R F PDF

University of Education
Lower Mall Campus, Lahore

Department of Economics and Business Administration
Roshan Packages Limited

Submitted By
BBA-F15-115 Arham Waseem
BBA-F15-119 Hafiz Muhammad Fahad
BBA-F15-125 Mirza Bilal Baig
BBA-F15-102 Hadia Maqbool
BBA-F15-105 Rida Fatima
BBA-F15-106 Rida Fatima
Session 2015-2019
Submitted on 29-May-2019
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Acknowledgement
We took a project on Roshan Packages Ltd and did our best that wouldn‟t have been
possible without the help and support of many individuals. We would like to thanks to
all of them heartedly.
We are highly thankful to Miss Urooj and Shahid Abbasi from Roshan Packages for
their guidance and supervision in our project.
We would like to express our gratitude towards Sir Faran Ali, Sir Rashid and Sir
Umair Rafique from university of education for their kind co-operation and support
which surely helped us in the completion of this project.
We would also like to thanks to industry persons for giving us such attention and
time.
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Executive Summary:
Roshan Packages are the manufacturer of Flexible, Corrugated and co-extruded film
solutions Packaging in Pakistan. Roshan Packages Limited amalgamates the best in
design, advanced technology and research to provide a sustainable packaging solution
for several industries. Company is a long-standing and award-winning corporation
working endlessly to meet needs for reliable, high-quality, corrugated and flexible
packaging. Roshan Packages Limited is proud to introduce.
Company has consistently proven credibility through valuing its customer
relationships and maintaining a standardized quality control in the packaging process.
Reliable, efficient and pioneers, it has revolutionizing the world of packaging.
Company mission is to delight its customers by providing innovative packaging
products and solutions while upholding the principles of corporate governance and
pursuing the creation of superior value for its stake holders. Roshan Packages is
playing its role in the economy of Pakistan by employing 2000 employees working
for Roshan Packages. In this report we have given a very brief review of Roshan
Packages we have mentioned all these as according to the project guideline. We also
mentioned about the Paper and Board industry in Pakistan.
Then we have performed a Brief introduction of the Organization which includes
corporate objectives, market standing, and policy of the organization and also its
competitors, business volume and product lines of company. We also briefly describe
the Organizational structure of Roshan Packages. Further we explain the marketing
mix (4 P‟s) and Human resources practices and perform Ratio analysis.
After that, we done detailed critical analysis for marketing, Human Resource
Management and finance. In Financial Analysis we perform Detailed Ratio Analysis,
Horizontal Analysis and did Competitive Analysis with other organizations of the
same industry. We also write about the Prospects of the Roshan Packages. Finally, we
have done a detailed SWOT analysis. Then we have discussed about conclusion
which and give some recommendations.
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Contents
Acknowledgement ..................................................................................................................... 2
Executive Summary: .................................................................................................................. 3
Introduction to the Industry ..................................................................................................... 11
Industry-Wide Sales: ................................................................................................................ 12
Trends in Sales Volume: .......................................................................................................... 12
Major Key Players. .................................................................................................................. 12
Competitor Analysis ................................................................................................................ 13
Identify the Competitors: ......................................................................................................... 13
Analyze Competitor Content. .................................................................................................. 14
Identify Areas of Improvement:............................................................................................... 15
Barriers to Entry: ..................................................................................................................... 15
Political Barriers: ..................................................................................................................... 15
Economic Barriers: .................................................................................................................. 16
Social Barriers: ........................................................................................................................ 16
Technological Barriers: ............................................................................................................ 16
Other Barriers Includes: ........................................................................................................... 16
Government Policies: ............................................................................................................... 16
Competitive Positioning: ......................................................................................................... 17
Technological Trends: ............................................................................................................. 17
Modes of Marketing:................................................................................................................ 18
Why Social Media & Event Management: .............................................................................. 18
Effects of Government Regulations on industry: ..................................................................... 18
Consumer Taste Analysis: ....................................................................................................... 19
Packaging color........................................................................................................................ 19
Packaging material ................................................................................................................... 20
Design of the wrapper .............................................................................................................. 20
Innovation ................................................................................................................................ 20
Cost effective ........................................................................................................................... 20
How does it affect the industry ................................................................................................ 21
Demographic Trends:............................................................................................................... 21
Income: .................................................................................................................................... 21
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Age: .......................................................................................................................................... 21
For example: ............................................................................................................................ 22
Geographic location: ................................................................................................................ 22
About Industry: ........................................................................................................................ 22
Economic Cycle and sensitivity of industry ............................................................................ 22
Sensitive ................................................................................................................................... 22
For example: ............................................................................................................................ 23
Economic Cycle: ...................................................................................................................... 23
Contraction: ............................................................................................................................. 23
Expansion: ............................................................................................................................... 24
Effects on our industry: ............................................................................................................ 24
For example: ............................................................................................................................ 24
Key Financial Measures:.......................................................................................................... 25
Roshan packages limited company .......................................................................................... 25
Century paper and board mil Ltd ............................................................................................. 25
Packages limited company ....................................................................................................... 25
Overview of the Organization .................................................................................................. 25
History of Organization: .......................................................................................................... 25
Vision:...................................................................................................................................... 26
Mission: ................................................................................................................................... 26
Introduction of the Organization .............................................................................................. 27
Corporate Objectives: .............................................................................................................. 27
Market standing: ...................................................................................................................... 27
Policy of the Organization: ...................................................................................................... 28
Competitors:............................................................................................................................. 28
Packages Limited ..................................................................................................................... 28
Saima Packaging ...................................................................................................................... 29
Astro Films .............................................................................................................................. 29
Pak Packages............................................................................................................................ 29
Sayid Paper Mills ..................................................................................................................... 29
Century Paper Mill Pakistan .................................................................................................... 30
Premier Paper Mills ................................................................................................................. 30
Business Volume ..................................................................................................................... 30
Product Line:............................................................................................................................ 31
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Example: .................................................................................................................................. 31
Our Product Line: .................................................................................................................... 31
Organizational Structure .......................................................................................................... 32
Organizational Hierarchy Chart: .............................................................................................. 32
Number of Employees: ............................................................................................................ 33
Main Office: ............................................................................................................................. 33
Departments of Roshan Packages Limited .............................................................................. 33
Accounting Department: .......................................................................................................... 33
Account Receivable Department: ............................................................................................ 33
Account Payable Department: ................................................................................................. 34
Internal Audit: .......................................................................................................................... 34
Marketing Department: ............................................................................................................ 34
Sales Department: .................................................................................................................... 34
R & D Department: .................................................................................................................. 35
HR Department: ....................................................................................................................... 35
Production Department: ........................................................................................................... 35
Supply chain Department:........................................................................................................ 35
IT department:.......................................................................................................................... 36
Comments on organizational Structure .................................................................................... 36
Departmental Work.................................................................................................................. 36
Hierarchy of each department .................................................................................................. 36
Hierarchy of marketing department ......................................................................................... 37
Hierarchy of HR department ................................................................................................... 38
Hierarchy of Finance department ............................................................................................. 39
Number of employees under each department ......................................................................... 40
Marketing ................................................................................................................................. 40
Human Recourse ...................................................................................................................... 40
Finance ..................................................................................................................................... 40
Sub departments...................................................................................................................... 41
Under marketing ...................................................................................................................... 41
Under human resource ............................................................................................................. 41
Under finance ........................................................................................................................... 41
Marketing Functions ................................................................................................................ 41
Marketing mix of Roshan packages ......................................................................................... 41
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Product ..................................................................................................................................... 41
Price ......................................................................................................................................... 42
Place ......................................................................................................................................... 42
Promotion................................................................................................................................. 42
Human Resource Management ................................................................................................ 43
Recruitment and selection ........................................................................................................ 43
Training and Development ...................................................................................................... 43
Performance management ........................................................................................................ 44
Compensation policy ............................................................................................................... 44
Critical analysis........................................................................................................................ 44
For Marketing .......................................................................................................................... 44
Micro Environment of organization......................................................................................... 44
New entrants ............................................................................................................................ 44
Customers ................................................................................................................................ 45
Suppliers .................................................................................................................................. 45
Competitors .............................................................................................................................. 45
Employees or Workers ............................................................................................................. 45
Macro Environment ................................................................................................................. 46
Political forces ......................................................................................................................... 46
Economic forces ...................................................................................................................... 46
Socio-culture forces ................................................................................................................. 46
Technological forces ................................................................................................................ 47
Competitive Analysis ............................................................................................................... 47
Analyze the Content................................................................................................................. 47
Modes of Marketing and Advertising ...................................................................................... 48
Strengths and Weaknesses ....................................................................................................... 48
Strengths .................................................................................................................................. 48
Approach to Sustainability ....................................................................................................... 48
Leading company ..................................................................................................................... 49
Different from others ............................................................................................................... 49
Weaknesses .............................................................................................................................. 49
Low growth opportunities ........................................................................................................ 49
Low benefits ............................................................................................................................ 49
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Opportunities & Threats .......................................................................................................... 50
High Potential in Market .......................................................................................................... 50
Going Online............................................................................................................................ 50
Capturing Foreign Clients ........................................................................................................ 50
New Trends .............................................................................................................................. 51
Threats ..................................................................................................................................... 51
Environmental Issues ............................................................................................................... 51
Substitutions............................................................................................................................. 51
Competition ............................................................................................................................. 51
Government Regulations ......................................................................................................... 51
Local Distributors .................................................................................................................... 52
STP (Segmentation, Targeting, Positioning) ........................................................................... 52
Introduction:............................................................................................................................. 52
Segmentation: .......................................................................................................................... 52
Targeting: ................................................................................................................................. 53
Positioning: .............................................................................................................................. 53
For Human Resource Management ......................................................................................... 54
Human Resource Planning....................................................................................................... 54
Job Analysis ............................................................................................................................. 54
Recruitment and Selection ....................................................................................................... 55
Internal and external source of recruitment ............................................................................. 55
 Posting ads: ...................................................................................................................... 55
 Screening: ........................................................................................................................ 55
 Written tests: .................................................................................................................... 55
 Interviews......................................................................................................................... 55
 Appointment .................................................................................................................... 55
 Orientation: ...................................................................................................................... 56
Orientation ............................................................................................................................... 56
Appraising and Performance Management .............................................................................. 56
Compensation & benefits ......................................................................................................... 57
Basic salary .............................................................................................................................. 57
Performance bonus................................................................................................................... 58
Paid leaves ............................................................................................................................... 58
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Medical/ Health Insurance Facilities........................................................................................ 58
Over time ................................................................................................................................. 58
Critical Analysis for Finance………………………………………………………………………………………………...58
Horizontal Analysis of Balance Sheet……………………..……………………………………………………………58
Horizontal Analysis of Balance Sheet and interpretation……………….…………………………………...61
Horizontal Analysis of Profit and Loss Account.………………………………………………………….……….67
Horizontal Analysis of Profit and Loss Account interpretations….……………………………….……….68
Vertical Analysis of Balance Sheet……………………………………………………………………………………….71
Vertical Analysis of Balance Sheet interpretation….…………………………………………………………….73
Vertical Analysis of Profit and Loss Account.………………………………………………………….……..…….79
Vertical Analysis of Profit and Loss Account interpretations………………………………….……..…….80
Ratio Analysis………………………………………………………………………………………………………………………83
Ratio Analysis interpretations………………………………………………………………………………………….....85
Competitive Analysis…………………………………………………………………………………………………………..92
Swot Analysis .......................................................................................................................... 97

