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IN THE NAME OF
ALLAH
THE MOST BENIFICIENT AND MOST
MERCIFUL
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Title page
Submitted By:
Shahid Rasheed
MC090206653
Session:
Fall 2009_Spring 2011
Submission Date;
06/07/2012
Submitted to:
Instructor MKT619
Virtual university of Pakistan
Department of Management Sciences Virtual University of Pakistan
Letter of undertaking
Scan copy of internship certificate
Dedication
I would like to dedicate this accomplishment to my beloved and caring Parents with the
support of whom I am standing at this step of my life stairs.
Acknowledgement
Praised to ALLAH ALMIGHTY who enabled us to successfully complete the
project. Here we would like to say few words of gratitude for those without whom this
project could have ever been completed.
First of all we would like to pay our gratitude to our respected Professor Mr.
AWAIS KHAN who covered each and every aspect of subject, which would enable us to
survive in marketing environment. We also want to thank our loving parents whose moral
support made us able to complete our project successfully.
We wish to acknowledge the management of Ghani Glass. Special thanks and
appreciation to Mr. HAFIZ SHEHZAD HUSSAIN Asst Marketing Manager who
provided congener atmosphere to us for learning with full zeal of corporation and
support. Although we cannot mention the name of every person but the whole
management and infect every soul there was extremely cooperative and helpful.
Executive summary
I have completed my masters degree in Business Administration from Virtual University
of Pakistan and internship is compulsory for this degree because university has
recommended the internship. Internship helps us to get the practical environment and to
apply the knowledge acquired of the field and we get a chance to implement our
knowledge, which we have gotten from our sixteen years of education. We become aware
from its requirements and the field that which types of abilities we should have so that we
can perform well in the field. I did the internship in Ghani Glass Limited Head Office
Lahore.
During my internship in Ghani Glass Limited I worked in Sales & Marketing department,
Admin and Human Resource Department and Accounts Department I successfully
completed all the task/duties that were assigned to me.
During the course of internship I learned about different functions performed by Sales &
Marketing department, Admin
and Human Resource Department and Accounts
Department. I learned about to keep record of sales and collection reports and how to
archive the sales and marketing record on daily and monthly basis.
S.No DESCRIPTION
Page
TITLE PAGE
LETTER OF UNDERTAKING
SCANNED COPY OF INTERNSHIP CERTIFICATE
DEDICATION
ACKNOWLEDGMENT
EXECUTIVE SUMMARY
TABLE OF CONTENTS
OVERVIEW OF THE ORGANIZATION
9-16
ORGANIZATIONAL STRUCTURE
17-20
10
PLAN OF MY INTERNSHIP PROGRAM
11
TRAINING PROGRAM
12
STRUCTURE OF MARKETING DEPARTMENT
13
FUNCTIONS OF MARKETING DEPARTMENT
14
STRUCTURE OF SALES DEPARTMENT
15
FUCNTIONS OF SALES DEPARTMENT
16
CUSTOMER SERVICES DEAPRTMENT
17
CRITICAL ANALYSIS
18
SWOT ANALYSIS
19
CONCLUSION
20
RECOMMENDATIONS
21
REFERENCES
TABLE OF CONTENTS
Overview of the organization
21-
HISTORY
Ghani Glass Limited was incorporated in 1992 and during 1994 the company was
listed on stock exchanges. The Company setup its glass plant in village Shadi of district
Haripur and started commercial production in 1995. This plant was the first to facilitate
the GMP requirements of pharmaceutical industries. This demand resulted from their
strong focus on product quality, testament to which is the ISO 9002 certification that the
plant received in October 1998. This made Ghani Glass the first ISO certified Glass
Company in Pakistan. Within a short span of time, Ghani Glass became the leading
manufacturer of glass products in Pakistan.
To meet the customer demand and honor the in time delivery promises,
management invested more than Rs. 130 million and build an entirely new plant in the
same premises at Ghani Glass Hattar.
At that time in Ghani Glass Hattar there were now two separate state-of-the-art
glass plants, each having a daily production capacity of 125 tons. Two mega size
furnaces are controlled by auto optic fiber system, designed and installed by SORG,
Germany. There are seven high-speed machines, working around the clock, producing
top quality glass bottles and covering the range of all kinds of USP type-III 7.5ml to
1000ml Amber and clear glass bottles vials and jars for the pharmaceuticals and Food &
Beverages industries to meet the requirement of local and international markets.
Ghani Glass had led the way by introducing 8 section machines for the first time
in the country, paving the way for other glass manufacturers to adopt the same
technology. To step forward for adoption of latest available technology in the world, the
company has distinguished to introduce 10-section double gob bottle making machines
first time in the history of Pakistan. Further expansion plans are in the pipeline, which
includes expansion of their new furnace and installation of multiple gob machines.
PRODUCT
FLOAT GLASS
The term "Product" refers to tangible, physical products as well as services.
Now, our product here is Float glass, which is a product of Ghani Glass.
WHAT IS FLOAT GLASS?
Float Glass is the term for perfectly flat and crystal glass, which is free from bubbles,
layers and all kinds of distortion.
The term Float Glass derives from the production method, introduced in the
UK by Alastair Pilkington in the late 1950s.
DIFFERENCE BETWEEN ORDINARY GLASS & FLOAT GLASS

