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Table of Contents
1

History

02

Mission and Vision

03

Introduction

04

Objectives of Project

05

Industry Profile

06

Industry Analysis

09

PEST Analysis

11

Company Analysis

13

Product and Idea Service

15

Post Purchase Service

20

0
1

Organizational Plan

21

1
1

Marketing Plan

24

2
1

Product Life Cycle

31

3
1

Supply Chain Management and Processes

35

4
1

Manufacturing Process Of Air Cooler

36

5
1

Supply Chain Drivers

38

6
1

Improving the Business Plan

41

7
1

Supply Chain Strategies

43

8
1

Financial plan

44

9
2

Limitation of Research

45
1

Atlas

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2

Appendices

Atlas

46

History
The Universal Engineering Company was established in 1980 in Gujranwala. The firm
started with the commitment to provide high quality of products to its customers. The firm
was started when two brothers Mr. Mushtaq Hussain and Mr. Manzoor Kafeel migrated
from Lahore to Gujranwala. The word "ATLAS" stands for exceptional, distinctive, one of
its kind, and "ATLAS" has stood true to its name since its establishment. ATLAS is
Pakistan leading multinational brand consisting of 3 rapidly growing companies and want
to become the world largest manufacturer of Electric and Gas home appliances. The
company first sell its product to only particular areas of Punjab but now it is selling its
products all over Pakistan and also export to other countries.

Product Development
The company developed a high quality Home appliances products like Air Coolers,
Washing Machines, Dryers, Geysers, Gas Hobs, Stoves, Kitchen Hoods, kneading flour
machine and ovens by the trade name of "ATLAS". This firm introduced different types of
models of air cooler in different years as it introduced Window Type model in 1982,
Mobile Model in 1986. Atlas was the first company who introduced moving motor in air
cooler. In 1989 Atlas was the first firm who introduced the evaporative room air cooler
with high efficiency by using new cooling pad system with the collaboration of Munters,
(Swedish Company). In 1992 Atlas was awarded by European Quality Award from France.
Atlas was also awarded for best quality in 1996 from all Pakistan Chamber of Commerce.
After that Atlas introduced different models of gas and electric geysers in 1993. Later on
the Atlas becomes the Pioneer of Exporting Quality. In 1997 Atlas first introduced Instant
Geyser all over Pakistan which was appreciated by people. In 2002 Atlas introduced new
model of air cooler named as Tower which became famous. In 2004 Atlas introduced new
products of Electric Geysers. 1n 2006 Atlas introduced two models of Washing Machine
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and one model of Dryer. In 2009 the firm introduced Kitchen hoods and Kitchen Hobs
which are well known now. In 2011 Atlas introduced new models of Instant Geysers and
in 2012 Atlas introduced 2 new models of Washing Machines, and production of these
washing machines started 2 months ago. Now Atlas is searching for different technology
and also for other Home appliance products to introduce in market.

Mission and Vision

Every successful company and organization defines its vision and mission and makes its
strategies and rules to achieve these missions and visions. To achieve this vision and
mission the organizations and companies have to fulfil the objectives so that the long term
vision and mission can be achieved. Same like that Atlas also have defined its vision and
mission which are quoted here.
VISION:
"Be Creative, improved and consistent.
ATLAS products has to be in every home"

Our foremost aim is to think big, be the pace setter and modernizer. Since 1980, being the
market leader in Air Cooler, we have concrete plans to replicate our best practices in every
of our offerings, across the region. It is the VISION that every employee of the
organization is clear about.
MISSION:

"Improving peoples lives through meaningful innovation and quality products"

Atlas uses the best tools to win and maintain the satisfaction, trust and loyalty of its valued
customers. Quality, Delivery and Innovation are the core elements of our philosophy.
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Stake holders at every level strive to maintain the status quo of the company, to deliver the
best. Continues struggle with commitment is technique to accomplish this MISSION.

Introduction
"Atlas" is engaged in producing top order home appliances in Pakistan. Recognition of its
achievements in quality products are manifested in the form of the ISO 9002 certification.
The success tale spread well over 25 years when Atlas produced the first Air Cooler of
Pakistan. Later on Atlas started producing washing machines, gas and electric geysers.
Keeping in view the requirements and purchasing power of all the segments of the society
Atlas has introduced different Air Cooler to meet demands of its customers. Atlas has the
honour to produce complete plastic body air cooler for the first time in Pakistan. In
Pakistan Atlas has not only introduced a large range of Room Air Coolers in plastic body,
but in different sizes and volumes as well.
Atlas in order to maintain its superiority in producing public utility products has
introduced Hobs and Stoves. It was an instant success' due to its design, effectiveness and
affordable price amongst the consumers. Research based products of Atlas enjoyed a sense
of superiority over similar products in the open market. The objective is, however, to offer
consumers products of international quality at affordable price and this can be judge by the
fact that they are being exported to Saudi Arabia, Dubai, Bangla Desh, Sri Lanka and
Afghanistan from the last couple of years, and their demand is growing day by day. The
success story of Atlas is due to its chairman Mr. Manzoor Kafeel while Managing Director
Mr. Mushtaq Hussain looks after the production aspects of the factory. He has a critical
approach towards the products and their prices offered by their competitors.
Mr. Manzoor Kafeel, Chief Executive of Atlas has played a leading role to maintain the
quality of the products. He is fully aware of modern trends in the International Markets. It
will not be out of place to mention the services of Mr. Mukhtar Hussain, Mr. Nadeem
Saleem, Mr. Ali Raza and Mr. Muhammad Hannan, those who are looking after different
departments of Atlas. These four young fellows with their higher education and thriving
on the experience of their seniors have produced excellent results. Apart from looking
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after the affairs of factory, chairman Mr.Manzoor Kafeel is equally paying his attention
towards religious affairs and social work. He has constructed a Mosque; Shehroz Trust
Hospital is another example, where free medical treatment is being provided to factory
workers, and the needy of nearby localities.

Objectives of the Project

To understand each and every thing about Atlas and also get knowledge that how Atlas

executes its processes.