Strengths .................................................................................................................................. 97
Public Listed Company ............................................................................................................ 97
Certified ................................................................................................................................... 97
Qualified and skilled workforce............................................................................................... 97
Company‟s standing................................................................................................................. 97
Use of technolog ...................................................................................................................... 98
Employee‟s Training and Development .................................................................................. 98
Weaknesses .............................................................................................................................. 98
Working Hours ........................................................................................................................ 98
Span of Control ........................................................................................................................ 98
Premium Prices ........................................................................................................................ 99
Related Products ...................................................................................................................... 99
Financial Planning ................................................................................................................... 99
Opportunities ........................................................................................................................... 99
High Potential in Market .......................................................................................................... 99
Go Online ............................................................................................................................... 100
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Capturing Foreign Clients ...................................................................................................... 100
New Trends ............................................................................................................................ 100
Threats ................................................................................................................................... 100
Environmental Issues ............................................................................................................. 100
Substitutions........................................................................................................................... 101
Competition ........................................................................................................................... 101
Government Regulations ....................................................................................................... 101
Local Distributors .................................................................................................................. 101
Conclusion ............................................................................................................................. 102
Recommendations .................................................................................................................. 103
References .............................................................................................................................. 104
Official websites ................................................................................................................ 104
Other websites.................................................................................................................... 104
Annexes……………………………………………………………………………………………………………………………105
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Introduction to the Industry
Paper and board Industry Pakistan economy is positioned at 27th largest economy
with 488 billion USD in term of Purchasing Power Parity. Pakistan has a semi-
industrialized economy, which mainly encompasses textiles, chemicals, food
processing, agriculture and other industries. Growth poles of Pakistan's economy are
situated along the Indus River, diversified economies of Karachi and Punjab's urban
centers. The economy has suffered in the past from decades of internal political
disputes, terrorism, political instability, and tensions with neighboring India. Now,
energy crises in the country are affecting the growth rate of the economy. Foreign
exchange reserves are bolstered by steady worker remittances; however, a growing
current account deficit – driven by a widening trade gap as import growth outstrips
export expansion – could draw down reserves and dampen GDP growth in the
medium term. Paper and board Industry of Pakistan is not among the prime industries
of the country and is in developing stage. Consumption of Paper and boards in
Pakistan is in far excess of the domestic capacity. So, the local demand is met through
imports. Installed Capacity Units 100 Installed Capacity 900,000 Tons Utilization of
the Capacity 434,740 Tons (2011) Number of Employees 100,000 Tariff on import of
Paper products 10-20 % Tariff on import of Chemical Wood Pulp Nil Over a period
of time domestic industry has attained capacities and capabilities to produce all major
Paper & Paperboard products leaving small room for imports. However, domestic
demand of some specialized papers, including coated art paper / card and newsprint,
among others, is met through imports. More than 70 % of mills are in Punjab
province, 20 % are in Sindh province and 10% are in Khyber Pakhtun khuwa
province.
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Industry-Wide Sales:
Globally production of paper and paper board (packaging) is around 390 million tons
and is expected to reach 490 million tons by 2020 (reference by PG Paper article “The
Global Paper Market Current Review”. Pakistan‟s total production of paper and board
industry is 460,000 tons per annum. (Reference Dawn Today‟s Paper March10, 2019)
Trends in Sales Volume:
Sales volume of packaging industry depends on business nature of customer. Sales

volume for such companies having customer of Ac manufacturing companies sales
increases in winter while snack packaging companies sales volume decrease in month
between June to August because of summer vacations (as maximum snack consumers
are school going children).
Major Key Players.
Analyzing the competitors is an essential part for a company to do. It not only allows
a company to understand competitor‟s strengths and weaknesses but also explain
company‟s current objectives, market trends, etc. By doing competitor analysis a
company can anticipate competitors move and can plan their strategies accordingly.
There are many competitors in the market. In this part we are going to focus on some
of the top-rated competitors which directly compete with Roshan Packages. List of
competitors are as under:
 Packages Limited
 Saima Packaging
 Astro Films
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 Pak Packages
 Bulleh Shah Packaging
All these competitors provide B2B (Business to Business) services. All the
competitors are well known in the industry and has good client base. By using
up-to-date technology industry is doing an excellent job; satisfying its clients.
The packaging varies from product to product. For example, some of the
products are round shaped while on the other hand some has square shape. So,
the packaging varies from product to product. The service line is the same
which is packaging the products, but the packaging itself is different.
Competitor Analysis
Competitor analysis is performed by marketer in which he looks for the

complexities lies within an industry to plan the strategies well. It provides
better understanding of where you are right now and what strategies will you
have to adopt to beat the competitor by gaining maximum market share. There
are basically three steps which we are going to perform which goes as follow:
Identify the Competitors:
Having a list of which you are competing with helps a company in a number
of ways. If a company knows who are the competitors, what are their
strengths, what is there target market, what is there positioning strategy, and
how do they communicate with the market; enables a company to think
critically and choose the strategies accordingly. Thus, identifying competitors
is a crucial step.
The competitors we analyzed are as under:
 Saima Packaging
 Astro Films
 Pak Packages
 Bulleh Shah Packaging
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Analyze Competitor Content.
People say content is the king. A appropriate content doesn‟t have to find the
audience, audience always find good content. So, after identifying the
competitors a company should dig a little bit deeper and find what type of
content they are publishing.
Let‟s take an example and compare two of above mentioned competitor‟s
content:
I‟ve analyzed Astro Films and Bulleh Shah Packaging‟s website. Astro Films
focuses on the production and quality of the product. Their website‟s home
page which is a first thing consumer sees is all about technology they are using
and how much it takes to pack a product. While on the other hand Bulleh Shah
has done an excellent job making an emotional bonding with the customer.
Bulleh Shah plans to build long term relationship with customers by creating
emotional bond with them. They use a strategy like Coca-Cola. Coca-Cola is
considered best in making ads as it ads focuses on product so little. They put
their emphasis on customer relationship rather than brand it self
Different type of content may include:
 Blogs
 Videos
 Podcasts
 Slides/PowerPoint
 Visual content
 FAQs
 Feature articles
 News
 Case studies
.
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Identify Areas of Improvement:
After performing a competitive analysis now you‟ve better understanding of

competitors. This step is the final step where a company should look for the
areas which can be improved. After analyzing areas of improvement necessary
actions should be taken to improve them.
Barriers to Entry:
Startup faces too much problems while starting a business. And the solution to
understand the barriers is PEST analysis which is done by marketer. PEST analysis
stands for Political, Economic, Social and Technological barriers. PEST analysis is as
following:
Political Barriers:
Political stability facilitates an industry in a number of ways. But if this factor is

unstable then it also creates a lot of problems for an industry. Pakistan has always
been criticized because of the political mafia. Political giants hold the power to
completely destroy new startups. I will give the example of Car running on water.
Recently a person ran a car on water in a TV show. He wanted to introduce the new
technology that would have resulted in a huge economy change. Petrol mafia couldn‟t
bear to let that happen because if that happen then the sales of petrol would be near to
none. So they played a bad game and didn‟t let that man to come up front. So that‟s
how I take political barrier in PEST analysis. So a startup should consider:
 When is the next election?
 Who holds the most power in specific industry?
 Is there a trend towards regulation?
 Are there any political factors about to change?
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Economic Barriers:
Economic factors include information regarding a country‟s economy. So a startup

should consider:
 How stable is the current economy?
 How is globalization affecting the economy?
 Rate of unemployment.
 What is the work force skilled required, do country have people with such
skills?
Social Barriers:
Social factors hold questions such as:

What is the population growth rate and age? Do they affect the industry? Are the
employment patterns different for different age groups? How do religious beliefs
affect the population? Etc.
Technological Barriers:
Technological trends don‟t affect the company that much. The industry is up to date
and the packaging is process based. This means there are plenty of steps done in order
to pack the product. For example: Designing the packaging material is one of the
processes. The innovation of new software for designing & packaging the product
doesn‟t affect the industry that much.
Other Barriers Includes:
Government Policies:
Government is the major key player in every industry as the rules and regulations
imposed by government can destroy the market. For example: recently government
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increased tax rates on export of mobile market which significantly affected the
market. Increase in tax rates resulted in the sudden raise of price of some mobiles.
Similarly, government affects the paper and board industry. Industry is going through
tough time from past couple of years due to economic environment and raise in tax
rates i.e.:
 25% regulatory duty
 20% anti-dumping duty
 15% excise duty.
https://www.scribd.com/doc/36021911/Paper-and-Board-Industry-Report
Competitive Positioning:
Competitive positioning is also one of the barriers to enter the market. In the field of
marketing: company‟s positioning is defined as:
 Excellent
 Satisfactory
 Fair
 Weak
If company has strong positioning then it might be very hard for new ventures to
come and grow fast. Gourmet Cola is also a cola but Coca-Cola‟s target market is so
loyal to the brand that it won‟t shift from Coca-Cola to Gourmet or any other Cola.
Technological Trends:
Technological trends don‟t affect the company that much. The industry is up to date
and the packaging is process based. This means there are plenty of steps done in order
to pack the product. For example: Designing the packaging material is one of the
processes. The innovation of new software for designing & packaging the product
doesn‟t affect the industry that much.
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Modes of Marketing:
There are number of modes of marketing which are:

 Social Media
 Electronic Media
 Print Media
 Celebrity Endorsement
 Event Management
 Personal Selling etc.
Modes of marketing our industry uses are Social Media & event management
and print media.
Why Social Media & Event Management:
Social media marketing has become very common and effective within last couple of
years. In the current era almost, every person has internet access and not only access;
they spend most of time on the internet. As the industry is providing B2B services this
is the best way to communicate with the target market. Usually companies make eye
catching advertisement and post or send it to other company‟s (Clients) official pages.
Second type is event management and the concept behind that idea is to fill the gap.
Event management means interacting with the audience physically. As appearing
somewhere does increase the credibility of the company and ultimately it leaves
customer attached to the brand. So these two methods are best to communicate with
the target market.
Effects of Government Regulations on industry:
Government establishes many regulations and policies that guide businesses. Business
should be flexible enough to respond to changes.
Government regulations involve tax policies. Taxation policy a government policy
that affect the businesses directly because taxation is based on business earnings.
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In packaging industry, the import duties, excise duty, sales tax, regulatory duties,
withholding tax are implied by government which affects the sales of packaging
products.
As high tax rate on imported goods may encourage local production of the same good
but in packaging industry the import of paper and board is reduced due to high
taxation and import duty which affects the growth of industry.
The demand of paper products in the country is increasing significantly, leading to
increase of imports by 12%-15% annually. The industry needs to be restructured on
modern lines and tariff regularization is important with constant policies.
The import of paper and board is 25% import duties and 15% regulatory duties, 18%
sales tax, 2% withholding tax and 1% special excise duty which are on high side, due
to high duties and taxes, the import of paper and paper board dropped from 65,000
tons to only 18,000 tons. Due to this drastic change in government policies packaging
industry is going through difficult time. The high import duty on raw material is very
cost effective.
Consumer Taste Analysis:
Consumer is always one of the very significant key factors in any business. Like other
business, packaging industry also affect by change in consumer behavior or taste.
Following are some points to consider under this head:
i. Packaging color
ii. Packaging material
iii. Design of the wrapper or bottle or something else
iv. Innovation
v. Cost effective
Packaging color
Some colors are very attractive that they capture the consumers by the way color
scheme used in packing of the product. It‟s assumed that light colors gain more
attraction of consumers
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Packaging material
Material used to wrap the product plays a key role and poor-quality material used to
pack the product may change the consumer behavior or taste about the product.
Design of the wrapper
The way any product physically appears to the consumers matters a lot. Attractive
design of the product also affects the consumer taste in a positive way. For example, a
survey tells us that many consumers like to drink Coke instead of Pepsi just because
of the unique design of their bottles
Innovation
Innovation is all about to adapt the contemporary trends in the market. Innovation in
packing of the product also affects the packaging industry. For example, generally
prior of new trends of packing of biscuits in just a wrapper is mostly exchanged with
the new one that is to use small plastic trays, put the biscuits into it and then wrap it
with customized wrappers. Common example of this are: Bisticks, Nan khatai etc.
Cost effective
Packages industry mostly involves B2B customers. This means that they sort of
providing the raw material to many other companies that target the final consumers.
So, most of their customers want attractive and good quality packing in a very
reasonable price as it may increase the overall cost of the product to final consumer.
This factor may change their consumer taste either positively and negatively.
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How does it affect the industry
Consumers today are seeking options that are easy to use, more attractive,
economical, portable and convenient to pack and transport. Excellent quality material
allow consumer to attract to one‟s packaging product. Low quality material used may
immediately change the consumer preferences or taste about one‟s product and they
may shift from you to your competitors in no time. In today‟s world, everyone wants
innovated ideas so as in the packaging industry. If you are not good at adapting
innovative ideas, this will affect the packaging industry negatively. Similarly, if you
are not working on your cost and not finding the ways to cut your cost as much as
possible, then this will affect the industry badly because consumer always seeking for
things that are cost effective.
Demographic Trends:
There are number of demographic trends which affect an industry or a business.

