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INTERNSHIP REPORT ON GHANI GLASS (MARKETING)

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Number of employees:

                                     There are 50 Employees working in the marketing department of ghani glass limited including the managerial and non managerial staff.

Marketing operations:

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

 

Functions of Marketing Department

 

Segmentation Strategy

 

The marketing team works on different segments and makes the strategy according to the current situations. The marketing department focuses on every aspect which can be very helpful to promote the product Marketing activities. The markrting managers performs various tasks to accomplish the marketing programmes. As it is very important to concentrate on every aspect of the marketing plan. After segmenting it becomes easy to set the goals and then plan out the strategy to achieve the required goals. The plan to achieve those goals which are set by the top management becomes very targeted. The segmentation strategy helps to evaluate the target areas and then focus on those aspects becomes more concentrated and effective. Because through these effective tools all segments become focused. The stratigies to implement becomes very productive. The strategies which are implemented becomes goal oriented and successfully it get in to the result orientation.

Target marketing Strategy

The organization is very much focused on the target marketing strategy. As it is very evedent in order to get the desired results it is very important to identify the targets. Because when the targets are set then it is beome very easy to make the strategies to achieve those goals which are set by the top management. Target marketing strategy focuses to look out the areas which can be productive from the company point of view. So once this process id done the marketing managers sit together and plan the strategies to target the exact market. So strategy plays very important role in this regard. The marketing managers keep an eye on the changing trends in the market because every day it is getting very competitive. So to make and then to implement the strategies has become very challenging task for the managers.

Product Planning , development & management

This part is very essential from marketing point of view.The product is the real tangible object which represent the organization in the market. So like other organizations this organization is also focusing on the product development , planning and to manage the product accurately. The important phase of this part is to plan the product because if the product is not plan then it can not deliver what the company is expecting. The marketing managers make some plan and strategy for the certain product. For this purpose they consider all the important aspects like the changing market trends and the trend of the customers and their attitude towards the specific product. So planning becomes very integral in terms of making the product successful. Then after completing the process of planning the product the next step comes to develop the product. The marketing managers carefully analyze entire aspects and develop the product in such a way that it becomes successful in the market. The development process needs to be evaluated carefully in order to present in to the market. Product developments gone through many processes like quality checking and the department make sure the product is fully ready to fulfill the needs of the customers. When the processes of planning and development have been completed then the other important task comes in to play the role. That is to manage the product because it is very clear if the product would not be managed with carefulness then eventually it will be lost. So the marketing managers make sure that the product is been in such condition that it is fulfilling the demand of customers. Because it Is the customer who is the making product successful. So managing the product is very important from marketing point of view because through this product the company is being represented in the market.

Positioning

Positioning is the technique in which marketers try to create an image or identity for a product, brand, or company. It is the ‘place’ a product occupies in a given market as perceived by the target market. Positioning is something that is done in the minds of the target market. A product’s position is how potential buyers see the product. Positioning is expressed relative to the position of competitors

Market Positioning of Ghani Float glass in following areas.

  • All leading construction companies - local and multinational.
  • All leading architectural and engineering companies.
  • All leading builders - local and multinational.
  • All national and multinational companies of Pakistan.

Pricing Strategy

 There are many ways to price a product. They are a four important beast policies/strategy which is the best for a product.

v     ECONOMY PRICE STRATEGY

v     SKIMMING PRICE STRATEGY

v     PENETRATION PRICE STRATEGY

v     PREMIUM PRICE STRATEGY

Now, we will only discuss here pricing strategy which is adopted by ghani glass in ghani Float glass. Ghani glass adopte the premium price strategy in ghani Float glass.

 

 

 

 

PREMIUM PRICE STRAEGY:

                                                Ghani Float glass adopte a premium price strategy. According to this strategy ghani Float glass charge a high price with high quality of Float glass. Quality of Ghani Float glass  approch the imported Float glass. Ghani float has taken leads the pioneer top quality producers of float glass in Pakistan. Ghani glass quality products are increasingly utilized throughout the county. That is the one reason for charge the premium price.

Distribution Strategy

Distribution strategy is also very important for the marketing concern. The company is distributing the products through different distributors. These distributors buy the products from the company and then they further penetrate these products in the market by selling out. The company identify the targets for the Distributions and distributions have to meet the certain targets which are being set by the company. For some specific products company directly put the products in the market. The marketing managers make the strategies to further penetrate and distribute the products in the market. They plan which product when and where will be distributed. For this purpose marketing managers make the plan according to the needs of the market. They identify the areas geographically for the distribution of the product. These areas are further divided in to sub areas in order to make the product available for the customers.

Promotional Strategy

Promotional Strategy is how to promote in the market. The marketing managers are very keen about this strategy because through this tool the product becomes prominent in the market. The managers make strategies like offer discounts and some time free gift hampers by purchasing the certain product. For this purpose the marketing managers carefully analyze the trends in the market and also keep an eye on the competitors. Then they offer such promotional benefits for the customers which have not been offered by their competitors. The promotional strategies are every effective and put very positive impact in the market about certain product.