FLOAT GLASS:
Float glass is prepared on top of the line HI -tech plant, according
to the international procedures and standards of floating process.
ORDINARY GLASS:
The ordinary glass called as sheet glass, is manufactured on older
technology based plant on rollers, which involves primitive production methods.
FEATURES:
Ghani Float glass is high quality, bubble free, layers free, distortion
free and 100% clear glass.
SALIENT FEATURES:
Ghani Float glass has taken the lead to establish Pakistan first
state of the art Syno European technology based floating glass. The plant called GGIII is
located at 29 kms Lahore sheikhupura road with covered area of 400,000 square feet
spread on 25 acres of land.
The spectacular float line receive 100% crystal clear, bubbles and distortion free
glass ready after being cut into required size and ready to be taken to the warehouses.
With an extremely advanced and sophisticated technology, GGLII is capable of
producing 350 tons of floating glass per day.
The plant has its own power generation plant and focuses on concern
for environment. Therefore, it has all the relevant certification of ISO and other operative
standards.
A full-fledged Nitrogen processing plant is based at GGL III. It has the capacity to
produced ample nitrogen gas, used during tin bath of the floating glass to make it oxide
free, so as to facilitate bubble/distortion free production of floating glass.
The plant features an automatic and virtually intelligent Digital control system
(DCS) facility that ensures error free production of extremely high grade of glass.
QULALITY OF PRODUCT
State-of-the-Art separate plants have highly and technologically advanced plant
machinery, wide ranging logistical support and thoroughly trained professionals
continues to efficiently cater to the diverse demands of both national and multinational
companies.
The company has a clear and distinct focus on designing, implementing and
sustaining a continual quality assurance program. The TQM programs are effectively and
efficiently being implemented. This is evident from the fact that the glass plants are ISO
9002 and ISO 14001 certified plants. The companys continued focus on such
accreditation signifies our determination to ensure that all our processes and systems are
adequate, relevant and current to help satisfy the stringent quality requirements of the
local and global glass containers industry. It is our desire to consistently provide
products that satisfy the requirements of the local and global clients.
STANDARDS & TECHNICALS

Ghani Float glass follows the international ASTM standards (American society
for testing and measurements standards). At each and every step, it is ensured that no
compromise is made in strictly following all the laid down standards and internationally
laid down procedures. This is the reason why Ghani Float glass has been able to give
consistent to the market.
Light transmittal value = 84% of L.T.V.

Distortions value against Zebra Board = 55 degree
Floats value for mirror quality = 50 degree
Finishing = Smooth (as per standards)
Edging = Proper (as per standards)
AVAILABLE TICKNESSES & SIZE

Ghani Float available in more than 180 sizes in thickness of 2mm to 12 mm
throughout the country.
GHANI GREEN:
Ghani Green, the First Evergreen Float glass of Pakistan, made in Pakistan,
had been launched by Ghani Float. This green float glass is available in all thick nesses
from 2 mm to 12 mm. Ghani Float did a tremendous effort from of going into color float
glass successfully within just one year of its operations. Ghani Green has saved a lot of
foreign exchange for the country, as the imports of green float glass from outside of
Pakistan almost stopped.
GHANI BROWN:
Ghani Glass Limited, innovation is our stance and R & D is our tradition.
Keeping in line with this vision, Ghani Float has released the second color in its Float
glass range. This is a break through not only in the Pakistan's history but also
worldwide that a float glass manufacture has given two colors to the market within two
years time of its inception. The brand name for the brown float glass is Ghani Brown,
which is also available throughout Pakistan in full range of sizes and thick nesses from
2mm to 12mm.
USAGE AND ADVANTAGES OF GHANI GLASS
Ghani float has taken leads the pioneer top quality producers of float glass in
Pakistan. Ghani glass quality products are increasingly utilized throughout the county for
DOMESTIC, COMMERCIAL and INDUSTRIAL purposes, in the following areas
like shopping malls, multi storey building, plazas, appropriate for making of looking
glass mirrors and tempering of all types and all applications.
Ghani glass is extremely suitable for tempering purposes. Ghani glass holds the
distortion of being declared as the fastest glass for tempering at the big five, Dubai from
worlds 5 top glass tempering companies. That is why Ghani glass is a major supplier to
glass tempering companies of Pakistan.
Moreover, looking at the advantages of using Ghani glass, it proves to be cost
effective in place of cement and steel structures.
List of Main Clients

