Alkarim Industries (Pvt) Limited has been introduced here as the largest corporation of Pakistan, printing & dyeing

grey cloth. No other company in the country competes Alkarim in printing grey cloth as its capacity of operations outclasses all of them. The 70% of printed grey cloth at Alkarim is exported and these types of designs are not available for local sales. It is the only fully equipped vertically integrated printing company inPakistan. AL-KARIM established 1967, as a small printing unit for grey cloths, employing few persons. Al-karim reflects a brilliant success story of a textile industry; in Pakistan and South Asia. At the birth of Pakistan there were a few textile mills in the country; But Woleka Woolen Mills Limited was the only notable company in the textile sector, which manufactured textile products. Alkarim starts as a small printing unit for grey cloth now it prints almost all types of grey cloth, all type of designs and colors. For instance "Alkarim" has 6% share in the annual market in the country. Several other varieties produced under the brand name Alkarim includes, Malika Classic, Ezza Collection Lawn, and Malhar Lawn. (In multi colors). It is equipped with three fully computerized and automatic equipments. Initially, only a few designs were printed on grey cloth and about 60% material (polyester) were import from abroad. With the passage of time, the situation started improving and today almost 70% material (polyester, colors, dyes and chemicals) are being manufactured in house. Now it has uncountable designs. The credit goes to the organizations management employees and workers, who are working regularly. The success of the organization can be viewed by the facts and figures enumerated below. 1. 2. 3. 4. 5. The number of its Director has increased from 1 to 3. The fixed capital, which was initially of Rs- 2,200,000/ - has grown up now to the tune of Rs- 32,000,000/-. Area of the Factory has increased from 10 Acres to 30 Acers. In the beginning, there were a few workers in the factory, while the factory has 700 workers now. The production of factory has increased from 15,000 meter per day to 350,000 meters per day.

Business volume: I. II. III. IV. V. The fixed capital is Rs- 32,000,000/ . Earns foreign exchange to the tune of $5 million annually. Paying Rs. 3.0 million in taxes annually. Stocks value is 81,361,676. It is earning 19 cror locally.

Product lines: Dressing Your Heavens OUR MAIN PRODUCTS PRINTED FABRICS DYED FABRICS BLEACHED FABRICS BED LINEN

Bed Sheets, Flat Sheets, Fitted Sheets, Valance, Curtains, Bolster, Pillows, Shams, Comforter Shells, Quilt Covers. TABLE LINES Table Covers, Napkins, Toppers. A Final Touch to your Heaven We start from the consideration for designing for bed sheets (a balanced composition of colors and textures) so as it adds to your bed room dcor with durability effects, good for new, comfort for long engaging soft effects counting the technical aspects from the size standardizations even with the quality from lot to lot and batch to batch covering all seasonal and cultural globes. Assurance of quality in time with professional services in competitive price ranges Domestic Products For domestic products like Malhar Lawn or Malika Classic, they have different policies for different seasons.

Export Products Export products of Alkarim include: I. Fabrics II.100% Cotton products III. IV. Polyester products Bed sheets

Competitors: ALLAH Wali Textile Mills Zafar Fabrics Jubli textile Mills Rasheed Textile Mills Ittehad Textile Mills Insaf Textile Mills Dawood Textiles PVT Ltd Sitara Textile Industries

Organizational Structure
Organizational hierarchical chart: Management team: CEO/OWNER Ch.M.Binyamin Directors Mian Nadeem Imran (Production) Ch.M.Waqas (Sales Ch.M. Umar (Exports) Finance Manager M.Irfan Saleem Ch HRM Manager Khushi Muhammad Marketing Manager Saqib Aziz Production Manager Zulifqar Anjum Quality Control Manager M.Shahbaz Store & Supplies Manager Shaukat Ali.

Number of employees: Total No of Employees: 700 Contractual: 170 Permanent: 530

Auditors of Alkrim industries: Habib Alam & Company Chartered Accountants

Main Offices:

Head Office Alkrim textile industries Raja Market Rail Bazar Faisalabad Fax: +92-41-8785973 Note: Alkrim textile industries have no office other than this.