Values varies from one geographical location to another one thing which is consider
good might be considered as a bad thing in some other area. Some of the demographic
trends are Education, income level, gender, age, birth rate, death rate, population etc.
Income:
Income is the first factor that affect consumer‟s decision making and it indirectly
shape customer buying behavior. For example:
Sana Safina is a brand whose target market is females with high income.
Age:
Age is a demographics component which impacts organizations. A company's

products and services are much more likely to appeal to a specific age group.
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For example:
Younger people underneath 35 are regularly the primary consumers to buy excessive-
tech products like cell phones, digital books and video games. Certain shopping for
agencies additionally has extra buying power than others.
Geographic location:
People's buying preferences also vary by geographic region, which is another type of
demographic. Those who meet buyers' needs and requirements in certain geographic
regions can earn higher sales and profits. For example, people often prefer certain
food and drink flavors in certain markets. Companies that sell the flavors consumer‟s
desire in various areas are more likely to profit. Those who do not offer these flavors
may risk losing customers to other competitors.
About Industry:
After critically analyzing each trend I have come to conclusion that there are no
demographic trends which are affecting the industry. It‟s because industry is
providing B2B services. Age, Gender, Income, Education does affect an industry
when its target market is consumers. Since its providing B2B services, demographic
factors don‟t affect.
Economic Cycle and sensitivity of industry
How sensitive is the industry to season and economy cycle?
Sensitive
In packaging industry basically sensitivity means raw material. Packaging industry

like all other industry is sensitive. There are numerous factors that affect the industry
sales. Let's take an example of raw material.
Raw material's price fluctuates in every season. So different company's belonging to
this industry forecast the demand and the price of raw material. If there's a chance of
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raw material's price to raise then company buys the raw material beforehand and
package the products accordingly. If not: then sales continue as planned.
For example:
If we talked about product for example may fair company (asan food) products like
slanty, snacks, juice, chips. Basically, in the month of June July and August the
selling capacity of all these industries have reduced so the packaging industry directly
influenced by it. Because packaging industry provide packaging to all these
companies . So these packaging Industries started focus on those products which has
constant sell all over the year. This fact also included in the sensitivity of the industry.
Basically, in the month of June July and August the selling capacity of all these
snacks juice industries have reduced so the packaging industry directly influenced by
it. So, these companies started focus on those packaging products which has constant
sell all over the year. This fact also included in the sensitivity of the industry.
Another sensitivity effect of packaging industry is raw material which they are using
in packaging it should be fine because if we are talking about another our client of
haleeb food packaging if company is not using fine material in packaging than food
will be waste due to this reason packaging industry will be affected .
Economic Cycle:
Economy cycle means to natural fluctuation of the economy between the periods of
expansion and contraction . We can say that economy cycle means up and down
movements in economic activity. Basically, two main points in economy cycle:
Contraction:
Contraction is prolonged period of time when the nation's economy slowing

down or contracting. Contraction (recession) involving:
 People buying less stuff
 Decrease in factory production
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 Growing unemployment
 Due to all this factors Pakistan's economy contraction
Expansion:
Economy expansion means that an increase in the level of economic activity.

Expansion is the period of growth which is measured by rise in real GDP.
Expansion is caused by two main factors:
 External: To the economy like weather condition and technical change
 Internal: To the economy involved like fiscal policies, monetary policies,
interest rate, and availability of credit.
Effects on our industry:
After critical analysis of economic cycle on our industry there are some factors
which are effecting our industry i.e.
If the people buying less stuff or decrease in factory production or weather
condition or technical change all these economy factors will also influenced
on packaging industry .
For example:
In Haier company their products sells have reduced in winter as compare to

summer which have greater impact on our economy cycle like Haier's product
sell expand in summer and contract (recession) in winter.
24
Key Financial Measures:
Roshan packages limited company
Year ended 2017 Year ended 2018

4,098,007,176 Sales 4,031,387,574
6.13 Average profit margin (-2.24)
Century paper and board mil Ltd

18,021 (B) Sales 22,191 (B)
1.08 profit margin 2.20
Packages limited company

21,388,949 Sales 24,821,998
1.32 Net profit margin 6.79
Overview of the Organization
History of Organization:
25
In 1959, Dr Aijaz Hassan Qureshi began a journey of excellence after returning from
Germany with a PhD. He launched Urdu Digest which served as the onset of an
extraordinary journey forward. The Urdu Digest became Pakistan‟s most circulated
publication due to its engaging content pertinent to attentive and thoughtful editorials
and subject matters.
Roshan Enterprises launched in 1989 to export Pakistan‟s fruits to the world and the
enterprise was a pioneer and forerunner in recognizing the potential in Pakistan‟s fruit
crops. Now in history, fruit was omitted in Pakistan‟s export culture, and Roshan
Enterprises invited the prospect through intellectual marketing techniques and
advanced fruit processing units. The enterprise exceeded expectations and evolved
into Pakistan‟s largest fruit exporter.
The corporation‟s futuristic approach and high-volume export demand prompted the
setup of an in-house packaging unit. In 2002, Roshan Packages Limited was
established to meet internal demand for Corrugated Packaging. After this momentous
initiation, the company grew exponentially and established European standards
Flexible Packaging and Co-Extruded Film Solution Plants in 2011 and 2015,
respectively.
Presently, Roshan Packages Limited specialized in world-class Co-extruded films,
Flexible Packaging and Corrugated Packaging materials and solutions all in essence
to current industry trends. Consequently, Roshan Packages Limited has gained an
outstanding pool of national and international consumer database a credit to its
remarkable progression.
Vision:
We aspire to be the leader in providing innovative and aesthetically integrated

packaging solutions to enable the key business processes of our customers.
Mission:
26
Our mission is to delight our customers by providing innovative packaging products
and solutions while upholding the principles of corporate governance and pursuing
the creation of superior value for our stake holders.
Introduction of the Organization
Introduction Roshan Packages are the manufacturer of Flexible, Corrugated and co-
extruded film solutions Packaging in Pakistan. Roshan Packages Limited
amalgamates the best in design, advanced technology and research to provide a
sustainable packaging solution for several industries. We are a long-standing and
award-winning corporation working endlessly to meet your needs for reliable, high-
quality, corrugated and flexible packaging. Flexible Packaging Corrugated Packaging
Extrusion
Corporate Objectives:
 Ownership and Openness

 Nurturing Continuous Growth
 Service with Courtesy
 Attention to Personal Development
 Honesty and Commitment
 Attention to Learning
 Honesty towards Employees
Market standing:
The fiscal year 2017-2018 was not good for company. The company reported net
sales of Rs. 4,031,387,574 million representing a sales decline of (-1.62) %.
Rupees in „000‟
2018 2017
27
Turnover 4,031,388 4,098,007
Gross profit 308,157 552,801
Finance cost 120,526 93,144
Profit after tax (73,224) 268,463
Profit before tax (90,547) 251,590
Policy of the Organization:
Company uses centralized decision making in which all the decisions are made on
executive level and rest of the staff have to obey the order.
Competitors:
Following is the list of competitors and all these are providing B2B (Business to
Business services)
 Saima Packaging
 Astro Films
 Pak Packages
 Sayid Paper Mills
 Century Paper Mill Pakistan
 Premier Paper Mills
Packages Limited
Packages are renowned company operating in Pakistan and are indirectly a competitor
of Roshan packages. It was founded in 1956. This company is also listed in Pakistan
stock exchange and works in different portfolios other than packaging. That is why
this company is not our direct competitor because their product line differs.
28
Saima Packaging
Saima packages is also an indirect competitor because Roshan packages deals in

paper and board products but saima deals in other packaging product as well. Saima
Packaging is a privately held firm and was founded in 1972 with approximately 350
employees. Today, Saima packages is one of the largest packaging company in
Pakistan
Astro Films
Astro Films is owned and operated by Ismail Industries Limited established from year
1988. Astro Films is a family comprising of two brands: Astro Pack and Plastiflex
Films Pvt Ltd. It is also an indirect competitor of Roshan packages as Astro deals and
renowned in film maker packaging.
Pak Packages
Pak packages, another indirect competitor, were founded in 1988 and now with over
25 years experiences in this industry. They devote their selves in developing and
manufacturing flexible packaging. This company has a good reputation for providing
quality products.
Sayid Paper Mills
Sayid Paper Mills Pvt Ltd. is a closely held family business and a direct competitor to
Roshan packages as both deals in Paper and board related packaging products. They
are working successfully since 1975. In August 2001, Sayid Paper Mills became the
first producer of newsprint in Pakistan
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Century Paper Mill Pakistan
Century Paper & Board Mills Limited (CPBM) is part of Lakson Group of Companies
Pakistan and directly compete with Roshan Packages. The Lakson Group of
Companies is one the leading groups of the country with diversified interests in
industries such as Paper & Paperboard, Printing & Packaging. The company also has
standing-reputation in market due to quality products.
Premier Paper Mills
Premier Paper Mill also works for the quality products of packaging, related to paper
and board and is a direct competitor of Roshan Packages. Their Mission is to be
leader in the market to serve by providing quality products to our customers
Business Volume
Following are the key terms from financial statements of Roshan Packages as on
2018.
Terms Description Rupees
Shares Ordinary shares of Rs 10 each 1,182,500,000

Sales Gross Sales 4,705,465,946
Turnover 4,031,387,000
Assets Total Assets 8,564,925,709
Profit/loss Gross profit 308,157,440
Profit/Loss before tax (85,613,081)
Profit/Loss after tax (102,936,753)
30
Product Line:
In marketing product line consists on the related products. In other words product line
is to sale different products individually.
Example:
We are going to take example of National Jam. There are plenty of flavors available
like Mixed Fruit, Apple, and Mango etc. Product line is the same but products are
different.
Our Product Line:
Roshan packages have only 1 product line as they are providing packaging services to
customers. Although there is different type of packaging that Roshan Packages are
providing; since it‟s related to packaging product line is same.
31
Organizational Structure
Organizational Hierarchy Chart:
32
Number of Employees:
Roshan Packages currently have 1500 to 2000 employees.
Main Office:
Roshan Packages main office is situated in Lahore.
Departments of Roshan Packages Limited
When we visited Roshan, Packages Limited we asked them about the departments of
their company and they told us that they have
 Accounting and Finance Department
 Marketing Department
 R & D Department
 HR Department
 Production Department
 Supply Chain Department
 IT Department
Accounting Department:
Accounting and finance department of Roshan Packages manages the finance,

maintain the financial records, make financial statements and manages routine based
transactions of the company.
In RPL, the finance department is further divided into two departments which are as
follows:
Account Receivable Department
Account Payable Department
Account Receivable Department:
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The account receivable department of RPL maintains the record of amount of money
received against the goods and services given to the customer. Basically, deals with
the assets.
Account Payable Department:
This department manages the credit amount which is to be collecting from the
customer against the goods and services given to the customer.
Internal Audit:
Internal audit helps the RPL for the improvement of company‟s operations, risk
management, improve company‟s governance.
Marketing Department:
Marketing department of RPL perform different tasks which include public dealings,
establishment of marketing plans and strategies, promotion, sales distribution, product
development, and marketing research.
Sales Department:
The sales department of RPL makes publication of their product, makes strategies to
increase sales, advertise their products to attract the customers, provide services to
customers, and work on pricing and sales distribution.
34
R & D Department:
R & D department works on the product‟s innovation according to changing customer

taste and preferences. R & D department focuses on the safety, size and quality of
packaging products because customer prefer secure packaging and size of product
which can be easily used and carried by the customer. If the size of product will be
small that will be easy for consumer to carry.
RPL uses good packaging material and brings innovation in packaging designs to
attract customers.
HR Department:
HR department manages the training and recruitment of employees. Workplace

safety, employee‟s relations like if any conflict arise between employees than its HR
department‟s duty to resolve their conflict. HR Department handles the tax
compliance. Analyze the work performance of employees and make plan for
performance improvement of employees.
Production Department:
Production department of RPL handles the production of goods from raw material to
finished goods. The production department handles the whole production process and
make sure that the raw material for finished goods is of best quality and check the
efficiency of production process.
Supply chain Department:
35
Supply chain department of RPL manages the overall working of the company the
from the production process to sales of goods. The function supply chain department
performs include operations, purchasing, distribution. Supply chain department
oversee the work of production and purchasing of goods.
IT department:
IT department of RPL works on the computer system, design the layout of company‟s
website, update the websites and provide online information to the public, give
training to employees that how to use new software and resolve the issues related to
computer software etc.
Comments on organizational Structure
The Roshan packages are centralized organization as they have hierarchy decision
making structure. All the decisions are taken by the higher authorities and lower
management is bound to strictly follow all the rules and regulations. Therefore, the
system is good for both the employees and the company.
Departmental Work
Hierarchy of each department
36
Hierarchy of marketing department
Head of
marketing
Marketing Advertisement
manager manager
Staff Staff Staff
37
Hierarchy of HR department
hierarcy
of HR
senior level middle level operational level
H&R director Senior Executive HR employment manager
cheif human resource

HR suprivor HR manager
officer
HR generalist HR specialist Recruiter
employee
general HR manager relations HR analyst
manager
HR branch
executive HR HR assosiate
manager
ASSOSSIATE
assisstan HR manager HR ASSISSTANT
executive HR
HR adminstrator
HR trianee
assisstant HR
adminstrator
HR technical suprvisor
38
Hierarchy of Finance department
Financial director
charted accountant
financial manager for account
manager for financial services
accountant
finance assistance for sale
finance assistance for purchase
39
Number of employees under each department
Marketing
There are almost 15 to 20 employees working under the marketing department in

different capacities which includes personnel of advertisement, marketing
research and marketing strategies etc. Some working as traditional markers while
some in social media marketing.
Human Recourse
Human resource department on average have 10 to 12 employees working for the

better prospects of company to hire deserving persons
Finance
Finance department have overall 15 to 20 employees working on different sub

departments like accounts, receivables, investments department etc.
40
Sub departments
Under marketing
In Roshan packages, marketing department further divided into sub departments

as: Social media marketing, advertisements, marketing research etc.
Under human resource
The main HR department is further divided as: training and development,

recruitment and selection and job analysis etc.
Under finance
Finance department also have receivables, accounts and investments sub

departments
Marketing Functions
Marketing mix of Roshan packages
Product
Roshan packages are currently working on assorted products of packing related.

