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  • 1. WAH NOBEL GROUP OF COMPANIES LTD. TABLE OF CONTENTSACKNOWLEDGEMENT EXECTIVE SUMMARYINTRODUCTION HISTORY AND INTRODUCTION PRODUCTS LINE QUALITY POLICY OF WAH NOBELFUNCTION OF THE ORGANIZATION BOARD OF DIRECTORS ORGANISATIONAL CHARTMARKETING POLICY OF (WNAL)MARKETING PLAN OF (WNAL)MARKETING DEPARTMENTS WAH NOBEL ACETATES WAH NOBEL PVT LIMITEDMY WORKING AND EXPERIANCESSWOT ANALYSIS OF WNALSUGGESIONS, RECOMMENDATIONS& CONCLUSIONS
  • 2. WAH NOBEL GROUP OF COMPANIESConstantly working To the Highest Degree of Trust and reliabilityWAH Nobel (PVT) LimitedWAH Nobel Detonators (PVT) LimitedWAH Nobel Chemicals LimitedWAH Nobel Acetates Limited NobelBalouchistan Explosives (PVT) Limited
  • 3. ACKNOWLEDGEMENTI am the student of MBA 2ND semester and our institute has assigned usto do internship in the summer for the period of 6 to 8 weeks toenhance our practical skills in the running business environment of anyorganization. The objective of this internship program is to exposemyself into the practical atmosphere where I can observe, analyze andeven practice the application of the professional knowledge that I haveacquired during the course of my studies. The period we have studied in the last two semesters andthe knowledge which we have gained theoretically from our teachersthat how we can learn practical implementation in an organizationalenvironment. So, study, which we have done in the last two semesters,is it practical or not in a multinational organization become realisticafter our internship period. MILYAS HAN MBA (MARKETING)
  • 4. EXECTIVE SUMMARYWah Nobel’s products enjoy the highest reputation in Pakistan andabroad. Wah Nobel is fully committed to a policy that ensures aconsistent supply of quality products and services at competitive prices.WAH Nobel Acetates Limited was therefore incorporated on 24-11-1994to set up plant in Industrial Estate Hattar for the manufacturing ofAcetic Acid and Ethyl/Butyl Acetate.The management of Wah Nobel group of companies is fully committedto a quality policy, which results in production of quality productconforming to the requirement of our customer.“The marketing team of Wah Nobel Acetates Limited is fully committedto provide quality products & services to meet the requirements of ourcustomers and to maximize our sales and optimize profits thoughaggressive marketing.”Capture of market leading to discontinuation of imported products.Increase in sales through diversification of products. Improvement ofproducts image through better presentation. To facilitate transaction,Marketing Department will adopt flexible and aggressive pricingpractices.Marketing Department will ensure consistency in the quality of theproducts through continuous feed back from the customers.To improve image of products & company, customers’ visits to plant willbe arranged.New avenues will be discovered for marketing of diversified products.Wah Nobel Acetates Limited is planned to come into the production ofAcetic acid, Butyl acetate and ethyl acetate by June 15, 1998.Acetic acid = 5000 tones/annumButyl /Ethyl acetates = 4000 tones/annum
  • 5. Ravi Rayon’s product available in the market was not sufficient to meetthe country’s demand.Survey conducted by the Marketing department of WNAL revealed thecurrent market demand of Acetic acid and Esters as follows:- Acetic acid - 4000 tone/annum Butyl acetate - 2650 tone/annum Ethyl acetate - 1060 tone/annumIndustry wise demand of three products is as follows:Brochures: Brochures on the products to be marketed by WNAL will beprepared and distributed among Customers during market visits.Personal Selling: Target Customers will be visited on regular basis bymarketing department in association with concerned distributor.WNAL is a Project of Wah Nobel Group. It started its production in1997.The main Product are Acetic Acid, Butyl Acetate and EthylAcetate. I have completed my training in the marketing department ofWah Nobel Acetates Limited.Wah Nobel Acetates Limited is the manufacturer of three productswhich are as follows:In Ethyl Acetate, we are facing competition from imports only.Acetic Acid, Butyl Acetate and Ethyl Acetate are currently beingimported form Taiwan, South Africa and Netherlands. . Majorcompetitor of WNAL is Taiwan as the product of Taiwan is in marketlong before the establishment of WNAL.WAH Nobel acetates limited is a public limited company and hasbeen incorporated under the companies, act 1913 (repealed).In my opinion the marketing of products of WNAL is quiet challengingas we are facing competition from imports directly.