Structure of the Sales Department

Department Hierarchy

The hierarchy of department of sales is

Director sales

National sales manager

Regional sales manager

Zonal sales manager

Area sales manager

Territory sales manager

Number of Employees

There are 70 employees working in the sales department of Ghani Glass limited.

Sales Operations

A sales operation is one of integral part of the business. The sales team major responsibility is to make sure the availability of the product. The sales team has defined areas and further divided these areas in to territories. The sales mangers look after the sales operations of the company. If they find some area Is not targeted then they plan out to target the area and available the product in the certain area.The sales team directly get involves in making sure of getting the product at right time in the market. Sales team coordinates with other departements as well. The sales teams coordinates at plant and asks about the availability of stocks and then make forecasts about the sales. They ask the supply chain and logistics to make possible the reach of product at all areas which have been identified by the sales team. The allocation of the stock is also the responsibility of the sales operations process. Because the sales operations staff knows exactly what are the requirements of the market. The planning of sales and allocation of stock comes in the parameter of sales operations. The sales operations staff make sure about the availability of stock according to their  sales plan. Sales people knows that sales team is the fron line team of the company. So sales operational team work to allocate the stock, they make sales paln and then implement and try hard to get the desired results.

 

 

Functions of Sales department

Sales methodology

For making the sales plan successful it is important to know exactly about the sales methodology. The sales plan can not be implemented correctly unless the methods of sales are not being followed. In ghani glass limited the sales team is achieving their desired results because they are following the sales methods and techniques. By following these techniques these people are getting their desired results. I observed that they follow they followed the sales methods and procedures very correctly and at the end they achieved the desired results. The sales methodologies which they followed were to make palns on time and forecast correctly about the specific product. They kept coordinating at plant and made their sales plan according to the availability of the product. The sales methods used in this organization were perfect they included the all departments to coordinate with the sales team.

Types of selling

The sales team of ghani glass limited is utilizing  all types of selling to sale out the products at right time. The sales staff is promoting the all products in the marketing in very perfect way. For this purpose they are utilizing the selling teqniques like door to door selling in which they are targeting the potential customers. The objective of the sales team is to utilize every possible method to create the impact of the product positive in the mind of the customer. They are also utilizing the direct and indirect way of selling. They have utilized the latest technological trends to promote their products like internet, Tv, and cll phones. Through cell phones sales team have managmnet to generate the sms to the cell numbers of potential customers so they can know about the products at any place and at any time without visiting the outlets in the market. The company klaunched the web site for selling purpose on this website the customers visits and select the product. So they have come with all selling ways to promote the sale. By implemintg these methods company have generated the sales incredibly. It is observed that by utilizing the lates trends the company have risen their sales revenue than the past. Even though  company is in regular use of traditional selling concepts as I mentioned door to door and the usage of newspapers. So the utilization of traditional and latest trends to increase the sales revenue has worked significantly for the company.

Sales Returns Procedures

During the sales operations it is very eveident some time some kind of problems occur. The problems can be so many like the issue of quality is very common. So the returns procedures are also the part of the sales operations. The sales mangers have already set the criteria for sales returns procedures. Because they know it is obvious some time it happens when the quality or some other issue occur. So the ghani glass limited has also set their sales returns procedures in order to facilitate the customers. If something happens wrong with the product or any other issue regarding the product appears then the sales team evaluates all the matter. They work to see whether this problem came from the customer end or it was the manufacturing fault from the company end. If the fault came from the company end then the products are being returned to plant. For this purpose company is working according to the sales operating procedures. It is the process in which the company evaluates and makes the report about the certain amount of return. When this process gets completed the the products gets back to the plant.

Customer service department

The customer service department of the ghani glass limited is working very effectively. This department is providing the feedback to the managers. Through this the ghani glass is improving the quality of the products day by day. The one of the most significant purpose is to develop good relations with the customers. Because they know that the company is working hard to meet the standards of the customers. The customer relationship manager of this department is focusing to build the relations and listening their feedback regularly. This gives a huge respect to customers and customers feel more respected. This kind of attitude on the behalf of customer service department increases with positive interaction.  This increases and enhance the customer and company relationship much stronger. The process of developing the relations includes to listen the voice of the customers with full repect. The result which has been seen is tremendous because it has developed the relationship with customers and customers are paying more respect to the products of the company For this purpose the ghani glass limited customer services department is putting their all efforts to enhance the good relations with customers even they are working to make this relation with customers much effective. The department is significantly working to look in to the matters of customers and their problems regarding the certain products. It has made the customers more compfortable and bit relax because they know whenever their could be some problem the customer service department will surely help them. The staff of the Customer service department is also guiding the customers and getting their suggestion about the usage of the product. By doing all these things it has been observed these processes have made the relations with customers very positive and good.