Dealers name
Contact person
Area
Contact No
Address
Haji Rafique & company

Qasim Brother
Muhammad Rashid
Muhammad Qasim
Lahore
Lahore
042-7236917
042-6363154
Majeeb glass House
Haji Muhammad imtiaz
Faisalabad
041-2616936
New pak Glass Corporation
Atif ilyas
Gujarat
043-3513421
Zain Traders
Asmat ullah
Sargodha
0483712160
Al karam Glass House
Muhammad ijaz
Rawalpindi
051-5540439
National Glass House
Haji Abdul Hameed Awan
Islamabad
051-2256301
Shan Glass House
Haji Tariq Javed
Peshawar
091-2213869
Classic Traders
Sheesh Mahal
Amafahh traders
Lucky glass A
Crystal glass house
Khawaja Tahir
Zia khan
Tayyab Ali
Aslam
Shabeer H Rangoon wala
042-6305139
061-4501206
021-2729085
021-2728009
021-2726173
Z-M-corporation
Muhammad zubair
021-2750668
Bohra peer, Karachi
G-H-Enterprises
Gulam Hussain
Lahore
Multan
Karachi
Karachi
Karachi
Rahim yar
khan
Quetta
Chowk cooper Road, Lahore

84 Beaden Road Lahore
Chiniuot bazaar wakilian wali
gali Faisalabad
Near shaheen police chock,
sargodha Road, Gujarat
Fatima jinnah road., saeed park
sarghoda
Sarfraz Market, city sadder
road, Rawalpindi
139-i & t center, G/9 1
Islamabad
New Ram pura gate, AlFareeq
plaza, Peshawar
Beaden Road Lahore
Outside bohar gate,Multan
Bohra peer, Karachi
Bohra peer, Karachi
Bohra peer, Karachi
081-2447687
Cirki Road Quetta.
List of Main Competitors

1. Tariq Glass
2. Gunj Glass
3. Al. Fateh Glass
4. Noshera Sheet Glass
5. Blochistan Glass
6. Khawaja Glass
ORGANIZATIONAL STRUCTURE
Hierarchy chart
President (CEO)
Senior Executive Vice President
Executive Vice President

Senior Vice President
Vice President
Assistant Vice President
Managerial Staff
Clerical Staff
Cashier
Typist
Non-Clerical Staff
Clerks
Guards
Messengers
Number of Employees
Introduction of All Departments
1.
2.
3.
4.
5.
Sales and Marketing Department