One of them is corrugated packaging. They used the best technology to make
customize and develop distinct size corrugated cartoons, box cartons, stock boxes,
41
custom boxes, die-cuts, pads, corners and partition sheets. Other product includes
Flexible packaging that experienced the extensive growth in the year of 2017.
The segment of flexible pouches stood out fand reaches the growth rate was 7.9%
globally. According to a poll conducted by the Flexible Packaging Association,
83% of all brand owners use flexible packaging. Third product they are dealing
with is Co-Extruded film. Roshan Packages Limited‟s German Extrusion Plant
has the best and technical expertise to develop top-quality Co-Extruded Film to
offer immaculate packaging solutions for different applications.
Price
Price could be a crucial factor that gives one‟s company a competitive advantage
over others. Roshan packages strategically fit the price of its product and
constantly working to provide quality products to its clients on reasonable prices
as compared to their competitors. This is the reason that different renowned
brands become Roshan‟s clients and they didn‟t even charge premium prices from
them.
Place
As Roshan packages dealing in B2B consumers and don‟t have a direct relation
with the end consumers, the place does not matter a lot. Their foremost priority is
to make a better and positive relationship with clients and capture their trust in
return.
Promotion
To promote or advertise product or service to the related target market results in

the awareness of that product/service and then show interest to get to know more
about that product. Although, Roshan packages fall in B2B product or service
42
provider, yet to promote or advertise their products to the stake marketing. They
promote their products by participating in different Expos, exhibitions, by making
collaborations with different stakeholder companies, by conducting seminars and
hosting different events etc.
Human Resource Management
Recruitment and selection
Roshan packages are very keen to invest in human resource management as they
know how crucial this can be for the better achievements of goals. The
recruitment procedure starts with the ad posting of vacant jobs either on the
newspaper and on the social media platforms like LinkedIn, followed by the
procedures of screening of applications, sometimes a written test (depending on
the nature of job), calling for the personal interviews or panel interviews and at
last providing the appointment letters to successful candidates.
Training and Development
In Roshan packages, there is a separate department named as Training and

Development department under the supervision of Human resource department
which looks after the necessary requirements of employees regarding the training
of either new aspects or trends but to enhance the skills and knowledge about
existing trends in order to work with more concentration and passion. They
constantly look for the enhancement of employees by providing them timely
training sessions that helps them to grow their capabilities.
43
Performance management
Performance management is all about the set of activities performed in the

organization to better accomplished the defined overall goals of the company.
Roshan packages has developed such kind of strategies that focuses on the
performance of organization, a department, an employee and the processes in
place to manage the important tasks. The HR department evaluate and then record
the performance of each n every employee and provide solutions if needed in the
form of training and development sessions.
Compensation policy
Compensation is the results or rewards that the employee receives in return for
their work. Roshan‟s compensation policy includes the basic pay to employees as
well as the annual bonuses, performance based bonuses, medical facilities, health
insurance and loans etc.
Critical analysis
For Marketing
Micro Environment of organization
New entrants
As lucrative as the paper and board industry might be, there is always a risk of
new entrant in the market with high startup capital. As Roshan packages is a listed
company but still they take the new entrants as threats and finding the ways and
strategies to deal with this.
44
Customers
Customers are one of the major factor of the micro environment because they can
help you in reaching the highest rank in any industry and vice versa. There is no
doubt that the buying power of the customers of packaging industry is very high
as they must need excellent quality packaging product in reasonable prices.
Roshan packages clients are typically large companies and they always want a
huge quantity of packaging and prefer a long-term agreement.
Suppliers
Suppliers are very important as they can control the success of the business.
Roshan packages mostly import the raw material from different countries and
their suppliers are from different countries that fulfill the need of their production.
Competitors
Competitors are those who sell same or substitute products and services as your
organization. They are very crucial and Roshan packages actively involved in
implementing the different strategies like the pricing strategies that not only
prevents its client to switch towards the substitute but also gave them a
competitive advantage over others and constantly look after the competitor‟s
activities in the marketing.
Employees or Workers
Employees always play a crucial part to run a successful business. That‟s why
Roshan packages look after their employees well and provide them a good
environment and motivate them through different rewards other than sakary that
ultimate results in the employee‟s satisfaction and the company becomes
successful.
45
Macro Environment
Political forces
Political influence plays a vital role in any business. To run a business successfully,
the company should keep in mind the political influences or government policies that
can either take it at top or vice versa. Roshan packages have a very clear idea about
the importance of this factor and developed strategies from this context as well. They
know very well that political instability will lead to damage the goodwill of the
company. That‟s why they always try to work on the given conditions and regulations
by the government and not to breech any of it.
Economic forces
Economic forces are another factor that indirectly affect the company and that cannot
be controlled by the company directly. For example: increase in inflation rate affect
the company negatively as Roshan must increase the prices due to high rate of
inflation. Similarly, devaluation of Pakistani rupees also affects the company‟s
working.
Socio-culture forces
Society‟s culture and way of doing things impact the culture of an organization in an
environment. Shared beliefs and attitudes of the population play a significant role in
how marketers at packaging industry will understand the customers of a given market
and how they design the marketing message for packaging industry consumers. The
needs of client also change with these factors and the company is very much aware
about this and trying to cope these issues.
46
Technological forces
Today is the world of technology. If you want to grow in a very tough competition,
this can be done through understanding and adapting new technological trends. The
concerned person in Roshan packages tell us they are making technological
advancements that will help to gain more market share.
Competitive Analysis
Competitive analysis is performed to look for the complexities lies within the industry
to plan the strategies well. It provides better understanding of where are you and your
competitor and what strategies your competitors are practicing and what will you have
to adopt to beat the competitors. Here we take Bulleh Shah Packaging company to
assess their strategies.
Analyze the Content
Content is always the KING. An appropriate content does not have to find an
audience. Let‟s dig a little bit deeper and find out what kind of content they are
publishing. We have analyzed Bulleh Shah‟s website. They focus on the production
and quality of the products. Their website‟s home page, which is the first thing
consumer, sees is all about technology they are using and how much it takes to pack a
product. Bulleh Shah has done an excellent job by making an emotional bonding with
the customers. They plan to build a long-term relationship with clients by creating
emotional bond with them. What we believe is they use a similar strategy like Coca-
Cola. Bulleh Shah put their emphasis on customer relationship rather than brand itself.
So, to sum up their core focus of making strategies are:
• Effective production and quality strategies

• Technologies driven
• Strategy of Emotional Bonding
• Long term relation
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Modes of Marketing and Advertising
Following are the modes of marketing used by the Bulleh Shah Packaging.
• Blogs
• Videos
• Websites
• Social media
• Articles
• Broachers
• News and updates
• Paper and magazine ads
• TV commercials
Strengths and Weaknesses
Following are the strengths and weaknesses of Bulleh Shah Packing.
Strengths
Approach to Sustainability
Bulleh Shah claims that they worked for sustainability. Their approach to
sustainability is an over-arching set of values that drive all their actions and decisions
from top management to right down to the routine transactions.
48
Leading company
BSP claims that they are leading the market of corrugated packaging together with
being the largest Renewable Packaging facility and the only Liquid Packaging Board
providing facility throughout the nation.
Different from others
They claim that they are different from other on the following grounds and consider it
as their strengths:
Recycle of approx. 250-ton paper per day
Largest Biomass power plants in Pakistan
Copymate – Pakistan‟s first copy paper brand
Weaknesses
Low growth opportunities
There is a very little chance of growth for the employees of Bulleh Shah Packaging
Pvt Ltd and employees are not happy and motivated for the work. Career growth
opportunities must be provided to motivate the employees to work with better
concentration.
Low benefits
The company is not providing the best benefits to its employees and due to this, we
believe that this is the weakness of Bulleh Shah Packages. The company must provide
a substantial number of benefits in return to their hard work and that will boost the
motivation level and interest in the job.
49
The company is considering very weak in providing the best training and
development to the employees. The employees are not happy with this and they want
a proper efficient internship or job training plan from the company‟s management.
Opportunities & Threats
Following are the opportunities and threats of Roshan packages.
High Potential in Market
What we understand after working on this industry is that there is a high

potential for the Packaging companies to grow and obtained a large market.
Packaging industry is no doubt a very profitable industry and that will grow a
lot soon because of technological advancement and latest trends.
Going Online
New customers from online channel, biggest opportunity for Roshan. Over the
past few years the company has invested vast sum of money into the online
platform. This investment has opened recent sales channel for Roshan
packaging. In the next few years the company can en-cash this opportunity by
knowing its customer better and serving their needs.
Capturing Foreign Clients
The company can go globally and capture the foreign customers as well while
fully satisfying the domestic ones. This will result in the growth of the
business and open new gates for investments.
50
New Trends
Latest trends in consumer behavior can open new market for the Roshan
Packages. This will be a fantastic opportunity for the company to build new
revenue streams and diversify into new product categories too.
Threats
Environmental Issues
Environmental issues are always a biggest threat to packaging companies.

Theirs waste can create a great mess for the environment. Packaging,
especially Flexible packaging negatively influence the environment by
increasing the waste.
Substitutions
Substitute products are always a threat for any type of company. Roshan
packages also consider related products, a threat and constantly working to
overcome this as possible by not compromising on product quality and client
needs.
Competition
Packaging industry has a lot of competition. The reason is that this industry is
growing rapidly and there are many companies that are moving towards this
sector which is creating an intense competition.
Government Regulations
Government regulations for the sector is very important and serves a big threat
for most of the companies. Strict policies from government could always be a
great threat for almost every company so as Roshan Packages.
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Local Distributors
Growing strengths of local distributors also presents a threat in some markets

as the competition is paying higher margins to the local distributor
STP (Segmentation, Targeting, Positioning)
Introduction:
STP model is a process in which a company first divides the market into different
segments and then after critically analyzing all the identified segments; company
chooses which segment they want to target. After selecting the target market company
positions their product/services accordingly. This process is very helpful as it break
big concepts into different parts and Enables Company to efficiently break, select, and
market the product correctly.
Segmentation:
Marketing segmentation is the process in which a company divides the market into
different pools based on Demographic, Psychographic, Geographic, and Behavioral
factors. It helps and enables one to see situations and difficulties which underlies in a
big picture.
Roshan Packages is providing B2B (business to business) services. Thus, they don‟t
have to segment the market as they are targeting whole market (companies) that needs
a packaging for their product.
52
Targeting:
Targeting is basically second step of STP model in which a company targets a

segment. As we are targeting the whole market not the sum of it so the concept of
segmentation doesn‟t apply here. Roshan Packages target whole industry.
Positioning:
In marketing and business strategy, marketing positioning refers to the consumer's