To know about the scope of this industry in Pakistan and all over the world.
To know about the organization, what are its functions, its strengths and weaknesses, and

how Atlas overcomes its weaknesses and utilize them as opportunities.

To know about its marketing strategies and also get information about its marketing

segmentations and all the processes including in market planning.

To know about supply chain processes: like Supply Chain Strategies, Supply Chain

Operations and Supply Chain Planning.

To check out the problems occurred in supply chain management, what are the responses
of the Atlas, how they overcome problems and also suggest other substitutes and solutions

for different problems.

Check out Distribution processes of the firm and how firm manage those processes.
To be aware from the purchasing process of Atlas and also want to know different types of

flaws and errors faced by the firm in purchasing process.

To know that how Atlas manages procurement and what are the rules made by Atlas to be

followed.
To check the problems occurred in managing the labour and also check the lead time.
To check the factors that effect or increase the efficiency of labour.
One of the objectives is to check the purchasing process and find out that weather this

process is good or Atlas should improve its process to be more efficient.

To check the financial position of Atlas and also to know how Atlas manage its financial

statements.
To check the transaction entry system of Atlas and also suggest that how Atlas makes it
better and more efficient.

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Industry Profile
History and introduction of washing machine
Ancient peoples cleaned their clothes by pounding them on rocks 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 ashes containing 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 washing machine to use a drum in 1851, the drum made King's
machine resemble a modern machine, however it was still hand powered.

Rotary Washing Machine

In 1858, Hamilton Smith patented the rotary washing machine.
In 1874, William Blackstone of Indiana built a birthday present for his wife. It was a
machine which removed and washed away dirt from clothes. The first washing machines
designed for convenient use in the home.
History and introduction of room air coolers
The basic concept behind air conditioning is known to have been applied in ancient Egypt
where reeds hung in windows had water trickling down. The evaporation of water cooled
the air blowing through the window, though this process also made the air more humid.
In Ancient Rome, water from aqueducts was circulated through the walls of certain houses
to

cool

them

down.

Other

techniques

in

medieval Persia involved

the

use

of cisterns and wind towers to cool buildings during the hot season. Modern air
conditioning emerged from advances in chemistry during the 19th century.
History and introduction of Geyser
An English man named Maughan invented the first water heater. Very little in known
about Maughans invention however his invention influenced mechanical engineers later,
and automatic storage water heater was invented in 1889, by Edwin Ruud. Ruud migrated

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to Pittsburgh where he pioneered the early development of both residential and

commercial water heaters. Now these heaters are known as Geysers and instant Geysers.

History and introduction of microwave oven

The microwave oven came about as a by-product of the magnetron, a new vacuum tube
that produced microwaves. While working on the magnetron, Dr. Percy Spencer noticed
the candy bar in his pocket melted. He then put popcorn kernels near the tube and watched
as they popped. He then conducted an experiment with an egg. He put the egg near the
magnetron and found it shook, then exploded.
After the experiments by Dr. Spencer, engineers took over to refine and develop the
microwave oven for the cooking of food. Raytheon filed for a patent in the U.S. for the
microwave oven in 1946. A Boston restaurant was the testing ground for the microwave
oven. The first microwaves were on the market in 1947 and were very expensive, very
large and heavy.
The microwave oven was so bulky and costly, they didn't go over very big. Sales were
very slow at first, so engineers went to work to refine and improve the oven. They were
able to make the microwave less bulky and costly and added an air-cool magnetron. The
first ovens needed a plumber because the ovens needed to be water-cooled, and they
weren't very reliable. The new models worked well for vending companies and
restaurants--and eventually, consumers.
In the middle of the 1970s, sales of microwave ovens started growing, and before long,
they became the most used appliance in home kitchens. Because people had less time to
cook, the microwave oven became a fixture rather than a luxury. By 1976, almost 60
percent of homes in the U.S. had microwave ovens.
History and introduction of stove
A kitchen stove is a heat-producing appliance that is used for cooking. While it has
undergone a number of incarnations through the centuries, the basic function remains the
same: cooking food in an enclosed oven or with burners on the top of the device.

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The Chinese are credited with developing iron stoves around 220 B.C.E. The Romans
used stoves that were made of tile and clay. Kitchen stoves were not widely used in
Europe until the 1700s.
The gas stove became popular in the 1880s, as gas lines were more widespread. Utilizing
propane, natural gas, butane or propane, a gas kitchen stove will ignite through the use of a
pilot light or an electric ignition.

History and introduction of cooker/kitchen hoods

An essential part of an attractive and functional kitchen is the range hood or cooker hood.
A cooker hood is installed above the stove to collect and vent smoke or other fumes and
odours from the air above the cooking surface. Cooker hoods come with many options,
such as varied types of lighting, fans, and filters.
For ideal efficiency, a cooker hood needs to be at least as wide as the stove it covers. Since
the idea is to remove smoky air, it also needs to be equipped with a good exhaust system.
Cooker hoods with a good exhaust system quickly draw smoke and vapours up from the
cooking surface and out of the house through ductwork. Instead of venting smoky air
outdoors, these cooker hoods re-circulate the air through a filter which removes impurities
and deposits the air back into the kitchen. These filters must be cleaned or replaced
periodically.
History and introduction of flour kneading machine
Kneading is a process in the making of bread or pasta dough, used to mix the ingredients
and add strength to the final product. Its importance lies in the mixing of flour with water.
When these two ingredients are combined and kneaded, the gliadin and glutenin proteins
in the flour expand and form strands of gluten, which gives bread its texture. (To aid
gluten production, many recipes use bread flour, which is higher in protein than allpurpose flour.) The kneading process warms and stretches these gluten strands, eventually
creating springy and elastic dough.