Accounts Department
Admin and HR Department
Shares Department
Taxation Department
Organizational Structure
Ghani Glass limited entire employees are directly or indirectly are reporting to CEO.
Through different hierarchal processes. The entire departments are working in their own
parameters and are interlinked with each other in order to have perfect understanding
regarding business activities. Therefore the chain of command is absolutely perfect. All
the departments are working through centralization process.
Plan of internship programme
Brief Introduction
I have completed my internship in ghani glass limited Head Office. This is situated in
Model town Lahore In this head office all the business activities of the company are
controlled and monitored. All the top management sits here. The head office staff keeps
evaluating the performance of the staff time and time and gives report to top
management.
Date of my internship
I worked as internee in Ghani Glass Limited from7th November to 24th December.
Duration in sales marketing department 07-11-2011 to 23-11-2011
Duration in HR& Admin Department
24-11-2011 to 08-12-2011
Duration in Accounts Department
09-12-2011 to 24-12-2011
Names of the departments
I worked in the departments of sales and marketing, Administration and Human resource
department. I got training in each department for two weeks and learnt the different
aspects of these departments and went through all the activities related to each
department.
Training Program
Detailed Discretion
Sales and marketing department
This department is the most integral part of the organization in which I worked as
internee. This department is responsible to make sure all the activities regarding
generating the sales and maintaining and retaining the customers of the organization.
During my training I observed these people working very enthusiastically to make sure
the availability of the product to the concerned customers. The people of sales and
marketing coordinate with the plant and provide the data to plant management about the
requirement of the product so it becomes easy for the plant management to make possible
the manufacturing on time so the end customers can have the product at the right time.
The sales people keep tracking the potential customers and also make sure to retain the
old customers. The marketing staff goes along with the sales people to make sure the
availability of the product. The sales and marketing department keep coordinating with
other departments as well as it is very important for this department to have perfect link.
The responsibilities also include keeping an eye on the competitors so it gives an
opportunity to know about something new about the competitors. As through this
organization quickly make some kind of action regarding the particular work. Staff of this
department keeps evaluating the process of strategies which they make and they also
make sure the implementation of the strategies. The strategies which this department
makes are very important for organization. This department also makes the strategies for
advertising because in order to promote the product these people work hard.
Human Resource & Admin Department
I also got training in Human Resource department which is commonalty known as HR
department. During my training period I observed so many things that how these people
work and how all the company and employee records are being archived. It is one of the
most important tasks as for as organization point of view is concern. These people keep
evaluating the performance of the employees and also make proper system to provide
them the feedback regarding their performance. The human resource department works to
maintain the record of all the employees who currently works and those who have left the
organization. The human resource department coordinates with the other departments of
the organization to get the feedback of all employees in order to evaluate the performance
of the employees. The Human Resource department integral part is the recruitment
process because it is the responsibility of this department to see how many more
employees are required for the company for certain period of time and they make sure to
recruit the appropriate individuals for the organization. According to my observation I
observed this department concentrating on the recruiting and hiring process in order to
find out the appropriate individuals who can be the better addition for for the
organization. The human resource department keeps the record of personal information of
each employees working in the company as considered the integral part of the process
and making sure about the duration of their working time period in the company. My
observation was that this department plays important role in the success of the
organization. It was a real working experience for me which gave to Knowledge.
I also spent my training time in the Administration department which entirely relates to
manage the staff in the office. This department makes sure that every thing in the office is
appropriate if something is not according the rules and regulations it makes the strict
action. This department makes the rules and regulations for the office and every
employee who is working in the office follow these rules and regulations. The
Administration department gets involve in the things which relates to office. To make the
duties of manual staff and make sure every one is arriving on time on their duties if some
one does not comes on the time it is the responsibility of the Admin manager to make
some action so it will not happen again. The manager of Admin department look after all
the things in the office including the break timings but these are set according to the
employees as feel they comfortable about the break timings. The Admin department
allocates the monthly budget which is required for the office and also estimates the
monthly expense of the office. The people in this department just have the concern with
office activities and they have to make sure that the all requirements are completed for
office work. They are responsible to provide the office essentials for staff like stationary,
computers, and printers which is the integral part of any office.
Accounts Department
This department is also one of the most integral departments and known as the backbone
of any organization because it is the department which look after all the financial issues.
During my stay in accounts depart was a very learning period and everyday I was
learning different aspects of the Accounts Department. By working in accounts
department I observed carefully how the financial issues have been resolved and how
organization work financially with different companies and banks. The account
department keep the record of financial data on regular basis as it is very essential for any
organization. The staff in accounts department is very passionate and hardworking and
supported me to learn every important aspect of the accounts related issue and I got good
knowledge by working in the accounts department. Staff in the accounts department is
using different aspects to get the payments from the customers and also to pay for the raw
material which companies purchases to use it in the manufacturing of the products. The
all transactions and payments are made through banks and uses the latest secure ways to
transfer the payments and to receive the payments. For all these staff is using different
types of voucher like cash payment vouchers, cash reciet vouchers, bank payment
vouchers, bank reciet vouchers, journel vouchers. I observed the accounts department is
using different banks for the transfer of payments to suppliers. The Accounts department
is working with different banks like Allied bank limited shadman, Allied bank limited jail
rd, Bank Islami Pakistan, Soneri bank limited, Habib metropolitan bank limited and
albarka islami bank. The department is working through these banks to smooth all the
financial activities.
Task Assigned to me
During my training program in ghani glass limited I was given different tasks in different
depart through this I learnt different aspects about the working criteria of Organization.
When I was getting my training in Sales and marketing department I was given the task
to prepare the list of new customers who have recently come in to use the product. It was
very interesting task which I fulfill successfully. The task of looking after the different
marketing campaigns was one of interesting tasks which I was given to me. In order to
conduct this task I worked with the support of marketing team which assisted me on
every step about how to make the advertising campaign successful. Sometime I was
given the task to make the presentation for the meetings it was huge amount of learning
for me because through this I came to know about my level of communication in
practical environment. This task was performed by me on regular intervals. In sales and
marketing department I was asked to coordinate with the plant to make sure the supplies
have been delivered to the potential customers. Through this task I came to know how the
finally manufactured product reaches the end customer through supply chain.
During my training period In Admin department different tasks were given to me
regarding the management of staff and office. One of task which was given to me was to
keep the record of attendance of all staff by working on this task I came to know about
the punctuality aptitude of the staff. During this task I was responsible to keep the records
of staff that come late and sometime get absent. Then I was given the task to look after
the cleaning staff of the office as it is very integral part of the office environment. I was
also asked to make the lists of the items which were missing for office use. After making
the list of all items I went to purchase all these items. The admin department appreciated
my work during my training program in the Office. The one of interesting task which was
given to me was to check all the equipments of electric products and to make sure that
everything is working properly. The kitchen looking after task was also the part of my
work and during this task I came to know about how to manage all the staff of kitchen in
the office. Overall it was interesting time period which I spent in Administration
department.
The time period in Human Resource department was also very interesting part of my
training. The first task which was given to me was to make the list of candidates who
have applied for the certain job and my duty was to short list the candidates through
evaluating their resume and it was very important task because through this candidates
were asked to come for the interviews and I carefully short listed all the candidates for
job interviews. Then I was asked by HR Manager to archive all the basic information of
all the candidates and put all those forms at the right place. I was also asked to recheck
the record of all employees who are currently working and those who have left the
organization. It was very interesting task through this I came to know how the HR
Department make sure the correct information is archived on regular basis. The making
of compensation and benefit criteria was also the part of training and I worked on these
tasks. The one of interesting tasks which I performed during my period of training in HR
Department was to make the rules and principles which define right and wrong. During
my stay it was one of my tasks to look after the safety department and to monitor that all
the safety measures have been taking seriously and are getting implemented. So overall it
was very learning experience for me in all perspectives because through working on
different tasks I came to know about the practical environment of the organization and
how all the departments of certain organization work with coordination.
During my training programe in accounts department I was asked to perform various
accounts related tasks. This enhanced my knowledge and skills to look after the accounts
related issues. Sometime I was asked to make the vouchers of clients and archived in to
the computer system it was very enthusiastic task for me because through this I came to
know how vouchers are being prepared and how to keep in to the record. The all staff
really helped me on every step and guided me very well. I did not feel any reluctance to
ask any question about the financial terminologies. The most intresting and learning task
which I performed was to collect the payments from the customers and keep it in to the
record. As accounts depart have to deal with banks in order to clear and receive the
payments so I was asked by my Accounts manager to visit the bank and ask about the
total payments that have been recovered. So I visited different banks and dealing with the
banks gave me real practical experience. Overall it was huge amount of learning for me
during my stay in the accounts department. I learnt how the organizations work through
different financial institutions.
Structure Of marketing department