  • 6. IntroductionI completed the first month of my training at WAH Nobel Acetate Ltd.Before starting the detail of whatever I have learnt during this period, Iwould like to give a bird eye view of the WAH Nobel GROUP OFCOMPANIES.HISTORY OF WAH NOBEL WAH Nobel was founded in 1962; Wah Nobel is a joint venturebetween Saab, Sweden and Pakistan ordnance factories. For more than three decades Wah Nobel has stood as a symbol ofsafety, reliability, service and commitment. Wah Nobel’s products enjoythe highest reputation in Pakistan and abroad. This has been achievedthrough innovation, experience, state of the art technology and a visionfor the future.Wah Nobel is fully committed to a policy that ensures a consistentsupply of quality products and services at competitive prices. WahNobel develops, manufactures, markets and maintains a wide range ofcommercials explosives, accessories and industrial chemicals ofinternational standards.
  • 7. WAH NOBEL ACETATE LIMITEDWAH Nobel Board decided to diversify its activities in the field ofchemicals. WAH Nobel Acetates Limited was therefore incorporated on24-11-1994 to set up plant in Industrial Estate Hattar for themanufacturing of Acetic Acid and Ethyl/Butyl AcetateProductsWAH Nobel Acetates Limited is the manufacturer of three productswhich are as follows:• Glacial Acetic Acid•• Ethyl Acetate. Butyl Acetate
  • 8. QUALITY POLICY ISO (9000-9001-14001) certifiedThe management of wah Nobel group of companies is fully committedto a quality policy, which results in production of quality productconforming to the requirement of our customer. It is our guarantee andhallmark’s of the company’s policy to consistently provide qualityproduct and service of competitive prices through market driven andservices oriented management team.Our employee’s caliber and their participation are the cardinal elementof our quality policy. It shall therefore be our constant endeavor toupdate the skills of our employee’s through training and acquisition ofstate of art technology and involve them in realism of our goals toachieve these objectives the management shall make availablenecessary resources and incorporate and built mechanism for persistentre evaluation of it’s quality control system, than enable the company tomeet the changes of ever changing requirement of our customers.
  • 9. BOARD OF DIRECTORS CHAIRMAN Lt.Gen.Abdul Qayyum VICE CHAIRMAN Mr. Sorgan Gindahl CHIEF EXECTIVE Mr.Syed Kaukab Mohyuddin Mr.feroz khan malik Mr. Muhammad Anwar Mr.Azhar Masood COMPANY SECRETARY Mr.Amanullah Khan,Fca MANAGER SECRETERIAT Mr.Nawaz Akhter Khan AUDITORS Messers Tariq Ayub,Anwar &Co. Charted Accountants LEGAL ADVISOR Messer’s Khan & Piracha BANKERS Muslim Commercial Bank Ltd Habib bank Ltd United bank ltd Union bank ltdWEBSITE: National developmenthttp://www.wahnobel.comEmail: wahnobel@comsats.net.pk
  • 10. finance Corporation Allied Bank Of PakistanMARKETING DEPARTMENT OF WAH NOBEL ACETATES LIMITED DJM/Mktg AM/Mktg AM /Mktg AM/Mktg SENEIOUR JUNIOUR ASSISSTANT ASSISSTANTDJM/MKTG MR IJAZAM/MKTG SOHAIL MIRAM/MKTG RIZWAN SARWARAM/MKTG HAFEEZ KHANASSISTANT MR.IRFAN
  • 11. MARKETING POLICY OF (WNAL)“The marketing team of Wah Nobel Acetates Limited is fully committedto provide quality products & services to meet the requirements of ourcustomers and to maximize our sales and optimize profits thoughaggressive marketing.”PROCEDURE:The Marketing Department of Wah Nobel AcetatesLimited has set the following marketing objectives: -• Customer satisfaction• Capture of market leading to discontinuation of imported products.• Increase in sales through diversification of products.• Improvement of products image through better presentation.• Revenue generation through other sources.The above-mentioned objectives will be achieved through formulating &implementing the following key guidelines: - Customer is the backbone for long-term success of this organization. The Marketing Department will take/initiate steps to retain the current as well as to target potential customers. To facilitate transaction, Marketing Department will adopt flexible and aggressive pricing practices. Marketing Department will ensure mobility & increase the contact frequency to interact with the customers and to increase the volume of sales. Marketing Department will ensure consistency in the quality of the products through continuous feed back from the customers. To improve image of products & company, customers’ visits to plant will be arranged. Laboratory test report will also be dispatched along with invoices to ensure the quality of the product. Revenue will be increased through trading of related and unrelated products. Existing market will be further explored while potential customers will be approached through promotional strategies.