perception of a brand or product in relation to competing brands or products. Market
positioning refers to the process of establishing the image or identity of a brand or
product so that consumers perceive it in a certain way. Roshan Packages has
specialized Social media marketing and Traditional marketing team which advertise
the services.
It‟s very hard to advertise the services because unlike the product you can‟t judge the
services. You must take the services to judge them. To give better understanding I am
going to give some examples.
You can‟t say this doctor is good or bad based on the looks of the doctor. If you want
to check whether the doctor is good or not you have to take medicines and proper
treatment. If the treatment is good and your decease is gone after taking the prescribed
medicines then you say the doctor is good. So, you have to take the services only then
you‟ll be able to judge.
In the same way one has to take the services in order to decide whether the services
are good or bad.
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For Human Resource Management
Human Resource Planning
HR planning is basically a process that identifies the current and future needs of
human resource for a company to accomplish its pre-defined goals. HRP also helps
company in an important investment for any business as it allows organization to
remain both, productive and profitable. The concerned person at Roshan tell us that
human resource department ensures that they have the right person, at the right time,
at the right place. This can be done by proper and fair recruitment and selection,
performance evaluation and training & development.
Roshan packages HR department works according to the international standards of
hiring people. They first evaluate that how much employees be needed and then starts
the proper recruitment process.
We have asked them about the human resource planning and they give us the
following points:
 Determining the future staffing needs
 Enhancement of employee‟s skills
 Promote the best cultural practices
 Find ways of employee‟s satisfaction
 Train employees through various techniques
 Accepting and adapting the changes in recruitment process
Job Analysis
Job analysis includes number of procedures to identify the context of a job in terms of
activities involved and attributes or job requirements needed to perform those
activities. Job analysis provides information of organizations which helps to
determine which employees are best fit for specific jobs. Roshan packages do job
analysis frequently in one year. It totally depends upon the situation or needs. They do
so at least 2 times in a year. This will help them to determine and remove the gap
54
between actual performance and the desire performance. Here, they critically analyze
the job descriptions and finding the solutions to perform well.
Recruitment and Selection
Recruitment and selection is a complete process to hire people for the vacant jobs in
any organization. This may include: identifying job vacancies, analyzing the job
requirements, receive applications, screening and shortlisting and appointing the right
candidates.
Internal and external source of recruitment
Company has two sources from which they hire people. One is internal source in
which they asked the existing employees for the referrals. Any person from the
organization can refer competent and potential person. If the company find that
person eligible for the job, they hire him or her and one who referred is rewarded with
bonus. External source includes hiring of people outside the organization through
advertisements, trainee programs campus recruitments etc.
Roshan‟s packages detail recruitment and selection process given below:
 Posting ads: At very first, they analyze the vacant posts and then post ads in
newspapers, on social media websites like LinkedIn, rozee.pk etc.
 Screening: Second step is screening of applications and shortlisting of
eligible candidates.
 Written tests: Here, selected candidates must appear on a test (depending
as per the job requirement) related to analytical, aptitude skills.
 Interviews: Successful candidates now asked to appear on a physical
interview either a personal interview or a panel interview. Candidates must
appear in 2 interviews, one is of technical nature purely related to job and the
other one is with the human resource department.
 Appointment: Here appointment letters distributed among the selected
candidates.
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 Orientation: A detail orientation of the organization as well as the job
descriptions provided to the hired people.
Orientation
Orientation is all about a familiarization process that allow new employees to come to
know about company‟s history, values, culture, long term goals etc. At Roshan
packages, a detailed orientation is provided to the new hired person to make him
familiar with the company‟s policies, culture and environment.
Learning is always a part of the any company‟s culture. Each employee, at all levels,
either a fresh or old, is conscious to upgrade continuously his/her knowledge and
skills. The willingness to learn is therefore a non-negotiable condition to be employed
by Roshan. Training and Development is done on-the-job. Guiding and coaching is
part of the responsibility of each manager. The training and development strategies in
Roshan packages focus on remove the gap between the organization needs with the
consumer needs. Here the company‟s target is to produce quality of labor with various
educational, technical and analytical skills among employees. Roshan packages gives
training to their employees by using different methods such as training sessions and
conduction training seminars. For lower and technical staff, the organization have a
complete training calendar for the year, if organization thinks and feel that an
employee requires training to update his knowledge about the field, he just must
report the HR department and he will be listed for the next training program. This also
include in their future planning to constantly looking ways to train employees to the
best of their knowledge.
Appraising and Performance Management
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Roshan packages has a completely integrated end-to-end Performance Management
Solutions on its own for carrying out this critical HR function properly. This solution
is based upon the universally accepted HR practices adopted in the best organizations.
The unique feature of Roshan Packages solution is that it does all this without
compromising on the operations of other HR sub-functions like Work Planning
Conference, objective setting, interim reviews, feedbacks, overall evaluation and
rating, recording and documentation etc. Once the HR department makes a review of
the organization, the assistant of the HR manager will update and record the score
obtained by each employee in the database of the company.
A performance appraisal, employee appraisal, performance review is a method by
which the job performance of an employee is evaluated in terms of following points
 Quality
 Quantity
 Cost
 Time
Roshan gives importance to their employees at their work place because Roshan
totally depend on their quality. So, quality achieved by the Roshan on the bases their
employee‟s performance. The company also provides different bonuses based upon
the employee‟s performance that motivate them and helps them to work with more
concentration and by heart.
Compensation & benefits
Compensation is the results or rewards that the employee receives in return for their
work. They compensate through cash. Following are the details of compensations and
benefits provided to the employees:
Basic salary
Every employee gets the market competitive basic salary monthly. Salary depends
upon the nature of job and skills etc. They claim that they pay high competitive
salaries against the specific job as compare to others of the industry.
57
Performance bonus
Company provides different bonuses to the top performance employees monthly. This
may in terms of sales commission or on the completion of a specific task assigned.
These bonuses are totally other than salaries. The company also provides yearly
increments to the salary.
Paid leaves
The company also provides you the facility of some paid leaves as well. If you get ill
and ask for leaves, then the company will provide you some specific number of paid
leaves.
Medical/ Health Insurance Facilities
The company also provides medical facilities to the employees up to a specific

amount (different amount for different position). Roshan packages also provide the
insurance facilities
Over time
Employees paid for the over-time as well. But mostly over-time payment facility is
for low level or technical support staff only.
58
Critical Analysis of Finance:
Horizontal Analysis of Balance sheet:
Chan Chan
ge ge
2018 2017 2016
(2017- (2016-
2018) 2017)
Rupees Rupees Rupees In % In %
Non-current
assets
Property Plant
4,066,732,766 4,012,143,369 3,289,387,199 1.13 22.24
and Equipment
Long term
20,501,701 16,759,933 13,672,635 22.33 22.58
deposits
Intangible Assets 3,197,979 4,615,676 4,654,042 -30.71 -0.82
Total 4,090,432,446 4,033,518,978 3,307,713,876 1.41 21.94
Current Assets
Stores and spares 146,559,980 108,302,192 55,723,979 35.33 94.35
Stock in trade 631,651,871 575,197,025 445,186,665 9.81 29.20
Trade Debtors-
1,231,373,541 1,191,625,522 963,552,761 3.34 23.67
unsecured
Advances
deposits and 715,436,958 632,463,724 368,416,098 13.11 71.67
prepayments
Cash and bank
1,749,293,398 2,034,190,710 136,953,332 -14.01 1385
4,474,493,263 4,541,939,559 2,110,275,079 -1.48 115.2

Total assets 8,564,925,709 8,575,458,537 5,417,988,955 -0.12 58.27
Current
Liabilities
Current portion 638,365,183 213,226,896 143,692,223 199.38 48.39
59
of long term
liabilities
Short term debt 1,333,809,379 755,639,809 604,845,393 76.51 24.93
Trade and other
732,782,064 990,730,275 1,029,228,863 -26.03 -3.75
payables
Accrued markup 21,289,992 11,951,473 10,353,180 78.14 15.44
unclaimed
882,883 - - - -
dividend
Total current
2,727,129,501 1,971,548,452 1,788,119,659 38.32 10.25
liabilities
Non-current
liabilities
Suppliers credit-
186,145,423 255,596,203 302,767,930 -27.17 -15.58
unsecured
loan from
directors- - - 18,133,163 -100.0
unsecured
long term
- 506,371,642 436,108,100 -100.0 16.11
finance secured
Liabilities
against asset
9,850,797 17,200,990 29,411,603 -42.73 -41.52
subject finance
lease-secured
Deferred
277,646,741 288,090,792 271,565,534 -3.63 6.09
taxation
Deferred
66,013,343 59,776,480 42,011,304 10.43 42.29
liabilities
Total non-
current liabilities 539,656,304 1,127,036,107 1,099,997,634 -52.12 2.46
Total liabilities 3,266,785,805 3,098,584,559 2,888,117,293 5.42 7.28
60
Equity
authorized share
capital of Rs. 10 1,500,000,000 1,500,000,000 500,000,000
each
Paid up capital 1,182,500,000 1,075,000,000 299,390,000 10.00 259.0
Capital reserve:
2,231,665,370 2,339,165,370 Nil -4.60 Nil
share premium
Revenue reserve:
un-appropriated 637,429,084 820,563,141 992,702,512 -22.31 -17.34
profit
surplus on
revaluation of
1,078,519,283 1,073,890,796 1,101,811,827 0.43 -2.53
operating fixed
asset
Attributable to
owners of 5,130,113,737 5,308,619,307 2,393,904,339 -3.36 121.7
holding company
Non-controlling
168,026,167 168,254,671 135,967,323 -0.13 23.74
Interest
Total Equity 5,298,139,904 5,476,873,978 2,529,871,662 -3.26 -75.6
Contingents and
2,727,129,501 1,971,548,452 1,788,119,659
commitments
Total equity
8,564,925,709 8,575,458,537 5,417,988,955 -0.12 58.27
Liabilities
61
Non-current Asset 2018 2017
Property, Plant and 1.13% 22.24%
Equipment
Interpretation:
The value of property, plant and equipment is in decreased by Rs.4, 008,076,637 in
2018 as compare to 2017 due to sale of some land and also replacement of some plant
and machinery.

Long Term Deposits 22.33% 22.58%
Interpretation:
There is no major change in long term deposits in 2018.

Intangible Asset -31% -0.81%
Interpretation:
Intangible assets are increased by Rs. 1, 360,572 because company has updated ERP
software and amortization is charged to administrative expense.
Current Asset 2018 2017

Stores and spares 35% 94.35%
Interpretation:
The value of stores and spares is increased in 2018 by 35% (Rs. 38,257,788) as
compare to 2017 because most of items of stores and spare parts are of
interchangeable nature and can be used as machine spares or consumed as stores.
Accordingly, it is not practicable to distinguish stores from spare parts until their
actual usage. Stores and spare parts include items which may result in fixed capital
expenditure but not distinguishable.
62
Stock in trade 9.81% 29.90%
Interpretation:
The value of stock in trade is increased in 2018 by 10% (Rs. 56,454,846) as compare
to 2017 due to increase in raw material with Rs.569,085,590(2017: Rs.470,370,353).
Raw material is stored by forecasting of increase in prices of raw material in future.

Accounts receivable 3% 23.67%
Interpretation:
The value of trade debts unsecured in 2018 is increased by 3% ( Rs.39,748,019)as
compare to 2017because it includes an amount of Rs. 122.722 million (2017: Rs
116.476 million due from Roshan Enterprises, a related party (Associated
undertaking) 96% accounts receivables are past due but not impaired other 4% are
doubtful accounts for company.

advance prepayment 13% 71%
Interpretation:
Advances are increased by Rs. 48,039,330 due to increase in advance given to
executives for expense Rs. 3.102 million (2017:Rs. 2.462 million) and advance given
to suppliers.

cash and bank balance -14.01% 1385.32%
Interpretation:
The value of cash and bank balance in 2018 is decreased by -14% (Rs. 284,897,312)
as compare to 2017 due to decrease In saving account ; which was 50% of total cash
and bank balance and on which interest was given ranges from 5.6%-6.5% in 2017
while in 2018 saving account is only 17% of total cash and bank balance and interest
given in range from5.7%-6.3%
63
Equity 2018 2017
Issued, subscribed and paid- 10% 259.05%
up share capital 118,250,000
(2017:
1075000,000)ordinary share
of Rs.10 each
Interpretation:
The value in 2018 increases because of ordinary shares of Rs. 10 each fully paid in
cash in 2018 by the amount of Rs. 57,336,000.These shares were issued against the
fair value of land acquired which measures 48 kanals and 12 Marla and is situated
opposite to Sunder Industrial Estate, Bhai kot,Raiwind ,Lahore. 55,811,00 bonus
shares are issued @ Rs. 10 out of which 10,750,00@10 each were issued in 2018
Equity 2018 2017

share premium 4.6% Nil
Interpretation:
Share premium in 2018 is Rs.2, 231,665,370 is reduced by Rs.107, 500,000 from
2017.
As per Section 81(3) of Companies Act , company utilized share premium and issued
bonus shares 10,750,000@Rs .10 each
Section 81(2)
(1) If a company issues shares at a premium, whether for cash or otherwise, a sum
equal to the aggregate amount or the value of the premiums on those shares
must be transferred to an account, called "the share premium account".
(2) Where, on issuing shares, a company has transferred a sum to the share
premium account, it may use that sum to write off-
(a) the preliminary expenses of the company;
(b) the expenses of, or the commission paid or discount allowed on, any issue of
shares of the company; and
(c) in providing for the premium payable on the redemption of any redeemable
preference shares of the company.
Section 81 (3) : The company may also use the share premium account to issue bonus
shares to its members.
64
Equity 2018 2017
surplus on revaluation of 0.4% -2.53%
fixed assets
Interpretation:
This represents surplus over book value resulting from the revaluation of freehold
land, buildings on freehold land, plant and machinery and electric installations,
adjusted by incremental depreciation arising out of revaluation of above mentioned
assets except freehold land. The latest valuation was carried by an independent
professional valuer, Unicorn International Surveyors, on 30 June 2016, on present
market value basis.
Non-Current liability 2018 2017

Supplier's credit -27.17% -15.58%
Interpretation:
Suppliers credit-unsecured is decreased of amount payable to wind Moller &
Holscher, Germany, against purchase of three following machines on basis of ten half
yearly unequal installments ended Feb3, 2021. Company buys following Co-extrusion
line machine with Rs. 145,356,436 in 2017 and Rs. 171,384,577 in 2016. Gravure
Printing Press machine with Rs. 129,689,836 in 2017 and Rs. 156,576,003 in 2016
and new machine in 2017 which is paper board handling system machine with Rs.
35,937,135 Installments have been paid which decreases the supplier's credit by
27.17%.

Liability against lease asset -43% 41.52%
Interpretation:
It is decreased because present value of minimum lease payment is decreased in 2018
by the amount of Rs. 26,246,823 against the amount of Rs. 43,123,346 in 2017.

Deferred tax 51% 25.50%
Interpretation:
Deferred tax is increased by 51% of total non-current liability.
65
Deferred liability 12% 5.30%
Interpretation:
Deferred liability is increased by 12% due to increase in gratuity funds.
Current liability 2018 2017

current portion of long 199% 48.39%
term liability
Interpretation:
current portion of long term liability increased due to increase in liability of suppliers
credit (installment of machine) by Rs. 116,156,657 (18%) , and long term finances
(lease payment) by Rs. 16,396,026 (2.5%).

short term borrowing 77% 24%
Interpretation:
it is increased because the value of running finance increased by 36% (Rs.
190,548,289) in 2018 than 2017. Term finance increases 64 %(Rs. 387,621,281)
;import finance(21% of term deposit) istisna( 78% of term deposit) facilities taken
from commercial banks in 2018.