HR SCORECARD
Employees are important to any organization in fact there are employees which give a certain image to an organization so the role of HR becomes all the more important. The functions performed by this department at Alkarim discussed below. 1. HIRING, ORIENTATION, TRAINING AND SEPARATION OF PERSONNEL An important function of the department is to hire new workers and employees as and when needed. It has set criteria for required skills for different jobs. After hiring people, it briefs them about the organization its policies. Codes of conduct their responsibilities and facilities. It also arranges for the proper training of newcomers so that they are able to perform effectively and efficiently as soon as possible. Another important function of the HR department is to allocate work force for different departments and shops according to the need, for the smooth running a company requires right people on hand at the right time and in the right place. 2. MAINTENANCE OF ALL RECORDS OF PERSONNEL It maintains all the records and personal profiles of the people coming in, working and going out. Such records help the management in finding out the right person for a job. If a person has left the organization it can always call him back and negotiate for the key job and work. 3. ATTENDANCE, TIME KEEPING, LEAVE RECORD AND RECORD OF SOCIAL SECURITY The HR department is also responsible for maintenance of records of employees attendance. It is important because sufficient number of workers is on daily wages. So if an employee is absent his pay is accordingly deducted. The department also has leave record of the permanent employees. If they take benefit of the allowed leaves per month, their pay is not deducted, however afterwards they are penalized by deduction of pay. Another important function of the department the basic purpose of social security is to provide a minimum level of income for retires their survivors, and their dependents, as well as

for

the

permanently

disabled. The

program

also

provides

hospital

and

medical

payments. However social security benefits very depending upon how long a worker has contributed to the organization. To maintain all the relevant record and decide accordingly the extent of benefit to be allowed to a worker is the responsibility of personnel department. 4. HANDLING OF ALL MATTERS RELATING TO PERSONNEL HR department also deals with the complaints of the employees arising from the working conditions or from the decision made by the lower level managers and supervisors. Typically grievances arise when a worker feels that he has been passed over for promotion, is not getting a fair share of overtime or is being asked to work too much overtime. Such problems are first of presented to immediate supervisor of the employee, if he is unable to resolve, then the problem goes to manager and if even then the issue is not settled, then it is presented to human resource manager, who with discuss the problem with director and tries to reach to solution. 5. PERSONNEL COUNSELLING Employees are human beings and they need to be treated accordingly. When an employee is in trouble at work or at home, he appreciates the helpful attitude of coworkers and organization itself. One he is out of trouble, he is more committed to work and the organization. Therefore personnel department also takes care of employees personal problems, so that they could work to their full potential. 6. DECISION MAKING The decision making system is important for an organization, if it is to succeed. Customarily there are two extremes: I. II. Centralized decision making Decentralized decision making At Alkarim it was strongly felt that the organization follows the centralized system. Chairman and Directors are all in all in the organization. Even routine and daily affairs are to be approved from the Directors. Managers have little power to make decisions.

On the positive this system gives effectiveness and the top management knows everything going on. He has utmost control over the functions, he is responsible for. But on the opposite the argument is that no one person can oversee and control all the work, particularly when organization is very large. In such care, he should assign some of its authority and resistibility to the managers and other employees. Also in case of decentralized system of decision making, the managers can be held responsible for the work done by people directly under his supervision.

SWOT ANALYSIS
SWOT Analysis is a popular technique used to analyze some companys present business situation. It provides us with an overview of companys major strengths and its critical weaknesses. The external opportunities and threats that the company faces in the external environment are also highlighted in this approach. The SWOT Analysis has two basic components. to: STRENGTHS As we know that the organization was set up in 1967, with printing of Gray Cloth at an area of 10 canals. From this humble beginning now it has developed into the biggest printing unit concern of the country. This shows that the organization have always been bent upon improvement. One can't help appreciating the people who have been managing. LOCATION For a factory location is one of the most important factors for its success. Alkarim factory is located at Lahore road, left side of the General Bus Stand Faisalabad. It is the ideal location for the company for its labor that it gets from nearby rural areas. Also transportation facilities are excellent for labor, raw materials and finished products. Another advantage is that nearby there are large number of factories. The Registered office of the organization is located at Lahore road, left side of the General Bus Stand Faisalabad. HMAN RESOURCES Alkarim has 700 human resources which is a great strength. In 700, 519 are permanent employees on salaried basis which includes engineers, managers, software masters, design masters and color masters. These components are due

TECHNOLOGY The factory prints almost all the design on all types of Gray Cloth by itself. It is the one of them who prints all type Gray Cloth in Pakistan. It is equipped with Machinery of latest technology. VARIETY The organization has entered in a new era with the production of fancy cloths and different types of textile products have been introduced in the National and International market and are being sold successfully. QUALITY QUALITY CONTOL DEPARTMENT is responsible for ensuring the quality of different gray cloth. It selects different gray cloth at random and checks quality if there is any problem it is made known to the concerned supplier and rectification is asked for. It also takes care that every thing is performed according to requirements. To maintain quality control, the latest methods of examining and checking are applied. The factorys designing department is equipped with modern tools and machinery. The organization is constantly striving to achieve self-reliance in printing all type of Gray Cloth and is regularly adding the latest machinery and plants to its factory. EMPLOYEES INCENTIVES Besides providing other facilities to the workers, the organization is providing the benefits of Social security bonus, Group insurance, Medical allowance and house rent allowance to them, a fair price shop and canteen have also been established for the workers. The organization sends its one employee for Hajj every year. WEAKNESSES Existence of any organization depends on communication one can't even think of an organization without it. At Alkarim the communication system is quite conservative and formal. Difference patterns used in the organization are given below. WRITTEN COMMUNICATION is the mode of communication which is extensively used at the organization. Almost everything is tried to have in writing. Any order from the