  • 12.  New avenues will be discovered for marketing of diversified products.CREDIT POLICY FOR CUSTOMER• To offer secured credit to our customers.• In special cases to obtain the approval of the higher management keeping in view the track record of the customers.• Our aged receivables should not exceed 90 days.PROCEDURE:They prefer to sell their products against advance payments. However,where necessary, we offer secure credit against local letter of credit.Some times, we have no option but to offer unsecured credit. In suchcases we prepare the case for approval by the competent authority onthe basis of their customer’s approved payments procedure and thetrack record of his payments. Once the case is approved we offer creditto our customer. Such credits are limited to a maximum period of 45days.
  • 13. INTRODUCTIONWNAL is successfully penetrating in the market and gradually increasingthe market share, besides the tough competition from the foreignbrands. We are working very hard for more penetration in the market.As compare to last year the position of the far-east economies areshowing some signs of improvement. Therefore, the improvement inthe far-east economies and imposition of regulatory duty will help us lotin increasing the prices and of all the products in the first quarter ofyear 2000-2001. MARKET PLANINTRODUCTIONWah Nobel Acetates Limited is planned to come into the production ofAcetic acid, Butyl acetate and ethyl acetate by June 15, 1998. Theannual capacity on the basis of 3 shift operation for 300 working daysand 100% capacity utilization is:-Acetic acid = 5000 tones/annumButyl /Ethyl acetates = 4000 tones/annumThe usage of Acetic acid is in Industries like Textile, Leather, Food ,Paint & Varnish, Pharmaceutical, Plastic and Rubber. Ethyl acetate isused in manufacturing of printing inks, adhesives and lacquers, as aneffective solvent for many resins and cellulose nitrate for makingartificial leather, as a protective coating and in pharmaceutical andCosmetic industry. The usage of Butyl acetate in chlorinated rubber,paints and thinners, plastics and food flavors is quite extensive.
  • 14. Presently there is only one plant in Pakistan at Kala Shah Kaku whichwas producing Acetic acid. This plant was basically installed for captiveconsumption of acetate rayon plant and only surplus acetic was soldinto the market. Ravi Rayon’s product available in the market was notsufficient to meet the country’s demand. Hence rest of the demand ofacetic acid and whole demand of Ethyl/Butyl acetates was being fulfilledthrough imports. Now with the closure of Ravi Rayon’s plant wholedemand of Acetic acid is also met through imports.Historical supply forlast five years of these three products has been as follow:-Years Acetic acid Ethyl acetate Butyl acetate1991-92 2810 795 24361992-93 3181 634 18621993-94 3795 727 24561994-95 2946 1130 25941995-96 3664 1158 2696MARKETING DEPARTMENTOrganizational chart of the planned Marketing departmentIs as follow: - MANAGING DIRECTOR | HEAD PROJECT DIVISION | DY. MANAGER MARKETING | ASSTT. MANAGER MARKETING |
  • 15. ASSTT. MARKETING | TYPIST MARKETINGMARKET SEGMENTATIONSurvey conducted by the Marketing department of WNAL revealed thecurrent market demand of Acetic acid and Esters as follows:- Acetic acid - 4000 tone/annum Butyl acetate - 2650 tone/annum Ethyl acetate - 1060 tone/annumConsultant (AFTEC) has given industry wise segmentation of the marketin their feasibility report whereas Geographical segmentation has beenascertained through market survey conducted by WNAL’s marketingdepartment.1) Industry Wise SegmentationIndustry wise demand of three products is as follows: Industry Acetic acid Butyl acetate Ethyl acetateTextile 46% - -Leather 44% - -Paints(Thinner/ Lacquers) - 70% 55%Plastic, Rubber & Tannery 04% 26% 25%Food 04% - -Miscellaneous 02% 04% 20% TOTAL 100% 100% 100%2) Geographical SegmentationPresent geographical demand of all the three products is as under:
  • 16. Products Total Market Karachi Region Punjab Region (Tone / annum) (Tone / annum) (Tone / annum)Acetic acid 4000 (100%) 2120 (53%) 1880 (47%)Butyl acetate 2650 (100%) 1564 (59%) 1086 (41%)Ethyl acetate 1060 (100%) 933 (88%) 127 (12%)DISTRIBUTION CHANNELWNAL’s products will be marketed through “Selective Distribution”Strategy. The strategy means “the use of more than one but less thanall of the intermediaries who are willing to carry a particular product”.This strategy is most effective for the distribution of specialty product,industrial raw materials and chemicals. This approach allows themarketer to focus attention on a relatively limited number ofintermediate relationships while maintaining adequate marketcoverage.1) Number of distributorsKeeping in view the quantum of the market following number ofdistributors in respective cities has been decided to be appointed.City No of Distributors Karachi 02 Lahore / Kasur / Gujranwala / Sialkot 02 Faisalabad 01 Total 05
  • 17. In the region of Lahore/Kasur/Gujranwala/Sialkot separate distributorswill be appointed for Acetic acid and Esters. This is because of themarket penetration of specific dealers in specified industry. Thisphenomenon is more in practice in Lahore region than in other cities,therefore in other regions same distributors will be used for all theproducts.• Price Policy: The Distributor will purchase the WNAL’s products for onward sale at a discounted price of _____ of the products ex-works price excluding sales tax.• Conditions of Sales: Distributors will do all the purchases on advance payment. Thedistributors will also be required to deposit security money in theamount equivalent to the expected purchases by distributors of WNAL’sproducts in following fifteen days.MARKETING OBJECTIVESMarket: PakistanPeriod: as they decideProducts: Acetic acid, Butyl acetate and Ethyl acetate.MARKETING STRATEGYFollowing Strategy /tactics will be adopted to achieve marketingobjectives. Strict Quality ControlEffective quality control measures will be employed to ensure that theproduct being marketed is of best quality and is manufactured to theInternational Standards. Such measures will be implemented right fromthe selection of raw materials, throughout the production line and up tothe packing of end product.Promotional Plan Following are the details of promotional plan of wnal.
  • 18. • Stickers: Stickers with brief technical data about product.• Brochures: Brochures on the products to be marketed by WNAL will be prepared and distributed among Customers during market visits.• Personal Selling: Target Customers will be visited on regular basis by marketing department in association with concerned distributor.• Advertisements: Advertisements will be given in the appropriate magazines concerning Textile/Paint/Leather industries. However, regular advertisement will be given in the every second issue of Market Bulletin published from Karachi. PRICESIt is worth mentioning that the prices of all the three chemicalsproduced by them are at their lowest since the company intoproduction. Their drastic cuts in the import prices compel us to adoptdefensive pricing strategy. CompetitionForeign SuppliersThe improvement in Far East economics resulted in increased prices ofthe all the three products. This would help them in increase in theirprices during the financial year 2000-2001. Our major competitors areTaiwan, Korea, and Indonesia etc. Their economic situation during lastone and half year is very depressing and not allow them toLocal SuppliersIn the domestic market they are expecting a competition in Acetic Acidbut till to date they have not materialize the same. This would furtherhelp us in capturing the maximum market share.