Department hierarchy
Chief Marketing Officer
Director Marketing
Business Manager
Brand Manager
Assistant Brand Manager
Marketing Executive
Number of employees:
There are 50 Employees working in the marketing department of
ghani glass limited including the managerial and non managerial staff.
Marketing operations:
Marketing operations in ghani glass limited includes coordinating the all marketing
activities which are integral part for promoting the business. The major focus of the
marketing operation is to create promotional activities for the product. The marketing
managers make sure that the product has been advertised perfectly because it is their
major duty to make the product prominent in the market by running different promotional
activities so customers would come to know about the product. It includes launching of
new products and also to launch in such a way that it must create some impact in the
market. Market operations also include making the product popular in the public so the
marketing operations team is working to get the maximum customers to the products of
the company. Different competitors are also In the market so the marketing operations
team work hard and concentrate to make the product prominent and they run the different
campaigns In order to get the customers to the certain product.The entire marketing team
work to make the product available in the market as it is the integral part of the marketing
activities and it is important to create some positive impact in the market to get the
customers.
Functions of Marketing Department

Segmentation Strategy
The marketing team works on different segments and makes the strategy according to the
current situations. The marketing department focuses on every aspect which can be very
helpful to promote the product Marketing activities. The markrting managers performs
various tasks to accomplish the marketing programmes. As it is very important to
concentrate on every aspect of the marketing plan. After segmenting it becomes easy to
set the goals and then plan out the strategy to achieve the required goals. The plan to
achieve those goals which are set by the top management becomes very targeted. The
segmentation strategy helps to evaluate the target areas and then focus on those aspects
becomes more concentrated and effective. Because through these effective tools all
segments become focused. The stratigies to implement becomes very productive. The
strategies which are implemented becomes goal oriented and successfully it get in to the
result orientation.
Target marketing Strategy
The organization is very much focused on the target marketing strategy. As it is very
evedent in order to get the desired results it is very important to identify the targets.
Because when the targets are set then it is beome very easy to make the strategies to
achieve those goals which are set by the top management. Target marketing strategy
focuses to look out the areas which can be productive from the company point of view.
So once this process id done the marketing managers sit together and plan the strategies
to target the exact market. So strategy plays very important role in this regard. The
marketing managers keep an eye on the changing trends in the market because every day
it is getting very competitive. So to make and then to implement the strategies has
become very challenging task for the managers.
Product Planning , development & management
This part is very essential from marketing point of view.The product is the real tangible
object which represent the organization in the market. So like other organizations this
organization is also focusing on the product development , planning and to manage the
product accurately. The important phase of this part is to plan the product because if the
product is not plan then it can not deliver what the company is expecting. The marketing
managers make some plan and strategy for the certain product. For this purpose they
consider all the important aspects like the changing market trends and the trend of the
customers and their attitude towards the specific product. So planning becomes very
integral in terms of making the product successful. Then after completing the process of
planning the product the next step comes to develop the product. The marketing
managers carefully analyze entire aspects and develop the product in such a way that it
becomes successful in the market. The development process needs to be evaluated
carefully in order to present in to the market. Product developments gone through many
processes like quality checking and the department make sure the product is fully ready
to fulfill the needs of the customers. When the processes of planning and development
have been completed then the other important task comes in to play the role. That is to
manage the product because it is very clear if the product would not be managed with
carefulness then eventually it will be lost. So the marketing managers make sure that the
product is been in such condition that it is fulfilling the demand of customers. Because it
Is the customer who is the making product successful. So managing the product is very
important from marketing point of view because through this product the company is
being represented in the market.
Positioning
Positioning is the technique in which marketers try to create an image or identity for a
product, brand, or company. It is the place a product occupies in a given market as
perceived by the target market. Positioning is something that is done in the minds of the
target market. A products position is how potential buyers see the product. Positioning is
expressed relative to the position of competitors
Market Positioning of Ghani Float glass in following areas.
All leading construction companies - local and multinational.
All leading architectural and engineering companies.
All leading builders - local and multinational.
All national and multinational companies of Pakistan.
Pricing Strategy
There are many ways to price a product. They are a four important beast policies/strategy
which is the best for a product.
ECONOMY PRICE STRATEGY
SKIMMING PRICE STRATEGY
PENETRATION PRICE STRATEGY
PREMIUM PRICE STRATEGY
Now, we will only discuss here pricing strategy which is adopted by ghani glass
in ghani Float glass. Ghani glass adopte the premium price strategy in ghani Float glass.
PREMIUM PRICE STRAEGY:
Ghani Float glass adopte a premium price strategy.
According to this strategy ghani Float glass charge a high price with high quality of Float
glass. Quality of Ghani Float glass approch the imported Float glass. Ghani float has
taken leads the pioneer top quality producers of float glass in Pakistan. Ghani glass
quality products are increasingly utilized throughout the county. That is the one reason
for charge the premium price.
Distribution Strategy
Distribution strategy is also very important for the marketing concern. The company is
distributing the products through different distributors. These distributors buy the
products from the company and then they further penetrate these products in the market
by selling out. The company identify the targets for the Distributions and distributions
have to meet the certain targets which are being set by the company. For some specific
products company directly put the products in the market. The marketing managers make
the strategies to further penetrate and distribute the products in the market. They plan
which product when and where will be distributed. For this purpose marketing managers
make the plan according to the needs of the market. They identify the areas
geographically for the distribution of the product. These areas are further divided in to
sub areas in order to make the product available for the customers.
Promotional Strategy
Promotional Strategy is how to promote in the market. The marketing managers are very
keen about this strategy because through this tool the product becomes prominent in the
market. The managers make strategies like offer discounts and some time free gift
hampers by purchasing the certain product. For this purpose the marketing managers
carefully analyze the trends in the market and also keep an eye on the competitors. Then
they offer such promotional benefits for the customers which have not been offered by
their competitors. The promotional strategies are every effective and put very positive
impact in the market about certain product.
Structure of the Sales Department
Department Hierarchy
The hierarchy of department of sales is
Director sales
National sales manager
Regional sales manager
Zonal sales manager
Area sales manager
Territory sales manager
Number of Employees
There are 70 employees working in the sales department of Ghani Glass limited.
Sales Operations
A sales operation is one of integral part of the business. The sales team major
responsibility is to make sure the availability of the product. The sales team has defined
areas and further divided these areas in to territories. The sales mangers look after the
sales operations of the company. If they find some area Is not targeted then they plan out
to target the area and available the product in the certain area.The sales team directly get
involves in making sure of getting the product at right time in the market. Sales team
coordinates with other departements as well. The sales teams coordinates at plant and
asks about the availability of stocks and then make forecasts about the sales. They ask the
supply chain and logistics to make possible the reach of product at all areas which have
been identified by the sales team. The allocation of the stock is also the responsibility of
the sales operations process. Because the sales operations staff knows exactly what are
the requirements of the market. The planning of sales and allocation of stock comes in the
parameter of sales operations. The sales operations staff make sure about the availability
of stock according to their sales plan. Sales people knows that sales team is the fron line
team of the company. So sales operational team work to allocate the stock, they make
sales paln and then implement and try hard to get the desired results.
Functions of Sales department