Trade and other payables -26% 3.75%
Interpretation:
It is decreased because of decrease in advances from customers, accrued liabilities by
11%, bills payables by 78% in 2018

Accrued markup 78% 15.44%
Interpretation:
It is increased because of short term finance increased by 61% which causes increase
in accrued finance cost in 2018.
66
Horizontal Analysis of Profit and Loss Account:
change change
2018- 2016-
2018 2017 2016
2017 2017 in
in % %
Sales 4,031,387,574 4,098,007,176 3,621,881,861 -1.63 13.15
Cost of sales (3,723,230,134) (3,545,205,877) (3,107,313,485) 5.02 14.09
Gross profit 308,157,440 552,801,299 514,568,376 -44.26 7.43

Administrative
expense (125,205,222) (99,717,282) (79,212,254) 25.56 25.88
selling and
distribution
expense (168,677,538) (100,549,316) (72,109,889) 67.76 39.44
Other expenses (82,625,566) (34,001,765) (37,512,627) 143 -9.36
add: Other income 103,268,207 42,774,384 2,155,260 141 1884.6
(273,240,119) (191,533,979) (186,679,510) 42.65 2.60
Operating profit 34,917,321 361,267,320 327,888,866 -90.33 10.17
Finance cost (120,530,402) (93,168,255) (45,719,545) 29.36 103.78

Profit before
taxation (85,613,081) 268,099,065 281,919,321 -68.06 -4.90
Taxation (17,323,672) (16,872,674) (20,500,617) 2.67 -17.70
Profit after tax (102,936,753) 251,226,391 261,418,704 -59.02 -3.88

Profit
attributable to :
Owners of holding
company (102,708,249) 251,372,002 261,544,428 -59.14 -3.8
Non-controlling
interest (228,504) (145,611) (125,724) 56.92 15
Profit after
taxation (102,936,753) 251,226,391 261.418,704 -59.02 -3.89
Other
comprehensive
income/loss:
Remeasurement
of retirement
benefits (102,936,753) (822,404) 333,496 124.16 146.6
Effect of change
in tax rate on
balance of
revaluation of
asset 28,751,464 Nil 6,587,522 Nil Nil
Total
comprehensive
income /loss for
year : (71,234,074) 250,403,987 268,339,722 -71.55 -6.6
67
Profit
attributable to :
Owners of holding
company (71,005,570) 250,549,598 268,465,446 -71.6 -6.67
Non-controlling
interest (228,504) (145,611) (125,724) 56.9 15.8
Profit of the year (71,234,074) 250,403,987 268,339,722 -71.6 -6.6
Earnings per share-

basic and diluted (0.87) 2.12 3.49
Sales 2018 2017

4,031,387,574 4,098,007,176
Interpretation:
Sales in 2018 decreased as compare to 2017 which is not good for company, sales are
dropped by Rs. 66,619,602 (1.6%) due to slump in overall packaging market.
Cost of Goods Sold 2018 2017

-3,723,230,134 -3,545,205,877
Interpretation:
Sales in 2018 decreased while their cost of goods sold is increased by Rs.178,024,257
(5.02%) as compare to 2017 in which sales are high as well CGS is less as compare to
2018 this is not good for company this clearly shows that company is in loss because
company‟s manufacturing cost is increased by 5% due to increase in raw material
consumption, production supplies, repair and maintenance, lease and rentals which
are not in line with sales.
68
Gross Profit 2018 2017
308,157,440 552,801,299
Interpretation:
Decrease in sales and increase in manufacturing cost decreases the gross profit of
2018 by Rs. 244,643,859 (44%).
Administrative expenses 2018 2017

(125,205,222) (99,717,282)
Interpretation:
Administrative expense increase with 26% (Rs. 25,220,251)in 2018 because of
increase in salary, wages and other benefits include retirement benefits, stationary
travelling cost etc as compare to 2017
Other expenses 2018 2017
(82,625,566) (34,001,765)
Interpretation:
Other expense include Worker's profit participation funds and workers welfare fund,
exchange loss; major increase in exchange loss increases overall expense as compare
to 2017
Finance Cost 2018 2017
(120,530,402) (93,168,255)
Interpretation:
financial cost interest on long term, short term loan,financial leases,bank charges and
WPPF; among which interest on loans is increased which increases the overall cost of
2018 as compare to 2017
69
Other Income 2018 2017
103,268,207 42,774,384
Interpretation:
Other income of company in 2018 increased due to increase in financial assets: profit
on bank deposit, term deposit, markup on long and short term loan; as compare to
2017
Taxation 2018 2017
(17,323,672) (16,872,674)
Interpretation:
Tax is increased in 2018 as compare to 2017 due to change in new Government
Policies.
Earnings per share basic- 2018 2017

diluted
(0.87) 2.12
Interpretation:
Loss to owners of company in 2018 (90,547,997) whereas weighted number of
ordinary share is 118,250,000 so earning per share is decreased in 2019 by 0.87.
There is no dilution effect on basic earnings per share, as company has no such
commitments.
Net Income 2018 2017

(71,234,074) 250,403,987
Interpretation:
Net income in 2018 is dropped by 71% due to increase in manufacturing cost and
decrease in sales as compare to 2018. Sales in 2018 is decreased due to slump in
overall packaging market.
70
Vertical Analysis of Balance sheet:
Non-Current Asset 4,090,432,446 100% 4,033,518,978 100%
In % In%
Property plant and
equipment 4,066,732,766 99.42 4,012,143,369 99.47
Intangible 3,197,979 0.078 4,615,676 0.11
long term deposits 20,501,701 0.501 16,759,933 0.415
% of non-current asset
w.r.t. total asset 8,392,186,418 46 8,394,287,856 46
Current Asset 4,474,493,263 100 4,541,939,559 100
Stores and spares 146,599,980 3.274 108,302,192 2.383
stock in trade 631,651,871 14.11 575,197,025 12.66
trade debtors-unsecured 1,231,373,541 27.51 1,191,625,522 26.23

advance payment
prepayment and other
receivables 715,436,958 15.98 632,463,724 13.92
cash and bank balances 1,749,293,398 39.09 2,034,190,710 44.78
% of current asset w.r.t

total asset 8,392,186,418 54 8,394,287,856 54
Equity and liabilities
Shareholder equity 5,142,680,994 100 5,309,026,312 100
Issued, subscribed and paid

up share capital 1,182,500,000 22.994 1,075,000,000 20.25
Share premium 2,231,665,370 43.395 2,339,165,370 44.06

Surplus on revaluation of 20.972 20.23
71
property, plant and 1,078,519,283 1,073,890,796
equipment
637,429,084
Unappropriated profit 820,563,141
Attributable to owners of
5,130,113,737 5,308,619,307
holding company
Non-controlling Interest 168,026,167 168,254,671
Total Equity 5,298,139,904 5,476,873,978,
Non-current liabilities: 539,656,304 1,127,036,107 100
Supplier's credit-unsecured 186,145,423 34 255,596,203 22.68

Loan from director
Long term finance 506,371,642 44.93

Liability against asset
subject to financial lease 9,850,797 2 17,200,990 1.53
Deferred taxation 277,646,741 51 288,090,792 25.56
Deferred liabilities 66,013,343 12 59,776,480 5.30
% of non-current liability
w.r.t. total Liabilities 3,266,785,805 16.51 3,098,584,559 36.37
Current Liabilities: 2,727,129,501 100 1,971,548,452 100
Current portion of long term

liabilities 638,365,183 23.49 213,226,896 10.82
Short term borrowing 1,333,809,379 48.90 755,639,809 38.32
Trade and other payables 732,782,064 26.8 990,730,275 50.25
Unclaimed dividend 882,883 0.03
Accrued markup 21,289,992 0.78 11,951,473 0.606
% of Current liability
w.r.t. total Liabilities 3,266,785,805 83.48 3,098,584,559 63.62%
Total liabilities + equity 8,564,925,709 100 8,575,458,537 100%
72
Property, Plant and 99.42% 99.47
Equipment
Interpretation:
The value of property, plant and equipment is decreased by Rs.4, 008,076,637 in 2018
as compare to 2017 due to sale of land and replacement of plant and machinery.

Long Term Deposits 0.50% 0.41%
Interpretation:
There is no major change in long term deposits in 2018.

Intangible Asset 0.078% 0.11%
Interpretation:
Intangible assets are increased by Rs. 1, 360,572 because company has updated ERP
software and amortization is charged to administrative expense.

Stores and spares 3.27% 2.38%
73
Interpretation:
Stores and spares are increased by 3% ( Rs. 38,257,788) of total current assets
because most of items of stores and spare parts are of interchangeable nature and can
be used as machine spares or consumed as stores. Accordingly, it is not practicable to
distinguish stores from spare parts until their actual usage. Stores and spare parts
include items which may result in fixed capital expenditure but not distinguishable.

Stock in trade 14% 12.62%
Interpretation:
The value of stock in trade is increased in 2018 by 14% (Rs. 56,454,846) as compare
to 2017 due to increase in raw material with Rs.569,085,590(2017: Rs.470,370,353).
Raw material is stored by forecasting of increase in prices of raw material in future.

Accounts receivable 27% 26.14%
Interpretation:
accounts receivable of 27% ( Rs.39,748,019) of total current assets are not collectable
because it includes an amount of Rs. 122.722 million (2017: Rs 116.476 million)
due from Roshan Enterprises, a related party (Associated undertaking) 96% accounts
receivables are past due but not impaired other 4% are doubtful accounts for
company.

advance prepayment 16% 14%
Interpretation:
Advances are 16% of total current assets and are increased by Rs. 48,039,330 due to
increase in advance given to executives for expense Rs. 3.102 million (2017: Rs.
2.462 million) and advance given to suppliers.
.
74
cash and bank balance 38% 45
Interpretation:
cash is 38% of total current assets and is decreased by (Rs. 284,897,312) as compare
to 2017 due to decrease In saving account; which was 50% of total cash and bank
balance and on which interest was given ranges from 5.6%-6.5% in 2017 while in
2018 saving account is only 17% of total cash and bank balance and interest given in
range from5.7%-6.3%
Equity 2018 2017

Issued, subscribed and 23% 20%
paid-up share capital
118,250,000 (2017:
1075000,000) ordinary
share of Rs.10 each
Interpretation:
The value in 2018 increased by 23% of total equity it is because of ordinary shares of
Rs. 10 each fully paid in cash in 2018 by the amount of Rs. 57,336,000. These shares
were issued against the fair value of land acquired which measures 48 kanals and 12
Marla and is situated opposite to Sundar Industrial Estate, Bhai kot, Raiwind ,Lahore.
55,811,00 bonus shares are issued @ Rs. 10 out of which 10,750,00@10 each were
issued in 2018.
75
Equity 2018 2017
share premium 43% 44%
Interpretation:
Share premium in 2018 is Rs.2, 231,665,370 ,43% of total equity and is reduced by
Rs. 107,500,000 from 2017.
As per Section 81(3) of Companies Act, company utilized share premium and issued
bonus shares 10,750,000@Rs .10 each
Section 81(2)
(1) If a company issues shares at a premium, whether for cash or otherwise, a sum
equal to the aggregate amount or the value of the premiums on those shares
must be transferred to an account, called "the share premium account".
(2) Where, on issuing shares, a company has transferred a sum to the share
premium account, it may use that sum to write off-
(a) the preliminary expenses of the company;
(b) the expenses of, or the commission paid or discount allowed on, any issue of
shares of the company; and
(c) in providing for the premium payable on the redemption of any redeemable
preference shares of the company.
Section 81 (3)
(3) The company may also use the share premium account to issue bonus shares to its
members.
Equity 2018 2017

surplus on revaluation of 20% 20%
fixed assets
Interpretation:
This represents surplus over book value resulting from the revaluation of freehold
land, buildings on freehold land, plant and machinery and electric installations,
adjusted by incremental depreciation arising out of revaluation of above mentioned
assets except freehold land. The latest valuation was carried by an independent
professional value, Unicorn International Surveyors, on 30 June 2016, on present
market value basis.
76
Supplier's credit 34% 22.68%
Interpretation:
Suppliers credit-unsecured is increased by 34% amount payable to wind Moller &
Holscher, Germany, against purchase of three following machines on basis of ten half
yearly unequal installments ended Feb3, 2021. Company buys following Co-extrusion
line machine with Rs. 145,356,436 in 2017 and Rs. 171,384,577 in 2016. Gravure
Printing Press machine with Rs. 129,689,836 in 2017 and Rs. 156,576,003 in 2017
and new machine in 2018 which is paper board handling system machine with Rs.
35,937,135

Liability against lease asset 2% 1.53%
Interpretation:
There is slight increase in liability of lease asset

Deferred tax 51% 25.50%
Interpretation:
Deferred tax is increased by 51% of total non-current liability.
2018 2017
Non-Current liability
Deferred liability 12% 5.30%
Interpretation:
Deferred liability is increased by 12% due to increase in gratuity funds.
77
current portion of long 24% 10.89%
term liability
Interpretation:
current portion of long term liability increased due to increase in liability of suppliers
credit (installment of machine) by Rs. 116,156,657 (18%) , and long term finances
(lease payment) by Rs. 16,396,026 (2.5%).

short term borrowing 49% 39%
Interpretation:
it is increased because the value of running finance increased by 36% (Rs.
190,548,289) in 2018 than 2017. Term finance increases 64 %(Rs. 387,621,281);
import finance(21% of term deposit) istisna( 78% of term deposit) facilities taken
from commercial banks in 2018.