  • 19. TOP TWENTY CUSTOMERS”CUSTOMERS NAMESShoaib Chemical, Lahore.Packages Limited, LahoreMetatex (Pvt) Ltd., KarachiM/s. Olympic Industries, KarachiAbbasi Chemical Stores, LahoreSGWI Associates, LahoreSiddique Traders, RawalpindiRehman & Rehman Chemical, LahorePharmagen Beximco Ltd, LahoreSulehri Chemical, LahoreArmy Welfare Pharmaceutical, LahoreAhmed Trading (Pvt) Ltd, Karachi
  • 20. Akbari Stores (Pvt) Ltd., LahoreSahib Impex (Pvt) Ltd, FaisalabadCrown Lighting (Pvt) Ltd., PeshawarMJF Chemicals, LahoreMian Enterprises, LahoreRJR EnterprisesFN International, LahoreICI Paints (ICI Pakistan), LahoreIntroductionI completed the first month of my training at Wah Nobel Acetate Ltd.Before starting the detail of whatever I have learnt during this period, Iwould like to give a bird eye view of the Wah Nobel Acetate Ltd.Wah Nobel Acetates LimitedWNAL is a Project of Wah Nobel Group. It started its production in1997.The main Product are Acetic Acid, Butyl Acetate and EthylAcetate. I have completed my training in the marketing department ofWah Nobel Acetates Limited. I will now discuss the information and theprocedures, which I learnt in this department: Products of WAH Nobel Acetates LtdWah Nobel Acetates Limited is the manufacturer of three productswhich are as follows:1. Glacial Acetic AcidDescription.It is a clear color less liquid having strong ad our with burning tasteMajor Users Following are the major user industries
  • 21.  Textile Leather Food Pharmaceuticals Plastic & RubberPackingAcetic Acid is delivered to customers in the gray plastic cans of 30 Kgand bulk quantities can also be delivered in S.S. Tankers.2. Ethyl AcetateIt is a stable, colorless and inflammable liquid with pleasant adour.Main User.Painting ink and allied, plastic/rubberPacking:Ethyl acetate is available in drums of 180 Kgs and bulk quantities aredelivered in S.S. Tankers.3. Butyl AcetateButyl Acetate is a colorless inflammable liquid with a pleasant and fruityadour.Main User and paints. This ester is also used as a solvent in the preparation ofartificial leather, textile and plastics and as an extraction solvent inpharmaceuticals.PackingButyl acetate is delivered to the customers in drums of 180 Kgs andbulk quantities can be delivered in S.S. Tankers.
  • 22. COMPETITIONThe competition, which the products of WNAL are facing, is discussed inthe following:Acetic Acid:Presently WNAL has no local competitor and facing the direct foreigncompletion although M/s MIDAS has started the erection andinstallation work but it was stopped due to financial and managementproblems. So we can say that presently there is no local competition inAcetic Acid.Butyl Acetate:A plant with the name of LG Petrochemicals, which used to be in theproduction of DOP, has now modified its plant to produce Butyl Acetate.So now we are facing local competition as well as imports competitionin Butyl Acetate.Ethyl Acetate:In Ethyl Acetate, we are facing competition from imports only.Acetic Acid, Butyl Acetate and Ethyl Acetate are currently beingimported form Taiwan, South Africa and Netherlands. . Majorcompetitor of WNAL is Taiwan as the product of Taiwan is in marketlong before the establishment of WNAL. Target MarketThe target market of WNAL is basically end users and traders. We aretargeting only those end users whose consumption is in large quantitythat is minimum a truckload. To satisfy the demands and needs ofsmall users we provide our products to traders who then provide thematerial to small-scale users. It is relevant to mention here that wedon’t have any sort of official or documented dealership. We used tosupply our products to every customer but then we sorted out fewtraders in each area who purchase our material regularly and also inbulk quantities. So we consider them as our preferred customers. Wesupply Them products at better rates as compared to other customers.
  • 23. These traders satisfy the needs and demands of the small users in thatspecific area. Lahore, Sialkot, Rawalpindi, Faisalabad and Karachi arethe major areas where our products are sold. M a r k e t i n g D e p a r t me n tThe product of WNAL is an industrial one so required direct selling. Themarketing team of WNAL does major selling. Different marketing tools,like includes regular telephonic contacts and personal visits to thecustomers.We also give different souvenirs like diaries and calendars to ourcustomers, which also serve as a marketing tool.The marketing of WNAL is also done through display of Advertisementin the chemical magazine named as “Chemical News International”.This magazine consists of current market situation of the chemicals. Pricing StrategySince our plant is in its Fourth year and so we are in the process ofmaking the identity of our products. Therefore, WNAL is practicing thepenetrations pricing strategy. That is the prices, which are reasonableenough that our customers prefer our products against the imports. Uni price strategy (same price for the all customers) Multi price (different price for different customers) Payment CriterionPayment from all customers is taken in advance. The mode of paymentis in three following ways: For the customers convenience WNAL has opened its accounts in three cities, Rawalpindi, Lahore and Karachi. Customer deposits the amount and faxes the deposit slips. WNAL accepts demand draft or cheques of some reliable parties as well. WNAL has also encouraged the local L.C. system for the credit facility and security of payments with some customers.