Sales methodology
For making the sales plan successful it is important to know exactly about the sales
methodology. The sales plan can not be implemented correctly unless the methods of
sales are not being followed. In ghani glass limited the sales team is achieving their
desired results because they are following the sales methods and techniques. By
following these techniques these people are getting their desired results. I observed that
they follow they followed the sales methods and procedures very correctly and at the end
they achieved the desired results. The sales methodologies which they followed were to
make palns on time and forecast correctly about the specific product. They kept
coordinating at plant and made their sales plan according to the availability of the
product. The sales methods used in this organization were perfect they included the all
departments to coordinate with the sales team.
Types of selling
The sales team of ghani glass limited is utilizing all types of selling to sale out the
products at right time. The sales staff is promoting the all products in the marketing in
very perfect way. For this purpose they are utilizing the selling teqniques like door to
door selling in which they are targeting the potential customers. The objective of the sales
team is to utilize every possible method to create the impact of the product positive in the
mind of the customer. They are also utilizing the direct and indirect way of selling. They
have utilized the latest technological trends to promote their products like internet, Tv,
and cll phones. Through cell phones sales team have managmnet to generate the sms to
the cell numbers of potential customers so they can know about the products at any place
and at any time without visiting the outlets in the market. The company klaunched the
web site for selling purpose on this website the customers visits and select the product. So
they have come with all selling ways to promote the sale. By implemintg these methods
company have generated the sales incredibly. It is observed that by utilizing the lates
trends the company have risen their sales revenue than the past. Even though company is
in regular use of traditional selling concepts as I mentioned door to door and the usage of
newspapers. So the utilization of traditional and latest trends to increase the sales revenue
has worked significantly for the company.
Sales Returns Procedures
During the sales operations it is very eveident some time some kind of problems occur.
The problems can be so many like the issue of quality is very common. So the returns
procedures are also the part of the sales operations. The sales mangers have already set
the criteria for sales returns procedures. Because they know it is obvious some time it
happens when the quality or some other issue occur. So the ghani glass limited has also
set their sales returns procedures in order to facilitate the customers. If something
happens wrong with the product or any other issue regarding the product appears then the
sales team evaluates all the matter. They work to see whether this problem came from the
customer end or it was the manufacturing fault from the company end. If the fault came
from the company end then the products are being returned to plant. For this purpose
company is working according to the sales operating procedures. It is the process in
which the company evaluates and makes the report about the certain amount of return.
When this process gets completed the the products gets back to the plant.
Customer service department
The customer service department of the ghani glass limited is working very effectively.
This department is providing the feedback to the managers. Through this the ghani glass
is improving the quality of the products day by day. The one of the most significant
purpose is to develop good relations with the customers. Because they know that the
company is working hard to meet the standards of the customers. The customer
relationship manager of this department is focusing to build the relations and listening
their feedback regularly. This gives a huge respect to customers and customers feel more
respected. This kind of attitude on the behalf of customer service department increases
with positive interaction. This increases and enhance the customer and company
relationship much stronger. The process of developing the relations includes to listen the
voice of the customers with full repect. The result which has been seen is tremendous
because it has developed the relationship with customers and customers are paying more
respect to the products of the company For this purpose the ghani glass limited customer
services department is putting their all efforts to enhance the good relations with
customers even they are working to make this relation with customers much effective.
The department is significantly working to look in to the matters of customers and their
problems regarding the certain products. It has made the customers more compfortable
and bit relax because they know whenever their could be some problem the customer
service department will surely help them. The staff of the Customer service department is
also guiding the customers and getting their suggestion about the usage of the product.
By doing all these things it has been observed these processes have made the relations
with customers very positive and good.
The customer service department is also very keen about the retaining of the customers.
They are familiar with that concept that that losing of customer means losing the sales. So
the depart of customer service has not only built the good relations with their customers
but also working hard to retain these customers. During my stay I observed that the
department of customer service has made possible the retention by fulfilling the needs of
customers. Whatever the customers have asked it has been fulfilled by the management
of the ghani glass limited. The better results have retained the customers and still they are
utilizing the products of the company. The company itself has done everything which
could facilitate the customers. The continuos improvement in the quality has given the
significant results and customers are strenghing their bond with th company. The
retaining of customers has made the company much respectful in the market and