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Industry Analysis (Industry Analysis in Pakistan)

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 when people did not have the washing machines, air
coolers, microwave ovens, stoves, kitchen hoods, water coolers and heaters, with the
passage of time necessities of life let us invent more products which made life of
customers easier. 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, Atlas, Rado, Stylo, Toyo, Asia, Nasgas, Super Asia and a large number of local
companies.
Kitchen appliances were designed to make life easier when cooking and preparing food.
Since the mid-1800s, people have been thinking of new and innovative ways to store food,
cook food and clean up after eating food. Many of these ideas were good enough to be
used by a large number of people and they are still around today. Inventors are 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 be used by millions
of Americans today. In Pakistan it was the 1970 after which the home appliances were
started to be used to make the home life easier. No doubt before 1970 home appliances
were used but only elite families were able to purchase cooking range and other home
appliances, air coolers, washing machines, kitchen hoods and microwave oven. There
were very minimum numbers of industries in Pakistan before 1970, after which very rare
people started to produce the appliances at local level. At the start, some people who start
this business, take a start with only one product and ultimately started the production of
other products. Most of the companies were dealing only with one product like some with

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washing machines, some with air coolers, some with hot and cold coolers and geysers in
Pakistan.
But when the producers observed that the foreign companies are capturing the market and
the product line of these companies is large, the local companies decided to increase their
product line. Pakistani companies started to produce the whole line of home appliances in
their companies and improve their image on the minds of the customers. There are few
cities in Pakistan like Gujranwala, Lahore, Karachi and Gujrat which are fulfilling the
demands of home appliances in Pakistan. There are large number of companies producing
the washing machines, spinners, cooking range and ovens in Gujranwala. No doubt, the
foreign companies and Chinese products are the big threat for the local industry but still
local companies are winning the customer minds by providing them quality.

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PEST ANALYSIS
A scan of the external macro environment in which the firm operates can be expressed in
the following factors;
1.

Political

2.

Economic

3.

Social

4.

Technological
PEST analysis is used to describe a framework for the analysis of these macro
environment factors. A PEST analysis fits into an overall environment scan as shown in
following diagram
Political Factors:

Government is providing opportunities to the companies to provide benefits like oldage benefits, disability benefits, pension, etc. These benefits are to be provided by every
company under the supervision of Social Security Ordinance. ATLAS is also providing its
employees the benefits of social security.

Government has allowed the Puffery statements in advertisement but there should be
truth in selling and deception statements are not allowed.

The company has a trademark and a trade name that gives the company an exclusive
right by the government policies to use it and enter into contracts and dealings through its
registered trade name.

The company is bound to follow the workers safety regulations as laid down by the
workers safety act.

All the tax related policies are being followed by ATLAS.

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The company also publishes its annual reports as are compulsory to publish by the
government.
Economic Factors:

ATLAS plays an important role for economic growth by contributing to the economy of

the country.
The cost of production includes wages of workers, salaries to the staff, purchases, utilities,

carriage inward and outward, etc.

The company offers a variety of products for different classes of customers. For example,
good quality and a bit expensive products for higher class and cheaper products for middle

and lower class customers.

Some SBUs like air coolers are at their boom while others like oven, washing machine, etc
are at their growth stage. It never happened that any of ATLASs products went into its

recession stage.
The prices of products are lower than products of its competitors enabling ATLAS to have
market share.
Social Factors:

The salaries and wages of the workers and management staff are satisfactory so the
income distribution factor is functional.

ATLAS is funding many NGOs and welfare organizations in the whole country.

The company is running a hospital Sheroz Trust Hospital for the welfare of its
employees as well as the people of the near vicinities.

The company is providing various types of home appliances which are helping in
improving the life style of the people.

The company is providing models in a variety of fashion which can be used

differently at different places.
Technological Factors:

The company is having a computerized lath machine which helps in reducing labour
cost and time needed to produce a dye.

Due to technological improvements many items are available at lower prices from
China and ATLAS is taking full benefit from it.

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The manufacturing department also has different types of dyes for different models or
shapes of washing machine and air coolers.

A tool shop also operates within the factory premises, which manufactures its own
tools to be used in production.

The company has provided the computers to the staff members to eliminate the cost of
stationery and to save the time.
Different software was being used in every department for advertisement, employee data
base, ERP system, and payroll and for the maintenance of accounts.

COMPANY ANALYSIS
SWOT ANALYSIS:
SWOT stands for strengths, weaknesses, opportunities and threats. This is the analysis
related to the strengths which Atlas proudly have, weakness of Atlas, opportunities which
Atlas can avail to prevent from the threats faced by the company and the threats of the
company. The reason to do this analysis is to find out that, what are the strengths of the
company which can overcome the weaknesses of the company and to determine the
opportunities which can company avail to prevent the threats to the company. This SWOT
analysis is as follow:
Strengths:

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

The company has the largest market share throughout the country in the Air Cooler
industry.

Brand name of ATLAS is known to almost every person in the country and is very
famous in home appliances industry.

The company deals in all sorts of home appliances, like Washing Machine, Spinners,
Geysers, Room Air Coolers, Microwave Oven, Kitchen hood, Stoves and Hob.

Firm was awarded by European Quality Award from France.

ATLAS is exporting its products to various regions across the globe mainly markets
like Middle East and Asia.

The company is having a number of old employees who are committed and loyal with
the company.

ATLAS retains its employees by offering benefits like old age benefits, disability
benefits, disease benefits, medical facilities in the company hospital and advance pay etc.
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A large number of models are available in the range of every product of the company.
Weaknesses:

There is shortage of skilled labour in the company due to which the company has to
face some crisis.

The advertisement budget of ATLAS is very short comparatively other brands in 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 is
overstaffing in the management.

The management staff do not have direct link with their dealers.

The complaints department does not provide the proper services to the customers of
the company.

The company has not developed the proper promotional strategies for international
markets.

Dealers of the company complaints for the low profit margin in products.
Opportunities:

Due to Government policy of low export duty, ATLAS has opportunities to increase
their exports.

Due to the strong financial position of the company, the management can use the
latest technology in their products.

They can use the brand name in the international market to increase their sales of
Washing Machine like their Air Cooler.

As the company is financially very strong, so it can use electronic and print media to
increase their sales.