  • 24. My working/learning in the department:• Check that the daily Imports of Different Acids With the Help of Pakistan Revenue Automation Limited(PRAL)In this work my duty is to check that what are the majorimports of different Acids and who are the importer of that acidand also the price they paid against for that acid and also thequantity they are importing, I see it in the PRAl and Make theExcel sheet in which I put following information Company ImportingDate Name Quantity Price Country ACID• Daily Or Weekly Sale Reports In this head at the end of the ay we checked that what are thesales of the day we enter all the entries in the specific customeraccount if some new customer come and the order is less in quantity sowe put that in the head of the general customers account. After that wechecked that what are the payment mood either cheque or in the cash
  • 25. and in the case of loyal customer if the amount is credited so we enterthat in the account of that customer.• Covering Letter.• Invoice’s• Delivery Note• Made FaxesWNAL’S SWOT ANALYSIS(Strength, Weakness, Opportunities, Threat)STRENGTHS Monopoly for the time being in core products Product Range compared to competitors Consistent qualityWEAKNESS Company has no market reputation We have small staff with shallow skills base in many areas We are weak to vital staff de motivation. Improper resource allocation Inadequate team work Insufficient storage capacity Untimely decision making Lacuna in Effective communication among departments
  • 26. OPPORTUNITIES Our business sector is expanding with many future opportunities for success Our local competitors wants to encourage business where possible Our competitors may be slow to adopt new innovations/technologyTHREATS A small change in focus of a large competitors might wipe out any market position we achieve Influx of traders in local market R EC O M M E N D A T I ON SThere is a need of minute financial analysis, which can help themanagement in their decisions making.1. Communication gap between staff and management must beeliminated through counseling or establishing human resourcedepartment.2. Cost should be reduced in the production because they have a greatproblem of high cost in production of the products in their hattar statearea. And should make feasibility of setting their plant in local area.3. WAH Nobel group of companies, has very heavy transaction rate tomake it properly managed current computer software is not sufficient.Comprehensive computer software must be introduced.4.WAH Nobel group providing housing facilities. Management musttake step in this regard and provide their employees proper housingfacilities.
  • 27. 5. Extra effort must be recognize with extra benefit, promotions,certificate etc. There must be proper policy to enhance the motivationof employees within the group so that they can give their 100%.6-working hours should be reduced for achieving extra output fromemployees. And work timing should be equal to international standards. C ON C L U S I O NDuring my internship period, I conduct the following about WAHNobel acetates limited.1. WAH Nobel acetates limited is a public limited company and hasbeen incorporated under the companies, act 1913 (repealed).2. The company is well-established and working almost at full production capacity and facing the competition most effectively.3. All staff has a very good professional approach because of the experience in the respective fields.4. The companies’ accounts have been prepared in accordance with the companies’ ordinance 1984.5. The business conducted in trade is during the year were in the accordance with the target they had set.
  • 28. 6. There is no union in WNAL. There is an open door policy in the company, who has certain problem can discuss it with any manager.7. The competitors of WAH Nobel acetates are the, ICI, SHELL, and PSO which are making these types of acids.8. The management of the company is very progressive in their approach and they are planning to expand the plant capacity.9. The WAH Nobel has very sound internal control as every transaction has to pass through at least two hands.10. The board of directors has delegated powers to MD for running day-to-day functions of the corporation for which he is fully authorized. Any thing for which MD is not authorized, and is considering to be adopted, then MD obtains the approval of board of directors.Short Conclusion:These were the information and procedures, which I have learnt so farin my training. As satisfaction of the customers is the essence ofmarketing so I am closely observing the way my seniors talk to thecustomers and satisfy their needs and demands. In my opinion themarketing of products of WNAL is quiet challenging as we are facingcompetition from imports directly.So I am very positive that I will learn a lot while facing thesechallenges. The cooperation of the marketing team of WNAL willalso help me to improve my marketing capabilities.