customers have proved their loyalty with the company. The company has taken it very
serious to make sure the retention of customers The Company has introduced different
ways to improve the quality of the product. The company Is getting the continues
feedback from the customers as well to make it much more effective.
The customer service depart has done a significant job in retaining the customers. The
department is giving huge amount of respect to their customers. In the return the
customers are replying very positively. The improvements in the products and behaviour
with the customers have put a very positive impact in the market. The company has
gained new customers by offering them the special lowest rates than the competitors. The
purpose behind this object is to attract more customers towards the products of the
company. The company has offered the trade offer to the cutomers and introduced the
promotional activities which have attracted the customers and they have come to use their
products. Customer service department have offered them the cash saving promotions
and with the promise of better quality than the the products which they are using. It has
made customers attracted and it is observed through this teqnique the company has
increased the customers.
The most difficult job which is performed by the customer service department is to
handle the customers. Because this department directly faces the customers and gain the
feedback. The handling of different kind of customers is very challenging task performed
by the Department. Every customer is different in mental approach, attitude and in
psychology. So the customer department staff handles so many different types of
customers with the same level of respect and they are completely focused to their job of
handling the customers. They have the cool mind attitude towards the customers who are
furious and these kind of customers do not even listen. So they handle them with patience
and listen them very carefully one they are done then the customer service representer
talk very poliotely and explain them the entire scenario so eventually the furious
customers went off with satisfaction. The same attitude is being shown to the problem
creating customers. These kinds of customers create the problems without any reason
without knowing about the facts. So the customer service department handles them with
cool mind attitude and listen them with lot of respect and finally they resolve the issues of
customers.
Critical Analysis
During my study period in the university , I learnt the different aspects of the field of
management. During the study period I came to know about the procedures which
organizations use. The implementation of the theories was also the part of study. During
my internship training programe. I observed the practical implementation of the study in
practical field. It was very learning aspect because during my study I only read the
theories of the management field and when I worked in professional organization as
internee. I completely came to know how the different departments work with full
coordination. The most surprising element near to me was these departments have
different kind of parameters and are not suppose to interfere in each other matters and
working for one common purpose for the organization and works without getting in to the
problem. During studies it seems very surprising being a student that how the different
departments of the organization like sales and marketing department, Accounts
department, Human resource department works without any problem. But working
practically in the organization gave me clear picture of the entire scenario of the working
environment of the organization. All the theoretical concepts of marketing management
which I read and learnt were in implementation in the organization. It was great learning
experience for me by working as internee in the ghani glass. This enhanced my practical
aptitude. The concepts of marketing management were learnt in practical way by me. The
entire period of internship in the organization was full of learning on every day I was
learning the different aspects that how these are being implemented practically. These all
concepts I read during my study program. So after studying the business management
concepts and then observing these to be implemented was huge amount of learning. The
all concepts become very clear during my training program in the ghani glass. So it has
made me more practical by working in the organization. The theoretical concepts were
already in my mind. When I worked I became more clearer to me.
SWOT Analysis
STRENGTH
Market Share leader in Pakistan.
Strong technology base and state of the art equipment.
Strong in house R&D for New Product development.
Low Debt Equity Ratio.
Following all international Quality control Centers
Exporting Float Glass Globally.
Strong Focus on environment, friendly operation.
Effective logistics control and material Handling.
WEAKNESS
Packaging Problem
No insurance (on float glass).
Price varying day by day.
No protection provided.
Not meeting the needs of the market.
OPPERTUNITIES
Developing new rang of products.
Local competitors have poor products.
Could extend to around the world.
Product development process is going on Process Temper and Float glass.
Can surprise competitors while introducing Reflected Mercury Glasses.
THREATS
Political Factors
No media Campaign because Court Decision.
Economic Factors.
Conclusion
Ghani Glass Ltd, famous as leaders in glass, fulfills major market needs of the glass
sector of the country export globally, both the Float Glass and Glass Containers for
food, beverages and pharmaceuticals. Ghani glass is much better in the terms of
quality than the competitors. The Ghani glass limited is focusing on the latest needs
of the customers. The customer satisfaction has also increased the number of
customers over the years and has generated the significant sales revenue for the
company.
Recommendations
Recommendation based on two strategies that are given below:
EXISTING STRATEGIES
NEW STRATEGIES
EXISTING STRATEGY
Ghani Float glass follows these existing strategies.
Retain Customers
Quality Standards & Customer Satisfactions
Increase in Sale Volume
NEW STRATEGIES
Ghani Float Glass follows these strategies.
Long Term Approach
Strong Technology Base
Export Float Glass Globally
References
www.ghaniglass.com
The annual report of 2011