They should invest to introduce new products like Air Conditioner and cooking
Range.

ATLAS should appear in the international industrial exhibition. It is a big opportunity

for the company to create the awareness of its brand in the international markets.
Threats:

Chinese Technology is the very big threat for ATLAS.

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.Other competitors of ATLAS are offering the same products at relatively lower
prices.

A large number of new incoming companies are increasing the competition in the
market.

Other companies like Super Asia, Boss etc are investing a heavy budget in the
promotion of their products.

Current Power & Electricity crises are very big hurdle for the manufacturing unit of
the company. Due to the shortage of electricity the company may be unable to meet the
orders.

Product or Idea service

Atlas offers a lot of home appliances for its valuable customers. Atlas is a leading
manufacturing company in Pakistan and is competing with foreign companies with its
weapon of quality and customer satisfaction. Atlas is one of the biggest home appliances
producers in Gujranwala and offers leading home appliances. They offer with lot of home
appliances which compete with all foreign products due to its fine quality, standards and
customer satisfaction. Following are the products which Atlas offers in the home
appliances products.

Room Air Cooler

Atlas offers wide variety of room air coolers to its customers according to their demand
and needs. These air coolers are consisting of different shapes, size and features. Atlas is
the first firm who introduces a new evaporative room air cooler with high cooling
efficiency by using new cooling pad system. It also introduces plastic body air coolers
which are more durable, rust free and shock proof.

Features:
Atlas Room air

cooler is specially designed with high quality

Plastic body. It can easily be pushed to the required place and can be used as a table
cooler. Due to its beautiful structure it increases the beauty of your drawing room and

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bedroom. It maintains the natural atmosphere and makes the hot air to cool comfortable
air. In this way you are safe from diseases, which are caused by artificial coolness.

Room air cooler consumes only 230 watt of electricity due to its best designed double
speed guarantee motor pumps due to its the cost of electric bill is 90% less than A.C.

This room air cooler absorbs the smoke of cigarette and other harmful elements. Its
automatic system can change the direction of air to 90.

Room air cooler is manufactured with good quality of an ABS plastic material. Its full
plastic body is very durable and it is safe from rusting and electric shock forever.

Room air cooler is equipped with automatic water supply and very easy to maintain.
Usage Method:
Pour water in the Atlas room air cooler according to the fixed water gauge there should be
an exhaust fan in the opposite direction of cooler or open the window. It will improve the
performance of cooler otherwise there will be humidity.
Precautions:
Do not use room air cooler in case of fluctuation of voltage.
Do not try to repair it if there is any fault please consults the registered office of company
or the relevant dealer.
Water tank should cleaned thoroughly after opening from the rear side so ill smell may not
be produced due to gathered dirt, cooling pads may be cleaned with nylon brush cooler
may be packed after proper cleaning at the end of the season.

Gas and Electric Geysers

Atlas provides wide range of geysers as required by the customers according to their
desire. Atlas offers gas geysers as well as electric geysers also. Atlas also offers two in one
geyser which has dual option which is electricity and gas.
Features
Atlas Geyser is designed with high quality Steel sheets. To prevent from rust, sheet is paint
with powder coating. Atlas offer different size of Electric geysers which are from 15
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gallon to 35 gallon, it also offers gas geysers of different size which is from 25 gallon to
55 gallon. Recently Atlas introduce Pakistan first gas water heater in which they install
heat exchange technology and imported thermostat due to which you can get 450 litres hot
water in one hour. ATLAS Electric geyser due to imported thermostat Gas/Electricity
charges 50 % cheaper from others. It will also continuously give you 40 to 160 centigrade
of water. They installed imported temperature gauge which indicates about the
temperature

Washing Machine and Dryer

Atlas offer different types of washing machine and dryers. Washing machine consist of
different types like single tub, double tub and twin tub. In dryer it also provide different
models like turbo dryer, super dryer and simple dryer. Washing Machine and Dryer
provide best performance and electric economy with heavy-duty electric motors. Atlas
provides Double strike bars for clean, bright and extraordinary washing. It also give Ideal
portable washers for large, medium and small families. Washing machine and dryer has a
quality to Maintains its performance even on low voltage. It Save time & detergent while
brilliant washing.
Features:
Washing Machine and Dryer is specially designed with high quality Plastic body. It can
easily be pushed to the required place. It maintains the quality of clothes and dry them
easily. In this way the fabrics are safe and looks clean and tide.

Washing machine and Dryer consumes only 230 watt of electricity due to its best
designed.

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Washing machine and dryers are manufactured with good quality of an ABS plastic
material. Its full plastic body is very durable and it is safe from rusting and electric shock
forever.

By timer fabrics are washed in specified interval of time.

Kneading Flour Machine

Atlas manufacture Kneading flour machine for domestic use. This is very useful invention
and Atlas is having good return on it. It make easier and is also source of time saving.

Outsourced Products
Atlas is not producing their products only in Pakistan, but they have outsourced few of
their core products. These products include:
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1- Gas Hob
2- Kitchen Hood
3- Instant Geyser
4- Stove
5- Microwave Oven

Gas Hob
Atlas offers different types of gas hobs. These hobs are in different articles dependent on

number of burners and size of the burners. These gas hobs are of two types:
I. Glass Gas Hob
II. Stainless Steel Gas Hob
Atlas provides 4 models of Stainless steel hobs and 3 models of glass hobs which are very
popular. These hobs are consisting of different burners some of them are of 3 burners and
some are of 5 burners.

Hood
Atlas also offer kitchen hoods to its customers.
Kitchen hood is a device containing a mechanical fan that hangs above the stove of
the kitchen. It removes airborne grease, combustion products, smoke, heat, and steam from

the air by evacuation of the air and filtration.

Stove
Atlas offer different types of stoves which are made of stainless steel. These stoves are of
different designs which are very attractive and easy to clean. Special nozzles are used for
less gas consumption.