Chairman or Directors or Manager is required to be in writing. Schedules, Cash Memos, Purchase Orders Circulars, are more formal forms of written communication. As with any other organization; every thing is not all right at Alkarim. There are some problems with the organization as well, which are discussed as under. CENTRALIZATION OF POWER There is a system of centralized decision making. Everything should be approved of the Director Concerned. Although it gives excellent control over operations, but operations lose efficiency. Decisions can't be taken as they are required. As a result a great wastage of time occurs. When over routine decisions are supposed to be made by a director, and then one can't help having an impression that management does not have confidence in lower level managers. That is where problem lies. When you don't trust people, they wouldn't give their sincere best efforts, and as a result your incur loss. If you trust people, they will show commitment and concern for the organization. So delegate some powers to lower level managers, so that decision making becomes rapid, efficient and on time. Giving those powers also mean that managers are responsible for what they do and therefore are accountable. At present director is responsible for every thing that is why lower level managers show little responsibility, because they can always mention a particular decision taken by the director. This would give a Director time to concentrate on more complex and broader issues. DECISIONS ARE NOT WELL THOUGHT The decision made at top level have long term consequences, however it seems that management at Alkarim lacks concern for long term impact of their decisions. Most of the decisions see to be taken for the present circumstances. A decision may be attractive and effective to alleviate immediate problem, but it may cause more severe problems in future. So before taking a step, its pros and cons need to be considered carefully. So while taking a decision, think about its immediate impact as well as its effects in the long run. You may save 10 rupees at present but as a result may be losing 1000 rupees in future; decision is yours, whether to save 10 or 1000.

HAPHAZARD WORKING Operations apparently seem to be run in a systematic way, on close observation one can easily see that echoism prevails in the organization. One wonders why such a big project was launched, without carefully done home work and planning. The problems they faced after launching the products should not have occurred at all. It will take quite a long time and handsome amount of funds, to compensate for the damage done by mere lack of fore sight and prior consideration. LOSS OF TRAINED PEOPLE Competent, talented and trained people are the most important asset of any organization. But at Alkarim we felt that little effort is made in this regard. Managers and workers are treated like employees and not as assets. If some one leaves organization, the matter is taken as a routine and is not considered serious, despite, the fact that organization puts time and money in the training of an individual, so it can't afford to lose a trained individual. But at Alkarim loss of an individual is of little importance. One fails to understand why the top management does not show concern in this regard, because it is the trained and competent people that can deliver quality work and make quality decisions and that are the most important ingredients for the success and survival of present day organization. So it is about time to wake up and do what is the need of the hour. UNSATISFACTION IN MANAGEMENT Although at Alkarim the level of satisfaction of management seemed satisfactory. But people appeared to be highly unsatisfied and in a state of helplessness. Particularly management at lower level showed strong emotions against high level management. Whether these emotions were for political reason or for any other, high level management is responsible for making sure that low level managers are compensated properly and their needs are taken care of. Unsatisfaction has become weakness to the company. LACK OF QUALITY OF COLOR The launching of textiles products by Alkarim is no exception in this regard. Although the organization had vast experience in the production of textiles products but even that it faced

number of difficulties in the production process. Management on the whole does not emphasize heavily on the quality of the product. A more obvious problem is with fading of the color of the products. The color is not of very good quality and it fades within 3 to 4 months and starts giving a very old look. During my visit I felt that management on the whole does not emphasis heavily on the quality of the product. For example when the products was launched there was a problem of color fade. It used to get faded within months and caused great inconvenience to the customers. OPPURTUNITIES The opportunities of the company may by its ability to satisfy the ever arising needs of its customers better than its competitors. DOMESTIC MARKET In domestic market there is entrance of 900 potential customers every year which wants quality products at lower price. Effective policies and promotion can mold them towards your product. INTERNATIONAL MARKET There are a lot of opportunities in foreign market especially in Middle East, south Asia and in African market, for importing raw material and exporting finished goods. Opportunities regarding export of textile are also prevailing. There are more than 1100 potential customers who want quality products. You can avail it by achieving high quality at low price. IMPROVEMENT IN VARIETY Alkarim contains high quality production unit. They can produce items of new design and colors. Fancy textile products are gaining popularity day by day. Company is working to introduce new designs of fancy textile products. ENHANCEMENT OF PRODUCT LINE As market is changing continuously you have to take quick decisions about product mix. So continuous markets scanning is required. Using this approach Alkarim marketing department

