pattern of growth in Home Appliances Industry across Pakistan. It took morethan a decade of painstaking engineering work to build up the brand name, Super Asia,which had become the symbol of Quality, Durability, Innovation and Economy. Today, itis a conglomerate of companies with more than a dozen different products serving muchsectors of society. The success tale spread well over 25 years when Super Asia producedthe first washing machine of Pakistan. Later on Super Asia started producing room air

coolers, gas and electric geysers. Super Asia in order to maintain its superiority inproducing public utility products has introduced hot and cold, and only cold waterdispenser. Similarly the complete range of super Asia fans is of international standard.There are different sizes, colors in Ceiling, Pedestal, Bracket, Circu-matic and ExhaustFans.Chronology of Events happened at Super Asia is as under:1972: Super Asia produced its first ever Washing Machine in Pakistan.141981: Introduced Air Cooler in the market.1985: Offered Geyser in the market.1995: Introduced Water Dispensers in the marketplace.2003: Motorcycles launched.2003: Insulation sheet entry in the market.2004: Air conditioner and Microwave Oven offered.2006: Automotive Parts presented in the market.1.4- Information about the Organization:Every successful company andorganization defines its visions and mission and makes the strategies and rules to achievethese missions and visions. To achieve these visions and missions the organizations andcompanies have to fulfill the objectives so that the long term visions and missions can beachieved. Same like that Super Asia also have defined its vision and mission which arequoted here.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, beingthe market leader in washing machines, we have concrete plans to replicate our bestpractices in every of our offerings, across the region. It is the VISION that everyemployee of the organization is clear about.MISSION:“To win the utmost satisfaction, trust and loyaltyOf our valued customers”15

Super Asia uses the best prevalent tools to win and maintain the satisfaction trustand loyalty of its valued customers. Quality, Delivery and Innovation are the coreelements of our philosophy. Stake holders at every level strive to maintain the status quoof the company, to deliver the best. Continues struggle with commitment is technique toaccomplish this MISSION.PRODUCTS:Super Asia offers a lot of home appliances for its valuable customers.Super Asia is a leading manufacturing company in Pakistan and is competing withforeign companies with its weapon of quality and customer satisfaction. Super Asia is thebiggest home appliances producer in Gujranwala and offers leading home appliances.They offer with lot of home appliances which compete with all foreign products due to itsfine quality, standards and customer satisfaction. Following are the products which SuperAsia offers in the home appliances products:Washing Machines with its large number of models_____________________________________________________________________________________________________________________________Best performance and electric economy with heavy-dutyelectric motors.Double strike bars for clean, bright and extraordinarywashing.Ideal portable washers for large, medium and small families.Maintains its performance even on low voltage.Save time & detergent while brilliant washing.16Microwave OvenDefrost Setting.Painted Steel Cavity.Push Button Door.Painted steel cavity.Air ConditionerNew Wall Mounted Series.Built to the highest international standards.Ensuring maximum efficiency, performance andreliability.Fans of all types and with large number of modelsQuiet operation.

Specially designed blades.Even air throw & Revolving grill.Room Air CoolersUltra cool air and quite performance.For the first time in Pakistan introduce water proof pump.An efficient and energy saver cooling system.Water DispensersNew & easiest way to get hot & cold drinking water with water guard.New striking design.Low energy consumption.Easy to installAttractive low price.17Electric Water Coolers Complete plastic front. Continue supply of cold water. Seasonal effects and rust proof. Completely tested.SERVICES:To provide customer prompt, quality and reliable services at their doorstepSuper Asia has a largest after sales service network through out the country. To take careof customer appliances all services centers have latest tools, equipments and machineries.We take care of our customers by remaining in contact with them so that they should notface any type of problem.After sales services team consists of Engineers and highly qualified staff withgreat professional approach due to this reason customer feels confident, once theirappliances being maintained. Super Asia after sale service also provides the facility tocustomers of lifting their units from residence to service center and delivering themwithin 48 hours.1.5- ORGANIZATIONAL STRUCTURE:Super Asia is market leader inWashing Machine, Air Cooler and Geyser, till today, given the presence of numerouslocal and foreign brands in Pakistani Home Appliances Market. We stand for as top fivein Fan industry and among the top ten manufactures of Motorcycles in Pakistan.Super Asia Administration:Finance Department:

HR and Administration:ChairmanDirector Finance Director Production Director HRManaging Director Chief ExecutiveDirector MarketingGeneral Manager General Manager General Manager General ManagerGeneral MangerFinance Manager Accounts Manager20- Time Keeping - Canteen- Salaries & Wages - Hospital- Cleaning- Building Maintained- Area Maintained- Legal Cases- Trade MarkCOMPANY ANALYSISIn chapter number two of my final project of internship I have done the analysisof Super Asia. Here I did two type of analysis; first one is SWOT analysis in which Iexamined the strengths, weakness, opportunities and threats faced by Super Asia. Andsecond analysis in this chapter is PEST analysis which is about politics, economic, socialand technological changes. First I did first SWOT analysis and then PEST analysis.2.1- SWOT ANALYSIS:SWOT stands for strengths, weaknesses, opportunities andthreats. This is the analysis related to the strengths which Super Asia proudly have,weakness of Super Asia, opportunities which Super Asia can avail to prevent from thethreats faced to the company and the weaknesses of the company. The reason to do thisanalysis is to find out that, what are the strengths of the company which can overcome22the weaknesses of the company and to determine the opportunities which can companyavail to prevent the threats to the company. I will individually examine the strengths,weaknesses, opportunities and the threats faced by Super Asia here.Strengths:

The company has built up goodwill in the market of Pakistan, from a very longtime. The company has the largest market share throughout the country in the WashingMachine industry. Brand name of Super Asia is known to almost every person in the country and isvery famous in home appliances industry. The company deals in all sorts of home appliances, like Washing Machine,Spinners, Air Conditioners, Fans, Geysers, Water Dispensers, Room Air Coolers,Microwave Oven and Cooking Range. Super Asia is also the strategic partner of Procter & Gamble. The strategies ofSuper Asia are like Procter & Gamble. Continuous achievement of FPPCI exports Trophy. Super Asia is exporting its products to various regions across the globe mainlymarkets like Africa, Middle East and Asia. The company is having a number of old employees who are committed and loyalwith the company. Super Asia retains its employees by offering benefits like old age benefits,disability benefits, disease benefits, medical facilities in the company hospital andadvance pay etc. A large number of models are available in the range of every product of thecompany. The company has won the Merit Trophy 2004-2005 of Federation of PakistanChamber of Commerce & Industry presented by General Peres Musharraf to theChief Executive of Super Asia.23 The company also has won the Merit Trophy 2005-2006 of Federation of PakistanChamber of Commerce & Industry presented Shaukat Aziz (Prime minister of thetime) to the Managing Director of Super Asia.Weaknesses: Technical labor of the company has the negative views about the management ofSuper Asia.

There is shortage of skilled labor in the company due to which the company hasto face a large of competition. The advertisement budget of Super Asia is very short comparatively other brandsin the market. Most of the managerial staff is not well educated. There is also a very weak point in the management which is overstaffing. There isoverstaffing in the management. The salaries of management staff are very low due to which the well educated andexperienced people does not come for the job in company. The management staff do not have direct link with their dealers (sellers of SuperAsia’s products). The complaints department does not provide the proper services to the customersof the company. The company has not developed the proper promotional strategies forinternational markets. Dealers of the company complaints for the low profit margin in Super Asia’products.Opportunities: Due to Government policy of low export duty, Super Asia has opportunities toincrease their exports.24 Due to the strong financial position of the company, the management can use thelatest technology in their products. They can use the brand name in the international market to increase their sales ofFans like their Washing Machines. As the company is financially very strong, so it can use electronic and print mediato increase their sales. They should invest in the SBUs like Air Conditioner and Microwave Oven whichhave low market share and very low growth rate. Super Asia should appear in the international industrial exhibition. It is a bigopportunity for the company to create the awareness of its brand in theinternational markets.Threats: Chinese Technology is the very big threat to Super Asia.

.Other competitors of Super Asia are offering the same products at relativelylower prices. A large number of new incoming companies are increasing the competition in themarket. Stylo Washing Machine Company is investing a heavy budget in the promotion oftheir products. Current Power & Electricity crises are very big hurdle for the manufacturing unitof the company. Due to the shortage of electricity the company may be unable tomeet the orders. The complaints in some particular SBUs, like Motorcycles is a big threat to thebrand name of the company.CONCLUSIONOrganizations exist when two or more people work towards achieving commongoals. An organization can never be better than the people it hires. Hence we have to getthe best to be the best because the performance of the employees reflects the company’simage and standing in the market.Out of the three M’s i.e. Man, Money & Machine, probably the human dimensionis of the utmost importance. Hiring employees is not the sole objective rather the primarygoal is to devise a tool that can help the organization attract, maintain, retain and motivatethem enough to give their best to the organization. Training and development is thereforethe first step towards success. Better the quality of the employees better the performanceof the company.An organization’s ability to meet the training and development challengesprovides an opportunity to make significant contribution to the company. With betterquality people executing the company’s operations the HR department can create acompetitive advantage for the company. Here in the end I want to sum up my report ofinternship in Super Asia in few words. Again I would like to say thanks to Super Asia and

it all employees for providing such supportive environment of learning. I must say thatmy 6 weeks internship experience in Super Asia was a great learning time and I believethat it will be very helpful for me in future career.During my internship in Super Asia I had chance to practically use my knowledgeand skills which I have gained during my study as well as I gained and experienceddifferent new skills on the job. It also helped to learn about the manufacturing sectorworking in Pakistan, its procedures and products and services.Here in the report I have tried my best to give very informative and useful detailsregarding my internship in Super Asia and I believe that by reading this one would agree53with me that gaining practical experience of what we learn in books is as important anduseful as any other thing. I was fortunate enough to secure a position as an internee hereand thereby able to do an in depth analysis of the working environment of this companyfrom the inside and of the external environment6.2 RECOMMENDATIONSI have realized that Super Asia is performing very well since sits inception. It isquite difficult to give suggestion to improve the working conditions of Super AsiaMDS Ltd. As we know that nothing is perfect, there is always a room forimprovement, so I have found during my internship can be made up taking intoaccount the following suggestions.Super Asia is also offering motorcycle with its brand name but during myinternship period I came to know that there are a lot of complaints the company isfacing from its motorcycle department. So the organization must improve thequality of its motorcycle in order to maintain its goodwill.The organization is also in process of computerizing its records which is goodsign but it is going on with small progress. Computerization must be done onearly basis. This will help in increasing efficiency of work done, customer’ssatisfaction decreases the stationary cost and resultantly it will increase profits.

In past Super Asia MDS Limited has always being suffered from bad Governmentpolicies. Government intervention should avoid completely.Employees Training programmer must be introduced on continuous basis so thatEmployees have understanding with the latest developments especially with thecustomers.54Super Asia should introduced incentive plans for employees on regular basis sothat if employees may work whole heartedly for the welfare of their organization.While giving incentives qualification, work, experience, hard work and such otherfactors must be considered.Mismanagement of resources must be avoided as much as possible as it decreasesprofit but also discourage hard worker and honest employees.Fresh graduates must be recruited. As the combination of Experienced and freshcan produce better results and it will improve the efficiency of management.Company’s different schemes must be conveyed t