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Instant Geyser
Considering current Pakistani energy crisis situation where
regular supply of gas for old type of geyser is very hard. There
must be a way out for gas shortage. Filling this gap was very
important for electronic goods manufacturers. In order to solve
this problem Atlas offers an instant hot water Geyser, or "boiling
water tap," is an appliance that dispenses water at about 94

C (201 F). Instant Geysers became very popular.

Microwave oven
Atlas offers microwave oven which is consisting of different features like Defrost Setting,
Painted Steel Cavity and Push Button Door. This product provides different advantages
like time saving and hot meals in few minutes.

POST PURCHASE SERVICES

To provide customer prompt, quality and reliable services at their doorstep Atlas has a
largest after sales service network throughout the country. To take care of customer
appliances all services centres have latest tools, equipments and machineries. We take care
of our customers by remaining in contact with them so that they should not face any type
of problem.
After sales services team consists of Engineers and qualified staff with great professional
approach due to this reason customer feels confident, once their appliances being
maintained. Atlas after sale service also provides the facility to customers of lifting their
units from residence to service centre and delivering them within 48 hours.

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Organization/Management Plan
ORGANIZATIONAL STRUCTURE:
Atlas is market leader in Washing Machine, Air Cooler and Geyser, till today, given the
presence of numerous local and foreign brands in Pakistani Home Appliances Market.
They stand for as top five in air cooler industry in Pakistan. Hierarchy of Atlas is as
follow:
Organization Hierarchy

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Director

Laboratory Assistant

Chairma

Director
Director
Accounts
Production

General
General
Manager
Manager

Laboratory Supervisor

General Manager

Accounts Department:
Accounts department manage the accounts of the firm and also make entries of the
transactions occurred on daily basis. Different functions of accounts department are as
follow:

Payroll entries:
It is the duty of accounts department to check the total wages and salaries earned by every
employee every pay period, which are called gross wages or gross earnings, have to be
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calculated. Based on detailed private information in personnel files and earnings-to-date

information, Atlas issue payroll card through which the employee's wages can be
calculated.

Cash collections:
All cash received from sales and from all other sources has to be carefully identified and
recorded, not only in the cash account but also in the appropriate account for the source of
the cash received. The accounts department makes sure that the cash is deposited in the
appropriate checking accounts of the business and that an adequate amount of currency is
kept on hand for making change for customers.

Cash payments (disbursements):

Besides payroll checks, a business writes many other checks during the course of a year
to pay for a wide variety of purchases, to pay property taxes, to pay on loans, and to
distribute some of its profit to the owners of the business. The accounts department
prepares all these checks for the signatures of the business officers who are authorized to
sign checks. The accounts department keeps all the supporting business documents and
files to know when the checks should be paid, and also makes sure that the amount to be
paid is correct, and forwards the checks for signature.

Procurement and inventory:

Accounts department usually are responsible for keeping track of all purchase orders that
have been placed for inventory and all other assets and services that the business buys.
Atlas makes many purchases during the course of a year, many of them on credit, which
means that the items bought are received today but paid for later. So this area of
responsibility includes keeping files on all liabilities that arise from purchases on credit so
that cash payments can be processed on time.

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Production Department
Production department is the functional area responsible for turning inputs into finished
outputs through a series of production processes. The Production Manager is responsible
for making sure that raw materials are provided and made into finished goods effectively.
He must make sure that work is carried out smoothly, and must supervise procedures for
making work more efficient and more reliable.
The production department will set standards and targets for each section of the production
process. The quantity and quality of products coming off a production line will be closely
monitored. In businesses focusing on lean production, quality will be monitored by all
employees at every stage of production, rather than at the end as is the case for businesses
using a quality control approach.
This department is also responsible for stocking all the necessary tools, spares, raw
materials and equipment required to service the manufacturing process. Where sourcing is
unreliable, buffer stocks will need to be kept and the use of computerised stock control
systems helps keep stocks at a minimal but necessary level for production to continue.
Laboratory
Laboratory is responsible for researching new products or modifications to existing ones,
estimating costs for producing in different quantities and by using different methods.
It is also be responsible for the design and testing of new product processes and product
types, together with the development of prototypes through to the final product.

Sales and Marketing Department:

The functions of marketing department are as follow:

To analyze the latest trends organizing marketing, sales, building customer focus culture,

improving marketing skills and monitoring market.

Determining price levels and ranges, pricing techniques, terms of purchase, price

adjustments, and the use of price as an active or passive factor.

Examining and evaluating consumer characteristics, needs and purchase processes and

selecting the group's of consumers at which to aim marketing efforts.

Communicating with customers, the general public, and others through some type of

advertising, public relations, personal selling, and sales promotion.

Developing and maintaining products, product assortments, product images, brands,
packaging, and optional features, and deleting faltering products.

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Marketing Plan
In marketing analysis, we examined that what marketing strategies ATLAS is using to
maximize the sales of the company. After that product analysis through product life cycle
is considered. Product life cycle shows the all stages of sales from its production to the
decline of the product. Every product when produced passes from different stages of the
sales, sometimes its sales is going to increase and sometimes its sales starts decreasing.
Sometimes its sales are at the boom position and sometimes theses are going to decline.
Different Marketing strategies adopt by ATLAS are as follow:
Marketing Strategies:
The marketing is a logic by which the business unit hopes to achieve its marketing
objectives. The strategic plans define the companys overall mission and objectives.
Marketings role and activities summarize the major activities involved in managing
marketing strategy and the marketing mix. Next comes, marketing strategy-the marketing
logic by which the company hopes to achieve these profitable relationships. Through
market segmentation, targeting and the positioning, ATLAS decides which customers it
will serve and how. It defines the total market, then divides it into smaller segments, and
focuses on serving and satisfying customers in these segments. Two things come under the
head of marketing strategies:
1-

Customer-Centred Marketing Strategy

2-

Marketing Mix

31- Customer-Centered Marketing Strategy:

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In todays competitive marketplace, companies needs to be customer centred. They must

win customers from competitors, then keep and grow them by delivering greater value.
But before it can satisfy customers, a company must first understand their needs and
wants. Thus, sound marketing requires a careful customers analysis.
ATLAS knows that it cannot profitably serve all consumers in a given market, at least not
all customers in the same way. There are too many kinds of customers with too many
different kinds of needs. And most companies are in a position to serve some segments
better than others. So ATLAS has divide up the total market, choose the best segments and
design strategies for profitably serving chosen segments. This process involves three
steps, which are:
i.