planned to launch new design of textile products of high quality as well as low price. Like; Children prefer cartoon designs etc. PRINTING OF ALL TYPE OF GRAY CLOTH Company possesses low cost production units. They possess skilled labor and cheap suppliers. So it is of expanding there operations by printing of all type of gray. EXCELLENT QUALITY Excellent quality of the textile products is opportunity for Alkarim. All buyers either they are from national or international market they like excellent quality. By producing the excellent quality of textile products Alkarim can avail this opportunity. THREATS If a firm fails to avail the opportunities as soon as they arrive, these opportunities become threats for that company. This is because your competitors will avail that opportunity in their first attempt and attain first mover advantage over you. MANAGEMNET REACTION There is a system of centralized decision making. Everything should be approved of the Director Concerned. Although it gives excellent control over operations, but operations lose efficiency. Decisions can't be taken as they are required. As a result a great wastage of time occurs. When over routine decisions are supposed to be made by a director, and then one can't help having an impression that management does not have confidence in lower level managers. That is where problem lies. When you don't trust people, they wouldn't give their sincere best efforts, and as a result your incur loss. If you trust people, they will show commitment and concern for the organization. So delegate some powers to lower level managers, so that decision making becomes rapid, efficient and on time. Giving those powers also mean that managers are responsible for what they do and therefore are accountable. At present director is responsible for every thing that is why lower level managers show little responsibility, because they can always mention a particular decision taken by the director. This would give a Director time to concentrate on more complex and broader issues.

UNSATISFIED EMPLOYEES Although at Alkarim the level of satisfaction of employees seemed satisfactory. But people appeared to be highly unsatisfied and in a state of helplessness. Particularly workers at lower level showed strong emotions against management. Whether these emotions were for political reason or for any other, management is responsible for making sure that workers are compensated properly and their needs are taken care of. Otherwise they can switch to other organizations and becomes threat to company SEVERE MARKET CHANGES Art change is said to be "Severe" when new segments of primary demand develop or when new technology replace old one and certain industries begin to break and also when business definition changes. These changes are threat to any company and organization must have flexible policies to cope with these changes. GLOBALIZATION Now by the introduction of WTO intense competition occurs. Chinese products are gaining popularity day by day. This is one of the biggest threat to company. GROWING PRICES OF RAW MATERIAL It is also a problem to control prices in the scenario of growing prices of Raw material, Electricity, water and Sui gas. NON SERIOUS MANAGEMENT Management at Alkarim lacks concern for long term impact of their decisions. Most of the decisions see to be taken for the present circumstances. A decision may be attractive and effective to alleviate immediate problem, but it may cause more severe problems in future. So before taking a step, its pros and cons need to be considered carefully. So while taking a decision, think about its immediate impact as well as its effects in the long run. You may save 10 rupees at present but as a result may be losing 1000 rupees in future; decision is yours, whether to save 10 or 1000.

CONCLUSION
The sale of Alkarims products is increasing day by day due to its high quality, low price and Unique design. It is manufacturing high quality products at low cost for valuable customers. It has done a lot stabilization of prices in textile products Industry in presence of Multinational Companies. Its quality standard is appreciated abroad and it is exported to K.S.A. To analyze the company from various aspects of marketing, SWOT Analysis has been carried out with devoted efforts. The strengths, weaknesses, opportunities and threats depict the future of Alkarim. At the end, a critical analysis of the company has been presented. Remedies have been suggested for improvements in the operations. The professional management always lays emphasis on, initiative, drive and team spirit, where continuous improvement and excellence is the goal. As a part of Organization Development program, special emphasis is laid on development of Human Resources through inhouse and external training, in order to update the staff with recent technical enhancements, to benefit new emerging technologies and supervisory skills resulting in the development of a highly competent pool of human resources.

RECOMMENDATIONS
1. 2. 3. 4. 5. 6. 7. 8. 9. They need to establish their offices in other cities. Employees incentives should be increased. Need to improve Training of employees. Need to improve communication within the organization Decision making should nit centralized lower level management should also be involved. Decisions should be well thought. They need to retained trained people by attractive packaged. They need to increase satisfaction in management by increasing salaries. Quality colures should be used.

10. They should make planes before launching projects. 11. HR department should be fully established and placed properly. 12. They should seriously analyze severe market changes and try to cope with them. 13. Increasing prices of raw material needs attention of executives. 14. Management behavior should be serious.

REFERENCES & SOURCES USED

http://www.dtreg.com http://www.google.com.pk/ http://www.ehow.com/how-does_5135285_steps-human-resource-planning-process.html http://www.peoplesoftfans.com/forums/viewtopic.php?f=5&t=48122 http://www.wikipedia.com/