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Department of Management Sciences Virtual University of Pakistan

and Human Resource Department and Accounts

SCANNED COPY OF INTERNSHIP CERTIFICATE

OVERVIEW OF THE ORGANIZATION

PLAN OF MY INTERNSHIP PROGRAM

STRUCTURE OF MARKETING DEPARTMENT

FUNCTIONS OF MARKETING DEPARTMENT

STRUCTURE OF SALES DEPARTMENT

FUCNTIONS OF SALES DEPARTMENT

CUSTOMER SERVICES DEAPRTMENT

DIFFERENCE BETWEEN ORDINARY GLASS & FLOAT GLASS

STANDARDS & TECHNICALS

Light transmittal value = 84% of L.T.V.

AVAILABLE TICKNESSES & SIZE

List of Main Clients

Haji Rafique & company

Majeeb glass House

Haji Muhammad imtiaz

New pak Glass Corporation

Al karam Glass House

National Glass House

Haji Abdul Hameed Awan

Shan Glass House

Haji Tariq Javed

Bohra peer, Karachi

Chowk cooper Road, Lahore

Cirki Road Quetta.

List of Main Competitors

Senior Executive Vice President

Executive Vice President

Assistant Vice President

Sales and Marketing Department

Structure Of marketing department

Assistant Brand Manager

Functions of Marketing Department

All leading construction companies - local and multinational.

All leading architectural and engineering companies.

All leading builders - local and multinational.

All national and multinational companies of Pakistan.

PREMIUM PRICE STRATEGY

Functions of Sales department

Increase in Sale Volume

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