Market Segmentation

ii.

Target Marketing

iii.

Market Positioning

i.

Market Segmentation:
Dividing a market into distinct groups of buyers who have distinct needs, characteristics,
or behaviour and who might require separate products and marketing mix. Rather than
ATLAS offers the same marketing mix to vastly different customers, market segmentation
makes it possible for ATLAS to tailor the marketing mix for specific target market, thus
better satisfying the customer needs. Not all elements of marketing mix are necessarily
changed from one segment to the next.
A market segment should be:

Measurable

Accessible by communication and distribution channels

Different in its response to a marketing mix

Durable (Not changing too quickly)

Substantial enough to be profitable

ATLAS has segmented by various bases, and industrial markets are segmented somewhat
differently from consumer markets. A basis for segmentation is a factor that varies among
groups within a market, but that is consistent within groups. ATLAS has segmented the
market on the following bases:
Geographic Segmentation:
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Geographically ATLAS segmented the worlds market; the company normally focuses on
the Pakistani market for all of its products. Pakistani market is the target segment of
ATLAS. They make the segments of the whole world market and then decide to focus on
one segment which is the Pakistani market.
Demographic Segmentation:
ATLAS divides the market for different products on different way. There are lot of
segments of market on the bases of demography, like; on the bases of gender, age,
education, occupation, income and family status. ATLAS has to choose the different
segments for their different products. For every product of the company there is different
segment.
Psychographic Segmentation:
On the bases of psychology the company has made the segment on the bases of lifestyle,
values and attitude. There is different level of products for different status people. This
segmentation based on the lifestyle and family status.
Behavioural Segmentation:
This segment of the company is based on the usage rate, brand loyalty, price sensitivity
and benefits of the product.
ii.

Target Marketing:
Target marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or more key segments. Target marketing can be the key to a
businesss success. The beauty of target marketing is that it makes the promotion, pricing
and distribution of your products and/or services easier and more cost-effective/efficient.
Target marketing provides a focus to all of marketing activities. When ATLAS has defined
the market segments, it can enter one or more segments of a given market.
There are different market segment for the different products of ATLAS, and the company
target individually on the different segment of the different products.
Washing Machine, Spinners and Oven:
ATLAS can make the promotional strategy for whole of the market, but in the
advertisement and promotional strategies the company focuses on the housewives and
women. So in these SBUs the target market of the company is the housewives and the
women. And there are different models of these products for the different status people

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and having different lifestyles. The company makes the promotional strategy for the whole
market of Pakistan.
Geysers and Air Coolers:
In this range of the SBUs the companys target market are families of different status and
lifestyle. Here the company makes the promotional strategies for whole family because
these products are used by all family members. Mainly the promotional strategies for these
products are made for the urban areas.

iii.

Market Positioning:
Arranging a product to occupy a clear, distinctive and desirable place relative to the
competing products in the minds of the target consumers, Positioning is a perceptual
location. It's where your product or service fits into the marketplace. Effective positioning
puts companys products in the minds of potential customers. Positioning is a powerful
tool that allows you to create an image. And image is the outward representation of being
who you want to be, doing what you want to do, and having what you want to have.
That's why it's so important for ATLAS to transform their passion into a market position.
If the company doesnt define its product or service, a competitor will do it. So the
companys position in the market place evolves from the defining characteristics of
competitors product. The primary elements of positioning for ATLAS are:
Pricing: The prices of the company products are somewhat low due to which the people
are converting to buy the ATLAS products. It is necessary for getting the positioning in the
minds of the consumers to set the lower prices of the products than competitors products.
Quality: Quality of the products matters a lot. If your product is satisfying the consumer
quality wise then it is possible to get the higher sales. Some of the ATLASs products are
quality wise very well due to which they earn a lot of the revenue for the company. The
quality of Washing Machines of ATLAS is very satisfying to the customers due to which
this SBU get very large revenue for the company.
Service: ATLAS provides customer services due to which the consumers of home
appliances purchase products. The company provide after sale services which is a key
factor of the large sales of ATLAS.
Distribution: The products of the company are available all over the country because it is
important that the products should be available to all the consumers. There are more than
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50 dealers of the company all over the country providing the products of ATLASs
products to the consumers.
Packaging: The beautiful packaging of the products attracts the consumers to buy the
products. Here the company is also strong because their packaging is very well.
2- Marketing Mix:
The marketing mix is a combination of marketing tools that are used to satisfy customers
and company objectives. Consumers often call the marketing mix "the offering." ATLASs
marketing mix also depends on these procedures. Marketing mix is controlled by the
following variables often referred to as the four Ps in marketing:

Product

Price

Place

Promotion

PRODUCT

PRICE

MARKETING
MIX

PLACE

PROMOTION

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Product:
The product is physical product or service offered to the consumers. In the case of
physical product, it also refers to any services or conveniences that are part of the offering.
Product decisions include the aspects, such as function, appearances, packaging, service
and warranty etc.
All the products of ATLAS are the physical products, the company does not deal any
service, but provide the after sales service repair services and home delivery services etc.
the products decisions include the following factors:

Variety

Quality

Design

Features

Brand Name

Packaging

Services
ATLAS have included all these factors in their products, such as there is a lot of variety in
every product of the company, some of the products are quality wise very good, design
and packaging of the products are very attractive and have different feature. The brand
name of ATLAS is known to almost every person in the country and the company also
provide after sale services, free repair services and home delivery services.
Price:

Price is the amount of money consumer has to pay to obtain the product. Pricing decision
should take into account profit margins and the probable pricing responses of the
competitors. Pricing not only include the pricing list, but also discounts, financing and
other options such as leasing. In the pricing strategy ATLAS have included following
things:

List Price

Discounts

Allowances

Payment Period

Credit Terms
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ATLAS has provided a list price of all its products to all of its dealers and asked
them to provide the discounts to all the customers. The company gives different types of
the allowances to all of its dealers and consumers like, prizes, discounts schemes etc. The
company also deals with its dealers on the credit bases.
Place:
Place includes company activities that make the product available to the target consumers.
Place decisions are those associated with the channels of distribution that serve as the
means for getting the product to the target customers. The distribution system performs
transactional, logistical and facilitating functions. Distributions decisions include market
coverage, channel member selection, logistics and levels of service. Following things have
included by ATLAS in the Places strategies:

Channels

Coverage

Assortments

Locations

Inventory

Transportation
ATLAS uses its personal conveyance for the distribution of the products to place of
selling. And these points of selling are approachable to all the consumers. Like Gujranwala
there is proper electronics and home appliances market which is at the assessable place. In
other cities these points of selling are easily approachable to all the customers. And the
company provides a large inventory to all its dealers so that consumers can not face the
difficulty of un-availability.

Promotion:
Promotion means activities that communicate the merits of the product and persuade target
consumers to buy it. Promotions decisions are those related to communicating and selling
to potential consumers. Since these costs can be large in proportion to the product price, a
break-even analysis should be performed when making promotion decisions, it is useful to
know the value of consumer in order to determine whether additional customers are worth
the cost of acquiring them. ATLAS has taken the following steps for the promotional
strategies:

Advertising

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Personal Selling

Sales Promotion

Public Relation

Atlas

The budget for advertisement is low for the company products which is great threat for the
company due to which the competitors are getting the advantage. ATLAS also does the
promotion in some public welfare works. Company is funding to various NGOs and
welfare organizations.

Supply Chain management and processes

Responsibilities of production department

Purchasing Process
We analyze the purchasing process of the firm that how the firm purchase raw material
and what are the processes of purchasing raw material from its different suppliers. From
the purchasing process analysis we came to know that there is no hard or fast rule for
purchasing raw material, the purchasing manager raised requisition to the accounts
department and the account manager analyze the requisition and allot him money for
purchasing. The firm had already decided the suppliers and make different transactions on
credit or cash basis depend on the condition.

Stock keeping process

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After purchasing the raw material it was delivered and put into the store where it was
checked and counted. There is not any store keeper who makes entry of receiving raw
material in store.

Manufacturing processes
After putting the raw material into the store it was withdrawn for manufacturing process.
This duty is assigned to the labour of the firm to take the raw material from the store and
use it according to production requirement. There is approximately 50 feet long assembly
line on which different processes are held to make finished goods. Some of the raw
material is processed through outsourcing like making of plastic body of air coolers the
firm only purchase crushed plastic bags and delivers it to other firm for processing.

Manufacturing Process of Air cooler

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Warehouse
As the finished product is ready it was put into the warehouse and make an entry by
production manager in his records.

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Distribution network Design

From warehouse the finished
product is delivered to the dealer according to his requirement or demand. The firm has
different dealers all over Pakistan and also in other countries. The firm has a policy to
have only one dealer in one city or in a particular area of Pakistan.

Distribution network Performance

Distribution network performance is measured by the two factors first is fulfil customer
needs and the second is cost bear by the customer. According to the sales, it shows that the
old performance of distribution network was good as compared to the current position
there are different problems occurred due to its distribution some are raised from sales
price and some of them are raised from coverage issues.

Supply Chain Drivers

Facilities
Atlas has four facilities locations in Gujranwala which are located at four different
locations.

1. Head Quarter
Head Quarter is located at G.T road besides Pace shopping Mall which is the center of the
city. Here the dealers place their orders of the products that they need.
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2. Assembling Plant 1
This assembling plant is located in the city through which raw material can easily
approachable. In this plant geysers are assembled and distributed to its dealers by using
different modes of transportation.
3. Assembling Plant 2
This is the main plant which is 5Km away from city. In this plant Air coolers, washing
machine, Flour kneading machine and other products of ATLAS are assembled.

4. Warehouse
After

assembling

products,

the

these product are

send to the warehouse which is at the back side of Assembling Plant 2. From there the
products are distributed to the dealers through different modes of transportation.
Role of facilities
Facilities play a vital role to minimize cost because the raw material is available easily and
it becomes a source for the company to provide their products efficiently to their
customers and dealers.
Components of Facilities

The firm has a rule of centralize decision making which is made by high authorities.
The firm has a capacity to manufacture approximately 150 units per day.
The firm focus on quality of the product which is efficient rather than responsive.
Inventory
Atlas is working on a make to stock strategy which shows that they focus of efficiency.
The firm has a rule to forecast its sales and make production according to that forecasting
figure.
Components
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The firm make limitation of stock minimization that if the stock is nearly to end then at

which level the firm will place an order to its supplier.

As most of the products of the firm are seasonal so they buy additional inventory for
flexible demand of customers.
Transportation
ATLAS use different modes of transportation to deliver their products to the dealers. As
ATLAS prefer efficiency rather than responsiveness and their facilities are only in

Gujranwala not in any other city.

Components
ATLAS use different modes of transportations like Truck, Ship, Rickshaw etc.
Atlas already makes a plan for routes and network through which they deliver their

products to their dealers.

The firm has not any own transportation facility so they outsource this facility from other
trading firms.

Information
In this firm there is lack of communication due to which the processes are not work in a
better way due to which sometime the firm face heavy losses and become a source of
clashes between departments.

Components
ATLAS use only telephone for exchange information there is not any other method
through which they exchange the information like through emails, written letter or any
other source.
Sourcing
Most of the products of ATLAS are made of plastic, so the firm open its own plastic
injection moulding plant name as "ATLAS Plastic Industry" through which most of the
demand is fulfilled. Some of the raw material is out sourced from other firms.
The firm is not only out sourcing raw materials but also some of its finished goods which
are out sourced from china. These products include Gas Hob, Kitchen Hood, Stove and
microwave oven.
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Component

As ATLAS is cost oriented and prefers efficiency so they budgeted the cost of these
products and found that some of the product are expensive to be outsource and some of

them are cheap.