The customer service department is also very keen about the retaining of the customers. They are familiar with that concept that that losing of customer means losing the sales. So the depart of customer service has not only built the good relations with their customers but also working hard to retain these customers. During my stay I observed that the department of customer service has made possible the retention by fulfilling the needs of customers. Whatever the customers have asked it has been fulfilled by the management of the ghani glass limited. The better results have retained the customers and still they are utilizing the products of the company. The company itself has done everything which could facilitate the customers. The continuos improvement in the quality has given the significant results and customers are strenghing their bond with th company. The retaining of customers has made the company much respectful in the market and customers have proved their loyalty with the company. The company has taken it very serious to make sure the retention of customers The Company has introduced different ways to improve the quality of the product. The company Is getting the continues feedback from the customers as well to make it much more effective.

The customer service depart has done a significant job in retaining the customers. The department is giving huge amount of respect to their customers. In the return the customers are replying very positively. The improvements in the products and behaviour with the customers have put a very positive impact in the market. The company has gained new customers by offering them the special lowest rates than the competitors. The purpose behind this object is to attract more customers towards the products of the company. The company has offered the trade offer to the cutomers and introduced the promotional activities which have attracted the customers and they have come to use their products. Customer service department have offered them the cash saving promotions and with the promise of better quality than the the products which they are using. It has made customers attracted and it is observed through this teqnique the company has increased the customers.

The most difficult job which is performed by the customer service department is to handle the customers. Because this department directly faces the customers and gain the feedback. The handling of different kind of customers is very challenging task performed by the Department. Every customer is different in mental approach, attitude and in psychology. So the customer department staff handles so many different types of customers with the same level of respect and they are completely focused to their job of handling the customers. They have the cool mind attitude towards the customers who are furious and these kind of customers do not even listen. So they handle them with patience and listen them very carefully one they are done then the customer service representer talk very poliotely and explain them the entire scenario so eventually the furious customers went off with satisfaction. The same attitude is being shown to the problem creating customers.  These kinds of customers create the problems without any reason without knowing about the facts. So the customer service department handles them with cool mind attitude and listen them with lot of respect and finally they resolve the issues of customers.

Critical Analysis

During my study period in the university , I learnt the different aspects of the field of management. During the study period I came to know about the procedures which organizations use. The implementation of the theories was also the part of study. During my internship training programe. I observed the practical implementation of the study in practical field. It was very learning aspect because during my study I only read the theories of the management field and when I worked in professional organization as internee. I completely came to know how the different departments work with full coordination. The most surprising element near to me was these departments have different kind of parameters and are not suppose to interfere in each other matters and working for one common purpose for the organization and works without getting in to the problem. During studies it seems very surprising being a student that how the different departments of the organization like sales and marketing department, Accounts department, Human resource department works without any problem. But working practically in the organization gave me clear picture of the entire scenario of the working environment of the organization. All the theoretical concepts of marketing management which I read and learnt were in implementation in the organization. It was great learning experience for me by working as internee in the ghani glass. This enhanced my practical aptitude. The concepts of marketing management were learnt in practical way by me. The entire period of internship in the organization was full of learning on every day I was learning the different aspects that how these are being implemented practically. These all concepts I read during my study program. So after studying the business management concepts and then observing these to be implemented was huge amount of learning. The all concepts become very clear during my training program in the ghani glass. So it has made me more practical by working in the organization. The theoretical concepts were already in my mind. When I worked I became more clearer to me.

 

 

SWOT Analysis

STRENGTH

 

v     Market Share leader in Pakistan.

v     Strong technology base and state of the art equipment.

v     Strong in house R&D for New Product development.

v     Low Debt Equity Ratio.

v     Following all international Quality control Centers

v     Exporting Float Glass Globally.

v     Strong Focus on environment, friendly operation.

v     Effective logistics control and material Handling.

 

WEAKNESS

 

v     Packaging Problem

v     No insurance (on float glass).

v     Price varying day by day.

v     No protection provided.

v     Not meeting the needs of the market.

 

OPPERTUNITIES

 

v     Developing new rang of products.

v     Local competitors have poor products.

v     Could extend to around the world.

v     Product development process is going on Process Temper and Float glass.

v     Can surprise competitors while introducing Reflected Mercury Glasses.

 

 

THREATS

 

v     Political Factors

v     No media Campaign because Court Decision.

v     Economic Factors.

 

 

 

Conclusion

Ghani Glass Ltd, famous as leaders in glass, fulfills major market needs of the glass sector of the country export globally, both the Float Glass and Glass Containers for food, beverages and pharmaceuticals. Ghani glass is much better in the terms of quality than the competitors. The Ghani glass limited is focusing on the latest needs of the customers. The customer satisfaction has also increased the number of customers over the years and has generated the significant sales revenue for the company.

 

 

 

Recommendations

Recommendation based on two strategies that are given below:

v     EXISTING STRATEGIES

v     NEW STRATEGIES

EXISTING STRATEGY

                                    Ghani Float glass follows these existing strategies.

v     Retain Customers

v     Quality Standards & Customer Satisfactions

v     Increase in Sale Volume

 

NEW STRATEGIES

                                      Ghani Float Glass follows these strategies.

v     Long Term Approach

v     Strong Technology Base

v     Export Float Glass Globally

 

 

 

References

www.ghaniglass.com

The annual report of 2011

 

 

 

 

 

 

 

 

 

 

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