Trade and other payables 26% 49.41%
Interpretation:
It is decreased because of decrease in advances from customers, accrued liabilities by
11%, bills payables by 78% in 2018

Accrued markup 1% 0.63%
Interpretation:
It is increased because of short term finance increased by 61% which causes increase
in accrued finance cost in 2018.
78
Vertical Analysis of Profit and Loss Account:
percentage percentage
2018 2017
w.r.t. 2018 w.r.t. 2017
Sales 4,031,387,574 4,098,007,176 100.00 100.00
Cost of sales (3,723,230,134) (3,545,205,877) -92.36 -86.51
Gross profit 308,157,440 552,801,299 7.64 13.49
Administrative
expense (125,205,222) (99,717,282) 3.10 2.43
selling and
distribution
expense (168,677,538) (100,549,316) 4.18 2.45
Other expenses (82,625,566) (34,001,765) 2.05 0.83
add: Other
income 103,268,207 42,774,384
(273,240,119) (191,533,979)
Operating profit 34,917,321 361,267,320
Finance cost (120,530,402) (93,168,255) 2.98 2.27
Profit before
taxation (85,613,081) 268,099,065 -2.12 6.54
Taxation (17,323,672) (16,872,674) 0.47 0.48
2.5 6.13
Profit after tax (102,936,753) 251,226,391
Profit
attributable to :
Owners of
holding
company (102,708,249) 251,372,002
Non-controlling
interest (228,504) (145,611)
Profit after
-2.5 6.13
taxation (102,936,753) 251,226,391
Other
comprehensive
income/loss:
79
Remeasurement
of retirement
benefits (102,936,753) (822,404)
Effect of change
in tax rate on
balance of
revaluation of
asset 28,751,464 Nil
Total
comprehensive
income /loss for
year : (71,234,074) 250,403,987
Profit
attributable to :
Owners of
holding
company (71,005,570) 250,549,598
Non-controlling
interest (228,504) (145,611)
Profit of the
-1.76 6.11
year (71,234,074) 250,403,987
Earnings per
share-basic and
diluted (0.87) 2.12
80
Sales 2018 2017
4,031,387,574 (100%) 4,098,007,176 (100%)
Interpretation:
Sales in 2018 decreased as compare to 2017 which is not good for company, sales are
dropped by Rs. 66,619,602 (1.6%) due to slump in overall packaging market.
Cost of Goods Sold 2018 2017

-92.36% -86.51%
Interpretation:
CGS in 2018 is 92% of total sales. Sales in 2018 decreased while their cost of goods
sold is increased by Rs. 178,024,257 (5.02%) as compare to 2017 in which sales are
high as well CGS is less as compare to 2018 this is not good for company this clearly
shows that company is in loss because company‟s manufacturing cost is increased by
5% due to increase in raw material consumption, production supplies, repair and
maintenance, lease and rentals which are not in line with sales.
Gross Profit 2018 2017

7.64% 13.49%
Interpretation:
Gross profit in 2018 is 7.64% of total sales while in 2017 13.49% of total sales.
Decrease in sales and increase in manufacturing cost decreases the overall gross profit
of 2018 by Rs. 244,643,859 (44%).
Administrative expenses 2018 2017

3.10% 2.43%
Interpretation:
Administrative expense increase with 3.10% (Rs. 25,487,940) in 2018 because of
slight increase in salary, wages and other benefits include retirement benefits,
stationary travelling cost etc
81
Other expenses 2018 2017
2.05% 0.83%
Interpretation:
In 2018 other expenses are 2.05% of total sales while in 2017 0.83% of total sales;
other expense include Worker's profit participation funds and workers welfare fund,
exchange loss; major increase in exchange loss increases overall expense as compare
to 2017.
Finance cost 2018 2017
-2.98% -2.27%
Interpretation:
In 2018, finance cost was 2.98% of total sales while in 2017, 2.27% of total sales;
financial cost is increased due to increase interest on long term, short term loan,
financial leases, bank charges and WPPF; among which interest on loans is increased
which increases the overall cost
Taxation 2018 2017
0.49% 0.48%
Interpretation:
There is slight increase in taxation due to new government policies.
Net income 2018 2017

-1.76% 6.11%
Interpretation:
Net income is decreased due to increase in manufacturing cost and operating expense.
82
Ratio Analysis:
Current Ratio = Current Asset/ Current Liabilities
Quick Asset Ratio= Current Asset – Inventories / Current Liabilities
Debt per Equity Ratio = Total Debt / Shareholder Equity
Net Profit Margin = Net Profit after Tax / Net Sales
Return on Investment = Net Profit after Tax / Total Assets
Return on Equity Total Assets = Net Profit after Tax / Shareholder Equity
Debt to Total Asset = Total Debt / Total Assets
Interest Coverage Ratio = EBIT / Interest Expense
Receivable Turnover Ratio = Annual Net Credit Sales / Receivables
Receivable Turnover in days = 365 / Receivable Turnover
Inventory Turnover = CGS / Inventory
Inventory Turnover in days = 365 / Inventory Turnover
Gross Profit Margin = Gross Profit / Sales* 100
Payable Turnover Ratio = Net Credit Purchases / Average Accounts Payable
Payable Turnover in days = 365 / Payable Turnover Ratio
83
Our Company Company Company
calculation Calculation Calculation Calculation
2018 2018 2017 2016
Current Ratio 1.68 times 1.68 times 2.32 times 1.30 times
Quick Asset Ratio 1.44 times 1.39 times 1.973 times 0.99 times
Debt per Equity Ratio 0.36 times 0.63 times 0.26 times 0.48 times
Net Profit Margin -0.02% -0.02% 0.583% 1.30%
Return on Investment -1.70% -1.1% 3% 5.1%
Return on Equity Total Assets -2% -2% 5% 11%
Debt to Total Asset 0.35% 0.33% 0.11% 0.01%
Interest Coverage Ratio 0.39 times 0.39 times 3.88 times 7.54 times
Receivable Turnover Ratio 3.27 times 3.33 times 2.247 times 2.719 times
Receivable Turnover in days 111 days 109.6 days 162.43 days 134.24 days
Inventory Turnover 6.17 times 6.17 times 6.95 times 6.22 times
Inventory Turnover in days 59.15 days 59.15 days 52.53 days 58.71 days
Gross Profit Margin 7.60% 8% 13.49% 14%
Payable Turnover Ratio
Payable Turnover in days
84
Liquidity Ratio:
Current Ratio:
Our Calculation Company Company Company
2018 Calculation 2018 Calculation 2017 Calculation 2016
1.68 times 1.68 times 2.32 times 1.30 times
Interpretation:
The current ratio shows that in year 2018 the current assets of company decreases as
compare to year 2017 because of major decrease in cash and bank balance account by
14% and in 2018 increase in current liabilities by 38% due to increase in current
portion of long term liability , short term borrowing (running finance, import finance,
murahaba) by 76%, unclaimed dividend and accrued markup by 78% than 2017 that is
why current ratio of 2018 decreases but still company shows the positive sign of
liquidity because company have 1.68 times assets to fulfill its 1 obligation.
Quick Asset Test:

Interpretation:
The difference of current asset and inventory of 2018 is less than 2017 and also
current liabilities of 2018 is increased by 38% as compare to 2017 so quick ratio
decreases in 2018 as compare to 2017. Quick ratio is the sign of company‟s strength
and weakness. It measures the ability of Roshan Packages to meet short term
obligations. In 2018 company's quick ratio is decreased by 0.53 times than 2017 but
still company has 1.44 times liquid asset to cover its 1 time obligation.
85
Accounts Payable Turnover Ratio:
4 times 4 times 3.80 times 3.42 times
Interpretation:
Accounts Payable turnover ratio of Roshan Packages shows the speed with which
company is paying off its debts to its supplier. This ratio is increased by 0.59 times
from previous year. The company's accounts payable turned over approximately 4
times during the year.
Accounts Payable Turnover in days:

83 days 83 days 96 days 107 days
Interpretation:
This shows, over the fiscal year, the Roshan Packages takes approximately 83 days to
pay its suppliers.
86
Leverage Ratio:
Leverage ratio measure the degree of protection of suppliers of long-term funds and
can also aid in judging a firm's ability to raise additional debt and its capacity to pay
its liabilities on time.
Debt to equity ratio:

Interpretation:
Shareholder equity in 2018 is decreased by 3.4% as compare to 2017 and total debt
increased by 5.3% in 2018 as compare to 2017 financials shows that in 2018 total debt
increases which increases the debt to equity ratio, the debt to equity ratio is increases
which shows company owes 0.63 times creditors.
Debt to total asset ratio: (without surplus):

Interpretation:
The lower this ratio, the better of the firm. The debt to total asset ratio of Roshan
Packages shows that in 2018 debt to equity ratio is decreased by increase in total
debts by 5.3% (because of increase in short term borrowing), and decrease in total
assets by 0.025% as compare to 2017. This ratio shows company owns more assets
than liabilities and can meet its obligations by selling its assets if needed, lower ratio
shows company is less risky.
87
Activity Ratio:
Efficiency, activity and turnover ratios provide information about management's
ability to control expenses and to earn a return on the resources committed to the
business.
Asset Turnover Ratio:

Interpretation:
Asset turnover ratio of Roshan Packages is sales to its assets. If a company can
generate more sales with fewer assets it has a higher turnover ratio which tells it is a
good company because it is using its assets efficiently .In 2018 there is minor decline
than 2017 and major decline than 2016 which is not good for company. It describes
more investment required to generate revenue.
Profitability Ratio:
Profitability Ratio measures management ability to control expenses and to earn a
return on the revenues committed to the business.
Net Profit Margin:

-0.02% -0.02% 0.06% 0.07%
Interpretation:
In year 2018 operating profit margin is decreased which shows net profit margin in
decreased as compare to 2017 means company is not performing well and bearing a
loss. This shows on sale of each 1 unit of inventory, company is bearing loss of Rs. 2.
88
Gross Profit Margin:

7.60% 8% 13% 14%
Interpretation:
In year 2018 gross profit margin is decreased as compare to 2017 that shows Roshan
packages have less total margin available to cover operating expenses and yield a
profit in 2018 comparatively shows decline.
Return on investment :

-1.70% -1.1% 3% 5.1%
Interpretation:
Return on investment is an indicator of how profitable Roshan Packages is relative to
its total assets. Return on investment decreases in 2018 than 2017.The negative sign
indicates that profitability of company is in worse condition.
Return on equity:

-2% -2% 5% 11%
Interpretation:
Return on equity less in 2018 as compare to 2017, which shows bad impact for
shareholders. It'll directly affect the price. Low values show unfavorable meaning that
the Roshan Packages is less efficient in generating income on new investment.
89
Interest coverage:

Interpretation:
The lower ratio in 2018 shows that the company is more burdened by debt expense.
This shows company risk is high and its operations are not producing enough cash to
pay its interest payments.
Receivable turnover/ debtors turnover ratio:

3.27times 3.33 times 3.80 times 4.26 times
Interpretation:
Roshan Packages Receivable turnover in 2018 is decreasing by 0.53 times as compare
to 2017 which shows Roshan Packages is not effectively turning its debtors into cash.
This indicates low operational performance and shows company is extending its credit
policy for too long.
Receivable turnover/ debtors turnover ratio:

111 days 109.6 days 95.96 days 85.69 days
Interpretation:
Roshan Packages Receivable turnover in days in 2018 is increased by 109days as
compare to 2017 which shows Roshan Packages is not effectively turning its debtors
90
into cash. This indicates Low operational performance and shows company is
extending its credit policy for too long.
Inventory turnover:

Interpretation:
Inventory turnover in 2018 is lower as compare to 2017 which shows there is slight
reduction in sales of Roshan Packages but still inventory turnover is good.
Inventory turnover in days:

59.15 days 59.15 days 52.53 days 58.71 days
Interpretation:
This shows that Roshan Packages sell its finished good within 59 days which is good
position for company.
91
Competitive Analysis:
Current Ratio:
Roshan Packages Packages Limited
1.68 times 1.07 times
Interpretation:
Current ratio of Roshan Packages is 1.68 times which is higher than Packages
Limited. It shows that Roshan Packages is fulfilling its 1 liability with 1.68 times
asset. It is favorable for Roshan Packages.
Quick Asset Test:
Interpretation:
Quick ratio of Roshan Packages is 1.39 times which is higher than Packages Limited.
Quick ratio of Packages Limited is less than 1 it means company is heavily relying on
inventory to pay its short term liabilities.
Total Asset Turnover Ratio:
92
Interpretation:
This shows how efficiently the company is using its assets to generate sales. Roshan's
assets turnover is higher than Packages Limited which is 0.48. A ratio of 0.48 means
that company is generating 0.48 dollar of sales for every dollar invested in asset.
Net Profit Margin:
-0.02% 8.55%
Interpretation:
The current ratio shows that in year 2018 the current assets of company decreases as
compare to year 2017 because of major decrease in cash and bank balance account
and in 2018 increase in current liabilities due to increase in long term liability, short
term borrowing (running finance, import finance,murahaba), unclaimed dividend and
accrued markup than 2017 that is why current ratio of 2018 decreases but still
company shows the positive sign of liquidity because company have 1.68 times assets
to fulfill its 1 obligation.
Return on Equit:
2% 4.85%
Interpretation:
The higher the return on equity, the more efficient the company's operations are
making use of those funds Roshan packages return on equity is less than its
competitor which means it is less investing in business which is not good sign for
Roshan packages.
93
Accounts Payable turnover Ratio:
4.4 times 3.5 times
Interpretation:
Accounts payable ratio of Roshan packages shows the speed with which company is
paying off its debt to its supplies. Accounts Payable Ratio of Roshan Packages is
higher than Packages Limited .The Roshan Packages account payable turned over
approximately four times during the year.
Accounts Payable turnover Ratio in days:
83days 75 days
Interpretation:
This shows over the fiscal year that the Roshan Packages takes approximately 83 days
to pay its suppliers which are higher than Packages Limited.
Receivable turnover Ratio:
109.6 days 15 days
Interpretation:
Receivable turnover of 15 days shows how efficiently Packages Limited converts its
94
credit sales into cash while Roshan Packages recovery duration is high that shows less
efficiency of company.
Inventory turnover Ratio:
6.27% 5.57%
Interpretation:
Inventory turnover of Roshan Packages is higher as compared to Packages Limited

because Roshan Packages is selling more of its inventory as compared to Packages
Limited, which is suitable for company apparently but as we have seen net profit
margin of Roshan Packages is in deficit by 0.02 times which means company is
bearing 0.02times loss on sale of each inventory unit. While Packages net profit
margin ratio is 8.55% which shows company is in profit of rupees 8.55on sale of each
unit of inventory.
Inventory turnover Ratio in days:
59.15days 45 days
Interpretation:
95
Inventory turnover in days shows how quickly Roshan packages are able to sell or
replace its inventory. Inventory turnover in days of Roshan packages is higher than
Packages limited It means that Roshan Packages sell their inventory quickly as
compare to Packages Limited.
Gross Profit Margin Ratio:
8% 15.85%
Interpretation:
Packages Limited higher gross profit means company can make reasonable profit
on sales. Roshan packages gross profit margin is less than Packages due to increase
in production cost of Roshan Packages with respect to sales.
96
Swot Analysis
Strengths
Public Listed Company
Roshan Packages is listed in the stock exchange of Pakistan. Roshan Packages

is being in operations from 1959 and ranked the 23rd among Pakistan top 25
fastest growing companies in 2010.
Certified
Roshan packages have been awarded with ISO 9001 certification in “flexible
line” and “carton line” of packaging.
Qualified and skilled workforce
Roshan packages believe that they have the most skilled low-level workforce
as well as highly qualified personnel and they take it as Thiers‟s big strength.
Company’s standing
97
Roshan packages believe that the company is the name of trust for their clients
and have a very good reputation and goodwill in the industry. They feel proud
because of their valuable contribution to the packaging industry.
Use of technology
The world is changing now and one must have to adapt latest changes and
respond to novel technologies so as Roshan Packages. They claim that they
always open the room for modern technologies to be practice in order to gain
best and best of the product at effective prices.
Employee’s Training and Development
Roshan packages consider that they have highly skilled workforce developed
through successful training and learning programs, training and development
procedures, served as strength for the company. They always try to train
employees again and again to enhance their skills that must bring productivity.
Weaknesses
Working Hours
Many employees‟ complaint about the long working hours a day that we think
is the weakness for the company. As because of it, employees would get fed
up from the job and could not perform well.
Span of Control
98
Roshan Packages has a large span of control which we think is the second
weakness of the company. Due to high span of control, it‟s quite a little bit
difficult for the manager to effectively handle the team.
Premium Prices
Roshan charge unaffordable prices for its quality and premium products and in
this way, the companies who are not financially sound or in development stage
cannot have access to the Packaging.
Related Products
Roshan packages must consider the constant quality of product otherwise

competitors can easily bring related products in the market and convince the
target customers to go for substitutes.
Financial Planning
What we observed through this project is that in 2017-2018, their financial

planning is not up to mark and the company is in a loss. Their average profit
margin shows us the negative percentage.
Opportunities
High Potential in Market
What we understand after working on this industry is that there is a high

potential for the Packaging companies to grow and obtained a large market.
Packaging industry is no doubt a very profitable industry and that will grow a
lot soon because of technological advancement and latest trends.
99
Go Online
New customers from online channel, biggest opportunity for Roshan. Over the
past few years the company has invested vast sum of money into the online
platform. This investment has opened recent sales channel for Roshan
packaging. In the next few years the company can en-cash this opportunity by
knowing its customer better and serving their needs.
Capturing Foreign Clients
The company can go globally and capture the foreign customers as well while
fully satisfying the domestic ones. This will result in the growth of the
business and open new gates for investments.
New Trends
Latest trends in consumer behavior can open new market for the Roshan
Packages. This will be a fantastic opportunity for the company to build new
revenue streams and diversify into new product categories too.
Threats
Environmental Issues
Environmental issues are always a biggest threat to packaging companies.

Theirs waste can create a great mess for the environment. Packaging,
100
especially flexible packaging negatively influences the environment by
increasing the waste.
Substitutions
Substitute products are always a threat for any type of company. Roshan
packages also consider related products, a threat and constantly working to
overcome this as possible by not compromising on product quality and client
needs.
Competition
Packaging industry has a lot of competition. The reason is that this industry is
growing rapidly and there are many companies that are moving towards this
sector which is creating an intense competition.
Government Regulations
Government regulations for the sector are very important and serve a big
threat for most of the companies. Strict policies from government could
always be a great threat for almost every company so as Roshan Packages.
Local Distributors
Growing strengths of local distributors also presents a threat in some markets

as the competition is paying higher margins to the local distributor.
101
Conclusion
Roshan Packages Ltd is a renowned company providing business to business

packaging product and services and contributes a significant role in the
packaging sector in Pakistan. It has been in packaging sector since 2002 and
work very best to provides huge benefits to the investors and stakeholders.
The company‟s financial statements are satisfactory and company is moving
with high profits till 2017. In the financial year of 2017-18, company‟s
statements show that the company is suffering from a loss.
The best part of the company is that they believe to invest for the employee‟s
development and provide necessary training whenever there is a need. The
employees are hardworking and management is efficiently working. The
effectiveness of management, their willingness to take advantage of
opportunities and face challenges, this all contributed a much improved and
sound position of a company.
The company is listed in the stock exchange of Pakistan and work in the better
prosperity of their stakeholders. The company is paying taxes to the
government and follows all the necessary rules and regulations provided by
the Government of Pakistan. Roshan packages always welcome technological
advancements and that is the reason why they enjoy huge client satisfactory
level. Since the people are getting easy day by day, so the future of Roshan
Packages is very bright as it makes disposable products.
102
Recommendations
We have done a lot of research on Roshan Packages and found that the
company is working very well however there are some areas for which they
must have to consider. Many employees at Roshan Packages complaint about
the excessive working hours that create a huge pressure on employees
especially at low level employees. The company must hire more persons to
overcome this. Although, the management of the company is working very
efficiently but what we think after considering some points that company must
hire more management staff and train them according to the organizations
environment and this will help a lot to decrease the span of control. And at
last, we also recommend that the company must focus on the financial
planning to generate healthy profits and prevent from the losses.
103
References
Information collected from Miss urooj at Roshan Packages

Information collected by Mr. Shahid Abbasi at Roshan packages
Official websites
www.roshanpackages.com.pk
http://www.roshanpackages.com.pk/news-room/roshan-blog/
http://www.roshanpackages.com.pk/about/vision-mission-values/
Other websites
https://fp.brecorder.com/2017/01/20170103119619/
https://www.rozee.pk/company/roshan-packages-pvt-ltd-1
https://www.dawn.com/news/
https://pk.linkedin.com/company/roshanpackageslimited
https://www.slideshare.net/Awaisch3/roshan-packages
http://www.pitad.org.pk/Publications/26Pakistan%20India%20Trade%20Liberaliz
ation%20Sectoral%20Study%20o
n%20Paper%20and%20Paperboard%20Industry.pdf https://bit.ly/2LjW7lz
http://www.scribd.com/doc/36021911/Paper-and-Board-Industry-Report
http://www.dailytimes.com.pk/default.asp?page=2010%5C04%5C16%5Cstory_1
6-4-2010_pg5_4 14
104
Annexes
105
106
107
108
109
110
111
112
Questionnaire:
1: Human Resource Management

1. What are the duties of HR department of your company?
2. What are the sources to relay information/announce about job recruitment?
3. While selecting which skills do you think a candidate must have?
4. How do you evaluate the work efficiency of your employees?
5. Which method your company perform for performance analysis of
employees?
6. Do you provide training sessions to your employees if yes; then which type of
training program
7. Type of Compensation or benefits you provide to your employees to motivate
them?
8. Is there any job rotations?
2: Marketing Related Questionnaire

● Who are your major customers?
● Why your product over competitors.
● What are general trends affecting your sale.
● How do you promote/advertise.
● Generally there are 2 types of marketing strategies Skimming, and Penetration
which one do you use.
● Does customer really think your price is legit?
● Who is your real competitors
● Competitive edge is having advantages over others, do you have competitive
edge if yes then what is it?
● Why you over others.
3: Finance related questionnaire.
● Why your investment in subsidy is decreased?
● Reason behind sales decline
● Why your manufacturing cost is exceeding?
● Why you stored Raw material?
● Why your deferred liabilities are increased so much?
113
General Questions:
● Hierarchy of department
● Organizational structure.
● Total number of employees
● How much members each team contains.
● Decentralized/Centralized decision making.
114

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University of Education

Lower Mall Campus, Lahore

Roshan Packages Limited

Horizontal Analysis of Balance Sheet……………………..……………………………………………………………58

Horizontal Analysis of Balance Sheet and interpretation……………….…………………………………...61

Horizontal Analysis of Profit and Loss Account.………………………………………………………….……….67

Horizontal Analysis of Profit and Loss Account interpretations….……………………………….……….68

Vertical Analysis of Balance Sheet……………………………………………………………………………………….71

Vertical Analysis of Balance Sheet interpretation….…………………………………………………………….73

Vertical Analysis of Profit and Loss Account.………………………………………………………….……..…….79

Vertical Analysis of Profit and Loss Account interpretations………………………………….……..…….80

Ratio Analysis interpretations………………………………………………………………………………………….....85

Swot Analysis .......................................................................................................................... 97

Trends in Sales Volume:

Sales volume of packaging industry depends on business nature of customer. Sales

Major Key Players.

Competitor analysis is performed by marketer in which he looks for the

Identify the Competitors:

After performing a competitive analysis now you‟ve better understanding of

Political stability facilitates an industry in a number of ways. But if this factor is

Economic factors include information regarding a country‟s economy. So a startup

Social factors hold questions such as:

Other Barriers Includes:

There are number of modes of marketing which are:

Why Social Media & Event Management:

Effects of Government Regulations on industry:

Consumer Taste Analysis:

Design of the wrapper

There are number of demographic trends which affect an industry or a business.

Age is a demographics component which impacts organizations. A company's

In packaging industry basically sensitivity means raw material. Packaging industry

Contraction is prolonged period of time when the nation's economy slowing

Economy expansion means that an increase in the level of economic activity.

Effects on our industry:

In Haier company their products sells have reduced in winter as compare to

Roshan packages limited company

Year ended 2017 Year ended 2018

Century paper and board mil Ltd

Year ended 2017 Year ended 2018

Packages limited company

Year ended 2017 Year ended 2018

Overview of the Organization

We aspire to be the leader in providing innovative and aesthetically integrated

Introduction of the Organization

 Ownership and Openness

Policy of the Organization:

Saima packages is also an indirect competitor because Roshan packages deals in

Sayid Paper Mills

Premier Paper Mills

Shares Ordinary shares of Rs 10 each 1,182,500,000

Our Product Line:

Organizational Hierarchy Chart:

Departments of Roshan Packages Limited

Accounting and finance department of Roshan Packages manages the finance,

Account Receivable Department:

Account Payable Department:

R & D department works on the product‟s innovation according to changing customer

HR department manages the training and recruitment of employees. Workplace

Supply chain Department:

Comments on organizational Structure

Hierarchy of each department

Staff Staff Staff

senior level middle level operational level