Firm makes a plan to start their own production of those products which are expensive and
costly.

Improving the business process

Marketing strategies
A marketing strategy is an overall marketing plan designed to meet the needs and
requirements of customers. The plan should be based on clear objectives. A number of
techniques will then be employed to make sure that the marketing plan is effectively
delivered.
Market research enables the organisation to identify the most appropriate marketing mix.
The mix should consist of:

The right product

Sold at right price
In the right place
And using the most suitable promotional techniques
To create the right marketing mix, ATLAS have to ensure the following:

The product has to have the right features - for example, it must look good and work well.
The price must be right. Consumers will need to buy in large numbers to produce healthy
profits for the company.
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The goods must be in 'the right place at the right time'. Making sure that the goods arrive

when and where they are wanted is an important operation.

The target group needs to be aware of the existence and availability of the product through

promotion. Successful promotion helps a firm to spread costs over a larger output.
Identify the key market drivers
Develop a unique value proposition for completive advantage (efficient)
Identify new underserved market gaps
Better understanding of target customer base
Reduce marketing costs without sacrificing performance
Today businesses have an increasing market focus. Companies are to serve the needs of
their customers they need to be structured in such a way as to identify and meet customer
requirements.

Advertising, promotion, packaging and branding

ATLAS is lacking behind in its advertisement and promotions. It can capture many new
users only to enhance the existing marketing strategies and advertising activities, as
ATLAS is providing the high quality products at low prices from its competitors. This
competitive edge can be used as a tool to grab new customers.
Advertising, promotion, packaging and branding are important marketing tools which are
used to make products and services more desirable and hence increase sales and profits.
This could be done through television adds, or print media and adds in news papers.
The informational aspect of advertising involves providing information about products,
services, or about important issues. For example, the government provides information
about the dangers of cigarette smoking, which is an example of informative advertising.
Persuasive advertising goes further and uses a persuasive message, for example by:

showing a famous personality (e.g. Actors ) using the product

comparing the advantages of one product with another

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Supply Chain strategies

ATLAS face different issues on different positions some of the issues are related to stock
keeping, book keeping, distribution problems, and also some of them are related to price
issue. The recommendations that I suggest to the firm are as follow:

The firm should maintain its stock with minimum level. It should use software for
maintain it and also make different such software in which they not only maintain their
stocks but also their accounts because it will help the firm to be update with current

situation of the firm.

The firm should hire a stock keeper who make entries and also check the stock time by

time and inform the current situation of the stock to the upper management.
There should be a proper store in which the firm put all of its raw material in a proper

manner regarding to its usage.

The upper management should held different meetings in which they negotiate with their
dealers and also set a price on which they sale the product to the customers and also to the
others dealers.
The firm should also maintain its warehouse in which the finished products are counted on
weekly basis and should also be updated on software on daily basis.

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Financial Plan
As it was family owned business, so the funds were limited right from the start. Then CEO
managed all the financial matters wisely. Starting with 1million Rupees in 1985, all of the
funds were from family because CEO and other top managers were strongly against loans
taken on interest.
In the start ATLAS had only one manufacturing unit, but now it owns two major assembly
units with the capacity of 100 items to be produced in a day (could be cooler, washing
machine or geysers). Along with these assembly units ATLAS has newly established unit
for plastic moulding. This unit has six (6) plants for moulding plastic. Each plant costs
around 3.2million Rupees.
ATLAS has designed payments system in a way that every dealer has to pay 50% of the
bill right at delivery and rest of 30% in one month and remaining 20% in 2 nd month after
delivery. It helps dealers to get done with their payments and for ATLAS regular cash in
flow is confirm.
Almost 30-35 regular employees are working at ATLAS, but during peak season (summer)
it varies to 55-60 employees. This change in number of employees directly affects the cost
centre of ATLAS, salary expense and other over times increases.
As the sales are at there peak in summer so the reinvestment ratio also changes. In peak
season, as sales increases the expenses also increases so ATLAS has to re-invest more

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capital again in the cycle to meet the desired production and ultimately demand form
customers.
For up coming two new models of Washing machines (metal body) ATLAS is planning to
accumulate capital, through next season sales and net incomes. These new washing
machines are projected to be the best product in terms of returns on investment (ROA).
As ATLAS washing machine product line was not doing well. These changes were
important to make. It is expected that ATLAS will balance its products returns after
launching these two new models of washing machines.

Limitations of Research
Conducting researches like this always have a lot of limitations to face. Addition to this
fact, basic research always needs some assumptions to use plus many alterations to take as
facts. But here we had tried our level best to avoid these limitations as much as we could.
Flowing were the limitations for this research work.
1- Time
Time to complete the thesis work is always short and complex. We have to compile the
research as well as the daily class routine. It can cause bad affect on the quality of work.
Having less time for these kinds of researches can cause lower quality work which is never
required.
2- Real time industrial data
While comparing things with the industrial standards we ought to have data of others. This
data must be up to date and real time. The problem was to take this data which is real, true
and up-to date timely and adequately. Sometime this factor can spoil the whole research.
3- Business secrets
When we are collecting industrial data we need to get some of their internal information,
which might be core information for the business or business secret. Then it became a
hurdle for researcher to go across it.
4- Funds

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Talking of basic research has many limitations but the funds in hand are always important
because it always drives the level of research and its worth.
All of these factors affected this study, starting with time factor. During study time along
with classes and day to day routine work it is always hard to manage. Time is always a
problem for students to manage the study and research work together. Secondly the data
which is required is always either not disclosed or not allowed to let anyone have it. For
industrial data collection and industrial analysis real time data is always important. But
here we were not free to take the data from them. Business secret is one reason to this
limitation. Thirdly funds are very much needed whenever this kind of research is
conducted. Being student funds are always limited.

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